Why We Hate Salespeople, Sales Process Pt. I

Understanding Why Playing Along Can Go A Long Way...

Published on April 4, 2004 By Sean Conners aka SConn1 In Consumer Issues

When you purchase a car, or anything for that matter where a professional salesperson is involved, you get put through a process. This process, which was mentioned briefly earlier, is called the "sales process." Virtually anyone who goes through any kind of retail sales training learns this process in one form or another. It isn't always exactly parallel, but the major components of it are the same. It also isn't as deceptive as it may sound to someone outside the sales world. Understanding it, in fact, and how most of it is actually designed to help you, can go a long way in making any major purchase a more enjoyable experience.

The 1st part of the process is the obvious. The "meet and greet." It is allegedly simple. All it really entails is saying hello. It comes in various forms, from a simple hello, to a "welcome to our store" kind of greeting. Any way it's put, the intention is just to let you know that someone is here to help you or answer questions.

People have always looked at this from a very jaded persopective from my eyes on a sales floor. Salespeople, especially car salespeople, are always accused of "jumping" on people and "attacking" them, sometimes even before they get out of their car. Bleieve me, the last thing a salesperson who is going to try to win you over really wants to do is accost you at your arrival. Salespeople shop too. They know it can be potentially awkward situation, cause they have been on the other end of it themselves at some point.

Then why do it? Well, again, the sales management and ownership come into play. Remember, these guys just want to maximize profits. Therefore, they have a logic that the better salespeople shouldn't be hindered in getting as many opportunities to sell as possible. It makes sense to them. If their ace salesguy closes every other "up" or customer he approaches, giving him an unlimited amount of opportunities would serve him well. If he were to manage an "up" system, which consists of the salesforce taking an equal amount of turns, he would limit that ace salesperson's number of opportunities. this of course, would lower his numbers, lower the store numbers, and jeopordize the sales manager's job stability and the owner's pocketbook.

To someone outside of sales, it may seem more fair and more logical to take turns, but to management it only hurts their bottom line. They would prefer you were a little taken aback by being jumped on at your car or as soon as you walked in, than risk letting a rookie, weak salesman blow a great "up."

Because of the competitive atmosphere of the sales floor, in the envirment created for them by management, the salespeople are now forced to get as many opportunities for themselves as possible. Therefore, you become the victim of being jumped on at the earliest opportunities. Remember, these guys are just trying to make a living, and are playing by the rules set for them. Most salespeople I know would rather work a fair system, and indeed, when standing on the lot, may even discuss a "loose" up system while they are there.

For example, one salesperson may say something like "hey, I haven't talked to anyone today, how bout i get the next one."

To whch someone else may respond "yeah, go ahead, I have a delivery coming in anyway." Or, "hey , you're not the only one pal, and i've been here since 9am."

In general, the salespeople do try to have a little courtesy for each other. But inevitably, there are 1 or 2 or a small minority of "sharks" or "skaters" as they are called. Skaters refers to moving on skates, that's how fast they are. These are the guys who will shout over your shoulder as you approach or make a path to cut you off and greet the customer. These guys usually are on the top of the sales charts. And management almost always will turn a deaf ear to any complaint. Some times they will give it some lip service, but deep down they operate on the principle, or lack there of, that they just want to move iron, sell cars. They could really care less who sells them. And in their eyes, having their strongest salesperson in there as often as possible is their best bet to a fat paycheck.

But regardless of that, when the salesperson does greet you, for the most part, they are just saying hi. This does "tag" you as their "up" at this point, meaning no one else can sell that customer in most cases. Also, if someone does try to sell that customer, and is successful, they will have to give partial or full credit, depending on the circumstance and rules of the dealership. Sometimes these conflicts can erupt into huge fights, sometimes even physical confrontations. Salespeople take their "ups" seriously, it is their living. Good salespeople make sure they are there, even on their days off sometimes, to take their customer thru the process and provide them withtheir transportation needs. It isn't as cynical as it may sound, it is just simply their business. They want to sell products and services to earn a paycheck and create referrals for future sales. Just like any other business.

Therefore, after saying hi, every salesperson quickly moves, or tries to move to step 2 of the process, the "interview." Sometimes it is referred to as qualifying. way back when, that's all it was known as. But over the years, sales organizations have tried to modernize their language. Also, by calling it interviewing, it defines itself more to what all successful salespeople know is true. If a customer will express to them what they want and / or need, and if the company that the salesman represents has such a product, then they will close the sale almost every time. And it's true.

Unfortunately, this is where customers often hurt themselves. People are afraid of salespeople. In fact, many people hate salespeople, thus the title of this series. In fact, many salespeople hate dealing with other salespeople. The latter is because every salesperson who has worked in the field for a significant time has seen acts of dishonesty. whether it was from another salesperson, management, ownership, the manufacturer or themselves. They are cynical for the most part. Actually, most salespeople will fall into 1 or 2 cateories when shopping. Either they are totally cynical and try to give as much grief as they have gotten in their job or the are a total "lay down." A lay down is a term which describes a customer who just givves into whatever the salesperson suggests. Of course, salespeople love lay down customers.

