to have something you were excited to buy, for some people it might be going

out and getting that new cell phone

it could be getting a new computer. For for my wife recently it was getting a

new grand cherokee

that was something that she really wanted, she was excited about getting a

new grand cherokee and and I remember us driving to the dealership and was kind

of funny because she was asking me questions about it

how's it Drive and what's the performance and what's the ride going to

be like compared to what she was currently driving and and it was pretty

cool she was excited about she was very emotional about getting it in a good way

in an excited way, and we get to the dealership and sales person finally

comes up and greets us and we have a little conversation and then salesperson

never really build any rapport got to know her, and just out of the blue says

well would you like to take the the grand cherokee for a drive? and the first

thing she says was, no. I'm thinking we just spent 25 minutes talking about

how excited you were to drive the grand cherokee all the way to the dealership

and now you say no.

so my job was to make sure she definitely drove that grand cherokee but

it's, I guess the most important thing to understand guys, is when people come

on our lot

they're emotional right some of it some of it could be fear some of its excitement

but we have to understand there's two parts of the emotion we have to deal

with, with customers, we have to deal with the emotional part of selling and we have to

deal with the logic part of selling because here's how it works...

think about a customer this way, right, we have the sales process and for all you

guys have been through class you understand when we talk about quadrant

1, that's the greeting the needs and analysis the trade walk, quadrant 2 is

doing the high-impact presentation demonstration quadrant 3 is closing and

overcoming objections, quadrant 4 is the negotiation

and then you have the delivery, right. So the customer comes on the lot, here's

what we know; their emotions are high, and my job is is to keep their

emotions as high as I can as long as I can, but we also have to deal with the

logical part of the deal.

so the customer comes on the lot, here's the customer there's somewhere

high on the emotional chart that customer comes in my job as a salesperson your

job as a sales person is to keep that customers emotions as high as I can as

long as I can, okay because eventually when i get to the negotiation that

customer then is going to become logical

that's just how we are. Once I sit down and start talking about numbers

it becomes a very logical decision we're looking at budget, we're looking at at

what their current payment is versus our old payment their down payment we're

looking at fuel economy insurance costs all those force that customer to become

logical which is perfectly normal and if i do a really good job at the

negotiation right, if I kept the customers emotion as high as I can as

long as I can, all the way through the sales process

I get to the negotiation do a great job here and delivery

the customer is as excited if not more excited than they ever will be in that

entire car deal

that's ideally what we're trying to accomplish with a customer

ok. Well, think about us as sales people where's our emotions typically?

I mean in real life aren't we are we pretty emotional creatures I mean sometimes our

emotions may be really high in a positive way it could be our emotions

are low in a negative way

whether you're having a good month or a bad month but typically our emotions as

salespeople they go right along this line here, and if you look at the chart

the biggest gap we run into is in quadrant four

in the negotiation is our biggest challenge and that's when you guys

really really really have to focus, because we got to understand the

customer's logical and at this point we're still emotional right we're still

emotionally and financially attached to the car deal

so if you can do a good job right here keep your emotions in check, your going

to have a good high quality successful win-win negotiation.

So this is ideal. What can happen?

What causes all this to go wrong? Well if you're not careful,

customer comes on a lot early on we started asking him questions:

How much you want to spend a month? How much down payment do you have? What kind

of budget you have? What do you owe on your trade? What's your credit like? and if

this, or or in our defense the customer will bring those up.

They'll ask us: What's the best deal, I've been on the internet? ...and it if you're

not careful, you start talking numbers you start talking price

so now think about this; customer is excited, they come on the lot

we start talking numbers, budget, payment.

What happens? Do the customers emotions go up or down? Doesn't it come down? And now

that customer early on first five or ten minutes of the deal,

now they're becoming logical. I'm forcing that customer to think about numbers

so now they're thinking about numbers, payment, down payment,

can they afford the car? Maybe they can, maybe they can't. And then my job as a

sales person what we have to do now is try to get their emotions back up. When

we do our high impact presentation and demonstration, and we know that we're

never going to get their emotions as high as they would have been,

and then we get back over to the negotiation, and the customer is never

happy and if you do make the deal when they take delivery, that's when they

say they felt really pressured in the negotiation.

Well they did because we artificially force these customers to negotiate twice

in the car deal.

it's this talking price early on. Taking the customers emotional state to be in

logical in the first 10 minutes or so when they get to the dealership, then

never being able to get that emotional peak back with that customer negotiating with

them again once

we get back from the demo if we actually went on the demo, and now the customer,

they're the ones that bury you on the CSI

so, it's look, if you want if you really want to increase sales, understand your

buyers. When they walk on the lot

don't let yourself fall into the trap of talking numbers of talking price of

making that customer become logical before they have to be.

Let's keep their emotions as high as we can as long as we can. When i get over

here to the negotiation,

now i need to make sure I control my emotions, because whoever cares least

about a deal wins.

Okay. I need to make sure I keep them in check I focused on the logic making it

makes sense why that customer needs to get this car.

They take delivery. That's when you make the most amount of money. That's when

you're going to have your best CSI. Which in the long run is going to give

you more repeat business, it's going to give you a referral business, and that's how

you become a top producer, a high volume, high grossing salesperson.

So the next time a customer walks on your lot, remember get their emotions as high as

you can as long as you can.

Don't force that customer to become logical until you get in the office.

Remember build value on your feet talk price on your seat.

Don't let your emotions take over the deal, and I promise, I promise you, this is how to be

more successful selling cars.