Welcome to Clear
Lake Nissan
Recruiting & Sales
Training Program
One at a time stand up and tell us your name and
why you are here.
Career Change :Go East, West, South or North
Climb the ladder of success a.s.a.p.!
People miss 100% of the shots they don’t take!
What does it take to succeed in sales:
Desire, Communication, Work Ethic & Integrity
Who is the most important person here today?
The word of the week is great!
I am here to help you succeed.
One thing we do not tolerate is negativity.
We are looking for positive, hardworking, career
minded people.
The schedule for the day:
Why am I here teaching this class:
Started out selling cars, worked my way up
the ladder and founded Advice, Inc. in
1999 to assist automobile dealers with the
recruitment and training of employees.
The dealerships history.
The Automotive Industry
America’s Largest Industry
22,000 New Car Dealerships In The U.S. (46,000 Franchises)
16.8 Million Sales Last Year – $9.6 Billion In Advertising
36,000 Licensed Used Car Dealerships In The U.S.
42.6 Million Sales Last Year – $1.9 Billion In Advertising
BIG 3 – General Motors / Ford / Chrysler
$6.75 Billion In Advertising
IMPORTS – Honda / Nissan / Toyota
$4.65 Billion In Advertising
$20,000,000,000 + is spent in auto advertising yearly!
The average American is influenced by over 50,000 commercials per year and one third of all
commercials are automotive related.
The average American trades cars every 3.5 years and the average age of a vehicle on the
road is 10.2 years. Every year we destroy over 14 million vehicles. One out of three
people of driving age bought a vehicle last year.
One out of six people in the USA has a job in the auto industry. The auto industry is Americas
largest industry. Dealership employees have long term security and the ability to earn a
professional income.
Customer Satisfaction Index
100%
Pass
80%
60%
40%
Fail
0%
Population Survey
10,000 Americans Chosen At Random
(1948 – 1988 Age 25 – 65)
60
1 – 100 Rich
50
40
30
20
10
0
4 – 100 Successful
Rich
Successful
Dead
Still Working
Broke
5 – 100 Dead
36 – 100 Still Working
54 – 100 Flat Broke
(Less Than $500 In
Assets After Liability)
People Program themselves
to succeed or fail!
What you conceive and believe you will achieve!
We have a conscious state and a subconscious state. We take in over 100,000 bits of
information a second and the way we program that information will determine
our success or failure.
The average American hears the word “No” over 500,000 times in their lifetime. You
cannot let the word “No” stop us.
People fail in sales because they cannot overcome their fear of rejection. Let no go in
one ear and out the other.
Most people do not get into big ticket sales because of their fear of rejection or their
fear of the unknown.
Emotion effects peoples attitudes. People that are emotionally involved in their jobs
are the ones that are successful. Many people are emotionless and just go thru
the motions at work.
The definition of insanity is doing the same thing over and over and expecting
different results. The majority of people in the automobile industry earn about
the same thing over and over, year after year.
Time is your most valuable resource, if you maximize your time you will maximize
your pay check. The average car salesperson waste 80% of the day. The top
salespeople work 80% of the day.
Subliminal Psychology
 Sub – Below
 Lliminal – Threshold of consciousness
 As you talk to people focus on their right eye for
a few seconds at a time and then go back to
both eyes. If you think that people are lying then
stay on their right eye. This shows the
customers that you are paying attention to them
and they will reciprocate and pay attention to
what you have to say. It is almost impossible for
people to be dishonest when you focus on one
eye.
NADA Survey
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78% if people who shop for a vehicle buy one.
20% is the average closing ratio for 1st time shoppers.
67% is the average closing ratio for be-backs.
99% of people want to drive before they buy.
85% of people decided to buy before they left home.
72% told their salesperson they were just looking.
85% said salesperson did not control the sale.
88% said salesperson did a lousy job of demonstrating the vehicle.
