Used car dealers are currently living through an ambivalent situation. On the one hand there is reason to be happy, as there are not enough offers for new cars. As a result, customers switch to used vehicles. This increased demand leads to higher prices, which is good from a retailer's perspective. On the other hand, the used car market has now been bought pretty empty, meaning that the strong demand from customers can only be partially satisfied. This requires special qualities when dealing with customers in order to keep them as customers and to be able to offer them the right vehicle despite adverse market conditions.
Under the current market and stress conditions, the ability to adjust to the other person is even more important than usual. Because if the offer does not perfectly match the customer's ideas, the seller has to convince even more on a personal level. The 4 Color Sales Type Model and Personality Structure Analysis can help sales professionals improve. The model distinguishes between red, yellow, green and blue seller types.
is very goal-oriented. He likes challenges and is accordingly self-confident. This is well received by customers, because they assume expertise for this type of seller. The downside is that this salesperson likes to talk and less likes to listen. Since he knows exactly what he wants, he doesn't pay enough attention to the buyer's needs. The result can be that customers nod obediently at what the salesperson says, but don't come back.
relies on joy. He spreads a good mood, is quite open and relies on his spontaneity. This is good for the beginning of the customer relationship, but the yellow type also has disadvantages. He doesn't like to prepare for talks and as a result doesn't have the facts at hand that are needed at the crucial moment of the sales pitch. In particular, less emotional customers who care about details do not see themselves well taken care of by the yellow salesperson.
is all about harmony. He is very reliable, helpful and understanding. Listening is a great strength. The green seller is particularly well suited to establishing and maintaining long-term customer relationships. His weakness is that he doesn't deal well with rather cold, rational customers. The green seller also does not like confrontation. It makes him insecure when he can't build an emotional connection.
that is very analytical and knows all the details of a vehicle. He can explain everything in detail and prepares precisely for discussions. This fact-drivenness is in turn its weakness, since the customer does not appear as a person. The blue salesperson has great difficulty getting involved with the other person and their life situation and the resulting motorization needs. In other words: He does not place customer benefits at the center of his sales strategy.
DThere is no such thing as the ideal type of salesperson (the chameleon), because he would be able to act red, yellow, green or blue, depending on the customer and the situation. It is therefore important that sellers first understand which type they belong to. Strengths and weaknesses can be determined from this, which in turn makes it possible to improve in a targeted manner.
The prevailing market situation must also be taken into account. Depending on supply and demand, different types of sellers are in demand. In the current used car market, it is very important to perfectly communicate the shortage situation in the offer to potential customers.
You have to imagine it a bit like in a clothing store: You want to buy a pair of pants, but if the counter was otherwise full of a wide variety of pants, there are currently only five there. The customer must understand why this is so. And the seller must try to match the customer's need with the five pants. Currently, the yellow and green salespeople have an advantage because they can be both understanding and emotional.
Right now, used car sellers are well advised to take a self-reflective look at the four types of seller, to honestly classify themselves and to consider how certain weaknesses can be eliminated. Because less supply on the used car market means that customer satisfaction is more difficult to achieve and customer care is more demanding. But the situation also offers an opportunity: Anyone who now manages to satisfy customers under difficult conditions has a better chance than usual that customers will come back the next time they buy a used car.