Copyright 2014 - 2024 Robert Harrington MarketMaster The Rocket Farmer
The Rocket Farmer. Com
"Why do so many automotive buyers not like dealers so much? My clients typically love me!"
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ADVANCED SALES COMMUNICATION SKILLS TRAINING & PROCESS DEVELOPMENT
Robert Harrington's Non Confrontational and Consultative Sales Approach
This Training Manual is designed for the retail automotive Industry. However, whatever product or service you market and sell, simply substitute the name of your product/service and "fill in the blanks." The concepts and the templates presented are what you are trying to master and incorporate into your sales program to achieve maximum profitability and long-term repeat and referral based business return!
NORMALLY, NOBODY SUCCESSFULLY SELLS 100% OF ALL QUALIFIED PROSPECTS THEY EVER MEET.
BUT, SHOULDN'T THAT BE YOUR GOAL?
The 100% CLOSER
"RECONSIDERING THE ROAD TO THE SALE"
Robert "Rocket" Harrington
“WHERE HAVE WE TRAVELED IN THE AUTO INDUSTRY IN THE LAST DECADES?”
Over the last 30 years, the automotive industry has “trained” the “Road to the Sale” to its Salespeople. Eventually those Salespeople became Managers. A few Managers even became General Managers and Owners. Somewhere on “the road,” did our “wheels possibly come off the asphalt?” In this dawn of the age of Internet, technology and instant real time global mass communication, the task of making a profit on the “front end” of a dealership diminishes with every nanosecond. Like the falling of rainforests or the melting of polar ice caps, so to erodes the AMERICAN ART of SELLING. Historically, America was once seen globally as the world leader in Yankee ingenuity selling something to someone! Where did all the closers go?
The days of working at the local store one’s entire career, ended decades ago. So did the art of selling. Walk through most any dealership and the smiling faces of the old, hard charging closers have been replaced by the youthful exuberance of “order-takers.” The convincing veteran lifer’s pitch merely remains a memory eclipsed by the hand out of an “invoice” and promises of “no payments and zero interest” on the Internet. Is our new system based on cutting corners and giving away gross profit? Is this within our new high-tech comfort level?
“WE GET WHAT WE PAY FOR!”
“Indeed, the “Road to the Sale” may be a forgotten dusty back-road that winds to nowhere and futility. It travels past a broken town whose stoic factories are silent and decayed. The townspeople moved away after the bust slowly ate away at the confidence and morale of its workers. Confidence decomposed in direct competition against spirit and ingenuity. Loyalty disintegrated as the value of return subsided. The trickle of sunlight through the factory boarded windows slowly subsided by the dust that amassed in the cracks of the boards.” Sounds like science fiction?
The “Road to the Sale,” remembered by many Managers as a faint memory of “process,” were far too busy hiring and firing “order-takers” and re-inventing advertising copy. Ironically, many Managers are now a faint memory by the General Manager. While the Managers were too busy recycling “salespeople,” they dismissed the “Road to the Sale” as inconvenient and cumbersome, especially when the consumers were showing up in droves with their insider information. 15 Managers in the same automotive chain could demonstrate 15 different processes, or lack thereof. The same Managers allowed their salespeople children to believe buyers “are liars” - disloyal and greedy. Those managers learned from their managers, who learned from their managers, and so on, and so forth. All this transpired at the too many stores they worked in their all too “short” careers, not as automotive professionals, but as cowboys and cowgirls roaming the range. Where did all the money go?
Impatience was born of a lack of morale, which was born as the paychecks decreased through time. If the bottom line was really worth 10 “salespeople” earning $_________ per year while each of them “walked” $5000(?) a day off YOUR STORE’S asphalt - then where did the $50,000 PER DAY in LOST profit go? It was diffused throughout the rest of the market as scraps of meat devoured by the roaming packs of “dogs with notes in their mouths.” It was dismissed!
The “Road to the Sale” should be replaced with a “one and only” updated “GOAL TO THE SALE.” Salespeople should be groomed for long-term ONE STORE careers, so they can grow their book of business, and only sell YOUR VEHICLES cradle to grave. They need to be trained specifically for the new millennium in ONLY ONE AUTOMOTIVE SALES PROCESS! SELLING BY NON-CONFRONTATIONAL & CONSULTATIVE PROCESSES TRULY SATISFIES THE WANTS AND NEEDS OF FAMILIES WHO ARE SIMPLY TOO BUSY EARNING A LIVING. Consumers do NOT want to shop “til they drop” – they have way too many other things going on in life to actually plot and plan how to steal your cars! MOST STORES INTERNALLY DO A GOOD ENOUGH JOB ASSISTING IN THE DAILY LOSS.
Manufacturers, Dealerships and Managers don’t sell cars - people sell cars. People close deals. Are you investing in your people? Are your people staying at home, or moving down “the road?”
- Rob Harrington
What does this TRAINING RESOURCE GUIDE offer your staff?
A- Understanding and mastering the “4 BASES SELLING TEMPLATE”.
B- The 9-STEP “GOAL TO THE SALE” PROCESS that SELLS - TODAY!
C- Identification of the 6 UNIVERSAL MISTAKES on and off the “Goal to the Sale.”
D- 8 “TRANSITION” word tracks and concepts to move the prospect easily and effectively through the “Goal to the Sale.”
E- Identification and how to overcome 48 “STALLS AND OBJECTIONS” (All of them?)
F- “6 STEP CLOSING SYSTEM” and associated word tracks for “handling and overcoming stalls and objections.”
G- A CONSULTATIVE, “soft sell,” yet deliberate NON-CONFRONTATIONAL approach to qualifying and selling a buyer’s “wants and needs” as they pertain to identifying and utilizing “hot-button” association throughout an effective sales presentation and process.
H- Maximizing on the buyers’ subconscious process for effective closing and ownership tendencies.
I- How to properly and professionally present the offer, defend your position and HOLD GROSS PROFIT WITH VIRTUALLY NO DISCOUNTING OF PRICE OR BUMPING THE TRADE VALUE – reducing “back and forth” from the desk!
J- Reinforcing the concept of the “BUSINESS WITHIN THE BUSINESS” to eliminate turnover and to establish a long-term approach to success within our industry at this store.
K- Proper and effective use of the TELEPHONE AND INTERNET technologies to enhance sales performance.
L- SELF-MARKETING training for increased lead generation, referral and repeat client base production.
M- LIFE SUCCESS SKILLS based on 1000 years of research.
N- ELIMINATION of fear, blame, ego, laziness, excuses, and other negative beliefs and myths.
O- Short and long term GOAL PLANNING AND EXECUTION.
P- How to become happy, centered and at peace with oneself and others.
Q- How to SELL VIRTUALLY ANY QUALIFIED BUYER, TODAY!
R- How to realistically build wealth within a 5 year period at this store. (Plus much more)
100% CLOSER
"Reconsidering the Road to the Sale"
INTRODUCTION
Why are you here? _______________________________________________________
SELLING is the __________________and __________________paying job on earth or it is the _________________and_________________paying job on earth.
SELLING IS DEFINED AS ASSISTING CLIENTS TO _______, ______, AND ______ IN A PREDETERMINED MANNER!
Why sell? ________________________________________________________________.
The majority of millionaires in the US made their money in __________________________.
What’s in it for you? ________________________________________________________.
What was in it for me? ______________________________________________________.
Personal Introduction: Who I am, who I’m not, and why am I here?
The Automotive Industry and its crucial link to sales and the weaknesses of the industry:
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
What is (your perception) of success and failure? __________________________________________________
Universal nature of physics, math and laws: _______________________________________________________
How do you become successful?
R____________+ C_____________+ PC______________ = PERSONAL REINVENTION!
How many Success Traits are there?__________________________________________
10 LANDMARKS FOR A SUCCESSFUL LIFE JOURNEY!
1- Personal Character, Integrity, and Responsibility
2- Personal Knowledge and Continuing Education
3- Utilization of Sales Systems (A.K.A. - Process)
a- “4 Bases Basic Sale Model”
b- “Automotive Road to the Sale” (I am re-naming it to…)
c- “THE AUTOMOTIVE GOAL TO THE SALE”
4- Belief Systems
a- Personal Power
b- Communication Skills
c- Blame – attachment/detachment
d- Luck vs. Fate
e- Personal Universal Connectivity
f- Divine Knowledge of Outcome
5- Dreams & Imagination
6- Goals
7- Plans
8- Action
9- Adjustment and Continuation
10- Universal Investment (Free work)
_________________________________________________________________________________
(PERSONAL SELF-OBSERVATION NOTES:)
LOST OPPORTUNITIES
NADA --- ______________% of consumers do NOT buy at a dealership during their visit!
$_____________________ loss in present and future revenue per non-sale “up.”
Losses in: ____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
THINK ABOUT THIS EVERY TIME YOU “WALK” (LOSE) A CONSUMER!
IMPORTANT NOTE: 80/20 ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
***SUPER SIX MONSTROUS MISTAKES***
(Overcome these mistakes, watch your income rise dramatically!)
http://www.merriam-webster.com/dictionary/monstrous
Our typical sales force makes 6 typical mistakes that lose deals (and PROFITS) while on (or off) the “Goal to the Sale,” (Road to the Sale.)
NOTE: HERE LIES THE MAJORITY OF A STORE’S (AND SALESPERSON'S) ECONOMIC BLEEDING!
1- Weak “M_________________________________________________” (Who we are and why we are different...)
2- Inadequate “Q_____________________________________________” *(2 ears, __________)
(Or too much) “Pre -______________________________ ”
3- Failure to “slide” into the “D___________________________________” (Everybody rides!)
4- Failure to ask the “1st M_____________________________________ ” (Ask for the business)
5- Weakness in “D____________________________________________ our position”(Avoid giving away your paycheck)
6- Lack of “S_______________________ & C ______________________Skills” (Be Confident)
CONSUMERS’ PERCEIVED “WEAKNESSES” OF THE TYPICAL AUTOMOTIVE PRO:
Lack of trustworthiness and_____________________________________________________
Too much chatter, not enough___________________________________________________
Too much back and forth and____________________________________________________
Sales process takes too much___________________________________________________
Lack of willingness to build______________________________________________________
AUTOMOTIVE PROFESSIONALS PERCEIVED “STRENGTHS” OF THE TYPICAL CONSUMER:
Buyers are too over-____________________________________________________________
Buyers have no________________________________________________________________
Buyers are unrealistic about their__________________________________________________
Buyers have misguided perceptions regarding________________________________________
Buyers are ___________________________________________________________________
AUTOMOTIVE PROFESSIONALS PERCEIVED “MYTHS” ABOUT LACK OF PRODUCTION:
Buyers are more knowledgeable than______________________________________________
Buyers have no_______________________________________________________________
Economy is__________________________________________________________________
Competition is________________________________________________________________
Our boss is__________________________________________________________________
Our owner is_________________________________________________________________
Our inventory is_______________________________________________________________
Our location is________________________________________________________________
Our manufacturer is____________________________________________________________
My family, friends and co-workers__________________________________________________
THE TRUTH: MY #1 ENEMY IS…________________!
THINGS I CAN CONTROL ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
THINGS I CANNOT
CONTROL ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
THE MOST IMPORTANT THING I CAN CONTROL IS MY… _____________!
“If you think you can or you can’t, you are always right.”
- Henry Ford
Therefore, the success formula to increase sales and income is:
I__________ leads to T___________ that leads to P___________ that leads to A__________
FIVE PERSONAL CHOICES TO MASSIVE INCREASED INCOME – “THE FUNNEL”
Increase L___________________________________
Increase P___________________________________
Increase C___________________________________
Increase G___________________________________
Increase the Combinations of above
(Assumes: 25 working days per month/approximate annual incomes)
2 presentations per day @ 15% closing ratio @ $200 comm.= $ 1500 mo. Income X 12 = $ 18,000/year
2 presentations per day @ 25% closing ratio @ $200 comm.= $ 2500 mo. Income X 12 = $ 30,000/year
3 presentations per day @ 25% closing ratio @ $200 comm.= $ 3750 mo. Income X 12 = $ 45,000/year
3 presentations per day @ 25% closing ratio @ $275 comm.= $ 5156 mo. Income X 12 = $ 62,000/year
3 presentations per day @ 30% closing ratio @ $300 comm.= $ 6750 mo. Income X 12 = $ 81,000/year
4 presentations per day @ 30% closing ratio @ $275 comm.= $ 8250 mo. Income X 12 = $ 99,000/year
4 presentations per day @ 35% closing ratio @ $300 comm.= $10,500 mo. Income X 12 = $126,000/year
4 presentations per day @ 40% closing ratio @ $325 comm.= $13,000 mo. Income X 12 = $156,000/year
4 presentations per day @ 50% closing ratio @ $375 comm.= $18,750 mo. Income X 12 = $225,000/year
A SIMPLE MATTER OF TRUST AND FAITH!
TRUST IN HUMAN NATURE
TRUST YOURSELF
TRUST IN SELF EDUCATION & SELF ACTUALIZATION
2 HOURS EVERY DAY > (self-generation: follow-up/marketing)
(self-education: sales/marketing/motivational)
TRUST IN “THE GOAL OF THE AUTOMOTIVE SALE” (Same GOAL with every client every day!)
