putting process into practice guide/process_guide.pdf · touchpoint of the shopping experience must...

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Putting Process into PracticeThere is a strong paradigm shift happening in the automotive industry—a migration

from a dealer-led retail exchange to a “customer-led” experience, one that gives

buyers more control of the entire retail process. This “consultative” approach is

rooted in identifying and focusing on specific customer needs and delivering a

complete dealership experience that aligns with them. For an effective consultative

sales process to evolve, a customer must believe the dealership team has useful

information, credible expertise, and respect for their needs and opinions.

Putting Process Into Practice © 2013 Hyundai Motor America

“LET ME CHECK WITH MY SALES MANAGER . . .”

Utter this kind of cringe-inducing phrase when

working with a modern automotive customer and

you are sure to decrease your chance at making

the sale. While this kind of dialogue was part of

sales in years past, they have no place in the age

of today’s savvy customer.

Now, more than ever, automotive customers have

ready access to information and competitive

choices. They are already walking into your

dealership with specific knowledge about

Hyundai products and (in many cases) about

your dealership itself. That’s why they expect

a respectful and professional dealership

experience—one that recognizes them as

intelligent and discerning buyers who don’t want

to be “sold.”

Instead, they’re looking for you to spend time with

them, listen to their needs, validate their research

and enhance the experience with additional

insight. They want a consultative “customer-

led” experience that gives them more control.

To deliver this, you need an exceptional level of

product and competitive knowledge and a highly

developed array of consultative selling skills.

This guide addresses the shift from “traditional

selling” to a customer-led process and shares

real-world tactics that will help you provide a

consistent, yet flexible, retail experience that

meets widely diverse customer requirements and

expectations. All tactics referenced here are based

on real-world situations and can be used with

your existing dealership processes and practices.

In addition, recommendations in this guide are

designed to help sales teams deliver consistent,

yet personalized, retail experiences that reinforce

the Hyundai image.

This Guide:

Provides a foundation for understanding the

wants, needs and expectations of delivering a

customer-focused sales experience.

Identifies the four unique customer

requirements that drive the sale.

Makes recommendations for using existing

tools and dealership-supported activities to

positively influence the customer experience,

at every customer touch point—before the lot,

on the lot and after the lot.

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MY CUSTOMER, MY PRIORITY

At the risk of stating the obvious, serving

customers and their needs must be the

centerpiece of every action that we take. From

creating a welcoming dealership environment to

ensuring that environment is stocked with quality

professionals and an expansive inventory, every

touchpoint of the shopping experience must be

targeted to delighting around every turn. To that

end, we must remember that a customer-focused

sales process can only work if the customer and

their needs remain your top priority.

In order to make this customer-focused sales

process part of your regular work practice,

you must understand and embrace that the

customer and their needs must be the central

motivator behind your actions. They must be your

top priority.

STAGES OF A CUSTOMER-FOCUSED SALES PROCESS

Customer needs are defined by four distinct

“requirements”:

Learn My Needs

Take the time to ask the customer questions and

listen to their answers to gain understanding of

why they are shopping for a new vehicle and what

they want and need a vehicle to do for them.

Experience the Product

Be their product expert and help them learn

about vehicle features that specifically address

their stated wants and needs.

Work Out a Great Deal

Empower them to purchase their vehicle at a

fair price and to finance only those services that

meet their needs.

Take Ownership

Provide training and support to ensure they

know how to operate their new vehicle and use

key features in a way that enhances their driving

and ownership experience.

Did you know …

That Hyundai has crafted a sales pledge

designed to reinforce our commitment to

delivering delightful customer experiences?

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To better identify opportunities to delight

customers during each of these phases,

one needs to create a connection with those

customers. Successful automotive teams

recognize the short- and long-term value of

building a trusting relationship with buyers—a

relationship in which team members are viewed as

a dependable ally throughout the entire shopping

and purchase cycle. They know that building

a good relationship makes selling easier and

has a much better chance of turning customers

into repeat buyers who don’t hesitate to share

their satisfaction with friends and family. The

foundation of this relationship is made by taking a

“consultative selling” approach with customers.

CONSULTATIVE SELLING

At the core of the “consultative” approach is the

willingness to make sure every action at retail

works to meet the stated or implied wants and

needs of the customer. This approach represents

an important shift from traditional models that

focused less on identifying the customer’s needs

and more on the salesperson’s ability to present

and sell product features, functions, and benefits.

One reason for the shift from traditional to

consultative selling is due to the fact that customers

have often researched the product online and they

arrive at the dealership expecting to ask questions,

expand their knowledge, listen to recommendations

and then make an informed purchase decision.

For an effective consultative sales conversation

to evolve, a customer must believe the sales

consultant can enhance their experience with useful

information, credible expertise, and respect for their

needs and opinions.

It helps to think about it from a customer’s

perspective. For them, the purchase represents a

major investment. They don’t want to be “sold.”

Instead, they want to feel valued and in control.

Approaching them with a warm, friendly greeting

and showing concern for their needs by asking

questions and uncovering information will help

put them at ease, build their trust and provide

you with information that can be used to tailor the

sales presentation.

Ideally, you will establish a comfortable tone,

pace and location that leads into a discussion

that allows you to convey sincere interest in the

customer. The key is to engage the customer in

conversation that slowly narrows the discussion

with more direct questions designed to learn their

specific needs.

The consultative selling approach is realized by

executing five core strategies that are leveraged

across every phase of the purchase process:

Building Rapport

Asking Questions

Listening Attentively

Demonstrating Understanding

Working as a Team

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BUILDING RAPPORT

Think about how you feel when you’re with a good

friend. There’s easiness about the relationship

because you know, like and trust that person. That’s

rapport. It’s a connection between two or more

people based on mutual interest, trust, and a sense

they understand and share each other’s concerns.

Great salespeople have the ability to establish

rapport with new customers every day because

they’ve developed a set of skills that enables them

to put customers at ease and make them feel the

first contact onward.

Rapport doesn’t just happen. It requires you to

make a conscious effort to be approachable and

friendly, whether it’s by Internet, phone or in the

showroom. Always keep in mind, the process of

buying a car might be familiar territory to you,

but for your customer—especially a first-time

customer—the experience can feel like swimming

in unknown waters. Doing your best to build

rapport with your customer can go a long way

toward putting them at ease … and someone

who’s relaxed is more inclined to make a purchase

than someone who is stressed out or tense. So

remember to show empathy. Looking at any given

situation from the customer’s point of view can be

an important tool to help overcome obstacles to

the sale. Customers knowing the sales consultant

is concerned and invested in their well-being

contributes to overall trust and helps solidify

the relationship.

Establishing rapport and developing trust with

customers doesn’t happen instantly. As with any

new relationship, the first several minutes can be

awkward. Customers typically have their guard up

as they assess their surroundings and appraise the

consultant. Therefore, it’s important to take the lead

and begin a conversation that will ease the tension

and foster a personal connection. During the

conversation, focus on similarities, not differences.

As the customer speaks, listen closely what they

say and ask questions about their interests. It helps

to identify common interests such as hobbies,

music, sports, etc., that can further the bond with

the customer.

The first, basic step in building rapport is to

make it a habit to treat customers like “ladies

and gentlemen.” Customers are guests and it’s

everyone’s responsibility to be gracious and speak

to them with professional courtesy and respect.

Some words and phrases that convey courtesy and respect:

Thank you

My pleasure

Right away

I understand

Please allow me

Certainly

I’d be happy to

I apologize

I’m glad you called

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Beyond that, simple things, such as addressing

customers by name, can go a long way in helping

you build a bond with everyone who walks into your

dealership. Think of all the places you go where

people remember your name. At the cleaners …

the local pizza place … the corner store ... As a

patron, when a service provider calls you by name,

it probably makes you feel valued and more inclined

to be loyal to that business. Your customers are

no different; they like to feel appreciated and

addressing them by name is a great way to build

their confidence and trust in you.

Other subtle actions on your part, like making

an effort to create harmony between you and

your customer, go a long way toward solidifying

your relationship. As a sales consultant, it’s up

to you to establish a comfortable and respectful

environment with whomever walks through the

dealership door. It would be easy if everyone were

exactly like you, but almost one-third of the people

in this country represent a minority, some of whom

have specific cultural needs and expectations. In

addition, there are a wide variety of personality

types and communication styles. Your challenge is

to understand how to communicate effectively with

all of them.

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Let’s start with cultural differences. It’s virtually

impossible to know all of the ins and outs of global

cultures, so the best way to handle yourself is

to avoid using gestures and language that can

offend. Don’t point, give a thumbs-up, shake with

your left hand, wink or use any part of your body

to do anything other than what it was intended

for because different cultures might consider the

motion to be rude or derogatory. Also, keep your

language simple and to the point. That means

no slang. You will likely find that most, if not all,

customers will be gracious and forgiving but

avoiding traps will encourage their respect and

position you as a sensitive and caring professional

worthy of their business.

It is also a good idea to ask customers how they

prefer to communicate: by phone, email or texts.

Then use their preferred method when contacting

them. Why is this important? Have you ever had a

business call you after telling them you’d prefer an

email? It’s annoying and gives the impression that

the salesperson is unprofessional and disrespectful.

The general rule of engagement is to respond to an

email with an email, a text with a text and a phone

call with a phone call.

Mirroring body language and gestures is another

good way to create harmony and build rapport with

a customer. It sends a message to the other person

that you are actively engaged in the conversation

and in agreement with what’s being said. For

example, if the customer leans into the table to

make an important point, the consultant should

lean in as well. Before using this technique, make

sure to understand, practice, and master it to avoid

appearing too obvious or manipulative.

Building rapport with customers—by being genuine

in your responses and empathetic to their plight

—illustrates that you are more concerned about

their needs than your own. As a result, they will be

more inclined to place their trust in you. In addition,

the ability to see things from the customer’s

perspective can help you anticipate and overcome

obstacles as you work toward a sale.

Did you know …

That most people prefer to communicate in one

of three ways: Visual, Auditory or Kinesthetic?

Being able to identify a customer’s

communication style helps determine the best

method to communicate with them so they

understand key points of the sales experience.

Typically, visual communicators respond well

to pictures, graphics and videos, auditory

communicators prefer to receive messages

through conversations and kinesthetic

communicators retain better by doing things that

are hands-on.

VISUAL people will say things such as:

“I get the picture”

“I see what you mean”

“Can you imagine that?”

AUDITORY people will say things such as:

“I hear what you’re saying”

“That rings a bell”

“Tell me more”

KINESTHETIC people will say things such as:

“I get the feeling that…”

“I need concrete evidence”

“Give me hard facts”

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Rapport is a connection between two or more

people based on mutual interest, trust, respect and

a sense they understand and share each other’s

concerns. It’s a two-way connection that relies on

contributions from each person. It is important to

selling because people prefer to do business with

people they know, like and trust.

ASK QUESTIONS

Customer satisfaction studies tell us that

customers feel less sales pressure when you take

the time to discover information about their wants

and needs. That discovery process requires asking

questions that stimulate conversation, show

interest, and engage customers.

Students learn by asking questions; new recruits

learn by asking questions, Columbo solves his

mysteries by asking many questions, as do all

the great detectives—in real life as well as fiction;

and great salespeople understand client needs

by asking questions. It is the simplest and most

effective way of learning.

If it is obvious that asking questions is such a

powerful way of learning, then why do we so often

resist the effort and move straight into pitching

products? For some people the reason is that

they are lazy. They assume they know all the main

things they need to know and they do not bother

to ask more. Other people are afraid that by asking

questions they will look weak, ignorant or unsure.

Finally some people are in such a hurry to get

with things that they do not stop to ask questions

because it might slow them down. They risk

rushing headlong into the wrong actions.

With anyone and everyone, but customers

especially, we gain a better appreciation of wants

and needs or are able to check assumptions by

first asking questions. Start with very basic, broad

questions and then move to more specific areas to

clarify your understanding.

And while asking questions is effective, be cautious

in that it can make you appear to be inquisitorial

and intrusive. So it is important to ask questions

in a friendly and unthreatening way. Try to pose

questions in a conversational way and ensure that

your body language is relaxed and amicable.

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A deeper dive into using questions as part of an up-

front needs analysis and question types is provided

in the Learn My Needs section of this guide.

LISTEN ATTENTIVELY

Communicating with customers involves a two-way

exchange of information that requires both parties

to be skillful listeners. Consultative selling places an

even greater burden on the salesperson because

they will typically do most of the listening. And

listening is hard work. It takes skill, practice and an

understanding of the five activities involved:

Well-developed listening skills can play an

important role in solidifying the relationship

between the dealership team and the customer.

Your willingness to let the customer speak makes

the customer feel important and in control. Asking

relevant follow-up questions confirms your interest.

Did you know …

It’s normal for a listener’s brain to think about

a question or response while the other person

is still talking? Avoid being distracted by

establishing a one-word “cue” that helps recall

the question or response when appropriate. Use

the cue to prompt the memory when the other

person finishes his or her thought.

1 Listen to what has been said

2 Assess what has been said

3 Plan your response

4 Rehearse your response (silently)

5 Respond

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DEMONSTRATE UNDERSTANDING

Customers who take the time to visit the

dealership and engage in an “interview” want the

salesperson to “get” what they are saying and

confirm that their wants, needs, preferences and

goals have resonated.

There are several methods to convey

understanding. It’s not important whether you

nod approvingly or make brief verbal references

that confirm you understand what the customer is

saying. What is important is that you don’t leave

any doubt in the customers’ mind as to whether

or not you have been paying attention to them.

Remember, conversation builds confidence.

And taking the time to confirm that you have been

paying attention during that conversation will go a

long way toward making you a valued and trusted

partner in the eyes of the customer.

If anything the customer says is unclear, repeat a

very brief portion of that part of the conversation

and ask the customer to offer more details that

help clarify the point(s). Finally, when the customer

finishes talking, summarize his or her comments

by paraphrasing the main points. Paraphrasing

helps to refresh each other’s memory of what

has been discussed, reinforce any special

and important points, and confirm a mutual

understanding of what has been said or agreed to.

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WORKING AS A TEAM

Above all, success in executing a customer-

focused sales process can only be realized if

everyone at the dealership is acting as a unified

team. Customers typically come in contact with

many dealership associates in the course of a

single visit or transaction. By default, then, this

requires a measure of consistency and teamwork

to effectively meet their needs. So whether you

realize it or not (and whether you want to be or

not), you are part of a team that serves customers.

Being part of a team does not in any way

diminish individuality or a personal commitment

to excellence, but what it does introduce is a

commitment to combined excellence, or helping

others to succeed, as well.

Teamwork causes individuals to accomplish

more than they can accomplish individually; the

trick is that the added leverage only comes when

everyone is working in unison toward a combined

goal or objective. With each team member

accomplishing their part, the unified whole

becomes stronger and more effective to meet the

needs of the customer.

Regardless of position, everyone has a personal

responsibility to have an understanding of, and

accomplish, the following:

A clearly defined objective. Everyone must

know what is expected of the team for them to

perform at their individual best. Only then can

everyone modify their individual performance

as needed along the way.

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Personal excellence. Performance at the

highest level of personal excellence raises

the “sea level” of the team as a whole. Half-

hearted commitments or expecting other

teammates to constantly pick up the slack will

not keep the team unified for long.

Positive, proactive communication at all times.

The level of dedication required to accomplish

any business objective is so demanding that

there is very little room for miscommunication.

How you feel about what you do and how you

speak about it affects how well you do it, and

it affects how other team members perform.

This is internal word-of-mouth representation,

and in some ways is even more critical than

customer word-of-mouth, since it involves

day-to-day operations on an ongoing basis.

Grace with others. Understand that everyone,

including you, does not perform at their

absolute best at all times. Practice forgiveness

and understanding, and be sure you have the

maturity to be professional.

Just as in sports, the strongest team has the best

potential to reach the goal. In the case of your

dealership, that goal is to ensure its customers are

as satisfied as possible. You must understand that

customers are focused on the entire dealership

experience. A failure in teamwork at any phase

of the experience—from Sales to F&I to Service

and beyond—can quickly sour the customer on

the entire dealership experience. That said, it is

important to remember that your actions and

those of your teammates must build upon one

another. You must take the necessary steps to

communicate with other departments. It is critical

that you let them know what you’ve learned about

your customer and their needs, so they can plan

for targeted, appropriate solutions that are specific

to the discipline they represent.

Using ideas like these helps provide the “glue”

to keep the bond of teamwork holding fast, and

provides business teams the best opportunity to

reach their customer satisfaction goals.

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ABOUT THIS GUIDE

The content in this guide is organized into

several color-coded sections to help you locate

information and efficiently navigate throughout the

various topics quickly. Each section is devoted

to understanding the specific wants and needs

of today’s customers and, when appropriate,

exploring tactical solutions that will help you

create meaningful customer interactions.

2013 Business Case for Sales Process

This section identifies and describes opportunities

for improvement, based on customer-satisfaction

data collected from new car buyers. Since buyers

and their experiences change over time, this

section is updated annually to reflect the most

current customer satisfaction data and establish

trends that will help you focus your efforts to

continuously improve the customer experience.

Thereafter each section is devoted to

understanding the specific wants and needs

of today’s customers and, when appropriate,

exploring tactical solutions that will help you create

meaningful customer interactions.

Learn My Needs

If you hope to guide your customer to the right

vehicle, you must first understand their specific

wants and needs. Not just what they want out

of a vehicle but what they need from the process

of obtaining that vehicle. This section provides

insight into effective practices for revealing

that information.


If you hope to create a connection between

customer and vehicle, you have to allow the

customer to explore the vehicle in a manner that

will resonate with them. This section explores the

processes and practices that can be put to use to

ensure that customers receive a relevant deep dive.


Since it’s unfamiliar territory for them, customers

are naturally weary of the F&I process. Delivering a

customer-focused sales process means that you

must do what it takes to assure your customer that

their best interests are being taken into account

when it comes to negotiating the price. This section

provides insight into building that confidence.

Take Ownership

Ownership is the point in the process where

customers take possession—both of their car and

of you and your dealership. This section details the

efforts you can make to ensure a smooth transition

to ownership for your customer.

Sales Toolbox

This section lists the tools, resources and

information Hyundai makes available to aid you in

providing a customer-focused sales experience.

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Congratulations are in Order!Hyundai customers have spoken…and they’ve been saying some pretty great things about their satisfaction with the job you’re doing. In fact, for 2013 J.D. Power and Associates (JDPA) Sales Satisfaction Index (SSI) revealed something you should be very proud of…

Hyundai is now the top Asian brand in the non-premium segment, in terms of

customer sales satisfaction!

Congratulations! The hard work you’re doing to delight throughout every phase of their car buying experience is making a big-time impact on customers. And it can make a big-time impact in your wallet as well.

See, buyers like to do business with companies who are the best at what they do. Make no mistake, customer satisfaction matters—not just to your customers but even more so to your business—because it directly affects your bottom line.

A Business Case for Sales Satisfaction

Putting Process Into Practice | A BUSINESS CASE FOR SALES SATISFACTION

Why Should You Care About Customer Satisfaction?INCREASING CUSTOMER SATISFACTION MEANS INCREASING YOUR CHANCE TO MAKE A SALE!

Satisfied customers are the lifeblood of any business. By giving customers a sustained level of satisfaction they can’t get anywhere else, the greater chance you have to retain their business.

On top of that, satisfied customers can be one of your most effective advertising tools. According to a recent study conducted by Harris Interactive, 59% of all shoppers consult family, friends or peers before making a purchase decision.

By influencing that dialogue in your favor, you turn Hyundai buyers into Hyundai advocates who can introduce you and your dealership to a lot of potential customers…customers who can help add to your bottom line.

© 2013 Hyundai Motor America

On average, the entire vehicle shopping process takes up to four months from the decision to buy to the actual purchase. During that time, customers are drawing information about you and your dealership from a variety of sources, including the Internet, peer reviews, word of mouth and your own dealership’s advertising efforts. By the time they walk into your dealership, customers have a pretty good idea of how you conduct your business. Armed with this knowledge, customers expect a lot from their automotive buying experience. Identifying those expectations and meeting them to the customer’s satisfaction is critical to your success and to the success of your dealership...

Every year the J.D. Power and Associates (JDPA) Sales Satisfaction Index lets us know exactly how well we’re meeting those customer expectations. In addition to the news about Hyundai’s top ranking among buyers, the 2013 survey revealed a few other accomplishments worth noting.

Did you know …

Customer service, above all else is the greatest differentiator between brands. According to a recent American Express customer service study, 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor customer service experience.

According to a recent study by Bloomberg Business Week Magazine, a history of sustained positive customer experiences increases a chance for a new product to be chosen over its competitors by 36%.


Snapshot View of Hyundai’s 2013 PerformanceThe 2013 U.S. SSI Study is based on responses from buyers who registered their new vehicle in April or May 2013. The study measures both customer satisfaction with the selling dealer (Buyer Index) and satisfaction with brands and dealerships that were shopped but ultimately bought somewhere else in favor of another OEM or dealership (Rejecter Index). The survey was fielded between July and September 2013.

Did you know …

The Sales Satisfaction Index is actually two indexes that are combined to give an overall score?

The Buyer Index (50% of the Overall Index)

Buyers are customers who purchased a Hyundai.

It measures the: Facility Salesperson

Working out the Deal Delivery Process

The Rejecter Index (50% of the Overall Index)

Rejecters are customers who shopped Hyundai but ended up rejecting the brand and/or dealership.

It measures the: Salesperson Fairness of Price Inventory

Facility Negotiation


Hyundai finished as the fifth best non-premium brand

Up six spots since the 2012 study

This was the industry’s largest rank improvement in 2013

Hyundai’s overall SSI score improved 27 points to 677

Second biggest point move among the 19 non-premium brands

,

Overall SSI Ranking Non-Premium

Take a moment to think about what might have led to these increases. What have you been doing differently at your store this past year? Have you been practicing a customer-focused and needs-based sales process? Are there any new customer service policies in place? Did you make any physical changes to your dealership? Whatever you’re doing, keep it up. And keep it up all year long. Incorporate continuous follow-up programs for all sales satisfaction related activities. Maintain the pressure on the initiatives and protocols you’ve put in place so you can protect our new position and build upon it. Customer satisfaction can’t just be a single moment in time…it must be sustained throughout the entire length of your relationship!


Hyundai currently ranks 8th among non-premium brands

We have risen 8 spots above our 2012 ranking

Hyundai had the 2nd largest improvement among all non-premium brands

,

,

Hyundai now ranks 5th among all non-premium buyers

Up four spots from the 2012 ranking

Hyundai is now the top Asian brand in the mass-market segment

Buyer Index Ranking Non-Premium

Rejecter Index Ranking Non-Premium


HYUNDAI STILL TRAILS THE COMPETITION IN CERTAIN KEY MEASUREMENT AREAS

Make no mistake, the rise in sales satisfaction is very nice to see. It is confirmation that customers are taking notice of—and are positively influenced by—your efforts to deliver ideal retail experiences.

While we have made tremendous strides forward, though, this year’s survey results revealed that we can improve sales satisfaction even more by focusing on some key priorities in the upcoming year:

Invest in programs to attract and retain good talent

Continue our progress in helping customers work out the deal

Invest in programs to increase test drive to write-up ratio

Make sure that dealership sales teams are crystal clear that Sales and Service retention are key to higher satisfaction and front-end gross profits

There’s More Opportunity to be Had

Hyundai currently ranks 8th among non-premium brands

We have risen 8 spots above our 2012 ranking

Hyundai had the 2nd largest improvement among all non-premium brands

Hyundai now ranks 5th among all non-premium buyers

Up four spots from the 2012 ranking

Hyundai is now the top Asian brand in the mass-market segment


NO PRODUCT SELLS ITSELF

Hyundai makes some of the best cars in the industry. But that doesn’t make a difference if we don’t have quality people presenting those products to customers. We need effective communicators, armed with the right combination of product knowledge and interpersonal skills, to leave a positive, lasting impression on customers.

Attracting and Retaining Good Talent is Critical to Your Success

Take a moment to think about the salespeople you enjoy doing business with in your own retail experiences. What draws you to them? Is it their trustworthiness? Their product knowledge? Their ability to listen and respond quickly to your questions and needs? Chances are it’s a combination of all those things…plus a whole lot more. The simple fact is this: customers have a very specific opinion of how they want to be treated when it comes to making a purchase, especially a large purchase such as an automobile.

Finding individuals who can deliver on those expectations isn’t an easy task…but it’s one that can pay huge dividends. If customers find an ally in your store — a knowledgeable salesperson that treats them with trust, respect and concern — they will be more likely to form a bond with that person.