52% bought on the spot when they received a good demonstration and they
drove the vehicle.
38% bought four hours after leaving the first dealership.
57% bought within three days after leaving the first dealership.
72% bought within a week after visiting the first dealership.
90% of the people said they were never contacted after they left the dealership.
82% of the people that bought a vehicle cannot remember their salespersons
name a year later.
95% of the people that bought said they are going to be in the market again in
the future.
The Advice Sales System
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19.
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How to maximize sales, profits and customer satisfaction.
Appearance
Body Language
Formula for Sales Power
Goal Setting & Business Plan
Meet & Greet – Approach
Qualify – Interview
Selection
Feature & Benefit Presentation
Demonstration Drive
Trade Evaluation
Service & Parts Tour
Negotiation & Close
Leasing
Delivery
Follow – Up
Buyer Profiles
Phone – Ups
Prospecting
Time Management
How to follow the steps to a sale.
Develop rapport and dialogue and avoid tricks and manipulation.
Identify wants & needs and overcome your fear of rejection.
Put yourself in the role of an advisor and guide people through the sales process.
Understand that price is usually not the reason people do not buy.
You take control by asking questions.
Increase your mental paradigm and earn the income you desire.
Winners & Losers
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2.
What distinguishes the winners form the
losers?
Successful salespeople come in all sizes
and shapes. Men, women, young, old,
etc. Some are social and others are
quiet and shy.
Every successful salesperson has one
common trait: a strong desire to
succeed. As you increase your desire
you increase your performance.
Formula for Sales Power
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Product Knowledge + Sales Knowledge +
Persuasive Ability x Desire = Sales Power
Product Knowledge = How well you know and
understand your product or service. The technical
information you must know in order to
demonstrate what you are selling.
Sales Knowledge = Comes from experience,
knowing what to say and how to say it. Sales
experience does not guarantee sales knowledge.
Persuasion = Skill or finesse in which you are able
to develop dialogue and rapport with people.
Interaction, asking questions, seeking opinions,
actively listening, making comments, and having
empathy. By listening you are able to increase
your ability to influence people.
Desire to succeed = By increasing your will to sell,
your performance will automatically increase.
Goals & Business Plan
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You have to know where you are going
and how you are going to get there.
Work on your business plan: Set a realistic
goal and write a plan to achieve your goal.
Yearly Goal
Monthly Goal
Daily Goal
How many vehicles do you need to sell to
hit your goal. How many people do you
need to talk to, how many phone calls do
you need to make, direct mail, etc.
Goals & Plans Continued
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Reward yourself if you hit your goal.
Soar with eagles, if you lay with dogs you will get fleas.
Believe in yourself, your product and your company.
Use your time effectively.
Plan your daily actions.
Make eye contact and ask people to buy.
Overcome your fear of rejection.
If you lack inner drive or motivation, you will fail.
Your energy, enthusiasm, hunger for knowledge,
ambition, perseverance, time-consciousness, and choice
of activities all reflect you desire to succeed.
Appearance
1.
2.
3.
4.
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To
To
To
To
come into view.
look or seem to be.
be presented or published.
present yourself before a court.
In consultative, advisory selling, your appearance
establishes you as a professional. People decide
immediately if they want to do business with you
or not. So the way to look to others is important.
Your hair, shoes, clothes, pen, and jewelry, reflect
who you are. If you do not take care of yourself,
others will perceive you to be careless and lacking
self discipline.
Body Language
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Your body language, posture, enthusiasm, and appearance have a
great impact on your ability to communicate and persuade others.
When standing, place your arms behind your back, keep your feet
apart, lean forward and stand still.
Don’t cross your arms or legs, whether you are standing or
sitting, as this closes up conversation.
Don’t put your hands in your pockets, this shows you are trying to
protect your money.
Smile and be enthusiastic. Make the customer feel important.
Focus on their right eye for a few seconds at a time so they know
you are paying attention to them.
