Now you’re ready to present your sales proposal to the customer
The car sales presentation
We said on the Questioning page that if you work on your questioning skills the buyer writes the Sales Presentation for you.
The mental process you will have been going through as you questioned the buyer should have pointed you towards a particular make, model, size, colour of car. You’re an expert on the cars you sell.
As part of your automotive sales training knowledge, you will have matched the ideal car to this buyer as you were talking to them. They will have guided you to a car that meets their needs.
That’s a great start, but remember to stay flexible.
Do you really know the difference between a Feature and a Benefit
This is a must know part of any automotive sales training. A feature is something the car does or has. For example, the car has air conditioning, this is a feature.
A benefit is what the feature does for the customer. Air conditioning ensures the customer will be comfortable no matter what the temperature is outside.
As a sales manager and trainer I coach top sales people to think and sell benefits.
A customer might tell you they want air bags. (a Feature) Ask them what they want the airbags to do for them. (the Benefit) Why do they want airbags. They may answer, they want the safety the airbags offer for their children.
They want the benefits
What the customer wants is safety for their children, not airbags.
Because you have invested in automobile sales training to increase your sales success rate, you know all about the features that can supply the benefit the buyer wants.
You can explain how airbags may not be the best feature to keep the children safe if an accident occurs. And you can give a great presentation on the features that will give the customer what they want.
There is a superb exercise that will train your mind to instantly make these connections between features and benefits.
These are wide open questions such as, Tell me what you’re looking for? The buyer will answer with whatever is most important to them at the time.
So if they mention, affordable, in their first answer, you know price and budget are a major need.
A really effective automotive sales training tip, is to present the benefits the buyer wants, back to them in the same order they gave them to you in the questioning stage of the car sales process. So affordable would be top of your presentation list, because the buyer put it there.
There are other reasons for doing this, related to good sales communication skills. This car sales technique gets your presentation over to the buyer in a way that they can best take it in.
You don’t need to get tangled up in the psychology of why it works. You just need to know that this automotive sales training works.
A very simple car sales training tip
If you’re not sure from the buyer’s answers what is the next most important need they have. You can do something really obvious that many sales people just don’t think of.
You can ask them what is the most important thing your new car must do for you?
I know it sounds a very obvious statement on an automotive sales training page. But you would be surprised how few sales people think of doing it. They get all carried away presenting feature after feature.
One important fact
If you only take away one piece of automotive sales training from this site, let it be this.
Customers buy benefits not features
This one piece of car sales training will close your sales and earn you money
How you work towards closing the car sale
Now use the same sales technique for your sales presentation.
Present one topic that covers a customer’s need, and all it’s related benefits and features, and then stop.
Before you go any further. Gain agreement from the customer. Ask for agreement that they can see how the benefits of the car you are presenting meets the need they expressed in the questioning stage.
This is a powerful automotive sales training closing technique.
Once you’ve gained agreement move on to the next need on the list and work down that funnel. gain agreement and move on.
Presenting the car
Some sales trainers advise you to use a set routine when you present the car with it’s features and benefits. It’s called names such as, the 5 Point walk around.
If you do this you can find you’re doing the same presentation to every customer. You’ll also find that every other car dealer the customer has visited presents their cars in the same way. You want to be different. Present uniquely for each buyer.
Use the information they gave you
You have a list of the benefits the buyer wants, and their order of importance.
Use it to its full benefit
Present the car in line with the other automobile sales training tips on this page.
The buyer is mainly interested in the benefits they have told you about. Present them first, in the order the buyer has indicated is important.
Additional features of the car can be used later to support the presentation.
You might want to open that bonnet and show that superb piece of computerised, purring technology that powers the car.
If the customer isn’t interested you could bore them away. Or worse frighten them with all the stuff that could go wrong. You may see it as the main feature of the car. To them it could look like a technical nightmare waiting to happen
You might think the sound system is the cars best feature. A bass and volume that could rock a nightclub. Connection ports so you can plug in every new whizzy bit of kit that comes on the market.
That may not be important to the buyer. They could feel they’re paying for something they won’t really use.
Automotive sales training Major car sale tip
Focus your presentation on the benefits the buyer has told you they want, in the order of importance they have given you.
Automotive sales training summary
Main points of the automotive sales training on giving a professional car sales presentation
Good product and competitor knowledge
The ability to relate the features of the car, and the service you provide, to the benefits the buyer wants. Know what your competition offers and how to present better.
Enthusiasm and belief in the product
A very positive attitude towards the product and the company. Show you believe in what you sell. If you don’t, they won’t.
A great structure to your presentation
Use the structure the customer gave you, when you questioned their needs, as the basis of your presentation.
Build the relationship with the customer
People buy from people they like, and are like them. spend time on the relationship before you even think of selling.
And the most important automotive sales training I can give you on presenting the car
Sell the Benefits and not just the Features
Find more sales training and gain the rewards of your investment
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