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SME# 2 What Do They Know?

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What have customers already done before we first meet them? 

Learning Objectives:
Participants understand the resources customers have at their disposal and how that allows them to advance further into the buying decision than ever before.
Participants understand what research and decision-making most customers do before they contact the dealership.
Participants learn the correct attitude toward this typically well-informed customer.

Opening
Suggest to the group that: “never before in history have customers had access to the kinds of car shopping information and tools that they do today! This means that most have done a lot of research and decision-making before we even know they are in the market”.


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