A guide to forming lasting customer
relationships as well as earning the income
          you always dreamed of.

        ...
“My career as a leader completely depends upon
my constant thought of others and how I can meet
their needs so they will s...
David J. Long
                     Career Highlights
Salesperson of the Year at one of the countries number one volume
   ...
Table Of Contents

About The Author…………………...1

Foreword……………………………..3

Preface………………….……………..4

Essence Of Innovation…………...
FOREWARD




 “This book will not only take the experienced
sales or managerial person to the next level, it is
 also vita...
PREFACE

    “It is my sincere intent that every sales
professional that is introduced to this book will
 benefit fundamen...
Essence Of Innovation




“Everything that can be invented already has been.”
   This statement was released in 1899 by th...
Overview
     What you are about to read will revolutionize the
   automobile industry. It is an in-depth look at how top-...
Selling Process

For Sales Managers




Would YOU buy from YOU?




          7
1.) Know your sales associate’s strengths and
weaknesses:
       a. By tracking Demo %, T.O.%, closing %,
be-back numbers,...
v. “Here is what you can expect from us today:
once (Sales associate’s name) helps you select the right
vehicle, we will p...
ii. Closing the deal, or getting the bump will be
much, much easier when you’ve already had some type
of genuine connectio...
5.) Take the temperature

   a. After the demo drive and feature benefit
   presentation, if the associate is on track, th...
i. Physical and emotional availability is
                      mandatory.

          ii. Be sure the last deal or two has...
establish why they are not able to make a buying
decision today. Then, overcoming all of the
customer’s objections is our ...
Explain what the holdback is and show them our
actual cost. (new car)

   c. Show them all of the available incentives on ...
9.) Exit package

         a. An exit package will include:

           i.) A copy of the actual invoice (new car)

      ...
10.) Starting the deal

 A deal should only be started when ALL the steps are
 completed. If anything is unfinished, we ha...
12.) Maintaining Profit

  a. Obviously, some associates will be better at
maintaining profit than others. Remember howeve...
you for being so patient. I really believe if you
       allow me to, I can help things move along very
       quickly.”

...
Sales Process

             For Sales Associates




“Information based selling is really what works best.
Stop withholdin...
1.) Know Your Own Strengths and
Weaknesses

      a. Track your guests taken, appointments set,
appointments shown, demo d...
3.) Build Rapport

   a. Once inside, spend some time talking
about anything but cars.

       1.) Suggestions include; fa...
they need)

        3.) Must have options? (Things they really
need)

        4.) Buying Motivators? (Safety,
Comfort/Conv...
you say: “ How’d you get them so low?”

         They might say something like, “ You
         think that’s low?”

       ...
customer exactly where you are going and an
   estimate of when you will be back.

   * Now go out to the lot and pull up ...
pass, or at least say hello as your passing by
other associates or customers.

    c. Use key materials that set you and y...
b. With a no/maybe, ask, “Obviously,
      you have a reason for saying that, do you
                           25
      m...
do that for you. Also, you will not lose the
     ability to steer the vehicle away from
     hitting the deer!

   b. Be ...
benefits. Then, drive off the lot.

         b. Switch drivers at the first designated
         stop (off the lot). The no...
1.) “Who is the first person you will show your
   new car to?”

2.) “What number (make/model) will this be?”

3.) “ Mr./M...
forward?” Keep saying “Other than _____…”
      until every objection is out of the way. Once all

      objections are ou...
b. When the silent appraisal is
         complete, be sure that no matter what,

         to compliment the customer on th...
12.) Check Availability

         a. You want to create a sense of urgency
         when coming into work the deal. First ...
the value of their trade. (We refer to this as a
“hit figure” or a “starting point”.)

a. Go back to the customer and with...
appraised. When the manager is finished, go
       back to the desk.

       d. After leaving the desk with your new
     ...
customer know that they may need to pay more or
   receive less for their trade.

              i. After the sale is close...
d. Review the delivery checklist with
the customer. Explain all of the
features and options the car has.

