Often, people overlook the value of beginning a partnership. It’s as though the rest of the following moments are what counts. This is because it’s too new to think about the long-lasting effects. Contrary to this instinct, a first impression is one of, if not THE MOST IMPORTANT steps in the sales process.
Think about it as the foundation of your sale. If it’s negative, there won’t be one.
First impressions can seem tricky, but increasing sales stems from them, so it’s essential to do it right. Whether it’s a phone call or an in-person greeting, it all counts the same. Although putting so much pressure on the first impression seems daunting, there are some tips and tricks to lighten the load.
Our guide to a great first impression ensures success where it counts!
Positive Greeting
The best place to start is the first time you speak to a client. A positive greeting makes for the perfect foundation for a sale. Showing that you’re happy to be there is half the battle. It shows that you are ready to be helpful and appreciate your clients taking the time to work with you.
No one wants to buy from someone who doesn’t appreciate their time. Being happy and projecting that emotion onto your customers will enhance their experience of speaking with you and make them more likely to think of you highly. The better the experience, the more likely they are to come back. This increases the number of appointments that are set, that show, and, of course, that buy. Remember, you are also representing your dealership, so your great attitude reflects well on the team as a whole as well.
You don’t want to look and sound like you’re miserable. After all, if you’re miserable around these cars, your clients will think they’re likely to feel the same. Similarly to you, they will have this car brand become a part of their life, so you get to set the tone and decide how they perceive the interaction.
Make Personal Connections
Being positive right out of the gate is a great start, but how do you continue to make a great first impression? You want the client to like you, but more importantly, you NEED them to want to BUY from you.
There are many techniques to help continue this positive experience for the client, but an easy and effective technique is to make a personal connection. It can start with a courtesy “How can I help?” but can easily go further than that.
Making small talk can make the experience more personal, leading to a sense of connection. This will lead to a person feeling more comfortable in what can be a stressful situation. The more comfortable a client is, the more questions they ask and the more answers you can provide, leading them to want to buy a car from you even more than before.
Making the connection doesn’t have to be about cars either. If you recognize the football team logo on their shirt, then say something about it. The correlation doesn’t have to be extremely personal, just enough for the client to feel seen.
By observing and using the little things to make connections, the client will feel like they’ve chosen the right salesperson that’s willing to listen and work with them. Once they feel like they have something in common with you, they’re more willing to trust you, and once they trust you, you can move into the next step of the sale with the client feeling confident in their decision.
Know Your Facts
Once you have the client’s trust, it’s your time to shine. Knowing the right information is key to a successful sale. So why not plant the seed of your knowledge right from the very beginning? Even if it’s a generic call, knowing the right answers to each question ensures that the client gets the information that makes them want to return for the sale.
Again, you’re marketing yourself, your dealership, and your products, so give the client peace of mind that you have all the answers to their questions. If you don’t know what they want and need in a car, don’t be afraid to ask. Questions are your friend, not your foe. There’s no harm in asking the client questions about what they want. A little curiosity in the name of the buyer’s best possible experience isn’t a bad thing.
If you don’t know the answer, ask someone who will. The important part is that you provide the right information. How you get the information is up to you. A trick to avoid putting yourself in a position where you have to ask someone else is to always have your notes easily accessible.
Knowing your inventory is the best way to be prepared. And having that ready at all times is the easiest way to make a great experience. In this case, professionalism does wonders for a great first impression.
Follow Up!
Now that you’ve used these tips and tricks to make a great first impression, what is the best way to cement that positive experience? FOLLOW UP!
Your first impression was great, and the client left feeling confident about their newfound knowledge, but you must ensure that all that work was for a purpose! An attentive salesperson is a great salesperson. Following up always leads to the possibility of a sale, which is one thing you don’t want to miss out on.
After you look at each step, ensuring that you can make an effective first impression isn’t as daunting as it may initially seem. When you have the tools to get you there, the process will surely be painless!
As the COO | Partner of Phone Ninjas, Chris delivers leadership, coaching, and mentorship to 55 team members providing software sales and phone skills coaching. He fosters powerful partnerships and collaborations with leaders across various business sectors, establishing expectations, communicating vision, and escalating performance to maximize productivity and effectiveness.
Chris is an innovation-driven business executive with over 25 years of experience delivering leadership to teams of up to 75 overseeing development, launch, and sale of website lead acquisition, reconditioning process software systems, and technology that support automotive dealerships across the U.S., Canada, and Europe.
