Dean’s Assignment 3.3

1. Dean’s Assignment 3.3

2. Introduction • While there are many steps in the sale of an automobile, perhaps the most important – and most difficult to do well – is presenting the vehicle • During the vehicle presentation, you must determine the customer’s needs and wants, select a vehicle that meets both and craft a presentation that allows the customer to experience how his/her needs and wants are met • In this course, you will learn the essential skills to help you develop a customized vehicle presentation, sell more vehicles and create customers for life

3. Introduction • Customers are different. Some come in knowing exactly what they want and you task is simply to write up the order. Other are less sure and look to you to help them find a vehicle that meets their needs. Other still are reluctant and distrustful – perhaps dragged into the dealership by a spouse or friend. • You job in each case is to help them find a vehicle that meets their needs and present it to them in a convincing and persuasive manner • In this course, we will draw upon your previous sales experience and allow you to apply what you know to some complex situations. We will also introduce a suit of new skills to help you deal with such situations in a more effective manner.

4. Presenting the Vehicle • Let’s start with a scenario • A customer comes into your dealership, walks straight up to you and tells you he is interested in a Chrysler Sebring Cabrio and asks for a test drive • What do you do? More

5. Presenting the Vehicle • While it might seem best to grab the keys and let the customer test drive the vehicle, it is best to get some additional information first • Of the following, which is the most important to determine before proceeding? • Buyer motivations (key needs and wants) • Other vehicles customer is considering • Reasons for selecting specific vehicle More

6. Presenting the Vehicle • Buyer Motivations (key needs and wants) • Yes! Before taking a customer on a demonstration drive, it is essential you determine his/her key needs and wants so you may highlight key features of the vehicle that meet those needs and wants during the demonstration rive • Even if the customer knows as much about the vehicle as you do, the demonstration drive provides an excellent opportunity for you to allow the customer to experience those features most clearly aligned to his/her wants and needs Back

7. Presenting the Vehicle • Other Vehicle the Customer is Considering • Yes! Asking the customer which other vehicle he/she might be interested in will help you assess the strengths and weaknesses of the competition, and allow you to address any possible customer objections before they arise • Knowing other vehicles the customer is shopping also gives you insight into the key needs and wants of your customer - more on this later Back

8. Presenting the Vehicle • Reasons for selecting specific vehicle • Yes! Asking the customer why he/she is interested in a specific vehicle can help uncover key needs and wants – what key features about the vehicle in question intrigue the customer and why Back

9. Presenting the Vehicle • Uncovering what the customer is looking for in a vehicle, what other vehicles the customer is considering and why the customer is interested in a specific vehicle at your dealership are essential bits of information you must understand before presenting any vehicle to the customer • The point of a vehicle presentation is not to simply “show them the goods”, but to create a direct connection between what they need/want and what you have to offer

10. Presenting the Vehicle • Lessons Learned . . . • While most of you have experience conducting demonstration drives, it is important to remember that just because a customer is ready for a demonstration drive doesn’t mean that you are • For any vehicle presentation to be effective (and this includes the demonstration drive), it is essential that you understand the key buyer motivations of your customer • In the following scenarios, we’ll explore what we need to learn – and do – in more depth to conduct an effective product presentation

11. Presenting the Vehicle • In the following scenarios, we’ll explore what we need to learn – and do – in more depth to conduct an effective product presentation