Shift Nissan 350Z 2008 Sales Manual Passion
Nissan 350Z 2008 Sales Manual Shift_ Passion By Quang Lam © 2008 Nissan 350Z Sales Manual Table of Contents Section History 2 Philosophy of the Company 3 Pre-Approach 4 Approach 5 Determining Customer Needs 6 Product Demonstrations 8 Customer Objections 11 Closing 12 Suggestion Selling 13 Follow Up 15 Quang Lam Shift _ Page No Marketing 1/2 Period 6 1 Nissan 350Z Sales Manual History The Nissan Motor Company was founded in 1933, although its roots trace back a little bit farther. The first Datsun, Nissan’s alternate brand name, was built in 1914 by the Kwaishinsha Motorcar Works. In 1925, the name was changed to the DAT Motorcar Co., using the acronym of the three founder’s surnames, Den, Aoyama, and Takeuchi. In 1933, the Nissan Motor Co., Ltd. is founded in Japan and four years later, the Datsun Type 15 becomes the first mass-produced Japanese vehicle.By 1958, the first Nissan/Datsun arrives in America, in the form of 1200 sedan. By the end of the 50’s, Nissan established a strong reputation in both the Japanese and American markets. The Datsun 2000 roadster was one of the staple Nissan vehicles early on. Its design would later inspire and influence Nissan’s world-famous “Z” sports cars. The first “Z” was launched in 1969 as the 240Z. It offered European style performances at an affordable price and quickly became the best-selling sports car in the world, even overtaking the famed American Corvette. The engine size would proceed to grow with each new model, the 2.6 liter 260Z and then the 2.8 liter 280Z. 240Z 280Z In 1973, Nissan sold it’s one-millionth vehicle in America and was still progressing strong towards the end of the decade, also becoming the top US vehicle importer. The 300ZX sports coupe made its debut in 1984, sporting a powerful 3.0 liter V6 engine. It became the second best selling Z ever, selling about 73,000 units in 1984. However, towards the end of the 1980s, the sports car market suffered a downturn. The cause for this was a new consumer demand for multi-purpose vehicles such as minivans and sports utility vehicles. In response to this downturn, the second generation 300ZX came out in 1990 sporting a more aggressive stance and tighter proportions. The 1990 model was well received and won Motor Trend’s Import Car of the Year as well as making the Top Ten Performance Cars list. However, by 1996, production ceased due to decreasing sales because of the high price of the 300ZX. The Z line was retired for the first time. In 1999, there were rumors of a new generation of the Z car. Initially, Nissan wanted to recreate the 240Z, but utilizing the 2.4L was thought to be a step backwards. So instead the 3.5L VQ engine was assigned to the new model, and the 350Z was born. 300ZX Shift _ 350Z 2 Nissan 350Z Sales Manual Philosophy of the Company “We value our people. Employees are the heart of the company. Having chosen personnel with commitment to the highest standards, through teamwork, we aim to create corporate understanding and loyalty to one another.” “We value our partners. With dealers and suppliers, we will work a long-term partnership, encouraging pride in Nissan and being receptive to all suggestions and improvements.” We value trust. We will demonstrate trust and respect by encouraging each other to accept responsibility and be accountable for our actions. “We value challenges. We will constantly question the status quo and improve practices and processes through innovative suggestions and constructive criticism, without any fear of recrimination.” Nissan Motors’ corporate philosophy deals with four main levels – the people, the partners, the trust, and the challenges. When referring to people, the Nissan talks about its employees and team members. They are a vital part of the company because they make up the core of the company. Without the employees, the company would not be able to function or maintain and sustain itself. However, the people must also refer to the customers, as without them, any business would die. The customer should always be first in mind in each operation of the business. The value of the customer is priceless because the purpose of the business is to satisfy that customer and provide products that they want. Nissan’s partners are the second key component to the company’s prosperity. Dealerships, aftermarket parts manufacturers, raw material suppliers, sponsorship recipients, and Nissan itself must all work together in order to achieve the best interests for all of parties involved. Without partners, Nissan would not be able to expand and must micromanage every part of their business. The Nissan corporate philosophy encompasses trust because it is one of the most important values that a business can have. Trust means that the customers can buy the company’s product without hesitation or worries