Page 27 - Car Sales Training Manual

END RESULT: • Sales staff won’t overlook or neglect any specific motoring need important to their customer, because they will have investigated thoroughly by asking questions and then noting the answers in their “Customer Requirements” notebook.
• The required features will then be highlighted and explained during the static showroom presentation to assure the customer of their quality and benefits.
• This process will greatly enhance the vehicle’s perceived ;&1:* in the mind of the customer, thereby enhancing the quality of your sale.
ROLE-PLAY ACTIVITIES:
(i) Divide the sales team into Sales Consultant/customer pairs. Quickly develop examples of notebook priority/needs lists and practise presenting, discussing and demonstrating the vehicle features that accommodate these needs.
Practise using ‘tie-down’ questions to gain customer agreement and ticking the points off in the notebook.
(ii) Similarly, develop personal lists of 49-*7 features to be regularly included in the customer presentation; that is, features of traditional product strength such as retained value, safety, After Sales support, engineering excellence, etc.
Practise introducing these points that are additional to your customer’s priority list.
(iii) Practise carrying out a brief notebook recap following the showroom vehicle presentation and asking: “Is there anything I’ve missed?”
This is an important step in the process of the summary ‘product close’.
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