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. Others 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 assist your customers 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. • Let’s see how this plays out.

5. Presenting the Vehicle • Customer: “Hi. I love this car! I’d like to take it for a ride then you can write me up!” • Consultant: “Well, I’d be happy to. This is a great vehicle . . . What do you like about it the most?” • Customer: “Everything! I love the way it looks . . . I love these line-things running down the side . . . I love the fact that I can drive around with the top down, and itlooks like there’s plenty of room inthe back for my kids” • Consultant : “I agree, it is a greatlooking vehicle. How old are yourkids? • Customer: “One is four, the otherjust a year and a half – both girls,they mean the world to me”

6. Presenting the vehicle • Consultant : “Kids are great at thatage – do they every bring alonganything on trips?” • Customer: “Oh yeah, tons of stuff. Sally, she’s the little one, won’t go anywhere without her teddy – and then we’ve got all the typicaltoddler stuff too. And it seems Gloria packs here own suitcase whenever I tell here we’re going somewhere” • Consultant : “Yeah, my kids are the same way, so I certainly know what you mean. Have you been looking at any other vehicles beside the Sebring?” • Customer: “Just the Corolla. I don’t really like it all that much – it just looks so boring – but my husband is big on the whole quality thing and he thinks it would be a better investment.”

7. Presenting the vehicle • Consultant : “So quality is important to your husband. Besides style and quality, what else are you two looking for in a vehicle?” • Customer: “Like I said, styling is very important. But I also want something that just a little different, something fun to drive and cool be to seen in – I don’t want a car that looks like every other car in the parking lot. • Consultant : “I also seems like interior room might be important – with Sally and Gloria, and all their stuff, in the back seat” • Customer: “Definitely – and I want a car that’s safe. That’s another reason my husband is so keen on the Corolla.”

8. Presenting the vehicle • Consultant : “Here . . . why don’t you climb in? I’ll get the keys in just a second, but let me show you a few features you might find interesting. • Customer: “Sure . . . “ • Consultant : “You mentioned that quality is important to your husband. Run your hand along the dash, just where the top and sides meet. See how tight the seem runs – perfectly straight and smooth. That’s a great indicator of fit and finish, a good way to tell how well the car is built. Did you know that in many respects, Chrysler does a better job at insuring the quality of their cars than Toyota?” • Customer: “Well, no, I didn’t. My husband will be surprised.

9. Presenting the vehicle • Consultant : “Here, lean over an pop that little switch on the center armrest.” • Customer: “This? Cool. What is this?” • Consultant : “ Well, it’s a couple of things. First, the entire center armrest slides back – almost completely into the back seat. This would be a great place to store sally and Gloria’s stuff – at least the smaller stuff. They can get at it when you want them to, but you can also close it up to keep everything neat and clean. I also has a built-in iPod cradle that automatically connects to the stereo. And look at all the little storage cubbies in the back, doors and in the dash. Plenty of room to keep everything for your kids.”

10. Presenting the vehicle • Consultant : “I’ll go grab the keys. Just make yourself comfortable and I’ll be right back.” • Customer: “ OK” • Consultant(returning): “Here you go (handing keys over). Before we go, let’s put the top down so you can get the full cabrio experience. Just put the key in the ignition and press this button here (top goes down). • Customer: “Om my gosh – I thought you had to do that by hand!” • Consultant : “Nope, fully automatic – and it’s covered by the 60,000 mile, 6-year bumper-to-bumper warranty.

11. Presenting the vehicle • Designers note: This dialogue will go on demonstrating the entire vehicle presentation from start to finish. Too much to recreate here, this this should convey the idea.

12. Presenting the vehicle Consultant: “Well, was it everything you expected? Would you like me to get one prepped for you?” Customer: “Please. Do you have one in silver with the limited package like this one has?” Consultant: “Yup – I just checked inventory shortly before you came in. We should have two, and one has the trim levelyou’re looking for. Let’s goinside and get you writtenup. Customer: “Cool. I can’t wait to get out on the road. ThinkI’ll take the long way home.”

