How to Sell Anything to Anybody Ch 17

The point in the sales process where a customer hesitates or shows resistance, making it more challenging to close the deal.

In sales, this means clearly identifying your own personal goals and motivations for making the sale, even if it's just pushing yourself to outperform your previous results or compete with other salespeople.

A sales approach that acknowledges the customer's potential desire to buy but assumes they need guidance and reassurance throughout the process.

A subtle but powerful sales technique that uses indirect questions to confirm the customer's interest and guide them towards a decision.

The phase in the sales process where you actively guide the customer towards a decision and close the deal by addressing any remaining concerns and confirming the product or service's details.

Immediately asking for a deposit to firmly establish the customer's commitment to buying the car.

This involves working quickly to certify a check received from a customer to ensure the money is secured and the sale is confirmed.

The salesperson uses their expertise and understanding of various options to create a highly customized and appealing deal to meet the customer's needs and preferences.

This is a valuable aspect of sales where the salesperson builds trust with the customer by focusing on their needs and offering a fair deal, ultimately leading to a win-win scenario.

The salesperson leverages their knowledge of different car options and pricing to create a deal that is difficult to beat.

The salesperson focuses on the customer's overall needs and desires, rather than solely on specific features or details.

A strategy where the salesperson emphasizes trust and demonstrates their expertise by offering low prices.

The idea that a customer's trust in a salesperson should extend beyond the initial purchase and encompass the post-sale experience.

A technique where the salesperson leverages a customer's desire to brag about low prices by assuming they will understate the actual amount they paid.

A tactic where the salesperson aims to establish a friendly relationship with the customer, even if a sale doesn't occur. This helps build rapport and creates a positive impression for future interactions.

The point where the salesperson secures a sizable deposit, making it less likely that the customer will back out after agreeing to the deal.

A sales technique where the salesperson encourages the customer to leave a substantial deposit even if financing will be arranged elsewhere, as it makes it less likely that the customer will look for a better deal.

A practice where the salesperson allows the customer to take delivery of the vehicle immediately, even if the financing and registration are not yet finalized. This creates a psychological connection to the car and makes it less likely the customer will change their mind.

This refers to the customer's perception of ownership. If the customer feels like they already own the car, the sale is considered closed. But if they feel they are simply borrowing the car, the deal remains uncertain.

The customer, having already driven the car and enjoyed its use, is less likely to search for a better deal elsewhere. The experience reinforces the value of the purchase and creates a sense of commitment.

The process of persuading a customer to buy a car that is available immediately, rather than waiting for a special order, even if it doesn't perfectly match their ideal specifications.

The salesperson acknowledges that color is often secondary to the overall car and price, using the availability of a similar color in stock as a way to overcome any hesitation about the specific shade.

The salesperson emphasizes the emotional and social impact of taking possession of the car immediately, using phrases like "take it home today" to create a sense of urgency and excitement.

The salesperson builds trust with the customer by appearing to trust them in return. For example, accepting a customer's word as good enough for a deposit or overlooking minor discrepancies in a loan application.

The salesperson uses their skills to understand the customer's potential reasons for delaying the purchase and addresses them proactively, focusing on their immediate needs and desires.

The salesperson emphasizes the potential risks of delaying the purchase, such as change of mind, price increases, or the car being bought by someone else, to create a sense of urgency.