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Foundation/Day 1 VEST Program Overview Objectives:

By the end of this session:

You will be able to explain the VEST program components.

You will understand the links between Web-Based Training, Instructor Led Training and Coaching.

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Agenda:

Today:

– VEST Program Overview

– Volkswagen History

– Volkswagen Brand

– Introduction to the Sales Process

– Time Management in the Sales Process

– Active Listening

– Connecting with Customers: Personality Types

Day 2:

– Initiate Customer Contact

– Relationship Building

– Connecting with Customers: Art of Conversation

– Buying Motives

– Needs Assessment

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VEST Program Overview

Agenda:

VEST Payoff: The Value of Training

Volkswagen Sales Training Comparison

Making the Connection: WBTs, ILTs, Coaching

Your Expectations

VEST Training Path: A Proven Track Record

Monthly Sales Improvement:

Annual Sales Improvement:

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VEST Training Path: A Proven Track Record

Customer Satisfaction Improvement:

VEST Graduate Retention:

Notes:

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VEST Program Overview

Making the Connection: WBTs, ILTs and Coaching

What is the benefit of the VEST approach to training? Why is it important to pay close attention when completing the Web-Based Training modules?

"Know vs. Do“

Most people _____________ how to deliver an excellent customer experience.

Few people ______ what it takes to be successful.

To succeed in the VEST program, you have to commit to _____________ what you learn, every day

and with every customer.

I commit to doing what I learn every day, with every customer.

___________________________________

Signature

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Notes:

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Foundation/Day 1 Volkswagen History Objectives:

By the end of this session: You will know the milestones in the history of Volkswagen.

You will know the product range of the Volkswagen group brands.

You will know the innovations that set Volkswagen apart from other automotive brands.

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Volkswagen History Review: Volkswagen Milestones

1. What was the first Volkswagen model?

2. Who was commissioned by the National Association of the German Automobile Industry to construct the first Volkswagen model? In what year?

3. In what year was the first Beetle sent to the U.S.? In what year was the millionth Beetle sold?

4. When did the Golf first appear in the global market? What year was the GTI introduced to the global market?

5. In what year was the first water-cooled Volkswagen introduced? What model was it?

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Volkswagen History Review: Volkswagen Innovations

1. What four technologies does Volkswagen use to improve fuel efficiency?

2. What are the benefits of turbocharging?

3. The DSG transmission made its debut on which Volkswagen model in the U.S.?

4. What are the two primary benefits of TSI direct injection?

Foundation/Day 1

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Volkswagen History Review: Volkswagen Group Brands

1. What brands are under the Volkswagen Group (in addition to Volkswagen)?

2. In what year was the Autostadt opened? Where is it located?

3. What is unique about the Volkswagen plant in Dresden?

4. What does Volkswagen want to accomplish by the year 2018?

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Volkswagen Non US Brands

Škoda:

Seat:

Scania:

MAN:

Volkswagen Commercial:

Foundation/Day 1

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Volkswagen Brand History Activity Activity directions:

• Work in teams

• Each team is assigned a brand:

– Who founded the company and when?

– Interesting historical points

– When and why did Volkswagen acquire them?

– How do they fit into the Volkswagen portfolio?

– What models do they produce today?

• Be ready to share!

Audi:

Porsche:

Lamborghini:

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Bentley:

Bugatti:

Ducati:

VW History Notes:

Foundation/Day 1

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Foundation/Day 1 Volkswagen Brand Objectives:

By the end of this session: You will know the benefits of a strong brand identity.

You will know the Volkswagen Brand Values.

You will know the Volkswagen Vow and be able to use it to deliver an excellent customer

experience.

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What is a Brand?

In one sentence, write your answer to the question - what is a brand?

Favorite Brands Assignment

Which brands do you think are special, and why?

Favorite Brand Activity For each brand indicate:

1. What makes the brand iconic?

2. What are customers’ expectations of the brand?

Foundation/Day 1

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Volkswagen Brand Values Questions:

1. Is Volkswagen iconic?

2. What makes the Volkswagen Brand iconic?

3. What are customers’ expectations of the Volkswagen Brand?

Volkswagen Brand Values

What are the three global Volkswagen Brand Values?

