SALES CONSULTANT HANDBOOK - PSG Canada Inc.psgcanada.com/pdfs/HPSC_HandbookEN-PRINT.pdf · 2017-04-06 · SALES CONSULTANT Table of ... Steps in the Customer Buying Process ... The

SALES CONSULTANT HANDBOOK

HYUNDAI HIGH PERFORMANCE

SALES CONSULTANT

Table of Contents SECTION 1: SALES CONSULTANTS CRITICAL ROLE ................................................... 1 Welcome Hyundai Sales Consultants! ....................................................................................... 1 Introduction .............................................................................................................................. 2 How to use this Handbook ........................................................................................................ 2 What’s my role? ........................................................................................................................ 3 Growing Your Success ............................................................................................................... 3 SECTION 2: WHAT HYUNDAI CUSTOMERS WANT AND EXPECT ............................... 4 Hyundai Standards to Advance the Customer Experience ........................................................ 4 Meeting Your Customers’ Expectations .................................................................................. 11

Say/Do Tips: In Person ........................................................................................................ 11 Say/Do Tips: On the Telephone .......................................................................................... 12 Say/Do Tips: Email .............................................................................................................. 13 Say/Do Tips: Texting ........................................................................................................... 13

Differentiating the Premium Customer – the Genesis/Equus Experience .............................. 14 Demographics Genesis vs. Elantra Customers ................................................................... 14 Four (4) Premium Currencies ............................................................................................. 15

Exceeding Expectations – Tips to ‘WOW’ your Premium Customers ...................................... 16 SECTION 3: FOUNDATION OF ADVANCING THE SALE ............................................ 17

Steps in the Customer Buying Process ............................................................................... 17 Where is your Customer in the buying process?................................................................ 18

Understanding Your Customers’ Personality Style .................................................................. 19 Four Personality Styles ............................................................................................................ 19

Cultural Influences ............................................................................................................. 20 The Principles of Influence – How to Get People to Say Yes! ................................................. 21 Overcoming Objections ........................................................................................................... 24

The 3A Model ..................................................................................................................... 25 The 3A Model for Addressing Objections ‐ Examples ........................................................ 26

The Top 10 Skills for Handling Concerns or Objections ........................................................... 27 SECTION 4: ATTRACT CUSTOMERS ....................................................................... 28

Prospecting ......................................................................................................................... 28 Tips on Building Your Prospect List .................................................................................... 28 Next Level Prospecting ....................................................................................................... 28 Prospecting: Customer Contact Best Practices .................................................................. 29

Networking Effectively ............................................................................................................ 30 Leveraging the Telephone .................................................................................................. 31 Leveraging the Internet ...................................................................................................... 32

Sales Consultant

SALES CONSULTANT

Table of Contents

SECTION 5: STEPS TO SALES SUCCESS • TWO SECRETS – PEOPLE AND PROCESSES 34 Why Consistent Sales Processes are Important ...................................................................... 35 Eight Steps to Sales Success – Hyundai Sales Core Processes ................................................. 36

Greeting .............................................................................................................................. 37 Discovery ............................................................................................................................ 41 Product Presentation ......................................................................................................... 45 Vehicle Demonstration Drive ............................................................................................. 48 Gain Agreement ................................................................................................................. 51 Business Office ................................................................................................................... 54 Vehicle Delivery .................................................................................................................. 57 Follow up .............................................................................................................................61

Measuring Your Customer Experience Performance .............................................................. 64 SECTION 6: RETAIN CUSTOMERS .......................................................................... 67 Customer Contact and Care .................................................................................................... 68

Customer Contact and Care Best Practices ........................................................................ 69 Sample Customer Information Card ................................................................................... 70 Customer Contact and Care (Follow up) Best Practices ..................................................... 71 Post‐Sale Follow Up Call – One (1) day............................................................................... 73 Extended Follow up Tips – Buyers ...................................................................................... 74 Follow up call: Non‐buyers – Three (3) days ...................................................................... 74 Extended Follow up Tips – Non‐Buyers .............................................................................. 75

SECTION 7: PERSONAL PRODUCTIVITY AND PROFESSIONALISM – TIME AND TASK MANAGEMENT TIPS ............................................................................................ 76 Adopting Routines – A Path to Success ................................................................................... 77

Goal Setting – A Guide to Achieving Your Goals ................................................................ 78 Annual Forecasts and Goals ............................................................................................... 78 Tracking Your Performance ................................................................................................ 79 Monthly Forecast and Plan ................................................................................................ 79 Action Plan ......................................................................................................................... 80

Sales Consultant

Handbook 1

Sales Consultant SALES CONSULTANT

Handbook 1

SECTION 1: SALES CONSULTANTS CRITICAL ROLE

Welcome Hyundai Sales Consultants!

Get ready to put your career into high gear. As a Hyundai Sales Consultant, you have a tremendous opportunity to learn and build a rewarding career with us. Never ceasing to search for ways to improve Customer satisfaction, our executives and employees alike share one common vision ‐ To become a trusted lifetime partner of our customers In keeping with our global vision, this handbook is designed to provide you with the resources you need to deliver exceptional Customer experiences in a way that is uniquely Hyundai. We appreciate the unique challenges of your role as a Hyundai Sales Consultant, and recognize you make an important contribution to your dealership’s success and the success of our brand. Together, as we continue to strive to find innovative ways to satisfy our Customers and hold ourselves to higher than industry standards, we can confidently look forward to an exciting future with unlimited potential for growth. Thank you for your dedication. We wish you every success.

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Introduction

Hyundai continues to break the mold with cutting‐edge design, technology and a commitment to develop the most eco‐friendly vehicles on the planet – we produce products our Customers love! As a Hyundai Sales Consultant, you can be proud to sell an exciting line up of vehicles. This handbook will show you how. What’s more, everything inside is intended to make your job easier and more enjoyable. You’ll find practical tips, tools and best practice processes including Hyundai’s Eight (8) Sales Core processes, all of which are designed to help you develop strong Customer relationships and grow your sales. How to use this Handbook

Many of the best practices and sales models inside may be familiar to you. But we all know there’s a big difference between knowing how to do something and actually doing it. To get the most out of this handbook, you must understand one important principle: Successful selling requires knowledge and action. Whether you’re a new or experienced Sales Consultant, you’ll find this handbook to be a valuable resource you can return to again and again to build your skills and improve your performance. So dig in and make your own personal commitment to TAKE ACTION. It’s up to you.

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What’s my role?

As a Hyundai Sales Consultant, your primary role is to Attract, Connect with and Retain Customers. These are the three key components of the sales process – a big picture view of what your Sales Manager will expect you to do to meet your sales goals. ATTRACT Leverage national marketing strategies, retail offers, promotions and dealership resources available to you to build excitement and continuously grow a network of loyal Customers, prospects and referrals.

CONNECT Develop exceptional Customer handling processes focusing on understanding Customers’ needs and expectations, in order to gain agreement and secure sales.

RETAIN Commit to ongoing contact and relationship building through exceptional Customer care to continuously drive loyal and new Customers to your store.

Growing Your Success

As a high performing Sales Consultant, you demonstrate confidence and professionalism as you flex to the Customers’ buying process and personality style while consistently following proven sales processes. Maximizing your productivity, you also effectively manage your time, engage in prospecting, and ongoing follow up to continually build and maintain your Customer base. Importantly, you understand that creating sales and driving loyalty is really about consistently creating value for Customers by meeting and exceeding their expectations.

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SECTION 2: WHAT HYUNDAI CUSTOMERS WANT AND EXPECT Based on extensive research with new vehicle owners, Hyundai has identified a list of Sales Standards. They are intended to provide guidelines for meeting and exceeding your Customers’ expectations. In short, based on research by third party industry experts, we know what our Customers expect, because they have told us. These standards are consistently validated through ongoing research – the results of which have been weighted in our Hyundai surveys to address what is most important to our Customers. See Measuring your Customer Experience Performance Hyundai Standards to Advance the Customer Experience

The following standards advance the Customer experience from Greeting through to Follow up. They will enable you make the most of every opportunity to earn your Customers’ loyalty throughout the sales process.

1. Greeting

Customer is acknowledged within 30 seconds of arrival.

Customer is welcomed within 60 seconds of arrival.

Customer is identified as returning or new, escorted to appropriate department or employee (if applicable).

Purpose of Customer visit and available time is identified.

Agenda is proposed for the visit based on time available and Customer needs.

Customer is asked permission by Sales Consultant to take notes during the process.

All Customer details are loaded into CRM program/Traffic Log.

Where possible an introduction to the on duty Manager is completed.

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Hyundai Sales Standards … continued

2. Discovery

Customer(s) is/are offered a beverage.

Consultant determines at what stage of the buying process the Customer is at and adjusts to their situation.

Customer needs/wants are identified, and used to assist with choosing /confirm choice of vehicle(s).

Customer is able to control pace and duration of discovery process.

Current vehicle likes/dislikes and lifestyle influences are identified.

Customer trade, budget and financing preferences are identified.

Customer needs are documented and summarized back to Customer for validation.

Permission is asked to show Customer selected vehicles.

3. Product Presentation

Presentation takes place in dedicated area, with sufficient space to perform full walk‐around.

Walk‐around is on areas of high interest/relevance to Customer. Unique features/benefits to Customer are highlighted.

Customer is involved in demonstration process (invited to sit, use features, encouraged to interact with vehicle).

Sales tools, displays, brochures, props and other aids are effectively utilized.

Feedback is acquired throughout presentation to confirm interest/expose objections or concerns.

Confirmation of vehicle choice is received; agreement is gained from Customer for demo drive. All Customers are offered a demonstration drive.

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4. Demonstration Drive

Sales Consultant confirms availability of demo vehicle that is closest to Customer desired vehicle.

Required security and safety measures are completed (copy of identification, demo drive is logged, dealer plate is secured to vehicle, vehicle has sufficient fuel, snow/ice is removed).

Sales Consultant drives first, using a pre‐determined route.

Sales Consultant pulls over vehicle in a safe location and conducts a changeover presentation to familiarize Customer with vehicle controls.

Customer follows pre‐determined route back to dealership.

Customer parks vehicle in front of showroom/in designated demonstration area.

Sales Consultant confirms vehicle meets Customer needs.

Customer is invited inside to continue sales discussion.

5. Gain Agreement

Sales Consultant ensures there is no additional information the Customer needs to make an informed decision.

Trade‐in is discussed. Benefits of trading vs. selling are explained to Customer.

(If applicable) Sales Consultant explains appraisal process, gains agreement to proceed.

(If applicable) Trade is appraised with Sales Consultant, appropriate manager and Customer present.

(If applicable) Trade‐in offer is presented to Customer. Customer has full understanding of the rationale for the offer.

Vehicle Purchase Worksheet is completed with Customer.

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5. Gain Agreement … continued

Customer is asked for their business. If numbers are agreeable Sales Consultant obtains signature and deposit.

If Customer raises an objection, Sales Consultant clarifies and addresses the objection immediately.

Counter‐offer is presented to Customer; purchase is completed using non‐pressured approach.

6. Business Office

Customer is explained the purpose/function of Business Office/Financial Services Manager (FSM).

Sales Consultant and FSM briefly meet to discuss pertinent Customer and vehicle details.

Customer is introduced to FSM by Sales Consultant.

Business Office process is outlined to Customer, including estimated length of process.

Vehicle Purchase Worksheet is reviewed with Customer, vehicle information and financial details are confirmed.

Finance/lease rates are fully disclosed to Customer.

Credit application completed with Customer.

Customers’ needs/wants are addressed with appropriate Hyundai Vehicle Protection products.

Bill of Sale or Lease Agreement printed, each product is reviewed line by line.

Customer is provided a Delivery Checklist. Hyundai Part # 007SA 00204

Delivery date is arranged with Customer.

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6. Business Office … continued

Customer is informed of time required to complete delivery.

Customer is notified by telephone/email when credit application is approved.

Customer is followed up with one day prior to delivery to confirm details and required information/items.

7. Vehicle Delivery

Consultant inspects the vehicle a minimum of two hours prior to the Customers’ arrival to ensure cleanliness and readiness.

Customer receives follow up contact from Sales Consultant 24 hours before delivery appointment.

Customer is welcomed enthusiastically by Sales Consultant upon arrival.

Vehicle is previewed with Customer.

If Trading a Vehicle: o Keys, plate portion of ownership (if plates being transferred), any

needed hardware (wheel lock key) are collected from Customer. o Service/Warranty books are in vehicle. o Vehicle is inspected for additional damage, VIN & mileage verified,

etc. o Vehicle is checked for personal items.

All required paperwork is completed by FSM.

Owner’s manual, service passport, tire warranty and any additional reference material are reviewed with Customer.

Customer is escorted to Service Department.

Customer is informed of department hours, location of waiting area/check in, after‐hours drop, and any unique services the dealership offers.

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7. Vehicle Delivery ... continued

Customer is introduced to Service Manager/Advisor who congratulates Customer on purchase.

Service Manager/Advisor reviews basic service and maintenance periods with Customer.

First service appointment is booked with Customer.

Customer is shown basic operation of vehicle features (Seat/steering wheel/mirror adjustment, HVAC controls, etc.)

Customer is given detailed explanation of unique technology features, offered to have features set up (Bluetooth, radio preset, ‘home’ setting in Nav. System, etc.)

Delivery Certificate is completed with Customer.

Follow up process is explained to Customer.

Customer is thanked for purchase and Sales Consultant remains visible until Customer leaves the dealership lot.

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8. Follow Up

Buyers Customer is called within 24 hours of delivery or at an agreed upon

alternative time. All additional questions regarding sales experience are answered in detail. Customer is reminded of first service appointment. Expectations of next follow up interval are set. Contact information is

verified as accurate. Customer is explained the process for the Customer Satisfaction Survey.

