October '20

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74 • RV PRO • October 2020 rv-pro.com don't buy our products, services or ideas – they buy how they imagine using them will make them feel." So, if you are prepared for the presentation, you should know how your customer will be using your product, and what will excite them the most about it. This means you have to find out why they are thinking about a certain product. If you don't find out why, you will not be able to get to the benefit – all you can do in the presentation is to mention the features and describe what they do. Think of things this way: • Feature = what it is • Function = what it does • Benefit = what is does for the customer Sell the Benefit – Not the Feature Taking the quote mentioned above, you must get to the benefit, allowing the customers to imagine themselves using it and how it makes them feel. It is the benefit that the customer buys – not the feature itself. In other words, what the feature will do for them. So, sell the benefits – not the feature itself. Another part of the process that was sadly lacking during the busy times is the trial close. The reason this was not in place is that dealers had customers asking – during the presentation – how soon they could go camping in it. They were buying – dealers were not selling! It is good to remember that most customers do not make their decision based on price – they make their decision based on value. So, after doing a "wow" feature, function, benefit presen- tation (including a demo – showing how the features work) you need to make sure this is the right unit before you try and close the deal. Don't try and close something that can't be closed! This is where many salespeople fail – they think if we can get the price low enough, the customer will buy. Wrong! From my perspective, the best place and time to trial close is inside the unit, with the customer sitting in the most comfortable seat in the house. This should be pretty much at the end of the presentation – when the customers' feelings and emotions are at the highest possible peak. You can ask questions such as: • It seems like we found the perfect unit – am I right? • Where is the first trip you are going to take this RV? • Rate it for me on a scale of 1 to 10: Where 10 is you will be camping there, in this unit, this weekend, if we can make that happen? • Putting the numbers aside, is this the unit you would like to own? • I can't think of any reason not to go ahead with this right now. Can you? Managers, when your salesperson comes to you for pricing at this stage – ask them what trial close they used – and what was their customer's answer. This will allow you to desk the deal properly, or maybe go down a different path. There are, of course, other steps to follow, such as a parts and service tour and introduction (yes, as part of the sales process, not just the delivery process), and buying the trade. The back-to-basics campaign will need to focus on the meet- and-greet, the interview, getting the manager involved, presenta- tion and trial closes. Do that, and more opportunities will result in sales, due to doing your job correctly. Good Follow-Up is Key Another extremely important part of what dealers do that went away is the follow-up. To help close the sale, sell the benefits of the product – not the features.

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