Step 5 – FAB Presentation

Feature – Advantage – Benefit Selling

We have a saying in our dealerships … without the “B” in your FAB, you’re just Fading. In other words, when we are presenting our vehicles, we must focus on Benefits first, features second. After all, if all customers cared about were the features, they could simply read the brochure or sticker. Of course, that’s how most salespeople “sell” – by just reading the features on each sticker to their customer. And they wonder why people say “just looking”. I guess they think they can read sticker’s and wonder the lot on their own.

A professional in sales understands how to translate features into benefits and uses the advantage as his conduit. Here’s an example:

Average Joe presenting “white”
The car is white. Do you like white?

Sales Professional presenting the feature “white”

Feature: Dave, as you probably know, white is our most popular color. (Notice the feature statement with an implied sense of urgency that we’re lucky to have white in stock.)

Advantage: The reason is that white doesn’t look dirty even when it’s absolutely filthy!

Benefit: And that means, your new car will look cleaner when you take your clients around and it saves you a fortune in car washes. (Ties the advantage of the feature to this customer’s situation thereby creating a benefit)

Tie Down: Wouldn’t that take a lot of stress out of your day? (Value confirmed is valued paid for)

To learn more about the next 7 steps to the sale, just subscribe to this Blog. I’ll be updating it regularly.

Until then, make it a great day!

Helmi Felfel

Step 4 – Vehicle Selection

Priority One – The desk selects the vehicles, not the customer. If you can internalize this one important priority, you will explode profits. Is it true for prime customers, too? Yes, absolutely. Why not? If we did our job right in Steps 1, 2 and 3, we’d have all of the information necessary to select the right choice of vehicles for each customer.

At most dealerships, we allow the customer to wonder the lot and select a vehicle. Both our prime and our subprime customers usually select too much vehicle for their budget and actual driving needs and wants. As a result, we wind up trying to switch them later to a less expensive car. And what do they do to save face? That’s right, they leave and buy the same less expensive vehicle down the street.

So, why not save all of the work and negotiation and help them select the right vehicle NOW – in Step 4, instead of later in the final closing attempt before they leave? Of course there are other benefits, as well. You’ll be able to select vehicles you can sell at a profit. You’ll have less price and budget objections down the line because you selected the right vehicle. And finally, you’ll have a stronger long term relationship because they’ll remember the experience fondly instead of as another “car buying nightmare”.

In our 5 day “More Than Just a Special Finance” workshop, we talk about the words that work while presenting the desk’s vehicle selections. We also cover the reflex objections a customer may come up with during the process. Here’s a sneak preview.

Salesperson: Dave, to save us time, I asked our lot porter to bring the vehicles to the front that best suit your driving needs and budget. Follow me and I’ll show you some of the features I think you’ll be most interesting in seeing.”
Customer: What if we don’t like any of the cars?
Salesperson: Don’t worry Dave. If these cars don’t meet your needs, I won’t expect you to consider them – so we may need to adjust the down or monthly payment amount, but we can always look at other options. By the way, didn’t you mention that you did a lot of long distance driving?”
Customer: Yes, I did.
Salesperson: Great, I’m pretty sure 2 of the 3 cars even have cruise control. Wouldn’t that be more comfortable on those long trips.
Customer: Yes, it would.

To learn more about the next 8 steps to the sale, just subscribe to this Blog. I’ll be updating it regularly.

Until then, make it a great day!

Helmi Felfel

Step 3 – Touching Base With The Desk

After professional qualification and rapport building, it’s time to get the finance manager involved. This is the step where the salesperson goes to the desk and shares the customer’s story and some rapport building facts, like where they live and work.

The key to this step is that the Desk must require the manager to conduct the customer interview. Why? Several reasons. First, a manager will be able to control expectations with more authority and credibility than a salesperson.

“Dave, our average payment is $458, some are more, some are less. Hopefully, Bob (salesperson) shared with you that our goal is to get you the most car for the least money with a payment that works for you. Let me just make sure I fully understand a few items on your Customer Statement.”

Second, the manager has an opportunity to verify the information for a second time. There is nothing more frustrating that having a lender kick back your deal because of inconsistencies on the application. If you don’t skip steps, this will rarely happen.

And finally, having the manager involved throughout the sale will make the customer feel special, supported and more comfortable with the process. Remember, at most dealerships, the intimidating manager only makes his appearance after the first or second pencil when the customer says “no”. In fact, the customer is expecting it and wouldn’t even consider saying “yes” until the manager is involved. So why not get the manager involved early and often, so you can maximum gross and get faster agreement from your customer?

To learn more about the next 9 steps to the sale, just subscribe to this Blog. I’ll be updating it regularly.

Until then, make it a great day!

Helmi Felfel

Step 2 – Qualify & Build Rapport

Qualifying and building rapport is one of the most commonly misunderstood steps to the sale, especially when it comes to prime vs. subprime customers. Dealers ask me all the time, “Helmi, how is your “subprime” timeline different than your “prime” timeline? I answer, “It’s not.”

First of all, your customers don’t have their credit score flashing on their chest, so we don’t know who is prime and who is subprime until we get to Step 3, Touching Base With The Desk. And if you know their credit score before Step 3, your salespeople are prequalifying, not investigating on the lot. Huge mistake.