TRUST IN THE POWERS OF BELIEF AND PATIENCE
TRUST IN A HIGHER POWER
TRUST GIVING BACK TO OTHERS
TRUST AND ENJOY BALANCE IN CAREER, FAMILY, COMMUNITY
TRUST THAT SALES IS A NUMBERS GAME – CLOSERS ARE MATHEMATICIANS!
THE KEY OPERATIONAL WORD MOST DESCRIBED ABOVE IS __________.
THE ART AND SCIENCE OF SELLING
Cover your 4 bases!
See page below
DID YOU STAY ON “THE GOAL?”
If you sold and EARNED income, you DID! If you did NOT sell and earn income, you DID NOT!
THE 4 BASES OF ANY “SELLING SYSTEM”
First Base: SELL _____________________________________________
GOAL___________________
Second Base: SELL ________________________________________
GOAL____________________
Third Base: SELL______________________________________________
GOAL_____________________
Home: SELL______________________________________________
GOAL___________________________
TRUST THE MATH…
Y + Y + Y = _________
ALWAYS REMEMBER, THE SUM TOTAL OF Y’s = $
Finally, never ask a question which could lead to a “NO”
(UNLESS YOU WANT A “NO”ANSWER)
BET ON HUMAN NATURE!
REST ASSURED, THE PEOPLE WHO COME TO YOUR DEALERSHIP ARE UNIVERSAL IN NATURE. ALL RACES, GENDERS, CULTURES, AGE GROUPS, POLITICAL AND SOCIAL AFFILIATIONS ARE ALL COMPRISED OF HUMAN BEINGS WHO SHARE COMMONALITY.
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
BET ON THEIR “HOT BUTTONS”
REST ASSURED, THE PEOPLE WHO COME INTO YOUR DEALERSHIP ALL HAVE SUBCONSCIOUS MOTIVATIONS OF “WHY” THEY WANT TO “OWN A NEW VEHICLE!”
THE “WHY” RELATES TO WANTS AND NEEDS!!!
NOTE: New or used, it’s still a “new” vehicle to them!
THINK – “PRESS - US”
PERFORMANCE, RELIABILITY, ECONOMY, SAFETY, STYLE, UTILITY, STATUS
P ___________ explains WHY many newly divorced 40 something men buy a ___________.
R ___________ explains WHY many single mothers buy a ___________________________.
E ___________ explains WHY many financially struggling young couples buy a ___________.
S ___________ explains WHY many parents buy their son or daughter a ________________.
S ___________ explains WHY many wealthy people buy a ___________________________.
U ___________ explains WHY many construction workers buy a _______________________.
S ___________ explains WHY many upwardly mobile successful people buy a ____________.
OTHER EXAMPLES: THINK - COMBINATIONS OF WANTS, NEEDS AND “WHY?”
CARS - 2 dr., 4 dr., economy, luxury, 5-speed, automatic, base, loaded, 4ws, ABS, Nav, etc.
TRUCKS - economy, x-cab. super-cab, 2wd, 4wd, diesel, V-8, etc.
VANS - 5 pass., 7 pass., conversion, cargo, etc.
SPORT UTILITIES - economy, full size, luxury CROSSOVERS/HYBRIDS - economy, fuel usage, status
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
WHY DO YOU NEED TO KNOW THESE SUBCONSCIOUS “HOT BUTTONS” REGARDING YOUR CLIENTS? _____________________________________________________________________________
WHEN IS THE BEST TIME TO UNCOVER THEIR “WANTS AND NEEDS?”
_____________________________________________________________________________
WHAT COULD HAPPEN ON THE “ROAD TO THE SALE” IF YOU FAIL TO UNDERSTAND YOUR CLIENT’S “WANTS AND NEEDS?”
______________________________________________________________________________
WILL YOU EARN MORE INCOME IF YOU FULLY UNDERSTAND THE “HOT BUTTONS” WITH EVERY CONSUMER YOU EVER MEET?________________________________________________________________________
WHY DO YOU WANT TO EARN MORE INCOME?________________________________________
HOW WILL YOU EARN MORE INCOME AND ENJOY A GREATER QUALITY OF LIFE? **(TRUST = COMMITMENT)**
IF YOU ARE GOING TO BE AN AUTOMOTIVE PROFESSIONAL YOU WILL HAVE TO COMMIT TO:
1- STAYING AT ONE DEALERSHIP AND NOT MOVING AROUND – COMMITMENT
BENEFITS ________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
2- AVOID THE “6 MONSTROUS MISTAKES” AUTOMOTIVE SALESPEOPLE TYPICALLY MAKE EVERY DAY - COMMITMENT.
3- KNOW YOURSELF, KNOW THE CONSUMER, KNOW THE INDUSTRY, KNOW THE BEST SALES SYSTEM AND PROCESSES, KNOW YOUR COMPETITION, KNOW YOUR PRODUCTS - COMMITMENT.
4- TRUST AND HAVE FAITH IN YOU IDEAS, THOUGHTS, GOALS, PLANS AND ACTIONS - COMMITMENT.
5- BE A HARD WORKING, GOOD PERSON AND GIVE YOURSELF TO OTHERS - COMMITMENT.
NOTE: THE GREATEST INGREDIENT FOR SUCCESS FOR ANYTHING IN LIFE: _________________________!
COMMITMENT TO PROFESSIONAL SALES TECHNIQUES
1- Eliminate NEGATIVE WORDS and employ POSITIVE WORDS.
2- Identify BODY LANGUAGE and understand PROXEMICS.
3- Learn how to handle OBJECTIONS and overturn them by using WORD TRACKS.
4- Look for CLOSING OPPORTUNITIES by tuning in to the consumers’ words/actions.
5- Strengthen your CONFIDENCE by utilizing PHYCHOCYBERNETICS.
6- Strengthen your SELLING and CLOSING SKILLS by incorporating all the above skills.
NEGATIVE/POSITIVE WORD ASSOCIATION
ONE OF THE EASIEST SALES SKILLS TO MASTER IS THE ELIMINATION OF NEGATIVE WORDS. CONSIDER THE FOLLOWING TERMS WE HEAR DAILY.
NEGATIVE WORDS ---> replace with ---> POSITIVE WORDS
problem ---> replace with ---> challenge
buy ---> replace with ---> own
sell ---> replace with ---> market
forms ---> replace with ---> paperwork
contract ---> replace with ---> agreement
sign here ---> replace with ---> autograph
salesman ---> replace with ---> consultant
sales manager ---> replace with ---> boss
monthly payment ---> replace with ---> monthly investment
down payment ---> replace with ---> initial investment
leasing ---> replace with ---> creative finance option
F&I ---> replace with ---> business department
tell you ---> replace with ---> share with you
let me ---> replace with ---> allow me
“sled” ---> replace with ---> vehicle
ACV ---> replace with ---> true market value
the box ---> replace with ---> business office
close ---> replace with ---> come to terms
interest rate and years ---> replace with ---> financial terms and conditions
“bouge”/ “credit criminal” ---> replace with ---> financially challenged
“up-side-down” ---> replace with ---> trade inequity
work the deal ---> replace with ---> prepare the numbers
negotiate ---> replace with ---> prepare the figures
but ---> replace with ---> and
DISARMING STATEMENTS
Disarming statements allows the consumer to relax and let their pressure created by the INTERNAL realization of a pending sale to subside. Tearing down the consumer’s perceived walls oftentimes allows for a sale to continue. Remember, the physics of ebb and flow remains intact in the selling process. A sale is rarely always a direct line, but more of an ever changing course of events that starts at a beginning and ends with the GOAL!
CONSUMERS EVENTUALLY WILL BUY FROM SOMEONE SOMEWHERE, SHOULDN’T IT BE WITH YOU TODAY? WHY NOT? WHAT EXACTLY WAS THE UNANSWERED QUESTION?? _________________________________________________.
WHEN A STALLING MOMENT OCCURS, THE CONUMER MUST PERCEIVE THAT YOU HAVE GIVEN UP!! YOUR GOAL IS TO SELL 100% OF EVERY OPPORTUNITY REGARDLESS OF WHAT THE CONSUMER IS ___________________________,
“HAVE YOU GIVEN UP YET?”____________________
THE BENEFITS OF UTILIZING DISARMING STATEMENTS ARE:
1- ___________________________________________________________________________
2- ___________________________________________________________________________
3- ___________________________________________________________________________
“I understand that you feel you may need more time to gather the right information in determining when you have found the right vehicle that fits your budget.”
“Whether you buy today or in the near future is totally up to you….”
“I can appreciate your thoughts, Mary, it’s your money, you have to invest it in the best way that benefits your family…”
“If you own our _________ or buy elsewhere, you certainly have to make the decision that is best for you…”
“I do not want to make you feel like you have to force yourself to do this today. After all, your next vehicle needs to comfortably fit into your budget, correct?”
“I respect your thoughts…. what if I could find a solution to your concerns, Joe?”
“I empathize with you, Jane. I would feel the same way….”
“I see what you are seeing, Jill….”
“We will do it your way, Mike!”
“I apologize for not communicating that point more effectively, Cindy… I now realize how important that is to you.”
“I totally appreciate your feelings, I feel the same way when I am faced with…………..”
ARE YOU REALLY GIVING UP?________
DISARM THE CONSUMER AND CARRY ON IMMEDIATELY!
“MICRO-CLOSING”
*** THE CULMINATION OF “YES” ANSWERS WILL LEAD TO A FINAL “YES!”***
“YES. I WILL OWN YOUR CAR TODAY”
YOUR ULTIMATE GOAL IS TO GET THE CONSUMER TO STAY ON THE ________,
AND TO DELIVER THE VEHICLE____________________________________________!!!
YOU WILL UTILIZE______________________ BETWEEN ALL THE STEPS.
WHEN YOU RUN INTO A STALL OR CHANGE IN THE COURSE OF THE SALE, YOU WILL DIS_______________ THE CONSUMER AND _________________________!
The best technique to keep the process flowing towards a DELIVERY, TODAY, is to employ MICRO-CLOSING by asking “LOADED” QUESTIONS that will (NORMALLY) ENSURE “YES” ANSWERS.
USE THEM WHEN THE PROBABILITY IS EXTREMELY HIGH, UNIVERSALLY ACCEPTED, OR YOU “KNOW” THE ANSWER ALREADY. MARRY MICRO-CLOSING WORD SETS TO ALREADY ESTABLISHED “HOT BUTTONS” FOR MAXIMUM SELLING AND OWNERSHIP EFFECT!!
YOU ARE WAY AHEAD OF THE CONSUMER WHEN YOU KNOW ALL OF THE ANSWERS BEFORE THEY ASK ALL OF THE RIGHT QUESTIONS!
“Isn’t it true that saving time, effort and money are important to you, Mike?”
“Suzy, quality and safety are your two greatest concerns, isn’t that correct?
“Timing is everything, Harriet, wouldn’t you agree?”
“It drives well, doesn’t it?
“Is comfort important in what you want in your next van?
“Affordability is very important to you, Joe, right?
“Don’t you want to own a reliable vehicle?”
“Wouldn’t you want to make sure that your daughter is driving in an extremely reliable car?”
“The girls will love riding in this convertible, won’t they?”
“You really love the performance and handling, don’t you?”
“Re-sale value is a very important aspect of ownership, correct?”
(TASK: IDENTIFY ALL THE ABOVE “MICRO-CLOSING” WORD SETS)
***FOR EVEN MORE MAXIMUM EFFECT, MARRY MICRO-CLOSING, “HOT BUTTONS” AND THE CONSUMERS’ PERSONALITY AWARENESS TRAITS IN YOUR WORD TRACKS AND SELLING SYSTEM.***
PERSONALITY AWARENESS TRAITS
Humans tend to be more of a certain type of being regarding how they process information.
People process information in one of three ways. Presenting and closing for maximum effect involves utilizing as many of the senses to communicate effectively. A true professional should IDENTIFY AND FOCUS on the buyer’s primary method of processing of information.
VISUAL (see) AUDITORY (hear) KINESTETIC (feel)
“I see what you mean.” “I hear what you are saying.” “I feel the same way.”
“I see.” “I hear you.” “I think so too.”
“I saw it another way.” “I heard differently.” “I felt differently!”
“It appears to me.” “Hear me out.” “Think of it this way…”
“I see your point.” “Sounds like a plan to me.” “I feel strongly about it.”
“Look at it another way…” “Hear another voice of reason…” “Could you believe that…”
“Looking at it…” “It could sound like…” “Did you sense it could…”
“You saw what I saw.” “You heard what I heard” “You felt what I felt.”
“I see the light…” “I hear the truth…” “My thoughts exactly.”
“They see everything.” “They hear it all.” “They know it all.”
“See it my way…” “Listen to me…” “Know that…”
NOTE: AGAIN, ONCE YOU ESTABLISH THE PRIMARY WAY THEY PROCESS INFORMATION, MARRY YOUR COMMUNICATION TECHNIQUES FOR FULL EFFECT.
VISUAL CONSUMER: “I can’t see how I can afford this.”
VISUAL CLOSER: “If you saw a solution on how we could reduce your monthly investment on paper, would you take a good look at it? Seeing savings is always a good thing, right?”
AUDITORY CONSUMER: “It sounds like too much money for me.”
AUDITORY CLOSER: “Would you hear out a proposition if we could reduce your monthly investment? Saving money always has a nice ring to it, doesn’t it?”
KINESTETIC CONSUMER: “I honestly don’t know if I can afford this.”
