Nissan 350Z

Nissan 350Z
2008 Sales Manual
Shift_ Passion
By Quang Lam © 2008
Nissan 350Z
Sales Manual
Table of Contents
Section
History
2
Philosophy of the Company
3
Pre-Approach
4
Approach
5
Determining Customer Needs
6
Product Demonstrations
8
Customer Objections
11
Closing
12
Suggestion Selling
13
Follow Up
15
Quang Lam
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Nissan 350Z
Sales Manual
History
The Nissan Motor Company was founded in 1933,
although its roots trace back a little bit farther. The
first Datsun, Nissan’s alternate brand name, was
built in 1914 by the Kwaishinsha Motorcar Works.
In 1925, the name was changed to the DAT
Motorcar Co., using the acronym of the three
founder’s surnames, Den, Aoyama, and Takeuchi.
In 1933, the Nissan Motor Co., Ltd. is founded in
Japan and four years later, the Datsun Type 15
becomes the first mass-produced Japanese
vehicle.By 1958, the first Nissan/Datsun arrives in
America, in the form of 1200 sedan. By the end of
the 50’s, Nissan established a strong reputation in
both the Japanese and American markets.
The Datsun 2000 roadster was one of the staple
Nissan vehicles early on. Its design would later
inspire and influence Nissan’s world-famous “Z”
sports cars. The first “Z” was launched in 1969 as
the 240Z. It offered European style performances
at an affordable price and quickly became the
best-selling sports car in the world, even
overtaking the famed American Corvette. The
engine size would proceed to grow with each new
model, the 2.6 liter 260Z and then the 2.8 liter
280Z.
240Z
280Z
In 1973, Nissan sold it’s one-millionth
vehicle in America and was still progressing
strong towards the end of the decade, also
becoming the top US vehicle importer.
The 300ZX sports coupe made its debut in
1984, sporting a powerful 3.0 liter V6 engine.
It became the second best selling Z ever,
selling about 73,000 units in 1984.
However, towards the end of the 1980s, the
sports car market suffered a downturn. The
cause for this was a new consumer demand
for multi-purpose vehicles such as minivans
and sports utility vehicles.
In response to this downturn, the second
generation 300ZX came out in 1990 sporting
a more aggressive stance and tighter
proportions. The 1990 model was well
received and won Motor Trend’s Import Car
of the Year as well as making the Top Ten
Performance Cars list. However, by 1996,
production ceased due to decreasing sales
because of the high price of the 300ZX. The
Z line was retired for the first time.
In 1999, there were rumors of a new
generation of the Z car.
Initially, Nissan wanted to recreate the 240Z,
but utilizing the 2.4L was thought to be a
step backwards. So instead the 3.5L VQ
engine was assigned to the new model, and
the 350Z was born.
300ZX
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Nissan 350Z
Sales Manual
Philosophy of the Company
“We value our people. Employees are
the heart of the company. Having
chosen personnel with commitment to
the highest standards, through
teamwork, we aim to create corporate
understanding and loyalty to one
another.”
“We value our partners. With dealers
and suppliers, we will work a long-term
partnership, encouraging pride in
Nissan and being receptive to all
suggestions and improvements.”
We value trust. We will demonstrate trust
and respect by encouraging each other
to accept responsibility and be
accountable for our actions.
“We value challenges. We will constantly
question the status quo and improve
practices and processes through
innovative suggestions and constructive
criticism, without any fear of
recrimination.”
Nissan Motors’ corporate philosophy deals with four
main levels – the people, the partners, the trust, and
the challenges.
When referring to people, the Nissan talks about
its employees and team members. They are a
vital part of the company because they make up
the core of the company. Without the employees,
the company would not be able to function or
maintain and sustain itself. However, the people
must also refer to the customers, as without them,
any business would die. The customer should
always be first in mind in each operation of the
business. The value of the customer is priceless
because the purpose of the business is to satisfy
that customer and provide products that they
want.
Nissan’s partners are the second key component
to the company’s prosperity. Dealerships,
aftermarket parts manufacturers, raw material
suppliers, sponsorship recipients, and Nissan
itself must all work together in order to achieve
the best interests for all of parties involved.