Be calm, matter of fact. If you are calm the customer will be
calm. If you are nervous, then your customer will be nervous.
If you ask someone to buy and their arms and legs are crossed
they are going to say “no”. They are in a defensive mode, so
make them relax and then go for the sale.
Meet & Greet
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Never ask “Can I help you?”
Never say “How are you doing?”
Never invade your customers space.
Never call a customer by their last name until they
have given you permission.
Never say “Are you ready to buy a car today?”
Don’t try to impress your customers with your
heroics.
Be calm and your customers will be calm.
Watch your customers body as it will tell you what
they are thinking.
Make positive comments like, “I understand how you
feel”, “Yes, I agree”, and “Many others have felt the
same way.”
Greeting
1)
2)
3)
4)
5)
6)
7)
8)
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Hi ( Small Talk)
Welcome to Clear Lake Nissan.
My Name Is ____________.
Here Is My Business Card.
Your Name ?
Do You Mind If I write That Down ?
Are You Familiar With Our Products?
Great ! Follow Me And I Will Help Save You
Some Time.
When you approach your customers you
want to break the ice and make them feel
comfortable.
Interview & Qualify
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Product:
Are you familiar with our products?
What Type Of Vehicle Are You Looking For
(Car, Truck, Van, SUV)
What Model?
What Features Are You Looking For ?
How many miles do you drive per year?
How often do you trade vehicles?
What Are You Planning To Use The Vehicle
For?
Colors - Lighter Or Darker? 1st, 2nd, & 3rd
Choice
2. Personal:
 What Do You Do For A Living? How Long?
 Where Do You Live? How Long?

(Write Down Address / Home, Work & Cell phone numbers / Email Address)

Are You Married Or Single ? Anyone else being to be
involved in this decision?
Any Children? How Many? Ages?
What Are Your Hobbies?
How did you want to pay for you vehicle, Cash /
Financing / or Lease?
What payment range are you looking for?
How much of an initial investment were you planning
to put towards your new purchase?
On a scale of 1 to 10, with 10 being the highest and
one being the lowest how would you rate your
credit?
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3. Trade-In
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Were you thinking of trading in a vehicle ?
What did you like or dislike about that vehicle?
Where did you buy it?
Where did you have it serviced?
Was it new or used when you purchased it?
How long have you owned your vehicle?
Is your vehicle still under the manufactures
warranty? (Standard 36/36)
Does your vehicle have an extended warranty?
Is your vehicle financed, leased or paid for?
Who holds the title to your vehicle?
How much are your payments? How many
payments are left? Do you know your exact
payoff ?
Ask Questions!
1.
2.
3.
4.
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Open Ended Questions calls for an explanation, include the
words: who, what, where, when, why and how. People will not
respond with a “yes or no” when you ask an open ended
question.
Reflective Questions help customers to see things from a
different view. Here is an example: “After all value is measured
by more than price. Don’t you agree?”
A Closed Ended Questions will get a “yes or no”, rather than
an explanation. Example: “Can I help you?” Stat away from
these types of questions.
Directive Questions causes your clients to channel their
thoughts in a particular direction. Example: “What are the
most important features that you are looking for in a car?”
Listen, prescribe and paraphrase what the customer told you.
Demonstration
Service, Enjoyment & Benefits divided by Price = VALUE
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In order to build value you must mention a feature and state the benefit.
State the benefit by saying: “What this does for you.” “What this means to you.” “Therefore”, or
just state the benefit
Your customer will not perceive the vehicle is worth the price you ask, if you don’t point out the
features and benefits.
Make a copy of your customers drivers license
Pull the vehicle out of stock
Pop the hood and trunk and unlock the doors.
Start by reading the window sticker to your customer, engine, transmission, suspension, interior
features, exterior features, safety features, etc.
Have your customer sit inside and point out the interior features and benefits.
