Unfortunately, even I can get nearly all the way through the sales process and not get that sense that the shopper is sold. It's a frustrating thing, but it's a reality of the sales game. I have discovered one phrase that I can use to help flesh out any further objections or find out if my customer is sold on the vehicle we have been discussing.
That phrase is "our next step."
Now, before I tell you some of the ways I use this phrase, I have to tell you that you have followed all of the appropriate steps to the sale before using this phrase will bring you any results. You must build rapport (and trust) with your customer, you must make an appropriate vehicle selection, and your walkaround and demo must build value exceeding the price of the car.
Then, and only then can you get true value from "our next step."
At times you will have a customer that is just simply unfamiliar with the steps of buying a car and won't ask buying questions like "what kind of deal can you get me," or "what kind of financing do you have available?" In these cases, I like to use a phrase like, "for most of my customers, our next step is to take a look at credit to make sure that a vehicle like this fits their planned monthly budget." This phrase accomplishes many things. First and foremost, it keeps the process moving. You always need motion to create results. Also, this phrase gets the customer focused on payment over price and moves us to a specific next step that will allow me to get them information that will likely lead them to making a decision.
Plenty of times you have that veteran car shopper who thinks he knows just how things go and starts weighing the process down with questions. You have just finished a demo drive and shown him every feature that meets every need he mentioned to you, plus a few extra that make this car stick out among its competitors, and he wants to know "what's the lowest price you will take for it," or "what's my trade worth?" You don't want to ignore his questions, but you also don't want to answer them on the lot just to have him walk away. I usually like to answer with "I would be glad to find out for you. In fact, for most of my customers the next step after the test drive is to fill out a credit application while my used car manager appraises their trade so that I can get them information on price, trade value, payment, and down payment. Come on in, and I'll get you all of that."
Again, you are accomplishing a lot with this phrase. First, it's an assertive answer that puts you back in control of the process by telling your customer that you will get them all the information they need, but they have to come inside the dealership and do it the right way. You're using the "Jones Effect" as well by telling them that this is how most of your customers move forward in the process. Also, you're testing the level to which they are sold on the car you just showed them. If it is the car they want, they won't hesitate to get all of the information. Hesitation could indicate to you that you need to wow them more. Finallly, just like the previous statement, this gives you a chance to give them real information that will likely lead to them making a decision.
Try it out next time you don't know what side of the fence your customer is on, and make sure you come back in and let me know how it went in the comments section of this post.