1. ___________________

2. ___________________

3. ___________________

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Volkswagen Brand Values Activity Activity directions:

• Work in teams

• Use your card to research your Volkswagen Brand Value

• Give examples of how Volkswagen delivers on the Brand Value for your customers

• Everyone in the group must present!

Out team’s Brand Value:

Examples of how Volkswagen delivers on the Brand Value for our customers:

Activity debrief:

How do you as a Sales Consultant benefit from the strength of the Volkswagen brand?

What are your responsibilities to the Volkswagen brand?

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Volkswagen VOW Discussion What is the difference between the Volkswagen Vow and WOW?

How does the Vow benefit you as a Sales Consultant?

What is your role in the Vow?

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Summary and Reflection Topics covered in this session:

Volkswagen History

Volkswagen Brand

Volkswagen Brand Values

Volkswagen Vow

What are the most important things you learned about Volkswagen History and the brand?

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Foundation/Day 1 Introduction to the Sales Process Objectives:

By the end of this session: You will understand the benefits of a consistent sales process.

You will know the 12-step Volkswagen Sales Process.

Foundation/Day 1

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Consistent Process Activity: Starbucks

Activity directions:

Work in your table team to put the customer experience process steps in order. Once you’ve agreed

on the order, discuss the following questions with your team. Take notes in the space below.

1) What happens if you remove a step in this process?

2) What is the benefit to you of knowing the process so well that you can piece it together?

3) How does the process benefit customers?

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The Volkswagen Sales Process

What are the benefits of a defined sales process? Will every customer complete the sales process steps in the same order? Will every customer complete every step in the sales process?

Foundation/Day 1

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Foundation/Day 1 Time Management Objectives:

By the end of this session:

You will be able to use the Time Management Matrix to prioritize your time.

You will learn strategies for eliminating wasted time.

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Time Management Matrix: Four Quadrants Time Management Quadrants: Quadrant 1: Important, Urgent Quadrant 2: Important, Not Urgent Quadrant 3: Not Important, Urgent Quadrant 4: Not Important, Not Urgent

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Daily Task Activity

Activity directions:

List the tasks you complete in a typical day (add to the list below)

Assign each task to a quadrant

Be ready to discuss

Tasks: Attend Sales Meeting Quadrant #_____

Research competitive vehicles Quadrant #_____

Respond to Internet leads Quadrant #_____

Interact with new customers (walk-in) Quadrant #_____

Check personal email Quadrant #_____

Check business email Quadrant #_____

Send email in response to customer enquiry Quadrant #_____

Review current incentives Quadrant #_____

Prepare for and conducting follow-up with sold customers Quadrant #_____

Prepare for and conducting follow-up with customers that haven’t bought Quadrant #_____

Check Facebook Quadrant #_____

Read automotive websites/magazines Quadrant #_____

Free time Quadrant #_____

Sales Manager-assigned tasks (specify) Quadrant #_____

Play Words with Friends Quadrant #_____

___________________________________ Quadrant #_____

___________________________________ Quadrant #_____

___________________________________ Quadrant #_____

___________________________________ Quadrant #_____

___________________________________ Quadrant #_____

___________________________________ Quadrant #_____

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Eliminating Wasted Time: The 30/30 Rule

Eliminate 30 minutes of wasted time per day

Gain 3 work weeks of time per year

Time Management Activity: Homework for Coaching

Individually:

Block out times spent with customers

Indicate amount of time spent on other activities

With your coach:

Agree on an optimal working day – listing tasks and time

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Manage Your Day: _________________

Time Task

8:00

8:30

9:00

9:30

10:00

10:30

11:00

11:30

12:00

12:30

1:00

1:30

2:00

2:30

3:00

3:30

4:00

4:30

5:00

5:30

6:00

6:30

7:00

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Time Management Pyramid

Ideal use of time in the Volkswagen Sales Process Typical use of time

Why is time management important during the Sales Process?

What are the benefits to you as a Sales Consultant?

What are the benefits to your customers?

Foundation/Day 1

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Summary and Reflection Topics covered in this session:

Eliminating Wasted Time

Time Management Strategies

What is the benefit of proactively managing your time?

How will eliminating wasted time make you a better Sales Consultant?

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Foundation/Day 1 Active Listening Objectives

By the end of the session:

You will know the seven golden rules of Active Listening.

