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Compelling Sales Presentations Every Guest, Every time Participant’s Guide
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  • Compelling Sales Presentations Every Guest, Every time

    Participant’s Guide

  • Compelling Sales Presentations Every Guest, Every time

    Participant’s Guide

  • Compelling Sales Presentations – Every Guest, Every Time

    2 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Contents

    What is Sales? 3

    Communicating with Confidence 4

    Understanding the Sales Process 15

    Overcoming Objections 25

    Presenting VIOC Products and Services 28

    © 2006 Ashland Inc. All rights reserved 3

  • Compelling Sales Presentations – Every Guest, Every Time

    What Is Sales?

    What do you think of when you hear the word “sales”?

    What does the word “sales” mean at Valvoline Instant Oil Change?

    Helping guests identify their ________

    and educating them on how they can

    be ___________.

    Why do people find it difficult to identify their own needs?

    • _______________________

    • _______________________

    • _______________________

    When we help people do to this, we want to be:

    • _______________________

    • _______________________

    • _______________________

    4 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Communicating With Confidence Many people don’t like to interact with the public. Most people don’t like to feel like they are “selling”. Why do you think this is the case?

    • ______________________________________

    • ______________________________________

    • ______________________________________

    If there’s one thing than can help you to overcome the feelings and attitudes listed above, it is:

    • _______________________________________

    Where Does Confidence Come From?

    To change how you ______________

    First, change how you _____________

    © 2006 Ashland Inc. All rights reserved 5

  • Compelling Sales Presentations – Every Guest, Every Time

    Eighty percent of the impression you make comes from your ____________________

    Experts say…

    So if you learn to ________________ confident

    Over time, you’ll begin to

    ____________________ confident.

    6 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    The GEMSS of Body Language

    G _____________________________ E _____________________________ M _____________________________ S ______________________________ S ______________________________

    © 2006 Ashland Inc. All rights reserved 7

  • Compelling Sales Presentations – Every Guest, Every Time

    Gesture

    Gesture is all about what you do with your ____________________________.

    What are some positive ways to use your hands during a sales presentation?

    What are some negative ways?

    Tips and Tricks • Open hands and wide gestures look _____________ and ______________.

    Use these as you greet guests, or early in the sales presentation.

    • Moving your hands closer together focuses ___________________. Use these gestures to draw attention to the oil guide, the computer screen, or the automotive services guide

    8 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Eye Contact

    Making eye contact with the guest lets them know you are _________________ on their needs.

    Making eye contact is a Valvoline Instant Oil Change Spotlight behavior.

    Spotlight

    Position yourself at the guest’s ____________________.

    Otherwise, you’ll give the impression you are “looming over” the guest

    For passenger cars, this means kneeling down (when you’re not interacting with the POS).

    For larger vehicles like trucks and SUVs, standing may be appropriate.

    Make ______________ eye contact.

    Look directly at the guest, unless you are drawing attention to another item

    If you look at them, they look at you and listen to what you have to say

    Don’t ___________________

    Smile or keep you facial muscles relaxed. Staring implies you are talking down to the guest.

    © 2006 Ashland Inc. All rights reserved 9

  • Compelling Sales Presentations – Every Guest, Every Time

    Movement and Posture

    Think about a time you had really good service. How did the people move?

    Think about a time you have very bad service. How did the people move?

    Tips and Tricks

    • When speaking to guest, face them ________________ whenever possible

    • Lean slightly forward. It let’s the guest know you are __________________ in them

    • Your posture should be confident, but not _________________.

    Displaying a sense of urgency in your motions and behavior is a Valvoline Instant Oil Change Spotlight behavior.

    Spotlight

    10 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Sound Always speak audibly and clearly.

    • Speak _______________ enough for guest to hear you over the other noise in the service center

    • Beware of _______________ or speaking so quickly that the guest cannot make out the words.

    You may have delivered the sales presentation hundreds of times, but for most guests, it’s the very

    first time they have heard it.

    • Always use the guest’s ______________________________

    “Remember that a person's name is to that person the sweetest and most important sound in any language” Dale Carnegie

    • Mirror the guest’s pace and tone.

    If the guest speaks slowly, you should speak

    _______________________.

    If the guest speaks quickly, you should speak

    ________________________.

    When the guest speaks ________________, make eye contact, and listen intently.

    © 2006 Ashland Inc. All rights reserved 11

  • Compelling Sales Presentations – Every Guest, Every Time

    Smile When should you smile?

    • Whenever you __________________ the guest directly

    • When you’re responding to a guest’s ____________________ or __________________

    • When you’re presenting the ____________________ of a product or service

    • When you say ________________________

    • And the most important time to smile…

    During the first ____________ of your interaction with a guest.

    Expert’s say people form an opinion of you in the first 30 seconds.

    At Valvoline Instant Oil Change, that means smiles are particularly important during the Fast and Friendly Greeting and Fast and Friendly Service sections of the SuperPro 10 Customer Service process.

    Tips and Tricks • If you’re not actively smiling, ______________ the muscles in your face

    • Tense facial muscles imply nervousness, and make you seem less

    ____________________.

    12 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! In this exercise, you’ll have the opportunity to practice the GEMSS. Since GEMSS tend to shrink in real life applications, we’ll exaggerate them greatly in practice.

    Your instructor will explain the exercise, but here’s a brief summary: Think of a short paragraph you already have memorized. You can choose

    the Pledge of Allegiance, the Star Spangled Banner - any short paragraph will do.

