The Feed Is Not The Feel
We’ll this is it, the time has finally arrived- no more Sundays of having to watch downhill skiing, slow pitch softball, or gymnastics (Admit it!). Football is finally back, but just before kickoff, the ultimate horror occurs- your wife drags you off to the store. You did your best to barter, beg, and plead, but there was no getting out of it. So there you are, big lipping it (pouting) on aisle 9 with only 30 more aisles to wondrously walk down. Not wanting to miss any of the game’s action, you do the next best thing and whip out your smartphone to check your Twitter feed. As the game’s highlight feeds roll in, you mentally connect the dots of action. but it’s just not the same. Even though you’re not technically not missing out on what’s going on with the game, the feed of the action is not the same as the feeling of actually watching it unfold.
The feeling of watching a game live explains why you’re willing to pay 5x a ticket’s face value only to be crammed into a stadium with thousands of others and feast on overpriced beer and hotdogs. You also love the feeling of sitting at home watching the game on your 60” HD flat screen TV with the surround sound cranked so high that it rattles the pictures on your wall.
Feelings always trump the feed.
Customers show up on your lot for a feeling. Sure they feed on the research, safety and reliability ratings, and best buying practices, but they show up because they want to feel the emotions of a new vehicle. Customers may not like the process of buying a vehicle, but they sure love the feeling of owning a new one.
When a customer shows up to look a vehicle how do you make them feel? Ordinary salespeople sell (or not) based on how they currently feel whereas sales professionals-regardless of how they’re feeling, depend on daily disciplines needed to bring about consistent results.
As a sales professional, one of the disciplines required for consistent success is the ability to break everything a customer has been feeding on (I.e. research, gossip, & assumptions) and transform it into positive feelings. As a professional, you must positively connect to your customers by gaining a better understanding as to why they’re in the market, how they will be using their next vehicle, and then selectively present your vehicle based on their answers. Your primary focus is to prime your customer’s decision pump with positive feelings.
Look, you have no control over what your customer ultimately decides, but you do have control over how you make them feel. If they feel good about you, the dealership, and the vehicle that you’ve helped them select, then they will feel good about the decision to stop shopping and buy from you.
Make sure the feelings you manifest are bigger than the feed they originally walked in with.
I’ll see you next time on the blacktop!