A biker, a college kid, and a hipster walk into a dealership…
It sounds like the start of a joke, but how we interact with our customers is no laughing matter. You never get a second chance to make a great first impression. You can always improve on it, but you can't redo it.
Every year, nearly half a million bikers and motorcycle enthusiasts descend on the tiny town of Sturgis. These rough-and-tumble looking bikers roll in, decked out in chains, leather, and tattoos, but the fact is they have higher-than-average incomes, and strong, professional networks. Heck, many of them are doctors, lawyers, and just regular people! But at first glance, you'd never know it.
The second you assume that someone is just looking or that they can’t afford what you’re selling, you lose them as a customer. For all we know they could be ready to buy!
It's a slippery slope once we start prejudging, because then we start trying to find out if they're serious or if we’d just be wasting our time by talking to them. Here’s the truth: if they packed up their family and drove to your dealership on their day off then they're serious. They're there because they have a need. It’s your job to meet their needs and get them in a car!
Stop looking for buyers and start looking for ways to make all your guests buyers! No matter what they drove up in, what they dress like, what they look like, or what they smell like. Make a great first impression with everyone who shows up.
Will your next sale be with a Hells Angel or someone who looks like they came out of a catalog? You never know who's hiding in plain sight!