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Articles Written By: Darin George - Sales Trainer and Recruiter Automotive Sales College Inc. Click on the link below for training articles by Darin George Sales Training Articles Click on the link below for sales training articles by ASC Dealer Marketing Magazine Click on the link below for sales training articles by Darin George 
Click on the link below for training articles by ASC automotivedigest.com Sales Training Topic: Are you working at the AutoShow this year? If you are - Having a strategy on how you are going to maximize your time at the big show is critical. You must have a game plan. Don't go in blind. The manufactures and Autoshow staff people have all spent hundreds of hours on getting people to see your product. The only person you can blame if the show is a waste of your time is - you. I've personally worked at many Autoshows, as a sales person and sales manager. I've even trained sales people on how to greet and qualify people at Autoshows. The reason I'm writing this training articles is to give you some tips on how to deal with the Autoshow shopper. The Walt Disney Corporation has a saying, "Everything Speaks". This means everything from your exhibit, your vehicles, your people, your greeting and how you finish is critical. The following Autoshow sales person's game plan has been designed to maximize your customer names, telephone numbers, future appointments and possibly even a sale. Your Autoshow Greeting Smile - it's always the best way to introduce yourself in a positive light. People like individuals who are like themselves, so mirror their posture, actions and manner of speaking. You will have to build rapport quickly. Hi ! - Welcome to the _____________ (manufactures name) 2005 vehicle display. My name is Darin and your name is? How are you enjoying the Autoshow? Have you seen our new _____________ vehicle yet? After the initial introduction, make sure you write down the customer's name, but do it without them knowing it. There is nothing more embarrassing than calling someone by the wrong name. People love to hear their name said. Do not hand out your business card during your introduction. Wait until you have built some value in yourself and then give them a card, be patient. The Autoshow is not about how many cards you can give out, it's about how many potential customer names, numbers, appointments and even a sale. Quality of leads, not quantity. Autoshow Contact Questions The following are some great Autoshow contact questions to ask immediately after your greeting. If you want to modify or add a few, do it. Make sure you rehearse and practice these before you go to the big show. 1. Did you know that ______ (manufactures name) was established in______ by _______? 2. Did you know that ______ (manufactures name) was / is / did / does etc…? A point of interest about your manufacture is a great way to build historical credibility. Also, if you are having a special on a particular vehicle or vehicles mention the special immediately, even if they are not interested. 3. The ______ (series/car) has been rated the ______ (tell them about your vehicle awards) in their category, according to _____________ (magazines / insurance company etc.)? 4. Have you ever owned a _____________ (manufactures name)? 5. Did you know that our leasing / payments / Interest rates etc… are the best in the industry? 6. Did you know that you can get into a new ________ (vehicle) now for about X $ / month? 7. What features do you have in your present vehicle that you would like in a new one? Getting the Telephone Number Do not just hope that these people are going to call you, remember how many other displays, vehicles and sales people they have talk with. You'll benefit much more from the show leaving with 10 or more names and numbers rather than just handing out 100 business cards. Use one of the following: 1. So! _____________ (customers name) if you would like to give me your home or office number, I can let you know what some of the payment would be. 2. _____________ (customers name) if you would like to give me your home or office number, I would be more than happy to invite you to our dealership for a complete demonstration drive of the vehicle. Closing the Sales at the Autoshow Yes it does happen. So when you have someone that is on the fence to purchase your vehicle, ask them: 1. Have you ever purchased a new vehicle at an Autoshow? 2. Ok then, what if I could give our special Autoshow prices and payments now, that were agreeable with you, would you like to order the new vehicle today at the show? If Yes - continue with closing and make sure once you have agreed on some numbers you secure the vehicle with a strong deposit. Darin's Wrap Up What is your goal working at the Autoshow? 1. Getting peoples names. 2. Getting peoples telephone numbers. 3. Getting customer appointments. 