Create and Use an Evidence Manual

Dealership Marketing SalesAn evidence manual is a binder that consists of articles, newspaper clips and web links that can help you address customer concerns.

There are literally hundreds of books, magazines, and websites designed to help customers to buy car. And customers believe they need an independent or third party resource providing them with support to help justify their decision.

Wise sales professionals know that when they allow the customer to control the buying process, their sales success drops. This is also true when it comes to research. Allowing the customers to rely on their own data could leave you or your products lacking.

That’s because even third-party information is written by individuals who may have a biased for or against certain manufacturers and their products.

So it’s absolutely critical that you provide third part information that is favorable towards your products and services.