How do you pitch to different types of car buyers?

2 Identify your customer's needs

The next step is to identify your customer's needs and preferences. You can do this by asking open-ended questions, listening actively, and observing their body language and behavior. For example, you can ask them what they are looking for in a car, what their budget is, how they plan to use the car, and what their main concerns are. You can also pay attention to how they react to different vehicles, what they focus on, and what they ignore. By identifying your customer's needs, you can tailor your pitch to address them and show them how your product can solve their problems or fulfill their desires.

3 Adapt your communication style

Different types of car buyers may respond differently to different communication styles. For example, some customers may prefer a friendly and casual conversation, while others may prefer a professional and formal presentation. Some customers may want to hear facts and figures, while others may want to hear stories and testimonials. Some customers may be more emotional and impulsive, while others may be more rational and analytical. You should adapt your communication style to match your customer's personality and preferences. For example, you can use humor, empathy, or enthusiasm to build rapport with friendly and emotional customers, or use logic, evidence, or authority to persuade professional and rational customers.

4 Highlight the value proposition

Another tip is to highlight the value proposition of your product and your dealership. The value proposition is the unique benefit that your product or service offers to your customer that sets it apart from the competition. You should focus on the value proposition that appeals most to your customer's needs and wants. For example, if your customer is looking for a bargain, you can emphasize the low price, the discounts, the incentives, or the financing options of your product. If your customer is looking for a luxury, you can emphasize the quality, the design, the features, or the prestige of your product. If your customer is looking for a reliable family vehicle, you can emphasize the safety, the comfort, the space, or the warranty of your product. If your customer is looking for a fun and sporty ride, you can emphasize the performance, the speed, the handling, or the style of your product. You should also highlight the value proposition of your dealership, such as the customer service, the reputation, the after-sales support, or the loyalty program.

5 Handle objections and close the deal

The final tip is to handle any objections and close the deal. Objections are any reasons or doubts that your customer may have that prevent them from buying your product. You should anticipate and prepare for common objections, such as price, quality, timing, or competition. You should also listen and acknowledge your customer's objections, and then address them with facts, benefits, or alternatives. For example, you can show them how your product is worth the price, how your product is superior to the competition, how your product can save them time or money in the long run, or how your product can meet their needs better than other options. You should also look for buying signals, such as positive feedback, agreement, or questions, and then ask for the sale. You can use different closing techniques, such as the assumptive close, the alternative close, the urgency close, or the referral close, depending on the situation and the customer.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?