Sales – Objections and the Trial Close
Objections are a natural part of the selling process. I don’t care who you are or how good you are, objections are going to creep in at some point during your presentation. Think about it. All people tend to resist their point of view being changed. Even though they come into your dealership looking to make a purchase, there are still some that need to be convinced that making a new purchase is a good decision for them to make.
To determine where the customer is at in the process, we do what is called a “trial close.” The trial close is simply asking the customer a question that will determine if they are close to making a buying decision.
The trial close should involve having the customer envision themselves using the equipment and then elicit a response from them about their perceived satisfaction. For example, you may ask, “How do you see this fitting your needs?” Now you may find out by asking the trial close question that the customer stops and says, “This is exactly what I’m looking for.” In that case, your trial close became your closing question and all you have to do is say to the customer, “Well, let’s get the paperwork done and we can have you on your way.”
The moment the customer has made a decision to purchase, shut up and begin the paperwork. By continuing to sell, you can move a “yes” into a “let me think about it” and literally un-sell a sold customer.
On the other hand, if the customer says, “I’m concerned about how easy it will be for my wife to use this.” You will find that the trial close acted like a compass and pointed you in the proper direction to help address the customers concerns.
Thanks to the trial close, you know what’s on your customer’s mind, can address those questions or concerns, and move to the final close.
Most people that are in sales at a dealership, love to help the customer find the right product, go out of their way to answer every question and then at the most important time in the process, fail to just ask for the business. Customers need you to ask for their business. Often, if you don’t ask for the order, a potential customer will leave and end up purchasing a lesser product from a competitor.
Keep in mind, you are responsible for helping people find the product that best fits their individual situation. You do this by asking good questions, getting them emotionally invested in the product and then by simply helping them to make the decision to move forward.
If a customer leaves your dealership and goes to a competitor — both you and they have lost. You lost a sale you should have gotten and the customer lost the opportunity to do business with a dealership that will take care of them and their equipment.