about defects or malfunction. Trust also means that shareholders are entitled to fair trades and practices concerning company stocks and shares. Finally, challenges are important to the company because it helps the company grow and innovate by progressing towards the future and researching new technology. The obstacles and roadblocks would only help the company grow and expand. With this statement, Nissan shows that it is ready to take on anything and ready for the future. Shift _ 3 Nissan 350Z Sales Manual Pre-Approach Customers are just regular people until they buy a product, so usually a business must identify them. To do this, the pre-approach is used to search for prospects, or people interested in buying a company’s product. Many methods are used, much like advertising, although prospecting helps the company find the customer, where advertising helps the customer find the company. Then once the customer is identified, then the selling process can begin. Methods of Prospecting Ways to find potential customers vary from business to business. Some methods may be more effective than others depending on the situation. For finding potential customers for an automobile, the following methods should be used: - Contacting repeat customers - Replying to request for price quotes - Working with other companies to advertise Steps for Selling Contact Repeat Customers Contact a previous customer after 36 months to let them know about newer Nissan models. Ask them if they want to trade their current vehicle in for a newer one Reply to Requests Potential customers may search for cars ahead of time on the internet. Cars at the dealership will be listed on these sites and the customer may ask for a price quote. Reply and ask them to come visit the dealership. Work with Local Businesses Offer deals to local businesses, which may encourage the employees to buy a car. Check with the manufacturers for such deals and get the word out to these businesses. •Give a prompt, sincere, and natural greeting. •Offer amenities (refreshments, coat hanging, etc.). •Determine the reason for and objective of the visit: leave browsers alone and proceed with serious shoppers. •Put the customer at ease with small talk. •Exchange names. •Establish rapport and build trust by asking open-ended questions. •Find out where the customer is in the sales process. •Listen carefully; ask if the customer is ready to go on, or if he or she needs more time. •Give an overview of the Nissan Sales Process. Shift _ 4 Nissan 350Z Sales Manual Approach The approach is the initial first contact with the customer as he/she walks into the dealership. Salespeople can make or break a sale during the first few minutes with a customer, so the initial approach is crucial to the sale. What you say to the customer upon the initial contact will determine what the customer will think of the brand and product as well as the service. The salesperson only gets one chance to make a first impression, so it its important to make it a lasting one. Direct Approaches “Hi. Welcome to __ Nissan. My name is __ and I’m here to answer any questions you have.” “Good afternoon, (sir or ma’am). My name is __ and let me personally welcome you to __ Nissan.” “Hello. My name is __ and I’d like to welcome you to __ Nissan.” Retail Approaches “Hi. Welcome to __ Nissan. Can I offer you any refreshments?” “Good to have you here today. Have you heard about our sales event? ” “I see you have in interest in this vehicle. Are there any questions you have?” Shift _ The first thing to do is to make a good initial impression on the customer. It is important they understand that their buying experience is just as important to the salesperson as the customer themselves. Remember the following standards that should be followed when a customer enters the dealership: Upon arrival, give the customer sufficient time to familiarize themselves with the dealership. Do not approach tem right away. This will allow them to acclimate themselves to the dealership and feel more comfortable during the buying experience. Every customer should be greeted courteously and in a timely manner. After they acclimate to the dealership, be prompt in giving them a courteous greeting and remember to smile when doing so. Important tip: Never ask the question “Can I help you?” when approaching a customer. If they didn’t need help, they would’ve bought a car over the internet and had it delivered to their home. 5 Nissan 350Z Sales Manual Determining Customer Needs Knowing what the customer needs or wants is crucial before the sale because the salesperson must identify what the customer will want from their visit to the dealership. To help identify the needs, questions can be asked to determine what the customer is looking for and what products would interest the customer. Discovering what the customer wants in