e. Offer an orie...
Follow Up (Sold Customer)
a. Same day – to thank them for
coming/buying

b. Next day – any questions on
paperwork/function...
Be sure to keep in contact with your
   customers. Send holiday cards, birthday
    cards, etc… Also, call once every thre...
Follow Up (Shopper)
  a. Same day – to make sure they made it
  home safely and see if they have any
  questions you can a...
e. Two week – This follow up should happen as
   often as needed. Each call should have a
   specific purpose; such as ano...
Word Tracks For Commonly Heard

                Customer Statements

                      “I’m Just Looking”


 “Great si...
“No/Maybe”


 “Obviously you have a reason for saying “No/Maybe” do you
  mind if I ask what that is?” (Listen to their co...
Price From Another Dealer


  “Whoa! Please keep that information to yourself. It wouldn’t be
fair to you and certainly wo...
QUOTES
       “There   is no substitute for hard work.”
                    Thomas Edison



“You don’t have to be great t...
“To respond is positive, to react is negative”
                        Zig Zigler

      Ability is important in our quest...
Testimonials
“I’ve been in the car business for 30 years and I have never seen
another process like this. It works, I wish...
Final Thoughts On Successful
                           Selling
   Concentrate on the activities of prospecting, presentin...
Notes

_____________________________________
_____________________________________
_____________________________________
_...
Notes


_____________________________________
_____________________________________
_____________________________________
...
Notes

_____________________________________
_____________________________________
_____________________________________
_...
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Successful Selling

