Page 133 - Car Sales Training Manual

􏰃7485*(9.3, ? Session H.2
H.2–1of 3
TOPIC: Words to say to generate new-model interest to owners of three-to seven-year-old vehicles (at the Service Department customer lounge or on the telephone during a regular owner follow-up call).
AIM: Equip Sales Consultants with an effective presentation strategy to generate repeat sales from current owners of vehicles that should be due for changeover.
KEY POINTS: •
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Sales Consultants are in regular contact with current owners who have cars that are eligible for upgrade to a new model. (three-to seven-years-old)
Unfortunately the lack of a confident and practised introduction and discussion on the advantages of an upgrade often cause Sales Consultants to avoid the issue and lose many potential sales opportunities.
These opportunities mainly arise by:
Follow-up calls to current owners.
Meeting current owners at the Dealership Service department reception lounge.
A relaxed introduction format should be established, written down and practised. eg. “By the way, I’ve noticed your car has just come out of warranty. There are a lot of advantages for you in trading up to a new model at this point. If you have
a couple of minutes I can tell you the key ones....”
The various benefits can include:
(i) Peace of mind with a new vehicle warranty.
(ii) Lower service costs (in warranty).
(iii) Enhanced reliability (newer car).
(iv) often; - Higher or more advanced standard equipment level (outline the
upgrades in the (:77*39 model).
– Better performance (improved engine technology). – Improved safety features.
(v) Financial benefits - possible favourable interest rate movement. - improved tax deductions.
– optimum changeover strategy to maintain maximum retained value.
Comparisons with the current/expired finance arrangements often show only a marginal increase in payments. (Break down to monthly, weekly or even daily comparison.)
(vi) The “feel good” factor of having a new car. “Reward yourself”.