a car will help the salesperson determine what features or packages to include to entice the customer. Every customer is unique, so it is important to utilize this step to find the car that best fits the customer. Sample Questions: Below are a few effective questions that can be asked in order to best gain the most information on what the customer is looking for: - What are you looking for in a new car? - What do you dislike about your current car? - Which features would interest you the most? - Which features are missing in your current car? - Describe your perfect driving experience. Other Methods to Determine Needs: Important tip: Never ask a yes or no question. A “yes” or “no” reply can end a conversation and prevent more information from being passed from the customer to the salesperson. Observation – observe the customer’s facial expressions, hand motions, or eye movements to receive clues on a customer’s interest. Listening – listen carefully to what the customers says to pick up clues to customer needs. Example: Shift _ “I want a car that is fun and safe to drive. My last car was fast but did not have enough safety features.” 6 Nissan 350Z Sales Manual Determining Customer Needs (cont.) It is important to keep in mind that every customer is different and there are many types of customer. How the salesperson deals with each type of customer in this type of selling situation will affect the outcome of the sale. Each customer may differ in personality, spending limits, style, preferences, etc. To help determine customer needs for each type of customer, use the questions that were suggested on the previous page. OR To further prepare for the selling situation, it is best to prepare for each type of customer that will walk into the dealership. Remember that every customer is different however, but there are certain aspects that can divide the customers into groups. One way is to determine how much the customer wants to spend on their purchase. The amount that they are willing to spend will determine what type of vehicles they are looking for when they enter the dealership. However, never ask the question “How much are you willing to spend?” Instead, use more subtle questions like “What type of car are you looking for?” Finally, determine what type of vehicle the customer will want to buy. It would be pointless to try to sell a 350Z to a customer looking to buy a family vehicle. The target customer for the Nissan 350Z should be one who is looking for a sports car and willing to spend around $35,000. Use the questions provide to help determine the customer needs because it goes a long way to assist the customer in buying the right vehicle, whether it is the 350Z or any other Nissan vehicle. Shift _ 7 Nissan 350Z Sales Manual Product Demonstration Why does a customer want to buy a product? This question is answered in the features and benefits outline of the product. This section explains the benefits of the product to the customer and why it would interest them to buy it. It is just as important for the salesperson to know the product they are selling in order to inform the customer about the product. Features Performance Personal Seats Leather Lower cushion cutouts Heated seats 8-way adjustable Comfortable. Able to drive long trips with comfort. Leather increase value. Engine VQ35DE 3.5L V6 Produces 287-296 HP Forged rods, high flow intake Fun and sporty to drive. Gets from point A to point B – FAST. Durable, cheap to fix. Suspension Front/rear strut bars Front/rear stabilizer bars Ripple control shock absorbers Corner on a dime. Safe. Better steering response. Smoother ride. Safety Advanced Airbag System High strength cabin structure designed to absorb energy in an impact Comfort of safety. Reduced risk of harm in accidents. Cheaper to insure. Aerodynamics Underbody airflow management Underbody diffuser Rear spoiler Reduces drag which increases fuel economy. Better fuel economy means less money spend on gas. Shift _ 8 Nissan 350Z Sales Manual Product Demonstration (cont.) The product demonstration step is the salesperson’s best opportunity to present personalized information to the customer in order to paint an ownership picture in their mind. It is also a great opportunity to establish the vehicle’s value and build relationships with the customer. Remember that effective vehicle presentations are an art and a science. The art part includes being able to demonstration memorable and being able to answer any problems or questions that the customer has. The science is where the salesperson leads the customer around the vehicle to best highlight key features and qualities. SPACED Safety Performance Appearance Comfort Economy Durability The SPACED demonstration is best used to cater to customer interests and needs. Find out what the customer is seeking and craft the presentation on