If there’s a recent model Mercedes-Benz in your driveway, you might already know this: salespeople in the Stuttgart company’s showroom can close a deal.
In fact, the results from a recent survey suggest that slick talkers on the Benz floor are better at it than any other brand. Conducted over the course of 11 months, Pied Piper Management Co. used 5,203 secret shoppers to gauge how effective various brands processes are. This is the seventh year the survey has been conducted.
Hyundai, Kia, Ford and Toyota were among the top volume brands identified.
There’s a good chance that you’ve experienced some of those tactics if you’ve visited a showroom recently. If not, the survey reveals some of the most effective techniques.
Test drives and bringing a potential customer to the bargaining table are some of the most effective ways a salesperson can close. But believe it or not, the most effective dealerships have an established process rather than allowing staff to use their own tactics.
Mercedes, Cadillac and Infiniti staff were found to be the most effective at discussing financing. Other important tactics include doing a vehicle walk-around, while Kia, Hyundai and Fiat staff emphasized the best reasons to buy now.
Lexus was the top brand in last year’s survey, but tumbled to third place this year.