There was an exchange on LinkedIn a little while ago between two sales people from the premium car sector. They were bemoaning the fact that ‘their’ manufacturer didn’t do things like they used to. They were not encouraging the sales people to sell benefits by going through a full demo, laying down where their car scored over the competition feature by feature. These sales guys were now more targeted on selling finance packages and other ‘peripheral’ things.
What the manufacturers understood, and these guys didn’t, was that their prospective customers already know all about the features – perhaps more than the sales people. They had done their research online, had read several reviews and probably had spec’d out the car on the manufacturer’s online configurator before even calling the dealership to book a test drive. They had either chosen the exact car they wanted or were down to a shortlist of two or three. What they want to know now is (a) how the car drives, (b) what deals can they strike and (c) how long will it take for delivery.
The sales people didn’t seem to grasp this and seemed to feel their job to be degraded but, in reality, it has just changed. Maybe the manufacturers should explain that to them.