KINESTETIC CLOSER: “Would you feel better if we had a way to reduce your monthly investment? Saving more money might be a better idea to consider, agreed?”
DOES THIS LOOK GOOD? DOES THIS SOUND GOOD? DO YOU FEEL GOOD?
ELEMENTS OF COMMUNICATION
HIGHLY EFFECTIVE COMMUNICATION COMES IN 2 FORMS:
__________________________ AND __________________________.
According to research, __________________________________________________________
is far more effective by over a 2:1 ratio of intensity on consumers. In other words, “What” we say (although important) is not as important as to “How” we say it. The “How” we communicate is by “BODY LANGUAGE.” “Body Language” consists of many elements:
1- Facial gestures
2- Hand movement and position
3- Body posture
4- Eye movement
5- Head movement
6- Breathing
7- Skin tone
8- Physical location in relation to others (Proxemics)
9- Vocal state (pitch, timbre, tempo)
10- Simultaneous combination of all the above!
DON’T WORRY! MOST NON-VERBAL COMMUNICATION IS PERFORMED (AT VIRTUALLY ALL TIMES) AT THE SUBCONSCIOUS LEVEL! It is involuntary unless we change and adapt our knowledge, awareness and usage of the 10 elements of non-verbal communication, as described above. The easiest way to maximize your non-verbal communication activity is to program you brain to sell one concept:
“_________________ AM HONEST, ETHICAL, SINCERE, AND HAVE NOTHING TO HIDE
ABOUT PROVIDING THE HIGHEST, MOST REASONABLE LEVEL OF COMMITMENT TO
PROVIDE FOR MY CLIENT’S IMMEDIATE AND LONG-TERM “WANTS AND NEEDS!”
(TASK: RE-READ AND INTERNALIZE THE ABOVE STATEMENT OF FACT 5 TIMES! You are re-programing yourself to communicate who you are to your client!)
THE 9 STEP “GOAL TO THE AUTOMOTIVE SALE”
1- MEET AND GREET – INTRODUCTION (“Who we are, why we are different…”)
>> (transition)
2- Q&A – DISCOVERY (16 consultative questions – “Who, what, when, where, why…”)
>> (transition)
3- TOUCH THE DESK (Allow your manager to choose the best vehicle based on Q&A!)
>> (transition)
4- PRESENT THE VEHICLE (6-Point Presentation builds value off Q&A hot-buttons!)
>> (transition)
5- DEMO RIDE (“Slide the key” - Everybody rides! No demonstration ride, less profit!)
>> (transition)
6- 1st MAJOR TRIAL CLOSE (… IN the vehicle as you are driving into the dealership!)
>> (transition)
7- PRESENT THE NUMBERS (… Always present the same way!)
>> (transition)
8 - DEFEND THE POSITION & CLOSE (Eliminate the back & forth. Stay put - SELL!)
>> (transition)
9- SERVICE DEPARTMENT/BUSINESS OFFICE INTRODUCTIONS – (DELIVER!)
>> (transition)
6 SIMPLE RULES TO LIVE AND PROSPER BY UTILIZING THE
“GOAL OF THE AUTOMOTIVE SALE”:
“NEVER SWERVE OFF “THE GOAL TO THE SALE”!!!”
LEARN AND MASTER “THE GOAL TO THE SALE”!!!
USE “THE GOAL TO THE SALE” WITH EACH CONSUMER!!!
BELIEVE IN “THE GOAL TO THE SALE”!!!
PROFIT BY “THE GOAL TO THE SALE”!!!
ALWAYS “TRANSITION” SMOOTHLY IN BETWEEN STEPS!!!!
AVOID “BLOWING THE NUMBERS” YOURSELF!
1 - NEVER QUOTE MONTHLY PAYMENTS!
2 - NEVER “BALL-PARK” PRICING!
3 - NEVER QUOTE INTEREST RATES!
4 - NEVER GUESS AT TRADE FIGURES!
5 - ALWAYS ALLOW YOUR DESK MANAGERS TO DO THEIR JOB. TIMING IS EVERYTHING. ALL OF THIS INFORMATION WILL BE DISCLOSED IN GOOD TIME.
6 - ONLY ALLOW YOUR BOSS ON THE DESK (WHO IS WORKING YOUR DEAL) TO WORK THE NUMBERS. PRESENT THOSE NUMBERS ONLY AFTER A TEST-DRIVE. NO TEST-DRIVE, NO NUMBERS.
7 - NEVER “PRESENT THE NUMBERS” UNLESS THEY HAVE SAID “YES” AFTER YOUR “FIRST MAJOR TRIAL CLOSE!” (STAY ON YOUR GOAL TO THE SALE.)
AGAIN, ALLOW MANAGEMENT TO DO THEIR JOB!
THERE ARE 5 REASONS WHY YOU HAVE TO FOLLOW THESE RULES!
1- You diminish the effectiveness of the system if you do NOT follow the rules. Why would you drive on the wrong side of the road? Follow the rules at ALL times.
2- You will lower the odds of selling today.
3- You will lower the profit margins – and your commission, as well.
4- You will aggravate your bosses by not allowing them to do their job.
5- You will confuse your client. BE ON THE SAME PAGE AS YOUR BOSS AND CLIENT!
THE GOAL TO THE SALE - 9 Steps
#1- “Meet and Greet”
NO “CAN I HELP YA’S!”
“Can I help ya?” “Are you here to buy a car today?” “Can I sell you a car today?” “Are you here for the big sale today?” etc., etc., etc.
THIS MAY BE BLOWING MORE SALES THAN YOU CAN IMAGINE!
They are over-__________________________________________________________
They are the same as the__________________________________________________
They are perceived by the consumer as_______________________________________
(NOTE - MOST IMPORTANTLY, THEY ARE A CONSUMERS’ SUB-CONSCIOUS REFLEX QUESTION WHICH WILL TYPICALLY YIELD A SUB-CONSCIOUS REFLEX ANSWER – “I AM JUST SHOPPING,” “JUST LOOKING,” JUST BROWSING.”)
Consider the “brown spot on the wall” story….
Consider the consumers state of mind….
Consider that modern automotive training forbids their usage….
WHAT THE CONSUMER WANTS IS SOMETHING DIFFERENT – THEY WANT A REAL SALES PROFESSIONAL TO HELP THEM:
1- To inform them!
2- To be honest with them!
3- To save them time, effort and money!
4- To help them GET IT OVER WITH as soon as possible!
5- To make them feel good about it - before, during and after the sale!
6- To be NON-CONFRONTATIONAL and CONSULTATIVE in nature!
NON-CONFRONTATIONAL and CONSULTATIVE…. now that’s what your own mother would like from an automotive sales consultant, wouldn’t you agree?
NOTE: *WIRE YOUR BRAIN TO BECOME NON-CONFRONTATIONAL AND CONSULTATIVE IN NATURE!!!*
***HERE IS YOUR NEW “MEET AND GREET” INTRODUCTION – DO IT THE SAME WAY, EVERY TIME, WITH EVERYBODY, FOR THE REST OF YOUR CAREER!!! – (Think “7 steps!”)***
“Hello, welcome to (your dealership name), my name is __________, and you are …..?”
(Immediately respond, use their names (a lot) and continue after they give their names)
“(their name), thank you for choosing to come to our dealership today… We have a different business position than our competition. I want to assure you that I know you are looking for the right vehicle that will fit comfortably in your budget.” (Continue…)
“I will be happy to save you a lot of time and effort today and get you ANY information you may be searching for… sound good….???” (Continue…)
(TRANSITION) “….GREAT, (their name)! - FOLLOW ME!!!”
1- WHY WOULD THEY SAY “NO”? ______________________________________________
2- WHY WOULD THEY SAY “YES”?______________________________________________
5 BENEFITS OF A PROPER PROFESSIONAL INTRODUCTION – List them all.
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
“…FOLLOW ME, PLEASE” (- “the duck walk”) – Get them inside and avoid the TYPICAL “stock walk” for now… WHY??? - 5 BENEFITS – List them all.
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
SAY IT LIKE YOU MEAN IT, TURN AND MOVE WITH YOUR PROSPECTS - YOUR NEXT CLIENTS - TO THE NEAREST DOOR OF YOUR DEALERSHIP. TRY NOT TO TURN AROUND!!! THEY WILL (MOST LIKELY) FOLLOW YOU INSIDE.
(NOTE: CONSUMERS MAKE BETTER DECISIONS SITTING THAN STANDING!)
If the immediate response is neutral or non-specific to inventory:
(PROSPECT) “May I get a business card?” “May I look around (shop, browse)?”
(CLOSER) “ABSOLUTELY! What particular type vehicle are you looking (shopping/browsing) for, a car, truck, van, or sport utility?”
CONTINUE SMOOTHLY INTO THE 2nd STEP OF THE “GOAL TO THE SALE!”
IF THEY DO NOT “BUY IN” IMMEDIATELY, DON’T PANIC!
Some consumers are just more “battle hardened” and skeptical than others.
CONSIDER THIS: THE MOST ______________________________
CONSUMERS TO DEAL WITH INITIALLY, MAY BE THE ______________________ SALES FOR YOU TO MAKE, TODAY!
3 REASONS WHY:
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
IF AT ANYTIME ON THE “GOAL TO THE SALE” A CONSUMER BECOMES DIFFICULT, THINK YOU YOURSELF, THIS CONSUMER IS NOT A ______________, BUT REALLY NEEDS MY HELP TO OWN A VEHICLE __________________________ AND TO GET IT OVER WITH!
SALES RESISTANCE IS REALLY A _______ SIGN!
(PROSPECT) “No, I really don’t have time for that. Can I just …”
“GET YOUR BEST PRICE (ON THIS ONE)?”
“GET A BROCHURE (ON THIS ONE)?”
“DRIVE (THIS ONE)?”
[They have identified a certain vehicle, right?] (THAT IS A GREAT THING!)
(CLOSER) “ABSOLUTELY! That is the easiest part of my job here – I will be HAPPY to do that quickly for you. What brought you into our store today to get a __________________ (on/with) THIS PARTICULAR MODEL?”
(PROSPECT) “I drive an older same model…” “An acquaintance owns the same model…” “My research states this is…” “I am curious about this…”
#1 - FOCUS ON THE SPECIFIC CURIOSITY CUE ANY OF THOSE STATEMENTS AND #2 - PROVIDE AN IMMEDIATE SOLUTION.
(CLOSER) “Many other consumers feel the same way! Again, we do things differently and want to back up our COMPANY POSITION – Could you consider saving time, effort and money, if we offer a better process?" (ASSUME THE LOADED QUESTION IS FACTUAL!)
“GREAT! FOLLOW ME!” Resume the “duck-walk,” go to your office with the consumer!
NOTE: AGAIN! If the consumer does NOT respond favorably and counters with a typical “I am just looking (browsing, shopping.)” Respond immediately with, “What are you looking (browsing, shopping) for? A car, truck, van or sport utility?” (You still have regained control to continue to Step 2 on The Goal to the Sale, right?)
THE GOAL TO THE SALE
#2 – “Q&A”
MOST, OR AT LEAST MANY, CONSUMERS DO NOT ALWAYS SPECIFICALLY KNOW WHAT THEY MIGHT BE “SHOPPING” FOR (OTHER THAN THE GENERAL IDEA OF THE “RIGHT VEHICLE AT THE RIGHT PRICE.”) NEVER ASSUME THEY ALWAYS KNOW! - 3 REASONS WHY?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
WHY SHOULD WE CAREFULLY CONSULT WITH THE CONSUMER BEFORE WE DEMONSTRATE VEHICLES? (Avoid the typical, initial “stock-walk!”)
5 REASONS WHY?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
CONTROLLING THE SITUATION HELPS ENSURE THE SALE! THE BEST FORM OF CONTROL IS BY ASKING ______________!
WHAT 5 GENERAL AREAS (QUESTIONS?) DO WE WANT TO LEARN AND KNOW ABOUT OUR CUSTOMER?
1- SEARCH VEHICLE INFO (Vehicle they are searching to own)
2- TRADE-IN?
3- BUDGET - MONTHLY INVESTMENT/INITIAL INVESTMENT
4- CREDIT/CASH/MODE OF PAYMENT
5- WHAT TYPE OF BUYER ARE THEY? – PAYMENT, DISCOUNT, DIFFERENCE
Pull out their chair, offer them a drink and “TRANSITION” into your “Question and Answer” step. Pull out the Q&A Paperwork. This will include a 16 question Q&A form, Credit Application (short form – included on the Q&A) and a Trade-In slip (if they have a potential trade.) Have all forms filled out before you touch the desk.
NOTE: Again, if the consumer does NOT respond favorably and they counter with a typical “I am just looking (browsing, shopping.)” Respond immediately with, “What are you looking (browsing, shopping) for? A car, truck, van or sport utility?”
You still have regained control to continue to Step 2 on the “Road to the Sale” (The Goal to the Sale”)
“TRANSITION” NOTE: DURING EACH STEP ON THE “GOAL TO THE SALE,” YOU WILL NEED TO SMOOTHLY “TRANSITION” TO THE NEXT STEP. THIS WILL EASE YOUR CUSTOMER, SHOW RESPECT AND MOVE THE TRANSACTION IN THE RIGHT DIRECTION. EACH TRANSITION GETS YOU CLOSER TO THE SALE. NATURALLY, YOU HAVE “8 TRANSITIONS” BETWEEN EACH OF THE “NINE STEPS” TO THE “GOAL OF THE SALE.”
