Page 2 - Car Sales Training Manual

Introduction
The nature of automotive retailing has been changing for some decades now.
It used to be a process of serving the motoring-related wants and needs of customers. Now the focus – of both the sales consultant and the customer – has shifted to the financial ‘deal’.
A common effect of this change is customers’ diminished satisfaction with their overall buying experience. At the same time, dealerships experience a corresponding decline in their retained sales margins.
Over time, the key to profitable sales success has been all but forgotten in many motor dealerships. And this is the key: the fundamental understanding that, regardless of discount requests early in the sales process, all customers want to be shown respect, manners and a genuine interest in their needs.
It’s worth noting that demand for these basic human values is actually growing, despite – or perhaps as a result of – the rapid advance in (im)personal communications caused by excessive smartphone use and the influence of the internet in daily life.
Here’s a fact: we can sell cars, retain profit margins, and delight buyers with a sales process that recognises all parts of a customer’s individual wants and needs - even in today’s competitive environment.
Always remember this fact.
Here’s what this training manual does:
This training manual outlines the basic, proven steps that enable today’s professional sales consultants to sell more cars, and to do it in a manner that generates more income and cements genuine, long-term relationships with more customers than ever before.
Its contents have long been an enduring foundation to sales success, and an important ingredient to Dealership profitability. And it remains so today.
Why? Because the human-related elements of buying and selling have – despite the internet, social media, and everything they have brought with them – remained unchanged.