Word tracks are more than a canned word-for-word script. Treating a customer robotically is never good advice. Any good sales consultant understands the benefit of active listening. Understanding your customer's dominant buying motives will guide the conversation. Word tracks for a lead-in product create smooth transitions from car-buying to accessorizing. Word tracks help sell around objections and close sales. Have you ever heard the saying "good actors don't have to act"? In the same way, sales consultants don't need to step into Academy Award-winning roles. Although word tracks are pre-determined, memorized "lines" —they never negate real conversation. They simply support and guide it. To make it clear, consultants who listen well and employ word tracks sell more accessories.
To get great results with word tracks, make sure you cover these bases:
"I think you made the perfect choice in your new, white [insert vehicle brand]. I know you're excited about the leather seats because they are easy to clean when people get in and out. In my experience, the people who want leather seats for their vehicle also typically get all weather floor mats to protect the floor. Let's go ahead and get you registered for your first free oil change in our system. Then I can show you how we can protect your leather seats from fading prematurely and we can figure out how to keep your car looking brand new for years to the amount of only a few dollars a month."
Word tracks are a step that can't be overlooked amongst the hustle and bustle of the dealership. Make sure your staff is trained to sell with excellence at every transaction.