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You have done a successful meet and greet, breaking the ice while starting a possible friendship. You asked all the right questions during your qualifying stage to make sure you matched your customer up with the right vehicle. You also physically walked the lot and picked out the one vehicle out there that he or she might actually drive out today. After writing down the stock number and getting the keys, you are now ready to show here why this car is perfect for him or her. A feature benefit of walk-around is just that every feature shown must be followed up a benefit. Anyone can read a spec sheet; however, spec sheets do not sell vehicles, sales professional do. You must view this walk-around as your own personal Broadway show! The better performance you give, the better are your chances of selling that vehicle. You must also remember to involve your audience by having them touch, fell, and discover things as you explain the various features and benefits of the vehicle. The more you raise excitement in a client, the better!

The walk-around over the features is a very flued demonstration of the vehicle. It starts at the front of the car and goes clockwise around the vehicle, always progressing in the same direction. You never want to skip around the vehicle: for example—start in the front, go to the rear, back to the passenger side, and then over the driver’s seat. It must be done in one sweeping motion around the entire vehicle, both inside and out, to ensure nothing is skipped, and the reason for this the customer does not get confused or overwhelmed.

You need to take your time with this walk-around. You cannot reasonably expect someone to hand over $30,000 based on a quick five-minute tour of the car. Your walk-around time will vary depending on installed options and areas of concentration, but as a

rule of thumb, it should take a minimum of ten to fifteen minutes, and sometimes longer to fully demonstrate the features and benefits of a vehicle.


All parties should look for and maintain a non-confrontational line of communication.

Eliminate conflict by offering

• Non-negotiating pricing

• Good value

• Quality product

• Great service

• Good attitude

• Product knowledge

How to build buyer’s confidence:

• Find most suitable unit

• Know how to structure a deal from beginning to end

• Know how to justify the money and a decision

Take the Long Way

Our objective now is to find a vehicle that the customer will purchase. You should attempt to expose your customer to as much dealership inventory as possible while leading them to the vehicle you have selected for them. You never know when something might catch their eye that they feel they must want or need.

Watch for the Light

When your customer finds the right vehicle, he or she will “light-up,” in other words, he will transmit a signal that says, “This is the one.” In some cases, he will simply tell you that he or she likes the vehicle. Usually, the signal will be subtle. A quick response or even a smile as he or she approaches the vehicle could be the signal. A question asked about a particular vehicle is usually a good sign. Be alert and watch for the signals. When you see the “light,” it’s time to go to work. As a salesperson, you need to intensify your customer’s interest in the vehicle.

Setting the Mood for the Demonstration

During the walk-around, you need to talk in the nature of assumption in regards to the demonstration ride. Using phrases like:

“The ride of this vehicle is unbelievable, you’ll notice this when we went for the demonstration ride” or “Mr. Jones, the suspending system really reacts well to the road conditions, as you’ll notice when we went for the demonstration ride.”

Do the Walk Around with Client’s Needs in Mind

It’s time for the client to picture this vehicle in his or her driveway. You can accomplish this by using the personal knowledge you gained in the fact finding steps you completed earlier.

Use an “Overpowering Position”

Showing your enthusiasm to the client over the selected vehicle will help increase his or her excitement, which will enable you to over the objections more easily. The use of an overpowering position statement upon completion of your fact finding will reflect the enthusiasm needed to achieve the desire results. It is easy to understand the importance of the overpowering positive position statement when we consider the alternatives.


(Right way in saying)

“Mr. Client, based on what you have told me, I have exactly the vehicle you are looking for!”

(as opposed to saying)

“I think I may have something out there for you.”

Know Your Inventory

It is your responsibility as a professional salesperson to know what your dealership has available for sale. You need to walk your inventory daily to be certain of what has come in the lot or what has been sold. The best inventory list is the one we keep in our mind, so we may select the best vehicle for the client out of same perception.

Select Two Vehicles

You need two vehicles, one loaded and one with less features. First show the higher priced one to prospective client to overcome sticker shock. Always go to the key board and get the keys with your client and walk together to select the vehicle. Never allow them to stand alone looking addendum.

Two Heads Are Better Than One

Never let anyone walk without consulting your manager. He may have an idea that can better serve your client’s needs or wants.

Asking for help does not indicate a weakness or inadequacy on your part. It indicates good professional judgement. The old adage “two heads are better than one” always applies in this situation. Just as the quarterback consults with the coach during a time out, so you will want to confer with the manage from time to time. Also, there may be times when you sense a personality conflict between you and your client. The wise move here is to introduce your manager to the client.

When a client enters your dealership, the price is usually going to be uppermost in his mind. As you present the features and their corresponding benefits, the client will gradually build in perceiving value of the vehicle over the price. The following is an example of how value might increase in a client’s mind if you could compress the entire sales presentation into a brief summary.

You: “Mr. Jones, you do like the styling of the car, is this correct? It has sleek sweeping lines and just a moderate but elegant use of trim both inside and out.”

Client: “The styling is all right.”

You: “And you’ll like the way the car handles. It hugs the road and has minimum sway in the corners, just like you said you wanted. The engine has plenty of power of driving pleasure.”

Client: “Yes, I see the car may have all the things I wanted.”

You: “It has all the accessories you wanted: power seats, power door locks, tilt wheel, rear window defogger, automatic transmission, and am/fm stereo with a disc player.”

Client: “I do admit, it does have some nice features. I’m anxious to see how it performs on the road.”

The Price/Value Formula:

When, in the client’s mind, the value of the vehicle exceeds the price (by even one percent), the client will buy!

