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Compelling Sales Presentations Every Guest, Every time

Trainer’s Guide

Compelling Sales Presentations Every Guest, Every time

Trainer’s Guide

Compelling Sales Presentations – Every Guest, Every Time

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© 2006 Ashland Inc. All rights reserved


Trainer’s Notes:

Materials List • Computer with MicroSoft PowerPoint

• Projector and screen (or white wall)

• Flip-chart or whiteboard

• Compelling Sales Presentations PowerPoint

• One Cushball (or other soft ball)

• Oil Guides (one per team member)

• Automotive Services Guides (one per every two team members)

• Colored highlighters (one set per group)

• Supply of pens

• Simple prizes (candy bars, inexpensive Valvoline gear, etc.)

© 2006 Ashland Inc. All rights reserved 51


Contents

What is Sales? 3

Communicating with Confidence 4

Understanding the Sales Process 15

Overcoming Objections 25

Presenting VIOC Products and Services 28



Trainer’s Notes Introductions Use the cushball technique for introductions. Hand one team member the cushball and ask them to introduce themselves using the list below. When the first team member is complete, ask them to throw the cushball to another team member, until everyone has introduced themselves. The last team member holds on to the cushball. At any point in the class where a question is met with silence the holder of the cushball can throw it to anyone else, and that person has to answer.

• Name

• How long they have been with the company

• Store location (not number)

• The best sales experience they have ever had

Inform the learners where the bathroom is, how smoke breaks will be handled, and any other important logistical information.

Class Overview SAY: Today’s class will focus on sales. It’s a topic a lot of people don’t like, and a topic a few people like very much. We’re going to take the mystery out of sales today.

The process of selling is something we all do everyday.

• When you explain to a friend why they should go to the restaurant of your choice for lunch , that’s sales.

• When you tell your significant other how important it is for you to hang out with your friends on Friday night, that’s sales.

• When you convinced your SCM that you’d be perfect for a job at VIOC, that was sales.

Today we’re going to look into the logic of this thing that you already do everyday. What you learn today will help you in all of life – because you’re always selling. Take a look at the table of contents in your participant’s guide. We’ll talk about:

• What sales is, and what it isn’t

• How to communicate with confidence

• Understanding the sales process

• Overcoming objections

• And finally, how to present VIOC products and services

This is not a sit-down-and-passively-listen kind of class. This class is about group discussion, trying out some techniques, and having some fun. So let’s get started.



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 __needs__

and educating them on how they can

be ___met________.

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

• _________________________

• _________________________

• _________________________

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

• ___compelling_________

• ______clear____________

• ______respectful_______



Trainer’s Notes SAY: What do you think of when you hear the word “sales”?

[Take input from the class and list items on the board. Encourage team members to write them on the left side of page 3 in the participant’s guide.]

SAY: At VIOC, sales is a little different than that. We define sales as: “Helping guests to identify their needs and educating them on how they can be met.

SAY: Why do people find it difficult to identify their needs?

[Take suggestions from the class and write them on the board. Encourage the class to write them on the right side of page 3 in the participant’s guide. Expect answers like “they are too busy,” “they don’t know anything about cars,” etc.]

SAY: We can help guest’s to identify their needs and educate them on how they can be met – but if we do it in the wrong way we’ll just end up chasing them away. So when we give a sales presentation, we need to be sure we’re compelling, clear and respectful at the same time.

[Review the blanks on page 3. Ensure that team members know how they should be filled in.]



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:

• ____________Confidence___________________________

Where Does Confidence Come From?

To change how you _feel__________

First, change how you ___act_______



Trainer’s Notes SAY: Many people don’t like to interact with the public, and most people don’t want to feel like they are “selling” something. Why do you think this is?

[Take input from the class and write it on the board. Encourage them to record answers on page 4.]

SAY: If we could sum all these things up in one word, it would be CONFIDENCE.

[Ask team members to write the word CONFIDENCE in the middle blank on page 4 in all caps.]

SAY: Where does confidence come from? Most of think that we need to feel confident before we start to act confident. But psychologists tell us that’s exactly backward. When it comes to confidence, or anything else, you can change how you feel by first changing how you act.

SAY: Have you ever tried forcing yourself to smile? After a while, you start to feel happy. Our feelings are driven by out actions.

[Have the team members fill in the blanks at the bottom of page 4 with the words “feel” and “act.”]



So if you learn to ___look___________ confident

Over time, you’ll begin to

______feel____________ confident.


Eighty percent of the impression you make comes from your body language

6

Experts say…


Trainer’s Notes SAY: Any guesses at the blank on the top of page 5? [Take guesses]. Experts say 80 percent of the impression you make comes from you body language. So if you learn to look confident – if you learn to interact with people the way a confident person does – over time, you’ll begin to feel confident as well.

[Check to make sure everyone is caught up with filling in the blanks.]



The GEMSS of Body Language

G _esture_____________________ E _ye Contact__________________ M _ovement and posture__________ S _ound_________________________ S _mile__________________________



Trainer’s Notes SAY: People who teach public speaking and human interaction tell us there are five components to body language. Together, they spell GEMSS (with an extra “S”). They are:

• Gesture

• Eye Contact

• Movement and Posture

• Sound

• Smile



Gesture

Gesture is all about what you do with your ________hands_____________.

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

What are some negative ways?

Putting your hands inside the guests car.

Tips and Tricks

• Open hands and wide gestures look __relaxed__ and ___inviting___. Use these as you greet guests, or early in the sales presentation.

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



Trainer’s Notes SAY: Let’s start by talking about gesture. Gesture is all about what you do with your hands.

SAY: What are some positive ways you’ve seen people use their hands while giving a sales presentation? [polite pointing, gestures to show the size of a part, etc).

