Dealers, Avoid Car Jargon!
“DOHC with VarioCam Plus variable valve timing, 8 s., sequential automatic transmission”
Every industry has its own jargon, and the automotive industry is no exception. In fact, insider jargon at car dealers is so prevalent that if you search “car dealer jargon” in Google, you will find endless jargon dictionaries to prepare customers for a dealership visit. Some believe that the use of jargon strengthens their sales presentation and their image by making them seem more technically savvy or more knowledgeable.
This is a mistake.
If you are looking for the source of a problem with a customer, there is a strong chance that it may rest on some misunderstanding, and this often stems from a lack of common vocabulary. If you’re not in the automotive industry, it’s highly unlikely that you will be exposed to the technical jargon used within dealerships, and even simple car jargon can be confusing.
If the customer has no idea what you are talking about, they often won’t tell you. Even the small portion of those who will tell you have lost valuable time trying to understand what could have been put in plain language.
So what’s the solution?
Unfortunately, since dealer jargon has been used for so long, sales associates often don’t even realize they are using it. But to truly inform and engage your audience, pay attention to the terms you employ, the descriptions you use and the people with whom you are communicating.
If your messaging isn’t adapted to the person to whom you are talking, your client will not understand and they will end up being heavily disappointed and frustrated at the end of your interaction. Therefore, listen to the words your client is using and bridge the terms they use with yours. By demystifying the language used within the automotive industry, you will successfully build a sense of trust between you and the customer, and we all know trust is critical for sales success.