"Really Understanding What The Customer Wants" with Martin Lang
Summary
In this episode, Martin Lang, an Automotive Retail Sales Expert (aka Car Dealer), discusses the evolution of Negotiation in the Car Industry.
He emphasises the shift in customer dynamics and the importance of understanding customer needs. He shares insights on common Negotiation mistakes, techniques for handling difficult customers and the significance of building trust and loyalty.
The discussion also touches on gender dynamics in sales and the interplay between customer service and Negotiation, ultimately highlighting that delivering value is key to successful Negotiations.
Key Takeaways
Negotiation has evolved significantly over the years.
Customers now have more information, giving them an advantage.
Understanding customer needs is crucial for effective Negotiation.
Qualification involves finding out key drivers for customers.
People often come in guarded, requiring rapport-building techniques.
Resilience is essential in handling rejection in sales.
Small wins can help shift a Negotiation from negative to positive.
Building trust leads to customer loyalty and repeat business.
Gender dynamics play a role in Negotiation strategies and outcomes.
Delivering value is more important than just focusing on price.
Key Quotes
"People often come in quite guarded."
"Resilience is really important."
"Look for smaller wins in Negotiations."
