Podcast
Questions and Answers
What is the main selling strategy emphasized in selling cars?
What is the main selling strategy emphasized in selling cars?
- Focusing on customer reviews and ratings
- Selling the sizzle, not the steak (correct)
- Selling the technical features of the car
- Highlighting the price and financing options
What element of a new car is most likely to create a desire in customers according to the content?
What element of a new car is most likely to create a desire in customers according to the content?
- The safety features
- The smell of the car (correct)
- The color of the car
- The brand reputation
How does the author suggest salespeople should handle reluctant customers?
How does the author suggest salespeople should handle reluctant customers?
- Gently persuade them to consider alternatives
- Push them into the car to experience it (correct)
- Encourage them to leave without a purchase
- Directly confront them about their reluctance
What past experience does the author refer to in order to emphasize the emotional connection with new products?
What past experience does the author refer to in order to emphasize the emotional connection with new products?
Why might some salesmen be hesitant to focus on the smell of new cars?
Why might some salesmen be hesitant to focus on the smell of new cars?
What psychological effect does the author believe entering a new car has on customers?
What psychological effect does the author believe entering a new car has on customers?
What is implied about the importance of sales training meetings according to the author?
What is implied about the importance of sales training meetings according to the author?
How does the author characterize older cars in comparison to new cars?
How does the author characterize older cars in comparison to new cars?
Why is it important to allow a customer to drive a car during the selling process?
Why is it important to allow a customer to drive a car during the selling process?
What does 'selling the smell' refer to in the context of selling cars?
What does 'selling the smell' refer to in the context of selling cars?
What impact does allowing a customer to drive a car have on their decision-making process?
What impact does allowing a customer to drive a car have on their decision-making process?
How does the author view the relationship between emotions and purchasing decisions?
How does the author view the relationship between emotions and purchasing decisions?
What tactic does the author suggest when a customer is driving the car?
What tactic does the author suggest when a customer is driving the car?
In what way did car dealers try to emulate the 'new car smell' in used cars?
In what way did car dealers try to emulate the 'new car smell' in used cars?
What does the author suggest is a key behavior of effective salespeople?
What does the author suggest is a key behavior of effective salespeople?
Flashcards
Selling the Sizzle: The Power of Smell
Selling the Sizzle: The Power of Smell
The appeal of a new car's smell is a powerful motivator, drawing customers in and influencing their purchase decisions.
Make Customers Smell It
Make Customers Smell It
The act of encouraging or persuading a hesitant customer to experience a new car, by making them sit inside and smell it.
Breaking the Seal
Breaking the Seal
The feeling of obligation a customer may experience after driving a new car, making them feel like they have committed to the purchase.
Emotional Appeal over Technical Details
Emotional Appeal over Technical Details
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Recognizing the Smell of a New Car
Recognizing the Smell of a New Car
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The Smell - A Sales Tactic
The Smell - A Sales Tactic
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Remembering the First Interaction
Remembering the First Interaction
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The Power of Sensory Experiences
The Power of Sensory Experiences
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The Smell
The Smell
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Sensory Marketing
Sensory Marketing
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Demonstration Drive
Demonstration Drive
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Showoff Effect
Showoff Effect
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Customer Qualification
Customer Qualification
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Hooking the Customer
Hooking the Customer
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The Thrill of Ownership
The Thrill of Ownership
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Study Notes
Selling the Sizzle, Not the Steak
- Selling a car involves highlighting the excitement and sensory experience, not just the features.
- Emphasize the "smell" of a new car—its unique sensory appeal—as a crucial selling point.
- Customers have seen many cars; a new car's tangible qualities (feel, smell) are more appealing.
Creating the "Smell" Experience
- Make customers experience the smell of the car, emphasizing the sensory experience.
- Encourage customers to get into and drive the car to create a sense of ownership.
- Create an experience that makes a customer feel obligated to buy, in a non-coercive way.
The Importance of Sensory Experiences
- Use personal experiences to highlight the impact of the initial sensory experience of a new product (power drill, new car).
- Sensory experiences are crucial for sales, and they make customers more engaged and involved.
- Emphasize demonstrations and letting customers touch, feel, and engage with the item being sold, to generate interest.
Leveraging the Customer Experience
- Let the customer drive the car—this allows for a more personal connection to the new product.
- Use the customer's exploration as an opportunity to understand their desires and concerns.
- This method can lead customers to inform you of details that help with product qualification and credit approval.
Emotional Connections During Sales
- Selling is often about emotions more than logic.
- The "smell" approach creates strong, emotional connections with the product (a new car, a new shirt).
- The process can create strong emotional attachments that sell the product.
- The excitement is nearly like having a baby.
Examples and Lessons
- Pre-war vehicles: There was a product that mimicked the new car smell (e.g., a liquid used on used cars).
- Recalling personal experiences and making them relatable to customers helps in building rapport.
- Use personal experiences (e.g., first new car) as touchstones for selling a product.
Ethical Considerations
- Customer is always in control. Even if the salesman is creating a sense of obligation, the customer can always walk away.
- A salesman's duty is to guide customers toward a good purchase to clear away any doubt.
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