SlideShare a Scribd company logo
1 of 21
Download to read offline
06/11/2012 Delivering a Memorable Sales Experience 1
Anna Hodgkins
Commercial Sales Management Trainer
Calex UK
“Delivering a Memorable Sales Experience”
06/11/2012 Delivering a Memorable Sales Experience 2
Welcome
Anna Hodgkins
Background
• MFG Group Lead Trainer
• Marketing Development Manager – Managing Employer
Apprenticeships
• Sytner BMW Leicester – New Car Sales Consultant
• BMW UK – Marketing Research Assistant
• Studied Retail Management BSc (Hons) at Loughborough
University
06/11/2012 Delivering a Memorable Sales Experience 3
Introductions
About You
• Position/Role
• Experience
• Famous Person you most look like?
• Something interesting about you!
• 2 Strengths in delivering a memorable sales experience
• 2 Weaknesses in delivering a memorable sales experience
• What do you want to cover today?
06/11/2012 Delivering a Memorable Sales Experience 4
Agenda
Intended for those new to Sales i.e. Commercial Sales Consultant
Overview
• Learning Objectives
• The Sales Process
• What is a Memorable Sales Experience?
• Ideas on delivering a memorable sales experience
• Applying these ideas – Practical Exercises
• How does a memorable sales experience result in not only a
sale but repeat business?
• Evaluation - Impact on the Company (ROI) / Personal Impact
• Learning Outcomes
06/11/2012 Delivering a Memorable Sales Experience 5
Learning Objectives
This session will equip you to:
- Identify customer expectations
- Understand their expectations and then aim to exceed them
- Understand what a memorable moment is and when and
where it needs to be introduced / changed to suit the
customer
- Understand the impact on you and your dealership for future
return-on-investment
06/11/2012 Delivering a Memorable Sales Experience 6
The Sales Process – Covering Part 1
Part 1:
1. The “Meet and Greet”
2. Introductions
3. Qualification – Information Gathering
4. Part-Exchange Appraisal (where appropriate)
5. The Test Drive
Part 2:
6. Funding Solutions (Business Manager)
7. Third-Party Involvement i.e. Sales Manager
8. Negotiation
9. The Close
All great opportunities to add value and create a ‘WOW’ factor
06/11/2012 Delivering a Memorable Sales Experience 7
Activity 1: What is a
Memorable Sales Experience?
It is not making
the customer feel
pressured to buy.
It is not just
making a sale.
06/11/2012 Delivering a Memorable Sales Experience 8
Creating a Memorable Sales Experience
1. Meet and Greet
The Basics
• Big Friendly Smile
• Warm Handshake
Memorable Moments
• Greeting by name if known - personalisation
• Offering to take their coat and hang it up
• Complimenting the customer if appropriate
This is vitally important as “people buy from people” and first
impressions are important to both the customer and salesperson.
06/11/2012 Delivering a Memorable Sales Experience 9
Creating a Memorable Sales Experience
2. Introductions
The Basics
• Give the customer your name and take theirs
• Offer a business card
• Offer the customer a seat and a drink
Memorable Moments
• Recognition – use the customers name, identify something
unique to them
• Talk about anything other than the car i.e. common interests
• Make them laugh!
• Personalise – i.e. offer children toys, colouring books etc
06/11/2012 Delivering a Memorable Sales Experience 10
Activity 2: Exceeding Customer Expectations
A customer arrives at the dealership on a cold and wet
winters day. They have struggled to park and
generally seem quite irritated when they walk
into the showroom, with their 3 ‘hyper’ children….
Q: What could you do to WOW the customer and provide
them with a memorable introduction?
06/11/2012 Delivering a Memorable Sales Experience 11
Creating a Memorable Sales Experience
3. Qualification
The Basics
• Take the customers personal details
• Qualify what they are looking for i.e. new/used, engine size etc
Memorable Moments
• Static demonstration - show them relevant benefits e.g.
– Fold their push chair into the boot, Isofix the child seat
– Show the child how their DVD player would fit on the back
of the front seat and how to use it
– Illustrate where they could fit their tools and equipment
06/11/2012 Delivering a Memorable Sales Experience 12
Creating a Memorable Sales Experience