CLOSER: “Mr./Mrs. (Prospect,) you mentioned that you wish to save time and effort and that you are looking for the right vehicle to fit into your budget. Allow me to ask you a few questions so I can do that for you as efficiently and effectively, as possible.”
CLIENT VEHICLE WANTS AND NEEDS Q&A INFO (SAMPLE SHEET)
1- VEHICLE WANTS
2- VEHICLE NEEDS
3- SHORT TERM/LONG TERM VEHICLE USAGE - (How long….)
4- WHAT VEHICLES HAVE THEY OWNED IN THE PAST
5- LIKES/DISLIKES FROM PAST VEHICLES
6- DESIRED EQUIPMENT ON NEXT VEHICLE
TRADE–IN VEHICLE Q&A INFO
1- YEAR, MAKE, MODEL
2- ACTUAL MILES
3- EQUIPMENT
4- ACCIDENTS, REPAIRS, RECENT MAINTENANCE?
5- LIKES/DISLIKES FROM TRADE-IN (if not covered earlier in Q&A)
6- 20 DAY PAYOFF, BANK, CURRENT PAYMENT?
7- TITLE, REGISTRATION, DRIVERS LICENSE HANDY?
FINANCIAL Q&A
1- MONTHLY INVESTMENT BUDGET
2- INITIAL INVESTMENT
3- CREDIT (Scale from 1- 10)
(Pull out your blank Consultation (Q&A) sheet – Ask questions, listen carefully, ask deeper questions if necessary, fill it out…)
(NOTE: KNOW ALL OF YOUR CLIENT’S “WANTS AND NEEDS” BEFORE YOU PROCEED TO STEP 3!)
"John, Mary, the first thing I need to find out is more about your wants and needs. Are you looking to own a new or used vehicle?”
“Car, truck, van or sport utility?” “Are you using it for work or personal?”
“5 speed, automatic…. other desired equipment?” “Do you want the Nav system because you take a lot of road trips?” “Mary, what else is important to you with equipment?”
“Who is the main driver for your next “MaxiVan” - Mary?” “Is 3rd seating option important for those soccer tournaments?” “How about ABS brakes?” “Navigation System?” “Why’s that?” “How long are you planning on owning your next vehicle?”
“light shade, dark shade, medium shade?”
“John, I noticed you drove up in a 2005 “Conquesta,” are you looking to trade that in to assist in lowering your payments?” “How many miles on it?” “Were those highway or city miles, John?” “How come?”
“John, did you buy it new or used?” Why did you buy it used?” “How long have you owned it?” John, Mary, was it a good car?” “What did you like most about it?” “What did you like least about it?” “How come?” “Oh really? That’s interesting, I hear that a lot about that!!!” “Do you have clear title? No? Who is the note with? About what is the payoff? What are your current payments?” “Those are fairly low payments, did you put a lot of money down?”
“John, what do you do for a living? How long?” “Mary, how about you? A nurse… my mom was a nurse…which hospital? How long have you been working there?” “Do you know Dr. Morgan? He is one of my clients – he was really fun to work with…!!!”
“When you find the right vehicle that best matches your monthly budget, will you be paying cash or financing?”
“John, Mary, the typical new vehicle in America sells for an average investment of $27,000, assuming 15 – 20% down that the Banks typically like to see on the initial investment, those monthly investments can run anywhere from $400 to $500 a month, does that fit into your family’s budget? You say about $400… if you just had to have it and all the additional equipment you wish, could you afford another $20 - $25 per month?
“Assuming 15 – 20% down, is 4000 to 5000 comfortable for you initial investment to lower the monthly investments, or were you thinking of more? 1000 plus any trade equity????” “OK, we will look at it your way!” “Do you both have your Driver’s Licenses with you?”
“OK, guys… on a scale of 1 to 10, 10 being excellent credit, how would you rate your credit?” “A “9” for the last few years, you had a Bankruptcy 3 years ago? Chapter 7?
“OK, that means to the banks that you have more disposable income, and they will try to work harder for you to earn your finance business!!!”
(If they have credit issues, good or bad, fill out a quick 5 liner Credit application – name, address, date of birth and social security number! Fill out the full Credit Application later! If they have good credit, fill out a quick 5 liner Credit application to determine “the best/lowest interest rate we will be able to find for you through our many banking sources.” If there are low rate specials like 0%, your clients will want to know if they qualify. (Wouldn’t you?) ***GET COPIES OF THEIR DRIVER’S LICENSES.***
LET’S REVIEW THE Q&A…
#1- Establish rapport and find common ground. If “Dr. Morgan” is really your client, say it. If not, NEVER LIE! Never sound so clinical during the consultation. Mix up the discovery questions with some small talk to lighten things up.
NOTE: THIS IS NOT AN INTERROGATION – IT IS A CONSULTATION.
#2- Avoid negative terms like “monthly payment” and “down payment”… nobody likes to have them! Employ more positive terms – “MONTHLY INVESTMENT” and “INITIAL INVESTMENT,” instead. Commit to using your proven “word tracts.”
(More on POSITIVE TERMS VS. NEGATIVE TERMS later.)
#3- Take notes and write them on your CONSULTATION SHEET. Ask a lot of questions after they answer your initial question. Dig deeper!
(AGAIN, THINK – “WHO, WHAT, WHEN, WHERE, WHY, HOW!”)
#4– The statement “when you find the right vehicle that fits into your monthly budget” is NON-CONFRONTATIONAL and CONSULTATIVE in nature. It DISARMS and SHOWS RESPECT to the client. It TAKES THE PRESSURE OFF of the consumer – soon to become your client. Commit to this “word tract.”
“TRANSITION” to “TOUCH THE DESK” and consult with your manager next. (Two heads are better than one and your “boss” may know which vehicles have the largest rebates….)
“Mr./Mrs. (Prospect,) I can now find out which models may best serve your wants and needs and be affordable to the budget you are requiring. My boss can also share which (new) models have any potential rebates or factory cash to further assist you (or which previously owned models best suit your wants and needs)… I’ll be right back…”
(ASK FOR THE CLIENT’S TRADE-IN KEYS -
GO “TOUCH THE DESK!”)
NOTES:
THE GOAL TO THE SALE
#3- “TOUCH THE DESK”
*ALWAYS TOUCH THE DESK WITH COMPLETE CLIENT INFO!*
Go to the DESK MANAGER and give them a quick, but concise rundown of your client. The DESK will share which stock numbers’ keys to pull after processing the package of information. (Roll off 10 minutes of Q&A into 30 seconds to the “Desk.”)
*AVOID HAVING YOUR CLIENTS AT THE DESK. (POWER of the TOWER.)
NEVER, NEVER, NEVER self-manage a deal!
WHAT ARE THE 5 ADVANTAGES OF “TOUCHING THE DESK?”
_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
“Hi Boss, ready to sell a car? I have John and Mary Dickerwell back at my desk. They want to look at our new 2014 “Maxi-Van” with the 3rd seat, sunroof and NAV system. They want a lighter color. They have a 2005 Conquesta LTI with 98,000 miles, slight quarter panel damage on the driver side and the air is not working. They owe $2200 on it to ABC Bank. They have $1000 initial investment for a down payment and they want to be at $400 maybe up to $425 monthly investment. She has been working as a nurse for 3 years at the City Hospital. He is a police officer for 15 years with the county. They say that their credit is pretty good. They did have a bankruptcy 3 years ago but re-established with ABC who is carrying the current car loan… They own another truck, paid for, but he wants to keep that as his rider! Here is their 5-line credit ap, signed, and here is their appraisal slip (completely filled out!) They need it for the traveling soccer team for their twins this next weekend. I am going to sell them TODAY!!!”
WOW! YOU ARE PREPARED AND FIRED UP! You didn’t give your boss all of the unnecessary information he or she doesn’t need to know, (even though YOU might need it.) However, your boss now can carefully take this “INTEL” and formulate the BEST choice (or two) for the sake of selling a vehicle today and holding a reasonable profit!
(NOTE: Isn’t KNOWING YOUR CLIENT’S WANTS AND NEEDS better than wasting you and your clients’ time and effort in walking around the entire lot and confusing your clients with TOO MUCH INFORMATION (TMI) that is not relevant to obtaining their “ wants and needs”? THAT IS MORE PROFESSIONAL, WOULDN’T YOU AGREE?)
“TRANSITION” TO PRESENTATION
YOU RETURN TO YOUR DESK AND ENTHUSIASTICALLY SHARE THE GREAT NEWS WITH YOUR CLIENT. (THEY ARE NO LONGER A STRANGER BECAUSE NOW YOU KNOW THAT YOU HAVE THE “PERFECT” AUTOMOBILE FOR THEM. THEY ARE NOW A CLIENT! (THEY MAY NOT KNOW IT YET!)
TRANSITION: “John and Mary, great news! We have found the perfect vehicle for you! It best fits your WANT’S and NEED’S, it has the right equipment you wanted, it is the right shade of color, AND, IT LIKELY FITS WITHIN YOUR BUDGET REQUIREMENTS! I am going to pull the Maxi-Van to this demonstration area over here, see you in a minute or so….”
Return with the vehicle… “OK, follow me, please! After I share a few minutes of showing you some of the features you expressed interest in, you will eventually be able to get behind the wheel to see if you will enjoy the ride, feel, and quality of our ____________.”
(NOTE: You already know your inventory and where every unit is located, right? You are a professional!)
AGAIN, BY QUALIFYING YOUR CLIENT, YOU HAVE ELIMINATED DOING THE “STOCK WALK” YOUR COMPETITION ROUTINELY PERFORMS. OTHER DEALERSHIPS “WASTE” 10 – 15 MINUTES WALKING AROUND A PARKING LOT, OFFERING ALL TOO MANY CHOICES, FINDING OUT LATER, THEY SHOWED THE “WRONG” VEHICLES!!!
4 DISADVANTAGES TO SHOWING THE “WRONG” VEHICLE:
1- Confuses the buyers… (too many choices and too much information to process! TMI!)
2- Wastes time… (timing is everything!)
3- Detaching them later could cost you profit… (down-grading could require discounting!)
4- Loses deliveries… (less “hot-button” promotions are identified!)
The “Stock Walk” was an old component of the Road to the Sale. It is outdated and unnecessary if you do a proper “Q&A”. When your clients now follow you out the door, your “stock walk” takes about a minute or less and is really just arriving to the “perfect choice.” When you arrive at the “perfect choice,” your “stock walk” is complete.
3 QUICK NOTES:
1- The “perfect choice” was based on their “WANTS AND NEED’S” and the information you so professionally extracted from the client! There should be no surprise if you and your boss have done their job’s right. (This will then only be subject to final bank/finance approval.)
2- “FOLLOW ME” was your stock-walk!
3- You “planted the seed” regarding a “potential” upcoming demonstration/test drive!
(CONGRATULATIONS, THIS WAS REALLY EASY, WASN’T IT?)
THE GOAL TO THE SALE
#4 – “The Six-Point Walk-Around Presentation”
You are almost half way to making this sale. Consider that most sales people never get this far because of a poor “meet and greet,” and poorer “Q&A.” Most sales people even forgot to learn John and Mary’s names. They didn’t know that their real names were not “guys” and “folks.”
You actually just got through the hardest part of the process – getting the correct information about their “wants and needs.” At this point, the fun begins and you have a lot of help. The help also comes from the vehicle itself! Normally, everyone hates the process of buying a car, but they ALL love to own a new one. After the dust has settled, owning and taking their new ride and sitting it in their driveway is the culmination of their (secret) hopes and dreams. The neighbors can come by an admire it. Your new client (for life) may even give your name and number to the neighbors – especially if they are happy with you!
IF YOU HAVE DONE THE FIRST PART RIGHT, THE LAST PART IS EASY. LET THE “NEW” VEHICLE SELL ITSELF – WITH A LITTLE HELP FROM YOU! (Remember, even a pre-owned vehicle is a new vehicle to your prospects!)
“The six point walk-around presentation is important mainly to re-marry “hot-button” subconscious “wants and needs.” Go back to your intelligence gathering where you learned from John and Mary about what was important to them.
BUDGET IS ALWAYS A FACTOR, BUT PRESSING ALL THE “HOT BUTTONS” IS EVEN MORE CRUCIAL TO CLOSE THE DEAL AND DELIVER TODAY! CONSUMERS WILL MORE OFTEN PAY MORE THAN THEY INITIALLY STATED BUT ONLY IF THE VALUE OF THEIR GAINS EXCEED THE EXTRA COST PER MONTH OVER THEIR BUDGET!
(NOTE: AGAIN, CONSUMERS WILL MORE OFTEN PAY MORE THAN THEY INITIALLY STATED BUT ONLY IF THE VALUE OF THEIR GAINS EXCEED THE EXTRA COST PER MONTH OVER THEIR BUDGET!)
Budgets are often flexible even though the consumers will never admit this. For them to own this next vehicle, with all of the features that presses their “hot buttons,” budgets take a back seat! For the 40 something divorcee tooling down the strip in his new convertible sports car, or the feelings of safety and security parents feel about their daughter’s new sport utility, every buyer receives more than just a new vehicle. They receive a piece of contentment, piece of mind, and piece of the pie! They simply all just felt good about themselves regardless of their personal motivations. NEVER FORGET THIS!
“Let’s go and ‘sell’ this automobile - TODAY!”
