Make Your Product Presentations Interactive
Michael T GlynnPeople, unlike businesses, purchase cars based on their emotions. They do it because they like the car, want the car, and believe they will enjoy having the car. All of the analytical stuff they do is mere rationalization to make themselves feel good about the 'smartness' of their decision. With this understanding, the goal of any walk-around or product presentation is to produce an emotional connection between your customer and the car you're showing. Some people are very open with their emotions while others barely show them at all, but make no mistake about it - they all buy because of them. People buy when they can picture in their minds an image of themselves driving the car and enjoying its features, and that image makes them feel good. Done. Nobody ever buys because you were able to rattle off more specs than anyone else.
Walk-arounds and product presentations should be interesting, memorable, and emotionally engaging, not a boring recitation of features and benefits. The objective is not to prove things, but to educate your customers in a captivating way that creates real emotional desire for the vehicle. There are three levels on which you can present features and benefits. You can tell your customers about what some feature does and they will hear it (sort of boring). You can show your customers what some feature does by demonstrating it and your customers will see it (much more interesting). Or you can teach your customers what some feature does by having them do it and your customers will experience it (engaging and memorable). Your customers will give you feedback such as "yeah, I can see what you mean - that really is easy to operate" or "That's a pretty cool feature, I really like that." These types of responses indicate both approval and an emotional buy-in.
Customers decide to buy when they can easily picture themselves operating the car and that image makes them feel good. Your customer may have a list of criteria that they would like their next vehicle to meet and you should select a vehicle that comes as close as you can to doing this. But once you have picked the car, stop focusing on fulfilling items on a checklist and instead focus on how your your customer feels about different aspects of the vehicle. And the best way to get your customers to start feeling good about the car is for you to make your product presentations an interactive experience for them.
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