Everyone in the Dealership Sells! Maximizing Every Precious Interaction-Everyone in the Dealership sells

Video Transcription

Video Summary

In this webinar, Don Buttrey discusses the importance of sales skills for everyone in a dealership, not just the sales team. He emphasizes the need for all employees to be able to sell spontaneously and appropriately. Buttrey suggests that by training and motivating every member of the dealership to reinforce the dealer value and sell on their feet, they can become a selling organization and set themselves apart from the competition. The webinar introduces the SELL process as a framework for preparing and executing effective selling interactions. The process includes four steps: start, evaluate, leverage, and lock. The start step focuses on setting the tone and direction of the interaction, while the evaluate step involves asking open-ended questions to discover the customer's interests and motivations. The leverage step is about matching the customer's desires with the benefits of the product or service being sold, and the lock step is about securing commitment or action from the customer. Buttrey emphasizes the need to listen to customers, ask questions, and be prepared to address objections or complaints. He also highlights the importance of understanding the customer's motivations and values in order to effectively sell the benefits of the product or service. The webinar concludes with a call to action for participants to use the SELL process to prepare for customer interactions and to consider developing offense and defense playbooks for different scenarios. Buttrey also mentions his book on the SELL process, which is available on his website.

Keywords

sales skills

dealership

training

SELL process

customer interactions

product benefits

listening to customers

addressing objections

customer motivations

competition