“70% of all buying experiences are based on how the customer

feels they are being treated.”

— 2013 McKinsey Group Customer Satisfaction Study


While there is no one surefire method for attracting and retaining the right talent, there are a few things you can do to help the effort. Think about the most successful members of your sales team. What makes them so special? Do they have certain personality traits? A specific type of work history and experience? How and where did you find these people? Did they just walk into your store or were they recruited? What drew them to you and you to them? Odds are you’ll start to see some common threads among the high achievers. Those are the traits you should be looking for in your future hires.

Also remember if you want outstanding results, you need to be prepared to pay outstanding rewards. First, recognize that money, by itself, will not do it. High performing employees are searching for something more than just a good salary. They’re looking for a total package of rewards, recognition and environment. Some elements are “satisfiers” that allow your dealership to attract and retain employees such as benefits, flex-time and training. Other elements of compensation are “motivators” such as bonuses, incentives, challenge, and opportunity. Your well-designed plan should have both.

Did you know …

A recent Gennesys Global Survey revealed that 78% of consumers polled said they considered competent sales representatives to be the top factor in creating a happy customer experience. These survey results underscore the importance of attracting and retaining good talent to guide customers through what can be the sometimes overwhelming experience of purchasing an automobile.


Even though we have shown improvement over last year in the category of dealer treatment, this area continues to repeat itself as a place where Hyundai falls short of customer expectations. If you hope to realize significant growth in your sales and conquest efforts, you must take customer feedback to heart and act upon it to refine, revise and improve the treatment our customers receive from your dealership.

It’s All About How You Treat PeopleGOOD TALENT AND DEALER TREATMENT GO HAND IN HAND

As a key member of your dealership’s sales team, you are on the front lines in the charge to deliver strong sales satisfaction. That’s why quality talent is critical. If you’re stocked with a team of “rock stars,” you’re better prepared to exceed customer expectations with a hassle-free retail experience. Do that and you have a living commercial, ready to sing your praises to anyone who will listen. Fall short and you risk turning off that customer (and everyone in their network) to the point of no return. It’s really a case of simple math:

good dealer treatment = increased salespoor dealer treatment = lost revenue


THE HYUNDAI PURCHASE INDEX… A GOOD MEASURE OF DEALER TREATMENT

The Hyundai Purchase Index (HPI) is a great place to start. The HPI survey measures STAR Sales Attributes that are impacted by the sales team and, therefore, directly reflect dealer treatment-related issues.

Unlike the J.D. Power studies, HPI does not measure, analyze or compare other brands. Nor does it measure rejecters. Instead, HPI focuses on your customers who have purchased a vehicle from your dealership. Using this survey, Hyundai is able to view buyer satisfaction at a National, Regional, District and Dealer level, including by individual salesperson SM and F&I Manager (these categories have been added for your convenience). The feedback is very specific to each customer’s experience and measures their satisfaction with facility, sales consultant performance, working out the deal and the delivery. This information is extremely valuable as it provides direct feedback from the customers you work with.

This is critical data for crafting your approach to improving satisfaction among customers and is readily available to you by accessing www.hyundaicustomerinsights.com. There you will find tons of survey responses and customer verbatims that will give you “straight-from-the-horse’s-mouth” ideas for improving your customer handling process.

2013 YE HPI Index Scores

Description December 2012 YE December 2013 YE Difference

Hyundai Purchase Index 936 951 15Dealership Facility 909 931 22Salesperson 966 975 9Working Out The Deal 919 938 19Delivery Process 952 962 10

As you can see in this chart, our overall performance was up dramatically year over year. Congratulations on a job well done. Let these positive scores act as reinforcement of the things you’re doing well. Take a moment, however, to pay attention to the areas where growth is not as high as you would like. Turn to the customer verbatims and survey feedback for ways to fine-tune your selling skills and improve your overall performance. Moving beyond the HPI data and diving a bit deeper into the sales satisfaction feedback, you can quickly see the important role dealer treatment plays in the customer’s satisfaction with you, your dealership and the Hyundai brand.


When polled, 63% of buyers cited dealer treatment as the #1 reason they chose to purchase their Hyundai vehicle. That means almost two-thirds of the people you sell a car to are making that purchase primarily because of the way you treat them. Your ability to deliver consistently spectacular attention faster, better and more completely than your competitors differentiates you and your dealership from the rest of the pack.

DEALER TREATMENT IS THE #1 REASON FOR PURCHASE AND FOR SAME-MAKE REJECTION

Dealertreatedme well

Convenientlocation

Offeredme the

bestdeal/

lowestprice

2013 Hyundai 2012 Hyundai

Dealerhad theexact

vehicle Iwanted

Dealerwas able

to getme

financed

Dealershipfacility

amenities

Dealertalked/

pressuredme intobuying

Noparticular

reason

0%

20%

40%

60%

% o

f Res

pon

den

ts

63%57%

43%37%

15% 12%

2% 4%

50% 49%

37% 35%

10%6%

2%9%

Over 18,000 people who responded to this year’s survey cited Dealer Treatment as the reason they purchased their Hyundai.

Reason purchased from this dealer

2013 Hyundai vs. 2012 Hyundai


While dealer treatment is the top reason customers chose to purchase a Hyundai, it is also the top reason for same-make rejection. According to customer feedback, 28% of the customers who chose to purchase their vehicle from another Hyundai dealership did so because of the treatment they received during their shopping experience. These customers were clearly committed to purchasing a Hyundai vehicle; however, your actions—or lack thereof—lead them to do so without you or your dealership. This means that revenue is simply walking out of your door…and money is walking out of your pocket!

Sadly, the losses are seldom limited to just one sale or customer. As we said at the beginning of this section, people talk. Consumers will tell others about their customer service experiences, with bad news reaching more ears than good. According to the American Express Global Customer Service Barometer, Americans say they tell an average of nine people about good experiences, and nearly twice as many (16 people) about poor ones.

Dealer Treatment Price Inventory

2013 Hyundai 2012 Hyundai

Brand Other0%

0%

% o

f Res

pon

den

ts

20%

0%28% 31%

24%

28%

19% 21%

8%

2%

21% 18%

20% of customers cited Dealer Treatment as their primary reason for rejection. 18% of those rejecters went on to purchase a Hyundai from another dealer.

Primary Rejection Reason (same make)

2013 Hyundai vs. 2012 Hyundai

SALESPERSON PERFORMANCE IS A KEY FACTOR IN DEALER TREATMENT

Earlier in this section we talked about the importance of attracting and retaining quality sales professionals as a necessary tool to increase sales satisfaction. Sales consultants are the ones who spend the most 1-on-1 time with customers during their dealership experience. Further, unlike less “human” factors, such as inventory, facility, location, etc., dealer treatment is directly in your control. Your actions here—both good and bad—form the foundation of a customer’s overall satisfaction with your dealership. Take the necessary steps to ensure a positive experience for your customer (learning their needs, helping them experience the product, working out a great deal, etc.). Detailed strategies and tactics for providing that customer-focused sales experience can be found in the subsequent sections of this guide.

To better understand how you can create a more satisfying experience for your customers, you must first understand what causes negative customer experiences. Customers have been very clear in stating their reasons—all of which are under your control—for choosing one Hyundai dealership over another, due to salesperson treatment.

24%

22%

19%

19%

14%


According to those who rejected one Hyundai dealership in favor of another, the top 5

reasons customers cited as poor dealer treatment were:

Salesperson was not completely honest (24%)Hyundai customers have multiple sources of information on virtually every aspect of the product, competitive vehicles, financing and the entire sales process. They enter the dealership with a great deal of knowledge and expect their sales consultant to provide truthful information and honest answers to their questions. To that end, be certain to learn everything about the products and competition and answer your client’s questions completely, clearly and succinctly. If you don’t know the answer to something, admit it and immediately ask someone who does or go online with the customer to find out.

Salesperson applied too much sales pressure (22%)Establishing a relaxed environment that focuses on the customer is important, especially for customers who are uncomfortable with the shopping and purchase process. Customers want to feel in control, and any sign that you are “overtly selling” is likely to be interpreted as pressure. To help prevent that from happening, begin every selling situation with a warm, friendly greeting and after you greet the customer, offer them a beverage (if appropriate) and move to a seating area where the customer can feel relaxed. Make sure to show interest in the customer by asking questions and listening to answers. Above all, avoid the temptation to “sell.” Offer choices and let the facts speak for themselves.

Salesperson wouldn’t give straight answer about price (19%)Every sales transaction will come down to one question: “How much does it cost?” Unfortunately, it can be an uncomfortable moment and sales consultants are sometimes reluctant to answer, either because they don’t know enough about the customer’s needs, they haven’t had adequate time to build “value” into their product presentation, or they simply aren’t empowered to set the price or negotiate. Make certain to explain that the vehicle is offered in a range of prices based on model and level of equipment. Continue by suggesting that the more information you gather from the customer, the more accurately you can suggest a vehicle that will meet his/her needs and budget. Don’t cloud the issue with a mind-numbing explanation that confuses and distracts the customer. Keep it simple and direct. It’s also a good idea to ask the customer if they’d mind including your sales or finance manager in the discussion.

Salesperson was rude/not courteous (19%)At Hyundai dealerships, customers are guests and should be treated with courtesy from the moment of their first contact and throughout the entire relationship. Professional sales consultants are ready at the appointed time, friendly, respectful and focused on helping identify the customer’s needs. Instead, create a comfortable and courteous environment with a warm, friendly greeting and asking them what they would like to accomplish during the visit; then focus on meeting those objectives. Above all, never argue with the customer; present facts, not conclusions.

Salesperson did not focus enough attention (16%)Whether you’re with a new or repeat customer, it’s important to be focused and attentive; after all, they’re making one of the largest financial decisions of their lives. Take time to listen to them, offer a test drive, and block out all potential distractions such as phone calls and/or other customers. Make sure your customers feel like their decision is as important to you as it is to them. Be certain to actively listen to the customer and ask clarifying questions that demonstrate you heard them, enabling you to fine-tune your recommendations.


Perhaps the best guide for overcoming these reasons for rejection is to simply follow the Golden Rule of “Do Unto Others as You Would Do To Yourself.” Think about your experiences outside of the dealership, when you are the customer. You have certain expectations of the experience and certain needs that must be met in order for you to go forward with your purchase, right? How do you feel when your salesperson doesn’t deliver against those expectations? How do their actions affect your willingness to do business with them? Chances are, their failure to give you what you need to feel confident in your purchase decision will prevent you from going through with the sale, right?

The same is true of your customers. With so many options available in terms of automobile purchases, customers don’t need to settle for any experience that falls short of completely meeting their needs. They need to feel confident that you are their advocate, acting responsibly by providing the information and answers they need to earn your trust and make the best purchase decisions.


DEALER TREATMENT IS ALSO A TOP REASON FOR HYUNDAI BRAND REJECTION

According to customer feedback, 8 out of 10 Hyundai rejecters purchased a different brand altogether and 3 in 5 note dealer treatment as a primary reason for rejection. Think about that for a minute. 80% of the customers that reject Hyundai are eliminating the brand outright because of the way they are being treated during the sales process.

Adding insult to injury is the fact that these lost sales usually have a residual effect on your future earning potential. When someone opts for another manufacturer, the likelihood of them returning to Hyundai is greatly reduced. They are now engaging with another manufacturer who, like Hyundai, is taking every opportunity to secure their position as their brand of choice.

When it comes right down to it, all of the “expected” purchase considerations—model, color, options, price, location, etc.—come in a distant second to the human element in the eyes of the customer. Knowing that, you must always remember that a customer’s satisfaction with dealer treatment is the greatest tool you have when it comes to making a sale and putting commissions in your pocket.

The individual sections of this guide each conclude with a list of priority practices that will help you ensure that customer satisfaction. Look to these tactical recommendations for insight on creating “before,” “on” and “after” the lot experiences that delight customers throughout every phase of the sales experience.


IMPROVING THE TEST DRIVE TO WRITE-UP RATIO MEANS IMPROVING YOUR CHANCE TO MAKE MORE MONEY

It’s no secret that a good test drive can lead to a customer sitting down to write up a deal. That said, this past year we had a bit of difficulty converting those behind-the-wheel experiences into sales. While we outperformed the competitive set of Buick, Chevrolet and GMC in rejecter test drives, we were only able to get 33% of those rejecters to actually sit down and talk numbers. That means we lost 2 out of every 3 shoppers before we ever had a chance to get down to brass tacks with them. Think about the lost revenue opportunities that represents.

Now think about what you can do to change that.

What’s happening post-drive that leads your customer to walk away from the sale before negotiations ever begin? More importantly, what can be done to help overcome this customer rejection?

While there’s no single “magic bullet” that can unequivocally lead a customer to your desk, there are a few strategies that you can put in place to help move customers in that direction:

Offer positive affirmations (“Blue Link is a great technology, isn’t it?” “It’s a lovely day out, don’t you think? etc.) throughout the sales experience to get the customer in the mind-set of easily delivering a “yes” response to anything you ask.

Ask your customers qualifying questions throughout the experience to ensure that you’ve placed them in the right vehicle…a vehicle they would actually be interested in purchasing.

Offer trial closes throughout your time with the customer. Give them multiple opportunities to get “on board” with the idea of purchasing the vehicle before you ever formally ask them for the sale.

Use the “assumptive close.” Customers will generally follow your lead, so always use language that assumes they are committed to purchasing the vehicle.

Offer to work up the numbers as nothing more than a comparison tool for your customers to use when cross shopping. Customers are more receptive to listening to the facts and figures when they don’t feel an immediate pressure to sign on the bottom line.

End your test drive by transitioning from the vehicle to a tour of the dealership. This gives you the opportunity to introduce your customer to all of the key personnel they’ll encounter during their Hyundai ownership and helps make them feel at home in your store. If they already consider themselves part of the family, sitting down to talk numbers will seem more like a natural extension of the dialogue than a hard attempt to close the deal.

HELPING CUSTOMERS WORK OUT THE DEAL CAN HELP IMPROVE SALES SATISFACTION

Like dealer treatment, working out the deal

continues to be one of Hyundai’s shortcomings

compared to many of our competitors. Customers expect you to help them obtain the best Hyundai product at the best possible price. Then, after the price has been set, they expect the process of filling out their sales documents to go quickly and efficiently. When your efforts fall short of their expectations, that often leads them to reject you, your dealership and perhaps even the Hyundai brand altogether. Making sure the customer has the tools, information and support to make the deal go smoothly and quickly goes a long way toward building trust with them.

Did you know …

There is an entire section of this guide dedicated to the process of working out the deal? Be sure to refer to this section for tactics and insights you can use to delight your customers during this pivotal phase of their purchase experience.

According to the 2013 Buyer Index scores,

the ability to work out the deal represents

the largest gap between Hyundai and our

competitors. We have made strides here, showing the greatest year-over-year improvement among non-premium brand, for the second year in a row. However, with nearly 12 points separating Hyundai from the top non-premium brands (MINI, Buick and Chevy) in this category, we must continue our progress here if we hope to shore up this gap. Raising our score in this single area leads to an overall increase in our overall satisfaction and (as you’re clearly aware by now) raising that satisfaction can drive more traffic to your dealership and increase your opportunities to close deals.



More important than the actual 12-point difference, however, are the specific issues that contribute to this overall divide. Many of these factors are, for the most part, in your control. Taking responsive action to this customer feedback can go a long way toward capturing new buyers and retaining current Hyundai customers:

Take a moment to think about what you are doing to help your customer during this highly stressful part of the sales process. Have you done what you can to eliminate any unnecessary back-and-forth in terms of working out a final vehicle price? Are you keeping your customer aware of the time it will take to complete their paperwork? Are you doing everything you can to help expedite the paperwork process? Do you do anything special to make sure the customer trusts the person handling their F&I documents?

All of these factors (and several others) contribute to your customer’s satisfaction in working out their deal and ultimately their satisfaction with you and your dealership.

Ease of coming to agreement on final price (28%)

Timeliness of completing final paperwork process (21%)

Honesty of the person who handled paperwork/finance process (18%)

Fairness of price paid (21%)

Clarity of explaining documents (12%)

28%

21%

21%

18%

12%

24%

22%

19%

19%

14%


For most customers, the purchase of a new vehicle is one of the largest investments they’ll make, second only to the purchase of a home. That said, automotive customers want to do business with those who serve the needs of the customer throughout their entire ownership experience. Make no mistake, when customers have a good experience every time they call in with a question or come to the dealership for an oil change or tune-up, that builds brand loyalty and repeat business.

SALES AND SERVICE RETENTION ARE THE KEYS TO HIGHER FRONT-END GROSS PROFITS AND SALES SATISFACTION........

According to a recent R.L. Polk & Company study, customers are

holding onto new cars for an average of 6 years

One of the most important factors in determining sales satisfaction, brand loyalty and future purchases is the customer care the buyer receives after their purchase. People spend more time interacting with the dealership and its team in the months and years after they buy a car than they do during the sales process itself. These customers want to know that you are there for them throughout, not just when there is immediate financial gain for you.

Are you doing everything you can to let your customers know you’re in their corner? Are you calling them to see if they have post–purchase questions? Do you invite them to dealership events? If you learn they have a service appointment, do you meet them in the guest lounge to say hello? These may seem like small gestures, but they go a long way toward cementing the bond between you and your customer. For additional insight into some practices and tactics that can help grow your customer relationships, please refer to the Take Ownership section of this guide.

Remember, the customer decided to buy their car from you because they trusted that the information and actions you brought to the table surpassed those of your competition. As they move into ownership, it’s important that you foster and promote behaviors at the dealership that continue to reward that trust. Without it, customers are more likely to deflect any future outreach on your part…a deflection that could lead to reduced opportunities for their repeat and referral business.


Did you know …

You could learn a lot about customer service from a giraffe? Well, a stuffed giraffe actually. A few months ago, a young boy left his stuffed giraffe at the Ritz-Carlton Hotel on Amelia Island. Wanting to calm his distraught child, the father reached out to the hotel to see if they had found the stuffed animal. They had…and returned it to the family in short order, along with a complete photo journal of the animal’s extended “vacation” away from the family. Rather than simply putting the toy in a box and shipping it off, the Ritz went above and beyond to make sure this child’s cherished possession was as dear to them as it was to the boy who lost it.

You can read more about Joshie the Giraffe and his “vacation” at: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

While you’re checking out the story of Joshie and the Ritz-Carlton Hotel, be sure to take a look at the following brands to see how other retailers are offering customer service experiences so amazing that you can’t help but tell others about them.


Did you know …

With its Amazon Prime service, no-hassle return policy and customizable website, this online retailer has redefined the online shopping experience. CEO Jeff Bezos periodically leaves one seat open at a conference table and informs all attendees that they should consider that seat occupied by their customer, “the most important person in the room.” And that chair has a loud, clear voice in the room. Amazon tracks its performance against about 500 measurable goals, nearly 80% of which relate to customer objectives. For Amazon, this customer focus allows the brand to take risks to innovate, and in Bezos’ own words, “Allows the Amazon team to be comfortable planting seeds and waiting for them to grow into trees.” They don’t focus on the optics of the next quarter; they focus on what is going to be good for customers and let that drive their actions.

Read more about Bezos’ philosophy and the success of Amazon’s approach here: www.forbes.com/sites/georgeanders/2012/04/04/inside-amazon/

With their revolutionary Shop-Click-Drive program, GM is borrowing a page from the Tesla playbook by offering customers an experience that they strongly desire—a simple, direct and hassle-free purchase process. Using this robust new car-shopping tool, buyers can complete all aspects of a purchase online, from selecting a vehicle, to getting a price, to applying for financing. Customers are now able to fill out an application for a specific vehicle, review incentives, get information about F&I products and get estimated values for trade-in vehicles all from the comfort of their own home.

To find out more about this leading-edge program, simply access the following link: http://shopclickdrive.com/


Did you know …

Hyundai Motor America offers multiple programs to help dealers, sales managers and salespeople improve their performance. From the Hyundai Priority Experience, to workshops, to Hyundai Live! broadcasts, to online training and beyond, the Retail Process and Sales Satisfaction department (along with other internal Hyundai teams) regularly delivers tools designed to enhance retail sales processes.

For more information on these programs and the other tools at your disposal to help learn how to better delight customers, please contact your sales manager or visit: www.HyundaiSalesTraining.com

PRIORITYPRACTICES

aimed at improving several measurement areas in the Sales Satisfaction Index,

Customer Retention Index and Hyundai Purchase Index.

This year’s feedback clearly shows significant improvement in our year-over-year performance. Hyundai is most certainly moving in the right direction in terms of customer satisfaction and we must continue to take every measure to ensure our customers have an outstanding dealership experience.

This list of Priority Practices can be used to help elevate many of the dealership sales experiences measured by the SSI index. These Priority Practices are a foundation for developing ideal customer experiences.


3 Maintain appropriate product knowledge.

Knowing the specific features and strengths of each product allows you to better present customers with a vehicle that meets their stated needs, thereby increasing their overall satisfaction with the service provided by your dealership.

3 Conduct a thorough Needs Assessment.

Automobile customers prefer it when you take the time to ask them questions. In fact, asking needs assessment questions can have several positive results, including higher gross profits, higher service contract income and higher satisfaction due to less sales pressure. Make sure you incorporate the needs assessment into every sale.

3 Reduce the amount of time spent during

Negotiation and F&I. The general rule is that customers don’t want to wait more than 15 minutes for negotiation and they prefer their sales consultant to be empowered to negotiate. In addition, F&I should take no more than 30 minutes. Lengthier negotiation and F&I increases perceived sales pressure and negatively impacts customer satisfaction. Unfortunately, in many Hyundai dealerships, the process takes too long. In fact, it’s the single largest improvement area that separates Hyundai from Non-Premium brand leaders.

3 Implement programs to increase test drives

to write-up ratio. While Hyundai outperforms the competitive set in rejecter test drives, only 33% actually talk numbers with the sales consultant. Based on that finding, you should review your test-drive practices and see where you can enhance customer satisfaction.

3 Use electronic devices such as iPads and

Customer feedback shows that using a tablet device results in higher customer satisfaction, especially when used to display price and payment information.

3 Support the dealership and brand-level

programs and practices to attract and

retain good talent. Regardless of whether you are a Sales Consultant, Sales Manager or Dealer Principal, you will help your dealership greatly by honing and nurturing your own skills and the skills of those around you. Remember, good products mean nothing without good people to present them effectively to customers.

3 Plan a customer-focused delivery.

Ask your customers how they would like to learn about their new vehicle and offer a variety of choices (live demos, online videos or text, personal visits, etc.) for them to do so. Letting customers control the dealership experience, including delivery, is the most direct path to ensuring satisfaction.

We will continue to add to this list of Priority Practices to encourage ongoing improvements in your sales process.

29

A customer-focused sales interaction requires that the customer’s needs lead the process. Therefore, it is critical that you begin the relationship by taking the time to ask for and truly listen to the customer’s “hot buttons” and become fully aware of what they specifically want and need from their shopping and purchase experience. This requires a consultative selling approach that utilizes several communication skills to build rapport as you ask questions, listen, and determine the customer’s primary lifestyle and vehicle use. By getting to know the customers and their hot buttons, you can more accurately match your customers to a vehicle and a retail experience that will satisfy their needs—satisfaction that can lead to a sale!

Learn My Needs

Customers are better informed than ever before, and they know that there are plenty of choices available to them. They’ve spent time researching and shopping the competition using a variety of sources including word-of-mouth recommendations, traditional advertising such as television, radio and newspapers and, most of all, the Internet. For the most part, customers have formulated very clear ideas about what they want in a vehicle before they enter the dealership and the most successful dealerships recognize this and have adapted their approach to this customer-driven purchase journey.

Before the Lot

3Communicate with charismaand professionalism. Whether they

call, email, text or walk through the front door, customers are reaching out to you for information. Be ready to answer their questions and build the foundation for continuing the relationship using any communication method they desire.

3 Learn everything you can about the products and competition. Hyundai offers a

broad range of training and reference tools to help you get to know the product line and features in which your customers are most interested. In addition, shop the competition. Go online, visit their dealerships, and learn all you can about their products.

On the Lot

3 Greet the customer in a timely manner. Greet customers with a warm, confident,

and friendly welcome. Introduce yourself but don’t “pounce” on them or appear overly aggressive. Keep in mind that first impressions can be nearly impossible to reverse or undo and they set the tone for the relationship that follows.

3 Establish and build rapport. Get to know the customer with friendly conversation.

Ask questions and listen to the response. Make them feel like an honored guest by showing interest in what they have to say and treating them with respect.

