The 2021 VW Passat is a complete rethought of its predecessor, the 2020 VW Passat. Volkswagen goes the extra mile to achieve the build of the 2021 model which already seeds a place in the league of indomitable sedan vehicles worldwide. For its design and entire technology, we can conclude that the 2021 Volkswagen Passat should debut as a carryover model car.
Compared to the 2020 VW Passat, Volkswagen makes noticeable and significant changes in the 2021 VW Passat. Most crafting, technology, carpeting, handling, performance, and the comfort driver face alterations for a better experience. Hardly does Volkswagen fail, which is why it is okay to place high hopes on the release of the 2021 Passat.
Interior
VW Passat is traditionally famous for its spaciousness. Not so many vehicle brands would offer large luxurious interiors at affordable prices. Yet, the 2021 model of Passat again arrives with the accommodation level you could term “home away from home”.
Volkswagen has gone all out to curl an enchanting interior from the 2021 Passat. The materials have been replaced with a higher class of premium materials with influential labels and fantastic sensitivity. One such intriguing update in the interior is the sharp horizontal dashboard lines. Also, evident in the newness of the interior is a long horizontal insert mounted at the passenger’s end. The air vent becomes even more substantial which is synonymous with comfort. Unless Volkswagen chooses to surprise the market, the infotainment system will remain trapezoidal with glass housing.
Passat Exterior
A significant difference lies between the 2021 model of Passat and its predecessors. Volkswagen has altered relatively every sight of the vehicle. In this thoughtful rebuild and overhaul in the exterior materials, external weather response and even the roof panel now gives the 2021 Passat a coupe body style.
VW does not overlook the hood; there are additional ridges to extend the contagious look of the Passat. Available is also sleek fenders and a redesigned trunk lid for eye-catchiness.
There is also a notable alteration on the door style from the outside view.
There is also a complete overhaul in the taillights for a unique outlook. Even the headlight and the grille have been restructured with an entirely modern touch from the classic in the later predecessors. Lastly, the bumpers have been replaced with stylishness. Passat owners can now think of an affordable car with a luxurious exterior in the 2021 Passat from Volkswagen.
Colors
The Passat will arrive in red crimson, brown oak, Harvard blue, Atlantic blue, Sargas silver, black mystic, pure white, and gray manganese.
How Well Can the 2021 Passat Perform?
Well, we do not know the VW Passat to be a top performance vehicle. Nevertheless, we expect several improvements that will not exclude the engine, transmission system, etc. The 2021 VW Passat may likely arrive with a 2.0-liter engine, which is exact in the 2020 model. We do not expect many changes in the revving area. The Passat will be coming with between 174 and 206 horsepower and torque of between 206 and 215 lb-ft. The 2020 Volkswagen Passat boasts of a 6-cylinder automatic transmission which would not change in the 2021 successor.
Safety and Security
As usual, the Passat 2021 receives a “Good” rating after a crash test. Nonetheless, the Insurance Institute of Highway Safety (IIHS) is yet to put the 2021 Volkswagen Passat on the full test. The Passat has never been a lousy safety car and we believe the 2021 release would not disappoint in the safety area.
Meanwhile, some of the commendable safety features of the 2021 Passat include the following:
Do note that the safety technology is not limited to the above. There are a couple more safety engineering integrated by VW to offer drivers and passengers safe travel.
Regarding security, there would be no much difference from the 2020 Passat model. The 2021 VW Passat will arrive with the underlying security features like the anti-theft alarm and the electronic engine immobilizer. We do not rule out the possibility of a new security kit from Passat in a bid to combat crooks who steal and legalize stolen cars.
Pricing
Volkswagen is yet to announce the official price of the VW Passat, 2021. Being that Passat combines quality and affordability, the price will fall between $22,070 and $33,450. We are confident that the Covid-19 effect will likely alter the pricing of the long-awaited 2021 model of the Volkswagen Passat.
Release Date
For now, there is no news regarding the release of the Passat VW 2021. However, the release date will not exceed 2020
Making a presentation is why most of us are in the business of selling. We love to talk, don’t we? So sometimes we load up on product knowledge, only to deliver it in the form of a data dump, and customers may be overwhelmed. We also tend to focus solely on the car. But there is more to selling than just the product.
Relationship between Price and Value
Studies indicate that until a customer perceives that the value of a product or service is equal to, or exceeds the price, they will not buy.
Unfortunately, most dealerships work to reduce the price during negotiations in order to achieve the proper relationship between price and value. This process not on reduces your chances of selling a car; it also reduces your ability to retain gross profit! Don’t believe it?
Consider this:
Research indicates that 38% of the time sales consultants invite negotiations by either implying that the “sticker” is just a starting point, or they flat out offer a discount before they’re even asked. What this says about the way they think is that the value of what they are offering isn’t worth the price.
The Paradigm Shift – A New Point of View
Almost every manufacturer is building a fairly decent product these days. When there isn’t much difference between your products and that of the next dealership, you’d better be offering more value in other areas. Today’s dealerships need to get away from focusing solely on product and more on the value in other areas.
The Four Value Builders
We teach salespeople to focus on four key value building components – You, The Dealership, the Manufacturer and the Product. According to research, today’s customer’s needs are best addressed by focusing our selling efforts along the following strategic lines:
40% Building trust
30% Identifying needs
20% Presenting solutions
10% Confirming and closing
Slow Down to Speed Up
Traditional car salesmen spend their time with the customer as follows:
The research found that the reason negotiations take so long is because salespeople attempted to put customers into vehicles that didn’t meet their needs.
