Premier Guest Experience PDF

The PREMIER Guest Experience Building Value and Client Confidence The PREMIER Guest Experience Building Value and Client Confidence in 3 Steps ________________________________________________________________________________________________ Every interaction is an opportunity to build value and Cl...

The PREMIER Guest Experience Building Value and Client Confidence The PREMIER Guest Experience Building Value and Client Confidence in 3 Steps ________________________________________________________________________________________________ Every interaction is an opportunity to build value and Client confidence. 1. Confidence in your commitment and expertise to understand and meet their needs. 2. Confidence in the product value and dealership value and the match with their priorities. 3. Confidence in the decision-making process and ownership decision. Let’s add a few high-impact communication skills and tools to each phase... 1. Client Consultation: Discover Client Priorities and Concerns 1.1. Effective questions and how to ask them. 1.2. A proven process visual. A picture is worth… 1.3. Buyer’s Guide to build credibility and enhance information exchange. 2. Product and Dealership Value: Validating features, benefits, and personal relevance 2.1. Using “Feature, Function, Benefit + Check-In” to build value and confidence 2.2. Mastering Product Features… Deep product and industry knowledge 2.3. Adding Dealership Features…Value-add support, resources, and amenities 3. Ownership Decision: Forward momentum toward a confident purchase decision 3.1. A checklist (and client mindset) for Turn-Key Ownership Decisions 3.2. Identifying (and responding to) common client challenges and concerns 3.3. Using a “Thank, Invite, Update” recipe for great follow-up, prospecting, and personal marketing. 1 Step 1 of 3: Client Consultation Effective Questions to Discover Client Priorities and Concerns ________________________________________________________________________________________________ Discover / Confirm the Right Boat What do you own now? Where do you boat? What has you thinking about a new boat? What attracts you to that particular model? What type of activities would you like to do more of? What have you learned from your research? Guide the Right Decision Where are we in the process? Who else is involved in this decision? Once we’re 100% sure of the right model, what’s next? How soon would you like to take delivery of your boat? What's our timeline look like for making a decision? Anything specific held you back from pulling the trigger up to this point? Other than the right boat, that fits your budget... What else is important to you? Build 100% Client Confidence (using check-ins and notes) Is that something you see some value in? What makes that so important to you? Can you give me an example? What’s that mean to you? Does this one hit the mark on style? performance? Etc. How will we know when we’ve found the one? Is this one of those occasions when you invest a bit more to get exactly what you want? Note: Confident decisions involve both Facts (20%) and Feelings (80%) The 100% Confident Decision: (aka Summary Close) “Let's go over everything you said was important to you and make sure we've checked all the boxes.” This will include… o The right boat (performance, capacity, function, tech, etc) o The “value beyond the boat” (aka why buy) o Reasons to act now: First choice of inventory / Expiring Incentives / Preferred delivery dates / Expected drop in live market value of client’s trade, etc. 2 Step 1 of 3: Client Consultation Proven Process Visual (Sample) ________________________________________________________________________________________________ 3 Step 1 of 3: Client Consultation The Buyer’s Guide (Building Value and Client Confidence) ________________________________________________________________________________________________ Priorities Scale: Scale of 1 to 5: How important are the following to you… Power & Performance 1 2 3 4 5 ________________________ Furniture Quality and Comfort 1 2 3 4 5 ________________________ Audio, Lighting, and Technology 1 2 3 4 5 ________________________ Capacity and Storage for All 1 2 3 4 5 ________________________ Ease of Operation 1 2 3 4 5 ________________________ Style, Color Options, and Design 1 2 3 4 5 ________________________ On-site Custom Rigging 1 2 3 4 5 ________________________ Quick-Start Owner Orientation 1 2 3 4 5 ________________________ Mobile Service Team 1 2 3 4 5 ________________________ No-Obligation Demo Experience 1 2 3 4 5 ________________________ Financing Options 1 2 3 4 5 ________________________ Concierge Trade-in Program 1 2 3 4 5 ________________________ Decision-making Process: Where are we in the process? In a perfect world, when would you take delivery? Other than the right model that fits your budget... What else is important to you? What would have to be true for you to move forward and start enjoying your new boat? Summary of Priorities and Next Steps: “Let's review your priorities and make sure we've checked all the boxes.” 