VEHICLE PRESENTATIONS are facing extinction and need to be saved!
The Gray Whale, the White Rhinoceros and the Siberian Tiger were once on the endangered list and have been miraculously saved from extinction. The VEHICLE PRESENTATION is now on the endangered list. For decades, a VEHICLE PRESENTATION has been the staple of almost any sales process, if not the main event. Yet over the past few years it has diminished and in many dealerships it’s disappeared completely. Let’s explore the 4 reasons why and why it should be saved.
Here are some of the ways:
- 1Vehicles have far more comfort, convenience and safety features than they did 10 years ago. The explosion of technology has been incredible and as such, professional sales consultants need to present them so that customers understand the incredible value and feel better paying the higher prices created by the global supply shortage. The days of handing keys over to a customer and simply saying, “Take it for a drive and let me know what you think” are long gone. True, some customers are highly informed, however some have done so much research that many are confused or overwhelmed. They may also be confused by the half a dozen or so names for the same feature – how many names does blind-spot monitoring have? A vehicle presentation takes the customer’s research, simplifies it and helps the customer to take the information offline and relate it to a real vehicle. More importantly, successful sales consultants possess impressive product knowledge; information that increases the customer’s appreciation and understanding of the vehicle aiding in their decision-making process.
- 2In the 1980’s, manufacturer’s head offices would courier VHS training tapes to their dealerships of new vehicle WALK-AROUND presentations facilitated by product trainers. The presentations were generally 30 to 45 minutes in length and technically brilliant. In the age of the internet, customers may no longer have the willingness or patience to participate in a 30 to 45-minute vehicle presentation. As a result, many dealerships have abandoned vehicle presentations altogether. Why throw the baby out with the bath water? Indeed, today’s customer may not want a 30 to 45-minute vehicle presentation, but what about an EXPRESS VEHICLE PRESENTATION that is 8 to 10 minutes?
- 3Many sales consultants don’t know what a VEHICLE PRESENTATION is. If they don’t know what a vehicle presentation is, they can hardly be blamed for not facilitating them. To be fair, many sales managers also do not know what a well-crafted vehicle presentation looks and feels like. In many dealerships, vehicle presentations are not taught, trained, encouraged, rewarded and enforced as part of a modern customer purchase experience. A modern EXPRESS VEHICLE PRESENTATION is an 8 – 10 minute integral part of a dealership sales process that includes the following baseline components:
- A sales consultant-guided presentation with a customer in a 360 degree format, circumventing the vehicle. This could take place on the showroom floor, on the lot or at a scenic driver-change point during a vehicle demonstration drive (and should not be confused with the dem
- VEHICLE PRESENTATION A presentation of the FEATURES, ADVANTAGES and BENEFITS at 5 or 6 pre-determined points around the selected vehicle specifically tailored to the interests and lifestyle of the customer. Customer INVOLVMENT by asking for their opinions and feedback.
- Customer INTERACTION with the vehicle; running hands across smooth paint surfaces and interior fabrics – opening and closing trunks, tailgates, hoods and doors, storage compartment, – sliding and folding down rear seats, etc.
- Sharing of vehicle and manufacturer AWARDS and ACCOLADES.
- Sharing of interesting FACTS and TRIVIA about the dealership and manufacturer.
- Sharing of a strong WHY BUY FROM US message; every dealership has impressive customer conveniences, services and programs. What the industry might already take for granted is fresh, exciting and AWE INSPIRING to your customers!
- 4A vehicle presentation ENTERTAINS and ENGAGES customers through vehicle knowledge (tailored to the customer’s lifestyle), enthusiasm and energy. It moves a customer from a logical state of mind to an emotional state of mind, allowing the customer to see the vehicle as something they WANT to own… NOW! It moves a customer to action!
A vehicle presentation DIFFERENTIATES the sales consultant and dealership from competitors. Because many dealerships do not treat the customer to a vehicle presentation, this makes a dealership standout. Customers will often reward the dealership simply because of the time, effort and energy spent.
A vehicle presentation is a defining element of an informative, enjoyable and exciting PURCHASE EXPERIENCE.The EXPRESS VEHICLE PRESENTATION represents the opportunity to create a social connection with customers, relationship building and the absolute necessity to share important and incredible product knowledge and features. Some of Canada’s most successful dealerships and dealer groups have placed a spotlight on this truly important aspect of the sale. This may save the vehicle presentation from extinction and have it be an integral part of the PURCHASE EXPERIENCE in the next chapter of the post-pandemic