By spending more time fact-finding early in the process, you’re able to identify more of what the customer wants and that helps you build value. Since value is increased, the need to negotiate price is reduced, thus reducing the time it takes to close the deal.
Presenting You
You are why people buy
Like it or not, the single biggest factor that leads to a sale is the relationship the customer has with you. According to a study by the University of Wisconsin, they estimate that 50% of all sales are made due to feelings of friendship. And according to Harry Beckwith in “Selling the Invisible”, customers are more interested in relationships than features.
Number one litmus test
A litmus test is also called “the acid test”. The term is often used to describe whether or not a person actually meets the criteria needed for a particular situation. And when it comes to sales, there is one acid test question that must be answered: “Do you like people?”
If you can’t answer this question with a resounding “Yes”, do everyone a favor and get out of sales. You’ll save yourself – and a lot of other people – from misery and grief. Not to mention a bunch of lost money.
Making the most of it
There are a number of things you can do to build rapport with customers. These include:
Dressing appropriately
Checking your attitude before you greet people or answer the phone
Being enthusiastic and having fun
Listening 80% of the time, talking 20% of the time
Remaining calm, helpful and pleasant under all circumstances
Focusing on the customer’s needs before your needs
Presenting Your Dealership
About your dealer
As bad a reputation as the car business has, most dealers founded their business on the basis of customer service and satisfaction. Very few dealers became successful enough to become owner-operators by swindling all their customers. Many of these dealers have great stories behind their success and those stories need to be told.
History of the dealership
Whether your dealership has been around a long time or not, you need to tell about their history. Stories are great value builders and people love to hear a good story. Here’s an example:
“John Campbell is one of the nation’s first “one price” auto dealers. He believes that customer’s really don’t like the push-pull of negotiating so he created value pricing at each of his Ford, Mazda, and Nissan stores. Customers appreciate the honest approach to pricing and this led to John becoming one of the first Saturn retailers to be awarded a franchise. That’s why our commitment is to provide our customers with honest and upfront information!”
A Tour of the Facility
Touring the dealership is a tremendous value builder. It provides the customer with an opportunity to get to know more about your company and your services. If you’re going to set up the tour correctly, you need to ask the right question at the Greeting. After the initial exchange, be sure to ask, “Is this your first visit to our dealership?” This will help set up the reason for the tour.
Transition – Once you’ve confirmed that this is their first visit, invite them on the tour by saying (this one or your own words): “Mr. and Mrs. Jones, the buying experience usually only takes a few hours, but owning the vehicle takes years. And the people that take care of you in the years ahead can make all the difference in the world. So I’d like to show you around so you can get to know a little more about our dealership and our people before we begin looking at cars. Is that okay with you?”
Tour Stops – Here are the places and people you should see while on the tour:
Reception – The key contact person in your dealership
Customer lounge – focus on any refreshments or conveniences
Children’s area – If you have one, be sure to show it off
Business area – for working while at the dealership
Other key areas specific to your dealership
The Fact-Finding Connection
During fact-finding, you may find that one of the customer’s key motivators has something to do with Reliability. Upon further investigation, you find that they were left stranded during a breakdown and they had significant challenges with the service department where they purchased their last vehicle.
If the customer indicated this was the most important motivator to purchasing their next car, you don’t want to move from fact-finding to a vehicle presentation. Instead, you want to explain Road Side Assistance programs, and then introduce them to the service department.
The vehicle is only part of the sales equation. By ignoring the benefits of the dealership’s service department, you’d be leaving important value components out of the process, and create a difficult negotiating environment later on.
Presenting the Manufacturer – Brand Image
Before a customer ever walks on the lot, they have a preconceived idea of what your company is all about because of the way the manufacturer advertises. Some of the slogans they hear include:
Quality is job 1
The Ultimate Driving Machine
A Different Kind of Company
It’s important that you capitalize on your manufacturers brand image and continue to build on that when customers arrive at your dealership.
Product Innovations
Most companies have something unique about their products. Mitsubishi has liquid-filled engine mounts, move have dent-free side panels, and Mazda had and is reintroducing the rotary engine. Be sure to present unique features and product awards that set your manufacturer apart from all the others.
Warranty and Special Services
The warranty is an important consideration in purchasing a vehicle. How the company intends to stand behind the quality of their product can make or break a deal. Consider the fact that Hyundai’s product reputation was so tainted in the ’90s that they had to provide their customers with a 100,000-mile warranty. That investment alone has significantly turned their fortunes around.
And don’t forget to let customers know if the manufacturer provides roadside assistance, travel assistance, or loaner programs. These little extras add tremendous value to the overall product you are presenting.
Presenting Your Product
Personalize your presentation
Presenting the vehicle correctly requires matching features and benefits to specific wants and needs defined by the customer during fact-finding.
Too often salespeople follow the traditional approach of a 5 or 6 point walk- around without connecting to what the customer said was important.
The first key element of a personalized Vehicle Presentation is to present the most important feature first. Next, you want to involve the customer by having them touch the seats or move and adjust things like the radio. This helps them take mental ownership.
Use Feature, Function, and Benefit
Next, be sure to use Feature, Function, and Benefit when making your presentation. The Feature is simply what the component is. The Function explains what the feature does, and the Benefit ties the product to a specific need addressed by the customer during fact-finding.
Tie the Customer Down
Here’s another key element: We call it the tie-down! Tie-downs are used to enhance the customer’s connection to the vehicle by tagging the customer’s comments with a short and simple phrase.