Emphasis is placed on the purpose and value of the survey. Next follow up interval is outlined: 30 days.

Non‐Buyers

Customer is contacted within 48 hours of visit. OR Consultant and Customer agree upon next step, timing and method of

follow up Open ended questions are asked to determine where Customer stands in

buying process. Customer is asked for an appointment for a return visit. If declined appointment, permission is asked to follow up within two‐three

days. Customer information is logged in CRM program/Traffic Log.

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Handbook 11

Meeting Your Customers’ Expectations

The first few minutes you spend with a Customer are critical, whether you’re meeting in person, communicating on the telephone or answering an email. In fact, research1 shows that 70‐75% of a Customers’ buying decision is influenced by their ‘liking’ the Sales Consultant. That’s a good reason to strive to make a great first impression, which will set the tone for the rest of the interaction with your Customer. Say/Do Tips: In Person

Here are important tips to consider when meeting your Customer in person. These proven techniques demonstrate your interest in your Customer and will help you start building rapport. Smile and greet your Customer right away. If you’re busy with another

Customer or on the phone – acknowledge their presence and indicate you’ll be with them in a moment.

Introduce yourself and shake your Customers’ hand as appropriate. Ask for your Customers’ name and use it when appropriate. Maintain good eye contact to show you’re paying attention. However,

recognize that in some cultures steady eye contact may be considered impolite or aggressive.

Take notes on important points your Customer makes. You might need them later as a reminder. Plus it shows you’re interested in what they’re saying.

Avoid interrupting or finishing your Customers’ sentences. If you have to look up information or input data on the computer, let your

Customer know what you’re doing. If you have to step away, let your Customer know where you are going and

for how long. Paraphrase what your Customer is saying: “so if I understand you…” and

summarize: “so what we’ll do today then…” often to let your Customer know you hear them.

Offer alternatives whenever possible and let your Customer choose the course of action that best meets their needs.

Thank your Customer for their visit. 1 NADA

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Say/Do Tips: On the Telephone

Try these telephone tips out for yourself – your Customers will appreciate the extra care and attention. Answer the telephone promptly (within three rings). Smile before you pick up (or before you dial). It will not only make you feel

better, but the customer will hear the smile in your voice, which has a welcoming effect.

Greet with “Hello/Good morning/Good afternoon”. Give your name: “This is John Smith”. This increases the likelihood of them

giving you their name. Also identify your company and/or your department. Say, “How may I help you” rather than “Can I help you?” Avoid interrupting or talking over Customers who are communicating with

you. Speak clearly and be as concise as possible. Always ask if you can put your Customer on hold. Use the hold feature (instead of just putting the phone down) and don’t

leave your caller on hold for too long. Thank your caller for waiting when you return to the call. When taking messages be accurate, verify your Customers’ name, number,

reason for the call and record the time and date of the call. When leaving voice mail, be direct and clear. Identify yourself, your

department, company and the purpose of your call. End the call in a positive tone, summarize what was discussed, next steps

and thank your Customer for calling.

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Handbook 13

Say/Do Tips: Email

Many Customers use email to inquire about a vehicle they’re interested in and to shop for dealer quotes. Here are tips to make the most of your email communication. Answer quickly: within two hours during regular business hours otherwise in

less than 24 hours. Answer all questions thoroughly with relevant and accurate information. When replying, obtain additional information to assess vehicle needs using a

combination of open and closed end questions. Keep sentences short using bullet points and headings for ease of reading. Consider including a photo or video of yourself. This puts a face to your

name. Or include a photo or video of the vehicle, if your Customer is inquiring about a specific model. However, when doing so, be conscious of file size.

Don’t use CAPS: (it’s a form of shouting), or use bold type: (unless it’s a heading, it’s a form of reprimanding).

Be friendly and informative. Thank the Customer for their inquiry; ask for a phone number and/or appointment time.

Provide your contact information. Check spelling and grammar before sending.

Say/Do Tips: Texting

If texting is your Customers’ preferred method of contact, draw on these valuable tips. Keep your messages short. A rule of thumb is anything over 160 characters

should be an email or a phone call. Check for grammar and spelling before sending. While short hand words are

often used, we suggest ‘u’ don’t overdo it. Check the recipient’s number before you hit ‘send’. It’s very easy to send to

the wrong phone book entry. Don’t text anything private or confidential. Be conscientious of other’s schedules – text during normal business hours. Be smart. Don’t text and drive.

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Differentiating the Premium Customer – the Genesis/Equus Experience

If you want to be more successful at earning the business and loyalty of Hyundai’s premium Customers, you need to understand the premium Customer mindset and apply proven strategies that meet their unique expectations. Let’s start by getting to know them better. Compare for example, the demographics of our Genesis Customer to our Elantra Customers.

Demographics Genesis vs. Elantra Customers

Demographics Genesis Elantra Gender 89% male 50/50 Male/Female Age 45 years + 40 years Marital Status 87% married 66% married

Education College or University Mix of high school, college university

Employment Manager/Professional/ Self‐employed

Professional/Clerical

Median HH income $132,000 $63,000 In addition to other key differentiators, you can see that Genesis Customers are high‐income earners averaging more than double the annual income of Elantra Customers. While we need to give every Customer the same consideration regardless of their income level or status – by getting to know them, and understanding their needs – premium Customers’ expectations have been shaped by their experiences as business leaders and as consumers of other premium goods or services. For example, premium Customers expect to pay more for extra nice hotel accommodations and service. When they come to you for a Genesis or Equus, they measure you against other premium experiences. As a result, your premium Customers have very different expectations from non‐premium Customers. We know this because we have asked them what they expect from their vehicle shopping experience.

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Premium Customers associate value with four different ‘currencies’.

Four (4) Premium Currencies

Money Time Convenience Safety

Importantly, each of the six expectations below link to one or more of the ‘currencies’ premium Customers value. Premium Expectation ‘Currency’ 1. Special Treatment Convenience •Time 2. Full Disclosure Safety • Money 3. Professional Relationship Time • Convenience • Safety • Money 4. Competence and Ability Safety 5. Validation of an emotional decision Safety 6. Expedited Sales Process Time • Convenience

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Exceeding Expectations – Tips to ‘WOW’ Your Premium Customers

Provide premium Customers special treatment. For example, don’t take them to the car – bring the car to them. Make the delivery a ‘special event’. Serve them coffee out of a ceramic mug. And, if they ask for directions (to the washroom or anywhere in the dealership), escort them to their destination. Build professional relationships. Acknowledge all requests for information and pricing; ask permission to ask questions. Introduce your Sales Manager early in the sales process to build rapport. Demonstrate competence and ability. In the premium segment, buyers expect the Sales Consultant to be an expert in all aspects of financing and leasing. Be prepared to answer all financial questions comfortably and knowledgeably to build strong feelings of safety and trust in you. Offer full disclosure. When presenting a lease option, address objections before they occur. Be up front about the features of leasing. For example, explain a standard lease, rates, how the kilometres allowed per year in a lease can be tailored to their driving habits, and how that’s calculated; at signing and return. Validate their emotional decision to purchase. Use phrases that acknowledge their expertise and experience and point out features/benefits to support their choice of vehicle.

“I can appreciate that…” “I hear what you’re saying…” “A lot of people feel like that…” “That’s interesting; tell me more…” “The Genesis offers more luxury options than other cars in the same pricing

category…” Make every effort to expedite the sales process. Premium Customers put a high value on their time. For example, if your Customer has an appointment, secure keys and a dealer plate in advance to save time. Remember, it never hurts to treat all of your Customers like premium Customers!

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SECTION 3: FOUNDATION OF ADVANCING THE SALE At the first point of contact with you, your Customer may be close to making a selection among competitive vehicles or they may have already selected a Hyundai vehicle they want to purchase. It helps to know where your Customer is in the buying process, so you can positively connect with them and move them through the next step in the sales process. There are six steps in the Customer Buying Process beginning with ‘Problem Recognition through to Post Purchase Evaluation’. Each step lists what the Customer is considering and/or what actions they are likely to take during that step, enabling you to adapt your sales approach accordingly. Steps in the Customer Buying Process

1. Problem RecognitionDesire, concern change, dissatisfaction

3. Evaluation of Alternatives Pros/cons of alternatives, credibility of information

5. Purchase Time Lag – incentive, rates, availability, personal

6. Post Purchase EvaluationBuyers delight or remorse

4. Purchase Decision‘The Package’ – Purchase? Lease? Consultant? Dealership?

2. Information SearchFacts, reviews, consumer reports

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Where is your Customer in the buying process?

Whether your first contact is an email or a dealership visit, the key to finding out where your Customer is in the buying process is to ask good questions:

How long have you been shopping for a vehicle? What research have you done? What vehicle would you like to look at today? What other vehicles are you considering? What information are you looking for today? What are your goals with us today?

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Understanding Your Customers’ Personality Style Have you ever instantly connected with someone you met for the first time? Conversely, have you ever met someone who somehow irritated you the moment you met? Chances are, you answered ‘yes’ to both questions. What’s at work here is conflicting personality styles.

Personality styles impact every relationship you have including your relationships with your Customers. Adapting your approach and communication to match the personality style of your Customer makes it easier to connect with them, build a relationship and move them through the sales process.

A Customer might not belong to any one group exclusively, but one personality style usually dominates. Take a look at the 4 most widely accepted models of Personality Styles and learn how to connect with each group.

Four Personality Styles How to connect with the CustomerAnalytical

Direct, blunt and to the point Talks more than listens Takes authority/control Accept challenges/problem solver Makes quick decisions Task‐oriented

Concentrate on the facts Provide concrete evidence Make doing business easy and fast Ask for their opinions Give direct answers Cooperate with Customer

Expressive Talkative Socially‐oriented Results‐oriented Team player Focused on big picture not details Fast paced/impulsive

Give Customer time to talk Develop a relationship Paraphrase to reel back in Sum up major selling points Be enthusiastic Close sale quickly

Driving Process‐oriented Asks more questions and listens Few facial expressions Attentive to detail Makes decisions carefully based on fact Constantly checking for accuracy

Present fact‐based and process‐oriented

information Stress safety and security Under promise and over‐deliver Avoid small talk Allow ample time to make a decision

Amiable Patient and tolerant Asks more questions Holds back opinions Dependable/reliable Slow decision maker Good listener

Spend time on relationship building Allow them time to reflect Speak slowly, sincerely and thoughtfully Create a feeling of security/eliminate fear

of risk Make the process slow and easy/no hard

sell

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Cultural Influences

Other factors including age, gender, race, and cultural background impact how different cultures receive you. Watch for cultural clues and cues such as uncomfortable body language or other signs of discomfort. In an increasingly global and diverse workplace, cultural intelligence is necessary. Remember: It’s important to treat everyone as a valued Customer.

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Handbook 21

The Principles of Influence – How to Get People to Say Yes!

The ability to influence others is a skill worth having; especially in sales. That’s why it’s useful to understand the psychological principles behind the influencing process. When you understand them, it will be easier to apply them. Robert Ciadini, professor emeritus of psychology and marketing at Arizona State University, and internationally known expert in the field of motivation, persuasion and compliance, wrote the six principles of influence featured in his best‐selling book ‘Influence’. The principles are summarized here with tips on how to apply them to influence sales. 1. THE RULE of RECIPROCITY Do you ever feel obliged to return a favour? When someone presents you with a gift, or a colleague gives you a lead, you feel obliged to pay them back in some way. That’s the rule of reciprocity and it applies equally in social and business situations. Apply the rule of Reciprocity:

Go above and beyond to help a Customer with a request, even if you don’t have a commitment to purchase yet.

If you have a gift, such as a pen, you may want to give it at the beginning of the interaction versus the end.

2. COMMITMENT and CONSISTENCY Once people publically make a choice or take a stand or position on something, there is pressure (both internally and externally) to behave consistently with that commitment. Perhaps you’ve agreed to sign a petition – a small request. This sets the stage for agreement on a larger request such as a donation. Apply Commitment and Consistency to influence your Customer:

Seek areas of agreement. Try to get a number of small ‘yes’ answers on the vehicle features and options your Customer wants before you address price and close the sale.

Stay in touch with existing Customers. They know you and have purchased from you before, so chances are they’ll consider purchasing from you again.

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3. SOCIAL PROOF People will do things they see other people are doing especially if they are similar in some way to the individual. For example, seeing a group of peers wear ties to the office will influence others to do the same. It’s the law of ‘everyone’s doing it’ so I should too. Apply Social Proof to influence your Customer:

Point out good car reviews or positive owner feedback from influential members of the community to show how others agree with the value of a particular vehicle.

Mention awards or accolades. Use persuasive phrases: “Most of my Customers choose…” or “Many of my

Customers have found…” 4. LIKING People tend to buy things from people they know and like or are similar to in some way. Physical attractiveness also has some influence on the buyer as he/she may be perceived as being more intelligent, kind and trustworthy – like it or not it’s true. Apply Liking to influence your Customer:

Pay special attention to your appearance. Convey a positive message with impeccable grooming and professional business attire.

Find common ground with your Customers as soon as possible (children, pets, hobbies, sports, travel etc.)

Stay in contact with buyers and prospects. 5. AUTHORITY If an established business authority endorses a particular product, people are more inclined to purchase that product over another similar one. Aren’t we all taught to respect authority? The natural response is to comply. Apply Authority to influence your Customer:

Share industry research and published articles that support superior features of Hyundai vehicles.

Always dress in a professional manner. An unkempt or a very casual appearance will undermine your authority and influence.

Introduce your manager early on. Managers exude an authoritative presence, which could positively influence your Customer.

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6. SCARCITY “They’re going fast. Don’t miss out!” You’ve heard this before and it works. Perceived scarcity increases demand as people assign more value to opportunities when they are less available. Apply Scarcity to influence your Customer:

If the vehicle is rare or in limited supply, let your Customers know. Keep Customers up‐to‐date with limited time offers, interest rates etc.

