Professional Documents
Culture Documents
This textbook mainly introduces new sales representatives to the basic knowledge,
skills, and attitudes that are essential to performing sales' activities. Please study it
sequentially from Lesson 1. If you encounter any difficulty during your actual sales
activities, be sure to refer back to this textbook because it can provide you with
useful guidelines.
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Simply reading and learning the information contained in this textbook will not
immediately transform you into an outstanding sales rep. The three processes below
are essential for those of you who intend to become full -fledged sales reps.
"The more haste, the less speed." In other words, take your first jump by
studying the "Sales Fundamentals".
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Knowledge refers not only to product -related information but also to the sales
knowledge required by a sales rep. Please strive to firmly acquire the necessary
knowledge so that you can apply it smoothly during your interactions with the
customers.
Work Should Proceed According to the P-D-C-A Cycle PLAN -> DO -> CHECK ->
ACTION
Once you set a goal, a plan is naturally needed to achieve that goal. To produce
steady results, carefully make plans on a yearly, monthly, or weekly basis, then try to
fulfill your plans. Later, thoroughly study and review the results of your activities t hen
apply countermeasures based on your results to your next plan.
STEP 3
USE YOUR IMAGINATION TO CONCEIVE NEW IDEAS IN YOUR WORK
3 Types of Awareness Crucial to sales Reps.
Target Awareness Be clearly aware of what you are doing and what you want to
accomplish, then take action with a positive attitude.
Critical Awareness Take a close look at your work , determine if it can be
improved or if it proceeds wastefully, unevenly, or
unreasonably, then seek means of improvement.
Price Awareness Strive to maintain the company¶s profit line and produce even
greater profits.
STEP 5
INCREASE SALES PERFORMANCE BY TEAMWORKÈ
Observe the Rules of the Work Environment
Just as there are rules in any sport, there are rules for working and for the work
environment. The basic rules are the company regulations. Besides these official
rules, however, don't forget to greet your fellow workers when you arrive at the office
each morning. Everyone should be responsible for keeping the working environment
clean. Heed the instructions and advice of your manager and of experienced sales
reps. These rules allow you to function as part of a team. Good teamwork can only
develop on the basis of rules.
Teamwork is Vital
Let's compare the sales office to a baseball team. An excellent team plays under the
guidance of the coach (your manager). Right now, however, you may still be a bench
warmer on your team. At a baseball training camp, there are always reserve players
who fetch the balls or prepare the grounds during the practice of the regular players.
This type of low-profile work is indispensable to training. First of ail, try to become an
essential part of your team. Helping out with the work of personnel at the front desk
or in services is also important to teamwork.
Strive to Become a Veteran Team MemberÈ
Actively Ask Your Manager,
"Is There Anything I Can Do to Help?"
To become a veteran on your sales office's team, you must first cover your assigned
position (assigned territory, customers, roles in the office, etc.), and then provide
back-up to the other players. With this aim, always faithfully carry out the instructions
of the coach (manager) and, whenever your manager or colleagues s eem to be in a
pinch, be sure to ask, "Is there anything I can do to help?"
If you are in a tight spot, you would surely appreciate the assistance of your manager
or your colleagues. Creating numerous friends is the first step toward eventually
becoming a veteran player.
STEP 6
Get to Like the Customers and Nissan Cars STRIVE TOWARD A POS5TIVE
ATTITUDE
Looking at the Bright Side Leads to Growth
You visited 100 places, but prospects at 90 of the places refused to speak with you.
"I was rejected at 90 places today. I have nothing but bad customersÈ"
"Today I created new relationships with 10 customersÈ"
Which attitude would you take?
It is essential for a sales rep to always try to look on the bright side of the picture.
Approach Work with a "Give and Give" Spirit
"Give and take" is a commonly used phrase. But as a sales rep, you should always
act in the spirit of "give and give." People who are regarded star sales reps have
built their reputation by many years of selfless giving. Work to induce your customers
to say, "Thank you very much. I'm really grateful for your assistance."
1. PRELIMINARY WORK
(1) Your Territory
As a sales rep, you will need to work systematically and efficiently in accordance
with the company objectives. A territory is the smallest subdivision of a sales region.
