Cutting-edge technology has proven that car salesmen’s language to buyers makes the difference between closing a deal and missing the sale.
A natural language processing technique developed by retail tech experts CDK Global analysed email responses from 1300 car dealers. It compared email responses to anonymous online shoppers from high-closing sales networks to those with low close rates.
The study discovered that carefully guiding a customer through the buying process made the difference.
Phrases like “give me a” and “feel free to” were typically used by low-closers – and weren’t specific about when the next contact should happen.
“Give me a call when you are free” or “feel free to email any time” were ineffective because they put the onus on the shopper.
Sharing clear and relevant information set top-closing dealers apart.
“People tend to assume that positive words like ‘love’ and ‘amazing’ will be the most persuasive to potential car shoppers,” said Jason Kessler, data scientist at CDK.
“Our research found the opposite and proved that dealers who used proactive language articulating clear next steps for action in their email were the highest closers.
“Car shoppers need to be guided through the process and the research supported using language to help them on their journey.
The top word used by high closers is “provide,” which was mostly used in the context of sharing information.
Vehicle descriptions, details about the buying process and quotes all give customers a better understanding so they feel secure in taking the next step.
But things like “body style” and “options” were low-closer language – probably showing jargon and industry speak don’t persuade shoppers.
“This research is exciting because it is so actionable,” continued Kessler. “By focusing on communication styles that shoppers prefer, dealerships can improve their effectiveness and sell more cars.”
CDK Global was awarded Driving Sales’ ‘most valuable insight’ award for its study The Language of Closers.
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