CAR SALES TRAINING 101

ROAD TO THE SALED.D. Rozek - Rev. 2015

● Meet, Greet● Selection● Demo● Close

Road to the Sale

D.D. Rozek - Rev. 2015

Meet / Greet / Engage / ConvertCustomers want what they want, when they want it

When we engage the customer in person or online there are 3 things they want to know.

1. Do you have the car I want? (selection)2. What is the price? (car and/or trade in)3. How much will it cost me to own or lease it per month? (budget)

All three questions need to be answered to convert customers from shoppers to owners

(THE I WANT RULES OF CAR BUYING: CAR AND COST)

Customers want everything NOW. They feel that Time is worth moreto them than building a relationship with you and want you torespect that.

Meet & Greet - Building Rapport

Selling yourself and the Dealership = Responsive CustomersWhen a customer realizes you respect them and their TIME, establishing rapport becomes easyand you are now on the path to becoming someone they would consider buying from.

Third Party Validation and Personal Reputation ManagementCustomers will validate your creditability by spending the TIME to look at the dealerships reviews onGoogle, your Bio or Personal Reviews on our website staff page (DealerRater), AutoTrader reviews(DealerRater), Cars.com reviews, Edmunds.com, and other site directories like yelp, etc…

Pick a Professional Greeting that works for you:Hello, Welcome to Napleton Motors, my name is Nick and you are?

Customers research cars online first. Then our dealership.

The majority of consumers contacts us online or by phone so that they can sift through ourBDC and sales staff. They than choose the dealership they want by dealership staff accuratelyanswering the questions they want to hear.

By the time the customer contacts you or meets you, they already know what they want to buy.You are now assisting them to buy the one they want.

Just remember that budget and needs can transform into the car they want.

SelectionShow them what they want

SelectionShow them what they want

Since the customer thinks they are the expert and maybe they are, take them toto the car they are here to see or better yet pull the car up for them. If they have a specificstock number or package they want you to see start off with the window sticker to confirm thisis what they want. Next we start our Walk Around but to some less is more. Now pop thehood, pop the truck, and than open the Car door prior to taking the customer on a test drivewhile offering up important features and benefits throughout your presentation.

“You can not build value if the customer does not Test Drive the Car”True statement, but 21% of customers state that they do not need to test drive the carto buy from you. Due to time, reviews, and online ratings, customers want to bypassthe emotion that goes into the Demo Ride. Customers want what they want and wantit now. They want to be assisted in the buying process and do not want to be sold.

All that being said, give them what they want, but remember most people do notknow what they want until you show it to them. You just have to make them thinkit is what they want and not what you want.

They have to want to test drive. So give them a reason.

Trail Close: CloseWhy do we give a Test Drive?

You Test Drive First, set the tone & demo pathBuild Rapport & TrustOffer Feature & Benefits3 Yes’s before the car goes into PARKHighest Point of Positive Emotion during a car purchase is during the test drive

While you are setting the tone for the purchase after the demo drive, you are providing featuresand benefits while driving the car first. This also allows us the ability burn off brake dust ifneeded and make sure the car is functioning correctly. Remember to set the demo path withthe customer, passing control of the vehicle half way through your pre-defined route whichshould be in a safe area that is not to far from the dealership, but allows them to experiencethe vehicle they way they normal would drive the car.

As you pull into the dealership try to have them pull the car up into the sold area in front of thedealership or next to their trade in. As the car goes into PARK; ask the most important questionthus far. Mr. Customer; If we can come to agreeable terms that meet your total satisfactioncan I earn your business today? (Shut up and wait for a response) Customer; Sure, if the termsare right. Salesperson; Great, follow me…

Next Training Unit:●Trade in●1st pencil●Assumptive close●If I could, would you●1 to 10 close●Finance t/o●Delivery and Service Intro●Ask for a positive review / CSI