Because your territory can increase your sales pe rformance and can produce
numerous results, it can be regarded as your asset.
A territory is your area for sales activities which the company has assigned to you. It
is the field were you sow seeds by | making the rounds cultivate satisfied
customers and harvest results.
Besides the items listed above, there is much more information that you can study.
But the fundamental way to obtain an accurate grasp of your territory is to personally
visit and observe every part of it.
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Door ± to door visits No. prospects will be missed No productive in terms of
Requires minimal traveling time. sales efficiency.
Accurate grasp of the territory.
Actual practice in improving
visiting skills.
Zone based visit You can establish your own Make sure that the zoning
(visit focused on the exclusive domains. is not biased.
defined major zones Intrusion by other cars and the
in the territory) customers trends can be
determined.
Model ± based visit Product knowledge can be Be informed about the car
(visits to customers deepended being used by the
who own the same Annual projections can be easily customers before you
model) determined make your visits.
Easy to discuss common points Take the periodic check ±
of interest. up list with you on your
rounds.
Occupation-based Wide ±ranging information can Know which trades are apt
visits (visits to be gathered, such as topics or to be affected by the
customers in the news related to each trade. economy.
same line of trade) You can learn to determine Spreading news between
how business is going in each people in the same trade
industry. can be good, but be sure
not be offend anyone.
TES visit No time is wasted. Do not offend the
(visit to the You can break the ice with customer¶s feeling by
neighbors of the neighbors by starting the repeating gossip. This
customer you need conversation with topic of your method will be more
to visit ) customer effective if first induce your
Tes : three doors on customer to tell you about
each side. the neighbors ( car owend,
family members etc.)
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Your first visits after becoming a sales rep will begin with introducing yourself to the
customer bases you have inherited. Because inherited customer bases are a vital
asset of the company, you will need to strive harder than your predecessor to turn
your customer base into regular customers.
Procedure
1. Pick out the inherited customer base from among the Base Cards.
2. Confirm the location of each customer using a residential map. (If necessary,
mark the pertinent locations in red.)
3. When you make the visit, introduce yourself (see "(3) Conversation Skills for
Home Visits" on page 46 for examples) and inform the customer that you will
now be handling your predecessor's customers.
4. It is also effective to have your predecessor or manage r accompany you on your
visits.
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The larger the customer base you maintain and the closer your relationships with
each customer within that base, the better you will be able to achieve your monthly
sales targets on a steady and continuing basis.
Since you will inevitably have customers that replace their Nissan car with another
brand or stop using their car, however, you must constantly and actively strive to
increase your customer bases in accordance with your sales target. It is also
necessary to work at recovering customers who used to own one of our cars.
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Improving the customer base means paying regular visits to the customers in the
customer base with the aim of developing good personal re lationships based on
mutual understanding. Make sure that existing customers are satisfied and
encourage possible customers to buy a Nissan car. By continuing such efforts to
improve the customer base, the relationship between you and the customers in t he
base will deepen (the customers' goodwill toward you), and will increase their
desire (potential)* for buying a Nissan car. It is necessary for you to read
these shifts in the customers' feelings and influence the customers in the
appropriate manner. At Nissan, the increase in goodwill and in potential are
sequentially ranked as follows:
GOODWILL: Recognition -* Good Impression -> Trust
That is, in order to achieve optimum work efficiency within a limited time period so
that you can attain your goals, it is essential that you conduct your daily activities on
the basis of a systematically planned schedule.
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The P-D-C-A method can also be applied when planning your visits. To make your
rounds with composure and to avoid unnecessary, uneven, or unreasonable work, it
is important that you draw up the optimum visiting plan.
Priority (Examples)
1. A customer in the A Hot category who must be visited tomorrow.
2. A customer with a current problem (complaint, etc.)
3. A customer in the B Hot category who must be visited tomorrow.
4. A customer who lives near a Hot customer and whose car inspection/insurance
period will soon expire.
5. A customer in the C Hot category who must be visited tomorrow.
6. A customer who lives near a Hot customer and who is visited regularly or has not
been visited recently.