For example: Customer: I really like this leather Salesperson: It’s nice, isn’t it?
Confirming
Once you’ve presented a feature, be sure to confirm that the feature you presented will meet your customer’s needs by asking a confirming question like, “Does this meet your needs for comfort?”
The data in your dealership and the rapidly evolving tools and technologies to gather, manage and analyze that data continues to become an increasingly prominent feature of the auto retail landscape.
Earlier, our ability to gather that data had largely outpaced our ability to make sense and use of it. The exploding field of data analytics is changing that scene. In the automotive industry, OEMs and dealerships have become increasingly reliant on data analytics to not only understand their data but also to deploy it to better understand opportunities and threats
That understanding leads directly to strategies and solutions that unlock new dealer efficiencies, inform the design and deployment of marketing, communications, and promotional campaigns, and boost the bottom line for fixed operations.
Given the fact that fixed operations account for up to 80 percent of the revenue stream for many dealerships, that boost can really make a difference.
Data-Driven Operations
Effective data analytics solutions for fixed operations are made up of collecting and compiling data about parts, services, customers, and operational details. In the second section, predictive analytics uses insights learned from past data to provide strategic guidance that will optimize efficiencies and enhance profitability.
Predictive analytics identifies and focuses on key performance indicators (KPIs) and models sales and service patterns with a fairly high degree of accuracy. As a result, predictive analytics provides car dealerships with information that allows them to make insightful decisions about staffing, scheduling, inventory, and infrastructure.
Strategic Solutions
Every dealership has its own market-specific characteristics, and the best data analytics providers will be able to create truly customized solutions that deliver detailed insights into all aspects of fixed operations.
The dealership decision-makers (managers) can identify strengths, weaknesses, and opportunities at a glance, and can easily examine trends and compare performance against relevant benchmarks.
Detailed reporting allows users to view a wide range of metrics, including sales trends in individual product categories, inventory metrics, customer loyalty and retention, service data trends, parts and accessories metrics, and much more.
By altering your dealership operations based on the insights provided by data analytics, you can ensure a place that’s ahead of the curve for your auto dealership.
But that knowledge can also corrupt your attitude if you ask the wrong questions.
Some questions are better off NOT asked.
Here is a list of questions that you should NEVER ask during the profile building step.
How much can you put down?
How much can you pay per month?
How is your credit score?
How much do you owe on your car?
Asking these questions is inviting your customer to LIE to you. Asking these questions will only shortcut the process. Short-cut your process and you will shortcut your paycheck. You are better off with a positive attitude and no information than with a negative attitude and all the information.
What do we want to accomplish during the Profile Building Step in the sales process?
Determine what they want to accomplish during their visit
Investigate the customer’s deal “hot buttons” (Price, Trade Value, Rate)
Determine what is important about their new vehicle (wants and needs)
Transition to an appraisal of their vehicle
Examples of Great Profile Building Questions
Are you driving a Toyota Now? What Year and Model?
How many miles do you have on it? How long have you owned it?
Did you buy it as New, Used, or a Demo?
What are your payments?
If paid off, what were they when you had payments?
How did you get them so low?
Has it been worth your present payment?
What was the asking price when you bought it?
Would you purchase that car again?
What have you liked most about your present vehicle?
What have you liked least about your present vehicle?
What is most important to you in a vehicle?
Who else is this vehicle important to?
How have your needs changed since your last purchase?
What are you hoping to accomplish today?
What do you want your new vehicle to do that your present vehicle doesn’t?
Are you looking for:
something in a lighter, medium, or darker color?
a 2 door, 4 doors, Truck or Van?
any specific equipment like Leather, Sunroof, or Alloy Wheels?
Automatic or Manual Transmission?
What other vehicles are you considering at this time?
Effective Listening Skills
Maintain Eye Contact
Take Notes
Ask Probing Questions
Re-Phrase and Repeat
Recap what is important to the Buyer
Benefits of Building a Profile
Shows that you are interested in why the customer is here Builds Credibility
Assists in selecting the right vehicle for the buyer
Allows you to control the process without confrontation
Shows that you are different in the market place
Creates Excitement and Urgency
Profile Goals
The Goals of the “Building a Profile” step in the process is to determine the “How, What, Where and Why” of the Car Deal. In the traditional sales process, this is the step where salespeople are taught to ask “Qualifying” Questions.
Qualifying Questions
The following questions are examples of traditional qualifying questions:
How much can you put down?
How much can you pay per month?
How much do you owe on your trade?
What is your credit like?
Those qualifying questions are confrontational and financial in nature and will put your buyer off and you will not get usable information.
In today’s world, the customer comes to a car dealership for one thing: Information. A buyer is looking for information about a vehicle or vehicles, information about pricing and payments, information about the dealership.
During the Profile Building step, you will want to talk to the customer about why they are at the dealership. Ask Friendly and information-based questions. These questions should be deliberate questions about the vehicle they are buying, the vehicle that they are selling, and about what is important to the buyer.
Effective Listening Skills
Use your effective listening skills to ensure that the buyer knows that you are genuinely interested in why he/she is there and to gain important information about their purchase.
Benefits of Building a Profile
People are creatures of habit and will repeat behaviors. If you can find out what made them buy their last vehicle, it will help you with the purchase of their next vehicle. By asking the questions that are on the preceding pages you are far more likely to gain credibility and earn the trust of the buyer.
You will notice that many of the questions include options. It is always easier for people to choose then decide. Always give the customer the ability to choose and you will get an answer more quickly and without confrontation. You will also be able to put yourself in a better selling situation, let’s take a look at a good example: Are you looking for something in a Lighter, Medium or Darker Color?