1. You’re excited about this model because… 2. You said your biggest concern is… 3. A possible advantage of acting now is… Based on what we’ve discussed, here are my recommended next steps… 4 Step 2 of 3: Product Value + Dealership Value Product Presentations and Demos ________________________________________________________________________________________________ Practice and deploy the “Feature, Function, Benefit + Check-in” method… to build maximum value and to build confident ownership decisions. Positive responses to “Check-ins” can be follow-up with… “Let me make a note of that” “Can you tell me more about that?” “What makes that a priority for you?” Enough check-ins (eventually) builds a Turn-Key Ownership Presentation or reveals what concerns we have not yet addressed. Focus on Client priorities and concerns (identified in step 1). Although modern boats have hundreds of features, most customers have 3-5 primary priorities that you need to address. Seek to understand, present to priorities, and check-in to create time and headspace for the client to build his or her confidence. The value the client speaks about will be 10X more powerful (to them) then when you say it. The Check-in creates an opportunity for the client to move toward a confident decision. Make “Recommendations with a reason.” “Because you mentioned this is a priority I have a few features I want to highlight that I think may influence your decision.” Continue to link your presentation with the customer’s priorities and concerns. Get your clients in a boat as soon as it’s practical. On the lot is great. On the water is better! This makes presentations more exciting, fun, and interactive. An experience builds more value than a lecture. Ask permission to capture some photos and video of the family (especially on a water test) Include Features of the Dealership (using the FFB+C recipe) Provide Evidence: Clients believe what they see, not what they just hear you say. How could we provide documentation and visual evidence whenever possible to enrich a hands-on experience? Your verbal communication can be enhanced with articles, testimonials, videos, graphics, CSI scores, brochures, etc. 5 Step 2 of 3: Product Value + Dealership Value Feature, Function, Benefit + Check-in (to build a confident decision) _______________________________________________________________________________ The ultimate goal of all our work is to build a 100% confident Client ownership decision. This experience of confidence is our target and will shape all of our tools and tactics. A proven recipe for building value and confidence: Feature, Function, Benefit + Check-in. Feature: “It has” Function: “It does” Benefit: “You get” + Check-in “Is that valuable to you and your family?” If so… “Tell me more” Value Builds Confidence. o If we’ve built remarkable value and check-in consistently, the Client has momentum toward a confident decision. They’ve been saying yes to your check-ins throughout the process. o Therefore your “close” simply summarizes what the Client has already said. o Anything less than a positive response sends us back to our fact-finding step to clarify Client priorities and doubts. o As you address the client’s priorities you can use a more cumulative check-in… “It looks like we’ve checked all the boxes on everything that is important to you. Do you think we just found your new boat?” Client says Yes: ▪ “Congratulations! Let me show you what ownership looks like…” Client says No, or I’m not sure: ▪ “Got it. What’s the most important priority we’ve not yet addressed?” 6 Step 2 of 3: Product Value + Dealership Value Features of the Dealership ________________________________________________________________________________________________ “Why Buy” statements highlight the features and benefits of you, your dealership, and your products and services. These “features” should create urgency to visit your dealership (today) and buy from your dealership (today). We use the “Why Buy” in the showroom and in our prospecting activities. Always start by connecting and understanding their wants, needs and priorities first so you can tailor the presentation to their unique situation. 1. Brainstorm the amenities that you, your dealership, and your products offer. These are Features in the traditional Feature/Benefit approach. You o Relevant products owned, purchased, sold, customized, etc o Years of industry experience, training hours, etc o Why you do what you do: your story, your passion Your Dealership o Promotions, Amenities, Bonuses o Dedicated Business Manager to answer any questions of affordability o Full-Service Dealership: everything under one roof o CSI scores and Client testimonials o Community involvement, charities, network of enthusiasts Your Products and Services o Innovation o Comfort o Quality o Style o Ease of Use 2. List the Benefit(s) for each of the features you listed above. Comfort Ready for anything, prepared Confidence Turn heads, Look great, Look Control the part Save time and money