Stop Pre-Judging and Pre-Qualifying in Sales

Stop Pre-Judging and Pre-Qualifying in Sales


(upbeat music)
– You never get a second chance
to make a great first impression.
You can always improve on
it, but you can’t redo it.
There is no mulligans
with a first impression.
(upbeat music)
Every year nearly half a million bikers
and motorcycle enthusiasts
descend on the tiny town
of Sturgis, South Dakota, for
the largest motorcycle rally
in the nation.
These rough and tumble
looking bikers roll in
with their custom tricked
out rides, chain wallets,
tattoos, leathers.
But the fact is, they
have high average incomes
and networths and many
are doctors, lawyers,
just regular people,
heck even car dealers.
But at first glance, you’d never think it.
Looks can be deceiving and
assumptions can kill the deal
before they start.
You never know who’s
hidin’ in plain sight.
The person on the Harley, who
looks like a Hell’s Angel,
might just wear a suit everyday to work,
or be able to write a check
for the entire town of Sturgis.
So what does this mean to
us in the car business.
It means it’s critical for
us to have our act together
the second we make eye
contact with a customer.
Like it or not, judgments
play a powerful role
in how we treat others
and how others treat us.
It’s a slippery slope
once we start pre-judging,
because then we start pre-qualifyin’
Tryin’ to find out if they’re serious,
can they afford what they’re lookin’ at,
am I wastin’ my time and in our heads,
we start thinkin’ I don’t
wanna go to the trouble
unless I have a buyer.
Instead of thinking, I
need to go to the trouble
to make them a buyer.
Look customers did their research.
They packed up their
family, drove 30 minutes
to your dealership on their
day off, they’re serious.
They’re there because they have a need
and I’m guessin’ they showed up in a car,
which means they bought one before.
Will this one be from you?
And I get it.
We don’t wanna waste our time.
I completely understand.
We think in our head, well
what if they can’t afford
what they’re lookin’ at?
I dunno, maybe that’s the case.
Maybe it’s true.
But I ask you, what if they can?
Look it’s time to eliminate
the pre-qualifying questions.
Things like, well just so
I can point you guys
in the right direction,
how much are y’all lookin’
to spend per month?
Look that sounds cute but what number
is that customer gonna give ya?
The highest they are willin’ to do,
or the lowest that they
hope they can get away with?
Yeah, it’s ask a stupid
question, what are you gonna get.
We would do the same thing.
Or how much down do you have?
What the hell’s the
customer gonna tell ya?
Zero, nobody want’s to put any money down.
Or what’s your credit?
I don’t care what their credit is.
Or how ’bout when we ask ’em,
how much do you owe on your trade?
Why would we ask that?
We already know the answer.
They’re buried.
They owe more than it’s worth.
Stop asking it, I just
gave you the answers.
Or is this the first place you stopped?
I don’t care if it’s the first place.
All I care that it’s the last place.
Why would I give them a good idea
that maybe they can go shop around.
Assumptions and
pre-qualifying questions place
obstacles in the path of the deal
and typically move everyone
in the wrong direction.
Don’t fall prey to assumptions.
Treat everyone as a buyer.
No matter what they drove
up in, what they dress like,
what they look like, or
what they smell like.
At the end of the day, they’re
investing hours of their life
with you and you’re
investin’ hours with them.
Time neither of us’ll get back.
Give ’em all ya got.
They deserve it.
Statistically, we’ll all close more sales,
we’ll have better careers
and we’re gonna create happier customers
when we stop makin’ assumptions,
stop pre-judging and stop pre-qualifyin’.
The first impression’s up to you.
Now get out there and
make this next one count.
(upbeat music)

One Reply to “Stop Pre-Judging and Pre-Qualifying in Sales”

  1. Iā€™m not in the car businesses anymore but because of your trainings I have really been able to take my sales career to the next level . -Jony c

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