It is always easier for people to choose then decide. Always give the customer the ability to choose and you will get an answer more quickly and without confrontation.
If your customer is looking for a white car, he/she will usually answer “Lighter”. That will give you an opportunity to show the customer more vehicles… Silver, Beige even a Light Green or Blue might work. It opens up the opportunity for the customer to do more shopping on the lot and allow him/her to save face if you don’t have exactly what they are looking for (the white car).
Today’s customers want their visits to an automobile dealership to be fast Informational and Friendly.
Fast Process
In today’s marketplace SPEED is power… we must be able to deliver the information that the consumer wants NOW! The days of customers spending all day in a car dealership to purchase their next vehicle are long gone.
Our success will be determined by how well we can exceed and manage the customer’s expectations. And they expect us to be able to provide them the information they came for and get that information from high quality, professional sales associates.
In today’s marketplace SPEED is power, we must be able to deliver the information that the consumer wants NOW!
Informational Process
We are living in the information age. People in our society have the ability to get information quickly and we all desire information to allow us to make decisions. Our sales process must engage this need in order to be successful.
Think about it and ask yourself this question, why do people contact car dealerships… the answer; to get information about a particular vehicle or style of vehicle. We must become a valued source of information for today’s consumers.
We must address this need proactively to keep the consumer engaged and allow us to bring them through our sales process and closer to the purchase of a vehicle.
We must become a valued source of information for today’s consumers.
Friendly Process
In addition to the ability to deliver information with speed, our customers need to be treated Friendly, convenient, and creating a pleasant experience.
As a dealership, your Customer Satisfaction has to be above all else. CSI (Customer Satisfaction Index) is the life and blood of a dealership, without satisfied customers, our success will be short-lived.
In addition to the ability to deliver information with speed, our customers need to be treated Friendly, convenient, and creating a pleasant experience.
Keep these fundamentals in mind as you go through learning the key fundamentals of our sales process. Everything that you will learn will have these 3 ideas in mind and will help you in the understanding of what are we going to accomplish.
6 Steps to the Fast, Simple & Friendly Sales Process
The Greeting
Use a Personalized Greeting to welcome the buyer and put the buyer at ease, by using Agreeable and Friendly language to invite the buyer into the sales process.
Building a Buyer Profile
Ask Friendly Questions about the Buyer’s Current Vehicle (or lack thereof) to uncover opportunities help to find their Next Vehicle.
Current Vehicle Appraisal
Walk-Around, Demo-Drive, and EMI
Walk-Around the vehicle with the customer and ask relevant questions Demo-Drive the car with the customer
Drop the vehicle with the Used Car Manager (Introduction to the manager if they are available)
Next Vehicle Selection & Demonstration
Use information collected in the “Building a Profile” step to assist the buyer with the selection of their next vehicle.
“Selection Alternatives” is a technique to show buyers different options.
Demonstration: This step includes showing the customer both exterior and interior features, as well as a demonstration, drive through a pre-designated route. Use the “5 points walk-around” technique.
Write Up / Presentation of Options
During the “Write-Up” step of the process, you will be collecting information to prepare a Proposal and the best opportunity to Trial Close. A Trial Close is to ensure the buyer has selected the right vehicle for themselves and their budget.
We will be using a standardized worksheet that will be used every time you present figures to your customers. This worksheet has been designed to give your customer the option of choosing what payments will work best for them. It also has been designed to include all of the 3 fundamentals of our Sales Process – Fast, Informational, and Friendly.
Delivery / Follow Up
Once the customer has made the decision to purchase the vehicle, we must bring them through a delivery process. This process will include the customer going over finance options with a Finance Manager, and reviewing the vehicle and the books and manuals with you.
The Greeting
What emotions are Salespeople and Buyers Experiencing at point of contact?
Primary Emotions
Primary emotions are those emotions we feel first as we respond to a situation. They are unthinking, instinctive responses that we have.
Fear
Fear happens to all of us. It is nature’s way of stopping us from doing things that may hurt us. Our need for control is, to some extent, fear-driven. If I cannot control the world around me, it may threaten me. Just my forecast of this is enough to cause me to fear.
Pessimism leads to fear, as we habitually forecast that we will fail or those bad things will happen to us. Because we can never fully forecast the future, we may live in a permanent state of fear.
Salesperson: Wasting Time, Being Rejected, Confrontations
Customer: Wasting Time, Being Pressured to Make Decision, Spending Money – Loss
Anger
Anger is an emotional state that varies in intensity from mild irritation to intense fury and rage. It is accompanied by physiological and biological changes; when you get angry, your heart rate and blood pressure go up, as do the levels of your energy, hormones and adrenaline.
Anger can be caused by both external and internal events. You could be angry at a specific person or event, or your anger could be caused by worrying about your personal problems.
Memories of traumatic or enraging events can also trigger angry feelings.
Salesperson: Losing a Deal, Being at Work, Impatient with Buyer
Customer: Previous Purchase Experience, Lack of Tolerance, Having to spend money
Sadness
We feel sad when we realize that we are unlikely to achieve our goals, and especially when we have put a lot of effort into achieving them.
Salesperson: Losing Success at Work, Not being as good as someone else, Life’s Conditions
Customer: Ability to Afford, Finding what they want
Happiness
We feel happy when we feel we are achieving our goals, and especially so when we achieve a hard-won goal. Positive anticipation and happiness happen when we predict that we will achieve our goals and feel confident about those predictions, perhaps because they have been right recently.
