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Foundation/Day 2 Initiate Customer Contact Introduction and Practice Objectives By the end of the session:

You will know the objectives of Initiate Customer Contact.

You will know the elements of Initiate Customer Contact.

You will be able to evaluate Initiate Customer Contact.

You will practice Initiate Customer Contact over the phone.

You will be able to create an effective Facebook page

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Initiate Customer Contact

Definition of Initiate Customer Contact

What is Initiate Customer Contact? How is it different from Relationship Building?

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Initiate Customer Contact Objectives

What are we trying to do?

1. ________________________________________________

2. ________________________________________________

3. ________________________________________________

4. ________________________________________________

5. ________________________________________________

Initiate Customer Contact Elements

How do we get there?

What are the four ways to contact new customers?

1. __________________________

2. __________________________

3. __________________________

4. __________________________

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Evaluating Initiate Customer Contact

What are the “must haves” for effective phone contact?

Effective Phone Calls: Evaluation

Did the Sales Consultant…

1. Prepare for the call? � YES � NO

(prepare for questions – review customer information, have inventory list, etc.)

2. Use the 4- step telephone process? (intro, reason, appointment, confirm) � YES � NO

3. Introduce himself/herself by name? � YES � NO

4. Use a clear succinct reason to call)? � YES � NO

5. Keep the call short and focused? � YES � NO

6. Offer alternative appointment times? � YES � NO

7. Obtain an in-person appointment? � YES � NO

8. Confirm customer cell and gain permission to txt confirmation and directions � YES � NO

9. Send txt confirming appointment � YES � NO

10. Schedule additional follow-up contact (if no appointment)? � YES � NO

11. Take notes throughout the conversation? � YES � NO

12. Enter information into the dealership CRM? � YES � NO

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Structure of an Initial Customer Contact Call

i. Introduction. ‘Hello this is ______ from ______ Volkswagen, is this ________?’ (If they don’t answer by name)

ii. Reason for the call ‘The reason for my call is that I saw you inquired about a ___________, and I want to answer any questions you have about the car…

iii. Appointment ‘…and set up the best time for you to come in and see the vehicle. I have an appointment tonight at ________ and tomorrow morning at _________, which one works best for you?

iv. Confirmation ‘OK great, I look forward to seeing you on ______. Is this your cell phone?’ If so: ‘I would like to text you my contact info as well as the dealership address so you have it. Is that ok? Perfect, I will see you on _______!’ Text Follow Up Hi _______, This is ________ from ________ Volkswagen! Really looking forward to seeing you on Thursday at 10am. Our address is 220 Ferdinand Porsche Drive, Herndon, VA!

Notes:

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Giving and Receiving Feedback

Guidelines for giving feedback

Objective. State what happened

Subjective. Determine the customer’s point of view

Constructive. Agree on opportunities for improvement

Guidelines for receiving feedback

Listen to the person giving feedback carefully

Allow the person giving feedback to say all he or she has to say

Do not try to justify or defend

Ask questions to clarify matters

Express gratitude for the feedback

Decide yourself to what extent the feedback should be adopted

Notes:

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Initiate Customer Contact Phone Practice

Activity directions:

Groups of two:

− Sales Consultant

− Customer

Practice a phone contact – your trainer will give guidance for practice rotations

Customer to give Feedback on the Call

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Evaluating Initiate Customer Contact: Phone Evaluation















Additional evaluation criteria:

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Initiate Customer Contact Phone Self-Assessment:

Directions:

Use the space below to record your reaction to the Observer’s feedback. List 2-3 opportunities for

improvement. Be ready to discuss your thoughts during the upcoming Coaching session.

My self-assessment:

Opportunities for improvement:

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Social Media Making your own Social Media accounts to support your business is a valuable tool in creating awareness and getting to be known amongst your customers’ circle of friends.

There are many social media apps available but we will focus on the largest which is What are the benefits of having a work related Facebook Profile? 1.

2.

3.

4.

Do’s 1.

2.

3.

4.

Don’ts 1.

2.

3.

4.

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Planning a Facebook Page

Directions:

• Work with your table team

• Draw your Facebook profile page:

– Profile and cover pictures

– Newsfeed

– Cool stories and interests

• Be ready to present your page to the group!

Draw your business page in the space below!

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Summary and Reflection Topics covered in this session:

Objectives, Elements and Evaluation

Initiate Customer Contact by Phone

Using Social Media

What are the most important things you learned about Initiate Customer Contact?