Without partners, Nissan would not be able to
expand and must micromanage every part of
their business.
The Nissan corporate philosophy
encompasses trust because it is one of the
most important values that a business can
have. Trust means that the customers can buy
the company’s product without hesitation or
worries about defects or malfunction. Trust
also means that shareholders are entitled to
fair trades and practices concerning company
stocks and shares.
Finally, challenges are important to the company
because it helps the company grow and innovate
by progressing towards the future and researching
new technology. The obstacles and roadblocks
would only help the company grow and expand.
With this statement, Nissan shows that it is ready
to take on anything and ready for the future.
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Pre-Approach
Customers are just regular people until they buy a
product, so usually a business must identify them. To do
this, the pre-approach is used to search for prospects, or
people interested in buying a company’s product. Many
methods are used, much like advertising, although
prospecting helps the company find the customer, where
advertising helps the customer find the company. Then
once the customer is identified, then the selling process
can begin.
Methods of Prospecting
Ways to find potential customers vary
from business to business. Some
methods may be more effective than
others depending on the situation. For
finding potential customers for an
automobile, the following methods should
be used:
- Contacting repeat customers
- Replying to request for price quotes
- Working with other companies to
advertise
Steps for Selling
Contact Repeat Customers
Contact a previous customer after 36 months to
let them know about newer Nissan models. Ask
them if they want to trade their current vehicle in
for a newer one
Reply to Requests
Potential customers may search for cars ahead of
time on the internet. Cars at the dealership will be
listed on these sites and the customer may ask for
a price quote. Reply and ask them to come visit
the dealership.
Work with Local Businesses
Offer deals to local businesses, which may
encourage the employees to buy a car. Check
with the manufacturers for such deals and get the
word out to these businesses.
•Give a prompt, sincere, and natural greeting.
•Offer amenities (refreshments, coat hanging, etc.).
•Determine the reason for and objective of the visit: leave
browsers alone and proceed with serious shoppers.
•Put the customer at ease with small talk.
•Exchange names.
•Establish rapport and build trust by asking open-ended
questions.
•Find out where the customer is in the sales process.
•Listen carefully; ask if the customer is ready to go on, or if he
or she needs more time.
•Give an overview of the Nissan Sales Process.
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Approach
The approach is the initial first contact with the
customer as he/she walks into the dealership.
Salespeople can make or break a sale during the
first few minutes with a customer, so the initial
approach is crucial to the sale. What you say to
the customer upon the initial contact will determine
what the customer will think of the brand and
product as well as the service. The salesperson
only gets one chance to make a first impression,
so it its important to make it a lasting one.
Direct Approaches
“Hi. Welcome to __ Nissan.
My name is __ and I’m here
to answer any questions you
have.”
“Good afternoon, (sir or
ma’am). My name is __ and
let me personally welcome
you to __ Nissan.”
“Hello. My name is __ and
I’d like to welcome you to __
Nissan.”
Retail Approaches
“Hi. Welcome to __ Nissan.
Can I offer you any
refreshments?”
“Good to have you here
today. Have you heard
about our sales event? ”
“I see you have in interest in
this vehicle. Are there any
questions you have?”
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The first thing to do is to make a good initial
impression on the customer. It is important they
understand that their buying experience is just as
important to the salesperson as the customer
themselves.
Remember the following standards that should be
followed when a customer enters the dealership:
Upon arrival, give the customer sufficient time to
familiarize themselves with the dealership. Do not
approach tem right away. This will allow them to
acclimate themselves to the dealership and feel
more comfortable during the buying experience.
Every customer should be greeted courteously and
in a timely manner. After they acclimate to the
dealership, be prompt in giving them a courteous
greeting and remember to smile when doing so.
Important tip:
Never ask the
question “Can I help you?” when
approaching a customer. If they
didn’t need help, they would’ve
bought a car over the internet and
had it delivered to their home.
