Sales Training ( Automobile)

Dated:8/03/11

Manufacturer

Extended Warranty
After Sales Service

Exchange Bonus
Dealership SO

Finance

Insurance
Accessories

Satisfied Loyal
Customer

Why is sales training Important

2nd Largest investment in a mans life.
Reflection of his personality/Status
Convenience
A source of income
Critical issues today
Cost of maintenance
Fear of being cheated in a deal
Bulk Buying
Dissatisfied Customer

Why an Automobile
Need

Want

Commercial Vehicle
customers

Taxis

Leasing

Transport

Personal Customers

Desire

Loyal Customers

Segmentation of Market
Sales by Value

Sales by Volume

Calculation of growth & health of Dealership hence Organisation

Segmentation done on ABC
-Mini (upto 3400 mm) M800 the only one
-Compact (3401 to 4000 mm) Fabia, indica, santro, swift, alto, fusion etc...
-Mid-Size (4001 to 4500 mm) ikon, fusion, aveo, city, accent, verna, logan,
esteem, sx4, indigo, marina
-Executive (4501 to 4700 mm) 3 series, optra, civic, elantra, c class,
octavia, corolla
-Premium (4701 to 5000 mm) 5, 6 series, accord, sonata, e class, superb,
camry
-Luxury (> 5001 mm) 7 series, S class

Key Areas of Expertise

Product Knowledge
Financing options
Insurance
Schemes running for the month
Schemes for corporate customers
Calculation of onroad price
Accessories that can be given free+ accessories/ services that can
be sold( body colored bumpers, teflon, underbody, fog lights, stereo)
Eligibility of customer for other schemes
Comparison of models within segment
Price / features/ mileage / availability of spare parts/ service stations
Visibility of product

Customer segmentation
Channel Sales

B2C

Bulk Deals DGS&D

Corporate Sales

EPCG

Where to reach your customer

Showroom
Office
Fairs/ Melas
Marriage portals/ Marriage Halls
Government Houses
Roadside Displays
Lotteries/Builders

CSD Transporters Leasing B2B

Taxi

Need Satisfaction Selling Process

Open

Probe

Customer Needs

Support

Closing

Lead Generation

Walkin
Cold calling
Advertisement
Events
Banners
Data from other subsidiaries
SMS/ email campaigns
Display(Corporates, Banks,Malls, associations)
Test drive
Service camps
Leasing
Taxi
CSD & DGS&D

Data recording

Tips to understand your Customer

Identify the influencer
Identify the key decision makers
Does the prospect enter the showroom with
family/ friend/ alone.
Is he looking for the best bargain on a model or
the best vehicle within budget.
In the showroom does the customer sit in the
drivers seat.
Financial credibilty of customer

Follow Up

Classifying customers as Hot / Warm / Cold

Ask for a test Drive(If Possible at Home)
Calling within 2 days for Hot 10 for warm
Check for financing options/ model/ shade
Check inventory stocks
Never Commit what cannot be offered
Attend all morning meetings
Complaints redressal

Sales Process
1.
2.
3.
4.
5.
6.
7.
8.

PREPARATION
OPENING A CALL
NEED ASSESMENT
PRODUCT DEMONSTRATION
ATTEMPTED CLOSING
DEAL AND FINANCE
VEHICLE DELIVERY PROCESS
POST SALES FOLLOW UP

Preparation
Meet and Greet
Courteously exchange introductions with your
prospects.
Prospects must know that you are there to assist
them.
Start building rapport with your prospects!
Prospects feel comfortable asking and
answering questions.

Opening
Memorize effective responses to common
opening lines used by prospects at your
dealership
Maintaining a positive attitude and greet
prospects with a warm and friendly personality
Maintain eye to eye contact and address
prospects by Sir/Madam

Need Assessment
Begin by gathering information that will help you
decide which vehicle will best suit the needs of
your prospects.
Never confuse the customer if he has a model in
mind.
Ask Quality questions(Family size, city use or
highway use)
Listen to each answer
Continue building rapport with your prospects

Common Egs.