  1. 1. A guide to forming lasting customer relationships as well as earning the income you always dreamed of. By: David J. Long
  2. 2. “My career as a leader completely depends upon my constant thought of others and how I can meet their needs so they will stretch and grow in order to realize their maximum potential.” -David J. Long
  3. 3. David J. Long Career Highlights Salesperson of the Year at one of the countries number one volume dealerships. Sales Trainer for one of Forbes Fortune One-Hundred companies. Credited with leading one of the countries Fortune One-Hundred companies to the most improved dealer in the United States. Five-time winner of the Cadillac Master Dealer Award. Most improved sales, profit, and customer satisfaction dealer in all of AutoNation in 2000 and again in 2002. 1 of 20 General Managers selected for the General Manager Success Profile Program. Three time Mark of Excellence Award winner. Presidents Award winner. Recognized amongst the top three in the country in the Standards For Excellence Program. Number one Customer Satisfaction Index dealership in sales and service for Cadillac Motor Division in 2001. AutoNation’s most improved retailer in 1999 Advanced from sixty-third to fourth place in Pontiac sales in the Southeast in one year. 1
  4. 4. Table Of Contents About The Author…………………...1 Foreword……………………………..3 Preface………………….……………..4 Essence Of Innovation………………5 Overview……………………………..6 Sales Managers………………………7 Sales Associates……………………..19 Follow Up………………………...….37 Common Concerns…..……………..41 Quotes………………………………..44 Testimonials…………………………46 Final Thoughts………………………47 2
  5. 5. FOREWARD “This book will not only take the experienced sales or managerial person to the next level, it is also vital to the new salesperson coming in to learn truly the right way to sell in today’s automobile business. David is a true pioneer and I highly recommend his book to every person at every level in the industry.” -Anthony Ferdinand *Past President of Ferdinand’s Auto Sales Inc. *Owner of 2 dealerships 3
  6. 6. PREFACE “It is my sincere intent that every sales professional that is introduced to this book will benefit fundamentally and financially in their sales career. My experience in every level of the car business, from detailer to owner, has shown me that there are some basic skills that when mastered, will lead to a highly profitable career. Selling is a science that is learned, not inherited. By learning the steps in this process, you will revolutionize an industry that has typically been viewed with negativity. You can sell honestly, with integrity, and make money doing it!” -David J. Long 4
  7. 7. Essence Of Innovation “Everything that can be invented already has been.” This statement was released in 1899 by the United States Patent Office. If these “experts” ran the world, we would still be sitting in the dark. It is our responsibility to shatter outdated thinking and explore the realm of the untested; it is here that breakthrough opportunities are waiting to be discovered. Every successful person I have ever met fully understands that in order to do anything exceptional, first you must master the basics. If you have not yet accomplished all you had hoped, here is “HOW” you can. HONEST- be rigorously honest with yourself about your current skill level. OPEN-MINDED- be open minded enough to consider new ideas and thoughts. WILLING- be willing to work at your own pace to improve yourself daily. Concentrate on what needs to be changed in you as opposed to how everything else needs to change. 5
  8. 8. Overview What you are about to read will revolutionize the automobile industry. It is an in-depth look at how top- performing dealerships maintain high sales volumes while maximizing profits. At the same time, it is a customer- oriented process. It keeps the customer’s wants and needs as a top priority. To succeed in the current sales industry, it is imperative that salespeople and sales managers are willing to provide as much information as possible. Today’s new age buyer requires a new age sales professional. This guide will take you step-by-step from the initial handshake, to following up with the buyer a year after they purchase, all with an honest, straightforward approach. In addition, this guide includes responses to some of the toughest objections a customer might have. No matter what your circumstances are, whether you are a seasoned professional, or a salesperson on their first day, there is no doubt you can learn and grow by mastering the skills found in this book. 6
  9. 9. Selling Process For Sales Managers Would YOU buy from YOU? 7
  10. 10. 1.) Know your sales associate’s strengths and weaknesses: a. By tracking Demo %, T.O.%, closing %, be-back numbers, and gross for every sales associate, you greatly increase your chances of being an effective manager. 2.) Traffic Control a. Lot and showroom coverage are a couple of the most important aspects of sales management. 3.) Early Manager Introduction (E.M.I.) a. Every customer should be greeted by a manager within the first five to ten minutes of arrival: i. “ Welcome to (Dealership Name). My name is __________ and I am the sales manager. Your name is ________? ii. Write the name down or be sure to remember it and use it often. iii. “You’re in great hands with (Sales associate’s name).” iv. Build brief rapport. “ Where are you from? How long in the area? Etc…” 8