II) When making daytime corporate visits, be sure to heed the following
precaution
1. Focus on only about five corporations then patiently observe your result after
a long ± term commitment of about one year.
2. Consider which time period would be feasible for an interview (e.g. around
4:30 P.M. for schools)
3. Visit the customer at least twice a month.
4. Cooperate in the service round to look after the customer.
5. Try to provide the customer with expedient information (e.g. introduce
publishing companies to a printer, describe the merit s of a sales campaign,
etc.)
III) Compile your own Corporate visit Lists so that continuous services can be
provide.
List of Corporate customers within the Territory
Item No. of Cars Owned Cars Delivered Existing Customers Service Precautions (time /
Employees Place of visit Contact person)
___High 35 persons 24 units 4 units Vice ± Principal
School John Smith
Teacher Mary
Jones
Submit your visiting plan together with the Daily Visit Report, Customer Cards, and
other required materials to your manager, and ask for his instructions. Finally, you
must check your sales tools, briefcase, and personal accessories to make sure that,
after the morning meeting of the following day, you will be able to simply grab your
briefcase and go out ID make your visits.
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Make an effort to conduct your visits according to the plan that you made the
previous day. Please observe the following precautions while you are visiting the
customers.
Make sure to draw attention to the pages in the catalog, etc. that you want to be
noticed (red underlining, etc.)
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Make an effort to conduct your visits according to the plan that you made the
previous day. Please observe the following precautions while you are visiting the
customers.
Using materials and leaflets During a visit, materials and leaflets can be effectively
used when advising a customer about models or looking for a topic of conversation.
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1. If a customer makes the appointment at a very specific time, assure the
customer that you will be punctual and repeat the time, then make sure you
are on timeÈ
2. If the customer is out at the appointed time, wait for a short period then leave
a memo to inform the customer of your visit and of the date/time of your next
visit. On the same day, be sure to contact the customer by phoning or making
another visit.
3. Make prior allowances for congested roads so you can travel without undue
haste.
4. While making visits, plan ahead. Always keep in mind what you will do next.
5. When you cannot be punctual, immediately phone the customer in advance:
"I'm sorry, but I'm going to be ² minutes late." At this time, do not make long -
Winded excuses.
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1. The merits of crash visits
ï You can learn the car ownership situation in your territory by finding out what
makes of car are owned.
ï You can learn the financial situation of each family, shop, and company by
finding out if they plan to buy another car or replace a current one.
ï You can learn the tactics of rival companies in your terr itory by finding out how
many of their cars are being sold.
ï You can learn the tactics of rival companies by finding out if their sales
success is due to reduced prices or product power.
ï You can learn about shifts in the population. Different people like different
cars.
2. Documents required for a crash visit
Ú Management ledger of the customer
Ú Various rosters
Membership rosters of various unions, high-income earners' list, school
graduation lists, other membership lists.
Ú Letters from the Readers" column in car magazines
Ú Phone directory
Ú Other visible indications
Car inspection sticker, garage, residential map, persons who have requested
catalogs or have attended an event
Ú News from information networks
Parking lots, gas station attendants, car repairmen, other sales reps,
colleagues, your superiors
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2) How to deal with complaints
It is essential to quickly feed any information acquired through your visits back to
related sections of your company. Next, coordinating between the customers and the
related sections, write the required items into your next visiting plan. Customers who
were out must be contacted either by phoning them to inform them of your visit or b y
sending letters or postcards. Complaints should be quickly handled upon due
consultation with your manager.
b) Index labels
ï Write the name of each customer on labels, then attach the tables to the
cards. Existing customers: Red labels (use red ink if you made the sale
yourself) Possible customers: Blue labels
ï Finding cards again will be easier if you attach the labels from left to right,
starting from the left again at the beginning of each new letter of the alphabet.
d) Filing methods
|
customer
May/Nov
May/Nov
Feb/Aug
Mar/Sep
Feb/Aug
Mar/Sep
Jan / Jul
Jun/Dec
Jun/Dec
Jan/Jun
Regular
Apr/Oct
Apr/Oct
A Hot
C hot
B hot
ï At the end of each month extract the card of the customers you should visit
next month then file them in the this Month¶s Customers division in your card
box for the next month.
