Training Road To The Sale

Training Road To The Sale:

Training Road To The Sale The road to a sale is one of the first things taught in most automotive sales training courses. Whether your training is done in-house at the dealership or off site these are the building blocks of selling cars successfully. While the number of steps varies we will be going over 12 steps in this training module.

12 Steps for this Training:

12 Steps for this Training 1. Proper Meet and Greet 2. Fact Finding 3. Select a Vehicle from stock 4. World class product presentation and demonstration drive 5. Trade in evaluation 6. Getting seated and relaxed 7. Trial close 8. Write up 9. Negotiate and close 10. Proper turn to the business office 11. Proper delivery 12. Follow up after the sale Go over in class what will be discussed for training here, just go over the titles. ( 5 min here.)

Proper Meet and Greet:

Proper Meet and Greet This is the introduction of the car sales person to the potential car buyer. You shake hands, exchange names and try to get comfortable with each other. On the road to a sale step 1 appears to be the most simple. All you have to do is say, "Hello", right? Successful salespeople know the importance of using a proper meet and greet. You never get a second chance to make a first impression and psychologists tell us during the first 60 seconds after meeting someone is when it's formed... If it isn't the correct one, the damage may already be done. I cringe when I see how mangled something becomes that should be so easy when it is poorly taught or not taught at all. In many dealerships car sales people begin by approaching the customer with an opening such as... "Hi, what can we sell you today?" or "Are you here about our big sale?". What you are about to learn may revolutionize automobile sales as we know it. All you have to say is... "Welcome to ABC Dealership, may I help you find someone?" ... I told you the road to a sale step 1 should be simple, didn't I? There are only a handful of things they might say. Whatever it is now's your chance to make a lasting impression. Stress bold remarks here this process should be said by all in training here. (30 min )

Fact Finding:

Fact Finding This is where you get some preliminary information for what the customer is looking for, if they are financing or paying cash, trade or no trade, etc. The one thing most salesman do not take into consideration at this point is what the customer is driving now. Why is this important? Because past purchases mimic future purchases. Also, you can ask questions about the car the customer is driving now without getting too confrontational about what they are looking for On the road to a sale step 2 is fact finding. Perform this step correctly and you will be on the path to making a sale. What information would be helpful to make certain you are showing the right vehicle to your customer? Would you like to know what terms of sale are important? Wouldn't you like to have an easier close? The road to a sale step 2 is designed to provide the answers. What are the important things to know? You can build quite a list but here are the ones you must have before you proceed. Next 3 pages, this process is crucial take. (1 hour here)

Fact Finding (2):

Fact Finding (2) What will the vehicle be used for? This question will help you select a vehicle to fulfill a need. Towing, taking the family on trips, commuting long distances to work. These are just some of the needs buyers have. • Who is the primary driver? This person has a great influence on the buying decision. Pay particular attention to what they express as areas of need and want . • How many members are in your family? No sense showing a two seater to a customer who has told you this vehicle is for taking vacations with their five children . • What do you like or dislike about your current vehicle? Listen carefully. What you will hear are the features that are important to them and which ones you can avoid if it is a dislike . Next 2 pages, this process is crucial take. (1 hour here)

Fact Finding (3):

Fact Finding (3) How many miles a year do you typically drive? This answer may lead you, at the proper time, to presenting a lease or other type of residual based finance program to your customer . • What are your current monthly payments? Much easier to ask for only two or three dollars a day more than sixty dollars more than they are currently paying, isn't it? • What do you folks like to do in your spare time? Establishing common ground with folks about a hobby or some other activity is a great icebreaker and allows you to become just like them . • How long have you owned your vehicle? The answer may provide a clue about their trade cycle or perhaps some indication of what they may owe on a possible trade in. Take a 15 break at this point ( 1 hour & 30 min into training at this point).

BREAK:

BREAK 15 MIN BREAK HERE 15 MIN BREAK

Select a Vehicle from stock :

Select a Vehicle from stock On your road to a sale step 3 calls for you to select a vehicle from your current inventory. You will do so based on the information you gathered in step 2 . Putting your customer on the wrong vehicle is a recipe for disaster . You will struggle when it comes time to ask for the business because their is no urgency to fill a want or need. If you do make the sale chances are good you will leave gross on the table . This is where you have narrowed down what the customer is looking for and is ready to select a vehicle. You have narrowed down to car, truck, SUV. You have narrowed down to what is important, fuel economy, roominess, safety, etc. Pick the vehicle you want to explore further Spend 15 min here

World class product presentation and demonstration drive :

World class product presentation and demonstration drive In the road to a sale step 4 your customer finds themselves owning and using the vehicle. As you present the vehicle remember to use a feature-function-benefit sales presentation. It is here if you need to review. Your product presentation will include the features you determined during step 2, Fact Finding, that are important to your customer . Where you start your presentation has a great bearing on moving to the demonstration drive. Next 4 pages, this process is crucial take. (1 hour here)

World class product presentation and demonstration drive (2):

World class product presentation and demonstration drive (2) First and Foremost, you want to get this vehicle away from the other cars. You do not want to do a walk around with other cars to distract the customer . Pull the car to the side of the building, back of the building, off the lot, whatever works for you. When doing your presentation or walk around, always start at the sticker. This will give you a cheat sheet and will not look like you are hiding price. After you leave the sticker go under hood, to the rear of vehicle, to passenger side--have customer sit in passenger seat to go over inside features. You get behind the wheel and after going over features, start out the demo drive with You ( The Salesman) driving. Predetermine a good location for you to swap up to let customer drive. Next 3 pages, this process is crucial take. (1 hour here)

