Sales and related occupations are among the most important occupations in the dealership.
Their success in selling vehicles and services determines the success of the dealership.
TechAutoCareers® usually are the first to greet customers and determine their interests
through a series of questions.
Before entering the dealership, many customers use the Internet to research and compare
vehicle prices, features, and options. TechAutoCareers® then explain and demonstrate the
vehicle's features in the showroom and on the road. Working closely with their customers,
they negotiate the final terms and price of the sale. TechAutoCareers® must be tactful,
well-groomed, and able to express themselves well. Their success in sales depends upon
their ability to win the respect and trust of prospective customers.
The ability to design and give a good sales presentation will determine your success as
much as any other factor. Based on more than 30 years of experience, I can say every sales
presentation could use some improvement.
"During your presentation you must be careful not to overwhelm your clients with
features and technology. Focus on the benefits these features mean to them as the owner
and driver. Let them know which benefits are in it for them. You must get them involved in
the presentation so it becomes a two way conversation."
A good presentation shows prospects that your vehicle is the best choice for them. After
highlighting a feature of your vehicle that's relevant to the customer, ask a question to
invite a trial close.
"What you want to know from your client is if they like it, if so go for the
close."
Invite customers to talk about their needs and concerns by asking questions that elicit
detailed responses. Make every question part of your needs discovery process.
Ask your questions in a conversational mode "if you ask things in a casual manner you
will get a casual and unguarded response", paying close attention to the responses.
Use both your eyes and ears. Watch your body language and be careful to expose only those
you want exposed. While you are doing your conversation with your customer pay attention
to your customers face and body language when talking. Since 55 percent of all
communication is non-verbal, the lesson here is to be observant. (You should pickup a book
on face and body language.)
Every successful TechAutoCareers® knows that customers prefer talking to listening. In my
experience, I can say that the best TechAutoCareers® talk the least. When customers talk,
you have an opportunity to discover their needs, concerns and or the problems they need
help solving. Customers buy a vehicle from you not because they understand you, but
because they feel you understand them.
It is absolutely amazing how many sales are lost because the salesperson fails to follow
up and ask for the order at the end of the sales presentation. The best way to close a sale
is to set up the closing question with the words "Do you have any questions or
concerns that I haven't covered so far?"
The whole idea of relationship selling is to allow you to show customers how a vehicle
will benefit them specifically, versus making a sales pitch. That means you have to
discover a need each benefit will fill, or a problem it will solve, before
demonstrating
any vehicle, so there is basis for your discussion. In order to do that, you have to
engage customers in a dialogue that will enable you and them to answer that all important
question: “Why does this customer need this vehicle?”
The key to needs discovery is to ask open-ended questions, rather than those that can be
answered with a simple “yes” or “no.” Closed-end questions do not
provide you with any new information on which to base your next question, and the
conversation quickly deteriorates into an interrogation:
“Did you buy your trade-in new?”
“Yes.”
“Has it been a good car?”
“Yes.”
“Did you have any problems with it?”
“No.”
“Is any else going to be evolved in the buying process?”
“No.”
The customer’s “yes” or “no” response constantly requires you to
come up with another question, and the experience becomes an exhausting ordeal for you and
the customer.
Open-ended questions, on the other hand, tend to relax customers, and encourage them
to expand upon their answers. More importantly, they provide you with the
information you’ll need to sell more. These questions almost always include one
of the six magic words when it comes to needs discovery: who, what, when, where, how
and why? Customers are able to answer in their own words and ways, and constantly provide
new information on which to base your next question. Always remember, the person
asking the questions is the one controlling the conversation.
Easy Questions Break the IceWhen you first meet customers on the lot, after introducing
yourself, you might want to ask a few easy softball questions, such as:
1. “So, who’s getting the new car?” It’s critical
that you discover who the primary driver will be as soon as possible. The person who will
be driving the vehicle must be able to picture himself in the vehicle and how it would
benefit him.
2. “Where are you going on your first trip in your new car?”
This helps determine where they might take their vehicle on a trip.
3. “What made you decide to get a new car today?” Their
transportation needs may have changed, they may have had problems with their previous
vehicle.
