Internet Business Marketing Ideas for Small Businesses

Customers Vs. Buyers, One Is Always Wrong

After many years of selling cars, I have learned that the customer is usually wrong. However, they don’t know that, and you should NEVER tell them.

Buyers on the other hand are usually right. They have done their homework and know what they are talking about.

The difference is simple, one is shopping, one is buying. I’ll let you figure out which one is which.

To sell to these two distinct groups of people, you have to approach them differently.

Here is how you do it.

Customers:

Customers are uninformed, you need to inform them. Inform them nicely, and never argue with them. They think they are right and you want them to keep thinking that way.

Here is an example. The customer tells you they would like to buy a new Honda, but the new Civic doesn’t come in black. Your response is, “If they made it in black would you be interested in buying it?” If the customer says, “No”, you turn him to a greenpea as fast as you can.

If the customer says, “Of course, I love black cars.” You say, “Well, let me show you something you didn’t think existed. Honda sent us a special shipment of black Honda’s and I think we have one left. Follow me.” Turn and start walking. When you get to the lot, try to find a black Civic. if you can’t find it, and you know they do exist, go talk to your manager and locate a base black Civic, give the guy a price quote and ask him the infamous, “Could ya, Would ya” question.

For those of you who don’t know, you say, “If I could get a black Civic for you, would you be ready to buy?”. You can substitute the item for anything. If I could get you a free car, would you take it? the possibilities are endless.

Here is how you sell to buyers:

Buyers are actually interested in buying, therefore, they may actually be right when they say, “Honda doesn’t make a Civic in black anymore.” Instead of taking them to the back and trying to find one, say, “Really? I didn’t know that, give me one second, my manager just told someone they could buy one. I need to correct him.”

This response is perfect because you complimented their intelligence and now you have a chance, away from them, to find the facts. If Honda is making a black Civic, you say, “I grabbed a brochure on the way out, and it looks like they just added black as one of the colors available on the Civic. Want me to see if we have any in stock?”

This way, you don’t insult their intelligence, but they “just added” that color, so you can correct them, but you don’t have to insult them in the process.

Don’t think this process only work in car sales, it can work in any industry.

The only difficult thing about “Customers vs. Buyers” is deciding which one is which.

I’ll let you work on that!