If you have not read Part I of this longer-than-usual post, Earn the Benefit of the Doubt; STOP! Go back and read Part I here: https://robinsontrainingsolutions.com/earn-the-benefit-of-the-doubt-part-i/ Once you do I’ll continue and conclude the story.
Upon arrival at their home Mrs. Car Buyer came outside and immediately commented that she really liked the car, saying that it looked new. She immediately said, “Let’s take a drive.” I got into the passenger front seat and off we went. I mentally identified her as an extrovert, so I wanted to remind her the car was an LX trim package. She needed to realize why the vehicle did not have every available bell-and-whistle.
I was glad I did, as she began a non-stop interrogation. Some were “How do I…” questions and others were “Does it have…” questions. I patiently demonstrated how to operate, engage, open and close everything she asked about. When her preface was “Does it have…” I reminded her again it was an LX and wasn’t equipped with that. This Q&A session continued for the entire 30 minutes we were on the road. Finally she pulled back into her driveway, smiled at Mr. CB and told him she really liked my car. Although he wasn’t thrilled with her outward emotion, she verbalized that it was the nicest one they had seen.
He thanked me for my willingness to spend time with them. He also told me they would sleep on it and get back with me the next day. Before I could finish telling him that was fine, she interjected asking if I would hold it for them. I simply responded saying I couldn’t do that. He chimed in that a car like this wouldn’t last long and that he understood they needed to decide quickly.
Here are the results
Mr. CB did call the next morning saying they wanted to buy the car and would pay my asking price. (BOOM!) He asked me to meet him at his bank with a bill of sale and the title. Oddly, we banked at the same place so he simply transferred the funds from his account to mine. I signed both the documents and our deal was completed. On the way out the door he smiled and said I should do that for a living. I smiled back and thanked him for the kind words.
Let’s compare notes and see if you noticed what I believe helped earn the benefit of the doubt:
- After paying for detailing, I went back and still touched up minute things that most people would never notice. This helps remove the tendency of a buyer telling himself he will offer less than asking price because of…
- Asking several diagnosis and timetable questions on the front end helped me determine the seriousness and quality of Mr. CB.
- I went above and beyond by not only mentioning that service records were available, but by including copies. These were in chronological order with a typed recap, kept in the vehicle for viewing. You might say, “Seriously,” but I simply ask, “Do you seriously want to get your asking price?”
- A Carfax report to verify everything I said, as I wouldn’t expect buyers to believe my statements.
- A printed KBB pricing report for a private party sale, so buyers knew how I came up with the asking price, which was set in the middle of their suggested range.
- Photos of everything conceivable, beyond what is expected. Seeing is believing and helps remove doubt.
- The description did not simply list features, like a window sticker, but included logical and emotional benefits. These helped to personalize the vehicle for potential buyers.
- Absence of any hard selling actions, coupled with confidence that I knew my vehicle was a premium offering.
- My willingness to “go the extra mile” by investing time and effort to satisfy potential buyers questions and curiosity.
I suggest you apply these principles to what you sell to help you earn the benefit of the doubt. When you do there will be fewer objections, stalls, and awkward questions, leading to more closed sales; sooner.
“Thank you Doug for all your hard work in helping all of us become more successful. You are such a wonderful asset. To be able to count you among my friends makes you even more valuable.” Tony Iverson, Combo Sales Manager, A.C.E., Salt Lake City
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