4. Maybe even selling a vehicle at the show. 5. Have fun and make your Autoshow time a huge success. Article Suppied By: Darin George - Sales Trainer Sales Training Topic: Understanding Your Customer Before you became an automotive sales person, you were a Customer. How did you feel about the car purchase process? What type of research did you do? How long did it take before you decided to purchase? Did you call any dealerships for information and pricing? How many dealerships did you go to before you bought? Did you consult with your friends and family? Did you care where you purchased your new vehicle? Was the product a major concern? Was the sales person important? When we understand ourselves, as customers; and how, why and what we did in a car purchase, or continue to do in any type of purchase, understanding our customer becomes easy. Everything we have said and done to a salesperson are exactly what our customers are saying to us now. Think about it, your customers have already made the decision to look and possibly purchase a new vehicle when they enter your dealership, if of course, everything in their mind is in order. It’s your job to understand them and assist in the selection of their new vehicle, with the understanding that they have already given considerable thought towards their potential purchase, long before they enter our dealership. The following is a typical scenario is what your customers are thinking and doing before they enter your dealership. This scenario can be used for a single person, partners or small business, just modify the husband / wife example. 1 Year to 3 Months Before the Purchase During dinner, husband or wife mentions they should start looking for a new vehicle. The typical reason for considering such a big decision: keeping up with the neighbors “the Jones’s”; manufactures TV advertising promotions etc; driving down the highway and seeing a beautiful new vehicle; a need, and want. Approximately a Month Before the Purchase The couple discusses such things as: how they will pay for their new vehicle; monthly budget (maximum); how much savings they have (cash down); and whether or not they will trade in their current vehicle. Normally people go to there bank first for a loan approval, they might researching other financial options (manufacturer credit arms, leasing, etc.). The internet is now a research tool for your customers to obtain more information, get on it see what is happening. It is not going away. The Night Before the possible Purchase They decide to go to a dealership, but feel they will not buy just yet. But if they see something nice and close to what they have been considering and meet a salesperson that understands them, they just might do it today, only if… When The Customer Enters The Dealership The couple tries to look like they do not need any help or that they haven’t even thought about purchasing a new vehicle. They start say exactly the same things we use to say to car salespeople: “I’m just looking”… “We are just kicking tires”… “We don’t need any help”… “We just started looking”… “What is your best price on that car?”… … “How much would you give me for my car?”… etc. Now! Because we are professionals and understand our customers, we know why they are saying these things – they are exactly like us. During The Selection Process They are undecided about colors, options, etc., and become resistant. The reality about actually purchasing a vehicle is coming into focus. Emotions such as fear, doubt, hesitation and uncertainty begin to play a major role. During the Negotiations Some customers become distant and uneasy. But if you have done your job, as a professional in our business does, you can confidently ask for the sale now. Negotiating is all about psychology and how you articulate every word becomes critical to the sale now. Explain everything to them and make sure every condition is clarified. Assist your customer through the process. It does not have to like going to the dentist. SOLD - When They Come To Pick Up their New Vehicle Take your time in the delivery process; leave the customer with a lasting impression. If you have done your job correctly and professionally, the customer will feel great about their new vehicle purchase and speak highly of you, your dealership and the manufacturer. This will lead to an excellent client base, referrals, and repeat business. Note: You must always remember two things - your customer is at your dealership for a reason and the # 1 reason people will buy from you is You. To understand people you have to study them, read books, and listen to audio / videotapes. Here are some suggested books to read. 1. Emotional Intelligence – Daniel Goleman 2. 25 Habits of highly successful Salespeople – Stephan Schiffman 3. Unlimited Power – Anthony Robbins 4. Quantum Healing – Deepak Chopra, PhD 5. Don’t worry, Make Money – Richard Carlson, PhD Darin’s Wrap Up You’ve all heard it before; we are in the greatest and biggest people business in the world. When we understand that we as salespeople are customers, understanding our customers is easy. It’s just part of what we do for a living. The more we understand and give to our customers, the more we will receive from them. Article suppied by: Darin George Sales Training Topic: Demo Drives - How and Why? When I was 19 years old I purchased my first car. The research I did was extensive and with the assistance of my father co-signing the loan everything was in order. All I could think about