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Jonathan Dawson

Jonathan Dawson Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training

Exclusive Blog Posts

Why Security Is More Important than You Think for Your Business

Why Security Is More Important than You Think for Your Business

Having a business means that you’re likely going to have to keep security in mind. Whether you are looking to increase customer trust or you want to …

Interview with Scott Pechstein: What's Up With "Digital Retail"?

Interview with Scott Pechstein: What's Up With "Digital Retail"?

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What's Keeping Your Company's Directors Up at Night?

Although we typically define executives by their ambitions, their anxieties can be equally telling. If you’re losing sleep over handling cyber se…

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

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The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

3 Ideas to Finish the Year Strong

a919c5010f5372dec9f6c75d1242b369.png?t=1As the end of 2014 is near, here are 3 ideas for sales people to finish the year strong.

  1. Be a SOLUTION and not just a salesperson

In order to solve a problem you have to understand it. Understanding comes from asking better quality questions. You need to know not just WHAT customers are looking for and HOW they will be using it, but WHY they are in the market and WHY they are considering this particular vehicle. When you know the "WHY" the HOW to sell them gets easy.

Asking WHY questions is all about uncovering motivations (and you don’t even need to use the word ‘why’ in your questions)

Examples:

  • “Of all the vehicles in the market, what made you consider this one?”
  • “After driving yours for years, how did you finally decide to replace it?”
  • “If you decided to go forward today with this option, what would be the main reasons you would do it?”

 

2. Add MASSIVE value by SELLING instead of TELLING

Facts tell, but stories sell! During your walk-around presentation of the vehicle make sure to paint a picture that includes mental ownership language as part of the A.F.F.B.A. strategy:
 
• Ask – How familiar are you with … (name feature)
• Feature – This vehicle is equipped with (name feature) you are looking for.
• Function – What it does for you is … (describe how it works)
• Benefit – Why this is important to you is … (match the benefit to their personal situation/goal)
• Alternative – Compare having (feature) to not having (feature) while you are … (paint picture)

 

3. Practice ISOLATING objections rather than IGNORING them

Most objections are merely concerns or reflex statements when first stated. Isolating objections is done by using language that minimizes and separates the objection rather than ignoring it.

Examples:

  • “Other than your question about the _____, is this a vehicle you would like to own?”
  • “I’m confident we can work through _____. Assuming we do, would you like to be my customer?”
  • “Setting the question about the _____ aside for just a minute, do you want to buy this vehicle, buy it from me, and buy it today?

 

Try these 3 ideas to finish the year strong!

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