Step 2 – Qualify & Build Rapport

Qualifying and building rapport is one of the most commonly misunderstood steps to the sale, especially when it comes to prime vs. subprime customers. Dealers ask me all the time, “Helmi, how is your “subprime” timeline different than your “prime” timeline? I answer, “It’s not.”

First of all, your customers don’t have their credit score flashing on their chest, so we don’t know who is prime and who is subprime until we get to Step 3, Touching Base With The Desk. And if you know their credit score before Step 3, your salespeople are prequalifying, not investigating on the lot. Huge mistake.

The first priority of effective qualification and rapport building is to demonstrate a genuine interest in your customer. After all, your salespeople don’t care, your customers won’t care. It’s that simple

Let’s look at what qualifying is NOT:

· An interrogation about their credit and budget.
· A method of deciding who can and who cannot buy a vehicle from your dealership.
· A salesperson aimlessly following a customer around the lot asking random questions about their hobbies.
· A means to separate your prime from your subprime customers so you can determine how to treat them differently.
· Different for each customer based on how a salesperson feels about the deal.

Now let’s look at what qualifying IS:

· A precise and consistent process which is the SAME for each and every customer.
· An art and a science that must be practiced and rehearsed every day.
· A method to help each customer get the most vehicle for the least money with a payment that works within their budget.
· The step in which we take a customer statement with EVERY customer BEFORE a vehicle is selected. Yes, prime customers, too!

Once we understand what this step entails, we must develop the knowledge and skills necessary to effectively execute. Like a surgeon with the right scalpel, our sales professionals must have the right words to build sales.

In our 5 day “More Than a Special Finance Workshop”, we teach dealers and their general managers the winning words that work every time with every customer. Here’s a sneak preview of just one powerful work track which builds value in the Customer Statement process.

“Dave, all of the questions I’m about to ask you are designed to help our sophisticated software program help find you the most car, for the least money with a payment that works for you. If really doesn’t get easier than that, does it? (tie down) First, let me ask you this …”

To learn more about the next 10 steps to the sale, just subscribe to my Blog. I’ll be updating it regularly.

Until then, make it a great day!

Helmi Felfel