PROSPECTING

1

Sales

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WHY PROSPECT ?

An organised and professional approach to Prospecting is the singlebiggest factor in increasing sales and profitability in any business.Prospecting must be a daily activity that is:• Organised• Prioritised• Managed

On this basis, today’s Prospecting will build a database of potential futuresales and help to smooth out future peaks and troughs that can otherwiseoccur.

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CUSTOMER REQUIREMENTS

• To be contacted in a professional and courteous manner• To have a clear understanding of why the call is being made• To have their privacy respected and Data Protection laws complied

with

EV prospecting is very specific. There should be at least two fully trained (notexclusive) Sales Executives in each dealership.

Make sure the experience is positive and reassuring, and that customers are alsoqualified correctly to ensure that an EV is suitable for them. Be sure to cover thekey steps described in the Qualification section of this guide. EVs will generatemany long term leads and so be sure to keep the contact data on yourShowroom Management System for future follow-up.

FLOWCHARTProspecting Call

Sales

Identify Customer to be contacted, and the reason for contact and review all

current information, personal Customer profile, models considered,

current deal etc.

Use open questions and avoid

‘interrogating’ Customer

Prospecting Call

PROCESS

Converse with Customer, deliver

reason for call, latest offer, new

model information etc.

ACCOUNTABLE : SE = SALES EXECUTIVE I SM = SALES MANAGER I Adm = SALES ASSISTANT

Rehearse your script and how the call will be positioned

Visualise the outcome

If not ok to continue

Stand and Smile whilst making the call, it will give you confidence

Telephone the Customer, introduce yourself

and explain the reason for the call and ask if it is ok to continue

If ok to continue

Agree suitable time and

date to call back

Thank Customer and close call

Update Showroom

Management System

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Customer does not

want to, or, not in a

position to proceed

Customer requires

further information

Confirm information

required

PROCESS

ACCOUNTABLE : SE = SALES EXECUTIVE I SM = SALES MANAGER I Adm = SALES ASSISTANT

Feedback to Customer what you have learned to show you have listened

Thank Customer for their time and close call

Record/update all information gathered

Review success. What went well, what not so well

Listen and take notes of customer responses, requests, objections.

Agree suitable time

for future telephone

contact

Confirm

appointment by e-

mail (or letter)

Customer requires

demonstration

Appoint Customer

and book demo, see

Qualification and

Demo Drive

Appoint for either

dealership or home

visit; or send

relevant information;

or advise how to

access e-brochure

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It is a vital role of the Sales Manager to ensure that every member of the SalesTeam has a clear understanding of the Prospecting rules that apply for thebusiness. In particular the following should be specified:

• Defined periods of contact with existing Customers.• A minimum number of new telephone contacts per week.• Every contact must be recorded in the Showroom Management System at

the point of contact (checking the relevant permission box re future contact).

• A next action date recorded against every prospect.• No prospects should be deleted from the system without the permission of

the Sales Manager.• Prospects must always be contacted when promised / scheduled.

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A Showroom Management System for controlling the Prospecting process isessential and the Nissan requirement is for all dealers to use an approvedShowroom Management System. Where dealers have implemented the NissanRetail Environment, N-Showroom must be used. N-Showroom has beenspecifically developed for Nissan by Contact Advantage.

Prospect details should be recorded at the earliest opportunity and as rapport isbuilt with the prospect during the selling process details should be rigorouslyadded to the system.

In this way a clear picture of every prospect will be available no matter how longthe time between contacts.

Each contact with a prospect or existing Customer should be seen as anopportunity to cleanse and update the Showroom Management System.

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There are many places where you can source potential prospects. To make themost of the time available for Prospecting it is important to decide whereProspecting can reap the greatest rewards.

Here are some guidelines:

REMEMBER: Even if there is not an opportunity for a sales appointment,

identify and listen for other business opportunities (e.g. a car service).

SERVICE CUSTOMERS

• Review and print the Service Diary daily for the next 48 hours and identifythose Customers who are most likely to buy.

• Allocate the identified Customers to members of the Sales Team andensure that they update the Showroom Management System to reflect theoutcomes of prospecting activities with these designated Customers.

• For more details please refer to section 1.5.

WEB ENQUIRIES (WEB SITE, NMGB LEADS)

• Allocate the task of responding to web enquiries to all sales staff (it doesn’thave to be a specific person).

• Check and respond at least 4 times per day and always at the start andclose of business.

• Responses must be personalised and professional.

WALK INS

• Acknowledge immediately, greet in under 2 minutes (see Greeting section).

PHONE INS

• Answer within 3 rings (see Greeting section).

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REFERRALS FROM EXISTING CUSTOMERS• These are worth their weight in gold and should take top priority – be

guided by the person making the referral with regard to the most effectiveform of contact.

FINANCE AND WARRANTY EXPIRY LISTS• These should be used for ongoing background Prospecting and can often

be very effectively used for a Prospecting evening.• These contacts should also be managed in the Showroom Management

System.

