According to a recent study in the automotive industry, up to 80% of the buying decision is made during the presentation/demonstration, so pay attention.
Barrhead Motor Sport, Ltd.
Barrhead, Alberta CANADA
Ron, after reviewing your test results we noticed you scored very well on the Sales Department Presentation/ Demonstration online course. What is the purpose of doing a presentation/demonstration?
After you have welcomed a customer to the dealership and found out what they’re looking for, it’s time to do a presentation/demonstration. The purpose is to build value by providing the customer with key features and benefits.
What is the difference between a feature and a benefit?
Features describe what it is. Benefits explain what it does for the customer. For example, if the feature is fuel injection then the benefits may be better throttle response or increased fuel economy.
What are some important tips regarding features and benefits?
Never give a feature without giving the corresponding benefit. I think the radio station says it best, WIIFM What’s In It For Me. Customers want to know how they will benefit. Also, it is important to remember that you can overload a customer with too many features if you’re not careful. This is called "feature overload" and should be avoided.
Landmaster is continuing to grow by adding over an additional 90 new dealers to its national and international mix of dealers. Landmaster’s primary focus this year has been adding dealers in the farm and agriculture segment. “By taking on the Landmaster product, several of our large implement and tractor dealers are starting to see more residential-based consumers stop by their dealership vs. the typical farm and commercial user. Prior to this, dealers primarily dealt with commercial and farm customers; now dealers can benefit by selling our UTVs along with their other products to the residential large landowner,” commented David Piercy, director of marketing for Landmaster.
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