Nissan of New Braunfels Sales Playbook PDF

# Nissan of New Braunfels Sales Playbook - 5th Edition ## 10 Steps to Selling a Car ### 1. Proper Meet & Greet - It's showtime! Generate excitement and contagious enthusiasm. - Mentally state the three positive affirmations of determination. - They're going to buy it here! - They're going to buy...

# Nissan of New Braunfels Sales Playbook - 5th Edition ## 10 Steps to Selling a Car ### 1. Proper Meet & Greet - It's showtime! Generate excitement and contagious enthusiasm. - Mentally state the three positive affirmations of determination. - They're going to buy it here! - They're going to buy it now! - They're going to buy it from me! - Approach your customer with confidence. You only have one chance to make a first impression. - Welcome your customer with a firm handshake, eye contact, and an inviting smile. - In the Keating Organization there is only one way to greet a customer: - Welcome to Nissan of New Braunfels! My name is _______, and you are? It's a pleasure to meet you! Are you here for our big sale? Do you have an appointment with someone? I'm glad you're here! Right this way, follow me. - Escort the customer inside to your desk. 99% of the time, when you say, "Hey folks, follow me," and then turn around and walk away, they will follow you. - At your desk, input the customer's information into the CRM. - Before working your deal, a sales manager will verify that the following information is correct. This must be done with every customer, every time. No exceptions. - Correct full name - Correct current address - All phone numbers - Correct email address ### 2. Establishing Common Ground - This is the only step in the sales process that starts at the beginning and is carried through to the end and beyond. You never stop building common ground with your customer. - As a true sales professional, it is your duty and responsibility to find something you genuinely love about your customer. - "Before you sell somebody, you have to love everybody" - _Dicky Fox_ - People can smell B.S. from a mile away. You have to be genuine and authentic. If you're disingenuous and don't care about people, you're in the wrong business. - People like to buy from people who are just like them. A true sales professional can establish common ground with anyone. - There are four conversational topics that most people will relate to: - **F**amily: Chances are that you have similar experiences. Children are the ultimate common bond topic. People love to talk about their family. - **O**ccupation: Most people love to talk about their profession. Don't just ask them what they do, ask them how they do it. Show genuine enthusiasm and interest. - **R**ecreation: You can find common ground with similar interests such as sports teams, hobbies, interests, vacations, etc. - **M**otivation: Why are they looking to buy this vehicle? What are their dreams and future? ### 3. Trade Evaluation (Front Loaded Appraisal) - The first step in the trade evaluation is inputting the trade and customer information into eLeads. This will be pushed to V-Auto. - This step of the sales process is very serious and should be performed with a minimum of humor or cutting up with the customer. A true sales professional conveys to the customer that they are very serious and concerned about the trade-in. - Lead the customer to their trade-in and start by asking questions. - Do you have all of the maintenance records on this vehicle? - Has the vehicle ever been involved in an accident? - Has the vehicle ever been repainted for any reason? - Are you the original owner? - Is this vehicle protected by an extended service contract? - Never make derogatory statements about the customer's vehicle. We are simply collecting information. - Perform a silent trade devaluation. Walk the trade with your customer. - Touch every single obvious blemish or imperfection on the car. - Look down each side of the car for ripples or obvious damage. - Pop the hood and look for obvious leaks or problems. - Check the depth of the tread on all four tires with a coin. - Touch any blemishes on the interior of the car. - Trade Test Drive. The customer is selling you their car. You need to drive it with them just like they need to drive ours with you. - Drive over any potholes or speed bumps and listen for rattles or squeaks. If you hear anything, you want to point it out. - Look out for any stuttering, hesitation, jerking, or irregular driving patterns. Point out any irregularities. - Once the trade test drive is concluded, collect the keys to from the customer and take them to your manager for appraisal. ### 4. Select a Vehicle (Fact Finding) - Always select a specific vehicle and incentivize your customer to select an in-stock unit that is on the lot. Never mention the possibility of locating a car or truck until they see what we have available. - Ask your customer some questions to lead them to the best available vehicle, but never let them pin you down on a specific color, trim level, or equipment! - Are you adding or replacing a vehicle? - Who is the vehicle for? - Are you looking for a car, truck, or SUV? - Do you prefer light or dark colors? - Are you looking for performance or economy? - Is this