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Overcoming Objections

No sales discussion would be complete without tips on how to overcome objections. Objections are common and not to be feared – often they indicate that your Customer needs more information, which can lead to a conversation that closes the sale. Objections usually fall into three categories:

1. CONCERNS: Internal issues and concerns expressed by the Customer that must be overcome in order to move forward (wrong colour, no sunroof, payment options, etc.)

How to identify: Customer usually poses questions and may display tension.

Example: “It’s a great car, but the price is quite a bit over my budget. Is that the best payment option for this model?”

2. EXCUSES: Things the Customer says that appear like real barriers, but in fact the Customer is not yet sold and they are not comfortable with the Sales Consultant or the process (e.g. “need to consider financing”, “need to get my spouse’s opinion” etc.).

How to identify: Customer is trying to delay the next step; hesitant to move ahead.

Example: “Thanks, but I don’t want to do a test drive today. I need to think about this more.” 3. REAL BARRIERS: Customer presents external conditions that must be overcome in order to move forward with the sale (e.g. “being in sales I carry boxes of samples and need a lot of trunk space” etc.)

How to identify: Customer expresses a total roadblock preventing you from moving ahead.

Example: “I drive five sometimes six kids in the neighbourhood to school games, plus their hockey equipment. I don’t think this vehicle is big enough.”

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The 3A Model

The 3A Model is a 3‐step process that will help you overcome virtually any sales objection you may encounter.

Acknowledge > Ask > Agree Acknowledge Acknowledge the Customers’

concern This does not mean agree with the

Customer Then, stop and let the Customer

speak

Acknowledge “I can imagine how frustrating that

is.” “I can appreciate how you must

feel.”

Ask Get to the root cause, the real issue Try to think like the Customer not for

the Customer Align yourself with the Customers’

concern Remember to ask questions and

listen

Ask “Tell me more…” “Is that so? Really?” “So, what I’m hearing you say is…” “If I understand correctly, you…”

Agree Identify solutions together, involve

the Customer Gain a clear, mutual agreement on a

solution Act on the solution

Agree “I believe this solution is the best

because, as you stated before, safety is very important to you…”

“Would you agree…”

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The 3A Model for Addressing Objections ‐ Examples

Acknowledge > Ask > Agree

“I want to think it over.” “I can buy it for less down the street.” Acknowledge

“This is a significant purchase decision; you probably want to make sure you’re making the right decision.”

Acknowledge

“It sounds like we’ve found the perfect vehicle for you and you just want to make sure you’re getting a good deal.”

Ask

“Is there some aspect of the decision in particular you want to think over?”

“Do you want to think about the equipment/ options, or your budget…”

“Tell me more…” “I’m hearing that good value within a certain budget is very important to you. I definitely will work with you to find the vehicle that meets your needs. Can we continue my needs assessment to make sure I understand those parameters?”

Ask

“Am I right?” “Tell me more…”

“If we went over all the numbers and you felt you were getting a good deal and this vehicle fits your budget, would you feel more comfortable?”

Tip from the Pros: Listen carefully to what the other person is saying. They may be putting forth a ‘position’ that is not in alignment with their long term ‘interest’. A Customer may say “I can’t pay any more than $550/mth including taxes”. That is their position and they stand by it. However, they may be working with a budget that includes total operating costs. The $550 may be fixed in their mind, but if you can show them that with the improved fuel economy, no major repair costs for five years (with new vehicle warranty), and possible savings from complimentary three year roadside assistance, their total operating costs will go down. Together, this may allow your Customer some flexibility on the new vehicle payment, because you have met their underlying interest rather than challenged their position. Listening and questioning is the best way to separate a Customers’ position from their underlying interest.

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Handbook 27

The Top 10 Skills for Handling Concerns or Objections

1. Empathize, Empathize, Empathize – in both mindset and words. It’s important to put yourself in the Customers’ shoes to understand their feelings and concerns. It helps absorbs tension and builds rapport. “I understand...” or “I can see why...”

2. Express gratitude and validation instead of opposition, “Good point, thanks

for bringing that up” instead of “no” or “but”. Help the person to feel they are right to bring this to your attention.

3. Adjust the tone and pace of your words. Slow down your speaking pace and

lower your tone. This helps to calm the other person and reduce any escalation.

4. Stay calm yourself – use breathing, self‐talk, a time out or any other strategy

to maintain composure and remain non‐defensive.

5. Ask good questions to clarify the nature of the objection or concern. “Tell me more about that...”

6. Paraphrase to ensure understanding – “So what I’m hearing from you is...”

7. Apologize if any error or miscommunication was made by yourself or

anyone in your dealership. Take ownership of the mistake, apologize, and do your best to resolve the issue.

8. Ensure your explanations are easy to understand by using context,

analogies, reasons, examples and stories to illustrate key points. “Here’s an example of why that’s important...” or “Another Customer of mine had a similar situation...”

9. Communicate simply and in layman’s terms. Avoid technical details that

require expertise.

10. Stay clear and focused on benefits of your position and spend less time on arguing over the other’s position.

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28 Handbook

SECTION 4: ATTRACT CUSTOMERS

Prospecting

If you’re a high performing Sales Consultant, you recognize you’re an entrepreneur in business for yourself. You know you’re in charge of your own success so you make the most of your time at the dealership. During your downtime for example, you follow up with Customers and get to work prospecting for new Customers. You reap the rewards when the showroom is busy with Customers, but you understand that’s not always the case, so you don’t rely exclusively on walk in traffic to reach your sales goals. Does this sound like you? Or do you find yourself waiting until a potential sale comes through the door? Your showroom will attract some prospects, but relying solely on this source alone isn’t a good business strategy, especially if you haven’t built up a substantial repeat and referral client list. Tips on Building Your Prospect List

Make a list of everyone you know. Yes, everyone! You’ll be surprised how long your list is. Be sure each person on this list has your business card or contact information and is aware you sell Hyundai vehicles. Your list might include:

Family, friends, acquaintances, neighbours Hyundai Service Customers – Service Advisors and Technicians can refer

people to you Local retail and service companies: coffee shops, dry cleaners, and hardware

stores. Hint: Everywhere you shop or do business Real Estate agents in your area Clubs you belong to such as The Chamber of Commerce, Kiwanis Club and

local gym Your doctor, dentist and insurance agent

Next Level Prospecting

Take it up a notch and try these prospecting ideas. Visit your Service Department in the morning. There may be end of lease

Customers or Customers ready to replace their older vehicles. Ask for referrals every time you deliver a vehicle.

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Handbook 29

Your local Chamber of Commerce or Business Improvement Association (BIA) may welcome new speakers. Is there an opportunity to deliver a talk on ‘buying versus leasing’?

Launching a new Hyundai model? Ask for permission to do a new vehicle presentation in a company’s parking lot over lunch. Invite employees from that business and hand out your business cards.

Keep in contact with your previous Customers. Is there someone else in their family that may need a vehicle?

Use social media such as Linked in, Facebook or Twitter to create awareness and build your prospect list. Remember these are tools that require your active participation to expand your reach and generate new business.

Prospecting: Customer Contact Best Practices

Follow these Customer contact best practices to improve your sales and drive loyalty. Adopt a winning attitude. A winning attitude pays off in the prospecting process giving you the drive and motivation you need to consistently engage new people and grow your network. Make a plan. Choose your personal ‘best time of the day’ to do your prospecting (‘are you a morning person?’). Then commit to prospecting every day at the same time. Smile before you dial. Smiling is contagious even over the phone. What’s more, people would rather do business with happy people. The proof will be in your results. Try it. Create value. Ask yourself: How can I create value for this prospect, which answers their question: ‘What’s in it for me?’ Debut something new. Is your dealership launching a sale or offering special financing? Is there a new model about to be unveiled? Are you planning an ‘open house’? Leverage these opportunities by letting your Customers and prospects know about them. Choose your words wisely. Create a script or rough outline of what you’ll say related to the type of call you are making.

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30 Handbook

Networking Effectively

Not an extrovert? Congratulations. It seems that the scales may be tipping in your favour, according to a book by Susan Cain: ‘Quiet: The Power of Introverts in a World that Can’t Stop Talking.’ Introverts typically hate crowds and small talk. But, surprisingly, Cain says, they actually make good networkers, as they’re more likely to strike up a genuine conversation with a potential prospect. So, it’s probably safe to say that it’s okay to be an introvert, if you are one. You’ll benefit from the networking strategies below, which are designed to help you expand your prospect list and build your business. The best part is, once you get started, you might even like it. If you’re an extrovert, three is not a crowd and more is better. But even if you’re comfortable in a networking setting, you too can begin networking more effectively with these proven strategies. Join Up – Join up with other people who share a common work or recreational interest. Professional associations, local baseball teams and community theatre are all groups of people sharing specific interests. Show Up – Joining isn’t enough ‐ you have to show up at functions. Parties, professional meetings and local golf clubs all provide excellent occasions to meet new people. Reach Out – Don’t limit your networking to people ‘like you’. Mix with people with different interests and different social backgrounds. Get out of your comfort zone. Get Ready – Identify a few topics you can talk about before attending an event. For example, do you have a special skill, hobby or interest you’d like to share? (sports, cooking, karaoke, gardening etc. ) Be Friendly – Your goal is to make new friends and extend your range of contacts, not impress them with how smart or important you are. Get to know them. Don’t try to make a sale the first time you meet someone. Connect – Be genuinely interested in people. Ask lots of questions and be a good listener. Keep track of the people you meet, remember their names, what you had in common, and future opportunities to stay in contact.

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Handbook 31

Bow out – How do you gracefully exit a conversation when you’re feeling trapped? Excuse yourself to refresh your drink. Ask to exchange business cards in order to follow up at another time, or simply let the other person know you appreciated the conversation, but have several people you’d like to talk to. (Source: Survival Strategies for Volatile Times, by Baber & Wayton Quiet: The Power of Introverts in a World that Can’t Stop Talking, by Susan Cain) Leveraging the Telephone

Customers frequently make their first contact by phone, so impeccable manners and phone etiquette is essential. It’s also important to pay careful attention to voice tone and the words you use, as the telephone does not convey visual cues and body language. You want to make a great first impression of your dealership and ideally secure an appointment. Here are some tips to help you do that and deal with the often dreaded ‘price question’ on the telephone. How to Get an Appointment Greet: Start with a warm, helpful, professional and friendly voice. Listen: You have to have had enough dialogue with your prospect to earn the right before asking for an appointment. Listen to their opening comments and responses. Respond in a way that acknowledges you’ve heard them. Probe: Pose relevant questions and follow with ‘Tell me more’, as appropriate. It’s a phrase that works well when trying to discover information. Ask: To secure an appointment, don’t say “I’m here every night” or “Why don’t you just drop down and ask for me?” Use an assumptive close “I’m here tomorrow during the day and Thursday from … which one works best for you?” or “May I suggest a good idea would be to come to the dealership, so you can look at a few models and discuss options …” A key point to remember before concluding the call is to ask: “May I ask you a favour; would you please call me if for some reason you’re unable to keep the appointment?” Then WAIT FOR THEIR ANSWER. Statistics show that you double the likelihood that they will keep their appointment if you ask this question!

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32 Handbook

How to Deal with the Price Question It’s going to happen – inevitably, some Customers will ask you to give them a price over the phone. It’s nothing to be feared. Here are some tips you can use to address price questions respectfully on the phone: DO: Give them a price range, “The retail list price for this vehicle starts at $35,000 and ranges to approximately $55,000 depending on the options and model you select. There are a number of purchase and leasing options to consider that will affect your payment, depending on how you want to pay for your vehicle.” Then respectfully move the conversation forward with another question such as, “What attracted you to this Hyundai? It’s a great vehicle. Many of my Customers have purchased it.” DO: If appropriate ask: “Besides price, what else will help you make your decision?” DO: Reassure them that you will work with them to get a good price and/or the payment that meets their needs, but first, let them know you want to help them find the right vehicle that will meet their needs. DON’T: Bring price up unless they ask or unless you really do have specific finance or lease offers that may be of interest. DON’T: Ask: “What’s your budget?” DON’T: Tell them what you can’t do. Tell them what you can do! Leveraging the Internet

The Internet has changed the way we shop for goods including the way we shop for vehicles. Today, people are often more informed than ever before. They visit websites, read consumer reports, reviews, blogs, and use Facebook to ‘like’, comment’ and ‘share’ their views with others. They may also shop for competitive quotes and ‘build and price’ their vehicle online before visiting your dealership. Even if they might not be ready to buy yet, these Customers have to be taken very seriously. Give them what they want and you’ll have a better opportunity to earn their trust and their business:

Respond quickly, within 24 hours at maximum, if possible, and preferably within one or two hours.

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Handbook 33

It can take four or five email exchanges before you actually talk to your

prospect on the phone or see them in the showroom – be patient. Some Internet Customers prefer to be contacted by email to begin with, but

eventually may be comfortable with telephone contact and an appointment.

Give them the information they want, this is what they need at the information search step of the buying process.

Ask questions (see sample internet reply) to find out where they are in the buying process, so you can better meet their needs.

Show appreciation for their inquiry. Express your desire to do business with them.

Offer to arrange an in dealership appointment to review their options, take a test drive and/or discuss special financing/leasing offers that are available.

Offer solutions and alternatives as appropriate – as with any interaction with your Customer or prospect, don’t tell them what you can’t do; tell them what you can do!

