Page 35 - Car Sales Training Manual

-4<7442 $&10􏰌.3 􏰄36:.7> ? Session A.7
A.7–1 of 3
TOPIC: Opening the bonnet and showing the engine during a showroom vehicle presentation to build value and introduce the topic of After Sales support.
AIM: The focus of a static, showroom vehicle presentation is to build value in the mind of the customer.
This training session aims to ensure that all sales staff conclude each showroom presentation by showing and highlighting the vehicle’s engine, one of the most important value building features of any car and, to lead the customer into the important discussion area of After Sales support.
KEY POINTS: • A new engine looks valuable and impressive.
• Don’t be hesitant to open the bonnet just because you’re not a technician. Explain that you want to show the customer where a large portion of the value of the car lies.
• Any difficult technical questions can be addressed by you calling the assistance of your Service personnel.
• Focus on any key areas of interest noted in your “Customer Requirements” notebook. (eg., safety, economy of operation, parts support, motor racing heritage, reliability, service intervals)
• Know and discuss Warranty support and Roadcare programs
• Keep an updated summary of indicative service schedules and costs.
• Highlight the particular strengths and benefits of your own Dealership service/parts department.
END RESULT: • Builds additional value and customer confidence in you (the Sales Consultant), the product and your Dealership.
• Provides further benefits, highlighting the value difference between your product and the competition.
• As the customer’s perception of value increases, their focus on a high discount decreases. Allows for better profitability.
• Greater customer awareness of the value of their purchase leads to higher customer satisfaction, post purchase.