dean’s assignment 3.3

DEAN’S ASSIGNMENT 3.3

While there are many steps in the sale of an automobile, perhaps the most important – and most difficult to do well – is presenting the vehicle.During the vehicle presentation, you must determine the customer’s needs and wants, select a vehicle that meets both and craft a presentation that allows the customer to experience how his/her needs and wants are met.In this course, you will learn the essential skills to help you develop a customized vehicle presentation, sell more vehicles and create customers for life.

Introduction

Introduction

Customers are different. Some come in knowing exactly what they want and you task is simply to write up the order. Other are less sure and look to you to help them find a vehicle that meets their needs. Others still are reluctant and distrustful – perhaps dragged into the dealership by a spouse or friend.You job in each case is to help them find a vehicle that meets their needs and present it to them in a convincing and persuasive manner.In this course, we will draw upon your previous sales experience and allow you to apply what you know to some complex situations. We will also introduce a suit of new skills to help you assist your customers in a more effective manner.

Let’s start with a scenario: A customer comes into your dealership, walks straight up to you and tells you he is interested in a Chrysler Sebring Cabrio and asks for a test drive.

Let’s see how this plays out.

Presenting the Vehicle

Customer: “Hi. I love this car! I’d like to take it for a ride then you can write me up!”Consultant: “Well, I’d be happy to. This is a great vehicle . . . What do you like about it the most?” Customer: “Everything! I love the way it looks . . . I love these line-things running down the side . . . I love the fact that I can drive around with the top down, and itlooks like there’s plenty of room inthe back for my kids”Consultant : “I agree, it is a greatlooking vehicle. How old are yourkids?Customer: “One is four, the otherjust a year and a half – both girls,they mean the world to me”


Presenting the vehicle

Consultant : “Kids are great at thatage – do they every bring alonganything on trips?”Customer: “Oh yeah, tons of stuff. Sally, she’s the little one, won’t go anywhere without her teddy – and then we’ve got all the typicaltoddler stuff too. And it seems Gloria packs here own suitcase whenever I tell here we’re going somewhere”Consultant : “Yeah, my kids are the same way, so I certainly know what you mean. Have you been looking at any other vehicles beside the Sebring?”Customer: “Just the Corolla. I don’t really like it all that much – it just looks so boring – but my husband is big on the whole quality thing and he thinks it would be a better investment.”


Consultant : “So quality is important to your husband. Besides style and quality, what else are you two looking for in a vehicle?”Customer: “Like I said, styling is very important. But I also want something that just a little different, something fun to drive and cool be to seen in – I don’t want a car that looks like every other car in the parking lot.Consultant : “I also seems like interior room might be important – with Sally and Gloria, and all their stuff, in the back seat”Customer: “Definitely – and I want a car that’s safe. That’s another reason my husband is so keen on the Corolla.”


Consultant : “Here . . . why don’t you climb in? I’ll get the keys in just a second, but let me show you a few features you might find interesting.Customer: “Sure . . . “Consultant : “You mentioned that quality is important to your husband. Run your hand along the dash, just where the top and sides meet. See how tight the seem runs – perfectly straight and smooth. That’s a great indicator of fit and finish, a good way to tell how well the car is built. Did you know that in many respects, Chrysler does a better job at insuring the quality of their cars than Toyota?”Customer: “Well, no, I didn’t. My husband will be surprised.


Consultant : “Here, lean over an pop that little switch on the center armrest.”Customer: “This? Cool. What is this?”Consultant : “ Well, it’s a couple of things. First, the entire center armrest slides back – almost completely into the back seat. This would be a great place to store sally and Gloria’s stuff – at least the smaller stuff. They can get at it when you want them to, but you can also close it up to keep everything neat and clean. I also has a built-in iPod cradle that automatically connects to the stereo. And look at all the little storage cubbies in the back, doors and in the dash. Plenty of room to keep everything for your kids.”


Consultant : “I’ll go grab the keys. Just make yourself comfortable and I’ll be right back.”Customer: “ OK”Consultant(returning): “Here you go (handing keys over). Before we go, let’s put the top down so you can get the full cabrio experience. Just put the key in the ignition and press this button here (top goes down).Customer: “Om my gosh – I thought you had to do that by hand!”Consultant : “Nope, fully automatic – and it’s covered by the 60,000 mile, 6-year bumper-to-bumper warranty.