ï In the Check ± up Date by Month Section, being visiting the customers with
you earliest expiration dates.
ï For customers who will be visited during the same round, try to plan ahead by
using cards of the same color (for area classification). Arrange the cards
according to the sequence of the fixed appointments and the times which
customers can be met, then make your visits in that sequence.
ï The card of a customer you have visited should be filed:
In the "This Month's Customers" division if the customer requires an
additional visit.
In the "Visits Completed" division if the customer requires no additional
visit that month.
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ELIMINATE THE CUSTOMER'S DOUBT, AND KNOCK GENTLY ON THE DOOR
TO THE
HEART
1. APPROACH
(1) Approach
When you meet a customer for the first time, create a personal relationship which
facilitates communication by conveying to the customer what you and your company
do and by softening the resistance of the customer.
At such time, it is important to get information about the customer and to understand
the customer's car-related needs.
(2) Precautions on the Approach
There are two types of doubts that a customer may feel when meeting a sales rep
(or the first time: doubts about the unfamiliar and doubts about being talked into
buying a car. During the approach phase, it is important that you eliminate these
doubts as quickly as possible and create a mood that makes the customer feel open
to talking.
For this aim, you should strive to make a good first impression on the customer and
avoid exposing your intent to sell a car in thy very beginning.
10 Points for Opening the Door to the Customer's Heart
Precautions for the first visit
0 To create a good first impression, pay careful attention to your dress, behavior,
choice of words, and facial expressions.
(2) Treat each and every visit with importance.
(3) Visit the customer as if you have useful information to convey.
0 Avoid a pushy attitude towards the customer.
(5) Impress customer with your product and company.
(D Strive to understand the customer's needs and wants.
ý Fully consider the customer's situation, standpoint, etc.
(D Leave the customer curious and interested.
(9) Create an opportunity for a subsequent visit.
(Q) Pick the proper moment to make your exit.
Points for a Good Approach
0 The first minute is the key
Strive to improve the first impression made by your behavior, dress, etc.
Pick a time that is convenient for your customer.
(See APPENDIX 2, "ADVICE ON OCCUPATION-BASED VISITS") (2) Try to
standardize your approach
When you only have one minute:
Give the company's name and your name, leave your business card and
catalogs, ask the customer if he owns a car, its make, etc., and ask the customer to
read the catalogs. (Check the garage. Don't give all of your sales promotion tools at
once.)
When you have about three minutes:
Besides the above, ask the customer if she/he is satisfied with the after-services,
what the car is used for, how the car runs, etc.
When you have five minutes or more:
While extending the conversation using flattery a nd questions, attract the customer's
curiosity and interest by presenting one or two sales points of the car you wish to
sell.
3) Conversation Skills for Home visits.
Sequence Conversational skills
A Greeting µ good morning¶ good afternoon hello excuse me.
B self My name is ______________________ and I work for the ________
introduction sales office of Nissan Motors.
C) Asking for the Excuse me, But is your husband (wife) at home?
customers
(If necessary )
µ I hope my visit is not an inconvenience for you. I am vesting today
in relation to
(Existing customer)
Has your car been running well since we last met.
I am now in charge of the area which was being handled by your
former representative, Mr. ___________ so I would like to introduce
myself.
How to exchange business cards: Give your business card first. If' your manager or
superior is accompanying you, let them give their card first. Receive a business card
with your left hand, with your right hand placed undern eath.
While talking, look at your customer's eyes. While listening, direct your eyes in the
vicinity of where the knot in a necktie would be. Use polite and easy -to-understand
words. Listen attentively to the customer until she/he stops speaking. When you are
asked to enter the home: Politely "decline" the first offer." "I'm afraid that it might be
too much of a bother for you" or "Are you sure it would not be too much trouble?"
When entering, be sure to say "Thank you very much" and to wipe your shoes off
carefully on
the doormat.
