What’s Old is New AgainOld Tricks for New Dogs

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Welcome!

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We’re on a Mission From God.The most dangerous combination since nitro

and glycerin.

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Ya See, We Have An Understanding

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The Show That Really Hits the Road

• The road less traveled isn’t always the quickest way to get where you’re going

• What’s old is new again The road to a sale that

works for your showroom can help you drive internet appointments

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The Show That Really Hits the Road

1. The proper meet and greet2. Needs analysis3. Selecting the vehicle4. Product pitch and test drive5. Trade-In evaluation6. Ask for the business7. Negotiation and close

Road to the Sale

1. The proper meet and greet2. Needs analysis3. Selecting the vehicle4. Product pitch and test drive5. Trade-In evaluation6. Ask for the appointment7. Make the appointment8. Get the appointment in the door

Online Road to the Sale

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The Show That Really Hits the Road

Today we hope to:• Review how to use the basic Road to a

Sale to reignite your internet process• Explore how some of the tricks and

techniques you’ve used in the past can be optimized for the web shopper

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The Proper Meet & Greet

• Welcome the shopper to your showroom

• Introduce yourself• Understand what brought

the shoppers into your showroom today

Road to the Sale Online Road to the Sale

• Welcome the shopper to your virtual showroom

• Introduce yourself• Understand what brought

the shoppers into your showroom today

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From the Showroom: “Ups System”

• The early bird got the worm

• The order you came in was the order in which you got the customer Fourth salesperson into

the store and there were only 3 customers? Out of luck!

The “Ups System” The Online “Ups System”

• Round Robin-style works but use a CRM• Leads automatically

transferred if not answered promptly

• Gives everyone a shot• Provides best consumer

experience

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They Were Practically Giving Them Away

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Needs Analysis

• Determine their needs• How do they use the

vehicle• Review available vehicles

to consider based on your inventory

Road to the Sale Online Road to the Sale

• Open the inventory• Check the lead to see

what site they’re on• Click n’ call in 10 to

engage them in a live conversation

• Go online with the shopper

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Selecting a Vehicle

• Inventory Lot Walk or pull up their closest match

• What features do you need?

• What options would you like?

• For a new car – show them 3 in-stock vehicles

• For a used car – show them only 1 unit

Road to the Sale Online Road to the Sale

• “Is it this particular car or the nicest one like it?”

• Introduce them to options• For an e-mail lead:

• Used: 2 used, 1 new

• New: 2 new, 1 used

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From the Showroom: “Bait & Switch”

• Advertise your cheapest, bare-bones vehicles at very low cost to lure customers into the dealership

• Once consumer sees the car, you flip them to a nicer (more expensive) option

The “Bait & Switch” Presenting Alternatives

• Answer questions about the vehicle the shoppers is asking for

• Provide options proactively

• Consumers will still switch – be their guide to what’s available

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Product Pitch & Test Drive

• 1st stop – the sticker price• Give a walk-around by

using their needs assessment in the presentation

• Pop the hood• Explore the five senses

during the test drive

Road to the Sale Online Road to the Sale

• Highlight the cars features via e-mail, chat or phone

• Do a personalized video walk-around• Builds credibility• Shows you went the

extra mile

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Trade-In Evaluation

• Ask the customer to take you to their car

• Slowly walk around the vehicle

Road to the Sale

• Ask the shopper if they’ve looked at estimated values online• KBB.com• Cars.com mobile

• Go online with them and discuss the various points of judgement

Online Road to the Sale

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From the Showroom: The Silent Killer

“The Silent Killer”

• Touch every dent, ding and chip as you walk around the car

• Say NOTHING• The consumer will

scramble for explanations, devaluing the car in their own mind

Acknowledging Value

• Visit the website they referenced and talk through your appraisal• Help the shopper

better understand the ratings

• Rating together helps set realistic expectations

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Ask for the Business

• Test Close• “Why don’t we just go

ahead and park this baby in the sold line…”

• “Assuming we come to an agreement with my manager on the figures, are you ready to take it home right now?”

Road to the Sale

• Sell the appointment• Consider “VIP

Internet Service”• Send the vehicle

listing to their phone• Showcase special offers

to create a call to action

Online Road to the Sale

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A Briefcase Full of Blues

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Negotiation & Close

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• Determine their hot button (price/payment/trade)

• Discuss CarFax, Certified vs. not certified

• “How close can you come to this number?”

Road to the Sale

• Make the appointment!• Give them two

alternatives• Offer them a time on

the :10 or the :20• Suggest consumer

print out listing and jot down a couple notes

Online Road to the Sale

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From the Showroom: The Columbo

• When a customer walks away because you can’t agree on numbers, the manager pulls a “Columbo”: one more question to ask

• Sales person might even run out and knock on their window as the shopper is driving away!

The “Columbo” Confirmation is KING

• Keep them on the hook with a confirmation• Use “special limited

time offers”• Confirm via text

message• Consider an e-mail video

confirmation

Hey wait, one more question

…

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Review

1. The proper meet and greet2. Needs analysis3. Selecting the vehicle4. Product pitch and test drive5. Trade-In evaluation6. Ask for the business7. Negotiation and close

Road to the Sale

1. The proper meet and greet2. Needs analysis3. Selecting the vehicle4. Product pitch and test drive5. Trade-In evaluation6. Ask for the appointment7. Make the appointment8. Get the appointment in the door

Online Road to the Sale

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Questions?Thank you!