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
Table of Contents
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
Repeat and Referral Business
How will the Value Presentation impact the Drivers of Repeat and Referral Business
- 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?
- Engine, transmission, suspension, and handling features
- 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
- Low-maintenance features, state-of-the-art materials and designs, and warranties
- Active and passive safety features, crash avoidance and protection, personal and vehicle safety, and security features