Clients will often ask you about price. What they will actually buy is what they perceive as value. Here again, “What will it do for me?” In other words:

Sell Value, Not Price

People Buy Value, Not Price

Remember: A sales presentation must always be from the client’s point of view; features and benefits on the one hand, losses and disadvantages on the other. Emphasize the features and benefits to the prospective client, and you’re on the way to make the sale.

Sell Benefits!

I. Start the Client at the Front of the Car

• Tell about the grille

• Tell about the hood latch

• Tell about the lights

• Tell about the chrome accent

• Tell about the lines

• Tell about the windshield and glass area

• Tell about the tread width

• Tell about the color coordinated dip sticks

• Tell about the engine performance

• Tell about the bumpers

• Tell about the appearance

• Tell about the safety

2. Begin to Point out Features

• Tell about the fenders

• Tell about the lines

• Tell about the paint

• Tell about the chrome accent

• Tell about the drip moldings

• Tell about the tires and wheels

• Tell about the riding qualities

• Tell about the wheelbase and weight

• Tell about the windows

• Tell about the door handles

• Tell about the safety

3. Open the Door and Rear Door

• Tell about the size of the doors

• Tell about the easy entrance and exit

• Tell about the head room

• Tell about the shoulder room

• Tell about the door locks

• Tell about the seats

• Tell about the rocker panels

• Tell about the body mounting or unitized construction

• Tell about the general appearance

• Tell about the frame and safety features

4. Move to the Rear of the Car

• Tell about the rear quarters

• Tell about the rear compartment

• Tell about the trunk and open truck

• Tell about cargo space

• Show location of spare tire

• Tell about easy loading

• Tell about gas tank fuel pipe

• Tell about the dust proofing

• Tell about insulation

• Tell about the rear bumper

5. Close Trunk and Keep Standing at Rear

• Tell about chrome accent

• Tell about taillights

• Tell about rear glass area

• Tell about silhouette of rear

• Walk down side and point out drip moldings

• Open door and talk about comfort

• Re-emphasize ease of entrance

• Point out location and angle of steering column

• Remind client of the door openings

• Ask client to sit inside car

6. Inside Car, begin to Point Out Features

• Tell about instrument cluster

• Tell about position of controls

• Tell about ash trays and lighters

• Tell about pedals

• Tell about dash and visors

• Tell about carpeting and upholstery

• Tell about insulation

• Tell about door panels

• Tell about glove compartment

• Tell about mirrors and visibility

• Tell about leg room and head room

• Tell about comfort

Feature Presentation Exercise

It’s time to start preparing for your presentation and the walk-around is a very important part of the procedure. You should never have enough to say about the vehicle about the vehicle. You need to watch the client’s eyes and reactions to see what excites them. You can never have too many hot buttons.

Of necessity, the features listed are common to most automobiles. Important features will vary according to make and model. Care should be taken to study and learn these differences. Also take notice that the lists merely cite what the benefits are. When you present the benefits to your client, explain what they mean to them. Again, paint the visual picture for example telling the client a vehicle has good fuel economy is not strong as depicting the extra money in his pocket each moth Another example, you telling the client how he will enjoy having less hassle and fewer stops for fuel on long trips.

Study and Complete the List For Each Position

Window Sticker

• Review standard equipment and options

• Explain that all equipment is ordered for compatibility and maximum resale value

• Unlock all doors

• Front of Vehicle

Front of Vehicle

FEATURE: Aerodynamic wedge shaped design with low drag coefficient

BENEFIT: Styling, improved fuel economy

FEATURE: Safety glass laminated windshield

BENEFIT: Glass shatters into tiny pattern on impact, lessening severity of injury to passengers.

FEATURE: High inflation, low rolling resistance radial tires

BENEFIT: Smooth ride, improved fuel economy.

FEATURE: Interior operated hood release with safety latch

BENEFIT: Discourages theft, prevents hood from flying up while vehicle is moving.

FEATURE: Energy absorbing bumper system

BENEFIT: Prevents damage on minor impact.

Front of Vehicle











Engine Compartment

FEATURE: High energy ignition system

BENEFIT: Improved fuel economy, cleaner emissions, longer maintenance intervals

FEATURE: Dual brake master cylinder

BENEFIT: Two lines ensure independent braking on each axle

FEATURE: Collapsible steering column

BENEFIT: Telescopes on impact to diminish chest injury

FEATURE: Closed coolant recovery system

BENEFIT: Prevents coolant overflow, makes adding fluid safe and easy

FEATURE: Low profile cross flow radiator

BENEFIT: Integrates into sloping hood design for better visibility; coolant flows

horizontally allowing less settling and corrosion.

Engine Compartment











Passenger Side

FEATURE: Side guard steel beams in doors

BENEFIT: Safety of passengers

FEATURE: Protective body moldings

BENEFIT: Prevent parking lot nicks and scratches

FEATURE: Open rocker panel construction

BENEFIT: Flushes clean to reduce corrosion

FEATURE: Precise fit and finish of panels

BENEFIT: Eye appeal and strength

FEATURE: Rubberized lower panel coating

BENEFIT: Resists chipping from road debris.

Passenger Side











Rear of Vehicle

FEATURE: Bumper guards and protective strips

BENEFIT: ABC styling, prevents scratching

FEATURE: Fuel tank impact security

BENEFIT: Filler neck buckle closed in impact, reducing possibility of explosion

FEATURE: Compact spare tire

BENEFIT: Save space, weight; easy to mount

FEATURE: Spacious, carpeted, ventilated trunk area

BENEFIT: Ample storage, sell by description, meaning sell from what you have

learned from fact finding. Relate to client 's needs

FEATURE: Oversized tail lights

BENEFIT: Better visibility, safety.

