[Music] [Applause] I'm Bobby Collins from coconut point forward in a sterile Florida and I'm here to teach you a little bit of something uh you know that I hopefully that everybody knows that you probably were training to carve is is wrong okay I know you're saying wait a minute I know everything about the car visits but you're right even I was training the car visits wrong I'm gonna teach you kind of a new way some of you people might be on a Foursquare some people not that you're selling system but just like David always says you got at least have a system but I'm gonna show you assistant we took over dealership and we changed it average growth from twenty two hundred dollars to bring you over four thousand dollars I know that's where everybody wants to be you know of course you probably be happy with three thousand dollars but I want to start at the beginning and this is what you've got to tell your people you're in your self people in your sales managers and if your sales managers are watching this you've got to bring us down to your people we even me included we ask the dumbest questions they're customers every day there's customers all over their sales people all over the United States they're gonna walk up to a customer and they're gonna ask them a dumb question they're gonna ask them how much do you want for your trade think about that now for a second that's the way I was trained how much do you want for your trade now what do you think they're gonna tell you you gonna tell their low number or they're gonna tell you the high number what would you tell them if somebody asked you that of course they're gonna tell you the high number now you're stuck with that forever and you're going to be stuck with that the whole time and negotiating the deal another stupid question that we as salespeople ask is how much money do you want to put down really how much money do you want to put down you're gonna save zero 99.9 percent of the time okay the customers are definitely not going to tell you how much money they definitely have they're always gonna be on the low side so what we're going to do is we're going to take that totally out of your vocabulary and your sales staff vocabulary we're gonna take it totally out of there another dumb question we ask them and listen to this one where do you want your payments to be that's the number one right where do you want your payments to be think about that now do you think they're gonna tell you the high number are you gonna take the low number you put all that together that's your gross okay so if you can get the customer to starting because for years we assails people we went out there and what we did was we ask those dumb questions we asked them how much one free trade how much money you want to put down and where do you want your payments to be we took that as a commitment took it to our desk and we worked tooth and nail to try to come to those numbers sacrifice grossed we stretched the term out we did a lot of different things and maybe somewhere in the middle if there were still a deal we had we sold a car but it's probably about that much gross left okay let me let me explain what I'm talking about real quick first you've got to understand on a Foursquare system there is four parts of car deal okay there's the trade there's the price there's cash down and there's payment where we make a mistake every day as car sales people we lose a deal is we try to work all for these at the same time okay ask them how much they want from the trade where you want your money be down that and where you want your payment's at now imagine this if you will how about we just did it a little differently same Foursquare same format is this but we're going to do one thing we're still going to the ten steps and I know everybody has 10 they're basically about the same enthusiasm meeting greeting you know not investigate you're gonna you know the whole nine yards so what you want to do once you've landed on car you've got a qualified buyer and of course you've asked the questions if I can get all the figures agreeable I can earn your business today and they said yes so we at this point one of the key thing is we have to walk the trade the salesperson has to walk that trade so we know every imperfection on that trade how many times you think car salesmen have looked at you and told you to put more money than a trade and they ain't even seen the car all right or even ahead doors on think about it so what we do with the Foursquare system we isolate each one of these and we start at one item it's going to be the trade so let's just imagine we got Bob wire on this but I can go no further and steal now on the price side let's let's say in this example that we have a thirty five thousand dollar vehicle and another thing is let's just say there's a five thousand dollar rebate it's a nice Ford truck right here I'm not gonna even use the word rebate I'm gonna use word off because customers are geared and they they really believe that rebates are free money we all know that's not free money okay so we're gonna tear it so I've got a thirty thousand dollar car now the salesman did his job right and walk the he'd he touched every imperfection on this car didn't uh belittle the car whatsoever he was acting like he's appraising the car what he's doing he's gathering information for us to make an intelligent decision with VIN number the miles condition the car and once again every every imperfection on that car it's kind of like parents with ugly kids they don't see him ugly anymore go to Walmart sometimes they think their kids look great that customers got that car for about seven years he forgot that he hit the corner of the garage two years ago he's used to seeing that dent every day he thinks he has a perfect car what the salesman's got to do is go out and maybe even touch it and therefore he goes oh yeah because everybody has a pre notion of what they basically want for the car when they come in a lot even if you did ask him what do you want for your trade I don't know you tell me in the back of their mind they think they know now what