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Sales Training

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This presentation was intended to share some industry statistics as well as some BMW core values that I learned during my experience with BMW.

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Sales Training

  1. 1. Automobile Sales Training By: Mohamed Eltalkhawi
  2. 2. Frame of Mind <ul><li>Our training is designed to develop the following: </li></ul><ul><ul><li>DCH way </li></ul></ul><ul><ul><li>Dealership processes </li></ul></ul><ul><ul><li>Interpersonal skills </li></ul></ul><ul><ul><li>New perspective on interacting with our customers </li></ul></ul><ul><ul><li>Growth of our business </li></ul></ul><ul><ul><li>State of mind when dealing </li></ul></ul><ul><ul><li>Selling BMW or selling ourselves </li></ul></ul>
  3. 3. Frame of Mind <ul><li>Having the right frame of mind as we begin the training is so essential that I ask you to release yourself from the current state of mind and focus on the material of all the upcoming trainings. We are not going to invent the wheels or talk about something you never heard off, however it is new approach and refreshing to what we already know. </li></ul><ul><li>I would like also for you to bring your previous experience to the forefront during this training. </li></ul><ul><li>Your positive participation is crucial to the success of this training. </li></ul>
  4. 4. BMW Brand <ul><li>We’ve got the Brand </li></ul><ul><li>We need to develop relationship, we don’t need to sell the car. </li></ul><ul><li>Customers wants: </li></ul><ul><ul><li>Hassle free buying experience </li></ul></ul><ul><ul><li>To be heard </li></ul></ul><ul><ul><li>Develop a relationship </li></ul></ul><ul><ul><li>Establish value </li></ul></ul>
  5. 5. BMW Brand Behavior <ul><li>JOY is the BMW Brand’s core value </li></ul><ul><ul><li>Joy of success </li></ul></ul><ul><ul><li>Joy of ownership </li></ul></ul><ul><ul><li>Joy of driving (The Ultimate Driving machine) </li></ul></ul><ul><ul><li>Joy in finding genuine values </li></ul></ul><ul><li>Every contact with the Brand is an opportunity to experience joy </li></ul><ul><li>We spread joy </li></ul><ul><li>We are the Ambassadors for BMW </li></ul>
  6. 6. Taking Control <ul><li>As we are all facing a challenging market conditions and challenges among ourselves; we have to change our strategy to become Management Driven versus Market Driven. </li></ul><ul><li>We are very fortunate that our Brand enjoys high quality and demand. </li></ul>
  7. 7. Raising Sales <ul><li>There are ways to raise sales: </li></ul><ul><ul><ul><ul><ul><li>Buy sales </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Work longer and harder </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Improve sales </li></ul></ul></ul></ul></ul><ul><ul><li>Guess which way works best? </li></ul></ul>
  8. 8. Raising Sales Statistics <ul><li>On “potential” – if business is down 15% this month or this year- that means that ( ) % of the market is still out buying cars. </li></ul><ul><li>Since ( ) % of the customers is still out buying cars, if the managers and the salespeople just do a better job than our competition does, we can sell some of the customers they would have sold. </li></ul><ul><li>If the above is true, if we do a better job than everyone else we can improve our ( ) in any market. </li></ul>85 85 Sales
  9. 9. Customers’ Behavior <ul><li>Most of our customers brings up “Price” in some form, out on the showroom, before they actually find the car they are willing to take home today. </li></ul><ul><li>Price is important, but our customers make their decision to purchase based on the value they feel they will receive for the price they have to pay. </li></ul><ul><li>If customer objects to the price – their real objection is that not enough value was established by the sales person to justify the price </li></ul><ul><li>If the customer like the sales person they talk to, and feel the sales person knows what they are doing – they are more likely to buy. </li></ul><ul><li>If our customers leave the showroom without buying – if the salesperson stays in touch with a good follow-up program, there is a great chance the customer will come back in and buy </li></ul><ul><li>If the salesperson doesn’t stay in touch with the customer, statistics prove, unfortunately the customer will buy from our competition. </li></ul>
