Seven Steps to a Sale. 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 in their “walk-around.” For example, if the car is in a row of vehicles, the salesman 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 he doesn’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 the 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 to sit in the passenger seat while they sit in the driver’s seat. This is by design and is used to maintain control.
Note that 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. As a matter of fact, “Strong” salespeople will never ask the customer to take a test-drive. They will simply drive away with the customer seated in the passenger seat. When the customer finally gets to sit behind the wheel, they will be at the next step: the test-drive.