More fun, less worry Convenience of financing Peace of min 7  Step 2 of 3: Product Value + Dealership Value Practicing F.F.B. (+ Check-in) ________________________________________________________________________________________________ Outline FFB+C presentations for a specific model in your inventory… Feature Function Benefit Check-in Open Water Panels Ricochet® Ladder Ultrafabrics® Material Outline a FFB+C presentation for your dealership to build value beyond the boat… Feature Function Benefit Check-in Dockside Mobile Service Team 8 Step 2 of 3: Product Value + Dealership Value How to Manage the Transition from the Boat to the Desk _____________________________________________________________________________________ If a Client isn’t far enough along in their process to look at ownership details, is it still a good idea to transition to a desk? Yes! Too often, the salesperson allows the conversation to end by simply exchanging contact information with the Client while both parties are standing in the showroom. In this moment, use “Give to Get” Business card (prefer electronic) Map of favorite lakes Current promotions Product brochure Invite to next event Referral card 1. Capture key information in CRM and earn permission to follow-up “If something came up that I know you’d want to hear about, do you mind if I send you a text? Great what’s that number?” 2. Confirm top priorities and products of interest You’ve invested some time today in getting clear on your priorities. What I’d like to do is make sure I’m clear on exactly what you want and make sure I captured that in my notes. Can we just quickly make sure I didn’t miss anything? 3. Let’s make it an “information day” We’re a zero-pressure dealership, but we are 100% committed to helping you get exactly what you want as soon as possible. I know that you’re not ready to decide today and that’s fine. What I’d like to do is get you some high-level options and make sure you’re aware of the expiring incentives and promotions on these models. That way you’ll have good information to discuss with your family. 9 Step 3 of 3: Confident Ownership Decisions Turn-key Ownership Decisions _____________________________________________________________________________________ In all that we do, we want the Client to feel that they have a team working on their behalf. Consider the phrase “Our family serving your family.” This is the spirit and culture we see in the most successful dealerships. The Ownership Decision is the final ( and most sensitive) step in the Client’s decision-making process. It’s a common error to think this is a one-person activity. But we’re at our best when we work as a team. End in Mind: 100% Confidence x 3 1. 100% confident in the boat. Review how the recommended model addresses all client priorities. There are typically 3-5 core priorities that you must address and validate. 2. 100% confident that it’s worth the investment. Review and document at least (1) dealership feature that the customer conformed was valuable. Ensure this is in writing and part of the quote. 3. 100% confident that it makes sense to act now (next step, deposit, lake test, special order).. based on expiring promotions, first choice of inventory, limited inventory (might miss out), potential drops in live market value of the trade, preferred delivery dates, etc. After reviewing the value above… consider these elements of a Turn-Key Ownership Decision: 1. Present all relevant financial info and options (Price, Trade, Initial Investment, Payment) 2. Document all concerns – this may require some follow-up questions to fully clarify 3. Outline Client’s offer. Under what circumstances would it make sense to act now? 4. When appropriate: Take Client’s offer to GM, Owner, Lender, etc. 5. Assuming the negotiation leads to added value… Share the great news! 6. Turn-over to GM / Owner as needed (Recommended after 2-3 iterations) 10 Step 3 of 3: Confident Ownership Decisions Responding to Common Client Challenges and Concerns _____________________________________________________________________________________ A client concern is… o anything that delays, or prevents, the Client making a confident decision. o Concerns could also be called doubts, objections, and tough questions. o The Client could (and probably will) object to one or more elements of your proposal. It’s important for us to… o Use A.R.M. (see below) to respond to doubts and concerns. o Confirm 100% confidence in the boat. Make sure we’ve addressed the 3-5 top priorities. o Re-state relevant part(s) of the “summary close” related to dealer features and reasons to act now. Isolating Client Concerns o The ability to isolate and clarify Client concerns will limit the drama and the “back and forth” of negotiation that can frustrate both you and your Clients. o “Other than…” allows you to "isolate” a specific concern. “Other than the trade value, everything else is agreeable? o “Assuming…” “Assuming the trade value is agreeable, we’re ready to move forward with the lake test?” “Assuming we can reach a win-win