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24 Responses to “Car Sales Training – The Classic 4 Square Presentation”
new car dealers gross profits are down because they won’t pay salesmen a fair commision. They don’t train salesman and they too often change course too soon with every new gimmick.
well the car business trys to reinvent itself ahh. the four square work because people don’t buy cars everyday. When it is used correctly it is very effective. The customer who has been to ten different dealership and spent 6 hours on the internet might not enjoy it but when he gets to the point of making a purchase it all comes down to payment, payment payment and down payment
4 square selling can be used on dummies and jerks who don’t tell you what they want to be at payment .
But in general educated customers don’t want to deal with bullshit like that. They know what they want to pay, did there research,have a lot of money and great credit and have there own financing.
I sold car’s for 3 years and now i get personal vechiles at invoice everytime, and help my friends get great deals, its not rocket science.
I DO NOT believe you or anyone else are “just lowly salesmen”. I consider myself a salesman also.
I DO believe that we must be constantly learning and trying new things. If you are satisfied with your results and your paycheck then don’t change a thing. If you want to sell more cars and earn more money try to keep an open mind and accept that there could be a better way.
I apologize if you think my comments are some kind of attack on sales people. It’s just a conversation.
Couple of years ago, I had a GSM who simply insisted we lowly salesmen were lazy and cutting corners and not following the holy grail (The Roadmap To The Sale). We’d had 3-4 month dip in our market and our numbers were off about 20-25%. He decides to teach us how its done, he’s going out on the lot and take ups for a week. Third day in, Wednesday, with no sales, he quit his job. He quit his job! Lesson? Contrary to what you believe, sometimes, it’s really not the salesman’s fault.
Offer alternative vehicles to the customer as a means of determining if you’re on the right car, rather than “is this the car you’d like to own if the figures were agreeable” type questions. At least half will answer no to that question just as a defensive measure.
Consider this, if they don’t want to “play ball” assume they are qualified, give them quality service and earn the sale. Willingness to buy is far more important than ability. The get me done will identify themselves upfront in most cases.
1 in 50 or 1 in 100 is too few to cause us to revert to old school offensive to the customer practices. When we try to decide who’s that 1 in 100 we risk offending the 99.
Focus on the 49 in 50 or 99 in 100 and don’t worry about those 1 or 2.
I was the GSM of an auto group selling over 14,000 cars and trucks per year. I have helped many dealerships realize millions they’d left on the table.
There are many ways to handle any situation but only one best way. Apply that method each and every time and then if you feel it neccessary in that one situation change it up but always, always use the best method first.
A small number may need to be 4 sq’d but none deserve it.
SELLSCARS: That is just total, complete B.S. Remember I said “…a small number of customers.” That’s exactly what I meant. You can be the best qualifier in the world and you’re still, every now and then, going to get that customer that just won’t play ball. That’s the 1-in-50 or the 1-in-100 who richly deserves to be 4-Squared. BTW, I don’t claim to be the best qualifier out there; but, I do claim to be damn good at it.
sellscars with due respect, that is total, absolute B.S. You can be the best qualifier in the world and still every now and then you’re going to come across that customer who just isn’t going to play ball. This is the kind of customer I’m talking about that deserves to be 4-Squared. Remember, in my original post I said “a small number.” That’s exactly what I mean. BTW, I won’t claim to be the best at qualifying; but I do claim to be damn good at it.
They won’t cooperate with your qualifying because of the way it’s done, meaning the questions are being asked in a way they don’t like. Instead of asking a question offer to give them information.
Before you leave here I’d like to help you pick out a car, get you a price on it, estimates on downpayment and monthly payment. How’s that sound? The response will tell you what type of buyer you’ve got.
In my opinion, repeat, my opinion, you can still, today, in 2009, use the 4-Square on some customers. It just simply depends. There’s a small number of customers who are begging to be 4-Squared. They won’t cooperate with your qualifying, they won’t tell you where they want to be on financing, they won’t tell you what they want for their trade. I don’t like using it, but it beats the heck out of negotiating with myself.
If you’re new to the business, I’d recommend you concentrate on becoming an expert and selling the car. That is, become really good at doing a Features-and-Benefit walk around and a good test drive. Also, work on qualifing your customers as far as needs and wants (i.e., are you on the right car). When it comes to the numbers, you’ll get that over time. Until you’ve got more experience, rely heavily on the desk to work the numbers for you.
I understand what Mike is doing here. He is showing you a 4 square technique that does not work and the sad part is the dealers are still using this style of selling. This is the way I was tought to sell cars in 1989. I hated selling cars under this program. This 4 square selling technique does not work and it also makes the customer mad because you can never get to their figures. I think Jim Siegler tought this technique back in 1989 when I started selling.
JD Power did a survey of auto salespeople about their jobs. The thing salespeople did not like about their job was the price negotiation with the customer.
