I was recently asked to roll play how I would

sell an induction service by “Number One”

“Number One” is his nickname because he won our monthly BMW advisor competition 6 out of 12 months last year. Sometimes it feels like he wins the monthly competition at will and no coincidence he is asking to roll play. Always looking for the law of “slight edge”

"Number One"

I think he thought I would go into a bunch of product knowledge and information, but that never sells anything… He made it to easy on me, because he said our customer was driving an M3…

Here’s how the conversation went….

Me: Good morning Mr M3…how are you doing? (I open his door for him and he gets out of the car)

Mr. M3: Great Thanks

Me: I love your car…how long have you had it?

Mr. M3: Over two years I think…

Me: It’s awesome…ok can I ask you a real question? How fast have you driven it?

Mr. M3: Haha 140….

Me: No way…what was that like? Holy cow…

Mr. M3: (Big Smile) (Reliving that in his head)

Me: Where did you do it?

Mr. M3: I-15 on my way to Vegas

Me: Do you go to Vegas a lot?

Mr. M3: Yeah, I guess

Me: I love Vegas…where do you stay?

Mr. M3: Depends, but most of the time the Mandalay Bay…

Me: Let’s walk around your car and check it out…. could you do me a favor….

Mr. M3: Sure

Me: I’m going to measure your tread depth and check your tire pressure…. while I do that, could you write down the tread depth and psi for me in these boxes here as we go (I hand Mr. M3 the clip board with the walk around sheet, and a pen)…we also will check the car for any bumps and bruises…

Top Dog

Me: Mr. M3…how often do you check your tire pressure?

Mr. M3: Never, should I do that?

Me: Yeah, it’s a good idea…do you have nitrogen in these tires?

Mr. M3: I don’t think so…do I want my tires to explode?

Me: Nitrogen doesn’t explode…no, but that’s funny. I can’t believe we haven’t set you up with nitrogen yet, I can’t think of any of my M3 or M5 customers that don’t have it. . We will get that handled today…

Note: I just did two things there…I associated Mr. M3 with all of my other customers…They have it, so it must be good…Second…I just assumed it was a done deal. The only person worried about price at this point is the advisor, depending on his abilities…

Me: Ok M3, lets check your tire pressure and tread depth and do me a favor and write down what I say next to the corresponding tire diagram on the sheet on the clip board….rear right tire…29 psi, and 5 mill’s on tread depth….

Now we would walk all four tires as the customer writes down the info for me…

Me: Ok, lets go inside and start the paper work…

Now inside sitting at my desk and I check history in Reynolds…

Me: I have you down for your service, nitrogen, and one other thing I noticed you should do for your racecar at this mileage. It helps with performance and gas mileage it’s an Induction Service.

Mr. M3: Is that covered under maintenance?

Me: Yes, the inspection service is…. but the Nitrogen and Induction are not. Maintenance is great, really only two things that are not really a part of it… Tires and Fuel related stuff. Tire’s wear depending on driving habits, and how well you maintain your psi and alignment. Fuel varies by what type you use, brand, and what region in the country it’s refined.

Number One: Strong!

In Closing: In my experience what the customer bought had way less to do with product knowledge and way more to do with the way they felt about me. Role-playing and product knowledge are good, but often don’t sell anything….

At time of writing this “ Number One” is not #1 in the advisor comp….