Winning Demonstrations

By: Tom Hopkins

Winning Demonstrations

When it comes time to demonstrate a vehicle, you need to be very well prepared. Too many automotive salespeople invest most of their preparation time in vehicle knowledge. While that knowledge is very important, investing time thinking about how to actually demonstrate vehicles so their clients quickly envision themselves as owners is just as important. There are very specific things you can do to accelerate their acceptance of a vehicle thus leading to more closed sales.

Before getting to the demonstration, you have to use your other selling skills well. Let’s say you did just that. You used some of your excellent prospecting methods to find a couple who needs a new vehicle. You made a competent original contact and warmed them up nicely. They seem very comfortable with you. You qualified then as to their needs by asking the right questions and are confident you have a vehicle that will truly be good for them.

Now, it’s time for the show to begin…and you are the master of ceremonies. Are you properly prepared for this step in the sales process?

Giving a winning demonstration is not unlike presenting at the Oscars. It’s not easy preparing for such a major event. Even tougher is performing before all of the best and brightest in Hollywood, not to mention the millions of television viewers. You may never have to face such a challenge. However, every demonstration you make can potentially earn you the award of a new client, a hefty addition to the company’s bottom line and a nice little “fee for service” for you and your loved ones to enjoy. Always keep the potential reward in mind when you are preplanning a demonstration. That reward or goal should be inspiration enough to keep you working on honing your demonstration skills until they are as smooth as silk.

Knowing the decision-maker’s history, his or her likes and dislikes will help you direct your demonstration in a manner that will be most acceptable. In some cases, you may get the feeling that the decision-maker is challenging you to demonstrate and present an offer better than he or she can decline. They may come across like this, “Okay, Mr. /Ms. Professional Salesperson, you’ve got my attention and you have 20 minutes to show me why I should part with my hard-earned money for what you have to offer.” It’s almost like a dare with some people. So, you have to be prepared to dazzle them during your demonstration.

It’s important that you note here that the vehicle is the star of your demonstration. You are not. View yourself as a sort of matchmaker. The two parties you believe are a perfect match for one another are your product and this prospective client. It’s your job to introduce them and give them an opportunity to get to know each other.

Many salespeople falter and lose sales because they try to make themselves the stars of the demonstration. They want to show how well they know the vehicle. They spout off technical information about engine size, fuel economy, and handling that may be of little or no interest to the client. In fact, the client may not even understand what they’re saying.

Learn this now. Get yourself out of the picture. Let the vehicle shine! The people you are demonstrating to should be up close and personal with the vehicle. If they ask a question about the navigation system, tell them which buttons to push to make it work. Don’t do it for them! The same goes for any other buttons, dials or displays in the vehicle. You are the tour guide…not the chauffeur! If you’re not getting your potential buyers directly and personally involved with the vehicle, you’re not selling. You’re showing. You need to get yourself off that stage and be the one directing the performance instead.

When it comes to discussing service or warranties, be sure to have brochures and other items to hand to the decision-makers that provide the details you will deliver verbally. Hand them your calculator to run the numbers for any questions that come up. Show testimonial letters from other satisfied clients. This creates both physical and emotional involvement. And the more involvement you get during the presentation, the more comfortable they’ll be with long term involvement with your vehicle.

At the very least, have the stories about other clients who purchased this type of vehicle in mind and how happy they are with it. Perhaps the experience of others might be just what’s needed to help this new client off the fence and into the driver’s seat.

This article was written by:

- has written 33 posts on Agent Entrepreneur.

Tom Hopkins is world renowned for teaching practical, how-to selling strategies. His training increases competence and builds confidence when it comes to qualifying, presenting and closing sales. Or, Click Here to download a free e-book titled, “6 Practical Tips for Making More Automotive Sales.”

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