Salesperson: Just sold a car, Happy to be with Buyer, Grateful for Work
Customer: Achieving a Goal, Showing their Friends, Process of Buying New Car
10 Things Every Salesperson Should AVOID at Point of Contact with the Buyer
No eye contact
Smoking out front
Wear Sunglasses
Avoiding and Evading
Jokes
Rushing the process
Conditions – Must do this first
Qualifying or Commitment Questions
Traditional Approaches – “What can I do to earn your business?”
Don’t need any help, just give me your card and I’ll get you when ready I have prices from 4 other dealerships, the best price gets my business
I know your invoice
What’s my car worth?
How much down payment/payment
I can only pay 250/month, what can I afford
Just in for service
Won’t be buying for 6 months
Just want a brochure
When used effectively during the sales process they will allow you to overcome objections, move buyers through the process, and ultimately help you sell more cars.
How to Handle Objections & What to Say
You will hear the same objections at the point of contact every day. If you are prepared to handle them, you can guarantee your success!
The objective in overcoming objections at point of contact:
Use your Agreeable Language
Re-Direct, with a question
Transition to the next step in the sales process
“Welcome to “Our Dealership”, Home of the Lifetime Warranty. My name is Shawn. What can I give you information on today?”
“Just Looking”
No problem, we will give you all the time you need to look. Will you be going bigger or smaller than your present vehicle?
I understand that is certainly allowable here, some of our best customers do that! Have you been here before? When you are ready will you be going bigger or smaller than your present vehicle?
“Don’t need any help; just give me your card.”
Be happy to, here is my card. While you are looking could I get your present vehicle appraised?
Be happy to, here is my card. While you are looking could I get you some figures on the vehicle that you are interested in?
“Give me your best price”
How you handle price directly affects the buyer’s trust level!
Don’t:
Best Price comes from my manager
Best Price is the one we agree on
Would you buy today if the price was right?
Do you have a Trade-In?
You have to Drive it first before I give you a price
Do:
Be happy to, in addition to the best price, I would like to give you estimates on down payments, monthly payments, and figures on your present vehicle. What are you driving now?
No problem, we are a full disclosure dealership, in addition to price would you like a value on your present vehicle?
Excellent! we are a full disclosure dealership, what equipment would you like on your new car? Sunroof? Alloy Wheels? Leather Interior?
“I have prices from four other dealerships, best price earns my business!”
Don’t: Let me know what they are and we will match it or beat it!
Do: AM to present to you our figures and if they don’t work then tell me.
Great! When you leave here you will have enough information to make a well-informed decision. How did you want your new vehicle equipped?
Super! Thank you for shopping for us for a price, we sell a lot of vehicles here and we do that by making them affordable! IAT price, would you like estimates on down payments, monthly payments and figures on your present vehicle?
“I only have 10 minutes. Just give us your best price!”
No problem, 10 minutes is more than enough time, in the next 10 minutes I would like to give you estimates on down payments, monthly payments and figures on your car. Fair enough? Now, how did you want your new car equipped?
“What are your interest rates?”
Pull out your rate card – We work with many different lenders in the area; here is a list of some of them and their rates. What bank do you use? Have you contacted them for a rate yet? Great we will let our finance manager know that.
In addition to the best rates, I can provide you with estimates on down payments, monthly payments, and figures on your car, would that be helpful?
“I am with XYZ Credit Union”
Great! We do a lot of business with your members and use them as a financing source all the time. Let’s go ahead with selecting your new vehicle so we can give you some payment estimates, fair enough?
“I know what your invoice is, how much over invoice”
No problem, we are a full disclosure dealership, we will be happy to work with you from our invoice. If the figures don’t work I wouldn’t expect you to do business here. Now, how would you like your new vehicle equipped?
“I will give you $200.00 over invoice.”
I have seen this dealership sell for even less than that, depending on the programs, incentives and availability. Let’s find a vehicle that meets your needs and I assure you that money will not get in the way of us doing business. Fair enough?
I am sure that you will want top dollar for your present vehicle as well, is that right? Great, let’s go ahead and get a value on your vehicle so we can get down to price right away, fair enough?
Thank you for your offer, the only thing that is more important to me than the money is to make sure we find the right vehicle for you, fair enough?
Before you make me an offer, let’s make sure I have the right vehicle in stock for you, fair enough?
“Just in for service.”
No problem, what type of vehicle do you have in service? Would you consider a new or newer vehicle if your payments were the same? We could even take care of the service expense so you could invest your money in your new vehicle instead.
The Greeting is a very important step in the sales process
It will determine how your customer will view you as well as establishing the level of trust you are able to create.
Understand the Buyer’s Emotions
You should now understand that there are certain primary emotions people will experience when they are entering into a new situation.
These emotions are normal, unthinking, and instinctive. Both you and your customer will be experiencing some of these emotions, at some level, at the point of contact. It is important to understand what these emotions are and what you need to do to deal with them.
These emotions are Fear, Anger, Sadness, and Happiness.
Use a Standard Personalized Greeting
By using a standard personalized greeting you will be able start to overcome these emotions and break down the wall that your customer may have at the point of contact. It will also allow you to transition into the next step of the process.
The ideal greeting would like like this
“Welcome to “Our Dealership”, Home of the Lifetime Warranty. My name is David. What can I give you information on today?”
What needs to be Accomplished during “The Greeting” and how
This greeting will accomplish the following key elements necessary in the first few minutes of their visit.
