Automotive Sales Training On Using Humor To Close Deals

A small but true story on using humor with your customers...

A friend of mine in the car business who was a salesperson was very good at what he does. He was a top salesperson who was good at all the steps to selling. From being good at the basics, following up, prospecting, closing etc. But what made him even better is he had a talent for making people laugh.

Here is what he used to do. Picture a jam packed showroom on a Saturday. My friend would get out of his cubicle wearing these silly black glasses, with the big nose and the moustache and come to the middle of the showroom and start this hilarious speech in front of everyone. He did have a talent for being a great public speaker. But a gimmick like this worked very well for him. So get creative and see what works for you. But the idea is to be humorous and not rude.

If you have a great sense of humor, use that to you advantage. No need to turn into a stand up comedian like my friend but learn to entertain. You can easily see that the superstars in the car business are all salespeople who have a great sense of humor, follow a plan and work smart. They spend an ample amount of time, money and effort getting better at selling. And they are all very likeable people. But the average salespeople are the ones that are stubborn and think that there is no room for improvement. These are the sales people that usually never grow. Make a friend before you sell something. And building rapport is the same thing as making a friend.

Pitfalls of building rapport and getting caught up

It's a great feeling when you can make a friend and have a happy customer. As I said earlier, build as much rapport as possible. But don't get so emotionally involved that you forget your main objective and that's to sell a vehicle. There is a fine line between building enough rapport and getting emotionally involved. Learn to build enough rapport but avoid that pitfall of getting emotionally attached to the customer. If you do get emotionally involved, you will always sympathize for the customer on every objection and eventually you'll work the deal differently.

Take a moment to think about this: How will you present a deal to your managers if you're emotionally attached with the customers situation. Don't ruin your selling ability by sympathizing for the customer. This will completely ruin your deal.

Rather than sympathizing with your customer, learn to empathize with your customer. Remember most of your customers are buying a very expensive product which ranges in the thousands. So yes, you do have to understand their feelings. If you can understand their feelings, the customer will begin to trust you. So understand them and learn to empathize to build rapport and gain trust. But don't sympathize, once you do that, that's when you'll lose track of the sale.

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