Prepare For Sale

When To Present Certified to the Customer

To ensure the program is viewed by the customer as a value and a benefit, it needs to be presented to them in the BEGINNING of the sales presentation.

After the salesperson has finished their “meet and greet”, and they have selected a vehicle from inventory, it is time to present the vehicle to the customer through a walk around.

Since the Toyota Certified Vehicle has been merchandised and the stickers are now on the vehicle (which alert the customer to the fact this is a Toyota Certified Vehicle), the salesperson begins their presentation.

Walking the Customer Around the Vehicle

As the salesperson walks the customer around the vehicle — starting in the front and working around to the driver’s side — they will point out the features of the vehicle using the window sticker. The window sticker has been designed to help prompt the salesperson to explain the added benefits that the customer will receive with their purchase of a Toyota Certified Vehicle.

The window sticker will reinforce the year, make and model of the vehicle. As the salesperson proceeds down the left side, they will be able to tell the customer about the engine size and transmission type. The salesperson will also be able to tell the customer the mileage on the vehicle.

Next, is the first in a series of prompts to remind the salesperson what to cover on the Toyota Certified Vehicle. The Gold Quality Assurance Inspection is the starting point to build value in the vehicle for the customer. “Let me tell you what this vehicle had to go through to become a Toyota Certified Vehicle. We are very particular about the vehicles that we display and sell to our customers and friends. They all must go through, and pass, the Gold Quality Assurance Inspection in order to be considered for the Toyota Certified program.” Directly beside the window sticker will be a label, which lists these items for the customer.

The next prompt on the window sticker indicates the duration of the warranty. “All of our Toyota Certified vehicles automatically come with a 7 year / 100,000 mile LIMITED warranty.” Again you are reinforcing how special this vehicle is, without talking about price.

Planting the Seed

Planting the seed for the service contract upsell in the Finance Office. “Because this is a Toyota Certified vehicle and has passed our inspection, it qualifies for an extended service agreement of up to 125,000 miles. Please be sure to ask our Business Manager about it”. That is all we want the salesperson to say on this matter. Just plant the seed and go on.

Reinforce the Decision

Reinforce the customer’s decision on their choice of this vehicle by pointing out all the positive things that have been said about the vehicle. This discussion comes right after you mention extended service contracts. Now you are able to point out what the original EPA rating on this vehicle was when it was new.

The fourth prompt on the window sticker is Carfax®. You need to explain to the customer that the dealership has used the Carfax® service to make sure that the vehicle has a clean vehicle history. This is just one more reason why the customer can purchase a problem-free vehicle from this dealer.

Coming down the right side of the sticker, you now can point out to the customer what the list of equipment is on the vehicle. This lists the original standard equipment that was on the vehicle at the time of production, and in addition, describes any optional equipment considered to be a strong selling point. Things such as leather interior, CD player, and power sunroof are just a few of the additional items you can highlight to the customer. Another item that can be added to the list of equipment is the original factory warranty, if it is still in effect.

Program Manuals

PROGRAM PDF TCUV TRAINING DECK POLICY & PROCEDURE

Contact your JM&A Group Representative at jmacustomerservice@jmagroup.com