Sales managers often have to deal with the problem of salespeople telling them that their customer “doesn’t want to drive the car, they just want to know what their car’s worth.”
The best way to deal with it is simply to go to the customer and say, “Hi! Mr and Mrs Smith, is it? I just want to introduce myself. I’m Simon, and I’m going to do a bit of homework on your car. While I’m doing that, I’m going to get John to take you for a drive in the new car, to show you how nice it is. Because it’s going to take me 20 minutes or so to get you the very best price for your car. I’ll see you when you come back.”
I’ve used that word track countless times myself, and I’ve never had anyone refuse the offer of a demo.
Remember raise the desire to buy. We all know it can be possible to sell a car without a demonstration drive. But why bother? There isn’t exactly a crowd control problem in most dealerships! Take your customers for a drive in the car and raise their desire to buy. It’s going to make the negotiation and the close so much easier.
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