The first priority of effective qualification and rapport building is to demonstrate a genuine interest in your customer. After all, your salespeople don’t care, your customers won’t care. It’s that simple

Let’s look at what qualifying is NOT:

· An interrogation about their credit and budget.
· A method of deciding who can and who cannot buy a vehicle from your dealership.
· A salesperson aimlessly following a customer around the lot asking random questions about their hobbies.
· A means to separate your prime from your subprime customers so you can determine how to treat them differently.
· Different for each customer based on how a salesperson feels about the deal.

Now let’s look at what qualifying IS:

· A precise and consistent process which is the SAME for each and every customer.
· An art and a science that must be practiced and rehearsed every day.
· A method to help each customer get the most vehicle for the least money with a payment that works within their budget.
· The step in which we take a customer statement with EVERY customer BEFORE a vehicle is selected. Yes, prime customers, too!

Once we understand what this step entails, we must develop the knowledge and skills necessary to effectively execute. Like a surgeon with the right scalpel, our sales professionals must have the right words to build sales.

In our 5 day “More Than a Special Finance Workshop”, we teach dealers and their general managers the winning words that work every time with every customer. Here’s a sneak preview of just one powerful work track which builds value in the Customer Statement process.

“Dave, all of the questions I’m about to ask you are designed to help our sophisticated software program help find you the most car, for the least money with a payment that works for you. If really doesn’t get easier than that, does it? (tie down) First, let me ask you this …”

To learn more about the next 10 steps to the sale, just subscribe to my Blog. I’ll be updating it regularly.

Until then, make it a great day!

Helmi Felfel

Step 1 - The Meet & Greet

I know what you’re thinking. “Helmi – how can anyone mess up the meet and greet? They just need to go out there and be friendly, right?” Right. But somehow we still tend to mess it up over 90% of the time!

Here’s what can go wrong. Your customer drives up to your dealership and notices a group of salespeople huddled in a group staring at them. It’s very intimidating. As your customer gets out of their car, one salesperson puts out his cigarette and emerges from the group. How impressive is this first impression?

Next, the salesperson greets the customer and either doesn’t ask the customer for their name or worse, forgets it immediately. Too embarrassed to ask again, they just use “buddy” or “ma’am” for the rest of the conversation.

How do you do it right? Follow these rules and steps and you'll be on the right track every time.

Rule 1 – Do not allow huddles in your dealership. The only time salespeople should be in groups is to role play and train.

Rule 2 – Do not allow smoking, except during breaks and only in areas far, far away from any customers.

Rule 3 – Set a standard of professional dress and conduct. Require clothes to be pressed, shoes to be shined and grooming to be clean cut. Do not allow profanity or off color remarks.

Rule 4 – Require your salespeople to know each customer’s name when they “Touch Base With The Desk” in Step 3. Teach them how to ask for a customer’s name and repeat it back at least 5 times during the next 5 minutes.

Rule 5 – Require your managers to personally greet and shake hands with each and every customer within the first 3 minutes of their arrival. Why? Because you’ll set yourself apart from every other dealership who doesn’t do it, plus you’ll create massive credibility and set the stage for a controlled and professional sales process.

The 3 Step Meet and Greet

Step 1 – Smile and confidenty approach the customer.

“Hello, welcome to ABC Motors. My name is Helmi Felfel.”

Extend your hand for a firm handshake with all people present, including children. If they don’t supply their names naturally, simply ask, “and you are?”

Step 2 - Check to see if they have an appointment.

“Are you here to see anyone in particular?”

Step 3 - Continue with a warm and unexpected question.

“What good things are you folks up to today besides looking at cars?”


To learn more about the next 11 steps to the sale, just subscribe to this Blog.

Until then, make it a great day!

Helmi Felfel

Helmi Felfel’s “No Fail” Sales Process

Do you have a sales process in place in your dealership? If you said “of course I do, Helmi”, go outside and ask the first salesperson you see to tell you what it is – step by step. If they answer correctly, ask them which step is their greatest strength and which step they are currently working to improve.

Having a sales process is like having a playbook in football. When all of your players understand the plays and are working to improve in each area, your team will win. It’s that simple and it’s that effective.

If you don’t have a sales process in place, create one today. Teach your people to follow every step and don’t allow excuses or exceptions. Provide interesting, valuable and informative training that your salespeople will enjoy. Become a hero by helping your team increase their income by 50% or more in 90 days.

Need some help? Here’s my “No Fail” Sales Process that we teach in our Sub Prime Finance Boot Camp and In-House programs for Dealers and General Managers. To learn more about each step, subscribe to my Blog as I will be adding new and fresh content regularly!

Step 1 - Meet and greet
Step 2 - Qualify wants & needs / build rapport
Step 3 - Touch base with the desk
Step 4 -Vehicle selection
Step 5 - Presentation
Step 6 - Demonstration
Step 7 - Service drive presentation
Step 8 - Reestablish salesperson / customer relationship
Step 9 - Work the deal
Step 10 - Close the deal
Step 11 - 30 – 3 – 10 follow up
Step 12 - Sharpen the saw

Have a great day,

Helmi Felfel