  11. 11. v. “Here is what you can expect from us today: once (Sales associate’s name) helps you select the right vehicle, we will provide you with a price on our vehicle, a value on yours, along with estimates on down payments, monthly payments, and even interest rates. Fair enough?” vi. “Oh, and as I prepare this information for you, what is most important for you to accomplish today?” *If the customer says anything about “Just wanting to get financed” go straight to the customer statement. (Credit Application) b. The main reason for early involvement is so that the customer realizes how important they are to us and that we are extremely interested in making their overall experience pleasant. COMPLETELY SATISFIED IS OUR GOAL c. Even though this early involvement will be brief, the benefits will be tremendous: i. If the associate is not able to get a commitment, your friendly, familiar face, in most cases, can commit them. 9
  12. 12. ii. Closing the deal, or getting the bump will be much, much easier when you’ve already had some type of genuine connection. iii. doing information overload will be more effective. iv. If you need to range them, it’s believable. v. If you have a C.S.I. issue, resolving it is MUCH easier than with someone you’ve never met. 4.) Monitor a. Pay close attention to the associate and customer’s body language: i. Don’t ignore the elephant in the room! When you notice indifference, pop in and redirect. ii. Getting involved too early is always better than too late. iii. This is another area where knowing your associates strengths and weaknesses will help. iv. It’s also important to pay attention to your associate’s emotional state. If they are not on top of their game, you will need to be more involved. 10
  13. 13. 5.) Take the temperature a. After the demo drive and feature benefit presentation, if the associate is on track, the customer will be seated. i. This is the perfect time to stick your head in and make sure all the customer’s needs are being met. ii. Ask some closing question’s to make sure the deal is on track. “How did you like the way the car drove?” (confirm the test drive) “ Is there anything you would add or delete from the vehicle if you could?” (their response will let you know if you have selected the right vehicle.) 6.) Setting up the deal a. Having the right frame of mind is vitally important. 11
  14. 14. i. Physical and emotional availability is mandatory. ii. Be sure the last deal or two hasn’t fouled up your head. b. Don’t let the salesperson convince you that they know the customers intentions. You never know what kind of day they are having, or if his/her head is in the game. c. How often have we believed the salesperson when they told us “…We’ve got nothing here…” In many cases, a poor meet and greet, no demo drive, along with little or no enthusiasm, is what the customer experienced. If we shuffle out, card in hand, and thank them for coming in, what have we accomplished? Not much! Inject enthusiasm and redirect the visit. 7.) Taking the Turn Over a. Taking the T.O. is not to thank the customer for coming in. (E.M.I. did that) b. Having the customer Turned Over is to 12
  15. 15. establish why they are not able to make a buying decision today. Then, overcoming all of the customer’s objections is our goal. c. Use the objection staircase: i. Take the objection and ask, “Obviously you have a reason for saying that, do you mind if I ask what that is?” ii. Isolate the objection and ask, “Other than ______, is there anything else?” *If you are able to have the customer agree to do business now, go to Step 10 in the process. *With a non-committed customer, perform information overload. 8.) Information overload The point of information overload is to turn a shopper into a buyer, not to prepare them to shop. a. Obtain the invoice and a vehicle incentive sheet from the desk. (new car) b. Review the invoice with the customer. 13
  16. 16. Explain what the holdback is and show them our actual cost. (new car) c. Show them all of the available incentives on the vehicle they’re interested in. *Once you have thoroughly reviewed all the information with the customer, take a “halftime.” Halftime Word track: 1.) “Is there any other information you would like to have before we wrap this up?” (Wait for the customer to respond) 2.) “Now that you have all the information you need to make a well-informed decision, do you think you can accelerate your decision and move forward?” *If you cannot get a commitment, be sure to give them an exit package every time. 14
  17. 17. 9.) Exit package a. An exit package will include: i.) A copy of the actual invoice (new car) ii.) A price guarantee iii.) A range on the trade *This is a last attempt/ worst-case scenario. *These items will make it so that the customer HAS to come back. (Think about it. The customer has received MORE information and courtesy than they will receive anywhere else.) 15
