larry bruce 10 step road to a sale for 2010
TRANSCRIPT
2010 10 step Road to a Sale
Larry Bruce
Founder / President / CEO
MicrositesByU
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 meYou must answer these 2 questions or you will not convert
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.
Select a vehicle NOW Honestly, quickly 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.
Present the vehicle NOW Present the price & 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.
Drive the vehicle NOW Steamline the 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.
Inspect and drive the trade NOW The Virtual Trade
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.
Write & negotiate the deal NOW Clear pricing no
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.
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.
Introduction to finance NOW Payment options on
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.
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.
2010 10 step Road to a Sale
Larry Bruce Founder / President / CEO
MicrositesByU@pcmguy / [email protected]
281.455.3811