1. AG237 Building Service Sales
“What’s in it for the Customer / Guest?”
Robb Baldwin

2. Training Objectives
Increase parts and service sales by building your understanding of:
Service tools to help sell maintenance service
Service programs / sales aids to help build additional sales
Typically missed sales opportunities
The advantages and benefits of regular maintenance, Toyota / Lexus Genuine Parts and dealership service
Essential needs assessment and sales skills
Build your skills and confidence in relation to identifying and building service sales and overcoming objections

3. Today’s Agenda Your Impact Selling Service – The Challenges
Service Tools, Programs and Sales Aids
Sales Opportunities
Building Service Sales – Key Steps, Skills and Actions
Personal Excellence Plan
Throughout the day: Tools and Skills Practice
For Today…
Customers = Customers + Guests Service Advisor = Service Advisor + Assistant Service Manager

4. Let’s Meet Each Other
Introductions Simply put: Who are you Where are you from Years in the business, plus: One thing about you we don’t know!
Workbook page 2

5. Life on the “Front-Line”
Your Impact
Life on the “Front-Line”
Drive customers’ satisfaction with your dealership and with the Toyota, Lexus and Scion brands
Directly influence customers’ repurchase decisions
Support every dealership department
Influence the strength of the Toyota, Lexus and Scion brands
The true bottom line is that YOU represent Toyota’s promise of exceptional service experiences on a daily basis!

6. Toyota – The Detroit Auto Show

7. Activity: Current Sales Practices
This is a quick, personal activity that will help you build value for your customers. Please be candid!
Workbook
page 4

8. Discussion: What are the Challenges of Selling Service?

9. Current Situation Service Retention vs. Annual Costs
Service Retention vs. Annual Maintenance & Repair Cost
Source: CVSH (Sept. 2014)

10. Statistics tell part of the Story:
Current Situation: Potential Sales vs. Actual Sales
Statistics tell part of the Story:
Maintenance/Repair business down 1.4 billion from preceding year
Decline derived from:
Average amount spent per vehicle
Overall number of service visits
Vehicles 4-7 yrs old lost $65.00 per visit over preceding year
“Will return” reaction from customers who were informed about other service work = 65% (47%) where no education process was used

11. Current Situation Potential vs. Actual Sales
Cabin Air Filter
Regular maintenance – replace every 16,000 km
2014 Potential Sales ~ 800,000 cabin air filters
2014 Actual Sales ~ 380,000 cabin air filters sold (47.5%)
Battery
Life expectancy ~ 4.5 to 6.5 years (depending on usage conditions)
2014 Potential Sales ~ over 200,000 batteries
2014 Actual Sales ~ 75,000 batteries sold (37.5%)
Wiper Blades
Recommended replacement every 12 to 18 months
2014 Potential Sales ~ over 1,000,000 wiper blades
2014 Actual Sales ~ 470,000 wiper blades sold (47%)
Source: CVSH and Cognos (Sept. 2014)

12. Toyota Canada’s Solution
We shall overcome!
Service Support Tools, Programs and Point-of-Purchase Tools / Sales Aids
Service Manager Training
Service Advisor Training…
Service Tools to help build sales of maintenance service
Point-of-Purchase Programs and Sales Aids to help build additional sales
Key Selling Steps, Skills and Actions

13. What We Offer
Promises accurate, efficient and reliable servicing at every Toyota Dealership in Canada

14. What are the advantages?
Discussion:
What are the advantages with Toyota Quality Service and Parts?

15. What We Offer
Toyota-trained Technicians and Service Advisors (what does this mean to YOU
Toyota experts who service Toyotas and nothing else
Specifically designed tools, equipment and procedures
Toyota Genuine Parts, maintaining the integrity of every vehicle
Service based on the factory-required maintenance schedule, the Maintenance Menu
Immediate access to the most up-to-date:
Product, parts and service communications
Technical updates and expertise

16. What We Offer
Specifically designed and manufactured for Toyota / Lexus / Scion vehicles
Original equipment parts
The very same parts that were used to build your vehicle
Best parts, best fit
Ensures the vehicle continues to perform at optimum levels
Enhances resale value
Warranty: 24 / 40,000km

17. We are not “Order Takers”
Sales Opportunities?
We are not “Order Takers”
Toyota Quality Service focuses on encouraging customers to have their scheduled maintenance performed at a Toyota dealership.
This can, in turn, generate opportunities for sales of unscheduled maintenance and repair service.