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Determining Customer Needs
Knowing what the customer needs or wants is crucial before
the sale because the salesperson must identify what the
customer will want from their visit to the dealership. To help
identify the needs, questions can be asked to determine
what the customer is looking for and what products would
interest the customer. Discovering what the customer wants
in a car will help the salesperson determine what features or
packages to include to entice the customer. Every customer
is unique, so it is important to utilize this step to find the car
that best fits the customer.
Sample Questions:
Below are a few effective questions that can be asked in order to best
gain the most information on what the customer is looking for:
- What are you looking for in a new car?
- What do you dislike about your current car?
- Which features would interest you the most?
- Which features are missing in your current car?
- Describe your perfect driving experience.
Other Methods to Determine Needs:
Important tip:
Never
ask a yes or no question. A
“yes” or “no” reply can end
a conversation and prevent
more information from
being passed from the
customer to the
salesperson.
Observation – observe the customer’s facial expressions, hand motions, or
eye movements to receive clues on a customer’s interest.
Listening – listen carefully to what the customers says to pick up clues to
customer needs.
Example:
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“I want a car that is fun and safe to drive. My
last car was fast but did not have enough
safety features.”
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Determining Customer Needs (cont.)
It is important to keep in mind that every customer
is different and there are many types of customer.
How the salesperson deals with each type of
customer in this type of selling situation will affect
the outcome of the sale. Each customer may differ
in personality, spending limits, style, preferences,
etc. To help determine customer needs for each
type of customer, use the questions that were
suggested on the previous page.
OR
To further prepare for the selling situation, it is best
to prepare for each type of customer that will walk
into the dealership. Remember that every
customer is different however, but there are certain
aspects that can divide the customers into groups.
One way is to determine how much the customer
wants to spend on their purchase. The amount that
they are willing to spend will determine what type
of vehicles they are looking for when they enter the
dealership. However, never ask the question “How
much are you willing to spend?” Instead, use more
subtle questions like “What type of car are you
looking for?”
Finally, determine what type of vehicle the
customer will want to buy. It would be
pointless to try to sell a 350Z to a customer
looking to buy a family vehicle. The target
customer for the Nissan 350Z should be one
who is looking for a sports car and willing to
spend around $35,000.
Use the questions provide to help determine
the customer needs because it goes a long
way to assist the customer in buying the right
vehicle, whether it is the 350Z or any other
Nissan vehicle.
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Product Demonstration
Why does a customer want to buy a product? This
question is answered in the features and benefits
outline of the product. This section explains the
benefits of the product to the customer and why it
would interest them to buy it. It is just as important
for the salesperson to know the product they are
selling in order to inform the customer about the
product.
Features
Performance
Personal
Seats
Leather
Lower cushion cutouts
Heated seats
8-way adjustable
Comfortable.
Able to drive long trips with
comfort.
Leather increase value.
Engine
VQ35DE
3.5L V6
Produces 287-296 HP
Forged rods, high flow intake
Fun and sporty to drive.
Gets from point A to
point B – FAST.
Durable, cheap to fix.
Suspension
Front/rear strut bars
Front/rear stabilizer bars
Ripple control shock
absorbers
Corner on a dime.
Safe.
Better steering response.
Smoother ride.
Safety
Advanced Airbag System
High strength cabin structure
designed to absorb energy
in an impact
Comfort of safety.
Reduced risk of harm in
accidents.
Cheaper to insure.
Aerodynamics
Underbody airflow
management
Underbody diffuser
Rear spoiler
Reduces drag which
increases fuel economy.
Better fuel economy means
less money spend on gas.
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Product Demonstration (cont.)
The product demonstration step is the salesperson’s best
opportunity to present personalized information to the
customer in order to paint an ownership picture in their
mind. It is also a great opportunity to establish the vehicle’s
value and build relationships with the customer.
Remember that effective vehicle presentations are an art
and a science. The art part includes being able to
demonstration memorable and being able to answer any
problems or questions that the customer has. The science
is where the salesperson leads the customer around the
vehicle to best highlight key features and qualities.
SPACED
Safety
Performance
Appearance
Comfort
Economy
Durability
The SPACED
demonstration is
best used to cater to
customer interests
and needs. Find out
what the customer is
seeking and craft the
presentation on
those needs.
