DEMO
You’ve located the vehicle on your lot, started it up, and are preparing to drive it to the designated demo area (or more than likely) the front of your store. Once you've parked, don't just close the drivers door and walk back into the store to grab your customer. We want to use this opportunity to start rapidly building excitement. This is the moment your customer is going to start taking mental ownership. Make it exciting, make it memorable, create an experience instead of just relaying to "here's the keys, here's the car, see you back in 10". That's what lazy sales people do. CREATE AN
EXPERIENCE
A good sales person doesn't have product knowledge. A good salesperson doesn't ask questions, doesn't tie features to benefits. A good sales person doesn't listen and soft close. A good salesperson doesn't create massive excitement & doesn't assume the sale. A good salesperson can execute all of these skills without the prospect even realizing they are doing it.
Weather permitting - open every single door, & the trunk on your vehicle. You can also pop the hood if you believe your customer/sale will benefit - or has made any indication they want to see the motor. Using all the information you've previously gathered in your meet and greet, customer interview, and fact finding you should be mentally preparing to tailor your demo & presentation of this vehicle to your customer. In this day and age there is no shortage of key features, no shortage of technology - any and every feature on this vehicle is exciting and has a benefit that ties directly back to the customer. Walk back into your store and re-greet your customers with a smile, let them know you were able to find the vehicle and have it pulled up and ready for them outside. Start guiding your customers to the vehicle & make sure to answer any questions along the way. This is your moment to prove to the customer you are the professional they didn't know they needed. Your moment to build more trust, build value, hold gross at the negotiating table, and create an experience that makes your customer want to buy from YOU. Demo - Feature, Benefit
Example A
Mr./Mrs. Customer, I know you mentioned remote start was something that you wanted your new vehicle to have - it helps out on those really cold mornings. This model has remote start included (pull out key fob and actually remote start the vehicle, close the doors and trunk if you have to) and it is included in part of our premium cold weather package. Not only is your vehicle going to remote start and begin warming the engine. The vehicle is automatically going to start warming up the cabin to a comfortable temperate, it's going to help melt any excess snow and ice build up on your windshield, and its going to kick on the heated seats, heated steering wheel, and heated exterior mirrors. It really makes getting to work and driving the kids to school so much more comfortable, and safer in the mornings when those icy frigid temps hit.Demo - Feature, Benefit
Example B
Mr./Mrs. Customer, I know you mentioned blind spot monitoring was something you wanted your new vehicle to have - it's really helpful during some of those hectic commutes. This model comes with our Blind Spot Monitoring including in our Safety First Package. I know you mentioned you do a lot of inner city & highway driving during your morning and afternoon commutes. Our blind spot monitoring sends a radar ping out about (X) feet on your vehicle (point to the sensors, show your customer). This system is going to ensure you and your passengers are safe should another driver approach rapidly and potentially cause a collision. Blind spot monitoring will really smooth out those rush hour commutes and give you a lot more confidence on the road. We can dive further into it and you can try it out on the test drive. Do you have your driver's license handy? Need better demos?
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