Lecture Notes on Evolution Sales Process
Introduction
- Speaker introduces Johnny Rocker, a highly successful salesman at Sydney City Toyota.
- Johnny Rocker is recognized alongside John McGrath as one of the best salesmen in the country.
- Sydney City Toyota is one of the largest Toyota dealerships in Australia.
The Evolution Sales Process
- Evolution is a sales process developed by Johnny Rocker.
- It is a "road to the sale" that must be followed consistently to avoid shortcuts and achieve successful sales.
Key Pillars of Selling
- New Customers: Focus on customers entering the showroom.
- Existing Customers: Nurture relationships with past buyers to encourage repeat sales.
Components of the Evolution Process
E - Expectation
- Understand and meet customer expectations.
- Put yourself in the customer's shoes to reduce their apprehension.
V - Versatility
- Tailor the sales presentation to the customer's interests and needs.
- Avoid overwhelming customers with unnecessary information.
O - Optimize
- Utilize all available tools to facilitate the car selling process.
- Offer comprehensive services such as finance, insurance, and test drives.
L - Learning
- Allow customers to experience the product firsthand.
- Encourage test drives where customers can take the car home and experience it in their own environment.
U - Understanding
- Ensure customers understand all details about the purchase.
- Collect feedback to refine the sales approach.
T - Transaction
- Focus on closing the sale as the ultimate goal.
- Encourage salespeople to confidently ask for the business.
I - Initiate
- Guide customers through paperwork in a clear, understandable manner.
- Prepare customers with a checklist to reduce confusion and buyer's remorse.
O - Ownership
- Plan the car pickup process to suit the customer's convenience.
- Discuss necessary documents and items required at the time of delivery.
N - Nurture
- Maintain a long-term relationship with the customer post-purchase.
- Regular follow-ups, service reminders, and invitations to events.
Training and Implementation
- Weekly training sessions on the Evolution process.
- Focus on improving specific components (e.g., L or N) based on feedback.
- Role-playing and customer feedback are integral to training.
Conclusion
- The Evolution process aims to create a seamless, customer-focused experience.
- Continuous training ensures adherence to the process and enhances sales effectiveness.
Johnny Rocker showcases the importance of maintaining a structured and consistent approach in sales, emphasizing customer relationship management and ongoing training for success.