SAY: What are some negative ways? [take suggestions]

[Be sure that you mention that hands should never be placed inside the car (leaning on the window) while giving a sales presentation. Even though our hands might be clean, guests will think they are dirty.]

SAY: There are a few tricks to using your hands during a sales presentation. First, open hands and wide gestures look relaxed and inviting – so use them early in the interaction with the guest.

[Demonstrate “Welcome to Valvoline Instant Oil Change. My name is Dan. What can we do for you today?” with open hands and wide gestures. Then repeat with your arms folded.]

SAY: Second, moving your hands close together focuses attention. What things might you want to focus attention on during a sales presentation? [Oil guide, POS, Automotive Services Guide]. If you’re going to point to something, use two fingers instead of one. It looks less directive and more inviting.



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 ______eye level___________.

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

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

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

Make __direct_________ 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 ____stare______________

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



Trainer’s Notes SAY: The “E” in GEMSS stands for Eye Contact. Making direct eye contact with a guest lets them know you are interested in them and focused on there needs. Have you ever been to a fast food restaurant and been greeted by someone who’s looking down at the POS? [Demonstrate] It looks like they’re hiding behind the bill of their cap! And you certainly don’t feel like they are focused on you!

SAY: There are three important rules when making eye contact. First, position yourself at the guest’s eye level. For most passenger cars, that means you have to bend at the knees, like some people do when they wait tables. If you stand up, the guest in a Honda Civic is going to feel like you’re looming over him. For larger vehicles, you have to stand up.

SAY: Second, make direct eye contact. Anytime you’re not drawing attention to another item, you should be looking directly at the guest. Avoid talking to the POS or the oil guide. They can’t hear you.

SAY: Don’t stare. The difference between helpful direct eye contact and a creepy stare is in the facial muscles. Keep them relaxed. A stare communicates that you are talking down to the guest, or that you’re just plain strange.

[Check that everyone is caught up on keeping the blanks in the participant’s guide filled in.]



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 ____directly___________ whenever possible

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

• Your posture should be confident, but not ____tense_____________.

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

Spotlight



Trainer’s Notes [On the whiteboard or flip chart, make headings for “Good Service” and “Bad Service.”]

SAY: The M in GEMSS is for Movement and Posture. Think about a time you had great service – maybe at a restaurant or on a plane. How did the people move? Was is fast or slow? Did they move with purpose or randomly? How many people were standing around, not moving at all? How did they stand? Straight? Slouched?

SAY: Now think about a time you had poor service. How did people move then?

[Encourage people to write down key words for good and poor service in the table on the top of page 9.]

SAY: Just like there are tricks for using gesture appropriately, there are tricks for using movement and posture appropriately. First, whenever you’re speaking to a guest, face them directly if at all possible. Avoid talking over your shoulder while using the POS, or standing as if you’re really talking to a team member. The guest is the number one priority, and your stance has to let them know that.

SAY: Second, lean slightly forward. This let’s the guest know you’re interested in them. Leaning back or retreating communicates something else is more important than they are.

SAY: Third, make sure your posture is confident, but not tense. Tension communicates that you are not confident in VIOC’s service or product, or that you’re trying to “put something over” on the guest.



Sound Always speak audibly and clearly.

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

• Beware of __mumbling_____________ 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 ______name________________________

“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

_______slowly________________.

If the guest speaks quickly, you should speak

______quickly__________________.

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



Trainer’s Notes SAY: Next, let’s talk about sound – the first of the two S’s in GEMSS. Sound is all about what you do with your voice. When it comes to your voice, the two most important words to remember are audible and clear. Circle those two words in the first sentence on page ten.

SAY: What does it mean to speak audibly? [Take suggestions] It means to speak loudly enough for the guest to hear you over other noise in the service center. Speaking clearly means to beware of mumbling. Everyone here has been to a drive thru at a fast-food restaurant where you can’t understand the person on the speaker. It’s frustrating!

SAY: You also need to beware of speaking so quickly the guest cannot make out the words. Ever been to an amusement park and ridden the roller coaster? The attendant always gives a little safety spiel: “Keep your arms inside the car at all times and enjoy your ride on the Super-Duper Looper.” Because they say this hundreds of times each day, they often speak so quickly you can’t really understand them.

SAY: We may present premium oils hundreds of times each month. But for our guests, it’s often the very first time they have heard the information, so be sure to speak audibly and clearly.

SAY: Also, always use the guest’s name (once you know it). It shows that you have taken the time to see the guest as something more than a pocketbook with legs. Dale Carnegie put it this way, “Remember that a person’s name is to that person the sweetest and most important sound in any language.”

SAY: Finally, mirror the guest’s pace and tone. To put it simply: If they talk fast, you talk fast, and if they talk slow, you talk slow. Think about it. If a guest comes in and says [speak quickly] “I need an oil change and a tire rotation,” and you say [speak ridiculously slowly] “Okay, we’ll get right on that.” To that guest, you sound like you’re moving in slow motion.

SAY: On the other hand, if a guest comes in and says [speak slowly] “I need an oil change and a tire rotation,” and you say [speak ridiculously quickly] “Okay, we’ll get right on that.” To that guest, you sound like you’re too busy to care about them and their needs.

SAY: The most important item on this page may be the very last blank. When a guest speaks, STOP, make eye contact, and listen. The most important way you can use your voice is to stop using it when the guest talks.

[Check to see that everyone is caught up filling in blanks]



Smile When should you smile?

• Whenever you ____face______________ the guest directly

• When you’re responding to a guest’s ____objections________________ or _____questions_____________

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

• When you say _____good-bye___________________

• And the most important time to smile…

During the first __30 seconds____ 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 Super-Pro 10 Customer Service process.

Tips and Tricks

• If you’re not actively smiling, __relax___________ the muscles in your

face

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

______trustworthy________________.



Trainer’s Notes SAY: The final “S” in GEMSS is for smile. When should you smile?