Rear of Vehicle












FEATURE: Foam padded seat construction (no springs)

BENEFIT: Comfort, support

FEATURE: Locking steering column

BENEFIT: Anti-theft

FEATURE: Flow through ventilation

BENEFIT: Changes air in passenger compartment continuously

FEATURE: Padded instrument panel

BENEFIT: Safety, rich appearance

FEATURE: Insulated roof and door panels

BENEFIT: Rich appearance, quiet ride.












Product Knowledge

Before you can be convincing, you must be convinced.

The above anonymous quote sums up very well the importance of you having a thorough knowledge of your products. All your mastery of dealing effectively with people, all your skill in questioning and listening, all your drive and ambition towards to success, are not really going to matter much if you don’t know what you are talking about.

Having a thorough knowledge of your products is the safest, easiest, and best way to go forward from here. Many of the selling skills you need to have to be practiced and developed to a professional level. Your ability to learn your product is never going to be better than now.

Think about this:

Familiarity with your product gives you the enthusiasm and the courage to present a confident image to the next person you meet. IF that person is a client, then you have the ability to turn that client into a buyer. When a person comes to you to buy a vehicle, you are the expert. You are the expert to know! You are relied upon to know! You should know! You expect the people who service your needs to know their business.

You are now ready for the demonstration!

Quiz 4

1. You must view this walk-around as your own personal Broadway show! The better performance you give, the better your chances of selling that vehicle…It starts at the front of the car and goes__________around the vehicle, always progressing in the same direction.

a. Counter Clockwise

b. Clockwise

2. Our objective now is to find a vehicle that the customer will purchase. You should attempt to expose your customer to as__________dealership inventory as possible while leading them to the vehicle you have selected for them. You never know when something might catch their eye that they feel they must want or need.

a. Much

b. Less

c. Somewhat

3. Be alert and watch for the signals. When you see the “light,” it’s time to go to work. As a salesperson, you need to intensify your customer’s interest in the vehicle.

a. True

b. False

2. It is your responsibility as a professional salesperson to know what your inventory_____to be certain of what has come in or what has been sold.

a. Hourly

b. Daily

c. Weekly

d. Monthly

3. The prospective car owner will buy when he knows enough:

a. Benefits if he does buy

b. Disadvantages if he does not purchase

c. Benefits and disadvantages combined

d. All the above

Chapter 5

Demonstration Drive

The demonstration drive, better known as the test drive, this is the next natural progression in the sales process. You have just presented the feature benefits during the walk-around. Now you got the car running, engine is warm, and your about to take the customer on the demonstration drive. You first need to get a copy of the client’s driver license and the selected vehicle’s license plate number from the showroom. (Every dealer has different test drive polies. Please check with your manager to find out your specific dealer’s rules and regulations).


A demonstration drive helps support your claims made during the walk-around presentation. If you said to your client that the vehicle gives a comfortable ride, then this is the opportunity to prove your point. If you said the vehicle has the performance they want, then this is the opportunity show them the driving performance.

During the demonstration drive, your client may ask for more information, because road test experience has aroused their interest. The client request for more information to set off further fact finding, and the result is to do more product presentation. This is the most opportune time to show the utilities benefits from the new car versus their old car drove in the lot. Be careful not to put down or degrade the client’s trade-in vehicle. Always have a buyer for their car, and let them know it.

Starting the demonstration drive, you need to politely open and close the passenger door with the client inside. You (the salesperson) drives the vehicle off the lot. Never will the client first drive the vehicle off the lot. The salesperson will always

drive on a pre-planned demonstration route that been planned by the dealership.

The route should include a combination of both city and highway driving. The route should be non-congested and always bear in a direction where right hand turns are more frequent. The turnaround, or half-way mark is where you switch places, and the client drives the vehicle. This should be where there is no traffic or scenic area if possible. Sometimes when changing drivers, a second walk-around may be appropriate. The client should have easy access to the roadway, preferably in a low traffic area.

The demonstration drive lets your client experience the utility benefits of the vehicle’s features. Plus-it gives them the notion of owing the new vehicle.

Key Points of a Demonstration Drive

• Use a pre-planned route.

• Salesperson drives first.

• Let the client drive second.

• Let them enjoy it in a non-pressured way.

When you and the client are on the demonstration drive, allow the client to enjoy the vehicle. Always take the opportunity to point out the features and benefits. Some clients will refuse the demonstration drive, because they don’t want to feel obligated for the time spent. Don’t let them dismiss it lightly. The better the demonstration, the more likely you will be able to structure a favorable deal for your client.

While Demonstrating, Consider Saying

• Getting into the vehicle

“You’ll notice that these wide door openings from the new cab-forward design make getting in and out of the vehicle very easy. The seating in this model is designed to give you the driving comfort experience. Notice how easy it is to read the instruments and reach the ergonomically designed controls.”

• At a stoplight in traffic

“Did you notice how smoothly and surely these anti-lock brakes worked during the heavy stop? What is your point of view? This windshield gives you a nice wide angle. Isn’t the response of this engine great?”

• Client driving in traffic

“Say nothing—absolutely nothing. Remember, the prospect client is driving a strange vehicle, and may be in a strange traffic pattern. Offer assistance only when the prospect asks for it.