Designers note: This dialogue will go on demonstrating the entire vehicle

presentation from start to finish. Too much to recreate here, this this

should convey the idea.


Consultant: “Well, was it everything you expected? Would you like me to get one prepped for you?” Customer: “Please. Do you have one in silver with the limited package like this one has?”Consultant: “Yup – I just checked inventory shortly before you came in. We should have two, and one has the trim levelyou’re looking for. Let’s goinside and get you writtenup.Customer: “Cool. I can’t wait to get out on the road. ThinkI’ll take the long way home.”


Lessons Learned . . . While most of you have experience

conducting demonstration drives, it is important to remember that just because a customer is ready for a demonstration drive doesn’t mean that you are

For any vehicle presentation to be effective (and this includes the demonstration drive), it is essential that you understand the key buyer motivations of your customer

Here is another Scenario:

A couple comes into your dealership. The woman (Sharon) is interested in looking at a 2010 Jeep Grand Cherokee, but her husband (Dean) is less than enthusiastic.

Presenting the Vehicle 2

What would you do?• Ask the couple what vehicle they are drivi

ng now• Ask Dean why he doesn’t like the Grand C

herokee• Ask Sharon what she likes about the Gran

d Cherokee



Correct!Asking the couple what they are driving now would probably be the best approach. Most married couples share in the purchase decision, so you will want to engage them as a couple (the other two options only address one or the other – and will solicit responses that will only highlight the difference of opinions. Also, determining what they are currently driving can open up additional avenues to gather information.

Next


They’re might be a better way . . . Asking Dean why he doesn’t like the vehicle will only serve to reiterate that he doesn’t like it. While it is important to uncover his objections, there are better ways to accomplish this goal.

Back


They’re might be a better way . . .While this would be a good way to uncover Sharon’s specific buyer motivations, it will do nothing to address Dean’s (yet unknown) objections.

Back


So, you ask the couple what they are currently driving, and Sharon responds “A 2006 Ford Explorer”. Dean adds (speaking more to Sharon than to you), “which we love and don’t really need to replace.What should you do next?

• Point out advantages of the Grand Cherokee over the Ford explorer

• Ask what they like about their Ford Explorer

• Explain how the Grand Cherokee has many things in common with the Ford Explorer


They’re might be a better way . . .Because you know your products and their competitors so well, you could list the advantages of the grand Cherokee over the explorer, but you have not yet determined which features to focus on – what Sharon and Dean’s buyer motivations are.

Back


Correct!Asking what they like about their current vehicle will help you determine their buyer motivations – what they are looking for in a new vehicle. Most customer will start with their likes, but also mention – one their own accord – those things they dislike about their current vehicle as well.

Next


This would be premature . . . You could point out those features and capabilities the Grand Cherokee and Ford explorer share – but you’re not yet sure what they like about it (or even if Sharon likes it at all – we only know Dean does).

Back


You ask Dean and Sharon what they like about their Ford Explorer.

• Dean : “It’s my truck – granted, we both drive it, but I think of it as more of a tool than anything else. It’s got great cargo room and clearance – I can take pretty much anything anywhere. We also like to go camping – and it can’t be beat off road”

• Sharon (mostly directed to Dean): “OK, you do drive it more than I do – but when I drive it, it feels like that old pick-up you had when we were first married. I hated that thing.”


What do you do next?• Ask Sharon what she hated about Dean’s Ol

d pickup• Ask Dean what else he likes to do with his “t

ruck”• Ask the two of them what their perfect vehic

le would be like – something they would both be happy to drive


May not be the best approach . . . Try to avoid asking about what a customer does not like – especially when it involves something someone else liked (or likes) very much. Asking Sharon what she did not like about Dean’s old truck may provide useful information, but it would also create tension between your two customers.

Back


Correct!This is the best next step. By asking Dean what he liked best about his old truck, you will uncover additional buyer motivations from him. Since he is more likely to raise objections to the Grand Cherokee than Sharon, his buyer motivations are more important to uncover at this point.

