David Eschbachdavid@igotimes.com

• 20 Years of Automotive Experience

• Published in over 25 Automotive Trade

Magazines

• Management Positions With Tier 1 and 2

Automotive Manufactures

• Owner IGO Times.com

• Owner Surgioscopy LLC

• Owner Thomas Grace Consulting

• Specialize in strategic planning for team

building, sales and leadership roles.

8 AUTO

REPAIR

LOCATIONS

WITHIN 1 MILE

73 AUTO

REPAIR

LOCATIONS

WITHIN 3 MILES

206 AUTO

REPAIR

LOCATIONS

WITHIN 5 MILES

504 AUTO

REPAIR

LOCATIONS

WITHIN 7 MILES

The Big Question

WHY YOU?

THE SALESMAN’S

PLIERS

Features

&

Benefits

Features:

They are facts, data, or information about

your services or products. Features are

unpersuasive because they give neutral

facts. By themselves they don’t provide

Buying Motive.

Benefits:

A Benefit shows how a Feature can help

a customer. A Benefit provides Buying

Motive by showing how a service or

product can meet an Explicit Need

Expressed by the Customer.

**A feature is often information we

want to give to the customer.

**A Benefit is information

requested by the customer. The

request for these benefits are

often not directly expressed by

the customer. A good

salesperson will discover these

request through the practice of

proper questioning methods.

Basic Listening Rule

Ask Questions And

Listen..

DO NOT WAIT TO TALK

WHY DO WE RELY ON

FEATURES?

We Deal In Terms Of

You Break

Me Fix

OR

REACTIONARY

SELLING

Putting The Focus

On FEATURES

Is Often Our Fault

Features Encourage

Price ObjectionsThe Basic Role Of A Feature Is To Add

Cost

BUT!!!

During The Age of Commodity Selling Retailers Used Features To Sell Cheap Products. They Used Features To Inflate The

Value Of A Cheap Product Therefore Using Price

As The Closing Tool.

During The Age Of Commodity Selling

There Was Little Product Or Provider

Differentiation. People Were Selling

Price.

If There Is No Product Or Provider

Differentiation And You Are Selling On

Price Then What Differentiates

PRICE

Today, We Are Going To

Retrain Our Brains

WHAT IS OUR ULTIMATE

GOAL?

TO CREATE A LIST

OF LOYAL

ADVOCATES

To Build A List Of Loyal

Advocates

Requires Repeat Customers

That Turn Into Repeat Clients

That Turn Into Repeat Advocates

What Will Be Responsible For The

“Repeat”

BENEFITS

Features And BENEFITSA Picture Is Worth A Thousand Words

Advantages Are NOT BenefitsAdvantages Are NOT BenefitsAdvantages Are NOT BenefitsAdvantages Are NOT Benefits

Advantages Are NOT BenefitsAdvantages Are NOT BenefitsAdvantages Are NOT Benefits

Advantages Are NOT Benefit

Out With The Old

• A Common Belief In Our Industry Was that our front counter people had to be “Technical”.

• They Don’t Have To Be “Technical”. They Have To Possess The Ability To Translate A Technical Message Into A Statement Of Benefits.

You Don’t Have To Believe

Me

Tony Robbins

Peter Drucker

Jeffery Gitomer

Zig Ziggler

Chet Holmes

Malcom Gladwell

Neil RackhamMitch Schneider - Bob Cooper - Bob OConnor

WIIFYWhat’s

In

It

For

You

Never Make

Them Think

People Only

Know What You

Tell Them

Your

Feature

Statement

The

Customer’s

Benefit

Conclusion

By Providing Benefits…

Your Customers Know What You

Told Them…

And They Don’t Have To Think…

You’ve Successfully

Bridged The Gap

Between Message

and Understanding…

Deep Thoughts

By: David

W I I F Y

BENEFITS WILL INCREASE THE VALUE OF THESE PARTS

Come On

Everyone

And Say It

With Me…

WIIFY

I Said

Say It

NOW

WIIFY

The Power of Benefits

In 2001 IBM introduced a new multi port printer, copier and

fax machine. (Office Machine)

In conjunction with a sales research team IBM put 100 Sales

Representatives through traditional “sales training” and equipped

them with only Features of the Machine.