• On open highway

“Feel the response of this vehicle? Our specially designed suspension keeps it level. Do you sense the terrific performance from this model?”

• Roughing it-back roads

“This type of driving proves the stability of our Quadra-Trac all -wheel drive. Do you notice how we don’t bounce up and down endlessly even though the road is rough? Feel how easy to handle this vehicle, even in a situation like this. In spite of this roughness, you don’t hear body rattles from our Unibody construction.”

• “Notice how easily we’re taking the grade, with reserve power to spare. You can settle back and still feel that you’re in full control regardless of the slope, can’t you?”

Back at the dealership

• “Well, that completes the demonstration drive. Are there any questions that I didn’t answer for you? If the vehicle is satisfactory, let’s go back inside and we’ll get you a proposal.”

When Demonstrating, Avoid Saying

When demonstrating, it’s easy to get caught up in the excitement of the presentation. It’s easy to say something to run the mood. Be careful not to push too hard in order to make the sale.

• Nope, this care only has a V6-only the more expensive models have that great V8 engine.

• This car is a little cheaper than the other model you are looking at.

• Bet this is quite a change from riding in your old vehicle. The new cab-forward design gives you a lot more room.

• I guess I should have shown you how to use those remote mirror controls.

• Yeah, the passenger-side air bag is a great safety feature, but it will cost you quite a bit extra.

• I’ll show you a short cut. Just cut through this alley and we’ll be out of this traffic in no time.

Upon completion of the demonstration drive, say:

You: “If the figures are agreeable, is this the vehicle you want to own? “

Client: “Yes.”

You: “Great, let’s go inside and I will get you a proposal and a full disclosure of the figures.”


A Good Deal

Everybody wants a “good deal” on an automobile. Does everybody know what is a “good deal?” Probably not. The salesperson must help clients to give them all the information needed to make the best decision. The client is the one to say what is “a good deal.” The client is the one to perceive the automobile to be a good buy.

The client is the one to who defines quality. The client should feel of wining from the deal. This of course a win for salesperson. The negotiation should be a win-win for both the buyer and salesperson.

Creative Value

The salesperson must add value by reminding the client of all the reason this particular vehicle was chosen in the first place.

When you are unable to get a commitment, you must implement the various closing techniques. Usually these closing techniques center around monthly payments. Your objective is to utilize one that will persuade the client to sign an order. If a client refuses to sign, you should seek help from the management to structure an acceptable deal. If after making the client a proposal, and the client refuses to sign, you should seek help from the management to structure an acceptable deal for the client. The process should be satisfying for the salesperson and the client. Thus, you and your manager’s are responsible to structure the transaction so that the client can know he or she obtained a “good buy.”

The Closing Context

Let us take a moment to examine the context of closing a sale. If you are like most salespeople, you might be thinking, “If I’ve done everything right, shown the customer the right vehicle at the right price, and the customer wants the car, then why haven’t I closed the deal? Why doesn’t the customer just see the value and buy the vehicle?

Well, more often the clients resist. Another element enters into the closing equation-your client’s natural fear of change and the unknown. This fear of change can stop a sale even if the purchase is obviously in the buyer’s best interest.

At this stage of the sale, the buyer are usually best with internal concerns like, “What if this is too expensive?” “What if this is a bad decision?” “Maybe I should wait.” Clients naturally have some doubts, even if they believe you are telling the absolute truth. Just take a minute to remember the last time you bought a vehicle and had some concerns.

As a sales person, your job is to help your client work through these last minute questions and objections. To support them through the buying decision. You need to help them see how they can minimize the risk involved and maximize the benefits.

In reviewing successful closing techniques, always keep in mind the context for closing the sale. To do this, keep the buyer’s point of view in mind, and remember that your intention is always to help satisfied the client’s needs and wants. This means making certain your customer knows precisely what you are saying. Clear understanding is the first secret of closing more sales. As long as the slightest misunderstanding exists, no close sales can take place. Make sure the client understands everything. Ask:

“Have I made everything clear to you so far, Mr. Client and Mrs. Client?” “Is there any other information I can give you, Ms. Client?”

Equally important the clear understanding is establishing absolute belief. No sale can be satisfactory closed without belief. When you take time to counsel your client, greet them properly, and establish a rapport with them, then you establish belief.

Next summarize your advantage points in a abundantly clear short sentence. Practice, Practice, and Practice.

Plan your presentation. An organized sales talk in more effective than sporadic talk. A closing technique must be well worked out in advance, rehearsed, and practice until it includes everything the prospect needs to know. When you tell a complete story, closing the sale becomes a perfectly natural, and almost automatic last step. Hard closing is usually unnecessary if the prospect thoroughly understands.

Finally, you need to create want, a desire in the customer’s mind, before you reach closing. This is done in the feature presentation, demonstration drive, and fact finding. Wants are created by appealing to motives that cause people to buy what you are selling.

The Effective Use of Questions

The question, properly used, is the professional sales person’s most productive tool. The properly chosen question lets the client enjoy the bulk of the conversation, relax, and feel appreciated, all the while giving you essential information and maintaining a forward direction at all times; in other words, control!

1. The Alternative Advance Question

“Coffee, tea or milk?” This is perhaps the best known alternative advance question known today. It is a multiple choice in which “none of the above” has no place as an answer. The alternative question is the opposite from the open end question. The alternative advance question is so devastating to a sales presentation when not properly used. To appreciate the value of it, you must recognize that the client is in an uncomfortable situation. The client is in your showroom, your “turf,” or you are on him and steadily penetrating his defenses.

