The way that consumers shop for and buy vehicles is nothing like it was ten years ago. Today, shoppers expect complete transparency when dealing with salespeople and the dealership, and they want all their questions answered upfront. If they ask for information, they expect it to be readily on hand – and when they ask for pricing, they want honest answers and, at times, a complete breakdown of each item that makes up the quote. If salespeople don’t deliver on these expectations, they risk losing gross profit or a car deal altogether.
This Guide outlines a process for salespeople to deliver winning vehicle sales presentations that immediately build trust and rapport, so that they can hold onto gross profit and earn high CSI ratings.
Be A Product Expert Of All Makes & Models Using The OEM Window Sticker
Every salesperson in the dealership should be a product expert of all makes and models on the lot – not just the new vehicles the dealership sells. The Factory Window Sticker empowers salespeople to become product knowledge experts – regardless of the vehicle they are presenting – while simultaneously building immediate rapport with customers.
The daily trade walk is the best way to keep track of every vehicle that comes into inventory – either as a trade or an auction purchase. And… your dealership should have a process for automatically pulling the OEM window sticker on each unit and ensuring that it is easily accessible by you, so that you don’t have to waste any minute of your customer’s time.
Although the layout and design of window stickers across brands may vary, the major parts are typically the same. Along with the Manufacturer’s Suggested Retail Price (MSRP), the OEM Window Sticker contains a wealth of valuable information, including:
- VIN # & Model Information
- Standard Equipment
- Added Features & Pricing
- Government Safety Ratings
- Fuel Economy Rating
- Annual Fuel Costs
- Fuel Type
- Delivery Fees
- Fuel Costs Or Savings Over 5 Years
- QR Code
Begin each sales presentation by reviewing the vehicle’s detailed specifications and educating the customer about the OEM Window Sticker and the validity of the information it contains.
Build Value In Vehicle Quality & Safety By Presenting The Dealership’s Reconditioning Work
According to the Consumer Trends for 2020 Report by Brandwatch, when 8,000 people were asked what attribute was most important when choosing a vehicle – quality ranked as the most important, followed by affordability then friendly customer service.
Every used vehicle on your lot is unique based upon how the previous owner drove it and how they took care of it. Your dealership invests in each used vehicle it acquires – getting it frontline ready for resale. This reconditioning work is what ultimately determines the quality and safety – the overall condition – of the vehicle. In turn, this investment will have an impact on the total cost of ownership for the next buyer.
It’s important to help each customer understand that a lower priced used car does not necessarily mean it’s a better deal. A used vehicle that has been inspected and reconditioned by a Factory-Certified Technician may have a higher initial price, but in the long run – it will save your customer money and frustration, at the very least.
Present Your Dealership’s Vehicle Inspection Checklist
Vehicle quality and safety refer not only to the brand and vehicle condition, but also the qualifications of the technician that performed repair work and whether or not the dealership backs that work with a guarantee. Having an inspection completed by a Factory-Certified Technician and a dealership that stands behind their vehicle inspections and repairs – has tremendous value for car shoppers, and it is your job to help them see this.
With the average vehicle containing between 50 and 200 computer chips, specialized diagnostic equipment and knowledge is required to read information accurately to ensure a healthy engine. Shoppers may not understand that properly reconditioned vehicles save money in the long run, unless they are educated by a salesperson – and they may not understand the importance of a properly performed vehicle inspection.
Review The OEM eBrochure, Informational Videos, & Other Documents To Build Confidence In The Brand
Nearly all OEMs today have a YouTube Channel or Facebook Page that contains a wealth of useful documents and videos that enable salespeople to give engaging and valuable sales presentations.
Starting with the factory’s ebrochure, you can review each vehicle in detail – using the manufacturer’s marketing messaging that may have had an influence on the customer’s interest in the car to begin with. The ebrochure lets the customer visualize the vehicle when it was new – to get detailed information about its technology, style, safety and convenience features, and options. It also provides detailed specifications about mechanical performance and warranty information.
By previewing additional OEM videos and documents with your customer, such as those that outline its maintenance program, safety technologies, multimedia capabilities, available accessories, financial services, and community work – you can build brand equity and value in the vehicle you are presenting.
Present Your Dealership’s Value Proposition & The Benefits Of Doing Business With You
Deciding which car to buy is not the only decision your customer has to make – they also need to decide which dealership they should buy from. It’s most likely that your customer has not drilled down into the many pages of your website to learn about your dealership’s value-added services, community efforts, service department, or customer testimonials.
Once you’ve answered all your customer’s questions about the vehicle they are interested in – you should go over any special value-added programs offered by your dealership. If you have videos that introduce your General Manager or Service Department, you should watch these with your customer. Go over your DealerRater or Google Reviews – and show all the great pictures that communicate your dealership’s commitment to the community.
By presenting your dealership as a reputable business that is concerned about its community and providing superior customer experiences – you’ll build a deeper level of rapport with your customer and gain trust that will earn you, their business.
A Truly Transparent & Complete Automotive Sales Presentation Without Ever Leaving Your Desk
If there’s one aspect of the vehicle purchase process that customers complain most about – is when their sales professional constantly disappears from their desk, going back and forth to managers hidden in a glass tower – for answers.
A truly effective and engaging sales presentation is one that is done with all information presented completely upfront and when the salesperson clearly demonstrates that the customer’s time is extremely valuable. You should have all the information you need in your hand to answer all your customer’s questions about the vehicle, the dealership, and financial options.
If you need to leave your customer sitting at an empty desk while you track down reconditioning records or to get a manager to print the OEM Window Sticker – you will lose credibility. As you do, the profitability of your deal will slowly diminish. All the information that your customer needs to make a purchase decision should be available on your screen as you are conducting your sales presentation.
VelocityEngage Digital Vehicle Portfolios For Automotive Sales Professionals
VelocityEngage digital portfolios empower salespeople to be confident when delivering sales presentations because they contain all the information that car shoppers want about the vehicle of interest, the dealership, and their financial options – on one page.
OEM Window Stickers, reconditioning records (from the DMS), and eBrochures are auto-populated into VelocityEngage digital portfolios, along with other customizable documents, videos, and photos – to enable salespeople to give thorough sales presentations without every leaving their desk.
Karla Guleserian, MSEC
Digital Marketing Director
Velocity Automotive Solutions