  18. 18. 10.) Starting the deal A deal should only be started when ALL the steps are completed. If anything is unfinished, we have to send the associate back. Also, you MUST have a firm commitment. a. If you know your associates well, it will be easy to tell if they have a sincere commitment. b. If you are not 100% sure about the commitment, go in and firm it up. 11.) Penciling the deal a. Prepare a worksheet to start the deal. b. We need to quickly role-play with the associate before they go back to the customer. i. It’s not always what they say, but how they say it. It’s your job to fire them up! ii. Make sure they appear to be confident. If they cannot say it to you, they will never be able to pull it off with a customer. 16
  19. 19. 12.) Maintaining Profit a. Obviously, some associates will be better at maintaining profit than others. Remember however, it is the job of the desk to hold gross. 13.) Second pencil a. It is imperative that you make sure your associate maintains control. b. Some customers will allow five or six pencils, some will only stand for one. c. It is important to pay close attention to the interaction between the associate and the customer whenever possible. 14.) Final Turn Over (T.O.) a. After negotiating with the associate, the customer may be starting to get worn out, or losing patience. b. The first word track you use will most often make or break the deal. *Suggestion: “Mr. and Mrs. ____ , thank 17
  20. 20. you for being so patient. I really believe if you allow me to, I can help things move along very quickly.” 1. It is important that they know you are a decision maker, and be sure to give them hope for gain. 2. Have the associate stay with you and the customer when negotiating. It would be best if they do not speak unless you ask them a question. 3. Negotiate with confidence! a. After you have received an offer from the customer, be sure to receive a partial payment and authorization. (Customer signs the offer) If no deal is made, be sure not to let the customer leave without an exit package. 18
  21. 21. Sales Process For Sales Associates “Information based selling is really what works best. Stop withholding information. Lets change the industry one deal at a time!” David J. Long 19
  22. 22. 1.) Know Your Own Strengths and Weaknesses a. Track your guests taken, appointments set, appointments shown, demo drives, write-up situations, and sales. This will help you know your strong and weak areas. Then practice on your weaknesses, and continue to work on developing your strengths. 2.) Meet and Greet a. “Good morning/afternoon! Welcome to (Name of Dealership). My name is _______, and you are?” b. “Are you here to see anyone in particular?” (no) c. “Good! What great things are happening in your life today?” d. Use the 5 minutes inside will save 30 minutes outside word track: “If you will give me five minutes inside, I’m sure we can save at least thirty minutes outside by narrowing down our selection.” 20
  23. 23. 3.) Build Rapport a. Once inside, spend some time talking about anything but cars. 1.) Suggestions include; family, location, weather, or occupation. 4.) Needs Analysis/ E.M.I. a. Ask high quality questions. Each question has reasoning behind it. b. First, get their name, address and the two best phone numbers to reach them at. c. Then, ask questions to better diagnose the customer’s needs. Remember: Even though a customer may tell you… “ I just want that car over there.”… A doctor doesn’t just come into the office and ask you what medicine you need. He asks questions and identifies what your needs are. d. Examples of questions to ask: 1.) What brought you in today? (Price in paper? Used car ad? Internet price?) 2.) Vehicle of interest? (What they think 21
  24. 24. they need) 3.) Must have options? (Things they really need) 4.) Buying Motivators? (Safety, Comfort/Convenience, Performance, Styling, Size, Economy) (These are the hot buttons you will use later) 5.) Colors: Light or Dark? (Don’t limit yourself to one or two colors) 6.) Current vehicle/miles? 7.) Are they trading it in? (You want to know this before you work a deal) 8.) Likes/Dislikes? 9.) What current vehicle is used for? (5 miles to work, or hauling heavy equipment) 10.) Are you currently making payments? (yes) No matter what they say their payment is, 22
  25. 25. you say: “ How’d you get them so low?” They might say something like, “ You think that’s low?” “Well, I’ve seen people come in paying a lot more money for a lot less car.” 11.) Who are you making those payments to? 12.) When is your next payment due? 13.) What would you like to accomplish today? (Their intent) e. Sales manager then performs E.M.I. (Early Manager Introduction). Salesperson introduces manager and creates a buying environment. 5.) Select the Right Vehicle a. Select a vehicle that best suits the customers wants and needs. If you are unsure, consult your manager before selecting a vehicle. * Two heads are better than one! A view from outside the situation may provide the best solution. *When you leave to select the vehicle, tell the 23
  26. 26. customer exactly where you are going and an estimate of when you will be back. * Now go out to the lot and pull up the vehicle. a. With the climate control running, park the car with the passenger side to the dealership. Try to park in a shaded area or close to an exit. b. Go in and get the customer. Always say,“ I have something exciting to show you, follow me!” 6.) Tour Dealership a. While walking out, sell the dealership by success stories of the sales, service and parts department. 1.) Examples: Presidents Award Winner, Award Winning Sales Department, Award Winning Service Department, CSI Awards, etc… b. Introduce to other employees that you 24
