Excellence is not accidental — it is the result of disciplined habits, consistent execution, and a commitment to serving every customer at the highest level.

"Winning is not a sometime thing; it's an all-the-time thing. You don't win once in a while; you don't do things right once in a while; you do them right all the time. Winning is a habit. Unfortunately, so is losing."
— Vince Lombardi
Section 2

Running the 3 Plays

Every sales professional is expected to master and execute 3 Core Plays every single day. These plays represent the three primary channels through which customers enter the dealership: the Internet, the Phone, and the Showroom.

The Rule: Run all 3 plays every day. No exceptions. Your Daily Scorecard tracks your execution across all three channels.
# Play Name Channel Primary Goal
1 Internet 4 × 4Digital / Online Leads Digital / Online Leads 4 Touch Points Per Day for 4 Days
2 Phone Pop 5Inbound Phone Calls Inbound Phone Calls 5-Step Phone-to-Appointment Process
3 Showroom PlayWalk-In / Appointment Walk-In / Appointment Test Drive Before Write-Up
3 min
Internet Response Target
50%+
Phone Appt Set Rate
100%
Test Drive Rate
4/day
Daily Touch Points

Today's car buyer moves across all three channels before making a decision. A customer may submit an Internet lead, call to ask a question, and then walk in the same day. When you execute all three plays with consistency, you create a seamless, professional experience that builds trust and accelerates the sale.

Play 1 of 3

The Internet 4 × 4

When a new Internet lead arrives, your goal is simple: make contact within 3 minutes, using a structured sequence of 4 touch points per day for 4 consecutive days. Speed-to-contact is the single most important factor in converting an Internet lead into a showroom appointment.

4×4

The Daily Sequence

Execute these 4 touch points in order, every day for 4 days

4 Days ▾
Step Touch Point Timing & Action
1 Initial Phone Call Within 3 minutes of lead reception. Call immediately. Introduce yourself and the dealership by name. Do NOT leave a voicemail on this first attempt.
2 Text Message Immediately after the first call. Send a personalized text with your name and a direct, open-ended question referencing their vehicle of interest.
3 Email Immediately after the text. Send a professional email with vehicle info, your photo, and a clear call to action.
4 Second Call + Voicemail 20 minutes after the first call. Call again. If no answer, leave a warm, confident voicemail with your direct callback number. This is the only call where a voicemail is left.

This 4-touch sequence is repeated every day for 4 consecutive days. The process name — 4 × 4 — reflects exactly that: 4 touch points, 4 days.

📹

Automated Dealer Video Package

System sends these separately — not part of your required touch points

Days 1–3 ▾
DayVideo Sent By SystemSender
1 Video text featuring the specific vehicle of interest System / Dealer
2 Video text introducing the salesperson System / Dealer
3 Video text from the General Manager System / Dealer
Important: The Video Package is sent automatically by the dealer system. It is a separate, parallel process. Your 4 × 4 touch points are your personal responsibility and will be graded independently.
The Goal of Every Contact: Set the appointment. Use the customer's name in every communication. Reference the specific vehicle they inquired about. Always provide a clear next step: "I'd love to have you come in today — I can have that vehicle ready for you."
<3 min
Response Time Target
40%+
Appointment Set Rate
60%+
Show Rate Target
Play 2 of 3

The Phone Pop 5

Every inbound phone call is a hot opportunity. The customer called you — they are already interested. The Phone Pop 5 is a proven 5-step process designed to convert every inbound call into a confirmed showroom appointment.

5

The 5 Questions

Ask every question on every inbound call — in order

Every Call ▾
StepQuestion / ActionWhy It Matters
1 What are they driving now? Find out their current vehicle. Opens the door for trade-in discussions and helps you understand their baseline.
2 Who is the car for? Determine the primary driver — is it for them, a spouse, or a child? This changes how you present the vehicle's features.
3 Financing, Cash, or Credit Union? Understand their buying position early. Helps the desk structure the deal and prepares you for the write-up.
4 Have they been to your store or another dealer? Find out if they are already working with someone else or have already test-driven the vehicle.
5 Are they open to another model? Gauge their flexibility. If their first choice is unavailable or out of budget, you need to know if you can pivot.
📋

Rules of the Phone Pop

Non-negotiable standards for every inbound call

▾
  • Goal: Set an appointment for the same day, or within a 72-hour maximum window.
  • Manager Assist Trigger: Failure to set an appointment on the call immediately triggers a Manager Assist.
  • Never quote a price over the phone. Your goal is always to bring them in.
  • Always confirm the appointment with a text message immediately after the call.
3 rings
Answer Target
50%+
Appt Set Rate
65%+
Show Rate Target
Play 3 of 3

The Showroom Play

When a customer walks through the door — whether a walk-in or a scheduled appointment — you are running the Showroom Play. The golden rule is non-negotiable:

Test Drive BEFORE the Write-Up. A customer who has driven the vehicle is emotionally invested. A customer who has not driven the vehicle is still shopping.
7

Step-by-Step Process

Run every step, in order, for every customer

▾
  • 1
    Meet & Greet

    Warm welcome within 30 seconds. Smile, handshake, introduce yourself. Never ask "Can I help you?" Instead: "Welcome! I'm [Name] — let me show you around."

  • 2
    What Are You Driving? — Trade-In Discovery

    Before anything else, ask: "What are you currently driving?" Get the keys. Start the appraisal clock. Catching the trade-in early removes the #1 late-stage deal killer — the customer who "forgot" to mention it until after numbers are on the table. Never let them leave for a test drive without the trade-in keys in your hand.

    Key questions: What are you driving now? · Is it paid off or do you still owe? · Have you had it appraised anywhere else? · What were you hoping to get for it?