4&5. Part-Exchange Appraisal & Test Drive
The Basics
• Gather Information and get a price for their current vehicle
• Take them on a 15-20 minute test drive
• Ask questions about what they like about the vehicle and what
features are most important to them
Memorable Moments
• Get the customers vehicle cleaned whilst out on test drive?
• Have a colleague make them the same drink for their return?
• Get umbrella, move child seats, move tools, take the dog etc..
06/11/2012 Delivering a Memorable Sales Experience 13
Activity 3: Exceeding Customer Expectations
The customer requests a test drive.
• They have 3 children and would ideally like to take all three on
the test drive.
• The customer mentioned earlier that their own car seats are
difficult to take in and out of their vehicle and they would love
new ones with Isofix.
Q: What would you do to exceed the customers
expectations here?
06/11/2012 Delivering a Memorable Sales Experience 14
Delivering a Memorable Sales Experience
To create a Memorable Moment, all you have to do is to
constantly ask yourself:
Memorable Moments are not hard to create.
The hard part is making it an integral part of your sales delivery.
"How can I WOW this customer?”
What unexpected surprise or generous
action can I take that will result in the
customer saying WOW?
06/11/2012 Delivering a Memorable Sales Experience 15
“Memorable moments will create sales for today and sales for
tomorrow despite whatever the local or national economy is doing.”
N.B. Please work in pairs to discuss this, write down your thoughts
and be prepared to give feedback.
Q: Why does creating a
memorable sales experience result
in not only a sale now but repeat
sales in the future?
Activity 4: Creating Repeat Sales
06/11/2012 Delivering a Memorable Sales Experience 16
6 Ways to Create a Memorable Sales Experience
1. Attentiveness
– Birthday Date – send a card, flowers…
2. Recognition
– Greet the customer by name
3. Personalisation
– Take note of a hobby, interest i.e. Golf
4. Consideration
– Identify customers needs i.e. occupy their children
5. Appreciation
– Deliver the vehicle to their home or place of work
6. Delight
– Do something unexpected i.e. unique handover gift
Exceed Expectations. Even Your Own!
06/11/2012 Delivering a Memorable Sales Experience 17
Impact on Your Dealership
What are the benefits of creating memorable sales experiences?
• Tangible Results
– Increased Sales / Repeat Sales
– Increased Profitability
– Improved bottom-line results / KPIs
• Intangible Results
– Increased Customer Satisfaction
– Improved morale – at employee and team level
– Higher retention rates – better relationships, increased
engagement
All of which costs nothing!
06/11/2012 Delivering a Memorable Sales Experience 18
Impact on Bottom Line Results
Example: Lipscomb Volvo Maidstone
Average Appointment ratio = 1:5
Average Conversion from Appointments (110) to Sales (48) = 44%
Average Profit made per vehicle (including finance) = £3,000
48 x £3,000 = £144,000 Profit
Delivering a memorable sales experience CAN and WILL result in a
positive impact on the companies bottom line results and YOUR pay
packet!!!
All of which costs nothing!
06/11/2012 Delivering a Memorable Sales Experience 19
Personal Impact
What are the benefits to you of delivering a memorable sales
experience?
- Greater personal and team morale
- More productive and motivated
- Increased sales / repeat sales
- Loyalty to the company
- Improved relationships
- Increased Customer Satisfaction
- Shows you have built a strong and effective sales process
- Increased self-confidence
- Positive change in sales delivery
All of which costs nothing!
06/11/2012 Delivering a Memorable Sales Experience 20
Learning Outcomes
What you have learnt:
- Identified what your customers expectations are
- Understood their expectations and how to exceed them
- Understood what a memorable moments is and when and
where it needs to be introduced / changed to suit the
customer
- Understood the impact on you and your dealership for future
return-on-investment
06/11/2012 Delivering a Memorable Sales Experience 21
The Future…
Thanks for listening
“Here is a simple but powerful rule…
always give people more than they expect to get.”
Nelson Bosworth

