Issue link: https://read.dmtmag.com/i/575161
SOLUTIONS 30 • October 5, 2015 • Powersports Business www.PowersportsBusiness.com "All things being equal, people would rather buy from their friends. All things NOT being equal, people would still rather buy from their friends." I don't know where that quote originated from, but I'm guessing it's from one of the greats like Ziglar, Tracy or Hopkins. Nonetheless, it's important to note that the act of creating a bond (friendship, con- nection) with the customer is paramount in holding margin and keeping the business in the dealership. I want get into the chemi- cal release in the brain that comes with the feeling of friendship, but it's safe to say the necessary emotional faucets associated with holding margins have been turned on in these instances. Ask any young male what the hardest part about talking to a girl is and he'll say, "Starting the conversation." Your customer is no dif- ferent. Unfortunately your salespeople (in all departments) are allowed an easy-out. "What brings you in the store today? Can I point you in the right direction? Did you have any ques- tion on that model?" Allowing a salesperson to start a conver- sation with anything that has to do with the actual product for sale is "polite clerking" at it's finest. What it isn't, is selling. And for all of you who think those opening lines are sufficient; let me ask you how it would work with the girl at the bar? How would it go down if your questions were all about the "business" of why you're trying to pick her up? Try this: "Hey, I think we both know why you're here. Are there any questions I can answer for you about my abilities? Maybe I could buy you a drink to begin clouding your judgment?" Stupid, right? A good opening line has NOTHING to do with WHY the person is here. Remember your only goal at this point is to start the release of the brain chemicals that allow for friendship and trust … noth- ing more. What do people love to talk about? Themselves. So let them. The first swing is to go for the obvious. Look at the watch, the hat, the tattoo, the shoes, etc. Note the new Apple watch or the Fitbit on the wrist. Those are obviously things that the person likes or they wouldn't be wearing them. If they like them, they will want to talk about them. Always key in on those first to begin a conversation, remem- bering the goal. Moving from the obvious into less obvi- ous conversation starters, I've always used the acronym F.O.R.M. This is simply a way to remember four big topics that most people are comfortable talking about: F = Family O = Occupation R = Recreation M = Motivation I've added two more in the last year, (A) animals and (T) teams. People love their pets (some idiots even use them as company logos), and we all seem to be addicted to sports. Everybody has a team they cheer for, be it football, NASCAR, soccer or bicycle racing. Get your customer talking about one of these last two items, and you can simply watch the resistance drop from their faces, quickly being replaced with ear-to-ear smiles. Collectively, the acronym becomes F.O.R.M.A.T., as a reminder to the staff to talk about stuff other than the product for sale. F = Family O = Occupation R = Recreation M = Motivation A = Animals T = Teams If any of these conversation starters seems odd to you, it's probably because you are thinking about a transaction, and I'm thinking experientially. You see, I'm not in it for the transaction. I'm in it for 30 years of repeat and referral business, and that doesn't come from a closing line. It comes from real, genuine relationships. Most recently, I turned my phone on after landing in Denver. When my screen came up, a picture of my daughter holding a frog appeared on the screen saver. The lady next to me asked me about my daughter, and I immediately (and without reservation) jumped into a conversation with her. That got me thinking. What do people have on their phones as a screen saver? Answer = Instant conversation starters. Maybe it's your dog/cat, or for some it's the river you wish you were fishing on today. The sunset from your last vacation or the car you've always dreamed about come to mind. Bottom line, most people have something they dearly care about on their phone screens. If the goal is to get people talking, then use this, too, as a tool in your toolbox. If the customer pulls out his phone, pay attention when he turns it on. If you are truly playing the detective (as you should be in this opening stage), you may be able to land on the most emotionally moving talking point to that customer. Or just ask. Somewhere during the small talk, tell the customer you and your buddy were just having this conversa- tion about what's on people's phones, and you're curious what's on hers? In the past month, I've found that most people jump 'What's on your phone?' 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