LEADS FROM DEALERSHIP EVENTS• Ensure that these are followed up straight after the event.

PURCHASED LEADS• These are often most successfully used when bought for specific events.

PEOPLE WHO HAVE MADE CONTACT BUT NOT BOUGHT• These are the foundation of the database and should always be contacted

in line with the “next contact date” allocated in the Showroom ManagementSystem.

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The Sales Manager should:

• Drive the Prospecting process.

• Carry out a daily Prospecting review as part of the morning meeting,including an analysis of the results of any Service Customer prospectingactivities allocated to the Sales Team.

• Motivate the team by highlighting successes.

• Maintain a record of incoming sales calls and check it daily.

• Review the Showroom Management System throughout the day.

• Ensure that quality data capture is maintained, with a focus on the depthand accuracy of prospect information recorded within the ShowroomManagement System.

• Use the reporting facilities of the Showroom Management System tomonitor:

- Contacts going over time

- Performance ratios

- Number of contacts (actual connection with the prospect)

- Number of appointments made

- Number of demonstration drives

- Number of sales

- Quality of data captured, such as the number of records which contain comprehensive Customer contact details such as home and mobile telephone numbers and e-mail address

• Keep personal control over the deletion of all prospects / lost sales.

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Incoming leads are a prized commodity. A potential Customer has taken the timeto express an interest in our products and services and provide us with a ‘warm’opportunity to sell.

With this at the forefront of our mind, the Sales Manager and Sales Team mustensure that incoming leads are handled in an appropriate and timely manner.

REMEMBER: The following key points:

• The rapid review and action of incoming leads is essential to prevent leadnumbers from building up to an unmanageable level.

• The allocation of these leads to members of the Sales Team should bedone as soon as possible after their receipt.

• It may be appropriate to select a Sales Team member to take responsibilityfor the management and distribution of incoming leads so that there is a

consistent and efficient process for initial response in particular.

• Upon allocation of leads, the relevant Sales Team member should ensurethe leads are captured within the Showroom Management System followingall guidelines regarding data accuracy and comprehensiveness.

• The Sales Manager should build in a review of these incoming leads, andthe outcomes of their follow-up, within their daily Sales Team interactions.

• The Showroom Management System should be used to track conversionratios relating to incoming leads to ensure that the quality of thisprospecting activity is maintained at a high level.

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As with outbound prospecting activities:

REMEMBER:

• It is so much easier to engage with the prospect within the showroomenvironment where it is possible to use all of the selling aids at yourdisposal.

• Whilst the ‘incoming’ prospect has already expressed a general interest inthe purchase of a vehicle, they should still be treated with the samestructured and methodical approach you apply to ‘outbound’ prospects.

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: Service Prospecting Telephone Script

Acquiring new sales leads can be extremely expensive, as they are generatedthrough advertising and other marketing activities, but you already have a hugesource of potential car sales Customers visiting your service department everyday.

An effective Service Prospecting process ensures that when one of yourCustomers is ready for a change of vehicle, the first place they look is yourdealership.

The following flowchart describes the process and can be used in conjunctionwith the HOW TO – SERVICE PROSPECTING TELEPHONE SCRIPT toensure the process is effective.

BEFORE THE SERVICE APPOINTMENT

• Customer books their vehicle in for service, MOT, warranty or other work• Service Department offers use of a Customer car/mobility solution. This

should be appropriate to the Customer’s needs.• Workshop Controller/Service Manager and/or Service Advisor share on a daily

basis future service bookings (via DMS, Excel spread sheets or data transfer).• Sales Manager identifies appropriate sales prospects by reviewing:

- Appointment date- Sales type- Vehicle age- Mileage- Works to be done and cost estimate

• Sales Manager creates a ‘service lead’ within the Showroom ManagementSystem

• Sales Manager allocates ‘service leads’ to appropriate Salesperson for action(taking into account existing Salesperson/Customer relationship).

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ON THE DAY OF THE APPOINTMENT• Sales Executive either meets customer as pre-agreed or is present in the

after-sales area to welcome the Customer and accompany the Customer tothe showroom.

• WHILE YOU WAIT OPTION:• Sales Executive initiates NSSW Sales Process.• Sales Executive should perform a five point walk-around on the

vehicle of choice (best fit to the Customer’s current or futureneeds). Ensure a demonstration drive is offered.

• Vehicle change proposal is presented to Customer.Healthcheck findings are also discussed.

• ATTEMPT CLOSE (as per NSSW processes)• Diarise follow-up in Showroom Management System if the

Customer is not interested in discussing a deal at that particulartime.

• As a matter of course, appropriate literature should be left in theCustomer’s vehicle for them to peruse at their leisure.

• DROP OFF OPTION• Sales Executive ensures preferred mobility solution is

appropriate for Customer.• On return, Sales Executive to initiate NSSW Sales Process

(explain features and controls/appraise existing car/createproposal based on current Consumer offers – BusinessManager or Sales Executive).

