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How can you tailor a car demonstration for maximum customer satisfaction?

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A car demonstration is a crucial moment in the automotive sales process, as it allows you to showcase the features and benefits of the vehicle to your potential customer. However, not all customers are the same, and neither are their needs and preferences. Therefore, you need to tailor your car demonstration to suit each customer's situation, personality, and expectations. In this article, you will learn how to do that by following these five steps:

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Sameer Deshpande ?

Management Consultant l Corporate Trainer l Sales Strategy l Dealership Profitability I Business Growth l…

1 Prepare in advance

Before you meet your customer, do some research on their profile, needs, and interests. You can use online tools, social media, or previous interactions to gather some information. This will help you to select the most suitable vehicle for them, and to plan your demonstration route and points of interest. For example, if your customer is a family-oriented person, you can highlight the safety and spaciousness of the car, and drive by a park or a school.

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Mike Lafontant

I help Business Owners to close more deals without Anxiety or Confusion / Join my Community Below
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The more you know about your customer and their wants and needs, the better you will be able to tailor the experience to them. Nothing can bring more value to a prospect than seeing exactly how a product will fit into THEIR everyday lives and exactly how it will benefit THEM. Ultimately you want them to FEEL what it would be like to own your product.

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2 Establish rapport

When you greet your customer, make sure to be friendly, polite, and respectful. Use their name, smile, and make eye contact. Ask them some open-ended questions to learn more about their situation, goals, and preferences. Listen actively and empathize with their concerns. This will help you to build trust and rapport, and to identify their main buying motives and pain points.

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Mike Lafontant

I help Business Owners to close more deals without Anxiety or Confusion / Join my Community Below
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I teach this in door-to-door sales as well. If you want someone to give you money, they need to like you. I too thought this was obvious until I've worked with sales people that don't make an effort to smile, that don't lead a conversation or that don't go the extra mile to learn about their prospect. Don't even worry about presenting value or overcoming objections, if you can get people to like you within a few seconds, it will transform your sales results.

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3 Present the vehicle

Once you have a clear idea of what your customer is looking for, you can present the vehicle that matches their needs and wants. Start with a walk-around, where you point out the exterior features and benefits of the car, such as the design, color, wheels, or trunk space. Then, move on to the interior, where you show them the comfort, convenience, and technology features, such as the seats, dashboard, or infotainment system. Use simple and clear language, and avoid technical jargon or acronyms. Focus on the benefits that are relevant to your customer, and use stories or examples to illustrate them.

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Mike Lafontant

I help Business Owners to close more deals without Anxiety or Confusion / Join my Community Below
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Don't simply present the vehicle: present it the way THEY want it to be presented. Tailor your approach to them. examples: If the client answers your questions with a list of car specs and talks about the muscle car he's working on, you know he's a car nut. Talk to him about performance and possible upgrades. If it's a contractor buying a work truck, talk about durability, reliability and practicality. If it's a young family, talk about safety, space, fuel economy and convenience. Tailor the value to the prospect.

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4 Conduct the test drive

The test drive is the most important part of the car demonstration, as it allows your customer to experience the performance, handling, and feel of the vehicle. Before you start, explain the route and the features you want to demonstrate along the way. Ask your customer to adjust the seat, mirrors, and steering wheel to their liking. During the drive, encourage your customer to try different speeds, turns, and brakes, and to test the features that interest them. Provide positive feedback and reinforcement, and ask for their opinions and impressions.

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5 Follow up and close

After the test drive, park the car and ask your customer how they liked it. Listen to their feedback and address any questions or objections they may have. Summarize the main benefits and value propositions of the vehicle, and link them to your customer's needs and wants. Ask for their commitment and readiness to buy, and if they agree, move on to the paperwork and final details. If they are not ready yet, ask for their permission to follow up with them later, and set a date and time for the next contact.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sameer Deshpande ?

Management Consultant l Corporate Trainer l Sales Strategy l Dealership Profitability I Business Growth l Automotive l MSME
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Demo & TD are the common practices in car sales across brands. To create a differentiated customer experience, one has to personalize the Demo & TD Before conducting the Demo & TD, a thorough need analysis should be done to identify decision drivers (Hot Buttons) for the customer. While giving the Demo focus on customer's hot buttons. Do not explain all the features but emphasize those specific features which relate to the hot buttons Use BAF technique instead of FAB i.e. convey the benefits first and then explain corresponding features Instead of narrating the standard product pitch, use story telling technique to convince the customer and appeal his / her emotions During TD, talk crisply & let the customer enjoy the driving experience

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How can you tailor a car demonstration for maximum customer satisfaction?

1

2

3

4

5

6

1 Prepare in advance

2 Establish rapport

3 Present the vehicle

4 Conduct the test drive

5 Follow up and close

6 Here’s what else to consider

Automotive Sales

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How can you tailor a car demonstration for maximum customer satisfaction?

1

2

3

4

5

6

1 Prepare in advance

2 Establish rapport

3 Present the vehicle

4 Conduct the test drive

5 Follow up and close

6 Here’s what else to consider

Automotive Sales

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