The Arbury Sales Process

This document provides a comprehensive overview of the entire sales process at Arbury, from the initial enquiry to finalising the sale.

It outlines key practices that should be followed at each stage – including best practice examples to support you in your role.

01 The enquiry

What is an enquiry?

An enquiry is the first time a customer engages with us, whether through:

1. Email

2. The showroom

3. Telephone.

Below, we give you the best practice guide of how to deal with each scenario.

Email

What happens when you get an email?

You’ll be given the lead by the Sales Manager.

Ensure you acquaint yourself with the customer’s request and understand the model the customer has enquired about.

Check the customer’s history by consulting their customer record (in CDK).

We would like the customer to receive a response within 30 minutes.

Understand if the customer is looking for a call or reply via email.

If you are going to call the customer rather than email, ensure you have your script ready (see page 7 and 8 for best practice examples).

If the customer wants email contact:

Ensure you send the customer a detailed CitNOW video of the model they have enquired about to give them information, alongside an initial offer.

TOP TIP: You can send a CitNOW to both the customer’s phone and email –it’s quicker and also allows the customer to review the model there and then.

In the email, propose an appointment to get the customer to come to the showroom.

You can also send the customer information on the car/manufacturer or a brochure.

Ensure you’ve addressed any questions the customer has.

Make sure you build rapport with the customer.

Ensure you follow up with the customer once you’ve sent them the information, either by calling or emailing them back, and send a closing email.

What do we want out of the email?

Either:

1. An appointment in the showroom

Once you’ve got an appointment

2. A deposit on the vehicle

Make a note of the appointment in your outlook calendar and register it on the CRM.

Confirm the appointment in writing with the customer.

Confirm the appointment 24 hours in advance by calling the customer.

joebloggs@arbury.co.uk

examplecustomer@gmail.com

Re: Your enquiry

Hello,

I hope you are well.

Thank you for your enquiry on our brand-new 308. I can confirm that the vehicle is on order and due to arrive with us very soon. I have cc’d in my Sales Executive, Stephen Harris, who will be in touch with you first thing tomorrow morning to go through your enquiry in more detail. Hopefully, we can then provide you with all the information you need and the details on this vehicle and the specifications of other vehicles in the range so you know the differences.

I will also include the vehicle’s current specifications that cover all the details of the vehicle, including prices, specification and all the engine choices that we have. If you would like to take a look at the following link, this will take you to the PEUGEOT website and you can configure the model in any colour you like. The link is as follows: <insert link here>.

If you would like to make an appointment with us here at Arbury in Bromsgrove, please feel free to email me and I can get you booked in, or Stephen will be in touch to arrange this for you at a time convenient to you.

Many thanks for taking the time to contact us here at Arbury, and we look forward to hopefully being able to help you with your purchase.

Have a good evening.

joebloggs@arbury.co.uk

examplecustomer@gmail.com

Re: Your enquiry

Good afternoon Mr Smith,

Thank you for your enquiry today, I hope you are well?

My name is James, from the sales team at Arbury in Bromsgrove. I will be happy to assist with your interest in our fantastic BMW 1 Series, a truly beautiful car with plenty of spec to shout about. It comes to us in great condition, with just over 29,000 miles on the clock. The vehicle will come with a fresh service by our trained technicians and a 12-month warranty through our Spoticar program.

The 1 Series itself has plenty of features; it is the popular M Sport trim level and is finished in a vibrant metallic blue. It sports options from the factory as well as a strong base spec which includes:

• Front and rear sensors

• Smart reverse camera

• Electric tailgate

• M Diamond Cut alloy wheels

• Wireless Apple CarPlay and phone charger

• Ambient lighting with custom colour modes

• Heads up display

And that’s just to name a few!!

This 1 Series is a 6-speed manual, 1.5L petrol engine with 136bhp and around 40mpg in normal driving conditions.

I would be delighted to offer a test drive on this BMW with yourself, Mr Smith. When would be a good time to book this in?

If you have a car to exchange too, we can take a look at this at the same time and offer you a competitive price. Before that, we can also reserve the vehicle for you as it is very popular and will not be around for long…this can be done for a fully refundable £99!

Here is a link to our Arbury site which can provide more info as well as a comprehensive video: <insert relevant used car link here>.

Thank you for your time; will I be able to follow up with a call later today to discuss? Around 4pm okay?

What happens when a customer visits the showroom?

