A proper turn is executed when a salesperson is playing to win. He’s done the job to the best of his ability, and he’s now requesting a manager’s or “turn guy’s” help to close the deal.
Steps to a proper turn
1. Intro/rapport building — have the write-up face down and talk about everything EXCEPT the deal
2. Re-engage in discussions about the deal
3. Go over the write-up, and up ask for the close.
Questions to ask during a proper turn
What do you like about the car you picked?
Did you drive the car?
What did you like about your trade (if applicable), and what do you wish it had?
Does the new car you’re buying have the features you want?
*Important: If the turn guy doesn’t feel good about any of the customer’s responses, he must re-demo the car and/or switch cars.
If you have to re-demo the car, DO NOT have the turn guy do it. Get a senior salesperson if you absolutely have to, or do it yourself.
The goal of the turn guy is not to lower the price but rather to hold the gross sales price. Price negotiation should be the last approach to closing the customer.
Types of Turns
The Flying To
The “Flying To turn” is the one through which a salesperson says to the customer, “Here’s my manager Bob; Mr. Smith is just leaving and I ran out of time and talent.” It’s a challenging turn to successfully execute, but it’s not impossible.
First, initiate a quick ice breaker to build rapport on-the-fly. Next, as the customer why he isn’t purchasing the car that he test drove home. Asking this question does two things: 1) catches the customer off-guard and 2) allows you to determine whether or not he test drove it.
If the customer hasn’t yet test-driven the car, ask him to take it for a 5-minute test drive. This is also a good opportunity to engage him in a “Borrowed Car Agreement,” whereby he can take the car with him to lunch and then come back.
The Parking Lot Turn
This type of turn involves a salesperson either letting the customer go, having the turn guy get him to come back inside, or it happens in the moment that the salesperson is about to let the customer go.
This type of turn can be even harder then the Flying-To turn because you have fewer options available.
First, ask the customer why he isn’t leaving in a new car. You need to ask this question with a smile; your goal is to get the customer to like you quickly.
*Note: this is where most people lose gross.
Ask the customer, “If I can make it worth your while and save you some money, can I convince you to stay and do business with us?”
This should get the customer’s attention, and should enable you to stop a real buyer from leaving, even if the initial salesperson upset him..
Ask, “Did your salesperson get your current vehicle evaluated? This looks like merchandise we need.” Try to get them to stay by showing interest in their car.