Part 1 of our 2 part series on a modern discovery process and the benefits of adopting an Express Purchase Experience
The truth is that showroom sales processes across North America have deteriorated and regressed in the post-pandemic auto industry.
Arguably, we did not need a proper sales process to sell cars in the frenzied, high demand, low supply market of the pandemic era.
As inventory levels have slowly replenished, however, and as MSRPs and interest rates have increased, we are back to a highly competitive, buyer’s market. The need to differentiate and provide customers with an engaging, informative experience is crucial.
Several years ago, we (Wye Management) set out to streamline and differentiate from traditional, bloated showroom sales processes, with a true concern for the customer experience and dealership integrity.
Albeit some of the steps may look familiar, it is the use of language within the sales process, the absence of antiquated questions and confrontational tactics and the “true” desire to create a celebratory experience for the customer that set it apart.
Moreover, this sales process is facilitated with efficiency and consistency. The level of URGENCY in closing a showroom or e-lead prospect is forever at DEFCON #1.
In this column, I am sharing the fundamentals of our EXPRESS Purchase Experience in the hopes that you might (as leadership teams) critically assess your own (current) sales process. Moreover, ask yourself: “Do we really even have a sales process? Do we provide the customer with a consistent, memorable and informative experience?”
WELCOME AND TRADE-IN APPRAISAL
The object is to greet a customer quickly (urgently), without tired language of the past (“Can I help you?”).
Modern welcome greetings taught in the EXPRESS Purchase Experience focus the Sales Consultant and modernize greetings, display servitude and demonstrate appreciation for the dealership visit (both showroom and e-lead).
Trade-in Appraisals are offered as this very first step (“Mr. Lee, if you have a vehicle that you’re interested in trading with us, I will arrange to have it professionally appraised. It’s free and there’s no obligation.”).
The object is to snatch up the trade-in and get it into the appraisal process as early as possible, enabling Sales Managers to have the necessary time to appraise and to be able to serve up a proposal immediately following the Dynamic demonstration drive. Customers like this approach!
NOTE: While many dealerships across the country saw the need to facilitate early appraisals during inventory shortages, most have reverted back to appraising trade-ins after demonstration drives, thereby lengthening customer wait times, deflating post-drive emotions and frustrating Sales Consultants. Sales Consultants are encouraged to facilitate a trade-in pre-appraisal.
As soon as a trade-in vehicle is identified, the Sales Consultant takes the time to view the trade-in with the customer. This gives the Sales Consultant an opportunity to learn more about the customer’s lifestyle, ask positive questions about their vehicle: “What do you like about your vehicle? Tell me all the good things about your vehicle, etc. as well as to easily develop rapport and relationship.
The vehicle can also be photographed for apps such as vAuto. Critical questions are also asked at this time such as: “Did you have your vehicle protected with an extended warranty and a vehicle protection package?”
These simple (age-old) questions are the low-hanging fruit that increases the sale of Financial Services products — appraisers should also add notes to the appraisal that add money for these products — visible to the customer.
NOTE: trade-in pre-appraisals (both Sales Consultant and customer present) are non-existent at virtually all dealerships across the country.
DISCOVERY
Discovery should occur at the Sales Consultant’s work station with coffee/tea, hospitality, etc. The object is to learn the customer’s needs and wants — this may seem obvious.
Up to 83 per cent of customers, however, buy something slightly different (even new vehicle customers) than what they set out to purchase (different features, trim, colour, etc.).
Hence, it becomes imperative to have a full understanding of the customer to have the knowledge and credibility to recommend alternative vehicles. Moreover, as a younger generation enters the industry, the art of conversation and rapport building has significantly diminished, replaced by text communication and addictions to various apps (Tik Tok, Instagram, etc.).
We encourage the use of Guest Welcome Sheets (physical or iPads) to ensure that we (as Sales Managers) are able to have Sales Consultants capture information that is lifestyle focused, not financial.
We ask every Sales Consultant to form a TOP 10 LIST of their favourite/best discovery questions (we provide them with close to 100 examples). Eg.:
- Why are you considering a new vehicle at this time?
- What are your “must have” or “gotta have” features
- What features are you curious about?
- If you don’t mind me asking why the RAV4? What do you like about the RAV4?
- Why this package/trim?
- Which websites did you use in your research? Did you use the Build and Price tools and the payment calculator?
- Are you the primary driver or are there other drivers and occupants?
- Would anyone else be involved in choosing the features of your new vehicle or was this decided upon during your research?
- Do you work locally? Would we be a convenient location for your maintenance visits?
- What do you do for fun?
In part two we will learn more about a modern discovery process, and explore the other key components of an Express Purchase Experience.
