Car Sales Start at the Walkaround

Posted by Insignia Group on May 9, 2022 3:36:06 PM

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Every car salesperson knows that the sales process starts as soon as you meet the customer. 

A customer walks into your dealership and sits down at your desk. Building rapport is strategically interwoven with an assessment that lets the salesperson know what their customer wants and needs. When the needs assessment is appropriately thorough, the first walkaround comes easily. 

If you’ve ever struggled to sell a car (so basically…everyone), read on to see how three walkarounds per customer can improve your odds of delivering a vehicle your customer can’t turn down.

The Trade-in Walkaround 

An important part of new car sales training is learning to evaluate the trade to your advantage. A trade-in walkaround can tell you things that your customer might not mention. 

Perhaps you notice backseat sun shades and have the opportunity to ask your customer about his passengers. He might have forgotten to mention he keeps his grandkids every Friday, which opens up a whole new world of accessory possibilities. 

Is your customer’s 2010 vehicle in pristine condition? You can reasonably conclude that longevity matters to this person, and protection accessories will be of interest to them. 

Dents and scratches might bring up a story about backing into something or side-swiping someone. Those things can lead to a conversation about backup cameras, parking assistance, and more. 

After a dealership salesman has completed the trade-in walkaround and made notes about what the customer already has, you should move on to the new car or hero vehicle walkarounds.

Using Preloaded Showroom Models

What happens when the customer tells you something is important to them, and you don’t have it on the lot? 

Maybe the customer hauls tools daily for work and wants to ensure their belongings aren’t out in the open. Looking at Ford F150s, you realize none of the test-drive models have a bed cover. In that case, highlight the showroom vehicles to show the customer what’s possible.

Preloaded showroom vehicles are perfect for this! Do a lap around a loaded car and point out the technology, protection, comfort, and lifestyle accessories that fit their needs. It will help the customer visualize accessories on the test drive vehicle and may also spark a conversation on something they never mentioned. 

All new car sales training should incorporate using the showroom vehicles to help keep the sales process moving forward. 

The New Vehicle Walkaround

What if you don’t have a decked-out showroom version of the vehicle they are looking for? In that case, do a walkaround on the new vehicle and point out anywhere they can add an accessory from your dealership to ensure they have what they want. 

During the needs assessment, when you asked your customer what they’re looking for in a car—what did they mention first? Whatever it is, start there. 

Before you test drive, take a lap around the vehicle, pointing out hot buttons. It might be comfort features, protection accessories, a sound system, or a host of other things. 

If your customer tells you, “My new car must have a backup camera. That’s a definite.” The first thing you point out on the new vehicle is a) the backup camera or b) the ability to add a backup camera while pointing out where it will be. 

Then, move forward. Circling the vehicle quickly, reference all the features your customer mentioned, repeating their words back to them.

“Carrie, this is where we’ll add the backup camera. If you look back here, you’ll see ample trunk space, and we’ve got organization options for whatever you need to store as well. Also, you’ll notice the automatic liftgate and third-row seating. You mentioned that you need good lighting for driving at night—this vehicle has aftermarket Morimoto lighting, which is exactly what you need. Are you ready for a test drive?”

Should You Do a Walkaround?

It’s important, as a salesperson, to know that you’ll lose customers by not letting them know the things they want can be installed and under warranty through your store. If you never even bother to mention that electric running boards can be installed on the Ford F150 they are looking at, they will go down the road to the store that has them preloaded in packages because they see them in the pictures. 

Every vehicle can have leather seats installed, don’t let someone walk out the door because the trims they originally were looking for are out of stock. You can build a trim up to any level they want through accessories and avoid losing a customer who “needs a car today.” 

Walkarounds in the Digital Age

Although you can’t do a walkaround with online sales, your customer should be able to do their own. Your dealership’s digital retailing software should be able to do a virtual tour of any vehicle for your online customers. A 3D model is a best-case scenario. The software should also include things like accessories for the customers to "try" on their vehicles as part of the normal sales process.,

 

When you start the sales process at the walkaround, you’ll have ample opportunity to learn your customer’s dominant buying motives for their car and accessories. The Insignia Group Everything plan will help you sell accessories to your customers online and in-store in a visually appealing way. Personalizing at the point of sale will increase CSI scores and customer loyalty and allow for extra incentives for sales staff.

Ready to get started?  Demo our system today!

Topics: Sales Best Practices, accessory sales