• Whenever you face the guest directly. If you’re looking at them, smile at them.

• When you responding to a guest’s objections or questions. At this point the guest is looking for you to be less than confident with VIOC’s products or services. A smile shows your confidence. By the way. Don’t flash a big smile if they have a serious complaint. It can look like you’re not taking them seriously. A serious, concerned expression is better in those situations.

• When you’re presenting the benefits of a product or service. If you don’t look happy with the benefit, they certainly won’t be.

• When you say good-bye. Studies show that people remember the last part of an interaction almost as much as they remember the first part.

SAY: So far this sounds like you should smile pretty much all the time – and that’s correct. But we haven’t mentioned the most important time to smile – during the FIRST 30 SECONDS of your interaction with the guest. Experts says that’s when people form an opinion of you. After that, you’ve lost your chance to make a first impression.

SAY: At VIOC, that means that smiles are particularly important during the Fast and Friendly Greeting and Fast and Friendly Service sections of the Super-Pro 10 customer service process.

SAY: But what if you can’t smile all the time? Then relax the muscles in your face. Tense facial muscles imply nervousness and make you seem less trustworthy.

[Check to see that everyone has all the blanks filled in up to this point.]



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? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________



Trainer’s Notes SAY: Okay, it’s time for our first exercise! For this first exercise, let’s forms groups of two people.

Once everyone has a partner SAY: Now, think of a short paragraph you have memorized. It can be anything–the Pledge of Allegiance, the Star-Spangled Banner–anything. Just be sure you know it cold.

SAY: Now, decide who’s going to go first. If you’re going to go first, raise your hand.

SAY: Great. Now, if you’re hand is NOT raised, you get to pick one of the five GEMSS: gesture, eye contact, movement and posture, sound or smile. Tell your partner which one you choose.

SAY: Now for the fun part. If you’re going first, you get to recite your memorized paragraph while greatly exaggerating the item your partner choose. If they said “sound,”, you can recite the Pledge of Allegiance at the top of your lungs. If they said “smile,” paste on a big grin and talk through your teeth. If they said “gesture,” wave your arms like a chicken. It doesn’t matter what you do, the point is to be ridiculous about it.

After the first group is finished SAY: If you went first, it’s your turn for revenge. Now you pick one of the GEMSS for your partner to exaggerate, and let them know what it is. If you are in the second group, your job is to exaggerate to an even greater extent than the first group.

SAY: Now why did we do this? We did this in order to make a couple of points. First, how did think you would feel when you exaggerated to such a tremendous extent? [Take answers. Expect things like “silly,” “goofy,” and “embarrassed”]

SAY: How did you actually feel? [Take answers. Expect some of the same things] It may have felt silly. But no great tragedies occurred. The sky didn’t fall in. Earthquakes didn’t happen. If you can act this silly in front of your co-workers, you can smile and make eye contact with a guest.

SAY: Second, you need to know that all these GEMSS will start to shrink as you apply them in the service center. Your gestures will get smaller. Your smile will fade away. Your voice will get softer. Because we know these things will shrink over time, we want you to practice them REALLY BIG.



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 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.”



Trainer’s Notes SAY: Keep the same partners. This time we’ll try something more realistic. On page 14 is a script of the first few minutes of customer interaction. Choose someone to go first. If you’re the presenter, your job is to use all the GEMSS in this customer’s interaction.

SAY: If you’re not the presenter, your job is to play the part of the guest. You’ll also use the form on page 14 to provide some feedback.

After the first group is finished, SAY: Great. Now if you were the guest, go over the feedback you have for the presenter.

After the feedback session is finished, SAY: Okay, now reverse roles and repeat the process. The presenter is the guest, the guest is the presenter.



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:



Trainers Notes SAY: Okay, let’s review. Defiene the word sales? [Helping guests to determine their needs and educating them on how they can be met]. When we help them do that we need to be what? [Compelling, Clear and Respectful]

SAY: To change how you feel you first have to change how you what? [Act]

SAY: What’s the “G” in GEMSS? [gesture] What do wide gestures and open palms look [relaxed and inviting]. When should you use close gestures? [to focus attention]

SAY: What’s the E in GEMMS? [Eye Contact] What do you need to remember about eye contact [get at the guest’s eye level, make direct eye contact, don’t stare]

SAY: What’s the M is GEMSS? [Movement and Posture] How do people move when they are giving good customer service [quickly but safely]. How do they stand [facing the guest, leaning slightly forward]

SAY: What’s the first S in GEMSS? [Sound] What are the two most important things to remember about sound [audible and clear]

SAY: And what’s the final S? [Smile] And when should you smile? [Almost all the time, but especially in the first 30 seconds of interaction]



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



Trainer’s Notes SAY: Okay, we’ve covered our first two topics “What is Sales” and “Communicating With Confidence.”. Let’s move on to our third topic: “Understanding the Sales Process.”

SAY: Think about the last time you bought something important (like a car or a piece of electronics) and a salesperson was involved.

• What did they tell you about the product? [take answers]

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

• Did they tell you about other people who used the product? [take answers]

• Did they talk about a guarantee or warranty? [take answers]

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

• Did they actually ask you to make the purchase? [take answers]

SAY: Whether you realize it or not, that salesperson was following a process.

• First, they pointed out the product’s features. They told you something about it. [Refer to answers given by the class in the previous section]. That’s the first part of the sales process: features.

• Next, they told you the benefits of those features for you. [Refer to answers given by the class in the previous section]. That’s the next part in the sales process: benefits.

• At some point they appealed to a buying motive, or things they thought you might be interested in, like quality, reliability, fun or style. Sometimes salespeople don’t mention these explicitly, but they are implicit in the process. [Refer to answers given by the class in the previous section, if applicable]. Appealing to a buying motive is a key part of the sales process.