    Pair up with someone else from the class. Your partner will pick one of the GEMSS. Recite your short paragraph while exaggerating the GEMSS trait your

    partner chose. Be as ridiculous as possible. Huge gestures, stare-eyes contests, frantic movement, silly postures, and pasted-on smiles are all fair game.

    Now choose one of the GEMSS for your partner to exaggerate in the same way.

    What did you learn?

    What did you think would happen when you exaggerated to such a great extent? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ How did the actual experience differ from your expectation? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

    © 2006 Ashland Inc. All rights reserved 13

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! Now it’s time to get more realistic. In this exercise, you’ll practice interacting with a guest using all of the GEMSS.

    Pair up with someone else in the class. Practice greeting a customer using all of the 5 GEMSS. Your partner will

    play the part of the guest. Practice a few times to get comfortable with the process.

    When you’re ready, your partner will give you feedback using the guide below.

    Switch roles and repeat the exercise.

    As a reminder, here’s a sample script for greeting a customer:

    CSR “Welcome to Valvoline Instant Oil Change, my name is Sally, what can we do for you today?”

    Guest “I’d like an oil change.” CSR “Great. Before you turn your engine off, please pop your hood so we

    can check your transmission and perform a safety inspection. Thanks.”

    “I will be guiding you through an initial check of your lights.” [Light Check]

    “Your transmission has been checked so you can turn your vehicle off and place your keys on the dash now.”

    “May I look in your door to get your tire pressure, please?”

    Guest “Sure” CSR “Is this a personal or company vehicle?”

    Guest It’s my personal car. CSR “Thank you for choosing us today. Today’s oil change includes

    a vehicle light inspection and fluid top-offs. If you have any questions during the process, please let me know.”

    14 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Feedback Guide

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    © 2006 Ashland Inc. All rights reserved 15

  • Compelling Sales Presentations – Every Guest, Every Time

    Understanding the Sales Process Think about the last time you interacted with a salesperson and bought something important – like a car or a piece of electronic equipment.

    • What did they tell you about the product?

    • Did they talk about how you could use the product for your own benefit? If so, what did they say?

    • Did they tell you about other people who used the product?

    • Did they talk about a guarantee or warranty?

    • Did they tell you about endorsements for the product or awards it had won?

    • Did they actually ask you to make the purchase?

    Whether you realize it or not, all good salespeople follow a _______________

    Usually, the process involves: • Pointing out the product’s features • Explaining how those features will benefit the buyer • Appealing to the primary buying motive of the buyer • Citing evidence to support the claims • Asking for the sales, also called closing

    16 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Features Features are components of the product or service. They are the same no matter who uses the product or service

    • “This minivan comes with hideaway rear seats.”

    • “This home theater system has videostage 5 decoding and post processing circuitry.”

    • “SynPower is made with 100 percent synthetic motor oil”

    • “We replace your old, contaminated gearbox oil with new oil”

    What are some features of the following Valvoline Instant Oil Change products and services?

    SynPower MaxLife DuraBlend

    Air Filter Replacement Transmission Fluid Replacement

    Cooling System Fluid Replacement

    © 2006 Ashland Inc. All rights reserved 17

  • Compelling Sales Presentations – Every Guest, Every Time

    Benefits Benefits are the value the feature brings to the guest. They are often tied to features with phrases like “this lets you,” or “that means.”

    • “This minivan comes with hideaway rear seats. This lets you change from hauling kids to hauling cargo in a flash”

    • “This home theater system has videostage 5 decoding and post processing circuitry. That means the sound will be perfect no matter how the room is shaped.”

    • “SynPower is made with 100 percent synthetic motor oil, so it delivers more horsepower than any other oil type”

    Finish with sentences below, tying a benefit to each feature.

    SynPower

    SynPower doesn’t break down at high temperatures…

    MaxLife

    MaxLife has seal conditioners to fight damaging leaks…

    DuraBlend

    DuraBlend is built with synthetic ingredients…

    Air Filter Replacement

    A new air filter ensures air is flowing cleanly and smoothly to the engine…

    Automatic Transmission Fluid Replacement

    We drain the old fluid containing metal, dirt and deposits and replace it with new fluid…

    Cooling System Fluid Replacement

    Replacing the antifreeze restores its protection for your cooling system…

    18 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Buying Motives Buying motives are the root reasons people buy products or services. They include things like quality, convenience, cost savings, status, and security. Often buying motives are not explicitly mentioned by the salesperson, they are merely implied.

    What are the most common buying motives for Valvoline Instant Oil Change guests?

    • ___________________________________________________________

    • ___________________________________________________________

    • ___________________________________________________________

    • ___________________________________________________________

    • ___________________________________________________________

    Evidence Evidence can take several forms. It can be an endorsement from an industry group or a group of consumers. It can be a statement of personal experience or the experience of someone else. It can be a guarantee or warranty that suggests that a company stands behind their product.

    The Automotive Services Guide includes evidence for many services in the form of:

    • Endorsements from AAA or the Care Car Council

    • Recommendations from auto manufacturers, government agencies, industry groups or Valvoline experts.

    • Money-back guarantees from Valvoline

    © 2006 Ashland Inc. All rights reserved 19

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! In this exercise you will identify evidence provided in the Automotive Services Guide for Valvoline Instant Oil Change Services

    Break up into teams Use the Automotive Services Guide to list the evidence for each service.

