Car Sales Training – The Classic 4 Square Presentation

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http://www.theshopperstopper.com How the dealer negotiates with a 4 square

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26 Responses to “Car Sales Training – The Classic 4 Square Presentation”

  1. sellscars Says:

    I know a guy that …
    I know a guy that uses the meet & greet “Welcome to the dealership. What can I get you a price on today”

    He sells 40 + every month and he never asks the customer to buy. Send me a message and I’ll give you his name, number and the dealership he works at.

  2. sellscars Says:

    Interesting article …
    Interesting article in todays (12/14/09) Automotive News titled 6 No Sale Sins.

    Proponents of the stick ‘em on the ceiling and peel off system of negotiating ought to find a copy and read it.

  3. rwalden2007 Says:

    ……..Point I’m …
    ……..Point I’m making is that different things work for different people. I personally like the 4-square but I don’t use it all the time. Just depends on the situation. I do think we sometimes spend too much time harping on what the customers don’t like about the selling process. I know that’s a consideration, but from where I stand, the heavy hitters in this area are always, without exception, those guys and gals that are “in your face” “buy it right now or else” type of salespeople.

  4. rwalden2007 Says:

    A friend of mine …
    A friend of mine uses the most impressive meet & greet I’ve ever seen. He greets the customer with these exact words: “Hello there, welcome to ________. My name is ________ and I thank you for coming in today. Now if I have the car you like and I have the numbers you like, are you ready to buy this morning/afternoon?” If they say no or maybe, he TOs’em to another salesman. If they end of buying he DOES NOT take half the deal. This guy consistently does 30 a month…….

  5. sellscars Says:

    Before they ever …
    Before they ever come to a dealership they’ve decided that they want or need a car or truck, what kind of car or truck and that they would buy from that dealer, or they would not be there.

    Only 2 issues remaining are price and time. 4 square is process disliked by buyers and salespeople alike. If neither like it why put everyone through it, especially since it is less effective than other methods. If you’d like to see the method I’m refering to go to my channel and send me a message.

  6. sellscars Says:

    “is this the car …
    “is this the car you’d buy if the figures are agreeable” will generate a “no” at least 50% of the time.

    If you write more you’ll sell is what we’ve always been told and it is in fact the truth. Assume they are there to buy, write ‘em up and use a presentation that is more in line with what they’d like to see.

  7. rwalden2007 Says:

    ……Once the …
    ……Once the serious buyer is smoked out from those who are at the dealership but not serious, then we can get serious about working the deal. I mean, get real, there’s no reason to grind it out with a customer for an hour or so if they’re not ready to buy. And btw, I’m not suggesting the 4-square as a closing tool, merely as an opening move. There’s no rule that you have to stay with the 4-square. You can just use it as an introductory move. In fact, I believe that’s the best use of it.

  8. rwalden2007 Says:

    Maybe I should …
    Maybe I should define what I mean by serious. My definition for serious buyer is the same as for every sales manager in this area I’ve ever worked for: Is the customer ready to buy the car right now (not tomorrow, or next week, or six months down the road); but, right now if we can get together on figures? If they’re not, then they are not serious buyers. The 4-Square, used properly, will smoke out the serious buyers from the ones who want to shop forever…….

  9. sellscars Says:

    I believe the …
    I believe the customer is serious about buying or they wouldn’t be in the dealership.

    The 4 square negotiation is what results in this type of scenario.

    For the last 30 days I’ve been working in a Ford store and a Chevy store. By implementing processe we have increased volume in both by 30% while simultaneously increasing gross per car by $400.00.

    There is a better way and it produces more volume with higher gross.

  10. rwalden2007 Says:

    The one good thing …
    The one good thing about the 4-square is you will find out very quickly who’s serious about buying. For example, in the scenario shown here, the customer wants you to pay off his upside-down trade, wants to put no money down, and wants payments on a $30,000 vehicle at 300 a month. I know it’s just a starting point, but those numbers are so unrealistic it’s probably best to ask the customer just how it is he believes any of those numbers are possible.

  11. danp1267 Says:

    new car dealers …
    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.

  12. sellscars Says:

    The customer is …
    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.

  13. danp1267 Says:

    well the car …
    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

  14. scotter420wigb Says:

    4 square selling …
    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.

  15. sellscars Says:

    I DO NOT believe …
    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.

  16. rwalden2007 Says:

    Couple of years ago …
    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.

  17. sellscars Says:

    Very good advice.

    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.

  18. sellscars Says:

    Consider this, if …
    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.

  19. sellscars Says:

    I was the GSM of an …
    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.

  20. rwalden2007 Says:

    SELLSCARS: That is …
    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 good at it.

  21. rwalden2007 Says:

    sellscars with due …
    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 good at it.

  22. sellscars Says:

    They won’t …
    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.

  23. rwalden2007 Says:

    In my opinion, …
    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.

  24. rwalden2007 Says:

    If you’re new to …
    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.

  25. MarcsBoardShop Says:

    I understand what …
    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.

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