Next


This might be premature . . . It might be a bit early to ask your customer to “come together” on an ideal vehicle – essentially, you’re asking them to compromise on a vehicle by themselves. A large part of the vehicle presentation process is to find a vehicle that will meet both sets of wants and needs (both Sharon’s and Dean’s). If a gap exists, you will need to bring them together – demonstrate how a vehicle on your lots actually is their ideal vehicle. Don’t ask them to do this for you.

Back


Scenario would continue from this point through asking for the sale – just

trying enough at this point to give a “feel” for how the second instance of

the problem would proceed.

Component Skills List

This would not be part of the final presentation – but here are four skills required to complete the complex problem as well as the type of content element (in brackets)

• SUVPS Organizer (Kind-of)• Product Presentation (How-to)• Customized Walkaround (How-to)• Demonstration Drive (How-to)

SUVPS ORGANIZER

SUVPS Organizer

First, we need a way to organize and retain important information about the vehicles you sell.The SUVPS organizer provides a convenient means for learning, retaining and explaining key features about any vehicle to your customers.Let’s see which classifications categories comprise the SUVPS Organizer.

SUVPS Organiser

SUVPS categories for organizing and presenting vehicle features include:

• Safety/Security• Utility• Value• Performance• Styling

Let’s look at the definition of each, as well as a few vehicle feature examples . . .

SUVPS Elements– Safety/SecurityDefinition: The customer needs to feel safe and secure while driving the vehicleFeature Examples: Electronic Stability Control (ESC), Air Bags

SUVPS Elements – Utility

Definition: The customer seeks comfort convenience and flexibilityFeature examples: towing capacity, Stow ’n Go® seating, power sliding doors

SUVPS Elements – Value

Definition: The customer is looking for the most vehicle for the moneyFeature examples: corrosion protection, long standard features list, World Class Manufacturing

SUVPS Elements – Performance

Definition: The customer is interested in how the vehicle drivesFeature Examples: vehicle acceleration, SLA suspension, 4WD

SUVPS Elements – Styling

Definition: The customer wants a good-looking vehicleFeature examples: large wheels, high beltline, bold design, ergonomic interiors

SUVPS Organizer

These five categories align to primary customer buyer motivations. Some customers are more concerned about safety, other more concerned about performance, while others are concerned about other categories or groups of categories. Being able to learn and categorize vehicle features by customer buyer motivations will help you recall those vehicle features that are most important to your customers.

PRODUCT DRILL

Product Drill

Like SUVPS, the Product Drill is an organization method. It is focused on five vehicle positions and is designed to allow the quick presentation of key features.

Product Drill

During the Product Drill, just present one or two key features at each of the five vehicle positions. The goal here is not to tell the customer everything there is to know about the vehicle, but rather to pique their interests.When presenting:

Start at front, if possible When done, ask customer if they have

time for a customised presentation or demonstration drive

Product Drill

If the customer is intrigued, you can ask the customer questions to uncover their SUVPS buyer motivations – to find out is most important to them in a vehicle.Once these motivations have been uncovered, you can transition into a customized product presentation, where you focus on the feature they are most interested in.Let’s see an example of how this works.

Product Drill Example

Transition slide

Need something to move from three minute drill to tailored walkaround.

TAILORED WALKAROUND

Tailored Walkaround

We’ve already seen how to organise vehicle features into SUVPS categories.We’ve also seen how to present these features using the five-point strategy in the Product DrillThe Tailored Walkaround is a longer and more focused vehicle presentation — tailored to specific customer wants and needs.

Tailored Walkaround

The Product Drill can serve as a walking/talking interview.If done properly, the customer will start asking questions or make statements that will reveal their SUVPS buyer motivations

For example, “Really, it has that much power?”

You can also ask questions to help uncover the customer’s buyer motivations

For example, “Do you have any children?” or “Do you have any hobbies?”

Tailored Walkaround

Besides inquiring about SUVPS buyer motivations, you can ask the following types of questions to uncover more about the customer’s buyer motivations:

• What are you currently driving?• What do you like and/or dislike about

your current vehicle?• What vehicle are you interested in?• What other vehicles are you

considering?

Tailored Walkaround

So, after we find out what our customer’s buyer motivations are, we need to ‘build’ a great Tailored Walkaround. Let’s see an example of one now.