3 Show you care … take notes. Demonstrate how much you value the

information your customer is sharing by writing it down. This will also increase your ability to remember key details and match vehicle features to specific interests when you present the vehicle. Be sure to ask permission to take notes so the customer is comfortable with what you are doing.

Before the Lot On the Lot After the Lot

45


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Putting Process into Practice | LEARN MY NEEDS30

After the Lot

3 Use a Customer Relationship Management (CRM) system. Your

dealership’s CRM system can help keep your communications timely and on-point. Use the system to record customer information you gathered in your first conversation or meeting to track customer status and next steps, and to remind you of calendar “tickler” items for a personalized follow-up.

3 Personalize every interaction. Build upon what you learn about customers

and use this information to personalize every communication. Record notes in your CRM for easy reference, especially customer preferences regarding how they would like to be addressed and their buying motivations.

3 Develop a communication strategy. Know what you want to accomplish in

every communication. Provide the information that customers request and find opportunities to incorporate the benefits of the three brands— Hyundai, your dealership, and you.


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© 2013 Hyundai Motor America 31

Today, the shopper’s journey looks simple—but it is far more intricate than ever. In addition to traditional shopping methods, customers have a rapidly expanding number of websites to consult, including third-party, manufacturer, dealer, social media, and others. Rather than visiting brick-and-mortar dealerships, they competitively shop, gather information, and narrow their search from the comfort of their home, office, or, thanks to mobile devices, anywhere they choose—and it’s happening 24/7/365.

You and the other members of your sales team are challenged with communicating with customers throughout the shopping phase using a variety of channels, including chat, email, phone, and in-dealership visits. Each channel has its own set of standards and rules, and, to be effective, you must master your communication skills with each.

CHATTING AND TEXTING

Chatting and texting are conversations that take place using a mobile device or social media channel such as Facebook. The key is to respond quickly. Ideally responses should be provided within 30 seconds. If there is a potential delay, it’s a good idea to let the customer know when to expect a response.


Before the Lot


45

As with any other customer interaction, the best strategy is to be direct and to the point with every response. Chat users treat conversations almost as if they were standing in front of you—they expect instant gratification. The difference is that messages and sentences are expected to be short and to the point. If necessary, send answers to multiple questions one at a time and make sure they directly relate to the customer’s question. And most of all, avoid self-promotion.

You should also take the time to write it right. That means using the customer’s name and other customer-provided information to personalize responses as much as possible. And even though personal “chatters” forgive typos and rarely use capital letters, keep in mind that you are conducting business, so grammar, capitalization, punctuation, and spelling should be accurate to support your credibility. When sending formal responses, it’s best to use complete sentences. Informal responses may contain sentence fragments, but avoid the use of regional slang, clichés, and other references; and minimize the use of technical terms and acronyms.

If the customer communicates by text using abbreviations such as: BTW (By The Way) or TTYL (Talk To You Later), it’s okay to use the same abbreviations in response messages. However, don’t presume other customers understand or care to receive abbreviated messages. Fine tune the approach on an individual basis. If you don’t know a customer well, always use professional language in verbal and written correspondence.


The language of texting: 411 – Information ADD/ADR – Address AFC – Away from computer APP – Application B2W – back to work BRB – Be right back FBM – Fine by me G2G – Good to go HAND – Have a nice day IDK – I don’t know IM – Instant message JOO – You K – Okay KIT – Keep in touch L8R – Later LD – Later dude LFD – Left for day LOL – Laugh out loud MSG – Message NLT – No later than OMW – On my way PIC – Picture PTMM – Please tell me more QSL – Reply SYL – See you later TMB – Text me back TTYL – Talk to you later WTG – Way to go WYCM – Will you call me? WWYC – Write when you can

E-LEADS AND E-MAILS

When customers send an email to a dealership they expect a quick response. The rule of thumb is to respond within 30 minutes. Keep in mind that it’s likely they have contacted other dealerships as well. By the same token, content is also important and you should read and analyze customer leads thoroughly before developing a personalized response.

There are several tasks that should be performed quickly after receiving an email lead. Begin the process by determining the answers to the following questions:

Where did the lead come from?

Do I know this customer, is he/she a previous buyer?

What are they asking for?

Can I answer their question?

What should I focus on?

Should I call or email them?

What objections should I plan for?

Then prepare and send a professional, personalized response based on the TAARGET method:

Thank the customer for the request.

Answer (or Address) all of the customer’s specific questions.

Ask a question of the customer.

Recognize the customer’s choice of vehicle.

Give more than the customer expected.

Explain next steps.

Thank the customer again

97% of people 18–29 and 92% of people 30–49

are active texters


© 2013 Hyundai Motor America© 2013 Hyundai Motor America 11

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Automotive ease uide for having the highest retained value in its class. You can read

about how the Elantra was named orth American Car of the Year here.

At Anytown yundai, we pride ourselves on our commitment to our community. I noticed that

you are located in ensington. ur dealership will be conducting a yundai ope n heels

event at ensington Children s ospital in September. I hope you are able to make it.

I will be calling you within the next two hours to make sure you received this email and to

make sure I have answered all of your questions. I look forward to earning your business and

presenting you with a hassle-free buying experience. Thank you again.

ike earsonAnytown yundai

- -

.S. You mentioned in your inquiry that you re currently driving a Accent. Thank you for

your loyalty. ow many yundai vehicles do you now have in your family

Thank the customer

Answer and Address all questions

Ask a question of the customer

Recognize customer s choice

Give customer more

Explain next step

Thank customer again

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Putting Process into Practice | LEARN MY NEEDS

Keep the email simple, easy to read, well-organized, and well-written with short paragraphs and bullet points. Address the customer request specifically and answer all of their questions directly.

If the customer asks for a price, include a price in your response. Studies show that if you provide a competitive price, 12% of consumers will still want the absolute lowest price; 28% will validate your price with other sources; and 60% of consumers will stop shopping and give you a chance to earn their business.

Every outbound email should include a signature with all the contact information, including dealership name and a link to dealership website. And, to ensure that the email isn’t classified as spam, only use graphics, photos, and attachments in second and subsequent responses.

If you give them a price, 60% of consumers will stop

shopping and give you a chance to earn their business

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T e enefits of an a to respon er

Auto responders are devices that send an immediate automatic response to customers who contact the dealership via the Internet. They work 24/7, so no matter what time of day or night the customer decides to send a message, they receive an instant reply that can include basic or more detailed information.

The auto responder system:

Acknowledges receipt of the customer’s inquiry.

Tells them “when” to expect a personalized response.

Provides customer with dealership’s business hours, phone number, website, and street address, as well as the consultant’s name and contact information.

Expanded auto response can add information about “what” to expect from the dealership, such as:

Special services.

Streamlined Sales or Trade-in processes.

Awards, amenities, and other distinguishing and attractive benefits.


INCOMING CALLS

Talking to customers on the phone is another great way to learn about their needs in advance of their dealership visit. Calls should be treated with the same level of consideration and respect as talking to them face-to-face in the dealership. It’s a good idea to have a dedicated space that is specially equipped for taking incoming calls. Find a space that is free from background noise and equip it with the business tools needed to handle calls. Tools should include: a pad and pen for note taking, a computer for checking inventory, and a calendar for setting appointments.

According to a study conducted in 2011, customers who shopped online and visited the dealer website were five times more likely to call the dealership than send an email. Thus you should understand what is on the website so you can communicate with these customers effectively. Also, this shows that customers will jump in and out of the Internet experience at will; however, the need for personal communications remains strong. Be prepared to handle these customers with an effective telephone strategy.

Be sure to open every call with a smile. Believe it, a smile can be heard, and a ‘smiling voice’ is more welcoming and relaxing. The caller will subconsciously appreciate it.

All calls should be warm transferred (also known as an attended transfer) to avoid the frustration of bouncing customers around the phone system or sending them to voicemail. A warm transfer includes a greeting by the operator who gathers the caller’s name and nature of inquiry (e.g., new

vehicle, used vehicle, general question) and then asks for permission to place the customer on hold. The operator identifies a sales consultant to take the call and shares gathered customer information before returning to customer and explaining that he/she will be transferred. The call is then transferred while the operator stays on the line until the designated sales consultant has answered. Only then does the operator release the call.

Greet the caller as if you were speaking to them in person. You would never walk up to a customer on the lot and say, “Sales, this is Joe,” so don’t do that on the phone either. Always answer with a consistent, friendly, open-ended greeting. If the caller is known, greet them by name.

Once you’re speaking with a customer, be fully present and avoid visual distraction (when the eyes wander, the mind stops listening). Let callers know they are being listened to by responding with agreeable ‘mhms’ and ‘ahs’ as they speak. Also, allow the customer to finish what they are saying. Never interrupt a customer in mid-sentence.

Customers who shopped online and visited the dealer

website were five times more likely to call the

dealership than send an email

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OUTGOING CALLS

If you are returning or placing an outgoing call you should have a specific purpose for the call. For example, call with information requested, new ideas, or additional facts and figures. Never call a customer “just to follow up” or “just to check in.”

If no one answers, leave a voicemail. People don’t appreciate hang-ups, and caller ID leaves a trace, so always be mentally prepared to leave a professional and impactful message. Like anything else, leaving messages requires thought and practice. Try writing out the message (a few bullet points are fine) in advance and practice it before the call. Start with an engaging question that captures their attention and draws them in.

[Dealership] Receptionist: Thank you for calling Anytown Hyundai. This is Cathy. How can I help you?

Customer: I am calling about a 2013 Sonata.

Receptionist: We’d be happy to help you. May I have your name please?

Customer: Sam Jones.

Receptionist: Thank you, Mr. Jones. May I place you on hold for a brief moment while I locate a sales consultant to assist you?

Customer: Yes.

Receptionist: Thank you. I will be back on the line in just a moment.

[PLACE MR. JONES ON HOLD AND LOCATE A SALES CONSULTANT]

Receptionist: Mr. Jones?

Customer: Yes.

Receptionist: I have Mike Pearson ready to assist you. Please hold while I transfer your call.

[RING MIKE; MIKE ANSWERS]

Receptionist: Mike, I have Mr. Jones coming to you. He is interested in a 2013 Sonata.

[CONNECT MIKE WITH MR. JONES]

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Leave a name near the end of the message and offer a phone number for the very last piece of information they will hear. Say it slow enough for the person to write down and then repeat it. Make the message long enough to work, and short enough to not run the risk of being cut off by the voicemail system. A 60-second message is a good rule of thumb. Practice calling colleagues and ask them for honest feedback. Or call your own voicemail and leave the message; then listen to it.

A Final Note

Voice and tone should reflect the dealership’s identity and should conform to the personality of the source (e.g. informative, professional, and innovative). Voice should also express the mood or feeling of the conversation (e.g. friendly, upbeat, conversational) in order to humanize the online experience. At the same time, the correspondence should be personalized to match the customer’s style and create the impression that you “get” them. Look for words, phrases and ideas in their correspondence that can be incorporated into response messages so they develop a stronger connection and feel more comfortable with you and the dealership. Finally, the most important content should appear at the beginning of responses.

Sales Consultant: Good afternoon, Mr. Jones. This is Mike Pearson.

Customer: Hello.

Sales Consultant: Thank you for calling Anytown Hyundai. I understand you are interested in a 2013 Sonata. How may I be of assistance?

Sales Consultant: “Hi, Mr. Jones. This is Mike Pearson with My Hyundai … I am happy to report that we have the Hyundai Sonata you are looking for in stock. I’ve gathered the information you asked about and would like to review it with you at your earliest convenience. Please call me at 888-888-8888. Once again, my name is Mike Pearson and my number is 888-888-8888. I look forward to speaking with you. Thank you and have a great day!”

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Customers are coming to your dealership to make a personal connection with the vehicle. They’re seeking information they can only get through tangible interaction. Your job is to make certain that you understand what they want out of that interaction so they actively engage with you and your dealership.

Several actions work to make this happen. From creating a comfortable and welcoming environment to having purposeful, directed conversations, there are a host of actions you can take to make sure you’re exceeding the customer’s expectations of their purchase experience.

GREETING

In many dealerships, potential buyers can enter the showroom from several directions, including through the Service Department. Some dealerships have adopted the 10/5 rule to ensure all customers are acknowledged quickly; that is, make eye contact with anyone within 10 feet and verbally greet and address anyone within 5 feet. When addressing the customer, ask how you can be of assistance or confirm that they are already being assisted.

Never “pounce” on customers or appear overly aggressive as this can translate to lower satisfaction scores. Allow a moment or two for customers to arrive, get out of their vehicle and take a breath. Then in a relaxed, yet businesslike manner, approach and greet them. This lets customers know that someone is ready and available to help them, but not desperate.

Your greeting should include a consistent, open-ended welcome that immediately establishes your name and sets their expectation for working with you.

85% of customers made up their mind to purchase a vehicle before they left their

house, yet 72% tell their salesperson they are “just

looking” at the initial greeting

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On the Lot


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at s in a elcome E er t ing

Be sure to welcome and greet everyone in the customer’s party. Offer refreshments and comfortable seating, and make it a point to understand their relationship, identify the primary vehicle driver, and establish whether the wants and needs of other family members will influence the purchase decision so that the ensuing discussion can include all necessary members of the party.

Introductions are the first step toward establishing rapport and developing trust with customers. As with any new relationship, it can take time to relax so it’s a good idea for you to take the lead and begin a conversation that will ease the tension and foster a personal connection. Listen closely to the customer and ask questions about their interests.

When customers share their name, listen closely and remember it. Later, when you refer to them by name, it will make them feel more respected and comfortable.

Treat t e stomer as t e est T e re

If you move around the dealership, make sure not to lead customers by walking ahead of them; always walk side-by-side. If possible, keep the conversation alive while moving from one location to another. And continue to show respect by opening and holding doors, allowing customers to pass through first.

Also, do not judge customers based on their personal appearance, the vehicle they drive, clothes or jewelry, their ethnicity, language, gender or age. Simply approach every customer as a buyer until proved otherwise by management.

You should also avoid interruptions while you’re with customers. Get into the habit of silencing your cell phones and never take calls during a customer conversation. Also, instruct the receptionist and other members of the sales team not to interrupt

“Welcome to Anytown Hyundai. I’m Jane Smith. And you are?” [OPEN]

“Nice to meet you __________. Are you here today to gather information or purchase a vehicle?” [DISARMING]

“Wonderful. My job is to make sure you gather all of the information you need to make a good decision.” [HELPFUL]

“May I offer you something to drink?” [INVITING]

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Tips for remem ering names Calm your nerves and listen as they say

their name.

Repeat their name several times.

Write their name down.

Ask them to spell it.

Look closely at their face and associate some physical aspect with their name (e.g., Gary-glasses).

Associate their name with a friend’s name, object or animal (e.g. Darin-desk, Terry- tiger, etc.)

If all else fails, admit that you forgot and politely ask them to repeat it.


you during customer visits. If an interruption is unavoidable, ask the customer’s permission before diverting attention away from them.

Treat customers with a smile and positive attitude when they arrive and whenever appropriate during their visit. Smiling makes people feel welcome, liked, and more relaxed. Be observant and compliment others by commenting positively about something specific to them.

IDENTIFYING WANTS AND NEEDS

Quick, what do successful sales consultants have in common with Jay Leno? Give up? The truth is that sales consultants and talk show hosts have to be master interviewers. In fact, customer satisfaction studies tell us that customers are more satisfied and feel less sales pressure when you spend time to learn their needs during an interview discovery process. As Jay Leno knows, a good interview requires asking questions that stimulate conversation, show interest, and encourage customers (or audiences) to share information.

Consultant asked questions: 21% felt some or

too much pressure

Consultant did not ask questions: 32% felt some or

too much pressureSource: J.D. Power 2012 SSI

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Shake On It

Handshakes can say a lot about you. The following tips will ensure that your handshake sends customers the right message.

1 It used to be considered courteous for men to wait for women to extend their hand, but that is not the case in business today. Either women or men may initiate the handshake.

2 Extend a hand in an open, vertical, flat position.

3 Tilt fingers down with the thumb up, exposing the web of the hand toward the customer.

4 Go in for the handshake, grasping the customer’s hand in a firm but not crushing handshake.

5 Never pat the top of the hand and never turn the hand into a horizontal position.

6 The length of the handshake should be 2 or 3 seconds.


sk estions

To be effective an effective interviewer, it’s important to be familiar with the three basic types of questions: Open, Closed, and Either/or. All three types are useful in the consultative selling process and it’s essential to understand how and why to use them.

Open questions

Open questions are difficult to answer in just one word; instead, they encourage customers to share opinions and feelings. In selling situations, Open questions are typically used to demonstrate interest and concern, initiate a conversation and Invite customers to share their wants, needs, problems, and so on.

Closed questions

Unlike Open questions, Closed questions can be answered with a single word, short phrase, or with either ‘yes’ or ‘no.’ Typically, Closed questions will elicit or confirm facts with quick answers. They are most frequently used to initiate a conversation, confirm understanding or gain permission, and achieve closure of a persuasion.

Either/Or questions

Either/Or questions are considered to be a hybrid between open and closed questions. They are designed to limit or narrow options by presenting no more than two or three choices that can be answered quickly and easily.

It’s likely that you will use a combination of all three question types with a single customer as you build the relationship and zero in on a vehicle that will meet the customer’s needs. During this give-and-take discussion, your questions will help to demonstrate your interest and concern for the customer. In exchange, the customer will respond to the questions with information you need to make the sale.

i o know

That you can learn a lot from Leno and Letterman? One of the easiest methods to improve interview skills is by watching television talk show hosts to see how quickly they build rapport with customers. A good interviewer will ask leading questions that encourage their “guests” to talk and reveal personal details and stories. And even though they have a list of prepared questions nearby, most of the hosts ignore the questions. Instead, they listen to the guest and formulate follow-up questions based on what is said. In most cases, they simply give the guest an occasional prompting question and the guest does the rest.

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As the conversation progresses, customers tend to become more comfortable because they feel like you care about their needs and are not trying to “sell” to them.

A Note of CautionWe’ve already established that asking questions is a great way to discover customer needs and can lead to higher customer satisfaction, but asking too many questions can have the opposite effect and make the customer feel like he is being interrogated. It’s a good idea to choose your questions wisely and make sure to use a conversational and friendly tone to help the customer remain at ease.

You should also avoid asking personal or financial questions until rapport is built. Imagine walking into Starbucks and noticing the next person in line is wearing a name badge. How would he react if you suddenly said, “Hey Fred, where do you bank?” He might say, “None of your business.” Now, let’s say that you struck up a friendly conversation with Fred and after a few minutes of talking sports, commiserating about the wait, and paying four bucks for coffee you asked that same question. Would Fred respond differently? Sure he would; that’s the power of rapport.

Take otesEven if you have a great memory, it’s always a good idea to take notes. Note-taking offers several benefits: it helps build the customer’s confidence that you are serious about earning their business; it avoids the embarrassment of having to ask the customer to repeat key pieces of information; and it provides a written record that you can refer to later.

On the following pages you’ll find a list of questions you can draw from to conduct an effective needs assessment, as well as a guest sheet you can use to record key information. A customizable version of the guest sheet is available from www.HyundaiSalesTraining.com.

The ability to ask needs assessment questions results

in higher gross profit, higher service contract income,

and decreased perception of sales pressure*

Source: J.D. Power and Associates 2012 Sales Satisfaction Index (SSI) Study; J.D. Power and Associates

Power Information Network (PIN) May 2012 data

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etting p E

As you get to know the customer and learn their vehicle needs, keep in mind that the discussion is leading toward a vehicle presentation. Listen for clues that will help the transition to Hyundai’s: Safety, Performance, Appearance, Comfort, Convenience, and Durability features. Remember that the most effective product presentations are relevant to your customers’ needs. A handy way to remember how to classify all the great features on Hyundai vehicles is SPACCED. When presenting a specific feature of the vehicle, make sure to state why it’s important to the customer.


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an t t ink w at to ask Tr t ese OPEN

What features must the vehicle be equipped with in order for you to consider it? What features would be nice to have but won’t make or break your decision? What do you like best about your current vehicle? What do you like least about your current vehicle? What do you want your new vehicle to have that your current one doesn’t? How will you be using this vehicle? When you say _____________, what does that mean to you? Would you please say more about _______________? __________ means different things to different people.

Can you give me an example of what it means to you?

CLOSED

What make and model of vehicle are you presently driving? [If replacement]: Will you be trading in your current vehicle? Did you get your last one new or did it have a few miles on it? Who will be the primary driver of the new vehicle? Will you be using the vehicle for business or pleasure? How many miles do you normally drive each year? How long do you usually keep your vehicles? What is most important to you in your next vehicle: for example, safety, performance, comfort?

EITHER/OR

Are you considering new, pre-owned or are you open to both? Do you prefer a sedan, coupe or utility vehicle? Do you prefer light or dark colors? Do you prefer cloth interior or something else? Manual or automatic transmission? Are you looking for basic transportation or something with a little more equipment? Is this new vehicle a replacement or addition? Do you normally drive by yourself or with someone? Do your passengers usually sit in the front or back seat?

Putting Process into Practice | Learn My needs46

New CPO Used

1st Visit Return Visit Appointment Date:

Customer Name: Home Phone:

Address: Cell Phone:

Email:

City/State/Zip: Other:

1st Choice: Year: Make: Model: New/Used

2nd Choice: Year: Make: Model: New/Used What features must the vehicle be equipped with in order for you to consider it?

#1: #2: #3:

#4: #5: #6: What features would be nice to have but won’t make or break your decision?

#7: #8: #9:

Do you prefer light or dark colors? Choice #1: Choice #2: How will you be using the vehicle? (Commuting, transporting kids, recreation, etc.)

What other makes are you considering?

#1: #2: #3: How did Hyundai get on your consideration list? (Circle all that apply)

Referral Repeat Owner Radio TV Internet Mail Other:

Trade in? □Yes Year: Make: Model:

□No Miles: Payoff: Lienholder: Are you considering financing, leasing or paying cash for this next vehicle? Finance Lease Undecided

What is your preferred contact method? Phone Email Text

Notes:


When asking questions keep this in mind:

Get lots of information without getting too specific. In-depth information helps in better understanding all of the factors that will influence a customer’s buying decision, will further develop rapport, and provide reasons to stay in touch if the customer does not buy today. However, the detail should be in the answers not the questions. Avoid a question like “What color do you want?” and opt instead for “Do you prefer light or dark colors?” Working from inventory is much easier if the customer is not locked into navy blue.

Avoid focusing on your needs. The whole point of this segment is uncovering and understanding the customer’s needs and wants. One of the quickest ways to lose the trust and rapport that has been built with the customer is to ask self-serving questions such as, “Are you ready to buy today?” “How much are you willing to spend?” and “How’s your credit?”

ecap

At some point you will have asked and had answered a number of questions and will feel that you know what the customer needs and wants in their next vehicle. To make sure, the next step is to summarize and confirm what they have heard and ensure that you and the customer are in agreement on all of the key points.

78% of customers who visit your showroom buy a vehicle

Sales Consultant: “Tom and Mary, let me make sure I’ve got this right. You are looking to add a vehicle to your family. You are looking for an SUV but are open to a crossover vehicle. The vehicle must be equipped with remote entry, power windows, and cruise control. A nice sound system would be preferable with Bluetooth. Mary will be the primary driver and will be using the vehicle to run errands, and take the kids to and from school and events. On the weekends you may be using the vehicle for trips into the mountains. You need towing capacity for a small trailer. You prefer a new vehicle but are open to the idea of a pre-owned vehicle. Does that sound about right?”

Customer: “Yes, it sure does.”

Sales Consultant: “Great.”

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eing o r emorIt’s normal for you to think about a question or response while your customer is talking. It’s also easy to forget that question or response because you’re distracted by other things the customer is saying. That’s where “cueing” comes in handy. Cueing is the ability to establish a one-word mental “cue” that will help prompt your memory when the other person finishes his or her thought. For example, assume that a customer is explaining his leisure activities and is explaining that he is an avid outdoorsman and often goes mountain biking. Put the word “bike” in the cue and repeat it several times until the customer stops talking. Then ask how he many bikes he typically transports.


If all goes well, you have moved into a vehicle presentation with the customer. But there will be some customers who leave the dealership without moving further into the process. That doesn’t mean they won’t purchase; all it means is they aren’t ready to purchase from you today. Don’t write them off. Instead, obtain a name and contact information so that you can follow up with them in a timely manner.

There is still great opportunity for you to learn a customer’s needs after they have left your dealership. If your dealership has a CRM system, immediately record the customer information you

gathered and set “tickler” items for a personalized follow-up. Continue to use the CRM to track customer status and next steps, and to remind you of next steps.