• They may have cited evidence to support their claims - like awards to prove the quality of the product, guarantees to show the company stood behind the product, endorsements from various groups, or even the personal experience of themselves or their friends. [Refer to answers given by the class in the previous section]. That’s the next part of the sales process – citing evidence.

• Finally, that salesperson you dealt with simply asked for the sale. They call that the close. It’s the final part of the sales process.

SAY: The parts of the sales process don’t always happen in order. Sometimes benefits and features are discussed together. Sometimes evidence it cited up front, before features are mentioned. But good salespeople always follow the process – even if they don’t know they are doing it.



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

• “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 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



Trainer’s Notes SAY: The first part of the sales process involves talking about the product’s features. Every product has them. Features are the same no matter who is buying the product. They are simply what are true about 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”

SAY: What are some features of SynPower (other than the facts that it’s synthetic)? [take answers]

[Encourage team members to write answers in the table on page 16.]

SAY: What are some features of MaxLife?

SAY: How about DuraBlend?

SAY: What are the key features of an Air Filter Replacement?

SAY: What about Transmission Fluid Replacement? Remember, services have features just like product’s do. These can just be a description of what happens during the service.

SAY: How about Radiator Fluid Replacement?



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…



Trainer’s Notes SAY: Benefits are just the value a particular feature brings to the guest. Features and benefits are often tied together with phrases like “this lets you” or “that means.”

SAY: Take a look at the example on the top of page 18:

• “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 the size or shape of the room”

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

SAY: Let’s complete the sentences on the bottom of page 16 with some key benefits of VIOC products and services:

• SynPower doesn’t break down at high temperatures…

• MaxLife has seal conditioners to fight damaging leaks…

• DuraBlend is built with synthetic ingredients…

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

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

• Replacing antifreeze restores its protection for your cooling system…



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



Trainer’s Notes SAY: The next part of the sales process is appealing to 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.

SAY: What are the key buying motives for Valvoline Instant Oil Change guests? [look for answers like reliability, safety, longevity, performance, convenience, trustworthiness, etc]

SAY: Another part of the sales process is citing evidence. Customers need a reason to believe what you’re telling them, and evidence gives them that reason. At VIOC, we mention evidence like endorsements from AAA or the Car Care Council, recommendations from auto manufacturers, government agencies and industry group, recommendations from our own experts, and money-back guarantees.



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 Cooling System Fluid Replacement

Air Conditioning Refill

Automatic Transmission Fluid Replacement

Tire Rotation Battery Replacement



Trainer’s Notes SAY: It’s time for another exercise. Let’s break up into teams of three or four people. Each group will have a copy of the Automotive Services Guide, and we’re gong to look for evidence. As a team, decide what wording in the guide is evidence for each of the services listed on page 20. When you’re finished, I’ll decide which team has done the best job, and that team gets a prize.



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



Trainer’s Notes SAY: The final – and the most important – part of the sales process is the close. “Closing” is simply asking for the sale. But surprisingly, it’s the part of the process people forget most often! If you don’t ask for the sale, people won’t give you the sale. It’s as simple as that.

SAY: At VIOC, we have two ways to ask for the sale. For premium oils, “Would you like us to use this oil today?” And for services “Would you like us to do this for you today?”

SAY: Underline those phrases on page 21 of your training guide.



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



Trainer’s Notes SAY: You might find it hard to believe that many successful salespeople use a script. It just doesn’t sound like it. Who is your favorite actor or actress? [Take one answer].

Ask the same team member: What’s your favorite movie with that actor or actress? [Take an answer] Did they use a script to prepare for that movie? [Yes] Did it sound like they were using a script [No]

SAY: [Actor’s name] practiced that script so much that it didn’t sound like they were using a script at all. Good salespeople do the same thing. They practice so much that everything looks completely natural.

SAY: Let’s write a script as a class. [Pick a team member]. What’s your favorite fast food restaurant? [Pick another team member], and what’s your favorite fast food restaurant. [Keep going until you find a different restaurant].

SAY: As a class, we’re going to write a sales script convincing [second team member] to go to [first team member’s] favorite restaurant for lunch. We already know the parts of the script – features, benefits, buying motives, evidence and closing.

SAY: So what are some of the features of [Wendy’s]? [Juicy burgers, cooked to order, lots of choices, Frosty dessert, choose your side item, etc]. Okay, let’s put them into a script.

Example: Come on [second team member], let’s go to Wendy’s for lunch. They have lots of choices.

SAY: Great. Now what are some of the benefits of those features? [You don’t have to settle for a plain old burger]

Example: Come on [second team member] let’s go to Wendy’s for lunch. They have lots of choices, so you don’t have to settle for a plain old burger.

SAY: Now how about buying motives. [Freedom of choice, quality]

Example: Common [second team member], let’s go to Wendy’s for lunch. They have lots of choices, so you don’t have to settle for a plain old burger. I know having a choice is important to you. and Wendy’s’ food tastes great.

SAY: Okay, let’s add some evidence [friend’s testimony]

Example: Come on [second team member], let’s go to Wendy’s for lunch. They have lots of choices, so you don’t have to settle for a plain old burger. I know having a choice is important to you, and Wendy’s’ food tastes great. You know how picky our friend Sally is about fast food? Well, she eats at Wendy’s all the time.

SAY: Okay, let’s add the close and ask for the sale

Example: Come on [second team member], let’s go to Wendy’s for lunch. They have lot’s of choices, so you don’t have to settle for a plain old burger. I know having a choice is important to you, and Wendy’s’ food tastes great. You know how picky our friend Sally is about fast food? Well, she eats at Wendy’s all the time. So what do you say? Do you want to go to Wendy’s for lunch today?



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 for each script 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 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?”


