GREETING AND NEEDS ASSESSMENT

When Are We Losing Them?

Source:   J.D. Power and Associates2014 U.S. Sales Satisfaction Index (SSI) Study

14%

26%

32%

25%

3%

Greeting

Test Drive

Product Presentation

Deal

Contract/Credit Application/

Deposit

Rejecters who visit a dealership bail out at different points in the process

Do Customers Feel Welcome?

Putting customers at ease Courtesy counts Take the initiative Greet the customer

− Sincere: “So glad you’re here.”

Find the Right Starting Point

Ask open-ended questions− Can’t be answered with a “yes” or “no”

Possible answers? If starting point still isn’t clear, ask a closed-end

question− “Do you have a particular car in mind?”

Digging for Gold

Needs assessment Learn enough about the customer’s needs to be

of assistance− Think conversation rather than interrogation

Worth the time investment Determine where to begin

Write it Down

Why is it a good idea to write down your customer’s responses?− Shows you’re interested in what they’re

saying− Ensures you don’t miss anything

Should you just start writing?− No - ask if it’s okay and explain why you’d like

to do it− Asking permission shows the customer that

they are in control of the process

What about a customer who has done a lot of research?− Ask if they can catch you up on what they’ve

researched so you don’t waste their time explaining something they already know

Take Your Cue from the Customer

Preview the process Tell the customer what you heard Suggest one or two ways to move forward Let the customer choose or confirm your

suggestion− Allows customer to control the process