5: PRESENTATION
Consultant Jumah
Corporate Business Consultant, Trainer & Coach at "Consultant Jumah"- Specialized in Business Development, Automotive, and Planning - Able to establish & manage Corporate Marketing, PR, & Training Departments
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-What is a Presentation?
When the customer agrees with the recommendation provided to them, the Sales Consultant should proceed to Presentation. This is the opportunity for the customer to have a direct contact with the vehicle that has been recommended according to the customer’s needs and wants. This is also the phase where the Sales Consultant should generate a feeling of enthusiasm from the customer.
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During the presentation, the Sales Consultant effectively describes and compares product features, benefits, and advantages to a potential buyer. Providing a consistent and well-structured Presentation focusing on those features that specifically address the pre-identified needs and wants of the customer will increase the likelihood of purchasing your models instead of other brands.
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This Presentation Mainly Consists of Two Different Presentations
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-?????? The 6-Point Walk-Around Presentation
-?????? The Benefit Presentation
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These presentations will enable the customer to understand not only the features and specifications of the vehicle, but also what benefit and value they will experience from owning the model.
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BUYING MOTIVES
-Emotional & Rational Decisions
Emotional
Safety, performance, appearance, comfort, economy and reliability are the main buying motives we encounter in the automotive industry. The buying motives themselves can be categorized into emotional drivers versus rational drivers. We know that customers in many cases express rational motives, but make their final decision based on emotional motives. A professional sales consultant always presents a good mix of rational and emotional arguments in a structured way.
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6-POINT WALK-AROUND PRESENTATION
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- Advantages of a Structured Presentation
A structured presentation helps you not to forget important information and enables you to be flexible enough to present those aspects that are of interest to the customer.
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- Preparation for the Sale from Six Positions:
§? Put the steering wheel to its highest setting
§? Make sure all the seats are upright
§? Make sure that the keys are available
§? Driver's seat is not pushed all the way back
§? The seat is in the lowest position.
§? A car has many aspects that can be presented, for example: boot
§? Spare wheel and toolkit
§? Close the electric windows from outside
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FEATURE, FUNCTION, BENEFIT
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- Create Value for the Customer
It is important for the sales consultant to identify which specific motives are relevant to the customer. Based on these buying motives, the product's benefits can be presented to the customer.
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Features: of the product/service
Function: what it does for the customer
Benefits: what it means for the customer
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To explain the FFB argumentation, think of the following situation:
Buying Signals
A buying signal is a verbal or non-verbal expression of possible ownership. The customers (mentally) sees him/ herself driving the car.
Signals: saying “Oh, that is a nice color!”; feeling the materials inside the car; saying something like: “Can it carry XXX kg?”
Always: Trial close: Would that suit your need for…?
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Example
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Customer: ‘I like the red color of this car.’ (buyer can imagine himself driving
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a red Car)
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Sales Consultant Makes Trial Close: If you would buy the car, the color should be red?