June 30, 2024 • 12 mins
We know that buyers are fearful of buying the wrong car, paying too much, and being pressured. They often times act on their fears by giving objections, such as "I'm Just Looking." On today's episode, tune in to listen and learn about how to best overcome this objection using Empathy and Logic.
Connect with us at https://preparetowin.com
Call or Text David @ 765-560-7338
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
David Lowe (00:00):
I'm just looking.
I love this one Today.
In today's episode, we're goingto talk about this.
Get our thinking right and comeup with the right game plan to
help your buyer feel comfortablesticking around and giving you
an opportunity to earn theirbusiness.
Stay tuned.
I am David Lowe, the automotivesales coach, and I still hear
(00:30):
I'm just looking right, it'sfunny.
I'll drive onto a lot One.
Maybe that I've never trainedbefore.
People don't know me.
Maybe it's a new dealership andI like to drive the lot because
inevitably somebody comes outto say hello.
I love that.
By the way, you've got to getout and tell people I'm ready to
help you and you have to bebetter prepared than most
(00:54):
salespeople are.
So I normally roll down mywindow and I hear from the
salesperson can I help you?
All right?
And what are you going to sayto?
Can I help you?
It right?
And what are you going to sayto?
Can I help you?
It's always.
I'm just looking.
It's pretty comical whathappens after that.
And it's not their fault.
(01:15):
It's amazing that we hire sales.
Sales is a professional job.
This is a professional career.
Most salesmen make more thanmost other professionals out
there and if you're a mastersales consultant, you're going
to be in the top percentage ofincome earner.
This is a professional careerand it's a craft and it's an art
(01:38):
and it requires training.
Unfortunately, people want carsand they're going to buy cars
regardless.
If you work hard and you'renice, you'll sell cars, and that
misleads many dealerships, manymanagers and many salespeople
to believe you either have it oryou don't.
What's left on the table arelost sales and lost gross and
(01:59):
overvalued trading.
So if you want to increase youreffectiveness, sell more cars
and make more money and, mostimportantly, live with that
healthy pride, right, joy, peaceand satisfaction from doing a
great job.
Our automotive sales coaches,dealership playbook and our
training is something that willhelp give you that.
Give you the tools, thethinking tools and training you
(02:21):
need to do that Now, in thisepisode, I want to give you some
of that right we're talkingabout.
I'm just looking and this is Iwant to take you back hilarious.
I was in Omaha, nebraska, oh,mid-90s.
I was training for dealers allover the country I don't know, I
was 35 or 36.
I don't know what age, and Ihad run a dealership from age 23
(02:43):
to 30.
And when my buy-in didn't workout, I left and joined this
training company.
It was a great experience toget to see so many dealerships.
By the way, a lot of thethinking from the playbook came
as I studied the good and thebad and the ugly at these
dealerships, right, anyway, so Ifly into Omaha and I'm dressed
for training.
I flew in and I had on my ColeHaan slip-on shoes really nice
(03:07):
leather shoes dressed in my suit.
I get off the plane and I catchmy sole on that little grate
off the airplane right and Itear the sole of my shoe off in
the winter in Omaha.
Now, I didn't bring three setsof shoes.
I had one set of dress shoeswith me, so my shoe was flapping
(03:28):
in the wind right.
The dealership picked me up atthe airport.
I did training and I'm talkingwith the sales manager.
I'm like hey man, can you takeme over to Nordstrom's?
I have to buy a pair of shoes.
I can't be here for three dayswithout shoes.
He goes sure, man, at lunchlet's go over Nordstrom's down
the street.
We ran there.
I go to the Cole Highland rack,I'm picking up some shoes.
(03:49):
I need shoes.
I'm going to buy shoes, I haveto have shoes.
And a salesman walks up to meand says can I help you?
And I said I'm just looking.
I swear to God, it just cameout of my mouth.
And the salesman said let meknow if you need anything.
And turned around and left.
The sales manager was with me,started cracking up.
He's like didn't you just coachand train our salesman on this
today?
Isn't it human nature to saythat?
(04:12):
And so what we want to do?
Of course, our welcome needs tochange.
This episode is not about doinga great welcome.
Some of you might call it ameet and greet Time.
To update it to a welcome, awelcome.
All about making our buyer feelcomfortable, and we're prepared
to do that.
We have an action plan.
We teach that right on theExcellence Roadmap.
So when we walk out and we sayhello to somebody and they say
(04:36):
I'm just looking, we really needto understand what's going on
here.
Right?
What is happening here?
Are they just looking right?
How many times, if you don'tneed a washer and dryer, how
many times do you go to Best Buyand hang out in the washer and
dryer section?