purchase for commuting to and from work or for pleasure? - 85% of customers that visit the dealership ultimately end up buying something different from what they originally came to see. A true sales professional is a professional mind-changer. - Lead your customer and select a vehicle based on the information that you gathered. Always steer the customer towards the least expensive trim level! - It is easier to sell up than to peel down. Don't land your customer on too much car! - "Mr. Customer, let me show you our most popular model." - Are you fulfilling an automotive dream or a transportation need? - What is the emotional disposition of the customer? Are you landing them on the right car? - Once you've landed a customer on a particular vehicle, get them and the vehicle away from everything else! Do not let confusion and indecision kill your deal by letting your customer loose on the car lot. Get them out of "Candy Land." ### 5. Vehicle Presentation - Back the car up to a clear presentation area. The car should face in the direction the customer will drive the car off during the demo. In most cases, the best place to present the car is next to the customer's trade-in. - Butterfly the car! Open up everything than can be opened. You're putting on a show. This is salesmanship. - Nothing will go further to setting you apart from the competition than the vehicle presentation. This is one of the most important steps in the sales process. This is where the true sales professional shines. - The sale of an automobile is a magical and emotional experience. Sell to your customer's emotions and customize your vehicle presentation to your customers' wants, needs, and self image. Sell to who they think they are, not who they actually are. - Customer with kids = safety. - Engineer nerd = tech & fuel economy. - Hip & younger = tech & performance. - Blue collar = performance. - Get excited and animated about the vehicle with the customer. Genuine enthusiasm creates and breathes positivity into your car deal. Customers that seem closed off and reserved can open up, loosen up, and start having fun during this step. - Engage the customer to actively and physically participate with you during the presentation of the vehicle. Engage all of their senses. - Get them to touch and operate controls and switches. - Get them to feel the materials used in the car. - Have them listen to how quiet the interior cabin is. - Point out the smell of a new car. - Control the pace of the presentation and slow down. You should spend 5 minutes for every minute you spent on the trade evaluation. The longer you take, the more value you build, the easier it will be to close your customer during the negotiation. ### 6. Vehicle Demonstration (Test Drive) - This step is not optional. All Keating customers are required to drive their desired vehicle before looking at a proposal. No exceptions. - Sales associates are required to ride with the customer during the vehicle demo. There are no exceptions and this is non-negotiable. - Ensure that all decision makers participate in the test drive. - You should have a standard pre-determined route that you take your customer on. If two people are involved, you should ask them to pull over to switch places. - If it is a husband and wife, in most cases, you should encourage the wife to drive the car first. - Allow the customer to drive as far and as long as they feel comfortable - The most important part of a vehicle demo is for the sales associate to be quiet. Stop talking. Stop selling. Stop qualifying. Allow the customer to experience the car. Let the car do its job, you've done yours during the presentation. Shut your mouth!! - If the customer asks a question, answer succinctly and politely and then be quiet. - When returning to the dealership, direct the customer to park their new car next to their trade. - Walk around and inspect the vehicle with the customer one more time before going inside and ask the customer to tell you three things they love about their new car. - If you are able, park the car so that it is visible from your desk during negotiations. - Before bringing the customer inside, you want to start your first trial close! This step is imperative! - "Mr Customer, if the facts and figures are agreeable, can we earn your business on this vehicle today? Will you take it home right now?" ### 7. Negotiation (Checking Availability) - Many sales associates mistakenly assume that this is the step that makes money on a car deal. This is one of the biggest fallacies in the car business. - The negotiation should just be a validation of the groundwork that you laid in the previous steps! Steps 1-6 make the gross. Aim to become a better value-builder than you are a negotiator. - Stack the deck in your favor and make it impossible for your customer to say anything other than yes! You do this by building value, and establishing common ground, not by being a hard-nosed negotiator. - Start this step by ensuring that all of the customer's information is correctly inputted into the CRM. No manager should ever consider working a deal with missing information. - Working a deal with missing information is sloppy and gives the customer the impression that this is not a