"Selling" A$$ET

We have had quite a few questions recently regarding “selling” the 4-day A$$ET program to dealers.  In fact, many have pointed to the most common objection we hear from dealers who have never heard of the program before – “I can’t do that … 4 days is too long.”

We need to first identify the real objection.  Your first thought when you hear this from one of your dealers should be “Is this the real objection?”   The easiest way to find this out is to ask a follow-up question.  Ask “Do you mind if I ask why you say that?”  Your dealer is thinking I can’t be away for 4 days because        <<blank>>       .”  Your job is to fill in the blank.

Now you are on track to identifying the real issue.  You may hear some of the following:

• I have service calls to run.
• If I was gone, the office would be a madhouse.
• I can’t (or don’t want to) make the time

Or you may find that the issue is not the time away at all.  Once you start a conversation, you may find that the real objection is a cost issue or they don’t think their business is ready.  Either way, the point is to open up a dialog to find out what is really going on.

Let’s confront reality for a couple of minutes … Often dealers have a pre-conceived idea about “training” in general, and their initial reaction is to make an excuse when you ask them about any type of training.  Most dealers that have limited exposure to training resist it for one reason – FEAR.  They fear that they will be put on the spot.  They fear that they may look foolish in front of their peers.  Some have heard about “role-play” and have an incredible fear of role-playing in front of a group.  Luckily for us, this is an education issue.

Take the time to explain exactly what happens in the 4-day A$$ET program, but more importantly explain exactly what it can do for their businesses.  Sell the benefits – increased profits, more referrals, beating out the low-price competition.

Remember that owners/managers at your larger dealers will willingly send their employees, but may show reluctance when you ask them to attend personally.  This is simply the fear issue being raised again.  Determining the real reason for the fear, educating, and overcoming it is simple if you can start and open dialog without putting people on the defensive by asking “What are you afraid of?”

Don’t underestimate the “coolness factor.”  Just like owners at smaller companies don’t want to risk appearing foolish in front of their peers, managers at larger companies don’t want to risk it in front of their own employees.

Be prepared to talk about what the A$$ET experience is like and share a personal story.  Anticipate possible fears and objections and help “calm the fears” through education and confidence building statements.

As always, we are here to help.  We’re sort of like your WINGMAN.  Call us from a dealer’s office if you need a little help explaining the experience.  800-515-0034

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