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BEST PRACTICES: SALES PROCESS

WHAT:Increase closing ratio consistently by reducing confrontation and increasing professionalism at each step of the sales process. Sell more cars, make more money, satisfy more customers and have more fun.

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BEST PRACTICES: WELCOME

WHAT:Welcome the customer as though you are welcoming them to your home. Sell yourself and your integrity as a professional.

HOW:Refine and practice your greeting toensure you make a great first impression that sets the stage for a mutually beneficial relationship.

Best Practices:• Prompt & Professional• Genuine• Smile and extend a handshake• Give your name and business card to the customer• Get the customer’s name and write it down• Use the 5 foot rule• Positive attitude = positive results so prepare with quiet time, exercise, music, reading, etc.• Don’t ask, “Can I help you?”

Recommended Welcome if we’re not having a sale:“Welcome to ABC Motors. Thanks for coming in. Are you here to see any one in particular? My name is… and you are? What would you like to accomplish today?”If we are having a sale:“Welcome to ABC Motors, are you here for the big sale?”

If yes, “Great, we’ll be sure to save you some money.”If no, “We’re having a big sale that can probably save you some money.”

Notes:

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BEST PRACTICES: RESET WORD TRACKS

WHAT:Maintain the lead and slow the customer down when they ask “Do you have …? How much …? What incentives are available …? What’s my trade worth?”in the first half of the process.

HOW:Address customer concerns and answer questions by hitting the “reset” button on their human computer. Let them know they’ll get the information they need and get their permission to ask more questions by leading in with a benefit to them.

Sample Reset Word Tracks:Customer: “What’s [insert common question here]?”

Sales Person: [RESET] “No problem”

[RESPOND] “In addition to getting [customer’s desired information] would you also like to get information on your trade or product, price and payment information?”

[BENEFIT/REQUEST] “Great. In order for me give you all the information you’re looking for I’d like to ask you a few quick questions. Follow me.” [Proceed to Interview]

RESETRESET

RESPONDRESPOND

BENEFITBENEFIT//REQUESTREQUEST

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BEST PRACTICES: INTERVIEW

WHAT:Refine the interviewing skills that enable you to gather the information needed to land on the right car 100% of the time.

HOW:Role play, practice and provide feedback using Your Car Builder and effective questions to gather customer information and select the right car. Use C2 to confirm and clarify.

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BEST PRACTICES: INTERVIEW continued …

Best Practices:The more information we have about the customer, their buying habits and their driving needs, the easier it is to build value during the product presentation and overcome objections at any point in the process to make it easier to earn their business. However, this important step is often cut short by the customer while the sales person struggles to maintain the lead. Effective questions can help.

Effective Questions:• Type of Vehicle and Options:

o What options are you looking for that you feel you must have?o What options would just be nice to have?o Other than price, what’s most important to you in your next vehicle?o [Confirm and Clarify]

• Current Vehicle: Adding/Replacingo Will you be adding to what you’re currently driving or replacing something?o If replacing: Great, would you like an estimate?o What do you absolutely love about your current vehicle?o What do you like least about your current vehicle that you’re hoping to improve upon

with the next one?o [Confirm and Clarify]

• Goalso What do you hope to accomplish with your visit today?o If there’s a similar vehicle with similar equipment, but a better value would you consider

it or should I rule it out?o [Confirm and Clarify]

Notes:

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BEST PRACTICES: SELECTION

WHAT:Increase your closing ratio by improving your ability to land on the right vehicle.

HOW:Use your knowledge of the inventory with what you uncover during the Interview to match the client’s driving needs with the right car … 100% of the time.

Best Practices:• Bring a vehicle to the customer or do an inventory walk• Walk the inventory even if you’re relatively certain you do not have the exact vehicle • Never leave the customer standing on the lot alone, bring them inside and offer a drink while

pulling the car up to the showroom• If you identify they’re considering a competitor ask, “That’s a nice car… what is it you like

about it?” Recommended Word Tracks: “Based on what you told me, I have the perfect vehicle in mind. Follow me.”

If No Selection After A Thorough Lot Walk:“No problem, if we can’t find what you need right here in my local inventory, chances are good I can find it for you in my central inventory. Of the options and features we talked about, which are the most important? Are there any that you might be able to do without? Great, let’s see if we can find a close match in my local inventory and if not, we’ll check the central inventory.”

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BEST PRACTICES: SELECTIVE PRESENTATION

WHAT:Increase your closing ratio by building value in the product. This is your best opportunity to show value and professionalism compared to the competition.

HOW:Once we’ve accurately identified the customers’ needs, we can build value in the product’s unique features by giving a selective walk-around that focuses only on those features, advantages and benefits that are important to the customer.

Best Practices:• Stories sell, but only if we speak to what’s important to the customer. • Common motivators include: safety, power/performance, appearance, comfort,

economy/efficiency, reliability, etc. If we’re talking performance and power to someone who wants economy and reliability they will shut off.