serious transaction. - Make sure you have all docs before coming to the desk. - Driver's license(s) - Insurance card - Appraisal form - Vehicle payoff sheet ### 8. Proper Turn to F&I / Active Delivery - The vehicle delivery starts the second the customer and manager agree to a proposal. Keep in mind that time away from customers kills deals! You are now on the clock! Nothing will impact your perfect survey more than the delivery! - A customer's perception of time will dramatically shift when they commit to a proposal and are waiting on the finance department. - It is your job as a sales professional to not only set the proper expectation, but to keep the customer(s) happy and "in the ether." - The first step after securing a commitment from your customer is to explain what is about to happen. - "Mr. Customer, we are going to fill out some paperwork and disclosures for my business office. Our finance department will work on completing your file in a timely manner. In the meantime, we are going to fill your tank full of gas and have our make ready department detail your car. Before you go into my finance manager's office, I want to ensure that I've made an introduction to my service department, and scheduled your first service. I am also going to register you with Nissan's system, NCAR, and we will choose the features that you would like to review at delivery. It is my goal to ensure that you are comfortable with all of the features on your new car and have a fantastic experience!" ### 9. Tour of the Service Department - This step can be done before or after the customer goes into the finance office. This will make a huge impact on your survey with Nissan and is a non-negotiable part of our process. - Take the customer to our service department and show them the new and improved waiting area. - Make an introduction to the service director or any available service advisor. You want to show the customer that we are one big, happy family. - Express pride and excitement about working for Nissan of New Braunfels. - Ensure that the customer's first service appointment is scheduled. ### 10. Follow Up - A true sales professional cares about his customers. It is your responsibility to ensure that your customer is happy with their purchase. Following up after the sale will make a huge impact on your survey. - Call your customer after the sale! - Call #1: Day after the sale. - Call #2: Two days after the sale. - Call #3: One week after the sale. - Call #4: Two weeks after the sale. - If there are problems with the customer's vehicle, never ignore it or them. Get a manager involved immediately and let the customer know that their satisfaction is our only priority. - If there are any "we owe" items, it is your responsibility to ensure that those items are completed and it is your job to coordinate the delivery of the vehicle. - A true sales professional thinks of himself/herself as the customer's representative at the dealership. No matter what problems they may have, it is ultimately your responsibility! - Repeat customers and customers that are referred are always the most profitable car deals!. Remember, a car deal is not about the money! - Make it a priority to work your "to dos" in the CRM! - Customer birthdays - Auto anniversaries - Christmas - These are all prime opportunities to re-engage your customer base! Make it a point to stay in touch with your customers forever! - Always ask for referrals each time you speak with your customer! Offer to make their car payment if they can send you a customer that buys a car today. ## Inbound Call Log Sheet - Thank you for calling Nissan of New Braunfels, this is _______. How can I help you today? - New or used? Year: _____ Make: _____ Model: _____ - Excellent choice, I'll be more than happy to assist you. Who do I have the pleasure of speaking with today? First Name: ________ and your last name:________? - Thank you, Mr./Mrs. _______. May I ask how you heard about this vehicle? - Existing customer? Internet? Television? Website? Other? - **New vehicle** - What equipment are you looking for in your new (vehicle)? Opt 1: __________ Opt 2: __________ Opt 3: __________ Opt 4: __________ Opt 5: __________ Opt 6: __________ - **Pre-owned vehicle** - Do you know the stock number on that vehicle? Stock #: __________ - Light or Dark? - Recap (restate) the vehicle the customer is interested in. - Let me check on that vehicle's availability. Can I place you on hold for just a moment? Is this your cell, home, or work number that you're calling me on? Great, and that number is? ## Have Exact Vehicle / Have Similar Vehicle/ Don't Have Vehicle - **Have Exact Vehicle** - Great news! I have the exact vehicle you're looking for in stock! - **Have Similar Vehicle** - Great news! I have a handful of great choices for your review. - **Don't Have Vehicle** - I have availability at _AM / PM or _ AM/PM, which of those two times would you prefer? YES or NO - (NO) What about tomorrow? YES or NO - (NO) What day this week is best for you? - (NO) We'll be around next week too! When is best for you? - (NO) Go to the Objections section of your folder. - Great, I have a good idea of what you're looking for. - **For all:** - What time of day is best for you: MORNING, AFTERNOON, or EVENING? - Great, how does _AM/ PM to _AM/PM sound? (15 to 45 minute intervals) - Do you have a pen handy? I can wait. My name is _________, and our appointment is set for __________ at _AM/ PM. - Would you prefer a TEXT or an EMAIL to confirm our address? Your (cell phone or email address)? - What side of town will you be coming from? - Excellent, thank you for making the time to visit us. We know that your time is valuable, and as such, we will contact you if anything should change on our end. Can I count on you to return the favor and call me if you're running late or have to reschedule? Thank you so much! We look forward to seeing you then. Have a great day. ## The Golden Objections - **We Don't Push or Prod:** Mr./Mrs., we don't play the high pressure sales game here. I want to ensure that you feel comfortable during your car buying experience. I can assure you that we won't push or prod you to make a decision when you come in to test drive our car. What can I do to earn your confidence and set an appointment to come take a look at our vehicle? - **We Want To Establish a Relationship:** Mr./Mrs., I'm not a salesperson here, I'm one of the coordinators. It is my responsibility to ensure that we have the manpower available to take the very best care of our customers when they come in. More importantly than selling your car, we'd like the opportunity to reestablish a relationship. Whether or not we sell you a car is irrelevant, I'd like the chance to shake your hand and buy you a cup of coffee. What time this afternoon would be best for us to meet in person? - **We Are a Destination Store:** Mr./Mrs., we know that we're a destination store here in New Braunfels and we must incentivize our customers to make the trip to see us. That's why we pride ourselves on having the lowest advertised prices in the Greater San Antonio area, as well as, a CLEAR and TRANSPARENT sales process. You won't regret making the time to see us, I can promise you that we'll treat you like family and show you the very best in customer service. What time today is best for you to come out and meet with me in person? ## Price Objections - **The Most Common Customer Objection:** - Mr. Customer, we understand that price sells cars. I can assure you that we will not lose your business over price. I have availability today at _AM / PM or _ AM/ PM, which of those two times would you prefer? - Mr. Customer, our mission is to be clear and transparent with our vehicle pricing. We refuse to lose your business over price. We know that as a destination store in New Braunfels, we must incentivize customers to make the drive to come and see us. That is why we pride ourselves on having the lowest advertised prices in New Braunfels and why I believe I've earned a call from you today. I have availability today at _AM / PM or_ AM/ PM, which of those two times would you prefer? - Mr. Customer, your presence at the dealership is your leverage to negotiate the best price in the Greater San Antonio area. I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? - Mr. Customer, let me ask you this, I assume you have several quotes already in front of you, correct? Great, I am not going to ask you what they are. I am so CONFIDENT about my competitive pricing that I will beat your best written quote by $300 on a comparable stock unit. I have availability today at _AM / PM or _AM/ PM, which one of those two times would you prefer? - Mr./Mrs., I'm afraid I don't have the ability to negotiate over the phone. You have my assurance that I'll beat the best written quote you have by $300. At this stage your options are clear: either you can set a time to come and meet with me and take part in the largest discounts available in the Great San Antonio area, or you can pay more elsewhere. Which of those two would you prefer? ## Interest Rate Objections - **You've Got a Good Credit Customer on the Phone:** - What is your best interest rate? - Mr. Customer, I can assure you we won't lose your business over interest rate Our finance department can qualify you for the very best rate available. How would you like to set a time to meet with one of our finance specialists in conjunction with your test drive? I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? - What rates are you seeing out there? - I don't see the rates, Mr. Customer. I leave that to the license and bonded professionals in our business office. My customers are always smiling when they come out of our finance office and I can assure you that we have the most competitive rates in the industry! I have availability today at _AM / PM or _AM/ PM, which one of those two times would you prefer? - Can you beat or match my bank's interest rate? - Absolutely, Nissan of New Braunfels has a rate match guarantee. I can arrange to have you talk to one of our business managers when you come in to visit with us. I have availability today at_AM / PM or _AM/ PM, which one of those two times would you prefer? - I want your best interest rate before I come in! - Mr. Customer, I don't want to overpromise something over the phone and underdeliver when you get here. I am unable to quote you an interest rate without checking your credit rating and relaying the