1. Ensure you are identifiable with your name badge on.

2. Be prepared for the customer before they arrive; remind yourself of the car they are interested in and the customer themselves.

3. Be positive when talking to our customers and remember that a smile can make all the difference.

4. Meet and greet the customer(s) professionally and ask their name(s).

5. Offer the customer(s) a drink.

6. Build rapport.

7. Ensure you are capturing all relevant customer data during the appointment and update the system.

Telephone

What happens when a customer calls?

See the following page for an example script outlining best practice for dealing with a customer when they call the dealership.

Best Practice – Enquiry call

Good morning/afternoon. Patrick from Sales speaking, how can I help you?

Good choice, I can help with that.

Tell me, what was it about the ... that prompted your call?

I’ll check to see if it is available and any other information that might be useful for you to know. That will take me a moment or two...

Are you calling from home or work?

And the number there is?

Who am I speaking with? How do you spell your last name Mr/ Mrs...? To save some time later, what is your home postcode? And the house name or number.

Hold the line a moment, we’ve had a few enquiries on this car, let me see if it’s still available for you.

Make and model:

Registration number:

Specification:

Part-exchange:

Make and model:

Registration number:

Mileage:

Phone number:

Name:

Postcode:

House number:

Great news Mr/Mrs_____________

The car you called about is still available.

(This is where you would explain the benefits of the car, for example, this car has had only one previous owner and is fully electric, etc.)

So, what’s a good time for you to come in and test drive the vehicle? Later today or tomorrow? I can do 3pm or 5pm.

I’ll send you confirmation of our appointment and our location details. Your email address is?

Would you do me a favour, in the event that you are running late or need to change our appointment, would you ring or email? Otherwise, I’ll be especially waiting for you.

A couple of things before I let you go, bring along your driving licence – for you and anyone who wants to drive the vehicle.

Notes:

Branch:

Appointment date:

Time:

Email address:

Finance: Yes/No

This is the first time you will be speaking to a customer, so remember to be positive and that tone is key when talking to our customers.

CitNOW Video Prep Sheet

This template can be used when you record a video to send to your customer.

CitNOW Video Prep Sheet

Introduction

Welcome to Arbury.

This vehicle is a (make/model/derivative) finished in (exterior colour) with contrasting (interior colour) interior, having only done (number) miles.

Exterior

This car has the following key features:

Walk around the vehicle talking about features of the car (8 points maximum).

I will now show you the interior of the car together with the exact mileage.

Zoom in on the mileage on the dashboard and repeat the mileage.

I will also show you the Service History of the vehicle and as you can see, the vehicle was last serviced at (number) miles (here at Arbury).

Highlight interior features (consider touchscreen/split rear seats/boot space)

I will now show you each wheel in detail so you can view their condition.

Walk around and show each wheel (zoom in close)

All of our used vehicles are available on one of our affordable monthly finance programmes. Test drives in this car are available at your home, work or at our dealerships at your convenience. For further details, to view alternative vehicles and for contact information, please visit Arbury.co.uk.

Thank you for viewing.

1. 3.

2. 4.

02 Qualification

What is the qualification process?

We want to ensure all Arbury customers have a consistent experience. We have created a checklist to ensure all the relevant information is captured.

Customer enquiry checklist

Please ensure that you ask all of the below

Customer name and contact details, including email addresses

Customer vehicle requirements

Reasons to change/purchase

Vehicle must-haves

What do you use your car for? Who uses it?

Tell me about a week in the life of your car*

How many miles a year do you cover?

Purchase information

How much a month are you currently paying for your car?

What monthly motoring budget have you set aside?

What deposit are you looking to pay?

Do you have a service plan on your current vehicle?

Did you have Gap or Shortfall insurance on your car?

*Asking this question will help you get to know the customer, build rapport and find ways to link additional sales to their needs and lifestyle later on by adding value.

Customer quotation request checklist

Funding requirements

PCP, cash, contract hire, hire purchase

Over how many years?

New car

Exact model to quote

Preferred colour choice

Any ‘no’ colours?

Consider other spec/engine?

Used car

Reg number

Latest Autotrader selling price (excl. admin fee)

Mileage

Consider other spec/engine?

After completing the above, make sure to upload the data to the relevant system

Mentor for Stellantis

CA for Nissan

CDK SEAT / Škoda

03 Presentation of the vehicle

03 Presentation of the vehicle

What is a presentation?

