Golf Cars
Sales Assessment Results by Jason Harrell

"I'm not sure we really need a golf car right now; can't we just use our existing carts?"

You can. However, with the old carts you are looking at costly repairs. And depending on the age, parts for service may become unavailable. With the new cart, we know that we can get the parts we need if something comes up. And it has a full warranty.

The response effectively addresses the concern by highlighting the potential costs and issues associated with existing carts, which emphasizes the value of the new cart. The professional tone is maintained, and the mention of warranty adds a strong closing technique. However, it could be improved by including a direct question or call to action to encourage further engagement. Overall, it's a solid response but could be more proactive in closing the deal.

"The price seems higher than what we expected; can you explain why it's worth it?"

Totally get that. Sometimes great things can take us by surprise. But as you can see with the upgraded features that are on this one, that's what brings us to the cost we're at. We can offer you an option that is less expensive, but you'd have to give up some of the premium features. After sitting in this one, wouldn't you agree that it's worth it?

This response acknowledges the customer's concern about price, which is a good start. However, it lacks a detailed explanation of why the higher price is justified, such as emphasizing the benefits and long-term value of the upgraded features. While offering a less expensive option shows flexibility, it could be perceived as deflecting rather than addressing the main concern. The closing question is engaging but could be more compelling by highlighting specific advantages of the premium features directly. Overall, the communication is professional, but it needs more depth in addressing the value proposition and a stronger closing technique.

"We heard that [competitor] offers better warranties; how does your warranty compare?"

I've heard about their warranty as well. I was intrigued, so I decided to look up the specifics on it for myself. While they boast a "longer warranty", it's actually limited to what it covers. What's known as a limited warranty. It only covers the main body, but nothing mechanical. But when we look at the mechanical warranty and the lithium warranty, ours is actually covered for longer.

The response effectively addresses the concern by directly comparing the competitor's warranty to your own. It highlights the limitations of the competitor's offering while emphasizing the strengths of your warranty. This demonstrates a good understanding of the product and the competition. However, the communication could be more professional; starting with 'I've heard about their warranty' may come off as dismissive. Additionally, a stronger closing technique—such as asking if they'd like to discuss your warranty options further—would help. Overall, the solution-focused approach is solid, but it could benefit from more engagement with the prospect. Score: 7

"Our budget is tight this quarter; can you provide any financing options or discounts?"

Absolutely. We work with 2 different lenders and can offer some pretty attractive packages. We have one that offers a 0% for 36 months, and another that can do a 90-day same-as-cash option. And we also have the ability to do a standard contract on them up to 60 months in an effort to get that payment as low as possible. Which one interests you the most?

The response effectively addresses the concern regarding budget by providing specific financing options that can help the prospect manage their financial constraints. The salesperson communicates professionally and clearly outlines the available package options, which is a good practice. However, the closing technique could be stronger; instead of asking which option interests them the most, it might be more effective to recommend a specific option based on their needs or to ask if they would like to proceed with a particular financing plan. Overall, the solution-focused approach is present, but it could be enhanced with a more assertive closing strategy.

"We're in the middle of a contract with another supplier; we can't switch right now."

Do you happen to know the specifics of what is covered in that contract? I'd be happy to look over it with you and see if there are any gaps in your service. If we don't find anything, no harm done. But if we find something, wouldn't you like to know about it?

The response is quite effective in addressing the concern by inviting the prospect to share details about their current contract, which shows a willingness to understand their situation. The professional tone is maintained, and the closing technique is subtly woven in by suggesting that discovering gaps in service could be beneficial. However, it could be even stronger by directly acknowledging the objection about being in a contract and perhaps suggesting a follow-up at a later date or a preliminary discussion about the value your service could bring. Overall, it's a solid attempt but could use some refinement in the closing technique and empathy towards the prospect's current commitment.

"I'm concerned about the maintenance costs associated with owning a golf car. Can you address that?"