Tailored Walkaround Example

Transition Slide

DEMONSTRATION DRIVES

Demonstration Drives

The purpose of Demonstration Drive is to allow Customers to experience how the vehicle actually performs.

It is essential the customer experience the vehicle, not just learn about it. Owning and driving a vehicle is a visceral experience – before they make a purchase decision, the customer must believe their experience of the vehicle matches their needs and wants.


Your demonstration drive should be designed to highlight the features of the vehicle that most closely meet the customer’s needs and wants

– Chooses a variety of road surfaces (e.g., paved, gravel, dirt, etc.) to demonstrate the vehicle’s ride under a number of conditions

– Vary between highway and back-road driving so participants can experience the vehicle(s) under various speeds

Let’s see an example of one now.

Conclusion

Now that we’ve seen how to leverage the SUVPS organizer, conduct a Product Drill, Tailored Walkaround and Demonstration drive, we’ll give you the opportunity to apply what you’ve learned.

In the next section, you’ll apply these skills to a new customer scenario. Let’s get started!

Component Skills List

This would not be part of the final presentation – but here are four skills required to complete the complex problem as well as the type of content element (in brackets)

• SUVPS Organizer (Kind-of)• Three Minute Drill (How-to)• Customized Walkaround (How-to)• Demonstration Drive (How-to)

SUVPS PRACTICE

SUVPS Organizer

We’ve seen that the SUVPS organizer provides a convenient means for learning, retaining and explaining key features about any vehicle to your customers.

Now let’s see how well you can organize a set of key features into the five categories yourself.

SUVPS Practice

For each vehicle feature, select the correct SUVPS category by clicking on the appropriate letter. For an example, click here:

Feature: Electronic Stability Control (ESC) with Brake Assist, all-speed traction control, Trailer Sway Control and Electronic Roll MitigationS U V P S

Example

SUVPS Practice

Feature: Flexible Seating - the reclining second-row 40/60 split fold-flat seats with the Child Presenter feature slide forward to allow an adult to tend to a child from the driver’s seat. S U V P S

Great Job! Flexible seating definitely adds to a customer’s comfort,

convenience and flexibility.

While there may possibly be some safety benefits of flexible seating, this is not the best choice. Please

try again.

Flexible seating may highlight the value of the vehicle for some

customers, but this is not the best answer. Please try again.

OK – there is no way flexible seating contributes to our definition of performance. Hang you head in

shame and try again.

Yes, the seats do look nice, but this is not one of the key styling cues.

Please try again.

SUVPS Practice

Feature: Rear DVD System including a second-row 9-inch overhead screen, wireless headphones, remote control and six Infinity speakers with subwoofer and 368-watt amplifier

S U V P S

It is possible for a DVD system to provide utility for the customer, but this is not the best category. Please

try again.

Nope. DVD systems have little or nothing to do with safety. Please try

again.

Correct! Because the rear DVD systems comes standard on the many Dodge vehicle, it provides

unexpected value for your customer.

Nope, not performance. Please consider how the customer would

respond to learning this is a standard feature on the Dodge

Journey. Please try again.

While the system itself is quite stylish, this is not the best category for this feature. Please try again.

SUVPS Practice

Feature: 2.0 CRD Turbo Diesel DOHC 16-Valve I-4 Engine with 103 kW (140 Hp DIN) of power @ 4000 and 310 N•m of torque @ 1750-2500

S U V P SNot the best choice. Please try

again.It’s possible that some customers may view the engine in terms of safety (reliable – won’t leave you stranded), but this is not the best

choice. Please try again.

Possible. Some customers may see a solid CRD as adding to the value of the vehicle. However, this may not

be the nest choice. Please try again.

Definitely! Power and torque are all about performance. Great job!

Unless you have an engine fetish, this would definitely not be a styling

feature. Please try again.

PRODUCT DRILL PRACTICE

Product Drill

Like SUVPS, the Product Drill is an organization method. It is focused on five vehicle positions and is designed to allow the quick presentation of key features.

Starting at the front of the vehicle, select the best feature to address.2.0 CRD 1-4 inline engine

Product Drill Practice

Not the best choice. Boot capacity is best present at the rear of the

vehicle, where the customers can actually see the boot capacity.