23


Trainer’s Notes SAY: On page 23 of your training guide you have three of the scripts VIOC has prepared to help you sell our products and services. Let’s divide up into the same teams as before. Your job is to use the colored highlighters on the table [or to circle if no highlighters are available] four things in each of the scripts, and to write one thing in the margin.

• Highlight product features in [color A].

• Highlight benefits in [color B].

• Highlight evidence in [color C]

• Highlight the close in [color D]

• Try to determine the buying motive, and write it in the margin.

[After the teams are complete, review the answers with the entire class]



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 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


Evidence

Close



Trainer’s Notes SAY: On pages 24 and 25 is a similar exercise. This time, instead of identifying the parts of the sales process in sales scripts, we’re going to identify them in the Automotive Services Guide. Use the same teams as before, and use the Automotive Services Guide to fill in the tables for Fuel Filter Replacement, Serpentine Belt Replacement, and Fuel System Cleaning.

[After the teams are complete, review the answers with the entire class]



Serpentine Belt Replacement

Feature(s)

Benefits


Evidence

Close

Fuel System Cleaning Feature(s)

Benefits


Evidence

Close



Trainer’s Notes This page is intentionally blank.



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 _____educate_______________ .

• Objections are an indication of a ______good prospect____________. 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 __decisions__.

• They like to do__what they’ve done before.

• They have had a bad experience________ with the quick lube industry.

• They don’t want to be taken for a

___sucker___.

• They are just not __convinced____.

• Plain old ______stalling________.



Trainer’s Notes SAY: Okay, let’s review. We’ve talked about three things so far. First, we answered the question “What is sales?” How did we define that? [Sales is helping guests to determine their needs and educating them on how they can be met]

SAY: Then we talked about communicating with confidence, and we said that there are five key items to remember about body language. What are they? [Gesuture, Eye contact, Movement and Posture, Sound and Smile]

SAY: And we just talked about the sales process. What are the parts of the process? [Features, Benefits, Buying Motive, Evidence, Closing]

SAY: Great. Now we’ll move on to our next big topic – overcoming objections. Objections may be what scare people most about the sales process. People think, “If the customer objects, I won’t know what to do.” We’re going to try to alleviate some of that tension today.

SAY: Objections are not always what they seem. The guest isn’t always just trying to chase you away. Often, they want more information to help them decide whether to buy. This means objections are an opportunity to educate. Objections are also an indication of a good prospect. Experts say that prospects who object are 58 percent more likely to buy. The guest who objects is asking to be involved in the sales process.

SAY: Of course, the most important rule in handling objections is NEVER argue with a guest. They are not arguing with you, so don’t argue back. They are just looking for more information.

SAY: What are some reasons guests may object while you’re giving a sales presentation? [Take answers]. Write some of these things down on the left side of the table on page 25.

SAY: There are a lot of reasons people object. We’ve covered some of them already. Here’s some more. Fill in the blanks on the right side of the table.

• People object because they dislike making decisions. You’ve met these people. They’re the ones who can’t pick which entrée they want at Applebee’s. Objecting is easier for some people than making a decision to buy or not to buy.

• People object because they like to do what they’ve always done. We are creatures of habit. Sometimes that works to our advantage – like when people bought premium oil during their previous visit. But often it works against us, so we have to do something to overcome the objection.

• People might object because they’ve had a bad experience with the quick lube industry – or even with VIOC. We have to work to inspire confidence in these people.

• People might object because they don’t want to be taken for a sucker. People are so afraid of being duped, they’ll object to everything just to avoid the possibility of being a sucker.

• Sometimes people object because they are just not convinced. In that case, we probably have not been compelling, clear or respectful.

• And finally, there is plain old stalling. Some people really do want to chase you away.



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 __benefits__________ 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 ______advantages_______________ that make changing routines worthwhile.

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

Common stopper objections:

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

• No ___authority__________: “My husband makes those decisions”

• No _____time_________: “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



Trainer’s Notes SAY: Objections come in two types: Searchers and Stoppers. 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.

SAY: Here are some searcher objections we here frequently at VIOC.

• “Your price is too high.” That sounds like an objection, but what the guest really wants to know is what additional benefits make the product or service worth the money.

• “My regular mechanic does that. I just get my oil changed here.” Again, it sounds like an objection, but the guest is just searching for more information. He’s really looking for advantages that make changing routines worthwhile.

• “I’ll do that service myself.” That really sounds like an objection. But again, the guest is just looking for a benefit of having the service done for him.

SAY: We also hear some stopper objections at VIOC. Sometimes the guest is just looking for a polite way to say “No.” Stopper objections fall into three categories:

• No money. If this is stated simply, like “I don’t have the money for that,” it’s a stopper objection. If its more complex “Why is that so expensive?” it’s a searcher objection.

• No authority. Sometimes a guest will say that another family member is “in charge of” those decisions. It’s usually just a polite way to say “No.”

• No time. Again, if its stated simply, like “I don’t have time for that today,” it’s a stopper objection.

SAY: Here’s the most important thing you need to know about handling objections. Searcher and stopper objections are handled the same way, with one minor difference.

• For searcher objections, we talk to the guest about benefits. You can restate benefits you’ve mentioned before, or add new benefits the guest hasn’t heard about yet. Good benefits to talk about include convenience (it’ll only take about 15 minutes), cost savings (air filters pay for themselves in about 2 months), our guarantee, and the fact that we have certified technicians.

• For stopper objections, we do the same thing, except that we invite the guest back to have the service done later. For example, you might say something like, “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.”



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.”



Trainer’s Notes SAY: Take a look at page 28. You’ll see a list of responses to common objections. Let’s read through them.

[The trainer reads the objections and choosing a team member to read the response.]

