Your purpose is to land your customer on a car and present its features and benefits tailored to your customer’s wants and needs.
What am I trying to accomplish?
Land my customer on one vehicle and present its features and benefits.Why do I want to accomplish it?
To get my customers excited about the vehicle.How am I going to accomplish it?
By doing a tailored, compelling, engaging and memorable presentation.
Once you and your customers select a car, take it out of the line and move it to an area where you can easily do a walk-around presentation without any distractions.
Here is the walk-around presentation steps:
1) Drivers side
2) Window sticker
3) Front of the vehicle
4) Engine and under the hood
5) Trunk and rear of the vehicle
6) Passenger side and Under the skin
7) Interior
Your presentation must be compelling, engaging and memorable. It should involve the customers by having them try out and experience vehicle features by themselves. Make sure to point out and explain distinctive vehicle features AND use language, tone and gestures that demonstrate your excitement and passion to share them with your customers. Promote Safety, Utility, Value, Styling, Performance features. Describe additional vehicle options and explain how they can enhance your customer’s ownership experience. Speak in a language your customer understands. Avoid jargon and check for your customer’s understanding. Always have a number of features your customer may not be aware of and include them in your presentation.
You want to distinguish your vehicle from any other car they were shown at another dealer. If they were not told the feature you are showing; guess what they are thinking? Yes, they are thinking that the other vehicle did not have the feature. You also want to distinguish yourself by including stories or creating visual images in your customers’ minds. be a story teller and capture their imagination. Here is an example: Don’t just say Anti-lock brakes will help them avoid accidents by preventing wheel lock-up in an emergency situation. Instead start with: “Have you ever been in situations that you needed to apply the brakes all the way?” You just created a mental picture in their mind and made it personal. Now think about a number of features your vehicles have the customers may not know about them or their benefits and find ways to present them the same way. Here is another example: “As you know, there is a new law that requires drivers to turn their headlights on in the rain. Did you know that this [MAKE] [MODEL] has not only rain-sensing wiper blades but automatic headlight that turn-on when the wipers are activated. One less thing for you to worry about.”
Keys to a proper presentation:
- Start where their hot buttons are
- Make the presentation tailored to their wants and needs
- Seek constant feedback from the customer
- Ask and listen more than show and tell
- Show benefits the features offer
- Get the customer physically involved
Use Emotion and Enthusiasm – The customer can’t get excited until you do.
Use as many senses as possible:
- What I hear – I forget
- What I see – I remember
- What I do – I understand
Move from presentation to the demonstration drive smoothly.