we're gonna do if he did that we're gonna look at the local dealer ox report we're gonna look at Manheim we're gonna look at sin we're in Florida so we're gonna go in South East and we're gonna look at the MMR on these cars because for the first time ever how would you like to start your deal at wholesale we should be what you're gonna be bringing the car in instead we've got to put the customers back on the planet of reality and this is how we do it we're gonna give them three good examples real numbers really out of everybody got the software now with MMR we're gonna take let's say this guy had an O five f-150 I'm gonna put this over here o five f-150 and let's just say this vehicle had sixty 8321 please do me a favor quit telling people it's got 68,000 miles on it make the customer know that it has 68,000 321 we want them to feel every bump in the road all right we're gonna give them a couple examples here let's say an O five f-150 I'm gonna look on the MMR and find one with about half that miles that's what I'm looking for so let's type in this case we found along with 31,000 miles and when it's our car we want to do 31 K okay you get the point all right so let's just say this vehicle brought $5,000 here's another f-150 here just like his car but it's a little bit we always try to get a little bit less miles in his like 61 K and let's just say it brought three and we're using some fictitious numbers right now just as an illustration and let's have another one with more miles than his and let's just say it brought that now the salespeople are geared to go back to the customer and say its word track didn't say hey listen they haven't had a chance to your car but we're next but we did have an opportunity to have this used-car manager go ahead and look at the local dealer rocks report and see about what your cars bringing on open market we're in luck we had three good examples there always taught to start at the bottom to put this person in place you got an O five f-150 here with 80,000 miles a little bit more than yours and it brought $1,500 don't worry gets better got a no five f150 here with 61 thousand miles still a little less than yours and it brought three thousand and I'm also gotten over five f-150 here with only 31 thousand miles half your mileage and it brought five grand don't worry I'm gonna work really hard to try to get you the higher number they're taught to pause and they're going to get a reaction out of the customer think about this if a guy's drive in with this oh five f-150 with 68,000 miles probably got on the internet saw what these fictitious numbers are and then he's probably said you know what my trucks were seven grand I'm gonna get seven grand for it well if the salesman did his job right walk around the trade and touch those bad spots on the car now subliminally he's probably thinking well man maybe sixty five and maybe even six but once you show him this real numbers real live local dealer rock reports now he's thinking a little less of his car now obviously he's not gonna want the three thousand for his car he's probably gonna want five thousand or even back to his six but what we're gonna do if we have a reaction like hell no go to hell get my keys well we're gonna say well listen how close this can you come for the first time ever for a lot of you this is the first time the customers going to have to move towards our numbers instead of the other way around so what we're doing here I'm trying to put them on the spot and tell them exactly these are real numbers folks this is MMR from the auction we should not be afraid to share this with a customer this is real this is kind of like you're a real estate broker going out and trying to sell your house you of course you'd love eight hundred thousand for it but basically what they do or she does or he does to show you market value we've all been there we want this but reality is here this is how are you going to say some gross once again remember I'm not going past this trade this price doesn't mean anything cash down payment doesn't mean anything until we both agree on what this trades work and let's just say this customer gave us a little bit of you know I don't know I wanted this Kelly says this and we have to explain to him strictly just a guy but this is real world this is just what cars like yours not necessarily your car but cars like yours just brought this last week so instead they're taught to do this once they agree to a number even it's not that even if it's still the seven they take that number and circle it once you've got a circled number the next words out that sales people's mouth is most banks like to see at least 20% down this case we got a $30,000 car so you're gonna write $6,000 are you planning to put six or more once again we've got that customer going oh my gosh $6,000 you know work with me here I were just gonna use my trade well we're taught hey well you know what that's a trade equity but I also like to see cash for me to get you the best possible deal well how close this can you come hey listen I got no money that's usually the number that we get from the customers I have no money okay they're taught to do this and just in case they missed it we ask them there's one question a B C and D a B and the best D being the worst Paul's how would you rate your credit and don't say a word all of a sudden you're gonna hear Boom Boom Boom Boom or and they're also taught if they say C or D we will go any further we simply go get a customer statement I like calling a credit out a customer statement just think about it credit app that sounds bad sound like you're cussing at them customer statement we also like to say if they say they have bad credit we say hey it's probably not as bad as you think I know we can help let's get a customer statement get you qualified that makes the customer feel more like a human being there's trust me folks you got to get into subprime market and treat these people right because bad things happen to some great people if you treat them right they'll remember it and then as they go show their new car to somebody they'll tell