• Once we’ve determined what’s important to the customer, pull the vehicle out from the rest in line to give a Selective Walk-Around

• Use C2 to confirm and clarify• Start at the rear of the vehicle, move to the driver’s side, the engine compartment and finally

the passenger’s side where we politely ask the customer to “GET IN.”

Recommended Word Tracks:Lead in using “You said”…to restate the customer’s need.

Select a feature that best illustrates that need. Selectively describe how it works and tell a story that shows the benefit as it relates to the customer need.

Close with a question such as “Isn’t that cool?” to gain agreement.

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BEST PRACTICES: DEMO

WHAT:Make the customer as comfortable as possible and get them to fall in love with the car.

HOW:Your closing ratio is directly related to the amount of time the customer spends driving the vehicle so take advantage of your only opportunity for the customer to fall in love.

Best Practices:• Get customer’s license • Prepare car for customer’s comfort: pre-set radio stations, temperature, seats,

steering wheel, etc.• Sales person drives first, asking if they’d like to drive in town, highway or on hills• Use designated route according to customer’s preference • Switching point: Give all decision makers a chance to drive, while sales person sits in back• Keep Quiet! Stay silent unless asked a question• On your way back to the dealership, ask questions that generate positive feedback

such as, “You said performance was important to you, did you feel the reduced dive under hard braking?”

• Upon return to dealership, drive through Service Drive and park on sold line

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BEST PRACTICES: CONFIRM SELECTION

WHAT:Increase your chances of writing the deal and getting an offer by getting the customer to articulate what they love about the car.

HOW:Ask a trial close question, lock down and eliminate any objections and build on what they love or take advantage of your last chance to find the right vehicle before getting into the arithmetic.

Best Practices:• Confirm and clarify • Isolate any objections • Build upon the elements the customer loves • Land on the right car before getting into arithmetic

Recommended Word Tracks:“On a scale of 1 – 10, 10 being the best, how would you rate the vehicle?”“That’s great, what makes it a ___?” Repeat what the customer says and ask, “What else? Tell me more.” [Dig into responses]

o If customer rates it a 7, 8 or 9 ask: “What would it take to make it a 10?” o Repeat what the customer says and ask, “What else? Tell me more.” [Dig into responses]

“That wouldn’t keep you from buying it would it?” If yes, select another vehicle. If no, “Follow me…” and come in to write the deal.

Notes:

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BEST PRACTICES: SELL THE STORE

WHAT:Build value in the dealership.

HOW:Practice telling the value story about your dealership.

Best Practices:• Sell yourself• Give customers confidence they came to the right place• Stop at the photo board and lead in with “Our customers tell us …”

Story time: “Our customers tell us they love …”• Certified technicians• Service Drive Through• Quick service during the week and all day on Saturday• Loaner fleet available• One hour delivery guarantee

What can you add to the dealership’s value story?

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BEST PRACTICES: WRITE UP

WHAT:Increase closing ratio by reducing confrontation and increasing professionalism with a customer-friendly write-up.

HOW:Introduce the arithmetic and the trade evaluation process. Identify and isolate any objections to taking deliver, get a commitment and go to the coach.

Best Practices:• Use buyer’s order to capture basics of vehicle selected, options, list price, selling price, trade

information and how they will register the vehicle• Explain trade evaluation process • Review a third party comparison to show how conventional financing compares to RCO• Choice close• Get desired delivery date• Identify and isolate any objections to taking immediate delivery• Get commitment and go to Coach

Recommended Word Tracks:• “Has anyone discussed all your financing options?” [Give RCO overview]• “Aside from agreeing on arithmetic, what needs to happen for you to feel comfortable taking

delivery?”• “To get you top dollar for your trade, we consider 3 things: Current guide books and websites

like KBB, condition and our experience with similar vehicles. Our customers tell us that they appreciate that we give you the actual cash value of your car so that you know where you stand regardless of which vehicle you’re considerring.”

Your Write Up Process:

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BEST PRACTICES: PRESENT ARITHMETIC

WHAT:Get more offers and close more sales by presenting arithmetic in a non-confrontational way.

HOW:Broaden your understanding of financing options and the arithmetic relationship to build negotiation skills and get more customers to make an offer and agree on terms.

Best Practices:• Deliver two options [Conventional and GRV]• Show customer same payment on both and similar to current cost of driving• Use down to lower payment• Extend the term only as a last resort• Get an offer and commitment

Respond to Customer Questions and Concerns:• What’s the price/trade/rate?

o “No problem, we’ll get that in writing. Assuming it sounds fair to you how’s the payment?” Get agreement in writing.

• Too much down: o “No problem, we can back out your desired down and build it into the payment.” Get

agreement in writing.