More Related Content

What's hot

Roger grueneberg resume 102115
Roger grueneberg resume 102115Roger grueneberg resume 102115
Roger grueneberg resume 102115Roger Grueneberg
 
Jared White Resume Revised
Jared White Resume RevisedJared White Resume Revised
Jared White Resume RevisedJared White
 
Debra L Starling Resume 1 (1)
Debra L Starling Resume 1 (1)Debra L Starling Resume 1 (1)
Debra L Starling Resume 1 (1)Debbie Starling
 
NATHANIEL FETH RESUME 2017 SALES 2
NATHANIEL FETH RESUME 2017 SALES 2NATHANIEL FETH RESUME 2017 SALES 2
NATHANIEL FETH RESUME 2017 SALES 2Nathan Feth
 
Jessica Bayne Resume 2015 (1)
Jessica Bayne Resume 2015 (1)Jessica Bayne Resume 2015 (1)
Jessica Bayne Resume 2015 (1)Jessica Bayne
 
NATHANIEL FETH RESUME 2017
NATHANIEL FETH RESUME 2017NATHANIEL FETH RESUME 2017
NATHANIEL FETH RESUME 2017Nathan Feth
 
Cintia Cox Resume 2015.
Cintia Cox Resume 2015.Cintia Cox Resume 2015.
Cintia Cox Resume 2015.Cintia Cox
 
raffe-pirruccio----resume-1
raffe-pirruccio----resume-1raffe-pirruccio----resume-1
raffe-pirruccio----resume-1Raffe Pirruccio
 
Karen's Resume Jan17 R
Karen's Resume Jan17 RKaren's Resume Jan17 R
Karen's Resume Jan17 RKaren Jaffee
 
Alex Quate Resume 2016
Alex Quate Resume 2016Alex Quate Resume 2016
Alex Quate Resume 2016ammoolhu
 
ErinEPoe Resume (3)
ErinEPoe Resume (3)ErinEPoe Resume (3)
ErinEPoe Resume (3)Erin Poe
 
TAHA HUSSAIN AHMED 2016
TAHA HUSSAIN AHMED 2016TAHA HUSSAIN AHMED 2016
TAHA HUSSAIN AHMED 2016Taha Hussain
 
Rob Resume 2015 No
Rob Resume 2015 NoRob Resume 2015 No
Rob Resume 2015 NoRobert Moll
 
Gerald-McMyne-Resume
Gerald-McMyne-ResumeGerald-McMyne-Resume
Gerald-McMyne-ResumeJerry McMyne
 

What's hot (20)

Roger grueneberg resume 102115
Roger grueneberg resume 102115Roger grueneberg resume 102115
Roger grueneberg resume 102115
 
Imran Nawaz cv
Imran Nawaz cvImran Nawaz cv
Imran Nawaz cv
 
Jared White Resume Revised
Jared White Resume RevisedJared White Resume Revised
Jared White Resume Revised
 
Debra L Starling Resume 1 (1)
Debra L Starling Resume 1 (1)Debra L Starling Resume 1 (1)
Debra L Starling Resume 1 (1)
 
Resume TAS
Resume TASResume TAS
Resume TAS
 
Niyaz CV
Niyaz CV Niyaz CV
Niyaz CV
 
NATHANIEL FETH RESUME 2017 SALES 2
NATHANIEL FETH RESUME 2017 SALES 2NATHANIEL FETH RESUME 2017 SALES 2
NATHANIEL FETH RESUME 2017 SALES 2
 
Jessica Bayne Resume 2015 (1)
Jessica Bayne Resume 2015 (1)Jessica Bayne Resume 2015 (1)
Jessica Bayne Resume 2015 (1)
 
Kenny
KennyKenny
Kenny
 
NATHANIEL FETH RESUME 2017
NATHANIEL FETH RESUME 2017NATHANIEL FETH RESUME 2017
NATHANIEL FETH RESUME 2017
 
Cintia Cox Resume 2015.
Cintia Cox Resume 2015.Cintia Cox Resume 2015.
Cintia Cox Resume 2015.
 