everybody where they got it and they'll also come back and see you because I promise you this 50% of the people that have that credit now won't have that credit forever so you got to remember that this is your future but we're gonna ask this customer a B C or D how would you rate your credit we're gonna pause let them answer and then what's going to happen is hopefully they said hey I got great credit great because in the state of Florida most paints it least like to see you put your tax and fees down and what we do with with a statement fart at 6% but of course we've got tags and we dock fees and everything else so good rule of thumb is 10% in this case it's only going to be three thousand dollars you can least do that can't you of course they're probably not going to have it we're gonna ask him one more time how close can you come once again so what's happening now customers moving towards our numbers instead of the old way of doing it we're trying to reach toward their numbers so it's a lot different so you're pounding on here trying to get to three thousand dollars cash all you're doing is but I've never asked him whether he'd like to put down I'm sure what they probably should put down okay so let's say this customer says listen I got no money I got no money I just want to use my trade I said so you can't come close to this at all no I can't come I keep well let me ask you this what you're trying to do you remember Columbo I mean Columbo he always knew you did it you know remembered some older guys have to remember Columbo you always knew you did it you know that one will show you go let me show you you don't want to put no money you know the Columbo version okay so here we go say let me ask you with this you want to do what we call in the business a hundred percent financing is that correct mr. customer you're probably gonna say yes so you're gonna want to finance your taxes too so you don't mind a little higher payment do you the customers eighty percent of time will say well how high well what they just say to you I will go more than what I probably plan on going so what we also do let's just say in this case maybe they come up with $1,000 I promise you this if that same salesperson asks that same customer how much money do you want to put down what do you think the answer is gonna be zero but this way at least finished out maybe a thousand bucks and the rest the rest of this is just like this remember five thousand on this thousand here add your taxes in this is simple you this is what you teach your salespeople to do and they come up to the desk with a commitment already so now they're sitting there with I just talk just do the math and don't talk to the customer and do exactly what the numbers are - the trade - the cash down and times it by three which would be a short-term payment okay we want we didn't ask you what you wanted to pay we're just share tell you because we'd love to put all of our customers on short term payment so they come back and see you sooner right so we times it by three and in this case mr. customer it looks like it's going to be right at eight hundred ten dollars there talk to pause and don't blink I noticed that's the way for $810 but you got it this works trust me come say oh my god I keep P $810 well let me go back you could always go back and forth on cash down in the payment remember you gave me no money down and you said you wouldn't mind a little higher payment customers probably gonna say well yeah but not die well let me ask you how close to eight ten can you come and the best way I saw to get little small increments cuz I'm probably going to come up the number and say look I want to be around five up to they're gonna say another number but you definitely wanted to keep it under six correct and then hopefully you're gonna settle somewhere in that number salesmen are geared the right customer will buy now we don't want to be next week with trade only so if you didn't get to six it's always only a thousand cash at let's just say we got 550 ish I like the word ish there's another nine bucks there okay because we want to run first year right so we're gonna do that and they got to plant that seed and do the two staff I don't know if eyeballs I'll take this let me go try but you will buy the car if I get it worked out with all your trade and and keep it around 550 month want you to stretch that term out a little bit but if you do this we have a car deal right now right right think about this guys managers think about this here here and here we negotiate there's one thing I really never ever played with and I'm telling you this works is the price so if you want to get you grosses out of the toilet and off that two thousand dollars and get it up into the three and five because gross is is not a dirty word gross is a state of mind I'm Bobby Collins for the next time see you later get smart
If you’re at a dealer that is still using a four square, they’re setting up to screw you. Any reputable dealer has a presentation that’s quite transparent and fully broken down.
Source: have sold cars the last 7 Years.
Four square is old school. The majority of stores that grind people over $5 in payment will have poor CSI, poor customer retention, and will have a revolving door when it comes to salespeople. I’ve been in the business for 25 years, and my current store 16 years. You must evolve with the market or you’re going to be left behind. You must make the most of your opportunity with your client. The days of the “up bus” pulling up are gone. If your customer leaves, you’re not going to have another in 3 minutes to replace them. Market yourself and your products genuinely, and you will be very successful.
Please can someone knowledgeable paraphrase the 4 square sales method so I don't have to listen to this literal used car salesman talk for 15 min?NM. I was able to find plenty on the topic. If you're shopping based on what the monthly payment is, you've already guaranteed a bad deal for yourself.
Also, if I walked in to a dealership and was greeted by that mustache in that cheap suit, I'd turn right back around and leave.