13. 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

14. Dean’s Assignment 3.4

15. Presenting the Vehicle 2 • Here is another Scenario: • A couple comes into your dealership. The woman (Sharon) is interested in looking at a 2010 Jeep Grand Cherokee, but her husband (Dean) is less than enthusiastic.

16. Presenting the Vehicle • What would you do? • Ask the couple what vehicle they are driving now • Ask Dean why he doesn’t like the Grand Cherokee • Ask Sharon what she likes about the Grand Cherokee

17. Presenting the vehicle • Correct! • Asking the couple what they are driving now would probably be the best approach. Most married couples share in the purchase decision, so you will want to engage them as a couple (the other two options only address one or the other – and will solicit responses that will only highlight the difference of opinions. • Also, determining what they are currently driving can open up additional avenues to gather information. Next

18. Presenting the vehicle • They’re might be a better way . . . • Asking Dean why he doesn’t like the vehicle will only serve to reiterate that he doesn’t like it. While it is important to uncover his objections, there are better ways to accomplish this goal. Back

19. Presenting the vehicle • They’re might be a better way . . . • While this would be a good way to uncover Sharon’s specific buyer motivations, it will do nothing to address Dean’s (yet unknown) objections. Back

20. Presenting the vehicle • So, you ask the couple what they are currently driving, and Sharon responds “A 2006 Ford Explorer”. Dean adds (speaking more to Sharon than to you), “which we love and don’t really need to replace. • What should you do next? • Point out advantages of the Grand Cherokee over the Ford explorer • Ask what they like about their Ford Explorer • Explain how the Grand Cherokee has many things in common with the Ford Explorer

21. Presenting the vehicle • They’re might be a better way . . . • Because you know your products and their competitors so well, you could list the advantages of the grand Cherokee over the explorer, but you have not yet determined which features to focus on – what Sharon and Dean’s buyer motivations are. Back

22. Presenting the vehicle • Correct! • Asking what they like about their current vehicle will help you determine their buyer motivations – what they are looking for in a new vehicle. Most customer will start with their likes, but also mention – one their own accord – those things they dislike about their current vehicle as well. Next

23. Presenting the vehicle • This would be premature . . . • You could point out those features and capabilities the Grand Cherokee and Ford explorer share – but you’re not yet sure what they like about it (or even if Sharon likes it at all – we only know Dean does). Back

24. Presenting the Vehicle • You ask Dean and Sharon what they like about their Ford Explorer. • Dean : “It’s my truck – granted, we both drive it, but I think of it as more of a tool than anything else. It’s got great cargo room and clearance – I can take pretty much anything anywhere. We also like to go camping – and it can’t be beat off road” • Sharon (mostly directed to Dean): “OK, you do drive it more than I do – but when I drive it, it feels like that old pick-up you had when we were first married. I hated that thing.”

25. Presenting the Vehicle • What do you do next? • Ask Sharon what she hated about Dean’s Old pickup • Ask Dean what else he likes to do with his “truck” • Ask the two of them what their perfect vehicle would be like – something they would both be happy to drive

26. Presenting the vehicle • May not be the best approach . . . • Try to avoid asking about what a customer does not like – especially when it involves something someone else liked (or likes) very much. Asking Sharon what she did not like about Dean’s old truck may provide useful information, but it would also create tension between your two customers. Back

27. Presenting the vehicle • Correct! • This is the best next step. By asking Dean what he liked best about his old truck, you will uncover additional buyer motivations from him. Since he is more likely to raise objections to the Grand Cherokee than Sharon, his buyer motivations are more important to uncover at this point. Next

28. Presenting the vehicle • This might be premature . . . • It might be a bit early to ask your customer to “come together” on an ideal vehicle – essentially, you’re asking them to compromise on a vehicle by themselves. A large part of the vehicle presentation process is to find a vehicle that will meet both sets of wants and needs (both Sharon’s and Dean’s). If a gap exists, you will need to bring them together – demonstrate how a vehicle on your lots actually is their ideal vehicle. Don’t ask them to do this for you. Back

29. Presenting the Vehicle • Scenario would continue from this point through asking for the sale – just trying enough at this point to give a “feel” for how the second instance of the problem would proceed.