He does not want to move forward-he is insecure!

He will take every opportunity to derail you and buy time instead of your product.

The alternative advance question requires an answer which moves the presentation forward, or a reason why not, which qualifies the client further and tells you what course of change to make. Unless he or she is willing to defy you, the client must justify the breaking out of the flow of your question. The client usually does this by telling you why none of your options are acceptable and suggesting one to be. Guess which way you move then?

The opportunities for use of alternative advance questions are endless. There are three very important areas in which they are particularly effective in controlling the flow of presentation:

a. Greetings

b. Appointments

c. Closing questions

2. The Tie-Down Question

“Speak now or forever hold your peace!” The tie down is a statement with which you expect the client will agree, and you framed the question in such a way he or she must disagree now while the issue is “in the air” or else be bound into agreement by his or her silence.

3. The Leading Question

“Isn’t this new couple a beauty?” A lawyer defines a leading question as one frame so as to suggest the answer to be desired. Isn’t that an elegant definition? Can you see that everyone uses leading questions in everyday life?

Why do professionals always ask a leading question to get a point across instead of simply stating it to the client? They do so because if the salesperson says something, the client can doubt it; if the client says it or agree with it, it’s the truth!

4. The Involvement Question

“Where will you take your first trip in your new vehicle, Mr. Client?” The involvement question merely assumes the point in issue (buying), and deals matter-of-factly with later events. In other words, you assume the client has bought the car, and you ask him or her about the future, you make the client discuss the positive benefits of ownership. (Create mental pictures)

5. The Porcupine Technique

This is not a type of question, as such, but a technique of “throwing back” a question in answer to a client’s question. Some form of “Is that what you want, Sir? This process maintains control and forward motion which narrowing down the funnel into which you are leading the client to a buy decision. In addition, the porcupine question is a clarifier-it ties down loose ends and thwarts future objections.

6. Questing Recapped

a. Questions during warm-up and fact finding:

During warm-up and later fact finding, questions from you to the client should be as broad as possible, that is, not suitable for a simple yes or no answer. They should require the client to explain or elaborate on the subject of your question. The reason for this is simple, but very powerful! It should underline everything you do and say:

When the client is talking, he is not threatened

People are comfortable listening to themselves talk! The more he or she talks, the more you learn, and the more relaxed he or she becomes. It is a strong indicator of trust in you! On the other hand, when the client asks a question, your response should be-without being cute-another question (remember the porcupine) which make him or her betray witch direction in positioning.

“Does this model have air conditioning?”

“Is air conditioning important to you?”

The client may have had a positive or negative experience with air conditioning.

The Leading of Clients:

We have emphasized thus far that professional use questions to maintain control of the selling situation and lead buyers steadily toward the final close. Leading questions are not a substitute for leadership. You cannot lead people into decisions you wish them to make until you have made them for yourself. Remember, you are the professional, the expert in representing your product, not the client. The client must be prepared to make those decisions as a professional. Then you lead the client to recognize and agree with your choice.

Principle Functions of Questions

• To gain and maintain control.

• To identify and narrow down areas of interest.

• To arouse and direct emotions.

• To answer objections.

The term “momentum” used to be a one which found use primarily in the physics classroom. However, the concept of momentum as forward motion toward a desired goal is a useful analogy in the sales arena as well. It is your function as a professional sales person to establish forward motion, or momentum, toward a sale at the earliest possible opportunity, and maintain that momentum in a steady increase right through the closing of a sale.

What is the focus or location of this momentum? It is in the client’s attitude and state of mind. In the client’s not yours! If you have absorbed anything form these materials and remark thus far, it should be that the overriding objective of all of your sales techniques and procedures should be to maintain control and forward motion throughout your encounter with your client.

Forward motion is measured in terms of positive responses from the client, which spring from positive images in his mind. Negative images and responses, on the other hand, have the same source-you or your product-the effect; however, this can be devastating! If you thing that you can use “balance sheet accounting” to measure how you are doing with a client, think again! Positives and negatives don’t cancel out! In sales, then minus one can equal zero!

Gaining and maintaining momentum, then is a matter of methodically probing for and drawing out positive responses from a client and equal determination, avoiding anything which might cause a distracting negative reaction to “tilt” his game. Here are some basic do’s and don’ts:


A. Sell what the client wants and not what you like or want. Until you have done sufficient fact finding to know in which direction to move, don’t move! Keep your likes and dislikes out of it, because they are not the client’s!

B. Sell to the person who can buy or make the decisions. Be cautions with those who can affect influence the decision making process like family members.

C. Remove “logic” from your working vocabulary. Take this as gospel, buyers are not motivated by logic, they are motivated by emotions! They respond to logic only if the form of logical reasoning to justify and rationalize their emotional act of buying.

D. Do Go with the flow, but beware of “still waters.” Any true professional has developed a keen sense for emotion at work in a client. He waits.

“People Buy or Don’t Buy Based on Feeling”

Two major terms in closing or negotiating:

FLEXIBLE: Would you be a little flexible?

REQUESTING: What are you requesting?

Closing In on Price


Mr. Client: “The price is too high!”

Salesperson: “Of course it is, Mr. Client. Tell me though how much too much do you feel it is? ($1,000 too much) Other than the price, is there any other reason we couldn’t send you home in your new car right now?

Mr. Client: No, if the price is right, I’ll take it.

Salesperson: How long will you own your car?

Mr. Client: At least 4 years.

