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Cost of Ownership Part 3

The ability to explain the concept of cost of ownership is a skill that every successful sales consultant needs. It has been often said that people buy with emotion but pay with logic.
Helping a client make a positive buying decision means that we sometimes need to walk them through a logical cost of ownership discussion to:
 
• Resolve a price objection
• Make them comfortable paying more for a better product or
• Help the procrastinator make a decision to buy now
 

Cost of Ownership Part 2

The ability to explain the concept of cost of ownership is a skill that every successful sales consultant needs. It has been often said that people buy with emotion but pay with logic.
Helping a client make a positive buying decision means that we sometimes need to walk them through a logical cost of ownership discussion to:
 
• Resolve a price objection
• Make them comfortable paying more for a better product or
• Help the procrastinator make a decision to buy now
 

Cost Of Ownership - Part 1

The ability to explain the concept of cost of ownership is a skill that every successful sales consultant needs. It has been often said that people buy with emotion but pay with logic.
Helping a client make a positive buying decision means that we sometimes need to walk them through a logical cost of ownership discussion to:
 
• Resolve a price objection
• Make them comfortable paying more for a better product or
• Help the procrastinator make a decision to buy now
 

Strategy Execution Achievement

Every sales manager has goals. They are usually imposed on us from external sources like the manufacturer, our dealer principal, or general manager. These goals are highly visible, the data is readily available, and we are held responsible if we either hit them or not. Examples of these goals might be monthly sales volume or departmental gross profit.
 

Leadership or Self-serve?

In the face of a mountain of research on the modern automotive shopper, no one is going to deny that shopping patterns have changed:
 
• Buyers research online and self-serve themselves farther than ever towards a buying decision - before they contact or visit us
• Buyers have a wealth of information and shopping tools at their disposal - even on their phone
• Buyers are visiting fewer dealerships before making a purchase
 

Good Times Make Bad Habits

Who turned off the tap? We see in many markets a dramatic reduction in walk-in traffic. In some cases this is just a continuation of the pattern of highly researched shoppers who are shortening the list of brands or dealerships they will visit to 1-2. Other dealerships are in markets heavily impacted by economic shifts in the resource sector. Whatever the cause, salespeople suffer when traffic declines unless they have an effective and proactive strategy to create opportunities.

Building Trust in the Trade Value

One of the most common objections that occurs in the automotive buying process has always been: "I'm not happy with what you're giving me for my trade-in." This one is almost automatic with some customers as soon as the figures are presented.
 
We spend a lot of time training and coaching salespeople on how to resolve this objection.
 

Selling cars or selling printing?

We get a lot of questions from dealerships who are starting to experience declining effectiveness with their direct marketing for invitation sales, behind the wall sales, or private sale events. When you dig into it a bit you soon find the answer. These events rely on their "specialness" or exclusivity. We see many dealerships market to the same list of customers 5 or 6 times a year.

The sale starts with the receptionist - will it start it well?

We occasionally run training programs to bring receptionists into the sales process. We usually have a class that has 80-90% of attendees with no idea of how sales works or how the receptionist role can positively impact sales results.
 
It's no wonder. New receptionists get technical training on how the phone system works but not so much on how their role fits with the sales department. Then management, administration, accounting, and the service department stack more and more little clerical jobs on the receptionist - well because they're just sitting there anyway.