The “Six-Point Walk-Around” is easy to remember.
Follow the same format every time!
6 PT. WALK-AROUND PRESENTATION: FOLLOW THE PATTERN EVERY TIME!
1- OPEN THE DRIVER’S SIDE DOOR AND START THE VEHICLE (BY YOURSELF.) Why?
2- ENSURE VEHICLE IS IN PARK, A.C./ HEATER IS SET PROPERLY. Why?
3- GET BACK OUTSIDE AND DIRECT YOUR CLIENT’S TO THE TRUNK. Why?
4- OPEN TRUCK – BEGIN PRESENTATION - (THINK F.A.B.) Why?
5- GO TO DRIVER’S SIDE – BEGIN PRESENTATION – (THINK F.A.B.) Why?
6- BEGIN SAFETY PRESENTATION – (THINK FAB) Why?
7- GO TO HOOD, RELEASE/OPEN, BEGIN DRIVE-TRAIN/FUEL ECON. PRESENTATION - (THINK F.A.B.) Why?
8- FINISH “HOT BUTTON” PRESENTATION - (THINK F.A.B.) Why?
9- OPEN PASSENGER SIDE DOOR, SEAT CLIENT’S INSIDE THE VEHICLE – (THINK F.A.B.) Why?
10- GET INTO DRIVER’S SIDE SEAT FOR INTERIOR PRESENTATION - (THINK F.A.B.) Why?
FEATURE/ADVANTAGE/BENEFIT – “F.A.B.”
THINK - TOP 3 OR 4 “HOT BUTTONS!”
(“P R E S S – U S”)
Motivations Features Advantages Benefits
THE GOAL TO THE SALE
#5 – “DEMONSTRATION DRIVE”
Is it safe to assume that all consumers want to take a Test-Drive? Some don’t. Perhaps they did not like (or trust) their sales person. Some may have wasted too much time and had to go. Others may have felt that they were on the wrong car and the option not to Test-Drive was an easy way “out” from the store.
But, YOU have them on the perfect vehicle, right? Now, “slide the key!”
TAKE NO CHANCES AND GUARANTEE A TEST DRIVE! EXPLAIN TO THE CLIENT, “FOR SAFETY AND INSURANCE PURPOSES,” YOU (I) WILL BE “INITIALLY TAKING US OFF THE LOT.” SHIFT THE VEHICLE IN REVERSE, ASK THEM TO BUCKLE UP, AND DRIVE OUT OF THE LOT!
ASSUME THEY WANT TO TEST DRIVE THIS VEHICLE!
NOTE” Everybody must Test-Drive your vehicles. NEVER ask them a “Yes” or “No” question such as “do you want to take a test drive?” What if they say “No?” Will they still be as excited about your vehicle if they do not test drive? Most likely NOT!
The test drive is really the most important aspect of whole ball game. The wisely chosen vehicle (based on a good Q&A) sells itself during the test drive. They either fall in love or they don’t. Without a first date, how do people get married?
(*NOTE: TYPICALLY, NO TEST DRIVE – NO SALE – OR LOWER PROFIT!)
YOU GO ON THE RIDE - EVERYTIME!
5 MAJOR BENEFITS TO YOUR PRESENCE ON THE TEST-DRIVE!
1- _____________________________________________________________________
2- _____________________________________________________________________
3- _____________________________________________________________________
4- _____________________________________________________________________
5- _____________________________________________________________________
EVERYBODY RIDES - EVERY TIME!
SIX MAJOR BENEFITS TO PROVIDING A TEST DRIVE WITH ALL QUALIFIED BUYERS!
1- ______________________________________________________________________
2- ______________________________________________________________________
3- ______________________________________________________________________
4- ______________________________________________________________________
5- ______________________________________________________________________
6- ______________________________________________________________________
You have just initiated the Test-Drive by ASSUMING the Test-Drive. Take a RIGHT out of your store and take the first part of the all right test-drive to get clients to the “switch” point. The “switch” point is a designated location that is safe and not too busy. This is the point where you will “switch” seats and let the primary driver take over. But why the all right test-drive routes?
THE BENEFITS OF HAVING PRESCRIBED ALL RIGHT TURN TEST DRIVE ROUTES:
1- ________________________________________________________________________
2- ________________________________________________________________________
3- ________________________________________________________________________
4- ________________________________________________________________________
The reason you should have at least two prescribed all right turn routes is simple. Your first route is a general route for most of your normal Test-Drive activities. The second route is designed for a more status or performance route for more expensive vehicles. These status and performance buyers should experience a longer drive as they may require a bit more time to experience the vehicle – and to invest a lot more capital.
THE BENEFITS OF PERSONALLY DRIVING THE VEHICLE OFF THE LOT, AND DRIVING TO THE “SWITCH POINT" WHERE THE DRIVER AND PASSENGER SWITCH SEATS:
1- _________________________________________________________________________
2- _________________________________________________________________________
3- _________________________________________________________________________
4- _________________________________________________________________________
5- _________________________________________________________________________
ALWAYS INITIATE THE “TEST-DRIVE” UNTIL ARRIVING AT THE “SWITCH” POINT! DO THIS ON EVERY TEST DRIVE!
SECURITY NOTE: Always take the key out of the ignition and give it back to the primary driver only when you are then into the passenger seat. This eliminates the opportunities for the car to drive away without the automotive professional. Don’t laugh. It has happened before!
(MEANWHILE, BACK AT THE “SWITCH” POINT…)
The first thing, and most IMPORTANT thing you need to do, is get the primary driver comfortable in the driver’s seat. This is crucial to eliminate the possibility for an uncomfortable driving experience. If the driver is uncomfortable, will they like the vehicle? NO! Also, adjust all the mirrors, radios, blinkers, wipers, A.C./heat functions, etc.
Make sure the driver is totally comfortable and confident before they resume a Test-Drive. Take a few minutes to go over any function inside the vehicle before taking off!
SAFETY NOTE: DON’T FORGET TO HAVE ALL PASSENGERS “BUCKLE UP!”
YOU ARE STILL IN CHARGE OF THIS DRIVE! PRETEND YOUR JOB (AND THE SALE)
DEPENDS ON IT! THINK SAFETY. BUILD VALUE!
Again, inform the driver that you will be sharing with them your prescribed course that the dealer has sanctioned for “safety and insurance” purposes. This will reinforce the all right turn aspect. Somewhere along the route, have a breaking spot, a safe area away from traffic to practice a good, hard stop. A less-traveled road is always preferred for the “switch spot” to lower anxiety from the driver unfamiliar to the surroundings and your vehicle.
Don’t talk much during this phase to allow the driver to totally experience the moment. Let the vehicle sell itself! On occasion, ask how the handling/comfort/performance/drive “feels.” Generally, this will allow for positive feedback. The vehicle is selling itself! Proceed back to the dealership! If the driver wants more driving time, a reasonable extension is OK!
…THEN, AS YOU ARE NOW RETURNING INTO YOUR DEALERSHIP DRIVEWAY…
“AND NOW, LADIES AND GENTLEMEN -
***THE MOMENT OF TRUTH!”***
If you were a single person, what good is meeting the person of your dreams, and forgetting to get their telephone number and asking them on a date? Missed opportunities arise everyday amongst unprofessional sales people.
TO FORGET OR TO AVOID THE CENTRAL QUESTION OF WHY YOU ARE WITH THIS PERSON IS NOTHING BUT A WASTE OF TIME. SO, WHAT IS THE CENTRAL QUESTION…?
“(PROSPECT NAME), WOULD YOU OWN THIS VEHICLE TODAY WHEN THE FIGURES ARE AGREEABLE?”
(NOTE: LEARN THIS 1st MAJOR TRIAL CLOSE - WORD FOR WORD - AND UTILIZE IT EVERY TIME YOU WRAP UP A TEST-DRIVE/DEMONSTRATION!)
Here is the moment of truth where the “proverbial rabbit eats the cabbage!” This question must be asked because without asking the question, how will you know how the client “feels,” “sees” themselves as an owner, or “hears” the requisite rockets and fireworks?”
ALWAYS BE CONFIDENT, ASK THE 1ST MAJOR TRIAL CLOSE!
***EXPECT THEM TO SAY “YES!”***
CONGRATULATIONS, THIS IS YOUR MAIN JOB AT A DEALERSHIP! ALWAYS POP THIS QUESTION AT JUST THE PERFECT MOMENT!
Why ask for the business at this very moment? Simple! The peak of EMOTION of the Test-Drive is at its maximum load! The steering wheel is still in their hands, the smell of “new vehicle” wafting through their nostrils. It is also a moment of weakness when they are mentally negotiating the turn-in at the dealership. (*THINK: TEMPORARY INSANITY!”
… THEY ARE ON TOTAL BRAIN OVERLOAD!
MOST LIKELY (IF YOU HAVE DONE YOUR JOB,) THEY WILL VERY TYPICALLY SAY….
“YES - I WILL!”
THE GOAL TO THE SALE
#6 – “1st MAJOR TRIAL CLOSE”
(Nice job…!)
Read the word tract again and let’s decipher its magical power and meaning. I personally used this all-famous automotive tool 1000's of times in my 25-year career. The wording basically only changed from “IF” to a more positive “WHEN!” Let’s state it again for clarity!
“(PROSPECT NAME), WOULD YOU OWN THIS VEHICLE TODAY WHEN THE FIGURES ARE AGREEABLE?”
“Would you OWN …” - In other words, be an owner, take it home, drive it, love it…?
“… THIS vehicle, NOT ANY OTHER VEHICLE, but THIS vehicle….”
“… TODAY!” Not tomorrow, not next week, because it may NOT be here tomorrow, it may get dealer traded or sold by another professional… !”
“… WHEN”... Not “If”- because it’s only a matter of a few more minutes when we can confirm this one will “bust bugs and burn gas!”
(Besides, we figured out it was affordable after the “Q&A” and “touching the desk” step!?)
(NOTE: Do you see the method of our brilliance now?)
“… THE FIGURES ARE AGREEABLE!” (This speaks for itself!)
YOU WILL BE AMAZED HOW SIMPLE IT IS AND HOW FEW OTHERS MAKE THE EFFORT TO ASK FOR THE BUSINESS!
Just do it every time the same way and you will make good money! (Monstrous mistake!)
If they said “YES,” park the vehicle in the “sold” lane, preferably, right in front of the window by your desk so they can see it while you are preparing paperwork to get the FIGURES from your boss and wrap this one up!
If by chance your prospects are psychotic or delusional, (or they just were not sold properly,) and THEY SAID “NO” TO YOUR “1ST MAJOR TRIAL CLOSING” QUESTION –
***DON’T PANIC!***
“NO” SIMPLY MEANS, “YES - I NEED MORE INFORMATION!”
Earlier we mentioned in the “4 BASE SALES SYSTEM” (Reference PAGE 9) they have said “NO” to either YOU, YOUR COMPANY, THE VEHICLE, BUT - IT CANNOT BE THE PRICE - BECAUSE YOU HAVE YET TO DISCLOSE THE NUMBERS…. It probably is something to do more with fear and the unknown. What was it? Again, it can’t be the numbers (figures) because they have yet to be disclosed. It is probably not the vehicle because earlier during the presentation and test-drive they answered in the affirmative that the vehicle felt good, drove well, etc. – (Remember? During your F.A.B presentation you reached the affirmatives in getting the “minor yeses” regarding “hot button” loaded questions concerning make/model/equipment issues.) Furthermore, it probably is not the dealership or why would they have come there in the first place? Lastly, it is probably not you, UNLESS YOU CUT CORNERS WITHIN THE “GOAL TO THE SALE” PROCESS.
“(Prospect name), was there something about the vehicle that you were not satisfied with? Was it the handling or the way it drove?”
If they say “YES,” here is your word track to smoke out the objection.
“(Prospect name), I apologize. Earlier in the Test-Drive, I asked you how the vehicle felt. You answered that it drove great. I am guessing that there is something else that you are not sure about? Are you mainly concerned that it will boil down to the budget and figures?"
If they say “YES,” it is most likely “fear of the unknown.” Use the budget and figures excuse they offered and run with it! Pray it boils down to budget issues. That is the easiest objection to close!
(CLOSER) “Budget and the figures will be the easiest part of the process! Allow me to assure you that we have picked the right vehicle and we will do the best we can to assist you as a happy new owner. Again, would you own this vehicle today when the figures are agreeable?" (RE-CLOSE)
(PROSPECT) “OK!”
(CLOSER) “GREAT! Let’s go make sure we fit it easily into the budget!”
If they still balk it could also be easily taken care of issues like waiting for initial investment money to transfer or insurance issues. If you find out that the true issue is something other than you, the dealership, the vehicle, or just the “fear factor,” press forth with working the numbers!
THE MOST IMPORTANT POINT AT THIS JUNCTION IS TO NARROW DOWN THE “FEAR OF THE UNKNOWN” FACTORS BACK TO BUDGET AND FIGURES ISSUES!
CLOSING ON PRICE, BUDGET, INITIAL INVESTMENT, MONTHLY INVESTMENT, TRADE DIFFERENCE OR DISCOUNT IS THE EASIEST PART OF THE JOB – FOR GREAT CLOSERS, THAT IS!
