In the age of 'fast is famous' and instant gratification, selling a waiting period is tough.
In the automobile sector though, especially small cars, many brands carry a waiting period. Sometimes, when the demand for a particular model shoots up the manufacturer-marketer doesn't have the capacity to match the demand and there's a waiting period. Sometimes, when a brand has had a hard time in the market and demand is uncertain, the dealers don't stock up and therefore, every time there seems to be a waiting period.
In the first case, it isn't tough to sell the waiting period. Second case is a tough one. But then what are the ways to convince the prospect? Just two: tell a lie and face the wrath (of the prospect if you turn one into a customer) or tell the truth and hope that the prospect will buy your story.
This isn't a case with just the first prospect you meet, this would be the case with many prospects. Not for one day but many days, many months.
What do you think will happen over time with the first option – tell a lie? The first prospect will not spread a positive word, possible spread a negative word.
If you take the second option, you might take a while to convert a prospect into your customer but you could be sure he would spread a positive word. Is that all?
Apparently it seems like a dilemma – whether to lie or tell the truth. The real thing is about keeping your word, fulfilling your commitment.
Selling is about trust. Waiting period isn't the problem. Trust is. You commit, you fulfill your commitment and people take as a genuine person, genuine salesman, genuine dealer, genuine brand. Once trust is accomplished, waiting period becomes a nominal issue.
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