Car sales to the super-rich

When your client has money to burn but very particular demands, car sales rely on finely-tuned skills and years of experience.

Imagine your ideal client. Plenty in the bank, right? Maybe they’re a generous spender too. Very easy to persuade into up-selling deals and a pleasant person to deal with to top it off. If only everyone in the world was like this.

When salespeople get into the sales profession, many aim their sights on the glamorous world of luxury sales, namely yachts, private jets, helicopters, bespoke cars…you get the idea. The commission for big-ticket items like these can stretch almost indefinitely, which makes these highly-desirable dream jobs the hardest to break into too. Everyone wants a piece of the high life.

Top level car sales isn’t as simple as it seems from the outside, however. With money comes the knowledge that this money could pay for almost anything. Clients demand more. Clients are harder to work with. Products are far rarer and more difficult to source. Facing these challenges is not for the faint-hearted!

Standing out

In car sales, in order to make an impression, you need to stand out from the pack. Until you even get to make your pitch you need clients to know that they should come to you first. After all, they don’t need a new Porsche so they won’t be popping into your forecourt to talk through finance options. To wealthy customers, purchases like these are often made in the spur of the moment, and you need to be there when the idea pops into their head.

Brett Davies, the CEO of Prestige Imports, Miami has sold $1 billion worth of cars over the past eight years. The biggest Lamborghini dealer in the USA and aged only 26 years old, he’s certainly doing something right. But what?

“I try to think creatively about marketing,” he said to American news network CNN. “It’s really about building a brand.”

Using social media and word of mouth to build that brand, his is a marketing mix of top quality products, service and impressive clients. He sold his first Lamborghini to Missy Elliott. He gets heads turning on his daily grind too, driving a gold-plated Lamborghini Aventador to work every day.

“I want to show people that these are great cars to drive every day, even a gold one,” he said. “I drive it every day and I love it.”

Do you think this works? There’s no doubt that it does – his sales reputation speaks for itself. Thinking outside the box has made the business he inherited aged 19 from his father into the success it is today.

Davies’ skills are easily and very well replicated in every-day sales pitches. His combination of brand visibility, personality and staying ahead of the social media curve are successfully implemented into car sales plans regardless of the type of sales they might be.

In fact, utilising these skills in any aspect of sales can provide incredible results. Clients no longer want efficiency over personality – social media has brought people closer in ways that even a decade ago wouldn’t have even been considered. The personal touch is more important than ever. Do not underestimate your customers’ need for real interaction in order to close that deal.

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