18. Service Tools To Help Sell Required Maintenance Service
The “tools” from the Maintenance Menu and Inspection Reports to the “silent” partners (POP material) provide honesty and clarity for the customer.

19. Toyota Service Advantage+
The background images (words) are what this program is all about!

20. Toyota Service Advantage+
Addresses price, convenience and relationship/quality of service issues
When do you feel these resources would be helpful for you and the customer?
Workbook page 6

21. Maintenance Menu Question: When would you USE the Maintenance Menu?
Step 1: Infostream Link
Step 2: Search by VIN or by Model/Model year
Question: When would you USE the Maintenance Menu?
Workbook page 7

22. Maintenance Menu
Page 1: Required Maintenance Services

23. Maintenance Menu
Page 2: Full Schedule: Required Maintenance Service

24. Maintenance Menu
Page 3: Dealer Advantages and Dealer-Recommended Service

25. Service Hub
When you search by VIN…

26. Service Hub – Service History
Declined Services in red font

27. Inspection Reports
NB: Service Advisor task
Workbook page 8

28. Inspection Reports
Question: How many use Inspection Reports regularly with customers?

29. Inside Look Do YOU Have a Copy?
Via Infostream/Toyota.ca
In Print via TU
Customer reaction?
Benefits?
Workbook page 9

30. Inside Look Innovation and the Customer
A useful feature of the Inside Look binder is your ability to a customer.
You will be able to ATTACH:
Product page
Explanation page
The How To:
Access Inside Look on Infostream
Click on the target page(s) to send
An screen will open
Enter a customer address or multiple addresses as well as any comments you would like to include
Workbook page 10

31. Building Additional Sales
Service Programs and Point-of-Purchase Tools
To Help Build Additional Sales
Sales aids that help prompt customers to consider service needs beyond those that brought them to the department

32. Express Service Perform regularly-scheduled maintenance
In one hour or less
Performed by 2 Technicians
Can include other services such as tire rotation, wiper blade replacement, front brake pad replacement
Appointment-based service

33. Toyota Tire Centre (on toyota.ca)
Its all you ever wanted to know about tires!
Includes Tire Hazard Protection information
Toyota.ca

34. Tire Selector (on Infostream)
A superb tool – advisors can search by model and print quotes for customers! – why not!

35. 0W20 Upgrade Brochure
Benefits!!

36. Toyota Touch
Three levels of Toyota Touch Cleaning and Detailing Services to meet customer needs and budget
Deluxe, Premium and Ultimate packages
Workbook page 12

37. Lexus Reflections
Two levels
Executive
President

38. Toyota Touch - Products
Professional quality cleaning and detailing products
Formulated specifically for automotive use and are environmentally responsible
Workbook page 12

39. Parts & Service Offers Available online Seasonal campaigns
Workbook page 12

40. Club Toyota/Lexus & Merchandise

41. Extra Care Protection (ECP)
Workbook page 12

42. Your “Personal Excellence Plan”
Part I: Using Service Tools & Sales Aids
Too General: “I need to do a better job of advising Customers about services available”
More Specific: “As a Service Advisor, I need to inform the Customer about specific maintenance services that are applicable to this visit - I will use the Maintenance Menu!
Workbook page 32

43. Your Current “Sales Performance”
Group Activity:
Please work together to create short lists that answer these questions:
When are the opportunities to sell?
What typically have you sold?
What do you find is easy to sell?
What do you find is hard to sell?
What are typically missed sales opportunities in your dealership?
Workbook page 13

44. Building Service Sales Key Steps, Skills and Actions
We’ll take a look at the key steps, skills and actions involved with using these tools and sales aids to build service sales in the context of meeting customers’ needs
Also, we’ll determine ‘how’ you can use these resources and tools to, not only sell - to build service sales - but also to build customer satisfaction and comfort levels

45. Prepare Yourself Know What You Sell AG115 Maintenance Menu
AG233 Service Walk-Around
AG230 Selling Skills
AG235 Selling the Maintenance Menu
Infostream:
Inside Look
Product knowledge training
Tire training

46. Prepare Yourself Know ‘How’ to Sell - The 5 Core People Skills
Workbook page 14

47. The Four-Step Selling Process
Prepare Yourself
The Four-Step Selling Process
Step 1: Determine Customer Needs
Step 2: Build Value – explaining the ‘feature’ and how it benefits the customer
Step 3: Ask for the Sale
Step 4: Confirm Value - address any objections
Selling Skills – AG230 introduces these 4 steps
ABOVE ALL – DO NOT APOLOGIZE FOR THE PRICE!
NB: It is important to know what you sell (TU courses, Infostream Product Training and Inside Look, oil selector chart, tire training)
It all builds credibility and consistency, advisor to advisor!

