Throughout all of human existence we have learned and communicated through story telling. To increase your sales effectiveness, you and your sales team can create dealership success stories. Those stories that you can share with customers to help them understand the value you provide. Some examples might be:
- Never rode, you taught them how, they bought bike, now have a whole new take on life.
- Customer rode other brand bike, you showed differences, they then “saw the light” and are thrilled they made the change.
- Very loyal to one model, tried another, they love it.
- Couldn’t afford bike, you helped show them how, now torch carrying zealot.
- Wanted to wait, you proved why buying now was good for them, excited beyond belief.
And of course there are dozens and dozens of other situations you could relate, but this should get you thinking. Here are some other things to keep in mind.
- Stories should be short. Can you tell it in 15 or 20 seconds? That’s what you’ll need for showroom floor storytelling. Fast and impactful.
- Make the customer the hero. If you’re humble about the role you and or others played in the situation, your light will shine that much more brightly. You don’t want to seem like a braggart.
- Don’t get bogged down in detail or veracity. Your story should be true, but no one cares if it happened on a Tuesday or a Wednesday.
- Your success story should have a beginning, a middle section and an end. And if it’s not obvious, the point: “So as you can see, cheaper, often isn’t better.”
So go ahead, create a situational success story. Practice it on your co-workers and on the next couple of customers who come in. Do this today and you’re 2012 will get faster and more success as a result.