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Why won’t car salespeople build rapport?

Too often, I see car salespeople trying to go from just meeting the customer to closing right away. And every chance they get, they are trying to close the sale on price. Sure, you might sell a few vehicles and make some money. But it’s not even close to what you should or can earn in the car business.

Getting the customer to like you is key to grossing high per deal and closing the sale. You must get the customer to like you if you want to make real money in the car business. So why not slow down and build rapport and get to know the customer? What this will allow you to do is gain control of the sales process. Building rapport will slow things down and allow you to smoothly follow the basic step to a sale.

The customer is completely aware that they walked into your dealership to buy a car. And they are also aware that you are there to sell them one. Since all of this is common sense try making the customer feel as if they are here to own a vehicle rather than you are there to sell them one. There is a difference. Because customers in general don’t like being sold to.

Since almost all customers don’t like to be sold, it’s your job to get that nervousness out of the air and ease that tension. Start asking them open-ended questions and allow them to talk. Break the ice and start asking them questions about themselves such as:

What do you do for fun?

Do you go on any long vacations?

The idea is to slow things down and get off topic and talk about something else other than selling them a car. This is called building rapport and it’s the easiest way to make the customer feel comfortable. Now don’t just build rapport, qualify at the same time. Building rapport and qualifying should be done side by side. If you do these 2 things then you ease the tension and at the same time figure out what vehicle to present to the customer when it comes down to showing them a car. It will also save you time and help you close the sale.

How long should the car salesperson build rapport?

Only you can answer that because every customer is different. Some are easy to break the ice with and other customers will be tougher. But if needed take as long as you need to build rapport. But you must build rapport to increase your chances of closing the sale.

In the car business you need to learn how to be a people person. If that’s natural to you then use that to your advantage. Entertain and be humorous as possible without being rude. This sums up the sections about building rapport. There are a lot of other factors I teach to properly selling a car and closing the sale. But building rapport is a must.