AutoGuide Excerpt

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Excerpts - The AutoGuide by Jon Quade

"One of the finest automotive sales training manuals in the world, and nobody executes it like Quade." - General Manager, Minneapolis, MN

COMMUNICATION 101

PERSONALITY ANALYSIS

As you will see, every one of your customers has a core personality that falls into one of the categories described below. So do you! The secret in developing communication skills is to identify people’s personality categories and treat them the way they wish to be treated. As we identify the categories, think of someone you know of whom the adjectives remind you, and write his or her name next to the individual categories:

Personality Type	Description
	Spirited, intense, effervescent, sharp, congenial, open, innovative, warm, promoting, disorganized
	Ambitious, strict aggressive, controlling, organized, resolute, inflexible, difficult
	Courteous, thoughtful, obedient, charitable, agreeing, reluctant, respectful, timid
	Civil, attentive, careful, contrary, cold, determined, studied, well-organized, cynical

In order to correctly identify people’s personality categories, you must be prepared to:

and .

COMMUNICATION 101

Buying Motives

Understanding the automobile sales process begins with an understanding of why people buy in the first place. Different people buy for different reasons--some are only interested in basic transportation, while others are looking to fulfill a need for pride or exhilaration. Identifying why people buy will tell you how to help them buy!

Comfort & Convenience – This buyer wants a vehicle that is comfortable with good ergonomics; for example, controls are located intuitively, seats can be adjusted for customization, and passengers and their ‘things’ can be moved in and out of the vehicle with ease.

Styling & Appearance – This buyer is conscious of how a vehicle looks more than anything else. A prime example of someone who is motivated by styling and appearance is the pre-owned vehicle client who doesn’t really care how many miles are on the vehicle as long as it looks good.

Economy & Cost of Ownership – As the name implies, this buyer is concerned not only about the initial investment outlay, but also about long-term expenditures. So, she’ll be concerned with things like fuel economy and monthly payments, but you’ll be well advised to also have her consider elements like resale value and repair records.

Performance & Handling – Again, this label pretty much says it all with the P&H buyer. He is most concerned with 0-60 times and how the vehicle will fare on hairpin turns or how much fear it will strike in the hearts of anyone who would dare challenge him at a stop sign!

Safety & Security – This buyer is also what is known as a ‘love buyer’ whose primary concern is how safe the vehicle is overall. With this client, don’t just speak in terms of rollovers and frontal collisions; you should also refer to handling characteristics and performance because accident avoidance is nearly as important as accident survival.

Perceived Value – like the Cost of Ownership client, this person wants the most ‘bang for the buck.’ Low interest rates, rebates and inclusions will interest him, and so will operational features and resale value. Be sure to give him a thorough walkaround presentation!