Sample Internet Reply “Thank you for your interest in (vehicle) and (dealership)”. “The (vehicle) is a great choice, as it is one of our more popular vehicles”. Ask ‘Needs assessment’ questions such as: “What interests you most about this vehicle?” “What are you driving now and what has prompted you to consider a change?” “What other vehicles are you considering?” “What information can we provide that will help your buying process?” "How we can assist you in this important buying decision?” Responding to price inquiries: “MSRP for this Hyundai is between $36,000 – $42,000, but the final price will depend on many factors including the model you choose and the options you select.” Indicate whether you have this vehicle on the lot, and if not, an alternative vehicle you do have that you would like to suggest. “Would you like to book an appointment to test drive a vehicle?” “We look forward to doing business with you.”

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34 Handbook

SECTION 5: STEPS TO SALES SUCCESS • TWO SECRETS – PEOPLE AND PROCESSES The two secrets to sales success aren’t really secrets anymore. It is recognized and well‐documented in numerous studies that People and Process drive Sales, Customer Satisfaction and Loyalty. It all comes down to consistently following documented sales processes and developing a meaningful connection with the people you come into contact with, as you execute those processes. If you need more proof, consider the line ups at the Apple Store or Tim Horton’s on any given day. They attain a loyal Customer following and significant repeat visits by providing a consistent experience for their Customers, every time, through consistently followed internal processes. That’s people and processes working hand in hand together every day. The good news is they are both within your control.

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Handbook 35

Why Consistent Sales Processes are Important

By insuring you follow Hyundai’s Sales Core Processes (Eight Steps to Sales Success) you will: Improve Customer Satisfaction. Having consistent Sales Core processes means your Customer can expect the same level of service every visit. By following proven benchmarked core processes, you’ll improve SSI results. Increase Sales. Hyundai’s benchmarked core processes were designed to capture sales opportunities at the appropriate steps in each process. Consistently follow the steps and you’ll increase sales. Improve Customer Retention. Satisfied Customers will return for future business. Prevent problems and improve accountability. By following documented processes, you’ll know what is expected of you and others, and understand how each step impacts subsequent steps. Improve employee training. Documented processes provide a clear list of steps and expectations, which you can easily follow. Identify gaps in your current process. By comparing an existing process to a benchmark process, you are able to identify areas where steps are missed or improvement is needed.

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36 Handbook

Eight Steps to Sales Success – Hyundai Sales Core Processes

Now that you know why it’s important to follow Hyundai’s Sales Core Processes. Here they are, step‐by‐step from Greeting through to Follow up. Each process begins with an objective and the Customer expectation it’s designed to meet, which is followed by a number of tasks or actions to take to achieve the objective. You’ll also find best practices, scripts (sample word tracks) and tips to help you, as you go about your day. When you start putting these processes into action, you’ll find your job will be easier and less stressful, because you’ll know exactly what to do at each step. What’s more, you’ll quickly start to see the results in your sales.

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Sales Consultant

GreetingObjective: To promptly and courteously welcome customers in a professional manner that makes a positive

and lasting first impression. To demonstrate to every customer that their visit and their time is appreciated and important. To immediately make the customer feel at ease and happy with their choice of dealership.

ReSponSibility taSk Value to CuStomeR

prompt acknowledgement

1Sales Consultant or Designated Greeter

Make eye contact and acknowledge every customer within 30 seconds of their arrival.

Exceed customer expectations(Hyundai standard)

2 Sales Consultant Within 60 seconds, enthusiastically welcome the customer, offer to shake their hand and introduce yourself by name. Facilitate introductions between all parties.

Exceed customer expectations(Hyundai standard)Differentiate from other experiences

3 Sales Consultant Thank the customer for visiting the dealership. Demonstrates appreciation

4 Sales Consultant

Identify if the customer has previously visited the dealership. If so, ask the customer if they are here to speak with someone specific and (if yes) escort the customer to that person or department.

Friendliness and Professionalism

5 Sales Consultant

Use the customer’s name(s) in conversation and provide adequate eye contact and attention to all parties at all times. Turn off your cell phone while you are with the customer.

Provide appropriate personalized attention

6 Sales Consultant Ask the customer if this is their first visit to a Hyundai store. Identify repeat or first time buyer

7 Sales Consultant

Ask the customer the purpose of their visit today and in particular how much time they have to spend. Look at your watch and make a mental note of the customer’s timeline.

Demonstrate active listeningShow respect for time

8 Sales ConsultantDetermine where the customer is at in their buying process and any research they may have done on Hyundai vehicles.

Identify timelineAcknowledge research, product knowledge

9 Sales Consultant

Based on the customer’s time available, and research conducted, propose an agenda for their visit (e.g. learn about their needs, look at a few vehicles, test drive the vehicles) and gain the customer’s agreement before proceeding.

Customize approach, respect customer’s time

10 Sales Consultant Make a personal comment that demonstrates interest and builds rapport. Build rapport

11 Sales Consultant

Ask the customer permission to take notes during their visit using Customer Information Card or alternative. Demonstrate your focus is on helping the customer rather than selling the customer.

ProfessionalismExceed expectationsTransparency

12 Sales Consultant Log required customer details on Sales Traffic Control Log. Remembers details about customer

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pRoCeSS beSt pRaCtiCeS

pRoCeSS Step beSt pRaCtiCe

Greeting (all steps)

• If the customer says they are “just looking”, acknowledge them saying “I understand” or “that’s Okay”, thank them for choosing the Dealership to visit today and focus on providing the same level of attention to demonstrate you are taking them seriously and not pre-judging.

Setting visit expectation based on the customer’s available time.

• In an effort to make the most of their time today, ask the customer how they would best like to use that time; “learning about the different vehicles or driving specific vehicles”. This provides choices for the customer, making them feel valued and more in control.

Greeting – build rapport• Look for areas of common ground to build rapport with the customer throughout the

greeting process (e.g. I see you have a ski rack on your vehicle. Where to do you prefer to ski?)

Log all customer and visit details in DMS • For future reference with each customer including any follow up required

meaSuRement

• Sales Experience Survey Results• Customer spent more time on their visit than they originally referenced.• A sale was eventually made.

Sample WoRD tRaCkS anD otHeR tipS

• Maintain a professional, neat appearance, good posture and a friendly smile.• You have 9 seconds to make a positive first impression that will determine if the customer wants to spend more time with you at the

dealership.• Acknowledge all of the customers’ questions promptly. If the question is regarding price, stay positive and assure the customer you

will get an answer for them. If you don’t know the answer, write it down and promise to follow up and provide an answer. Follow through on all commitments you make to the customer.

• Use reciprocity and ask permission to gather information.o “I’d be happy to get you a price/the information that you’re after. In order for me to get to get you an accurate price,

I’ll need a little more information from you. Is that okay?” • Avoid pre-qualification of customers based on age, gender and/or appearance.

o “Hello, Welcome to Hometown Hyundai. My name is ______________”. (Offer handshake & wait for customer to respond. If they provide their name, use it right away).

o “It’s a pleasure to meet you _____________, thank you for visiting us today. Is this your first visit to our dealership?” (If it is their first visit, proceed. If not, ask customer if there is someone in particular they are here to see).

o “How may I assist you with your automotive needs today?” __________________ Thank you, I certainly should be able to help you with that. Before we begin may I just check your time-line today?” Great, thank you, so…… “

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38 Handbook

Greeting Tips

Find out what brought Customers into the dealership, where they are in the buying process and how best to assist them by asking questions like:

“What attracted you to Hyundai or what brings you to Hyundai?” “What do you hope to accomplish today?” “How much time do you have today?” “Where would you like to start?” “How much product research have you done?”

Make sure you: Actively listen to your Customer Face your Customer Maintain comfortable eye contact Match the Customers’ body language Use attentive facial expressions

Best Practices: Have an umbrella handy so you can greet Customers at their car and escort

them into the dealership on rainy days. Ensure your desk is clean and tidy, and present a well‐groomed, professional

appearance. Talk to your Customers respectfully regardless of their dress, ethnic

background, gender, age or what they drive. For all walk‐in Customers, practice a greeting that welcomes them to the

dealership, introducing yourself by name, asking theirs, and offering assistance.

For Customers with appointments: Ensure everything is ready as promised for their arrival: all documentation, pricing, the demonstration vehicle (gassed up, detailed, and conveniently parked for a private viewing).

Acknowledge all Customers and thank them for their visit. When greeting Customers, it’s important to be sensitive to how a Customer

may wish to be greeted. Such factors as age, gender, race, cultural background, or even how they may have been treated elsewhere, can directly impact how they receive your greeting

Ask for their name and check the spelling and pronunciation if you are not sure (nobody will be insulted if you pay attention to their name)

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Handbook 39

Best Practices ... continued: Use the Customers’ name when appropriate. Avoid standing in a group with other salespeople and staring at the

Customer as he/she come in.

Your Words Avoid slang, acronyms and questionable humour and use proper vocabulary. Do greet your Customer with “Welcome” or “Good afternoon” instead of “Hi”. Don’t say: “OK”, “Yeah”, and “Yup”. Instead say: “It would be my pleasure”.

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Sales Consultant

DiscoveryObjective: To determine customer’s lifestyle and vehicle requirements leading to vehicle selection. To reinforce the customer’s perception of their Sales Consultant as a helpful, courteous and

professional.


1 Sales Consultant If the customer does not know the vehicle they want invite them to join you in your office so that you can gather information to help identify their vehicle requirements.

Set expectations for Discovery

2 Sales Consultant

If the customer has already chosen a specific vehicle, lead them towards the vehicle and explain you would like to ask some questions to understand what information they have and what information they may still need to confirm accurate vehicle selection.

Re-confirm customer selection

3 Sales Consultant Offer the customer (or all parties in the customer group) a beverage. Friendly, comfortable experience

4 Sales Consultant

Allow the customer to control the pace and duration of the discovery process in order to demonstrate your wish to understand what is important to them and help them select the right vehicle.

No-pressure experience

5 Sales Consultant Ask relevant open-ended questions regarding their current vehicle likes and dislikes as well as any must haves in their new vehicle.

Allows customer to express themselves without interruption

6 Sales Consultant

Ask additional ‘fact-finding’ and feel-finding’ questions regarding their lifestyle, hobbies, family, work, and vehicle use that could impact their choice of vehicle. Ask permission and record all relevant information for future use.

Build relationshipsDemonstrate active listening and questioning skills

7 Sales Consultant Ask the customer trade vehicle information (if applicable) as well as financing options and payment/budget preferences.

Clarifying information needed to select best appropriate vehicle(s)

8 Sales Consultant Determine which competitive vehicles the customer may be considering as well. Identify competitive comparisons

9 Sales ConsultantAs you proceed through the discovery process, periodically summarize or paraphrase what the customer has told you to confirm your understanding and show that you are listening.

Confirms professional and engaged Sales Consultant

10 Sales ConsultantConnect the information you have gathered to specific vehicle

recommendations and ask for permission to present the vehicle(s).Gain agreement on vehicle selection and next steps



Asking relevant Discovery questions

• Take notes using your Customer Information Card or alternative to demonstrate professional behaviour and attention to detail.

• Demonstrate active listening skills with good eye contact, nodding, sitting straight and never interrupting. The customer should be doing the majority of the talking at this stage.

Lifestyle/Hobbies/Family/Work questions

• When the customer provides relevant information, acknowledge and paraphrase their needs to show understanding. Look for opportunities throughout the process to build rapport and trust which will help you through the sales process and customer’s ownership cycle.

Prioritize needs

• Once you’ve determined the customer’s needs in a new vehicle, identify which needs are their greatest priorities. E.g. “You’ve mentioned that you’re looking for a larger vehicle with cargo space, the ability to tow, a sunroof, Bluetooth capability and you prefer black. Which of these needs are absolute must-haves?”

Offering a choice of vehicles that meet their needs

• When you recommend one vehicle only, the customer may disagree with your recommendation. Offering a choice of vehicles (minimum of 2), the customer selects the one they want the most and you increase your chances of proceeding to a sale.

Log all customer and visit details in DMS • For future reference on each customer

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meaSuRement

• Sales Experience Survey Results• Ups/Vehicle Presentations Ratio• Closing Ratio


• Take notes as you gather information that will help tailor your vehicle presentation to the stated needs, wants and must haves of the customer.

• Remember to pay attention to all parties in attendance, especially when they arrive as a family. People who feel left out form negative impressions of the Sales Consultant and their experience.

• Ask a combination of ‘fact-finding’ and ‘feel-finding’ questions. o Fact-finding questions will tell you “What”:

§ “How old is your current vehicle?”§ “Have you had a chance to visit our website?”§ “Are you familiar with the different options available?”§ “Do you prefer a manual or automatic transmission?”

o Feel-finding questions will tell you “Why”:§ “Why do you feel it might be time for a change?”§ “Have you ever considered Hyundai before? Why/why not?”§ “What do you feel are your top priorities for your next vehicle?”§ “What is it about the Sonata that appeals to you?”

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Handbook 41

Discovery Process Tips

In order to perform an effective needs analysis, you need to ask the right questions in the right order, so that you can have a detailed discussion as quickly as possible about what matters most to your Customer. People feel understood when they’re able to express details about the things that matter most to them. Below are five types of questions to ask to help you in the Discovery process and when to use them. Types of Discovery Questions

Type When to Use Example Open‐ended Use to gather information.

Begin with “what,” “how,” “describe,” etc.

What is most important to you in a new vehicle?

Closed

Use to obtain a yes or no answer. Begins with “is,” “does,” “are,” etc.

Are you planning to trade in your current vehicle

Probing Use to obtain additional detail When you say “lots of trunk space”, what does that look like to you?

Yes Use to build positive feelings and agreement with the product; move the sales process forward

Do you agree that this back seat is spacious enough for two children and a dog?

Summary and Action

Use to make sure you have accurately understood the Customers’ needs and moves the sales process forward

Since you agree that this vehicle appears to meet your stated needs, are you ready to go for a test drive to see how it handles?

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42 Handbook

Sample Discovery Questions to Advance the Sale Read through the list of questions below and consider using them as appropriate during the Discovery phase. Remember to take notes using your Customer Information Card or an alternative to demonstrate professional behaviour and attention to detail.

