Objections When Selling Cars and Nine Ways to Handle Them

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If you sell cars, you hear your customers’ objections….all the time.  You’ll get them so much, that it should be a part of the selling process, along with closing or the test drive.  At the beginning of my car sales career, I hated hearing objections.  I didn’t know it was a natural thing to go through when you’re selling.

I guess it’s the great training that I had received when I first started.

No one tried to show me how to handle them or, more importantly, why customers have them.  The only objection I knew was “that price is too high.”  And, naturally, my managers (and I think all managers do this) explicitly told me to respond with “what price is good for you?  If I can sell you this car at that price do we have a deal?”  It’s not a bad thing to do, it’s just that I often think that response has become cliché, and customers know what you’re doing.

Try to Flush Them Out Early

My GM said that the earlier you get the objections out, the less of a chance it will become an issue down the road.  Makes sense doesn’t it?  If you deal with the issue at the beginning of the sales process, why would it become an issue again when you’re trying to close the deal?  What he used to say somewhere before going on the test drive.

“Before we go for a drive, if you like this car and you figure that this car would suit your needs, would there be any reason why we couldn’t do business today?”

I think that this is a great strategy to use because if they say that they’d be willing to do business, you sell out of that car.  Make them love it.  But, if they have some reservation of some sort, at least you can get the objections out before the demo, and when you get back you know they’re not going to do business today.  Therefore you don’t need to give them any numbers until you know they’re serious.

Don’t Think That an Objection Means the Deal is off

My biggest deal with objections was that as soon as I heard some sort of criticism, I thought that they didn’t like the vehicle enough to buy it.  It wasn’t until later on when one of my managers told me to not think of their objection as an excuse for them not to buy, but that they do want to buy.

Think of it this way: they like the car, but they don’t like the colors available.  Their objection is they don’t like the color being presented to them.  But they still like the car.  I never thought of this when I was selling.  It’s your job as the salesperson to somehow help them overcome their issue.  Was it b because they’ve always had red cars?  Or their neighbor has a blue one too?

What I had said to one of my customers one-time “I don’t think it matters what color the car is when you’re the one driving the car in the driver’s seat.  Are you buying the car for you or someone else?”  They agreed and decided to give me a deposit.

Make Sure You Get All of Their Objections out First

Nothing sucks worse than handling their objection to having them throw another one out at you.  Let’s say you’ve presented them with a deal, and they have an objection like the price is too high.  Before you try to take care of their price objection, ask them if that’s the only thing holding them back from making the deal.

It’s annoying to get over their price objection and then have them say something like it’s the wrong color or they wanted leather seats.  If you asked for all of them at once, you can answer all of them at once and you’ll save yourself a lot of headaches and effort.  Plus, I’ll say it again, it’s annoying!

It sounds counter-intuitive to ask for more objections but it does help you.  When you ask for all of them, you now know all the reasons they have for not buying and can decide how to approach it.  As well, it shows that you are interested in them and eager to help solve their problems.

Getting Over Their Objections

So, what do you do to get over their objections?  Is there some sort of process?  I’m glad you asked.  Why yes, yes there is!

Listen to what they’re saying – make sure you understand them correctly.  Don’t assume you know what they are going to say and interrupt them as well.  How would you like it if you were trying to say something and another person kept interrupting you?  They are trying to tell you something important.  They’re trying to tell you how to sell to them.  If you don’t listen to them, you might as well walk them out the door.

Ask questions – not only does asking questions show interest, but it gives you more info to help you sell to your customers.  Also, ask if more things are holding them back from making a decision.  Get all the objections out.

Think about how you’ll handle it – once you’ve heard the objection and you’ve made it clear you understand what it is they’re saying, think about how you’ll approach your customers with a solution.  With some people you have to be delicate, other people prefer you to be blunt.  Fit your response to their style.  Plus taking the time to think about something shows that you’re taking them seriously.

Handle it – simple, what’s your solution?

Check – did what you have to give them work?  Are they happy with your solution?  If yes, great!  Go for the close.  If not, roll up your sleeves and go back to work.

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