This is the five-point presentation where you match the customer’s needs with the features of the vehicle.

For example:

If your customer has children, you would point out the safety features of the vehicle: the airbags, the side airbags, the boot space, the Isofix, etc.

Use ‘Feature, Function and Benefits’.

How do we need to present vehicles in the showroom?

1. All vehicles need to be displayed correctly.

2. All cars should have space for the customers to walk round, even with the doors open.

3. Ensure the car is clean, both on the inside and the outside.

4. Ensure the car is unlocked (doors and bonnet) and that the sunroof is closed.

5. All car adjustments (headrest, steering wheel and seat) should be in the mid position.

What is the outcome of the presentation?

You get the customer to test drive the vehicle.

04 Appraisal

What is an appraisal?

An appraisal is looking around the customer’s car to ensure an accurate part exchange valuation.

1. Before you take a test drive, appraise the car so that the sales manager can give the best possible price.

2. Go with the customer and complete the appraisal.

3. What are we looking for?

Tyres – tread depth

Electrics – no engine management lights

Interior – no smoke, rips, burns, etc., or trim damage

Mechanical recondition – best practice would be to drive the car (non-brand cars) and check for noises (no knocking noises)

Body recondition – is there any damage to the car?

MOT test

- Check test due date online.

- Open the advisory section and ask if any of the advisories (if applicable) have been rectified.

Mileage – check

Number of owners – Ask for the V5 or ask the customer if they have a copy

Outstanding finance – do a HPI check on the vehicle for outstanding finance, write off, stolen car, etc.

If it has finance – has it got a settlement figure?

Service history – is it a main dealer or a local garage? When was the last service?

Keys – have you got two keys?

At this stage, we can introduce products:

Sales hooks – If there is small cosmetic damage, softly mention that we offer a fantastic option to take care of those kinds of things. Ask if they have CRI – if they do, you can sell it with their next car.

Upsell hooks – Look for evidence of paint protection applications on the part-exchange (e.g. a sticker in the window) and ask them if they have had it treated. Open the boot (this is a great way to know your customers as some carry their lives in there) and softly introduce LifeShine.

Always get the customer to sign/agree with the appraisal.

Vehicle Appraisal Form

Do you have any paint protection on your current vehicle? No

Do you have any outstanding finance or bank payments left to make? No

Do you have vehicle replacement insurance on your current car? No

Do you have a spare key? No

05 Accompanied test drive

test drive

What is the purpose of a test drive?

It is an opportunity for the customer to see how it feels to drive the car, creating the desire that they want to own the car.

Test drive

Ensure the vehicle has met demonstrator standards.

Free of personal items.

¼ tank fuel / minimum 50% EV charge.

Clean.

Pre-defined routes in the sat-nav.

Take a photocopy of the driver’s licence.

Do a driver’s licence check via the DVLA.

If the car is unregistered, get trade plates.

Go to the car with the customer.

Set the route.

Sales Executive does the initial drive to show the customer how the car drives in its best light.

Allow the customer to drive the vehicle and experience the drive without interruption initially.

Answer any customer queries during the drive.

Trial close

Ask the customer if they liked the car and what they liked about it.

If you can at this stage, close the customer – start closing with figures.

Trial close – “If I can make the figures work, would you order this car today?”

If you cannot close the customer, you need to go back to qualification.

Presenting the offer

Presenting the offer

What is presenting the offer?

Putting a personalised quote together and talking it through with the customer.

Your Sales Manager will have created the deal using the Four Square Method (see next page).

You will ensure you have been fully compliant and done the necessary documents.

You present the deal to the customer.

You will discuss the deal with the customer and walk them through the additional products.

Use the TCO tool to demonstrate the benefit of an EV comparison

Discuss delivery dates.

Objection handling.

Negotiate.

Close.

Deal.

What are the additional products?

• Lifeshine

• TLC

• CRI

• Extended warranty

• Service plans

Make/model: VIN:

Your trade value

I will agree to buy today if the numbers are agreeable to the parties:

Price

Down payment

Monthly payment

and close

07 Negotiate and close

What is negotiate and close?

This is where we get the deal over the line, ensuring both we and the customer are happy.

How best to negotiate

Ensure you have said to the customer:

“Are you now happy to go ahead?”

“You’ll be happy to put a deposit down here and now if I can get you X,Y and Z?”

If they say no, you need to continue your negotiation before you go to see your Sales Manager with a deal.

