Sales Training ( Automobile)

Dated:8/03/11
 Manufacturer

Extended Warranty Exchange Bonus

After Sales Service Dealership SO Insurance

Finance Accessories

Satisfied Loyal
Customer
Why is sales training Important
• 2nd Largest investment in a man’s life.
• Reflection of his personality/Status
• Convenience
• A source of income
Critical issues today
• Cost of maintenance
• Fear of being cheated in a deal
• Bulk Buying
• Dissatisfied Customer
 Why an Automobile

Need Want Desire

Commercial Vehicle Personal Customers Loyal Customers

customers

Taxis Leasing

Transport
 Segmentation of Market
Sales by Value Sales by Volume

Calculation of growth & health of Dealership hence Organisation

Segmentation done on ABC

-Mini (upto 3400 mm) M800 the only one

-Compact (3401 to 4000 mm) Fabia, indica, santro, swift, alto, fusion etc...
-Mid-Size (4001 to 4500 mm) ikon, fusion, aveo, city, accent, verna, logan,
esteem, sx4, indigo, marina
-Executive (4501 to 4700 mm) 3 series, optra, civic, elantra, c class,
octavia, corolla
-Premium (4701 to 5000 mm) 5, 6 series, accord, sonata, e class, superb,
camry
-Luxury (> 5001 mm) 7 series, S class
 Key Areas of Expertise
• Product Knowledge
• Financing options
• Insurance
• Schemes running for the month
• Schemes for corporate customers
• Calculation of onroad price
• Accessories that can be given free+ accessories/ services that can
be sold( body colored bumpers, teflon, underbody, fog lights, stereo)
• Eligibility of customer for other schemes
• Comparison of models within segment
• Price / features/ mileage / availability of spare parts/ service stations
• Visibility of product
 Customer segmentation
Channel Sales Corporate Sales

B2C Bulk Deals DGS&D EPCG CSD Transporters Leasing B2B Taxi

Where to reach your customer

•Showroom
•Office
•Fairs/ Melas
•Marriage portals/ Marriage Halls
•Government Houses
•Roadside Displays
•Lotteries/Builders
Need Satisfaction Selling Process
Open

Probe

Customer Needs

Support

Closing
 Lead Generation
• Walkin
• Cold calling
• Advertisement
• Events
• Banners
• Data from other subsidiaries
• SMS/ email campaigns
• Display(Corporates, Banks,Malls, associations)
• Test drive
• Service camps
• Leasing
• Taxi
• CSD & DGS&D
 Data recording
sl No.Executives C Name mobile Alt. No. Email Address Organisation Model Price Hot Warm Cold
1 Asok Mr Malhotra 995566432 2280422 vj@gmail.com M59/3, Telco colony Telco swift 5 lakhs h
2 Asok
3 Asok
4 Asok
5 Asok
6 Asok
7 Asok
8 Asok
9 Asok
10 Asok
11 Asok
12 Asok
13 Asok
14 Asok
15 Asok
16 Asok
17 Asok
18
19
20
21
22
23
24
 Corporate Card
Company Specific Details
1 Name of the Corporate
Establishment Location
2 Industry type:(Manufacturing or Services)
5 Key Admin.Persons name and designation: Contact no
6 Chief of HR's name and designation Contact no e-mail
7 Key decision maker's name and designation Contact no e-mail
8 Employee details to asses potential Nos Policy
Total Employees Slab/Model potential/Opportun
Employees get Company Cars VPs and above 0
GMs
DGM/Dy GMs
Employees get Company Car loan support as CTC Mgrs to DGMs
Employees can own or buy with own CTC( 2 lac plus) Sup- Dy. Mgrs
Total potential/opportunity 0

(b) Current Vehicle information (Company & personal) Segment Industry MUL MUL Share
M800 &Omni
Qualatitive Mkt Share assesment A2
A3
A4+
Total
Detail of Current Company Car Policy
 Tips to understand your Customer
• Identify the influencer
• Identify the key decision makers
• Does the prospect enter the showroom with
family/ friend/ alone.
• Is he looking for the best bargain on a model or
the best vehicle within budget.
• In the showroom does the customer sit in the
driver’s seat.
• Financial credibilty of customer
 Follow Up
• Classifying customers as Hot / Warm / Cold
• Ask for a test Drive(If Possible at Home)
• Calling within 2 days for Hot 10 for warm
• Check for financing options/ model/ shade
• Check inventory stocks
• Never Commit what cannot be offered
• Attend all morning meetings
• Complaints redressal
 Sales Process
1. PREPARATION
2. OPENING A CALL
3. NEED ASSESMENT
4. PRODUCT DEMONSTRATION
5. ATTEMPTED CLOSING
6. DEAL AND FINANCE
7. VEHICLE DELIVERY PROCESS
8. POST SALES FOLLOW UP
 Preparation
• Meet and Greet
• Courteously exchange introductions with your
prospects.
• Prospects must know that you are there to assist
them.
• Start building rapport with your prospects!
• Prospects feel comfortable asking and
answering questions.
 Opening
• Memorize effective responses to common
opening lines used by prospects at your
dealership
• Maintaining a positive attitude and greet
prospects with a warm and friendly personality
• Maintain eye to eye contact and address
prospects by Sir/Madam
 Need Assessment
• Begin by gathering information that will help you
decide which vehicle will best suit the needs of
your prospects.
• Never confuse the customer if he has a model in
mind.
• Ask Quality questions(Family size, city use or
highway use)
• Listen to each answer
• Continue building rapport with your prospects
 Common Egs.
• I want…
• I need
• Its important to………
• We must….
• We’re looking for…..
• We have to change……
• I hope…
• Our objective is…..
• What matters is……
• My goal………
• We are trying to……
 Identify need
• Identify Need behind the need (Strategic needs)