CV
CVCV
CV
 
raffe-pirruccio----resume-1
raffe-pirruccio----resume-1raffe-pirruccio----resume-1
raffe-pirruccio----resume-1
 
Karen's Resume Jan17 R
Karen's Resume Jan17 RKaren's Resume Jan17 R
Karen's Resume Jan17 R
 
Alex Quate Resume 2016
Alex Quate Resume 2016Alex Quate Resume 2016
Alex Quate Resume 2016
 
Time for a unified campaign
Time for a unified campaignTime for a unified campaign
Time for a unified campaign
 
ErinEPoe Resume (3)
ErinEPoe Resume (3)ErinEPoe Resume (3)
ErinEPoe Resume (3)
 
TAHA HUSSAIN AHMED 2016
TAHA HUSSAIN AHMED 2016TAHA HUSSAIN AHMED 2016
TAHA HUSSAIN AHMED 2016
 
Rob Resume 2015 No
Rob Resume 2015 NoRob Resume 2015 No
Rob Resume 2015 No
 
Gerald-McMyne-Resume
Gerald-McMyne-ResumeGerald-McMyne-Resume
Gerald-McMyne-Resume
 

Similar to Anna Hodgkins - Calex UK - Delivering a Memorable Sales Experience Presentation 061112

The 6 Keys to the Successful Modern Sales Organization
The 6 Keys to the Successful Modern Sales OrganizationThe 6 Keys to the Successful Modern Sales Organization
The 6 Keys to the Successful Modern Sales OrganizationCraig Rosenberg
 
Succeeding in business pt 2
Succeeding in business pt 2Succeeding in business pt 2
Succeeding in business pt 2Tony Morrison
 
Selling and sales management gu aug 2017v2
Selling and sales management gu aug 2017v2Selling and sales management gu aug 2017v2
Selling and sales management gu aug 2017v2Mark Hocknell
 
A VC view on Enterprise Sales
A VC view on Enterprise SalesA VC view on Enterprise Sales
A VC view on Enterprise SalesTheFamily
 
IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...
IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...
IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...SDavis2015
 
CSI Factors & Attributes - Hilmee Ismail 2018.pdf
CSI Factors & Attributes - Hilmee Ismail 2018.pdfCSI Factors & Attributes - Hilmee Ismail 2018.pdf
CSI Factors & Attributes - Hilmee Ismail 2018.pdfHilmee Ismail
 
10 Powerful Strategies to Attract More Ideal Customers
10 Powerful Strategies to Attract More Ideal Customers10 Powerful Strategies to Attract More Ideal Customers
10 Powerful Strategies to Attract More Ideal CustomersPROTRADE United
 
Eight Powerful Strategies to Attracting More Ideal Customers
Eight Powerful Strategies to Attracting More Ideal CustomersEight Powerful Strategies to Attracting More Ideal Customers
Eight Powerful Strategies to Attracting More Ideal CustomersPROTRADE United
 
Making your sales pitch by www.jobbazzar.com
Making your sales pitch  by   www.jobbazzar.comMaking your sales pitch  by   www.jobbazzar.com
Making your sales pitch by www.jobbazzar.comwww.Jobbazzar.com
 
Sales The New Need Of Life
Sales   The New Need Of LifeSales   The New Need Of Life
Sales The New Need Of LifeVishal Wadekar
 
Indy interactive presentation
Indy interactive presentationIndy interactive presentation
Indy interactive presentationAnum Ahmed
 
Evolve Your Sales Approach Now Or Be Replaced By Automation
Evolve Your Sales Approach Now Or Be Replaced By AutomationEvolve Your Sales Approach Now Or Be Replaced By Automation
Evolve Your Sales Approach Now Or Be Replaced By AutomationMike Kunkle
 
Business Builder Forum September 2011
Business Builder Forum September 2011Business Builder Forum September 2011
Business Builder Forum September 2011MeadesCompany
 
The Radical Sales Shift - Lessons 6 -12 - Part 4
The Radical Sales Shift - Lessons 6 -12 - Part 4The Radical Sales Shift - Lessons 6 -12 - Part 4
The Radical Sales Shift - Lessons 6 -12 - Part 4The Mezzanine Group
 
Making a Name for Yourself: Building Your Startup Brand with Effective Messag...
Making a Name for Yourself: Building Your Startup Brand with Effective Messag...Making a Name for Yourself: Building Your Startup Brand with Effective Messag...
Making a Name for Yourself: Building Your Startup Brand with Effective Messag...Magnetude Consulting
 
Sales energy modules
Sales energy modulesSales energy modules
Sales energy modulesSegla Segla
 

Similar to Anna Hodgkins - Calex UK - Delivering a Memorable Sales Experience Presentation 061112 (20)

The 6 Keys to the Successful Modern Sales Organization
The 6 Keys to the Successful Modern Sales OrganizationThe 6 Keys to the Successful Modern Sales Organization
The 6 Keys to the Successful Modern Sales Organization
 