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During your approach, your ability to keep the conversation flowing will create a
favorable mood for talking together. Your sales efficiency will be greatly affected by
your skill in this area, so you must study this section carefully and exploit its
techniques during your visits. The Basics Topics of "! "
a Climate, weather, season
a Profits, business, taxes
a News (current events)
a Local news
a Congratulations on marriage, school admission, graduation
a Medical care, health, sports
a Hobbies, work
a Flattery
a Travelling, happy stories
a Relatives, acquaintances, friends
a Home, family, children, pets
a Heart-moving stories
Example:
"I really appreciate the advice given to me by the Vice-President of your company.
It's been really useful in my work." Anyone gets more enjoyment out of being
praised, even when they realize it's just flattery, than out of being scolded or
criticized. An appropriate degree of flattery will satisfy the customer's self-respect
and increase the feeling of friendship between both of you. Various Praising Phrases
Possessions: "That is a very handsome necktie." Birthplace: "Whenever anyone
mentions "New Mexico," it always reminds me of beautiful blue skies."
School : "Did you graduate from ² University? 1 wanted to study
there too,
but it seemed so hard to get in that I just gave up."
Company : All the employees of your company are so courteous."
Work : "It's wonderful that you're business is always thr iving."
Family : "With such wonderful children, it must be a real joy to watch
them
grow."
Hobby : "Golf is such a nice hobby. It's so healthy."
Customers will show more interest in recent topics than in topics out of the distant
past. From common interests tc shared interests Rather than news that was
broadcast on TV, local news that you've both experienced together makes a better
topic of conversation.
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Speaking skillfully
1) Speak from the customer¶s 2) Be cheerful
standpoint
3) Enunciate clearly 4) Speak in an easy ± to ± understand
manner.
While you are speaking, you must pay attention to the four points below :
2) Speak cheerfully
Rather than merely a superficial cheerfulness, it is also vital to be int ernally cheerful
so you can talk openly to the customer with real feeling.
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4) How to ask questions to get information Open -ended questions This type of
question has no fixed answer and is designed to have the customer think up his/her
own response. Once you have a rather good understanding of the customer's
situation, it will be easy to extend the conversation as shown in the examples below.
Example: "Is that so? That's really wonderful. Could you please tell me a little more
about it?" "I wonder why that happened. Could you please tell me the reason? (2)
Limited questions This type of question can be easily answered by the customer with
a simple yes or no, or a few words.
Example:
"How many children do you have?" "What kind of car are you driving now?" -34-.
The merits of questions
1. You can induce the customer to tell you what you want to know.
2. You can tell whether the customers is being persuaded and how interested
the customer is in the product, you can rate your progress in negotiations etc.
3. While listening to the customer¶s resp onse, you can decide what to say next.
4. By creating a mood of casual conversation, the customer will be put at ease.
5. Respect is show for the customer¶s opinions, so you make a good impression
and gain the customer¶s trust.
6. You can confirm that the customer expect from you. Then allow the customer
to also decide what should be done to meet those demands.
7. You can express your own through without making the customer feel that
you¶re pushy.
5) Sample questions for collecting information from the custome r The questions
below give examples for extracting various types of information.
Perceive the NEEDS of the Customer Speak in Simple and Concrete Terms
2. PRODUCT
(1) The Importance of Product
When a customer compares the product value and price of a car and judges that the
product value is higher, that customer will reach the decision to buy the car. For this
reason, you must perform product so that the customer "falls in love with the car." In
other words, you must convince the customer that the product value is higher than
the price.
(2) Points in Product
1) Convince the customer about what the customer wants to know The key is to
figure out what the customer wants, then persuade the customer without focusing on
those points more than necessary.
Example:
"It must be difficult to get in and out of the garage with your current car. This model
has a minimum turning radius of ² meters, so ..."
3) Confirm how much the customer has understood, then provide a summary.
If the sales rep tries to persuade the customer by doing all the talking, it will be
impossible to fully convince the customer. To ensure the full understanding of the
customer, make sure you proceed in your persuasion while constantly confirming
how much the customer has understood and whether or not the customer agrees
with what you are saying.
1. Demonstration opportunities
2. When the customer wants to decide after making a comparison with other cars
3. When the customer is tired of trying to decide and wishes to settle the matter
quickly.
