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“The will to win is worthless if you do not have the will to prepare.” - Thane Yost
Imagine walking into a department store and there were no clothes on any of the mannequins. The perfume clerk has no samples. The video game department has not one game set up for kids to interact with. The only thing you see are salespeople walking around empty-handed asking, “Can I help you?” It’s absurd, right? People want what they see. So it’s up to you to show them what you want them to buy. The same thing applies to your dealership. When a prospect walks into your dealership make sure you are prepared with plenty to show and interact with. This gets them excited about purchasing from you. Here are three things a good sales consultant should be armed with to draw their customers in and keep them engaged in the buying process.
Pre-loaded vehicles:
Department stores don’t just sell shirts or pants or a pair of shoes. In the women’s department, they sell cute date outfits. The mannequin not only has on a little black dress but silver earrings, and a sequined clutch to match. In the men’s department, they don’t just sell Polo shirts and neckties. They sell a lifestyle of golf and business meetings. Dealerships have to learn how to be just as creative and intuitive when dressing their show models. Check out “4 consumer points to consider when selling car accessories” and “Ten Tips for creating an Eye-catching Show Vehicle using Accessories” to get creative ideas on pre-loading vehicles.
Sales Brochures:
Your sales consultants should have something to hand to each person that walks on your lot and not just a business card with their name and contact information. Try a coupon for an oil change and then a breakdown of service prices. Maybe they didn’t buy a car that day but they came back to use the coupon. And, regular service customers are 80% more likely to purchase their next car from that particular dealer. Either way, you have added to your bottom line.
Accessory Displays:
Unique displays and kiosks that your customer can interact with help create a more relaxed and fun buying atmosphere. There are several ways to do this. Aftermarket shops have some of the flashiest displays of rims, grills, and sound systems. Dealerships could greatly benefit by customizing this idea to fit the brand they sell. There are also accessory systems like Insignia's that allow customers to view accessories on the vehicle. Computers and kiosks are set up to show the vehicle they have agreed to purchase, in the exact color, and allow the customer to place accessories on the vehicle.