THE GOAL TO THE SALE
#7 - “PRESENT THE NUMBERS”
Your desk will provide you with a DEAL WORKSHEET. This worksheet is basically a form that organizes the information to prepare the paperwork for your delivery and to present and close on the “numbers.” (Most the information is on the Q&A form.) When you get back inside your dealership, escort your client back your desk and have them take a seat. Ask them again if they would prefer anything to drink. Reassure them!
(CLOSER) “I really feel good about your new vehicle!”
Understand, the pressure is starting to mount on your client as this is the part of the process their forefathers warned them about! TRUST HUMAN NATURE!
IF THERE IS A TRADE-IN:
“(Prospect name), I am going to have my boss evaluate your trade to ensure an easy transaction. May I have your keys, please?” “Do you have your registration (or title) with you?”
WITH TRADE OR NO TRADE:
(TRANSITION)
“I will be right back. I am going to prepare your numbers. Does anyone need to use the restroom?”
NOTE: Separating parties is not a bad idea while in your temporary absence. Again, why did you go on the test-drive with all the parties?)
Go to the desk, your boss will prepare the numbers. Return to your office and your clients.
SIT DOWN! Pull your chair a little closer to them. Appear more intimate than cold and businesslike. Be upbeat but not “over-the-top” and insane. RELAX!!!
(CLOSER) “Great news (prospect name), these are very affordable numbers for you!”
Now, turn the worksheet facing the clients. (Learn to read up-side-down… seriously.)
Use your pen as a focal point to direct the clients’ eyes to what you want them to focus on.
“With 2000 initial investment and your trade, paying off your old loan, your monthly investments are four-fifty-two (452.) (NO PAUSE) Will you want your new (Maxi-Van) titled in your name John, your name Mary, or in both your names?”
“CLOSE AND BE SILENT!” DON’T SAY A WORD! WAIT FOR THEM TO SPEAK FIRST. KEEP WAITING. STAY SILENT……..…
WAIT FOR THEIR ANSWER! BE SILENT!
(While we are waiting for John and Mary to react, lets freeze the action and break it down.)
IF THEY RESPOND “Put it in my name (her name, our name),” IN EFFECT, YOU JUST “CLOSED” THE SALE! GREAT JOB! PREPARE THE REST OF YOUR STORE’S PAPERWORK AND MOVE ON TO THE “SERVICE DEPARTMENT AND BUSINESS DEPARTMENT INTRODUCTION” - AND DELIVER THE VEHICLE – TODAY!
AGAIN, DELIVER IT TODAY!
IF THEY RESPOND “No way,” HERE IS THE DIFFERENCE FROM AN ORDER TAKER AND A CLOSER! HERE IS THE DIFFERENCE BETWEEN LOW INCOME EARNERS AND HIGH INCOME PRODUCERS! “NO” MEANS THEY HAVE AN OBJECTION, REAL OR IMAGINED!
(“NO” JUST MEANS, “______” - I NEED MORE INFO!)
DON’T PANIC! YOU ARE JUST STARTING TO BEGIN THE MOST IMPORTANT PART OF A CLOSER’S JOB!
Being a confident closer (that you will become shortly), and knowing and understanding how to handle OBJECTIONS is certainly the most exciting and challenging task you face.
Remember the 80/20 statistics?
The difference of confidently handling and overturning OBJECTIONS and failing to do the same is the difference in basic COMMITMENT and TRUST in your abilities and beliefs.
You WILL encounter resistance from most ALL your client’s in the future.
KNOWING HOW TO DEAL WITH CLIENTS, AND KNOWING YOU CAN DEAL WITH ALL OF THEM IS THE DIFFERENCE IN YOUR SUCCESS!
THE GOAL TO THE SALE
#8 – “DEFEND YOUR POSITION & CLOSE:
OBJECTIONS, STALLS AND CONDITIONS!”
Simply put, an “OBJECTION” is an OBJECTIVE REASON why a consumer says “NO” to your proposition. It does NOT mean they will NOT eventually change their mind!
A “STALL” is a SUBJECTIVE REASON why a consumer says “NO” to your proposition. It does NOT mean they will NOT eventually change their mind!
A “CONDITION” is a REASONABLE, OBJECTIVE REASON why a consumer cannot buy! It DOES mean they most likely CANNOT buy anywhere else, so you have lost nothing!
OBJECTIONS:
(4 Categories: Financial, Vehicle, Process, Personal Circumstance)
(Financial)
“Your price is too high”
“Your discount is too low.”
“Your payment is too high.”
“Your down payment is too much.”
“Your trade difference is not enough.”
“Your interest rate is too high”
“Your term is too long.”
(Vehicle)
“I don’t like the color.”
“I don’t want that equipment.”
“I want other equipment.”
“I don’t like your vehicle.”
“I don’t like your Make.”
“It is not comfortable.”
“It is too small.”
“It is too large.”
“It is too fast.”
“It is too slow.”
“It has too many scratches.”
“It needs too many repairs.”
“I want to shop around (because I don't like your vehicle?)”
“I want to drive your competition’s model.”
(Road to the sale - Process)
“I just want your best price.”
“I just want a brochure.”
“I don’t want to go inside.”
“I don’t want to give you my name.”
“I don’t want to give you my information.”
“I don’t want you to pull my credit.”
“I don’t want to drive your vehicle.”
“I don’t want you to drive my vehicle.”
“I don’t want to take delivery today.”
“I don’t want any help.”
(Personal circumstances):
“I am unemployed.”
“I don’t think my credit is good enough to qualify.”
“I don’t have insurance.”
“I don’t have my Driver’s License with me.”
“I don’t own a Driver’s License currently.”
“I don’t have title and registration with me.”
“I don’t have my cash, checkbook or credit card on me.”
“I don’t have my trade-in with me.”
“I don’t have my other co-buyer (spouse, partner, parent) with me.”
STALLS:
“I want to think about it.”
“I am not sure…”
“I need to consult with my…..”
“I don’t make quick decisions.”
“I want to sleep on it.”
“I am not ready to buy.”
“I want to pray on it.”
CONDITIONS: THEY JUST DIED IN FRONT OF YOU!
IN OTHER WORDS, YOUR GOAL SHOULD BE TO CLOSE ______________________% OF EVERYONE WHO YOU MEET!
Objections will be reduced, or at least be easy to overcome if you:
1- Always stay on the _____________________________________________
2- Transition ____________________________________________________
3- Utilize your sales_______________________________________________
4- Exude _______________________________________________________
5- Communicate to your clients your personal __________________________
6- Never give_____________________________________________________
7- Never_________________________________________________________
8- Adapt quickly to________________________________________________
9- Deliver _______________________________________________________
10- BELIEVE YOU WILL CLOSE ____________________ %
***THE ANATOMY OF THE CLOSING SYSTEM***
There exist 6 common elements of the perfect “Word Tract Closing System.”
1- RE-STATE THE OBJECTION, OR INITIALLY IGNORE BUT FILE AWAY
2- EMPATHIZE WITH THE OBJECTION
3- ISOLATE THE OBJECTION
4- GENERALIZE THE OBJECTION TO A UNIVERSALLY ACCEPTED TRUTH
5- SPECIFY A PARTICULAR TRUTH
6- UTILIZE THE CLOSING TECHNIQUE - AND MOVE ON!
THE “CLOSING SYSTEM” CONSISTS OF WORD TRACTS AND CLOSING TECHNIQUES THAT ARE USED SIMULTANEOUSLY.
“REDUCTION ____________________ CLOSE”
(PROSPECT) “I feel the payment is too high”
(CLOSER) "You are feeling that the payment is too high… Is there any other reason other than the payment, as to why you wouldn’t take this “Maxi-Van” home today?"
(PROSPECT) “Nope, that’s it. We love the Maxi-Van, I just don’t think we can afford it!”
(CLOSER) “I certainly can appreciate the need to stay within a budget. Earlier you mentioned that you could afford 425. Is that correct?
(PROSPECT) “Yes, and NOT a penny more. Your monthly payment is a hundred dollars higher at $525!”
(CLOSER) “I understand.”
(Take out your talking pad of paper and pen)
“Mr. Prospect, the difference between 525 and 425 is 100 per month, right?”
(PROSPECT) “Yes.”
(CLOSER) "Well, if we divided 100 by 30 days per month that would equal right at $3.33 per day, correct? To happily own the vehicle your wife really wants and deserves… couldn’t you both simply give up that one latte per day or give up one fancy dinner out per month? Which one would be easier to give up?”
(PROSPECT) “Well, I guess we could find something to trim out of the budget for a few dollars a day….”
(CLOSER) “Of course, we all can find a way to trim a few bucks a day from our budget. Should we title your new “Maxi-Van” in both your names or just one?”
(PROSPECT) “I guess in both names.”
PROCEED FILLING OUT THE DELIVERY PAPERWORK - NOW!
LOGICAL VS. EMOTIONAL
The “road to the sale” is a very logical progression. Yet, in fact, the reason why most people buy is NOT LOGICAL. In the end, it is typically EMOTIONAL. Logical selling points are used to essentially set up the emotional close. In our last scenario, a great deal of logic, generalized truths, specific acceptance all assisted to set up an emotional close.
… “To happily own the vehicle your wife really want and deserves….”
Was that logical? Maybe to a husband it was. But, wasn’t it really more emotional in nature?
***“SELL ON LOGIC, CLOSE ON EMOTION!"***
Telling a good emotionally enticing story is the lost art of selling. Selling automobiles using invoice pricing has diminished the ART and SCIENCE of SELLING. Go back to the basics! Make more money. Finding a solution to your client’s challenge is another great selling tool! Utilize your techniques. Utilize your personality. Maximize on your commitment to your client! NOTE: AFTER YOU CLOSE, BEGIN WRITING UP YOUR BUYER’S ORDER!
“Alternative __________________ Close”
Give your client two or three choices to choose from at the end of your close!
(CLOSER) “Would you prefer to own the Convertible in the Red, Black or the Burgundy?”
(CLOSER) “Do we title this with or without your middle initial?”
(CLOSER) “Did you decide on the 10 disc or the 6 disc CD player?”
(CLOSER) “Should we clean it up today or do you want to bring it back a few days?”
(CLOSER) “So who wants to drive it home first, you or you?”
“Little ____________________ Close”
When closing, ask a non-threatening “little” question that “hides” larger ownership intent!
(CLOSER) “May I see your insurance card?”
(CLOSER) “Will your girl friend be hoping to take this car down to Florida next weekend.”
(CLOSER) “Can you give me your John (Jane)Hancock right here?”
(CLOSER) “May I see your title?”
(CLOSER) “May I help transfer the stuff from your trunk… Do you need a box?”
“Sharp_________________Close”
This close is an industry favorite! You might recognize it. This technique focuses on a CHANGE of the consumer’s position as effected by a RECIPROCAL CHANGE of a counter position.
(“IF I COULD, WOULD YOU…?”)
(CLOSER) “Would you own this (VEHICLE) today, when the figures are agreeable?”
(CLOSER) “If we could take care of that issue, would you own it today?”
(CLOSER) “If we could show you a better solution to this challenge, would that satisfy you?”
(CLOSER) “Could you enjoy the benefits of the___ if we found a way to fit it in the budget?”
(What if you were to combineboth techniques?)
(CLOSER) “If we fit it into the budget, would you want the blue or gray leather?”
(CLOSER) “When we come to terms, would you prefer the red one instead of the blue?”
(NOTE: COMBINE CLOSING TECHNIQUES FOR EVEN MORE MAXIMUM EFFECT!)
THE 9 MOST COMMON OBJECTIONS AND STALLS SHOULD BE TOTALLY INTERNALIZED FOR MAXIMUM EFFECT.
When you can effortlessly overcome these 9 common objections and stalls, you will outsell most any other “salesperson.”
THE TYPICAL SALESPERSON CLOSES 1 OUT OF 7 CONSUMERS!
THE TYPICAL SALESPERSON QUITS AFTER 2 – 3 CLOSING ATTEMPTS.
THE AVERAGE CONSUMER WILL CLOSE ON THE 3 - 5 CLOSING ATTEMPT!
COULD YOU HANDLE 48 CLOSING ATTEMPTS? USE THE CLOSING SYSTEM, THE CLOSING TECHNIQUES, AND MASTER THE 7 COMMON OBJECTIONS BELOW. YOU CAN DO IT!
YOU CAN BECOME A “100% CLOSER!” THE IDEA IS TO MAKE 100% CLOSINGS YOUR GOAL.
(UNTIL YOU CLOSE 100%, YOU ARE NOT TRYING HARD ENOUGH!)
“PAYMENT TOO HIGH”
(PROSPECT) “I feel the payment is too high”
(CLOSER) "You are feeling that the payment is too high…Is there any other reason other than the payment, as to why you wouldn’t take this Maxi-Van home today?"
(PROSPECT) “Nope, that’s it. We love the Maxi-Van, I just don’t think we can afford it!”
(CLOSER) “I certainly can appreciate the need to stay within a budget. Earlier you mentioned that you could afford $425. Is that correct?
(PROSPECT) “Yes, and NOT a penny more. Your monthly payment is $525!”
(CLOSER) “I understand.”(*Take out your talking pad of paper and pen)
“Mr. Prospect, the difference between 525 and 425 is 100 per month, right?”
(PROSPECT) “Yes.”
(CLOSER) "Well, if we divided 100 by 30 days per month that would equal right at $3.33 per day, correct? To happily own the vehicle your wife really wants and deserves…couldn’t you both simply give up that one latte per day or give up one fancy dinner out per month? Which one would be easier to give up?”