4. When the customer is still attached to the currently owned car.
5. When points difficult to explain verbally are blocking the progress of talks.
6. When the time comes to switch to a luxury class car.
7. After a model has been improved
8. When a customer is buying a car for the first time
(2) Be careful not to dominate the conversation once you catch the customer's
interest
(3) During the customers' encounter with the demo car, they are imagini ng that it is
their own car, so be careful not to destroy that mood.
3) Precautions on test-drives
1. Choose a course with little traffic.
2. If the customer drives well, express appropriate praise. Even if the customer
drives badly, however, never let it show in your face.
3. Discretely pick a moment while the customer is feeling excited about the car, and
encourage the customer to buy it.
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An appraisal is an evaluation of the present value of the customer's currently owned
car.
(1) The Necessity of Appraisals
1) As a lead-up to negotiations
Certain customers may show potential but are always reluctant to engage in
concrete negotiations. In this case, an appraisal will later enable you to immediately
begin negotiations based on concrete conditions.
2) A powerful weapon for encouraging the customer to replace the currently owned
car If a customer is confused about whether or not to replace the current car. you
should give an appraisal anyway and present the trade-in conditions. Concrete
figures regarding the trade -in price have a strong effect on reaching the decision to
buy a car.
3) The number of orders received is directly proportional to the number of
appraisals given No matter what method is used to have the appraisal made, an
increase in the number of appraisals made clearly and directly links to an increase in
orders received. This implies that an appraisal leads up to negotiations and has the
effect of encouraging replacement of the current car. As a guideline for attaining your
targeted number of orders received, try actively increasing your number of
appraisals.
4) To create potential customers for the future Even if a customer does not intend
to buy a new car right away, it is still necessary to appraise the currently owned car
in order to confirm information about that car, such as its year, specifications,
condition, etc. And if you also present the appraised price, future conversations to
encourage replacement of that car will proceed more smoothly.
(2) How to Lead Up to an Appraisal The customer may have the feeling of being
pursued or of being pushed into buying a car. The most important points in leading
up to an appraisal are to remove such doubts from the customer 's mind and to
create a mood in which the customer can easily agree to the appraisal without
resistance.
1) As a physical examination for a "beloved car" By giving the example of physical
examinations for people, stress "the necessity of constantly b eing aware of the
condition of the beloved car" and make the appealing point that, in contrast with a.
periodic check-up, an appraisal teaches the customer about any problems with the
car for free.
2) Begin a conversation about the going rates for used cars
Example:
"In the case of new cars, various models in the same class are being sold at similar
prices. But a car's value varies quite widely once it becomes a used car. Especially
for the class of car that you're driving, the price varies widely depending on the
make. But you really made a wise choice, because.
4) Use the fact that you are new Example: "Since I'm new to this work, I would like
to learn everything that I can. Would you let me at least appraise your car so I can
study this aspect of my job?"
2) Find out what the desired price is, then negate its feasibility If the customer asks
you for a predicted price , answer with a question to find out what the customer
desires: "How much would be willing to settle for?" In response to the customer's
reply, it may be effective to lower the customer's expectations by saying, "That price
may be quite difficult." Everyone views their own car in a favorable light and has
great expectations, so you should prepare the customer for a lower price
beforehand.
3) Do not speak badly of the customer's car Because it is important to gently lower
the customer's expectations about the desired price, do not say anything negative
about the customer's car. The customer may misunderstand your intention and feel
that you're trying to "beat down the price."
4) Establish the authority on the appraisal To avoid any illegal request from the
customer, the authority of the appraisal system must be established in advance. An
effective means of establishing such authority is to ask the customer to be present
during the appraisal.
4. NEGOTIATIONS
When a customer is thinking of buying a car or any other product, the customer
considers whether or not she/he would be satisfied with the person or company
selling that product, the product itseif, after -services, etc. Other important
determinants in the buying decision are whether the benefits gain ed by using the
product will meet the customer's demands and whether it is necessary to buy that
product at this time.
In other words, negotiations consist of convincing the customer that our product is
the perfect choice. During negotiations, it is vitaÈ that both parties are satisfied with
and agree to the payment method and sales conditions.
