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