david eschbach - turnaround tour shoppros · david eschbach [email protected] ... chet holmes...
TRANSCRIPT
David [email protected]
• 20 Years of Automotive Experience
• Published in over 25 Automotive Trade
Magazines
• Management Positions With Tier 1 and 2
Automotive Manufactures
• Owner IGO Times.com
• Owner Surgioscopy LLC
• Owner Thomas Grace Consulting
• Specialize in strategic planning for team
building, sales and leadership roles.
Features:
They are facts, data, or information about
your services or products. Features are
unpersuasive because they give neutral
facts. By themselves they don’t provide
Buying Motive.
Benefits:
A Benefit shows how a Feature can help
a customer. A Benefit provides Buying
Motive by showing how a service or
product can meet an Explicit Need
Expressed by the Customer.
**A feature is often information we
want to give to the customer.
**A Benefit is information
requested by the customer. The
request for these benefits are
often not directly expressed by
the customer. A good
salesperson will discover these
request through the practice of
proper questioning methods.
Features Encourage
Price ObjectionsThe Basic Role Of A Feature Is To Add
Cost
BUT!!!
During The Age of Commodity Selling Retailers Used Features To Sell Cheap Products. They Used Features To Inflate The
Value Of A Cheap Product Therefore Using Price
As The Closing Tool.
During The Age Of Commodity Selling
There Was Little Product Or Provider
Differentiation. People Were Selling
Price.
If There Is No Product Or Provider
Differentiation And You Are Selling On
Price Then What Differentiates
PRICE
To Build A List Of Loyal
Advocates
Requires Repeat Customers
That Turn Into Repeat Clients
That Turn Into Repeat Advocates
What Will Be Responsible For The
“Repeat”
BENEFITS
Advantages Are NOT BenefitsAdvantages Are NOT BenefitsAdvantages Are NOT BenefitsAdvantages Are NOT Benefits
Advantages Are NOT BenefitsAdvantages Are NOT BenefitsAdvantages Are NOT Benefits
Advantages Are NOT Benefit
Out With The Old
• A Common Belief In Our Industry Was that our front counter people had to be “Technical”.
• They Don’t Have To Be “Technical”. They Have To Possess The Ability To Translate A Technical Message Into A Statement Of Benefits.
You Don’t Have To Believe
Me
Tony Robbins
Peter Drucker
Jeffery Gitomer
Zig Ziggler
Chet Holmes
Malcom Gladwell
Neil RackhamMitch Schneider - Bob Cooper - Bob OConnor
By Providing Benefits…
Your Customers Know What You
Told Them…
And They Don’t Have To Think…
You’ve Successfully
Bridged The Gap
Between Message
and Understanding…
Deep Thoughts
By: David
W I I F Y
BENEFITS WILL INCREASE THE VALUE OF THESE PARTS
The Power of Benefits
In 2001 IBM introduced a new multi port printer, copier and
fax machine. (Office Machine)
In conjunction with a sales research team IBM put 100 Sales
Representatives through traditional “sales training” and equipped
them with only Features of the Machine.
They also took 100 Sales Representatives and put them through
experimental sales training, providing them absolutely NO
Features or Technical information about the machine. They
equipped the Sales Representatives with only key Benefits of the
machine.
After 6 Months In The Field…
Team B (benefits team) Outsold Team A (features team)
8-1. Team B Also Outsold Team A In First Time Sales Calls
5-1
Practice Makes Perfect
Chet Holmes Bases
His Entire Theory
On Practice And
Operating Like A
“Machine”
Malcom Gladwell
Uses The Time Of
10,000 Hours
Before Considering
Yourself an Expert
Practice Makes Perfect
Tiger Woods Practices
With 16 Girlfriends
For Every 1 Wife
Opps Wrong Statistic…
He Takes 250 Practice
Shots For Every 1 Real
Tournament Shot
Practice Makes Perfect
My Good Friend
Brian
“The Round
Mound Of Sound”
Casserly
Practices
4.5 Hours For Every
5 Minutes Of
Recorded Music.
Practice Makes Perfect
How Much Do You
Practice To
Master Your Craft?
Who Me?
Yeah You
You Mean In
Front Of All These
People?
Role Play 1
• Female Customer (age 25)
• 2007 Subaru WRX (54,000 Mi)
• Referred to your shop from my boss
• You Just did an oil change and checked over the car. You didn’t find anything wrong that jumped out at you except for a leaky shock
• My boyfriend told me all mechanics are evil and will screw me over…
**Whereas, you are a great salesperson, you ask a very opened ended question.
“How do you like your car?”
Oh, I love it. I drive it everywhere. I live in the suburbs and my boyfriend lives in the city. He doesn’t have a car so I drive all the time.
I love the sunroof, stereo and the power. It’s super fast but sometimes it feels sort of wibbly-wobbly when I drive fast around turns. It sometimes feels like I should have more control. But I guess that’s just the way it’s built.
Role Play 2
• Male Customer (age 31)
• 2005 Chevrolet Malibu
• Loyal Customer for the past 3
years.
• Two months ago you did the
following work.
• Head Gasket
• Intake Gasket
• A/C Charge & Compressor
• Front Brake Job
$Big Ticket.00
**I come in with potentially,
catastrophic transmission
problems.
I work full time but I don’t make
“a lot” of money. I’m trying
to save up for a wedding in 5
months.
I just bought a house and my
wife who works for BP has
been laid off.
**you don’t know anything
about her car because you
don’t service it.
Oh, and I’m super fine…
Role Play 3
Male Customer (age ?)
2008 Chevrolet Equinox
It’s his wife’s car
Very Schedule Regimented. Of the 168 hours of a week he has 112 hours scheduled.
The only reason he really uses your shop is because you have free wi-fy. That way he can work when you’re doing minor repairs.
His wife ran over a curb and knocked the entire rear suspension out of whack. In addition to that he asked for a list of other repairs including the replacement of a wiper washer motor.
When you call him with the quote of $750.00 for the rear suspension repair he states, “Go ahead and fix it, as long as my wife is safe driving down the highway”.
He brought in the car on a Monday…You promised it Wednesday…You didn’t deliver until Friday but he’s pretty understanding.
Upon picking up the car he asks if you replaced the wiper washer motor. You forgot… You have to order it and it won’t get in until next Monday. You know he doesn’t have time to keep coming back.