Digital Dealer - February 2019 - 44
S A L E S & VA RIABL E OPS: F &I
By Mike Hirschfield
CEO,
Assured Influence
Why Word Tracks
Fail You, and
What You Can
Do About It
It seems as though
everyone is looking for
the words that work, the
phrases that persuade, and
the lines that deliver. Why
are so many people enamored with word tracks? I
believe it's because we all
look for ways to sell more,
we all want to know what's
working, and we all want to
enjoy the shortest path to
success. Unfortunately, just
because a series of words
work well for someone else,
it doesn't mean that they will
work well for you. Face it, not
all words are going to be a fit.
Besides, if you are delivering
the same series of words to
every customer, you are
guaranteed to fail more often
than you win. There are 7.6
billion people on this planet,
each and every one unique.
Your customers all have
different beliefs, which
control different emotions,
that drive different behaviors.
Who in their right mind could
think that a single word track
would have the same impact
and would drive the same
outcome with every custom-
IF YOU ARE DELIVERING
THE SAME SERIES OF WORDS
TO EVERY CUSTOMER, YOU
ARE GUARANTEED TO FAIL
MORE OFTEN THAN YOU WIN."
er? If you have been
struggling with word tracks or
have been frustrated with
why they are not producing
the sales results you desire,
you're not alone. There are
explicit reasons why word
tracks fail, and there is
something you can do about
it!
WORD TRACKS FAIL
BECAUSE THEY DON'T
RELATE TO EVERYONE
Your customers are all
starting from a different
point, and it is impossible for
a scripted word track to meet
every customer where they
are. Not only are they starting from a different point, but
your customers are moving
in different directions too.
Their knowledge, their perceptions, their experiences,
and their buying motives are
all different! When you use
vocabulary that is unfamiliar,
or you focus on outcomes
that are inconsistent with
your customers' values, you
stand little to no chance of
influencing them to buy. Just
because something seems
important to you, it doesn't
mean it is important to your
customers. Don't get stuck
relying on a two-dimensional
sales presentation. Your
products have far more
depth to pull from. Have you
ever had a customer who
you felt just didn't get it?
Guess what? They actually
didn't get it, and they likely
didn't get it because they
couldn't relate! The best
words forge a connection
that your customers can easily make sense of!
WORD TRACKS FAIL
BECAUSE THEY DON'T
RESONATE WITH EVERY-
44
FEBRUARY 2019
D I G I TA L D E A L E R . C O M
http://www.DIGITALDEALER.COM
Digital Dealer - February 2019
Table of Contents for the Digital Edition of Digital Dealer - February 2019
Digital Dealer - February 2019
Contents
A Message from the Show Director
Seven Truths That Maximize Talent
Leaders Simplify the Complex
Pioneering the Unknown
Tesla Suffers Another Setback
An Advocate Leading Your Team to Victory
Interview with 2019 NADA Chairman
New Year and New Changes: Stop Looking for the Magic Pill
Create a Lasting Impression
How to Safeguard Your Dealership's Social Media Accounts
How to Prepare for Digital Retailing
The Power of Aggressive Broadcast Negotiation!
Pre-Show Highlights: Digital Dealer 26 Sessions
The Biggest Thought Shift You Need to Make This Year
Three Ways to Fix “F&I Apathy” on Your Showroom
Collision Estimator Interactions
6 Questions to Ask Associates to Evaluate Their Customer Service Skills
Why Word Tracks Fail You, and What You Can Do About It
Creating a Sales Culture in Fixed Ops!
Digital Dealer - February 2019 - Digital Dealer - February 2019
Digital Dealer - February 2019 - Cover2
Digital Dealer - February 2019 - 1
Digital Dealer - February 2019 - Contents
Digital Dealer - February 2019 - 3
Digital Dealer - February 2019 - A Message from the Show Director
Digital Dealer - February 2019 - 5
Digital Dealer - February 2019 - Seven Truths That Maximize Talent
Digital Dealer - February 2019 - 7
Digital Dealer - February 2019 - Leaders Simplify the Complex
Digital Dealer - February 2019 - 9
Digital Dealer - February 2019 - 10
Digital Dealer - February 2019 - 11
Digital Dealer - February 2019 - Pioneering the Unknown
Digital Dealer - February 2019 - 13
Digital Dealer - February 2019 - Tesla Suffers Another Setback
Digital Dealer - February 2019 - An Advocate Leading Your Team to Victory
Digital Dealer - February 2019 - 16
Digital Dealer - February 2019 - 17
Digital Dealer - February 2019 - Interview with 2019 NADA Chairman
Digital Dealer - February 2019 - 19
Digital Dealer - February 2019 - 20
Digital Dealer - February 2019 - 21
Digital Dealer - February 2019 - New Year and New Changes: Stop Looking for the Magic Pill
Digital Dealer - February 2019 - 23
Digital Dealer - February 2019 - Create a Lasting Impression
Digital Dealer - February 2019 - 25
Digital Dealer - February 2019 - How to Safeguard Your Dealership's Social Media Accounts
Digital Dealer - February 2019 - 27
Digital Dealer - February 2019 - How to Prepare for Digital Retailing
Digital Dealer - February 2019 - 29
Digital Dealer - February 2019 - The Power of Aggressive Broadcast Negotiation!
Digital Dealer - February 2019 - 31
Digital Dealer - February 2019 - Pre-Show Highlights: Digital Dealer 26 Sessions
Digital Dealer - February 2019 - 33
Digital Dealer - February 2019 - 34
Digital Dealer - February 2019 - The Biggest Thought Shift You Need to Make This Year
Digital Dealer - February 2019 - 36
Digital Dealer - February 2019 - 37
Digital Dealer - February 2019 - Three Ways to Fix “F&I Apathy” on Your Showroom
Digital Dealer - February 2019 - 39
Digital Dealer - February 2019 - Collision Estimator Interactions
Digital Dealer - February 2019 - 41
Digital Dealer - February 2019 - 6 Questions to Ask Associates to Evaluate Their Customer Service Skills
Digital Dealer - February 2019 - 43
Digital Dealer - February 2019 - Why Word Tracks Fail You, and What You Can Do About It
Digital Dealer - February 2019 - 45
Digital Dealer - February 2019 - Creating a Sales Culture in Fixed Ops!
Digital Dealer - February 2019 - 47
Digital Dealer - February 2019 - 48
Digital Dealer - February 2019 - Cover3
Digital Dealer - February 2019 - Cover4
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