Page 134 - Car Sales Training Manual

• If on the telephone, explain the advantage to the owner of a face-to-face appointment for them to properly receive all the details and benefits.
• If in the Service Reception, offer tea/coffee and commence a presentation/demonstration if the customer has time available. Or, suggest a more convenient appointment.
• Build strong perceived value and benefits in the 3*< 24)*1 on offer.
END RESULT: • When you become confident in initiating such discussions, you will:
– Increase your sales potential significantly.
(Selling to current owners is far easier than to strangers on the telephone or
showroom floor.)
– Increase finance income for you and your Dealership.
– Obtain good late-model pre-owned stock for the Dealership.
– Renew and extend customer relationships, with accompanying referrals.
ROLE-PLAY ACTIVITIES:
(i) Develop the most effective words to say in introducing these benefits to a current owner.
Write these words down in your training manual, memorise and constantly refine their effectiveness.
(ii) Develop and carry out role-play (customer/Sales Consultant) scenarios of typical current owner discussions (three-to seven-year-old vehicle):
– At the Dealership Service Lounge.
– During an owner follow-up telephone call.
Comment on effectiveness of the words and manner used in introducing the subject. Remember: All points raised must have a '*3*+.9 for the owner.
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