Dealership University Product Knowledge Courses



Did you know that up to 80% of a customer’s buying decision is made during the presentation demonstration?  What this means is that a poor presentation equals more ‘No’ buying decisions, and that an effective presentation equals a higher chance of getting a ‘Yes’ buying decision!  In regards to a presentation, there are several important factors including, but not limited to:

	Enthusiasm
	Voice & Tone Inflection
	Body Language
	Product Knowledge

Let’s focus for a moment on product knowledge.  All too often salespeople mention feature after feature without explaining the benefits of those features, but many customers don’t really understand what some of those features are.  For example, if you just tell a customer that a motorcycle has a low center of gravity, it may not mean much.

Always remember the radio station, ‘W.I.I.F.M.’ which stands for, ‘What’s In It For Me’.  With this in mind, and in regards to a motorcycle having a low center of gravity, let’s ask ourselves, ‘What’s in it for the customer?’  Well, a motorcycle with a low center of gravity will handle better while cruising around town, and when riding slowly in parking lots.  So, it’s going to be easier to ride!  It will also have better maneuverability and really hug the curves of a windy mountain road.  Also, when stopping at a traffic light the motorcycle will feel more balanced and be easier to hold up.

As you can see, there’s a big difference between just telling a customer features, and explaining the benefits and exactly what’s in if for them.

Now you have a systemic way to train your salespeople on their product knowledge, and test them on their retention!

   Call us for more information! 1-877-242-4472

	Increase Sales
	Increase Margins
	Reduce Employee Turnover

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