3. The Walk Around

Step Three: Walk-Around - Salesman's Goal: Demonstrate the features and create obligation.

 

The “walk-around” is the third step in the salesmen’s process. This is when the salesman will highlight the features and benefits of the selected car. It is called a “walk-around” because the salesman "walks around" the vehicle while demonstrating it features. 

 

 

The better salespeople will almost always have a method to their “walk-around”.  For instance, if the car is a row of vehicles, the customer will "spot-light" the car by pulling it out of the line.  This extra effort will almost always provoke the customer to say “don’t go to any trouble”, this is because they don’t want to feel obligated to the salesperson. Of course, that is exactly what effective salespeople are trying to achieve.

 

Often, the salesman will begin the “walk-around” on the outside of the vehicle and initially prevent the customer from sitting in the driver’s seat.  They will first demonstrate the trunk space, engine compartment and exterior features.  Salespeople realize that the customer’s first impulse will be to sit behind the wheel. Therefore, they will not let the customer sit in the car until they have created some desire.

 

When they reach a Point to demonstrate the interior features, they will have finished their exterior "walk-around" right next to the front passenger door.  They then ask the customer sit in the passenger seat and they will sit in the driver’s seat.   This is by design and used to maintain control. (Still, the customer has yet to sit behind the wheel.)

 

By performing the “walk- around” in this manner they are now in the perfect position to begin a test drive.