How to Sell Anything to Anybody Ch 13

Honesty in Sales

• Honesty is a policy, not a rigid rule. It's applied strategically to one's best interest.
• Telling the truth is usually best, especially when verifiable by the customer.
• Lying about major car specifications (e.g., engine size) is extremely risky.
• Minor "white lies" are sometimes strategic in sales.

Responding to Customer Questions

• Responding with assured confidence ("I have one out on the lot and you can pick it up today") can be beneficial.
• Dealers may have cars on trade with other dealers, increasing chances of fulfilling a customer request quickly.
• Giving customers what they want, even if it's not the exact ideal, can be more effective than delaying the sale.
• Some trade-offs for the customer are acceptable (e.g., slight deviations in colour or accessories).
• Mistakes in records serve to deflect issues if the customer complains.

Flattery and Truth in Sales

• Small, non-deceptive compliments (e.g., complimenting a child) are helpful.
• Salespeople must appear to be caring, and must build trust.
• Flattery creates a positive and disarming atmosphere.
• Treat customers with respect -even if a customer isn't perfect, praise any positive qualities
• Lie a little.
• Tell smaller lies to avoid potential embarrassment or negative feelings from customers.
• Flattery can help turn a customer's fear or anger into a more positive feeling.
• Timing and delivery are essential sales skills.

Avoiding Major Lies

• Customers can discover lies told by the dealer, resulting in lost trust, damaged reputation, and loss of future business.
• Avoid lies that could negatively impact the customer's reputation.
• Avoid exaggerating or stating false information that could cause negative outcomes in the future ("That's a handsome little boy...")

Price Negotiations

• Sticker prices are often negotiable, particularly in the car business, but some customers don't know how.
• Selling at full price is risky in the long term, especially with a high-volume car.
• Salespeople can benefit in the long run from offering small discounts instead of negotiating at full price.
• Keeping a customer happy is more profitable than selling at a higher initial price.

Customer Handling and Trust

• Acting like a performer during sales situations is key; control the interaction and timing.
• Being trustworthy after the sale is equally important.
• Customers value pleasant interactions more than potentially lower prices.
• The sale is not the end, a customer’s satisfaction should be a priority.

Dealing with Technical Complaints

• Acknowledgement of a customer’s knowledge is appreciated; validation can be helpful.
• Minor details shouldn't halt the sales process unless it's truly of critical importance to the customer.
• Lying about major details is unethical and very risky.
• Transparency can help foster trust; honesty (with a little flattery) is best.

Explore the delicate balance between honesty and strategy in sales. This quiz covers effective communication, handling customer questions, and the role of flattery in building relationships. Test your understanding of how truthful selling can drive success in the automotive industry.