Please try again.

2.0 CRD Inline 1-4 engine33.4 cl of boot storage2000 kg towing capacity

While towing capacity does rely on the engine (which is at the front of

the vehicle), it is best to be addressed at the rear. Please try

again.

Correct – in final product, video would play demonstrating students choice and automatically move to

the next slide after playing.

Moving to the driver’s side of the vehicle, select the best feature to address.2.0 CRD 1-4 inline engine


Not the best choice. All drivetrain components should be addressed at

the front of the vehicle by the engine. Please try again.

Electronic Stability Control

Automatic 6-speed dual-clutch transaxle

Chill-Zone Beverage Bin

The Chill-Zone beverage bin is located on the passenger side of the

vehicle above the glove compartment – which is difficult to see from the driver’s side. Please

try again..



Moving to the passenger side of the vehicle, select the best feature to address.2.0 CRD 1-4 inline engine


Correct! Finished product would show presenter demonstrating

feature as the student should when with the customer.

Media Center N835 Radio

Flip-N-Stow in-seat storage

Rear Back-Up Camera

Nope. This is best demonstrated at the rear of the vehicle. Please try

again.

The media center is in embedded in the dashboard – better to wait until the customer is inside the vehicle.

Please try again.

TAILORED WALKAROUND

Tailored Walkaround PracticeThe Tailored Walkaround is a longer and more focused vehicle presentation than the product Drill — tailored to specific customer wants and needs.

Let’s practice customizing a presentation now.

Tailored Walkaround PracticeScenario: A 28-year old woman greets you on the lot. She is interested in a 2010 Dodge Charger, but is also shopping the Nissan Altima 3.3 and the Ford Mustang GTX.She is single with no kids and wants a vehicle that matchesher style and “go-get-‘em” attitude.

Scenario: Starting at the front of the vehicle, which feature is most appropriate?


Aggressive front end with bold Dodge

crosshair grille3.5 High Output petrol V6 and next-generation 5.7 HEMI®

petrol V8World-class four-wheel

independent, suspension system

Correct! Because your customer is primarily concerned about style (attitude), the fascia (cross-hair grille) is the best choice. (Play

Video)

There could be a better option. Since your customer is interested

primarily in her presence driving the vehicle – move away from

performance and try again.

Suspension systems primarily lend themselves to performance

characteristics. Your customer seems more interested in style

(attitude). Please try again.

Scenario: Moving to the back of the vehicle, which feature is most appropriate?


2000 kg towing capacity

Rear Back-up Sensors

Flared boot and “muscular” rear fenders



Back-up sensors have much more to do with utility than style or

performance. Please try again.

Towing capacity has very little to do with attitude – unless you have

something very large to two. Please try again.

DEMONSTRATION DRIVE

Demonstration Drive PracticeThe purpose of Demonstration Drive is to allow Customers to experience how the vehicle actually performs.

Let’s try to bring a few key experiential features to life for our customer.

Demonstration Drive PracticeWhich of the following features wouldbe the best to high light first?

Aggressive front end with bold Dodge

crosshair grilleInterior design and dashboard

layoutWorld-class four-wheel

independent, suspension system

Handling of the vehicle may be a key concern for your customer – but it is too early in the demonstration drive to address this feature yet. Please

try again.

Correct! “Attitude’ is important to your customer – and the race-car

inspired instrumentation layout may pique the customer’s interest! Play

video.

While styling cues may be important to your customer, the demonstration

drive is not the best time to point these out. Please try again.

Demonstration Drive PracticeWhen moving on to the expressway from a side street, which feature should you address?

Electronic Stability Control (ESC)3.5 High Output petrol V6 and

next-generation 5.7 HEMI® petrol V8

Short/long arm (SLA) independent front suspension

Correct! The 3.5 V6 provides plenty of power for merging and

accelerating in traffic. Play video.

While ESC may keep the vehicle from swaying during acceleration during

cornering, this is not the best answer. Please try again.

While the suspension may make cornering more responsive, this is not the best answer. Please try

again.

Demonstration Drive PracticeWhen stopping to allow the customer to drive, which feature should you address?