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Foundation/Day 2 Relationship Building Introduction and Practice Objectives By the end of the session:

You will know the objectives of Relationship Building.

You will know the elements of Relationship Building.

You will be able to evaluate Relationship Building.

You will practice using a Professional Welcome

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Relationship Building

Relationship Building Objectives


1. __________________________________________________________

2. __________________________________________________________

3. __________________________________________________________

4. __________________________________________________________

Relationship Building Elements


1. __________________________________________________________

2. __________________________________________________________

3. __________________________________________________________

4. __________________________________________________________

5. __________________________________________________________

Notes:

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Evaluating Relationship Building Modeling

Directions:

Watch the modeled Relationship Building interaction and note the balance of transactional and

lifestyle questions. Record your observations below.

Transactional Questions Lifestyle Questions

Additional Notes: What did the Sales Consultant do? What was the impact on the customer? What could be improved?

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Evaluating Relationship Building


1. Prepare for the visit (appointment)? � YES � NO

(organize notes, prepare the customer’s desired vehicle, etc.)

2. Maintain a professional, neat appearance (including work space)? � YES � NO

3. Greet the customer within 2 minutes of arriving? � YES � NO


5. Use a conversation starter to build rapport? � YES � NO

6. Use the customer’s name throughout the interaction? � YES � NO

7. Determine the customer’s goals for the visit (including available time)? � YES � NO

8. Demonstrate relaxed body language (including eye contact)? � YES � NO

9. Put the customer at ease? � YES � NO

10. Transition to the Needs Assessment? � YES � NO


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Professional Welcomes Activity


Work with your table teams:

Read the “Professional Welcomes” you created

Compare and discuss your welcomes

Decide on your team’s top 2 Professional Welcomes

Be ready to present to the group

What were the best Professional Welcomes you identified with your team?

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Notes:

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Foundation/Day 2 Connecting With Customers: Art of Conversation Objectives:

By the end of this session:

You will be able to quickly connect with a customer by finding common interests.

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The Art of Conversation Activity


Activity goal: make a connection with your customer in 90 seconds or less

One Sales Consultant, one customer

Start with a customer statement

Ask additional drill-down questions

Customer statement:

Effective drill-down questions:

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Foundation/Day 2 Needs Assessment Introduction Objectives By the end of the session:

You will know the objectives of the Needs Assessment.

You will know the elements of the Needs Assessment.

You will be able to evaluate the Needs Assessment.

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Needs Assessment

Sales Process Time Management

Where does the Needs Assessment occur on

the Time Management Pyramid?

Why is more time given to the Needs Assessment?

Needs Assessment Objectives


1. ____________________________________________________________________

2. ____________________________________________________________________

3. ____________________________________________________________________

4. ____________________________________________________________________

5. ____________________________________________________________________

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Needs Assessment

Needs Assessment Elements


1. ________________________________________________

2. ________________________________________________

3. ________________________________________________

4. ________________________________________________

5. ________________________________________________

Notes:

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Evaluating Needs Assessment: Sales Process Video


1. Use open-ended questions effectively? � YES � NO

2. Use drill-down questions effectively? � YES � NO

3. Determine the customer’s core needs (rational reasons to buy)? � YES � NO

4. Identify the customer’s Buying Motives (emotional reasons)? � YES � NO

5. Determine the customer’s current level of knowledge of the vehicle? � YES � NO

6. Ask about the customer’s current vehicle (likes/dislikes)? � YES � NO



9. Continue to build rapport (make a connection with the customer) � YES � NO

10. Land the customer on a specific model and trim? � YES � NO

11. Determine 3-5 “hot button” features to present during the Vehicle Presentation?� YES � NO

12. Transition to the Vehicle Presentation? � YES � NO

What did the Sales Consultant do? What was the impact on the customer? What could be improved?

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Evaluating Needs Assessment















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Notes:

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Foundation/Day 2 Buying Motives Objectives

By the end of the session:

You will be able to identify common buying motives.

You will be able to discuss the benefits of a given Volkswagen feature for several buying motives.

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Buying Motives

Customers will have many different reasons for choosing their car. Rational reasons will direct them

to a particular body style/shape/size depending on the needs that the vehicle must satisfy to work

for them.