Take your customer to the front and show them the features and benefits under the hood.
Walk them around to the back of the vehicle and show them the features and benefits on the
exterior, chassis, muffler, suspension, etc.
Show your customer the trunk, rear cargo area, or bed of a truck. Point out how the trunk, bed
or rear cargo area is trimmed out. Explain how the seats fold down, etc. Show your customer
where the spare tire and jack are located.
Then say “Let’s take it for a drive.” It is best that you drive off the lot and then pull over in a nice
area and let them drive. It is ideal to take all right hand turns on a test drive.
Let the vehicle sell itself. Ask them if they would like to listen to the radio, any particular station
or type of music that they prefer.
On the way back to the dealership ask some trial closing questions;
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“This is a nice car isn’t it?’ “Right color.” “So if it fit your budget you would take this car
home today, right?”
–
If the customer says “No” ask WHY and the customer will tell you why they cannot take the
vehicle home today. Then say “Other than that is there anything else keeping you from
driving this car home today?”
People buy vehicles because of pride, profit, pleasure and peace of mind.
2007 Chevrolet Cobals
Interior
Exterior
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Safety
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Factory Amenities
Engine – Germany
Transmission – Mexico
Wheel Locks - $212
Cargo Netting - $122
Splash Guards – $312
Destination - $625
Tank Of Fuel – No Charge
Point Of Assembly –
Detroit, Michigan
70% US – 10% Mexico –
10% Germany
Driver Front
Passenger Front
Driver Side
$19,320.86
Engine
Performance
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_________
_________
__
Parts And Assembly
Passenger Side
Rollover
Fuel
Economy
City
28
Highway
28
38
Smog Index
$17,674.86
Trade Evaluation
1.
2.
3.
4.
If your customer wants to trade in their vehicle, just say, you are planning on
trading your vehicle, right? Then please go pop your hood and trunk and
start your engine and I will be right back.
Go inside and get your trade appraisal form and go around their vehicle with
them so they cannot misrepresent the condition of their vehicle.
As you walk around their trade getting the information touch, look
and feel the imperfections on their vehicle. This will get their
perceived value of their vehicle down to reality.
After you get the information off their vehicle after you have walked
around the outside and gone over the inside say, “Hop in let’s take it
for a ride around the block so I can tell the appraiser how it drives.”
This is the only way to get the customers perceived value down to
reality.
ACV – ( Actual Cash Value ) – The value the vehicle will sell for
wholesale at a local or regional auto auction, or what a wholesaler
will pay for that vehicle.
Trade Evaluation continued
Things that your customer will bring up:
“I looked in the book and it said my car is worth $10,000.”
“I saw one like mine advertised for $10,000.”
“I know you can sell mine for at least $10,000.”
DO NOT :
1)
2)
3)
4)
Estimate The Valve Of A Trade, Customer will ask “What do you
think my car is worth.” You truly do not know what their vehicle is
worth and if you give them a figure you will fail. Just say I do not
know, we have an appraiser and he will look at the auction report or
a book to estimate the value of your vehicle.”
They may continue to pressure you on the value of their trade, if so
just say, “What do you think you car is worth?” This puts the
pressure back on them and takes it off you.
Make Negative Statements About Trade – Never say “What a piece
of junk, I can see why you want to trade this car in.”
Trash Vehicle Brands – Never say “This brand is pure junk, I can see
why you want to trade this car in.”
Get The Basic Information From The Trade
1) VIN Number
2) License Plate Number
3) Registration Number
4) Inspection Expiration and Number
5) Mileage
6) Make / Model
7) Color
Questions On The Trade
1) Has Your Vehicle Ever Been In A Wreck,
2)
3)
4)
5)
If So, How Much Did It Cost To Repair ?
Does Salvage Or Reconditioned Show
Anywhere On Your Title ?
Has Your Emission Control System Ever
Been Altered Or Tampered With ?