1. “So that I can make the best use of your time, do you mind if I ask you some questions?”

2. “What attracted you to Hyundai?” 3. “What do you know about Hyundai products?” 4. “What interests you most when considering a Hyundai?” 5. “How did you hear about our Hyundai dealership?” 6. “Are you familiar with our certified pre‐owned program?” 7. “What other brands are you considering?” 8. “What kind of driving do you typically do?” 9. “How many kilometers do you drive in a year?” 10. “Are you looking for a two‐door or four‐door?” 11. “Do you have any family needs that we should consider?” 12. “What hobbies are you and your family involved with?” 13. “Have any of your friends or relatives done business with us?” 14. “Have you ever utilized our Service Department?” 15. “What equipment would you like to have on your vehicle?” 16. “What equipment must you have on your vehicle?” 17. “Are you the primary driver of this vehicle?” 18. “How many kilometers do you have on your trade?” 19. “What do you like best about your present vehicle?” 20. “What would you change about your present vehicle?” 21. “How many dealerships have you visited while shopping?” 22. “How long have you been shopping?” 23. “When did you hope to be using this vehicle?” 24. “Are you thinking of leasing or financing your vehicle?” 25. “How will you be using your vehicle?”

We should ask permission before asking any questions that are not related to the Customers’ expressed needs and priorities. (For example: What do you do for a living? What are your hobbies?)

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Sales Consultant

Product PresentationObjective: To present the right vehicle, the right features and the right information to match the customer’s

needs and gain agreement for the test drive process. To allow the customer to begin taking mental ownership of the selected vehicle. Create excitement around the selected vehicle.


1 Sales ConsultantHave the vehicle that best meets the customer‘s needs and wants brought to the showroom area or designated presentation position.

Opportunity to view up close. Focuses on the product not the price

2 Sales Consultant

Complete a professional and systematic vehicle walk-around tailoring the presentation to specific features and benefits that were identified as customer needs, wants and must haves. Build value in the vehicle.

Sales Consultant presentation skillsTailored to customer’s needs and wants, not a “features dump”

3 Sales Consultant Highlight the vehicle’s unique features, benefits and value compared to the competition. . Avoid criticizing competitive products.

Sales Consultant knowledge and professionalism.

4 Sales Consultant

Make every effort to involve the customer in the presentation process by inviting them to sit in the front and back of the vehicle, try all features and controls, touch surfaces, move seats, listen to the audio system and view the trunk to visualize cargo capacity. Ask the customer if the vehicle’s features and benefits meet their expectations.

Differentiation via an interactive processEvaluate the vehicle against their needs

5 Sales ConsultantTake advantage of all sales tools, accessory displays,

brochures, props and other aids to help present the vehicle. A visual is worth a thousand words.

6 Sales Consultant

Continually ask for customer feedback throughout the process to build agreement. Promptly handle any customer concerns or questions as part of the process and gain confirmation that you’ve addressed the issue.

Interactive processSales Consultant knowledge

7 Sales Consultant Confirm that this vehicle best suits the customer’s needs and obtain agreement for a demonstration drive. Opportunity to confirm selected vehicle



Present relevant features and benefits.• Ask the customer how they feel a particular feature might help them in order to keep

them involved and build interest in the vehicle. .For example, “How would this cargo space change your weekend trips to the cottage?”

Customized presentation

• Focus on the features that meet the customer’s stated priority needs. Listen carefully to all comments and watch for non-verbal cues. Convey a consultative approach to assure the customer you’re more interested in helping them buy than in selling this vehicle.

Vehicle Walk-around• It is a good time to weave in additional products and accessories to your presentation

that could enhance the customer’s ownership experience based on their previously stated needs and wants.

Feature/Benefit presentation • Customers don’t buy features…they buy the benefits. Make sure you focus more on what the vehicle and its features will do for them.

Log all relevant customer details in DMS • For future reference with each customer.

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meaSuRement

• Sales Experience Survey Results• Ups/Demonstration Drive Ratio• Accessories $ Per New Vehicle Sold• Sales Consultant Closing Ratio


• Never ‘feature-dump’ on a customer by reciting feature after feature, hoping that something will eventually appeal to them.• Present relevant features and benefits and then ask;”Do you think these items will meet your needs (relative to cargo/comfort/safety/

economy/other stated needs and wants)”? • Build agreement by prompting the customer to say “yes”. Use prompting questions such as “Are these the features you were hoping

to find on your new car? Is this Bluetooth set up going to meet your needs?”• Build anticipation for the test drive during the presentation, for example, “You’ll really appreciate this feature when you experience the

vehicle handling.”• Every customer should be shown or told about an item that demonstrates Hyundai’s quality and attention to detail.

o Different materials used in the interioro How well laid out the dash and interior controls areo The finishing in the engine compartmento How intuitive and easy to use the technology is o The Hyundai Warranty

• Don’t discuss price. Get the customer excited about driving the vehicle… not paying for it.

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SALES CONSULTANT

44 Handbook

Features • Advantages • Benefits (FAB) Presentation Here are some FABulous tips to get the most out of your product presentations. Customers don’t buy features – they buy benefits. During the product presentation, focus more on what the vehicle and its features will do for them. When introducing product features that relate to the Customers’ own stated needs and wants, be sure to use the FAB presentation, always stating the benefit and matching it to the Customers’ own language used during Discovery (needs assessment).

FAB Presentation Model Feature: What is it? Advantage: What it does; how it works Benefit: This is the ‘What’s In It For Me’ (WIIFM). Describe what it does or

provides for the Customer.

Here are a few examples you can start using right away. Every Customer is different, so you’ll want to tailor your presentations by Customer and vehicle.

Feature Advantage Benefit

Driver Selectable Steering Mode

Choose between Comfort, Normal, or Sport steering

Customize your driving experience

Nu 1.8L DOHC engine Reduced engine weight Performance & Fuel Economy

Bluetooth wireless

Technology

Hands‐free calling Safety – focus on the road

Six air bags

Electronic Stability Control

Improved Safety Premium safety features are standard

Vehicle Demonstration Drive

product presentation tips

48 Handbook

Sales Consultant

Vehicle Demonstration DriveObjective: To introduce the opportunity to Test Drive to 100% of customers without the Customer’s prior

commitment to purchase. To accompany the Customer on the initial Demonstration Drive.


1 Sales ConsultantFollowing the product presentation, offer the customer the opportunity to test drive the vehicle. Let the customer know how the test drive will benefit them.

Opportunity to experience the selected vehicle

2 Sales Consultant Confirm availability of vehicle that is as close to the customer’s desired model as possible.

Opportunity to experience the vehicle that is as close to the desired model/features

3 Sales Consultant

Perform required security and safety measures:• Obtain customer identification and photocopy customer’s

Driver’s License.• Log Demonstration Drive including driver’s license, vehicle

stock #, date and time.• Obtain dealer license plates and affix to the vehicle.• Ensure the vehicle is clean and has sufficient gas.• Ensure the vehicle is started and its engine warmed up before

beginning the drive.• Adjust the interior temperature accordingly, and ensure

windows are clear of snow, ice, debris, and fog.

Convenience and safety

4 Sales Consultant

Explain to the customer that you will drive first and describe your pre-planned route.

• Ensure the route can best display the vehicle’s features relevant to the customer’s needs.

Set expectations for the test drive

5 Sales Consultant Highlight the specific vehicle features that you know to be of key importance to the customer (e.g. Head and leg room). Experience the vehicle as a passenger

6 Sales Consultant Pull over at a pre-designated and safe spot on the route to allow the customer the opportunity to drive. Transition from passenger to driver

7 Sales Consultant

Conduct a changeover presentation. Familiarize the customer with the vehicle’s adjustments and controls (e.g. Seating, outside mirrors, interior rear-view mirror, steering wheel, windshield wipers, etc.).

• Confirm that the customer is comfortable before they begin driving

Comfort and familiarization with the vehicle

8 Sales Consultant Highlight important features that link to the customer’s priorities (e.g. Visibility, comfort, handling, etc.).

Highlight important features that meet stated needs

9 Sales Consultant Follow a pre-determined route back to the dealership, giving the customer plenty of notice for upcoming turns and lane changes. Understand driving route and expectations

10 Sales Consultant Upon returning to the dealership, instruct the customer to park in a designated area in front of the showroom. Convenience

11 Sales Consultant Confirm with the customer that the vehicle meets their stated needs. Evaluate the vehicle experience against their needs

12 Sales Consultant Invite the customer inside to continue sales discussion.

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Sales Consultant


PROCESS STEP BEST PRACTICE

• Introduction to Sales Manager

• Upon returning from the Demonstration Drive, introduce the customer to the Sales Manager. This should be a brief introduction and any conversation should focus on the purchase experience and the vehicle.

o This introduction will put the customer at ease if you need to get price or payment information from the Manager during Gaining Agreement.

• Sales Consultant drives first • Point out that this practice allows the customer to experience the vehicle as a passenger and become familiar with the vehicle before they drive.

• Customer test drive • Offer all drivers in the customer’s party an opportunity to drive (e.g. husband and wife if present).

• If accompanying two customers, sit in the back seat on the driver’s side on the way back to the dealership.

• Customer test drive • Remain quiet while the customer is driving to let them experience the vehicle. Let the customer initiate conversation.

• First Visit to the Dealership • Offer the customer a few prepared pride points about your dealership and take them on a brief Dealership Walkaround to make them feel welcome and confirm that they chose the right dealership to visit.

meaSuRement

• Track the number of vehicle demonstration drives offered • Track the number of vehicle demonstration drives conducted


• When the customer is in the driver’s seat, ensure they are comfortable by asking:o “Are you comfortable? How do you find the leg-room and head-room?”o “How is the visibility?”o “Notice how easy it is to see out the rear window over the rear head-rests?”o “Are the instruments easy to read? How do the controls feel?”

• If the customer initiates conversation while driving, confirm that the vehicle meets their stated needs to build agreement, eg:o “Would you agree that the vehicle has plenty of room for your needs?”o “Does the vehicle handle the way you hoped it would?”o “Does the vehicle acceleration on the highway meet your expectations?”

• Before exiting the vehicle back at the dealership, summarize for the customer how they agreed the vehicle meets their stated needs. Ask a trial closing question, such as:o “On a scale of 1 to 10, how would you rate this vehicle? What would make it a 10?”o “So what do you think…have we selected the right car?”

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Vehicle Demonstration Drive Tips Vary Your Routes – Have a variety of routes to choose from based on your Customer’s needs. This can relate to the time they have available (shorter/quicker route versus longer) as well as the driving they do i.e. mostly highway, mostly city, or a combination. Link Back to Benefits – Always link back what is shown and discussed during the demonstration drive to what the Customer identified as important to them and their priorities during the Discovery process. Allow Customer to Experience the Vehicle – After you have linked the vehicle features/benefits (identified in discovery) to the driving experience, turn the vehicle over to the customer. Stay quiet for a few moments before continuing the discussion so the Customer can experience the vehicle on their own. This allows the Customer to take mental ownership of the vehicle.

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Gain AgreementObjective: To confirm vehicle selection and facilitate trade appraisal if applicable. To present the customer with all financial details in order to make an informed purchase decision. Gain the customer’s agreement to purchase/lease the vehicle.


1 Sales Consultant

Confirm the vehicle with the customer and if necessary ask if there is any other vehicle specific information they need to make an informed decision. Provide additional information if requested.

No pressureProfessional and helpful

2 Sales Consultant Ask the customer if they wish to trade their vehicle. Explain the benefits of trading in versus selling privately. Transparency

3 Sales ConsultantIf applicable, explain the appraisal process and the time required. Gain the customer’s agreement to proceed with trade appraisal.

Set expectations

4 Sales ConsultantIf applicable, initiate the trade-in appraisal worksheet with appropriate manager and invite the customer to join you and/or the manager in the appraisal inspection.

Set expectationBenefits of Trading in vehicle at the Dealership

5 Sales Consultant or Sales manager

Complete a trade-in vehicle visual inspection with the customer. Once completed, remain with the customer while the sales manager finalizes a trade-in price.

TransparencyCustomer involvement in the processBuild trust

6 Sales Consultant or Sales manager

Present the trade-in price to the customer and ensure the customer understands the rationale behind the stated offer. Allow sufficient time for the customer to make a decision.

Set expectation for value

7 Sales Consultant

Once the vehicle and any additional accessories have been confirmed and the trade-in (if applicable) price accepted or rejected, complete a Vehicle Purchase Worksheet including year/model/VIN/stock number.

Transition from vehicle selection and trade-in to Offer Sheet

8 Sales Consultant Confirm the down payment amount and present the customer with applicable price/lease/finance/trade-in figures and terms. Professional presentation and negotiation

9 Sales Consultant Ask the customer for their business and if the numbers are agreeable obtain their signature and deposit.

No pressureFull disclosure

10 Sales Consultant

If the customer raises an objection, clarify and address the objection immediately. First acknowledge the objection. Ask questions to determine the root cause of the objection. Agree with the customer on a course of action.

Professional negotiationSales Consultant advocacy for the customer

11 Sales Consultant Present the counter-offer to the customer and complete the sale using a non-pressured approach. Professional negotiation

12 Sales Consultant Obtain Sales Manager’s signature on the worksheet and congratulate the customer on their vehicle purchase.

Transition from mental ownership to purchase excitement



Trade-In Appraisal

• Reinforce the benefits of trading the vehicle in to the dealership versus selling the vehicle privately. These include no effort required by the customer, no safety or inspection certificate is required, no delay in getting the new vehicle waiting for the sale of the trade-in and tax savings benefits for the customer by trading in to the dealership.

Presenting the Worksheet

• Maintain full disclosure and remain positive and confident with the customer as you present all figures and terms on the Worksheet. Present all options available to the customer and describe how you arrived at the final price or payment including all terms, promotion programs, etc.

