CBT Automotive Newscast for February 11, 2020

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Today on CBTNews.com – Tuesday, February 11th, 2020:

Jenn ReidHow Technology is Helping to Bridge the Gap Between Online and Showroom Shopping – Jenn Reid, Equifax
On today’s show, we’re pleased to welcome back Jenn Reid, Vice President of Automotive Marketing and Strategy Leader for Equifax. Jenn and Jim discuss new developments in the car buying process and how technology is playing a further role in bridging the gap between website and showroom. To find out more about the strides Equifax is making in the automotive industry, visit their booth #359C at this year’s upcoming NADA Show. Watch Now

Jenn ReidIt’s Time to Modernize your Dealership Sales Language
It’s kind of nostalgic to listen to car salespeople talk with customers on the phone, either in live calls or when leaving voicemails, and hear language that I was taught back in 1982 when I started in the auto business. As difficult as it is to teach adults new strategies and tactics, I marvel when I think of the words we just can’t shake that have been around seemingly forever. They must have just hit at the right time when car salespeople were willing to absorb and commit to the updated language.  As I type this, I imagine that some more experienced salespeople can weigh in and say, “that was around in the 60’s, 50’s, 40’s… (fill in the era).” Read More

Jenn ReidWhat Do Trial Closes Really Accomplish?
Anyone who is familiar with what I teach, or has been exposed to my training for any length of time, knows how I feel about trial closes. Having been associated with the car business for going on 35 years, I can truly say that I see no value in them unless you are trying to put pressure on the customer. It amazes me how many professional trainers still recommend and teach trial closes as a way to sell cars. I understand that it may be acceptable for someone whose sole motivation is to sell a car today at all costs, but if you are trying to build a long-term career based on customer satisfaction and loyalty, the damage of trial closes is undeniable. Read More

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