• ATTEMPT CLOSE AFTER THE SERVICE APPOINTMENT (asper NSSW processes)

• Diarise follow-up in Showroom Management System if theCustomer is not interested in discussing a deal at that particulartime.

• As a matter of course, appropriate literature should be left in theCustomer’s vehicle for them to peruse at their leisure.

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: Sales Prospecting Telephone Script

REMEMBER: You are trying to get an appointment not sell a car

• PREPARE thoroughly – refer to your Showroom Management System andremind yourself of everything about the Customer.

• REHEARSE your script – how will you start the call? what is the objective?Refer to the HOW TO – SALES PROSPECTING TELEPHONE SCRIPT forsome ideas about your approach.

• VISUALISE the outcome.• STAND – it will give you confidence.• SMILE – the prospect will hear it in your voice.• INTRODUCE yourself clearly and politely.• EXPLAIN WHY you are calling.• QUESTION the Customer to discover their needs – use open questions

and ensure it is a conversation not an interrogation.• LISTEN to their answers.• FEEDBACK what you have learned, to demonstrate that you have listened.• ASK for the appointment and agree a specific date and time – this makes

the appointment more likely to be kept.• CLOSE the call politely and courteously.• RECORD all the information you have gathered in the Showroom

Management System .• CONFIRM the appointment in writing.• REVIEW your prospecting success. What went well and what not so well?

Refine your script based on this review to make your approach even better.

MOVE TO GREETING

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HOW TO Where is it used?

Sales Prospecting TelephoneScript

Used by Sales Executives to make sales prospecting calls

Service Prospecting Telephone Script

Used by Sales Executives to make sales prospecting calls to existing service Customers

DON’T

• Make Prospecting a daily task• Prepare fully before every call• Call as promised• Check that the prospect is OK

to talk• Be polite and speak clearly• Listen attentively• Aim to get appointments not to

sell cars on the phone• Record all details in your

Showroom Management System

• Record the next action details and date

• Delete prospects without clearance from the Sales Manager

• Call prospects who have requested no contact

DO

HOW TOs & FORMS

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NSSW Sales

How To

Sales Prospecting Telephone Script

When preparing, think about the reason for your call and how you will positionthis with the prospect when you call them. We can assume that our prospects areused to receiving prospecting calls from many sources, so your approach shouldbe upbeat, enthusiastic and tailored to the prospect. Also, be prepared withanswers to common objections and questions to ask so that you are able toconduct a professional call.

Here are some ideas on approaches you can adopt when prospecting:

Example 1

YOU NEED A REASON TO CALL – SOMETHING NEW TO TELL THE

PROSPECT – THE RATIONALE TO TALK FURTHER.

Example 2

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Sales Prospecting Telephone ScriptSales - How To

Example 3

Handling Objections

Inevitably, every so often we will get an objection relating to our prospectingactivity.

The key is to be prepared so that you can overcome the objection and moveforward with the dialogue.

Here are some examples:

Customer:

Sales Exec:

Customer:

Sales Exec:

Customer: “

Sales Exec:

REGULARLY REVIEW YOUR PROSPECTING ACTIVITY – WHAT WORKED

WELL TODAY? – WHAT DIDN’T? – HOW DID I HANDLE OBJECTIONS? –

VARY YOUR SCRIPT / APPROACH

TO KEEP PROSPECTING INTERESTING AND EFFECTIVE.

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How To

Service Prospecting Telephone Script

Example 1 - Courtesy Car booked for the day

(name of Nissan dealership)

(and mention any other work booked, such as repair)

If ‘No’: Take details of when would be convenient for the Customer, say you willadvise Service Reception and you / Service Reception will call them back toconfirm.

If ‘Yes’: Proceed with call…

[Customer indicates will want to try new Qashqai]

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Service Prospecting Telephone ScriptSales - How To

[When the Customer brings in their car for Service, greet them and hand overnew Qashqai for the day. Explaining new features and reinforcing USP’s. Onreturn, Sales Executive to meet Customer.]

Sales Executive asks how Customer enjoyed new Qashqai.

Did they notice the differences?

Have they begun to consider replacing their existing car?

Initiate NSSW Sales Process as appropriate.

Example 2 – While Customer waits

(name of Nissan dealership)

(and mention any other work booked, such as repair)

If ‘No’: Take details of when would be convenient for the Customer, say you willadvise Service Reception and you / Service Reception will call them back toconfirm.

If ‘Yes’: proceed with call…

[Customer indicates will want to try Qashqai]

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Service Prospecting Telephone ScriptSales - How To

[When the Customer brings in their car for Service, greet them and conductProduct Presentation followed by Demonstration Drive if Customer is interested]

On return, Sales Executive asks how Customer enjoyed new Qashqai.

Did they notice the differences?

Have they begun to consider replacing their existing car?

Initiate NSSW Sales Process as appropriate.