Is This Your Actual / Unknown / Over
100,000 Miles ?
Do You Plan To Remove Any Equipment
From Your Trade ?
Service & Parts Tour
1) Walk Each Customer To The Parts And Service
Department.
2) Go Over Hours Of Operation, And Assure The Customer
They Will Receive The Highest Quality Parts And Labor
While Having Their Vehicle Serviced At Your Dealership.
3) Remind Each Customer That You And The Dealership Will
Be There For Them In The Future And That The
Transaction Does Not End At Delivery. It Is Your Job To
Ensure That They Are 100 % Completely Satisfied with
Their Vehicle For As Long As They it.
4) Let Your Customer Know That If They Ever Have Any
Trouble With The Parts or Service Departments to Contact
You And You Will See That They Are Taken Care of.
NO Does Not = NO = Not Yet
Feel Felt Found Formula
How to overcome objections.
I Understand How You Feel. Others Have Felt The Same Way, However When
They Found _____________ . (Then explain what they found.)
Help Me To Help You
Lets Work Together
This Is A Win – Win Situation.
The word “No” is a defense mechanism that people use because they are
scared. There is a phenomenon that happens when people buy a vehicle, it
is called fear. Customer are going to be spending a lot of money, making a
change in their life and is the right vehicle, salesperson and dealership. So
do not let the word “No” stop you. Many times they just need more
information or need to be reassured that they are making the right decision.
Negotiation And Closing
1) How Do You Wish To Title Your New Purchase ?
2) How Much Of An Initial Cash Investment Were You Thinking On
Putting Towards Your Purchase Today? You Know, Banks Like To See
People Put Down About 20% Plus Tax, Title, And License. Is That
What You Were Thinking?
3) What Payment Range Were You Thinking Of Again? (Raise Hands In
An Upward Motion) “Up To”, “No More Than”, and If You Had To,
what is the most you could pay?”
4) You will need a customers name, address, home, work & cell phone
numbers, e-mail address, social security number, date of birth and a
signed commitment before you go into the sales managers office.
• The definition of negotiation is give and take. Customers want to feel
like they got a good deal, this is why people like to negotiate on big
ticket items.
Lower Monthly Payment
Lower Interest Rate
Finance For A Shorter Term
Build Equity Faster
Overcome Negative Equity
Asset V.S. Liability
New Car Deal #1
MSRP: $26,347.68 (No Negotiation On Price)
Trade: ACV - $3,200 (Customer Wants $4,900)
Cash: Customer Has $2,000 Down
Payment: Customer Wants To Be Near $325
Credit Score: 635 Average Credit
MSRP
Trade
$26,347.68 + TTL
Cash Down
Payment
MSRP
$26,347.68 + TTL
Cash Down
Trade
$2,150
Payment
MSRP
$26,347.68 + TTL
Cash Down
$5,000
Trade
$2,150
Payment
MSRP
$26,347.68 + TTL
Cash Down
$5,000
Trade
$2,150
Payment
$782.67 X 36 @ 2.9%
Financing Terms
12/24/36/48/60/72
Presentation of the Numbers
For our car, with your trade, and we are
paying your vehicle off, including tax, title
and license, with this much cash down,
your payments will be.
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(Be Confident During Numbers Presentation,
Remember Your Body Language And Eye Contact)
If the customer objects to the figures,
say “If you won’t do this, what will you
do. Help me to help you. Let’s work
together.”
