2. Meet & Greet NOW Engage & Convert
The first rule “I want what I want” Most of the time you or your web properties
are engaging the customer online there are 2 things they want
1. Do you have the car I want
2. What is it going to cost me
You must answer these 2 questions or you will not convert
3. Establish Common Ground NOW Responsiveness
The second rule “when I want it” which is NOW. Time is currency now, your
customer has far less of it and would rather you respect their time than to be
your friend.
The Common Ground part of this equation is established once the customer has
decided that you are someone who respects their time and worth considering in
the buying process. They will look to research you and your dealership through
social media and review sites on their time.
4. Honestly, quickly
Select a vehicle NOW answer questions
People look for a car first and a dealership second, then they seek to disqualify
salespeople they talk to who won’t answer their questions. By the time the
customer is talking with you they already know what they want to buy, you’re
are not helping them select a vehicle, you’re helping them buy the one they
want.
5. Present the price &
Present the vehicle NOW offer choice
The customer already knows what they want to buy and a walk around is of little
value to them. By this time it is almost your deal to lose. One of the best things
you can do at this point is offer choices the customer may want to take
advantage of that benefit them.
6. Steamline the
Drive the vehicle NOW purchase process
A tried and true old saying “A customer who won’t drive your car won’t buy your
car” was an absolute truth until a few years ago. Time, ratings and review have
eliminated this need now the customer just wants you to streamline this process
if I don’t want to come to your dealership don’t make me, if I do have to make it
quick in – and – out in 90 minutes or less.
7. Inspect and drive The Virtual Trade
the trade NOW Appraisal
The most friction in the deal comes in the trade appraisal. Have a transparent
process and form a customer can see exactly how you got your figure. Use Kelly
Blue Book not because their better just because they are better known. Don’t
make the customer come to you do it with pictures over email. Eliminate the
friction.
8. Write & negotiate Clear pricing no
the deal NOW brain damage
Bottom line we are quickly moving to a one price world, you don’t have to like it
but you know how the saying goes. Get over it and get with it. Offer a 30 day
money back guarantee. Be clear with all the pricing and finance contracts and
eliminate the brain damage, in the end you’ll be better off for it.
9. Introduction to
Service NOW Dealership Value
This is where lifetime customers are created. If they can take advantage of your
service department then make their first service appointment for them. Enroll
them in your online scheduler, walk them through it online. Make sure they have
all the contact and blog info for the service department.
10. Introduction to Payment options on
finance NOW the customer’s
terms
This is the “way I want it” part. I get to choose how I will pay, let me see your
options online first and then I will do what research I want to find the payment
option that suits me best.
11. Deliver the vehicle NOW Delivery options
This is the “way I want it” part. I get to choose how I will take delivery come to
you or you come to me.
12. 2010 10 step Road to a Sale
Larry Bruce
Founder / President / CEO
MicrositesByU
@pcmguy / lbruce@micrositesbyu.com
281.455.3811
