Selling heavy trucks requires a high level of product knowledge.
Selling heavy trucks is different than selling cars and pickup trucks to customers for personal use. Your heavy truck customer is buying a new truck to use it to earn money for his business. The trick to successful heavy truck sales is to understand buying a truck for the commercial truck buyer is a process and not an on-the-spot decision.
Be The Expert
Heavy truck specifications are complicated. Truck buyers must decide on engines, transmissions, wheelbase lengths and tyre sizes. Different regions of the country feature trucks to conform with local laws and weight restrictions. Added to a basic truck can be equipment such as truck bodies or specialty equipment. Become the truck salesman who can show a customer which choices among all of these options will provide the right truck to meet his requirements.
Be a Partner
A benefit of selling heavy trucks is your customers will be regular buyers. Think of yourself as a partner in a customer's trucking business. You will be his resource for information concerning service and parts through your dealership. Make regular sales calls and visits to your customer's places of business. Learn how their business works, and when the time comes for a new truck, you will be the first and only phone call.
Ask and Ask Again
Other truck salesmen may not take as much care staying in contact with their customers. Those customers are your prospects for new truck sales business. Do not be afraid to ask for a company's future business or the opportunity to put in a quote for the next truck purchase. Regular contact with potential customers will have them pulling out your phone number when it is time for a new truck.
Features and Benefits
The specification printout for a new heavy truck is long and detailed. Do not use this printout as your main price quote literature. Write up a separate quote letter with the specification highlights that will allow the truck to perform the tasks the buyer needs. The selling tactic of highlighting a feature, then explaining the benefit to your customer will allow him to see how your truck proposal is the right choice for his business.
New Customer Questions
When you start talking to a prospective customer looking for a new truck, you can take the lead in the discussion by asking a couple of questions. The first question: "What are you going to use the truck for?" will allow you to show how your trucks will meet his needs. The question: "How are you going to pay for it?" will allow you to close the sale by recommending financing sources and plans that will fit the customer's budget.
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