those needs. Walkaround Exterior Styling Interior Engineering Engineering Interior Cargo Quality When walking around the vehicle, make sure to comment specifically on these categories. Make sure not to forget or overlook any important features. Shift _ 9 Nissan 350Z Sales Manual Product Demonstration (cont.) Feature Benefit Demonstration Commitment Convertible, fun to drive in the sun. Allow customer to sit in the vehicle. Open and close the top. “Wouldn’t this be fun to drive in the summer?” Leather Seats Comfortable. Increase value of the car. Allow customer to feel the leather and sit on the seats. “Now isn’t that classy and comfortable?” Color Personalizes the vehicle. Matches the customer’s style. Bring out color samples and allow customer to view them side-by-side. “Would you agree that this color looks nice on the 350Z?” NISMO Model Better overall performance. Fun to drive. Fast. Outline features of the model and why it is better than the base model. “How many other cars do you think can match the performance?” Wheels Personalizes the vehicle. Added value to car. Bring out the type of wheels available and set them sideby-side. “Don’t you like the look of these rims of the car?” Roadster Model Test Driving Finally, the best way to demonstrate the vehicle is to just let the customer test drive it. There is no better way to get a good feel for any vehicle than to sit behind the wheel and take it out for a spin. Shift _ 10 Nissan 350Z Sales Manual Customer Objections Not every sale will go smoothly and successfully. In fact, most of the time the customer will object to buying the product. In order to be successful, determination and persistence is needed. There are effective ways to overcome these objections, which may even be a positive sometimes. Objections might allow the salesperson to explain more about a product or learn more about what the customer is looking for Selling a vehicle can be a long and tedious process because the value of a new vehicle is high, and so the customer must go through a complex buying process. Objections will be commonplace, but the key to success is being able to overcome these objections or at least learning from them. Possible Objections “I’m not looking for a sports car, I’m in need of a family car.” “It just looks too expensive for me.” Overcome: “Well, then let me show you our new Nissan Rogue. It’s an SUV that can fit the whole family and be just as much fun.” Overcome: “The Nissan 350Z is actually more affordable then most of the cars with there with this much power. The base model starts at less than $30,000.” “The 350Z is great, but I’m also considering the new Audi TT. I heard it’s just as much fun.” “Driving fast just isn’t safe.” Overcome: Ask the customer what would interest them and tell them about features that they would like. Overcome: “The Z can be a great daily driver, not to mention it has a five-star crash rating and multiple airbags. “I know a different dealership that offers a better price.” “I just don’t know if it’s the right car for me.” Overcome: “Well, we can match that offer and considering the great service here, why would you want to go anywhere else?” Overcome: “Tell me what you’re looking for and I’ll help you find the right vehicle. We offer a wide variety here at Nissan.” Shift _ 11 Nissan 350Z Sales Manual Closing Now that the customer has expressed an interest in the product, it is time to close the sale. Closing the sale means to come to a mutual agreement with the customer about the sale. This process will solidify the sale and set the stage for a successful transaction. The first thing to do is to verbally close the sale. There are many ways to do this and experience will usually tell which close is best to use. The Action Close The action close requires the customer to do something. After finishing up the presentation and receiving the necessary agreement, ask the customer to take action to close up the sale. This close is best for customers with an active personality who feel like they need to do something to make it official. Ex: “So, would you like to see to the paperwork?” The Minor Point Close The minor point close brings up an insignificant question where a “yes” will usually implies that the customer is willing to buy. This close is not a definitive close at the end of the sale but rather used multiple times during the presentation to cumulate a tentative agreement. Ex: “Can you imagine driving this car in the summer?” The Direct Close This is the most upfront technique. It is effective because it gets the customer’s agreement on the spot. However, the fear is that the customer may not be ready to buy and bringing up the question can only add to the uncertainty. Use this close when the customer seems interested and confident about the vehicle. Ex: “So, does this car satisfy you?” Once again, only experience