  • 3
    Build Rapport

    Spend 2–3 minutes connecting personally. Find common ground. Ask about their day, where they're from, what brings them in today.

  • 4
    Discovery / Needs Assessment

    Ask the right questions: What do you love about your current vehicle? What would you change? Who else will be driving? What matters most — reliability, features, or payment?

  • 5
    Vehicle Selection

    Based on discovery, select 1–2 vehicles that match their stated needs. Walk them to the vehicle with confidence and purpose.

  • 6
    Presentation (Walkaround)

    Conduct a full 6-point walkaround. Highlight features that directly match what they told you in discovery. Let the customer touch, sit in, and explore the vehicle.

  • 7
    THE TEST DRIVE ← This Is the Sale

    Every customer drives before any numbers are discussed. Use a planned route. During the drive, let the customer experience the vehicle. Ask: "What do you think?" — then listen.

  • 8
    Manager Assist or Write-Up

    After the test drive, transition to either a Manager Assist (see Manager section) or proceed directly to the write-up. Never skip this transition.

⏱

Quick Reference — Time Targets

Each step has a target time to keep the process moving

▾
StepActionTime Target
1Meet & GreetWithin 30 seconds
2Trade-In Discovery — What Are You Driving?Get keys immediately
3Build Rapport2–3 minutes
4Needs Assessment5–7 minutes
5Vehicle Selection2–3 minutes
6Walkaround Presentation8–10 minutes
7Test Drive15–20 minutes
8Manager Assist / Write-UpImmediately after
3×
More Likely to Buy After Test Drive
100%
Test Drive Rate Goal
Step 7
Test Drive in the Process
Remember: The write-up is not the sale — the test drive is the sale. Numbers are just the paperwork.
Section 6 & 7

Manager Assist & Game Plan

A Manager Assist is a structured, intentional introduction of a Sales Manager into the sales process. It is not a T.O. (turnover) — it is a strategic partnership between the salesperson and the manager to advance the sale and add credibility.

🤝

The Manager Assist

When and how to execute the manager introduction

▾

When to Request

  • After the test drive, before presenting numbers — this is the standard
  • When the customer raises a significant objection you cannot resolve alone
  • When the customer is hesitant to move forward after the test drive
  • When you need to build additional credibility, urgency, or trust

Best Practices

  • Always speak positively about your manager before the introduction
  • Never make the customer feel "handed off" — frame it as adding value
  • The assist should feel natural and consultative, never pressured or scripted
  • The manager greets the customer by name — always brief them first

How to Execute — 5 Steps

  • 1
    Pre-frame it to the customer

    "Before we sit down and look at numbers, I want to introduce you to my manager — they work directly with our inventory and can make sure we get you the absolute best deal."

  • 2
    Brief the manager privately first

    Share the customer's name, the vehicle they drove, their key needs, any objections raised, and their trade-in situation.

  • 3
    Introduce with confidence

    "Mr./Ms. [Customer Name], I'd like you to meet [Manager Name], our Sales Manager."

  • 4
    Let the manager lead

    Step back and support. Do not interrupt or contradict. Your role is to reinforce and assist.

  • 5
    Transition to write-up

    After the manager assist, move directly into the write-up process with momentum.

📋

Manager Game Plan

Pre-appointment alignment + post-visit debrief checklist

▾

Before every appointment, the salesperson and manager align on a shared game plan. This pre-visit preparation is what separates a reactive team from a championship team.

Pre-Appointment Checklist

ItemDetails / Notes
Customer Name
Vehicle of Interest
Trade-In Vehicle
Financing SituationPre-approved / Cash / Financing needed
Key Objections / Concerns
Appointment Time
Game Plan & Target Outcome

Post-Visit Debrief

Debrief QuestionNotes
What went well?
What could be improved?
Follow-up plan (if unsold)?
Delivery plan (if sold)?
Section 8

Appointment Excellence

The Appointment is the Sale. A confirmed, prepared appointment is the closest thing to a guaranteed sale. Appointment Excellence means every appointment is set, confirmed, and prepared with the same level of care as the sale itself.

Setting the Appointment

  • Always offer two specific times: "I have 2 PM or 4 PM — which works better?"
  • Confirm name, phone number, and email address
  • Send a confirmation text immediately after setting the appointment
  • Send a reminder text the morning of the appointment

Preparing for the Appointment

  • Vehicle Ready: Pull to front, clean it, have it fueled and ready to drive
  • Desk Ready: Know the vehicle's pricing, trim levels, and current incentives
  • Manager Briefed: Share the full game plan before the customer arrives
  • Personal Touch: Have rapport-building details ready (sports team, hometown)

Confirming the Appointment

  • Call to confirm the day before the appointment
  • Text to confirm the morning of the appointment
  • If no confirmation received, call again 1 hour before
  • If no-show: call within 15 min → text → email → reschedule immediately
3+
Appts Set Per Day
80%+
Confirmation Rate
65%+
Show Rate
50%+
Appt-to-Sale Rate
Section 9

The Daily Scorecard

Every sales professional is expected to run a minimum of 5 plays per day across all three channels. Fill in your numbers each day and review with your manager during daily check-in. The scorecard is not a punishment tool — it is a coaching tool to help you identify where to focus and how to win more consistently.

Play / Activity Daily Goal Mon Tue Wed Thu Fri Sat Sun Weekly Total
Numbers auto-total as you type. Your data is saved automatically.

Weekly Targets

16+
Internet Leads Contacted
10+
Phone Appointments Set
10+
Test Drives Conducted
5+
Manager Assists
15+
Total Appointments Set
5–8
Vehicles Sold