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MSRP
$26,347.68 + TTL
Cash Down
Trade
$2,150
$4,500
Payment
$5,000
$782.67 X 36
$2,500
$350
MSRP
$26,347.68 + TTL
Trade
$2,150
$4,500
$2,850
Cash Down
$5,000
$2,500
Payment
$782.67 X 36
$350
$534.21 X 60 @ 5.9%
MSRP
$26,347.68 + TTL
Trade
$2,150
$4,500
$2,850
$3,000
Cash Down
Payment
$5,000
$782.67 X 36
$350
$2,500
$534.21 X 60
$400
MSRP
$26,347.68 + TTL
Trade
$2,150
$4,500
$2,850
$3,000
Cash Down
$5,000
$2,500
Payment
$782.67 X 36
$350
$534.21 X 60
$400
$426.47 X 72 @ 12.9%
MSRP
$26,347.68 + TTL
Tax – 6.25%
Title - $100
Trade
$3,000 – ACV $3,200
+ $200 Gross Profit
Lic. - $58
$28,162.29 - Total
Cash Down
Payment
$426.47 X 72
$2,500
With Trade Total Of
$5,500 Down
To Borrow $22,662.29 For
6 Years At 12.9%
(Average to High Interest Rate)
$426.47 Monthly Payment
Required
Leasing
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Questions Customers Have
I don’t understand leasing, how does it work? Main reason people lease is shorter term and lower
payment.
At the end of the lease you don’t have anything of value. This is because you make a much lower
payment. Most people don’t own the vehicle they are driving now, as they are still making payments.
How does the mileage work? The more miles you drive the higher the payment will be.
Is there a penalty if you exceed the mileage? Yes, normally 25 to 25 cents depending on the lease
company.
I don’t know how many miles I drive per year. Look at the car they are driving now and it will tell you.
ADVANTAGES
Closed Ended Contract – Leasing Company Guarantees the Residual Value Of The Vehicle No Matter What
Happens To The Market Value.
MSRP: $30,000 + TTL
Lease Of 3 Years At 15,000 Miles Per Year (45,000 Total)
Residual Value = 50%
Vehicle Price Is Now $15,000 + TTL Stretched Over 36 Months.
You Can Save A Customer 20% To 35% On Monthly Payments In A Lease VS. Purchase.
Your protected from depreciation due to a hail storm, wreck, etc., as long as you get your vehicle fixed.
Your protected from having negative equity in your vehicle as the end of the term.
Leasing is the best way to tie up as little money as possible in a depreciating asset.
The average payment on a new vehicle last year was $483 per month for 62 months.
The average American drives 15,000 miles per year and trades every 42 months.
Protected from high maintenance cost as the vehicle is under warranty, normally 36/36.
*The shorter the payment term the more customers return to the dealership to buy or lease again in the future.
OPTIONS AT END OF TERM
1. Turn In
2. Trade In
3. Buy
Lease Penalties
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Penalty For Exceeding The Contracted Mileage Will Result In A Penalty For
Breaking The Lease Contract And A Penalty Of $.15 to $.35 Per Mile.
Customer is penalized if vehicle is returned with abnormal wear and tear.
Dents larger than 1.5” in diameter must be repaired. Windshield cracks,
stars, etc., must not be larger than a dime. Tires must have at least 1/8” of
tread at lowest point. Interior must be clean and in good working order.
Regular maintenance must be performed, such as oil changes, windshield
wipers, etc. Scratches that are more than 3” in length and you can catch
your fingernail on it, needs to be repaired. Paint that is stained or damaged
must be repaired.
The lease company will estimate the excess damage and the customer will
be sent a bill to cover the repair costs. There is no penalty for excess wear
and tear or high mileage if the customer trades the vehicle in.
There is only a penalty if the customer turns the car into the lease company.
Take Information To Your Sales Manager. The
Manger Will Check Information For Accuracy And
Give You A Deal Folder And A Credit Application To
Take Back To The Customer.
Fill Out A Credit Application For Your Customer
Offer Your Customer A Refreshment Then Take The
Folder To Your Assigned F&I Officer For Loan
Processing. Do Not Bring Customer With You Until
F&I Setup Has Been Completed.