    Serpentine Belt Replacement

    Gearbox Oil Change Fuel System Cleaning

    Air Filter Replacement Radiator Fluid Replacement

    Air Conditioning Refill

    Automatic Transmission Fluid Replacement

    Tire Rotation Battery Replacement

    20 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Closing Closing is the most obvious, but also the most overlooked part of the sales process. Closing is simply asking for the sale. Always remember to ask for a sale after each item you present.

    “Would you like us to use this oil today?”

    “Would you like us to do this for you today?”

    Asking for a sale after each service recommendation is a Valvoline Instant Oil Change Spotlight behavior.

    Spotlight

    © 2006 Ashland Inc. All rights reserved 21

  • Compelling Sales Presentations – Every Guest, Every Time

    The Importance of a Script Think of your favorite actor in your favorite movie. Did they use a script? You bet they did! Did it sound like they were using a script? Absolutely not!

    Good salespeople use a script, but they don’t sound like they are using a script. They have practiced so much that everything appears completely natural.

    Let’s write a script:

    Assume that you want to go to your favorite fast food restaurant for lunch. Your friend wants to go to their favorite restaurant.

    Write a sales script to convince your friend to go to the restaurant you chose.

    Feature(s)

    Benefits

    Buying Motive (may be implied)

    Evidence

    Close

    22 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! The sales scripts used later in this course and the Automotive Services guide were both created with the sales process in mind. In this exercise, you’ll identify the parts of the sales process in sales scripts.

    Break into teams. Circle or use colored highlighters to identify features, benefits, evidence

    and the close in each of the sales scripts below. Write the buying motive in the margin.

    “Based on our visual inspection, we recommend replacing your air filter. The air filter removes dirt and dust from the air that flows into the engine. It’s the last line of defense to stop dirty air from contaminating your engine. Over time, it gets clogged with road surface dirt. If your engine is starved for air, it becomes less fuel efficient – and that can cost you 29 cents per gallon at the pump. So an air filter pays for itself in less than 2 months. A new filter ensures air is flowing cleanly and smoothly to the engine, helping to maximize your gas mileage. This service takes no additional time and runs $14.99. Would you like us to do this for you today?” “The transmission transfers power from the engine to the wheels. The grinding gears create metal shavings and high heat, and that creates debris and deposits. If these things build up for too long, the fluid becomes overloaded and the transmission can fail. New transmissions can be very expensive. “By draining old fluid with metal, dirt and deposits and replacing it with new fluid ensures the safe operation of your transmission. This service is endorsed by AAA. It takes about 15 minutes and runs $89.99. Would you like us to do this for you today?” “Based on your car’s mileage,Dodge recommends replacing your antifreeze. Your car’s cooling system protects your engine from overheating. But over time, antifreeze wears out and loses its ability to protect your system’s metal components from corrosion. If corrosion builds up too much, your radiator no longer protects the engine from overheating. Overheating can result in a cracked engine block, and that can be very expensive. Replacing the antifreeze restores protection for the entire cooling system. The U.S. Department of Transportation says radiator failure is the number one cause of breakdowns, and every automotive manufacturer recommends radiator fluid replacement. This service takes about 15 minutes and runs 69.99. Would you like us to do this for you today?”

    © 2006 Ashland Inc. All rights reserved 23

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! The sales scripts uses later in this course and the Automotive Services guide were both created with the sales process in mind. In this exercise, you’ll identify the parts of the sales process in the Automotive Services Guide.

    Break into teams. Fill in the table below based on info from the Automotive Services Guide

    Tire Rotation Feature(s)

    Benefits

    Buying Motive (may be implied)

    Evidence

    Close

    24 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Serpentine Belt Replacement

    Feature(s)

    Benefits

    Buying Motive (may be implied)

    Evidence

    Close

    Fuel System Cleaning Feature(s)

    Benefits

    Buying Motive (may be implied)

    Evidence

    Close

    © 2006 Ashland Inc. All rights reserved 25

  • Compelling Sales Presentations – Every Guest, Every Time

    Overcoming Objections Objections are not always what they seem. Sometimes they are true “show stoppers,” but more often than not they are requests for more information concerning the product or service’s benefits.

    • Objections are an opportunity to ____________________ .

    • Objections are an indication of a _____________________. Experts say that prospects who buy raise 58 percent more objections.

    Never argue with a guest

    What are some reasons guests may object to a sales presentation?

    Common reasons guests object:

    • They dislike making ____________.

    • They like to do________________.

    • They have had ________________ with the quick lube industry.

    • They don’t want to be taken for a

    _________________.

    • They are just not ______________.

    • Plain old _____________________.

    26 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Types of Objections Objections come in two types; searchers and stoppers. Searcher objections are not really objections at all. They are requests for information phrased in a negative way. Stopper objections are less common. Here the guest wants to say “no,” and is trying to do it politely.

    Common searcher objections:

    • “Your price is too high.” The guest is really looking for additional ________________ that make the product or service worth the money.

    • “My regular mechanic does that. I just get my oil changed here.” The guest is really looking for ________________________ that make changing routines worthwhile.

    • “I’ll do that service myself”. The guest is searching for an _______________________ of having the service done for him.