Walkaround
Exterior
Styling
Interior
Engineering
Engineering
Interior
Cargo
Quality
When walking around the vehicle, make sure to comment specifically on these
categories. Make sure not to forget or overlook any important features.
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Product Demonstration (cont.)
Feature
Benefit
Demonstration
Commitment
Convertible, fun to
drive in the sun.
Allow customer to sit
in the vehicle.
Open and close the
top.
“Wouldn’t this be fun
to drive in the
summer?”
Leather Seats
Comfortable.
Increase value of the
car.
Allow customer to
feel the leather and
sit on the seats.
“Now isn’t that
classy and
comfortable?”
Color
Personalizes the
vehicle.
Matches the
customer’s style.
Bring out color
samples and allow
customer to view
them side-by-side.
“Would you agree
that this color looks
nice on the 350Z?”
NISMO
Model
Better overall
performance.
Fun to drive.
Fast.
Outline features of
the model and why it
is better than the
base model.
“How many other
cars do you think
can match the
performance?”
Wheels
Personalizes the
vehicle.
Added value to car.
Bring out the type of
wheels available
and set them sideby-side.
“Don’t you like the
look of these rims of
the car?”
Roadster
Model
Test Driving
Finally, the best way to
demonstrate the vehicle is to
just let the customer test drive
it. There is no better way to
get a good feel for any vehicle
than to sit behind the wheel
and take it out for a spin.
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Customer Objections
Not every sale will go smoothly and successfully.
In fact, most of the time the customer will object to
buying the product. In order to be successful,
determination and persistence is needed. There
are effective ways to overcome these objections,
which may even be a positive sometimes.
Objections might allow the salesperson to explain
more about a product or learn more about what
the customer is looking for
Selling a vehicle can be a long and tedious process
because the value of a new vehicle is high, and so the
customer must go through a complex buying process.
Objections will be commonplace, but the key to
success is being able to overcome these objections or
at least learning from them.
Possible Objections
“I’m not looking for a sports car, I’m in need of
a family car.”
“It just looks too expensive for me.”
Overcome: “Well, then let me show you our
new Nissan Rogue. It’s an SUV
that can fit the whole family
and be just as much fun.”
Overcome: “The Nissan 350Z is actually more
affordable then most of the cars with there with
this much power. The base model starts at less
than $30,000.”
“The 350Z is great, but I’m also considering
the new Audi TT. I heard it’s just as much fun.”
“Driving fast just isn’t safe.”
Overcome: Ask the customer what would
interest them and tell them about
features that they would like.
Overcome: “The Z can be a great daily driver,
not to mention it has a five-star crash rating
and multiple airbags.
“I know a different dealership that offers a
better price.”
“I just don’t know if it’s the right car for me.”
Overcome: “Well, we can match that offer and
considering the great service here, why would
you want to go anywhere else?”
Overcome: “Tell me what you’re looking for
and I’ll help you find the right vehicle. We offer
a wide variety here at Nissan.”
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Closing
Now that the customer has expressed an interest in
the product, it is time to close the sale. Closing the
sale means to come to a mutual agreement with the
customer about the sale. This process will solidify
the sale and set the stage for a successful
transaction.
The first thing to do is to verbally close the sale. There
are many ways to do this and experience will usually
tell which close is best to use.
The Action Close
The action close requires the customer to do something. After finishing up the
presentation and receiving the necessary agreement, ask the customer to take
action to close up the sale. This close is best for customers with an active
personality who feel like they need to do something to make it official.
Ex: “So, would you like to see to the paperwork?”
The Minor Point Close
The minor point close brings up an insignificant question where a “yes” will usually
implies that the customer is willing to buy. This close is not a definitive close at the
end of the sale but rather used multiple times during the presentation to cumulate a
tentative agreement.
Ex: “Can you imagine driving this car in the summer?”
The Direct Close
This is the most upfront technique. It is effective because it gets the customer’s
agreement on the spot. However, the fear is that the customer may not be ready to
buy and bringing up the question can only add to the uncertainty. Use this close
when the customer seems interested and confident about the vehicle.
