In (part 1) of this blog, we talked about the experience you receive when you go to a restaurant for lunch.
Now….lets talk about setting the “Level of Expectation” in your Dealership’s showroom.
Today’s customers demand a process that is both professional and transparent!
Today’s customers also want the process to go as quickly as possible!
The “Level of Expectation” allows you to guide your customer through a series of steps that are clearly outlined for their understanding and review.
Your customer will know exactly WHAT will happen, WHAT ORDER it will happen in, HOW LONG it will take and the information they will RECEIVE to make an intelligent purchasing decision in a TIMELY fashion!!
Isn’t it easier to work with your customer if they go through YOUR process?
Isn’t one of the biggest obstacles in selling a vehicle, when the customer does not follow your process?? The customer wants to follow their own process thus causing confusion with your Salesperson, customer and Sales Management?
If you want your Salesperson and the Dealership to control the process, we had better tell the customer WHAT the process is!!
By telling the customer the steps in the process and how long each step will take, you will build instant rapport in getting directly to the wants and needs of the customer!
Since each and every Dealership has their own unique process in the Sales Department, wouldn’t it make sense to give your customers a level of expectation and comfort by telling them what your process looks like?
· What are all the steps in the process??
· What is the timeline for each one of these steps?
· What information the customer can expect to receive in each one of the steps?
It all comes down to efficiencies and consistencies!!
Your customers visit to your Dealership should be efficient and consistent to ensure that each and every one of your customers has a “WOW” experience!
Let me outline an example, “Level of Expectation” for your Dealership and then we can discuss this further.
(Please insert your own process into the example)
Scenario: A customer walks into your showroom. The Salesperson greets them and immediately begins to explain how YOUR Dealership professionally does business!
The Salesperson then reviews your Dealership’s process with the customer.
· Review of Dealership’s process – 5 minutes
· Determining what type of vehicle you want and why – 10-15 minutes
· Assessment of trade in vehicle – 10-15 minutes
· Demonstration of features on preferred vehicle – 10-15 minutes
· Demonstration drive of preferred vehicle – 10-15 minutes
· Presentation of purchase figures – 10-20 minutes
The Salesperson can then relate to the customer what is going to transpire at how long it should take, (55-85 minutes to go through all the steps completely)
DON’T let your customer get frustrated and upset by “thinking” that the process is taking too long!
Remember, the customer has no idea of what the process is or how long it takes unless YOU tell them. And isn’t a calmer customer more easy to speak with than an upset and frustrated customer??
Will you have point of sale material around your showroom to aide you team in conveying your Dealerships Sales processes to the customer?
· Banners
· Table toppers
· Posters
· Video explanations on Salespersons computers
· Video explanations on your Dealership website
By providing a “Level of Expectation” in your showroom it will do two things.
1. It will give the customer a clear and professional expectation of what will transpire on their visit and how long it will take.
2. Your Salesperson will clearly, professionally and consistently give the same exact presentation and process to all of the customers.
By setting the “Level of Expectation”, your Dealership will quickly become proficient, consistent and professional!
About the Author: From a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.
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