Succeeding in business pt 2
Succeeding in business pt 2Succeeding in business pt 2
Succeeding in business pt 2
 
Selling and sales management gu aug 2017v2
Selling and sales management gu aug 2017v2Selling and sales management gu aug 2017v2
Selling and sales management gu aug 2017v2
 
A VC view on Enterprise Sales
A VC view on Enterprise SalesA VC view on Enterprise Sales
A VC view on Enterprise Sales
 
IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...
IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...
IS20G New York Chris Saraceno Day 2 Secrets of the Best Automotive Sales Cons...
 
CSI Factors & Attributes - Hilmee Ismail 2018.pdf
CSI Factors & Attributes - Hilmee Ismail 2018.pdfCSI Factors & Attributes - Hilmee Ismail 2018.pdf
CSI Factors & Attributes - Hilmee Ismail 2018.pdf
 
cv pdf
cv pdfcv pdf
cv pdf
 
10 Powerful Strategies to Attract More Ideal Customers
10 Powerful Strategies to Attract More Ideal Customers10 Powerful Strategies to Attract More Ideal Customers
10 Powerful Strategies to Attract More Ideal Customers
 
Eight Powerful Strategies to Attracting More Ideal Customers
Eight Powerful Strategies to Attracting More Ideal CustomersEight Powerful Strategies to Attracting More Ideal Customers
Eight Powerful Strategies to Attracting More Ideal Customers
 
Making your sales pitch by www.jobbazzar.com
Making your sales pitch  by   www.jobbazzar.comMaking your sales pitch  by   www.jobbazzar.com
Making your sales pitch by www.jobbazzar.com
 
Marketing Camp Win Loss Presentation
Marketing Camp Win Loss PresentationMarketing Camp Win Loss Presentation
Marketing Camp Win Loss Presentation
 
Sales The New Need Of Life
Sales   The New Need Of LifeSales   The New Need Of Life
Sales The New Need Of Life
 
Indy interactive presentation
Indy interactive presentationIndy interactive presentation
Indy interactive presentation
 
Brand & Branding
Brand & BrandingBrand & Branding
Brand & Branding
 
Evolve Your Sales Approach Now Or Be Replaced By Automation
Evolve Your Sales Approach Now Or Be Replaced By AutomationEvolve Your Sales Approach Now Or Be Replaced By Automation
Evolve Your Sales Approach Now Or Be Replaced By Automation
 
Business Builder Forum September 2011
Business Builder Forum September 2011Business Builder Forum September 2011
Business Builder Forum September 2011
 
The Radical Sales Shift - Lessons 6 -12 - Part 4
The Radical Sales Shift - Lessons 6 -12 - Part 4The Radical Sales Shift - Lessons 6 -12 - Part 4
The Radical Sales Shift - Lessons 6 -12 - Part 4
 
Brand & Branding
Brand & BrandingBrand & Branding
Brand & Branding
 
Making a Name for Yourself: Building Your Startup Brand with Effective Messag...
Making a Name for Yourself: Building Your Startup Brand with Effective Messag...Making a Name for Yourself: Building Your Startup Brand with Effective Messag...
Making a Name for Yourself: Building Your Startup Brand with Effective Messag...
 
Sales energy modules
Sales energy modulesSales energy modules
Sales energy modules
 

Anna Hodgkins - Calex UK - Delivering a Memorable Sales Experience Presentation 061112