SAY: Okay, let’s review. We’ve talked about four things so far. First, we answered the question “What is sales?”. How did we define that? [Sales is helping guests to determine their needs and educating them on how they can be met]

SAY: Then we talked about communicating with confidence, and we said that there are five key items to remember about body language. What are they? [Gesture, Eye contact, Movement and Posture, Sound and Smile]

SAY: Next, we just talked about the Sales Process. What are the parts of the process? [Features, Benefits, Buying Motive, Evidence, Closing]

SAY: After that, we talked about handling objections. How do you handle a stopper objection? [invite the guest back and present benefits]. How do you handle a searcher objection? [present benefits] What are some key benefits you can always present [convenience, future cost savings, 100% guarantee, certified technicians].



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.



Trainer’s Notes SAY: Great. Now we can move on to our next big topic – presenting VIOC products and services. Even after you know how to communicate with confidence, and what the sales process is, and how to handle objections, there are still things that make people nervous about making a sales presentation. What are some of those things [take answers – look for product knowledge issues and concerns about not knowing the “exact words” to say]

SAY: On our list we mentioned things like not be able to answer people’s questions, not knowing enough about the products and services, and not knowing exactly what to say. We’re going to address some of those concerns now.

[Be sure to make a list of other items the class may not address, and cover them after the session or one-on-one with the concerned team member.]

SAY: If you can’t answer people’s questions or if you don’t know enough about our products and services, what you need is product knowledge. You just need some facts. So for each of our services, we’re going to give you the central facts.

SAY: If you don’t know the exact words to say, what you need is a script. So for each product or service, we’re going to give you a script that covers the entire sales process – features, benefits, buying motive, evidence and closing.

SAY: Most importantly, we’re going to have a chance to look at some video clips of a CSR doing sales presentations – and you’ll be able to critique the presentations.



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 _____80_____________ percent is base stock

• About _____20_____________ 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 ___gasoline_____________engines.

• “C” means the oil is for combustions-ignited or ___diesel_______

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 temperatures. Multi-viscosity oils have two numbers, like 5w30. • For 5w30 oil, 5 is the weight of the oil at very _____low___________

temperatures.

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



Trainer’s Notes SAY: Our most important sales presentation is premium motor oil. So let’s start with some basic facts about motor oil. Take a look at page 29 is your training guide. What percentage of motor oil is base stock? [80 percent]. That’s right 80% of motor oil is base stock. Base stock is just refined oil.

SAY: That leaves 20 percent for the additive package. What kinds of things are in the additive package [detergents, anti-foaming agents, seal conditioners (for MaxLife), etc). Additive packages are usually what distinguish one brand of motor oil from another.

SAY: Motor oils are rated by two organizations: the American Petroleum Institute or API, and the Society of Automotive Engineers or SAE.

SAY: API ratings tell you the engine type the oil is designed for and the most current specification. In an API rating, S means that the oil is for spark-ignited or gasoline engines. C means the oil is for combustion ignited or diesel engines.

SAY: The SAE rating is the one we talk about with our guests. It 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. 30w is has a viscosity rating of 30 no matter what the temperature. Multi-viscosity oils have two numbers, like 5w30. For this oil, the first number – 5 – is the oil’s viscosity at very low temperatures, while 30 is the oil’s viscosity at very high temperatures.



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 ___high-performance__ applications.

• SynPower delivers more _____horsepower_________________.

• SynPower is 100 percent _____synthetic__________________.

• SynPower provides better ____protection______________ at high RPMs.

• SynPower delivers the best __fuel economy__________________.

MaxLife • MaxLife is the first motor oil specifically formulated for

___higher-mileage__________________ engines.

• It contains a blend of premium base oils, a ___seal-conditioning_______

agent and extra cleaning agents.

• Using MaxLife helps to reduce___oil consumption_____________ and

increase ____fuel economy___________.

• MaxLife should be recommended to any guest with over _75,000______

miles



Trainer’s Notes SAY: Valvoline offers a full line of motor oils, including synthetic, blended synthetic and conventional products. Our top-of-the-line oil is SynPower. In what kind of application would people use SynPower? [high performance] SynPower is 100% synthetic, so the oil molecules are actually all the same size. That lets them slide past one another more easily than they do in conventional oil. So the engine can actually generate more horsepower. SynPower also provides more protection at high RPMs – when the engine is running fast. For vehicles with less than 75,000 miles, we start the motor oil presentation with SynPower. Are there any questions about SynPower?

SAY: If the guest’s vehicle has 75,000 miles or more, we start the presentation with MaxLife. MaxLife is specially formulated for higher mileage engines. It contains a blend of premium base oils, a seal-conditioning agent and extra cleaning agents. When engines leak oil, the most likely culprit is old, dry seals. The seal conditioning agents help those seals to remain effective. So MaxLife decreases oil consumption, while increasing fuel economy. Are there any questions about MaxLife?



DuraBlend • DuraBlend mixes __synthetic_____________ and _conventional______

base stocks.

• It is an excellent upgrade for vehicles with _less than 75,000________

miles.

• It provides better wear protection than ____conventional________motor

oil.

• DuraBlend has some of the benefits of _synthetic_____________ motor

oil at a lower cost

Valvoline Conventional • Flows easily at _______low temperatures_______________________.

• Resists breakdown at ____high temperatures_____________________.

• Anti-wear additives reduce engine wear at ____start-up_____________.

• ____Detergents______ fight the formation of sludge and varnish

deposits.



Trainer’s Notes SAY: DuraBlend is our semi-synthetic oil. It mixes synthetic and conventional base stocks. We recommend DuraBlend as an excellent upgrade for vehicles with less than 75,000 miles. When a guest declines SynPower, we offer them DuraBlend. DuraBlend gives our guests some of the benefits of synthetic oil at a lower cost, and it provides better protection than conventional oil. Are there any questions about DuraBlend?