Log all relevant customer details in DMS • For future reference with each customer.

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meaSuRement

• Sales Experience Survey Results• Ups to Writes Ratio• Closing Ratio• Gross Profit Per Vehicle Sold Percentage• Accessory sales• Units Sold


• As you proceed through the process, always confirm and build agreement with the customer to take the next step.• A non-pressured approach will win more customers than we lose and earn top Sales satisfaction Scores.• Asking the customer “Would you like to go ahead with that” is a non-confrontational method of confirming the sale and uncovering

any remaining concerns or objections to overcome.• Use an assumptive close that doesn’t ask for a yes or no answer:

o “Which option looks more attractive to you, the lease payment or the finance payment?”o “If you don’t have anymore questions, why don’t I introduce you to our Business Manager and we can start the paperwork.”o “You came in interested in the Sante Fe. You agree the vehicle meets your needs and we have come up with a price that fits

your budget — is there anything else you need to know before we confirm our agreement?”• If the customer raises an objection or makes a demand, ask them questions (in a non-confrontational manner) to clarify their position.

This will identify if the objection/demand is legitimate or a tactic. o Customer: “Give me another $1000 for my trade!”o Sales Consultant: “Could you share with me why you feel your vehicle is worth an additional $1,000?”o Customer: “That price is way too high!”o Sales Consultant: “Do you mind if I ask why you feel the price is too high?”

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48 Handbook

Gaining Agreement Tips

While closing the sale is the main focus of the sales process, it’s important not to resort to high‐pressure tactics. This approach is likely to ‘turn‐off’ your Customers and send them running out the door. Possibly to a competitor. A better method is to adopt a non‐confrontational approach and focus on helping the Customer to buy a vehicle. Then together, you’ll naturally move forward to the next step in the sales process. When you follow each step of the sales process and spend enough time building a relationship, learning what your Customers’ needs are, earning their trust and gaining agreement along the way, the next step ‐ closing the sale ‐ is simply asking for a decision to purchase. Of course, you should be reasonably confident that your Customer is ready to say ‘yes’ before you ask.

Take baby steps. Ask trial closing questions that get opinions and responses to gauge your Customers’ interest, (but don’t ask too soon in the sales process. Use your own judgement). Trial questions are often used when you know what the answer will be; gaining agreement; validating needs “You want the GT model, isn’t that right?”

Begin by asking trial closing questions as early as the product presentation. When you use trial closing questions throughout the sales process, you’ll

know when it’s appropriate to ask for the sale. Build value in the vehicle, the Hyundai brand, your dealership and yourself

as a professional Sales Consultant. Always give positive reinforcement to the Customer. For example, “That’s a

great choice. Many of my Customers are very happy with this vehicle.” Restate how the value outweighs the perceived costs to overcome

objections before they arise. When you’re confident the Customer believes the value of the vehicle

outweighs the cost then it’s time to close the sale and present the numbers. Ask for the decision. Remain silent. Be patient and wait for the Customer to respond. If you meet

hesitation or resistance, don’t panic. Remember your goal is to help your Customer buy. Uncover the root cause and address the underlying concern. Then don’t be afraid to ask for the sale again.

Gain Agreement without resorting to pressure tactics. Provide clear and thorough explanations of the financing/lease contract Be conscious of your Customers’ time throughout the process.

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Business OfficeObjective: To complete all financial arrangements for the vehicle purchase or lease To present all protection packages available to the customer


1 Sales Consultant

Explain the Financial Services Manager is a specialist in the preparation of all financial and ownership documents and can provide information on additional products and services the customer may be interested in.

Set expectation for next step in the sales processHelp customer to see the benefit of visiting the Financial Services Manager

2 Sales Consultant

Excuse yourself from the customer (first making sure they are comfortable) and meet briefly with the Financial Services Manager to review pertinent customer and vehicle details that will help them connect with the customer and put them at ease. Bring along the customer’s driver’s license and ownership so the Financial Services Manager can begin the paperwork.

Personalized, professional turnover

3 Sales Consultant

Describe any products and services you have promoted or discussed with the customer during the sales process that they may be interested in as well as any relevant information about the customer.

Respect for customer’s timeDemonstrates customer /consultant connection

4Sales Consultant and Financial Services manager

In a professional and friendly manner, introduce the customer to the Financial Services Manager. Financial Service Managers extends a handshake and congratulates the customer on their purchase or lease.

Warm, friendly introduction

5 Financial Services manager

Briefly describe the Financial Services process including estimated time it will take. Ask the customer if they have any initial questions about the process. Gain agreement to proceed.

Set expectationsPut the customer at ease


Review the completed sales work sheet with the customer and confirm all vehicle options and financial information are correct. Fully disclose all finance or lease rates. Always gain agreement for next steps before proceeding and answer any questions the customer may have.

Full Disclosure Professional and controlled pace.


Complete the credit or lease application with the customer and confirm all information and documentation will be confidential.

Professional ApproachPeace of Mind


• Ask questions to uncover customer needs for products and services offered by the Dealership

• Paraphrase the customer’s preferences and obtain the customer’s permission to record this information for future reference.

• Present and discuss relevant Hyundai vehicle protection products and services using benefit language relevant to the customer’s needs.

• Solicit feedback from the customer and respond professionally to any objections and questions the customer may have.

• Confirm pricing and ask the customer for their business.

Personalized professional serviceConsultative approach


Prepare and print Bill of Sale or Lease agreement and review each product and service purchased line by line with customer for accuracy and understanding. Review all warranty coverage and exclusions. Review customer obligation to maintain the vehicle. Ask the customer if they have any questions before they sign the document.

Full disclosurePeace of mind


Provide the customer with copies of all of the completed and signed documentation.

Full disclosureConfidence and trust


Thank the customer for their business and congratulate them once again on their purchase or lease

Appreciation for my business

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Provide the customer with a Delivery Checklist of all the items they will need to bring on vehicle delivery day. Advise the customer you will re-connect with them at least a day in advance to review the Delivery details and requirements once again.

Personalized, Professional Service

13 Financial Services manager and Sales Consultant

Arrange a Delivery Date and time with the customer and Sales Consultant allowing adequate time to complete all Delivery documents and install any/all accessories. Advise the customer the Delivery Process will take 60-75 minutes.

Set Delivery Expectations


Submit the credit application to appropriate financial institution for approval (if applicable). Obtain approval and notify Sales Consultant and customer of approval.

Timely and Professional service

15Sales Consultant/ Financial Services manager

Contact the customer at least one day before Delivery to confirm all details and necessary information/items the customer should bring to Delivery including funds, proof of insurance and ownership for trade-in and keys (if applicable).

Set expectationsProfessional, timely, helpful service.



Financial Services Manager Introductions Practice professional and friendly introductions and turnovers to the Financial Services Manager. Focus on personalizing the process for the customer.

Waiting for the Financial Services Manager

Develop a strategy for dealing with wait time if the Financial Service Manager is occupied. Use the time to introduce the customer to the Service Department or review the delivery checklist so they know what to expect at delivery. Make maximum use of the customer’s time and do not leave them waiting unattended.

Financial Services Manager Introductions

Bring the Financial Services Manager into the Sales Consultant’s office to meet the customer. The customer will feel more comfortable in this familiar environment. Then following introductions, the Financial Services Manager can walk the customer back to the Business Office together.

Review of price/payment/terms

Summarize and ensure complete understanding of the agreement

Log all relevant customer details in DMS Logging all customer details provides a great reference for follow-up calls, greeting the customer in service or any future communication with the customer.

meaSuRement

• Sales Experience Survey Results• Vehicles Sold• Writes to Sales Ratio• Additional Products and Services Closing Ratio• Financial Services Gross Profit


• The Financial Services Office is a process step customer’s may wish to avoid. However, it is the Sales Consultant’s responsibility to set the expectations and confirm the benefits of this process so the customer approaches the Financial Services with a positive mindset.

• The majority of problems that arise in the Financial Services Office are avoidable. We need to focus not only on “What” happens, but also “How” it happens. The key is proper communication between all parties.

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Business Office Turnover Tips

Many of the problems that arise in turn over to the Business Office are avoidable. These Best Practices and Tips will help you smooth the way.

What the Customer is Thinking

Best Practice Tip

“What a waste of time, I already gave all that information to John (Sales Consultant). Why do I have to repeat everything again?”

Make sure your Financial Services Manager (FSM) has all the necessary Customer and vehicle transaction details before turn over to the Business Office.

Ask for your Customers’ Drivers License and/or current vehicle ownership if a trade is involved. Be sure to give them to your FSM in advance.

“I don’t need any of these other products and services; I just want to get this over with.”

It’s up to you to manage your Customers’ Expectations: Tell them: What to expect

(additional products/services that they will be asked to consider)

What’s going to happen next

What information is needed and why

How long it will take

Look for ways to communicate the value of the process to the Customer e.g.: Protect their

investment Ensure accuracy of paperwork Get the best

finance/lease options for their needs

“I’ve been waiting here over an hour to see the Financial Service’s Manager.”

If the dealership is busy and you know it’s going to be a long wait, suggest your Customer have coffee nearby in the meantime. Ask them to return in a half‐hour/hour.

Consider purchasing a number of gift cards from your local coffee shop to give to your Customers who are waiting to see your FSM. A free coffee and a muffin can go a long way to ease their frustration.

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Vehicle DeliveryObjective: To deliver the vehicle to the customer at the time promised and in the condition expected, and will

be accompanied by a copy of a Delivery Certificate. To provide all customers with a scheduled first Service appointment at time of Delivery. To introduce all customer to the Service Department at the time of Delivery.

RESPOnSIBIlITy TASk VAluE TO CuSTOmER

Pre-Delivery Preparation

1 Sales Consultant

Ensure the customer has a copy of the Hyundai Vehicle Delivery Checklist ‘tear-off’ outlining which items the customer needs to bring along to the vehicle delivery.

• This checklist should have been given to the customer by the FSM during the finance process.

Clarifying items needed for the delivery

2 Sales Consultant Inform the customer on a regular basis about the status of the vehicle – location, expected delivery date, etc. Informing of vehicle status, set expectations

3 Sales Consultant Remind the customer how long the vehicle delivery process will take (60-90 mins) and ensure this time is agreeable.

Understanding delivery time required, set expectations

4 Sales Consultant Coordinate a delivery appointment time that is good for all persons involved (customer, Sales Consultant, Business Manager, Service Manager/Advisor).

Set expectations

5 Sales Consultant

Ensure paperwork is prepared in advance:• Leasing or financing agreements• Bill of sale• Licensing documents• Warranty and insurance documents

Ensuring documentation is complete

6 Sales Consultant

Review vehicle inspection checklist to ensure all steps are completed approximately 2 hours before delivery.

• Accessories installed including items from Business office• Check that all equipment is operational• Interior and exterior are damage-free and spotless• Floor mats are installed• Vehicle has a full tank of gas

Vehicle is in perfect condition, as expected

Delivery Appointment 7 Sales Consultant Verify when vehicle will be ready Set expectations

8 Sales Consultant Confirm appointment time with the customer 12 -24 hours in advance Confirms vehicle will be ready when promised

9 Sales Consultant Remind the customer of documentation required as noted on the Hyundai Vehicle Delivery Checklist ‘tear-off’ Clarifying items needed for the delivery

Delivery Event

10 Sales ConsultantWelcome the customer:

• Be enthusiastic. Mirror their excitement. Ensure everything is perfect.

Feel welcome, appreciated

11 Sales Consultant

Preview their new vehicle:• Take the customer to the delivery area to see their new

vehicle is ready when expected and in the condition expected.

• Show them any accessories that have been added.

Confirming vehicle is ready when expected and in the condition expected

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12 Sales Consultant

If the customer is trading in a vehicle:• Collect the customer’s keys, plate portion of ownership

if plates are being transferred and the signed ownership portion and any other hardware i.e. locking wheel nut key.

• Make sure service and warranty books are in the vehicle.• Arrange for the Appraiser to look over the vehicle to make

sure that there is no additional damage, all appraised equipment is still on the car, VIN match, mileage consistent, etc.

• Make sure the customer has not left any personal items n the car i.e. garage door opener, CDs, etc.

Coordinating trade-in process

13Sales Consultant/ Financial Services manager

Arrange for explanation and signing of documentation with Financial Services Manager.

• Financial Services Manager should present and complete all financial paperwork as well as any other paperwork associated with products sold during the purchase process.

• Explain all products, fees and answer customer questions.

Completing the necessary paperwork

14 Sales Consultant

Review the documents from the vehicle’s Owner’s Information Package. This includes the Owner’s Manual, Service Passport, Tire Warranty, and any other reference material (Navigation Quick Reference Guide, etc.).

An understanding of expectation they have from Hyundai and the dealership Familiarize with Owner’s Manual, other reference material

Transition to Service Department

15 Sales Consultant

Escort the customer back to the Service Department for a brief orientation.

• Review key information such as hours of operation, where to park, after hours key drop-box, customer lounge area, any special services the dealership offers (eg. customer shuttle, loaner vehicles).

Knowing where to go for help, what to expect in Service

16Sales Consultant/Service manager/ Service Advisor

Introduce customer to the Service Manager/Service Advisor.• Provide Customer with a business card of the Service

Manager/Service Advisor.• Service Manager/Service Advisor congratulates the

customer on their new vehicle.• Review basic service and maintenance periods with the

customer.

Familiarize with Service Department, maintenance periodsAn understanding of expectation they have from Hyundai and the dealership

17Sales Consultant/Service Advisor

Book first service appointment with the customer:• Explain that the dealership will call to confirm a week or

two in advance to ensure date/time is still convenient.

