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WITH RON MARTIN
AutoSuccess, June, 2002
The Best Kept Secret in the Automobile Business
I love to sell products that customers have little to no buyers resistance to. You can look them right in their eyes and explain the value of the product to the customer and their eyes look back and say, “tell me more.”
This is exactly what happens, in most cases, when I present the appearance package to the customer. That is paint protection, fabric protection, and leather guard. In many cases, I add the rust proofing and sound barrier and it makes for a package that the customer sees as valuable to their vehicle purchase.
This product does exceptionally well for new automobiles and late model pre-owned vehicles. One thing that is consistant with all of these customers: they want to keep their vehicle in the same showroom condition as long as they can.
The best kept secret is: a majority of the dealers don’t know this. I, of course, haven’t talked to all of them. The ones I have, usually don’t know how well their dealerships are doing with this product, or they think they’re doing pretty well only to find out they sell the package to less Than 10% of their customers.
The dealers that do well with the product have a fundamental premise in common. Their personnel that sell the product, whether it is the sales people or F&I Manager, have a genuine belief in the product’s value and are able to transfer that enthusiasm to the customer. They usually get that enthusiasm the same way I did. They present the products appropriately to the customer, and after the favorable responses they get, they themselves become believers.
Selling the Appearance package is a four step process: Properly approaching the customer, Presenting the features and benefits, Over-coming their objections, and then Getting the customer to make a decision.
Approaching the Customer
The first objective when approaching a customer is to break-preoccupation. This means you need to get the customer’s undivided attention. Prior to this point they have just went through a sometimes lengthy process of negotiating for their automobile. They are now focused on getting in their new vehicle and driving home or moving on to the next part of their day. We need their attention to focus on our offer. This can be done by asking them the right question. A question that is designed to get the customer to say or think, “why must I listen to you?”
I like to begin the presentation transitioned from the “We Owe” form.
Finance Manager: Mr. and Mrs. Doyle, I noticed that we have gassed up and cleaned your vehicle, but it doesn’t mention that you have taken advantage of the 20% discount available today on the Appearance Package?
You then follow with a pre-occupation breaking question, such as:
· How would you like to keep your car looking showroom new long after the new car smell goes away?
· How would you like to keep your car looking showroom new and maintain the value?
· Your Lease Agreement requires that your vehicle is turned in, in good condition. Would you like to hear about a way that makes that more likely to occur?
Presentation
Once you have broken pre-occupation, and I am assuming have gained rapport with the customer, it is time to present the product. A good presentation is not a performance, it is a process to qualify the customer to buy. In other words, what benefit will cause them to say yes to your offer. This is determined by a repetition of giving the customer some information, asking an open ended question, and listening. An open ended question is designed to get the customer to talk.
The questions and listening skills are the keys to the presentation. They are even more important than the information.
Some examples of good questions are:
· How would like to protect your finish without waxing your automobile?
· Do you find yourself or your children either eating or drinking in your automobile, and sometimes encountering an accidental spill?
· Is a quiet ride important to you?
Encourage Customer Objections
The presentation if done properly should lead you to either a decision by the customer or an objection to the offer. Anything else is an ineffective presentation. An example of an ineffective presentation is it leading to the customer saying, “I’m not interested.”
The professional sales person understands that an objection shows interest. For example, if the customer says, “the price is too high”. It is translated as the customer saying, “show me how I can afford it.” A good way to handle an objection is to first restate it. “So Mr. and Mrs. Doyle what you’re saying, is that you think the price is more than what you would expect to pay for the appearance package?” In addition to price, is there any other reason that prevents you from having us protect your automobile? Once they give you their last objection, overcome it and then try to re-close.
A couple of common objections are:
Price is too high
Show the customer what NADA book price is for an average verses a clean vehicle. Not only will you be able to realize the benefit of increased value of your automobile, but you’ll have the benefits of the protection package. Restate benefits, then try to re-close.
Can’t afford it
I can understand a budget. I have one too, but do you think it will be easier to afford to possibly have to pay to repaint your automobile, repair your fabric or leather, or to fix rust, or to pay just $10 per month.
Decision Time!
It’s our responsibility to move them from being enthusiastic towards the product to buying it. We do it in such a way that not only do they feel good about the decision, but they can’t wait to buy from us again. This can be done with no pressure at all. If there is any pressure you want it to be that, the customer liked you and your offer so much that they feel the pressure of being unable to tell you no or the customer feels the pressure of the silence.
There are a variety of good closes. Here are some closes that I like to use for aftermarket products.
Alternative Close
Give them a choice of package A or package B. One package is paint, fabric, and leather. The other also includes the undercoating and rust proofing. Another alternative close is to ask them, “would you like to pay cash or just $10 per month?”
Sharp Angle Close
If I could get it within your budget would you take it? Once the customer says yes you might change the terms or ask for cash down to make the payment more affordable.
Instant Reverse Close
This close is used to turn the situation around with the customer. Customer: I can’t afford it. My response is, that’s exactly why you should take it. If it’s difficult to afford $10 per month, how difficult would it be to repair rust, repaint your vehicle, or replace your letter or fabric?
The close should be the easiest part of the sales process if you have led up to it properly. It is simply asking the customer a question which they can only respond with yes or no. I’m O.K. with getting some no’s, because I now I’m going to get many yes’s along the way.
If you give this product a chance I’m sure you’ll find what I have: Customer’s have a genuine interest in buying it. That’s not a secret!
Next month we will discuss how to Be an F&I Leader.
Ron is a national F&I sales trainer and consultant, and the author of the book and CD program, The Vision of Finance and Insurance. Visit www.thevisionoffandi.com or call 1-800-413-9902 to contact him.
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