2. Qualify

Step Two: Qualify - Salesman's Goal: To "land" the customer on vehicle.

 

The second step in the salesman’s process is to determine what the customer would like to buy and then find a suitable vehicle in their current inventory. This may seem like a minor step in the process but it is a very important one. If the salesman doesn’t qualify the customer properly, their efforts will begin down the wrong track.

 

 

Salesmen are instructed to “walk and talk”. Good salespeople will always have their customers following them through the dealership, whereas, the "weaker" salesmen will be following the customer. Many times this is where the salesman will establish or lose control.

 

The salesman will try to “land” the customer on a car simply by showing the customer the dealer’s inventory.

 

However, on some occasions salespeople will try to steer the customer toward a “Spiff” car. When a salesman sells a "spiff" car they will receive an extra bonus.  Salesman love "spiff" cars, not only because of the extra commission but they are usually a quick and easy sale.

 

In the event a salesman does not find a car for the customer, the management will instruct the salesperson to “Turn” the customer to a new salesperson.  A “turn” is often mandatory because the dealer wants to be certain that they have had every opportunity to sell a car. They believe that a change of personality will enhance the possibility to move to the next step. 

 

The “turn” can occur at any Point in the seven steps if the salesman loses “control” of the customer.