When we taped one of our newest courses for JVTN, we talked about how some salespeople are so convinced customers aren’t buying, they don’t make a serious effort to sell a car to everyone on the lot. Why bother, they ask, when they probably aren’t going to bite?

Buying isn’t just about the product; it’s about the buying and selling experience. Salespeople can’t control the market or the weather, but they can control their customers’ experience at the store.

Every Customer Counts

Nobody would argue that market conditions don’t affect sales. But you’d be crazy to argue that the next person who walks on the lot isn’t going to buy a vehicle — not before the sales team takes their very best shot.

But that’s the problem, isn’t it? When business is off, or the last five customers couldn’t buy a candy bar on credit, much less a car, salespeople want the next customer to prove their interest before they’re willing to go through the selling process. But that process isn’t designed for people who say they want to buy. Its sole purpose is to turn those who are considering a purchase into serious buyers.

Every person on the lot is there because they’re interested in the product. When the sales department does its job correctly, they get a chance to end up making another sale.

A change in results requires a change in mindset. To get started, let’s go over some key statistics:

For every 100 car shoppers ...

• 78 will buy a vehicle, 62 of them after the fifth attempt at a “close.”

• 72 will say they’re “just looking.”

• 86 will buy something other than what they say they want.

• 71 will buy because they like their salesperson.

• 50 will buy on the spot if they get a great presentation and demonstration.

• The rest will most likely come back — and buy — if someone follows up after their visit.

Some markets are up, others are down. But there are successful salespeople everywhere. Those who aren’t performing should stop worrying about the bad news and do some math: If the market is off by 20 percent, that means 80 percent of customers are still buying.

The best salespeople see a slow market as an opportunity to dramatically increase their sales and income. Why? Because everybody else in their market is feeling the squeeze. So they’re pre-qualifying every prospect on their lot, taking every shortcut they hope they can get away with and focusing only on price. With that approach, most of them couldn’t close a door with a spring on it, much less a sale. And they sure aren’t going to do any follow up with the people who don’t buy.

I tell the salespeople I train that, when they’re ready to sell more cars and make more money, just go do it! Your success is up to you!