    Common stopper objections:

    • No ______________: “I don’t have the money for that right now”

    • No ______________: “My husband makes those decisions”

    • No ______________: “I don’t have time for that today”

    Handling Objections

    Searchers Stoppers

    Offer additional benefits including:

    • Convenience (“only 15 minutes”)

    • Future cost savings if applicable

    • 100 percent guaranteed

    • Certified technicians

    Invite them back, and remind them:

    • No appointment necessary

    • Convenience (“only 15 minutes”)

    • Future cost savings if applicable

    • 100 percent guaranteed

    • Certified technicians

    © 2006 Ashland Inc. All rights reserved 27

  • Compelling Sales Presentations – Every Guest, Every Time

    Responses to Common Objections

    “I just want the regular oil today.” “That’s fine, but I want to let you know that using a premium oil can save you money by extending the life of your engine and increasing your gas mileage. “No thanks.” Okay, but I want to let you know that we can do that anytime in only a few minutes. You don’t need an appointment, and a new air filter pays for itself.” “No thanks. I use my regular mechanic for that kind of thing. I just get my oil changed here.” Okay, but I want to let you know that you can get that done here in about 15 minutes with no appointment and our technicians are Super-Pro 10 certified. Bring the car in any time. “No thanks. I’ll do it myself” “That’s great that you can do that. I can provide you a list of all your services being recommended. If you find that you don’t have time, remember you can stop by at any time, no appointment necessary, and we do back our services with a 100% guarantee. This service would only take us 15 minutes. $69.99?!! I know I can get that done cheaper somewhere else. “We can do that now for you in only 15 minutes – you won’t have to go make an appointment. I think you’ll find our prices are competitive.” I don’t have the money for that right now. “Okay. You can stop in any time and we’ll take care of that for you. The service only takes 15 minutes and there’s no appointment necessary.” “I don’t think I have time for that today” “Okay. You can stop in any time and we’ll take care of that for you. The service only takes 15 minutes and there’s no appointment necessary.”

    28 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Presenting VIOC Products and Services Presenting products and services really means presenting the benefits of our products and services to the guest. It’s helping the customer to determine their needs and how they can be met.

    Poor sales presentations try to talk a guest into something they don’t need. Good presentations present services the guest does need, and help them to determine which services they would like VIOC to perform for them.

    What makes you nervous about sales presentations? • ___________________________________ • ___________________________________ • ___________________________________ • ___________________________________ • ___________________________________ • ___________________________________

    We’re going to address each of those concerns today. For each product or service, we’ll talk about:

    • The facts: So you’ll be able to answer people’s questions. • The presentation: So you’ll know what to say.

    © 2006 Ashland Inc. All rights reserved 29

  • Compelling Sales Presentations – Every Guest, Every Time

    Presenting Premium Motor Oil The Facts: Motor Oil Basics Motor Oil is made up of two big components: Base Stock and the additive package. • About __________________ percent is base stock • About __________________ percent is the additive package. The additive

    package is usually what distinguishes one brand of motor oil from another

    Motor Oils are rated by the American Petroleum Institute (API) and the Society of Automotive Engineers (SAE).

    API ratings tell you the engine type the oil is designed for and the most current specification. • “S” means the oil is for spark-ignited or ________________engines. • “C” means the oil is for combustions-ignited or __________ engines.

    The SAE rating tells you the viscosity or “weight” of the oil. Viscosity refers to the oil’s resistance to flow. Single grade oils have only one number, like 30w. This oil maintains the same resistance to flow at all temperature. Multi-viscosity oils have two numbers, like 5w30. • For 5w30 oil, 5 is the weight of the oil at very ________________

    temperatures.

    • For 5w30 oil, 30 is the weight at very _________________ temperatures.

    30 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    The Facts: Valvoline Motor Oils Valvoline Instant Oil Change offers a full line of motor oils, including synthetic, blended synthetic and conventional products.

    Confidently explaining different oil types is a Valvoline Instant Oil Change Spotlight behavior.

    Spotlight

    SynPower • SynPower is our best motor oil for _______________ applications. • SynPower delivers more ______________________.

    • SynPower is 100 percent _______________________.

    • SynPower provides better ____________________ at high RPMs.

    • SynPower delivers the best ____________________.

    MaxLife • MaxLife is the first motor oil specifically formulated for

    _____________________ engines.

    • It contains a blend of premium base oils, a ____________ agent and extra

    cleaning agents.

    • Using MaxLife helps to reduce __________________ and increase

    ________________.

    • MaxLife should be recommended to any guest with over _________ miles

    © 2006 Ashland Inc. All rights reserved 31

  • Compelling Sales Presentations – Every Guest, Every Time

    DuraBlend • DuraBlend mixes _______________ and _______________ base stocks.

    • It is an excellent upgrade for vehicles with ________________ miles.

    • It provides better wear protection than ____________________motor oil.

    • DuraBlend has some of the benefits of ______________ motor oil at a

    lower cost

    Valvoline Conventional • Flows easily at ____________________________________.

    • Resists breakdown at ________________________________.

    • Anti-wear additives reduce engine wear at ________________________.

    • ___________________ fight the formation of sludge and varnish deposits.

