How can you differentiate between car models?

This seems bonkers. You should know your inventory and walk the lot every day, absolutely. Specs? Beyond how many passengers you can carry and whether or not it's 2WD or 4WD, it's better to go find the information than it is to "memorize it" and get it wrong.

In my experience, knowing your product is the price of admission. Unfortunately the past few years have allowed many to be successful without that basic product knowledge. Especially when it comes to electric vehicles (EV’s) Most of the top performers that I see know their competitors’ product as well as, or better than, the competition knows their own product.

EVery sales person should know this information inside out. Every morning he should be reviewing his inventory and what’s available so that when he meets his clients he knows how to direct the conversation. Being confident of what you’re saying to your clients is very important. You don’t want to be sitting infringing if your client searching for the info because this gives your client an idea that you don’t know what you have and a sense that your lost.

Yes you should know your inventory in terms of the products you sell but the level of detail discussed above is a waste of time. Consumers don’t buy on specs, warranties, promotions, or gimmicks. Most people won’t know the first thing about cars, and your job is to help them by comparing to what they do know; but only if they ask. And they won’t often ask. You need to be able to explain the benefits of your product to the layperson, you’d better know how to operate the car, and you need to be able to listen intently without responding; but primarily the major function is to follow up. I cannot tell you how often customers walk away simply because they’re told “come in for price” on an auto-reply, or they receive no reply at all.

Break it down to the following: A- Manufacturers B- Segments C- Drive/Powertrain Learn the history of the manufacturers and you’ll learn the characteristics that comes with their vehicles. Ex. BMW and their kidney grill. Mercedes and the wide/seamless design American muscle cars all the way to SUVs. Understand the brand and you’ll differentiate between models and makes easily.

This would depend if you work for a single manufacturer or a used car multi franchise site. I think product knowledge is vital for new car sales; it’s not something that can be picked up in instantly, but over time you should know the ins and outs of all the models. Used cars, I find it easier to categorise vehicles in to compatibles, that way when discussing with a client you can highlight a few positives and negatives with each vehicle.

The basics are fundamental. But at this point it is important and to enter the seller's perspective: mono brand or multi brand? This aspect adds incremental complexity to the formation of the set of basic and intangible information on the values that each individual car manufacturer comes into play in the relationship with the customer. We need not only the ability to store information, but also to be able to use it in an increasingly complex sales context. On this aspect we need to invest in continuous and constant training.

Not only know your inventory. You need to forecast properly to anticipate demand by model, specs, and colors, to have the right inventory to meet client's demands.

Most Mechanics get intimate with a few of the product line-ups. Very few get to all of the products and fewer still get expert-level experience on them as the models change so quickly. However, it's the top-tier mechanic that can learn the fundamentals of all of the product, how it works, and why, that makes the most impact on the dealership and customer experience. This also plays into inventory. If you have a product expert on the floor, they likely do a TON of PDIs, touching all the buttons especially the sales people buttons when it isn't put back in the normal place. j.

Car sales ppl have near zero support on product knowledge training. Most reps evolve to use a product feature request as a trigger for a word track (i.e. answer a question with a question). IMO, the cause of the problem is VDP POLLUTION (aka sh*tty web sites). They dont inform the shopper nor the sales rep. But oh, 'watch the car spin!'

Having full knowledge of your product is basics, whats more important is knowing what your clients needs and wants and to narrow down the options for them so they don’t get confused. Leading them to fulfill there needs and covering as much as you ca with their wants is a win win situation.

Safety tech is exploding. Shoppers love it. Its new to everyone and it's expensive. IMPORTANT: Safety tech is totally invisible on the VDP pictures. VDP pollution hides this great tech from reps and shoppers.

Focusing on the features, benefits and advantages of your product vs. your competition is key to building value with your customer. Learning their wants, needs and desires will help you deliver them with viable and affordable options for them to consider.

Ok. It’s right. But today car manufacturers are investing in generative AI heavily and the ability of comparing available and structured data is one of the purpose of AI. So I think is important invest “on the customer's goals, budget, lifestyle, and preferences” and the possibilities to have a physical experience different from a car configuration and complementary. The role is a sort of personal shopper, a sort of guide who first knows me, my problems, my expectations.

Don’t take up a ton of time with competitive comparison. You’ll need to ask who the customer is comparing to, but beyond that you need to establish if they’ve driven the competitor, and if so what was their experience. If you try to stop them from trying a competitor, they’ll know. Don’t. If you have to “sell” someone on the merits, you’ve got a product problem. Based on that experience, you can point out where your own product would be different or beneficial. But customers are going to cross-shop things well outside of “normal”. Price/Cost is everything. Use the manufacturer supplied tech for reference, and keep to focused on the outcome a feature brings, not the feature itself.

After understanding the customers' goals and preferences, the next step is to engage them in a consultative discussion. Rather than merely comparing models based on pre-defined criteria, initiate a conversation to uncover their unique needs, expectations, and priorities. Encourage customers to share their usage patterns, family requirements, and lifestyle considerations. Tailor the comparison to their specific situation, emphasizing how each model addresses their individual concerns. This personalized approach ensures that the comparison is not only based on technical aspects but also factors in the customer's context, enhancing their confidence in making a well-informed decision.

Spending time personally in as many different vehicles as possible,to evaluate each. I want to see myself how good or bad each works.

Nothing is better than a live demonstration and a test drive. All tue technologies are nice to have. However a car is the first or second biggest investment any client is doing. Clients want to see a live car, feel it, and drive it before doing that big decision.

