Let the selling Begin!

You as Me Seller

With the inexperienced used-car buyer, you might find it helpful to take a, page out of the professional salesperson's book. We call it "hot button selling," and the key is to identify the buyer's number one priority or concern and then "sell" to that concern. A good professional salesperson will ask the prospect-usually after a good rapport has been established-a question like this:

"What would you, say is your number one priority-other than getting a good price-when it comes to buying a used car?" Potential buyers may be surprised at the question, but if you can get them to take a moment to consider their answer, you may find that they will reveal their "hot button"-i.e., the one thing that must be satisfied in order for them to make the purchase. Notice that we take price out of the equation. Everyone wants a good price. What you want to know is what beyond a good price will motivate them to buy.

In many cases you'll find that their answer will be "reliability." They don't want to deal with a lemon. Your opportunity, at that point, is to sell them your "reliable car." If they say they want a car with great performance, your job is to sell them your "performance" car. If "safety" is the hot button, then you'll sell them your "safe" car.

Let's say for purposes of illustration that they answer your question with "a reliable car." This is where all your research and preparation will pay off. This will be your opportunity to prove that not only has your car been reliable, but also that in all likelihood it will continue to be reliable. How do you do that? By showing them the following:

1. Consumer Reports owner survey of repairs and reliability

2. Your mechanic's evaluation of the car

3. Your service and repair records