The Traditional 4Square In Todays Market
Having first started selling cars in 1982, I was taught the traditional 4square. At this Toyota dealership in the Denver Colorado area, you hardcore 4square every customer or they turned the write-up to another salesperson who could or would. You never discounted price if there was a trade in, you always over allowed. Banks always required 1/3 cash down and you always hit the customer 3 times in each box before writing their offer down. Over the years, I've now seen desk managers accept write-ups with incomplete credit apps, with incomplete information about the car they are selling, and with just the customers offer written in each box with the salesperson not even attempting to set the customer up with higher amount. I know over the years customers have become increasingly more educated and tolerate less bull from sales people. But should a good sales person be able to 4square any customer no matter how educated or is the 4square out dated and should not be used anymore?
Replies to This Discussion
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Permalink Reply by Craig Lockerd on -
Great topic Ray, can't wait to see everyone's opinions!
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Permalink Reply by aaron kominsky on
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NO WAY THIS system is outdated and totally against my rules .I once used it taught it and now it's totally worthless. It's one of the main reasons customersdon't trust salespeople and mgrs. You cannot use this anymore and expect to retain customers . It has bamboozled many consumers , that's why they shop online ratherthan in the showroom I despise it
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http://www.youtube.com/watch?v=HWuSTCj3Y4E ck this out
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Permalink Reply by Lane Campbell on
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Man aliiiiveee! This is a GREAT topic. I never do this. But, I am posting here just to say that I will be back with plenty to say on this. Excited to share thoughts but out of time!
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Permalink Reply by Jack Higginbotham on
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The 4square if properly used is still an excellent tool to generate gross. Most importantly though, the sales force must be be trained how to use it properly. Funny you should bring up this discussion, just last month, my GSM and I settled an argument concerning the 4square vs. a straight sale. He stated the 4square was out dated and ineffective and that his way (straight sell) was more effective so we decided to have a little competition and see which was more effective.I desked 4square and he did his straight sell. At months end, the results showed an 11% higher closing ratio and $913 per unit more gross using 4square. I'll give you three guesses which system we are using now.
Your mentioning of the incomplete delas is the fault and only the fault of an ineffective sales manager being lazy himself!! If you allow this, you deal is half-assed and so is your results. This should not be allowed to happen at any time. It just results in poor performance, poor gross ans csi scores in the tank. -
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Permalink Reply by Craig Lockerd on
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Jack ,what are you doing about the word tracks..such as..."As you know, banks todays require 1/3....."
Jack Higginbotham said:The 4square if properly used is still an excellent tool to generate gross. Most importantly though, the sales force must be be trained how to use it properly. Funny you should bring up this discussion, just last month, my GSM and I settled an argument concerning the 4square vs. a straight sale. He stated the 4square was out dated and ineffective and that his way (straight sell) was more effective so we decided to have a little competition and see which was more effective.I desked 4square and he did his straight sell. At months end, the results showed an 11% higher closing ratio and $913 per unit more gross using 4square. I'll give you three guesses which system we are using now. -
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Jack so you out grossed him now see how many customers will ever return to your dealership you have to have some concerns
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Yeah as you know lol that's a joke Zero percent financing I love it try it on a 700 plus credco score lol i can just see that customers don't buy that crap anymore
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Excuse me Aaron, but over the past few years since dealers have switched away from four square, customer retention is at an all time low!! As I said, it has to be trained and used properly, just as any system should be. Craig, the only change I have made to that word track is " To get the best possible rate and term, the banks generally require ....
aaron kominsky said:Jack so you out grossed him now see how many customers will ever return to your dealership you have to have some concerns -
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Iknow customer retention has lowered excuse me one of the reasons is is useage of the 4 sq unless you're dealin with dummies Jack you can train all you want I trained it for 12 yrs I loved it then it is not a good idea anymore that my opinion
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Permalink Reply by Craig Lockerd on
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Got it...need to be complient of course and I guess suggesting a shorter term is cool, and it's advantages
Craig Lockerd said:
Jack ,what are you doing about the word tracks..such as..."As you know, banks todays require 1/3....."
Jack Higginbotham said:The 4square if properly used is still an excellent tool to generate gross. Most importantly though, the sales force must be be trained how to use it properly. Funny you should bring up this discussion, just last month, my GSM and I settled an argument concerning the 4square vs. a straight sale. He stated the 4square was out dated and ineffective and that his way (straight sell) was more effective so we decided to have a little competition and see which was more effective.I desked 4square and he did his straight sell. At months end, the results showed an 11% higher closing ratio and $913 per unit more gross using 4square. I'll give you three guesses which system we are using now. -
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Craig there are better ways to show short term fin and lease using electronic generated e pencil etc etc choices real choices besides F anI mgr should be in on it too too many desk mgrs think they are the be all end all
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