  27. 27. pass, or at least say hello as your passing by other associates or customers. c. Use key materials that set you and your brand apart from the rest of the competition. 1.) Number of stores you have. 2.) Number of years in business. 3.) Family/Publicly owned. 4.) Anything you feel proud about that would ultimately benefit the customer. 7.) First Trial Close 1. When you arrive at the selection, ask “ Visually, is this everything you were hoping your next car would be?” a. With a “yes” move to the next step. 25
  28. 28. b. With a no/maybe, ask, “Obviously, you have a reason for saying that, do you 25 mind if I ask you what that is?” Overcome the objection and move forward or select a new car. 8.) Vehicle Tailored Presentation a. Describe the features, benefits, and real benefits to the customer. Example: 1.) Feature: Anti-Lock Brakes 2.) Benefit: Allows better handling during emergency braking situations by allowing the driver to slam on the brake pedal and have the car automatically pulsate the brakes. This keeps the car from losing control by skidding. 3.) Real Benefit (story): Imagine you are driving in a rainstorm, suddenly a deer runs out in front of you and you have to slam on the brakes. Wouldn’t it be nice to know you won’t have to worry about pumping the brakes, because the car will 26
  29. 29. do that for you. Also, you will not lose the ability to steer the vehicle away from hitting the deer! b. Be sure to specifically address the customer’s wants and needs. If the customer is mainly concerned with performance, you don’t need to spend as much time talking about comfort. The customer is only listening to what they want to hear. c. Remember though, to generally discuss many of the other features the car has. Don’t limit yourself to just the hot buttons. d. Be sure to have the customer involved in the presentation by asking them questions, such as: “Can you see the value in that?” 9.) Demo Drive/ Trial Close a. End the presentation with the customers inside the car. You should be in the drivers seat. The primary driver sits in the back seat and the non-primary driver in the front passenger seat. Explain the interior features, benefits, and real 27
  30. 30. benefits. Then, drive off the lot. b. Switch drivers at the first designated stop (off the lot). The non-primary driver should drive first and the primary driver should be in the passenger seat. Adjust the seat and mirrors to ensure that he/she is comfortable. c.It is imperative that the non-primary driver drives the vehicle. This is so that it cannot be used against you in a closing situation. 2.) Example: The wife drives the car, but when it comes the close, the wife asks the husband, “What do you think?” He then says: “I don’t know, I never drove the vehicle!” d. Have the driver pull over (halfway) in a safe area. Direct everyone out of the car. Stand back about 15 feet from the vehicle. This is when you will want to ask three important questions to make sure you’re on the right track. 28
  31. 31. 1.) “Who is the first person you will show your new car to?” 2.) “What number (make/model) will this be?” 3.) “ Mr./Mrs. ____, where is the first place you’ll take your new car?” e. Before having the primary driver drive the car, ask, “At this point, is this car still everything you were hoping your next car would be?” This takes the temperature of the customer, and once again, let’s you know if you’re on the right track. f. Once back to the dealership, have the primary driver pull the car into the “Sold Row.” Step back, look at the car and ask: ”Mr./Mrs. ____, have I done a fairly good job helping you select the car that you would like to move forward on?” g. With a “no/maybe” say, “ Obviously, you have a reason for saying that. Would you mind if I ask what that is?” Uncover the true objection by saying, “Other than ____, is there anything else that would prevent you from moving 29
  32. 32. forward?” Keep saying “Other than _____…” until every objection is out of the way. Once all objections are out of the way, actively listen to confirm that you are aware of all their concerns. Then discuss them, one at a time, until all concerns are addressed or you have switched vehicles. If you have to switch vehicles, repeat Vehicle Tailored Presentation, Demo Drive, and Trial Closes. h. With a “Yes,” say, “So, that we don’t get too far ahead of ourselves, or I don’t assume anything, are you comfortable moving forward when all the terms meet or exceed your expectations?” *This will confirm your commitment. 10.) Silent Appraisal a. Do a silent appraisal. Get the year, make, model, etc. (Ask the guest for their registration.) Ask, “Would you mind if I take a closer look at the vehicle you are replacing?” Touch all the dents, dings, scratches, etc. Try not to speak! 30
  33. 33. b. When the silent appraisal is complete, be sure that no matter what, to compliment the customer on their car. 1.) “ It appears to me that you have taken really good care of your car.” * Or if the car is really banged up: “To me, it appears you made a very good decision when making your last purchase.” c. When finished, ask, “ Mr./Mrs. ____, would you like something to drink while we go in and wrap up the details?” 11.) Introduction To Service a. Introduce the customer to a service manager or service advisor. If the service department is closed, make the customer familiar with the location and give them a service advisor’s business card. 31