agreement on trade value, you’re ready to secure your preferred delivery date with the $9,000 partial payment? Responding to Concerns Using A.R.M. Step 1: Acknowledge: o “I understand.” That’s a great question.” Step 2: Respond with relevant information or solutions: o “Here’s what we’ve learned from our Clients…” Step 3: Make a recommendation: o “Based on your priorities, here’s what I recommend we do…” Note: This technique addresses both the facts and feelings of client concerns 11 Market and Grow Your Business Personal Marketing and Client Follow-up _____________________________________________________________________________________ 100 prospecting activities per week to drive 5 kept appointments per week. o Track Kept Appointments by Associate on team scoreboard, update and discuss daily Log at least 2 new prospects per day and complete CRM follow-up activities as scheduled. Use the “Thank, Invite, Update” method to ensure quality activities o Plan what you will thank them for (demo, visit, entering contest, past business, etc) o Personal invitation…(product demo, dealer tour, event, contest, lunch, etc) o Update info in CRM (F.O.R.M. still own, still enjoy, still interested, did you know…) Who could we “prospect” to attract visits and drive sales? Current Clients Referrals Previous Clients Rental Clients On line Demos Private Sellers Event Leads Expiring Warranty Service Clients ESP Clients Storage Clients Parts Clients Friends and Family What could we offer to entice them to visit / make an appointment? Dealership specials and promos Demo Gear and Accessories Finance incentives and promotions Storage Options No obligation trade evaluations Service Reminders Events and seminars Industry News Product Demo Day Inventory – searching for Clients What should be done before we contact them? Research Client in DMS Set a reason for the call Check dealer events Get in the right frame of mind Check dealer inventory (Client can hear you smile) 12 Market and Grow Your Business Useful Phrases for Inbound Phone and Email _________________________________________________________________________________ Showroom, how may I help you! I’ll be happy to check on that for you. Let me just take some notes. By the way, thanks for calling, I’m, … and your name? What can you tell me about it? o There is a long list of standard and optional features, what specifically would you like to know? I can have all the information ready by the time you get here. How much does it cost? o That model is in the 210K to 230K range, depending on exactly how you configure yours. o Does that match up with your research? When you come in for our appointment be sure to ask for me. I’ll have all the information ready, and I’ll be able to make the best use of our time together. Fair enough? Great, see you soon! I am confident we can get you as much as possible for your trade. When was the last time you had your boat professionally appraised? Our service department has over 50 combined years of experience and 3 Master Technicians. People come from all over the area to have our guys maintain and enhance their boat. Also, all of our parts team members are factory trained mechanics, so they really know how to help you with any concept that you may have in mind. Assuming we can get you exactly what you want, and the numbers work out in your favor, what is our next step? What attracts you to that specific model? Have you had a chance to experience it on the water? That’s exactly why people do business with us. We want to make you so deliriously happy with your experience that you will want to tell all of your family and friends. Just so I understand your priorities, what’s the main reason you’ve decided not to purchase up to this point? 13 Market and Grow Your Business Online Inquiry Response (auto or staff-generated) _________________________________________________________________________________ Hi, Jay! Thanks for reaching out to us! We hope you’re having an awesome day. Our team here at will get to work on your request right away. We will provide you with… Expert assistance to choose the perfect boat for you and your family A complimentary, no-obligation On-the-Water Demo A tailored financial plan to fit your new boat into the family budget What’s Next? It’s easy… You can Text me at... You can Reply with any questions or requests to... You can click here to schedule a complimentary consultation and on-the-water experience. Thanks again and we look forward to talking with you soon! With Gratitude! Sales Professional Signature About our Team Since opening the doors in 1948, has enjoyed sharing the spirit of boating with our friends and neighbors. We believe the boating lifestyle creates a bond that is unlike anything else. We are committed to helping our Clients enjoy awesome adventures, create amazing memories, and forge lifelong friendships. To our current Clients, we thank you and we look forward to seeing you again soon. If we’ve not met you yet, we look forward to the opportunity. We invite you to stop by and say hello. 14