48. Step 1: Determine Customer Needs
How do you need to feel as a customer?
As the introductory slide states:
“What’s in it for the Customer”
And with that in mind, you must present the value and advantages of Toyota service and parts to address each customer’s individual needs and wants.

49. Step 1: Determine Customer Needs
Basic Needs
To feel welcome
To be understood
To feel comfortable
To feel appreciated
To feel important
To be respected

50. The Six common customer needs and strategies
Meeting “Basic” Needs
The Six common customer needs and strategies
Robert W. Lucas
Workbook page 15

51. Preparing Your Customer
Building the customer’s comfort level
First, explain to the customer what is to be done
Second, tell the customer why this step needs to be done
Third, describe how the customer will benefit from what is to be done
NB: Always be aware of ‘What’s happening next’ throughout the Service Cycle
Workbook page 16

52. Activity: Preparing Your Customer
Group Activity
What could you say, instead of saying:
“Just sign here then I can get the Technician started with your car.”
“Yeah, you can pick up your car after 4 p.m. I’ll call you if anything else comes up.”
“The Technician wrote that your brakes need to be serviced soon. If you want you can have it done at your next appointment.”
“We’re doing the oil change today like you asked.”
“Next time you’re in, you should have the cabin air filter changed.”
Workbook page 17

53. Assessing Current “Service” Needs
Tools/strategies that help identify your customer’s current service needs, identifying relevant sales opportunities.
Service Walk-Around
Industry best practice
Better assess customer’s needs
Builds customer’s awareness of needs firsthand
Builds rapport
Identify additional service needs
Training:
AG233 Service Walk-Around
Workbook page 18

54. Determine “Current Service” Needs
Service Hub is generated when you access using VIN
Identifies required maintenance
Inspections, lubrications, adjustments and part replacements
Current and future inspections
Service history
Service campaigns
Applicable ECP information
Essential Training:
AG115 Maintenance Menu
AG235 Selling the Maintenance Menu
Maintenance Menu
Workbook page 19

55. Determine “Service” Needs
Service Hub / Consolidated Vehicle Service History - CVSH
Workbook page 19

56. Activity: Sales Opportunities
Group Activity
What sales opportunities can be identified:
During the Service Walk-Around?
By referring to the Maintenance Menu?
By viewing the Service Hub?
Workbook page 20

57. Your “Personal Excellence Plan” Please…remember to be specific!
Part II: Identifying Service Needs
Please…remember to be specific!
Workbook page 32

58. Competition is everywhere and retention is everything
Step 2: Build Value
Build Value!
Competition is everywhere and retention is everything
Value in your Service Department is the sum of…
The quality of the product +
The service with which it is delivered +
The customer’s experience +
And the price attached
Value is all that your customers get for their money – build it and they will come!

59. Explaining ‘Feature, Advantage, Benefits’
(FAB)
Feature: What the service is
Advantage: Why your dealership’s service is superior
Benefit: How the benefits match the customer’s needs
Sample – workbook page 21
Service Tools that help you?
Workbook page 21

60. Activity: Explaining FAB
Group Activity:
Please fill in the boxes and categories using the FAB approach
Cabin Air Filter Replacement
Maintenance Service
Tire Rotation
Engine Oil System Cleaner
Combustion and EFI Service
What are the advantages of dealership service?
What are the advantages of Toyota / Lexus Genuine Parts?
Workbook page 22/23

61. Service sales are easier when a customer…
Educating Customers
An educated consumer is my best customer!
Service sales are easier when a customer…
Is knowledgeable about his or her vehicle’s required maintenance service
Is regularly informed about the condition of the vehicle’s key components
Understands that parts wear over time
Understands the value of Toyota / Lexus Genuine Parts
Enjoys a “relationship” with the Service Advisor
Cont...

62. Educating Customers
Feels comfortable and confident about recommendations provided
Believes that your dealership is the best place to service his or her vehicle
Understands the time and cost involved for performing a particular service
**Enjoys a “relationship” with the Service Advisor
Workbook page 23

63. Building Value and Educating
So many tools…so much unsold time…
Maintenance Menu
Toyota Service Advantage+
Inside Look
Props
New vs. worn
Genuine vs. aftermarket
Dirty
Clean
Workbook page 24

64. Building Value and Educating
Discussion:
At the bottom of the page there is an opportunity for you to put your table group’s unified thinking to the test!
What other service tools / programs can be used to build value for your dealership service?
How?
Workbook page 24

65. Your “Personal Excellence Plan”
Part III: Building Value
Workbook page 32

66. It is now time to ask for the sale!
Step 3: Ask for the Sale!
Long believed to be a generally difficult area for many service advisors:
It is now time to ask for the sale!
Show what is needed
Advise what should be done and why, focusing on customer benefits
Ask for the sale…
Check out the examples on workbook page 25
Is there something you do that works well?