  34. 34. 12.) Check Availability a. You want to create a sense of urgency when coming into work the deal. First say “Since this is obviously the vehicle you would like to take with you today, let me take a minute to make sure that it is still available.” Then tell a story about why we do this. Example: “Just last week there were two sets of customers trying to buy the same car, one went home happy and the other went home disappointed. I don’t want that to happen to us.” b. Fill out a worksheet and appraisal form and take it to the desk. 13.) Work The Deal a. The desk should start your deal with a range on what we have been paying for trades like theirs. The reason we do it this way is to not lose any credibility if the customer has an unreasonable expectation on 32
  35. 35. the value of their trade. (We refer to this as a “hit figure” or a “starting point”.) a. Go back to the customer and with excitement, say: “Great news! At this point, your car is still available.” Then say something to relax them. Example: “I pride myself on being a low-pressure salesperson. If for any reason you are not completely satisfied with the terms, will you simply tell me no?” b. Negotiate with the customer until you receive an offer. Have the buyer authorize the offer and ask for a partial payment. (check, cash, etc…) This will ensure that an emotional purchase has been made. c. Take the authorized offer, trade keys, appraisal sheet, and the partial payment to the desk. Sit back down with the customer and build rapport while the trade is being 33
  36. 36. appraised. When the manager is finished, go back to the desk. d. After leaving the desk with your new selling price, what you will say will depend on the type of customer you have: 1.) Payment Buyer 2.) Trade Buyer 3.) Difference Buyer 4.) Out The Door Buyer Proceed with very steady, confident Negotiations e. With every drop in price, resell value! Refer to the equipment that appeals most to the customer. List one item at a time during the process. f. Come to an agreement on numbers or terms, and have the customer authorize the new offer. Let the customer know you are going to work hard for them. 1.) Before going to the desk with their offer, ask the customer to please be a little flexible. This lets the 34
  37. 37. customer know that they may need to pay more or receive less for their trade. i. After the sale is closed, complete your paperwork and get it to F&I. 14.) Introduction To F&I a. Set a specific time expectation. Slow the customer down so that F&I can effectively interview the customer and present the menu. 15.) Delivery a. Review the sales CSI survey. Make sure the customer knows how vitally important it is to you and your career. b. Set their first service appointment. c. Review the Owners Portfolio. (owner’s manual, service schedule, warranty information, etc.) 35
  38. 38. d. Review the delivery checklist with the customer. Explain all of the features and options the car has. e. Offer an orientation drive to familiarize them more with the vehicle. 36
  39. 39. Follow Up (Sold Customer) a. Same day – to thank them for coming/buying b. Next day – any questions on paperwork/functions c. Three day – C.S.I. survey d. One week – making sure car is great e. Two week – referrals/ C.S.I Survey f. One month – checking in/ confirm satisfaction g. Three month - checking in/ confirm satisfaction h. Six month - checking in/ confirm satisfaction i. Nine month - checking in/ confirm satisfaction j. One Year – Anniversary! 37
  40. 40. Be sure to keep in contact with your customers. Send holiday cards, birthday cards, etc… Also, call once every three months to ask for referrals and check on them and their car. It is also a good idea to keep notes on every follow up call so you are able to remember your last contact and what was discussed. 38
  41. 41. Follow Up (Shopper) a. Same day – to make sure they made it home safely and see if they have any questions you can answer. (Ask for the next appointment.) b. Next day – to thank them for coming in the day before and make sure you didn’t miss anything. (Give them a reason to set an appointment.) c. Three day – to see if they have any questions or concerns. Bring up something personal you found out about them. ( “How’s Oscar, your cat?”) This creates a more personal relationship. (Ask for the next appointment.) d. One week – It’s been a whole week since our first meeting. Are there any automotive needs I can help you with? (Ask for the next appointment.) 39
  42. 42. e. Two week – This follow up should happen as often as needed. Each call should have a specific purpose; such as another car to look at, new programs, or something that will benefit the customer. It’s not so much what you say, but how you say it. Transferred enthusiasm will equal more sales and more profit per sale. 40
