What I Found When Mystery Shopping A BMW Dealership This Week…
Today, Phil and I are out shopping for a new car…. In fact, I’m currently test driving a BMW 328i and will be comparing the vehicle and the service with the C Class Mercedes Benz.
This experience really reminds me of how important every step of the sales process is, and how you must give it your absolute very best!
You know I’m out driving a $90,000 BMW right now and there is no salesperson with us… The car is filthy, the carpets are a mess, and the outside of it is an absolute mess…
So what was my salesperson like…?
EXCELLENT MEET & GREET – CHECK
NEEDS ANALYSIS – FAIL – Didn’t ask me anything about my family, what I need the car for, why I am upgrading, what I want out of the car…
PRESENTATION – AVERAGE – He only showed me the things he was interested in like the Sat Nav. As he didn’t ask me any real questions, he didn’t know how best to present the car. In fact all I really found out was the economy and comfort of the car… Shame I am mainly interested in the appearance and the performance…
VALUATION OF TRADE – FAIL – No offer or interest in the RX Lexus I drove in with.
MANAGEMENT & FINANCE INTRO – FAIL – The manager walked past me at least 3 times without any acknowledgement
DEMONSTRATION – FAIL – He said, “You guys can take it for half an hour” and threw us the keys….! The salesperson has no idea who we are, what we do for a living, he hasn’t got our car keys, he didn’t suggest where to take it…. No idea
ASKING FOR THE SALE – FAIL – Just asked if we have any questions, and when we threw in the objection of wanting to go and have a look at the Volvo he didn’t try to provide reasons why we should buy.
Remember, we’re driving a $90,000 car here and I’m out driving it myself knowing nothing about it! I don’t even know how to drive the thing properly and how everything works. This salesperson would you agree has given a mediocre performance!?
This week I wanted to encourage you to ensure you are giving excellence to the entire sales process every time if you want to succeed in sales in 2014! We can’t take shortcuts and expect to make our target and stop our customers from shopping us.
So I’m going to take this BMW back, and I’ll catch you next week on Telling It Straight where I’ll share what the Mercedes salesperson was like…