(PROSPECT) “Well, I guess we could find something to trim out of the budget for a few dollars a day….”
(CLOSER) “Of course, we all can find a way to trim a few bucks a day from our budget. Should we title your new Maxi-Van in both your names or just one?”
(PROSPECT) “I guess in both names.”
BEGIN WRITING UP THE BUYER’S ORDER- NOW!
(*A quick note on understanding finance numbers.)
Understanding you are never to quote numbers that the desk is supposed to work up, having a basic knowledge serves as a tool to know up front how to assess closing on numbers. YOU ARE NOT WORKING YOUR DEAL. YOU ARE SIMPLY USING THIS KNOWLEDGE TO GUAGE AND PRESENT CLOSING EFFECTIVENESS.
FINANCE QUICK MATH – every $1000 financed (60 months) = app. $25/mo.
AMT. FIN. % LOW - HIGH
- 10K @ (60 mo.) $200 - $300
- 15K @ (60 mo.) $300 - $450
- 20K @ (60 mo.) $400 - $600
(*NEVER QUOTE RATES OR PAYMENTS ON YOUR OWN!)
“NOT ENOUGH DISCOUNT”/ “PRICE TOO HIGH”
See the page at the bottom
BEGIN WRITING UP THE BUYER’S ORDER- NOW!
“I WANT A BETTER DEAL”
(CLOSER) “I appreciate you want a better deal, everyone feels the same way including myself when I seek to own a new vehicle. Is there any other reason besides the “deal” as to why you wouldn’t own it today?
(PROSPECT) “That’s it!”
(CLOSER) “In terms of business pricing at the manufacturer level, every business knows they cannot charge too much or too little. If a business charges too much, they don’t move inventory and they go out of business. If they charge too little, they lose money and go out of business. Seems reasonable, so far? (Jump back in quickly) Well, we feel this is a fair market price and others felt the same way in the end. We have a few solutions for you. How much would you have wanted off the price? 1000?”
(PROSPECT) “$3000!”
(CLOSER) (take out your talking pad)
See the page at the bottom
(Closer) “Which of these choices makes more sense to you? (Keep rolling…) I would guess that these options would only run about $80 more financed, per month. That’s $2.66 or so per day. Is it worth it to own the options you really want and deserve?”
(PROSPECT) “I guess I could finance them in…”
(CLOSER) “Great, what is the best address for titling purposes?”
BEGIN WRITING UP THE BUYER’S ORDER - NOW!
“ARE YOU SEEING THE PATTERN YET?”
Many consumers exist who want to sell their trade because their father told them that you would not give enough for their trade. The “I AM GOING TO SELL MY TRADE OUTRIGHT” word track is virtually the same for “NOT ENOUGH FOR MY TRADE” word track.
“NOT ENOUGH FOR MY TRADE!”
UNDERSTAND THAT A TRADE-IN MORE OFTEN THAN NOT, MAKES YOUR TRANSACTION COME TOGETHER.
IT IS NOT YOUR JOB TO APPRAISE THE VALUE OF THEIR TRADE!
IT IS NOT YOUR JOB TO “PULL THE TRADE” OUT OF THE DEAL!
5 REASONS WHY TO KEEP THE TRADE IN THE TRANSACTION.
1- ___________________________________________________________________________
2- ___________________________________________________________________________
3- ___________________________________________________________________________
4- ___________________________________________________________________________
5- ___________________________________________________________________________
(ALLOW YOUR BOSSES TO DO THEIR JOB!)
(CLOSER) “You feel that your are not receiving enough value for your trade? I can appreciate that. A lot of people felt that way, as well. Is there any other reason other than getting more for your trade as to why we won’t trade keys today?
(PROSPECT) “ Nope, that’s it. My car is worth more than that.”
(CLOSER) “You are right, it is worth more than that - retail! We feel fair market trade value is $4000 DOLLARS. How much more in dollar amount do you feel you could sell it for on the open retail market?
(PROSPECT) “At least $7000! I saw 3 of them in the newspaper for that price”
See the page at the bottom
(CLOSER) “I am sure you are correct, ______! WELCOME TO THE CAR BUSINESS!” (Pull out your talking pad)
1- “______, you have just “BECOME A USED CAR SALESMAN!”
2- “The second thing you will have to do is clean up your vehicle. Most consumers wanting to buy a new vehicle want it looking and smelling brand new. They want a full-blown DETAIL… you know, seats taken out, carpet shampooed – like we do! How much do you think this will cost? $100?”
3- “Then you know that the consumer is going to want you to REPAIR the cracked windshield and put on new brakes. We both know that your car needs at least those two things from the appraisal we did. How much…..? $300?”
4- “Oh, and the tires, two of them you would have to REPLACE… safety issues… $200?”
5- “We spend $__(60,000?)__per month in ADVERTISING. It is the only way to attract buyers other than drive by, repeat and referral business. We also know it is going to take on average at least 60 – 120 days to sell a vehicle. Let’s say you get lucky and sell it in 60 days, 2 months OK? That will be at least $100, fair enough?”
6- “Are you going to park it at your house or on a major road? Parking it unattended and may create SECURITY problems. Make sure you get permission or it could be towed off. That’s expensive…”
7- “During the two months you will also incur MONTHLY PAYMENTS at $300/mo times two months equals… $600 AND 2 months DEPRECIATION at $200 per month times two months equals $400!”
8- “Then, ultimately there are the consumers wanting to look at your car…. Don’t send them to your house… you don’t really want them to come to your house if you are not there. You probably wouldn’t want them to know where you live anyways… Most certainly, you would want to show your vehicle – NOT your wife or kids, right? SAFETY is always an important issue, true?”
9- “You will get several calls of folks who just don’t show up or are very late. What is your TIME worth?”
10- “Finally, when you find someone who has some interest, THEY WILL INEVITABLY WANT A DISCOUNT… How much discount would you do? $1000? My boss would love to hire you! Most folks come in and want more than that. You did, right? But, let’s say you only have to knock off $1000….”
11- “When you finally sell the car, many people CAN’T GET THE MONEY together… this price range can especially be hard for people to pay cash or borrow the money!”
12- “Then you are LOSING your SALES TAX EXEMPTION. By law, the Department of Revenue can ONLY TAX THE DIFFERENCE on your trade value from the new purchase price of your next vehicle…. You already paid those sales taxes so you are EXEMPT on up to the taxable amount on $4000 in fair market trade value…. That’s __7%(?)__ times $4000 equals…. So approximately another $300 you are giving up?”
13- “What about the LEGAL LIABILITY… title, registration, paperwork, can they bring it back??? “Here John, why don’t you calculate these numbers on the calculator……………………. You are only going to NET $4000 after the end of it all…. WOULDN’T IT BE EASIER TO GO AHEAD AND JUST TRADE KEYS? (Roll on quickly) DOESN’T IT MAKE SENSE WHY MORE PEOPLE SIMPLY JUST SWAP KEYS AND START TO ENJOY THE NEW VEHICLE THEY WANT AND DESERVE????”
(PROSPECT) “uuuhhhh, I guess so!”
(CLOSER) “Great, you made the right choice… how do you want this vehicle titled, in your name, or Mary’s, or both?”
START WRITING UP THE BUYER’S ORDER - NOW!
(NOTE: PEOPLE BELIEVE MORE WHAT THEY SEE THAN HEAR! ALWAYS UTILIZE YOUR TALKING PADS, CALCULATORS AND USE THEIR (TIER LEVELED) NUMBERS TO ENSURE REALISTIC AND BELIEVABLE NUMBERS. THE NUMBERS HAVE TO MAKE MORE SENSE TO THE CLIENT THAN THEY DO TO YOU! LET THEM WIN THE NUMBERS THEY PICK. YOU CAN GUIDE THEM TO REALISTIC NUMBERS, AS WELL!)
“I WANT TO THINK ABOUT IT!”
THIS “STALL TACTIC” IS THE “STAPLE” OF THE CONSUMER HANDBOOK TO AVOID PRESSURE. PRESSURE IS CREATED INTERNALLY FROM THE “FEAR FACTOR” OF “THE GREAT UNKNOWN.”
IT IS IMPOSSIBLE TO KNOW THE OUTCOME OF EVERY DECISION ALL OF US WILL EVER MAKE IN OUR LIFETIMES. WE, AND CONSUMERS ALIKE, MAKE DECISIONS BASED UPON THE INFORMATION WE HAVE AVAILABLE TO US AT THAT TIME. ALLOWING THE EXTRA DOSE OF EMOTION TO GUIDE OUR PERCEPTION IS THE KEY TO SUCCESS IN AUTOMOTIVE SALES!
(CLOSER) “Owning a new vehicle is certainly an important decision you must carefully consider. I wouldn’t want you to do anything today if you felt I was pressuring you.”
(… Continue) “How many days would you need to ‘think about it’ – 2, 3, 4 days?”
(PROSPECT) “Probably a day or two. We’ll be back!”
(CLOSER) “In that time are you seriously going to consider this opportunity?”
(PROSPECT) “Oh, absolutely!”
(CLOSER) “Great, during that time you will need to consider 4 things… Am I the ‘right’ person to do business with? Have I been informative and up front with you?”
(PROSPECT) “Yes.” (Jump in quickly…)
(CLOSER) “Is this the right store, you trust in our good reputation and time in the community?”
(PROSPECT) “Well sure.” (Jump in quickly…)
(CLOSER) “On the test-drive, you mentioned you REALLY like the handling, comfort, the way it drove and you were especially happy with the equipment, even the color, right? SO IS IT THE BUDGET ISSUES?”
(PROSPECT) “… Yes, it is….”
(CLOSER) “Is there any other reason other than budget issues…???”
(PROSPECT) “Nope, that’s it!”
GO BACK AND START UP THE CLOSING SYSTEM AND TECHNIQUES REGARDING PRICE AND BUDGET!!
IF THEY SAY “NO, I just am not sure” (or anything that smacks of indecision) CONTINUE ON. ASSUME YOU CAN HELP THEM OUT!
(CLOSER) “I think I can help you a lot as I get what you are feeling! Some other consumers have felt the same way and what they found was if they take a piece of paper and write out the advantages and disadvantages, the answer would be plain to see. BUT, I think you have already AGREED that this is the right offer for you from the car to the budget… this is the SAME DECISION you will be faced with today or tomorrow or the next day, true? John, allow me to help you…. Just shake my hand!” (SMILE CONFIDENTLY! THROW OUT YOUR HAND, NOT TO FAST, NOT TOO SLOW AND THINK – THIS IS A DONE DEAL!”)
When the consumer shakes your hand, close now!
(CLOSER) “What address do you want it titled in?”
This consumer was simply afraid…(Will they making a wrong decision. Can they really afford it? Will they lose their job next week? Is Al Gore really right about global warming…?)
If they are still too undecided, pull out your Talking Pad! CONSIDER THIS NEXT TECHNIQUE!
“THE BEN FRANKLIN CLOSE”
(CLOSER) “John, do you remember Ben Franklin? Ben Franklin was one of the wisest men in American History. The decisions he helped shape and craft in our early infancy as a country were extraordinary. Those were very critical times, agreed? When Ben found himself stuck in between making such a decision, he formulated a very simple, practical way to make a decision. He simple took out a piece of paper and a pen, and he drew a line down the middle. On one side he wrote a “FOR” column and on the other, an “AGAINST” column. You don’t need to agonize alone about this. Let’s give it a try and if the reasons against owning our “MAXI-VAN” today are greater than the reasons for owning it, at least you can sleep well tonight knowing you had all the answers in front of you. FAIR ENOUGH?”
See the page at the bottom
UTILIZE THIS FABULOUS TECHNIQUE FOR ANY STALLS!
Notice, very little has ever been offered regarding NEGOTIATING with your client. If you ULTIMATELY NEED TO DISCOUNT TO SAVE A DEAL, ALLOW YOUR BOSS TO GIVE AWAY YOUR COMMISSION! (Again – Keep them away from the Desk!)
Hold your ground, build value, build mutual time and effort investment between you and your clients. *(Remember the Asian Philosophy of TIME…) BE PATIENT!
NOTE: NEVER QUIT. ALWAYS KNOW YOU WILL CLOSE AND DELIVER TODAY! VISUALIZE YOUR DELIVERY, TODAY!
THE GOAL TO THE SALE
#9 – SERVICE & BUSINESS DEPARTMENT INTRO
ULTIMATELY, DELIVERING THE VEHICLE TODAY IS YOUR ULTIMATE GOAL.
(CLOSER) “John, would you like to have your new vehicle titled in your name, your wife’s name or both names?”
(CLIENT) “BOTH!!”
(CLOSER) “OUTSTANDING!”(YOUR BUYER’S ORDER WAS ALREADY ON YOUR DESK BECAUSE YOU ARE PREPARED TO DELIVER THIS VEHICLE TODAY!)
Begin filling out your dealership’s BUYER’S ORDER –NOW!
After you are done, verify INSURANCE BY CALLING THEIR INSURANCE COMPANY. If they don’t have insurance, FIND THEM INSURANCE – NOW!
Having a rolodex full of insurance agencies and companies to shop is a good preventative cure against stalling the delivery TODAY!
(TRANSITION) “FOLLOW ME! I want to show you our award winning SERVICE DEPARTMENT." (Take them to the Service Department.)
Explain the:
1- Hours of Operation
2- Benefits of servicing and maintaining their vehicle… (at your Service Department.)
