INCREASE PROFITS: Add VALUE with RELATIVITY!
TRUST & VALUE
Part 2
NO, NO, NO, and by the way, NO Thank You again! Are you getting
a lot of rejection from your customers, are they declining your
offerings left, right and center? I have GREAT NEWS for you!!!...
One of the surest ways to increase your sales is to present your
products so the customer sees the VALUE in what you are offering!
Sounds elementary but it is fundamental to increasing profits!
The first and foremost means to achieving that is to show the
RELATIVITY of your product(s) to your customer's needs. The
ONLY way I know of to create relativity is to know what your
customer needs and the simplest solution to getting that information
is through QUESTIONS. There's a link referred to in the Blog post
of February 13, 2008, "Ask Questions", filed under category
Sales Tips, that addresses this topic eloquently: http://nashville.bizjournals.com/extraedge/consultants/at_your_service/2007/12/31/column30.html?market=nashville
The professional, successful salesperson has an incredible
talent to ask questions and gather information without
seeming nosy or annoying. This takes us back to the
people skills that are critical to our success as a
business manager/F & I manager. Here's the really
interesting part...as you ask questions, engaging the
customer in conversation about them, you are building
TRUST...and while you gain the knowledge about your
customer's particular circumstances, you acquire
the information needed to create the VALUE in your
product(s) that is/are relative to your customer's needs!
You see, TRUST and VALUE go hand in hand and work
brilliantly together!
If you are trying to come up with great questions to build trust and
value, go back to the features and benefits of your products and
work backwards. Here's some examples:
Q: Mr. Customer, will you be using this car mostly for city
driving or are you planning some road trips with it?
A: Your customer drives a lot for whatever reasons, personal
or professional, and tells you that he/she will have many out of
town trips OR a tremendous amount of local driving over the
foreseeable 5 years.
In conversation you may find out that part of the reason this
customer is buying this car is to ease some of the stress of
expensive mechanical repairs during a very busy driving period
in their life.
This next step takes place only when you are presenting the
product that has RELATIVITY:
Mr. Customer, we have an extended warranty program for
customers like you. It will give you Peace of Mind
driving over the next 5 years and simulate the coverage of those
moving parts and electrical components that will no longer be
covered by the manufacturer after (3) years. Let me give you
some more details...and now you move into your warranty
presentation that emphasizes the 99.9% perfect car, it
demonstrates that your 99.9% perfect car will endure repairs
of approximately $7000 based on today's average repair costs
and that makes your warranty of say $1600 to $2000 look very
inexpensive!
I could give you tons of other examples. If you have a particular
hurdle you want to overcome with asking questions and creating
relativity with a particular product, just ask me (click
"Add Comments" below) and I will gladly give you suggestions.
Ladies and gentlemen, this is not rocket science, I get that. It's
a simple and easy method of improving your average sale per
unit sold. Develop this practice and make it a habit to find
RELATIVITY with your products to your customers. Anything
you focus on grows and builds. This practice alone will put more
money in your jeans and make your dealer principal very happy.
Imagine, if auto sales are sluggish, they know they can rely on
you for consistent, strong performance. When you give, you get!
This Blog is Committed and Dedicated to Your Success!
Part 2
NO, NO, NO, and by the way, NO Thank You again! Are you getting
a lot of rejection from your customers, are they declining your
offerings left, right and center? I have GREAT NEWS for you!!!...
One of the surest ways to increase your sales is to present your
products so the customer sees the VALUE in what you are offering!
Sounds elementary but it is fundamental to increasing profits!
The first and foremost means to achieving that is to show the
RELATIVITY of your product(s) to your customer's needs. The
ONLY way I know of to create relativity is to know what your
customer needs and the simplest solution to getting that information
is through QUESTIONS. There's a link referred to in the Blog post
of February 13, 2008, "Ask Questions", filed under category
Sales Tips, that addresses this topic eloquently: http://nashville.bizjournals.com/extraedge/consultants/at_your_service/2007/12/31/column30.html?market=nashville
The professional, successful salesperson has an incredible
talent to ask questions and gather information without
seeming nosy or annoying. This takes us back to the
people skills that are critical to our success as a
business manager/F & I manager. Here's the really
interesting part...as you ask questions, engaging the
customer in conversation about them, you are building
TRUST...and while you gain the knowledge about your
customer's particular circumstances, you acquire
the information needed to create the VALUE in your
product(s) that is/are relative to your customer's needs!
You see, TRUST and VALUE go hand in hand and work
brilliantly together!
If you are trying to come up with great questions to build trust and
value, go back to the features and benefits of your products and
work backwards. Here's some examples:
Q: Mr. Customer, will you be using this car mostly for city
driving or are you planning some road trips with it?
A: Your customer drives a lot for whatever reasons, personal
or professional, and tells you that he/she will have many out of
town trips OR a tremendous amount of local driving over the
foreseeable 5 years.
In conversation you may find out that part of the reason this
customer is buying this car is to ease some of the stress of
expensive mechanical repairs during a very busy driving period
in their life.
This next step takes place only when you are presenting the
product that has RELATIVITY:
Mr. Customer, we have an extended warranty program for
customers like you. It will give you Peace of Mind
driving over the next 5 years and simulate the coverage of those
moving parts and electrical components that will no longer be
covered by the manufacturer after (3) years. Let me give you
some more details...and now you move into your warranty
presentation that emphasizes the 99.9% perfect car, it
demonstrates that your 99.9% perfect car will endure repairs
of approximately $7000 based on today's average repair costs
and that makes your warranty of say $1600 to $2000 look very
inexpensive!
I could give you tons of other examples. If you have a particular
hurdle you want to overcome with asking questions and creating
relativity with a particular product, just ask me (click
"Add Comments" below) and I will gladly give you suggestions.
Ladies and gentlemen, this is not rocket science, I get that. It's
a simple and easy method of improving your average sale per
unit sold. Develop this practice and make it a habit to find
RELATIVITY with your products to your customers. Anything
you focus on grows and builds. This practice alone will put more
money in your jeans and make your dealer principal very happy.
Imagine, if auto sales are sluggish, they know they can rely on
you for consistent, strong performance. When you give, you get!
This Blog is Committed and Dedicated to Your Success!
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