Guest Concepts, Inc

Transcription

1 Guest Concepts, Inc Copyright Guest Concepts, Inc Page 1

2 Welcome This workshop is a comprehensive presentation designed to Improve your selling techniques, emphasize productive work habits, and reinforce your confidence. It is a program of both established and innovative vehicle sales methods, which, when practiced consistently, will increase your sales and commissions. Please feel free to ask any questions or make any comments during or after this seminar. Your input is valuable to us and our response may be very valuable to you. Please Remember: The mind is like a parachute. It works best when open. Copyright Guest Concepts, Inc Page 2

3 SELLING CARS 4 MOST IMPORTANT ITEMS 1. the Car While the Customer is in the Why? 2. Protect the Why? 3. Have a for what happens when they don t to our first offer Why? 4. Manage Negotiation Why? Copyright Guest Concepts, Inc Page 3

4 SELLING CARS 4 MOST IMPORTANT ITEMS 1. Sell the Car While the Customer is in the Dealership Why? When they leave they probably won t be back! 2. Protect the Profit Why? Profit is what pays the bills and keeps us in business! 3. Have a Strategy for what happens when they don t Agree to our first offer Why? 85-90% of the time they won t agree. Deals are lost when you don t have a Strategy 4. Manage Negotiation Time Why? When Time runs out, Customers Leave Copyright Guest Concepts, Inc Page 4

5 Always: Give a Quality Product Presentation Make sure the Customer takes a Demo Drive Be Enthusiastic and get the Customer Excited about the Vehicle they choose (Most Customers typically buy based upon Emotion and that s the key to getting the Customer to raise their sights on both Payment and Down Payment) Never ask the Customer How much do you want to put Down, Where do you want your Payments or How much will you give me for the vehicle (Their answer will only undermine the deal and create conflict when it comes down to negotiations.) Use the Guest Concepts process on every deal (You will be surprised at how some Customers, you thought would be difficult, just circle a payment) Remember: Nothing is 100% - We play the odds. Don t change the process because of an exception. Copyright Guest Concepts, Inc Page 5

6 Presenting the Customer s Numbers Copyright Guest Concepts, Inc Page 6

7 Put the Pen in the Customer s hand and let THEM take control! Pen in Hand Pen in Hand Pen and Hand Copyright Guest Concepts, Inc Page 7

8 Multi-Option Script, I asked <Manager s Name> to provide a few alternatives on your new. Then you can just Put the presentation in front of the Customer, point out the different alternatives as their Choices Take my Pen because you, Then you can just circle the one that works best for you! Target Payment or Target Down Customers I can show you how to do that Let s pick out a Car and I ll Copyright Guest Concepts, Inc Page 8

9 Multi-Option Script Multi-Option Presentation <Customer Name>, to save you time I asked <Manager s Name> to provide a few different alternatives on Your New <Vehicle Model> Then you can just Circle the One That Works Best For You Put the presentation in front of the Customer, point out the different alternatives as their Choices Take my Pen because you Control the Numbers Then you can just Circle the One That Works Best For You Target Payment or Target Down Customers I can show you how to do that Let s pick out a Car and I ll show you how it works Copyright Guest Concepts, Inc Page 9

10 The Comparison Sheet With Trade & Evaluation Copyright Guest Concepts, Inc Page 10

11 Trade & Evaluation Script <Customer name>, we re allowing you $XXXX.XX for your Trade. Now there are some adjustments we need to make The first adjustment is the Service & Safety inspection That s a legal requirement that we must do on every Trade-in Of course we need to Detail the car and handle any minor Paint and Body repairs so that it s ready to put on our lot You do need a couple of Tires and we need to replace the Windshield Those are safety items <Other reconditioning or adjustment items > I let the Manager know about the New Brakes. He told me to add $XXX because that s something that we normally would do as part of our Reconditioning and now we don t need to do that. NOTE: Always ask the Customer while looking at their trade: Have you done anything to enhance the value of your Trade that I can share with the Manager? It will help me get you more for your Trade! It can be anything; they re the original owner, drive mostly freeway miles, it s never been in an accident, non-smoker car, even something as simple as they changed the oil regularly. Or if the paint is in good it s a popular color. Copyright Guest Concepts, Inc Page 11

12 Target Payment - Lease with Fuel Savings Copyright Guest Concepts, Inc Page 12

13 Target Payment - Finance with Fuel Savings Copyright Guest Concepts, Inc Page 13

14 Target Payment Script You said you liked the Payment of $XXX but you didn t want to invest the $XXXX it takes to get there I asked the Manager for a couple different alternatives for us They ran the numbers with 3/4 of that Down, Half Down and even just a Quarter Down With Fuel Savings As you can see If you only put Half Down, with your Fuel Savings, the effective Payment is just $X.XX per Month! No Fuel Savings As you can see If you only put Half Down, with your Fuel Savings, the difference is just $X.XX per Day! If you re Drinking Coffee or Chewing Gum or Buying Cigarettes That s a pretty easy decision. Copyright Guest Concepts, Inc Page 14

15 Cash vs. 1-Pay Lease Copyright Guest Concepts, Inc Page 15

16 Cash vs. 1-Pay Lease Script The key here is to setup a choice close. The Cash vs. 1-Pay Lease is extremely effective in converting a Cash Customer to a Lease program that gives you a much better chance of retaining the Customer in the future. Note: When comparing a 1- Pay Lease it is best to use the shortest Term available (typically 24 months). At <Dealership Name> there are actually two ways to pay Cash. You can pay for the whole car today Or you can pay for part of the car and put the rest in the bank or an investment earning interest. A couple of years from now, if you like the car, you can complete the purchase If your needs change or you want something different you just give us the car back and we go pick something else. If the Customer says No, I just want to pay cash then say: Not a problem Just go ahead and circle the payment on the Cash side so that the Manager knows I showed you both alternatives. If the Customer circles the number, your deal is closed. Copyright Guest Concepts, Inc Page 16

17 Can I take the Printout Home with Me? Copyright Guest Concepts, Inc Page 17

18 Can I take the Printout Home with Me? Sending your Customer out of the Dealership with the Presentation is the quickest way to hand your competition a deal Not good So here is what we say: I d be glad to give you the information you need but first, let me share something with you about <Dealership> We sell more cars than just about anyone else in our area. And we have also some of the highest Customer Satisfaction, which is why you see all these awards around our showroom Our Customers nominated us for those! If you ve shopped for a car anywhere else you know how difficult it is just to get them to give you the numbers. We give our Customers the information they need to make a decision using this printout. Our Competitors all wonder how we do it and we don t want to share this with them so we don t let these out of the Dealership Still, I want you to have the information you need so I ll go ahead and write down the information you need. Were you leaning towards the Finance alternative or the Lease alternative? Did you want to put down the lower amount or one of the higher amounts? Were you thinking about the shorter Term or a little longer to get a lower Payment? At that point we use the information from this process to help us close the deal. Copyright Guest Concepts, Inc Page 18

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