How to Build a Car Sales Walk Around Presentation

I’ve been thinking…

Painting the Picture… What they haven’t told you about your walk-around presentation! How to build a dramatic walk-around presentation that will help the customer feel good about making a decision today.

Comprehension aids: One of the most important ‘learning’ tools we have is our sight. The majority of our senses and our feeling arrive in our brain’s first as a vision. About 87% of what we comprehend, comes from “Seeing” and the other 13% is from our other senses. Once we have the vision of something in our brains, it becomes easier for us to accommodate one of our other senses to adopt it and embrace it. For example, if I say the word “luxurious” to you , you will probably recall a time when you felt luxurious or sounded luxurious, everything you saw seemed t be luxurious to you. If I say the word “relaxed” to you, you will probably recall a time or place or event when you felt relaxed and the world was at peace with you and you were in a relaxed mood. Most customers coming into your store, have a certain level of anxiety. The sooner (and better) you start to lower their anxiety level, the sooner a relationship starts. The sooner the relationship starts, the sooner you will be able to appear to them as someone they can like and trust.

People study before they arrive at your door: People read and study more that ever about a new car, before even coming into the showroom. Then they Read some more. Then they Study some more. They like what they Read and See and Hear. It makes them feel good. It makes them dream about owning a New Vehicle. People buy things whey they feel good. They read and study the information the factory prints about the vehicle, and they feel good. As we all know, most people don’t buy a car for what the does, but rather what the car does for them. It makes them feel good and look good. People don’t buy 22’s or 23’s or 26’s on their cars because it makes the car ride and handle better. “It looks better, man!” “Look at me, I have a nice ride now!” Now, with all this in mind, please don’t forget one of the time-tested rules for our society: “People enjoy driving a New Car… they just don’t particularly enjoy the buying process. ” Why not help make them feel good about the situation and the vehicle, when they come into the showroom? It’s very simple to do… here’s how you do it…

My challenge to you: Pick up a brochure on one of the most popular vehicles you sell. Start at the front on the brochure and read it until you come to a word, in the brochure, that is not in your “selling vocabulary” that is used to describe the vehicle. Write down that word, and then write down all the words that are not included in your vocabulary, when you do a walk-around on that particular vehicle. If you are not good at memorizing things, use a highlighter and make the words you think are pretty cool stand out. Then take the brochure out with you on the lot and use it as a selling aid, with the customer. If you don’t want them to ask you if they can have it, punch 3 holes in it and put it into a small 3-ring binder, and write “Sales Info” on the front in real big letters. Take one of those “new” words every day, starting tomorrow, and add it to your vocabulary. Practice the “new” word, with another professional at your store. Add another word the next day and the next, until almost all the words in the brochure are in your vocabulary. I say almost, because there are some words in there, I have no idea what they actually mean.

The results: Your efforts with this will help you produce a very dramatic and dynamic presentation you can offer to everyone you greet. It will add a little zip to your style and help build confidence in the customer, that “This person knows what they are talking about… they must know what they are talking about… I read about that feature/item on line or in the brochure!”

Start Today: Go on – start today – get better tomorrow! Ya’ know, the sad thing is… only 2 out of 100 of you will do this (or something like this) and try to improve yourself. You should be one of those 2 people taking the road to improve yourself. If you spend an hour per day, doing something to improve yourself, and/or you selling skills, just one hour, in about 3 years, you will an expert or pretty close to it. It sure beats sitting around listening to the other folks at your store complain about the weather and management, and the factory and the service department and the parts department and the Used Car Manager. Do yourself a favor, when the “Old Dogs” start complaining about your store, get up and leave – go somewhere else, where there is “positive” air for you to beathe. You wouldn’t stay in a forest fire, and breathe the smoke, so don’t stay where the air is not healthy.

Thank you for your time. See you later on down the road!

Sam Milton – the King of Auto Sales