Sales scenario: A prospect walk into a AUDI dealership. A salesperson approaches him and says Hello sir, my name is Justin Banogi (Introductory Approach) I see youre fascinated with the new Xi3 series. What do you think about this model? (Opinion Approach) [p.180-181] They talk for a while and the salesperson tries to figure out what are the needs of the prospect. He starts by listing the features, advantages and benefits. The car salesman the tells the prospect that the maintenance plan is guaranteed for 4 years and that he would save money. He then asks the prospect a question (TRAIL CLOSE) do you like what you are hearing? or Is this important to you? [p.207-208] Customer responds: Yes, I definitely like the idea of saving on maintenance expenses, but the car is so heavy on fuel that I wont really save money in the end (OBJECTION - Genuine Product Objection) [p.201] {Note that the response to the TRAIL CLOSE did not indicate that the prospect is ready to buy [p.217] therefore this does not indicate a buying signal, but an objection} This is the customers objection with the product (too heavy on fuel) and now that the salesperson knows what the customers concerns are (fuel consumption) and what the prospects needs are (a car that is light on feul or economical and has a 4 year maintenance plan) he suggests a car that is more economical and still has the maintenance plan. The car salesman explains the FAB of another vehicle. FEATURES: car is 2012 model, it has powersteering, ABS brakes, airbags, smashproof windows, low on petrol consumption. ADVANTAGES:Still new because its a 2012 model Easy to steer because of power steering Airbag stops your head from hitting the windshield ABS allows you he car to stop very quickly Windows can not break very easily Low Pertrol usage means your tank lasts longer BENEFITS: The car will be loyal because is still new The ABS and power steering and airbags and tough windows could save your life. If the tank lasts longer then you save money. The customer looks very interested and sits in the car with his hands on the steering wheel (Nonverbal BUYING SIGNAL - act as if they already own the product) and he says The car is just what I am looking for and it is very comfortable (VERBAL BUYING SIGNAL - Customer Agreement) [p.216-217]. Now the salesperson recognises the buying signals and says how about we go fill in the paperwork, then you can drive it home within 2 days? (CLOSE - Direct Request) [p.220-222] The customer says: Yoh, its really a good offer, but I think I need to shop around some more. (OBJECTION Genuine, Stalling Objection. He needs to get more information about the prices and benefits at other car dealerships) Now the salesman needs to handle this objection. And it starts all over again... He says Sir, I have had many customers who could not find a better deal anywhere else. I can show you the prices, features and benefits of other dealerships vehicles, as we keep this information in our up-to-date databases for situations just like this one. Could I show you the figures and thereby save you the time and effort of visiting each dealership (Third party [p.206]) The prospect agrees to take a look at the fugures. The salesperson still has a chance to close the sale. He continues explaining, convincing, persuading in a process of continous TRAIL CLOSES, recignition of more BUYING SIGNALS, and responses with CLOSES. This continues untill the prospect finally decides to buy OR gives a firm No and walks out.
Posted on: Mon, 17 Nov 2014 16:40:18 +0000
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