The (lost) Art of the Walkaround Presentation

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Almost every vehicle is overbuilt with features. The key to selling successfully is showcasing and demonstrating those features in a way that builds value for the customer.

I still remember my first weeks in sales back in 2004 (yikes!). My interview was with the sales manager of a Nissan dealership, and I had made an impression on him with my passion for vehicles. I specifically remember commenting on how much I loved that the Nissan Altima had Altezza-style taillights. Apparently, that was all it took—I was hired. Looking back now, I understand why.

For the first two weeks, before I ever spoke to a customer, all I did was train. My manager, Bill, took the time to invest in me, spending several hours each day teaching the art of the sale. He had a hunch that my passion for vehicles could be harnessed with the right training to make me a successful salesperson. But this wasn’t structured training from a manual—this was his school of hard knocks. It was real-world, hands-on lessons in how he believed cars should be sold. And it all started with the upside-down pyramid.

The Upside-Down Pyramid

The pyramid had horizontal lines, each representing the amount of time that should be spent on different steps of the sale. The idea was simple: the more time you spent on steps that add value to the vehicle for the customer, the less time would be needed for negotiating and closing. So, for an entire week, we focused on one thing—the art of presenting a vehicle.

The concept is straightforward: using the information gathered during the Qualification step (now often called Discovery), we would present the vehicle in a way that highlights the specific features and benefits that matter most to the customer.

The Key Word: Present

If you’re a salesperson reading this, you’re probably thinking, Yeah, of course, we do that. But let me stop you right there—because you likely missed a key word: Present.

As a former General Sales Manager, nothing frustrated me more than watching a salesperson and a customer sit in front of a computer, rattling off a list of vehicle features while the customer nodded along, clueless about what half of those features even were. That is NOT a presentation.

Another pet peeve? Watching a salesperson rush a customer into a car because it’s too cold, too hot, or too rainy outside. Bad weather is not an excuse to skip a proper vehicle presentation. That’s like a chef leaving out key ingredients just because it’s the end of their shift. The right ingredients make the meal.

Bringing Features to Life

Your job as a salesperson is not just to list features—it’s to present and demonstrate them in a way that connects with the customer.

Almost every vehicle today is packed with technology, safety features, and convenience options. The problem? Most customers don’t understand what half of these features do—let alone how they benefit them. This is where you, as a professional salesperson, can bridge the gap between features and real-world value.

If all a customer sees is a sticker price, they’ll naturally default to finding the lowest price possible. But if you take the time to educate them on the value of what they’re getting, price becomes a secondary concern. Your goal is to shift the conversation from “How much does this cost?” to “How much is this worth to me?”

The Power of a Knowledge-Driven Presentation

When you actively demonstrate a vehicle’s features in a way that makes sense to the customer, you do two things:

✅ You create an emotional connection—helping them visualize themselves owning and benefiting from the vehicle.

✅ You make the vehicle feel “worth it”—so they focus on value, not just price.

A well-executed, knowledge-driven presentation accomplishes this by:

• Using real-life scenarios to help the customer understand how a feature improves their daily driving experience.

• Tailoring the presentation to their specific needs, rather than just listing features.

• Engaging the customer in the experience—letting them touch, see, and feel the value firsthand.

Example: The Advanced Safety Features

For example, let’s say you’re selling a Kia Carnival, which has Advanced Forward Collision Avoidance Assist with Junction Turning. If you simply tell a customer, "This vehicle has Advanced Forward Collision Avoidance Assist with Junction Turning," you might as well have said, "It has Moon-Landing Assist." They’ll nod along, but they have no idea what that means.

But what if you did this instead?

**"Mr. Customer, picture this. You’re waiting in the left-turn lane at an intersection, but there’s a big truck in the opposite lane blocking your view. You inch forward, crane your neck, and say a little prayer before making the turn. Or worse, your co-pilot next to you starts panicking. Well, the Kia Carnival has a feature called Advanced Forward Collision Avoidance Assist with Junction Turning.

What that means is the car’s forward-facing radar and camera scan for oncoming vehicles that you can’t see. If you misjudge the timing and a collision is imminent, the vehicle can apply emergency braking to help avoid an accident."**

This simple scenario takes a feature and turns it into a real-life benefit that resonates with the customer. Now, they’re not just thinking about price—they’re thinking about how that feature improves their safety and the safety of their passengers.

Boom. Now you’ve done something that 90% of other salespeople don’t do—you’ve given a Feature-Benefit-Value demonstration. This is a lost art! And that’s just with one feature.

The more value you build, the more the customer begins to want the vehicle—rather than just needing transportation. Instead of looking for the cheapest deal, they start thinking:

• “I don’t want to miss out on these features.”

• “This car feels perfect for me.”

• “I can see myself enjoying this every day.”

When a customer gets to this point, negotiation becomes easier. They’re not fighting to get the price lower because they’re already sold on the value. Instead of trying to justify why the car is worth the price, you’ve already shown them.

The 20-Minute Presentation That Pays Off

Spending 10, 15, or even 20 minutes presenting a vehicle might seem excessive, but as you can see, it creates tremendous value—both for the customer and for you as a salesperson.