Welcomes the Buyer to the Dealership
Introduces ourselves
Inquires on what they want to accomplish during their visit
Transitions to the next step in the process
Begins Building a profile -Puts the buyer at ease
How to Respond to Greetings
There are only a few ways that the buyer will respond to our Greeting. Many times they will just answer the question that is posed during the greeting and let you know why they are there and what they want to accomplish. This will allow you to transition to the next step in the process; Building a Profile. Other times they will resist the process and give you a couple of hurdles to jump over. This is okay, remember that this is just an emotional response. It is up to you to overcome these objections with a positive attitude of service.
Agreeable Language
In overcoming the objections, use the Agreeable language that you learned with terms like… Great, Excellent, No Problem, Be Happy to, In addition to, Would you consider it. These words and phrases will put your buyer at ease and allow them to open up to you and the process. They also address any real concerns that your buyer may have to customer sensitive issues such as price and time.
Most of the time, a combination of closes will be required for a delivery decision. Remember – the magic number is five! Most professional sales consultants close on the fifth attempt.
It’s not how much you give; it’s how many times you give.
The Magic Number is Five!
Practice putting these closes into your own words:
Assumptive Time Close
“Would you prefer to take delivery of your new vehicle this afternoon or this evening?” “Is 6:00 or 7:00 better?”
Alter or Improve Close
“Before you take delivery of your new vehicle, what would you like to enhance the enjoyment and add to the convenience (protection, safety, or resale value) of your new vehicle?”
Assumptive Title Close
“Would you like your new vehicle titled in your name, your spouse’s name or both (or business)?”
Assumptive Final Close
“Would there be anything else that we need to consider before we go ahead and finalize the agreement?”
Spouse (third party) Close
“Now that everything is agreeable, let’s write it up and get that much out of the way. Then you and your spouse can decide on what is best for delivery date. Fair enough?”
If “No”—“What would she say no to, the vehicle or the money?”
If “Money”—“Price – trade – difference – down payment – monthly payment?”
Insurance Close
“Before you take your new vehicle home today, allow me to get binding coverage to make sure you are protected. What’s your insurance agent’s name? What’s the number there?”
Advisor Close
“It’s obvious you know how to shop for the best deal and it’s also obvious you understand all the facts after seeing the fairness of the figures and the benefits our dealership can provide. Knowing all that, I’m sure you would advise Mr. Stevens to finalize the agreement, wouldn’t you?”
Financial Advisor Close
“I know you are here to advise Mr. Stevens on the fairness of the figures, isn’t that right? (wait) Just to clarify my thinking, will you be helping Mr. Stevens with the down payment, monthly payments or both?”
“None”—“So you are here to advise but not going to get financially involved, is that right?”
“Yes”—“Allow me to provide you both with figures that you can agree to, feel good about and say yes to. Fair enough?”
Assumptive Approval Close
“Now that we are in agreement on the vehicle and the terms I need your approval right here, here and here.” (Hand customer the pen)
Hidden Objection Close
“Assuming the vehicle is right, the equipment is right, the price is right, the down payment is right, the difference is right and we pay you enough for your car, would you own the vehicle?”
“Yes”—“Then please share with me which one of these is not right.”
Reason Close
“Forgive me for asking: are you looking for a reason to own or not to own?”
“I want to own!”
“Great. Please share with me what some of those reasons might be.” (Wait, listen and write them down)
Buyer’s Remorse Close
“Congratulations on your decision to own one of our fine products. It was a very wise decision on your part.
“Now from time to time my customers leave so happily with the decision that they have made, they can’t wait to share that decision with friends, relatives or both. These people, not knowing all the facts, or even being a bit jealous sometimes try to talk them out of going ahead with the transaction.
Mr. and Mrs. Stevens, if you think for any reason that anyone could change your decision to own, would you tell me now?”
Puppy dog close / Re-demonstrate
“Before you make your final decision, I want you to take the vehicle for one more test ride. I want you to see what a wise investment you are about to make for you and your family.”
Validation Close / Evidence Manual
You must prove with third-party evidence that people purchase from you. The customer will believe others before believing you.
Reduction to the Ridiculous Close
Reduce the amount you are negotiating to yearly, monthly, daily; then compare the daily cost with the cost of something the buyer can do, or give up doing for that daily amount.
Time and Money Close
The customer says they want to hold off for a while. Ask how long they would like to wait and offer more time.
“Remember that while you are waiting it will cost you more, not less.”
“New vehicles go up 1 to 2% without notice.”
“Factory incentives may be discontinued.”
“You will still have to make payments on your present vehicle.”
“You could incur costly repairs and maintenance.”
“Your vehicle will depreciate in that amount of time.”
“You will lose the sales (or use) tax credit.”
Take the total monthly cost of these items, add it to the present payment and compare it to the payment or cost of the new vehicle.
Lost Sale Close
“Forgive me, Mr. and Mrs. Stevens. Before you leave, I have to apologize for not doing my job. You see, if I had said and done all the right things today, you would have seen the value in my product and my offer. Because I didn’t convince you of that value, you have to go home without the new vehicle. That means you and your family won’t be enjoying the comfort, convenience and safety of the new vehicle. For that I am truly sorry.
“I make my living by getting people like you happily involved in my product and yes, that’s how I support my family. So that I don’t make the same mistake again, would you be kind enough to take a moment and tell me what I did or what I said wrong?”
Down to the penny close
“We are within seventy-eight dollars and sixty-two cents of you enjoying your new vehicle.” (Be quiet and wait for the customer to react).
A central issue to an effective presentation is the degree of customer understanding and involvement. To be effective, a sales presentation must answer four basic questions for the customer:
“What is it?”
