Tuesday, June 01, 2004

The Selling Cycle - Part XII World Class Delivery


The big day has arrived for the customer. Today they will release their old unit, say farewell to old “honey do’s,” and place each panel, each tire, and each seat into the memory banks of life.

Setting the Stage

The customer should feel welcomed and expected at the dealership. Did the sales consultant telephone the customer to remind them of the delivery appointment? If you are having difficulties with your customers being late or too early for their deliveries you might wish to begin calling the customer the day before to remind them of the appointment.

World-class deliveries begin with the greeting at the front door. Many dealerships have a welcome board by the front door of the showroom. The board should say,” Welcome Mr. & Mrs. __________ @ ______ AM /PM.”

When anyone enters a building and views a sign with their name on it they feel very special. And today above all days they should feel special and appreciated.

Conducting the Orientation

The sales consultant should greet the customer in the show room to ask about the location of the trade unit, and obtain the keys to the trade. Each dealership will have a designated place for the vehicle orientation to take place. Many will have a technician or other employee trained to perform the vehicle orientation with the customer. The sales consultant escorts the customer to the orientation area and introduces the customer to the orientation personnel. If the sales consultant stays for the orientation, they must remain quiet, as this is not their part of the show. They are the supporting cast during this phase of the sales cycle.

The orientation personnel are not viewed as salespeople and are in a key position to act as a second witness for the service agreement and protective coatings. They may even be successful in demonstrating additional features such as one-touch awnings.

During the orientation, the sales manager should review the trade-in vehicle to verify it is as was represented during the sale negotiations. If it is not as described, adjustments must be made before finalizing the installment contract.

Finalizing Financial Arrangements

After the orientation is complete, the customer is returned to the sales consultant and then escorted to the finance center for the financial delivery. As you will recall from previous articles, during the first visit the benefits of dealer assisted financing, physical damage insurance, and protective coatings were presented to the customer. During this second visit the financial representative will present the insurance related products such as service agreements, credit insurance, and GAP protection. (Guaranteed Asset Protection).

Together, the customer and the financial representative will settle on a payment plan that both fits the customer’s budget and satisfies the customer’s needs. They will also properly execute all lender documents and title work.

Making the Unit Transfer

Typically the customer will need to move some personal items from the old unit into the new one. Parking the old unit beside the new unit is a not only convenient for this transfer; it is also a great way of using the “Power of Before and After”. The mental photo will remain long after the transfer tasks are complete. The customer will recall how great the new vehicle looks, and why they traded in the first place.

Minding your Manners . . .

It is the small things that leave a positive lasting impression with the customer - the smiles, the handshakes, the post-sale and post-delivery thank-you notes. It is the courtesy you show as you take time to explain the owner’s manual and introduce the customer to the service department team.

The key to a world-class delivery is to think about how you would want to be greeted, treated, and valued and then to demonstrate those world-class traits for your customer.

Your goal is not to sell one unit to each of your customers. The goal is to sell each of your customers every unit they will ever desire and to build repeat and referral business. After all, friends like doing business with friends. Make sure each unit has your business card in the drawers and inside the cupboard doors. Make it easy for the customer to contact you.

. . . To Make it Matter!

Service after the sale is the key to planting seeds for future business.

RV Executive Today, June 2004, p. 25 & 26