Finance And Insurance
1)
Auto Buy – Good Credit And/Or Large Amount Of Cash Down
2)
Auto Deny – Bad Credit / Too Much Negative Equity /
3)
Conditional Buy – Bank Qualifies the Loan: Higher Interest
Will Encourage Banks To Pick Up The Loan And Reward You With
A Good Interest Rate. Banks Will Often Compete Over Loans With
Good Credit Scores And/Or Large Sums Of Cash Down By Offering
Lower And More Competitive Interest Rates.
Instability At Employment Or Residency / Insufficient Amount Of
Cash Down. Negative Income To Debt Ratio.
Rate, More Cash Down, Less Vehicle or Lower Amount to Finance/
Shorter Term/ Proof Of Income / Proof Of Residency / Income Tax
Returns / Phone Bills / Utility Bills / Names, Addresses, & Phone
Numbers Of 7 Non-Family References / Paycheck Stubs ect.
Finance & Insurance = Gross Profit On The Back End
Extended Service Policies
GAP Insurance
Disability Insurance
Death Insurance
Paint & Fabric Sealant
Roadside Assistance Policys
EPP
Once F&I Is Ready For Your Customer, They
Will Call You To Bring In Your Customer.
While Your Customer Is In F&I You Must Do The Following:
1)
Retrieve All Sets Of Keys To Customers Vehicle
2)
Get Owners Manual – Place Your & Service Advisors
Business Card In Owners Manual.
3)
If It Is A New Car – Fill Tank With Gas
4)
Take Car To Make – Ready For PDI
5)
Attach Temporary License Plate To Vehicle Properly
6)
Prepare For Vehicle Delivery And CSI Presentation
Once The Car Is Ready Stand By The F&I Office And Wait
For Your Customer To Come Out.
“Congratulations, Lets Go See Your New Vehicle”
Delivery
Perform Another Demonstration On the Vehicle. This Time
You will Be Covering The Following:
1) Fuse Box Locations
2) Light & Seat Functions
3) Spare Tire / Jack / Tire Iron
4) Ask To Assist Setting Radio Stations / Tuning XM
Radio / Programming DVD Player / Programming
Navigation System
5) Help Custom Transport Any Personal Items Left In
Their Trade-In To The New Car
6) Remind Customer That In The Unlikely Event
Something Goes Wrong With The Vehicle, The Service
Advisor Is The One To Take It To.
CSI Presentation
Remove Customer From Vehicle To Insure That They Pay Attention To
Your Presentation On Customer Satisfaction.
1)
2)
3)
4)
5)
Use Sample Of A Correctly Filled Out CSI Survey To Show
Customer How It Should / Will Look. Inform Your Customer That
The Only Box They Can Check On The Survey Is The 1st One
Marked 100% Completely Satisfied. All Other Boxes Are Failure.
Explain To The Customer That This Survey Is Very Important To
You Because It Not Only Determines How You Get Paid, But Also
Your Future In The Car Business.
Explain To Your Customer That Your Mission Is To Insure That
They Are At All Times 100% Completely Satisfied With You,
Service Dept., And The Dealership.
Ask The Customer One Final Time If There Is Anything About The
Product They Have Purchased, The Service They Have
Received, Yourself, Or Any Portion Of Their Experience At Your
Dealership That They Are Not 100% Completely Satisfied With.
Let the customer know that this is your personal report card so if
they are upset with someone else, do not hold that against you.
Customer Satisfaction Index
100%
Pass
80%
60%
40%
Fail
0%
Follow Up
Call Back Floor Traffic Until They Buy or Tell You They Purchased
Elsewhere!
Send Everyone That Comes Into the Dealership a Hand Written Thank
You Card.