I can understand that. Repairs on anything can get expensive these days. If the cost of ownership and maintenance is a concern, then I would suggest going with the lithium option. They require no regular maintenance, no oil changes, they are the true "maintenance free" option. Would you like to take a look at those?

The response effectively addresses the concern about maintenance costs by directing the prospect towards lithium options, which are indeed lower maintenance. The salesperson demonstrates understanding and empathy with the phrase 'I can understand that,' which is professional and establishes rapport. However, the closing technique could be stronger; instead of just asking if the prospect wants to look at those, it could include a follow-up question about their specific needs or preferences. This would enhance the solution-focused approach and encourage engagement. Overall, a solid response, but there's room for improvement in closing. Score: 7

"What if we find a better deal elsewhere after we purchase?"

Look, I get it. We are all looking for the best deal that we can find. Our dealership covers a six-state area. There are plenty of options out there, but you would also have to account for travel expenses of getting it to you. We are a locally owned company and we pride ourselves on giving the best deal that we can. And when you buy from us, we will deliver to you for free. And as an added bonus, we have a full service department that is here to help you anytime the need arises. If you get that kind of service, wouldn't you agree that it's worth just a bit more to work with someone local to you? Great, which color did you like the most?

The response addresses the concern by acknowledging the customer's desire for a good deal and emphasizing the value of local service and free delivery. However, it could be more effective by directly addressing the possibility of finding a better deal post-purchase, perhaps by offering a price match guarantee or a satisfaction promise. The communication is professional and friendly, maintaining a positive tone throughout. The closing technique is present with the question about color, but it could have been more assertive by summarizing the benefits before asking for the decision. Overall, the response is solution-focused, but it lacks a stronger direct approach to the objection raised.

"We're not sure if our golf course will see enough usage to justify a new fleet of cars."

We work with all different size courses. We can adjust the amount of fleet cars that you bring in so that you don't get more than you need. And we can even look at taking some of your existing fleet in on trade for them to help offset the costs. As an added bonus, all of our fleet cars come with a service package included that we will help with routine servicing and maintenance. Would you like to look and see how much your trade ins would be worth?

Your response effectively addresses the concern by offering flexibility in fleet size and a trade-in option, which could alleviate the financial burden. The professional tone is maintained throughout, which is commendable. However, to enhance your closing technique, you might want to ask a more direct question that encourages a commitment, such as suggesting a specific time to discuss the trade-in value or schedule a demo. This would create a stronger call to action. Overall, good job on being solution-focused!

"Could we get a trial period before making a final decision?"

Unfortunately, once you leave with the cart, it is yours. You can drive it around our property and put it through the paces, but we don't have free trial period. You may come and test drive them as many times as you'd like to help relieve any doubts that you may have. If we go for a ride now, would that help with your decision?

The response provides a clear explanation regarding the lack of a trial period, but it lacks empathy towards the customer's desire for a trial. While you offered an alternative (test driving), it would be more effective to acknowledge their concern first and present the test drive as a solution. The closing question is a good attempt to engage the customer, but it could be more persuasive if it connected back to their initial concern about needing assurance before purchasing. Overall, it's informative but misses a personal touch and a stronger closing technique.

"How can you guarantee the longevity and reliability of your golf cars compared to others?"

I can appreciate your desire to protect your purchase and want to spend on something reliable. All of the independent testing that has been done shows that these carts are to the industry standard or higher. And on top of that, we have an industry-leading warranty on these. So if anything does go wrong, we have a full service department and can handle any warranty work that needs to be done. So you can rest easy knowing that your purchase is protected. Does a warranty help ease your mind when it comes to reliability?

The response does well in acknowledging the customer's concern about longevity and reliability, which shows empathy. However, it could be improved by providing specific examples of the independent testing results or comparisons to competitors to strengthen the argument. The mention of an industry-leading warranty is a solid point, as it addresses the concern directly and adds credibility. However, asking if the warranty helps ease their mind comes off as slightly passive; a stronger closing technique would involve affirming the quality of the product and guiding them toward a decision. Overall, the communication is professional and solution-focused but lacks depth in evidence and a more assertive closing approach.