Right?
People don't do it.
Going to a car lot is not that?
(04:56):
What they're really saying iswhat I don't want to be pushed
or talked into doing something Idon't want to do.
You're not going to talk meinto buying the wrong car for
the wrong price.
I don't want to be pressured.
It's kind of like that forearmright and so they're giving you,
give me some space.
Are they just looking?
The answer is no.
(05:20):
Most people over nine out of 10of people that shop for a car
buy a car.
It's not a question of ifthey're going to buy, it's what
they buy, where they buy, whenthey buy it and how much they
spend for it.
Right, by the way, whose job isit to help them answer those
four questions?
It's yours.
Now, what do I?
I know if they're saying, justlooking, they're here.
Why are they here?
That always goes through mybrain.
(05:41):
Remember, start with what youknow, step back.
I'm always thinking why wouldsomebody say I'm just looking?
They drove, physically drovehere.
All right, there's a reasonthey're here.
So when they say they're justlooking, I don't want to say, oh
, I'm just a selling, because inthis case, guess what might
(06:02):
happen that might offend them.
It's pressure, isn't it?
I know that some guys are likewell, that's how I found my
first wife, right, they want tomake a joke, and that's cool.
I love joking with customers,but that may offend many people
in terms of those people thatare really nervous about what's
going on.
I'm not sure that they know mypersonality yet and that that
(06:24):
will come across right.
Does that make sense?
So there's other ways to handlethis.
I know that's true.
I'm going to give you one thatI know works right, and that is
to not attack it, but to backoff and make it comfortable for
them to tell you why they'rehere.
That's your goal Get themcomfortable to tell you why
(06:45):
they're here.
They're here for a reason.
If we can get them comfortableenough, they will tell us their
story, everything we need toknow to help them find the right
car and to make a profitablesale today.
Okay, so when somebody says I'mjust looking, the common
response is what are you lookingfor?
You know that's kind ofpouncing on that person who just
said that, right.
(07:05):
So when somebody says it to us,why don't we do something
better and different thaneverybody else?
So, oh, rock and roll.
Thank you so much for cominghere to look.
We really appreciate it.
Okay, I want you to think aboutthe psychology of what's
happening.
What is this fearful buyerexpecting A shark of a salesman?
(07:26):
What did they get?
A human, somebody thatappreciates them, somebody has
good manners, somebody that'snot going to pressure them.
What I say?
Oh, rock and roll.
Oh, that's awesome.
Thank you so much for cominghere to look.
I really appreciate it.
We know that when we use thewords thank you and appreciate
(07:46):
together, buyers' hearts open up, buyers' hearts soften.
Isn't that what we want here?
We want to let them knowsomehow I've got you and these
steps will do that right.
And then I might explain tothem hey, just FYI, we're part
of Ford dealership group.
(08:07):
We've got cars everywhere, justabout every make and model
available to us through ournetwork.
What am I saying there?
In that second part?
I'm saying you may not see whatyou want, but I may have it.
That's kind of building valuefor the next question.
And the next question is sayingwhat are you looking for?
(08:28):
In a better, softer, kinder way, it might be.
So what are you guysconsidering?
What are you guys kickingaround?
What are you guys thinkingabout?
And did you see, I'm not going,I know you're buying.
What are you going to buy?
I can find it.
Maybe I got it.
I might have something you'llbuy.
No, I'm like rock and roll.
Thank you for coming here,really appreciate it.
Now, first I want to apologize.
(08:49):
We've got cars scatteredeverywhere On our website.
We've got five dealerships allin this group and so I've got a
lot of cars spread in a lot ofplaces.
So can I ask you, what are youguys?
Kind of kicking around orconsidering that soft question
will make them feel well, we'rethinking about this.
You know what we say Rock androll.
(09:11):
I can totally help you withthat.
Come with me.
By the way, my name is Davidand we're back in the welcome
step.
Doesn't this seem simple?
You know why it is.
Doesn't this seem simple?
You know why it is?
It's funny to me that we wouldhire salespeople and say get out
there and talk to these people,go talk to these people.
In fact, that's what mostdealerships do.
(09:34):
They don't train.
They send people who have noidea what they're doing out to
talk to the buyers.
It costs dealerships a fortuneand it costs new salespeople a
fortune.
It costs dealerships a fortuneand it costs new salespeople a
fortune and ultimately it coststoo many of them their job
because they never develop theskill set.
They trip on a couple buyers,we have the right car at the
right price.
We're all going to sell carsbecause of that and they think
(09:55):
they're a salesman.
When things get tough, they failto develop the skill sets they
need.