4. “What other vehicles do you own?” You need to discover if
this is their primary vehicle, their only vehicle or if their other car is a company car.
To Discover Needs, Ask:
As you begin reviewing their information, your needs-discovery questions should also
include:
5. “What percent of your vehicle use is for business?” If they
use the car in their business, they may be able to write off part of the vehicle as a
business expense.
6. “I know you have made room in the garage for your new car?”
This can help in the emotional buy - in process.
7. “How far is your commute to work?” followed by “What
percent of your driving is freeway?” This will help in you finding the proper
vehicle for their needs.
8. “How many miles a year do you drive?” This helps to discover
which way to work with your customer you may show them the advantages of a lease or if
they drive to much the disadvantage this will best suit their needs. This shows the
customer that you are concern with their needs.
9. “Do you normally sell or trade your vehicles?” followed by
“Why?” You need to know if what they’re doing today is normal, or abnormal,
and their motivation for trading or selling their vehicles themselves.
10. “I see your trade-in is five years old. How long do you normally
keep your vehicles?” You have to tailor your presentation to their situation.
This should be followed immediately by the question you really need to know the answer to:
“Really, why do you keep them that long?” There’s a big
difference between someone who trades every four to five years “so they don’t
have problems,” versus a customer who trades because “they just want something
new.”
11. “What type of repairs did you have to do on your old car?”
Always assume they had some type of repairs. If they did have a repair, don’t forget
to ask “What happened?” so they can relive the hassle of that experience.
When you are at your desk you may need additional cash, Ask:
Many times, additional cash down is needed to help reduce the amount of advance or offset
the negative equity in a trade-in. But you’ve got to find the cash before you can
get the cash.
12. “What other cash assets do you have that you could use to repay
this obligation?” You’re looking for cash-value life insurance, stocks, bonds,
savings accounts, etc. — anything that can be tapped to get the down payment
necessary for approval.
13. “What other cash assets do you have that would be available in
an emergency?” (IRA, 401(k), college fund, etc.)
14. “What other assets do you currently own that could be readily
converted into cash?”
15. “In the event we’re able to extend your first payment out
45 to 90 days, how much additional cash would that make available?” Help customers
discover ways they might be able to free up additional cash for the down payment. Start
with 7 days 21days up to 30 days if necessary.
While Reviewing Credit App, Ask:
16. “What all is involved in your job?”
17. “When you’re not working, what do you do for
recreation?” Maybe they like to ride motorcycles you want a conversation. Keep them
entertained they are already stressed.
18. “I see we’re putting the loan in both names. Do you depend
upon both incomes to meet your monthly payments?” “Yes.” “And in
the event one of those incomes were to cease, what other sources of income would you have
available?” “None.” You’ve just discovered they need
disability insurance.
19. “How soon are you expecting an increase in salary?”
Insufficient capacity is the No. 1 reason a deal is rejected by lenders!
20. “Has your income increased, decreased or remained the same over
the past five years?” “Really, how much was it five years ago?” This
will allow you to show them they can afford this higher payment.
21. “It shows here you have three dependants. How old are your
kids?” Keep it light and easy.
22. “What are their names?” You want to use the names of their
children, not just “your kids” when you talk about them.
To Convert to Dealership Financing, Ask:
To convert outside bank or credit union customers to dealership financing, you must be
capable of discovering why they might want or need another source of financing. Otherwise,
you’re competing strictly on rate.
23. “What type of relationship do you have with Your Lending
Institution?” “Oh, I do all my business with Your Lending
Institutional. I have
checking, savings, another car loan, everything there.” You just discovered a need:
With one of your sources, they won’t have to be concerned with financing
everything at the same place!
24. “What other lending relationships do you have established?”
“None.” Any financial adviser would recommend that they have more than one
finance source available.
25. “Who do you deal with there at Your Lending Institution?”
You need to find out whether they have a personal relationship with someone there at the
bank or credit union.
26. “How long has it been since you financed a major purchase
somewhere other than Your Lending Institution?” If they haven’t financed
anywhere else for several years, they may need another source of credit.
“If you desperately, and I mean desperately, needed to borrow money and the credit
union said no for whatever reason, where would you go?” |
