Taboo Questions to ask your Customers

Wye Management offers LIVE, IN-DEALERSHIP and ONLINE training solutions.
Automotive Sales Training:
The first question that we should avoid is when were you thinking about buying? Many of your customers actually want to buy a new vehicle now, but if asked, will give an answer such as, well, two or three weeks from now, later this spring, etc. Another similar question is what would you like to accomplish today? Although this question sounds very professional, it leads to customer responses such as, "I'm just looking right now." or "We just want to get some pricing information." Remember, many new vehicle buyers have researched the vehicle purchase for up to a year before they visit their first dealership. When they come to a dealership, it's to complete their purchase, not begin it.
Another question to avoid is what color would you like? Although this question seems natural, it often leads your customer to choose a color that the dealer doesn't have or is no longer available. Even questions such as would you prefer a light or dark color, tend to close doors. Asking for color preference is the number one reason why dealerships are forced to trade inventory with other dealers to complete a sale, the dreaded dealer trade. If a customer is concerned or picky about the color, they will bring up the subject and tell you. You don't need to ask. They will either tell you what color or color choices they want or what colors they don't want.
For many customers, color is simply not as important as the vehicle trim or features. On a similar note, another question to avoid is what features would you like? This question can lead your customer to rhyming off a long list of features that may price the vehicle well out of their budget. Worse, many sales consultants will jump on to the manufacturer's website with their customer and build a vehicle using the build and price tool. This leads to the customer choosing a vehicle that is out of stock, difficult to find via dealer trade, doesn't exist or is beyond their budget. A better question is what are your must-have features?
There is a difference between what your customer would like to have versus what they must have. Many of your customers are very flexible and would prefer to buy a vehicle that is in stock. In fact, over 70% of customers actually buy something a little different than what they intended once they visit the dealership. Now, this question will certainly raise some eyebrows amongst you, avoid it if you can. Were you thinking about financing, leasing, or pay in cash? There are many customers that will respond cash to this question when, in fact, they're borrowing the money from a local bank branch, credit union or utilizing their personal line of credit.
The interest rates offered by your dealership will most often be better than what your customer has secured elsewhere. Moreover, if your customer indicates that they're paying cash when they're not, they will often try to negotiate a large discount from the price. If your customer has little knowledge of leasing, they may disregard it immediately with statements such as, "No, we want to own our car." Similar questions such as what payment term were you thinking and how much down payment do you have are questions that also close doors. Try, if possible, to present both finance and lease options following your demonstration drive in the form of a proposal.
Avoiding some of these age-old questions will offer a good start to ensuring that you sell an in-stock vehicle today.