Part 2 of our series on a modern discovery process and the benefits of adopting an Express Purchase Experience
In part 1 of our series, we introduced the Express Purchase Experience, and explored why it’s a beneficial addition to your sales process. In Part 2, we delve further into how to make it work.
When working on a deal, many dealership Sales Consultants simply jump on their computer with customers at their workstation and start looking for inventory with little or no questioning and building rapport.
Many of the questions they ask are bad questions like: “Are you paying cash, financing or leasing?”; “What term do you want?”; “How much down do you have?”; or “How much do you want for your car?”
These questions and others similar create numerous roadblocks on the presentation of a proposal.
Finance pre-approvals
A finance pre-approval is designed to allow a customer to apply for credit — before — they get to the dealership (on your website), early in your sales process or at the end of the sales process with the Financial Service Manager.
The service is designed to alleviate customer fears around the credit decisioning process. It is also designed to identify and isolate credit-challenged customers and have them turned over to a Non-Prime Specialist — this frees up Sales Consultants and prevents the frustration and embarrassment of discovering credit problems 2 or 3 hours into a sale.
The presentation has the customer engage all of their senses and physically interact with the vehicle.
It is also an opportunity to share vehicle awards, accolades and even interesting vehicle history and trivia.
Early Sales Manager Introduction
Having Sales Managers meet customers on the showroom floor within the first 10 minutes of their visit is a simple show of appreciation. It further establishes the relationship with the dealership, provides the Sales Manager with valuable insight into the customer’s thought process and truly differentiates you from other dealerships.
A skilled Sales Manager can often learn more about a customer in a 3-minute exchange than many Sales Consultants learn in 3 hours.
Many dealerships claim that they meet customers early in their respective sales processes, but almost none actually do. It is arguably the most important function of a Sales Manager within the sales process (more so than Desking).
The Early Sales Manager Introduction represents the biggest opportunity for a Sales Manager’s contribution to improving the dealership’s closing ratio and volume.
Express Vehicle Presentation
The Express Vehicle Presentation can be facilitated before the Dynamic Demonstration Drive, after the drive or during the drive at a scenic, safe drive changeover location.
It is a 5-point (high energy) circular presentation around the vehicle highlighting the vehicle’s features, advantages and benefits. The presentation has the customer engage all of their senses and physically interact with the vehicle.
It is also an opportunity to share vehicle awards, accolades and even interesting vehicle history and trivia. The Express Vehicle Presentation also serves as a platform to introduce services unique to your dealership or dealer group.
In our experience, for the most part, the vehicle presentation is extinct. Dealerships rationalize this by suggesting that customers are well informed and knowledgeable because of the information available online.
The Express Vehicle Presentation is more about standing head and shoulders above the rest; being different, memorable and creating a fun and informative experience. This is one of the single, biggest opportunities to outsell competitors, improve closing ratios and increase market-share!
Dynamic Demonstration Drive
The Dynamic Demonstration Drive is designed to showcase not only the driving, handling and capability of the chosen vehicle, but to (safely) and creatively demonstrate the vehicle’s newest technologies while the vehicle is in operation.
Consumer research is clear; customers want to spend more time in the vehicle on a demonstration drive before they commit to buying it. Many point out that they really don’t get enough quality time in the vehicle to appreciate it. Think about it; our industry often shortens demonstration drives to 15 or 20 minutes.
By the time a Sales Consultant has driven the vehicle off the lot and by the time the customer drives the vehicle (and has just come to feel comfortable with the vehicle operation), they are on the way back to the dealership.
More time, energy and focus needs to be spent on this important step. An effective demonstration drive should be at least 30-40 minutes in length, however longer is preferred. An hour is ideal.
By the time a Sales Consultant has driven the vehicle off the lot and by the time the customer drives the vehicle (and has just come to feel comfortable with the vehicle operation), they are on the way back to the dealership.
Payment Solutions
Payment proposals include cash, finance and lease options and are to be provided to every single customer that has selected a new or pre-owned vehicle.
Proposals are created with a strategy for high commitment and low commitment buyers. By providing multiple payment options to each and every customer, we increase the chances of making a sale — no guesswork as to whether the customer is buying a vehicle today— we assume it.
While many dealerships are on an eternal quest for “the next big thing” to sell more cars; CRMs, technology tools, social media, artificial intelligence, etc., the most reliable, the unsung hero and the magic bullet is often the most affordable, implementable and least sexy — your dealership’s sales process.
If General Managers or Sales Managers truly embrace, love and enforce your sales process, your Sales Consultants will too.