SAY: When a guest with a lower mileage vehicle declines both SynPower and DuraBlend, or when a guest with a higher-mileage vehicle declines MaxLife, we offer them Valvoline Conventional motor oil. It’s important to remember that all our motor oils are high quality – even the least expensive. Valvoline conventional flows easily at low temperatures and resists breakdown at high temperatures. It has anti-wear additives that reduce engine wear at start-up, and detergents that fight the formation of sludge and varnish deposits.



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.



Trainer’s Notes SAY: The script for the premium oil presentation for cars with under 75,000 miles is on page 33. Who would like to read that? [A volunteer reads the script]



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 conventional 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.



Trainer’s Notes SAY: Take a look at page 34, where you’ll find the script for the oil presentation if the guest has 75,000 miles on more on their vehicle. Who wants to read that one? [A volunteer reads the script]



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?



Trainer’s Notes SAY: Let’s take a look at a CSR doing an oil presentation. While you’re watching, look for a few things in particular.

• Does the CSR follow the script exactly? Try to determine whether you think this helps or hurts the presentation.

• Take a look at the CSR’s gestures. How does she use her hands? Is it helpful to the presentation?

• What about eye contact? Did she position herself at the guest’s eye level, make direct eye contact, and not stare?

[Review answers after the video clip is complete and discuss the positives and negatives of the presentation.]

SAY: Now let’s look at another oil presentation, where the guest raises an objection. This time we want to know:

• What kind of objection was raised? Was it a “searcher” or a “stopper?”

• How did the CSR respond? What benefits did she offer? What additional benefits could she have offered?

[Review answers after the video clip is complete and discusses the positives and negatives of the presentation.]



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

______dirt_________ from getting inside the engine with the air. This

clean air is crucial to getting the proper _air-to-fuel____ 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?”



Trainer’s Notes SAY: Air filters do exactly what their name says. They filter the air coming into the engine and prevent dirt from getting into the engine with the air. Clean air is crucial to getting the proper air-to-fuel ratio and to overall fuel economy. Dirty or clogged filters to not allow dirty air to enter the engine – they prevent air from entering at all. A damaged air filter can, however, allow dirty air to enter the engine.

SAY: The script for Air Filter Replacement is on page 36. Who wants to read it? [A volunteer reads]].

SAY: Can you identify features in that script? What about benefits? What’s the likely buying motive? What evidence is included? What’s the close?



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?



Trainer’s Notes SAY: Let’s look at a video clip of the Air Filter Replacement presentation. This time we’re looking for:

• Movement: Was the CSR too fast, too slow, or just right?

• Smile: Did she smile at the right times?

• Position: How did she position herself in relation to the customer?

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

• How did the CSR respond to the objection? What additional benefits did she offer?

[Review answers after the video clip is complete and discuss the positives and negatives of the presentation.]



Presenting Automatic Transmission Fluid Replacement

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

• It removes ____heat__________________

• It ___lubricates______________ and cleans moving parts

• It provides the ____hydraulic pressure_____________ needed to

operate

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

__engine_______and the ___transmission___________

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 can 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?”



Trainer’s Notes SAY: Let’s move on to Automatic Transmission Fluid replacement. Transmission fluid has four main functions.

• It removes heat.

• It lubricates and cleans moving parts

• It provides the hydraulic pressure to operate

• It provides a fluid coupling in the torque converter between the engine and the transmission.

SAY: The Automatic Transmission Fluid Replacement script is on the bottom of page 38. Any questions about Automatic Transmission Fluid replacement?



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.


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Comments:



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Handling Objections

Present additional benefits

Invite back for “stopper” objection

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Trainer’s Notes SAY: It’s time for our next video clip. This time you’ll have the opportunity to evaluate all the GEMSS plus the CSR’s ability to handle objections. Use the table on page 39 to evaluate the CSR.

After the clip, SAY: How did you rate the CSR’s gestures? Why?

SAY: What about her Eye Contact? Why did you rate her that way?

SAY: What did you think of her movement and posture?

SAY: Sound?

SAY: What about Smile?

SAY: And finally, what kind of objection did the guest raise? How did the CSR respond?



Presenting Cooling System Fluid Replacement The Facts: The Cooling System

• An engine produces enough heat to melt an engine block in _1/2 hour__.

• The job of the cooling system is to maintain ____optimal______________

engine temperature.

• Liquid coolant absorbs heat in the __engine____________and disperses it

to the air in by way of the _____radiator___________.

• Antifreeze also contains ___corrosion inhibitors________________ ,

__rust preventatives________, and _water pump lubricants._______.

• Mixing antifreeze with water makes it more resistant to

______heat___________ and ____cold_______________

• VIOC’s service replaces __100_______ 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?”



Trainer’s Notes SAY: Let’s talk about cooling system fluid replacement. An engine produces enough heat to melt the engine block in half-an-hour. If heat wasn’t removed from the engine, combustion chamber temperatures could reach 6000 degrees. Valves would be destroyed, pistons and rings would melt, and cylinder heads would warp.

SAY: The cooling system helps to maintain optimal engine temperature – not too hot, not too cold. Liquid coolant circulates through the jackets in the engine, absorbing heat from the engine metal. The coolant is then circulated outside of the engine through the radiator, so that the heat is transferred to the air. SAY: Antifreeze also contains corrosion inhibitors, rust preventatives and water pump lubricants, all of which break down over time. That’s why antifreeze needs to be replaced.

SAY: Antifreeze is mixed with water in order to lower the freeze point and raise the boiling point. In other words, it becomes more resistant to heat and to cold. Most manufacturers recommend a 50/50 mixture. VIOC’s service replaces 100 percent of the old antifreeze with new antifreeze.

SAY: The Radiator Fluid Replacement script (the service is also called cooling system service) is found on page 40. What are the features mentioned in the script? What are the benefits? What’s the likely buying motive? What evidence is provided? What wording is used for the close?



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.


