CHICAGO -

We left off in our series with the first two keys to consumer relevance; in this post, we’ll explore the third key: MARK. MARK sums up the key factors that influence a consumer’s decisions when shopping for a car: Mission, affordability, risk and key differentiators. We’ll go deeper into detail about each of these in future posts.

While hitting the “MARK” is important during every part of the car buying experience, it’s especially essential during the closing process. Why? Traditional closing methods, like “four square,” can work—but just as often, they can intimidate the customer and devolve into haggling. A confused, annoyed customer is significantly less likely to agree on a mutually beneficial price (if he or she buys your car at all).

To maximize profit, you need to approach closing as you do the rest of your value-based selling process. Gen X and Y consumers are looking for a vehicle that fits their needs at a fair price. Their biggest fear is being taken advantage of. If you introduce third-party evidence from the Web into the closing process, you’ll increase their level of trust.

Demonstrate the value you’re selling, and consumers will let you earn a profit. As we’ve discussed, the Internet has provided consumers with a new degree of expertise and influence. At the same time, a more knowledgeable consumer doesn’t mean you have to resign yourself to being a commodity seller. Practice the principles of value-based selling, and you’ll be able to increase your CSI, profit and closing rate while delivering value to your consumers. With value-based selling, every sale is a win-win.

Stay tuned for the next post, when we’ll explore mission, affordability, risk and key differentiators.

Patrick McMullen is vice president of sales at MAX Systems. This blog entry and others can be found at www.getrelevantordie.com.