As an automotive salesperson, you know that your vehicles have many features and benefits that can appeal to different customers. But how can you effectively showcase them in a way that convinces your prospects to buy? In this article, we will share some tips and techniques that can help you highlight the value of your vehicles and close more sales.
The first step to showcase the features and benefits of your vehicles is to know them inside out. You should be familiar with the specifications, performance, safety, technology, and design of each model you sell. You should also know how they compare to the competitors and what makes them stand out. This way, you can answer any questions your customers may have and demonstrate your expertise and credibility.
Vehicle specifications can vary among models (and markets) so it’s important to know what you have on offer before crafting a marketing campaign. A best practice is to get a detailed brochure or spec sheet from the manufacturer on the specific model(s) you will have and tailor your marketing content to reflect that. If a feature seems like it could be a unique selling point in your market, capitalize on that. Nothing sucks more for your customers than seeing specs that they can’t benefit from.
First and foremost, master the Features, Advantages and Benefits of the products which you are selling. Spend more time on explaining about a benefits, a customer can read the features/specs on a brochure by himself. Compare the product which are selling vs the other products in the market and explain how your product is superior against the other products. Also when you explain about a particular product, give as demo on how actually the product's feature works. This way the customer can grasp about the particular feature of product. Spend more time on explaining about the uniqueness of the product (USP - Unique Selling Point).
The second step to showcase the features and benefits of your vehicles is to know your customers. You should understand their needs, preferences, goals, and pain points. You should also know their budget, lifestyle, and personality. This way, you can tailor your presentation and pitch to their specific situation and interests. You can also use open-ended questions, active listening, and rapport-building skills to uncover their motivations and objections.
The third step to showcase the features and benefits of your vehicles is to match them to the customer's needs and desires. You should not just list the features, but explain how they benefit the customer and solve their problems. You should also use stories, examples, and testimonials to illustrate the value and impact of the features. For example, instead of saying "this car has a blind spot monitor", you can say "this car has a blind spot monitor that alerts you when there is a vehicle in your blind spot, which can prevent accidents and save you money on repairs and insurance".
The fourth step to showcase the features and benefits of your vehicles is to use sensory language that appeals to the customer's emotions and imagination. You should not just describe the features, but show them how they look, feel, sound, smell, and taste. You should also use vivid adjectives, metaphors, and similes to create a picture in their mind and make them want to experience the features for themselves. For example, instead of saying "this car has a leather interior", you can say "this car has a leather interior that feels soft and luxurious, like a cozy sofa in your living room".
A metaphor is fine, but the most remembrance is related to a life experience: a feature of the vehicle is relevant in a trip, in a concrete scenario, like the beach of New Smyrna, or a starry night across Arkansas, on ocasion of a particular travel made or expected to be made. This creates connection with an ideal future moment, a possible experience with the reader of the article or viewer of the clip.
The fifth step to showcase the features and benefits of your vehicles is to involve the customer in the process. You should not just tell them about the features, but ask them to try them out and see for themselves. You should also encourage them to ask questions, share feedback, and express their opinions. This way, you can create a dialogue and a connection with the customer and make them feel more engaged and invested in the vehicle.
Involve, if possible, the humans behind the development. Who are they, which factors did they consider when deciding specs and capabilities.
The final step to showcase the features and benefits of your vehicles is to follow up with a call to action that prompts the customer to take the next step in the buying process. You should not just end the presentation, but ask them to sign up for a test drive, make an offer, or fill out a form. You should also use urgency, scarcity, and incentives to motivate them to act fast and avoid losing the opportunity. For example, you can say "this car is in high demand and we only have a few left in stock, so if you want to secure yours, you need to act now and get this special deal".
If the product has a reminiscence of a previous successful or historical version, mention it and make it part of the valuable storytelling.