“How does it work?”
“What will it do for me?”
“What will it cost me?”
Each time you make a presentation, it is your responsibility to answer all of these questions.
Presentation Formula
Show the Feature
What is it? When you show the feature, point to the feature. Stay focused, make appropriate eye contact, have a positive frame of mind, find the key point, use appropriate body language.
Provide the Function
How does it function/work? How does this provide an advantage over the competition or past make or model?
Explain the Benefit
What will it do for me? Personalize the Benefit. When you provide the benefits, use appropriate eye-to-eye contact, and explain what it will do for the customer. Use the dealership customer’s words and demonstrate your commitment to them.
Every customer has a different set of expectations and a different set of needs. It will be your task to customize your product presentation for the customer. The flow of the product presentation should be the same in every case.
The pacing, tone, and language, however, will certainly vary.
Question Follow-Ups
There are four kinds of follow-ups or “tags” you can use to create an incremental decision (a “close”) from a customer.
Standard “tie-down”: It’s a great vehicle, isn’t it?
Inverted “tie-down”: Isn’t it a great vehicle?
Tag: Customer says, “This car rides great.” You say: Doesn’t it?
Did you know that while many emails go unopened and unnoticed, the majority of text messages are opened within just five minutes of being received? That means that text messaging, also known as SMS, is a highly effective and immediate way to communicate with your customers. An automated text message solution makes it easy and efficient to personally connect with customers. So now that you know, what are some of the best ways you can use text messaging to stay in touch with your customers and bring in more business?
How to Get Customers to Sign Up for Texts
Getting customers to sign up is the first step. You should advertise the benefits of signing up for your text message marketing campaigns everywhere: on your website, at the physical location of your business, on your social media pages, and in your email marketing campaigns. Also, think about this: why would a customer want to sign up? Advertise the benefits that will entice people to want to receive your text messages.
Text Examples
Never miss an automotive appointment again with our convenient text message reminders.
Receive instant text message notifications as soon as your vehicle part arrives.
Gain access to personalized text message promotions and exclusive contests!
Engage Customers from the Very First Text
Once customers have signed up, your automated text message solution should send them a thank you text, confirming their subscription and offering them a special promotion to get them interested. The promotion can be small, for example, a 15% off coupon for an oil change or tire rotation. The main idea is to provide immediate value and reassure the customer that signing up was a smart idea.
Provide Helpful Automotive Tips
A great way to build trust and loyalty with your customers is to send them helpful text message tips they can actually use. These tips serve to keep you connected throughout the year, even when the customer has not been into the shop in a while, and to establish your business as one that is always thinking about its customers’ needs. These can include safety tips, maintenance advice, links to buyers’ guides or industry news, and so on.
Send Automatic Maintenance Reminders
Text message reminders can be sent automatically to each customer based on their vehicle type and history, date of the last appointment, and time of year. Reminders make your customers’ lives easier because they don’t have to remember when to book an oil change, routine maintenance, or inspection. They will be automatically notified at precisely the right time. These text messages encourage repeat business. Once the appointment has been booked, the customer will get an automatic reminder on the day of the appointment so they don’t forget, reducing no-shows and increasing your revenue.
Offer Personalized Promotions
Customers love to feel like they are getting an exclusive deal. Personalized promotions bring in more business and also grow customer loyalty and satisfaction. Your automated text message solution will keep track of each customer’s birthday, purchase date and other individual data so that promotional messages can be sent out on important dates.
Try using an automated text message marketing solution and track how much additional business comes in due to personally targeted text message campaigns.
Why value? Because not all presentations are product-related! A one-size-fits-all product presentation has been proven to be ineffective when addressing many customer value-related questions.
Value Presentation vs. Product Presentation
What are some examples of scenarios that might trigger a value presentation?
Reliability questions
Program questions (rate, promotions, etc.)
Warranty questions
Don’t trust salespeople
Bad, past service experience
As a manager, you must be sure all of your salespeople have all the available tools at their disposal to meet the needs of the customer.
Repeat and Referral Business
How will the Value Presentation impact the Drivers of Repeat and Referral Business
Honesty
Product knowledge
Negotiation speed
You must take all of the information collected in the fact-finding step to finding the most suitable unit for the customer.
It is important to use the five-position walk-around to position the product. However, you will also need the proper communication skills to make it effective.
Use PACERS in order of importance when presenting:
Start by repeating the customer’s wants and needs.
Present the value, features and benefits that are important to the customer.
Avoid discussing price; it is secondary to what fills wants and needs.
Ask their reactions, feelings and opinions.
Get the customer emotionally involved.
Stimulate desire; use the senses…sight, sound, touch, imagine.
Tailor all presentations to the customer’s dominant buying motivators.
Make your value presentation different and unique.
Lead with questions, rather than pull with statements.
Every customer chooses to buy a particular vehicle for different reasons. We call these reasons “buying motivations.”
And, while each buyer’s motivations are different, they generally fall into a few categories: Does anyone NOT know what PACERS are?
Performance
Engine, transmission, suspension, and handling features
Appearance
Exterior and interior styling, and aerodynamic designs
Comfort and Convenience
Features that make driving easier and more pleasant, or more luxurious, ergonomic designs
Economy and Value
Standard equipment, gas mileage, easy maintenance features, value packages, competitive pricing
Reliability
Low-maintenance features, state-of-the-art materials and designs, and warranties
Safety
Active and passive safety features, crash avoidance and protection, personal and vehicle safety, and security features
Here are powerful questions you can ask to obtain the information necessary to find the most suitable vehicle – and to structure negotiations later.
