Objectives of the Tech-Focused Demonstration Drive
To demonstrate how a particular technology meets the customer’s needs
To demonstrate ease of use
The PEFC Model
PREPARE EXPLAIN FOCUS CONNECT
“I’m going to demonstrate the Parking Assist sensors.”
“This feature is always on, so I don’t have to set anything. But if you want to switch it off, you can use this button.”
“We’re backing up, and when we get within two or three feet of that car behind us, we’ll hear beeping. Do you hear that? And now hear that continuous tone? That means we’re really close—a foot or less.”
“Parking Assist can help you keep your car in great shape—no dings or dents in the bumpers, which can definitely save you money in bodywork.”
Let customers know what to expect – tell them what you’re about to demonstrate.
Provide clear instructions about what you are doing.
Focus the customer while the action is happening by pointing out how the vehicle handles or responds.
Relate the experience to your feature-function-benefit presentation and the customer’s buying motivations.
Phases of the Tech-Focused Demonstration Drive
Customization Setting Expectations Sales Consultant Driving Demonstration The Consultant-to-Customer Transition Customer Driving Experience
Customization
Which features will be demonstrated, based on the customer’s:− Answers to Importance questions?− Answers to Needs questions?
Which features were not presented in the walkaround?
How will the features be demonstrated, based on the customer’s:− Answers to Familiarity questions?− Answers to Usage questions?
Setting Expectations
Explanation of test drive procedure Explanation of test drive route Preview of operation Preview of performance
Sales Consultant Driving Demonstration
Prepare customer before every demonstration− What you are going to do− How it benefits that customer
Ask permission to perform dynamic demonstrations of technology− Anti-lock braking system− Electronic stability control− Adjustable motor-driven power steering− Lane Departure Warning System− Smart Cruise Control
Sales Consultant Driving Demonstration
Focus on ease of use when operating active technology− Audio system− Navigation system− Heating, ventilation and air conditioning controls
Conclude in a safe, comfortable and scenic location
Help customer engage technologies that can be used when vehicle is stopped− Assurance Car Care mobile app− Blue Link navigation function− What about phone pairing?
https://www.hyundaiusa.com/BlueTooth/index.aspx
The Consultant-to-Customer Transition
Customer Driving Experience
Allow customer to drive
Speak only to:− Provide instructions− Ask for feedback− Answer questions− Alert customer to any unsafe situations
Be sure customer experiences both passive and active technologies
Additional Hyundai Priority Practices for Demonstration Drive
Make the vehicle comfortable
Follow the pre-planned route that suits the customer
Conclude with a closing question
Top Related