3- Any features your Service Department offers… (shuttle, Rent a Car, specials, etc.)
4- Introduce them to a SERVICE MANAGER who you have reciprocal agreements with.
5- Show them the PARTS DEPARTMENT, BODY SHOP and CUSTOMER LOUNGE.
SWAP OUT stuff from trade-in if applicable. YOU SHOULD ASSIST! Return to your office or DELIVERY LOUNGE with your clients.
CLOSER: “Next I will be introducing you to our BUSINESS MANAGER."(NOT F& I Manager)
"_______________, will be completing your PAPERWORK and also going over some VALUABLE OPTIONS YOU SHOULD STRONGLY CONSIDER THAT WILL BENEFIT YOUR OWNERSHIP EXPERIENCE. MAKE SURE ________________ SHARES INFORMATION REGARDING EXTENDED PROTECTION BENEFITS FOR YOUR AUTOMOBILE. ________________ WILL ALSO OFFER YOU….” (Dealership delivery gifts/benefits package.)
“Have a seat, I will come get you shortly. Can I get you something else to drink?”
THAT’S IT. YOUR BUSINESS MANAGER WILL EVENTUALLY CALL YOU IN. MAKE THE INTRODUCTION AND LEAVE THEIR OFFICE. MAKE SURE TO COMPLETELY GO OVER THE VEHICLE BEFORE THEY LEAVE. ANSWER ALL QUESTIONS REGARDING THEIR NEW VEHICLE. – (KEEP YOUR CSI HIGH!)
Inform them you will be following up in 3 days. Remind them that you want “CLIENTS FOR LIFE!” ASK FOR REFERRALS!
CLOSER: “Do you know anyone in the market right now?”
“CLIENTS FOR LIFE”
The American consumer does not enjoy the TYPICAL buying process. I know this, because in my 20 plus years in the industry, 7 years were devoted to my own “Automotive Location and Mediation Service.” I was the hired gun, commissioned by my clients to “find the right vehicle that would fit easily into their budget.” My clients loved me and showered me with REPEAT and REFERRAL BUSINESS. Here is what I learned about the consumer.
1- They really do NOT enjoy the car shopping process.
2- They want to get it over as soon as possible
3- They will be flexible if “the right vehicle fits easily into their budget.”
4- They want a quick, painless, easy deal.
5- They really want a “good, fair” price without the back and forth negotiations.
6- They want one automotive professional to handle their automotive needs.
7- They are easy to communicate with regarding their wants and needs if that is the initial focus of the relationship.
8- They would drive a long way to get to me.
9- They would work by appointment.
10- They really are not greedy.
11- They are very loyal when the right relationship is proven.
12- They don’t really have the time for homework.
13- They don’t really have the time to “shop ‘til they drop.”
14- Most really do not exhibit brand loyalty to the extent we might believe.
15- None exhibited loyalty or preference to a given store.
16- Virtually all purchased when, where and why I instructed them to.
IS THAT WHAT THE INDUSTRY HAS TAUGHT YOU? PROBABLY NOT!
RETHINK WHAT YOU KNOW ABOUT THE AMERICAN CONSUMER!
WHY DID THEY EXHIBIT THE TRAITS DESCRIBED ABOVE?
1- I made it easy for them (and still made the dealer and myself a fair profit!)
2- I did not waste their time. I worked a plan and planned the work.
3- They typically trusted me to take the very intensive Q&A research to choose the best vehicles they most wanted to check out. 70% bought the first vehicle I showed them - new and used.
4- There were usually no negotiations – (maybe occasionally a hundred dollars here or there.)
5- They “perceived” “good and fair pricing” because I educated them.
6- They hired me time and again instead of anyone else.
7- They told me everything that I need to know and I was honest with them.
8- They would drive an average of 20 – 50 miles to my office.
9- I would only work by appointment as a measure of professionalism and control.
10- There was no greed, just fit our “wants and needs.”
11- Notice, very little had been offered regarding NEGOTIATING with your client. If you ULTIMATELY NEED TO DISCOUNT TO SAVE A DEAL, ALLOW YOUR BOSS TO GIVE AWAY YOUR COMMISSION!
12- They were too busy to want to go shopping and waste a lot of time and energy.
13- They just wanted to find the “right vehicle that fit their budget the first time… if possible.
14- They bought all makes and models at different times in our association.
15- The store name didn’t matter to them – THE SALESMAN MADE THE DIFFERENCE!
16- They told me what they wanted during “Q&A” and I found the best match – the first time!
WHAT WAS SO UNUSUAL ABOUT MY AUTOMOTIVE BUYING SERVICE BUSINESS?
1- I did not have a desk and a phone at a dealership. I didn’t catch the “up bus.” First, I found them; and then they found me years later for repeat and referral business!
2- I learned how to successfully market. (Self-Promotion)
3- I learned to UTILIZE a sales system with NO DEVIATION. (Telephone, presentation and process – 3 systems.)
4- I was committed to my clients AND my fleet managers.
5- I was fair and honest – with everybody.
6- I constantly “sold” the “Clients for life” company mission and core values.
7- I knew the makes and models and all of their strengths and weaknesses and I could communicate those to my clients.
8- I was always closing.
9- I was typically having fun!
10- I stayed at one home for 7 years. (MY HOME!)
WHAT CAN YOU LEARN FROM MY EXPERIENCE? HOW DO YOU SET UP YOUR BUSINESS WITHIN A BUSINESS?
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
AUTOMOTIVE SELF-MARKETING
Waiting on the “up bus” is the slowest way to build your business. It is natural to wait around hours after hours, day after day, for your dealer to provide leads for you. The most successful automotive professionals understand that being a successful professional is more like OWNING YOUR OWN BUSINESS. Think of the store as a partnership. They are paying all of your fixed cost overhead for space, inventory, management staff, administrative staff, utilities, telephones, copiers, etc.
What if you considered this financial support as a blessing? To go pay for all these costs would be $10,000 per month. You get it for free! Take this opportunity seriously. They could have hired someone else! HANG YOUR “SHINGLE” by your dealership’s building! Treat what you do as YOUR OWN BUSINESS. This mindset will propel you to success!
1- Create your “brand identity.” Start with positive terms that best describe you: character, honesty, integrity, dedication, hard work. Pick your identity and roll with it.
2- Begin with personalized business cards. How about a professional head-shot? A picture describes 1000 words.
3- Consider magnetic business cards, as well. If you are on their refrigerator, they see you every day! How about pens, calendars, key chains? Specialty advertising businesses sell these items inexpensively. Get on the Internet or check out the yellow pages.
4- Get a day planner and index cards if you cannot afford a lap-top.
5- A cell phone is a must. Make sure your number is printed on your advertising materials.
6- Website templates can be purchased online for next to nothing. Hosting and domain registrations are also fairly inexpensive. Integrate your web name on all of your advertising. The Internet is an incredible opportunity to send E-mail reminders, birthday, holiday, and service reminders. Website building tolls are also cheap, if not free!
“LADIES AND GENTLEMEN, START YOUR BUSINESS!”
You will have to MARKET DAILY! You will have to be committed to growing your business. While owning Cooperative Automotive, I had the honor to “buy” 30 around vehicles from the Guinness Book of World Record holder for most vehicles ever sold. Larry Merritt had sold well over 20,000 automobiles during his career. He had his own support staff and the dealer gave him a free Corvette to drive every year! Larry basically sat at his desk and just closed deals. He made a bloody fine income. WE SHOULD ALL STRIVE TO OWN WHAT LARRY WORKED SO HARD FOR. HE WAS ALSO AT THE SAME CHEVROLET STORE FOR OVER 20 YEARS. THAT’S COMMITMENT! THAT IS YOUR BUSINESS MODEL!
***YOUR EVIDENCE FOR YOUR COMMITMENT IS YOUR PERSONAL EVIDENCE MANUAL!***
SELF- MARKETING
There are 7 MARKETING STRATEGIES you should employ 2 HOURS EVERY DAY!
1- Sphere of Influence
2- Strategic Alliances
3- Periodicals (AutoTrader, Newspapers, Craig’s List, etc.) - Marketing Phone Script is necessary!
4- Community Circulars
5- Personal Website
6- Service Department/Sales Department Orphan Files
7- Daily contact
SPHERE OF INFLUENCE
STRATEGIC ALLIANCES
INTERNET
COMMUNITY CIRCULARS
PERSONAL WEBSITE
SERVICE DEPARTMENT AND SALES DEPARTMENT ORPHAN FILES
DAILY CONTACT
PHONE SKILLS
(NOTE: YOU ONLY HAVE _____ SECONDS TO INITIALLY GET THEIR ATTENTION!)
OUTGOING PHONE SKILLS
Rules for giving good phone!
1- Identify yourself ASAP!
2- Identify your prospect’s name
3- Take the curse off the call
4- Get their attention – offer ______________________
5- Get agreement – “YES”
6- Set appointment Time and Date
7- Confirm they have pen and paper – GET THEM TO WRITE DOWN:
a- Appointment Time
b- Appointment Date
c- YOUR NAME & IDENTIFIER
d- YOUR CELL PHONE NUMBER
e- Directions
8- YOU WRITE DOWN THEIR INFO (a - d) NOTE: Get multiple numbers (h, o, c)
9- Stress the need to work by appointment only
10- Post-close (“call me if….”)
INCOMING
1- Sincere Greeting and YOUR NAME - “Thank you for calling ABC, this is __________”
2- Confirm THEIR NAME AND PHONE NUMBER – TAKE NOTES (Incoming CALL LOG)
3- Identify the purpose of their call
4- Get their attention – offer _______________ *NO PRICING ON THE CALL – EVER!
5- Get agreement
6- Set Appointment Time and Date
7- Confirm they have pen and paper – GET THEM TO WRITE DOWN:
a- Appointment Time
b- Appointment Date
c- YOUR NAME & IDENTIFIER
d- YOUR CELL PHONE NUMBER
e- Directions
8- YOU WRITE DOWN THEIR INFO (Incoming CALL LOG)
9- Stress the need to work by appointment only
10- Post-close (“call me if…”)
* (This assumes that the consumer is not calling in with a published, advertised price…)
MAXIMUM CLIENT RETENTION SYSTEM - 5 Steps
1- _________________________________________________________________________
2- _________________________________________________________________________
3- _________________________________________________________________________
4- _________________________________________________________________________
5- _________________________________________________________________________
Thirteen of the Greatest Informational Sources to Personal Growth, Wealth & Happiness
(… worked for me!)
1 to 3 Hours Every Day for 33 Days!
19.95 1 - Who Moved My Cheese Dr. Spencer Johnson Day 1
15.00 2 - Unlimited Power Anthony Robbins Day 2 – 6
7.50 3 - Psychocybernetics Dr. Maxwell Maltz Day 7 – 9
7.99 4 - Think and Grow Rich Napoleon Hill Day 10 – 12
7.99 5 - How to Win Friends and Influence People Dale Carnegie Day 13 – 14
16.99 6 - Zig Ziglar’s Secrets to Closing the Sale Zig Ziglar Day 15 – 17
14.99 7 - How to Master the Art of Selling Tom Hopkins Day 18 – 22
7.99 8 - You Can Negotiate Anything Herb Cohen Day 23 – 24
7.99 9 - The Greatest Salesman Who Ever Lived Og Mandino Day 25
7.50 10 - Manifest Your Destiny Dr. Wayne Dyer Day 26 – 27
7.99 11 - The Prayer of Jabez Bruce Wilkinson Day 28
16.95 12 - Rich Dad/Poor Dad Robert Kiyosaki Day 29 – 31
17.99 13 - Secrets of the Millionaire Mind T. Harv Eker Day 32 – 33
“ Just How Committed Are You?”
YOUR CONTRACT WITH YOURSELF
I AM GOING TO BECOME _____________________________________________________!
I AM WILLING TO INVEST TIME, MONEY AND EFFORT TO ACHIEVE THIS GOAL!
I WILL PURCHASE, READ, STUDY, BELIEVE AND UTILIZE THE 13 ABOVE STATED SOURCES OF MASTERING THE OVERWHELMING PRINCIPLES OF MY UNIVERSE.
I WILL FREELY SHARE THIS INFORMATION WITH OTHERS.
I UNDERSTAND AND AGREE THAT ONLY I CAN MAKE MY GOALS A REALITY.
I WILL NO LONGER BLAME OTHERS OR CIRCUMSTANCES, AND WILL NOW REJECT LUCK AND EMBRACE MY FATE.
I WILL ULTIMATELY ACCEPT THE FACT I MUST LET GO OF ALL OLD MISINFORMATION.
I WILL BEGIN MY PERSONAL REINVENTION - TODAY! I WILL BEGIN, RIGHT NOW!
Signed .…………………………………. ___/___/20____
Witness .…………………………………. ___/___/20____
GOALS
1- Dream
2- Identify your goals
3- Write them down
4- Make a PLAN
5- VISUALIZE GOAL OBTAINMENT
6- Execute the PLAN
7- Re-check! (Did you accomplish your GOAL?)
See page at the bottom
SAMPLE DAILY SALES LOG SHEET
See page at the bottom
CONGRATULATIONS!
YOU HAVE TAKEN YOUR FIRST STEP TO BECOMING A PROFESSIONAL AND PROFESSIONALS EARN FAR MORE THAN NON-PROFESSIONALS!!