Selling In The Motor Trade Test Drives Don’t Work!
Maybe a controversial one, but we don’t believe that test drives work. Demonstration Drives work - you demonstrate the right feature, to the right customer at the right time.
Think about it, no one enjoys a test. The customer doesn’t want to feel like they are on their driving test.
We discuss how to optimise you demonstration drives, how to make the customer feel comfortable and when to stop talking.
Here are the highlights:
{01:41} Right Feature, Right Customer, Right Time
{02:50} Can you sell a car without it?
{07:04} Who should drive first?
{08:36} Demonstrate features
{09:14} Car, people, car, people
{17:33} Stop talking
About Symco Training:
Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to offer its clients something different. That difference was clear to Simon from his days in the dealership when he experienced many sales trainers who had all the answers, but were unable, unwilling or both to actually show the delegate how they could be implemented. It remains the ethos of the business today. You see, Symco only employ trainers that are committed to delivering not only inspiring and insightful training, but are equally as happy to demonstrate these skills and techniques with real customers in your own showroom. We believe in order for sales training to be effective and in Simon’s words ‘real world’, it needs to be tried and tested in the only place it matters the showroom floor. There is no room for theory when your goals are for your team to sell more cars, hours or parts and retain more profit. In dealerships around the world the focus applied by many of the sales executives is to try and sell a deal. Symco specialise in getting your teams to focus on selling themselves, the product and then supporting this with the deal.
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