The importance of product knowledge...
Hey everyone! I recently decided to join the auto industry as a salesman, and I began training this past week. So far everything seems fairly self explanatory, with the sales courses and training videos I have been watching. I keep hearing that product knowledge is crucial to a successful close, which makes plenty of sense. Prior to becoming a salesman, I worked in the service end of the industry as a service writer, so I do have a pretty good knowledge of automobiles and how they tick (I was also a technician early in my career). My question to all of the sales pros out there is, what is the best way to learn all there is to know about the product? Or better yet, if learning everything is not necessary, what are the most important things to learn about the product to be able to give 100% to my presentation each time? Any feedback would be appreciated...
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Replies to This Discussion
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Permalink Reply by Bobby Compton on
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Hi David!!!
Welcome to the front end of dealership operations, you're one up with your tech and service writing experience.I suggest to simply research your brochures, as that is the pertinent information most customers will be looking for. Take one at a time and drive every make and model so that you're personally comfortable and knowledgeable with features and functions. The simple things are the best to start with believe it or not, gas cap, seat adjustments, radio controls and etc. You don't ever have to worry about learning to much, but prioritizing first and foremost in stages of what's important will be key!
I suggest that you request your Managers or the best person in your dealership to assist you with feature benefit demonstration walkarounds! There is a method to providing tailor made demonstrations for each customer as their wants and needs will vary! It's very easy to overload a customer with information when one has a wealth full of it them selves. You will find that sometime less said is better, while at other time more is better!
When you have a solid grasp of your own product then it will be time to study your main competitors. In this process I highly suggest that you research them the same way, shop for one as a customer to learn their pitch and drive them to understand there product. It's a little work, but with the kind of opportunity you have as a salesman in the Automotive industry it will be worth every bit of your time invested!
New product launches will provide this process for you automatically by providing your competitors new vehicles for comparison. You don't need to wait for a product launch to get your career jump started...
There's one thing that hasn't changed in this business, sell for fun and profit!
Happy Selling, you're going to love it!
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Permalink Reply by David Bucey on
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Thanks Bobby! I will definately take your advice, especially regarding the competitor's information. I could see how knowing that info will help with a sale. I think I will enjoy being in sales, and i want to do everything I can to stand out in the crowd and not be "average". Thanks again for your reply!
Bobby Compton said:Hi David!!!
Welcome to the front end of dealership operations, you're one up with your tech and service writing experience.I suggest to simply research your brochures, as that is the pertinent information most customers will be looking for. Take one at a time and drive every make and model so that you're personally comfortable and knowledgeable with features and functions. The simple things are the best to start with believe it or not, gas cap, seat adjustments, radio controls and etc. You don't ever have to worry about learning to much, but prioritizing first and foremost in stages of what's important will be key!
I suggest that you request your Managers or the best person in your dealership to assist you with feature benefit demonstration walkarounds! There is a method to providing tailor made demonstrations for each customer as their wants and needs will vary! It's very easy to overload a customer with information when one has a wealth full of it them selves. You will find that sometime less said is better, while at other time more is better!
When you have a solid grasp of your own product then it will be time to study your main competitors. In this process I highly suggest that you research them the same way, shop for one as a customer to learn their pitch and drive them to understand there product. It's a little work, but with the kind of opportunity you have as a salesman in the Automotive industry it will be worth every bit of your time invested!
New product launches will provide this process for you automatically by providing your competitors new vehicles for comparison. You don't need to wait for a product launch to get your career jump started...
There's one thing that hasn't changed in this business, sell for fun and profit!
Happy Selling, you're going to love it!
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Anytime David! When I would hire, no matter the experience level I would require that all new sales consultants work as lot porters for 1 week. My method was to teach respect for the lot porters job so that everybody would care for the lot, keep gas in the cars, drive 5s to insure they all start, and many more methods to my madness.
Not to say that you need to jump out and be a porter for a week, but go out and shake hands with the porters to start and let them know who you are, you will be amazed at the respect they show you in return. Throw them a tip for a car wash, and watch yours go to the front of the line, fast delivery so you can get onto the next one. Just little tricks to the trade, and yet selling for fun and profit...
The first lesson I was taught that sticks with me until this day is to be green and growing or you will become ripe and rotten! Don't become a know it all, yet become dumb as a fox! I like to consider myself a motivational listener!!!!
Best of Selling Superstar.....
David Bucey said:Thanks Bobby! I will definately take your advice, especially regarding the competitor's information. I could see how knowing that info will help with a sale. I think I will enjoy being in sales, and i want to do everything I can to stand out in the crowd and not be "average". Thanks again for your reply!
Bobby Compton said:Hi David!!!
Welcome to the front end of dealership operations, you're one up with your tech and service writing experience.I suggest to simply research your brochures, as that is the pertinent information most customers will be looking for. Take one at a time and drive every make and model so that you're personally comfortable and knowledgeable with features and functions. The simple things are the best to start with believe it or not, gas cap, seat adjustments, radio controls and etc. You don't ever have to worry about learning to much, but prioritizing first and foremost in stages of what's important will be key!
I suggest that you request your Managers or the best person in your dealership to assist you with feature benefit demonstration walkarounds! There is a method to providing tailor made demonstrations for each customer as their wants and needs will vary! It's very easy to overload a customer with information when one has a wealth full of it them selves. You will find that sometime less said is better, while at other time more is better!
When you have a solid grasp of your own product then it will be time to study your main competitors. In this process I highly suggest that you research them the same way, shop for one as a customer to learn their pitch and drive them to understand there product. It's a little work, but with the kind of opportunity you have as a salesman in the Automotive industry it will be worth every bit of your time invested!
New product launches will provide this process for you automatically by providing your competitors new vehicles for comparison. You don't need to wait for a product launch to get your career jump started...
There's one thing that hasn't changed in this business, sell for fun and profit!
Happy Selling, you're going to love it!
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