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 aaron kominsky on
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Permalink Reply by Jack Higginbotham on
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I said AFTER the switch customer retention has moved to an all time low. If it sucks so bad as you say, why are my customers coming back for their third, fourth, fifth vehicles from us?? All customers say that they hate all the bull with negotiating, especially the 700+ customers and demand your best deal right up front. So , you give it to them and what do they want to do, want you to negotiate it more!
aaron kominsky said: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 Fran Taylor on
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Four square is alive and well. Some of the most profitable and biggest stores I work with all use a variation of the four square. All have good CSI and happy customers.
The managers are like Jack said , not lazy and get information before working the deal. When you stay at the bottom of the four square you never loose money. 94% of buyers do business on down payment and monthly payment according to NADA. The difference is the manager has the customer on the right car before the deal is penciled. Hard to up set anyone when this is done correctly.
I know dealers that don't do the four square and are successful. It all boils down to what process the dealer wants to do. It is all about training your people. -
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Don't get me wrong folks, I am not closed minded to anything new and improved, but so far no one has shown me a new system that I feel I can buy into 100%. If you feel you have a system that works on 100% of the customers successfully with better grosses and better closing ratios and can guaranty me better customer retention, act like I am from Missouri and "Show Me." I"m all ears.
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Thanks Fran, at least I know I'm not alone here!! The major problem with any system starts at the desk. If the manager is lazy and not doing his job properly, no system will work. I have worked 4square with some very high volume very successful stores so I guess I am very biased.
Fran Taylor said:Four square is alive and well. Some of the most profitable and biggest stores I work with all use a variation of the four square. All have good CSI and happy customers.
The managers are like Jack said , not lazy and get information before working the deal. When you stay at the bottom of the four square you never loose money. 94% of buyers do business on down payment and monthly payment according to NADA. The difference is the manager has the customer on the right car before the deal is penciled. Hard to up set anyone when this is done correctly.
I know dealers that don't do the four square and are successful. It all boils down to what process the dealer wants to do. It is all about training your people. -
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Permalink Reply by Ray Spence on
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Does anyone know who gets credit for the 4square and when was it created? I feel the best tool for making gross is the 4square. Obviously you can't hardcore 4square everyone who walks into your dealership. But a seasoned sales professional in good control and well liked by his customer should be able to do some variance of a quality 4square. If you dont, how do you justify that first pencil when the desk manager tries to take his head off. After all, all we really want to do is plant seeds of doubt and have the customer up his thinking so we can make a fair commission.
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Fran Taylor said:Four square is alive and well. Some of the most profitable and biggest stores I work with all use a variation of the four square. All have good CSI and happy customers.
The managers are like Jack said , not lazy and get information before working the deal. When you stay at the bottom of the four square you never loose money. 94% of buyers do business on down payment and monthly payment according to NADA. The difference is the manager has the customer on the right car before the deal is penciled. Hard to up set anyone when this is done correctly.
I know dealers that don't do the four square and are successful. It all boils down to what process the dealer wants to do. It is all about training your people. -
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Mr Taylor and I had a discussion about this once before and it led to a disaster soI am not going to comme nt about this anymore friends are too important to me than to debate over four square to each it's own I think it sucks and is a dinasour some people love it Nada does not say 4 sq is anything Fran yes 94 percent do finance or lease but that don't mean you need the 4 sq to make gross profit Just my opinion and I will never be persuaded differently by no one not even the Pope Just my opinion right wrong or indifferent that's why there is chocolate and vanilla
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Permalink Reply by Bobby Compton on
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Penciling of car deals on 4 squares VS full disclosure.
4 Square
The days of 4 squares are active and alive in many dealerships still to this day. This is a system that has been successful for many years. I've found that this technique brings more questions than it provides answers, especially in today's market place.
Full disclosure
Full disclosure printouts with multiple choices options creates credible and legible packaging opportunities. This is a method that when done properly within the process of pulling credit prior to the first pencil, will enhance gross and minimize back and forth scenarios.
In either case, a 4 square or a fully disclosed printout, the most important aspect is identifying the buyers hot buttons and creating a picture perfect presentation that allows the buyer to feel like a winner.
Credibility and honesty will carry you home consistently with a repeat and referral customer base! -
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exactly Bobby An electronic disclosure gives the customer choices rather than 1 or 2 different pymts on 4 sq My man Thank you
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I thought you were out of this
aaron kominsky said:exactly Bobby An electronic disclosure gives the customer choices rather than 1 or 2 different pymts on 4 sq My man Thank you -
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Well Bobby said something I totally agree with now I am out of it it's chocolate and vanilla bottom line for me is I don't like it and I will never teach it or use it
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