If they say yes:

“Great, I’ll go and confirm with my Sales Manager and come back to take the deposit.”

Shake their hand.

Remember: a good negotiation and close is a win-win for both the customer and the business.

Finalising the sale and compliance

Finalising the sale and compliance

What is compliance?

These compliance instructions are fundamental to the purchase of a new or used vehicle and must be adhered to. It is vital you familiarise yourself with the processes and complete all necessary training.

Produce the customer order form, which matches the Four Square/finance proposal.

Compliance.

Ask the customer to check and sign the order form.

For used cars – go through the work agreed.

Take finance proposal details.

Take the deposit via debit card.

Advise on next steps.

Delivery dates – when will the car arrive? Let the customer know you’ll update them on their new car next week.

Book a handover if it’s a used vehicle.

If on finance, let the customer know you’ll call them once the finance is agreed.

Compliance process

• As an Appointed Representative of Automotive Compliance, Arbury must follow a process to ensure all customers have been treated fairly, and to evidence that all the FCA’s expectations have been met.

• This is achieved by using the TCF Manager System and following a three-stage process:

1. The first stage (new customer) is done before any meaningful figures are discussed with the customer.

2. The second stage (purchasing customer) is done once the deal has been agreed, but before the order form is produced.

3. The third stage (handover customer) is done on handover of the vehicle.

• All stages are completed via the TCF Manager System, by using the login details already sent/used. The following pages break this down.

Stage 1 – New customer

The first stage of the process needs to be completed before any meaningful figures are discussed. No offer sheet is to be presented or figures discussed, until a manager has witnessed this stage has been completed.

This is to evidence that the relevant disclosures and suitable funding methods have been presented.

• The first pop-up is a GDPR statement – summarise to the customer and confirm. Then ensure the data capture page is completed accurately. We monitor email capture and any bounce-backs, so ensure this is typed in correctly and that the mobile phone number is accurate too.

• The second pop-up is another GDPR question asking the customer if they wish to receive information for finance and insurance products. If they answer ‘Decline’ – they will NOT receive any information from us, which impacts the sale of GAP and the GAP opt-in later down the process. This GDPR disclaimer runs separately from your own internal one, so no marketing takes place from us.

• Initial Disclosure Document (IDD) – ensure this is presented to customer s and point out the key areas of the document and how it protects them.

• Qualifying questions – although these may have already been discussed with the customer informally, this is an opportunity to reconfirm the anticipated mileage, term, etc. Do not just use this as a “tick-box exercise” –use it as a sales tool to offer and sell more finance packages. Ensure that questions are asked and understood properly before answering.

• Commission disclosure – a statement on stage 1 is: “You will make no payment to us for the introduction to our panel of lenders, typically we may receive a commission from the lender if you decide to enter into an agreement with them. You may ask us for details of such payments.” This is an extremely important statement which you must understand your internal process if requested.

• Upon completion of the questions, the most suitable funding methods will then appear on the screen. This is your opportunity to then explain the differences and inform the customer that they will be receiving an offer for all the suitable funding methods. Your manager will be able to stack a deal based on the customer’s actual requirements and not just a generic offer.

• To complete this stage and confirm you have discussed everything with the customer, you will use our system to send a text verification code to the customer for them to confirm with you which will enable you to sign off this stage. If the customer genuinely doesn’t have a mobile phone number, your manager has an override code that can be used on the rare occasion it is needed.

Stage 2 – Purchasing customer

The second stage of the process needs to be completed once the deal has been agreed but before the order form is produced. No order form is to be produced or confirmed, until a manager has witnessed that this stage has been completed.

This is to evidence that the relevant add-on products and affordability questions have been completed.

• As with the first stage, ensure you fully understand the question before asking the customer, and that you understand what happens if you inadvertently answer a question incorrectly.

• To start with, if the customer is taking finance, there will be statements in regard to affordability, credit checks and receiving the Pre-Contract Information. Do not just rush through these – ensure the customer is fully aware of them.

• The next batch of questions relates to Total Loss Cover (GAP Insurance). These questions cover exclusions put on the policy by the product provider, insurance criteria and if protection against a total loss would be of benefit.

• Then the questions move on to Cosmetic Repair Insurance (CRI). As with GAP, qualifying questions are asked to ensure the car is eligible for the policy (less than five years old, with the paint/wheels being a ‘standard’ finish).

