The outdated stereotype of a car salesman, that pushes the “hard sell” to urge customers to buy, no matter the level of persuasion needed is a tale of the past. Times have changed for the automotive industry. The customer’s journey is now increasingly digital, with all information now available at the customers fingertips online. The result? The pushy salesperson has now taken on a consultative role.

So, what can dealers learn from this?

The trick is to provide the experience your customers want. How do you achieve this? Customer reviews. At JudgeService, our customer feedback has highlighted what customers really want out of their experience at a dealership.

A customer who visited the Guilford branch of Bishops Fiat and Abarth Aldershot, responded “The salesman was friendly and very helpful. We did not feel subjected to a hard sell and as a result ended up buying from him having really only come to test drive and see an arctic blue Fiat Lounge!”

Mr Colin Taylor, after visiting Baron BMW, described the salesperson as "not at all pushy and ensured my satisfaction.”

A similar review appreciated how the staff were not overbearing.“I was left alone to look around but acknowledge that I was looking and was not harassed in any way. When I wanted help, it was available very promptly.”

The role of the consultant

The salesperson is at an advantage, with a world of knowledge to inform their purchasing decision. This is especially apparent now, with the rise of technological advances such as EV’s. A salesperson can take on a role of “advice giver”, providing the customer with the knowledge they need to make their purchase. Does your customer know the difference between a hybrid model and a plug-in hybrid or standard EV? Have they considered the need for an electric charger? Do they know how to set this up? What about financing this cost?

The answers are at the customers fingertips in the showroom, thanks to the salesperson. We wouldn’t consider this pushy, rather informative.

JudgeService is here to help your business grow by encouraging a sales process that is enjoyable for both dealers and customers. The process should be as smooth and organic as possible. Build a relationship with customers and advise them.

If you sell your products at your customer’s pace, the chances of repeat visits and referrals will be much higher. It’s a win win situation for both!

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