Once these rational needs are satisfied, car buyers start to look for the things they want, that will

make the car more attractive and valuable to them. We can call these their Buying Motives and we

can categorize virtually all of them under these headings.

S

P

A

C

E

R

S

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Linking Features to Buying Motives


Work with your team

Create a statement that makes laser seam welding appeal to each of the 7 buying motive

categories

Be ready to present!

Space:

Performance:

Appearance:

Comfort/Convenience/Connectivity:

Economy:

Reliability:

Safety:

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Foundation/Day 2 Needs Assessment Practice & Feedback Objectives By the end of the session…

You will know the types of questions that can be used during the Needs Assessment.

You will know the types of information you need to gain during the Needs Assessment.

You will identify the most effective Needs Assessment questions.

You will practice conducting an effective Needs Assessment.

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Photo Identity Activity


Activity goal: ask questions to identify the object in the picture

Round 1: Limited to closed questions

Round 2: Incorporate open-ended questions

What is the difference between open-ended and closed questions? How did being limited to closed questions affect the activity in the first round? Which type of question is more useful to you during the Needs Assessment?

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Needs Assessment: Types of Questions

1. Closed question Example:

2. Open-ended question Example:

3. Drill-Down (Probing) question Example:

4. Building Yes-Es question Example:

5. Summary & Action question Example:

6. Hypothetical question Example:

7. Circular question Example:

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Needs Assessment: Types of Information Activity


Work with your table team

Flipchart all of the information you need from a customer to fully understand their needs

Types of Information:

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Great Examples Homework


Review your homework assignment

List 1-2 good questions for each type

Open-Ended: Drill-Down (Probing): Circular:

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Notes:

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Volkswagen Needs Assessment Prepared by:________________________

Customer Information: Transition Questions: Rapport Building: Vehicle Presentation:

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Needs Assessment Practice


Groups of three:

− Sales Consultant

− Customer

− Observer/Feedback

Practice the Needs Assessment

Use your Needs Assessment questions

Film your practice

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Needs Assessment Feedback

Directions:

When it’s your turn to act as the Sales Consultant, hand this section to the Observer. Have him or her

evaluate your practice using the Yes/No questions below.














Opportunities for Improvement

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Needs Assessment Self-Assessment:

Directions:

Use the space below to record your reaction to the Observer’s feedback. List 2-3 opportunities for

improvement. Be ready to discuss your thoughts during the upcoming Coaching session.

My self-assessment:

Opportunities for improvement:

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Customer Relationship Management (CRM)

Why should you consistently use a CRM tool to record customer information?

What kinds of information do you record?

What CRM tools do you use at your dealership?

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Summary and Reflection Topics covered in this session:

Great Examples Homework Review

Types of Questions

Types of Information Needed

Needs Assessment Practice

What are the most important things you learned about the Needs Assessment?

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Foundation/Day 2 Appendix Contents:

Blank Evaluation forms

Telephone Memo worksheet

Social Media tips and tricks

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Appendix: Extra Email Evaluation Forms

Was the email:

1. Free of spelling mistakes? � YES � NO

2. Written in a structured, logical manner? � YES � NO

3. Ended with a signature that gave the Sales Consultant’s contact information? � YES � NO


4. Use the customer’s name? � YES � NO

5. Answer all of the customer’s questions? � YES � NO

6. Include additional relevant information based on the customer’s stated needs? � YES � NO

(3rd party awards/information)

7. Build value in himself/herself and their dealership? � YES � NO

8. Recommend a specific vehicle? � YES � NO

9. Invite the customer to visit the dealership? � YES � NO

10. Provide two specific date and time options for a visit? � YES � NO

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Appendix: Extra Phone Evaluation Forms

Directions:

















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Appendix: Extra Relationship Building Evaluation Forms

Directions:















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Appendix: Extra New Customer Follow-Up Evaluation Forms

Directions:





(collecting customer information, have a copy of dealership inventory, etc.)

2. Use the Telephone Memo sheet? � YES � NO


4. Use a personalized conversation starter (have a reason to call)? � YES � NO

5. Begin the conversation by giving something to the customer? (information, etc.)� YES � NO

6. Recap the customer’s previous visit/progress through the Sales Process? � YES � NO

7. Ask questions to uncover potential objections? � YES � NO

8. Continue to build the relationship? � YES � NO

(find a connection that will be useful on future calls/visits)?


