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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.