Digital Dealer - January 2020 - 44

S A L E S & VA R I A B L E O P S

the environment we create, it can cost far
more than a single sale. There are many
ways you can help your customers feel
more comfortable.
You can smile. Smiling is more contagious than the flu! It can't be resisted. Just
smile at someone and watch them smile
right back at you. When you smile you
appear more successful, you appear more
confident, you appear more trustworthy,
and you appear more approachable. Smiling communicates that you want to be with
your customer, and it creates an environment where the customer wants to hear
what you have to say.

You can meet them where they
are. Customers are most comfortable

when they feel that they belong. That they
are surrounded by people who are just
like them. When you communicate with
your customers on their level, taking into
consideration what they are good at, what
they already know, and how they feel, you
create a sense of familiarity that positively
influences your customers.

You can cultivate trust through
transparency and partnership. Cus-

tomers are most comfortable when there
are no surprises. Trust cannot be instantly
created; it must be built. When you communicate through words and actions that
it is you and your customers in it together,
you create an environment where your
customers can relax and truly enjoy their
buying experience.
You can lead from the front. Customers are most comfortable when there is
no pressure. This does not mean that you
shouldn't be persistent. It does mean that
you should be communicating in a way
that influences your customers to want
you to lead. You can try and push every
customer up the hill to a sale, but it is far
easier and much more profitable when they
follow.

STEP 2: Help Your Customers Feel

Great About Being Them

When you are really having fun, you feel
great about being you. After all, it's hard to
feel great about anything if you don't feel
great about yourself. When our customers
don't feel great about themselves uncertainty and indecision can rapidly set in.

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There are many ways you can help your
customers feel great about being them.

You can apply the Platinum Rule.

Unlike the Golden Rule, the Platinum Rule
states that you should "treat others the
way they want to be treated," not the way
that you would want to be treated. When
you communicate to your customers that
you hold them in high regard and sincerely
value them, you create an environment
where customers want to be around you.

You can pay unique compliments.

No one likes flattery, but everyone loves a
real genuine compliment. If you intentionally look for something to acknowledge,
appreciate, and praise you will find it.
When you communicate even the smallest
unique compliment to a customer you
create a feeling that can transcend any
apprehension or self-doubt.
You can encourage. We all are looking for someone to believe in us and our
ambitions. Your customers are no different.
They all have things they would like to
change in their family, at their work, and in
their recreation. No doubt your solutions
can help, whether directly or indirectly.
When you encourage them along their
path you create an environment where
your customers want your help and seek
your guidance.

STEP 3: Help Your Customers

Enjoy Spending Time with You

It is impossible for you to have fun unless
you enjoy your company. It can be your
favorite activity, but if you were paired up
with someone you don't like you wouldn't
have fun. When our customers don't enjoy
spending time with us, they look for a
reason to object and say no, but when they
like us and they're having fun they look for
a reason to say yes. There are many ways
you can help your customers enjoy spending time with you.

You can skip the small talk and
really connect. Many customers are an-

noyed with small talk because of its lack of
sincerity and authenticity. It's best to get
right to the heart of the matter and have
real meaningful conversations. When you
communicate that you are genuinely interested in your customers by asking really
good questions you successfully gain the

personal edge and create an environment
where your customers feel that you are
interested in them, that you understand
them, and that you care about them.

You can ask for their opinion.

Everyone loves to talk and share their
opinions. Particularly, if it is in an area
where they feel that they are an expert.
Asking an opinion immediately communicates a respect for and an interest in your
customers. We all want our customers to
take an interest in us and our solutions,
but the easiest way to become interesting
is to first become interested.
We all wish our customers would be
more willing to sacrifice time, invest
energy, and spend money on the solutions
we provide. Yes, customers are willing to
sacrifice more time for things that are fun.
Yes, customers are willing to invest more
energy in things that are fun. Yes, customers are willing to spend more money on
things that are fun. By following the steps
above, you can make your customer buying experience more fun and successfully
boost sales!
You can find more articles in sales & variable
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A D V E R TI S E R S IN D E X

ADVERTISER

PAGE

360 Booth...................................................... C3
DealerTrack................................................... C2
ELEAD1ONE................................................... 9, 33
Kerrigan......................................................... 19
Playback Now................................................ 39
Manheim Inventory Solutons.......................... 7
Market Scan.................................................. 3
Sokal............................................................. 5
TruVideo........................................................ 13
VinSolutions................................................... C4
The index to advertiser page numbers is published for
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numbers correctly. The listing is not part of the advertising
contract and the publisher is not responsible for errors or
omissions.

January 2020
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Digital Dealer - January 2020

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