1 2 3 4 5

Comments:



1 2 3 4 5

Comments:


1 2 3 4 5

Comments:


1 2 3 4 5

Comments:


1 2 3 4 5

Comments:

Handling Objections


Invite back for “stopper” objection

1 2 3 4 5

Comments:



Trainer’s Notes SAY: It’s time for our next video clip. Just like the last clip, you’ll have the opportunity to evaluate all the GEMSS plus the CSR’s ability to handle objections. Use the table on page 38 to evaluate the CSR.

After the clip, SAY: How did you rate the CSR’s gestures? Why?

SAY: What about her Eye Contact? Why did you rate her that way?

SAY: What did you think of her movement and posture?

SAY: Sound?

SAY: What about Smile?

SAY: And finally, what kind of objection did the guest raise? How did she respond?



Serpentine Belt Replacement The Facts

• Newer cars usually have ___one_________ belt that runs off the

crankshaft pulley and runs the fan pulley, crank pulley, water pump, air

conditioner, alternator, and the power steering

• These belts are kept tight by a ______tensioner___________________

which applies constant tension to the belt.

• If the belt breaks, the car will ________stop__________________

The Presentation ”Our technician inspected your serpentine belt. Your belt has more than three cracks per inch, so Valvoline recommends 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?”



Trainer’s Notes SAY: Our next service is serpentine belt replacement. Most newer cars have one belt that runs off the crank shaft pulley and runs the fan pulley, crank pulley, water pump, air conditioner, alternator, and power steering. They are kept tight by a spring-loaded tensioner. Over time the belts will crack, dry out and possibly fray due to heat and service time. When the serpentine belt breaks, the car will stop.

SAY: Let’s read through the script for serpentine belt replacement on page 42.



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. Use the “sandwich” method, where negative feedback comes between two groups of positive feedback.

Break up into teams.

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?



Trainer’s Notes SAY: In these clips, you’ll see the CSR Serpentine Belt Replacement. This time, we’ll break up into teams.

SAY: Your job is to pretend you’re a Service Center Manager giving feedback to a Senior Tech who is new to the CSM role. As a team, decide what positive feedback you would give, and what negative feedback you would give.

SAY: Then use the “sandwich” method (where you sandwich negative feedback between to bits of positive feedback) to communicate this to the employee. Fill out page 43 with positive feedback, then negative feedback, then positive feedback again. After the teams are complete, ask a spokesperson from each team to share their feedback with you. Compare and contrast what the teams say.



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 two, 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.”

The group member playing the customer will also provide feedback using the form below.

Switch roles and repeat the process.



Trainer’s Notes SAY: Now it’s your turn! Let’s divide up into teams of two. One of you will be the presenter, and the other will be the customer and evaluator. The presenter will present premium motor oils using the script provided earlier in the training guide. The customer can decide to let the presentation continue or raise and objection like “I just want the regular oil today.”

SAY: The customer will also evaluate the presentation, using the form on page 54 and following. After the presentation, share your feedback with the presenter.

SAY: Then we’ll switch roles. The presenter becomes the customer/evaluator, and the customer/evaluator becomes the presenter.



Feedback Form

Key Items Key product benefits included

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Handling Objections


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Trainer’s Notes This page is intentionally blank.



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

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

injectors____, cleaning them of deposits and restoring the even

____spray______________ of fuel into the combustion chamber

• Second, the ___throttle body__________ is next cleaned, removing

deposits that can contribute to rough idling, hesitation, and a decrease in

fuel economy

• Third, ___intake system cleaner____________________ 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?

© 2006 Ashland Inc. All rights reserved .45


Trainer’s Notes SAY: We have six services left to cover. We don’t have video clips for these services. We have something better – live actors! For these services, you’re going to be the video.

SAY: Let’s keep the same teams. Decide who will play the customer and who will play the presenter.

[Assign a service to each team. If the class is smaller than 12 people, some teams will have two services to present. If it’s larger than 12 people, you can assign a single service to more than one team.]

SAY: Your job is to : • Fill in the blanks for your service based on your current product knowledge. When

you present, share what you’ve filled in with the class.

• Practice presenting the service.

• Present the service for the class, with one of you playing the CSR and the other playing the customer.

[As each group presents, be sure the rest of the class knows how to fill in the blanks. After the sales presentation, encourage the class to give positive feedback. Be sure to clap and cheer. If areas for improvement are painfully obvious, sandwich the suggestions between positive feedback]



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

• Helps extend the life of a __differential, transfer case or

transmission__________ by restoring lubricants that protect internal

bearings, seals and gaskets.

• These fluids break down just like ____motor oil__________, losing

their ability to function properly.

The Presentation “Based on your car’s mileage, we recommend changing your gearbox oil” “The [differential, transfer case, 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?”



Air Conditioning Refill The Facts

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

capacity each year.

• This happens due to microscopic ____leaks_____________ in the system

• Valvoline recommends replacing refrigerant every __three years______.

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?”

© 2006 Ashland Inc. All rights reserved 51 47


Battery Replacement The Facts

• The Battery Council establishes standardization for battery

__sizes_____________ and sets ratings for ___cranking amps________

and _______capacity________________

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

battery can produce for ____30__________ seconds at

____zero________ degrees Fahrenheit.

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

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

volts at _____80______ degrees Fahrenheit.

• Other battery ratings, like CA or HCA are ___NOT______________

equivalent to CCA ratings.

• To convert CCA to CA, multiply by _______1.25________________.



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 Interstate 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?”



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.



Tire Rotation The Facts

Uneven tire wear causes

• _________poor handling__________________________

• _________reduced traction__________________________

• _________quicker tire replacement____________________

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?



Wiper Replacement The Facts

• Most manufacturers recommend replacing wipers ____once a year____.

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

____lying flat_______________ against the windshield.

• Replacement is also recommended when they are

___streaking______________, 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?”


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