(1) Preparing for Negotiations
1) Organize your information about the other party, and study it thoroughly before
the meeting (T) Have a firm grasp of the custom er's home situation
Check the family configuration as well as who will make the decision, who will be
paying, and who will be using the car.
Who exerts influence? (at home and outside)
What major events have occurred? (birth, school admission, graduation, new
job, marriage, illness, death, new house, change of residence, job transfer, etc.
Study the customer's character from the following angles:
Occupation
Health, physical build, physiognomy
Age, gender
Birthplace, education, social position
The key to beating the competition is to make more visits than your rival.
Especially in the case of an existing customer, make sure to review the previous
order form when devising your strategy.
2) Make sure to keep in contact with your manager Make sure to keep your
manager constantly informed about with whom and about what you are negotiating.
4) Be diligent in your preparations for the negotiations .3) Check the cars in
inventory.
a What models and colors are available?
a Have any cars been in stock for a long time?
a What are the approximate delivery schedules?
Make sure you have all the accessories required for the negotiation.
a Always prepare a complete set of documents (To be able to settle everything at
once, place a set of all related documents in an envelope or folder, then write the
customer's name on the front.)
a Materials for calculations (note pad, calculator, interest rate table, price list, ball -
point pen)
a On the order form, fill in any items that have already been decided so that
negotiations will proceed smoothly.
5) Set the most effective "stage" for negotiations (7) If possible, try to set an
appointment for your visit so that the customer will also be mentally prepared. (2)
Consider a time that is convenient for the customer. (3) Make sure to arrive
punctually at the promised time.
0 Carefully consider the number of visits, and number of hours spent on
negotiations.
(5) It is also effective to occasionally have your manager accompany you.
6) For negotiating with a customer who has little time (F) Before you visit, figure out
how the customer feels, get an prior look at the trade -in car, etc. (2) Request an
interview for a minimum time of five or seven minutes. (f Organize your thoughts to
minimize the points the customer will need to consider, for example, wr ite the main
points down and bring that sheet with you. (2) Points During Negotiations 1)
Confirm the customer's intent to buy. Example: "If the conditions satisfy you, may
we deliver the car to you this month?" 2) Confirm appealing points and the mo del of
the car to be sold. (T) Present an outline of that car The car's history The car's date
of release Positioning of the car The image created by the car The car's features The
car's reputation Explain the line -up and prices of models in that series
a Describe the uses and features of each model in the series (the
difference in individual specifications).
a Probe the needs of the customer.
a Observe the customer's reaction to product persuasion
a Ask the customer's opinion about the currently owned car
a Ask the customer's impression of the car you are selling
a Convince the customer of that car's sales points.
5) Convince the customer of the trade -in car's predicted trade -in value j Establish the
authority of the appraisal. 2 Mention that the same appraisal system is used by every
company. J Convince the customer of the relationship of the trade -in value to the
current market situation. X Convince the customer of the condition of the trade -in
car.
* Also see "(3) Precautions on Appraisals" on page ?62. Persuade the customer that
different discounts are available according to the desired model, using the angles
below:
Date of release
List price
Level of popularity
X Government regulations on price control
"NOW IS THE PERFECT TIIVSE TO BUYS" Send This Signal to the Customer
Confirm the date/time and location for the delivery of the car, and the parking lot.
(8) Confirm the insurance policy, membership of an automobile federation, etc.
3) The timing for presenting the conditions The best time to present the conditions
is when the customer strongly desires to buy the car. 0 Pick a time when the
customer and you are feeling close. Pick the time in consultation with your manager.
If you have competition, do not present your conditions too ea rly. The conditions will
be limited by the price indicated by your manager. If your initial conditions are too
favorable, it will be difficult to offer service parts, etc. The basic role of a sales rep is
to skillfully negotiate within the fixed limits.
Test Closing During a "test closing ," you test the customer's desire to buy and
actively lead the customer to the closing. As indicated in the examples below, there
are many ways of making a test closing. Making a Test Closing (Sample Dialogues)
0 Substantiation Method Mention the name of another customer who has actually
bought a car from you.
Example: "One of my satisfied customers is A A, whom i think you know quite
well."
