Are you building value during your presentation/demonstration?
The first variable that I would like to go into is the matter of getting the consumer excited about making their next biggest purchase next to buying a home. I've been studying the Ritz Carlton Gold Standards and I would like to place emphasis on one of the standards called the "three steps of service." It's defined as follows:
- A warm and sincere greeting. Use the guest's name.
- Anticipation and fulfillment of each guest's needs.
- Fond farewell. Give a warm good-bye and use the guest's name
Imagine for a second if your dealership gave every customer a Ritz Carlton like experience. Are you aware of the value that it would bring to your dealership!! Equally relevant, imagine how much easier it would be to close the deal with this added value.
Let's look at some issues that may start the buying process off on the wrong foot:
1. 30 people standing outside like a pack of wolves.
2. Putting your cigarette out as you approach the customer.
3. The attire that you are wearing looks like it was balled up in the corner.
These are things that one would never see at the Ritz Carlton and that is why people don't mind spending the extra money due to the fact that their is a perceived value. You must separate yourself from the old way of doing business and let the customer know that you take the opportunity to do business serious. This added value will be needed when you are $200 away in payment or needing a cash investment that he/she didn't consider prior to coming to your store.
Last but not least is be a professional!! Act like you're at the Ritz Carlton when dealing with customers and watch how your numbers grow i.e. offer your customer something hot or cold to drink, give them a tour of the dealership, take them to the bathroom don't just point where the bathroom is located and if the owner or GM is walking around introduce your customer to those in executive positions. We must learn that we are in the "Wow" business which means we must have a strategy in place to "Wow" the socks off our customers.
I'll go over the other variables soon good luck and good selling....