Page 77 - Car Sales Training Manual

• A second important presentation folder is the Sales Consultant’s 5*7843&1 evidence manual.
The format would include:
– Hard cover clip lock folder.
– Plastic leaf protectors.
– A small selection of complimentary letters collected from your past customers
who have been delighted with your professional service and have been pleased to
confirm so in writing.
– Copies of specific professional training certificates, personal awards and any
printed acknowledgment of your good character.
This folder is particularly helpful immediately prior to the final financial negotiation. It can be handed to your customer to read, with another cup of tea/coffee, while you go to organise a Valuer/F & I/Sales Manager introduction.
Remember, you are selling the car, your Dealership and >4:78*1+. Customers like to buy from people they trust and a personal evidence manual can reinforce this trust.
• It is essential that Sales Consultants review their evidence manuals briefly on a weekly basis to ensure all information is up to date.
• Road reports from key motoring magazines and daily newsprint should provide the bulk of material used. This is easy and cost-efficient to capture.
END RESULT: • Professional Sales Consultants equip themselves with relevant, up-to-date printed material to support their verbal presentation to customers, particularly in matters of opinion on competitor makes.
• Practised and relaxed introduction of this information at the right moment in a sales presentation can often make or break a sale, especially if the customer wants to “go away and think about” an issue. You are able to resolve the matter there and then.
ROLE-PLAY ACTIVITIES:
(i) All Sales Consultants must prepare and maintain properly catalogued, relevant and effective evidence manuals (both Product/After Sales support and Personal).
These manuals should be reviewed monthly by management for updates.
(ii) Training role-plays should involve Sales Consultants practising the presentation and discussion of evidence manual material within a typical closing scenario; (competitor objections, retained resale value retention for long-term financial benefits, personal quality of the Sales Consultant and After Sales support).
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