• Payment is too high: o “No problem, there are 3 ways to lower the payment – more down, less equipment or a

similar vehicle.” Get agreement in writing.

• Price is too high: o “No problem, would you consider a similar vehicle with similar equipment

that’s a better value?”o List alternatives: “I can’t lower the price any more, but I can offer

[tell the value story again].” Get agreement in writing.o

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BEST PRACTICES: TRANSFER OF OPPORTUNITY

WHAT:Transfer the opportunity to make every effort to sell a car today and set the stage for be back.

HOW:Before the customer gets up or indicatea they’re ready to leave, set the stage for management.

Best Practices:• 100% T.O. even for someone “just looking for a brochure”• Uncover and isolate the objections• Sell today• Set the stage for later• Gather information needed for long term follow up• Set the stage for T.O. with “to save you some time when you come back, let me introduce you to someone who can help you in case I’m unavailable.”

Recommended Exit Interview:[UNCOVER & ISOLATE OBJECTION] “On a scale of 1 to 10 how would you rate your experience

today?” Confirm and Clarify.[SELL NOW] “If there was one thing that kept you from feeling comfortable taking ownership

today, what might that be?” Confirm and Clarify.[SELL LATER] “It’s not when you buy but where you buy. If there are any changes in the

products or promotions, would you like us to contact you?”o Get two numbers, best time to call, email addresso Log: Enter all customer information into follow up systemo Thank You: Every customer, every time, no exceptions!

Notes:

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BEST PRACTICES: TRANSITION TO BUSINESS OFFICE

WHAT:Provide your customers with a simple and convenient way to finalize all aspects of the transaction. There should be no unanswerred questions.

HOW:Give Business Manager completed deal and time to review. Use recommended introduction to set the stage for a smooth delivery, increased gross, loyalty and customer satisfaction.

Best Practices:• Ensure deal jacket is complete (customer info, registration, insurance)• Review deal with Business Manager prior to bringing in the customer• Try to remain available until customer is finished with Business Office• Confirm delivery date and time • Log the deal

Recommended Introduction:“This is (name) he’ll handle all your DMV paperwork, contact your insurance agent, handle financing and answer any questions you may have about the delivery.”

Notes:

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BEST PRACTICES: DELIVERY CELEBRATION

WHAT:Tomorrow’s traffic depends of today’s delivery.

HOW:Implement a delivery celebration that marks the beginning of the ownership experience, not the end of the sale

Best Practices:• Check on paperwork and detailing at least one hour prior to delivery• Inspect vehicle for cleanliness and any prep work• Be available to greet customers upon arrival• Notify the Business Office as soon as customer arrives• Review owner’s manual, warranty booklet, maintenance schedule, keys• Complete and review delivery checklist, get manager sign off• Manager or dealer thanks customer personally• Introduce customer to service to schedule first appointment• Give business cards and explain bird dog • Ask customer if they (or any one in their family) would like to stay up to date with service

coupons and promotions. Get permission for further contact.• Follow Up (24 hours, 5 to 10 days, every 3 months)

Notes:

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BEST PRACTICES: OBJECTIONS

WHAT:Identify and overcome top objections.

HOW:Identify the most common objection and, build them out using Benefit/Request when possible.

Sample Reset Word Tracks:Customer: “What’s the best price?”

Sales Person: [RESET] “No problem”

[RESPOND] “In addition to getting the best price would you also like to get trade, product, price and payment information?”

[BENEFIT/REQUEST] “Great. In order for me give you everything you’re looking for I’d like to ask you a few quick questions. Follow me.”

Customer:“My trade’s not here.”

Sales Person: [RESET] “No problem.”

[RESPOND] “As long as you can giveme an accurate description, we’ll consider the same three things we would if the trade was here: Current guide books and websites like KBB, the condition as you describe it and our experience with similar vehicles. Our customers tell us that they appreciate that we give you the actual cash value so that you know where you stand regardless of which vehicle you’re considerring.”

[BENEFIT/REQUEST] “In order for me give you top dollar for your trade I’d like to ask you a few quick questions and we’ll just put ‘contingent upon appraisal on the buyer’s order. Fair enough?”

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BEST PRACTICES: MAKE-A-DEAL MEETINGS

WHAT:Genereate more traffic and close more be-backs by finding creative ways to sell more cars.

HOW:Participate in daily Make-A-Deal meetings.

Tactical Action:The following information, reports and logs should be made available at this meeting for review on a rotation basis. • All traffic logs and customer concern reports• Sold and delivery logs• Unsold follow-up appointments • Daily operating control (DOC sheet) and/or forecast• Activity sheets• Off-lease and retail renewal appointments set for the day, week and month• Internet appointments for the day, week and month• Inventory reports/listings (current standings of New & Pre-Owned inventory)• Aged inventory hit list• Pending and conditioned deals, F&I contracts in transit• Process execution success stories

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