Follow-Up Procedures on Customers that Purchase
Call One Day After Delivery
Call Back Three Days Later
Call One Month Later
Call Three Months Later
*Call Once Per Year The Rest Of Your Career*
Birthday Card / Phone Call (Spouse / Kids Birthdays)
Vehicle Birthday / Phone Call
New Years Cards (Mail January 15th)
Prospecting
Referral Program
Church Or Activity Groups
Newspapers & Internet Ads - Contact Sellers
Run Liner Ads in the Paper & Internet
Contact Friends And Family
Put Your Business Card on Cars That are Five Years
& Older Similar to What You Sell
Pass Out Your Business Card To Everyone
Businesses in your Community
Credit Union & Banks – Auto Buyers Clubs
Barber Shops, Body Shops, Drivers Ed Schools,
Orphan Owners
Phone / Internet Sales
Phone And Internet Ups Are Usually More Serious
Buyers Than Walk-Ups, 90% Of All Phone Ups Will Buy
A Vehicle But Less Than 3% Of Sales People Write
Down Any Information ( Phone /Address / Email /
Name )
Get Customer Information
Never Use Car Slang
Never Lie
Never Assume The Availability Of A Vehicle
Interview & Qualify
Stay Off of Price
Set Appointment
Give Directions
Giving Price On The Phone
If You Give A Direct Price Over The Phone, The Customer
Will Call The Next Dealership And Try to Beat Your Price.
The Key Is To Get The Customer To The Dealership For
Face To Face Negotiations. In Order To Prevent The
Customer From Shopping You, There Must Be A Price
Range Rather Than Just A Bottom Line Price if Possible.
Average MSRP = $30,000
Fully Loaded With Every Option Possible = $42,560
Striped Down Basic Model = $18,967
Or Say” the price on the model you are looking for
ranges from $18,967 to $30,000 depending on options”.
The Customer Will Not Be Able To Shop Such A Range
Customer Profile
Social - 50%
Aggressive - 5%
Controlling - 25%
Logical - 20%
Increasing Your Income
•
1.
2.
3.
•
•
•
•
•
What you conceive and believe you will achieve.
Suggestion – Anything that comes into your mind and makes
an impact on you. This will be in the form of words, pictures
or other sensory inputs.
Self-Suggestion – Consciously suggesting thoughts to
yourself over time, you will eventually come to believe and
accept them.
Auto Suggestion – This takes place when your subconscious
accepts an idea or thought.
This will help you change the way you think.
You must have the self discipline to maximize your time to
producing results.
Planning and discipline influence your ability to succeed.
All Advice and sales systems will fail if you do not have the
desire to motivate and manage yourself.
Work at work and reward yourself if you hit your goals.
Self Suggestions
1. “Time is my most valuable resource and I will
maximize my time in order to maximize my
income.”
2. “The more people I ask to buy the more I sell.”
3. “I soar with eagles by associating with
successful people.”
4. “I am a professional person capable of earning
a professional income.”
5. “I enjoy people and people enjoy me.”
Time Management
•
•
•
•
•
Most salespeople in big ticket sales spend
about 20% of their time producing results,
and waste 80% of their time at work.
Most salespeople confuse activity for
productivity! They confuse busyness for
business, for the following reasons:
Fear causes reluctances to make sales
calls.
Wasting time on unimportant details and
unqualified prospects creates loss of
revenue.
Lack of a game plan and poor
organizational skills lead to failure.
Make the most of each day!
• To realize the value of a year ask a
student that failed a grade.
• To realize the value of an hour ask the
editor of a newspaper.
• To realize the value of a minute ask
someone who missed a bus.
• To realize the value of a millisecond ask
a person who just avoided a crash.
• Time is your most valuable resource.
Goals & Business Plan
Average Car Sales Person
$42,000 Per Year
$ 3,500 Per Month
Talks To 2 To 3 Ups Per Day
Monthly Average Of 50 Ups
20% Closing Ratio = 10 sales
50 Ups – 10 Sold = 40 Prospects
Above Average Car Sales Person
40 Prospects All Contacted Within 72 Hours
40% Come Back
16 Be Backs (Average Closing Ratio Of 67%)
11+ More Sales Through Following Up
21+ More Sales For The Month
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