  • 1. 06/11/2012 Delivering a Memorable Sales Experience 1 Anna Hodgkins Commercial Sales Management Trainer Calex UK “Delivering a Memorable Sales Experience”
  • 2. 06/11/2012 Delivering a Memorable Sales Experience 2 Welcome Anna Hodgkins Background • MFG Group Lead Trainer • Marketing Development Manager – Managing Employer Apprenticeships • Sytner BMW Leicester – New Car Sales Consultant • BMW UK – Marketing Research Assistant • Studied Retail Management BSc (Hons) at Loughborough University
  • 3. 06/11/2012 Delivering a Memorable Sales Experience 3 Introductions About You • Position/Role • Experience • Famous Person you most look like? • Something interesting about you! • 2 Strengths in delivering a memorable sales experience • 2 Weaknesses in delivering a memorable sales experience • What do you want to cover today?
  • 4. 06/11/2012 Delivering a Memorable Sales Experience 4 Agenda Intended for those new to Sales i.e. Commercial Sales Consultant Overview • Learning Objectives • The Sales Process • What is a Memorable Sales Experience? • Ideas on delivering a memorable sales experience • Applying these ideas – Practical Exercises • How does a memorable sales experience result in not only a sale but repeat business? • Evaluation - Impact on the Company (ROI) / Personal Impact • Learning Outcomes
  • 5. 06/11/2012 Delivering a Memorable Sales Experience 5 Learning Objectives This session will equip you to: - Identify customer expectations - Understand their expectations and then aim to exceed them - Understand what a memorable moment is and when and where it needs to be introduced / changed to suit the customer - Understand the impact on you and your dealership for future return-on-investment
  • 6. 06/11/2012 Delivering a Memorable Sales Experience 6 The Sales Process – Covering Part 1 Part 1: 1. The “Meet and Greet” 2. Introductions 3. Qualification – Information Gathering 4. Part-Exchange Appraisal (where appropriate) 5. The Test Drive Part 2: 6. Funding Solutions (Business Manager) 7. Third-Party Involvement i.e. Sales Manager 8. Negotiation 9. The Close All great opportunities to add value and create a ‘WOW’ factor
  • 7. 06/11/2012 Delivering a Memorable Sales Experience 7 Activity 1: What is a Memorable Sales Experience? It is not making the customer feel pressured to buy. It is not just making a sale.
  • 8. 06/11/2012 Delivering a Memorable Sales Experience 8 Creating a Memorable Sales Experience 1. Meet and Greet The Basics • Big Friendly Smile • Warm Handshake Memorable Moments • Greeting by name if known - personalisation • Offering to take their coat and hang it up • Complimenting the customer if appropriate This is vitally important as “people buy from people” and first impressions are important to both the customer and salesperson.
  • 9. 06/11/2012 Delivering a Memorable Sales Experience 9 Creating a Memorable Sales Experience 2. Introductions The Basics • Give the customer your name and take theirs • Offer a business card • Offer the customer a seat and a drink Memorable Moments • Recognition – use the customers name, identify something unique to them • Talk about anything other than the car i.e. common interests • Make them laugh! • Personalise – i.e. offer children toys, colouring books etc
  • 10. 06/11/2012 Delivering a Memorable Sales Experience 10 Activity 2: Exceeding Customer Expectations A customer arrives at the dealership on a cold and wet winters day. They have struggled to park and generally seem quite irritated when they walk into the showroom, with their 3 ‘hyper’ children…. Q: What could you do to WOW the customer and provide them with a memorable introduction?
  • 11. 06/11/2012 Delivering a Memorable Sales Experience 11 Creating a Memorable Sales Experience 3. Qualification The Basics • Take the customers personal details • Qualify what they are looking for i.e. new/used, engine size etc Memorable Moments • Static demonstration - show them relevant benefits e.g. – Fold their push chair into the boot, Isofix the child seat – Show the child how their DVD player would fit on the back of the front seat and how to use it – Illustrate where they could fit their tools and equipment
  • 12. 06/11/2012 Delivering a Memorable Sales Experience 12 Creating a Memorable Sales Experience 4&5. Part-Exchange Appraisal & Test Drive The Basics • Gather Information and get a price for their current vehicle • Take them on a 15-20 minute test drive • Ask questions about what they like about the vehicle and what features are most important to them Memorable Moments • Get the customers vehicle cleaned whilst out on test drive? • Have a colleague make them the same drink for their return? • Get umbrella, move child seats, move tools, take the dog etc..
  • 13. 06/11/2012 Delivering a Memorable Sales Experience 13 Activity 3: Exceeding Customer Expectations The customer requests a test drive. • They have 3 children and would ideally like to take all three on the test drive. • The customer mentioned earlier that their own car seats are difficult to take in and out of their vehicle and they would love new ones with Isofix. Q: What would you do to exceed the customers expectations here?
  • 14. 06/11/2012 Delivering a Memorable Sales Experience 14 Delivering a Memorable Sales Experience To create a Memorable Moment, all you have to do is to constantly ask yourself: Memorable Moments are not hard to create. The hard part is making it an integral part of your sales delivery. "How can I WOW this customer?” What unexpected surprise or generous action can I take that will result in the customer saying WOW?
  • 15. 06/11/2012 Delivering a Memorable Sales Experience 15 “Memorable moments will create sales for today and sales for tomorrow despite whatever the local or national economy is doing.” N.B. Please work in pairs to discuss this, write down your thoughts and be prepared to give feedback. Q: Why does creating a memorable sales experience result in not only a sale now but repeat sales in the future? Activity 4: Creating Repeat Sales
  • 16. 06/11/2012 Delivering a Memorable Sales Experience 16 6 Ways to Create a Memorable Sales Experience 1. Attentiveness – Birthday Date – send a card, flowers… 2. Recognition – Greet the customer by name 3. Personalisation – Take note of a hobby, interest i.e. Golf 4. Consideration – Identify customers needs i.e. occupy their children 5. Appreciation – Deliver the vehicle to their home or place of work 6. Delight – Do something unexpected i.e. unique handover gift Exceed Expectations. Even Your Own!
  • 17. 06/11/2012 Delivering a Memorable Sales Experience 17 Impact on Your Dealership What are the benefits of creating memorable sales experiences? • Tangible Results – Increased Sales / Repeat Sales – Increased Profitability – Improved bottom-line results / KPIs • Intangible Results – Increased Customer Satisfaction – Improved morale – at employee and team level – Higher retention rates – better relationships, increased engagement All of which costs nothing!
  • 18. 06/11/2012 Delivering a Memorable Sales Experience 18 Impact on Bottom Line Results Example: Lipscomb Volvo Maidstone Average Appointment ratio = 1:5 Average Conversion from Appointments (110) to Sales (48) = 44% Average Profit made per vehicle (including finance) = £3,000 48 x £3,000 = £144,000 Profit Delivering a memorable sales experience CAN and WILL result in a positive impact on the companies bottom line results and YOUR pay packet!!! All of which costs nothing!
  • 19. 06/11/2012 Delivering a Memorable Sales Experience 19 Personal Impact What are the benefits to you of delivering a memorable sales experience? - Greater personal and team morale - More productive and motivated - Increased sales / repeat sales - Loyalty to the company - Improved relationships - Increased Customer Satisfaction - Shows you have built a strong and effective sales process - Increased self-confidence - Positive change in sales delivery All of which costs nothing!
  • 20. 06/11/2012 Delivering a Memorable Sales Experience 20 Learning Outcomes What you have learnt: - Identified what your customers expectations are - Understood their expectations and how to exceed them - Understood what a memorable moments is and when and where it needs to be introduced / changed to suit the customer - Understood the impact on you and your dealership for future return-on-investment
  • 21. 06/11/2012 Delivering a Memorable Sales Experience 21 The Future… Thanks for listening “Here is a simple but powerful rule… always give people more than they expect to get.” Nelson Bosworth