They also took 100 Sales Representatives and put them through

experimental sales training, providing them absolutely NO

Features or Technical information about the machine. They

equipped the Sales Representatives with only key Benefits of the

machine.

After 6 Months In The Field…

Team B (benefits team) Outsold Team A (features team)

8-1. Team B Also Outsold Team A In First Time Sales Calls

5-1

Practice Makes Perfect

Lance Armstrong

Practices

100 Miles

For Every 1 Mile

Of

Competitive Racing

Practice Makes Perfect

Chet Holmes Bases

His Entire Theory

On Practice And

Operating Like A

“Machine”

Malcom Gladwell

Uses The Time Of

10,000 Hours

Before Considering

Yourself an Expert

Practice Makes Perfect

Tiger Woods Practices

With 16 Girlfriends

For Every 1 Wife

Opps Wrong Statistic…

He Takes 250 Practice

Shots For Every 1 Real

Tournament Shot

Practice Makes Perfect

My Good Friend

Brian

“The Round

Mound Of Sound”

Casserly

Practices

4.5 Hours For Every

5 Minutes Of

Recorded Music.

Practice Makes Perfect

How Much Do You

Practice To

Master Your Craft?

Who Me?

Yeah You

You Mean In

Front Of All These

People?

I Don’t Mean In

Front Of Your

MaMa

Now Get Out Of

That

Chair And Get

Up

Here!!!

The Role Play GoalIT IS DESIGNED TO BE

FUN!!!

FOR SOME IT MAY BE A

LITTLE SCARY

Role Play 1

• Female Customer (age 25)

• 2007 Subaru WRX (54,000 Mi)

• Referred to your shop from my boss

• You Just did an oil change and checked over the car. You didn’t find anything wrong that jumped out at you except for a leaky shock

• My boyfriend told me all mechanics are evil and will screw me over…

**Whereas, you are a great salesperson, you ask a very opened ended question.

“How do you like your car?”

Oh, I love it. I drive it everywhere. I live in the suburbs and my boyfriend lives in the city. He doesn’t have a car so I drive all the time.

I love the sunroof, stereo and the power. It’s super fast but sometimes it feels sort of wibbly-wobbly when I drive fast around turns. It sometimes feels like I should have more control. But I guess that’s just the way it’s built.

Role Play 2

• Male Customer (age 31)

• 2005 Chevrolet Malibu

• Loyal Customer for the past 3

years.

• Two months ago you did the

following work.

• Head Gasket

• Intake Gasket

• A/C Charge & Compressor

• Front Brake Job

$Big Ticket.00

**I come in with potentially,

catastrophic transmission

problems.

I work full time but I don’t make

“a lot” of money. I’m trying

to save up for a wedding in 5

months.

I just bought a house and my

wife who works for BP has

been laid off.

**you don’t know anything

about her car because you

don’t service it.

Oh, and I’m super fine…

Role Play 3

Male Customer (age ?)

2008 Chevrolet Equinox

It’s his wife’s car

Very Schedule Regimented. Of the 168 hours of a week he has 112 hours scheduled.

The only reason he really uses your shop is because you have free wi-fy. That way he can work when you’re doing minor repairs.

His wife ran over a curb and knocked the entire rear suspension out of whack. In addition to that he asked for a list of other repairs including the replacement of a wiper washer motor.

When you call him with the quote of $750.00 for the rear suspension repair he states, “Go ahead and fix it, as long as my wife is safe driving down the highway”.

He brought in the car on a Monday…You promised it Wednesday…You didn’t deliver until Friday but he’s pretty understanding.

Upon picking up the car he asks if you replaced the wiper washer motor. You forgot… You have to order it and it won’t get in until next Monday. You know he doesn’t have time to keep coming back.

Wrap Up

• Every Part Has a Benefit

• Customers Buy Benefits

• Think WIIFY

• Every Feature Must Have

A Benefit

• Sales Is a Craft That

Must be Practiced

• Every Sale Person

Should Have Their F&B’s

Ready to go and

rehearsed

• Every Sale Has a

Process

Micro-Soft Founding Members ‘78