This is one of the most helpful tool in making a good sales pitch. When the customer can see upfront what you are trying to convince him of, it definitely helps.

Visual aids is really important. But they are limited in space and time especially if they are physical and analogic. Catalogue and brochures start from manufacture point of view often, so they doesn’t respond in a right and complete way to customer’s needs. They are not environment friendly. There is an incremental increase in variants, options, conditions and specificities of use for which you need to invest in virtual reality and augmented reality to truly support sellers and customise the experience on the individual customer.

Knowing the model info is key to making the cars fit your customers needs.often are drawn by the features they already have or the ones they aspire too have

While visual aids are valuable, the third step should involve interactive experiences. Instead of one-way presentations, consider providing customers with hands-on experiences and test drives. Allow them to sit in the car, feel the interiors, explore the features, and experience the overall "fit." Encourage customers to actively engage with the vehicle, which goes beyond just visual aspects. This interactive approach fosters a deeper connection and understanding of the car models, enabling customers to envision themselves owning and enjoying the vehicle, making for a more compelling buying experience.

Active listening and asking the right questions is the most important in and deal you do. You should only start your offering after fully understanding what your client wants to ensure you offer them the right product and it’s the right options . Customer satisfaction is key in building that relation and making sure when you sell a client that he becomes your advocate to his network. Nothing better than referrals as it makes the relation stronger and much easier. Working on your data base is your strength that you build for your future.

Your conversations with your customer(s) should always focus on simply moving the deal forward. I have found that polite, sincere, direct conversation will save everyone time and frustration. Don't be afraid to ask for the sale and don't be afraid to ask for information to get the sale. Questions such as "what are you looking for in a car" don't accomplish much in my experience. "Welcome to ABC Motors, I'm Jimmy, are you here for parts, service, or sales? Sales? Excellent, I'm excited I get the chance to help with your purchase." Get their names, find out why they chose your dealership. Was it our pricing? Our inventory? Have they been online, if so which vehicle have they already decided on. Let them tell you how to sell them a car.

Sales people often miss on this starting point. A customer most likely knows what the key buying factor is. If the sales person knows this he can help the customer to navigate through the sales process smoothly and communicate effectively.

To truly differentiate between car models, the emphasis should be on active listening rather than solely asking questions. Begin by creating an environment where customers feel comfortable sharing their preferences and experiences without the pressure of structured questioning. Employ empathetic listening and observation to discern subtle cues, allowing you to tailor your recommendations accordingly. This approach promotes a genuine and authentic interaction, building a stronger rapport with customers as they feel heard and understood, ultimately enhancing their overall satisfaction and trust in your guidance.

Storytelling makes information more memorable. People are more likely to remember information that is presented in a story format. This is because stories are more engaging and relatable than dry facts and figures. But there are a few other reasons that make storytelling so powerful in automotive retail: It helps to overcome objections. Storytelling can be used to address potential customer concerns and objections in a non-confrontational way. It is critical that the storyteller is authentic, as well as to be specific. Also providing specific details makes your stories more vivid and engaging. Last but not least, you must be concise. Get to the point quickly and don't ramble on with the story.

Telling your clients stories builds your emotional relation with your clients. It gives you better rapport with them and builds your trust between you. After all any purchase is an emotional decision.

Instead of focusing on storytelling, the key aspect in the fifth step should be fostering a collaborative discussion. Encourage customers to share their own experiences and stories related to their past cars, preferences, or aspirations. Engage them in a dialogue where they actively participate in shaping the narrative of their potential car purchase. This approach allows customers to feel more involved and invested in the buying process, leading to a stronger sense of ownership and satisfaction with their final decision. It's about co-creating the story of their new car, aligning with their unique needs and desires.

I don't really believe this is valuable in making a sale. Although a car purchase is mostly an emotional decision, there are hardly times when customers buying decisions are influenced by someone else's stories.

It is most critical in any sales process. When follow up is through and in a respectful manner, the customer will be impressed by your dedication and will demonstrate how much you value a customer.

The final step should emphasize ongoing engagement rather than following up after the initial interaction. Establish a continuous relationship with customers by creating a platform for them to share their experiences, concerns, and feedback, even after the sale. Encourage them to join a community of car enthusiasts, host events where they can interact and share stories, or provide online forums for discussions. This approach fosters a sense of belonging and loyalty, ensuring that customers remain engaged with your brand beyond the sale, leading to repeat business and positive referrals. It's about building a lasting and mutually beneficial relationship, not just a one-time follow-up.

All of this is fairly old hat info. If you’re looking for “how to sell”, you’ll get the above advice. Here’s the reality: It’s all the internet, it’s all a numbers game. Assume no one actually wants to deal with you directly and they’ll appreciate it. They want their questions answered directly before you redirect, they don’t want to come in, they want to test drive on their terms, and they want clear pricing information. Work toward the above reality if you want to be successful. Ignore people who say it was better before or they’ve got a surefire way. They don’t. Just meet the customer’s needs and get out of their hair aside from USEFUL follow up in small amounts.

Buying Satisfaction has declined from 66% in 2021 to 61% in 2022 and 54% of consumers would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price Knowing our inventory is tables-stakes but sales staff have known their inventory for decades and customer satisfaction is still declining. As an industry we need to focus on selling the way the customer want to be sold. Provide the info the customer wants in order to close the deal and engage each customer uniquely.