Ex: “So, does this car satisfy you?”
Once again, only experience will tell which close is the most effective. These closings may
be used together to be even more effective. Make sure that the customer is ready and give
them some time to think about it before asking them to make any commitments.
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Suggestion Selling
Once the customer is committed to purchasing the vehicle, it
is time to suggest options and features that are not standard.
Not only will this help the customer personalize their new
vehicle, but it also increases the amount of purchase.
First, ask the customer which model they want.
Available are the base model, the Enthusiast,
the Touring, the Grand Touring, or the NISMO
edition.
Then, suggest added features to help them
customize the Z to their liking
Base model
Touring
Grand Touring
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- Exterior color
$400
- Automatic Transmission
$3,000
- Chrome Wheels
$1,670
- Side Curtain Airbags
$620
- Cat-Back Exhaust
$1,100
- Titanium Shift Knob
$140
- Carpet Floor Mats
$95
- Shocks and Springs
$1,800
- Front/Rear Sway Bars
$500
- Rear Deck Spoiler
$400
- Aero Side Sills
$470
- NISMO Floor Mats
$69
- Splash Guards
$160
- Aerodynamics Package
$550
- Cargo Package
$80
- Aluminum Kick Plate
$110
- Carpet Trunk Mats
$70
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Suggestion Selling (cont.)
Finally, for long-term suggestion selling, contact the customer after 36 months and
inform them of new Nissan or 350Z models. Ask them if they want to trade their
vehicle in.
Because of this, it is important to satisfy the customer and establish a good
relationship with them. Repeat customers are a major source of sales at car
dealership. If a customer has a good buying experience, they will often come back
again when looking for a new car.
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Follow Up
Once the paperwork is complete, The customer will expect
courtesy and professionalism during the delivery process.
Remember to follow the guidelines when going through the
delivery process. Even though delivery marks the end of the
sale, it’s important to show the customer that an ongoing
business relationship is more important than just selling a car.
Important tip:
The little things mean a lot. Find out what
the customer’s favorite radio stations are and help them set the
stations while explaining how to tune the radio. Set the correct
time while demonstrating how to operate the clock. Write down
the key code on the back of a personal business card. That
way they always keep the business card in their wallet. It
makes a good reference for them and can lead to future sales.
This attention to detail helps the salesperson stand out in the
customer’s mind and as a person who cared about their
satisfaction and didn’t just rush them out the door at the end of
a sale.
- Make sure that the vehicle is delivered to the customer with all the promised features.
- Do a PDI (pre-delivery inspection) to ensure that the exterior and interior of the vehicle
is clean and undamaged. Pay close attention to detail and if a problem is found, address
it immediately.
- If the problem can’t be fixed immediately, make arrangements with the customer to
correct it at their convenience.
- Explain the following items to the customer in detail:
- Maintenance schedule
- Operating controls
- Warranty terms
- Owner’s manual
- Make the delivery special and share the excitement with the customer.
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Follow Up (cont.)
1 day after delivery
Send customers a handwritten note or e-mail thanking them for
their business and telling them that the dealership looks forward
to dealing with them again
5 days after delivery
Call them on the phone to make sure they are happy with their
vehicle. If not, find out why and address the problem
immediately.
15 days after delivery
Call them on the phone to let them know the dealership is sill
concerned with their satisfaction. Ask for referrals. 30 days after
delivery. Send them a small gift related to their purchase.
Ideally, this gift should be a conversation starter.
Continue to check in with the customer every three months to make sure they are
happy with their vehicle and to ask for referrals. After 36 months, start telling them
about new Nissan models and ask them if they want to trade theirs in.
If the salesperson establishes a regular, systematic follow-up timetable, the results
will speak for themselves for years to come.
Keep track of things that individual customers share during the sales process —
such as birthdays, favorite sports teams, and family interests — to help maintain
personal relationships that will lead to future sales.
Doing all this will build the brand name and also establishes a lasting relationship
with the customer. It will lead to future sales in the form of referrals and repeat
customers.
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Notes
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