was Fast, 2 door, and Sporty. I looked at the RX7, Mustang, Fiero and several others. The RX7 became my final decision and the paper work was in motion. All I had to do was go to my bank and get the check. On my way to the bank I made one last stop at a Pontiac dealership and on the front of the lot was a shiny black Trans Am with a four speed stick and T-bar roof. Having the deal almost completed on the RX7 I thought taking the TA for a ride would just confirm my choice. Little to my surprise my choice was changing - and Quick. When the sales person took off the roof my new decision was made; Trans Am. I called the bank and got a new bill of sale and cheque made. I also paid the asking price with no negotiation from the sales person. I never questioned or thought twice about the price, until I got into the car business. With this personal life experience I realized the importance of the demonstration drive or should I say trying something on. If you do not try it - You will not buy it. Today’s sales meeting will cover the importance of Achieving Mental Ownership. The More demo’s you can Achieve,the More vehicles you Will Sell. Never ask the customer if they would like to go for a test drive, because if you do they might say “No thanks not today”. When you have completed a professional vehicle presentation, excuse yourself from the customer by saying: “Please give me one minute I’ll be right back.” At this point you will go and get the dealer plate. You do not have to tell the customer where you are going, just go and do it. Step Two When you come back to the vehicle put the dealer plate on, tell the customer: “ Mr. Customer I’ll have to drive first for safety reasons, so if you would please like to get into the passenger seat.” The demonstration drive should always start with the sales person driving first and never let the customer test drive the vehicle alone. This is done Five reasons: 1. Safety for you and the customer. 2. Maintains the control established during the presentation. 3. Shows the customer how the vehicle can be professionally driven. 4. It allows the sales person to explain and answer any other questions about the vehicle. 5. It also does not give the customer a chance to talk themselves out of the vehicle. Step Three The test drive should be approximately 30 minutes and you must have a pre-planned route. This route must be well thought out with a special change over location, ie; golf course parking lot, a quite side street, or a park. When you get to your change over location get everyone out of the vehicle - stand back from the vehicle with the customer and ask them: “ How do you like the vehicle away from the dealership?” When they have answered, let them drive. Make sure they are comfortable with the seat position, mirrors, etc… You can sit in back seat if you’re with more than one person. Step Four When you were driving, you could and can talk as much as you want. You can explain the warrantee on the vehicle, turn on the stereo, talk about anything that you have not mentioned to this point. When the customer is driving “do not speak” unless you are giving directions or are asked a question. Let the customer enjoy the drive of the vehicle. Step Five When you are approaching the dealership ask the customer: “ Do you like the ride and features of the vehicle?” This will enable you to determine if the vehicle selected is the right one. If it is not, start thinking of another vehicle before you park. Step Six When you get back to the dealership park the vehicle in a “special area”. If your dealership does not have an after demo drive spot, make one. Ask the customer: “ Mr. Customer could you please park in our sold area?” Telling the customer this may see bold, but it will give you an excellent idea of how they feel. The customer is going to say anyone of three responses. Customer response: 1. I haven’t bought it yet! Your response to this will be: “That’s ok this is where we park all of our vehicles after a test drive, so that the lot person can clean it and put some more gas in it.” Customer response: 2. Ok! Customer response: 3. Ok and make sure no one else drives it. Your response to #2 & #3 will be: “Great, no problem.” Also, do not park the vehicle in the same spot you took it from because if you do it is like taking it away from the customer. This will decrease your goal of achieving mental ownership. Step Seven At the end of the demo when everyone is out of the vehicle, clarify that this is the correct vehicle Ask the customer: “Did you like the feature and the ride of the vehicle?” If everything is ok! Then tell the customer: “ Please follow me, I would like to share some more information with you.” Do not ask them to come inside and work out some number etc…You have to proceed with selling the whole package (service department, history of your dealership etc…) and then sit them down and ask for the sale. Darin’s Wrap Up Three words to remember: “Achieve Mental Ownership.” You must have to have a demonstration drive game plan. More test drives equals more sales and higher gross. Keep your shoulders square, slow down your back swing and keep your head down. ©1996 to 2008 - Automotive Sales College |