Don't do that.
If you're naturally gifted,don't fall short of your full
potential.
Remember naturally giftedpeople.
You need the skills as well tomaximize your potential.
So here's what I'm trying tosay If you want to increase your
(10:18):
effectiveness, you want to be abetter salesman.
You want to sell more cars formore money, right, you want to
make more money.
Maybe even you want a chance tomove up to a manager someday.
You have to take personalresponsibility for your thinking
, your attitude, your knowledge,your skills and your actions,
don't you right?
And to do that, you needtraining Our sales coach we're
(10:42):
coming alongside dealerships.
By the way, when I was with thatcompany Half a Car in the 90s,
almost every dealership I wentthrough across the country
didn't have a training plan, andas I went back there three
months later, they'd be like weneed good people.
We can't find good people.
By the way, that was threedecades ago.
Dealers are still saying it.
I'm like well, you hired lasttime I was here.
(11:04):
You had some good people.
What happened to them?
They didn't make it.
I said what is your traininglike?
Oh, we don't have training.
Either have it or you don't.
I'm always like could youimagine if your plumber was
hired and trained what the worldwould be like?
Listen, this is a professionalcareer.
It requires training, itrequires skills, right, it
(11:26):
requires a constant improvement.
This is a craft and this is anart.
Yeah, you can be a bully, youcan be a brute and yeah, people
want cars and they're going tobuy cars.
Our training and this podcast,this episode's never been about
selling cars.
People are going to buy cars,even if you suck.
This is talking about becominga master sales professional,
(11:50):
right, living with a healthypride.
That can only come from livingand working with excellence, the
pursuit of your best self and,quite frankly, the way I treat
people is going to determine howI feel about myself If I treat
them with respect and courtesy,like we're teaching you.
I will feel better at myself IfI use these outdated pressure
(12:13):
techniques taught by so many bigtrainers.
By the way, people just jumponto this crap really, really
quickly and I'm just telling youif you want to be more, be more
.
Build your foundation oncharacter and integrity.
Learn how to overcome yourbuyer's fears in a positive,
powerful way that creates apartnership with you and your
(12:34):
customer.
That builds that relationshipand trust you need to help them
find the right car and feelcomfortable saying I'll take it
today.
All right, I'm David Lowe withthe Automotive Sales Coach.
Thank you for joining us.
If you haven't watched ourother episodes, please go back
and watch them.
A lot of good stuff in there.
We really appreciate your time.
We know how valuable it is, sothank you for watching or
(12:56):
listening, and good selling.
I'm just looking.
I love this one Today.
In today's episode, we're goingto talk about this.
Get our thinking right and comeup with the right game plan to
help your buyer feel comfortablesticking around and giving you
an opportunity to earn theirbusiness.
Stay tuned.
I am David Lowe, the automotivesales coach, and I still hear
(00:30):
I'm just looking right, it'sfunny.
I'll drive onto a lot One.
Maybe that I've never trainedbefore.
People don't know me.
Maybe it's a new dealership andI like to drive the lot because
inevitably somebody comes outto say hello.
I love that.
By the way, you've got to getout and tell people I'm ready to
help you and you have to bebetter prepared than most
(00:54):
salespeople are.
So I normally roll down mywindow and I hear from the
salesperson can I help you?
All right?
And what are you going to sayto?
Can I help you?
It right?
And what are you going to sayto?
Can I help you?
It's always.
I'm just looking.
It's pretty comical whathappens after that.
And it's not their fault.
(01:15):
It's amazing that we hire sales.
Sales is a professional job.
This is a professional career.
Most salesmen make more thanmost other professionals out
there and if you're a mastersales consultant, you're going
to be in the top percentage ofincome earner.
This is a professional careerand it's a craft and it's an art
(01:38):
and it requires training.
Unfortunately, people want carsand they're going to buy cars
regardless.
If you work hard and you'renice, you'll sell cars, and that
misleads many dealerships, manymanagers and many salespeople
to believe you either have it oryou don't.
What's left on the table arelost sales and lost gross and
(01:59):
overvalued trading.
So if you want to increase youreffectiveness, sell more cars
and make more money and, mostimportantly, live with that
healthy pride, right, joy, peaceand satisfaction from doing a
great job.
Our automotive sales coaches,dealership playbook and our
training is something that willhelp give you that.
Give you the tools, thethinking tools and training you
(02:21):
need to do that Now, in thisepisode, I want to give you some
of that right we're talkingabout.
I'm just looking and this is Iwant to take you back hilarious.
I was in Omaha, nebraska, oh,mid-90s.
I was training for dealers allover the country I don't know, I
was 35 or 36.
