Studies have shown that there’s two things that separate the sales guns from everybody else.
Today I’m going to be covering one of those two things. So what differentiates a sales gun from everyone else? It might be the drive, it might be the bums on seats; but when you look deeper and the studies have proven this.
It’s the ability get gain trust quickly and to qualify well. Imagine if all your sales team did that. You’d sell a lot more cars.
In my two day Road to a Sale course, we spend an entire day on these two steps. To give you a snapshot, here’s a part of what I teach so you can do a fantastic 6 position sell.
It’s a 4 step process where the first step is to – Ask
This is simply asking what’s most important to the customer. It might be asking quite a few different questions to uncover their – Needs, Wants & Desires
The second point is – Tell or Be Told
Let’s say for example that you are with a customer called Mrs Jones.
You might ask what’s most important to you in a vehicle? And she says ‘safety’ because of her children.
You could then say ‘This car has ABS brakes, do you know much about ABS brakes?’
If Mrs Jones does know some things, I would jump to the ‘be told’ part of the second point and let her tell you what she knows.
That way she becomes the sales person and is now selling to you!
And if she doesn’t know anything, you tell her!
The challenge is that in this industry once we get more knowledge and learn about our products etc. We tend to ‘tell’ too much, rather than ask first.
Even in management, when we want something done we often ‘tell’ people what to do, when that’s not how we learn.
You can do a much more effective 6 position sell if your ‘ask’ first, then either ‘tell’ or ‘be told’ depending on whether the person knows about what we’ve asked them.
Step 3 is – Show
This jumps into the presentation and is ‘showing’ the customer how something works.
ABS Brakes might need to be done on the test drive but ‘showing’ could be used for the blue-tooth or for the seats and how they move backwards and forwards, up and down, or the mirrors. It could be used for any feature/benefit.
So many people revert to ‘telling’ but telling can be quite boring for the customer. Especially if we’re telling them what interests you rather than what interests them.
Hopefully what your saying may be of some interest but if your talking technically for example and your raving on about kilowatts and talk. Somebody that’s not into that kind of thing can easily switch off and they won’t buy anything.
However, if you can tailor your presentation from what you’ve discovered in your qualifying, it’s going to be a much more effective 6 position sell.
The final part is – Do
This is getting the customer involved. If you don’t get the customer involved, again it can be boring.
Get them to pop the bonnet, get them in the back seat, get them uncovering the spare in the boot.
The more hands on the customer is, the better.
If the car you’re presenting has keyless entry, hand the customer the key. Let them walk towards the car so it opens by itself.
Let them do as much as possible.
It’s the same as in a training course.
If I spoke at you for 1 or 2 days, it can also be boring.
However, the more we interact, the more we role play, the more we do certain activities, to drill home the basics so you do the fundamentals well.
I.e. Building trust quickly and qualifying well. It’s been a great course and you walk out of there knowing your stuff.
We often get stuck in the ‘Telling’ and –
‘Telling is NOT Selling!’
This 4 step process is an effective process to –
A) To Qualify
B) To Present
For more information contact us at – Support@automotivestars.com.au
We’ll be happy to help.
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