  43. 43. Word Tracks For Commonly Heard Customer Statements “I’m Just Looking” “Great sir/ma’am, that’s where it all starts. I agree with you. It’s wise to shop. If you would allow me to, I would like an opportunity to give you all the information you need to make a well-informed decision. Fair enough? Come with me!“ “What Is Your Best Price?” 1.)” Great sir, giving you a price is the easiest part of my job. Not only would I like to give you a price on our car, but give you a price on your car along with estimates on monthly payments, down payment, and interest rate. Fair enough? Come with me!” 2.) (tough customer)” Sir, is there anything I can do to get you to pay more for this car than it’s worth to you? (NO) I certainly didn’t think so. So since you’re in charge of price, why don’t we find a car that best suits your needs. Fair enough? Come with me!” I Want To Think About It “Obviously, you have a reason for saying that you need to think about it, do you mind if I ask what that is? It’s been my experience that it’s usually one of two things that someone would need to think about. Would you say that it’s the vehicle or the price? “ 41
  44. 44. “No/Maybe” “Obviously you have a reason for saying “No/Maybe” do you mind if I ask what that is?” (Listen to their concern and say) “Other than (the concern) is there anything else?” (Keep saying “other than” until every concern is uncovered.) Alternate Response for “No/Maybe” “I’m not saying I can but if anyone can get that done for you it would be me. I will work for you!” ,Price Objection (“18,999, is that the best you can do???”) “Well, I’m not saying that’s the best we can do, but I will tell you this, we would never miss your business over profit.” (Or use best the best price word track) Ten-Minute Buyer “No problem sir/ma’am. Please allow me to get you ALL the information you need so that when you have more time you will consider me.” (After 8 minutes, be sure to acknowledge, “We only have two minutes left.” 42
  45. 45. Price From Another Dealer “Whoa! Please keep that information to yourself. It wouldn’t be fair to you and certainly wouldn’t be fair to me. I believe once you have the opportunity to review our details, you will find that your expectations will be exceeded. Fair enough, come with me!” I’m Not Buying Today “I understand. What I would like to do for you today is give you all the information you need to make a well-informed decision so when you are ready, you will consider me. Fair enough, come with me!” Key Words And Phrases Certainly! No problem! My pleasure! Be happy to! 43
  46. 46. QUOTES “There is no substitute for hard work.” Thomas Edison “You don’t have to be great to start, but you have to start to be great.” Zig Zigler “No matter what business you’re in, you can’t run in place or someone will pass you by. It doesn’t matter how many times you’ve won.” Jim Valvano “My motto was always to keep swinging. Whether I was in a slump or feeling badly or having trouble off the field, the only thing to do was keep swinging.” Hank Aaron “Things may come to those who wait, but only things left by those who hustle.” Abraham Lincoln “It is not up to anyone else to make me give my best.” Hakeem Olajuwon 44
  47. 47. “To respond is positive, to react is negative” Zig Zigler Ability is important in our quest for success, but dependability is critical. Zig Zigler “Question, Assess, Diagnose, and Prescribe.” Todd Duncan “It is easy to get to the top after you get through the crowd at the bottom” Zig Zigler “People don’t care how much you know until they know how much you care.” Todd Duncan “The more involved clients are, the more loyal they become.” Anthony Robbins “A customer has options, for success, you must be different.” Jim McCormick “Focus on deepening relationships with existing clients instead of wasting time chasing cold prospects.” Todd Duncan “Building a solid relationship requires focus on your client’s needs, not yours.” Todd Duncan “A customer buys you first, then your product.” Todd Duncan 45
  48. 48. Testimonials “I’ve been in the car business for 30 years and I have never seen another process like this. It works, I wish I had Successful Selling Strategies available to me years ago.” Frank Vitale, NY 30 years experience “I had been selling cars for about a year, and struggling. Then I stumbled into Successful Selling Strategies. Since then I’ve tripled my income and I love to sell cars!” Bob Curley, CT 2 years experience “I was a receptionist at my dealership when I got a copy of Successful Selling Strategies. From there I knew I had to sell cars. It makes it so easy to get started.” Monica Beasly, FL 3 months experience “I’ve held every position available at a dealership. I can tell you this; I wish I would have had Successful Selling Strategies available to me. With the gross that this process generates, I could’ve retired a long time ago.” Karl Blonkenfield, GA 20 years experience 46
  49. 49. Final Thoughts On Successful Selling Concentrate on the activities of prospecting, presenting, and following up, the sales will take care of themselves. Make a habit of dominating the listening and let the customer do the talking. Approach each customer with the idea of helping him/her solve a problem or achieve a goal, not just selling a product or service. Integrity is the foundation upon which all values are built. Confidence on the outside begins with integrity on the inside. You keep customers by delivering on your promises, fulfilling your commitments and continually investing in the quality of your relationships. It’s not what happens to you that determines how far you will go in life; it is how you handle what happens to you. 47
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