30. Dean’s Assignment 5.3

31. Component Skills List • This would not be part of the final presentation – but here are four skills required to complete the complex problem as well as the type of content element (in brackets) • SUVPS Organizer (Kind-of) • Product Presentation (How-to) • Customized Walkaround(How-to) • Demonstration Drive (How-to)

32. SUVPS Organizer

33. SUVPS Organizer • First, we need a way to organize and retain important information about the vehicles you sell. • The SUVPS organizer provides a convenient means for learning, retaining and explaining key features about any vehicle to your customers. • Let’s see which classifications categories comprise the SUVPS Organizer.

34. SUVPS Organiser • SUVPS categories for organizing and presenting vehicle features include: • Safety/Security • Utility • Value • Performance • Styling • Let’s look at the definition of each, as well as a few vehicle feature examples . . .

35. SUVPS Elements– Safety/Security • Definition: The customer needs to feel safe and secure while driving the vehicle • Feature Examples: Electronic Stability Control (ESC), Air Bags

36. SUVPS Elements – Utility • Definition: The customer seeks comfort convenience and flexibility • Feature examples: towing capacity, Stow ’n Go® seating, power sliding doors

37. SUVPS Elements – Value • Definition: The customer is looking for the most vehicle for the money • Feature examples: corrosion protection, long standard features list, World Class Manufacturing

38. SUVPS Elements – Performance • Definition: The customer is interested in how the vehicle drives • Feature Examples: vehicle acceleration, SLA suspension, 4WD

39. SUVPS Elements – Styling • Definition: The customer wants a good-looking vehicle • Feature examples: large wheels, high beltline, bold design, ergonomic interiors

40. SUVPS Organizer • These five categories align to primary customer buyer motivations. Some customers are more concerned about safety, other more concerned about performance, while others are concerned about other categories or groups of categories. • Being able to learn and categorize vehicle features by customer buyer motivations will help you recall those vehicle features that are most important to your customers.

41. Product Drill

42. Product Drill • Like SUVPS, the Product Drill is an organization method. It is focused on five vehicle positions and is designed to allow the quick presentation of key features.

43. Product Drill • During the Product Drill, just present one or two key features at each of the five vehicle positions. The goal here is not to tell the customer everything there is to know about the vehicle, but rather to pique their interests. • When presenting: • Start at front, if possible • When done, ask customer if they have time for a customised presentation or demonstration drive

44. Product Drill • If the customer is intrigued, you can ask the customer questions to uncover their SUVPS buyer motivations – to find out is most important to them in a vehicle. • Once these motivations have been uncovered, you can transition into a customized product presentation, where you focus on the feature they are most interested in. • Let’s see an example of how this works.

45. Product Drill Example

46. Transition slide • Need something to move from three minute drill to tailored walkaround.

47. Tailored Walkaround

48. Tailored Walkaround • We’ve already seen how to organise vehicle features into SUVPS categories. • We’ve also seen how to present these features using the five-point strategy in the Product Drill • The Tailored Walkaround is a longer and more focused vehicle presentation — tailored to specific customer wants and needs.

49. Tailored Walkaround • The Product Drill can serve as a walking/talking interview. • If done properly, the customer will start asking questions or make statements that will reveal their SUVPS buyer motivations • For example, “Really, it has that much power?” • You can also ask questions to help uncover the customer’s buyer motivations • For example, “Do you have any children?” or “Do you have any hobbies?”

50. Tailored Walkaround Besides inquiring about SUVPS buyer motivations, you can ask the following types of questions to uncover more about the customer’s buyer motivations: • What are you currently driving? • What do you like and/or dislike about your current vehicle? • What vehicle are you interested in? • What other vehicles are you considering?