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.