What is the “Level of Expectation”?? (Part 2 of 4) – Sales

In (part 1) of this blog, we talked about the experience you receive when you go to a restaurant for lunch.

Now….lets talk about setting the “Level of Expectation” in your Dealership’s showroom.

Today’s customers demand a process that is both professional and transparent!

Today’s customers also want the process to go as quickly as possible!

The “Level of Expectation” allows you to guide your customer through a series of steps that are clearly outlined for their understanding and review.

Your customer will know exactly WHAT will happen, WHAT ORDER it will happen in, HOW LONG it will take and the information they will RECEIVE to make an intelligent purchasing decision in a TIMELY fashion!!

Isn’t it easier to work with your customer if they go through YOUR process?

Isn’t one of the biggest obstacles in selling a vehicle, when the customer does not follow your process?? The customer wants to follow their own process thus causing confusion with your Salesperson, customer and Sales Management?

If you want your Salesperson and the Dealership to control the process, we had better tell the customer WHAT the process is!!

By telling the customer the steps in the process and how long each step will take, you will build instant rapport in getting directly to the wants and needs of the customer!

Since each and every Dealership has their own unique process in the Sales Department, wouldn’t it make sense to give your customers a level of expectation and comfort by telling them what your process looks like?

What are all the steps in the process??
What is the timeline for each one of these steps?
What information the customer can expect to receive in each one of the steps?

It all comes down to efficiencies and consistencies!!

Your customers visit to your Dealership should be efficient and consistent to ensure that each and every one of your customers has a “WOW” experience!

Let me outline an example, “Level of Expectation” for your Dealership and then we can discuss this further.

(Please insert your own process into the example)

Scenario: A customer walks into your showroom. The Salesperson greets them and immediately begins to explain how YOUR Dealership professionally does business!

The Salesperson then reviews your Dealership’s process with the customer.

Review of Dealership’s process – 5 minutes
Determining what type of vehicle you want and why – 10-15 minutes
Assessment of trade in vehicle – 10-15 minutes
Demonstration of features on preferred vehicle – 10-15 minutes
Demonstration drive of preferred vehicle – 10-15 minutes
Presentation of purchase figures – 10-20 minutes

The Salesperson can then relate to the customer what is going to transpire at how long it should take, (55-85 minutes to go through all the steps completely)

DON’T let your customer get frustrated and upset by “thinking” that the process is taking too long!

Remember, the customer has no idea of what the process is or how long it takes unless YOU tell them. And isn’t a calmer customer more easy to speak with than an upset and frustrated customer??

Will you have point of sale material around your showroom to aide you team in conveying your Dealerships Sales processes to the customer?

Banners
Table toppers
Posters
Video explanations on Salespersons computers
Video explanations on your Dealership website

By providing a “Level of Expectation” in your showroom it will do two things.

It will give the customer a clear and professional expectation of what will transpire on their visit and how long it will take.

Your Salesperson will clearly, professionally and consistently give the same exact presentation and process to all of the customers.

By setting the “Level of Expectation”, your Dealership will quickly become proficient, consistent and professional!

About the Author: With 30 years in the retail Automotive Industry, from a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.

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Comment by Jim Kristoff on September 19, 2011 at 7:25am: Thanks Michael!!

The time frame used in the article is an example.

The actual time could be faster or slower depending upon the customer.

Comment by Michael Baker on September 18, 2011 at 10:05pm: Good wrap Jim. It is evident as self, a Dealership GM 26 years, having the essential 'processes' with ideal time frames. BTW: Are those your metrics of up to 1.5 hours for a sale or derived from? TY!

Comment by Stephanie Young on September 14, 2011 at 10:38am: Expectation often determines the experience. I know I like have a road map, a check list, an agenda, etc when traversing an experience.

Comment by Jim Kristoff on September 14, 2011 at 7:23am: Thanks Bobby!

Do you have a link to the company with all of that information on an I-pad??

Comment by Jim Kristoff on September 13, 2011 at 7:41pm: Joe....Thank you for your great comments!!

Comment by Joe Clementi on September 13, 2011 at 6:29pm: Right on the mark Jim! Nice post that explains the view from the customer's side. Relating expectations is so simple but so important today. I loved the explanation and will share with my staff. Thanks for the insight.

Comment by Jim Kristoff on September 13, 2011 at 6:27pm: Thanks Rex......Part 4 of this blog pertains to the Service Drive.....

You might want to share part 4 with your folks.......

Comment by Rex Weaver on September 13, 2011 at 6:12pm: Well done Jim. Just went over it with my advisors today. We go through exactly the same thing. If the person doesn't know part of the "process" is to recommend services, how receptive do we think they will be?

Great Job!!

Comment by Jim Kristoff on September 13, 2011 at 3:22pm: Thanks Pete......yes....either the salesperson can brief the entire process or do it one piece at a time....whatever works best.

the important part is that the salesperson relates the amount of time it will take to complete each portion so the customer has the "Level of Expectation"....

Comment by Pete Grimm on September 13, 2011 at 3:18pm: Another great addition to your original post, Jim.

I'm sure you intend to add this point, but let me add it here. Often, customers do not want to listen to a briefing of the entire process and how long it may take right at the outset. Often a salesperson must sell each step of the sale piecemeal. "Gee, folks, if you only have twenty minutes, we can accomplish ..." It constantly amazed me that customers who told me they only had twenty minutes left the dealership two hours later, happy, and with a new vehicle.

Customers usually have an unreasonable expectation of how quickly the dealership can do things - or how quickly they can/should decide once presented with good and sufficient data to make a decision. Teaching salespeople how to set the customer's expectations more in line with reality is critical to satisfaction, but often the process takes place over the course of several steps of the sale.

Cheers,

Pete