    32 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    The Presentation: Under 75,000 miles “Here is a guide that will help you choose the right oil. Also, you will see we have some great packages which include Tire Rotation and Wiper Blades. Mr. Foster, Dodge recommends 5W30 for your Durango. Would you like for us to use this weight of oil?” “While all Valvoline oils are high quality, SynPower is our best oil. It’s made with 100% synthetic motor oil, so it delivers more gas mileage and horsepower than any other oil type, and it provides better protection during cold starts. The SynPower oil change is $59.99. Would you like us to use this oil today?” If Yes – “Great. I’d like to point out our package savings. With your SynPower oil change you can save $12 off either wiper blades or tire rotation, or $25 off both. We’ll talk more about that when we review your recommendations.” If No – “Our next recommendation is DuraBlend, a semi-synthetic oil. It gives you many of the benefits of a full synthetic but at a lower price. DuraBlend provides protection when you need it most, like in stop and go traffic and during short trip driving, or when you’re hauling or towing heavy loads. The DuraBlend oil change is $44.99. Would you like us to use this oil today?” If Yes – “Great. I’d like to point out our package savings. With your DuraBlend oil change you can save $12 off either wiper blades or tire rotation, or $25 off both. We’ll talk more about that when we review your recommendations.” If No – “We also have our Valvoline conventional oil, which meets the specifications of your auto manufacturer. The oil change with conventional oil is $31.99. With your Valvoline conventional oil change you can save $5 off wiper blades or tire rotation, or $12 off both. We’ll talk more about that when we review your recommendations.

    © 2006 Ashland Inc. All rights reserved 33

  • Compelling Sales Presentations – Every Guest, Every Time

    The Presentation: Over 75,000 miles “Here is a guide that will help you choose the right oil. Also, you will see we have some great packages which include Tire Rotation and Wiper Blades. “Mr. Foster, Dodge recommends 5W30 for your Durango. Would you like for us to use this weight of oil?” “All Valvoline oils are high quality, and our recommendation for your car is MaxLife. MaxLife is specially made for vehicles with over 75,000 miles. It has seal conditioners to fight oil leaks and it helps reduce oil consumption. The MaxLife oil change is $44.99. Would you like us to use this oil today?” If Yes - “Great. With your Valvoline MaxLife oil change you can save $10 off wiper blades or tire rotation, or $20 off both. We’ll talk more about that when we review your recommendations.” If No - “We also have our Valvoline conventional oil, which meets the specifications of your auto manufacturer. The oil change with conventional oil is $31.99. With your Valvoline conventional oil change you can save $5 off wiper blades or tire rotation, or $12 off both. We’ll talk more about that when we review your recommendations.

    34 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! Watch the following video. Pay careful attention to the words the Customer Service Representative uses, and to her gestures, eye contact, movement, smile and posture.

    Did the Customer Service Representative follow the script exactly? Do

    you think this made the presentation better or worse?

    What kind of gestures did she use? What did this communicate to the guest?

    Did she use appropriate eye contact? What did this communicate to the guest?

    Now let’s watch a second video. This time, the guest will object early in the presentation.

    What kind of objection did the guest raise? Was it a “searcher” or a

    “stopper” objection?

    How did the customer service representative respond? What additional benefits did she offer?

    © 2006 Ashland Inc. All rights reserved 35

  • Compelling Sales Presentations – Every Guest, Every Time

    Presenting Air Filter Replacement

    Delivering a knowledgeable service recommendation is a Valvoline Instant Oil Change spotlight behavior

    Spotlight

    The Facts An air filter is one of the most basic maintenance items that can be replaced on a vehicle, and is also one of the most critical. Air filters do exactly what their name implies; they filter the air coming into the engine, preventing

    _______________________ from getting inside the engine with the air. This

    clean air is crucial to getting the proper __________ ratio and overall fuel economy.

    The Presentation “Based on our visual inspection, we recommend replacing your air filter [show air filter]. “The air filter removes dirt and dust from the air that flows into the engine. It’s the last line of defense to stop dirty air from contaminating your engine. Over time, it gets clogged with road surface dirt. “If your engine is starved for air, it becomes less fuel efficient. The U.S. Department of Labor says this can cost you 29 cents per gallon at the pump, or $200 in wasted gas every year – so they recommend replacing your air filter.” “A new filter ensures air is flowing cleanly and smoothly to the engine, helping to maximize your gas mileage.” “This service takes no additional time and runs [$14.99, $19.99, $24.99 – quote correct price]. Would you like us to do this for you today?”

    36 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! Watch the following video. Pay careful attention to the words the Customer Service Representative uses, and to her gestures, eye contact, movement, smile and posture.

    Did the Customer Service Representative move too fast, too slow, or at an appropriate speed? How did the guest respond to this?

    Did the Customer Service Representative smile? How did the guest respond?

    How did she position herself in relation to the customer? What did this communicate?

    What kind of objection did the guest raise? Was it a “searcher” or a “stopper” objection?

    How did the Customer Service Representative handle it? What additional benefits did she offer?

    © 2006 Ashland Inc. All rights reserved 37

  • Compelling Sales Presentations – Every Guest, Every Time

    Presenting Automatic Transmission Fluid Replacement The Facts: The Transmission/Transaxle System Automatic transmissions/transaxles use a hydraulic or electronic soleniod system to change gears automatically. Transmission/transaxle fluid has four main functions:

    • It removes ______________________

    • It __________________ and cleans moving parts

    • It provides the _________________ needed to operate

    • It provides a fluid coupling in the torque converter between the

    _________and the ______________

    The Presentation “Based on your car’s mileage, Dodge recommends transmission fluid replacement” “The transmission transfers power from the engine to the wheels. The meshing gears create metal shavings and high heat, and that creates debris and deposits. If these things build up for too long, the fluid becomes overloaded and the transmission can fail. New transmissions be very expensive.” “But draining old fluid with metal, dirt and deposits and replacing it with new fluid ensures the safe operation of your transmission. This service is endorsed by AAA. It takes about 15 minutes and runs $89.99. Would you like us to do this for you today?”