• It’s worth bearing in mind that if the system does not recommend either TLC or CRI, you will NOT be able to sell them to the customer. If this does happen, please speak with your manager who will instruct the best way to proceed.

• Depending on your dealership, you’ll then have a couple of more questions that cover Warranty, Lifeshine and Service Plans.

• Once you’ve answered the questions, you will then be presented with the recommendations that you can make to the customer. At this point, ensure that the correct price is entered for what you have quoted the customer for the policies. Do not leave the prices blank or enter an incorrect price.

• If you haven’t been able to already, this is another opportunity to present the products to the customer.

• To complete this stage and confirm you have discussed everything with the customer, you will use our system to send a text verification code to the customer for them to confirm with you which will enable you to sign off this stage. If the customer genuinely doesn’t have a mobile phone number, your manager has an override code that can be used on the rare occasion it is needed.

Stage 3 – Handover customer

The third stage of the process needs to be done at the point of handover or before the delivery of the vehicle. No vehicle is to be released until a manager has witnessed that this stage has been completed.

This is to confirm how the customer is funding the vehicle, any products that they are taking and that they are fully aware of them.

• Follow the system step by step – confirm the registration number, the delivery date, that the customer is present, etc.

• Select the relevant funding method from the list provided. If finance is being taken, the commission disclosure statement (from stage 1) will appear again. For finance customers, you’ll be asked to confirm the lender, APR, term and mileage. If the term and mileage differ from what was inputted at stage 1, a warning will appear.

• If the customer is not taking any of your finance packages, select ‘Outright Purchase’.

• You will then be able to indicate what add-on products the customer has taken. Simply select ‘Accept’ if the customer is taking the product or ‘Decline’ if they’re not. Leave the prices as they are unless you have reduced them for whatever reason.

• If the customer is accepting GAP, ensure you select the correct GAP. Do not accept both policies. If in doubt, confirm with your manager.

• If this is stage is being completed within the four-day rule for GAP, and the customer has not opted in, you will not be able to accept or decline the Total Loss Cover (see next section).

• If the customer is taking either TLC or CRI, you will then need to set up the policy through our system (See next page).

• To complete this stage and confirm you have discussed everything with the customer, you will use our system to send a text verification code to the customer for them to confirm with you. This will enable you to sign off this stage. If the customer genuinely doesn’t have a mobile phone number, your manager has an override code that can be used on the rare occasion it’s needed.

Registering policies

If customers are taking Total Loss Cover and/or Cosmetic Repair Insurance, you will need to set them up through our system. This must be done either on handover or within seven days of handover.

To access this facility, simply log on to the system and select ‘Register Products’.

• Find the customer you need to set policies up for and then click on any of the products on the right-hand side of the page.

• Once selected, follow the system and input all of the information required.

• Ensure you select the correct policy (banding and term, etc.) and confirm the price you’re selling the policy for.

• Once registered, print off the confirmation and keep it in the deal file.

• If policies are not registered when accepted on stage 3, managers will receive emails from us showing which customers need policies setting up.

GAP four-day rule

To keep you compliant when it comes to Total Loss Cover (GAP), please follow the below information:

• GAP Insurance cannot appear on paperwork within four days of when stage 2 was completed and received by the customer. For example, if the customer went through stage 2 on a Monday, the fourth day would be Thursday.

• Paperwork includes: order forms, invoices, finance proposals, etc.

• The first order form must exclude GAP completely (do not hide it anywhere or take payment for it upfront). If applicable, the first finance proposal must also exclude GAP. Please keep a copy of the first order and finance acceptance in deal files. Where a lender does not fund the policy, the cost of the policy cannot be rolled out of the deposit paid on the day a deal is agreed.

• Once the four-day rule has expired, or the customer has opted in through the email link we send on stage 2, you can then add GAP to your paperwork and add to the finance if applicable. Keep a copy of this new order form/supporting order form and finance acceptance in the deal file. This will help to evidence that a compliant process has been followed.

• In terms of the GAP opt-in facility, once stage 2 has been completed and the customer has received the email from us, you can explain to the customer that, as they have expressed an interest to purchase, this is the process they need to follow.

“As early as midnight tonight, or in the morning, click on the link within the email sent to you and enter your email address and the pin number within the email. You can then notify us of your decision to purchase, having had the time to consider it. Alternatively, I will call you (after the two clear days) to request your decision regarding the policy and amend the paperwork as necessary.”.

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