That’s because most dealerships use a 4square for negotiating. I’ll be posting a video soon on negotiating. Subscribe and you’ll get a notice when it is posted.
This is a perfect example of assuming and making an *** out of myself. I apologize. I was skipping around in your video instead of watching the whole thing. By skipping I only picked up parts that sounded like you were promoting it. I apologize for making the classic salesperson error of “Prequalifing” your presentation.
Thanks for correcting me. I’ve watched the whole thing now and see what you were doing.
I apologize for sounding condescending in my tone. The commercial you posted as a “response” caught me off guard. I know there are many dealers looking for material like the kind you have posted in your library.
I’m not sure what you mean by,
“Do you think this video is promoting use of the 4 square…”
It would seem that you are promoting it as a valid and the most effective way to structure a deal!?
I understand that it is still in “wide spread use” and I believe it is a reason so many dealers are struggling. Clinging to old methods that had their time and place but today is not that time and place.
do you feel that these types of videos are helpful to our industry? Anyone who is not in the business is repulsed by this video, and anyone who is in the business is wondering why you would promote this as a viable method in todays market.
January 1st, 2010 at 7:02 am
new car dealers gross profits are down because they won’t pay salesmen a fair commision. They don’t train salesman and they too often change course too soon with every new gimmick.
Golf Fitness Tips
January 4th, 2010 at 12:01 am
The customer is what drives change in the business. Don’t change and eventually you’ll become extinct, just like the dinosaurs.
What killed the dinosaurs was an inability to adapt to a changed environment.
Free Home Loan Manual
January 7th, 2010 at 5:01 am
well the car business trys to reinvent itself ahh. the four square work because people don’t buy cars everyday. When it is used correctly it is very effective. The customer who has been to ten different dealership and spent 6 hours on the internet might not enjoy it but when he gets to the point of making a purchase it all comes down to payment, payment payment and down payment
PC Fix
January 7th, 2010 at 4:38 pm
4 square selling can be used on dummies and jerks who don’t tell you what they want to be at payment .
But in general educated customers don’t want to deal with bullshit like that. They know what they want to pay, did there research,have a lot of money and great credit and have there own financing.
I sold car’s for 3 years and now i get personal vechiles at invoice everytime, and help my friends get great deals, its not rocket science.
Blue Ribbon Reviews
January 10th, 2010 at 7:47 am
I DO NOT believe you or anyone else are “just lowly salesmen”. I consider myself a salesman also.
I DO believe that we must be constantly learning and trying new things. If you are satisfied with your results and your paycheck then don’t change a thing. If you want to sell more cars and earn more money try to keep an open mind and accept that there could be a better way.
I apologize if you think my comments are some kind of attack on sales people. It’s just a conversation.
Attorney Logic
January 11th, 2010 at 4:44 pm
Couple of years ago, I had a GSM who simply insisted we lowly salesmen were lazy and cutting corners and not following the holy grail (The Roadmap To The Sale). We’d had 3-4 month dip in our market and our numbers were off about 20-25%. He decides to teach us how its done, he’s going out on the lot and take ups for a week. Third day in, Wednesday, with no sales, he quit his job. He quit his job! Lesson? Contrary to what you believe, sometimes, it’s really not the salesman’s fault.
Bankruptcy Chapter 7
January 12th, 2010 at 1:34 pm
Very good advice.
Offer alternative vehicles to the customer as a means of determining if you’re on the right car, rather than “is this the car you’d like to own if the figures were agreeable” type questions. At least half will answer no to that question just as a defensive measure.
Assume all customer are there to buy.
Fast Forex Trading Tips
January 15th, 2010 at 10:29 pm
Consider this, if they don’t want to “play ball” assume they are qualified, give them quality service and earn the sale. Willingness to buy is far more important than ability. The get me done will identify themselves upfront in most cases.
1 in 50 or 1 in 100 is too few to cause us to revert to old school offensive to the customer practices. When we try to decide who’s that 1 in 100 we risk offending the 99.
Focus on the 49 in 50 or 99 in 100 and don’t worry about those 1 or 2.
Free Registry Cleaner Scan
January 17th, 2010 at 6:01 am
I was the GSM of an auto group selling over 14,000 cars and trucks per year. I have helped many dealerships realize millions they’d left on the table.
There are many ways to handle any situation but only one best way. Apply that method each and every time and then if you feel it neccessary in that one situation change it up but always, always use the best method first.
A small number may need to be 4 sq’d but none deserve it.
Too often qualifying becomes disqualifying.
Mystery Shops
January 18th, 2010 at 12:12 am
SELLSCARS: That is just total, complete B.S. Remember I said “…a small number of customers.” That’s exactly what I meant. You can be the best qualifier in the world and you’re still, every now and then, going to get that customer that just won’t play ball. That’s the 1-in-50 or the 1-in-100 who richly deserves to be 4-Squared. BTW, I don’t claim to be the best qualifier out there; but, I do claim to be damn good at it.