Send your first follow-up quickly. Use whatever method the customer prefers to thank them for the visit, answer any questions they may have had, and offer reasons why they should continue to consider doing business with Hyundai, your dealership and you. For example:

Remind the customer of any special services your dealership offers such as car washes, maintenance programs, extended hours, etc.

Reinforce your connection with the customer by referring to information that you learned during their visit. For example, do you have any association with the customer? Do you have a friend in common, similar interests or hobbies? If so, use the connection or interest to create a dialog that shows the customer that you were listening. It provides a human element that can help make a difference.

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After the Lot


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i o know

That 90% of salespeople DO NOT do any follow-up whether the customer purchases or not?


Consider a handwritten note or email with vehicle photos included. The goal is to get the customer to return to the dealership for a second meeting that enables you to continue building rapport, asking questions and gathering information by which you learn more about your customer’s needs—knowledge that you can use to best position Hyundai products and lay the framework for a positive sales outcome.

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Before the Lot

3You can’t sell what you don’t

understand—product knowledge is essential. Hyundai offers a broad range of training and reference tools to help you get to know the product line and features in which they are most interested. Spend time every day increasing your knowledge of the models and the Hyundai brand.

3Find out what the customer already

knows. Today’s customer has access to a wealth of vehicle information online, including competitive comparisons, owner reviews and even pricing and incentives. To make the best use of the customer’s time, ask at the outset what research they have conducted about the vehicle in which they are interested. Be sure then to acknowledge and respect what the customer already knows as you proceed.

On the Lot

3Make a great first impression. It takes

just a quick glance, maybe three seconds, for someone to evaluate you when you meet for the first time. These first impressions can be nearly impossible to reverse or undo and they set the tone for the relationship that follows. Create a good first impression by maintaining a clean and tidy appearance, standing tall, making eye contact, and offering a warm and confident smile. Wearing Hyundai-branded clothing and donning a name tag on your shirt creates a professional appearance.

3Greet the customer in a timely manner.

Mystery shop data shows that customers provide higher salesperson ratings when they are greeted within two minutes. When addressing the customer ask how you may be of assistance or confirm that they are already being assisted. Take care, however, not to “pounce” on customers or appear overly aggressive as this can translate to lower satisfaction scores.

PRIORITYPRACTICES

Hyundai Priority Practices are the result of extensive research and customer feedback. When put in place, these practices will help you get to know your customer

better, provide the best customer experience possible, increase overall customer satisfaction, and boost your chances for making a sale.


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3Offer a friendly, helpful greeting. Be

positive, calm and confident and greet the customer with a firm handshake. Introduce yourself and ask the customer for his/her name(s). Repeat back the name(s) to ensure you understood them and help commit them to memory. Make sure to meet and greet everyone in the customer’s party. Offer refreshments and a place to sit to make the customer comfortable while you get acquainted.

3Establish and build rapport. Spend a

few minutes getting to know customers, finding out what’s important to them and how you can best be of service to them. Make a great first impression through a professional and friendly demeanor, positive body language and good grooming. Then, continue to build upon this impression by providing exceptional customer service throughout the purchase process.

3Discover vehicle needs and wants. Ask

a variety of questions up front to discover what’s important to your customer.

After the Lot

3Add a personal touch. Continue to build

your relationship with your customer by referring, in any communications, to their lifestyle and buying motives that you learned during your needs assessment. Include handwritten notes, vehicle photos, and points of common interest.

3Develop a communication strategy.

Know what you want to accomplish in every communication. Provide the information that customers request and find opportunities to incorporate the benefits of the three brands— Hyundai, your dealership, and you. Be prepared to handle in-person, phone, email, written and text communications, depending on customer preferences.


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Very rarely will customers make a major purchase “sight unseen.” Rather, discerning

shoppers want to try the product on for size—especially when that product is a

significant purchase, such as an automobile. Creating an opportunity for your

customers to experience the product means giving them a chance to engage

with the car in a meaningful way—before the lot, on the lot and after the lot. oing

so gives customers a chance to make a personal connection between the vehicle s

features and their own wants and needs, a bond that encourages them to take

ownership of the vehicle.


Creating a significant opportunity for

customers to experience the product requires

a concentrated effort on your part, as a member

of your dealership sales team. Supported by

the full strength of your dealership, you should

make certain that your communication before,

on and after the lot works to make customers

feel comfortable and confident in considering a

Hyundai vehicle.

Before the Lot:

3 Ensure that your dealership has an

effective online presence. More and more,

customers begin their purchase experience on the

computer, where information about the dealership

is just a click away. on t waste this opportunity to

make a strong first impression.

3 Take advantage of marketing

opportunities. Customers can t shop at

your dealership if they don t know you re there.

igital, print and broadcast are excellent ways to

introduce Hyundai products to customers in a way

that sparks their interest and encourages a visit to

your dealership.

FPO

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Putting Process Into Practice | EXPERIENCE THE PRODUCT

On the Lot:

3 Stage vehicles for maximum impact. Showcasing vehicles in an impactful way lets

customers know that you are proud of the vehicles

you re selling—pride they can share when they

take ownership.

3 Conduct an appropriate, customer-

focused product presentation.

Presenting vehicle features that speak to stated

customer needs creates maximum impact and

engagement—engagement you can use to help

the vehicle s story resonate with customers.

3 Inspire customers to want to take a

test drive. The test drive is an excellent

opportunity for customers to create a real-world

connection with a Hyundai vehicle. The test drive

can put an exclamation point on their approval of

the vehicle.

After the Lot:

3 Don’t be afraid to pick up the phone. A follow-up call is a quick and personal

way to answer any outstanding customer

questions. Never miss a chance to add to your

customer s knowledge about yundai vehicles.

Knowledge can inspire interest—and interest can

lead to purchase.

3 Go digital. Computers, smartphones and the

like are all robust playback tools. ost

people are connected digitally in some way.

Take advantage of that by sharing digital movies,

images, etc., with customers—visuals that will

help them envision themselves in a new Hyundai.

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Creating a Connection

Whether the customer has come to Hyundai with

a specific vehicle in mind or they re open-minded

and looking for a recommendation, your job is

to help them evaluate the vehicles, establish an

emotional and rational connection, and create a

bond that encourages them to take ownership.

To do that, you must be knowledgeable about the

product—both yours and the competitor s.

Customers want to work with sales consultants

who can intelligently answer questions, provide

accurate information, and who can enhance their

shopping experience by providing knowledge and

insight that they wouldn t otherwise be able to get.

In many cases, customers are cross-shopping a

competitive vehicle, so you need to know every

detail about the competitor s product as well as

your own. It s also vital that you provide honest

answers to all of their questions and never speak

poorly of the competition. Always be respectful of

competitors and respond to questions with facts.

It speaks highly of your integrity and you should

always assume that customers can and will fact-

check any statements that you make about the

product and the competition, so it is imperative you

present information that is known to be accurate. If

you don t know an answer, be honest and take the

time to locate any information in question.

Building in-depth product knowledge takes time

but it s an investment that pays off with enormous

dividends on the showroom floor. yundai has

several product information resources available that

provide comprehensive details and the

latest updates.

n yundaiSalesTraining.com you ll find a vast

array of resources. Included are sales reference

materials, online courses, links to registration

for Hyundai training events, as well as links to

STAR Certification, STAR rewards sites, and

other key tools and resources.

78% of shoppers cited salesperson knowledge as a motivator for purchase*

*2010 Automotive Buyer Study

“The 2013 Hyundai Santa Fe Wins Best New Crossover Award” —Greater Atlanta Automotive

Media Association

56 Putting Process Into Practice | EXPERIENCE THE PRODUCT

In the showroom, the Tube brings the

product brochures to life. ot only can sales

consultants and customers “tour” details on

Hyundai models, they can email themselves a

brochure. It s a great way to get an overview—

or to verify product features.

In the yundai ocket uide you ll find the

essential information you need to provide

instant, accurate answers to the many types

of product questions customers may ask. The

Guide includes a Model Line Overview for at-a-

glance questions about features and individual

model sections detailing features

and specifications.

And while some of the materials provide

competitive information, it s a good idea to

enhance your knowledge with third-party sources

including automotive product publications and

websites. In many cases you will find opinions

from automotive writers who review automobiles

for a living. ost reviews also contain objective

content that includes performance ratings. It s a

good idea to be familiar with all of the information

so that you can be knowledgeable with customers

and discuss areas where the Hyundai vehicle

excels against the competition.

In addition to reading about the competition,

consider shopping other dealerships to gain

firsthand knowledge about competitive vehicles.

Sit in the vehicle and evaluate the vehicle s

ergonomics, comfort, storage, and other interior

features. Take a test drive and experience

performance and handling characteristics. Read

showroom signage and brochures so that you

know the messages and claims that your cross-

shopping customers are receiving.

uild an evidence manual to be able to quickly

reference Hyundai accolades, features and

benefits information, enthusiast articles and

personal testimonials.

“Congratulations to Hyundai for yet another loyalty win”—Robert Passikoff, President of Brand Keys

“The 2013 Hyundai Sonata and Santa Fe are BEST BETS”

—The Car Book

57© 2013 Hyundai Motor America

The Experience the Product requirement of the

sales process begins long before your customer

ever steps foot on your lot. Central to this is

the fact that there s a big change happening in

the way customers shop. It s happening in all

industries, especially automotive. Whether people

are shopping for cornflakes, concert tickets or

a new car, the Internet has changed how they

decide what to buy.

ealership websites have quickly become the

first point of interaction for customers and are

frequently referred to as the digital “front door” to

your dealership. or this reason, it s important for

your website to create an engaging experience.

The interface should enable customers to easily

navigate, find information, check inventory and

locate vehicles that stimulate their interest. The

main purpose of the website is to encourage them

to continue shopping at your dealership.

ealership websites also provide a forum for a

valuable advance purchase dialogue between

you and your customer. Chat pages, email

portals and other website functions can create

opportunities for you to introduce customers

to product features, functions and benefits

well in advance of their visit to your dealership.

Familiarize yourself with the functionality of your

dealership website. earn the opportunities it

holds for initiating and maintaining dialogues with

customers—and then take advantage of those

opportunities to create a pre-visit connection

between product and customer.

ot all before the lot experiences need to take

place online. Personalized experiences, such as

bringing the vehicle to busy customers for a test

drive at their home or place of business, offer

a truly customer-focused product interaction.

Alternatively, providing customers with access to

Over 90% of shoppers start their research on the Internet*

* 2010 Auto News Study

58

Before the Lot


45


Hyundai events and the like can introduce them to

the product without having them feel like they are

being sold. Simple but effective, these types of

actions show customers that you are interested in

going the extra mile to earn their business—not to

mention the fact that they create an opportunity

for customers to experience the product without

the inherent pressures of being on your lot. The

point is this: be creative. There is no wrong answer

here. Your sales team should work together to

identify methods that will engage customers with

the product in advance of their dealership visit.

Together you can work on an execution plan that

will satisfy your needs.

Today’s online “investigator” can be tomorrow’s e-lead!

When customers have positive results

experiencing the product online, before they

visit the dealership, they are more likely to give

you their personal information in the form of an

e-lead. These are golden opportunities to turn

hand-raisers into potential customers, but only

if they are handled correctly.

In the Learn My Needs section we addressed the

steps to effectively follow up on an e-lead. As a

refresher, remember to follow a few simple rules:

Analyze the e-lead to determine who it is

from and what information is needed to

satisfy the customer.

Answer online inquiries in a timely manner,

ideally within 30 minutes of receiving them.

If the customer has provided a phone

number, follow up with a phone call to set a

time for a dealership visit.

Keep all communications simple and

to the point.

Did you know …

You can expand before the lot opportunities for

customers to experience the product through the

use of easy-to-execute digital tools? Most cell

phones, for example, have some type of onboard

camera. ave you ever thought about using this

camera to create and send personalized videos

to a customer s computer or mobile device

Imagine how it might feel, as a customer, to

receive an email video from a sales consultant

that features a personalized vehicle walkaround

which specifically addresses your stated needs.

Would that make a positive impression on your

customer? Might that inspire them to come into

your dealership to learn more You won t know if

you don t try.


Customers are driven to visit the dealership for two

basic reasons: to experience the static features of

the product and to take the vehicle for a test drive.

It s important to remember that customers need not

dive deep into every feature of the vehicle in order

to get the experience they need. If you ve done a

good job building rapport and learning about the

needs, you should have a pretty good handle on the

features that will best appeal to your customer. Your

job, then, is to focus on those features—dynamic or

static—and connect them to the wants and needs

of the customer in a way that creates maximum

impact and engagement.

Some customers will be familiar with yundai

products; others won t. In either case, it s always

a good idea to take a few moments to introduce

the yundai family of vehicles. This step doesn t

have to take much time and it helps customers

understand the depth and breadth of yundai

products, reinforcing their comfort in the strength

of the brand. In some cases, especially with

new customers, it may help to identify additional

models that pique the customer s interest and lead

to further discussion.

There are a few key ways to showcase the product

lineup; escort the customer around the lot, use

the Tube to quickly review the various models, or

go to Hyundai.com to present the wide range of

choices. Whichever way you choose, you should

finish by focusing on the customer s vehicle

of interest.

50% of customers buy a vehicle on the spot

when they got what they felt was a good presentation

and demonstration

60

On the Lot


45


Customers come to the dealership to see and drive vehicles so they can determine:

How the vehicle looks in the metal versus in photographs

If the vehicle s fit, finish, and general build quality is up to their standard

If the driver s and front passenger s doors are easy to open and close

ow easy it is to enter and exit the front, the back, the third row of seats, if applicable, and how difficult

it is to install a child seat.

If the rear seats are adjustable, comfortable, and sufficient in size, whether they fold down for greater

cargo capacity

If the front seat is comfortable and supportive not too soft or hard

If there is adequate storage cubbies and cup holders

If there is ample room to conveniently place gadgets while driving

If the trunk is easy to operate and whether the opening is large enough

hether the primary controls are easy to reach and use, and adjustable enough for all potential drivers

If the gauges, readouts, and display screens are easy to view and operate

If the climate-control system effectively pumps out hot and cold air

How well the Bluetooth wireless connectivity and voice activation function

Whether the navigation system is intuitive to operate, and accurate in its directions

How intuitive the human-machine interface is, how good the stereo sounds, and how easy it is to sync

and control devices with the entertainment system

If the vehicle has enough power to safely merge with highway traffic and if the brakes have a solid,

reassuring feel to their operation

ow it handles when abruptly changing direction over rough surfaces as well as how smoothly the

transmission operates when driving spiritedly

How tight the turning radius is

If the front end scrapes on parking curbs

If it is difficult or easy to parallel-park

How well you can see out in all directions, particularly through the rear window

ow much road noise protrudes into the cabin


VEHICLE PRESENTATION

e ve already established that time is precious,

so the vehicle presentation should focus on the

customer s primary purchase considerations.

That doesn t mean you need to rush through the

presentation. Instead, look at it as an opportunity

to build a solid emotional and rational connection

between the customer and the vehicle.

Unless the customer has stated they have more

time, or their needs dictate a longer presentation,

you should time your walkaround to last roughly

ten minutes which equates to a couple of minutes

per walkaround position . se this opportunity

to focus on the customer s primary needs by

presenting the features and benefits that you feel

will build interest and enthusiasm for the product.

Creating an opportunity for the customer to

effectively experience the product on the lot plays

out across three distinct points of interaction:

Staging the vehicle.

Conducting the walkaround.

Guiding the test drive.

Staging the Vehicle

1 Pull the selected vehicle out of the line

and position it so that the front, back and

sides can be easily accessed and so that

there is comfortable walking space around

the entire vehicle.

2 Position the vehicle so that the customer

can step back and take in the vehicle s

profile typically the front and driver s side at

one time .

3 Turn the wheels slightly to the left to reveal

the tire tread.

4 pen up the vehicle by unlocking all the

doors, releasing and opening the engine

hood, and opening the cargo area. Keep

the driver s side door closed so that as you

come to that area you can open and invite

the customer into the vehicle.

5 pen the passenger door to let the vehicle

air out . If it is a cool day, turn on the heat; if

it is a warm day, turn on the air conditioning.

6 Turn on the sound system to a smooth jazz

or easy listening station to fill the interior

with subtle background music. This isn t

supposed to be a demonstration of the sound

system; it is merely to help set the mood and

engage all of the customer s senses. Ensure

that the music is at a low volume so as not to

distract from conversation.

7 osition yourself at the driver s side

corner to begin the presentation with the

engine compartment.

Customers are typically interested in approximately

20% of vehicle features


Conducting the Walkaround

The primary purpose in presenting the vehicle is

to build value in the mind of the customer and you

do that by presenting the specific features that

you have already identified as meaningful to the

customer. And since all customers are different,

it s likely that every presentation you give will be

different too.

The features you select and the words you choose

should be personalized to communicate directly

to the customer standing in front of you. It s

important to focus on those specific features and

not get bogged down in unnecessary details. eep

your presentation simple, focused and to

the point.

Did you know …

Selling requires more than listing features? Customers need to understand what the feature does and why

they should care. It helps to use the model as a reminder for organizing your

presentation of every feature. Here are some examples for using the FFB model:

Feature: Sonata s . asoline irect Injection

I engine with up to horsepower and

lb.-ft. of torque.

Function: elivers power at an impressive E A-

estimated 35 MPG Highway.

The -cylinder engine helps you save

money at the gas pump but still gives you lots of

power and performance. So it has great acceleration

and responsive power at any speed.

Feature: ehicle Stability anagement

S system.

Function: Optimizes the function of active

safety features.

Safety is important to everyone and the VSM

system uses a sophisticated set of computer controls

to help ensure that all of the vehicle s safety systems

are working to prevent accidents and protect you

whenever you drive.


The product walkaround is the opportunity for

you to create a meaningful connection between

the customer s wants and needs and the specific

vehicle features that answer those needs. Even

if the customer has expressed interest in certain

features of the vehicle, that doesn t mean you

have to limit your presentation to just those

features. A good presentation will provide the

customer with a good understanding of the vehicle

and build the value. As you lead the customer

around the vehicle, a good rule of thumb is to

present three features per stop.

1Engine compartment

General information about the make, model and series

Engine size, engineering and maintenance features

Tires, wheels, brakes, and aerodynamics

Step back and present exterior styling and safety features

2 Driver’s side doors

Open the door for the primary driver and invite them to sit in the vehicle

Stand or crouch down next to the driver goal is to be at or slightly abovebelow their eye level

Present comfort and convenience items and primary or unique controls

5 Passenger Door

Side mirrors

Passenger access

Headroom

Legroom

Air bags and or seat belts

3 Left rear of the vehicle

isibility

Fuel access

Safety bumpers, lights, etc.

Suspension features

4 Trunk or rear hatch

Storage features

Spare tire

Tools


At every step of the presentation your focus

the vehicle. This is where great sales consultants

are able to make the connection between

the customer s expressed needs and the

vehicle features.

As you present the vehicle, explain fully any

“hidden” design features that contribute to

comfort, dependability or safety. For example,

you can show pictures of under-the-skin safety

construction as you stand near the vehicle.

escribe warranty coverage and any further

benefits your dealership may provide, like

maintenance programs and car washes—things

that add value and reinforce the customer s

decision to shop and purchase at your dealership.

The presentation is not meant to be a lecture. In

fact, the best presentations engage the customer

at every opportunity. Encourage them to “look,”

“listen” and “feel” as you present features. Ask

them whether they have any questions and take

time to offer complete explanations. Encourage

them to comment, react, and get involved in the

process as much as possible.

Don’t worry about time if the customer seems

to be involved. It s important to remain flexible

and adjust your presentation based on your

perception of their mood or level of interest. If they

seem interested in a particular area of the vehicle,

elaborate on it. y the same token, if they seem

bored, move on to the next feature or area of the

vehicle and look for ways to involve them and

capture their enthusiasm.

Bringing Features to Life

Have a coffee mug or soft drink container handy

in order to demonstrate cup holders.

uickly connect the customer s smartphone to

show how simple and easy it is.

Use easy-to-understand demonstrations to

illustrate complex vehicle systems.

For example:

Torque – Present customer with a screwdriver

and screw. Explain that the wrist action used

to turn the screw is torque.

Crumple Zones – Take a piece of paper and

hold it in front of your customer s face.

Blow into the paper and explain that the

paper deflects the air around their face. In

the event of a crash, Hyundai crumple zones

work the same way to divert energy away

from the occupants.

ave empty boxes or other items available

to demonstrate cargo capacity and other

storage features.


Present the Power of Hyundai Peace of Mind

There s a powerful story about yundai s deep

commitment to the customer and their vehicle

and you need to tell it by presenting yundai

Assurance and Blue Link™. Both offer several

competitive advantages and demonstrate that

Hyundai value runs much deeper than the eye

can see.

As you discuss Hyundai Assurance, help your

customers understand that this umbrella of

services was created to deliver on yundai s

pledge to provide exceptional customer service

and owner satisfaction. Cover the services and

include their competitive advantages just as

you would any other vehicle feature. Make sure

customers understand that owning a Hyundai

entitles them to a level of security not offered by

other brands:

America s est arranty:

-year , -mile powertrain warranty

-year nlimited anti-perforation warranty

-year , -mile new vehicle

limited warranty

ifetime hybrid battery warranty

Roadside Assistance with -year

Unlimited coverage

Car Care with free multipoint inspections,

factory-trained technicians and high

quality parts

Three years of Assurance Connected Care for

all Blue Link-equipped new vehicles


Presenting Blue Link

When presenting Blue Link, describe how this

powerful telematic tool will keep the customer

and their family connected whenever they are

on the road, making their driving experience

safer, easier, more convenient and fun. Other

manufacturers offer telematic services but lue

Link has several key advantages over each—

advantages that can translate into greater peace

of mind and enjoyment for Hyundai owners.

se the lue ink andbook to review and gain

understanding of the long list of features and

competitive advantages offered by lue ink,

including:

access to trained specialists.

Automatic Collision otification.

Navigation Assistance.

Maintenance Alerts.

A smartphone app that allows customers

to locate, unlock, start their vehicle and

perform an array of additional functions from

virtually anywhere.


Hyundai Blue Link is the most

robust telematics product

available in the marketplace

today offering over 30 features

designed to enhance driver safety

and convenience. In keeping with

their longtime commitment to

its customers and a tradition of

exceptional value, Hyundai offers

three years of Emergency and Car

Care support services at no charge*

on all Blue Link-equipped vehicles.

*Beginning in May 2013

Statistics show you have a 50/50 chance of actually going

on the test drive if you ask; chances climb to 70/30

if you assume the test drive

Test Drive

Ideally, the walkaround presentation will naturally

lead to the customer wanting to take a test drive.

With the customer sitting in the passenger seat,

consider suggesting to the primary driver that the

best way to get to know a vehicle is by driving

it. Making this invitation using an assumptive

statement is best. Even if they have driven a

vehicle at another dealership, it s important for

customers to have the opportunity to drive the

vehicle they will eventually own.

Once the customer agrees to the test drive, take

a few moments to explain what will happen so

they know what to expect. Also, keep the time

between asking for the test drive and taking

the test drive to a minimum. It helps to have a

streamlined process for copying driver s licenses

and to keep keys within quick and easy access.

nce a customer agrees to a test drive you will be

ready to go quickly.


Route 1

Route 2

Sales Consultant: Since you’re

already comfortable, I’d like

to take a moment for you

to experience the dynamic

features of the [vehicle

name]. With your permission, I’d

like to make a copy of your

driver’s license so you can get

behind the wheel and see how this

vehicle performs on the road.

Test drives are a chance for the customers to

envision themselves owning the vehicle. It s

important during the test drive to remember that

customers want a hassle-free test drive with enough

time behind the wheel to get to know the vehicle.

Before taking the test drive, review a route map

with your customer and explain what they will

experience. re-planning enables you to control

the length of the drive. hen a customer objects

and says they don t have time you can respond

by showing them the map and saying, I have

a -minute test drive that will give you a great

demonstration for how this vehicle handles in all

types of driving conditions.” Or, if the customer

wants more time behind the wheel, you can also be

prepared with a pre-planned extension of the route.

hile there is no specific set of must-do s for

conducting a test drive, these tips might help you

allow your customers to experience the product in

the best light during the drive:

Make sure to have the customer drive the

actual vehicle they want to buy with most or all

of the features they desire.

Explain to the customer that, for safety

reasons, you will drive the vehicle first. This is

a great opportunity to demonstrate how to set

the seat, mirrors, etc.

Encourage the customer to interact with the

vehicle by touching surfaces, adjusting their

seat, using the audio system and other controls.