information to my business office. Let me ask you this, have you shopped for interest rates in the market place? I'm confident we can beat, or at the very least match the very best interest rate you've been able to secure. Our finance department does this day in, day out! We will not lose your business over your interest rate. I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? ## "Let Me Think About It!" - **The Most Common Customer Objection:** - Let me think about it / I'll call you back - Mr. / Mrs. We don't play the high pressure sales game here. I want to ensure that you feel comfortable during your car buying experience. I can assure you that we won't push or prod you to make a decision when you come in to test drive our car. What can I do to earn your confidence and set an appointment to come take a look at our vehicle? - Mr./Mrs., whenever I tell someone I need to think about, it usually means one of three things: - I'm not sure about this for whatever reason and I want to get off the phone. - I kind of like the idea, but I'm going to have to find the money or talk to my partner about this, or something else is holding me back. - I like the idea, but I just must move something around before I say yes. Be honest with me, which one of these is it for you? - I need to talk to my wife / husband / partner - Absolutely, Mr. / Mrs. that is totally understandable. I wouldn't make an important decision without my partner's blessing either. Let's set a time for you to come in and get the facts and figures to relay to your wife / husband / partner. I promise we won't use and high-pressure sales tactics when you come in. We'll treat this as an information gathering trip for you. What time today is best for you to come meet with me in person? ## My Car Is Paid Off - **How to Overcome a Budge Conscious Customer's Objections:** - My car is paid off and I don't want any monthly payments - Well, Mr./Mrs.,you're going to make car payments on your current vehicle whether you want to or not sooner rather than later. Alternators go out, batteries and belts need to be replaced, and oil leaks happen. All I'd like to do is show you how I can save you some money and put. you in a new Nissan. With Nissan of New Braunfels, I'd be able to cover your maintenance for the next 3 years, not to mention the bumper-to-bumper warranty that comes standard. Let me set a time for you to come in so that I can at least show you what we can make happen with no obligation on your part to make a purchase. I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? - I only have (X) payments left on my car - That is exactly why I'm reaching out Mr./Mrs.! I know that it must have been a burden to make your car payment month in and month out; however, I can show you how I can drastically reduce your monthly payment with the positive equity that you have in your vehicle. Your current vehicle isn't going to be worth any more money than it is today. If you made the decision to trade it in, I could put you in a comparable vehicle for a lower payment. If you decide to wait, your car would appreciate and you'll have the same payment you're making now for a longer period of time. Let me at least show you what I can make happen with no obligation on your part to buy. ## Bad Credit Objections - **The Most Delicate Subject to Discuss:** - I have bad credit - Mr. Customer, we have the strongest finance department in the city of Houston. If anyone can get you financed on a vehicle, we can. The banks understand that people are still getting back on their feet after the global pandemic. You'll be pleasantly surprised if you make the trip to meet with us. I have availability today at _AM / PM or _ AM/ PM, which of those two times would you prefer? - (NO) I understand that this is a sensitive subject. Would you prefer that we prequalify you for financing? We just need a few pieces of information from you, and we can process your application within 15 minutes. Let me direct you to our secure server so that you can apply online. Would you prefer that I text or email you the link to apply for financing? - I don't have any credit - That won't be a problem Mr. / Mrs. we have a great first time buyer program available to help you establish your credit. I can set a time for you to meet with one of our finance specialists. I have availability today at _AM / PM or _ AM/ PM, which of those two times would you prefer? - (NO) Would you prefer that we prequalify you for financing? We just need a few pieces of information from you, and we can process your application within 15 minutes. Let me direct you to our secure server so that you can apply online. Would you prefer that I text or email you the link to apply for financing? ## Trade In Objections - **Most Common Customer Objections:** - I want (any dollar amount) for my trade - Absolutely, Mr. Customer. I can guarantee that we won't lose your business over your trade value. We need that car for our pre-owned department. Our inventory manager has a proven track record at securing all the money for customer trades. We can easily overcome that hurdle. I have availability today at _AM / PM or _AM/ PM, which of those two times would you prefer? - (Any other dealer) offered me (any