Page 79 - Car Sales Training Manual

􏰂+9*7 9-* !*89 􏰀7.;* ? Session C.9
TOPIC: Moving to a ‘balance sheet’ close with customers who remain
with unresolved objections during the summary product close. AIM: To ensure you don’t lose customers who remain with one or two issues about the
car and want to @,4 &<&> &3) 9-.30 &'4:9 .9A􏰈 To learn and practise a ‘balance sheet’ close.
C.9–1 of 3
KEY POINTS: • •
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After a full vehicle presentation and demonstration, the possibility remains that your customer still might not see everything they want in your car.
You will normally have this confirmed at the time you do a summary product close from your notebook (if not during the presentation/demonstration).
The customer may say they “want to go away and think about it”. If you passively let this occur (giving them a brochure and card on the way out the door), you will lose many potential sales.
Simply explain:
– “I fully understand how you feel, but we have agreed that there are many features
where this car suits your needs perfectly and there’s only (one/two/three) that you aren’t totally happy with.”
– “If you go away to think about it, you’ll no doubt end up considering all the pluses and any minuses, and make your decision.”
– “As we’ve got all the details here in my notebook, let’s just take a few seconds and go through them.” (And then list &11 the positive ones )
– “And on the other hand, we only have a couple of small issues unresolved.”
– 􏰔*39-:8.&89.(&11>􏰕 “Well, on the strength of all the pluses, it 89.11 looks like we have the right car for you..... Could I ask, are you looking for a dark-coloured car or something light?” (Go into a control question and suggest a look at the colour board. In many cases you will find your customers just move straight on with the discussion.)
When most people “go away to think about it” they normally go through a balance sheet thought process regarding what the car does and doesn’t offer them. 􏰋:9, they also visit other Dealerships and you often lose them.
At this point in your sale, do everything possible to keep your customer with you and complete a transaction.
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