Page 76 - Car Sales Training Manual

􏰂+9*7 9-* !*89 􏰀7.;* ? Session C.8
C.8–1 of 3
TOPIC: Sales Consultants’ evidence manuals. What they should contain, when they should be used, and the importance of keeping them up to date.
AIM: To emphasise the importance of Sales Consultants organising printed material to support their verbal sales presentation and personal reputation as a sales professional.
KEY POINTS: • •
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During your sales presentations, customers may often raise personal perceptions or impressions of various competitor cars they may be considering.
Poor-quality Sales Consultants simply ask the customer to rely on their verbal opinion in negotiating such matters.
Professional Sales Consultants collate and maintain a 574):(9 evidence manual where expert printed opinions can be used to reinforce their own words. They know that customers value printed words over the spoken word.
The format of this manual would include:
– Hard cover, clip lock folder.
– Index page.
– Product dividers.
– Plastic leaf protectors.
– Photocopies/copies of relevant road-test reports and other useful information
on competitor models (from magazines, newspapers, websites).
– Each competitor report would have areas of criticism highlighted by you, for the
customer to read the negatives easily.
– A similar section for your own product would be included, with the complimentary
areas of the report highlighted for positive reading.
Use of this product evidence manual would be made only toward the end of a sales presentation if the need arose to overcome potentially sale-losing customer impressions about a competitor model.
Professional Sales Consultants also collate printed material to accurately reinforce details on After Sales support. This would include scheduled service fees and service intervals, highlighting any advantages over key competitors. Positive retained resale value figures would also be highlighted in this section.
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