Decrypt DVD Movie
January 18th, 2010 at 6:55 pm
sellscars with due respect, that is total, absolute B.S. You can be the best qualifier in the world and still every now and then you’re going to come across that customer who just isn’t going to play ball. This is the kind of customer I’m talking about that deserves to be 4-Squared. Remember, in my original post I said “a small number.” That’s exactly what I mean. BTW, I won’t claim to be the best at qualifying; but I do claim to be damn good at it.
Blogging Cash Videos
January 20th, 2010 at 6:09 pm
They won’t cooperate with your qualifying because of the way it’s done, meaning the questions are being asked in a way they don’t like. Instead of asking a question offer to give them information.
Before you leave here I’d like to help you pick out a car, get you a price on it, estimates on downpayment and monthly payment. How’s that sound? The response will tell you what type of buyer you’ve got.
Cell Phone Addicts
January 21st, 2010 at 7:47 am
In my opinion, repeat, my opinion, you can still, today, in 2009, use the 4-Square on some customers. It just simply depends. There’s a small number of customers who are begging to be 4-Squared. They won’t cooperate with your qualifying, they won’t tell you where they want to be on financing, they won’t tell you what they want for their trade. I don’t like using it, but it beats the heck out of negotiating with myself.
Movie Downloads
January 24th, 2010 at 12:22 pm
If you’re new to the business, I’d recommend you concentrate on becoming an expert and selling the car. That is, become really good at doing a Features-and-Benefit walk around and a good test drive. Also, work on qualifing your customers as far as needs and wants (i.e., are you on the right car). When it comes to the numbers, you’ll get that over time. Until you’ve got more experience, rely heavily on the desk to work the numbers for you.
Fast Cell Number Lookup
January 25th, 2010 at 1:38 pm
I understand what Mike is doing here. He is showing you a 4 square technique that does not work and the sad part is the dealers are still using this style of selling. This is the way I was tought to sell cars in 1989. I hated selling cars under this program. This 4 square selling technique does not work and it also makes the customer mad because you can never get to their figures. I think Jim Siegler tought this technique back in 1989 when I started selling.
Info Product Profits Videos
January 29th, 2010 at 1:29 am
JD Power did a survey of auto salespeople about their jobs. The thing salespeople did not like about their job was the price negotiation with the customer.
That’s because most dealerships use a 4square for negotiating. I’ll be posting a video soon on negotiating. Subscribe and you’ll get a notice when it is posted.
Galore Cheat Codes
January 31st, 2010 at 7:18 am
Ok i’ve been in the business 6 months now, and the 4 square is all i know. What different methods are out there that work? Great Video by the way..
DVD Shrink
February 2nd, 2010 at 12:45 pm
Thanks for spending the time to get through it.
DVD Copy Movie
February 3rd, 2010 at 3:26 am
This is a perfect example of assuming and making an *** out of myself. I apologize. I was skipping around in your video instead of watching the whole thing. By skipping I only picked up parts that sounded like you were promoting it. I apologize for making the classic salesperson error of “Prequalifing” your presentation.
Thanks for correcting me. I’ve watched the whole thing now and see what you were doing.
Fat Loss Supplement
February 4th, 2010 at 11:25 pm
Watch to the end and you should be able to see it is a condemnation of the use of the 4 square.
I have not used a 4 square in over 12 years. It’s antiquated and customers **** it.
Fast Ebay Sales Tips
February 6th, 2010 at 9:20 pm
I apologize for sounding condescending in my tone. The commercial you posted as a “response” caught me off guard. I know there are many dealers looking for material like the kind you have posted in your library.
I’m not sure what you mean by,
“Do you think this video is promoting use of the 4 square…”
It would seem that you are promoting it as a valid and the most effective way to structure a deal!?
Best of luck to you and your salespeople,
Jon
Software Download Reviews
February 9th, 2010 at 6:30 pm
I understand that it is still in “wide spread use” and I believe it is a reason so many dealers are struggling. Clinging to old methods that had their time and place but today is not that time and place.
Vertical Jump Tips
February 12th, 2010 at 10:07 am
The point is that working a 4 square is repulsive to the buying public and is one of the factors contributing to customer dissatisfaction.
Do you think this video is promoting use of the 4 square? Some people like that our industry is in trouble and this is one reason why.
According to a JD Powers survey of car salespeople price negotiation is the least favorite part of their job.
If customers are repulsed by it and salespeople dislike it as well, why is it still in widespread use?
DVD Burninghttp://www.dvdburningpro.com
February 14th, 2010 at 12:04 pm
do you feel that these types of videos are helpful to our industry? Anyone who is not in the business is repulsed by this video, and anyone who is in the business is wondering why you would promote this as a viable method in todays market.
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