This Technique is one of Several “Setup Than Knockdown” Techniques
Objective:
To Defuse and or Reduce the intensity of a client’s future/upcoming objection(s) to the Trade-In Value. This technique is an element of the concept we call the “Setup than Knock Down” concept. We as sales and management professionally, need to master this “Proactive Approach” to overcoming the most common of client objections.
Some Client Reasons Addressed Through Utilizing This Skill-Set/Justification:
1. Kelly Book (KBB On-Line)
2. Another Dealer Gave Me More
3. I Owe More On My Vehicle Than You Are Giving Me (Payoff)
Sample ProTrack©:
Open Ended Question: “Has anyone ever explained to you how we determine a Value for your vehicle?”
Sales Cushion: “I would like to have an opportunity to do so if that. Would be Ok?”
Justification/Story:
“We have a three (3) phase approach.”
· Phase One: “We establish the Condition of your vehicle. Condition falls under two (2) categories. They are Appearance and Mechanical.
o From an appearance standpoint, we look for dents, paint issue, past accidents, worn tires, ECT.
o From a mechanical standpoint we focus on if everything from the engine to the windshield wipers work properly.”
· Phase Two: “We go to our computers and research the three (3) major FREE websites that give advice on vehicle worth. The most used is Kelly on-line. Have you ever heard of it?
o We also go to Black Book and NADA.
o What is funny is all three (3) sites give a different value for every vehicle we research.
o Who is to say who is right and who is wrong?
o It is still good information, especially at no cost.”
· Phase Three: “The most powerful phase. We go on-line to the biggest automotive auction sites only available to dealers. Here we can quickly and accurately find out what your vehicle is really worth in real dollars today. We base it on the vehicle type, model, options, miles and condition of your vehicle. This clearly and accurately establishes the Fair Market Value for your vehicle.
o What is funny is that ALL automobile dealers use the same method to value vehicles. That is why if you were to go to several dealers just to sell your vehicle; their price to you would not vary up or down more than a few hundred dollars.
o That being said, frequently my new clients tell me that a dealer gave them a value thousands of dollars more for their vehicle. When I hear that it makes me sad, because it is simply not possible. You the customer have to pay the price in this situation through frustration, aggravation, wasted time and money. But don’t worry; if that happens to you, I will professionally walk you through it.
o Just know, our figures will be brutally accurate because it is an integrity issue.”
Trial Close: “Based on that, do you agree our methods are professional and business like.”
Close: “May we appraise and value your vehicle?”