Question Your Way to a Sale

The person who asks the questions will control the sale. Also, you should never really ask a question unless you are prepared for the answer. For example, I would never think of asking a dude if he wanted to buy the new Camaro because we don't have them to sell yet!

OK--back to the main premise of this article. He or she who asks the questions controls the sales process.

Here is an example:

Customer: What is the price of this car?
You: $22,995
Customer: What kind of interest rates do you have?
You: We have 4.9%
Customer: What would my payment be?
You: Probably $450 to $500.
Customer: Do you have a business card? I need to think about it.

Yech!

Notice who asked all the questions and notice who answered them and lost a sale... you!

OK--maybe it doesn't really happen that way but you know what? It does if you let the customer ask all the questions.

OK--in this article, we will talk about different types of questions and what you can do with them.

The first type is called ANSWERING A QUESTION WITH A QUESTION. The power of this technique is to ask the question back at your customer to regain control of the sales process.

Customer: Does this car come in red?
You: Would you like a red car?

Customer: What is the warranty on this car?
You: Is the warranty important to you?

OK--you get the picture. If you are far enough in the sales process, you can attempt a closing attempt after asking the question back.

Customer: Does the car come in red?
You: Would you like it in red?
Customer: Yes
You: Great! Sounds like I have the perfect car for you. Lets go inside and get the paperwork started so you can start enjoying your new, red car.

Very powerful stuff.

Next type of question is the EITHER/OR QUESTION or MULTIPLE CHOICE QUESTION. There are reasons to use these type of questions.

• To set appointments. Would you like to come by in the morning or afternoon?
• To gain information: Would you like a lighter color or a darker one?
• To close a customer: Do you want just your name on the paperwork or do you want your wife on it also?
• To lead a customer towards a vehicle that you have in inventory: Do you want this car or that one?

OK--we're doing great! The next type of question is the YES QUESTION. The main purpose of this question is to get the customer agreeing with you and to build value in a vehicle.

• Isn't this a great driving car? Yes!
• Aren't those seats comfortable? Yes!
• And didn't you say that you loved the new black-granite color? Yes!
• (If they keep saying yes--attempt a close!) Sounds like we found the perfect car for you...

NOTE: When asking the questions, nod your head while getting them to say yes--it gets them into a "yes frame of mind" where it is easier for them to say yes to the car. It's fun because sooner or later, they will start nodding with you.

OPEN ENDED QUESTIONS: Can have any number of answers. They are dangerous for you if used improperly.

Dangerous Example: (You) What color do you want?
Customer: Red
You: Uh--we don't have any red.
Customer: Never mind--give me your business card. I was just looking anyways.

Non-Dangerous One: (You) Where did you guys plan on taking your first vacation with your new van?

CLOSED ENDED QUESTIONS: Have only 1-3 (or so) possible answers.

Example: Do you like lighter colors or darker ones?
Customer: Lighter ones (We have no white in stock..)
You: Like what--silver or beige?
Customer: Yeah--I kinda like silver...

You can see where this is leading. You are asking the questions and controlling the sale.

Sorry about the short article--Time to watch the replay of the Tigers game--I hope they already won!

Marv Chomer
www.carsalesassistant.com