Helping a client discover new possibilities in the showroom maximizes your opportunity to secure a sale. Oftentimes the client thinks that they have no reason to change – to defect from their favorite competitive brand to an Acura or perhaps move from a standard model to a Technology or A-Spec model.

A compelling story helps build a case for “why change.” It should showcase either how an Acura model/feature can be beneficial to their life, or how having that model/feature could have made their life better, simpler or even more fun.

HOW TO TELL A GOOD SELLING STORY

GET ATTENTION IMMEDIATELY BY PROVIDING VALUE TO THE SITUATION.

Value doesn’t necessarily mean monetary; it’s a topic or situation that your client can identify with, which can help draw them into your selling story and compel them to learn more. The earlier you can provide the value or benefit, the better.

Situation: A safety-minded client is looking at an MDX but has concerns about driving a bigger SUV.

Sample Value Statement: Something unexpected happened awhile ago that completely changed my thinking about Acura technologies.

Sample Story: I was taking a road trip with some friends, heading up into the mountains. I was driving a friend’s SUV (not an Acura), and there was a bit more traffic than I was expecting. There were a few times when I was changing lanes to pass a slower vehicle when I was surprised that another car had slipped into my blind spot. Nothing bad happened, but it took a lot of my attention. By the time we got to where we were going, I was a bit on edge. If the vehicle had been equipped with Acura’s Blind Spot Information system, I think I might have had a much calmer drive.

MAKE IT PERSONAL.

A shared connection. A relevant story makes the client think, “They’re speaking my language.”

Situation: A performance-minded client cross-shopping TLX Type S vs. a German competitor is a perfect opportunity to provide insight into the passion and commitment of Acura associates.

Sample Story: Like a lot of Acura fans, I was pumped to find out Acura was bringing back the Type S – and I think this TLX Type S is everything Acura does best. They took all their experience racing and building race engines, plus the engineers who worked on the Type R and the NSX, to produce a performance sedan worthy of the badge. They even sent the team from the Anna Engine Plant to Japan to learn how to build these engines with the designers. I know you’re all about an exceptional driving experience, and the second you get behind the wheel, you’ll see and feel it for yourself.

BE SPECIFIC.

In order for your story to be truly effective, you need to focus on the details. A too-broad or unfocused story can seem forced and awkward and will fall flat.

Situation: An RDX shopper is unsure about moving up to a higher trim level (Advance Package in this case).

Sample Story: I know that some of the extras on the vehicle might seem like things you’ll never use, but let me tell you a story. The other day I went to pick up a bunch of pizzas for my daughter’s soccer team. When I got back to the car, I realized that both my hands were full with a huge stack of pizza boxes. And my key fob was in my front pocket. So I moved to the rear of the RDX, kicked my foot under the bumper and the tailgate opened automatically. I loaded the boxes into the vehicle without incident and, needless to say, I was a pizza hero to the girls on the soccer team. It’s a small thing, but I admit I use that feature all the time now.

THE POWER OF EXTRA

PEOPLE LOVE GETTING SOMETHING A LITTLE EXTRA.

It’s true – people do love getting more than they expected. And Acura clients are no different. Personalized, engaging communication is the perfect approach to any client interaction, and highlighting available Acura programs is a great way to further build a relationship with a potential client – and one that may last for years. It’s one of the ways a client becomes a true brand ambassador.

“Extras” can include a featured sales or lease offer on a specific vehicle at Acura.com, a brand-wide program like the Acura Commitment Program or Summer of Performance, or the Acura Maintenance Program for 2023 Integra and MDX models at a participating dealership. Maybe your client is a recent college graduate or a member of the military community. Or if your dealership offers a brake special or free oil change, let your client know.

Plus, these kinds of extras show your genuine esteem for them as a client, and it’s the type of thing that they will happily tell their friends and family about. Instant referral!

Situation: A younger client is looking at an Integra, but has concerns about out-of-pocket upkeep expenses in the future.

Sample Value Statement: Something unexpected happened to a friend that reinforced my belief that Acura as a brand is not only looking out for me – but it has me in their best interest.

Sample Story: I have a buddy who got an oil change at a local place, and the mechanic didn’t properly seat the plug back in the oil pan, so it started to leak. It’s not like his engine seized up or anything, but it made a huge mess in his garage and cost him another trip to the mechanic. And what’s the price of an oil change these days – at least fifty bucks, right? That’s what’s cool about the Acura Maintenance Program. You don’t have to worry about any of that stuff for two years (or 24,000 miles). And the best part of it all is that any maintenance to your vehicle is done at a participating dealership by trained Acura Technicians who will treat an awesome car like that Integra with the care it deserves. Cool, huh?

THE POWER OF SOCIAL PROOF

PEOPLE ARE PERSUADED BY EXPERT OPINIONS.

To be honest, we humans are persuaded by a lot of things. But if we see other people doing – or liking – something, we often feel compelled to agree with them. This is a psychological phenomenon known as social proof, and it can enhance your credibility with clients and be used extremely effectively in selling.

Every automobile manufacturer claims that their vehicles are the best, and the same holds true in the dealership. But personalizing the encounter with your client and sharing news about third-party accolades and awards that Acura has won adds legitimacy to what you are saying. If people who evaluate cars for a living think it’s the best, that proves your point.

Situation: A performance-minded client is considering an Integra but isn’t sure that the powertrain can match up to some of the competitors.

Sample Value Statement: It’s my job to tell you all the great things about Acura vehicles. But there are industry experts with no allegiance to Acura who feel the same way.

Sample Story: The Integra is super fun to drive. It’s got it all: 200 horsepower. VTEC^®. Turbocharger. And when you use the paddle shifters, the feel and control you have are amazing. You know, I just read something – have you ever heard of WardsAuto? It’s one of the big car research groups – and they’ve been around forever. They put the 2023 Integra 1.5-liter turbocharged 4-cylinder at the top of their 10 Best Engines list. The best of the best! They discovered what I knew the minute the Integra arrived at our store: This next-gen Integra delivers on an unmatched performance driving experience.