67. Asking for the Sale
“Given the visible tire wear pattern, shall we do the tire rotation along with your oil and filter service today?”
“Shall we replace the Cabin Air Filter today as the Maintenance Menu shows your vehicle requires at its current mileage of 32,000 km?
“Which detailing package would you like to have done today?”
“Which detailing package would you like us to perform today?”
“Shall we complete that required brake service today?”
“Shall I have the Technician replace the worn blades with this new set today?”
Workbook page 25

68. Confirm Value - Reaffirm the decision Address objections – 4-Steps
Step 4: Confirm Value
Confirm Value - Reaffirm the decision
Address objections – 4-Steps
1. Restate the objection as a question
2. Express empathy
3. Address any misunderstanding or lack of perceived value behind the objection
4. Confirm that your customer agrees
Discussion:
What are some common objections you encounter?
Workbook page 26

69. Preventing Objections
Preventing objections from the outset!
Consistently use Maintenance Menu
Build Value through solid communications
Reinforce relevant benefits:
“We can have it done while you are here, helping to save you another trip.”
“If you decide to sell or trade your car, having your regular maintenance services up-to-date will definitely increase your trade-in/selling value.”
“It’s important to follow the required maintenance schedules because if a component that is covered by your warranty fails, you may be required to provide proof that required maintenance has been performed.”
Workbook page 26

70. ACTIVITY: Preventing Objections
Group Activity:
Fill in the “blanks” for these 10 objections
How could these objections have been prevented?
Determine a possible “Root cause”
What could have been done earlier in the Service Cycle to prevent such an objection?
What may need to be further explained?
Workbook page 27&28

71. Selling “What, Why, When and How”
Workbook page 29

72. Selling “What, Why, When and How”
Group Activity:
Working again in teams, determine the:
“Why”, the “When” and the “How”
Categories will be assigned
Workbook page 30

73. Addressing All Service Needs
Conclusion: The 4-step Selling Process
Step 1: Determine Customer Needs
Step 2: Build Value – explaining the ‘feature’ and how it benefits the customer
Step 3: Ask for the Sale
Step 4: Confirm Value - address any objections
And…
Personalize your approach
Treat customers as individuals not appointments or numbers
Be committed to helping your customers with all their service needs
Workbook page 31

74. Addressing All Service Needs
Tools to use:
Maintenance Menu - educate each customer about their vehicle’s maintenance requirements
Consistently use CVSH to identify declined services for follow-up
Inspection Reports - Review with each customer - builds value and educates
Do the Service Walk-Around to identify other relevant service needs
Club Toyota / Club Lexus - encourage joining for information on Inside Look
relevant Inside Look product / service explanation pages
Display point-of-purchase brochures whenever appropriate
Seasonal offers - Keep yourself and your customers informed
Discover lifestyle, hobby interests and driving habits to help identify possible accessories they might appreciate and direct them to the merchandise catalogue online

75. Your “Personal Excellence Plan”
Part IV: Building Service Sales
Workbook page 32

76. Wrapping up the day: Course evaluations
Course: AG237
Date: ____________
Location: ____________
Facilitator: Robb Baldwin
Workbook page 32

77. Actions that Delight Customers
Actions that meet Customer expectations
Actions that Delight Customers
Actions that Disappoint Customers

78. Selling Service Excellence
“To succeed, you’ve got to love what you’re doing.
If you don’t love it, get out of the way for someone who does.” *
* Gordie Howe

79. The Fundamentals of Customer Service Excellence
Ensure my appearance and language are professional
Provide a warm, sincere, prompt greeting with respect
Ask appropriate questions and listen effectively
Respect my Customer’s time
Own the problem
Keep my Customer informed
Treat every Customer Interaction as an opportunity to build a relationship

80. toyota-training@mail.com In Summary Thank you for attending!
Sales opportunities
Regular maintenance service
Additional relevant services
Service tools and Point-of-Purchase tools / sales aids
Quick Reference - page 33
Ordering information – page 40
Your Personal Excellence Plan
Questions?
Thank you for attending!
Robb Baldwin Ph.D.