    38 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! Watch the following videos. Pretend you are a service center manager providing feedback to the Customer Service Representative in the video. Fill out the following feedback form.

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    Handling Objections

    Present additional benefits

    Invite back for “stopper” objection

    1 2 3 4 5

    Comments:

    © 2006 Ashland Inc. All rights reserved 39

  • Compelling Sales Presentations – Every Guest, Every Time

    Presenting Cooling System Fluid Replacement The Facts: The Cooling System

    • An engine produced enough heat to melt an engine block in __________.

    • The job of the cooling system is to maintain ____________________

    engine temperature.

    • Liquid coolant absorbs heat in the _______________and disperses it to

    the air in the ____________________.

    • Antifreeze also contains ___________________ , ______________,

    and __________________.

    • Mixing antifreeze with water makes the mixture more resistant to

    _________________ and ____________________

    • VIOC’s service replaces _______________ percent of the old antifreeze

    with new antifreeze.

    The Presentation “Based on your car’s mileage, we recommend replacing your antifreeze” “Your car’s cooling system protects your engine from overheating. But over time, antifreeze wears out and looses it ability to protect your system’s metal components from corrosion. If corrosion builds up too much, your radiator no longer protects the engine from overheating. Overheating can result in a cracked engine block, and that can be very expensive. Replacing the antifreeze restores protection for the entire cooling system” “The U.S. Department of Transportation says radiator failure is the number one cause of breakdowns, and every automotive manufacturer recommends radiator fluid replacement.” “This service takes about 15 minutes and runs [69.99, 79.99 or 89.99 - quote correct price for the customer’s vehicle]. Would you like us to do this for you today?”

    40 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! Watch the following video. Pretend you are a service center manager providing feedback to the Customer Service Representative in the video. Fill out the following feedback form.

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    Handling Objections

    Present additional benefits

    Invite back for “stopper” objection

    1 2 3 4 5

    Comments:

    © 2006 Ashland Inc. All rights reserved 41

  • Compelling Sales Presentations – Every Guest, Every Time

    Serpentine Belt Replacement The Facts

    • Newer cars usually have ____________ belt that runs off the crankshaft

    pulley and run the fan pulley, crank pulley, water pump, air conditioner,

    alternator, and power steering.

    • These belts are kept tight by a _________________________ which

    applies constant tension to the belt.

    • If the belt breaks, the car will __________________________

    The Presentation ”Our technician inspected your serpentine belt. Your belt has more than three cracks per inch, so we recommend replacement.” “The serpentine belt uses your engines power to run other systems, like the alternator, the power steering, and the air conditioner. Over time they dry out and crack. If the belt breaks, your car won’t run – just like when the chain on a bicycle breaks, so replacing the belt can protect you from an expensive breakdown.” “It’s also recommended by the Car Care Council.” “This service takes about 10 minutes and runs $69.99. Would you like us to do this for you today?”

    42 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! Watch the following video. Pretend you are a service center manager providing feedback to the Customer Service Representative in the video. Use the “sandwich” method, where negative feedback comes between two groups of positive feedback.

    What positive feedback would you provide for this Customer Service Representative?

    What negative feedback would you provide?

    What additional positive feedback would you give this employee?

    © 2006 Ashland Inc. All rights reserved 43

  • Compelling Sales Presentations – Every Guest, Every Time

    Fuel System Cleaning The Facts This is a 3-part service:

    • First, Fuel Injector Cleaner is installed in the gas tank to target the

    _________________, cleaning them of deposits and restoring the even

    __________________ of fuel into the combustion chamber

    • Second, the _____________ is next cleaned, removing deposits that can

    contribute to rough idling, hesitation, and a decrease in fuel economy

    • Third, _______________________ is introduced into the intake manifold

    through a positive vacuum source and goes to work to remove stubborn

    deposits that have built up inside the intake system.

    The Presentation “Based on your car’s mileage, we recommend cleaning your fuel system” “The fuel system ensures your engine burns gasoline as efficiently as possible. But dirt and deposits build up in your fuel system, disrupting its ability to properly mix air and gas” “When air and gas are mixed wrong, your engine can misfire, and both gas mileage and horsepower suffer. Fuel system cleaning removes dirt and deposits so your fuel system can run with high efficiency” “Valvoline recommends this service every 36,000 miles. We’ll give you your money back if you can’t feel the difference. This service takes about 20 minutes and runs $69.99. Would you like us to do this for you today?

    44 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Gearbox Oil Change Differential Service, Transfer Case Service, Manual Transmission Service The Facts

    • Helps extend the life of a ______________ by restoring lubricants that

    protect internal bearings, seals and gaskets.

    • These fluids break down just like ______________, losing their ability to

    function properly.

    The Presentation “Based on your car’s mileage, we recommend changing your gearbox oil” “The [differential, transfer case or transmission] transfers power from the engine to the wheels. The grinding gears create metal shavings and high heat, and that creates debris and deposits. If these things build up for too long, the fluid becomes overloaded and the gearbox can fail. Gearbox repair can cost $1,500 or more. “But replacing the old, contaminated gearbox oil with new oil ensures the safe operation of your gearbox.” “This service is endorsed by AAA, takes about 10 minutes and runs $39.99 ($59.99 for synthetic). Would you like us to do this for you today?”

