WHY
A R E T H E Y B U Y I N G?
Once you understand who your prospects are, what they're shopping for, where they are and when
they're likely to buy, you're ready for the big question: Why are they buying?
You must first answer this question before you can put together an offer that meets the customers'
needs in terms of product, financing and other practical terms. Next, you need to answer the more
specific question: "Why should they buy from me?"
Your goal in sales is to influence your prospects' decision-making process while buying a car. This
requires understanding each individual consumer's buying decision process for a car.
There are any number of reasons your prospects might buy from you. You might be offering the best
terms. You may be closest to their home. They may enjoy your dealership's culture or feel comfortable
with you personally. But unless you understand what matters to them – the "why" of their purchase –
you won't be effective in influencing their decision.
