Help Me Finish What I Started
Day-in-Day-out, we drive, we thrive, we grind, we dream – philosophical as it seems, life represents experiences and emotions stitched together to form a pattern and picture we are proud of.
To paint / To stitch with color, sacrifices and investments or our time and talents are and must be made.
Every few years, the reward of and for the sacrifice and investment of our time and talents is a New (to us) Vehicle – an extension of our personality – a delivery of excitement.
We watch, we ask, we save, we research, we call, we look, we question – each a step in a process that began with and ends with a dream….could the ( fill in the blank: Vehicle ) be mine?
Our journey and our road to realize this dream has many steps, many pieces, many parts – each brings us to want and need a live experience with our (dream) vehicle.
This is where we (as the dealer), this is where we, our teams, our culture lends to or drives away from our guests “dreams”.
When one of our guests calls, chats, submits to our teams or arrives at our store(s), they have done so with a very specific mission in-mind: will this store, this team, this car, be the right one for me? (I sure hope so – I’ve dreamed so)
Fast Forward.
YOU are the buyer, a Guest, in one of our stores, YOU have dreamed, YOU have saved, and now YOU are here – this is the day, what experience do you need?
Gracious = YES
Warm = YES
A Guest in our Home = YES
Now to the vehicle – YOUR dream vehicle:
Features = YES
Benefits = YES
Capabilities = YES
How does it drive? = YES
How do I feel driving it? = YES YES
Now then, when we arrive, when we are looking for the realization of our dream, we need a guide, we need a professional to lead, serve and support us.
First and foremost, teach me (oh wise one), teach me what is my new (dream) vehicle capable of? How will it help me feel compensated for the sacrifices I have made? How will this vehicle be an extension of my life?
I need (I really truly need) a dynamic “walk-around” product presentation:
DEALERS – we know this to be true, if this were us, would we not require a world class presentation? Are we looking, training, inspiring, world class presentations in our stores?
Please find below the elements of what a world class presentation would entail:
PRODUCT PRESENTATION – VEHICLE WALK AROUND
Duration: 15 – 20 mins
SELL THE VALUE OF THE VEHICLE AND YOUR PRODUCT KNOWLEDGE
- Open Hood – all Doors – Trunk
- Driver’s side front of the engine
- Driver’s side front (expose features and benefits – tech + seating)
- Rear Driver’s side rear seat (show the seating)
- Trunk (features)
- Passenger side rear seat (showcase the seating as was shown on the Driver’s side rear)
- Passenger front seat – ask your guest to sit in the vehicle (seat buckle them in)
- Close all doors, hood, trunk
- Proceed to the test drive (Associate as the driver)
When we lead, serve and support our “guests” (buyers) with a world-class presentation, we must allow – we must ensure, they drive their new (dream) vehicle in an on road experience:
TEST DRIVE
Duration: 15 – 20 mins
REMEMBER: OUR GUESTS (Buyers) ARE GOING TO INVEST $$$ INTO THEIR DREAM – WE NEED THIS DRIVE TO GIVE THEM A REAL CONNECTION TO THEIR CHOSEN VEHICLE
Associate as the driver (from the Walk.Around)
3-5 mins: Familiarize the Buyer/Guest with the vehicle – power, handling, etc.
Find an area for a driver change
- Any area with glass windows where they can see themselves with this vehicle is ideal
+12–15 mins: Find a route where they can:
- Accelerate
- Drive over rough road or railroad tracks
- Drive at Highway speed
- Tight Turns (U-turn in parking lot, etc.)
Bring the experience to life
You have honored my time, cared for my needs, you have shared with me your insights, your knowledge and your grace – it is time, it is time for you to help me….
HELP ME
Realize my dream of this new (to me) vehicle
Finish what I have started
Reward myself for the investments I have made into my life
This is now the moment when for you to ask me if you have earned my business is a must, and yes, you have, I came here for a reason, I came here to realize a dream, and you helped that dream become a reality.
You are a professional.
Thank you – thank you for helping me buy this new (to me) vehicle.
Are we blessed to be a part of these amazing moments or what?
Happy New Year!
EKG