    © 2006 Ashland Inc. All rights reserved 45

  • Compelling Sales Presentations – Every Guest, Every Time

    Air Conditioning Refill The Facts

    • The average air conditioning system loses 33 percent of its cooling

    capacity each year.

    • This happens due to microscopic __________________ in the system

    • Valvoline recommends replacing refrigerant every __________________.

    The Presentation “It’s been over three years since you’ve had your air conditioning system refilled, so we recommend you do that today” “All air conditioning systems leak refrigerant through small openings in hoses or connections. Our refill replaces the lost refrigerant, so your system can cool your car like it should.” “The average system loses 33% of its cooling capacity each year – so we recommend the service at least every 3 years, or whenever your system isn’t cooling like it should. “This service takes about 20 minutes and runs $129.99. Would you like us to do this for you today?”

    46 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Battery Replacement The Facts

    • The Battery Council establishes standardization for battery

    ________________ and sets ratings for _______________ and

    ________________________

    • Cold Cranking Amps or ______________ tells you how many amps a

    battery can produce for ______________ seconds at ____________

    degrees Fahrenheit.

    • Reserve Capacity or ______________ tells you the amount of time in

    minutes the batter can discharge 25 amps before it discharges to 10.5

    volts at ___________ degrees Fahrenheit.

    • Other battery ratings, like CA or HCA are _________________ equivalent

    to CCA ratings.

    • To convert CCA to CA, multiply by _______________________.

    © 2006 Ashland Inc. All rights reserved 47

  • Compelling Sales Presentations – Every Guest, Every Time

    The Presentation “As part of our service we test your car’s battery with state-of-the-art early detection equipment. It allows us to accurately predict when your battery is very near the end of its life. Since the battery provides the power to start you car, this method can help keep you from being stranded when the battery fails completely with no warning.” “Our system has indicated that your battery failed our initial test and - even though it is working today – it is no longer producing the output specified for your vehicle. With your permission, we will run a more thorough diagnostic test of your car’s charging system. We can then determine if the charging system is working properly and if the battery is truly the problem. Would you like us to run that test for you today?” If Yes – [Complete charging system diagnostic check. If there is another problem recommend that the customer take their car to the dealer for repairs] If charging system checks okay - “Our test indicates that your charging system is working correctly and that the battery is the potential problem. Life expectancy of a normal battery is 3 years and yours is 5 years old. We do offer high-quality PowerVolt brand replacements batteries. They meet or exceed your manufacturer’s specifications and are guaranteed with a XX month free replacement and [number of warranty months] month pro-rated warranty. Replacement of the battery will take approximately 10 minutes and the charge for that service is only $[correct price]. Would you like us to replace your battery today?”

    48 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Common Objections and Responses I can get a battery cheaper at Walmart/ Autozone/ elsewhere. This might be true but we can install your new battery while we change your oil saving you time and travel expense. Who makes your batteries? The PowerVolt brand of batteries is manufactured by Johnson Controls and is marketed by Interstate Batteries. The PowerVolt battery we install will meet or exceed your manufacture’s requirements for your vehicle. It started this morning. And it might start a few more times as well. Our testing system is designed to give you advanced notice that your car might not start. It does this by checking the battery’s current strength against the original level required by the manufacture to start your vehicle. Our goal is to provide you with information that will help you avoid a costly or inconvenient situation where your car won’t start. I don’t have time. We can install a new battery while we change your oil and it will not add any time to today’s visit. My spouse makes those decisions. If it convenient for your spouse, we will be happy to speak with him or her and bring the test results to his or her attention. I’m about to get rid of this vehicle. I completely understand that you do not want to put any more money into the vehicle than needed, but you also do not want to get stranded and a new battery can bring added value in selling your vehicle. I just bought this battery. I would recommend taking it back with our test results and have them perform a test on your system to make sure that there are no problems with the electrical system of your vehicle.

    © 2006 Ashland Inc. All rights reserved 49

  • Compelling Sales Presentations – Every Guest, Every Time

    Tire Rotation

    The Facts Uneven tire wear causes • ___________________________________

    • ___________________________________

    • ___________________________________

    The Presentation

    Based on your car’s mileage, we recommend tire rotation. Your tires are your car’s only contact with the road. They help you move – and stop. Uneven tire wear causes poor handling, reduced traction and the need to replace your tires sooner. Tire rotation can preserve balanced handling and traction of the tires due to more even wear. That’s why every auto manufacturer recommends rotating your tires.

    This service runs $25.00 and takes about 20 minutes. Would you like us to do this for you today?

    50 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Wiper Replacement The Facts

    • Most manufacturers recommend replacing wipers __________________.

    • Replacement is recommended when the rubber is torn, badly worn or

    ___________________ against the windshield.

    • Replacement is also recommended when they are _________________,

    chattering or marking the windshield.

    The Presentation “Mr. Smith, your air filter still looks great; however, we are recommending you replace your wipers. Are they leaving streaks or water on the windshield? Yes or No - The technician reported they seemed cracked. By adding on wipers to your oil change you will save $[correct package amount] today. Would you like for us to replace them for you?”

    © 2006 Ashland Inc. All rights reserved 51

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! It’s time to bring it all together! In this exercise, you’ll present premium oils and receive feedback on your presentation.

