Tie Down Questions to Tie Up the Sale
The presentation is to the F&I manager what the demo ride is to a salesperson: an opportunity to gauge whether you are on the right path with the customer to close the sale. And the best way to take the customer’s buying temperature in an F&I presentation is to ask a series of “tie down” questions designed to make it easier for the customer to choose to do business with you.
Why are tie down’s so vital? They verify that your presentation is on target and validate that the benefits you highlight meet the customer’s needs. Tie down inquiries turn statements into trial closing questions.
The magic words are: Wouldn’t it? Shouldn’t it? Doesn’t it? I’m sure you agree, don’t you? Isn’t it? Won’t it? Can’t it? The magic number is seven. Your presentation tie down’s should elicit seven yes’s – – seven small agreements that lead to a decision do business with you and your dealership.
Here are some tie down’s you can use to get to “yes” with typical F&I products:
Product:
Vehicle service agreement
Tie Downs:
“It appears that our 6 year, 100K mile plan would provide peace of mind for you and your family, wouldn’t it?”
“Your service agreement will provide trip interruption, so that if you experience a break down 100 miles away from home it will pay for $____ per day which means increased security for your family, and that is important to you and your family isn’t it?”
Product:
Credit life protection
Tie Downs:
“I’m sure you agree that no debt should live longer than its maker, don’t you?” Wouldn’t you rather leave your loved ones happy memories and an asset, rather than increased obligations?” “Who would you like to receive a lien free title upon your untimely demise?” When the customer gives you a name, you have a sale!
Product:
Paint and fiber guard
Tie Downs:
“Maintaining high resale value is vital to you isn’t it? I am sure you would agree stains from ordinary use could cause a loss in market value in any vehicle, couldn’t they?” “As you may recall, waxes melt from the summer temperatures. Economy and great appearance are important to you, aren’t they?” Continue with a demonstration of exterior and interior protection. Stack up four demonstration cards all lined up the same way. Have the customer place and hold highlighter pens on the stack of cards, one pen on the treated end, and the other on the untreated end. Ask the customer: “What beverages do you consume in your automobile?” “Are you applying equal pressure to both pens?” As the stain spreads on the untreated end ask the customer, “If this was a stain in your vehicle, which end would you prefer to clean up?” When the customer indicates the treated end of the cards, tie down the sale by asking, “When do you want us to install the protection – today or tomorrow?” A choice between something and something will yield a choice of something.
Demonstrating your products as solutions to your customer’s needs is the cornerstone of a successful presentation. Using tie downs ensures your presentation is on target. Obtaining seven little yes’s during the presentation maximizes your opportunities to tie up the sale. Your production will increase and your process will earn high CSI ratings — don’t you agree?
Dealer Marketing Magazine, August 2003