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Control
Is the Key
Were you to read the training manuals created for automobile
salespeople, you'd find that a good deal of emphasis
is placed on controlling the customer. Traditionally,
salespeople are taught to follow a multi step sales
plan-or a variation thereof-that we outlined. These
steps, plus carefully focused questions, various ploys,
confusion tactics, and even facial reactions, grimaces,
and expressions are all part of the effort to maintain
control. Far too many customers forget that until they
sign the check, they have the ultimate control. And
that's just fine from the dealership's perspective.
Your objective is to take control of the process. The
way to do this is to: |
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