I don't know what age, and Ihad run a dealership from age 23
(02:43):
to 30.
And when my buy-in didn't workout, I left and joined this
training company.
It was a great experience toget to see so many dealerships.
By the way, a lot of thethinking from the playbook came
as I studied the good and thebad and the ugly at these
dealerships, right, anyway, so Ifly into Omaha and I'm dressed
for training.
I flew in and I had on my ColeHaan slip-on shoes really nice
(03:07):
leather shoes dressed in my suit.
I get off the plane and I catchmy sole on that little grate
off the airplane right and Itear the sole of my shoe off in
the winter in Omaha.
Now, I didn't bring three setsof shoes.
I had one set of dress shoeswith me, so my shoe was flapping
(03:28):
in the wind right.
The dealership picked me up atthe airport.
I did training and I'm talkingwith the sales manager.
I'm like hey man, can you takeme over to Nordstrom's?
I have to buy a pair of shoes.
I can't be here for three dayswithout shoes.
He goes sure, man, at lunchlet's go over Nordstrom's down
the street.
We ran there.
I go to the Cole Highland rack,I'm picking up some shoes.
(03:49):
I need shoes.
I'm going to buy shoes, I haveto have shoes.
And a salesman walks up to meand says can I help you?
And I said I'm just looking.
I swear to God, it just cameout of my mouth.
And the salesman said let meknow if you need anything.
And turned around and left.
The sales manager was with me,started cracking up.
He's like didn't you just coachand train our salesman on this
today?
Isn't it human nature to saythat?
(04:12):
And so what we want to do?
Of course, our welcome needs tochange.
This episode is not about doinga great welcome.
Some of you might call it ameet and greet Time.
To update it to a welcome, awelcome.
All about making our buyer feelcomfortable, and we're prepared
to do that.
We have an action plan.
We teach that right on theExcellence Roadmap.
So when we walk out and we sayhello to somebody and they say
(04:36):
I'm just looking, we really needto understand what's going on
here.
Right?
What is happening here?
Are they just looking right?
How many times, if you don'tneed a washer and dryer, how
many times do you go to Best Buyand hang out in the washer and
dryer section?
Right?
People don't do it.
Going to a car lot is not that?
(04:56):
What they're really saying iswhat I don't want to be pushed
or talked into doing something Idon't want to do.
You're not going to talk meinto buying the wrong car for
the wrong price.
I don't want to be pressured.
It's kind of like that forearmright and so they're giving you,
give me some space.
Are they just looking?
The answer is no.
(05:20):
Most people over nine out of 10of people that shop for a car
buy a car.
It's not a question of ifthey're going to buy, it's what
they buy, where they buy, whenthey buy it and how much they
spend for it.
Right, by the way, whose job isit to help them answer those
four questions?
It's yours.
Now, what do I?
I know if they're saying, justlooking, they're here.
Why are they here?
That always goes through mybrain.
(05:41):
Remember, start with what youknow, step back.
I'm always thinking why wouldsomebody say I'm just looking?
They drove, physically drovehere.
All right, there's a reasonthey're here.
So when they say they're justlooking, I don't want to say, oh
, I'm just a selling, because inthis case, guess what might
(06:02):
happen that might offend them.
It's pressure, isn't it?
I know that some guys are likewell, that's how I found my
first wife, right, they want tomake a joke, and that's cool.
I love joking with customers,but that may offend many people
in terms of those people thatare really nervous about what's
going on.
I'm not sure that they know mypersonality yet and that that
(06:24):
will come across right.
Does that make sense?
So there's other ways to handlethis.
I know that's true.
I'm going to give you one thatI know works right, and that is
to not attack it, but to backoff and make it comfortable for
them to tell you why they'rehere.
That's your goal Get themcomfortable to tell you why
(06:45):
they're here.
They're here for a reason.
If we can get them comfortableenough, they will tell us their
story, everything we need toknow to help them find the right
car and to make a profitablesale today.
Okay, so when somebody says I'mjust looking, the common
response is what are you lookingfor?
You know that's kind ofpouncing on that person who just
said that, right.
(07:05):
So when somebody says it to us,why don't we do something
better and different thaneverybody else?
So, oh, rock and roll.
Thank you so much for cominghere to look.
We really appreciate it.
Okay, I want you to think aboutthe psychology of what's
happening.
What is this fearful buyerexpecting A shark of a salesman?
(07:26):
What did they get?
A human, somebody thatappreciates them, somebody has
good manners, somebody that'snot going to pressure them.
What I say?
Oh, rock and roll.
Oh, that's awesome.
Thank you so much for cominghere to look.
