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Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

Top 5 Luxury Cars for Any Type of Terrain

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Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

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Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

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DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

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Enunciate Articulate and Spit

Enunciate Articulate and Spit

Check out this great blog by our head of Human Resources Kimberly Roselle, as she talks all about the importance speech plays in making the sale.

 

Enunciate, Articulate, and SPIT IT OUT! This is what the director used to say to me, when I was in the theatre. This was the best advice I have been given. When it comes to marketing it is not just about what you are saying but how you say it.

 

Imagine walking on to a lot and the sales person comes over to you and is slurring their words. Will you trust them? Will you keep listening to them? Most likely the answer is no.  You can expound till you are blue in the face on the many virtues of a vehicle, but if your tone is monotone and you lack inflection the customer will tune you out and move on. Perhaps a salesperson approaches a customer, and every other word is “like” or “you know”, the first thoughts generally will be “no I don’t know that is why I am here” or “I’m not sure if I like it that’s why I am here”.  This means that the customer has ceased listening to the details.

 

How do we Enunciate, Articulate, and SPIT IT OUT? Practice, Practice, Practice! Not too mention knowing your vehicles. Take a few minutes and out loud go over all of the details you would point out to a customer. Then do it again.  What words are you stressing? What features should you place emphasis on? Are there any words you have trouble pronouncing? This is not a speech to memorize but knowledge that you can use to educate your customers.

 

A customer will not want to purchase from someone who doesn’t sound like they know what they are talking about, so take the time to practice what you are saying. Make sure you sound not only knowledgeable but are informative enough to be able to engage with your customers. If you sound like an authority they’ll believe you are an authority, helping you make the sale.

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