World class product presentation and demonstration drive (3):

World class product presentation and demonstration drive (3) Begin your presentation at the front of the vehicle. Highlight styling, impact resistant bumpers, Lexan headlamp covers, etc. Then lift the hood and present the components contained in the engine compartment. Give emphasis to customer hot buttons. Ease of owner use while checking fluid levels, a mention of horsepower and torque if appropriate, anything that is special about the engine itself such as variable valve timing, etc. When you have completed your engine compartment presentation, Move to the driver side of the vehicle at the front fender This is the time to highlight, still using good feature-function-benefit presentation methods, tires, braking systems, upgraded wheels, etc. This is also a good time to point out paint finish and protection. When you have concluded this part of the road to a sale step 4 Next 2 pages, this process is crucial take. (1 hour here)

World class product presentation and demonstration drive (4):

World class product presentation and demonstration drive (4) Move to the driver door and open it. This is the time to show, if so equipped, the power driver seat and it's functions. Do not make the mistake of waiting until you are in the vehicle. It is much easier to operate from a standing position outside the car. Just another reminder to your customer of how easy this vehicle is to operate, right? Mention the interior fabric, leather, etc. Show them how much room is provided for ease of entry and exit. DO NOT GET IN THE VEHICLE OR HAVE YOUR CUSTOMER DO SO. Have customer sit in passenger seat to go over inside features. You get behind the wheel and after going over features, start out the demo drive with You ( The Salesman) driving. 1 hour time here, test on what was gone over than break for lunch 1 hour

lunch:

lunch 1 hour lunch

Trade in evaluation :

Trade in evaluation The road to a sale step 5 is about evaluating a customer's trade-in. Before we go any further make certain you understand that evaluating the trade-in is not placing a value on it. That responsibility is left for a member of management. We are going to deal with evaluating as it relates to physical and mechanical condition. Do a good job here and you can assure your customer the allowance they receive for their trade is a good one based on market conditions and comparison. Your customer has, in spite of what they may say, a preconceived idea as to what they think their vehicle is worth. There is some information here that will show how some of your customers find that figure. This is where you write up the trade for the used car manager to appraise. This is a step that you can actually gain some ground on. Where do most fights start on your sales process, The TRADE! Have your customer tell you about the trade and even take a test drive in the trade in. Touch spots and scratches on the trade without saying a word. As you are driving the trade, notice everything the car does wrong and make notes. This will give you ammo and also will bring down expectations of how much the customer wanted for the trade. Spend 1 hour here, let each person do a trade walk on some of the things discussed

Getting seated and relaxed :

Getting seated and relaxed Get seated and relaxed. The road to a sale step 6 calls for your customer to do just that. Something that on the surface of it seems so obvious and easy to accomplish might not require much thought. Or does it? This step is often left to chance because very few salespeople think about it. What is not spelled out in most auto sales training programs is the customer needs to be seated and relaxed in an atmosphere that makes it easier for your customer to conduct business. Offer water here or bathroom break 10 min here for customer

Trial close :

Trial close It is time to trial close as the road to a sale step 7 calls for. Why is it referred to as a trial close and not just a close? For one very simple reason...this is where you allow your customer to bring up any objections you may have left unanswered or express anything that might stop them from doing business with you. At the conclusion of the demonstration drive you asked them the single most important question... "Other than the numbers is there anything stopping us from doing business today?" At that point you answered any further objections. Now is the time to find out if anything has been overlooked. You can do that by saying to your customer “ Mr. Customer, we’ve agreed that other than the numbers there is nothing stopping us from doing business . Here are some of the forms we will be using.” If there are no other objections you are ready to continue with the road to a sale step 7. If there are, it is time to answer them. Now open your folder with all the forms needed to complete a car deal. What, you don't keep folders with all the documents you will need to do a deal? Shame on you. Professional salespeople should have several sets at the ready, at all times. What documents should you include? A buyer's order or deal worksheet An appraisal slip Customer statement or credit application Any other documentation required to complete a car deal Next 1 page -1 hour spent here

Trial close :

Trial close The trial close could be actually anywhere in the process, but is just a subtle question to find out if you are on the right vehicle. It could be something as subtle as "Can you see this vehicle parked in your garage or driveway?" Or could be as bold as, " If terms and figures are agreeable, will you buy this car today?“ I sometimes skip the trial close because too many things can change. I always assume the customer is buying until they tell me they are not ready. This may not come up until we are closing the deal, but I have sold more cars by assuming all customers are ready to buy today or they would not be here! 1 hour spent here

Write up :

Write up In the road to a sale step 8 you will get a written commitment to do business based on all terms being agreeable. I will assume you have done the first seven steps properly. If you need to review them go here. The terms that need to be agreeable to your customer are Selling Price, Trade Allowance, Down Payment and Monthly Payment. There is an in depth discussion of each of these at the following: Selling Price Trade Allowance Down Payment Monthly Payment

Slide 19:

In step 7 you took a few moments to introduce the customer to the forms you will be using. By doing that when you begin to write on your worksheet you will avoid having the customer say..."Hold on, I'm not buying anything." As you start your write-up take a moment to reassure the customer. “Mr. Customer, we know most misunderstandings are due to a lack of understanding. I am going to write down exactly what our obligation to you is so we can avoid any chance of that.” Now proceed to complete the information your dealership requires before you receive figures from the sales desk. This is where you get all pertinent information from the car customer is buying, trading info, don't forget to get an email address. Your write up should be so complete that a sales manager should not have to ask you anything about the deal.