Identify a safe and scenic place to switch

drivers. This allows you to show off the vehicle

in a real-world environment. It also enables

you to help the customer set the seat and

mirrors for comfort and safety.

Minimize conversation while the customer

drives. Give the customer an opportunity to

focus on the vehicle while driving. You can

answer their questions and occasionally point

out a unique performance characteristic, but

otherwise be silent and let it sink in how

enjoyable it is to drive the car.

Did you know …

A test drive is one of the most powerful “selling

tools” you can use to demonstrate the strengths

of a Hyundai vehicle? To organize your test drive,

go to www.HyundaiSalesTraining.com, and

look for the Test rive Experience. hen you

click on that link, you ll have access to the Test

rive Experience verview video, as well as a

chance to download the printable Tips for

Your Test rive Experience. oth of these are

valuable assets to help you make the most out

of every test drive.


Prepare-Explain-Focus-Connect

The PEFC model is an effective tool that helps

establish an efficient, customer-focused test drive.

PEFC is an acronym for: Prepare-Explain-Focus-

Connect. The PEFC model is a proven process

approach through which you can maximize the

effectiveness of a test drive by calling attention to

vehicle features and benefits and connecting them

to specific customer wants and needs.

After returning to the dealership, take a few

moments to review the drive and ask the

customer s if the test drive was thorough

enough. This gives them an opportunity to ask for

additional drive time or demonstrations that will

lead them closer to a purchase decision.


et customers know what to expect—tell them what you re about to demonstrate.

rovide clear instructions about what you are doing.

ocus the customer while the action is happening by pointing out how the vehicle handles or responds.

Relate the experience to your feature-function-benefit presentation and the customer s buying motivations.

PREP

ARE

EXPL

AIN

FOCU

SCO

NNEC

T

It s easy to execute the E C model during a test drive. Consider this example for the eloster ual Clutch Transmission:

RE ARE eloster s ual Clutch Transmission CT provides a different shifting feel than

either a manual or automatic transmission because the computer-controlled transmission

engages and disengages manual clutches.

E AI uring our drive I will demonstrate the unique driving characteristics of the CT by

purposefully accelerating and then decelerating as if to come to a stop but then

changing intention and re-accelerating.

3 C S As I accelerate, notice that the gears shift quickly and more firmly. As I decelerate

and re-accelerate, there will be a slight lag time in shifting because the computer-controlled

transmission is anticipating the next lower gear but instead must adjust to a different gear for

optimum acceleration.

C ECT CT allows you to choose to manually control the shifting or let the computer do

all of the work.

PEFC in Action


ust because a customer has left your dealership

without making a purchase doesn t mean their

opportunities to experience the product are

over. There are some great ways to extend the

excitement surrounding the product and the

dealership visit, even after the customer has

left the lot. Taking post-visit opportunities to

extend the dialogue may be the difference in you

ultimately closing the sale or not. Based on your

on-site experience with the customer, you will

know just how in-depth your post-visit dialogue

should be. That said, if you do elect to continue

communication with your customer, you should

do so within hours of their visit. Your dialogue

should then continue, at appropriate intervals, until

a purchase decision is or is not made.

Methods for allowing customers to experience

the product after they ve left the lot are as varied

as the sales consultants who are executing them.

Some proven methods include:

Taking photos and or a video to help the

customer envision themselves behind the

wheel of the car. Email the images to the

customer so they can further visualize

themselves as the owner of the vehicle. Not

only will they be reminded of the vehicle, they

can also share the photos videos with friends

and family online.

Continuing the sales presentation through

mobile communications and social media

to increase the likelihood of a purchase.

Remember to ask how they want to be

communicated with before contacting them.

If they approve, use social media to check

in with them after a test drive. Ask them

to comment on the experience or to share

customer recommendations and vehicle

accolades. If you have built rapport with them,

they will be more apt to share their acebook

and Twitter connections with you.

Only 55% of customers will actually finalize their purchase on

their first trip to the dealership*

*2011 Automotive Buyer Report

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After the Lot


45


BEFORE THE LOT:

3 Review your dealership website from a

customer perspective. oes it answer

your questions and make shopping easy oes

it enable you to check your inventory and locate

vehicles that stimulate interest? Go online and

review competitive sites to see how their website

works and find out what they re telling customers.

3 Prepare for customers by becoming

familiar with the latest information that

customers see. Visit www.Hyundai.com

to review the wealth of product information

contained there.

3 Practice vehicle presentations with sales

team members. se the time to fine-tune

feature, function and benefit word tracks,

brainstorm feature demonstration ideas and

develop test drive routes, maps, and techniques for

transitioning from the presentation to the test drive.

ON THE LOT:

3 During your product presentation take only

the time you need to address key customer

points of interest and hopefully set the stage for a

test drive. Customers tend to lose interest in longer

presentations, so keep it brief and to the point.

3 Think of the presentation as a type of

theater. Your job is to stage the vehicle and

help bring the vehicle to life so that customers can

take ownership as they walk around, sit in, and

interact with various features.

3 Once the vehicle is positioned, make

sure that you and the customer have

access to all doors, engine, trunk, etc.

As you lead the customer around the vehicle,

ensure that your presentation has a smooth,

uninterrupted flow.

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PRIORITYPRACTICES

When appropriate, these Priority Practices may help you create

an engaging opportunity for your customers to experience the product

before, on and after the dealership visit.


3 Use the SPACCED acronym—Safety,

Performance, Appearance, Comfort,

Convenience, Economy, and ependability—to

remember all the features on yundai vehicles.

For example, if a customer expresses interest in

Safety, you can present air bags, antilock brakes,

safety ratings and other features of the vehicle that

contribute to the safety story and value.

3 Answer customer questions effectively,

Always keep in

mind that your credibility is at risk if the customer

asks a question you can t answer. It s okay not to

know but it s not acceptable to leave the question

unanswered. If the customer asks a question or

raises an issue that you don t have a ready answer

for, acknowledge them and seek out the answer

for them.

3

questions, such as: o you enjoy the

smooth ride whenever possible. The idea is to

get the customer saying “yes” and acknowledging

things they like about the vehicle.

AFTER THE LOT

3 Make certain to continue the dialogue with

your customers through purposeful, direct

communications. Always have a specific reason to

contact them. It s never wise to call a customer post-

visit with nothing more than “general” questions. This

will not move your dialogue in a forward direction or

work to advance the sales process.

3 Seek out unexpected and unique ways to

communicate with customers post-visit.

Unique tools such as personalized videos featuring

the customer in the Hyundai product can go a long

way toward helping them visualize themselves in

the vehicle.

3 Communicate with customers via their

requested medium. Make certain, during

your sales conversation, to ask them their

preferred method for communication email, text,

phone call, etc. and communicate with them

as requested.

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$399$399

Meeting the customer’s desire for a good deal when buying or leasing a Hyundai

requires a partnership and effective working relationship with the salesperson, sales

manager and F&I or business manager. Each of these individuals is an important

member of the sales team whose goal is to enhance the experience with their

extensive knowledge of automobile financing and a commitment to coming to a fair

arrangement for every customer. Like other stages of the sales process, this requires

having the tools and resources in place that will educate, inform, and provide solutions

that support the customer’s journey before the lot, on the lot and after the lot.


Putting Process Into Place | WORK OUT A GREAT DEAL

Before the Lot:

3Use your website to educate, inform and

enthuse. Customers receive a staggering

amount of information from the Internet. Use your

dealership website to provide useful and credible

information that will simplify their shopping

process and help set their expectations for pricing,

financing and trade-ins.

3Develop and promote your F&I Code

of Ethics. Customers want to purchase

from dealerships that operate at the highest

professional standards. A written code of ethics

will let them know that your dealership will deliver

honesty and integrity, and that you fully comply

with and endorse all federal, state, and local laws.

On the Lot:

3 Create a relaxed, comfortable and

respectful environment. Most customers

don’t like to negotiate. You can build their trust

by taking time to introduce them to other members

of your team and positioning yourself as their

advocate.

3 Build value by satisfying the customer’s

needs. Listen to your customers. They will

tell you their needs. It’s up to you to paint a picture

that helps them see the benefits and value of

doing business with you.

3 Include the customer in all facets of the

transaction. Customers like to be involved

and informed. Explain the steps of the negotiation

process, invite them to take part in the trade in

evaluation and be transparent at every step.

Working out a great deal is a partnership between the Sales department, F&I or Business Office and the

customer. Negotiating a deal requires knowledge, skill and teamwork. This is where it all comes together

and it’s up to you to turn eager prospects into satisfied owners. Fortunately, it doesn’t all have to happen

sitting across the table. In fact, the process can begin before the customer enters the dealership. The key is

to educate customers and set their expectations about key components of the deal before, during and even

after they leave your dealership.

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After the Lot:

3 Always be graceful, courteous and

respectful. Treat every situation with

professionalism and handle success and failure

with the same level of courtesy and respect for the

customer. If a deal unwinds, thank the customer

and express your sincere hope that you may be

able to serve them in the future.

3 Continue to market after the sale.

Don’t think it’s over because the deal jacket

has been filed away. Expand your marketing to

the service drive and beyond. Someone is always

in need of your products and services and if you

don’t accept the challenge, someone else will.

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45


Research shows that nearly half of all car buyers

spend anywhere from one to three months

shopping before making a decision. During that

time they have access to an enormous amount of

information that will likely influence their vehicle

choice and their pricing/payment expectations.

When it comes to price, a quick visit to any of

several websites will help them establish:

Invoice

Incentives and Rebates

Dealer Holdback

In addition, they are likely to encounter advice

such as the following:

Generally when you look at the sticker

on a new car, it tells you the Manufacturer’s

Suggested Retail Price (MSRP). Keep this one

thing in mind—the devil with the MSRP. Read

the sticker only for information on options—

ignore the numbers. Anytime a salesman

mentions the MSRP, yawn, pick at your nail,

blow your nose or wander off. If he or she

suggests you actually pay the MSRP, consider

laughing out loud. The MSRP has nothing to

do with the price you should be willing to pay.*

— Cynthia E. Brodrick · Bankrate.com

As a result, customers often make assumptions

regarding a vehicle’s price before coming into the

dealership. Fortunately there are several tools that

can be incorporated into your dealership website

and other communications that will help build

value in your products and dealership, educate

customers about the process, and balance their

expectations before they enter the showroom.

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Before the Lot


45

*www.bankrate.com/brm/news/investing/20000215i.asp


TURN YOUR WEBSITE INTO A VALUED RESOURCE

With a few clicks of a mouse, customers can

easily determine how safe or fuel efficient any

vehicle is; they can read expert reviews on

styling, performance, or cost of ownership—

but when it comes to getting a good deal

and protecting their vehicle investment, the

information is not quite as clear.

In negotiating and financing a vehicle purchase

customers want to minimize risk. They are looking

for information that will help ensure they are

getting a good price and not paying for things they

don’t really need. You website can be a value-

added resource to customers ready to engage

with the basic facts or realities they will face when

signing on the dotted line.

When it gets right down to it, once the customer

has researched and identified a vehicle or vehicles,

they are then looking for the answer to three

basic questions:

What can I afford?

How does the Negotiation and Finance

process work?

Do I really need all those finance extras?

Content that can appear on your website that will

help customers understand the buying process

and do some pre-work includes:

@ An explanation on how trade-ins work and

how Internet values relate to actual trade-

in allowances. For example, customers naturally

want to rate their vehicles as highly as possible.

That might lead to underestimating the dents and

dings and condition of the interior. Or, local market

conditions may not be in line with online estimates.

Help them understand that trade-in vehicles

require the dealer to make necessary repairs and

incur marketing costs to sell the vehicle.

@ A comparison of buying versus leasing.

This should include an explanation of who

owns the vehicle, what to expect in upfront costs,

how future value can impact their decision, and

what happens after the last payment for both

buying and leasing.

@ Testimonials from current customers

and interviews with local bankers, master

technicians and mobile car detailing services

that can help customers understand the level of

customer care your dealership offers, value-added

financing tips and good advice for how and why to

maintain their vehicles.

@ Options for customizing vehicles including

Hyundai accessories they can purchase

at the time of sale or later on from the Parts

department.

@ A credit score estimator that enables

customers to determine their credit score

without going through a credit bureau. Currently,

websites such as CreditKarma.com enable

customers to estimate their credit-worthiness

before actually completing an official credit

application.

@ Calculators for trade-in values, monthly

payments, or maximum amount financed.

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@ An online credit application that

enables customers to receive quick

acceptance from one or more financial sources

and expedite the in-dealership process.

@ Information about dealer-provided

products and services including function

and benefit of common finance products

such as Vehicle Service Contracts, Guaranteed

Asset Protection, etc. (You can find the feature-

function-benefit for these products and more later

in this section.)

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Did you know …

Hyundai markets accessories directly to consumers via websites, direct mail

and offers dealers an Accessory Resource Center (ARC) they integrate into

their website and showroom kiosks that is smartphone-friendly too? With

Hyundai ARC you can customize pricing to your business model and easily

print accessory brochures and addendums. For more information, go to

www.HyundaiDealer.com > Sales > Dealer Resources > Accessory Resource

Center or contact your Hyundai representative.


Online Payment CalculatorsPayment Calculators, like the one shown below from www.Hyundai.com let customers estimate the amount of

their auto loan using different financing scenarios. Customers input the vehicle costs, or choose a vehicle/model/

equipment level, down payment, trade-in value, finance rate and length of the loan. The calculator then determines

their monthly payment.

The customer can change inputs to re-calculate and find a vehicle and monthly payment that fits their budget.


Trade-in EstimateA Trade-in Estimator asks customers to answer a

variety of questions about their vehicle including

the make, model and year; mileage; equipment;

and the condition of their vehicle’s exterior,

interior and mechanical features. The estimator

then provides a trade-in estimate based on

assumptions about the dealer’s cost to prep

and sell the vehicle. The information also uses

geographic marketing data based on ZIP code to

establish value.

Kelley Blue Book® (www.KBB.com) was one

of the first companies to offer this functionality

online and many customers refer to their condition

ratings when self-evaluating their trade-in.

On www.Hyundai.com customers can estimate

their trade-on value using Intelliprice™, an

independent, objective provider of used vehicle

values. This site features a simplified question-and

-answer interface that helps customers evaluate

the condition of their vehicle.

You should be familiar with both of these sites,

and any others customers in your market frequent,

so that you can confidently speak to the trade-

in values these sites suggest versus the trade-in

allowance your dealership may offer.

Kelley Blue Book is a registered trademark of Kelley Blue Book Co., Inc.

Intelliprice is a registered trademark of Veretech Holdings, Inc. and Fleet Lease Disposal, Inc.

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KBB® Vehicle Conditions

Kelley Blue Book’s website offers a vehicle estimator that enables consumers to establish an approximate

value for their vehicle based on selling it themselves or trading it at a dealership. The site has customers rate

the condition of their vehicle and assigns a dollar value based on the following categories.

Excellent:

This car looks new and is in excellent mechanical condition. It has never had paint or bodywork and has an

interior and body free of wear and visible defects. The car is rust-free and does not need reconditioning. Its

clean engine compartment is free of fluid leaks. It also has a clean title history, has complete and verifiable

service records, and will pass safety and smog inspection.

Very Good:

This car has minor wear or visible defects on the body and interior but is in excellent mechanical condition,

requiring only minimal reconditioning. It has little to no paint and bodywork and is free of rust. Its clean engine

compartment is free of fluid leaks. The tires match and have 75% or more of tread. It also has a clean title

history, with most service records available, and will pass safety and smog inspection.

Good:

This car is free of major mechanical problems but may need some reconditioning. Its paint and bodywork

may require minor touch-ups, with repairable cosmetic defects, and its engine compartment may have minor

leaks. There are minor body scratches or dings and minor interior blemishes, but no rust. The tires match and

have 50% or more of tread. It also has a clean title history, with some service records available, and will pass

safety and smog inspection.

Fair:

This car has some mechanical or cosmetic defects and needs servicing, but is still in safe running condition

and has a clean title history. The paint, body and/or interior may need professional servicing. The tires may

need replacing and there may be some repairable rust damage.

KBB is a registered trademark of Kelley Blue Book Co., Inc.


OPERATE WITH INTEGRITY

Customers want to do business with professionals

who can be counted on to conduct negotiations

using honesty and integrity. Unfortunately,

many customers have a bias toward the

automobile business and overcoming their lack

of trust becomes the first hurdle to a successful

negotiation and sale.

One method to help educate consumers is to let

them know that your dealership abides by strict

standards and fair business practices. Hyundai

Sales Assurance is a pledge regarding the overall

sales experience that Hyundai encourages dealers

to abide by and to share with customers. Hyundai

Sales Assurance is intended to be broad enough

to allow for individual dealerships to define their

own processes and practices in support of it.

Many Sales and F&I departments have adopted

a Code of Ethics or other such standards. These

are best displayed on the dealership website, in

a prominent position within the dealership, or on

desks and in offices.

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We conduct all transactions with integrity

and the highest ethical standards.

We treat every customer with courtesy

and respect.

We respond to all questions with honesty

and transparency.

We disclose all costs, terms and contractual

obligations for all transactions, products

and services.

We ensure that every customer receives

a thorough explanation of all transaction

documents along with options that enable

them to make an informed decision.

We never make false or misleading

statements or fail to disclose a material fact

during any financial transaction.

[Dealership Name] subscribes to the following principles and standards and fully

complies with all federal, state, and local laws.


At this point you’ve likely determined the vehicle

that best fits the customer’s wants/needs and it’s

at this point that many customers will become

more anxious. Buying a vehicle is a major

investment and customers are concerned about

price, payments, credit, affordability and a number

of other issues. The goal must be for everyone

involved to listen, answer questions, and provide

the information the customer needs to make an

informed decision.

At the beginning of this Guide we discussed that

customers want to deal with a sales consultant

who is sincere and trustworthy, one who is

considerate of their needs throughout the entire

shopping and purchase process. That desire

extends to other members of the dealership sales

team including the sales and F&I managers who

will likely become very instrumental in helping

close the deal.

THE FIRST ORDER OF BUSINESS

Hyundai mystery shop results reveal that many

sales consultants “never” ask for the sale. How

can that be? That’s like standing in the batter’s

box and watching the pitch go past without taking

a swing.

If you’ve built good rapport, gathered relevant

information through the needs assessment,

and built value into the vehicle by conducting a

thorough product presentation and test drive, you

should not hesitate to ask for the sale. Customers

who are ready to purchase will tell you so. But if

the customer isn’t ready, you should never count

on the price or the payment to make your deal;

customers need to be 100% convinced that the

vehicle you are selling meets their wants and

needs before you move into negotiation.

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On the Lot


45


THE SECOND ORDER OF BUSINESS

Most customers expect you to “sell” them during

negotiation; they expect to have to arm wrestle

a tag team over the price of the car and then do

battle with another person over the financing.

This is your opportunity to counter that perception

and, instead, surprise and delight them by

focusing on their wants and needs, not yours.

Decades of research tell us that customers:

Want to deal with a people who are sincere,

trustworthy and considerate of their needs.

Want an efficient, transparent and

credible negotiation process based

upon a legitimate price.

Don’t want to fight for more money every

step of the way.

Don’t want to be manipulated or

worked down.

Want to pay a fair price for any extras

they need.

Want time to consider and discuss options.

Want to deal with someone who has the

authority to make decisions.

Want to feel confident that the vehicle is being

financed with their best interests in mind.

Want the paperwork properly and correctly

filled out.

Want everything explained to them to

their satisfaction.

And most of all, because they are eager to get in

their new vehicle, they want to get through the

process and the paperwork in an efficient, timely

and productive manner.

To help customers feel more comfortable and

to reduce anxiety, start by fully explaining the

steps involved and introducing the people who

will participate. Most deals are made up of

three primary elements: the price/payment of

the new vehicle (plus accessories); the value of

the trade (less any payoffs); and the financing

(inclusive of any additional products). Depending

on your dealership structure, each element may

be handled by a different person. It’s helpful for

customers to meet the person who is appraising

their trade-in and handling their financing and

paperwork in advance. Be sure to take a moment

to introduce each person and allow them to

establish some credibility and rapport. While

initially this may add time up front, it can save lots

of time later on.

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NEGOTIATING TO A WIN-WIN OUTCOME

During this process you may have to help

customers differentiate between their “wants”

and “needs” in order to help them prioritize and

determine what they can afford. Keep in mind

that you are here to serve the customer and to do

everything possible to put a great deal together

and make the sale.

Throughout the discussion, be respectful of any

offers the customer makes or any research they

share as a basis for their offer. If they make a low

offer, don’t demean it. Instead, ask questions to

determine what led them to believe their offer

was fair. Then use a calm and friendly attitude to

explain the rationale for your vehicle pricing and

why this may vary from the pricing determined in

the customer’s research.

Successful negotiations are based on the concept

that both parties need to give and take in order

to arrive at a mutually satisfying agreement. For

customers, this might be reflected in their desire to

achieve a lower price/payment. In exchange, they

have to be willing to subtract something from the

vehicle or add something to the transaction.

There’s an App for That

Whether you are paper-based or have some

electronic tools in place already, an end-

to-end system is worthy of consideration.

There are many options available today

to dealerships that integrate the customer

relationship management (CRM) system,

sales desking application, the F&I menu,

and the dealer management system (DMS)

into a single system. These solutions enable

your dealership to negotiate more quickly

while sharing information at each stage to

demonstrate efficiency, transparency and

honesty. A unified system with all-electronic

files also means fewer mistakes and

incomplete forms, which reduces costs from

rejected deals and high contracts in transit—

translating into faster funding and great cash

flow results. It also helps in the compliance

effort, allowing for electronic data storage and

automated disclosures.

If you are not ready to make the big leap to a

unified system, but are still using lots of paper

to make a deal, then consider adding a sales

desking application to your process. With

electronic desking you can send messages

and gain approvals in real time. And changing

one number automatically triggers the system

to update the bottom line. Some also offer

detailed comparisons of lease/retail options

and other functions that link CRM and other

customer and dealership data. An electronic

desking tool will also make it easier to

create documents that will be stored in the

customer’s deal jacket.

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Customer satisfaction scores are 8% higher when an electronic

desking tool is used versus handwritten quotes


This could mean agreeing to a lesser model or

trim level, or fewer add-ons (accessories, options,

etc.). Or, if they want the car and all of the features

they may have to make a larger down payment or

accept a longer loan term.

A good rule to follow is to always negotiate using

full disclosure. Don’t hide the numbers or try to

manipulate them in any way. Doing so will run

the risk of confusing the customer and/or losing

their trust. Instead, use processes that provide a

consistent, efficient method of presenting price,

trade value, and financial arrangements including

payment, down payment, and terms.

Deal Jackets Can Be a LifesaverDeal jackets used to be simply a convenience but

today they have become an important compliance

tool and also an example of the dealership’s

professionalism. The quality of the forms, the

organization of the paperwork, and the manner

in which a customer’s private information is

handled can all reflect positively or negatively

on the dealership. When was the last time you

surveyed all the forms used in the sales and F&I

process? How many of the forms are outdated or

redundant? How many are photocopied forms?

If you’re using a generic credit application, does

it have all the required ECOA, FCRA and Reg. B

disclosures? When was the last time you updated

your deal checklist?

When it comes to the variety of conditions and

types of car deals, a paperwork checklist can

make the difference between “written right the first

time” and multiple rewrites and the unpleasant

task of “chasing stips.” Consider designing one

checklist that can be used by everyone involved

and stays with the deal jacket as it moves from the

sales consultant to the sales manager to the F&I

manager and eventually the Business Office.

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Did you know …

Surgeons, pilots, engineers, lawyers, and

investors are just a few of the professionals who

use checklists to reduce the failure and defect

rate of tasks they do every day? We all suffer

from the potential limits of human memory and

attention; studies prove that, no matter how

expert you may be, a well-designed checklist

can improve any outcome.


MAKING A GREAT TRADE

When trading in or selling a vehicle to a dealership,

customers want to be allowed or receive a

fair amount for that vehicle and they want to

understand how the value was determined. It is

fairly common nowadays for customers to have

done some homework regarding the value of their

trade-in vehicle. And rightly or wrongly, they often

have a number in mind.

Customer dissatisfaction with the trade-in values

is largely the result of not understanding how the

value was derived. This can be easily avoided by

involving the customer in the trade-in evaluation in

a manner similar to their new vehicle experience

and allowing them to speak directly with the

person valuing their trade-in vehicle to have all of

their questions answered. That way, they can hear

firsthand how the dealership calculates the value

and they can gain some appreciation for what is

required to turn around and resell the vehicle.