will tell which close is the most effective. These closings may be used together to be even more effective. Make sure that the customer is ready and give them some time to think about it before asking them to make any commitments. Shift _ 12 Nissan 350Z Sales Manual Suggestion Selling Once the customer is committed to purchasing the vehicle, it is time to suggest options and features that are not standard. Not only will this help the customer personalize their new vehicle, but it also increases the amount of purchase. First, ask the customer which model they want. Available are the base model, the Enthusiast, the Touring, the Grand Touring, or the NISMO edition. Then, suggest added features to help them customize the Z to their liking Base model Touring Grand Touring Shift _ - Exterior color $400 - Automatic Transmission $3,000 - Chrome Wheels $1,670 - Side Curtain Airbags $620 - Cat-Back Exhaust $1,100 - Titanium Shift Knob $140 - Carpet Floor Mats $95 - Shocks and Springs $1,800 - Front/Rear Sway Bars $500 - Rear Deck Spoiler $400 - Aero Side Sills $470 - NISMO Floor Mats $69 - Splash Guards $160 - Aerodynamics Package $550 - Cargo Package $80 - Aluminum Kick Plate $110 - Carpet Trunk Mats $70 13 Nissan 350Z Sales Manual Suggestion Selling (cont.) Finally, for long-term suggestion selling, contact the customer after 36 months and inform them of new Nissan or 350Z models. Ask them if they want to trade their vehicle in. Because of this, it is important to satisfy the customer and establish a good relationship with them. Repeat customers are a major source of sales at car dealership. If a customer has a good buying experience, they will often come back again when looking for a new car. Shift _ 14 Nissan 350Z Sales Manual Follow Up Once the paperwork is complete, The customer will expect courtesy and professionalism during the delivery process. Remember to follow the guidelines when going through the delivery process. Even though delivery marks the end of the sale, it’s important to show the customer that an ongoing business relationship is more important than just selling a car. Important tip: The little things mean a lot. Find out what the customer’s favorite radio stations are and help them set the stations while explaining how to tune the radio. Set the correct time while demonstrating how to operate the clock. Write down the key code on the back of a personal business card. That way they always keep the business card in their wallet. It makes a good reference for them and can lead to future sales. This attention to detail helps the salesperson stand out in the customer’s mind and as a person who cared about their satisfaction and didn’t just rush them out the door at the end of a sale. - Make sure that the vehicle is delivered to the customer with all the promised features. - Do a PDI (pre-delivery inspection) to ensure that the exterior and interior of the vehicle is clean and undamaged. Pay close attention to detail and if a problem is found, address it immediately. - If the problem can’t be fixed immediately, make arrangements with the customer to correct it at their convenience. - Explain the following items to the customer in detail: - Maintenance schedule - Operating controls - Warranty terms - Owner’s manual - Make the delivery special and share the excitement with the customer. Shift _ 15 Nissan 350Z Sales Manual Follow Up (cont.) 1 day after delivery Send customers a handwritten note or e-mail thanking them for their business and telling them that the dealership looks forward to dealing with them again 5 days after delivery Call them on the phone to make sure they are happy with their vehicle. If not, find out why and address the problem immediately. 15 days after delivery Call them on the phone to let them know the dealership is sill concerned with their satisfaction. Ask for referrals. 30 days after delivery. Send them a small gift related to their purchase. Ideally, this gift should be a conversation starter. Continue to check in with the customer every three months to make sure they are happy with their vehicle and to ask for referrals. After 36 months, start telling them about new Nissan models and ask them if they want to trade theirs in. If the salesperson establishes a regular, systematic follow-up timetable, the results will speak for themselves for years to come. Keep track of things that individual customers share during the sales process — such as birthdays, favorite sports teams, and family interests — to help maintain personal relationships that will lead to future sales. Doing all this will build the brand name and also establishes a lasting relationship with the customer. It will lead to future sales in the form of referrals and repeat customers. Shift _ 16 Nissan 350Z Sales Manual Notes Shift _ 17
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