  10. 10. Customers’ Behavior <ul><li>How can we handle price objection? </li></ul><ul><li>How can we deal while in control? </li></ul><ul><li>How can we maintain gross? </li></ul><ul><li>We are going to cover all of the above in our upcoming trainings </li></ul>
  11. 11. Customers’ Behavior Facts <ul><li>( ) of the people who go out and look at a car or truck buy one </li></ul><ul><li>( ) of the people, who bought, decided to buy before they even walked in </li></ul><ul><li>( ) of the people told the salesperson they are just looking </li></ul><ul><li>( ) of the people buy a different make or model vehicle, or a different features than they originally intended to buy </li></ul><ul><li>( ) of the people, who buy, said they bought because they liked, trusted and respected the salesperson they dealt with </li></ul><ul><li>Gross profit is about $ ( ) higher on repeat customer than it is on walk-in </li></ul>78% 85% 72% 86% 71% $600
  12. 12. Customers’ Behavior Facts <ul><li>Like you Listen to you Believe you Buy </li></ul><ul><li>People believe more what they SEE than what they HEAR </li></ul><ul><li>Articles (3 rd party evidence) </li></ul><ul><li>Demo </li></ul><ul><li>Presentation </li></ul>
  13. 13. The basic Steps To Build a Sale <ul><li>1 st Imp Greet Build Rapport Investigate Presentation Demonstration Service Walk Evidence Manual . . . Credit. App . . . W/Up </li></ul><ul><ul><li>Counting everyone they talk to </li></ul></ul><ul><ul><li>They only give about ( ) out of 10 good presentation and demonstration </li></ul></ul><ul><ul><li>( ) % of the salespeople don’t approach the prospect promptly </li></ul></ul><ul><ul><li>( ) % of the sales people don’t approach the prospect properly </li></ul></ul><ul><ul><li>( ) % of the customers said that their salesperson did not control the sale, investigate to find their wants and needs or build rapport before they tried to sell them a car </li></ul></ul>2 52 76 85
  14. 14. The basic Steps To Build a Sale <ul><ul><li>( ) % of the customers said they did not get a good presentation and demonstration </li></ul></ul><ul><ul><li>( ) % bought on the spot when they did get a good presentation and demonstration </li></ul></ul><ul><ul><li>If they didn’t buy, ( ) % of the people were never contacted again after they left. If they had been followed up, ( ) % would have become a be backs and when they did come back in, ( ) % would have bought on that visit </li></ul></ul><ul><ul><li>If they do buy, ( ) % are never contacted again by their salesperson about purchasing another vehicle and that is too bad because ( ) % of the people will buy more cars. </li></ul></ul>80 50 90 33 67 90 95
  15. 15. The Basic Steps To Build a Sale <ul><ul><li>If we were serious about selling as our customers are about buying. </li></ul></ul><ul><ul><li>Our Dealership sure would sell a lot more cars </li></ul></ul>
  16. 16. Upcoming Training <ul><li>We are going to cover our Selling Process one step at the time. </li></ul><ul><ul><li>Meet and Greet </li></ul></ul><ul><ul><li>Needs Assessments </li></ul></ul><ul><ul><li>Product Presentation </li></ul></ul><ul><ul><li>Demonstration </li></ul></ul><ul><ul><li>Negotiation </li></ul></ul><ul><ul><li>Closing </li></ul></ul><ul><ul><li>Delivery </li></ul></ul>
  17. 17. Selling Process Meet & Greet <ul><li>Assignment </li></ul><ul><ul><li>1 st impression </li></ul></ul><ul><ul><li>Good closer is a good opener </li></ul></ul><ul><ul><li>Develop rapport </li></ul></ul><ul><ul><li>Pick a greeting </li></ul></ul>
  18. 18. Sales Training <ul><ul><li>T H A N K Y O U </li></ul></ul>