Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Jim Kristoff

Jim Kristoff President

Exclusive Blog Posts

10 Things in Sales that will Never Change

10 Things in Sales that will Never Change

Here is my take on 10 things that will never change in Sales.  When you have a clear understanding of how these 10 things work, you'll undoubtedly…

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

What is the “Level of Expectation”?? (Part 2 of 4) – Sales

What is the “Level of Expectation”?? (Part 2 of 4) – Sales

 
 
In (part 1) of this blog, we talked about the experience you receive when you go to a restaurant for lunch.
 
Now….lets talk about setting the “Level of Expectation” in your Dealership’s showroom.
 
Today’s customers demand a process that is both professional and transparent!
 
Today’s customers also want the process to go as quickly as possible!
 
The “Level of Expectation” allows you to guide your customer through a series of steps that are clearly outlined for their understanding and review.
 
Your customer will know exactly WHAT will happen, WHAT ORDER it will happen in, HOW LONG it will take and the information they will RECEIVE to make an intelligent purchasing decision in a TIMELY fashion!!
 
Isn’t it easier to work with your customer if they go throughYOUR process?
 
Isn’t one of the biggest obstacles in selling a vehicle, when the customer does not follow your process?? The customer wants to follow their own process thus causing confusion with your Salesperson, customer and Sales Management?
 
If you want your Salesperson and the Dealership to control the process, we had better tell the customer WHAT the process is!!
 
By telling the customer the steps in the process and how long each step will take, you will build instant rapport in getting directly to the wants and needs of the customer!
 
Since each and every Dealership has their own unique process in the Sales Department, wouldn’t it make sense to give your customers a level of expectation and comfort by telling them whatyour process looks like?
 
·        What are all the steps in the process??
·        What is the timeline for each one of these steps?
·        What information the customer can expect to receive in each one of the steps?
 
It all comes down to efficiencies and consistencies!!
 
Your customers visit to your Dealership should be efficient and consistent to ensure that each and every one of your customers has a “WOW” experience!
 
Let me outline an example, “Level of Expectation” for your Dealership and then we can discuss this further.
 
(Please insert your own process into the example)
 
 
Scenario: A customer walks into your showroom. The Salesperson greets them and immediately begins to explain how YOUR Dealership professionally does business!
 
The Salesperson then reviews your Dealership’s process with the customer.
 
·        Review of Dealership’s process – 5 minutes
·        Determining what type of vehicle you want and why – 10-15 minutes
·        Assessment of trade in vehicle – 10-15 minutes
·        Demonstration of features on preferred vehicle – 10-15 minutes
·        Demonstration drive of preferred vehicle – 10-15 minutes
·        Presentation of purchase figures – 10-20 minutes
 
 
The Salesperson can then relate to the customer what is going to transpire at how long it should take, (55-85 minutes to go through all the steps completely)
 
DON’T let your customer get frustrated and upset by “thinking” that the process is taking too long!
 
Remember, the customer has no idea of what the process is or how long it takes unless YOU tell them. And isn’t a calmer customer more easy to speak with than an upset and frustrated customer??
 
Will you have point of sale material around your showroom to aide you team in conveying your Dealerships Sales processes to the customer?
 
·        Banners
·        Table toppers
·        Posters
·        Video explanations on Salespersons computers
·        Video explanations on your Dealership website
 
 
By providing a “Level of Expectation” in your showroom it will do two things.
 
1.     It will give the customer a clear and professional expectation of what will transpire on their visit and how long it will take.
 
2.     Your Salesperson will clearly, professionally and consistently give the same exact presentation and process to all of the customers.
 
 
By setting the “Level of Expectation”, your Dealership will quickly become proficient, consistent and professional!
 
 
 
 
About the Author: With 30 years in the retail Automotive Industry, from a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.
 
You can follow me on:
 
My website: www.JimKristoff.com  
Twitter: @jimkristoff
WordPress blogsite: http://jimkristoff.wordpress.com/

 Unlock all of the community & features  Join Now