Volkswagen Elite Sales Training2017 Program Guide

Welcome

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Welcome.Volkswagen Elite Sales TrainingVolkswagen Group of America and the Volkswagen Academy are pleased to offer our dealers an industry-leading, comprehensive Sales training initiative—Volkswagen Elite Sales Training. This program is not for every Consultant. It is designed primarily for recent or future hires who show the potential for being exceptional Volkswagen Sales Consultants. VEST is designed to help these newly-hired Sales Consultants become productive and successful as quickly as possible.

VEST is a considerable investment of time and resources. You are helping to provide your chosen candidates with the tools they need to have a successful career. In reality, you are giving them an exceptional opportunity, and you deserve a great return on your investment. For this reason, it is critical that you select candidates who are committed to the long-term success of Volkswagen and your Dealership.

This booklet will explain the VEST program in more detail, including:

VEST training will be offered throughout the year in selected metro areas. With this level of approach, we are confident that together we can create a corps of professional, dedicated Volkswagen Sales Consultants necessary for the Brand’s continued growth. Thank you for your exceptional dedication to the success of your Dealership and the Volkswagen brand.

●● VEST Advantages 3●● The Impact of Training 4●● Candidate Requirements 5●● VEST Curriculum 6●● VEST Certification Flow 7●● A Call to Action 12●● FAQs 13

Volkswagen of America believes this information to be accurate at the time of release. Information is subject to change.

VEST

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Volkswagen of America believes this information to be accurate at the time of release. Information is subject to change.

VEST Advantages.From a Management standpoint, there are few things more valuable than qualified, dedicated Sales Professionals who know what they are doing, are effective at their jobs, and routinely deliver results. VEST is designed to train that type of Sales Consultant in as short a period of time as possible, transferring learned behaviors on the job quickly and seamlessly. VEST will help you to:

●● Greatly accelerate the learning process

●● Build a crew of qualified, professional Sales Consultants

●● Improve average sales figures, according to research

●● Create Volkswagen-branded Sales Consultants●● Produce Sales Consultants who are better able

to deliver on the Volkswagen Customer Focused Process

●● Increase the likelihood of referrals and repeat business

●● Retain Sales Consultants●● Motivate Sales Consultants to perform

VEST

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The Impact of Training.Does training really make an impact? In an independent evaluation, Volkswagen Sales Consultant productivity on new car sales was evaluated against the training each Consultant completed. Training works!

Sales ImprovementThe goal of any sales training program is clear; sell more product. VEST training is proven to increase sales. VEST Sales Consultants sold more cars during their training, and significantly more after graduating from the program. Compared to Non-VEST Associates, VEST Graduates sold on average 43% more cars per month!

Our VEST program is designed to take advantage of all these impacts and help develop well-trained people who are more successful in their jobs and more likely to remain at your Dealership.

This data shows us that the VEST program gives Consultants the skills to be successful in their sales career, selling more cars, helping more customers and staying with the brand and your dealership.

Long-term results are even more encouraging.

Our study projects that the average VEST Graduate sells 21.6 more cars per year than Non-VEST Associates. The additional total profit from one VEST Graduate alone should be more than enough to cover the dealership’s entire monthly training subscription fee.

Customer Satisfaction

Our customers noticed a difference when they interacted with a VEST-trained Consultant. In fact, CES scores for VEST Graduates was 0.78 percent higher than Non-VEST Associates.

CES Sales Scores

Non-VEST Associate

VEST Graduate

95.8%

96.6%

Average Monthly Sales

Non-VESTAssociate

Master VESTGraduate

5.3

6.97.1

8

7

6

5

4

VEST

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Candidate Requirements.To be enrolled in the VEST program, the ideal candidate should meet the following criteria: ●● Employed as a VW Sales Consultant, ideally

within the first six months of hire●● Completed Associate-level training ●● Has been formally observed and qualified by a

Sales Manager as a VEST candidate

Consultants should be observed by a Sales Manager during the first 60-90 days of employment to determine suitability for VEST. If it is determined that they are a good candidate, the Sales Manager will then complete enrollment in the Manager Tools section of the Certification Resource Center.

Because proper selection is critical to the candidate’s future success, the following questions should be asked prior to each candidate enrollment:

� Do they have the aptitude and willingness to learn?

� Do they have a positive attitude and work well with customers?

� Do they have the ability to deliver a consistently great customer experience?

� Are they likely to remain at your Dealership for at least a year?

� Is this person worth the investment?

A secondary method for enrollment will be for the Sales Manager to contact the Academy Concierge by phone, and enroll that candidate in the next round of Instructor-led training. It is encouraged that candidates begin their online training as soon as they are eligible.

Enrollees must complete the Web-based training before beginning the Instructor-led classes. Consultants will not be permitted to register themselves. Consultants not chosen as VEST candidates will remain at the Associate level.

