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.
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
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With over 20 years of experience in the car business, I’ve navigated the evolution of the industry from traditional sales to the dynamic digital age. My journey through various roles in both sales and management has endowed me with a unique perspective on the challenges and opportunities in automotive sales today.
As the founder of Shawn Ryder Digital, I combine my extensive background in technology with my deep understanding of the automotive industry. This synergy allows me to craft digital marketing strategies that are not just effective but tailored to the specific needs of each dealership. My commitment is to drive your sales, enhance your brand awareness, and ensure your dealership thrives in the digital landscape.
Here at Shawn Ryder Digital, we’re not just about providing services; we’re about building partnerships. As I often say, “In the fast-paced world of digital marketing, staying ahead isn’t just an option; it’s a necessity.”
Together, let’s embrace the challenges of the digital age and turn them into opportunities for growth and success. Join me in redefining the future of automotive digital marketing. Let’s accelerate your dealership’s journey to the top.