5 Outdated Sales Tactics That Are Costing You Customers
Car shoppers have changed—has your sales approach? Stop using these five outdated dealership sales tactics that cost you deals, and learn what works.
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As customers continuously evolve, it’s important to keep your finger on the pulse of how customers want to be marketed and use effective sales techniques. Although this may seem common sense, sales professionals and dealerships get stuck in a rut and rely on outdated sales tactics that can harm their customer relationships and overall sales performance. The modern car shopper wants convenience, transparency, and a hassle-free experience. If your dealership still relies on old-school tactics, it’s time for a change.
Here are five outdated sales tactics that might be costing you customers:
1. Hard Selling
Hard selling involves aggressive and pushy tactics with the intent to close a sale quickly. However, this high-pressure sales technique has lost its effectiveness in the modern market. This approach often makes customers feel pressured and uncomfortable, which leads to a negative opinion of your dealership. As a result, they will likely not buy from you or give you another chance.
Modern buyers prefer an advisory approach where they feel valued and understood. A team trained to be consultants, not closers, focused on building customer trust to boost sales by asking the right questions and providing solutions tailored to the customer’s needs will be more likely to build relationships that lead to more conversions and long-term loyalty.
2. Lack of Transparency and Trust
Hiding prices, using bait-and-switch tactics, or keeping key details vague is no longer an effective strategy and can very well be a deal-breaker. Shoppers don’t have the patience for hidden fees, confusing financing terms, or last-minute surprises in the F&I office. If they can’t find clear pricing online, they’ll move on to a dealership that does provide it.
Trust is key to closing a deal, and modern buyers want a dealership they can trust. If they feel misled at any point, they’re less likely to buy and more likely to leave a bad review. Be upfront with your pricing. Display MSRP, discounts, and financing options on your website. Even better, offer instant trade-in valuations and payment calculators.
By providing clear, upfront information online and a hassle-free, stress-free, seamless experience at the dealership, you will gain satisfied, repeat, and loyal customers.
3. Cold Calling Without Research
Dialing through lists hoping to find a potential buyer without conducting prior research about the customer wastes time and resources. It often results in an irrelevant pitch that doesn’t resonate with the customer. Plus, no one likes to be interrupted by a sales call from an unknown number.
Car shoppers are now more informed, more selective, and less patient with unsolicited sales calls. Mindlessly calling prospects without knowing their needs is ineffective and probably hurts your dealership’s reputation. Instead, focus on warm leads, personalized communication, and customer-preferred contact methods to drive more sales without being intrusive.
Buyers want relevant, tailored communication based on their interests and customer history. With the availability of data tools, like AutoAlert CRM, to acquire customer insights, personalizing your approach is essential. Understanding your customers’ pain points and offering relevant solutions can significantly improve your success rate.
4. One-Size-Fits-All Approach
Customers expect personalized experiences, especially when buying oversized ticket items like a car. Using a generic sales pitch for all customers ignores individual customers’ unique needs and preferences. It can make customers feel like you don’t understand or care about their specific requirements. Tailoring your pitch to address specific situations for each customer can make a significant difference in closing a deal.
This also applies to follow-up tactics as well. A generic “Are you still interested?” email isn’t enough. Shoppers expect personalized messages tailored to their needs and timelines, which is why CRM is key for modern sales success. A CRM tracks customer interactions and preferences so you can follow up with relevant offers, financing options, or updates on models they’re interested in. A personalized touch keeps you top-of-mind and increases your chances of closing the deal.
5. Complicated Buying Process
Car shoppers expect a fast, easy, and digitally friendly experience. Long waits, endless paperwork, and confusing financing turn buyers off. Relying solely on traditional sales methods and ignoring technological advances can limit your reach and engagement with potential customers. Offering online financing pre-approvals, digital document signing, and at-home test drives or deliveries are conveniences your customers will appreciate.
Digital platforms like social media, email marketing, and online advertising are powerful tools for reaching a broader audience. Integrating digital strategies into your sales approach can help you connect with customers more effectively. By adopting modern strategies to upgrade your sales process, the more your customer experience will become simplified and seamless, and the more likely customers will choose you over the competition.
Updating dealership sales tactics to align with modern customer expectations will get your dealership back on track for success. By abandoning outdated practices, adopting a customer-centric approach, leveraging technology, and embracing transparency, you’ll close more deals while building a loyal customer base that will count on you for all their vehicle needs.
