Brief Summary
This video provides a comprehensive overview of a car sales process, breaking it down into ten key steps, from the initial meet and greet to the final goodbye and follow-up. It emphasizes the importance of building rapport, controlling the sales process, and understanding customer needs and motivations.
- Meet and Greet
- Needs Analysis
- Manager Turnover
- Test-Drive and Trade Appraisal
- Financial Discussion
- First Pencil
- Passing the Deal
- Closing
- F&I Turnover
- Goodbye and Follow-Up
Meet and Greet
The initial interaction with a customer is crucial. Acknowledge that customers are aware of the salesperson's role. Start with a simple greeting, learn the customer's name, and inquire about their purpose for visiting. Offer them a seat at your desk to maintain control of the interaction. Shake hands, smile, be upbeat, helpful, and professional to create a positive first impression.
Needs Analysis
During this stage, ask targeted questions to understand the customer's requirements. Key questions include why they are considering a new vehicle, desired features, plans for their current vehicle, and goals for the visit. Avoid discussing financial constraints unless the customer brings it up. Document all gathered information on a guest sheet to prepare for the next step.
Manager Turnover
Involve the sales manager to leverage their expertise. Explain the customer's situation and use the guest sheet to identify a suitable vehicle for a test drive. Transition by suggesting you want to confirm the vehicle choice with your manager. Introduce the manager to the customer by stating that the manager wanted to welcome them to the dealership. The manager should reinforce your competence and offer assistance.
Test-Drive and Trade Appraisal
Prepare the vehicle for the test drive by turning on features like heated seats. Fill out the necessary paperwork, including the test drive form and appraisal sheet. Conduct a silent walk-around of the customer's trade-in to identify areas for devaluation. After appraiser evaluation, perform a walk-around demonstration of the new vehicle, adjusting based on manager preferences and inventory.
Financial Discussion
After the test drive, transition by asking if they can picture the vehicle in their driveway or if they have time to discuss numbers. Inquire about their preferences for financing, leasing, or a lump sum purchase, avoiding the term "cash deal." Ask how much they plan to put down, emphasizing the benefits of a down payment. Determine their desired payment range to understand their budget. If the customer is hesitant, reassure them that your manager will ensure they are happy with the numbers.
First Pencil
Have the manager prepare the initial offer with two to three options based on the customer's preferences. Present the numbers to the customer, explain the details, and ask them to initial the option that works best for them. If the customer resists signing at MSRP, do not negotiate until they make an offer. If they insist on "your best price," use a word track to get them to specify their desired terms.
Passing the Deal
Present the customer's offer to your manager and follow their guidance. Avoid negotiating with the manager and focus on selling the vehicle. If you are struggling, ask for help from your manager. Always obtain a new offer from the customer before returning to the manager.
Closing
Once you reach an agreement, shake the customer's hand, make eye contact, and express gratitude for their business. Obtain their credit card for the deposit and complete the necessary paperwork.
F&I Turnover
Involve the business office by presenting the completed documents and credit card. Explain the deal and the customer's motivations for buying. Introduce the business manager to the customer in a friendly and engaging manner.
Goodbye and Follow-Up
Congratulate the customer, thank them for their business, and confirm the delivery date. Ask if there is anything else you can assist them with, walk them out, and shake their hand. Ensure they have your contact information and follow up with them until they pick up the vehicle.
