Page 86 - Car Sales Training Manual

􏰍&3)1.3, 􏰎'/*(9.438 ? Session D.1
D.1–1 of 4
TOPIC: Acknowledging early objections (usually price/discount) from customers and building a ‘bridge’ to move these to a later point in the sales process so that you can first determine the customer’s needs and build value in your car.
AIM: For Sales Consultants to confidently handle one of the most potentially damaging obstacles often put in their way *&71> in a customer vehicle presentation: the )*2&3) +47 & ).8(4:39􏰗
KEY POINTS: • Customers come to you because they want or need a new car to satisfy various personal motoring requirements.
• It is an international standard of normal customer behaviour to ask for a price discount early in the sales discussion, often at the outset.
• Sales people who are simply discount order-takers allow the conversation to remain on ‘the deal’ at this point and attempt a price close with Management. !-.8 .8 & 8-479􏰌9*72 (&7**7 459.43􏰈
• Quality Sales Consultants understand the importance of moving on with their professional presentation format.
Why?
Because you need to:
– Find out exactly what your customer wants and needs in a car.
– Show a car that fulfils these requirements.
– Build value with a presentation/demonstration focusing on vehicle
features and benefits.
– Continue to build rapport during this process.
– Conduct a successful summary product close from your notebook.
– Have an actual car agreed upon.
!-*3, talk financial matters (deal, trade value, and so on.)