10. Schedule additional follow-up contact? � YES � NO



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Appendix: Extra Needs Assessment Evaluation Forms

Directions:
















Opportunities for Improvement

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Appendix: Social Media and Texting Tips

Basic Social Media Tips:

1. Listen before you participate. While social media can help small and medium-sized businesses

appear bigger than they are, it's critical not to promote, promote, promote.

2. Monitor what's being said about your business. This includes a variety of social media offerings

including blogs, review sites like Yelp and niche communities, and discussion groups.

3. Promote social media efforts online and offline. Include your Web site, e-mailings, direct mail,

local advertising, in-store postings, flyers, business cards, and correspondence.

4. Socialize social media marketing. Ask customers to visit your social media sites and share their

experiences. Don't overlook traditional ways to extend your business such as local events like

Rotary and local sports teams such as Little League.

5. Make content search-friendly. Use relevant search keywords and tags and add text to

photographs and video to aid findability.

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Tips for social media platforms: Twitter and Facebook

Twitter: A microblogging service that enables users to send text-based posts of up to 140 characters.

Twitter creates the ability to respond quickly to customers however, when contact is perceived as

spam there is large follower drop off rate.

To Tweet, DO:

Create a Twitter handle

Use your business name or one that your customers will recognize

Follow other users in your business as well as customers.

Make it onto #FF (Follow Friday) lists. These lists recommend other Twitter users to follow you.

Recruit followers by letting people know you’ve joined Twitter. Post to other social media

platforms and web sites with links back to your Twitter

Leverage the Twitter format as an extension of customer service by responding quickly to

questions with answers and useful information

Monitor conversation trends for opportunities to insert your dealership into the discussion

Foster genuine conversation by taking note of key acronyms, slang and phrases used by followers

so that it can be incorporated into content

Make your channel locally relevant by following people and businesses from within the local

community

DON’T:

Don’t use Twitter as a sales-exclusive channel or push out content that is only marketing related

Don’t ignore @mentions or direct messages – it’s important to acknowledge each one

Don’t launch without consistent monitoring and engagement

Don’t mention other companies or brands without guidance from Volkswagen’s legal department

or our team

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Tips for social media platforms: Twitter and Facebook

Facebook: A large social network where people create profiles, exchange information and report

status updates. Facebook is great for brand exposure and customer relations.

DO:

Set up a personal profile and link it to your dealership or to VWoA.

Add information, photos, videos, upcoming events and links

Join groups on Facebook that are relevant o your business

Use your fan page as an opportunity to gain insight into what your consumers want

Create content that is relevant and specific to the interests of your followers

Think of creative ways to incentivize participation – remember, these are mostly owners

Use a personable and human tone in order to develop a rapport with your fans: this will enhance

their dealer experience, making it relevant to their needs

View negative feedback as a learning opportunity to enhance the dealership experience

Use pictures, polls and video whenever possible and encourage check-ins

DON’T:

Use Facebook as a sales-only channel or inundate members with verbatim marketing messages

Spam your audience with too much or irrelevant content – if you do, they’ll tune you out

Delete or be afraid to respond to negative posts – they represent an opportunity to demonstrate

good customer service

Launch your page without a consistent engagement plan

Allow comments to go without a response for more than 24 hours

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Competitive Visit Homework

Directions:

Select a competing model (e.g., Honda Civic)

Visit a competitive dealership

Use the score sheet to evaluate your experience as a customer

Take notes on the vehicle’s strengths

Relationship Building Evaluation:













Notes:

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Needs Assessment Evaluation:














Notes:

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Vehicle Presentation Evaluation:


1. Select 3-5 appropriate features? � YES � NO

2. Organize the Vehicle Presentation in a logical manner? � YES � NO

3. Demonstrate a high degree of product knowledge? � YES � NO

4. Explain the function of each feature using clear language? � YES � NO

5. Tie each feature to a specific customer benefit? � YES � NO

6. Give an example of how the feature benefits the customer in everyday life? � YES � NO

7. Involve the customer in the demonstration? � YES � NO

8. Recognize and adjust to positive buying signals? � YES � NO

9. Address objections using the 3A model? � YES � NO

10. Use Yes questions to confirm the customer’s understanding? � YES � NO

13. Transition to the Demo Drive? � YES � NO

Notes:

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Competitive vehicle researched:

Volkswagen model that competes with the competitive vehicle:

Competitive model’s key advantages:

Volkswagen advantages:

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