Canadian Auto Dealer - In search of something new? | Columns

Human nature is for the most part predictable. Individuals tend to behave in ways that follow readily predicted patterns.

One such behaviour is the desire for something new – a desire that sometimes spawns change simply for the sake of change. The New Coke fiasco springs to mind. And there have been other examples as well: TV show writers introduced different plots; food manufacturers changed recipes; computer software companies changed programs (not always for the better) and the list goes on.

This is not to suggest that change is necessarily bad; this is not at all the case. However, to drop a tried and true product or design simply because the supplier is bored while consumers are still happily buying it can result in financial suicide.

Our business is constantly seeking new ways to do what we do best which is to sell products and services to needy consumers. To that end, we rightfully try to seek out new items to market. But I that process, can we afford to ignore the importance and popularity of the products and services we already offer? Should we, simply because we may be tired of saying the “same old things,” put aside the very items that built our business for the sake of introducing something newer, flashier and shinier?

Why do people buy the “I” part of F&I?

What is in it for our customers when they buy our products? The term “peace of mind” has been tossed around by for more years than one can count. Is there any truth to the suggestion that “peace of mind” is indeed what we sell?

If all we sell are protection products that include “chemicals”, service contracts and loan insurance then I will concede this may become boring over time. On the other hand if what we sell is truly the “Peace of Mind” package… created to reduce, if not virtually eliminate all major future client costs, isn’t that exciting?

If we introduce the chemicals as a “Pro-Pack” and do so time and again, chances are we will find ourselves speaking the words without even hearing ourselves saying them. The repetition can put even US to sleep! But what if we changed the presentation around rather than the products themselves? Would or could that make things more palatable?

The reason I am suggesting this is because the products we presently offer are ones clients need and with the right presentation… will desire. There is no need to spend countless hours hunting out new items to sell when you have an arsenal of products your clients presently want.

Over the past 25 years I have had the pleasure of introducing many new ways of selling the same old things… methods that have now become mainstay in the industry. As proud as I am of this accomplishment I still constantly strive to introduce new ways to sell the tried-and-true products.

This is done by creating new word-tracks… objection-handling techniques and closing sequences. No tricks… no deception… no covering numbers with one hand while pointing elsewhere on a document. We simply provide words and sales tools that get the desired results in an effective and yes, FUN way.

Let’s share some ideas

You sell chemicals… or Pro-Packs. Is there anything exciting about either of those names? I think not.

If one is going to excite the prospect with a product, then the product itself should sound exciting. There is nothing ‘exciting’ about the term “Extended Warranty” or “Service Contract”… but what about “The Ownership Cost Reduction Plan?”

What’s that, you say? Let’s see how this plays out:

“Mr/Ms Customer… have you heard of our dealership’s ‘Ownership Cost Reduction Plan’?”

(They will say they haven’t. Continue with:)

“Getting and owning a new vehicle is exciting. The idea is to not only have something new… but to reduce long-term expenses, true? If there were a program available designed to accomplish this and it was affordable to get… what would you do?”

If your prospect should confirm his or her desire to “get it” or want to learn more, wouldn’t you agree you will have opened the door to a quick, yet effective presentation of all your ‘protection products’… even the Service Agreement?

Or how about this one?

Mr/Ms Customer… may I assume you like how your new vehicle looks today?

(Of course you should always confirm the buyer does like the vehicle with your sales person prior to making the statement. Assuming the client agrees continue with:)

Can aging and use have an effect on its future appearance?

(If they say yes… and they will… continue with:)

People often wish for a ‘Fountain of Youth’… a treatment they could have to look young forever. Although this may not be possible for humans… if there were a way to assure that very thing for your vehicle… a Fountain of Youth to keep it looking ‘showroom new’ for years to come… what would that do for its future value?

What kind of response do you think you’re going to get to that question? Once they admit it will “enhance the future value”… how easy will it be for you to close that sale?

When you think about it, aren’t those so-called Pro-Packs a “Fountain of Youth” for the vehicles we sell? Aren’t Service Contracts an “Ownership Future-Cost Reduction Program”?

Although it’s always good to seek out new and innovative products to sell, the ones we presently have may simply need to be slightly repackaged (presentation-wise), which will also make them more fun for us to sell.

Make things exciting. Make them enticing, make them available… and watch what happens.