Feedback Form
Home Features Mastermind Videos About Advertise Blog Network Contact
   

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

Featured Ebook


ebook Famous Entrepreneurs - Modern Empire Builders


Featured Ebook

More Evan Carmichael
Have A Suggestion?

Sales Lessons From Starbucks And Dell

Selling the Difference



Selling the Difference
   

Cars, dealerships and sales people can be commodities. As a sales person, your job is to move everything you do and everything you have towards being a non-commoditized item or service. You must sell your difference.



When making a decision, customers look for deciding factors. Being able to know what the differences are and then helping the customer know what they look like, sound like and feel like is your job. Customers don’t spend an hour with you and say, “This is exactly the vehicle I’ve found everywhere, the dealership is exactly the same as every other one I have seen, your presentation was the same as every sales person gave me and the information you have given me is identical to everything else I have received, so I want to do business with you.”



People make buying decisions by matching up what they know or think they know to what you give them and then by finding what they did not know or understand. The first step is to match up with their thoughts and belief systems. If they don’t connect with who you are and what you give them, they won’t buy from you. Although that’s a big part of selling, it’s only the first half. The deal maker is making sure you stand out with your positive difference.



Go back to the 3Ms – Money, Me and Machine. What makes your vehicle unique? If nothing, what makes your dealership unique and the better choice? If you still say nothing, you better go on a mission to find something. When you have the answer, always ask yourself deeper questions about your answer, such as “How?” and “Why is that so?” Be concise and specific and be emphatic with your statements. Conviction creates confidence and confidence sells cars. If you are confident, it will be evident.



The last of the 3Ms is ME. Me means YOU. What about you personally will make you the unique and better choice among sales people? Nobody on earth is the same; we all have our unique experiences, talents, abilities, personalities and thoughts. Utilize that to not only connect with people, but to sell your difference. Relate to customers in a personal way that shows why they should do business with you.



If you are new, sell the difference of how they benefit from that. Show your eagerness to please and go beyond what most veterans would do. If you are a veteran sales person, sell your knowledge and experience in how that will make their life better. Let me say that again – “Make their life better.” That’s your job – to make their life better. People don’t buy a car from you because they thought you were going to take them out of their car, put them in a worse car, with more mileage, and worse terms and give them less knowledge, service or experience. TLC – Think Like a Customer, not a sales person.



Ask lots of questions. Find out what they liked while they shopped and bought before. Find out what they have not liked about shopping and buying a vehicle. Don’t assume that your uniqueness is enough. Package your uniqueness in a way that is appealing to the customer. People buy products every day because of the packaging. How do you present your package? How do you dress? What kind of questions do you ask? How do you present? If your customer shops five dealerships, will they have absolutely no choice but to choose you if the sales person truly makes the difference?



Write down every criterion a customer consciously and subconsciously considers about you and any other sales person when they buy. Rate yourself honestly from 1-10 on each. Then have someone else rate you on each from 1-10 on each. Once you have an accurate assessment of your position you can now create a game plan to improve on each one. Break your plan into small chunks. Make your growth and improvement plan gradual and consistent. Consistent = Persistent. When you see the improvement in you, your customers will too. You make the ultimate difference in everything.


Selling the Difference - To learn more about this author, visit Mark Tewart's Website.

Like this article? Share it with your friends
[Get Copyright Permissions] E-Mail | Print | More  


Related Articles Related Articles
Sales is the Most Stressful Job There is.
  Sales is the Most Stressful Job There is. Wrong. With the correct adaptability strategies, sales can be fun, financially rewarding and emotionally satisfying. As we talked about in an earlier email, sellin...
Get Matching
  Why not get your customer to buy from you, instead of you selling to them. People love to buy - but they hate being sold to!
Making a Difference
  "All customers care about today is price. It doesn't matter if your product (service) is better, lasts longer or enables them to do more things. If you don't have the lowest price, you lose." Sound familiar?...
Is Selling Simple or Complicated?
  Tessa Stowe dispels the notion that selling is complicated and offers advice for finding a simple sales process.
Why Should I Buy it From YOU
  When you can tell people why they should hire you or use your services in a way that distinguishes you from the other sweet, juicy red apples, you'll get more business.

Related Forum Posts Related Forum Posts
Make A Difference Make A Difference
More reading... More reading...
Blog pinging Blog pinging
Does site generates profit for cafe or restaurant? Does site generates profit for cafe or restaurant?
Business magazines Business magazines
As One Coach To Another... As One Coach To Another...
Online Sales-Keep it Simple! Online Sales-Keep it Simple!
Website suggestions Website suggestions

Related Forum Posts Related Businesses - Evan Elite Authors

The Evan Elite Authors program is currently in beta phase. For details please contact us.


 
About the Author


Mark Tewart
(Visit Mark's Website)
Mark Tewart started in the automotive industry as a salesperson in the early 1980s. Mark has been a Salesperson, Leasing Manager, F&I Manager, General Sales Manager and General Manager for two of the largest automotive chains in the country. He rose through the ranks to become a General Manager at the age of 27. Mark founded Tewart Enterprises Inc. in 1993 and has been a featured article writer for Auto Success Magazine, Dealer Magazine, and Ward's Dealer Business Magazine. Mark has had popular programs on ASTN(Automotive Satellite Training Network) for several years and conducts seminars and gives keynote speeches for corporations and state dealer associations around the country. Mark has also founded sales, management and F&I Training Academies based in Kansas City that are endorsed by several state dealer associations. His client list for his in-house training programs include dealers from all over the country and several of the largest dealers in the country. Mark is also a partner and National Marketing Manager for AutoSalesPro, Inc., a computer company providing the most advanced software solutions in the Automotive Industry.
Have A Suggestion?

View Author's Blog
Become An Author

View Author's Video
Become An Author

Free Downloads


Mark Tewart's

Complete
List Of
Sales
Articles

First Name
Last Name
Email
 
If you enjoyed this article, get Mark Tewart's Complete List of Sales Articles For FREE!

More Mark Tewart
Ten Tips for Winning in a Bad Economy
Five Lessons I Learned At Starbucks
The Most Important Decision of Your Life
How to Increase Sales by 20
Phone Dynamics
Words Are Cheap
How to Avg $3K to $4K Gross Profit per Vechicle Sold
Selling the Difference
The Champion Coach
Stop Working Start Thinking
Become An Author