The Value of Being Prepared

Jeff Williams

Hello Sales Leaders, it’s Jeff Williams, president of Absolute Results.

Today I’d like to share with you one of the 4 core Values of the Appointment Culture – the Value of Being Prepared.

In the last session we talked about the value of being pro-active by focusing on 2 things; every day creating your own selling opportunities by making appointments, and by focusing on adding value to your customers, serving them and making every interaction special.

This leads us to the value of being prepared. 

Let’s start by talking about being prepared for our customer’s showroom visit. When we have an appointment with a customer, and we have the goal of adding value, we have the opportunity to truly prepare for our customer’s showroom visit. This starts with the questions we ask when we set up their appointment. Certainly we can ask about the model they are interested in purchasing, and we can also ask details about the current vehicle. But it’s more than that…it’s about taking a few minutes to find out the customer’s why… For example, often the secret to selling the new car is in the old car. You might ask a question like “what one thing different do you want in your new vehicle, that your old vehicle doesn’t have? If you have good rapport and connection with your customer, you can also ask what changed since they bought their last vehicle. The Information we gather when we make the appointment allows us to anticipate their needs and really customize our product presentation. 

But being prepared is more than how we prepare for our customer’s showroom visit. It applies to how we maximize each day by reaching out to past customers when we make our daily portfolio calls. As we call previous customers are we reviewing our CRM notes, are we preparing good questions to ask, and are we thinking of stories of customers driving similar vehicles who have recently upgraded to a new vehicle, so we can can share with them.

Being prepared also means making sure that we spend time every day, improving our product knowledge and our selling skills. The great coach Paul “Bear” Bryant is famous for saying that it’s not the will to win that matters the most, it’s the will to prepare to win.

Being prepared is key to creating intentional success every day.

Thats what the Appointment Culture is all about.

Jeff Williams


Jeff Williams is the CEO of Absolute Results and has dedicated the last 20+ years to helping dealerships, OEM’s, and sales people across the globe rethink how they sell cars. His three greatest passions are his family, his business, and his charity work.

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