Delivery Mastery: Just Let Your Customers Buy From You!

By Action Coach Dave Beam

How often have you experienced it? You walk into a business, ready to buy, and you can’t get someone to listen and understand what you want so that you can give them your money and walk out with your purchase!

I recently spoke with one of my clients, Roger, who had every intention of buying not one, but two pick-up trucks from a certain car dealer. Roger had done business with this dealer for years, and there was a loyalty and relationship established.

Roger went to the dealership with a clear intention of purchasing two trucks. He arrived and was quickly approached by a newer salesperson at the dealership. Roger thought he would give this new person an opportunity to make a couple of sales. The problem was that she was not listening to Roger. She immediately tried to sell Roger on price. Roger was not really price sensitive. He was more interested in certain features and delivery date. The salesperson blathered on about how they could match any competitor in the area. Roger tried to change the conversation back to what he wanted to buy, and even told her that price was not the deciding factor. The salesperson continued to talk price, threw in some drab small talk, and never really listened to Roger at all.

Roger left the dealership that day frustrated and disappointed. He reluctantly contacted another dealer, and immediately received excellent service and salesmanship. The salesperson asked great questions, and truly cared and listened. In less than an hour, he had a clear understanding and agreement with Roger about exactly what he wanted. He provided Roger with the price and delivery including the options that he wanted. Because of Roger’s loyalty to the original dealer, he still wanted to give the original dealer one last chance to compete, so he called them back. He left a message for the salesperson explaining the situation, and received no returned call for two days. Within those two days he did receive a couple of warm follow-up calls from the second dealer, just asking him if he had any further questions and offering additional assistance to help Roger complete the transaction.

You can guess what happened. Roger bought two new trucks from this new dealer.

Here is my question for you as you enter this great New Year. How easy is it to buy from you?