Show them the Buffet - Sell them the car they didn't know they wanted!

"Show them the buffet" was something Ed always said and firmly believed. All of the cars were mixed up, so if you wanted to see all of any particular model, you'd have to walk through the whole lot, the back lot where the new arrivals are, and even though the shop to see if any were in there being worked on. After doing that the customer has seen all of the cars on the lot! Not only the ones they are looking for.

Why do this if the customer is clearly looking for a $18,000 extended cab 4x4 truck??

It really dose not matter how sure you are that the customer will only accept exactly what they are looking for, it is possible they see something and completely shift gears. You may not have exactly what they are looking for, but you do have something they would love to own!

Here's what Morris did - A truck customer bought a VW Bug!

My good friend Morris took a customer one day that was looking for a certain truck in a certain price range, he knew the truck had sold but thought there might be something close in back that he might be able to sell him, and said; "let's go back and take a look." on the way back before even getting to the trucks the customer spotted a yellow VW Bug convertible! "wow! I've always wanted one of those." said the customer. Morris had a sale, not a truck but a yellow VW bug convertible.

Had he said; "I'm sorry that truck sold." or, not walked him through the lot, he would not have had a sale.

Here's what happened to me - A truck customer bought a Camaro!

I had a customer once that I was working a deal on a crew cab pickup once, he need the crew cab it was going to be used as a pilot car in front of oversize load trucks. We were having a hard time coming to an agreement on the price of the truck, the payment was a little too high and it was the least expensive available vehicle. As we were working the numbers he was looking out the window at a Camaro that he had also admired when we were walking thought the lot earlier. He said I know a guy who uses a Camaro as a pilot car! So, rather that a truck, I sold a Camaro.

Make sure you qualify the customer in the beginning but remember, your customer may not know all of the possibilities until you show them the buffet.

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