As we close out our ‘Real’-ationships video series, we discuss contrast selling with Kita and Tara. What exactly is contrast selling? And how can we utilize it in our career as well as our personal lives?
In the world of automotive sales, the tools and techniques you use can determine whether you’re scraping by or soaring past your goals. One technique that stands out for its effectiveness is contrast selling. It’s about presenting contrasts to shift a customer’s perspective—making small problems look smaller, big benefits appear larger, and neutral features feel essential.
Let’s break this down with some real-world examples and explore how you can use contrast selling to transform your sales strategy.
Imagine you’re showing a potential buyer a house. Before they even step inside, you say:
“I want you to know there’s an issue with this house. It’s part of the reason it’s priced as it is. Let me show you.”
Naturally, they brace themselves for the worst. Once inside, you point out the issue—a tiny, nearly invisible crack in the corner of a wall. Suddenly, this small imperfection feels less significant because their imagination had built it into something catastrophic.
This is contrast selling in action. By managing expectations and framing the situation, you’ve helped the buyer perceive the crack as a minor, solvable detail rather than a deal-breaking flaw.
Now, let’s apply this to selling cars. A running board on an SUV might seem like a standard, forgettable feature—until you contrast it. Instead of merely listing the running board as an included feature, let the customer experience the absence of it:
Ask them to climb into the vehicle without the running board. Watch as they struggle slightly, especially if they’re not naturally tall or agile. Then, highlight the benefit:
“Now imagine how much easier it will be with the running board—especially if you’re loading kids, pets, or gear regularly.”
In that moment, the running board transforms from a “nice-to-have” into an indispensable feature.
Contrast isn’t just about products or features; it’s also about helping your customers see themselves in the best possible light. Damian Boudreaux’s relationship-selling philosophy encourages us to build trust by putting the customer’s needs first. You can elevate this approach by introducing a moment of self-reflection:
Ask your customers:
“When you picture yourself driving this car, what do you see? Is it the confident professional, the dedicated parent, or the adventurer ready to explore?”
Help them contrast their current reality with the elevated image of their future selves driving the perfect vehicle. This emotional connection creates urgency and aligns their decision with their aspirations.
Here are some quick tips for integrating contrast selling into your approach:
- Set Expectations: Whether you’re pointing out a vehicle’s minor flaw or highlighting a standout feature, start by setting expectations that magnify the contrast.
- Highlight Benefits: Use contrasts to make the features that align with your customer’s priorities feel indispensable.
- Empower Choices: Ask questions that help your customers reflect on how their purchase will improve their lives or solve their problems.
Contrast selling is just one piece of the puzzle. At Auto Training Academy, we specialize in helping automotive sales professionals unlock their full potential with proven strategies like this one.
Ready to take your sales game to the next level?
Join our free Auto Success Blueprint Training Series, or dive deeper with the 100 Cars Club, where top sellers like Damian Boudreaux and Ali Reda share their secrets to success.
Transform your approach. Build better relationships. Sell more cars.