Understand that 100% of the customer’s present behavior is based on past car-buying experience—use this information to find out how they wish to be sold this time.
“Why are you looking / in the market for transportation at this time?”
“Are you looking for something bigger or smaller than you presently drive?”
“What are you driving now?”
“Will you be keeping it or selling it?”
“When did you purchase it?”
“Did you purchase it new or pre-owned?”
“What do you like most about the vehicle you’re driving now? _______”
“What do you like least about the vehicle you’re driving? ________”
“What would you like to have in the new vehicle that you don’t have in the vehicle you’re driving now?”
“Will the vehicle be used for work or pleasure?”
“Where will most of the driving be done—highway or city?”
“How many miles per year do you drive?”
“Will you be the primary driver?”
“Will there be other drivers in your family?”
“What has changed for you since your last purchase?”
“What would be most important in your consideration of this vehicle?”
“What is the second most-important consideration?”
“What price range was the vehicle when you purchased it?”
“When is your next payment due?”
“By the way, how much was that payment?”
“How did you get them so low?”
Building Value
Why value? Because not all presentations are product-related! A one-size-fits-all product presentation has been proven to be ineffective when addressing many customer value-related questions.
As a manager, you must be sure all of your salespeople have all the available tools at their disposal to meet the needs of the customer.
How will the Value Presentation impact the Drivers of Repeat and Referral Business
Honesty
Product knowledge
Negotiation speed
You must take all of the information collected in the fact-finding step to find the most suitable unit for the customer. It is important to use the five-position walk-around to position the product. However, you will also need the proper communication skills to make it effective.
Start by repeating the customer’s wants and needs.
Present the value, features, and benefits that are important to the customer. Each time you make a presentation, it is your responsibility to answer all of these questions.
Avoid discussing price; it is secondary to what fills wants and needs.
Ask their ________________.
Get the customer ________________.
Stimulate desire; use the sense…. sight, sound, touch, imagine.
Tailor all presentations to the customer’s dominant buying motivators.
Make your value presentation different and unique.
Lead with questions, rather than ________________.
Wants and Needs Formula
Show the Feature
What is it? When you show the feature, point to the feature. Stay focused, make appropriate eye contact, have a positive frame of mind, find the key point, use appropriate body language.
Provide the Function
How does it function/work? How does this provide an advantage over the competition or past model?
Explain the Benefit
What will it do for me? When you provide the benefits, use appropriate eye-to-eye contact and explain what it will do for the customer. Use the customer’s words and demonstrate your commitment to them.
Every customer has a different set of expectations and a different set of needs. It will be your task to customize your product presentation for the customer. The flow of the product presentation should be the same in every case. The pacing, tone, and language, however, will certainly vary.
There are four kinds of follow-ups or “tags” you can use to create an incremental decision (a “close”) from a customer.
Standard “tie-down”: It’s a great vehicle, isn’t it?
Inverted “tie-down”: Isn’t it a great vehicle?
Tag: Customer says, “This car rides great.” You say: Doesn’t it?
Silent: Ask the question and nod your head.
An inverted tie-down is a question at the beginning of a statement that suggests a “yes” response.
Can’t you get excited about it ___________?
Do you see the value of ___________?
Can you see the benefit of ___________?
Can you see the merit in ___________?
Wouldn’t it be terrific if ___________?
Aren’t you glad that ___________?
Aren’t you looking forward to ___________?
Doesn’t it make sense to ___________?
Don’t you agree ___________?
Isn’t it going to be fun when ___________?
Isn’t it about time that ___________?
Doesn’t it give you the confidence to know ___________?
Can you see the advantage of ___________?
Wouldn’t it be reassuring to ___________?
Don’t you feel that ___________?
Wouldn’t it be great to save money by ___________?
Aren’t you really excited about ___________?
Isn’t it good to know ___________?
Haven’t you benefited by ___________?
Aren’t you happy to know ___________?
Aren’t you anxious to know ___________?
Isn’t it worth considering that ___________?
A standard tie-down is a question at the end of a statement that demands a “yes” from the customer. Here are some examples:
Aren’t they?
Aren’t you?
Can’t you?
Couldn’t it?
Couldn’t you?
Doesn’t it?
Don’t you agree?
Don’t you?
Don’t we?
Shouldn’t it?
Wouldn’t it?
Wouldn’t you agree?
Hasn’t it?
Haven’t they?
Fair enough?
Right or wrong?
Isn’t that right?
Isn’t it?
Didn’t it?
Didn’t they?
Wasn’t it?
Won’t you?
Won’t they?
Here is an opportunity to examine several different types of selection offers, and opportunities to improve the customer’s circumstances during the product presentation:
New to Pre-Owned Selection Offer
“Would you consider a vehicle with low mileage, factory certified with a full warranty, and a savings of $1000, $2000, perhaps as much as $3000?”
Pre-owned to New selection offer
“Would you consider a new or perhaps newer vehicle if the payments were the same?”
New to New Selection Offer
“Would you consider a new 2021 Accord and a savings of $1000, $2000, perhaps as much as $3000?”
Lease selection offer
“Would you rather lease or own if the payments were the same? Allow me to show you both.”
“Would you consider an option that would allow you to keep your cash (or trade equity), provide you with more vehicles, more options at the end of the term, and reduce your monthly cost as well?”
As a rule, the dealership’s inventory has absolutely no effect on offering to improve the customer’s situation. The selection offered is just common sense.
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