To Sell More Take It 1 Step At A Time
You’ve heard me say ‘speed kills sales’ and that’s because fast requires skipping steps. It’s just math, how long does it take to…
Step 1: Warm Up…
- Greet someone: 2 – 3 minutes
- Visit (build rapport): 3 – 5 – 10
- Wander Around, General Q&A: 5 – 10
- General Presentation: 5 – 10
- Investigate: 5 – 10
- Service walk: 5 – 10
- Select best vehicle for them: 5 – 10
Step 2: Build Value & Demo…
- You drive first – show Features, Advantages and Benefits (FABs): 5 – 10
Step 3: Build Value & Demo…
- Secondary Driver change, presentation of targeted FABs: 5 – 10
Step 4: Build Value & Demo…
- Primary Driver change, presentation of targeted FABs: 5 – 10 – 15
- Drive back to dealership: 5 – 10
Steps 5, 6, 7, 8: Close…
- At Landmark get 5 or 6 Yeses: 2 – 3
- Assumptive Sold Line: 2 – 3
- Dozen Action Closes: 3 – 5
- Wrap Up: Trade Silent Walkaround and Maintenance Info: 3 – 5 – 7
So give or take what is the minimum a good 1 hour warm up, value building demo and targeted presentation, closing sequence and final wrap up take before you head inside?
About One Hour
What happens when you skip steps or rush through everything, so you can hurry up and take a different up?
We get earthquakes in California. At first I didn’t understand how the scale worked. I assumed a 2 was 1 stronger than a 1, but it’s actually 10 times stronger. A 3 is 10×10 or 100 times stronger than a 1 and it gets worse from there.
Try to understand that skipping any step of the sale is kinda like that. Skip a step and the ground starts to shake. Skip even two steps and you’ll create a sinkhole you can’t get out of.
Most salespeople change their routine or process with almost every customer because somebody made them think when people buy a Chevy vs a MBZ or when they buy a UTV, Tractor or RV they buy differently and should be sold differently. I have all of the above and I promise I don’t change gears with different products.
Being a doctor, bartender, farmer, soldier, CEO, or day laborer doesn’t change the ‘process’ people go through to make a decision on expensive products. I know that for a fact because I’ve had every one of those jobs (OK, except for the doctor thing).
When you start thinking, “This customer and their situation is different so I should skip this step with them” will cost you sales and income every time you vary from the steps to selling.
How you take each step may vary, but the steps never change. Follow them every time, in order, with every customer and you’ll sell more, earn more, and make more customers happy about their purchase.
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