• Demonstrate credibility,integrity, reliabilty (relate

the experience of a recent customer)

• Decide on exactly what the customer wants

• Think of combinations of products + services

the customer desires
 Sales Impact Ladder
Trusted business advisor

Needs satisfaction seller

I
M
P Content Seller
A
C
T Price Seller

Professional visitor

Sales Person Behavior

 Product Demonstration
• Ensure the prospect is seated on the pilot
seat(Explain dash board while seated beside
him)
• Start from the front and take him to the rear of
the car
• When opening the boot ensure all doors are
open to create a feeling of space
• Hand the specification list for all variants
available
• If with family ensure everyone is seated then
close the doors shut
• Test Drive must be arranged at all costs.
 Attempted Closing
• Try to verify if customer is also visiting other
dealers
• Emphasize on service
• Finance options available
• Shade/ Variant preferred and availabilty of stock
• Always arrange loans from
Dealership/manufacturer partnership.
• Make the prospect feel that the car he receives
will be special and only for him.
• Be clear on the accessories being provided free.
 Closing Techniques
Positive Closing
• Assume that the customer has made up
his mind to purchase, Customers tend to
agree with the salesperson sometimes

• “Sir, so when do you want the car to be

delivered?”
Two choice close
• Offer two positive choices to the customer to
choose from. It is not a choice between a yes
and a no, but rather between two yeses

• “Would you prefer the delivery on Tuesday or

Wednesday?”
Open Offer Close

• And the silence is more important than

the question. Too many salespersons do
not wait for the answer, but rather start
persuading the customer again, which is
one of the major mistakes.

• “What do you think about the offer?”

Future Event Close
• To suggest buying as soon as possible,
before something unfavorable happens

• “According to the company’s pricing

policy we adjust the prices in December,
so I would suggest you buy not later than
November”
Pros & Cons Move
• The salesperson understands that the
customer is in two minds, especially
while also considering other models

• “I can appreciate this is a tough decision

- what normally works is to write down a
list of all the pro's and con's - two
separate columns - and then we can
both see clearly if overall it's the right
thing to do...”
Step By Step Close
• It is easier for the customer to agree on little
pieces than taking the whole offer at one bite

• The salesperson consults on different options

and features and step by step takes his
agreement

• “Lets finalize the car model and then later we

could discuss the service pack and
accessories”
If Close
• The salesperson agrees to do some
‘favour’ for the customer in return for the
deal. Use it if your customer is hesitating
to make a decision

• “If I promise to get your desired colour

delivered by Tomorrow evening, will you
be ready to sign the contract now?”
 Common Mistakes
• Never go over someone’s head to make a
sale, esp. if your original contact is
evaluating you
• When there is a buying team always find
out the role of each member.
• Functions and departments represented
by them
• Never slight a contact at a lower level to
get to a contact at a higher level
 Vehicle delivery
• Ensure the timing of delivery is confirmed
• Ensure the vehicle is clean and ready for delivery atleast
45 mins before delivery in the parking lot
• Have all the pending bills ready from the finance
department
• The pujari should be aware of the time
• Allow at least half an hour during delivery
• Explain the features & benefits again about console, seat
adjustment , teflon etc.
• Wish them the best and thank them for having chosen
you and your dealership.
• Get your PSF filled (Finance , deal process, overall
experience, behavior)
 Post Sales follow up
• Call after a minimum of 1 week to find the
status of customer and vehicle
• Look for references
• Check if he requires any more accessories
services
Thank You
 Conflict
• Internal conflict
• Organisational conflict
• External conflict (controllable)
• External conflict (Uncontrollable)
 From Conflict to Collaboration
• Ex. 1
• Write down 5 words that come to mind when you think of
conflict.
• Rate them positive / negative/ mutual

• Conflict can be negative or positive

Handling makes the difference

 Key areas
• Establish Mutual Involvement
• Seek to understand the other person’s
point of view
• Present your perspective of the prob. And
its impact
• Appropriate plan of action
• Express appreciation for other person’s
effort.
 Intimidator
Charateristics
• Speaks with authority
• Dominates, intimidates others
• Can be hostile & belligerant
• Pushes others around
• Doesn’t seem to take a breath
 Brick mason
Characteristics
• Builds emotional walls between self and
others
• Avoids conflict
• Remains silent or sya little
• Changes the subject
 Historian
Characteristics
• Has a long detailed memory
• Keeps score of past problems, grievances
• Recounts events from the past- whether
applicable or not
 Magician
Characteristics
• Expects problemsto disappear into thin air
• Refuses to address issues
• Hides behind higher goals that may be
politically incorrect
• Waves the flag of
equality,customers,service,etc