Convenience; first Service appointment booked in advance

Vehicle Presentation

18 Sales Consultant

Explain the basic operation of primary comfort and convenience features with the customer seated in the driver’s position:

• Seat adjustment• Steering wheel adjustment• HVAC/Defogging functions• Power mirror operation

Customizing the settings for comfort and safety

19 Sales Consultant

Explain the operation of any unique technology features to the Customer and offer to set-up basic functions:

• Pair a phone with Bluetooth• Pre-set favourite radio stations• Program the Customer’s home in the Nav system• Explain how the Active ECO function works

Understanding how to operate features, technology

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20 Sales Consultant Complete the Delivery Checklist Certificate with the Customer to ensure all areas are covered within this process. Ensuring all delivery items are covered

Delivery Wrap-up

21 Sales Consultant Ensure that the Customer’s expectations have been met and all questions have been answered. Ensuring I’m satisfied

22 Sales Consultant Ensure customer has all documents signed and reviewed including Delivery Checklist Certificate. Completing customer documentation

23 Sales Consultant

Explain the dealership follow-up process to the customer: • You will be following up within the next 24 hours.• Ask their contact preference (preferred telephone number

and preferred time).• Remind the Customer of the Hyundai survey and when

they can expect to receive it.• Invite the Customer to contact you if any questions or

concerns arise.

Set expectations of follow up process, feel valued as a customer

24 Sales Consultant

Conclude the delivery:• Thank the customer and congratulate them on their new

vehicle.• Remain visible until the customer drives their new vehicle

off the dealership lot.

Feel appreciated, valued as a customer

PROCESS BEST PRACTICES

PROCESS STEP BEST PRACTICE

Vehicle Presentation • Conduct a vehicle walk-around with the customer so they can inspect the outside of the vehicle. After reviewing and customizing the features and technology, offer to go with the customer on an orientation drive.

Feature and Technology Review • Take the time required to properly review the features and especially, the technology, on the customer’s vehicle. Pair their phone with Bluetooth, program their home address into the GPS and add the Dealership Service Department to their GPS. Technology is the most common area where customers have questions following delivery.

Review Owner’s Manual, vehicle documentation • Include a copy of the Sales Consultant’s business card in the glove compartment with important information recorded on the back (e.g. 24 hour assistance number, assigned Service Advisor).

Appointment Reminder Sticker • After booking the customer’s first service appointment, hand them the appointment reminder sticker and ask them to place it in the top left-hand corner of the windshield.

mEASuREmEnT• Sales Experience Survey Results• 1st Appointment Log• The number of 1st scheduled maintenance appointments vs. the number of vehicles delivered• Track and measure the number of first appointments kept

SAmPlE WORD TRACkS AnD OTHER TIPS• At the time of the sale, set realistic expectations with your customer for the length of time it takes to deliver a vehicle properly. Determine their

expectations first, then gently correct their perception, and agree on a time frame. Find out whether more than one person will attend the delivery, and add 20 minutes per driver (as an average) when more than one person plans to attend.

• Have your customer open their Owner’s Manual and Hyundai Maintenance Guide, and review the warranty and maintenance schedule, asking them if they have any questions.

o Explain the benefits of factory-trained Service technicians and the competitive price of your Service Department.• After greeting the customer when they arrive for delivery, acknowledge their excitement and say “Let’s go see your new car!” Take a few minutes

to show them their new vehicle, ready as promised. Point out any accessories that have been installed, floor mats added and that it has a full tank of gas. Let the customer know that you will take time to show them how all the features and technology work after you complete the necessary paperwork inside.

• The majority of problems that arise during Delivery are avoidable. The key is to be prepared and ensure proper communication with the customer.

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Vehicle Delivery Tips Best Practices/Tips from the Pros

Pre‐set the radio to the Customers’ favorite stations (noted from trade at time of sale and demonstrated at delivery)

Designate a special delivery area that is clean, dry, and covered, so they have the impression that they drive it off the showroom

Use a chamois for a final ‘in Customer view wipe down’ to ensure their complete satisfaction with the Delivery experience. (It’s the little things that count! And the proof will be in your Customer Satisfaction scores)

Rope off the delivery area to make it extra special. Use a car cover Take Customers' pictures with their new vehicle and use the pictures for a

follow up note Have the Dealer Principal or Sales Manager personally thanks every

Customer at delivery and conduct a verbal exit survey to ensure the Customer is completely satisfied.

Put a thank you card and gift basket in the trunk for the Customer. Provide introduction to service brochures for deliveries after service hours. Focus on things that are different from their current vehicle Pair the Customers’ phone to the car via Bluetooth – and call them five‐ten

minutes after they leave just to say hello Have the Dealer Principal or General Manager personally thanks them. Demonstrate emergency roadside procedures and have me participate in

the process – locate the flashers, the spare, (how do I get it out/down), locate the jack and the jack points, etc

Take the time to explain warning lights Ensure that they have tried all the seat adjustments Explain why the customer should come to the dealership for their service

(e.g. saves money in the long run, we keep records for you, notify of recalls and campaigns, etc.)

It’s important for you to know your Service team’s process for communicating regular scheduled service visits for their Customers, so that you’re able to explain this process confidently in the event asked by a customer or if a delivery is taking place while Service is closed.

Did you know that Service is your best closer? If you do a great job of introducing your customer to Service and they do a great job of servicing them through the life of their vehicle research shows 80+% of those customers will buy their next vehicle from your dealership!

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Follow-UpObjective: To confirm initial ownership satisfaction. To continue to build a relationship with the customer through ongoing communication. To ask the customer for referrals.


Follow-up with buyers

1 Sales ConsultantFollow through on commitment to call the customer within 24 hours using the customer’s contact and time preferences established during delivery.

(Hyundai Standard)Professional timely serviceFollows through on all commitments

2 Sales Consultant Thank the customer again for their business and ask if they have been satisfied with their ownership experience so far. Appreciation and ensure satisfaction

3 Sales ConsultantEnsure any/all customer questions regarding their sales experience and the vehicle’s features and operating controls are answered.

Demonstrates care and professional, helpful service.

4 Sales ConsultantRemind customer of their first service appointment and the benefits of performing regular scheduled maintenance on their vehicle.

Reinforces intent to return for service using a non-pressured approach

5 Sales Consultant

Confirm the next follow-up interval and insure the customer has your contact information. Inform the customer they can contact you if they need additional help with vehicle features or ownership issues. .

Sets expectations Reinforces Sales Consultant as a helpful and engaged professional.

6 Sales Consultant

Inform the customer that they will be receiving a customer satisfaction survey asking about their purchase experience. Let them know that you would appreciate if they took the time to complete the survey so that we can continue to improve and ensure a great customer experience.

Set expectationReinforce customer satisfaction is important

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• Remind the customer that as a Sales Consultant you rely on word of mouth and customer referrals from satisfied customers.

• Ask the customer if they would be comfortable sharing names of friends who may be interested in purchasing a Hyundai vehicle. If not, tell them you would appreciate it if they passed your name along to others who may be look-ing for a vehicle.

• Thank them for their consideration and inform them of any referral bonus that may be offered to the customer for their assistance.

Professional approach to networking moving forward.

Follow-up with non-buyers

8 Sales ConsultantFollow-up with prospective customers who did not buy within 48 hours using the contact information recorded on the Customer Information Card.

(Hyundai Standard)Professional approach

9 Sales ConsultantUse open ended questions to determine where the customer is at in their buying process. Encourage the customer to share information.

Consultative approach

10 Sales ConsultantProvide additional information that adds value to their decision making processes (e.g. upcoming promotion, industry review of the vehicle they are interested in, recent vehicle awards, etc.).

Willingness to help; exceed expectations

11 Sales Consultant Ask for an appointment for a return visit. Professional approach

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If the customer declines a return visit, ask permission to follow-up with them again in a few days. Encourage them to contact you in the meantime if they have any questions or would like to drive the vehicle again.

13 Sales Consultant Log all follow-up contact information for future reference. Attention to detail

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Follow-up commitment

Customers may wonder how much we care once they leave the dealership. Follow through on your follow-up commitment to exceed the customer’s expectations and commit to ongoing contact throughout the customers ownership experience. Building a customer relationship builds repeat business and customer loyalty.

Additional Contact Send a personalized small gift or thank you card with a photo of the customer with their new car at delivery to the customer within 7 days to show appreciation for their business.

Non-buyer follow-upFollow up with every non-buyer. Research shows that you are likely to be the only Sales Consultant who does. Even if they don’t buy, they will remember your extra effort next time they are looking.

Log all relevant customer details in DMS For future reference with each customer.

meaSuRement

• Sales Satisfaction Survey Results• Customer Referrals


• “We covered a lot of information at the Delivery and I want to make sure you are comfortable with all features, functions and operating controls. Do you have any questions about your vehicle that I can help you with at this time”?

• Encourage the customer to return to the dealership at any time in the future to re-visit any/all functions of the vehicle.• notify the customer that they will be receiving a customer satisfaction survey. “Just a reminder that the Customer Survey will be

arriving to your home soon. We would really appreciate you taking a few moments to complete it so we learn how to ensure a great experience for all of our customers.”

• Your follow-up with a non-buyer should never be “just checking in to see how you’re doing.” Always provide a reason to follow-up, and ask questions that add value to the customer’s decision-making process.

o “Have you made a purchase decision yet?”o “Are you getting answers to all of your questions at other dealerships you’ve visited?”o “Based on what else you’ve been looking at, do you have any additional questions on Hyundai models?”o “Have you heard anything from other dealerships that you would like me to look into or clarify for you?”o “Has anything changed at your end?”

• To determine where a non-buyer is in their buying process, you might ask, “So you had the weekend to think about the vehicle, now what do you see as the next step?”

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Follow up Tips In his book ‘How to Sell Anything to Anybody’, Joe Girard said: "Time and money well spent will build your business tremendously. Always look for new and better ways to do it." That’s good advice from the Greatest Salesman in the world according to Guinness Book of world records. Vary Your Follow up Methods – Joe used to touch each of his customers once a month and vary his follow up method to sold customers. If your customer has not identified a preferred method of follow up, vary your method as well to connect with more customers. Schedule Follow up Time – Follow up is a necessary part of sales and it’s key to your success. Customize your own system for buyers and non‐buyers so it becomes part of your weekly routine. Personalize Your Customer Letters – Be sure to personally sign all letters that go out to your customers and refer to notes you have made in your DMS/CRM (customer relationship management system) to add a personalized note to your correspondence, for example, “Hope you enjoyed the sail boat this summer John!” Joe Girard made lifelong friends of his customers.

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Measuring Your Customer Experience Performance

Every new Customer receives a survey to ensure they are completely satisfied with their purchase experience. The Customer Experience website reports dealership performance based on customer feedback. Below is a snapshot of the Sales Survey reports and weightings. SSI can be defined as your Customer’s overall sales experience, which encompasses many factors, including the dealership facility. RSI is a measure of everything directly in your control as a Sales Consultant.

Sales Survey Weightings SSI RSI

About Your Dealership

Cleanliness of Dealership 3.7

Availability of models to look at 2.3

About Your Sales Consultant

Promptness of greeting 3.0 4.3

Knowledge of models and features 4.0 6.0

Demonstrated concern for vehicle needs 4.7 7.0

Professionalism and courtesy 5.0 7.3

Test Drive 4.3 6.4

Gaining Agreement on The Deal

Ease of gaining agreement on the deal 8.3 12.8

Fairness of price paid 6.0

Pace of sale (purchase/lease process) 7.2 11.2

Handling of trade‐in vehicle (if applicable) 1.5

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Sales Survey Weightings ... continued SSI RSI

About The Financing Process

Explanation of financing process 4.2

Disclosure of charges and fees 4.3

Concern for your financing needs 4.5

About The Delivery Process

Condition of new Hyundai (e.g. clean, free of defects) 6.4 9.8

Set up of the operating controls and features 6.5 9.9

Explanation of delivery paperwork 7.0

Overall time it took to deliver new Hyundai 8.9 13.7

Introduction to someone in the Service Department 7.3 11.6

100.0 100.0 Note: Complete Customer Experience reports are available online. Ask your managers for details. Your dealership has been given tools to monitor Customer Experience performance, analyze trends and evaluate areas of opportunity. It’s also possible to drill down deeper and look at Customer experience performance on an individual level, by examining your Employee Performance Reports. Your Employee Performance Report will help you identify strengths and gaps in your performance against comparative data. Individual gap areas often link to gaps in your performance of one or more of Hyundai’s Eight Sales Core Processes. It’s a good practice to go through a process assessment and honestly evaluate how often you perform each step from Greeting through to follow up. Then, highlight the steps you need to add to your routine or steps that you need to do more often to improve your performance and your scores.

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Meeting Customer expectations and improving your Customer experience performance by following a documented sales process will lead to increased sales for you – a win‐win for the Customer, and for you.

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Meeting Customer expectations and improving your Customer experience performance by following a documented sales process will lead to increased sales for you – a win‐win for the Customer, and for you.

SALES CONSULTANT

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SECTION 6: RETAIN CUSTOMERS

Are you a Farmer or a Hunter? ‐ In the Selling World Farmers Rule. Hunter Approach to Sales The hunter has to ‘kill’ every day in order to eat. Since the game is not coming to them, they continue to repeat the same behaviour without adapting. (A Sales Consultant who doesn’t adapt to what the Customer wants). And, it keeps getting harder to find game (Customers) because there are a lot of hunters out there competing for new meat (Sales). This is the Sales Consultant who only looks for the sure deal and doesn’t spend any time with buyers who don’t seem ready to buy. (They don’t understand the Customer Buying Process).The hunter must continue to work hard to find game (Customers) ten years from today, as they do today. “Insanity: Doing the same thing over and over again and expecting different results”

~ Albert Einstein High performing Sales Consultants know better. They choose the Farmer approach to sales. Farmer Approach to Sales Now imagine for a moment you’re a farmer. Perhaps you have a couple hundred acres of land to grow corn, wheat or soy. Like most successful farmers, you have to plan ahead, (Attract Customers through prospecting and networking) otherwise you won’t eat in the fall. To grow your food supply, as a farmer, you need to be sensitive to the needs of the land before planting your seeds. (Connect with Customer through Needs Assessment and follow Sales Core Processes). This is done early in the spring. (Understand the Customer Buying Process) – the farmer doesn’t wait until the end of the growing season to start tending and planting. Throughout the spring and summer, the farmer protects the crop, ensuring it’s watered. (Adds Value) and removes weeds. (Overcomes Objections, Follows up).