Salesperson: You’ll use it for business most of the time, won’t you?

Mr. Client: At least.

Salesperson: Mr. Client, once you look at this over the time you will own the perfect car for your business, it sounds to me like it’s only about 35 cents too much each way to work!”

Salesperson: You know Mr. Client, these days a car is a lot more than just transportation and especially in you case. Cars not only become part of the family, but your new vehicle also has to project the successful image for your business and for it grow. The new vehicle would be reliable transportation for you and to meet with your clients around town. You’re here not to get the car, you’ll settle to get the car you want and need. Isn’t this worth 35 cents a day to you?

Salesperson: If “Yes,” How do you want it registered, one or two names? If “No,” “Mr. Client, why would you deny yourself a vehicle that completely fills your needs for just a few pennies a day.

Salesperson: We’re so close…why would you deny yourself and your family a car that you not only deserve, but one that will also provide the safety and economy for your family that you said was so important to you?

Salesperson: Mr. Client, you originally told me your major concerns were reliability and economy. Isn’t it true that the operational cost and the money you’ll save on repairs while you won the vehicle are more important than the additional $250 in the original investment?

Salesperson: Mr. Client, wouldn’t you agree that safety for your family would be the best reason to go ahead and invest the additional $15 per month?

Closing in on Some Common Objections

“I want to think it over!”

The problem with “I’ll think it over” is that it isn’t rally an objection…it’s just a cover up for something else. Either find out what the objection is…or try to close the sale!

Salesperson: “Great, let’s talk it out…sometimes two heads are better than one. What was it you wanted to think over…was it the color…was it the style…was it the equipment?”

Salesperson: Mr. Client, this car has everything you said you wanted in a new vehicle-the color, the style, the performance, and best of all the dependability you said you needed most. Come on inside and let’s take care of the paperwork so you can start enjoying your new car…I’ll get us a cup of fresh hot coffee, or would you prefer something like an ice cold drink?”

Salesperson: I understand how you feel, because the first couple times that I got a new vehicle, I felt the same way too, until I finally realized that I had spent a lot of time just like you have…thinking about it before I ever looked at the first vehicle. I also realize that the more I thought about it, the harder it got to make a decision at all…even though I was doing what I’d already decided was best. You know, the vehicle we’ve found has everything you’ve been looking for in a new car…and it fits your budget perfectly. Come on in and let’s wrap this up so that you can start enjoying your new vehicle this afternoon…were you going to register this in your name alone or did you want someone else on the title?

Salesperson: Great, you two talk about it for a minute and I’ll go get us another cup of hot coffee and see if I can get a little more for your trade.

Salesperson: That’s great! I know you wouldn’t take the time to think it over unless you were serious, would you?

Mr. Client: Yes, we’re serious.

Salesperson: You really will spend some time thinking about this, won’t you?

Mr. Client: Yes, we just want to think it over.

Salesperson: You’re not just saying this to get off the lot are you?

Mr. Client: No, we’re going to talk about it and come back tomorrow.

Salesperson: Before you leave, do me just one favor…just to clarify my thinking…exactly what it something I said, I hope I didn’t offend you folds in any way…or was it because you wanted a four door and we only around? If fact, come on in and I’ll get us a hot cup of coffee, or would you prefer something cold to drink while I take care of the paperwork?

Salesperson: Before you go, help me think this out, I’m a little confused. You said, you needed seatbelts for 6 so you could buckle everyone up…you said it had to hold all your camping gear so you could take a vacation next week…you said you wanted the SE model…you said you had to have an automatic…you said it had to fit your budget…and you said it was for the whole family. And your wife and kids are so excited about taking this silver van home and packing it for vacation that they can hardly see straight and now you’re saying that it won’t work. It is for the whole family, isn’t it?

Mr. Client: Yes

Salesperson: Then shouldn’t the whole family be included in the decision? Mr. Client, you like it too…let’s go wrap this up so you can start packing for the vacation…did you want this registered in one name or two?

“I can get it somewhere else/or less!”

This is not the easiest to overcome, but if you’ll remember two things it will help:

1. If they really could have bought it for less somewhere else and if they really wanted to buy it there from the other sales person…in most cases they’d be driving it already.

2. There’s a 90% probability that the other sales person took shortcuts at every step of the sale and only tried to close them on price. If you’ll get control and start from the beginning, it’s a lot easier to overcome this objection.

“I saw an ad in the paper…”

Salesperson: Mr. Client, you understand the advertising, don’t you? I know that if you’d been there when they opened the doors at the dealership yesterday morning, you’d never have had the chance to take a look at it or make sure it was the right color and had the right equipment.

Salesperson: If fact, you’d have been lucky to buy it before somebody else got a quick receipt for their cash. Price leaders in any model move faster than most people are willing to. Let’s not worry about the price right now…first let’s find a vehicle you like with the right equipment that will fit all of your driving needs.

Salesperson: By the way, who’s the luck one, Mr Client…who get the new vehicle, you or Mary?

“The salesman down the street said.”

Salesperson: Mr. Client, you’ve bought many vehicles before, and I think you’re too intelligent to believe that any businessman would discount the price that much on his most popular and most difficult to get model. It’s unfortunate that so many people in sales will send a customer out shopping for days trying to beat that unbeatable deal and then insult their intelligence when they come back by telling them that they made a mistake or the deal is off, or the vehicle they were talking about got sold.

Salesperson: I know price is important…it’s important to everyone, but the most important thing to do is to find a vehicle that fits you and family transportation needs. We’ll get back to price in a minute. The most important thing you’re trying to do is to get some control. Then you can take everything back to step one and follow all the steps to the sale.