    Divide into groups of three or four, as directed by your instructor. Decide who will present first, and who will play the customer The first presenter should present premium motor oils using the process

    described earlier in this training guide. The group member playing the customer can decide to allow the

    presentation to continue, or they can raise an objection like “I’d like the regular oil today.”

    Remaining group members will provide feedback using the form below. Switch roles until everyone has had the opportunity to present.

    52 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Feedback Form

    Key Items Key product benefits included

    1 2 3 4 5

    Comments:

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    Handling Objections

    Present additional benefits

    1 2 3 4 5

    Comments:

    © 2006 Ashland Inc. All rights reserved 53

  • Compelling Sales Presentations – Every Guest, Every Time

    It’s Your Turn! In this exercise, you’ll present a service of your choice and receive feedback on your presentation.

    Divide into groups of three as directed by your instructor. Decide who will present first, and who will play the customer The first presenter should present a service of their choice using the

    process described earlier in this training guide. The group member playing the customer can decide to raise an objection

    or to let the presentation continue. Remaining group members will provide feedback using the form below. Switch roles until everyone has had the opportunity to present.

    54 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Key Items Key product benefits included

    Time and cost of service included

    1 2 3 4 5

    Comments:

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    Handling Objections

    Present additional benefits

    Invite back if stopper objection

    1 2 3 4 5

    Comments:

    © 2006 Ashland Inc. All rights reserved 55

  • Compelling Sales Presentations – Every Guest, Every Time

    Key Items Key product benefits included

    Time and cost of service included

    1 2 3 4 5

    Comments:

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    Handling Objections

    Present additional benefits

    Invite back if stopper objection

    1 2 3 4 5

    Comments:

    56 © 2006 Ashland Inc. All rights reserved

  • Compelling Sales Presentations – Every Guest, Every Time

    Key Items Key product benefits included

    Time and cost of service included

    1 2 3 4 5

    Comments:

    Gesture Use of hands to focus the guest’s attention

    1 2 3 4 5

    Comments:

    Eye Contact Position at guest’s eye level

    Make direct eye contact

    1 2 3 4 5

    Comments:

    Movement and Posture Face guest directly Lean slightly forward

    1 2 3 4 5

    Comments:

    Sound Audible and clear Use the guest’s name Mirror pace and tone

    1 2 3 4 5

    Comments:

    Smile Smile actively Relax facial muscles

    1 2 3 4 5

    Comments:

    Handling Objections

    Present additional benefits

    Invite back if stopper objection

    1 2 3 4 5

    Comments:

    © 2006 Ashland Inc. All rights reserved 57

    Compelling Sales PresentationsEvery Guest, Every time

    ContentsWhat is Sales? 3Communicating with Confidence 4 Understanding the Sales Process 15Presenting VIOC Products and Services 28

    What Is Sales?What do you think of when you hear the word “sales”?What does the word “sales” mean at Valvoline Instant Oil Change?

    Communicating With ConfidenceMany people don’t like to interact with the public. Most people don’t like to feel like they are “selling”. Why do you think this is the case?If there’s one thing than can help you to overcome the feelings and attitudes listed above, it is: Where Does Confidence Come From?

    The GEMSS of Body Language GestureTips and Tricks

    Eye ContactMovement and PostureTips and Tricks

    SoundYou may have delivered the sales presentation hundreds of times, but for most guests, it’s the very first time they have heard it.

    SmileTips and Tricks

    It’s Your Turn!What did you learn?

    It’s Your Turn!Feedback Guide

    Understanding the Sales Process FeaturesBenefits Buying MotivesEvidence It’s Your Turn!Closing The Importance of a Script It’s Your Turn!It’s Your Turn! Overcoming ObjectionsNever argue with a guest Types of ObjectionsResponses to Common ObjectionsPresenting VIOC Products and Services Presenting Premium Motor OilThe Facts: Motor Oil Basics The Facts: Valvoline Motor OilsSynPowerMaxLife DuraBlendValvoline Conventional

    The Presentation: Under 75,000 milesThe Presentation: Over 75,000 miles

    It’s Your Turn! Presenting Air Filter ReplacementThe FactsThe Presentation

    It’s Your Turn! Presenting Automatic Transmission Fluid ReplacementThe Facts: The Transmission/Transaxle SystemThe Presentation

    It’s Your Turn! Presenting Cooling System Fluid ReplacementThe Facts: The Cooling SystemThe Presentation

    It’s Your Turn!The FactsThe Presentation

    It’s Your Turn! Fuel System CleaningThe FactsThe Presentation

    Gearbox Oil Change Differential Service, Transfer Case Service, Manual Transmission ServiceThe FactsThe Presentation

    Air Conditioning RefillThe FactsThe Presentation

    Battery ReplacementThe Facts The PresentationThe FactsThe Presentation

    Based on your car’s mileage, we recommend tire rotation. Your tires are your car’s only contact with the road. They help you move – and stop. Uneven tire wear causes poor handling, reduced traction and the need to replace your tires sooner. Tire rotation can preserve balanced handling and traction of the tires due to more even wear. That’s why every auto manufacturer recommends rotating your tires.This service runs $25.00 and takes about 20 minutes. Would you like us to do this for you today? Wiper ReplacementThe FactsThe Presentation

    It’s Your Turn! Feedback Form

    It’s Your Turn!Compelling Sales Presentations Cover Page Participant.pdfCompelling Sales PresentationsEvery Guest, Every time