Classic Dodge Charger Styling

AutoStick® clutchless manual shifting

Near 50/50 weight distribution

Correct! As you switch positions (driver and passenger), point out the classic Charger styling. (View video)

Nope. It’s better to discuss shifting features when accelerating or

downshifting. Please try again.

Nope. Weight distribution affects cornering more than anything else

(especially while accelerating). Please try again.

Conclusion

Good Job!

Now lets learn a bit more about what goes into each of the steps you’ve just completed.

DEAN’S ASSIGNMENT 4.2A

Here is another Scenario:

A 42 year-old man comes is looking at a vehicle on the lot. After introducing yourself, he says he’s a “lifelong Chrysler Man”, is ready to replace his old vehicle and wants to see what’s new.

What would you say?

Presenting the Vehicle 4.2a

What would you say?• “What are you currently driving?”• “Which vehicle are you most intereste

d in?”

• “How much money are you planning to spend?”


Presenting the Vehicle 4.2a“I’m driving a 2006 Town and Country Limited. I love the vehicle, but I think I need something a bit more my style”

What do you say now? And just what is that style, Mr. Cool-Guy

you? What is it about the Town and Country th

at no longer fits your style? What do you like best about the Town an

d Country?

Presenting the Vehicle 4.2a“Excuse me? Are you the only sales person here?”

What do you say now? “Yeah bud, what about it? Are you gonna

buy a car or what?” “Only kidding. Can you tell me more about

your style?” “No, there are others. We don’t seem to be

getting along anyway. I’ll call Sam over”

Presenting the Vehicle 4.2aYour customer just walked away . . . While selling vehicles is why werehere, it is not why the customer ishere. The customer is in yourdealership to find a vehicle thatfits there needs – not make a salethat fits yours.Please try again.

Back

Presenting the Vehicle 4.2aYour customer just walked away . . . Purchasing a vehicle is a fairly bigcommitment, and it is essential youmake your customers feel at ease andrespected. Referring to your customeras “Mr. Cool-Guy” and handing himoff at the first opportunityaccomplishes neither.Please try again.

Back

Presenting the Vehicle 4.2a“We’ll, not much of anything anymore – I told you, I’m looking for something else”

What do you say now? “We’ll, what is it about the Town and Countr

y that no longer fits your style”? “Did you have anything particular in mind?” “We’ll, have you seen the new 2011 Town a

nd Country? It’s got several new features I’m sure you’ll love!”

Presenting the Vehicle 4.2a“No – I told you I wanted to see what’s new! Don’t you listen?”

Asking questions and listening to your customers answers is the single most important thingyou can do to increase thelikelihood of making a sale. If you don’t listen to yourcustomers, you customers will find someone (else) who will.Please try again.

Back

Presenting the Vehicle 4.2aYour customer just walked away . . . Your customer has said twice now that they are no longer interested in the Town and Country. A Sales Consultant’s job is to consult the customer so they may choose the vehicle that best fits their needs – it is impossible to consult if you do not listen.Please try again.

Back

Presenting the Vehicle 4.2a“I really have no idea. What do ‘ya got”?

What do you say now? “We have quite a bit – but may I ask why

the Town and Country no longer fits your style?”

“Let’s go see. The showroom is right over here.”

“We’ll, I think the new 2011 Chrysler 300C SRT is about the most exciting vehicle on the market. Come on, I’ll show you one”

Presenting the Vehicle 4.2a“Ummm . . . OK.”

What do you say now? “So . . . any of these babies strike your f

ancy?” “Here, I’ll let you roam around and get a

feel for what we have. Just give a yell if you have any questions.”

“While we look around, can you tell me why you no longer feel “stylish” in the Town and Country?”

Presenting the Vehicle 4.2a“Um . . . yeah, sure. I’ll just look around on my own.”

More likely than not, you just lost yourcustomer. Your customer has come inlooking for your advice on which vehiclebest suite his needs and wants – don’t askhim to do your job for you.Please try again.

Back

Presenting the Vehicle 4.2a“O . . . K . . . Perhaps I should just see myself out.”

More likely than not, you just lost yourcustomer. Nothing says “I don’t careabout you” more than leaving acustomer on their own who has justcome in asking for your help.Please try again.