When conducting a trade-in evaluation, use a

standardized vehicle inspection form and review

the form with the customer before starting the

evaluation. Invite the customer to participate in a

walkaround of their trade-in vehicle and to take the

Appraiser on a Test Drive (and don’t be surprised

when the customer devalues their trade by pointing

out its flaws).

When determining a value for the trade-in, use

multiple appraisal methods and present both the

methodology for calculating the value and the value

itself to the customer. This discovery process will

help the customer understand how the value of

their vehicle was determined and lead to greater

acceptance and satisfaction with the offer.

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IT’S A MATTER OF TIME

It should also come as no surprise that customers

don’t like to wait. When it comes to actually

purchasing a vehicle—the space between the test

drive and delivery—the clock for the customer

figuratively resets twice. The first clock starts

once the customer has made the decision to

discuss numbers. Industry research shows that

the ideal negotiation process lasts between 16

and 30 minutes and that spending any more than

30 minutes can lead to customers feeling more

pressure and rating their satisfaction lower.

The second clock starts ticking once the customer

has agreed to purchase the vehicle. This is

typically known as the “wait time for F&I” but in

reality it’s a combination of the time it takes for

the sales team to collect and prepare paperwork

and the time the F&I manager needs to prepare

to work with the customer (and perhaps finish up

with other customers).

While customers recognize that it takes time to

gather and prepare documents, they will only

gracefully tolerate about a 15-minute wait. After

that, their satisfaction level steadily declines with

each passing moment. So what can you do to

make sure your customer’s time is well spent? A lot.

90

Did you know …

In 2012, more than 23% of Hyundai’s customer

negotiations took over 60 minutes to complete

and those customers’ satisfaction scores

dropped 14% when compared to scores for

customers who spent just 16–30 minutes?

The good news is that shaving just minutes off

negotiation leads to higher front end gross profit

and service contract income —just one more way

that time is money.


1 Invite the customer to participate as you

prepare the paperwork. Having the customer

complete forms themselves is not only a

good use of time; it can cut down on errors.

2 Sign the customer up for MyHyundai.com

and, if applicable, enroll in Blue Link.

3 Review the glove box portfolio focusing on

the Warranties and Maintenance schedules.

If the customer better understands what’s

covered and required they will be more

willing to consider finance products later.

4 Introduce the customer either live or virtually

to the Service department.

5 Have the customer accompany you to fill

the tank—what better way to really have the

customer appreciate the full tank of gas and

to feel comfortable at the next fill-up.

THE LAST ORDER OF BUSINESS

F&I came into being in the late 1960s to ensure

compliance with, at that time, the new Truth in

Lending Act (TILA). Since then F&I has evolved

into the financial hub of the dealership ensuring

that each sale is profitable and executed with

proper documentation and disclosure, that

paperwork is complete and accurate, that all

monies due the dealership are collected, and that

the dealership is in compliance with the myriad of

rules and regulations in force today.

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Don’t keep me waiting!

Once a customer has made a commitment to

purchase a vehicle, immediately go out and

greet the customer wherever they are. Be

enthusiastic and put the customer at ease.

Introduce yourself by saying:

“I’m the F&I Manager and it’s my job to complete

the paperwork for the motor vehicle department,

arrange the financing, if any, and take care of all

the legal documents, which will take about 20 or

30 minutes.”

Rather than making customers wait while you

load their deal into the computer or create the

perfect menu, bring them into the F&I office and

start discovering their needs. You can load their

deal and prepare their paperwork while you chat.

Review the credit application and credit bureau

report to determine the customers’ financial

situations prior to submitting their application to

a lender.


Regardless of how complex or detailed the

transaction may be, the F&I process should be

an enjoyable part of every customer’s purchase

experience. Today’s customers demand a beneficial

F&I experience, one that expedites the delivery, not

prolongs it. They want an advocate who can explain

and help them evaluate their options and does not

pressure them to buy anything.

The F&I discussion, just like the new vehicle

or trade-in appraisal, should begin with

understanding the customer’s wants, needs, and

concerns. A thorough review of the buyer’s order,

credit application, and credit bureau report all

while asking open-ended questions and entering

information in the computer system makes the

practice conversational and efficient.

Before presenting any optional products, review

what’s included in Hyundai Assurance and

America’s Best Warranty so that customers clearly

understand what they get and what’s covered and

what’s not. With phrases like “bumper-to-bumper”

and “lifetime” casually used in conversation, it

is not uncommon for customers to assume the

factory warranty covers more than it actually does.

A Few Words about MenusA menu is essentially a checklist designed to allow

you to quickly offer every customer, every product,

every time, and take the anxiety out of the financial

process. An effective and compliant menu

includes the APR, term, amount financed and the

payment and insurance (P&I) quoted by the Sales

department. It offers a limited number of options

with one payment per package.

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Menus support customer-centered selling in that

they enhance transparency, promote consistency,

and reduce sales pressure. A menu-based

presentation allows you to get all of the customer’s

options on the table in an easy-to-view format so

you can present product and discuss with your

customer why it may or may not be needed,

important, or valuable to them. But menus, like

any other sales tool, are only as good as the

person using them. To be successful with menu

selling, be consistent. Establish a well-rehearsed

presentation format that is interactive with your

customer. Be up front and friendly and avoid the

use of canned pitches and sales jargon.

Compliance Is King

With new laws continually enacted by state

and federal governments, dealerships must

maintain compliance. It’s critical that sales

consultants, sales managers and F&I managers

be knowledgeable of the laws and regulations

that impact both of the Sales and Finance

departments on a daily basis. Laws that pertain

to the Sales department alone include the Equal

Credit Opportunity Act (ECOA), the Fair Credit

Reporting Act (FCRA), credit scoring, Reg. Z, Reg.

M, the Used Car Rule, the Gramm-Leach-Bliley

Act, the Red Flags Rule, and the USA Patriot Act

requirements.

Keep these things in mind as you go about your

business:

Customers should receive a Privacy Notice

as soon as his or her nonpublic personal

information is obtained, whether in person,

over the Internet or over the phone.

When taking a credit application, you

cannot ask customers about the separate

maintenance payment, alimony or child

support they receive unless they’re first told

they don’t have to provide this information if

they won’t rely on these payments to

get credit.

Inflating a customer’s income to improve his or

her chances of obtaining a loan is not fudging

the numbers; it’s a felony.

Customers are required to receive a Credit

Score Disclosure Notice as soon as a credit

bureau report is pulled.

Customers are entitled to accurate, non-

misleading monthly payments. Quoting inflated

payments is an unfair and deceptive trade

practice in every state.

If you tell a customer “We are going to get you

the best rate,” you are creating legal liability for

the dealership.

Dealerships are required to vet all consumers

against the OFAC list before a vehicle is

delivered.

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Create Interest in Finance ProductsThe key to consultative selling is to raise the

customer’s desire for learning about products

you’re offering so you are responding to their

request for information versus making a sales

pitch. Begin the conversation by explaining that

part of your job is to review their repayment, risk

management, and vehicle protection options with

them and that they have the option to take all,

some or none of the options presented.

Based on your needs assessment, focus on

those products that have value to your customer

and, as you present each product, simply tell the

customer what it is and what it does. Following

the customer’s lead, spend additional time on the

products that are of most interest to them.

Following is a brief feature-function-benefit

summary of the primary finance options commonly

offered. Customer questions about these products

are not always limited to the F&I presentation,

so understanding and being able to offer a basic

explanation about any product at any point in the

sales process is helpful for every member of the

sales team.

Vehicle Service Agreements (VSAs)

Vehicle service agreements (also known as

service contracts) are designed to protect owners

against unexpected, costly repairs to their vehicle.

While Hyundai’s New Vehicle Limited Warranty

covers repair or replacement of any component

manufactured or originally installed by Hyundai that

is defective in material or factory workmanship,

under normal use and maintenance, a VSA, like the

Hyundai Protection Plan, extends the protection

for mechanical repair of covered components with

terms up to 10 years or 100,000 miles.

VSAs limit out of pocket expenses, allowing for

repairs to be made when they are needed rather

than when they can be afforded, and provide for

repairs to be made by factory-trained technicians

with the special tools, equipment, and training

needed to ensure the highest quality repair.

Guaranteed Asset Protection (GAP)

GAP covers the difference between what a

customer owes for the vehicle versus the actual

value of the vehicle. This type of coverage is useful

if a vehicle is stolen or totaled during an accident.

In this case, the GAP insurance would pay the

difference between what the insurance company

offers the owner and the amount the owner still

has to pay the original lender. GAP ensures that

a total vehicle loss does not result in a financial

catastrophe as well.

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Credit Insurance

There are different types of credit insurance.

Credit Life Insurance protects the lender’s family

by paying off loans in the event the borrower dies.

Credit Accident and Health Insurance protects

borrowers in case they become unable to work

and pay for the loan.

Tire and Wheel Road Hazard Insurance

This insurance protects against flat tires or damage

to tires and/or expensive wheels due to road

hazards such as potholes, debris, nails, etc. One

benefit is that it allows customers to make a claim

without having to go through their vehicle insurance

carrier and worry about deductibles.

Vehicle Appearance Protection

Options for maintaining the vehicle’s appearance

include paint sealants to protect the exterior finish

from harmful environmental elements and plastic

and fabric coatings to protect against interior spills

and stains. Protecting a vehicle’s appearance is

one of the best ways to get a better trade-in when

the time comes.

Theft Deterrent Products

Theft Deterrent Products include vehicle alarm

systems, starter interrupt systems, VIN etching,

vehicle recovery systems and other related

products. In addition to reducing the chances

of vehicle theft, some theft deterrent products

have the added financial benefit of reimbursing

customers for their insurance deductible if the

vehicle is stolen and not recovered within a certain

time period.

Vehicle Maintenance Program

A vehicle maintenance program allows the

customer to prepay for regularly scheduled

maintenance, such as oil and filter changes,

usually at a discounted rate. These programs are

especially attractive to lease customers who enjoy

the convenience of pre-paid vehicle maintenance.

Maintaining their vehicle will help customers reduce

the likelihood of future repairs and protects their

vehicle’s resale value.

Windshield Protection / Paintless Dent Repair

These products help customers maintain their

vehicles’ good appearance with typically no out-

of-pocket expense or car insurance claims. Repair

services are often conducted at a place of the

customer’s choosing in 30 minutes or less.

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Road debris causes 25,000 accidents

(and countless flat tires) a year

In the U.S., one vehicle is stolen every 43 seconds and represents

the costliest property crime in this country


Even after customers have left the building there

are some great opportunities to market your F&I

products and services. If you haven’t already done

so, consider expanding your marketing strategy to

include recent customers, service customers and

the entire dealership owner base using digital, direct

mail and other channels to get the message out.

IMPLEMENT AN AGGRESSIVE SERVICE CONTRACT MARKETING PROGRAM

There is a huge untapped market for customers who

choose not to purchase a service contract at time of

sale. Don’t assume that a customer who declined to

purchase at the time of sale won’t reconsider once

they’ve taken delivery of their vehicle.

Within weeks of purchasing a vehicle many

independent companies begin soliciting your

customers with service plans that may offer poor

coverage. It’s difficult for customers to know which

plans are good and many end up selecting to

purchase coverage that offers less value than the

plans that you reviewed during negotiation.

Continue to market your products to customers

who did not purchase a service contract. Show the

value of your plans with a comparison chart and

consider offering special incentives for them to

purchase from the dealership.

Another good way to market your products is

to offer them on the Service drive/lane where

customers are already showing dealership loyalty

along with a concern for maintaining and repairing

their vehicles. Your marketing efforts should include

messages that address their specific needs using

posters and brochures that explain the details,

benefits and competitive advantages of extended

service plans.

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After the Lot


45

Did you know …

50% of Extended Service Contracts are

purchased at the time of the vehicle purchase;

another 25% are purchased shortly after the new

vehicle purchase; and 25% are purchased near

the warranty expiration?*

*Source: Fulcrum Analytics


INTERRUPTED NEGOTIATIONS

There may be situations when the negotiation is

not completed during the initial visit. This could

happen for a variety of reasons. Contact the

customer immediately with a follow-up email or

letter that includes product details, a summary

of all negotiations, and suggestions or reminders

about when, where and how to continue the sale.

If certain issues were unresolved, offer solutions

and assume the customer is still actively engaged.

Take the High Road With UnwindsUnwinds are deals that fall through for any number

of reasons and, while some of these deals may

rewind into a new contract with different terms

or a different vehicle, they have the potential for

disappointment and dissatisfaction.

The main thing to keep in mind is how you

handle the situation is often more important than

the outcome. The first rule is to prevent these

situations from happening, but if a deal does

come apart, be gracious, respect the customer

and continue to be compassionate and act with

integrity. It will pay off in the long run and help

prevent bad press or bad reviews online that,

even if they are untrue, can hurt your business

and discourage other customers from visiting

your dealership.

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Before the Lot:

3Begin a dialog with customers via the

dealership website that helps educate them

and offers them insights that will help set their

expectations and lead to an easier negotiation

and closing process.

3Develop a code of ethics and make sure your

customers are aware that you value honesty

and integrity. Post your code of ethics on the

dealership website and in a prominent position

within the dealership.

On the Lot:

3 Introduce the sales manager and F&I

manager early in the process. Customers

will feel more pressure if someone new enters the

process while they’re already feeling stress.

3Use checklists and maintain notes and

paperwork that you can add to the deal

jacket file. You don’t want to run the risk of

forgetting anything, especially information that is

important to the deal. Keep the file updated and

use it to guide the negotiation and close.

3While conducting negotiations, use the same

professional considerations that were shown

throughout the customer’s visit. Keep the rapport

and trust alive by addressing all of your customer’s

questions and concerns and giving them time to

digest the information and make decisions at a

comfortable pace.

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PRIORITYPRACTICES

When appropriate, these Priority Practices may help you create engaging

opportunities for customers to learn about your F&I processes and products

before, on and after dealership visits.


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3Explain the entire process to the customer

and engage them in every step including the

trade-in evaluation.

3Present and discuss the vehicle’s factory

warranty coverage before presenting

Vehicle Service Agreements.

3Avoid using “car sales jargon” that may have a

negative impact on customers and make them

feel alienated because they don’t understand it.

After the Lot:

3 Follow up with customers regardless of the

outcome. New owners will be more likely to

recommend you and your dealership. Those who

didn’t purchase will be more likely to consider

your support and professionalism when they

resume shopping.

3 If follow-up negotiations are necessary, show

respect for the customer and follow the same

procedures and best practices that you used

during the initial meeting at the dealership.

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101

Taking ownership of a new vehicle can be one of the most memorable events in a

person’s life. It’s also a great opportunity to solidify your relationship with the customer

by creating a positive sales experience that encourages their loyalty to you, the

dealership and the Hyundai brand. The act of “taking ownership” is the moment in the

process when the customers claim the vehicle and your dealership as their own. This

is the moment, or rather a collection of moments, that must validate the customer’s

decision to purchase their Hyundai. With so much at stake, it’s vital that you leave

nothing to chance. That means planning and executing every detail of the delivery and

the customer relationship that follows, before, during and after the customer’s visit to

the dealership.

Take Ownership

If done well, a strong delivery will enable you to

solidify your relationship with your customer and

help ensure that they enjoy their vehicle and your

dealership to the fullest. If you look at it through

the customer’s eyes, you’ll understand why it’s

important for this moment to be executed with

flawless precision.

Before the Lot

3 Establish a relationship. Customers

have more buying options than ever before.

Creating awareness can go a long way in helping

you and your dealership stand out from the clutter.

3 Create a connection. The sales process

can begin long before a customer is “in-

market.” Take every opportunity—through both

traditional and non-traditional means—to gain

advocacy among present and future buyers.

On the Lot

3 Create a festive and relaxed

environment. Customers don’t buy new

cars every day, so welcome them with a mood and

setting that lets them celebrate their purchase.

3 Check and double-check …

everything. Make sure the paperwork is in

order, the vehicle has been prepped and that all

features are in prime working condition. You don’t

want any mistakes or any surprises.

3 Simplify technology. ehicles are filled

with complex systems. With your assistance,

customers will learn to operate—and more fully

enjoy—the vehicle’s technology features.

3 Meet the team. Hopefully, your customer

will become a loyal dealership Service

customer and repeat buyer. One way to encourage

them is to introduce them to the dealership service

team and help them become aware of all that

the dealership and Hyundai have to offer them

throughout their ownership experience.

After the Lot

3 Ensure customer satisfaction. Follow up

with the customer to ensure their satisfaction

with the vehicle. Offer to schedule a reconnect

visit to explain technology and enhance the

customer’s comfort.

3 Continue the relationship. Use your CRM

system to schedule regular follow-up

contacts with your customer that can lead to repeat

business and referrals.

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102

THE SALE BEFORE THE SALE

In actuality, the “ownership” experience should

begin long before a customer is “in-market.”

Creating reasons for buyers to engage with you

and your dealership before they are ready to buy

a vehicle can put you top-of-mind when they are

ready to make that purchase decision.

Research has shown that people tend to prefer

things that are familiar and easy to understand and

that they stick with brands and service providers

they have used before. It’s why you often order the

same thing from the menu—it’s easy. You’ve tried

it, it worked, and you don’t want to spend a bunch

of time researching alternatives and risking a

bad purchase.

When customers think of you in advance of entering

the purchase process, you have the opportunity

to create an alliance with them. By providing them

information and services outside of the pressure of

a sales situation, you quickly become viewed as a

trusted advisor and a welcome friend. People like to

do business with people they know.

There is no one specific way for customers to take

ownership in advance of the sale. Rather the goal

should be to open up customers to the idea of

owning a Hyundai, buying from you, and servicing

their vehicle at your dealership throughout the

ownership experience.

How you do that in your market is based on the

mind-set and style of your customer base. You

know best what will resonate with those around

you, so take advantage of that. Communicate and

share your brand message in a way that appeals

to your target audience(s) and creates a mental

picture of buying and servicing a Hyundai at your

dealership that is so pleasant and easy that they

can’t imagine it any other way.

71% of customers say they bought their vehicle

because they like, trusted and respected their salesperson

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Before the Lot45

From the customer’s viewpoint, the delivery is the

absolute high point of the sales process—they are

about to drive away in their brand-new Hyundai.

Providing every customer with a quality delivery

has many short- and long-term benefits. A well-

managed and thorough delivery shows customers

that you and the entire dealership care. It increases

the customer’s comfort level with the vehicle,

reduces the likelihood of customers returning with

questions or concerns, and helps develop a long-

term relationship with the customer.

A customer that you have treated well and to

whom you have demonstrated genuine concern

and interest is more likely to tell his or her family

and friends about you and the dealership. In other

words, the number of repeat and referral sales you

gain from this one sale may be a direct indication

of how well the delivery was handled.

PREPARATION IS KEY

Whether you are doing a spot delivery or a

scheduled delivery, being prepared is essential.

After spending tens of thousands of dollars on a

beautiful new car, you’d expect it to be perfect,

and so will your customer. Set the stage for a

perfect delivery by performing your own final

quality check.

Check the exterior and interior for scratches,

imperfections and cleanliness.

Make sure all paper and plastic has

been removed.

Check that the tires have been set to

proper inflation.

Turn the vehicle on to confirm the gas tank

is full.

Confirm the trunk is equipped with spare tire

and tools—or tire mobility kit.

Verify that any accessories are present or have

been installed.

On the Lot45

104

If you discover any issues, try to address them

before the customer takes delivery. If that’s not

possible, make sure they are noted for follow-up

and the customer is made aware.

Once the vehicle is ready, turn your attention to

the paperwork. For new vehicles, be prepared

to familiarize your customer with the contents of

the glovebox portfolio and the Owner’s Manual

specifically; you won t be going through it page by

page so consider placing sticky notes in advance

on the pages that describe the instrument panel,

security features and stereo as they are common

topics for post-delivery questions.

Have everything laid out for your customer, waiting

for their return from Finance or their arrival at the

dealership. Be sure to include two or three of your

business cards so that they can freely give some

away to friends and family and still have one

for themselves.

105

SATISFACTION IS A MATTER OF TIME

When it comes to the delivery, balancing time and

thoroughness is essential. Don’t assume that if the

customer has been in the dealership for hours, they

will appreciate a quick delivery, and, conversely

even if they seem to have the time, don’t think that

they aren’t in a hurry to get on the road.

The only way to truly know is to ask and then

plan accordingly. Be prepared to customize each

delivery to reflect what you have learned about the

customer and then be sensitive to the customer’s

stated time frame.

Keep in mind, however, that customers often

underestimate the time it takes to become familiar

and comfortable with the host of features a new

yundai offers. If you find that there is so much

more the customer should know or wants to know

but they simply can’t devote the time now, invite

the customer to reconnect at a later date.

Reconnect simply means scheduling an

appointment with the customer to continue to

dialogue. It s actually a benefit for the customer to

drive the vehicle for a few days—even a week—so

they can experience the features enough to know

what more they need or want to learn.

Scheduled Deliveries

When you do have the opportunity to schedule

a delivery, you also can encourage customers to

set aside the right amount of time needed to get

completely comfortable with their new Hyundai.

Here again, planning is essential and should

begin at least two days prior to the delivery. If you

haven’t already established an appointment, call

the customer to set a specific time. hile you re

on the call, ask the customer to set aside at least

60 minutes.

The day before the delivery you should go over

the deal to see if there are any outstanding items

yet to be completed. The reason for doing this a

day ahead of time is that if parts are missing, or

something is not working, there is time to make

things right before the customer arrives.

Industry research indicates that over 30% of all

customer complaints can be traced back to failures during vehicle delivery

106

OWNER ORIENTATION

Outside of owing one of the most considered

brands or driving a cool, dependable, and safe,

sedan or CUV, Hyundai owners receive a host of

other benefits and services with their purchase

or lease. Before you escort and introduce the

customer to their new Hyundai vehicle, take a few

moments to orient the customer to all that comes

with it.

egin by briefly reviewing the contents of

the glovebox portfolio. Explain that Hyundai

Assurance is a suite of products and services that

demonstrate Hyundai’s commitment to taking

care of its customers, the cornerstone of which is

America s est arranty. Review the types and

terms of warranties applicable to their selected

Hyundai vehicle.

From there, using a personal computer or tablet

device, introduce and help the customer sign

up for y yundai.com; or, for yundai loyalists,

show the customer how to add their new Hyundai

vehicle to their existing MyHyundai.com account.

If you are delivering a Blue Link-equipped vehicle,

enroll the customer in lue ink Assurance

Connected Care.

For customers new to MyHyundai.com let them

know that the Vehicle Dashboard provides quick

and easy access to their Service History, access to

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Putting Process Into Practice | TAKE OWNERSHIP © 2013 Hyundai Motor America

online service scheduling, and all of the manuals,

how-to videos and A s for their particular

Hyundai model.

For Blue Link users, it’s best to orient them to the

otifications preferences, briefly overview the

Web-based services available through the Web

portal, and, if they have a smartphone, assist them

in downloading the mobile app. Note that using

the Blue Link app requires both MyHyundai.com

credentials (username and password) and a four-

digit I set on the otifications tab .

While you are online, consider taking the customer

to Hyundai’s YouTube Channel and showing

them where they can find instructional videos on

features as well as showing them and encouraging

them to follow Hyundai (and, if applicable, you and

your dealership) on Facebook and Twitter for the

latest news and updates.

THE SALES-TO-SERVICE HANDOFF

Having established your role as the customer’s

dealership advocate, it’s important for you to

endorse your Service department. Customers don’t

distinguish between Sales and Service. To them,

your dealership is a single business. So help them

make a seamless and convenient transition from

buyer to owner by introducing and orienting them to

the Service department.

Be sure they know where the service entrance is

and how to drop off their car, where the customer

lounge is located, and the amenities inside.

Beyond location and hours, consider sharing the

years of experience and skill level of the service

consultants and factory-trained technicians, how

many service bays are available, special tools or

equipment, and services such as after-hours drop-

off, express services, car wash or detail, body

shop, etc.

Be sure to let the customer know that there are

many ways to set a service appointment including:

A link to Service on your dealership s website

The MyHyundai.com portal

The Blue Link Service Link feature

Take a moment to help your customer set their first

service appointment. y setting a first appointment

at the time of sale you increase the number of

new and used car buyers that utilize a Hyundai

dealer rather than the aftermarket for their first

Maintenance service. The goal is to encourage

customers to come back to your Hyundai dealership

for their maintenance and repair needs throughout

their ownership cycle. The result is more loyal

owners who are more likely to repurchase from you.

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109

After Hours Service Introduction

Even though it’s not always possible to

schedule deliveries when the Service

department is open that doesn’t mean you

have to exclude the Service department from

your delivery. For example, you can share

service brochures, videos, pictures of Service

department personnel, business cards, and

Web tours.

