Ziegler Supersystems, Inc Automobile Dealership Success Plan

Sales Manager Training - F&I, Menu Training - Automobile Dealership Consulting - Dealership Support

"I'm Just Looking"
by Kirk Manzo
Consultant/Trainer

I'm Just Looking is not exactly the best way to start a sales opportunity. Yet often this is a reflex response that many of your salespeople hear during the Meet & Greet on the lot.

What can be done to reduce the likelihood of hearing the above response?

First, let’s consider these 2 questions: Why does it have to be this way?

Why is it so many customers feel compelled to say “I'm just looking".

Perhaps in part we are to blame. There are certainly behaviors in our industry's past that might negatively influence a buyer's view of a car dealership. But fundamentally, they often respond this way because of something the salesperson said or asked during the Meet & Greet.

Think of yourself when shopping, if asked "How may I help you?"  what would be your natural response? Probably the same, "I'm just looking.”

So ask yourself, Why does it have to be this way? but also ask, What is it that I did or did not do that is causing this to occur? These are not popular questions to consider. Why? These questions force us to take responsibility for our outcomes.

"I'm just looking." Is merely the response to a poor question, ask a better question, get a better answer.

When someone pulls on to your car lot, I assure you they are not lost searching for a tube of toothpaste or a bottle of shampoo. Your customers know the location of the local drugstore or Wal-Mart. The customer (your opportunity) is there because they believe they need a new car, and that perhaps your dealership may just have what they want. Given a choice, most people would rather just go to the mall, the movies, local restaurant or pub before going out to look at a car.

The question we recommend your salespeople ask is this:

“Do you have an appointment with one of our sales representatives today?”

Your "opportunity" will not be expecting this question and you can interrupt their thought pattern. This will help get your sale started off in the right direction.

Besides, don't ALL professionals work by appointment?

You can contact Kirk at 800.726.0510 or his new email address: [email protected]