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Once harvested, the farmer secures the crop, (Turns it over to the Business Office) and prepares for delivery. (New Vehicle Delivery Process). To ensure a yield year after year, the farmer maintains the land (Retain Customers by Following Up with them on an ongoing basis) and looks for ways to increase yield (seeks for referrals). High performing Sales Consultants have learned that the farmer approach to sales will result in a consistent stream of repeat buyers and referrals. Customer Contact and Care

According to research: The average Sales Consultant has over 1,000 Customers in their data base,

but only stays in touch with about 35. Customers can’t recall their Sales Consultant’s name a year after the sale. Up to 35% of the Customers in your database could have a family member

or friend who will be buying in the next 30 days Closing ratios for repeat Customers and referrals is much higher than for

walk‐ins. These are great reasons to provide impeccable Customer care long after purchase. High performing Sales Consultants continue to stay in touch with all their Customers, primarily by phone. Sending emails or letters is not as effective. Why? Because you won’t have an opportunity to ask for referral, answer a question or determine if their needs have changed. Note: You may want to ask your Customer or prospect for their permission to start a profile ensuring them that the information will remain private and confidential. Be sure to follow your own dealership’s privacy policies.

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Customer Contact and Care Best Practices

Have you ever received a call where it was obvious the person on the other end of the line was reading a script? The rep immediately launched into a pitch for a product or service you probably don’t want, because they don’t know anything about you. Have you found yourself calling a previous Customer from a list with little to go on other than a name and a phone number? Wouldn’t it be easier if you had a Customer Information Card with pertinent information about them such as:

Family information (Spouse, Kids, Pets) Employment information (Company, Role, Years of Service) Hobbies and interests (Golf, Yoga, Vintage cars) Vehicle preferences (Luxury, Family, Economy) Vehicles in their driveway (Kids, Spouse) Common acquaintances (Colleagues, Friends, Neighbours) Preferred contact method (Phone, Email, Text, Mail)

Your dealership may have a paper‐based or digital database filing system. A sample Customer profile follows. Should you try to obtain the same information from Customers who haven’t bought from you? Absolutely; keep a log of all the people you talk to and, in addition to the above information add:

Where Customer is in buying process Hyundai vehicles under consideration Other vehicles being considered Price range sought Payment sought Preferred contact method (Phone, Email, Text, Mail)

You’ll find this information handy when you do your follow ups.

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Sample Customer Information Card

Customer Data: Date:

Name: Phone: (H)

Address: (W)

(C)

City: Email:

Postal Code: ‐

Referral: Occupation:

Spouse/Partner:

Children (name and age):

Hobbies/Interests:

Other Household Vehicles:

Past Vehicle Data/Trade in: Y N

Current vehicle: Primary Use:

Likes: Dislikes:

Buy/Lease: # of Months:

Mileage per year:

Driving Needs:

New Vehicle (Make/Model)

Features/Options:

Buyer Motivation:

Other Considerations:

Competitor vehicles under consideration:

Delivery Date: Time:

Comments/Promises Made

Other Comments:

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Customer Contact and Care (Follow up) Best Practices

The last step in Hyundai’s Sales Core processes is Customer Follow up, and it’s a very important one. It lets your Customer know you care enough to find out if they’re completely happy with their vehicle. Your goal is to continue to build a relationship through ongoing communication with them. Remember also to ask for referrals. Follow through on your commitment to contact the Customer post‐sale. The goal during this important step is to ensure your Customer is completely satisfied and to resolve any concerns they might have quickly. Continue to exceed the Customers’ expectations and commit to ongoing contact throughout the Customers ownership experience. Building a Customer relationship builds repeat business and Customer loyalty.

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Sample Follow up Intervals and Methods

Your dealership may have specific guidelines for follow up with Customers. Check with your Sales Manager for your dealerships’ policies.

The following are sample intervals and methods you can use for follow up. Process: Vehicle Buyer Post‐Sale Follow Up Intervals Objective: Customer Satisfaction and Loyalty, Repeat Business and Referrals Responsibility Task and Interval Value to Customer 1 Sales Consultant Customer takes delivery of new or

used vehicle A positive Delivery experience

2 Sales Consultant Handwritten Thank you note/letter or card (1 Day)

Validation: appreciation of business

3 Sales Consultant Post‐sale follow up and thank you call (1 Day)

Discuss vehicle likes/possible concerns

4 Sales Consultant Check‐in: “Everything OK?” call (14 Days)

Genuine concern for needs

5 Sales Consultant Referral request letter, card, coupon or call (30 Days)

Opportunity to earn referral fee

6 Sales Consultant/Service Advisor

Service reminder letter, call or card (2.5 ‐3 months)

Convenience of reminder/vehicle performance and safety

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Check‐in: “Everything OK?” service follow up; dealership news/events/promotions call (6 months)

Build relationship and concern for needs

8 Sales Consultant Vehicle 1st anniversary card or call (12 months)

Validation: appreciation of business

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Here are some examples of word tracks for your post‐sale follow up: Post‐Sale Follow Up Call – One (1) day

“How are you enjoying the vehicle?” “We covered a lot of information at the Delivery and I want to make sure

you are comfortable with all features, functions and operating controls. Do you have any questions about your vehicle that I can help you with at this time”?

“Have you shown it to friends and family?” If you haven’t done so already, ask for a referral: “Is there anyone else in

your circle of family and friends who are in the market for a new vehicle? I would appreciate a referral from you.”

“I’m glad you’re pleased with your vehicle. May I ask for referral? Perhaps someone in circle of family and friends is ready to trade in their vehicle?”

“I’m glad everything worked out. Many of my customers have given my name to their family and friends who are ready to buy. May I ask for a referral from you as well? I would really appreciate it.”

“Many of my customers are pleased with this (model) and have encouraged their friends and family to consider Hyundai too. Perhaps you know someone who might be ready to make a change in the near future? I would really appreciate a referral.“

Encourage the Customer to return to the dealership at any time in the future to re‐visit any/all functions of the vehicle.

Notify the Customer that they will be receiving a Customer satisfaction survey. “Just a reminder that the Customer Survey invitation will be arriving to your home soon. We would really appreciate you taking a few moments to complete it so we learn how to ensure a great experience for all of our Customers.”

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Extended Follow up Tips – Buyers

Review your Customers’ profile before calling. Verify his/her preferred method of contact. Don’t telephone if they prefer email communication for example, otherwise you will aggravate them.

“I’m calling to keep in touch. How has the vehicle working out for you?” “Are you on track with service visits?” This encourages regular maintenance

visits. “Any changes in lifestyle or your driving habits?” “Is there anyone else in your circle of family and friends who are in the

market for a new vehicle? I would appreciate a referral from you.” “Thank you for your time. If you don’t mind, I will stay in touch. If there is

anything I can do for you, please don’t hesitate to call me.” Pick something from the Customer Profile to ask about during the course of the call to continue to build a personal relationship such as: “Did you get out on the golf course this summer? It sure was a great one for it.”

Follow up call: Non‐buyers – Three (3) days

Follow up with non‐buyers is also important to building your business and extending your network. Even if a Customer doesn’t buy now, it’s possible to obtain referral business from them. Your follow up with a non‐buyer should never be “just checking in to see how you’re doing.” Always provide a reason to follow up, and ask questions that add value to the Customers’ decision‐making process.

“Have you made a purchase decision yet?” “Are you getting answers to all of your questions at other dealerships you’ve

visited?” “Based on what else you’ve been looking at, do you have any additional

questions on Hyundai models?” “Have you heard anything from other dealerships that you would like me to

look into or clarify for you?” “Has anything changed at your end?”

To determine where a non‐buyer is in their buying process, you might ask, “So you had the weekend to think about the vehicle, now what do you see as the next step?”

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Extended Follow up Tips – Non‐Buyers

You never know when a non‐buyer’s situation could change. They could get married and require an additional vehicle. They could decide to buy a vehicle for one of their children, or they simply might come to a point where they’ve decided it’s time to trade in their current vehicle. Here are a few sample conversation starters you can use for extended follow up with them.

“Calling to keep in touch” “Any changes in your lifestyle or driving habits?” “Anyone in your family or circle of friends replacing a vehicle in the next

year that I may be able to help?” “Thank you for your time; if it’s alright with you, I’d like to continue to stay in

touch with you; if there’s anything I can help you with, don’t hesitate to call me.”

New programs at the dealership, events or launches, updates, and service specials to let them know about.

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SECTION 7: PERSONAL PRODUCTIVITY AND PROFESSIONALISM – TIME AND TASK MANAGEMENT TIPS Is time management a myth? Some people would say so. After all, there are only so many hours in your work day. Aren’t you constantly ‘putting out fires’ anyway: like responding to Customer inquiries or your manager’s urgent request for a sales forecast no later than this afternoon. How can you possibly manage your time when everyone else around you is constantly asking you to do something? You can. With just a few simple strategies and a little self‐discipline, you can get a grip on time and manage your day instead of letting it manage you. Here are a few tips to get you started. 1. Use a time management system that includes a calendar, diary and

daily/weekly/monthly action plans.

2. Don’t wait for someone else to tell you what needs to get done. Remember, you’re in business for yourself, so take the initiative.

3. Carefully plan each day including buyer and non‐buyer follow up. Set aside a specific time each day for this task. Adapt as appropriate to your Customer or prospect ‘best time of contact.’

4. Prioritize your activities based on what you know is important to your sales success.

5. Complete the tasks each day according to your personal activity plan.

6. When faced with procrastination, don’t.

7. Be conscious of time wasters and how to avoid or minimize them. They keep you away from the important things. For example, minimize socializing with other Sales Consultants during the work day.

8. Keep your work space clean and organized.

9. Don’t take sales rejection personally or let it affect the rest of your day. Move on quickly and resume your winning attitude.

10. Focus on what is within your control during your day vs. deciding your day is out of my control.

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Adopting Routines – A Path to Success Daily, weekly and monthly routines drive consistent performance and positive results. Review the list of routines below that you follow regularly. Ask yourself: Could you be more productive with an established routine? Consider putting some or all of the tasks below into practice.

Daily Walk throughout the dealership

Lot walk, inventory review and sales log review

Review your goals

Plan your day

Review prospects and plan follow up

Call sold Customers

Call unsold Customers

Review delivery schedule and status

Log activities in daily planner

Meet with manager

Engage in skill development or training activity Review service appointments and greet Customers Other: Weekly Complete a weekly summary of activities and sales

Review your goals

Create an action plan your week

Review status of all prospects plan follow up

Plan skill development or training for the week

Other: Monthly Complete monthly forecast and plan worksheet

Review your goals and progress this month Create a monthly Action Plan Other:

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Goal Setting – A Guide to Achieving Your Goals

Do you have sales goals? Chances are, your manager has challenged you to achieve an annual sales goal. That number may look big and impossible to attain when you first see it. But when you break it down into monthly, weekly and daily targets, that number seems a bit more manageable. Review the annual forecast tool below to plan and keep track of your performance. Annual Forecasts and Goals

YOU LAST YEAR THIS YEAR MONTH WEEK DAY/SHIFT

Income Goal ($) Divided By

Avg. Commission/Sale Equals

Sold Units Needed Divided By

Closing Ratio (%) Equals

Prospects Required Minus

Average # Walk‐Ins Equals

Prospects Needed

Example LAST YEAR THIS YEAR MONTH WEEK DAY/SHIFT

Income Goal ($) $50000 $60000 $5000 $1250 $250Divided By

Avg. Commission/Sale $250 $250 $250 $250 $250Equals

Sold Units Needed 200 240 20 5 1 Divided By

Closing Ratio (%) 20% 20% 20% 20% 20%Equals

Prospects Required 1,000 1,200 100 25 5 Minus

Average # Walk‐Ins 3/day 750 3/day 750 63 16 3 Equals

Prospects Needed ‐‐ 450 37 9 2

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Tracking Your Performance

Tracking your activities can help you understand and improve your performance. For example, track the number of calls you make as well as the number of appointments you secure from those calls. This will give you a good ratio to benchmark and track your success. Similarly track the number of presentations you do and so on, (see the monthly forecast and plan template below). Based on your success rate by activity, look for areas of improvement and identify ways you can improve. For example, do you need more training or coaching in a particular area? Create a personal action plan based on your evaluation. Review with your manager and request for additional support as needed. Monthly Forecast and Plan

Monthly Totals for: Past Month’s Analysis Goals for this Month

1. Incoming calls

2. In‐Calls Appts. Booked

3. Outgoing Calls

4. Out‐Calls Appts. Booked

5. Walk‐in prospects

6. Presentations

7. Demonstrations

8. Write ups

9. Total Units Sold

10. Total Deliveries

11. Closing Ratio

12. Total Income

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Action Plan

Successes from Last Month

Challenges from Last Month

Opportunities from Last Month

Action Plan for this Month Timing

Sales Manager’s Support Timing

Sales Consultant’s Signature Sales Manager’s Signature

High Performance Sales Consulting

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Documents

SALES CONSULTANT HANDBOOK - PSG Canada Inc.psgcanada.com/pdfs/HPSC_HandbookEN-PRINT.pdf · 2017-04-06 · SALES CONSULTANT Table of ... Steps in the Customer Buying Process ... The