Did you know …

46% of new Hyundai customers never return

for service but if you set an appointment for

the first service visit, approximately of

customers will keep it And, owners who

service their vehicles at your dealership are

more likely to repurchase another yundai

from your dealership.


THE VEHICLE DELIVERY

Think about the last time you made a big purchase

or received something special you were excited to

have. The purchase of a Hyundai is a very special

moment for your customer, and you shouldn’t

take it lightly. You will probably deliver many

vehicles in your career—but for the customer,

this is a very special occasion and they will

remember it for many years. Making every delivery

a perfect delivery is a great way to grab that final

opportunity to create a memorable purchase

experience for your customer.

The Reveal

This is your chance to create a WOW moment.

ake the first moment customers see their new

Hyundai vehicle both memorable and special.

Have the new car positioned in a spot that makes

it stand out. Make sure all doors can open and

there is a direct line of travel off your lot.

hen first approaching the car, unlock it and keep

your distance for a good thirty seconds or so.

Watch your customers as they glow over their new

vehicle and start to inspect. Point out any features

they were looking forward to and be prepared to

answer any questions.

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LET THE CUSTOMER’S NEEDS BE YOUR GUIDE

You’ve already won the customer’s trust and made

the sale; now continue to use the consultative

approach and tailor the delivery process to suit your

customer’s needs. This gesture can go a long way in

building satisfaction—and repeat business for you.

It’s important to understand the difference between

selling a feature and explaining the feature during

delivery. When you sell a feature you explain what

it is, how it works, and present the benefit to the

customer. During delivery, instead of simply showing

new owners how to use the features on their new

Hyundai, let them operate features for themselves.

Practice makes perfect, so let the customer

operate the knobs and controls, and practice

using the features themselves. Be patient

and resist the urge to take over and move

things along.

Invite them to ask questions and provide

feedback to help build their confidence and

comfort in using key features such as setting

the clock, operating the audio system and

pairing their phone. This is especially important

in the use of the audio and Bluetooth features.

Also, consider asking them for typical scenarios

they encounter on the road and then showing

them how Hyundai features and technologies

will elevate their driving experience.

Letting the customer be in control puts them in

charge of the learning experience, helps them

get comfortable, and increases both vehicle and

purchase satisfaction.

111

Creating WOW Moments

Creating WOW moments is easy and makes a

big impact. Use one or more of the following

ideas, or come up with your own unique WOW

moment for your customers:

Designate a special place at your

dealership for vehicle deliveries.

Highlight the vehicle with lighting, balloons

or a gift bow.

Use the public address system to

congratulate the customer by name on

their new vehicle.

Encourage other members of the

dealership to be present and to

congratulate the owner on their purchase.

Take a digital photo of the new owner by

their vehicle and then email the photo to

them before they get home.

Offer them a small token gift (key chain,

inexpensive framed photo, etc.).

With the customer’s permission, post

the photo to the dealership’s social

media page.

Place a personal thank you and

congratulations note in the vehicle

glovebox or storage compartment for the

customer to find later.


Focus on Technology

Hyundai vehicles offer new automotive safety,

communication and connectivity technology—

but automotive customers by the thousands are

saying they have difficulties using their new audio,

telematics, and entertainment features. It’s not

unusual for a customer to conclude that a feature

is broken or not working properly, when in fact

they likely just don’t know how it should function

or can t figure out how to use it.

All customers will have different levels of knowledge

and experience with technology. A good way to

determine how tech-savvy your customer is to ask

them how they use their mobile phone.

Low-tech users are more likely to tell you they use

their phone to make calls, which means you’ll want

to make sure their phone is paired with Bluetooth.

Hi-tech users will likely give you a long list of what

they use their phone for. That’s a clue you’ve got a

user who can probably move a little more quickly

through the instructions, and may be interested in

more advanced features.

It also helps to know that, while younger

customers tend to be more interested in

technology, they are also more likely to prefer to

learn about it on their own using online videos

and other methods. You might find that older

customers have more patience and respond

well when you explain technology features. But

regardless of age, you should always offer to

demonstrate the features to every customer.

112


Help Your Customer Personalize the Vehicle

Most customers expect that their salesperson will

assist them in setting up and using key vehicle

features. Personalization pays off the minute your

customer drives off the lot and is comfortable in

their new vehicle and able to successfully make

full use of all the features it has to offer.

Depending on how the vehicle is equipped, priority

features for personalization include:

Front seat, headrest, and seat belt

Side mirrors

Integrated Memory System

Steering wheel/column

Audio system pre-sets

Navigation system favorites

Phone pairing

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Features That Can Confuse New Hyundai Customers

Some Hyundai features are difficult for new

Hyundai owners to understand and use.

It’s important that you take the time to explain

and demonstrate how to operate the

following features:

Windshield wiper operation and settings

Headlight/fog light operation and settings

Heating/ventilation/air conditioning

operation and settings

Remote releases for trunk and fuel

filler door

Dome and map light selections

Audio controls—XM® Satellite Radio,

CD operation

Navigation system controls

Bluetooth®—how to pair a cell phone to

the vehicle

Remote keyless entry system operation—

including the panic button

Seat controls and adjustments

Did you know …

Research shows that customers who receive a

personalized introduction to their new vehicle’s

technology during delivery are more likely to

return to the same dealership for service and

future purchases?

Putting Process Into Practice | TAKE OWNERSHIP

BEGIN AND END WITH THE QUICK REFERENCE GUIDE

The uick Reference uide is a dual-purpose

tool serving as a helpful reference for you during

delivery as well as for the new owner as they come

to understand and operate their new Hyundai.

At the back of each uick Reference uide is

a perforated Delivery Checklist. Refer to this

checklist as you prepare the vehicle for delivery.

At the outset of the delivery, show the customer

the uick Reference uide and explain how

it is organized and how to find information. If

your customer has a smartphone with a R

reader, encourage them to scan the R codes

and check out the associated YouTube Hyundai

channel videos.

Once you have reviewed with the customer

all of the features listed in the uide, tear out

and complete the Checklist. Note that the

sales consultant, sales manager and customer

signatures are required. Then place the uide in

the driver’s side door pocket for the customer’s

quick reference in the future and retain the signed

copy of the Delivery Checklist in the deal jacket.

This last step may seem like a small task, but

you should know that if your customer

discovers the unsigned checklist after leaving

the dealership, they may feel like something

important has been overlooked.

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SANTA FE CUSTOMER DELIVERY CHECK LIST (CONTINUED)

ET T pages - Show phone compatibility website:

www.hyundaiusa.com/bluetooth - Make a test call using Bluetooth with the

customer’s phone - Demonstrate Voice Recognition (VR)

BLUE LINK – pages 26 – 27 - Show website:

www.hyundaiusa.com/technology/bluelink - Demonstrate Point of Interest (POI) search and download - Ensure customer understands subscription process

TIRE RESS RE IT RI SYSTE (TPMS) – page 34

Explain TPMS function to customer - When illuminated, one or more tires are

under-inflated. - Blinks for approximately one minute

then remains illuminated when there is a malfunction with the TPMS

E IC E SETTI S pages and - Demonstrate vehicle settings in instrument cluster - Demonstrate navigation use, enter dealer address - Show radio presets

CLOCK – page - Demonstrate how to set clock (including daylight

savings setting for Navigation equipped vehicles)

Sales Consultant Date Sales Manager Date

Customer Date

Email

@

SANTA FE CUSTOMER DELIVERY CHECK LIST

HYUNDAI OWNER DEALERSHIP NAME

SALES CONSULTANT DATE

VIN PREVIOUS VEHICLE

To speed up front windshield defogging, increase temperature fan speed, and then select defrost button.

Manual climate control - Pages 16 – 17

WALK THE CUSTOMER THROUGH EACH OF THE FOLLOWING KEY DELIVERY FEATURES

BEFORE DELIVERYCONFIRM “GOOD BATTERY” USING GR8 AND STAPLE TEST TICKET HERECONFIRM COLD TIRE PRESSURE IS SET TO PLACARDCONFIRM SHIPPING SWITCH IS IN ON POSITION VERIFY VEHICLE IS CLEAN, IN GOOD CONDITION, FREE OF CHIPS AND SCRATCHES; CLEAN WINDSHIELD AND BACK WINDOWENSURE FLOORMATS ARE SNAPPED INTO PLACE (if applicable)

Automatic climate control - Pages 18 – 19

CLIMATE

A/C

PASSENGERAIR BAG

MODE DUALREAR

CLIMATE

A/C

PASSENGERAIR BAG

MODE DUALREAR

Type A, B Type C

Type A Type B

Defrost – pages 16 and 19Press the front defrost button.

2 Set to warmest temperature setting.3 Set to highest fan speed.

Did you know …

HPI scores can suffer when customers aren’t

shown the uick Reference uide and, in fact,

a no response to the uick Reference uide

question lowers your Sales STAR Index by .


FEATURES AND CONTROLS

SANTA FE2 Y AI

Warning and indicator lights

Tachometer Speedometer

Turn signal indicators LCD display

Type A

Engine temperature gauge Fuel gauge

Tripmeter A Tripmeter B Fuel Economy

WARNINGS AND INDICATORSSeat belt warning light

Charging system warning light

Air bag warning light

Electronic Brake force Distribution (EBD) System warning light

Low Tire PressureTPMS / light

ABS warning light

Front fog light indicatorLight ON indicator

Trunk open warning light

Electric Power Steering(EPS) warning light

High beam indicator

Parking brake & Brake fluid warning light

Engine oil pressure warning light

Malfunction IndicatorLamp (MIL)

Low fuel level warning light

Electronic Stability Control (ESC) indicator

Electronic Stability Control (ESC) OFF indicator

Door open warning light

Turn signal indicatorECO indicator Immobilizer indicator

Downhill Brake Control (DBC) indicator

AWD LOCK indicator

AWD warning light

Engine coolanttemperature warning light

Cruise indicator Cruise SET indicator

e e t p o p te ode p ess n t e tton o n e t e t p ode s

fo o s p ess t e tton

INSTRUMENT PANEL ILLUMINATION

TRIP COMPUTER

o e t e ont o no eft o t to d st t e tness

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Are You Normal or Severe?

The back page of the Quick Reference Guide

provides the vehicle’s maintenance schedule.

Be sure to review the maintenance items and

intervals with your customer and explain the

difference between Normal Usage and Severe

Usage. As part of the MyHyundai.com registration,

customers are asked to define their driving

conditions. If any of the following apply, then Severe

Usage intervals apply:

Repeated short-distance driving less than

miles , or extended periods of low-speed

driving or extensive engine idling.

riving on unpaved, gravel, muddy, rough,

dusty or sandy roadways, or roadways where

salt or other corrosive materials are being used.

riving in heavy stop-and-go traffic, especially

in temperatures above .

riving with a heavy load or workload on the

vehicle, such as towing, mountain roads, or

commercial use.

riving for a prolonged period in cold

temperatures and or extremely

humid climates.

Complete and sign the Customer

elivery Checklist.

Hyu_ProcessGuide_TO_FINAL.indd 115 5/9/13 1:12 PM


UNTIL YOU MEET AGAIN

Our Hyundai customer core values represent what

Hyundai customers have asked, and one of those

values is appreciation. Before letting your customer

leave the dealership, remember to thank them for

doing business with you and the dealership.

Whether it’s a simple handshake or part of your

WOW moment, let your customer know that you

enjoyed working with them to find the perfect

vehicle, and that if they have any open issues you

can address, you’re eager to help get those issues

resolved to their satisfaction.

Consider previewing them on next steps such as

follow-up calls and communications and surveys

they may receive. Encourage them to take any and

all opportunities to provide feedback on their new

vehicle or their experience at the dealership. Let

them know that the only way we can all improve is

with their candid and honest input.

This simple step is an important part of creating

a lasting impression that will leave your customer

feeling positive about you, your dealership, and

their Hyundai vehicle.

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Follow-up is an integral part of every new vehicle

delivery. It not only ensures satisfaction with

today’s sale but sets the wheels in motion for sales

tomorrow. The best way to follow-up is to develop

a system that will enable you to stay in touch with

your customers as long as they own their vehicle

and beyond.

Begin by determining what you want to accomplish

in every communication. In every message,

find opportunities to reinforce the benefits of

owning and driving a Hyundai vehicle, buying and

servicing at your dealership, and your value as their

advocate. Always honor the customer s preferences

for and be responsive to in-person, telephone,

email, and text communications.

Then delight your customers by being as diligent

about follow-up as you were about making the

sale. Surprise them by following up immediately

and then reinforce their perception of you as

a service provider by following up within

hours, in days post-sale, on birthdays and

anniversaries, and then periodically thereafter.

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After the Lot45


THREE-FOLD FOLLOW-UP

The purpose of follow-up is three-fold. Early on

the primary purpose is to ensure your customer’s

satisfaction and quickly resolve any outstanding

items or issues. As time goes on the purpose

of follow-up is to maintain and strengthen the

relationship. Throughout follow-up you are also

mining for referrals as one means of keeping your

sales pipeline full of prospects.

Satisfaction

Following up with your customers is a simple

way to show you care and also let them know

you value them as a customer. Initially follow-up

should cast a broad net for feedback on anything

that is top-of-mind to the customer. In the first

two weeks, while the customer’s memory of the

dealership experience is fresh is a great time

to learn what you or the dealership could have

done differently or better. Be open to hearing

the customer’s perspective. Take corrective

action where needed but also be sure to share

compliments and accolades with the entire sales

team.

A critical touchpoint in your follow-up plan should

be about days after delivery. This is about

the time the customer will begin to receive

quality and satisfaction surveys. Encourage your

customer to complete the surveys and provide

their candid feedback.

Outstanding Items

Sometimes customers take delivery of their vehicle

and you either owe then something or they owe

you something. roactive follow-up is important;

don’t leave a customer or a deal hanging and

unresolved. Always take the initiative on any

outstanding items with a matter of fact, get it

done attitude. If you owe the customer something,

stay on top of it and make sure it gets done and

delivered in a timely manner. Every day that an

outstanding item lingers can cost you customer

satisfaction and in rare cases could even cost you

the deal. And finally remember this is your deal

and your customer—take responsibility.

Sales Consultant to voicemail: Tom, Mary, this is Sydney down at Anytown Hyundai. I just watched you drive off the lot and I am so pleased that we were able to help you take home a new Hyundai today. I know you are going to love it and have a great time with the kids on your next trip to the mountains. I will be following up in the next day or so to make sure everything is okay but in the meantime, if you need anything, please don’t hesitate to give me or my manager a call. Thanks again. Have fun and be safe.

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Referrals

Have you ever had a great meal and told a co-

worker about it? Have you ever seen a great

movie and highly recommended it to several of

your friends or neighbors? Have you ever gotten a

great deal on something and suggested to a family

member that they go get it too? Your customer will

do the same thing if you and the great experience

they had at your dealership are top of mind.

However, if in the four months since they bought

their vehicle from you they have not heard from

you, how good are they still feeling about your

level of customer service and how likely are they

to recommend you?

The key to asking for and getting referrals is

having rapport and a high level of customer

satisfaction and both of those are a result of

professional, proactive follow-up.

97% of people who purchased a vehicle from a sales professional

have forgotten that person’s name one year later

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Be a “Resource” for Your Customers

Staying in touch with your customers will

enable you to continue building their trust and

maintaining a relationship that can enable you

to be their liaison for other services and needs

at the dealership. Consider all of the services

your dealership provides—new vehicles, pre-

owned vehicles, accessories, car wash and

detailing, service, do-it-yourself help, etc.—

and invite your customer to contact you for all

of their vehicle-related needs.

Did you know …

Every person that you sell a vehicle to knows four

people in their sphere of influence that will be in

the market for a new or used car, SUV or truck in

the next to days If you sold vehicles

last month, and half the people gave you a

referral, you would have or people with whom

you already have some rapport who you know

are going to buy now that you could contact. Is

follow-up worth it? YOU BET IT IS.


ENGAGE YOUR CUSTOMERS

Social media channels are a key way to interact

with customers and build relationships. Sadly,

though, of consumers who tweet about a

bad customer experience don’t receive a reply

from the company they have an issue with. That’s

why it’s important in today’s interactive economy

to monitor and listen to your customers across

social channels.

Invite your customers to join Hyundai and your

dealership online. Encourage them to share their

Hyundai story, to review and rate their dealership

experience, and to endorse your business,

products and people.

Engaged customers consistently reward strong

service by spending more and becoming influential

brand advocates on social channels. Engaged

customers can—and do—endorse your company

to tens of thousands of people instantly.

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Before the Lot

3 Make certain to actively engage

customers before they are “in-market.” By providing both traditional and non-traditional

outreach before customers are ready to buy, you

are more likely to be top-of-mind when they are

ready to make their purchase.

On the Lot

3 Make the Quick Reference Guide part

of every delivery. The uick Reference

uide is designed to help customers become

familiar with the key operational features on

their new yundai vehicle. ave the uide out

as you review each of the features covered.

Approximately of people are visual learners,

so seeing the images as you explain a feature may

enhance understanding and retention.

3 Make the delivery tech-novice or

tech-savvy friendly. Whether your customer

is part of the aby oomer generation, en or

en Y, it is important to gauge their familiarity and

comfort with vehicle technologies and adjust your

feature/function review accordingly. Take as little

or as much time as the customer needs to get

comfortable actually using the features, especially

audio, display and navigation systems.

3 Help customers get connected with

Blue Link. Every Hyundai vehicle will soon

be equipped with Blue Link, and therefore it should

be an integral part of your delivery process. Blue

Link consists of Web-based services that are

accessed through the MyHyundai.com owner

portal, in-vehicle services that are accessed via the

rear-view mirror preference, and mobile services

that are accessed on smartphones through the

mobile application.

3 Build your repeat and referral business

by building customer loyalty—to you and your

dealership. Your Service department is the

strongest tool at your dealership to build customer

loyalty. Encourage customers to use your Service

department by scheduling their first service visit

before they drive off your lot.

PRIORITYPRACTICES

When appropriate, these Priority Practices may help you plan and execute

45

45

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After the Lot

3 Make yourself available. Let your

customer know that you are “available”

anytime. Make regular contact with the customer—

recognize holidays, birthdays, anniversaries, and

other special events or occasions—and always

include a message that lets the customer know that

you are “there” to assist.

3 Add a personal touch. Continue to build

your relationship with your customer by

referring, in any communications, to their lifestyle

and buying motives that you learned during your

needs assessment. Include handwritten notes,

vehicle photos, and points of common interest.

45

122

123

Many additional materials, ranging from websites to training videos to publications,

are available for your ongoing access and education. As you continue to refine your

customer-focused sales process, please look to the following for additional reference.

Sales Toolbox

Research shows a clear connection between a

sales consultant’s product knowledge and customer

satisfaction with their purchase. Even though the

Internet offers endless sources of facts and figures,

most customers want a frank and factual relationship

with their sales consultant. They have questions that

only a dealership expert can answer.

That’s where the Hyundai Product Pocket Guide

comes in. This Guide is compact so it’s easy

to have at-the-ready. It provides the essential

information that sales consultants need to provide

instant, accurate answers to the many types of

product questions customers may ask.

The core of the Guide is a section for each model

detailing features and specifications, as well as

advantages over their main competitors. In addition,

the Guide includes a Model Line Overview for at-a-

glance questions about features between models

and sales tips, to help keep sales consultants at the

top of their game.

Hyundai Product Pocket Guide

Putting Process Into Practice | SALES TOOLBOX124

This is the offi cial consumer site for yundai otor

America and provides detailed information about

new vehicles about yundai products and services,

a variety of shopping tools and numerous details.

ake sure you are comfortable with how the uild

uote, ayment Calculator, and Trade-in Estimate

tools work so that you can knowledgeably answer

customer questions.

Take time regularly to stay up-to-date with the

information and tools that this site offers consumers,

specifi cally:

The unique selling points offered in the hy yundai section.

The latest elements and highlights of Assurance and lue ink.

Special offers and promotions.

About the mobile site

yundai learned more users were visiting off i- i

so the site was re-tooled to improve load times.

y converting color schemes and using larger

images, readability and viewing was improved both

in portrait and landscape mode. y adding more

relevant videos, yundai provided a richer content

experience. As well, navigation was re-tooled to

make it easier to fi nd specifi c models and the whole

site was made more interactive by adding features

like a spin.

In the end, A gave yundai the ranking

among all automotive mobile sites. Another fi rst

for yundai.

*Wi-Fi is a registered trademark of the Wi-Fi Alliance.

For Consumers: www.Hyundai.com


Hyu_ProcessGuide_ST_FINAL.indd 125 5/9/13 3:21 PM

This owner site contains a full complement of

information, tools and resources designed to

enhance the Hyundai experience. Both consumers

and owners can register for a MyHyundai.com

account. Consumers can save vehicles they have

configured using the uild uote function and

schedule a test drive. Owners can add the Hyundai

vehicles that they own.

For Owners, this site provides a vehicle dashboard

from which they can:

Review model-specific manuals and A s.

Access and manage service history and

review recommended service schedules.

Schedule service appointments.

View accessories and merchandise.

And for Blue Link-equipped vehicles, maintain Blue Link subscriptions, set Blue Link preferences and view the Blue Link Monthly Vehicle Report.

www.MyHyundai.comFor Consumers and Owners:


yundai ope n heels, a national independent

c nonprofi t organization, is committed to

fi nding a cure for childhood cancer. Every time a

new yundai vehicle is sold in the .S., yundai

customers join yundai otor America and its

more than dealers in this cause. yundai

ope n heels has donated over million to

pediatric cancer research in the .S., since .

This site provides background information about

the charity and its efforts and allows anyone to get

more involved.

Ho e n ee s: www.HyundaiHo e n ee s.or



This site is dedicated to yundai s Certifi ed re-

wned C vehicle program. ike yundai.com

does for new vehicles, this site provides detailed

information and shopping tools, as well as access

to C inventory nationwide.

For Consumers: www.HyundaiCer i ed.com



This is the offi cial news site for yundai otor

America. ere you will fi nd deep dive information

on a variety of yundai topics including:

ress releases

Awards

ehicle archives

Auto Show information

otorsport events

yundai otor America s executive team

cia ews: www.Hyundai ews.com



Hyundai Motor Manufacturing Alabama is

yundai s first .S. manufacturing facility. The two-

million-square-foot manufacturing plant resides on

, acres of land and includes a stamping facility,

paint shop, vehicle assembly shop, a two-mile test

track and two engine shops. This site provides

information on the manufacturing processes,

practices and brand initiatives that take place there.

Hyundai Manufacturing: www.hmmausa.com



This site provides information on yundai s overall

presence in the nited States and provides

practical data on the company s background,

philosophies, and economic impact. e sure to

check out the et The acts section for some

helpful downloads worth sharing with customers.

Hyundai in e : Hyundai merica.us

131

Hyu_ProcessGuide_ST_FINAL.indd 131 5/10/13 11:07 AM

Putting Process Into Practice | SALES TOOLBOX

Exclusive content, videos, playlists and more are

available on the official yundai YouTube channel.

e sure to check out the yundai lue ink playlist

featuring a short segment on virtually every Blue

ink feature. These videos are great for reinforcing

your product knowledge and for sharing with

customers and owners.

Videos: youtube.com/Hyundai

132


At Hyundai, we love getting to know our owners

and fans. This is the place to join the conversation

and talk about the cars that move you! With more

than 661,760 likes, you and your customers can

keep up to date on all that is happening at Hyundai.

Social Media: www.facebook.com/Hyundai

133


With over 50,000 followers, Hyundai enjoys a very

significant presence on one of the world s most

popular social media websites. Hyundai’s Twitter

feed includes information on Hyundai news, events

and social outreach.

Social Media: twitter.com/H

134


The yundai ealer portal is for authorized dealers

of yundai otor America to access informational

content messages, manuals, instructions,

training materials, etc. . The various operational

departments of yundai such as Sales, Service,

and arts utilize the portal to connect with dealers.

In addition, the portal acts as a gateway to many

internal yundai websites and other external

vendor sites that are directly or indirectly related to

the dealer operations.

This site is password-protected with customized

access available for every position in the dealership.

If you don t have access to this site, contact your

dealership administrator or yundai representative.

For Hyundai ea ers: www.Hyundai ea er.com

135



This site contains the latest Hyundai advertising and

marketing materials including the Hyundai Graphics

Standards Manual, photography, logos, badging,

brochures, online ads, print ads, radio and TV

spots, running footage and direct mail resources.

The information on this site is organized in two

ways: by car model or by the type of information.