Effective Techniques

The following principles apply to virtually any situation. Understanding them and having them in mind as you engage a client will enhance your effectiveness and profitability.

1. Like an artist, a good negotiation brings a win-win and long-term relationship and collaborative outcome.

2. The negotiator succeeds by influencing others to act in favor his or her favor.

3. The client will not truly close unless he or she feels has won the negotiation.

4. The salesperson must be involved with the client to understand his or her feeling.

5. A client makes decisions when he or she believes there are no more concessions available.

6. The client will close when the value that he or she perceives exceeds the price. He must want the value more than money.

7. A decision is made after a client reviews benefits in relation to price.

8. The client must be persuaded to act. The sales persuader will influence people to act as desired.

9. The client will close when the value that he or she perceives exceed the price. He or she must want to value more than his money.

10. The salesperson provides the information necessary to create value in the client’s mind.

11. Give value for price and concessions necessarily follow.

12. Value must be there or any price is too high!

13. It’s not how much you give, but how many time!


Without the close, there is no sale. After investing hours in prospecting, appointment setting, and customer research, you do not want to see it all go to waste when the close goes awry. Learning new and better ways to close sales is a vital and continuing need for salespeople.

In today’s market, many buyers are becoming more aware of value and cost brought about by all kinds of scientific, technological, legal, and inflationary reasons. As a salesperson, you must be attuned to all of these changes as well as the important social changes, particularly the women’s comments. Woman have rightly become a growing and valuable force in selling. Economic conditions, new legal requirements, and the rapid pace of social and technological change have complicated buying decisions. They provide added reasons for a negative decision. As a result of these changes, closing techniques are more useful today than ever.

Master closers of sales use classic techniques again and again. You will need to master the techniques in this program, you need to make them second nature. Learn when to use the right technique when need arises.

Learn to close first in your own mind. Develop a closing consciousness. You can condition your mind to do almost anything you want it to achieve, this can be to mastering new subject to making you alert to opportunities around. Give yourself a cross-exam each night. Carry prospect cards home. Go over your calls.

Once of the most exciting points in the selling process is negotiating the final agreement, the closing step. You will also discover the end result is a win/win situation for both parties. Closing can be a very challenging, rewarding part of the process. This part of the ACCELERATED DEALER SERVICES training requires a great deal of judgment on your part, and a great deal of flexibility.


The other key to being a successful closer is not to get discouraged when customers do not say “yes” at your first attempt to close.

Customers seldom will actually sign their names and purchase the vehicle at the very first sale close attempt. Experience sale professionals, on the average, expect to ask five times before getting the customer to sign their names.

If your first attempt to close is refused, you have to exercise your judgment, based on what you have learned about the customer to that point, you need to determine how best to proceed with that customer in order to obtain a signed buyer’s order.

Successful Closing

The essentials of closing:

Positive Attitude:

1. Confidence-Positive Attitude.

2. Desire-I want to close this deal.


1. Asking-Have I made everything clear?

2. Summarize (Trail Close)

3. Need to be thorough -Tell a complete story, step-by-step. If you tell the end of the story first, who wants to read it?


1. Be insistent-Without visible pressure.

2. Don’t take no for an answer-Always try one more time.

3. Don’t beg! Don’t show your desperate! This shows lack of salesmanship. Close early. Always overcome the resistance.

Things I must know to control the close:

1. Buyer Motives “Americans spend more money that they don’t have for things they don’t need, and to impress people they don’t like and any people in the world!

2. Knowledge of product.

3. Knowledge of trade-in.

4. Knowledge of financial conditions.

Closing Techniques

We will be looking at then proven closing techniques in this section. The purpose of learning these classic closing techniques is to provide you with the opportunity to ask another closing question.

In many closing situations, you will find of needing to use more than just one of these methods. This is where you are required to be flexible. You may find using more than one techniques and still not succeed, than continue trying using others. Or you may use combinations, inserting a small part of one technique into another, because something has been said to signal you that this person tends to weigh logic and make rational decisions.

1. The Alternative Choice Close:

This closing techniques is not necessarily used for determining objections. This technique is very useful as final question when used several of other closing alternatives. The Alternate Choice close is the option of buying this or that, this way or that way.

For example: “Do you prefer the long-term or the short-term payment?” “Will your down payment be cash or check?”

When the customer answers your questions, you proceed on the assumption that the customer has made the buying decision.

You simply ask for preference of what, when, or how. You do it either by directly stating, “Which do you prefer,” or by inference.

2. The Balance Sheet Close

You may use this close on the customer who is indecisive. You begin by asking permission to help the prospect weigh the pros and cons of the potential charges. Tell your prospect that his decision is “right,” this process will clearly show it. If the decision is wrong, this process will point that out too.

Then you take out a sheet of paper, draw a line down the middle, and label the two columns “yes” and “no.” Ask the customer to tell you all the reasons he should buy the vehicle and write them down in the “yes” column. Help the customer supply these answers, making any suggestions he might have overlooked that would favor buying the vehicle. Then hand the sheet to the customer to list the reasons against buying the vehicle. Let the customer compile this list along. The customer will invariably voice his or her main objections, which you can then process.

3. The Summary Question Close

This method is to be used on the procrastinating customer who will not give you a reason for resisting, but simply not sign. The technique of this close is to proceed with questions to the customer that allow him to continue “no,” but which are asked in such a way that each “no” answer is, in effect, a “yes.”

