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PROPER STEPS BEFORE THE DEMONSTRATION. FIRST VISIT FACT FINDING MISSION. Always best to make an appointment if possible especially at high end clubs. Appointments are also best at public and semi private clubs but Cold Calls can be made at these types of customers.
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FIRST VISITFACT FINDING MISSION • Always best to make an appointment if possible especially at high end clubs. Appointments are also best at public and semi private clubs but Cold Calls can be made at these types of customers. • Start in the Pro Shop talking to the Golf Professional or Director of Golf • The first call is a fact finding and information mission. Listed below is information you will need to acquire: • What is the course terrain • How many cars in fleet • What kind of storage facility do they have • What year are the cars • What condition are the cars • What are the battery codes • Do they have a full time technician • Lead the sale discussion with leading questions to Visage first then the product • When do they plan on purchasing new fleet in the future • Who will be involved in the decision making process • If they are rolling the fleet 6-12 months ask to bring them a • demonstrator vehicle • What accessories and colors does the fleet have. Will the new fleet be the same? • .
WHO DO YOU CONTACT ON YOUR FIRST VISIT • The easiest person to contact without an appointment is either the golf professional, the golf car technician or the superintendent. You can gain a lot of information by talking to these people. • It is required to set up an appointment with all Club General Managers however it is always a more professional approach to make an appointment with all parties ahead of time if at all possible.
WHO DO YOU CONTACT? • If a cold call is made and the person you seek is not available or is out, it is always best to leave a business card with something written on the back of it, Example “ Sorry I missed you but hope to see you on my next visit”. • Leaving a product brochure is also a good idea. • Writing something on the back of the card separates you from the competition and it will allow you to call and make the next appointment with him/her in the future.
WHO DO YOU CONTACT? • Many Private Club Deals are communicated through the General Manager but the final decision is made by a Board. • The key members of the board are the President of the Club and the Greens Chairman • All Private Clubs list the board members right near the front entrance of the main Club House. • Always set up a demo presentation time when the President, Greens Chairman, General Manager and Golf Professional can attend the demo • A good time to set up a demo presentation is when the President and Greens Chairman will be playing golf. Demoing the car directly to them will insure the key decision makers will test drive our car while playing 18 holes.
BE A SOLUTION SALES PERSON • The customer’s first impression of you and the first 10 seconds are enormously vital. If the first 10 seconds are quality, then the customer will give you more time because he will want to. • Remember you are the golf car expert. Be a solution sales person and convince the buyer that you are the solution to his problems. • Use leading questions towards Visage and lead with Visage as new innovation. Visage and Guardian clearly differentiate your product with the competition. • Do not put the big sales push on him as soon as you meet him. Get to know the person first.
GATHERING MORE INFORMATION • The golf car barn can give you a wealth of knowledge on how poor a fleet is operating. Look for batteries, motors, flat tires, damaged chargers Etc. in the corners of the barn. Use these tips as part of your car demonstration. • Always check the condition of the competitor’s fleet cars and make note of any items that are wearing such as worn front tires, loose steering, brakes, body damage, worn floor mats, broken mufflers, etc. Use this information when comparing against the competition during the Club Car demonstration. • As a solution Sales person you must become familiar with the competitors products. Make sure you experience them and take time to drive them. This will enable you to better sell against the competitors deficiencies because the deficiencies are ones that you have found.
GATHERING MORE INFORMATION • Get the serial numbers and the model years of the course’s cars they plan to trade in. Find out what optional equipment they have on them. • Many times the club will have a list of the serial numbers on an insurance policy. • What is the number of rounds per car per year? What is the cost per rental round per 18 holes?
GET PERMISSION • If the Club is up for cars in 6-12 months you need to get the club to take a demonstrator car if possible. Asking the golf professional or the main contact if they have ever had a Club Car demonstrator on their course is important to ask. • If they have, when was the last time they had a Club Car demonstrator? Asking this question will allow you to explain the new improvements/ changes, on the present product you will be bringing them compared to the last one they experienced. • Ask would they allow you to bring a car out at a later date for the professional and key decision makers to to use and experience?
WHAT DO YOU DO IF THE CUSTOMER SAYS NO? • If the customer says, “I am happy with my cars and I do not want a demonstrator.” We always buy EZGO. What would normally be said next? • Normally the answer is, well we are not going anywhere, if I can ever help you in any way let me know. The sales person then walks out.