Back

Presenting the Vehicle 4.2a“We’ll . . . OK. But I’m not sure a 300C all decked out is really my style either.”

What do you say now? “No really – come on, you’ll love it!” “OK – can you tell me what you’re style i

s like? How do you see yourself?” “We’ll if the Town and Country isn’t your

style and neither is the 300C, just what the heck is!?”

Presenting the Vehicle 4.2a“Ummm . . . is there another sales person I can talk to?”

More likely than not, you just lost yourcustomer . Your job is to determine your customers wants and needs, and then match them to the most appropriate vehicle. Ignoring what your customers say – and pushing your own agenda instead – is a great way to make them walk away.Please try again.

Back

Presenting the Vehicle 4.2aYour customer just walked away . . . Belittling your customers is about thebest possible way to paint yourself in a negative light. You are there to helpyour customers find the best vehicleto meet their wants and needs – bepatient, ask questions and focus ontheir needs – not yours.Please try again.

Back

Presenting the Vehicle 4.2a“We’ll, it depends on what you have. Why do you guy’s always jump to the money question?”

What do you say now? ”Because how much money you have pr

etty much determines what vehicle I can sell you. Come on, I’m only trying to do my job here.”

“Just trying to gage which vehicle might offer the most comfortable payment for you.”

“OK, not a problem. Let’s look at a few vehicles.”

Presenting the Vehicle 4.2aYour customer just walked away . . . Bad student, bad! Your focus shouldbe on your customers wants and needs, and what you can do to finda vehicle that meets those wantsand needs. While the customer’sbudget is important, there are muchmore subtle ways to qualify yourcustomers.Please try again.

Back

Presenting the Vehicle 4.2a“We’ll, OK. That makes sense. I’m looking to spend between 25,000 and 30,000.”

What do you say now? “OK – now that helps quite a bit – we ha

ve several options available in the range. To narrow things down a bit more, can you tell me what it is about the Town and Country that no longer fits your style?”

“Cool beans. Let’s go find a Sebring convertible – it’s just at the top of your price range. “

“So, which is it? More towards the 25 grand or closer to 30?”

Presenting the Vehicle 4.2a“Well . . . Sure, I guess.”

You’ve most likely just lost this customer. Nothing says “I don’t really care about you” more that directing a customer to a vehicle because it is at the top of their pricerange. Please try again.

Back

Presenting the Vehicle 4.2aYour customer just walked away . . . Don’t focus on how much the customer can spend. While qualifying a customeris important, it is moreimportant to determinethe customers needs andwants first. Financial issueswill come later.Please try again.

Back

Presenting the Vehicle 4.2a“OK – but I’m not too sure I’m ready to buy today. I just want to see what’s new.”

What do you say now? “We’ll, why don’t you go look around for

a bit. I’ll catch up with you in a while.” “Then I’m sure you want to see the new

300C SRT – it’s just abut the most exciting car we’ve got!”

“Sure. Can I ask why you feel it’s time to replace your old vehicle?”

Presenting the Vehicle 4.2a“Well . . . Sure, I guess.”

More likely than not, you just lost yourcustomer. Your customer has come inlooking for your advice on which vehiclebest suite his needs and wants – don’task him to do your job for you.Please try again..

Back

Presenting the Vehicle 4.2a“OK, sure. Guess we have to start somewhere.”

More likely than not, you just lost yourcustomer. Your customer has come inlooking for your advice on which vehiclebest suite his needs and wants – don’task him to do your job for you.Please try again.

Back

Presenting the Vehicle 4.2a“To be perfectly honest, theTown and Country is just to“Dad-ish” for me. We hardlyever bring the kids with us anymore – I want something awith a little pep, somethingthat’s more fun to drive.I’m tired of driving a box.”What would you say?

Presenting the Vehicle 4.2aWhat would you say?• “OK, let me show you our three sportiest

models”• “Are there any Chrysler models you are a

ware of that come to mind?”• “What would your ideal vehicle be like?”


I have only developed a series of possible responses for the initial step in

this scenario – just enough to give reviewers a taste of the functionality.

This assignment ends here.

dean’s assignment 3.3

Documents

great vehicle

demonstration drive

demonstration drives

vehicle presentation

greatlooking vehicle

couple of things

great place

husband dean