You start summarizing all of the presentation, one question at a time.

“Is it the color?” “Is it the equipment?” “Is it this?”

Each time the customer says “no,” you have a “yes” in favor of the vehicle. When you hear the customer actually say “yes,” then proceed with sales closing process.

Just be sure to let price be the last question

4. The similar Situation Close

This close is also known as “the third person close.” It is an old time favorite in the insurance industry.

The technique of this close is to tell the indecisive customer a story about someone with whom he can identify, who was in a similar situation, who having to make a similar decision. Good story telling is strong sales persuasion. In the story, the person decides in favor for some particular reason. Some examples can be about making spouse happy, prices went up the next day, and so on. Another example this third person made the decision and was a winner because of it. Your objective with this close is to show your customer how he or she can be a winner and look good too. People will listen to these stories. They like to hear them.

5. The Secondary Question Close

In this close, when the customer makes the minor decision, the major decision is carried. The technique involves first posing the major question, and then, without waiting for an answer, immediately ask an easier minor question.


Salesperson: “As I see it, sir, the only decision you have to make is if you want this for the three or four-year term. By the way, would you want the title in both names?”

A customer who is procrastinating making the actual buying decision will usually still make the lesser decision. You then continue to close the sale.

6. The Returned Question Close

When the customer asks if the product is available with the alternative options, the customer is, in effect giving you a buying signal. What you must do is return the question.


Customer: “Is this car available with cruise control?”

You: “Would you like it with cruise control?”

When the customer answers the question, starting that he wants it to have the capability of one of these (or both), or that he would like you to provide one of the services (or both), you have your sale made upon proving that it can or that you can provide that capability or service. Be careful not to use this technique when you know, if fact, that you or it cannot provide the requested service or function. .????? (Can you interpret this for me)

7. The Inducement Close

This close requires giving the customer something in return for making a decision to purchase. Your dealership policy will determine what you can or cannot offer customers as an inducement, but you might consider such things as the flat service maintenance service courtesy of the dealership, or maybe an extra accessory option.

8. The I’ll Think It Over Close

When a customer says to you, “I’ll think it over,” you should say, “That’s fine.” Then ask, “Just to clarify my thinking, what part of the proposal is it that you want to think over? Is it this or that?”

What you have to do in this close is to take the phrase, “I’ll think it over,” and convert it to a specific, final objection. You can handle objection, but you cannot handle something as intangible as “I’ll think it over.”

9. The Lost Sale Close

This close is used when it appears that you have indeed lost the sale. This is when everything else has failed. Good closers try once more. Most customers can be closed if you have the courage to try just once more. Many customers can be closed if you have the courage to try just once more.

In this closing technique, you are taking the burden off the customer for not buying and accepting the blame for not selling them the car they wanted. This keeps customers from becoming defensive and allows them the opportunity to reveal their real objection.

As you walk the customer to his or her vehicle, hesitate, turn around, and say, “Mr. Client or Mrs. Client, I wonder if you would help me for a moment? Before you leave, may I first apologize to you for not doing my job as well as I should. You see, if I had been able to help you feel the way I feel about this vehicle, you would own it now. You would be planning to drive it on your vacation next month. Your children would be excited, and your spouse would be proud. But that just hasn’t happened; and I feel it is my fault. As you can see, I make my living this way. Just so I don’t make the same mistakes again. Would you mind telling me what I did that was wrong?”

Have you every apologized for not making a sale? Well, if there is a need for your product and you did not make the sale, it is your fault, not the customers.

Therefore, you should apologize. However, when you use this apology, you must be sincere. You must contain your composure and control. You are asking as learning experience for your career growth. If you will apologize with sincerity, you will find this Lost Sales Close will reveal the final objective, which you can then process.

10. About the Client’s Customer Statement

When the client signs the worksheet and agrees to the proposal, you need to take a client statement (credit application). Each piece of valuable information contained the client statement under our method sales and must be filled out completely on every occasion.

The customer statement must contain at least five years of employment history regardless of how many jobs were held, along with at least five years of residence as well. All income must be indicated as volunteered by the client, along with all monthly obligations. The information on the customer statement must be accurate and complete as required by the law. Any false or exaggerated information may result in termination or prosecution by the laws in your municipality.

When a client has a questionable customer loan application as to the probable acceptance by your lending institution, a co-signer, or co-buyer may be appropriate. The same information will be appropriate. The same information will be absolutely required on the co-buyer or co-signer in every instance. During the procurement of your client’s customer statement, you will see a section indicated “checking or banking account number(s).” At this time, you must ask the client to provide you with the appropriate numbers by asking them to take their checkbook out and give this information to you. Once the client is reading you their account number(s) from his checkbook, casually state: “While you have your checkbook available, why don’t you give me your initial investment.”

Quiz 5

1. A demonstration drive helps support the claims you made during your presentation and walk-around.

a. True

b. False

2. The salesperson must add value by reminding the client of some of the reasons this particular vehicle was chosen in the first place.

a. True

b. False

3. The opportunities for use of alternative advance question are endless. There are three very important areas in which they are particular effective in controlling the flow of presentation.

a. Greetings

b. Appointment

c. Closing questions

d. All the above

4. Name seven effective use of questions:

a. __________

b. __________

c. __________

d. __________

e. __________

f. __________

g. __________

5. Name the 10 Closing Techniques:

a. __________

b. __________

c. __________

d. __________

e. __________

f. __________

g. __________

h. __________

i. __________

j. __________

Kemahiran: Pemasaran Internet

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