Editor's Notes

  1. Good afternoon and welcome to this session on delivering a memorable sales experience with myself…
  2. To give you a bit of background to my experience I….
  3. What do you hope to get out of today’s training session on delivering a memorable sales experience?
  4. Receptionist / Host / Sales Enquiry Coordinator / After Sales / Parts / Service
  5. Unique to them e.g. do they own their own company?
  6. Examples: Offer to get the children drinks, toys, colouring books – take them to a separate play area Offer to get the customer a hot drink, take their coat and umbrella to dry them out. Offer them a seat near a radiator! etc
  7. Make it visual for the customer
  8. Ask the customer the type of driving route they would prefer? Visualise
  9. Examples: Fit the manufacturer child seats to show them how easy it is and say that if they buy the car there is something you could do on the price of 3 child seats. Get the children something to play with whilst on the test drive to keep them amused but also involve them in the process – Children can make a big part of the decision making process, if they like it they will try to make their parents like it!
  10. Example of my car being cleaned at BMW in Glasgow! Example of Sytner removing the snow off all our customers windscreens – word of mouth advertising!
  11. Examples: The customer buys into you as an individual, trust, respect etc. It is easier for them to come back to you than start the process all over again finding somewhere new. Also, they are more likely to recommend you to a friend / family / colleague – referral sales!
  12. Any questions?