Sales Training ( Automobile) Dated:8/03/11
Sales Training ( Automobile)
Dated:8/03/11
Manufacturer
Insurance
Extended Warranty
Dealership SO
AccessoriesFinance
Satisfied Loyal Customer
Exchange Bonus
After Sales Service
Why is sales training Important• 2nd Largest investment in a man’s life.• Reflection of his personality/Status• Convenience• A source of incomeCritical issues today• Cost of maintenance• Fear of being cheated in a deal• Bulk Buying• Dissatisfied Customer
Why an Automobile
Need
Commercial Vehicle customers
Want
Loyal CustomersPersonal Customers
Desire
Taxis Leasing
Transport
Segmentation of MarketSales by Value Sales by Volume
Calculation of growth & health of Dealership hence Organisation
Segmentation done on ABC
-Mini (upto 3400 mm) M800 the only one-Compact (3401 to 4000 mm) Fabia, indica, santro, swift, alto, fusion etc...-Mid-Size (4001 to 4500 mm) ikon, fusion, aveo, city, accent, verna, logan, esteem, sx4, indigo, marina-Executive (4501 to 4700 mm) 3 series, optra, civic, elantra, c class, octavia, corolla-Premium (4701 to 5000 mm) 5, 6 series, accord, sonata, e class, superb, camry-Luxury (> 5001 mm) 7 series, S class
Key Areas of Expertise• Product Knowledge• Financing options• Insurance• Schemes running for the month• Schemes for corporate customers • Calculation of onroad price• Accessories that can be given free+ accessories/ services that can
be sold( body colored bumpers, teflon, underbody, fog lights, stereo)• Eligibility of customer for other schemes• Comparison of models within segment• Price / features/ mileage / availability of spare parts/ service stations• Visibility of product
Customer segmentation
Channel Sales
CSD B2BB2C Transporters
Corporate Sales
Leasing TaxiDGS&D EPCGBulk Deals
Where to reach your customer•Showroom•Office•Fairs/ Melas•Marriage portals/ Marriage Halls•Government Houses•Roadside Displays•Lotteries/Builders
Need Satisfaction Selling Process
Open
Probe
Support
Closing
Customer Needs
Lead Generation• Walkin• Cold calling• Advertisement• Events• Banners• Data from other subsidiaries• SMS/ email campaigns• Display(Corporates, Banks,Malls, associations)• Test drive• Service camps• Leasing• Taxi• CSD & DGS&D
sl No.Executives C Name mobile Alt. No. Email Address Organisation Model Price Hot Warm Cold1 Asok Mr Malhotra 995566432 2280422 [email protected] M59/3, Telco colony Telco swift 5 lakhs h2 Asok3 Asok4 Asok5 Asok6 Asok7 Asok8 Asok9 Asok
10 Asok11 Asok12 Asok13 Asok14 Asok15 Asok16 Asok17 Asok18192021222324
Data recording
1 Name of the Corporate Establishment Location
2 Industry type:(Manufacturing or Services)5 Key Admin.Persons name and designation: Contact no6 Chief of HR's name and designation Contact no e-mail7 Key decision maker's name and designation Contact no e-mail8 Employee details to asses potential Nos Policy
Total Employees Slab/Model potential/OpportunityEmployees get Company Cars VPs and above 0
GMsDGM/Dy GMs
Employees get Company Car loan support as CTC Mgrs to DGMsEmployees can own or buy with own CTC( 2 lac plus) Sup- Dy. Mgrs
Total potential/opportunity 0
(b) Current Vehicle information (Company & personal) Segment Industry MUL MUL ShareM800 &Omni
Qualatitive Mkt Share assesment A2A3A4+Total
Detail of Current Company Car Policy
Corporate Card
Company Specific Details
Tips to understand your Customer• Identify the influencer• Identify the key decision makers• Does the prospect enter the showroom with
family/ friend/ alone.• Is he looking for the best bargain on a model or
the best vehicle within budget.• In the showroom does the customer sit in the
driver’s seat.• Financial credibilty of customer
Follow Up• Classifying customers as Hot / Warm / Cold• Ask for a test Drive(If Possible at Home)• Calling within 2 days for Hot 10 for warm• Check for financing options/ model/ shade• Check inventory stocks• Never Commit what cannot be offered• Attend all morning meetings• Complaints redressal
Sales Process
1. PREPARATION
2. OPENING A CALL
3. NEED ASSESMENT
4. PRODUCT DEMONSTRATION
5. ATTEMPTED CLOSING
6. DEAL AND FINANCE
7. VEHICLE DELIVERY PROCESS
8. POST SALES FOLLOW UP
Preparation• Meet and Greet• Courteously exchange introductions with your
prospects.• Prospects must know that you are there to assist
them.• Start building rapport with your prospects!
• Prospects feel comfortable asking and answering questions.
Opening
• Memorize effective responses to common opening lines used by prospects at your dealership
• Maintaining a positive attitude and greet prospects with a warm and friendly personality
• Maintain eye to eye contact and address prospects by Sir/Madam
Need Assessment
• Begin by gathering information that will help you decide which vehicle will best suit the needs of your prospects.