You will practice using Active Listening in a conversation.

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Active Listening Modeling

Activity directions:

Watch the modeled example

Take notes in the space below

What did you notice?

Eye contact

Body language

Verbal cues

Asking questions/restating

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Seven Golden Rules of Active Listening

1. Send signs of being interested

2. _______________________________

3. Ask verification questions

4. _______________________________

5. Don’t let your thoughts wander

6. _______________________________

7. Maintain friendly eye contact

Notes:

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Active Listening Practice

Activity directions:

Two volunteers

− What was your first job?

Remaining participants:

− Listen to the conversation

− Note Active Listening techniques

How did each participant demonstrate Active Listening during the conversation?

What was the impact on the tone and flow of the conversation?

How does the Volkswagen Vow relate to Active Listening?

How can you use Active Listening to deliver the Vow?

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Foundation/Day 1 Connecting With Customers: Personality Types Objectives:

By the end of this session:

You will know the four personality types.

You will know the basics for adjusting the Sales Process based on your customers’ personality

types.

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Customer Personality Types

Type: __________________

Known for being systematic, well organized and deliberate.

These individuals appreciate facts and information presented in a logical manner as

documentation of truth.

They enjoy organization and completion of detailed tasks.

Others may see him at times as being too cautious, overly structured, someone who does things

too much 'by the book'.

Type: __________________

They thrive on the thrill of the challenge and the internal motivation to succeed.

Practical folks who focus on getting results.

They can do a lot in a very short time.

They usually talk fast, direct and to the point.

Often viewed as decisive, direct and pragmatic.

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Customer Personality Types

Type: __________________

They are dependable, loyal and easygoing.

They like things that are non-threatening and friendly.

They hate dealing with impersonal details and cold hard facts.

They are usually slow to reach a decision.

Often described as a warm person and sensitive to the feelings of others but at the same time

wishy-washy.

Type: __________________

Very outgoing and enthusiastic, with a high energy level.

They are also great idea generators, but usually do not have the ability to see the idea through to

completion.

They enjoy helping others and are particularly fond of socializing.

They are usually quick to reach a decision.

Often thought of as a talker, overly dramatic, impulsive, and manipulative.

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Personality Types Activity

My personality type:

What other groups should know about us:

Guidelines for communicating with us:

Our expectations during the Sales Process:

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Personality Types Activity

Analytical Driver Amiable Expressive Controlled

Orderly

Precise

Disciplined

Deliberate

Cautious

Diplomatic

Systematic

Logical

Conventional

Action-oriented

Decisive

Problem solver

Direct

Assertive

Demanding

Risk taker

Forceful

Competitive

Independent

Determined

Results-oriented

patient

loyal

sympathetic

team person

relaxed

mature

supportive

stable

considerate

empathetic

persevering

trusting

congenial

verbal

motivating

enthusiastic

convincing

impulsive

influential

charming

confident

dramatic

optimistic

animated

What You Should Know

What You Should Know

What You Should Know

What You Should Know

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Personality Types Debrief What is the benefit of using Personality Types to customize the Sales Process?

What is the risk?

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Foundation/Day 1 Volkswagen Sales Process: Customer Expectations

Objectives:

By the end of this session: You will be able to define your customers’ expectations for the first three steps in the Volkswagen

Sales Process.

Foundation/Day 1

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Sales Process Customer Expectations Activity

Activity directions:

Work with your table team

Each team is assigned a step

For each step:

− What are the customer expectations?

− How can you deliver the Vow?

Sales Process Step #1: Initiate Customer Contact

Customer expectations:

How I can deliver the VOW:

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Sales Process Step #2: Relationship Building

Customer expectations:

How I can deliver the VOW:

Sales Process Step #3: Needs Assessment

Customer expectations:

How I can deliver the VOW:

Foundation/Day 1

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Summary and Reflection Topics covered in this session:

Customer Expectations activity

What are the most important things you learned from this session?

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Foundation/Day 1 Day 1 Summary/Day 2 Agenda

Foundation/Day 1

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Day 1 Review

Activity directions:

Write down the two most valuable things you learned today

Tell two people your takeaways

Actively listen to what you hear!

What are the two most valuable things you learned today?