VEST

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VEST Curriculum.The VEST curriculum is divided into three phases:

Within each phase there is a sequential, structured order of training which includes a combination of Web-based training, Instructor-led modules, and Coaching. Each segment’s Web-based modules must be completed before attending the corresponding ILT. These WBTs introduce topics that will be covered in more detail during the ILT, and it is imperative that they be completed in advance.

Foundation Phase Delivery & Retention Phase

●● Volkswagen Customer Focused Process

●● Sales Closure●● Transition to Finance,

Trade-in●● Delivery ●● Customer Retention●● Follow-up

5-6 Months1-2 Months

WBT ILT COACH WBT ILT COACH EVALUATION

Product & Presentation Phase

3-4 Months

WBT ILT COACH

●● Volkswagen Customer Focused Process

●● Unique VW Technologies●● Product Presentations●● Demonstration Drive

strategies●● Handling Objections

●● Volkswagen Customer Focused Process

●● Volkswagen History, Brand●● Prospecting, follow-up●● e-mail and phone skills●● Listening, non-verbal skills●● Needs assessment

VEST

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VEST Certification Flow.The progress of a Sales Consultant on the road to VEST Certification is linear, with specific steps and actions that must be completed before moving on to the next level. Please be aware that there are time restrictions placed on each interval that must be attained within the year to maintain eligibility for the next level.

All VEST candidates must first be reviewed and approved by a Manager before being enrolled in the course of study. It has been proven that the program has the greatest impact on a Consultant’s success early in his/her career. For this reason, it is important to evaluate a Consultant’s potential in the first 60-90 days after hire.

New Hire Associate Path

VEST Enrolled (Successfully

pass Final Evaluation)

(Following CY)Requires mid-year continuous learning requirements to sustain Certification each year

(Ideally, 6 months to complete)

(90 days to earn Associate level)

Manager Selection of VEST

Candidates

Associate Certified

Master Certified

VEST Certified

VEST

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The first layer of learning lays the foundation for the sales process by engaging the learner in a Volkswagen-centric context and introducing the essential concepts of customer contact.

This is the most important phase for building the customer relationship, which sets the foundation for the sale.

Foundation Phase

6 WBT Modules Intro to Sales Process

Initiate Customer Contact

Relationship Building

Needs Assessment

New Customer Follow-up

Building Your Business

Instructor-LedTwo days of offsite

training. Relates to and builds on Web-based

modules

Covers concepts of customer relationship

building, developing a strong needs

assessment, and the history and values of

the Volkswagen brand

CoachingVEST coaches will work one-on-one

with enrollees, either in-dealership or via

phone

Anchors learning from WBT and ILT sessions

and assists in applying concepts directly to

the work environment

VEST

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Specific vehicle technology, features, functions, and performance are covered in this phase, as well as how to present them effectively to customers.

3 WBT ModulesVehicle Presentation

Demo Drive

New Car Offer

Instructor-LedThree days of offsite

training. Relates to and builds on Web-based

modules

Material includes: Hands-on technology

training, feature/benefit presentations,

demonstration drive strategies, objection

handling

CoachingStructured coaching is

essential to ensure rapid transfer of knowledge

into practiced habits in the Dealership. VEST

coaches will work with dealers and Sales

Consultants to schedule appropriate coaching

times

Product & Presentation

VEST

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Specific vehicle delivery and customer retention methods are covered. In this phase, structured coaching is essential to ensure rapid transfer of knowledge into practiced habits.

After the final day of Instructor-led training, participants must pass a written assessment and perform a role practice demonstrating the Sales Consultants’ understanding of the sales process. Sales Managers will assist in the final exam as part of the Examination Board conducted in-dealership, or on-site at the hotel. Upon successful completion of the final assessment, participants will be VEST Certified to advance to the Master level.

4 WBT ModulesSales Closure

Trade-in Offer

Financial Services Offer

Customer Retention

Instructor-LedTwo days of offsite

training. Relates to and builds on Web-based

modules

Will include practicing closing, Perfect Delivery,

customer follow-up, and steps to retaining

customers for the long term

CoachingChampions will ensure learning is retained via final coaching session.

Note that some Sales Consultants will receive

phone coaching

Final Evaluation

Post-Assessment

In-Person Role Practice Evaluation

Delivery & Retention Phase

VEST

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EnrollmentOnce you have your candidates selected, Sales Managers can enroll them on the Manager Tools page of the CRC in vwwebsource or by contacting the Volkswagen Academy Concierge at:

Phone: 1-877-791-4838

Email: concierge@volkswagenacademy.com

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A Call to Action.This course of training presents an exceptional opportunity, not just for your Sales Consultants, but also for your business enterprise. It is clear that if Volkswagen Dealerships are to be successful at increasing our business year to year, the current new hire turnover rate needs to change.

VEST has all of the components proven to aid in retention, promote job satisfaction, and generate sales. The investment in people that you deem worthy of this opportunity will pay dividends for years to come. 2016 results show graduates of the VEST program have a significantly lower rate of termination than non VEST Associates.

We are asking you to take action and take steps to ensure a new future for your Dealership, one where a dedicated team of qualified, well-trained Sales Consultants helps your business grow and prosper.