dollar amount) for my trade - Great! Bring us your very best written offer on your trade in and we'll match it. Don't let your trade value stop you from coming in Mr. Customer! Keep in mind that we need your trade for our pre-owned department. If the value of your trade is the most important factor that you are taking under consideration for your upcoming vehicle purchase, that is the very first thing we will do when you get here. I have availability today at _AM / PM or _AM/ PM, which of those two times would you prefer? - I won't come in unless you give me the value of my trade - Mr. Customer, the last thing I want to do is overpromise you something over the phone and under deliver when you come to see me at the dealership. In order to give you an accurate value for your trade, my inventory manager has to inspect and drive your vehicle. The process won't take more than 15 minutes and I can assure you that we won't push or prod you to make a decision when you come in to see us. I have availability today at _AM / PM or _ AM/ PM, which of those two times would you prefer? ## Monthly Payment - **The Easiest Objection to Overcome:** - What would my monthly payment be? - Mr. Customer, there are many factors that go into determining your monthly payment. Interest rate, loan term, down payment are a few variables to consider. My Finance Department is second to none and they'll have the ability to go over the details with you in a CLEAR and TRANSPARENT manner. I have availability today at _AM / PM or _AM/ PM, which of those two times would you prefer? - I don't want my payment to be over ($X) - Perfect, I'm going to set a time for you to come and meet with me today with the understanding that your monthly payment can not go one single to go one single penny over ($X) per month. I have availability today at _AM / PM or _AM/ PM, which of those two times would you prefer? - I don't want to pay more than ($X) on (specific vehicle) - Perfect. So, just to recap: you are only interested in looking at our (SPECIFIC VEHICLE) and you don't want to pay a penny over ($X) per month, is that correct? Perfect! I have availability today at _AM / PM or _AM/ PM, which of those two times would you prefer? ## Down Payment Objections - **We Can Help!** - I don't have any money for a down payment. - Not a problem Mr. Customer! Our finance department has some fantastic down payment assistance programs! Whether you're looking at a new or pre-owned car, we've got you covered. Let's set a time for you to look at our vehicles. I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? - I won't have my down payment for (X) days / weeks. - Not a problem Mr. Customer! Surely, our finance department can lean on our relationship with our banks to meet your goals with whatever funds you have available today. Additionally, we may be able to defer your initial payment to bridge the gap and put you in a car today. I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? - I'm waiting for my insurance company to process my total loss - Not a problem Mr. Customer! Let me ask you a question, what if I could postpone your first payment by 90 days, secure your financing with no money out of pocket at an extended term. This would give you the time you need to settle the claim with the insurance company and you could then send them the funds with your first payment ensuring you are not accruing any interest charges on the difference! It would be the best of both worlds! Let me show you how I can put you in a new Nissan on your terms TODAY! I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer? ## Vehicle Description - **Don't turn the description into a conversation. Set the appointment.** - Can you tell me a little bit about this vehicle? - (New Nissan) Have you had the chance to drive the new (model year) Nissan (model)? Nissan really stepped up their game with this one. I can assure you it's worth the trip. I have availability today at _AM / PM or _AM/ PM, which one of those two times would you prefer? - (Other) I sure can! All of our pre-owned vehicles are thoroughly looked over by our service department. Our technicians go through a rigorous 160 point quality assurance check list to make sure that the vehicles are front line ready. We check frame, structure, and underbody; as well as, a thorough under hood inspection to ensure that all of your mechanical components are in working order. Our detail and reconditioning department is second to none! We can assure you that this vehicle is worth the trip. I have availability today at _AM / PM or _AM/ PM, which one of those two times would you prefer? - How does this car compare to (any other make)? - (New Nissan) They simply don't compare! A (MODEL THAT THEY MENTIONED) simply doesn't hold a candle to a modern Nissan. You've really got to drive it to feel the difference. I have availability today at _AM / PM or _AM/ PM, which one of those two times would you prefer? - (Other) We'd be happy to show you the comparable information on this car when you come in to visit with us. We can pull up everything from safety ratings to fuel consumption, to average customer reviews. I have availability today at _AM / PM or _ AM/ PM, which one of those two times would you prefer?