The images and logos included are intended for

authorized use only in dealership print, outdoor,

direct mail, online marketing and other print

advertising materials.

For Hyundai Dealers: www.HyundaiAdPlanner.com

136


This site is a personalized portal for everything

related to yundai Sales Training including STAR

Testing, STAR roduct Information, and a full

complement of resources supporting dealership

sales process and customer satisfaction. rom this

site, you can enroll in upcoming events, access

archives of previous events and materials, and view

your current STAR testing status and I Sales

STAR Index.

a es rainin : www.Hyundai a es rainin .com

137



This site is the portal for sales consultants and

sales managers to view and manage their STAR

Incentive activity.

Hyundai Sales Rewards: www.HyundaiSalesRewards.com

138

139

At Hyundai, we are guided by a simple vision—being a trusted, lifetime partner to our customers. To be successful at that, we must bring them products designed for every stage of their life. Recognizing that their wants and needs deepen and evolve with each passing year and personal success, we need to bring them vehicles and services that do the same, or risk losing them to another manufacturer who does.

Simply put, we need to offer premium products and services, in line with the personal growth and success these customers have achieved as they’ve climbed life’s ladder.

That’s where the unrivaled Hyundai Equus and the Hyundai Genesis come in.

The Power of Premium

It takes more than product alone, however, to satisfy the premium customers that these great products will bring into your showroom. To be successful in the premium segment, we have to deliver uncompromised retail experiences that go beyond just offering customers a high-end vehicle at a competitive price.

If we hope to truly compete against the segment leaders, we can’t simply “sell” to customers; we need to connect with them. That connection is born from awareness and understanding—an awareness of the premium customer’s unique wants and needs and an understanding of how to deliver to them. This section of our guide lends insight into what it takes to deliver the high level of service and attention to detail expected by the premium customer.

According to a recent American Express survey, 78% of consumers have

abandoned a transaction or not made an intended purchase because of a

poor service experience.

140 Putting Process Into Practice | THE POWER OF PREMIUM

Creating A Premium ExperienceIT’S THE LITTLE THINGS THAT MATTER

As one of the top executives in his firm, Jim has earned his fair share of personal, professional and financial success. He’s got a big work event coming up and wants to treat himself to a new suit for the occasion. Jim’s very particular, however, when it comes to shopping and he doesn’t just shop anywhere.

It’s not that he’s pretentious. Far from it, in fact. Jim has achieved a certain station in life and expects things go a certain way when he’s spending his hard earned money. He knows he’ll only be comfortable at a place where he’s confident he’ll be taken care of…someplace that knows how meaningful the purchase is to him…someplace where the person is just as important as the product he’s being sold. He needs someplace premium…so he heads to a place that he knows won’t disappoint—Nordstrom.

Jim heads to the men’s department and begins to browse around. Just a few moments later, he’s greeted by a friendly salesperson, who introduces himself by name and shakes Jim’s hand. The salesperson isn’t pushy at all. Rather, he simply lets Jim know he appreciates him being there in an “I-don’t-want-to-interrupt-you-but-just-know-that-I’m-here-if-you-need-me” kind of way.

After listening to Jim tell the story of why he was there and what he was looking for, the salesperson gives him a reassuring look and invites Jim to take a seat. He confirms Jim’s size and needs, and then lets him know that he’ll be right back and excuses himself to pull a few garments for him to take a look at. Jim is reminded that’s one of the reasons he likes shopping here…never having to “follow” the salesperson from rack to rack in a seemingly never-ending search for the right selection.

(continued on next page)


The salesperson returns just a few moments later with several different choices for Jim’s consideration. (He also has a bottle of water for Jim another nice touch that shows Jim he isn’t just a “wallet” to the salesperson.) Acting more like a personal shopper than a retail clerk, the salesperson really listens to what Jim says regarding favorite colors and styles and brings some great suit choices for him to take a look at…and some very hip shirt and tie combos as well. Jim has no problem making a selection (they were all spot on) and he heads over to the fitting room to try the suits on for size.

Everything fits perfectly, except for the pants. They need to be shortened a bit. No problem, the salesperson calls an on-site tailor who arrives without delay. The tailoring is complementary, by the way. (Another nice “premium” touch that gives Jim reason to shop here above the competition.)

While the tailor was finishing up taking the measurements, the salesperson continues to bring Jim a few other shirt and tie combinations to consider…wanting to make certain that Jim is wholly satisfied with his choice.

Hearing Jim say that he was short on time, the salesperson offers to process his payment while Jim changes back into his street clothes. That way Jim can get on about his day straight away. The salesperson even brings Jim’s purchases to him at the fitting room, rather than make him go all the way across the store to the register.

And as the salesperson escorts Jim to the front of the store (carrying his bags for him), he reminds him that his alterations will be ready the following day and that he will give him a call directly, as soon as they were completed.

Putting Process Into Practice | THE POWER OF PREMIUM142


No doubt about it, Jim left the store knowing he was going to look great at his event…but he also walked away feeling great as well. The little things Jim experienced—from the salesperson’s personal greeting and suggestive selling to the refreshments and complimentary alterations—let him know that he was getting “top-tier” treatment; that he was getting a “premium” experience that he couldn’t get just anywhere. Jim might have paid a few dollars more for his new clothes than he would have at a lesser tier store but he thought it was more than worth it. This was a standout shopping experience…worthy of the premium he paid.

hile any retailers sa a si nificant drop in sales during the recent recession, Nordstrom actually saw a rise in sales, as tales of heroic efforts by salespeople became legion: clerks were known to pay shoppers’ parking tickets, rush deli eries to o fices un uestionin ly accept returns, lend cash to strapped customers, and to send tailors to customers’ homes.

143


Did you know …

That many of the brands you touch every day are following Nordstrom’s lead and have been making efforts to offer their customers premium retail experiences? You can read more about ordstrom’s customer-first philosophy in The Nordstrom Way, by Robert Spector. (Check with your Sales Manager…they might even have a copy!)

Meanwhile, the next time you are out shopping or having a meal, take notice of the special touches that are in place to surprise and delight you. Here are a just a few examples of the steps some brands you regularly encounter are using to deliver a premium experience to their customers.

When is an economy seat not really economy?

When it’s a premium economy seat on Virgin

Atlantic Airways.

Virgin Atlantic recently introduced a new “Premium

Economy seat” with improved ergonomics for

increased comfort. The seats have leather covers

and an increased seat width to 21 inches—around

3 inches wider than those of its competitors.

ircraft ying to ondon have la to ower

ports, and passengers get priority boarding, a

se arate ca in re de arture drink and an in ight

entertainment system.

What Hyundai has done is quite similar—create

premium options within the entire line-up (rather

than establishing a separate brand and premium

dealerships) that customers can choose.

The Panera Bread concept is an excellent example

of how a brand can charge more for an ordinary

object—like a sandwich—by designing appealing

details into their stores, and a back story of artisan

quality in their products.

First think about the Subway sandwich experience.

The emphasis is on speed and value. Sandwiches

are efficiently constructed in a factory style

assembly line. Bright, colorful menus promote

inexpensive value combinations. Seating is

minimal, and not very comfortable. Panera Bread,

on the other hand, starts with the idea of crafted

bakery products. The artisan bread is the star of

the show; the brand is Panera Bread, not Panera

Sandwich. As customers walk in the door, they

can smell fresh bread. The ordering area features

whole loaves and an appealing selection of

pastries, fruit, and juices. These details appeal to

the sight, smell, and taste of Panera customers.

The mess and fast-paced activity of sandwich

assembly is kept hidden from customers, who are

encouraged to relax on padded chairs or booths.

he colors of the walls and fi tures are warm and

soft, complementing the browns of baked bread.


The Price of PremiumPREMIUM EXPERIENCES SHOULD BE WORTH A PREMIUM PRICE

Even if you’re not in the market for a new suit, you can relate to Jim’s story…because he’s not unlike you, or any of us for that matter. When it comes to “buying,” all of us have things that are important to us…the things that we’re willing to pay a premium for. We make these choices because the product and experience are worth more to us.

Think about the times that you, as a customer, chose a high-priced item over its lesser-cost counterpart. Why did you choose the way you did? What about the selection made you want to have it over all others, even lower-priced alternatives? Was it the way owning the selection made you feel or the personal statement it made about you? Was it the ease of the shopping process? Was it because of an unmatched attention to detail in both the product and the salesperson? Chances are it was the combination of all of those things—the complete experience.

You made your choice because of the memorable events the brand brought you. In fact, that memory itself became the product—the “experience” that was delivered to you. Because that entire experience was memorable, because it was able to deliver in a way that was unmatched by any other, you were willing to pay the premium price for it.

Automotive customers are no different. They are entering your showroom with an expectation that the premium products—Genesis and Equus—deliver a total retail and ownership experience that they can’t find anywhere else. To truly make a lasting impression on these customers, we need to delight them in a way they consider to be priceless.

Remember, those moments of delight must happen throughout your ENTIRE relationship with the customer—from the first point of contact through every post purchase visit. And while there’s no single best way to deliver those moments, there are a few benchmarks you can follow. The previous sections of this guide each conclude with a list of Priority Practices that should be followed during each phase of the sales process. Take a moment to review them and determine how they may be best applied to deliver priceless delight to the Equus and Genesis customer.

Did you know …

A recent Impact Report published by Harris Interactive revealed that nearly 90% of all US retail customers said they would pay more to ensure a superior customer experience.

145

Putting Process Into Practice | THE POWER OF PREMIUM

WHY ARE WE PLAYING HERE?

Everything we do at Hyundai is driven by one simple goal: To be the most beloved car brand in the global automotive industry. For that to happen, our customers must feel like they are part of a family: “the Hyundai family.” And like family, we need to be there for them every step of the way. We need to make sure they know we are ready to be their lifetime partner.

Hyundai and the Premium Marketplace

To that end, we must offer products designed for every life stage of our customers—from a teen’s first car to an entry-level car as an adult, and a practical car fit for post retirement.

Until recently, however, our products have been specifically designed to appeal to entry and intermediate level buyers. Simply put, we haven’t aggressively offered high-end vehicles designed to appeal to the wants and needs of the a uent buyer. ow, by offering customers a value priced premium product (that’s on par with everything else in the segment) we are opening up the pipeline to many new buyers…that means many new opportunities to make a sale and extend the reach of the Hyundai brand.

Equally important, our premium products represent an excellent opportunity for us to retain existing Hyundai customers. As our customers grow, in age and financial resources, they have historically left our brand in search of products that were more aligned with their emotional and financial stature. By bringing products such as the Genesis and Equus to Hyundai showrooms, we are better prepared to satisfy the needs and expectations of the premium buyer. These premium vehicles mean there’s never a reason for someone to leave the Hyundai brand as they make their ascent up the “success” ladder.

146


This inflow of customers presents both an opportunity and a challenge, however. These customers have expectations about the purchase and ownership experience that were set by their experience with previous brands and past purchases—expectations that might be high.

And that’s where you and your dealership come in. We are giving customers a top of the line vehicle and need our dealerships and sales consultants to deliver an experience that matches that. Hyundai cannot succeed in the premium segment solely on the strength of our premium vehicles. Those premium vehicles must be matched with a premium experience at retail. That’s why our strategy for keeping the new customers we’re drawing to the brand is to deliver a premium experience to every customer that fulfills our brand promise by…

Defying convention

Designing a memorable purchase experience

Delighting customers

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According to the White House fice o onsu er airs it costs

6-7 times more to ac uire a ne customer than it does to retain an existing one. We actually save money over the long term by offering Hyundai customers products that can service every phase of their life.


THE HYUNDAI PREMIUM ADVANTAGE

Our formula for success in this segment is fairly simple—add a Luxury-class ehicle to an Extraordinary Purchase Experience to achieve the Premium Advantage. This formula allows us to deliver tangible value in a way that is unmatched by any other manufacturer. Why an extraordinary purchase experience? Because that’s what it will take to attract and keep premium customers who have expectations based on other premium purchase experiences.

This premium experience is what will make

Hyundai stand out from the competition.

You will be most successful in delivering that premium experience if you possess an understanding of the premium customer and the strategies for exceeding their expectations.

148


Delighting the Premium CustomerA FAMILIAR FACE…WELL, KIND OF

What type of person is a premium product customer? Unfortunately, there is no one quick answer. While the demographics of this customer are more easily recognized than their psychographics, there isn’t one magic definition that puts Equus and Genesis customers into a nice neat box.

That’s not to say that you can’t identify this buyer when they walk into your showroom, you can. In fact, you’ve already met them. That’s because these premium buyers are customers first they just happen to be shopping at a higher price point than others you might encounter. And like all customers, these people enter the retail experience with a very specific set of expectations:

To spend their time wisely

To receive honest and straightforward information from dealership personnel

Sincere customer handling

Control over the process and the outcome

Respect

Clean, well-kept facilities

These expectations—and how you and your dealership respond to them—drive the impression you leave on the premium customer and impact your ability to close the sale with them. While it is important to remember that these expectations are familiar among all customers, it is even more important to remember that premium customers (based on their station in life) most likely have a different definition of what it means to deliver on those expectations.

Take for example the demo drive process. The needs of the mainstream customer may be satisfied by a quick spin around the block, whereas the premium customer may expect a longer experience (perhaps even overnight) because that’s the type of “whatever you need” service they receive in other high-end purchases they make. Further, schedule may dictate that the premium customer has a very limited window to take that test drive. That’s why we have programs such as Your Time, Your lace…to aid in making the shopping experience as simple and stress-free for the customer as possible.

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The point is this; they expect the purchase experience to match the vehicle. Meaning the process for shopping a premium product must be dotted with premium touches (such as longer test drives and Your Time Your lace) for it to truly be effective for this customer.

An earlier section of this guide detailed Hyundai’s standing in the recent J. . ower Associates Sales Satisfaction Survey. In that chapter, we spent a fair amount of time reviewing the subject of salesperson treatment and opportunities for your improvement in that area. Dealer treatment is critically important to the premium customer.

Think back to the beginning of this section and the story of Jim, the ordstrom shopper. Remember how appreciative he was when the salesperson brought the clothes to him instead of making him traipse around the department hoping for something to catch his eye? o you recall how great he thought it was that the salesperson brought him a bottle of water without him having to ask for it? What about when the salesperson brought Jim’s packages to the front door for him? Or when he pulled items for Jim to review, rather than making him scan through the racks himself? Those little touches definitely made Jim stand up and take notice That kind of treatment went a long way in his eyes…and helped solidify his confidence in his decision to shop there. That’s the type of top-shelf treatment that the premium customer expects.

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By virtue of the types of products they shop for (and the price points of those products) the premium customer is quite used to being treated a certain way during the retail experience—with profound respect for their time, their need for appropriate amounts of information and their desire to be valued as a person more than a profit center.

Not surprisingly then, the premium automotive customer places a high value on:

Thoroughness in explaining vehicle features they’ve shown an interest in

Thoughtfulness of their wants and needs

Timeliness of completing the final paperwork process

Timeliness of completing the final delivery

Specific recommendations for how to address these challenges are included as part of the earlier conversation on salesperson treatment. You should most certainly review the Business Case for Sales

Satisfaction section of this guide as part of your effort to better understand how to delight the discerning premium product customer.

You will also find the Learn My Needs section of this guide to be an excellent resource for discovering specific actions that will leave a lasting, positive impression on your premium customer. As you recall, that section details the importance of truly connecting with customers and asking good questions to determine their interests and needs. That process is especially important when interacting with the premium customer, as they have no tolerance for spending time in a scattered or disconnected manner.

Remember, you can’t just do the minimum—this customer won’t accept it. Everyone at your dealership who works with customers, needs to take responsibility for providing a premium experience and make certain that every action supports the customer retail experience that you want all your customers to have.

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Did you know …

There are several myths surrounding the premium customer? It’s time for us to bust some of them wide open!

Premium Customers can be Spotted Instantly

WRONG! There is no specific way to identify a premium customer—or any type of customer for that matter. So don’t judge a book by its cover. Just because a customer doesn’t look or sound the way you think a high-end customer should, doesn’t mean they don’t have a bankbook bigger than Rockefeller. Customers don’t wear their credit score on their sleeves, nor do they come in to your store shouting “here’s what I’m looking for.” You must take the time to ask open-ended questions that reveal the specific wants and needs of your customer.

Premium Customers Don’t Want to Spend Time Learning About the Car, They Already Know What They Need to

WRONG! It’s true that premium customers place a high value on their time but that doesn’t mean they won’t take the opportunity to be well informed before making a purchase. You must remember to actively and attentively respond to your customers’ questions and concerns. Don’t assume that premium shoppers know all of the vehicle features, technology and premium services Hyundai offers their customers.

Price Doesn’t Matter to the Premium Customer

WRONG! While it’s true that the premium customer can afford most of the objects they desire, they still expect a fair return on their investment. Moreover, they recognize and appreciate value when they see it. That’s why you need to sell the value and luxury of the Genesis and Equus against the competition. Our premium products have many standard features that customers can’t get from our competitors without additional costs.


Delighting the Premium CustomerYOU NEED TO CREATE “WOW” MOMENTS

A “wow” moment is a moment that stops someone in their tracks. It’s usually an unexpected act of courtesy and thoughtfulness. For premium customers, it’s those “wow” moments that elevate brands to “must have” status—a “must have” for which customers are willing to pay a premium price.

Jim certainly had his fair share of “wow” moments when he was shopping at ordstrom—the handshake hello…the personal shopping services of the salesperson…the refreshments…the complementary alterations…etc. They all worked to create moments of delight for Jim and all played a roll in him walking away feeling as though he had a premium experience.

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Engagement The premium customer appreciates a sales consultant who is polite, genuinely caring and interested in helping, acknowledging and listening.

Educational Excellence The ability to patiently explain vehicle features and provide appropriate advice is critical to success with the premium customer. They simply do not have the time or the resources to learn everything they need to know about the vehicle in order to make an informed purchase. You need to be able to fill in the knowledge gaps they can’t complete themselves.

Brand Experience Exciting store design, comfortable atmosphere, and consistently great product and work quality all contribute to making customers feel they’re special and truly valued. The premium customer, like all people, has an ego. Positive strokes to that ego can help you stand our in their eyes.

Expediting Although we’ve mentioned it several times, it bears repeating. Time is a precious commodity for customers, especially premium customers because of the schedule demands that come with their station in life. Being sensitive to the time they spend throughout the phases of the sales process (and doing what you can to expedite them) help to leave a positive impression on this customer.

Problem Solving Premium customers appreciate someone who can get the job done. They’re people of action and expect the same from those they surround themselves with. Helping resolve problems, upgrading quality and ensuring complete satisfaction will go a long way with this group of buyers.

The best way to lay the foundation for premium customers, like Jim, to have great “wow” experiences is for store owners to hire and train staff who are able to take basic information about shopper preferences and convert that knowledge to customized service. Your management has already taken that step, by adding you to their team. ow the ball is in your court. You must back their confidence in you with a commitment to understanding the practices that contribute to creating “wow” moments for customers:


According to a recent Forbes Magazine article, 4 in 5 shoppers will tell an average of 3 people about a “wow” shopping experience.


Premium Products = Premium ServicesWE SUPPORT OUR PREMIUM PRODUCTS WITH A UNIQUE SET OF PREMIUM SERVICES

When it comes to “wow” experiences, few delight customers in the way that Hyundai’s specially developed product support programs do. We have long supported our entire line-up with special products and programs designed to enhance the customer’s ownership experience and will continue to do so. In addition to these existing programs, we are pleased to support our flagship premium product— the Equus—with an entire set of unique services available to shoppers and owners. If your dealership carries or plans to carry Equus vehicles, you’ll want to make sure that you able to detail those programs to your premium customer. They help Equus stand out from the competition, and should be presented at the earliest opportunity to your buyers, rather than at the close of your discussion.

Your Time, Your Place is a vehicle presentation program designed with the shopper’s unique and personal requirements in mind. It is a reservation-based service, through which customers can make an appointment to for a product presentation at their own desired time and location.

At Your Service delivers customers a worry-free service program that ensures attention is paid to the regularly scheduled maintenance of their Equus. The program includes three-years/3 ,000-miles of complimentary scheduled maintenance as well as pickup and delivery valet service and a complimentary loaner vehicle for use while their vehicle is being serviced.

(continued on next page)

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Equus Customer Connect Center is a concierge-style service that customers can use to fulfill a variety of their ownership needs. Using this personalized service, customers can receive LI E answers to product feature and functionality questions, schedule service appointments and connect to Roadside Assistance or Hyundai Motor Finance.

The Equus Sales App brings the seamless integration of information and technology to the sales and delivery experience. This customer-facing app provides a hands-on tool for presenting Equus’ advanced technologies in an in-depth and meaningful way. And since the app provides detail on most of the vehicle’s features and their operation, it can be used expedite the delivery process by virtually presenting those features to the customer prior to the start of the F I process. The tool is a also a great resource for post-sales support, as it puts information in the palm of your hand, often eliminating the need for a return trip to the dealership.

It should be noted, while these premium services were initially designed to service Equus customers, there is nothing preventing you from offering these services (modified as necessary) for other premium products as well. Beginning with the all-new 2015 Genesis, you may want to start offering these great services to ALL of your premium customers. It will go a long way toward letting them know they are valued.

Please see your dealership management for detailed information on these ownership tools as well as information on Hyundai’s other customer support tools.



PRIORITYPRACTICES

When appropriate, these Priority Practices may help you create dealership

actions aimed at improving several measurement areas in the Sales Satisfaction

Index, Customer Retention Index and Hyundai Purchase Index.

To maximize your selling success, you must make it your goal to provide every customer a premium experience. That said, it is important to pay special attention to the unique wants, needs and expectations of the premium customer as doing so can help lay the foundation for long-term success with this in-demand buyer. Here are a few priority practices that you can use to help you achieve your goal of creating better customer experiences, higher satisfaction and more repeat and referral business.

3 Listen to your customers. Premium customers are spending a lot of money for

their premium product and they expect that you pay attention to what they are saying in terms of how they want to spend that money. Are you listening to what’s important to them? Be fully present and listen to the needs, desires and frustrations that your customers are sharing. This is invaluable when it comes to fitting the right product with each person—not just for premium customers but also for everyone that comes into your showroom.

3 Focus on the customer’s

needs, not yours. The premium customer (any customer for that matter) doesn’t care about your bottom line or your need to get the deal done. Focus all your effort and attention on doing an exceptional job and the premium customer will reward you with their business.

3 Don’t rush the buyer…you don’t have to.

The more money someone is spending on something, the more methodical they become in their selection process. Pouncing on the high-end customer as soon as they arrive at the dealership does nothing to endear them to you. In fact, it can be a turn off, especially to the premium buyer as it can make you come across as a bit desperate. Give them space to consider their purchase. Stay accessible, but don’t smother them.

3 Don’t hound your customers…you don’t

have to do that either. Give them room after they leave to evaluate their options. Follow-up phone calls or e-mails are fine, but don’t go overboard. Remember, the premium customer is very confident in their wants and needs. If they sense you can deliver on those needs, they will reach out to you…it’s in their best interest.

3 Don’t badmouth the competition.

Berating your competitors won’t win you any points with the premium buyer. These customers appreciate people and products that can stand on their own merits, just as they do. By showing respect for the competition you demonstrate a quiet confidence in our own Hyundai premium products.

3 Don’t be condescending. Don’t patronize your customers. Today’s customers are

smart, savvy shoppers. Chances are they’ve already done their homework before they walk into your dealership and most likely know what they’re talking about. They appreciate that you have “inside” knowledge that can add to what they already know but they won’t tolerate you talking down to them or being dismissive. It’s insulting, and that alone could cost you the sale.

3 the correct answers when you don’t).

You are there to fill out the story for the customer. Premium customers are busy people who don’t generally have the time, resources or interest to uncover every last detail. They’re relying on you to provide the information they can’t source on their own. You need to be the expert. Make sure you know more than they do.

3 Shoot straight. If you can’t do something, you can’t do it. Period. Say so. Say what you

mean. Mean what you say. Be direct and upfront and never skirt the truth.

3 Keep your promises. Call when you say you’re going to call. Have what you say you

have. Do what you say you’re going to do. Chances are your premium customer has reached their status by doing the same in their business practices. They will be more likely to align with those who act the same way.

3 Make things easy on your customers. In general, making a big purchase such as a

premium automobile can be a stressful experience. Find ways to make the process easy and peaceful for your customers, free from any unwanted surprises, hassles or disrespect for their time.

3 Learn from the world around you. Today’s marketplace is flooded with examples

of retailers providing premium service to their high-end customers. Take the time to observe these other stores in action—even non-automotive stores. Don’t be afraid to adopt some of practices you see as your own.


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