But most customers don't want to be a lay down or a sucker for any salesperson's lines. So, when the salesperson tries to assess what the customer is looking for, the customer resists with lines like "just looking." That, or anything that can be said to get teh salesperson away from you. what the customer should be doing is responding to this. Whether the salesperson is a shark or a laid back friendly type of salesperson, if they are good and professional, they will find your wants and needs or go to the wall to try.

What most people forget here is that they have the ultimate power in not signing anything. At this point, all the salesperson wants to do is see if he may have something that you might want. If he does, he can point you towards that, saving you time and aggravation. Of course, if he can, he will want to continue the process and move to the presentation and ddemo phase of the process. But you don't have to let him.

Sometimes, I like to go into a store and just "check it out." Maybe to get some ideas, or because I am curious or it is the first time for me to be there. Whatever reason, I have never had the request of "just let me look around and stare at some stuff" be denied. Sometimes, I had to ask twice, but even the most aggressive of saleseople will respect your space if you let them know.

But why not, if you do know what you are looking for, either generally or specifically, share your quest's parameters with the salesperson. You might be surprised, he or she just may be able to meet your goals 100%. Maybe not, but in describing what you are there to accomplish, and feel free to be blunt, but not rude, you are closer to your goal. I say blunt but not rude because, despite the annimosity of the salesperson customer relationship, you are still on a lot because you want or need a car. And they just may have it. Remember the old saying about catching more flies with honey than vinegar. It applies here. Just as the salesperson is doing his darndest to be friendly and warm, so should you. A good working relationship here could save you time and money. At the very least, it will save you aggravation and frustration and possibly confusion.

Also, later in the process, or in the future, that warmness or lack of rudeness could translate into bigger savings. No, you are not trying to make a friend, but neither are they, despite the friendliness. Wouldn't it be smarter to play from within the system, and being aware of the reality? This instead of creating a situation where you become more trouble than you are worth. As money may be the biggest motivator, at some point, every salesperson and sales manager gets to a point where pride or self esteem take over and you are sent to the street without accomplishing any of your goals.

One suggestion, if you do wnt to perhaps save some time, let the salesperson at least feel a little useful and tell him what you need, even if unspecific.

For example, if they ask what you are looking for today, let them know. Say you are looking for a new Ford Freestar in a dark blue or something like that. Let him point you towards them, even let him escort you to them. He will ask questions to narrow down what you may want. Answer honestly and you'll find that your time in starting at stickers will be greatly reduced. And these days, time can be as valuable as money to some.

You can be led to a group of the Van you seek or perhaps he may pull one up that you described. Keep in mind, many lots, especially in urban areas, have "storage lots" off site or out of the way. Sometimes your dream car is there. But if you don't let them know that, you could walk all over the main lot and think they don't have it and leave. And all the time it was there.

If at any time, whether it be after something was pointed out, or you were lead to a particular car, or even if he is 1/2 way thru his presentation, feel free to excuse yourself from him or her. Let them know you want some time alone to look unbothered or any polite way you care to put it. If , in a reare case, a salesperson after 2 attempts to be left alone are unsuccessful and they just won't leave. Take that as a sign you should perhaps leave. But if they respect you enough to back off, take it as a good sign that this is someone who isn't just looking to get rich off of you, but is doing a professional job in a professional manner.

You can bring him in or out whenever you want. You have that power. And feel free to use it. The dealership will probably have you sitting and waiting for them at some point. Whether it be waiting to get your car appraised, waiting to get approved or being sluggish in negotiating and making you sit in the box for extended periods waiting to get a simple question answered.

By the way, "in the box" is the term used for any office in the car business that is used for closing sales. Whether it be a salesperson's office, the manager's office or the finance manager's office. They are all "boxes." And making you sit and sweat in one is one of the oldest and useful techniques they use to get you to buy. We'll discuss this and other techniques in future segments...

But for now, after understanding the 1st 2 parts of the "sales process" you should understand that the best thing you can do for now is basically lay along and maintain control. And by being upfront and honest both about what you are looking for and how involved you want your salespeople to be is a big step to getting the deal you want without being a master negotiator or doing things that fall below your usual ethical code.

Next time, we'll continue the process with the presentation and demo phases of the sales process. If you want to read more on how to get a great deal on your major purchases, including cars, check out my "Why We Hate Salespeople" series here...

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Comments

Wahkonta Anathema

on Apr 05, 2004

This may get good. I want to see how you square the term 'control' with the buddy-buddy relationship you start with here. I'm on to part two. So far, so good.

Sean Conners aka SConn1

on Apr 05, 2004

thanks wah,,,i really wouldn't call it "buddy - buddy" but juat being polite and honest and all the while realize that neither side is really trying to make a friend....hope you enjoyed part 2,,,i should have the end of the sales process part done by tonight,,,any and all feedback appreciated:)

sean:)

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