I want
I need
Its important to
We must.
Were looking for..
We have to change
I hope
Our objective is..
What matters is
My goal
We are trying to

Identify need
Identify Need behind the need (Strategic needs)
Demonstrate credibility,integrity, reliabilty (relate
the experience of a recent customer)
Decide on exactly what the customer wants
Think of combinations of products + services
the customer desires

Sales Impact Ladder

Trusted business advisor

Needs satisfaction seller

I
M
P
A
C
T

Content Seller

Price Seller

Professional visitor

Sales Person Behavior

Product Demonstration
Ensure the prospect is seated on the pilot
seat(Explain dash board while seated beside him)
Start from the front and take him to the rear of the
car
When opening the boot ensure all doors are open
to create a feeling of space
Hand the specification list for all variants available
If with family ensure everyone is seated then
close the doors shut
Test Drive must be arranged at all costs.

Attempted Closing
Try to verify if customer is also visiting other
dealers
Emphasize on service
Finance options available
Shade/ Variant preferred and availabilty of stock
Always arrange loans from
Dealership/manufacturer partnership.
Make the prospect feel that the car he receives
will be special and only for him.
Be clear on the accessories being provided free.

Closing Techniques
Positive Closing
Assume that the customer has made up
his mind to purchase, Customers tend to
agree with the salesperson sometimes

Sir, so when do you want the car to be

delivered?

Two choice close

Offer two positive choices to the customer to

choose from. It is not a choice between a yes
and a no, but rather between two yeses

Would you prefer the delivery on Tuesday or

Wednesday?

Open Offer Close

And the silence is more important than

the question. Too many salespersons do
not wait for the answer, but rather start
persuading the customer again, which is
one of the major mistakes.

What do you think about the offer?

Future Event Close

To suggest buying as soon as possible,
before something unfavorable happens

According to the companys pricing

policy we adjust the prices in December,
so I would suggest you buy not later than
November

Pros & Cons Move

The salesperson understands that the
customer is in two minds, especially
while also considering other models

I can appreciate this is a tough decision

- what normally works is to write down a
list of all the pro's and con's - two
separate columns - and then we can
both see clearly if overall it's the right
thing to do...

Step By Step Close

It is easier for the customer to agree on little
pieces than taking the whole offer at one bite

The salesperson consults on different options

and features and step by step takes his
agreement

Lets finalize the car model and then later we

could discuss the service pack and
accessories

If Close
The salesperson agrees to do some
favour for the customer in return for the
deal. Use it if your customer is hesitating
to make a decision

If I promise to get your desired colour

delivered by Tomorrow evening, will you
be ready to sign the contract now?

Common Mistakes
Never go over someones head to make a
sale, esp. if your original contact is
evaluating you
When there is a buying team always find
out the role of each member.
Functions and departments represented
by them
Never slight a contact at a lower level to
get to a contact at a higher level

Vehicle delivery
Ensure the timing of delivery is confirmed
Ensure the vehicle is clean and ready for delivery atleast
45 mins before delivery in the parking lot
Have all the pending bills ready from the finance
department
The pujari should be aware of the time
Allow at least half an hour during delivery
Explain the features & benefits again about console, seat
adjustment , teflon etc.
Wish them the best and thank them for having chosen
you and your dealership.
Get your PSF filled (Finance , deal process, overall
experience, behavior)

Post Sales follow up

Call after a minimum of 1 week to find the
status of customer and vehicle
Look for references
Check if he requires any more accessories
services

Thank You

Conflict

Internal conflict
Organisational conflict
External conflict (controllable)
External conflict (Uncontrollable)

From Conflict to Collaboration

Ex. 1
Write down 5 words that come to mind when you think of
conflict.
Rate them positive / negative/ mutual

Conflict can be negative or positive

Handling makes the difference

Key areas
Establish Mutual Involvement
Seek to understand the other persons
point of view
Present your perspective of the prob. And
its impact
Appropriate plan of action
Express appreciation for other persons
effort.

Intimidator
Charateristics
Speaks with authority
Dominates, intimidates others
Can be hostile & belligerant
Pushes others around
Doesnt seem to take a breath

Brick mason
Characteristics
Builds emotional walls between self and
others
Avoids conflict
Remains silent or sya little
Changes the subject

Historian
Characteristics
Has a long detailed memory
Keeps score of past problems, grievances
Recounts events from the past- whether
applicable or not

Magician
Characteristics
Expects problemsto disappear into thin air
Refuses to address issues
Hides behind higher goals that may be
politically incorrect
Waves the flag of
equality,customers,service,etc