By using the insights gathered during Discovery, you can deliver a tailored walkaround that checks all the boxes for what the customer is looking for. This increases the perceived value of the vehicle beyond its price. You’ve heard the term bang for your buck—well, you’re building that bang!

The TV Shopping Analogy – Selling Value, Not Just Price

To understand why a proper presentation is so important, let’s look at an example outside of the auto industry—buying a TV.

When a customer walks into an electronics store to buy a TV, they’re often overwhelmed by options. There are dozens of brands, screen sizes, resolutions, refresh rates, and smart features. But most customers default to price because they don’t fully understand the differences between models. They just want a "good deal" and assume that all TVs are more or less the same.

Now, let’s compare two approaches a TV salesperson might take:

1. The Order-Taker Approach:The salesperson asks, "What size TV are you looking for?" and the customer replies, "A 55-inch." The salesperson then points out the cheapest 55-inch TV available. The customer looks at the price tag and makes a decision solely based on price - but what if there is an even cheaper model elsewhere or, even worse, online?   Did the salesperson add any value? Not at all. The customer only understands the price relative to the size of TV.

2. The Professional Sales Approach:A great TV salesperson won’t just take the size request at face value. Instead, they’ll ask discovery questions:

   • "Where is this TV going to be placed?" (Living room? Bedroom? Basement?)

   • "What do you typically watch?" (Sports? Movies? Gaming?)

   • "Do you have a lot of natural light in that room?" (Glare can affect screen quality.)

   • "Will this TV be mounted or placed on a stand?" (Affects sound and viewing angles.)

   • "Are you planning to connect any external devices?" (Gaming consoles, soundbars, etc.)

3. Now, instead of simply pointing out the cheapest 55-inch TV, the salesperson recommends a model tailored to the customer's needs. For instance:

   • If the customer watches a lot of sports, the salesperson suggests a high refresh rate TV for smoother motion.

   • If they’re placing it in a bright room, they recommend a TV with an anti-glare screen.

   • If they plan to game, they highlight a TV with low input lag and HDMI 2.1 support.

4. Suddenly, the customer isn’t just buying a TV based on price—they’re making a decision based on value. The salesperson has educated them, shown them why certain features matter, and helped them make a better decision.The result? The customer spends more than they originally planned, but they leave happier because they feel confident they made the right choice.

   
   

How This Applies to Vehicle Sales

Now, apply this same principle to selling a vehicle.

If a customer walks in saying, "I want a midsize SUV but I’m on a budget of $150 biweekly," a mediocre salesperson will be discouraged (there’s no SUV for $150 biweekly) and simply direct them to the cheapest or most popular midsize SUV on the lot and try to convince them it is a great choice based on price. No real presentation, no questions asked, no value built.

A great salesperson, however, will dig deeper:

• "How many passengers do you typically have?" (Do they need third-row seating?)

• "Do you do a lot of highway driving?" (Maybe an advanced driver-assist package is important.)

• "Will you be towing anything?" (They may need a higher towing capacity.)

• "How long do you plan on keeping this vehicle?" (Helps suggest long-term value features.)

With these answers, you can curate a presentation that speaks directly to their needs and lifestyle—not just their budget. This not only increases their willingness to pay but also makes them more confident in their purchase.

The Takeaway:

Just like the TV example, most car buyers don’t fully understand all the features and benefits of a vehicle—they need someone to connect the dots. The more time you spend on a strong presentation, the less time you’ll spend negotiating price—because you’ve already built the value.

A Professional Presentation Makes Price Less Important

Customers default to price when they don’t see the difference between options. It’s your job to show them that difference. A well-executed presentation helps them:

✅ See the value in features they didn’t know they needed.

✅ Justify spending more on a vehicle that truly fits their lifestyle.

✅ Feel more confident in their decision, reducing buyer’s remorse.

When value exceeds price, negotiations become easier, and customers leave feeling like they got a great deal—not just the lowest price. That’s how you win in sales.

Don’t Skip the Presentation—Even for “Decided” Customers

We’ve all had customers walk into the showroom already knowing exactly what they want—right down to the color. One of the most common (and critical) mistakes I see salespeople make is skipping the Discovery and Presentation steps because they assume:

1. The customer already knows everything about the vehicle.

2. The customer has already seen the vehicle elsewhere and is just looking for a better deal.

Both assumptions are dangerous. Instead, ask yourself: How am I going to add value for this customer?

The answer? Give them an experience they weren’t expecting.

Here’s a line I love using for customers who think they already know everything:

"Mr. Customer, I know you’ve likely seen this vehicle online or even at another dealership. But I don’t want to assume you know everything about it. Would you mind if I showed you some really exciting features?"

Now, your goal is to blow them away with a stellar presentation.

The Value Exceeds the Price

By taking the time to deliver an engaging, knowledge-driven vehicle presentation—one that’s based on customer insights, real-life examples, and a passion for the product—you’ll not only shorten the negotiation process but also increase demand for the vehicle. When a customer fully understands what a vehicle offers, they’re no longer just comparing prices—they’re considering value.

And when value outweighs price? You close more deals.