The delivery is without a doubt, the most important part of a sale. I firmly believe that if your people do it right, these customers are going to make your store successful down the road. Because as you know, if they are happy now, they will buy from you again as well as send everyone they know to buy from you.
When the customer leaves the dealership after picking up their car, they should be the happiest people in the world. If not, somebody did something wrong.
I am sure you have a delivery process in place now and it may be working well, but if you don’t, or if you think everyone is kind of doing their own thing when it comes to deliveries, then this article is for you.
I have laid out what I think is the right delivery system along with bullet points, tips and dialogue. I have written this for your salespeople so simply make copies and have your managers go through it in a sales meeting or two. Make a delivery system part of every deal.
Here are the two rules that you must adhere to, insuring this customer is yours for life.
A. Follow up
It sounds simple enough, but you would not believe how many salespeople, knowing they have a car going out at 5:00 pm, sit around until 4:45, and then go check on the car only to find out that nothing has been done on it! The cruise control wasn’t installed or the car is still, or whatever. Don’t let that happen to you. Assuming this is not a spot delivery, it’s your responsibility to start the ball rolling. Simply follow the car all day and make sure everything’s done. Because who has more at stake with this customer? You, who stands to make a $350 commission, or a set-up person who makes $12 an hour? Just because you closed a sale and the customer has left doesn’t mean you should assume someone else is going to take the ball from here… even if it’s his or her job. Get with the new or used car manager (depending on whether the car is new or used) and find out what needs to be done.
[list:1i6tf1cq]• Do we have to install cruise control?
• Who does it? An outside vendor or one of the technicians here at the dealership?
• Do we have to write an order to get the work done? (You bet your bottom dollar you do! No service department will do work on any car without one.)
• Do I have to take the car to some outside vendor to get the sunroof installed or will they send someone to pick it up? Or do they do it here?
• What about the customer’s trade-in? Did they leave us the title? Who has that? [/list:u:1i6tf1cq]
B. Be there
If you have a car going out at 5:00 pm, don’t have a fellow salesperson deliver the car because you have a doctor’s appointment. There are a couple problems with that. First off, nothing ever goes 100 percent on a delivery. There are always snafus; some major, some minor. Hopefully if you follow up you can keep those to a minimum, but shi… I mean stuff happens. Maybe the lot kid who washed the car, moved it to “sold row,” and went home with the keys in his pocket. Or maybe the customer forgot to bring the title to the trade-in. All sorts of things like that can happen.
If you have someone else to do your delivery they certainly aren’t going to jump through hoops to keep the customer happy. The salesperson will just hand the guy the keys, “Jack said he couldn’t make it for your delivery, so if you have any problems call him. He’ll be back tomorrow. The car is over there.” Boy that certainly was exciting for a guy spending $25,000, wasn’t it?
The other problem is if you ask a guy like me to do your delivery, your customer has just run into a buzz saw. I am going to give your customer the red carpet treatment. He’s going to wish he bought the car from me. And when he leaves, I am going to give him three or four of my cards! “Listen, if your salesperson isn’t around when you have a question or anything, I’ll be happy to help you. By the way, as you know most of my business comes from repeats and referrals just like yourself so if you ever run into anyone who needs help with their transportation needs, give them one of these cards and I’ll make sure there is something nice in it for you.”
So if you don’t want a Jack Bennett to deliver your next car, I encourage you to be there. If you don’t care enough about your future to take care of these people, I will! When the paperwork is done and the customers are ready to drive away, you have to be there! You have to be right in their face telling them how much you love them. If your manufacturers have checklists for each make model, make sure you use them and cover everything. And most dealerships also have a checklist for the used car deliveries.
When it comes to the mechanics of how the delivery is done, here are a few points:
1. Make sure the car is ready before the customer gets there.
2. Make sure the paperwork is ready before the customer gets there.
3. Remind the customer to bring the title, extra keys, down payment and any other papers.
4. Remind the customer to allow an hour and a half to complete the delivery (for new cars).
[list:1i6tf1cq]• When the customer arrives, introduce the business manager who will take care of their paperwork first.
• Introduce the new owner(s) to the service people.
• Explain and complete your paperwork.
• Explain the warranty.
• Review the CSI questionnaire the customer will receive in the mail.[/list:u:1i6tf1cq]
5. You show them their new car!
[list:1i6tf1cq]• You show them their new car and do a mini walk-around. What I mean by that is you don’t have to go into the detail you did when you sold them the car.
• In the trunk area show them where the spare tire and jack are located and how to use them.
• Under the hood, show them all the operational things like where to check the oil and add the windshield washer solvent.
• Inside the car, take your time going over all the instruments throughout the interior. Always try to preset the radio stations to the same ones as their trade in. It’s a nice touch.
• Fill fuel tank on new cars if applicable.[/list:u:1i6tf1cq]
Remember to make a “show” out of the delivery. Reinforce the buying decision and let customer know he/she has made the right decision to buy this car at this time.
The last thing you do is this. You say, “Mr. Jones, as I mentioned before most of my business comes from repeats and referrals just like yourself, so I would appreciate it if you could help me out. Here are a few of my cards. If run into anyone you know that may some day be in the market for a car; please give them one. I have your name written on each one so when they come in, I’ll be able to take care of you as well.”
[list:1i6tf1cq]• Say “hello” not “goodbye”.[/list:u:1i6tf1cq]
That’s all there is to make a perfect delivery. Be polite. Be complete.
Good luck and great selling.
Next month I will be including a follow up/prospecting sheet that will help ensure all of your salespeople are asking for more business.
Jack Bennett is the author of “You Can And Should Sell Cars,” http://www.youshouldsellcars.com. He has been in the business for over 30 years and has trained thousands of salespeople across the country. He is now the owner of Main Street Auto Sales in Fond du Lac, WI.