Having someone answer all your questions about a product efficiently,accurately, and enthusiastically certainly makes a difference to me when I'm considering buying a product.  Now, shopping is a favorite pastime of mine so this “product” could be anything from a pair of shoes, to a pair of earrings, or anything in between.  If the salesperson is knowledgeable and points out the positive features of these items….I’m sold!!  However, these are pretty small investments.

Let’s look at a consumer purchasing a vehicle.  How important does product knowledge become now that the investment is amplified by thousands of dollars??  I would say EXTREMELY important.   Customers need to be able to trust the salesperson.  It’s difficult to give your trust and business to someone who isn't knowledgable about the product in which you are interested. Some of the tips and techniques for appointment setting in our Sales Management training manual include:

• Being prepared
• Having a definite plan of action
• Smiling!
• Introducing yourself confidently
• Taking good notes
• Letting the customer know it’s always a great time to call or stop by

All these actions let your customers know that you are confident, knowledgeable and that you care about their sales experience.  These attributes certainly facilitate the customer making an appointment and having a positive experience with your sales team at the dealership.  A positive experience that will end in a sale!