We are confident that with your support of this program and encouragement of your enrollees, the VEST training initiative will help your Dealership take full advantage of the growth of the Volkswagen brand.

Thank You, The Volkswagen Academy

Turnover of Sales ConsultantsOne of the most powerful success factors with the VEST program is Consultants are staying with the Volkswagen Brand and your dealership. Associate Consultants who have not attended VEST turnover at a rate of 114%.

Contrast this with the turnover rate of only 42% among VEST grads. The VEST turnover is much closer to that of the Masters who have been with the VW Brand over 10 years.

Source: Volkswagen LMS data, Sept. 2016

Associate MasterVESTAverage Tenure: Years

1.7 3.1 10.8

114%

25%

42%

125

100

75

50

25

0

FAQ

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FAQsGeneralHow long will this take?

VEST will take participants as little as three months to as much as six months to complete from start to finish, depending on the frequency of VEST offerings in your home area. This timeframe allows the Sales Consultant to fully assimilate the new information before moving on to the next segment.

What is in it for me?

By making an investment in your people, your Dealership will reap the results with a corps of truly capable Volkswagen Sales Consultants. People who are knowledgeable about the products and processes necessary to engage the customer, help find a Volkswagen model that meets the customer’s needs, settle on a deal, and maintain appropriate contact to make sure customers return for their next purchase.

How much will this cost?

This is a comprehensive training curriculum, and Volkswagen is bearing a significant portion of the cost. Dealers with annual planning volumes in the top 3 quartiles have the VEST training cost included in their monthly Dealer subscription fee. Dealers in the APV 4 category do not have VEST charges included in their monthly Dealer subscription fee, and will be charged $500 for each consultant who attends this training.

EnrollmentWho should be enrolled?

Ideally, all Associate-level Sales Consultants in their first six months of employment should be among the candidates considered for this program. While this material is designed primarily for new hires, it is beneficial for all Sales Consultants who have not achieved Master Level Certification.

When should I sign up my Sales Consultants?

You are encouraged to sign up as early as possible to take advantage of the first delivery. Also, stagger your enrollments throughout the year to minimize disruption to your sales floor.

As the training process takes approximately three months from start to finish, enrolling Consultants at the end of the year will not be feasible. If you have the right candidate for the program now, let’s sign them up!

Do my Consultants need to attend the offsite classes?

Face-to-face training classes provide the opportunity to learn from a skilled VEST Champion and practice the concepts introduced in class, not on customers where you could lose money. The classroom sessions are essential to put new skills into daily practice.

No more than one round of ILTs will occur in a month, and never at month-end, to minimize any potential negative impact on the sales close.

FAQ

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How much time will the coaching take?

Sales Consultants should expect to block off four hours for both the Foundation and Delivery & Retention phase coaching sessions, and a full eight hours for the Product & Presentation phase. Those receiving phone coaching will still need to reserve this time to complete the steps between the coaching call and follow-up call from the VEST Champion.

What time will the in-dealer coaching visits begin?

In-dealer coaching stores: 8:30 AM or 1:30 PM for afternoon sessions.

Phone coaching Dealers: The VEST Champion will contact you directly to set times for your coaching call and follow-up call.

CoachingWhat is coaching?

Sales Consultants will receive one-on-one, personalized time with a VEST Champion, taking steps to anchor the training elements of each phase into daily work habits at the Dealership. Through observation and modeling, feedback, and personal reflection, the Sales Consultant creates personal action plans to improve their own performance tailored to their work environment.

Where will the coaching be held?

In most cases, coaching will be held onsite, in person, at your Dealership. In some cases, coaching will be held one-on-one via teleconference. All coaching sessions must be completed on time to move forward to the next phase of VEST. Sales Consultants will be notified which method of coaching they will receive during their first ILT.

Will we receive in-dealer or phone coaching?

This will depend on your Dealership’s location and the location of other participants. Where logistically sending a VEST Champion is not feasible, personalized phone coaching will be offered.

For phone coaching, the VEST Champion will place an initial call to set up the coaching session, and a coaching call to establish an action plan.

FAQ

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Final EvaluationWhat does the final evaluation process involve?

The final evaluation is made up of two parts:

1. A proctored examination of 100 questions that relate to Volkswagen products, their features and benefits, and the sales process. This written examination takes place during the final ILT session.

2. A role practice during which the Sales Consultants demonstrate their understanding of the sales process. This part of the final examination takes place during the final Coaching visit in the Dealership and is 60 minutes long.

Sales Managers: You will be needed during the final exam to sit on the Examination Board, which will include the VEST Coach, the Sales Manager, and a representative of VWoA.

Where will the final in-person evaluation occur?

Phone coaching Dealers: The final in-person exam will occur on the third day of your Delivery & Retention ILT, onsite at the hotel.

In-dealer coaching stores: The final exam will occur during the Delivery & Retention coaching visit onsite at your Dealership.

How long will the final in-person evaluation take?

Approximately 60 minutes.

© 2017 Volkswagen of America, Inc.