Words Matter When Selling Vehicles

Selling vehicles can be tricky. When talking to customers about vehicles they’re considering buying, salespeople can boost the chances of making a sale by using certain words to describe vehicles — as well as not using other words.

This is one of the findings of research conducted by CDK Global, which provides IT and digital marketing solutions to the automotive industry. The study sought to identify the words and phrases that are most effective in converting automobile shoppers into buyers.

“Passing” instead of “torque”

In short, the less technical lingo salespeople use with customers, the better. One good example cited by the study is the preference of the word “passing” with customers instead of the words “torque” or “horsepower.”

Sure, an automobile engineer or gearhead will know what torque and horsepower mean, and the average person might have a vague idea. But what customers really want to know is whether or not the vehicle has enough power to easily pass another car on a two-lane road. Mazda has it right with “Zoom-Zoom.”

Other high-converting words identified by the research are “climate,” “comfort,” “blindspot” and “quiet.” Conversely, words salespeople should try to avoid include “tire,” “test drive,” “features” and “amazing.”

According to the study, these low-converting words simply aren’t very helpful when it comes to enabling most car buyers to understand the benefits a particular vehicle might offer. It’s better for salespeople to use clear, descriptive words that are easy for the average customer to comprehend.

Incorporate in your training

You should keep these research findings in mind as you design training programs and materials for your salespeople — because the words they use (and don’t use) could be the difference between making a sale and watching a befuddled customer walk out the door.