(I)nfluence (C)onversion (E)ngagement– A 3-part strategy to increasing sales production

Cory MosleyPrincipalMosley Automotive Training

Pages: 24

influence |ˈinflo"oəns|noun

the capacity to have an effect on the character, development, or behavior of

someone or something, or the effect itself

MARKETING DOESN’T MATTER

IF YOU CAN’T CONVERT THE PROSPECT TO A SALE

THE CORE OF INFLUENCE

• UNWAVERING BELIEF IN YOUR COMPANY

THE CORE OF INFLUENCE

• UNWAVERING BELIEF IN YOUR PRODUCT

THE CORE OF INFLUENCE

• UNWAVERING BELIEF IN YOURSELF

THE CORE OF INFLUENCE

• BELIEF THAT YOU CAN DIFFERENTIATE AND NOT JUST BE COMPARABLE TO YOUR

COMPETITION

THE CORE OF INFLUENCE

• MUST BELIEVE THE CUSTOMER• IS BETTER OFF HAVING PURCHASED FROM YOU

STAND OUT

STAND OUT

• TRUTH LEADS TO TRUST

STAND OUT

•DON’T QUALIFY, ENGAGE

STAND OUT

• EMPATHY TRUMPS RAPPORT

WHAT HINDERS EFFECTIVE ENGAGEMENT?

FAILURE TO BE PRESENT

SELECTIVE HEARING

USING TENSION AS A TOOL

OVER FAMILIARITY

EXPLAINING FAILURE

WHAT MY GRANDFATHER TAUGHT ME ABOUT CONTROL

INFLUENCE IS:

• ORGANIC EMPATHY

• AUTHENTICITY

• IT’S NOT ABOUT YOU OR YOUR PROCESS

INCREASE CONVERSION NOW

• REINFORCE BENEFITS

• VALIDATE INTERESTS

DON’T BE A HUNTER

• HUNTERS ONLY THINK ABOUT THE SALE

–WHICH CREATES SALES RESISTANCE

INFLUENCE IMPACT ON OBJECTIONS

• MAKES THE UNDESIRABLE, DESIRABLE

• OVERCOME RELUCTANCE AND RESISTENCE

Conversational vs. Confrontational

“HERE’S ANOTHER WAY TO LOOK AT IT”

LIKE

BELIEVECONFIDENCE

TRUST

INFLUENCE PYRAMID

THE HEAD IS ATTACHED TO THE PRICE

THE HEART IS ATTACHED TO THE WALLET

TESTIMONIALS & INFLUENCE

SUCCESSFUL INFLUENCE CREATES THE SALE EMOTIONALLY

SO THE PROSPECT CAN THEN JUSTIFY IT LOGICALLY

WHAT DO THEY THINK ABOUT WHAT YOU SAY?

HOW DO THEY FEEL ABOUT WHAT YOU SAY?

INFLUENCE IS NOT CLOSING

IT’S HELPING THEM BUY

AND THEIR THOUGHTS AND PERCEPTIONS

DRIVE CONVERSION AND THE SALE

INFLUENCE IS NOT CLOSING

IT’S NOT A RESPONSIBILITY TO SELL

YOUR WORDS AND DEEDS

BUT TO PROVE VALUE & DIFFERENTIATION

- AND EARN THE SALE

YOUR ACTION PLAN

• DOCUMENT YOUR APPROACH

• EXAMINE POINTS OF CONVERSATION

• RE-EVALUATE

• CUSTOMER FOCUS VS DEALER FOCUS

THANK YOU