WHAT DO YOU DO IF THE CUSTOMER SAYS NO? • Try this sentence to the manager, golf professional, or superintendent: • Well, I’m glad that things are going well with your present fleet, E-Z-GO is a good product but let me ask you a question. • Just suppose, if you ever did decide you wanted to change to another golf car company, what would be two of the most important reasons that would influence you to make a change? • Sit back and listen closely as this question will allow you to extend the conversation and maybe even pick up a clue as to why they don’t want a demonstrator.
WHAT DO YOU DO IF THE CUSTOMER SAYS NO? • Technicians and Superintendents usually do not like change, especially if it is an older individual who is use to working on the competitors products. Many times they can block the sale all together. • When dealing with a golf car technician or a superintendent that has worked on the competitor’s product for a long time, try asking this question: • You know, Jim, you really seem to know an awful lot about the E-Z-GO product and you really do a great job taking care of your fleet. Let me ask you, with all of your experience with E-Z-GO, if you could make this car better what changes would YOU make? • Sit back and listen to what he has to say
THE SECOND VISIT • Set up the second visit with a phone call. When you bring the demonstrator car make sure that the Decision Maker is present so you can demonstrate the car to him/her. • Demonstrate our new demo and compare our key features to some of the problem areas/ clues you found with their fleet from the golf car barn. • The demonstrator should be clean and fully gassed or charged. Tire pressure and the mechanics of the car needs to be perfect. The car must be clean and look as new as possible. It must also be in perfect running condition.
THE SECOND VISIT • The demonstrator is the first impression the customer will see of the product and you want it to be a perfect first impression. • Set up the demonstrator with the same options that the club has. Another idea is to make the car the same or maybe a different color but set up the car if possible just like the present fleet by adding custom club logos, a club protector, enclosure etc. • Another idea is to deliver the car with a Visage VDU Demo Screen if there is interest in Visage. • Doing this will allow the car to stand out especially at a competitors course
THE SECOND VISIT • Remember, don’t just drop the car off. Do your best to demo the car to as many key decision makers as possible. Go over the key features of the car that are important to the customer. • Properly program the car for the course before showing it to the customer. Make sure when going against the EZGO RXV that you program the Precedent in the aggressive pedal up mode. • If possible, leave the car at the club for a minimum of one week. Make sure you call the customer after about two or three days to see how the demonstrator is performing. Never assume all is well.
THE THIRD VISIT • Pick up the demonstrator vehicle. • Ask questions on what the main contact liked and disliked about the car. • Find out the approximate date on when the decision will be made. • At times, it is wise to bring the demonstrator back to the club a week or two before the final decision is made to insure the key decision makers rode and experienced the vehicle. • Remember, people will always remember the first and last thing they see.
DEMONSTRATION TECHNIQUES • There are several ways to demonstrate our products and I will talk about four ways that can be used. • Not all demonstrations will be the same because not all customers are familiar with Club Car. 1. Demonstrating the car to a customer who is not familiar with Club Car: Walk the customer around the entire car and point out all of the car’s features/ benefits.
DEMONSTRATION TECHNIQUES • Demonstrating the car to a customer who knows Club Car: • Demonstrate the key improvements of the new car and compare any feature/ benefits against the competition and previous Club Car Fleet • Discuss key features such as Toe in and Camber, 17ft 3 inch steering radius, tamper proof governor design, Molded through Color Etc.
DEMONSTRATION TECHNIQUES 3. Demonstrating cars to large expansive territories: Take vehicles with a truck or a 2-car trailer and visit several golf courses with our product(s) demo’s. • Set up appointments and demo vehicles at each facility to key decision makers. • Do not leave car at this time but bring product back at a later date. • Let the decision makers test drive during visit and demonstrate features/ benefits.
BE A SOLUTION SELLING MACHINE TO THE CUSTOMER • Asking questions and getting the facts will allow you to help the customer choose the right product and options for him. • You are the golf car expert -- be a golf car solution provider and help the customer. He will truly find it refreshing and you will get the sale in many cases.
BE A CONSULTANT TO THE CUSTOMER • Last but not least, customers like to buy from salespeople they like and trust but you cannot hang your hat on this one item. There is more to the sale than just a relationship. So: • Sell yourself • Sell your company • Sell your service • Sell the innovation of Visage and the dollar benefits it brings. In addition sell the features and benefits of what Precedent brings in dollar savings. • And by all means be the professional that you are.