I really appreciate it.
We know that when we use thewords thank you and appreciate
(07:46):
together, buyers' hearts open up, buyers' hearts soften.
Isn't that what we want here?
We want to let them knowsomehow I've got you and these
steps will do that right.
And then I might explain tothem hey, just FYI, we're part
of Ford dealership group.
(08:07):
We've got cars everywhere, justabout every make and model
available to us through ournetwork.
What am I saying there?
In that second part?
I'm saying you may not see whatyou want, but I may have it.
That's kind of building valuefor the next question.
And the next question is sayingwhat are you looking for?
(08:28):
In a better, softer, kinder way, it might be.
So what are you guysconsidering?
What are you guys kickingaround?
What are you guys thinkingabout?
And did you see, I'm not going,I know you're buying.
What are you going to buy?
I can find it.
Maybe I got it.
I might have something you'llbuy.
No, I'm like rock and roll.
Thank you for coming here,really appreciate it.
Now, first I want to apologize.
(08:49):
We've got cars scatteredeverywhere On our website.
We've got five dealerships allin this group and so I've got a
lot of cars spread in a lot ofplaces.
So can I ask you, what are youguys?
Kind of kicking around orconsidering that soft question
will make them feel well, we'rethinking about this.
You know what we say Rock androll.
(09:11):
I can totally help you withthat.
Come with me.
By the way, my name is Davidand we're back in the welcome
step.
Doesn't this seem simple?
You know why it is.
Doesn't this seem simple?
You know why it is?
It's funny to me that we wouldhire salespeople and say get out
there and talk to these people,go talk to these people.
In fact, that's what mostdealerships do.
(09:34):
They don't train.
They send people who have noidea what they're doing out to
talk to the buyers.
It costs dealerships a fortuneand it costs new salespeople a
fortune.
It costs dealerships a fortuneand it costs new salespeople a
fortune and ultimately it coststoo many of them their job
because they never develop theskill set.
They trip on a couple buyers,we have the right car at the
right price.
We're all going to sell carsbecause of that and they think
(09:55):
they're a salesman.
When things get tough, they failto develop the skill sets they
need.
Don't do that.
If you're naturally gifted,don't fall short of your full
potential.
Remember naturally giftedpeople.
You need the skills as well tomaximize your potential.
So here's what I'm trying tosay If you want to increase your
(10:18):
effectiveness, you want to be abetter salesman.
You want to sell more cars formore money, right, you want to
make more money.
Maybe even you want a chance tomove up to a manager someday.
You have to take personalresponsibility for your thinking
, your attitude, your knowledge,your skills and your actions,
don't you right?
And to do that, you needtraining Our sales coach we're
(10:42):
coming alongside dealerships.
By the way, when I was with thatcompany Half a Car in the 90s,
almost every dealership I wentthrough across the country
didn't have a training plan, andas I went back there three
months later, they'd be like weneed good people.
We can't find good people.
By the way, that was threedecades ago.
Dealers are still saying it.
I'm like well, you hired lasttime I was here.
(11:04):
You had some good people.
What happened to them?
They didn't make it.
I said what is your traininglike?
Oh, we don't have training.
Either have it or you don't.
I'm always like could youimagine if your plumber was
hired and trained what the worldwould be like?
Listen, this is a professionalcareer.
It requires training, itrequires skills, right, it
(11:26):
requires a constant improvement.
This is a craft and this is anart.
Yeah, you can be a bully, youcan be a brute and yeah, people
want cars and they're going tobuy cars.
Our training and this podcast,this episode's never been about
selling cars.
People are going to buy cars,even if you suck.
This is talking about becominga master sales professional,
(11:50):
right, living with a healthypride.
That can only come from livingand working with excellence, the
pursuit of your best self and,quite frankly, the way I treat
people is going to determine howI feel about myself If I treat
them with respect and courtesy,like we're teaching you.
I will feel better at myself IfI use these outdated pressure
(12:13):
techniques taught by so many bigtrainers.
By the way, people just jumponto this crap really, really
quickly and I'm just telling youif you want to be more, be more
.
Build your foundation oncharacter and integrity.
Learn how to overcome yourbuyer's fears in a positive,
powerful way that creates apartnership with you and your
(12:34):
customer.
That builds that relationshipand trust you need to help them
find the right car and feelcomfortable saying I'll take it
today.
All right, I'm David Lowe withthe Automotive Sales Coach.
Thank you for joining us.
If you haven't watched ourother episodes, please go back
and watch them.
A lot of good stuff in there.
We really appreciate your time.
We know how valuable it is, sothank you for watching or
(12:56):
listening, and good selling.
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