Anna Hodgkins - Calex UK - Delivering a Memorable Sales Experience Presentation 061112

06/11/2012 Delivering a Memorable Sales Experience 1

Anna HodgkinsCommercial Sales Management Trainer

Calex UK

“Delivering a Memorable Sales Experience”


Welcome

Anna Hodgkins

Background

• MFG Group Lead Trainer • Marketing Development Manager – Managing Employer

Apprenticeships• Sytner BMW Leicester – New Car Sales Consultant• BMW UK – Marketing Research Assistant• Studied Retail Management BSc (Hons) at Loughborough

University


Introductions

About You

• Position/Role• Experience• Famous Person you most look like?• Something interesting about you!• 2 Strengths in delivering a memorable sales experience• 2 Weaknesses in delivering a memorable sales experience• What do you want to cover today?


Agenda

Intended for those new to Sales i.e. Commercial Sales Consultant

Overview

• Learning Objectives• The Sales Process• What is a Memorable Sales Experience?• Ideas on delivering a memorable sales experience• Applying these ideas – Practical Exercises• How does a memorable sales experience result in not only a sale but

repeat business?• Evaluation - Impact on the Company (ROI) / Personal Impact• Learning Outcomes


Learning Objectives

This session will equip you to:

- Identify customer expectations- Understand their expectations and then aim to exceed them- Understand what a memorable moment is and when and

where it needs to be introduced / changed to suit the customer

- Understand the impact on you and your dealership for future return-on-investment


The Sales Process – Covering Part 1

Part 1:1. The “Meet and Greet”2. Introductions3. Qualification – Information Gathering4. Part-Exchange Appraisal (where appropriate)5. The Test DrivePart 2:6. Funding Solutions (Business Manager)7. Third-Party Involvement i.e. Sales Manager8. Negotiation9. The Close

All great opportunities to add value and create a ‘WOW’ factor


Activity 1: What is a Memorable Sales Experience?

It is not making the customer feel pressured to buy.

It is not just making a sale.”It is a series of

activities designed to

enhance the level of

customer satisfaction –

that is, the feeling that

a product or service has

exceeded the customer

expectation."


Creating a Memorable Sales Experience

1. Meet and Greet

The Basics• Big Friendly Smile• Warm Handshake

Memorable Moments• Greeting by name if known - personalisation• Offering to take their coat and hang it up• Complimenting the customer if appropriate

This is vitally important as “people buy from people” and first impressions are important to both the customer and salesperson.



2. Introductions

The Basics• Give the customer your name and take theirs• Offer a business card• Offer the customer a seat and a drink

Memorable Moments• Recognition – use the customers name, identify something unique

to them• Talk about anything other than the car i.e. common interests• Make them laugh!• Personalise – i.e. offer children toys, colouring books etc


Activity 2: Exceeding Customer Expectations

A customer arrives at the dealership on a cold and wet winters day. They have struggled to park and

generally seem quite irritated when they walk into the showroom, with their 3 ‘hyper’ children….

Q: What could you do to WOW the customer and provide them with a memorable introduction?



3. Qualification

The Basics• Take the customers personal details• Qualify what they are looking for i.e. new/used, engine size etc

Memorable Moments• Static demonstration - show them relevant benefits e.g. – Fold their push chair into the boot, Isofix the child seat– Show the child how their DVD player would fit on the back

of the front seat and how to use it– Illustrate where they could fit their tools and equipment



4&5. Part-Exchange Appraisal & Test Drive

The Basics• Gather Information and get a price for their current vehicle• Take them on a 15-20 minute test drive• Ask questions about what they like about the vehicle and what

features are most important to them

Memorable Moments• Get the customers vehicle cleaned whilst out on test drive?• Have a colleague make them the same drink for their return?• Get umbrella, move child seats, move tools, take the dog etc..


Activity 3: Exceeding Customer Expectations

The customer requests a test drive. • They have 3 children and would ideally like to take all three on

the test drive.• The customer mentioned earlier that their own car seats are

difficult to take in and out of their vehicle and they would love new ones with Isofix.

Q: What would you do to exceed the customers expectations here?


Delivering a Memorable Sales Experience

To create a Memorable Moment, all you have to do is to constantly ask yourself:

Memorable Moments are not hard to create. The hard part is making it an integral part of your sales delivery.

"How can I WOW this customer?” What unexpected surprise or generous action can I take that will result in the

customer saying WOW?


“Memorable moments will create sales for today and sales for tomorrow despite whatever the local or national economy is doing.”

N.B. Please work in pairs to discuss this, write down your thoughts and be prepared to give feedback.

Q: Why does creating a memorable sales experience result in not only a sale now but repeat

sales in the future?

Activity 4: Creating Repeat Sales


6 Ways to Create a Memorable Sales Experience

1. Attentiveness– Birthday Date – send a card, flowers…

2. Recognition– Greet the customer by name

3. Personalisation– Take note of a hobby, interest i.e. Golf

4. Consideration– Identify customers needs i.e. occupy their children

5. Appreciation– Deliver the vehicle to their home or place of work

6. Delight– Do something unexpected i.e. unique handover gift

Exceed Expectations. Even Your Own!


Impact on Your Dealership

What are the benefits of creating memorable sales experiences?

• Tangible Results– Increased Sales / Repeat Sales– Increased Profitability– Improved bottom-line results / KPIs

• Intangible Results– Increased Customer Satisfaction– Improved morale – at employee and team level– Higher retention rates – better relationships, increased

engagement

All of which costs nothing!


Impact on Bottom Line Results

Example: Lipscomb Volvo Maidstone

Average Appointment ratio = 1:5Average Conversion from Appointments (110) to Sales (48) = 44%Average Profit made per vehicle (including finance) = £3,000

48 x £3,000 = £144,000 Profit

Delivering a memorable sales experience CAN and WILL result in a positive impact on the companies bottom line results and YOUR paypacket!!!



Personal Impact

What are the benefits to you of delivering a memorable salesexperience?

- Greater personal and team morale- More productive and motivated- Increased sales / repeat sales- Loyalty to the company- Improved relationships- Increased Customer Satisfaction- Shows you have built a strong and effective sales process- Increased self-confidence- Positive change in sales delivery



Learning Outcomes

What you have learnt:

- Identified what your customers expectations are- Understood their expectations and how to exceed them- Understood what a memorable moments is and when and

where it needs to be introduced / changed to suit the customer

- Understood the impact on you and your dealership for future return-on-investment


The Future…

Thanks for listening

“Here is a simple but powerful rule… always give people more than they expect to get.”

Nelson Bosworth

Documents

Anna Hodgkins - Calex UK - Delivering a Memorable Sales Experience Presentation 061112