Just like any other commodity, car selling requires a better understanding of your customers. Car buyers are a whole lot of people with different personalities and emotions. For each customer to translate to a successful purchase, you should possess unmatched skills to recognize and the knowledge of approaching each customer. To help you understand your buyers, here are 5 types of car buyers to make dealership a flawless process. You will be able to identify, communicate and connect with each prospect.
1) The Decided Buyer Personality
A decided buyer knows what they want. The decided buyer does very minimal cross-comparison shopping and may need thorough research on either one or two specific vehicles. Decided buyers tend to be brand loyalists. During purchase, they will visit specific car dealers that have their biased brand.
The buyers are tech-savvy as well as goal ad action-oriented. Decided buyers rely on facts and data for their decision-making. However, you can influence them with the competitive benefits of various specific brands.
How Do You Approach the Decided Buyer?
When approaching this type of buyer, avoid personal or casual talk and get right down to business. Hold up what interests them about the vehicle they are interested in. Convince them how the model is the best. Keep going with their talking pace being confident and assertive in your demeanor. Use all the available data and facts to agree with the customer’s decision. Be cautious during the whole process. The Decided Buyer may turn out argumentative and dominant.
2) The Undecided Buyer Personality
The Undecided Buyer does very little research about an item and does not know what they want. They encounter a tough time making decisions and are open to the dealer’s ideas. They love to collaborate and are people-oriented, making handling them hassle-free. This type of buyer loves to build relationships, have insight into other people’s thoughts, and keep away from any conflict. Frequently, they are guided by feelings and emotions.
Approaching the Undecided Buyer
They are one of the most accessible types of car buyers to handle. Since they are open to talks, treat them like an ally. You can even offer to buy them a drink as you catch up. Your conversation may range from their family, their job, and public life. Once you establish a rapport, they will be more open to your suggestions.
Take them through the exploration of the vehicles. Let them test each vehicle they want. Before settling for a specific type, they should have hands-on experience on their most comfortable vehicle. Help them decide on the best quality. During negotiation, be lenient because the buyer will comply with your recommendation.
3) The Bargain Buyer Personality
The Bargain Buyer tends to use aggressive negotiation tactic skills plus their basic research to get the lowest possible price for a vehicle. All that matters is the price of the car and will insist on very unrealistic discounts since they do not know the pricing.
Bargain buyers will go for a vehicle with the best deal. Most bargain buyers settle for getting a new drive due to related financial issues. Among the reasons for purchase include; low-interest rates, high trade value, tax incentives, or their desire to adjust monthly car payment plans.
How to Approach the Bargain Buyer
Bargain buyers will always have a re-approved loan or cash to purchase a vehicle on that specific day. For a successful business, ask them about their budget, the features they deem necessary, and the type of vehicle they are hunting. Be at par with their conversation, noting the price of each vehicle alongside its features. During negotiation, maintain your stand as this buyer will persistently fight for all-time low pricing.
4) The Cross-Comparison Buyer Personality
The Cross-Comparison buyer takes time researching luxury to sports cars, new, used, and the latest models. They will compare features, prices, models, and all the car dealers available in the market for hours. With so much information, this buyer uses facts and data to guide their purchase decisions.
Approaching Cross-Comparison Buyer
To win this buyer, provide them with so much information. That way, they will feel at ease. Avail all the marketing collaterals comprehensively outlining features of the vehicle. Use hand gestures when emphasizing points and talk at a moderate pace to understand their opinions and values. During negotiation, you should understand that this type of buyer will avoid any conflict.
5) The Impulse Buyer Personality
An Impulse Buyer leaves out the research stage. Instead, they show up at a dealership, decide on a specific car, test the drives, and negotiate a deal on that very day. They make rash decisions and are open to new options. They care about their image and would want a new car even with the current being in good condition. Impulse buyers heavily rely on stories and opinions over facts in decision-making.
Approaching the Impulse Buyer
Engage this type of buyer in a friendly conversation to know what they like. You may also extend your conversation to things like family, career, and financial situation. Please find out the maximum period they can stay with the same car and help them decide on an affordable upgrade. Control the speed of your business interactions. Be cautious during negotiation as this type of buyer may shift to a personal attack.
For more tips, make sure to check out our other blog posts.