What do you say when your customer announces, “Wait a minute, I can get this exact same car for $600 less at XYZ Motors. Why should I pay you guys more?!”
I can tell you what the average automobile sales person says. They say something to the effect of, “Well, if I could get you another $600 off, would I be able to earn your business today?”
If that sounds like you, then maybe it’s time to revisit what your store’s competitive advantages are. Some people call it our “spiel”. Some people call it “selling the store”. Some have a “dealership section” in their evidence manuals. Some just orally deliver their “spiel”. However we choose to present it, our “spiel” is the way we justify someone paying a bit more for our products or services by listing out our dealership’s competitive advantages.
Now, I know that many times a bit more is earned simply with our ability to build rapport and help our customers to feel more comfortable, valued, and understood. But sometimes that’s not enough or sometimes they still need to be gently nudged with our “spiel”.
Let’s address the two main roadblocks to effectively using a spiel. The first is; we don’t have one, and the second is; they don’t hear it.
If we don’t know what the advantages are, of doing business with us rather than the dealership down the street, then frankly, we don’t deserve to be paid any more than they do. So why not compose our “spiel” right now? Let’s compile our list of competitive advantages over our competition.
Here’s a sample of what some of our dealer clients provide their customers; seven day return policy on any purchased vehicle, free service loan cars, service rental cars, free shuttle service, (free) pick up and delivery of serviced vehicles, (free) to and from flatbedding of serviced vehicles, (free) 24 hour roadside assistance, free owner’s clinics, (free) enthusiast rallies, preferred service appointments, Saturday service hours, extended service hours, average sales person tenure of XX amount of years, XX amount of years in business, (this make) exclusive factory trained technicians, etc. Each store will differ, of course, in what they provide their clients. Whatever it is that our particular dealership does provide, if we haven’t already done so, we need to compile our list now.
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