(2) Assumption Method (Assumed Agreement Method)
Convince yourself that the customer wants to buy a car, the n talk with the customer
in a way that conveys your assumption to the customer. Example: "This car is very
popular and usually requires some time
before delivery. Therefore, I'll start making arrangements so you can use it by the
next weekend."
Example: "Since there's a special campaign, if you place your order, you receive this
splendid premium." (4) Selection Method (Alternative Choice Method) Have the
customer start making a decision about very little matters.
Example: "Would you prefer a white car or a silver car?"
(5) Action Method Assume that the customer is goin g to buy a car, and express
your
assumption through your behavior and actions, rather than through words.
Example:
a Begin filling in the order form.
a Give the customer the order form, and request a signa ture.
a Summary Method (Sales Point Review Method)
a Out of the sales points that you have presented thus far. give a
repeated summary of only the points in which your customer expressed curiosity
or interest.
Example: "As I mentioned before, its best feature is fuel efficiency..." Question
Method
If you are still unsuccessful after making various efforts, temporarily stop trying
to persuade the customer and ask the customer's reasons for not wanting to buy.
Test Drive Method By having the custom er test-drive the model concerned, the
customer can be induced to make the decision on his/her own. \9) Request Method
The sales rep makes a direct request to the customer: "Please buy a car." It is
advisable, however, to avoid using this method outright or all the time. It is important
to remember that this method is only likely to be successful after a close relationship
has been established with the customer.
Example: "Well, what do you think? Isn't it about time that you placed an order?" "I
hope that you will entrust me with the task of providing you with the right car."
Even if the customer wishes to buy a car, that desire w ill rarely be expressed
directly. The customer may convey the idea that "I no longer wish to buy a car" by
disagreeing with you or acting disinterested. By looking through that behavior,
however, it is sometimes possible to get a glimpse of what the custom er really feels
as expressed through the customer's speech, body language, facial expression, and
so on. Make sure you properly interpret such signs, so you can actively lead up to
the closing.
The mood
The customer welcomes you very warmly when you visit (2) You are suddenly being
received in a much more hospitable manner.
a Persons who do not have decision-making power also treat you warmiy
a The customer doesn't protest when you take the order form out of your briefcase.
a The customer's body language
a The customer is trying to calm down by deliberately taking deep breaths, etc.
a The customer has begun serious consideration, by writing notes in the catalogs,
etc.
a The customer now leans forward, changes positions, or has otherwise changed
the way she/he sits when listening.
The customer suddenly starts negotiating when another matter was being discussed.
J) The customer has started making calculations about the payment method, etc. D
When you provide an explanation in response to the customer's objec tion, the
customer can be fully convinced.
efore filling in the order form Do not lose your nerve about the sales conditions.
Determine the conditions according to yo ur assigned limits.
While filling in the order form
Do not talk about unrelated matters.
Be sure to write down all promises and conditions while getting the confirmation of
the customer.
In principle, the monthly installment schedule should consist of "a higher down
payment and fewer installments."
Confirm the name of the titular owner.
Check the bank from which payments will be made plus the presence/absence of
other banks the customer uses and checking accounts.
While getting the customer's signature
Conduct this stage speedily.
Handle it as business -like as possible.
Make sure to confirm all monetary figures.
Receive the deposit.
Give the customer a copy of the form.
Anything that is difficult to say should be said first. Don't Forget to PRAISE the
Customer's Decision and Courage
(3) Points for After the Closing 1) Make the customer feel satisfied A look of joy and
victory is likely to show in your face after receiving the order. At this stage, however,
the customer is still feeling insecure about the negotiated terms. It is important to
make the customers feel that they have "made a good bargain." Examples: "You
chose the perfect time to buy." "You really drive a h ard bargain." "You got an
excellent dealÈ"
2) Try to leave as soon as possible after the closing After receiving the order,
discuss the date/time for the car's delivery, then present your planned schedule for
future visits to the customer to obtain the customer's approval. Finally, make your
departure as smoothly as possible by saying, "Thank you very much for placing your
order with me today. I must be leaving now, because I would like to return to the
office and immediately begin arranging for the deli very."