6 Practical Tips for Closing Automotive Sales by Tom Hopkins

Author:Tom Hopkins
Language: eng
Format: epub
Publisher: Made For Success Publishing
Published: 2014-07-10T16:00:00+00:00

In the selling profession, closing is the winning score, the bottom line, the name of the game, the cutting edge, the point of it all. We all know lots of techniques for prospecting, meeting new people, building referrals, qualifying, presenting or demonstrating, and overcoming objections.

But, if you can't close, you're like a football team that can't sustain a drive long enough to score. It does you no good to play your whole game in your own territory and never get across the other team's goal line.

If you don't love the closing process enough to master it now, start falling in love with closing because this is where the money is.

True professionals are closing most of the time. They close for names and contact information. They close for appointments. They close for opportunities to demonstrate vehicles. They are constantly trying test closes, and they can kick into their final closing sequence anytime they see buying signs.

Many average salespeople get so wrapped up in their selling sequence that if the buyer decides to invest before they're through, they won't let them have the product. They just keep going in their set pattern of telling, telling, telling instead of selling. Some buyers get sold quickly. If you keep talking instead of getting to the final agreement, you might unsell them just as fast. More talk triggers more objections. Pay close attention. When the buyer is ready, stop talking and start filling out those forms.

I’m going to give you the eight most important words in the art of closing. These are the most powerful words spoken on the complex, demanding, and well-paid art of closing. If you're just skimming this article and haven't marked anything yet, get your highlighter now. Here they are:

Whenever you ask a closing question, shut up!

The important words are shut up. That is why the late J. Douglas Edwards used to shout this at his audiences. I was sitting in the front row the first time I heard these words, I was already jumpy from the excitement of the seminar, when Doug shouted "SHUT UP!" I dove for cover. That memory is carved into my mind, along with those words. They explain the single most important element in turning my disastrous sales experience at that time, into the record-breaking success it soon became.

Ask your closing question. Then, keep quiet! It sounds simple, doesn't it? Believe me, it isn't. I had a real challenge in this area and I didn't have a clue as to what I was doing wrong until I heard Mr. Edwards say those words.

The first time I tried to ask a closing question and then keep quiet, I was prepared for the prospect's reaction. I expected them to keep silent. What I hadn't prepared for was the intensity of my own reaction: The silence felt like wet sand being piled on my chest. My insides were churning, I had to bite the inside of my lip, and I was acutely aware of every nerve ending in my body.

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