• Never confuse the customer if he has a model in mind.
• Ask Quality questions(Family size, city use or highway use)
• Listen to each answer• Continue building rapport with your prospects
Common Egs.• I want… • I need• Its important to………• We must….• We’re looking for…..• We have to change…… • I hope…• Our objective is…..• What matters is……• My goal………• We are trying to……
Identify need
• Identify Need behind the need (Strategic needs)
• Demonstrate credibility,integrity, reliabilty (relate the experience of a recent customer)
• Decide on exactly what the customer wants
• Think of combinations of products + services the customer desires
Sales Impact LadderTrusted business advisorTrusted business advisor
Content SellerContent Seller
Professional visitorProfessional visitor
Price SellerPrice Seller
Needs satisfaction seller
IMPACT
Sales Person Behavior
Product Demonstration• Ensure the prospect is seated on the pilot
seat(Explain dash board while seated beside him)
• Start from the front and take him to the rear of the car
• When opening the boot ensure all doors are open to create a feeling of space
• Hand the specification list for all variants available
• If with family ensure everyone is seated then close the doors shut
• Test Drive must be arranged at all costs.
Attempted Closing• Try to verify if customer is also visiting other
dealers• Emphasize on service• Finance options available• Shade/ Variant preferred and availabilty of stock• Always arrange loans from
Dealership/manufacturer partnership.• Make the prospect feel that the car he receives
will be special and only for him.• Be clear on the accessories being provided free.
Closing TechniquesPositive Closing
• Assume that the customer has made up his mind to purchase, Customers tend to agree with the salesperson sometimes
• “Sir, so when do you want the car to be delivered?”
Two choice close• Offer two positive choices to the customer to
choose from. It is not a choice between a yes and a no, but rather between two yeses
• “Would you prefer the delivery on Tuesday or Wednesday?”
Open Offer Close
• And the silence is more important than the question. Too many salespersons do not wait for the answer, but rather start persuading the customer again, which is one of the major mistakes.
• “What do you think about the offer?”
Future Event Close
• To suggest buying as soon as possible, before something unfavorable happens
• “According to the company’s pricing policy we adjust the prices in December, so I would suggest you buy not later than November”
Pros & Cons Move• The salesperson understands that the
customer is in two minds, especially while also considering other models
• “I can appreciate this is a tough decision - what normally works is to write down a list of all the pro's and con's - two separate columns - and then we can both see clearly if overall it's the right thing to do...”
Step By Step Close• It is easier for the customer to agree on little
pieces than taking the whole offer at one bite
• The salesperson consults on different options and features and step by step takes his agreement
• “Lets finalize the car model and then later we could discuss the service pack and accessories”
If Close
• The salesperson agrees to do some ‘favour’ for the customer in return for the deal. Use it if your customer is hesitating to make a decision
• “If I promise to get your desired colour delivered by Tomorrow evening, will you be ready to sign the contract now?”
Common Mistakes
• Never go over someone’s head to make a sale, esp. if your original contact is evaluating you
• When there is a buying team always find out the role of each member.
• Functions and departments represented by them
• Never slight a contact at a lower level to get to a contact at a higher level
Vehicle delivery• Ensure the timing of delivery is confirmed• Ensure the vehicle is clean and ready for delivery atleast
45 mins before delivery in the parking lot• Have all the pending bills ready from the finance
department• The pujari should be aware of the time• Allow at least half an hour during delivery• Explain the features & benefits again about console, seat
adjustment , teflon etc. • Wish them the best and thank them for having chosen
you and your dealership.• Get your PSF filled (Finance , deal process, overall
experience, behavior)
Post Sales follow up• Call after a minimum of 1 week to find the
status of customer and vehicle
• Look for references
• Check if he requires any more accessories services
Thank You
Conflict
• Internal conflict
• Organisational conflict
• External conflict (controllable)
• External conflict (Uncontrollable)
From Conflict to Collaboration• Ex. 1• Write down 5 words that come to mind when you think of
conflict.• Rate them positive / negative/ mutual
• Conflict can be negative or positive
Handling makes the difference
Key areas
• Establish Mutual Involvement
• Seek to understand the other person’s point of view
• Present your perspective of the prob. And its impact
• Appropriate plan of action
• Express appreciation for other person’s effort.
Intimidator
Charateristics
• Speaks with authority
• Dominates, intimidates others
• Can be hostile & belligerant
• Pushes others around
• Doesn’t seem to take a breath
Brick mason
Characteristics
• Builds emotional walls between self and others
• Avoids conflict
• Remains silent or sya little
• Changes the subject
Historian
Characteristics
• Has a long detailed memory
• Keeps score of past problems, grievances
• Recounts events from the past- whether applicable or not
Magician
Characteristics
• Expects problemsto disappear into thin air
• Refuses to address issues
• Hides behind higher goals that may be politically incorrect
• Waves the flag of equality,customers,service,etc