BRAND & PROCESS MANUAL
ONE PROCESS
Dealerships should function like a well-oiled machine. Every department working together toward a single goal. This is why we are big believers in a proper process. Instead of departments acting independently and causing friction everywhere, once every team member knows their role, they can get the machine rolling in the right direction.
MARKETING
Focusing advertising on a single message.
INTERNET
Consistency through the first impression.
SALES
Delivering at the point of contact.
FINANCE
Boosting service contract sales.
SERVICE
Using the warranty to drive maintenance.
MARKETING
Home Of The Nationwide Warranty Becomes Your Brand
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Therefore, it makes sense to understand that branding is not about getting your target market to choose you over the competition, rather it is about getting your prospects to see you as the only one that provides a solution for them.
MARKETING
Focus your advertising on what matters.
Consistency should be the bedrock of any effective advertising campaign. Consumers are constantly bombarded with advertising. The myriad of appeals for attention blend together to become noise. To cut through the noise, advertisers must create a concept that the audience can grasp and be recognized as a value-based brand.
That concept can only be produced through consistency in message, ad frequency, and media. If the message has a benefit and value to the customer, it will work.
Your long-term warranty message gives you the ability to do both a “call to action” and a branding consistent message at the same time. All forms of media should be tagged: “Home of the Nationwide Warranty.”
INTERNET
One of the most important things the internet department can do, is to be consistent with the advertising message. When a potential customer arrives on the website, it is paramount to meet their expectations. The Nationwide Warranty should be prominently displayed on the home page of the website and linked to the video on your website. Here is an example:
POINTS OF FOCUS
Email Signatures
We would recommend the Nationwide Warranty be in all email messages and internet representative’s email signatures. The signatures can also be linked back to the website where the video is displayed. Using this in every employee’s email signature helps create a safety net that all customers have an opportunity to view the Warranty video.
Auto-Responders
Website auto-responders can be linked back to your website’s Nationwide Warranty page. This helps ensure the consumer has seen the video even if they moved quickly past your home page. Service reminders are another great place to lace the Nationwide Warranty information.
INTERNET
The available online detail of the warranty will lend credibility to the advertising and compell the customer to choose your dealership.
Our Best Practice is to use the Nationwide badge on all of the pre-owned automobiles that qualify. Set the link to go back to the page with the video on it. We also provide you with a Used Car Search Video that can be displayed on the used car section of your website.
Point of Contact
The most important aspect of building your Nationwide Warranty brand is to deliver the message consistently at every point of contact. In many cases, the first point of contact is an inbound telephone call. Have the receptionist incorporate the following into your normal phone answering process:
Receptionist Wordtrack
“Thank you for calling Our Dealership, home of the Nationwide Warranty! How can I direct your call?”
If
the
customer
asks for information on the Nationwide Warranty:
“It’s a Nationwide Powertrain Warranty and is good anywhere in the United States or Canada. Please allow me to connect you with one of our sales professionals to answer any quesitons you may have.”
SALES
Greeting
Before you greet a customer you must check your attitude. Is it an attitude of service? Is it an attitude of giving? Think about it, how would you want to be treated when you go to a retail establishment to purchase an item and/or to obtain some type of service? What type of attitude do you expect from the salesperson? It could be your doctor, your dentist, your drycleaner, or even your hair stylist, because we are all sales people. They are getting ready to invest maybe the second largest sum of money they’ll ever spend in their life. So what is your attitude saying to your customer when you greet them?
Greeting Wordtrack
“Welcome to Our Dealership, home of the Nationwide Warranty. What information can I get for you today?”
If the customer is looking for a new vehicle:
“You’ve chosen the right dealership! All of our new vehicles come with a Nationwide Warranty. What are you looking for: a 2 door or 4 door?”
If the customer is looking for a used vehicle:
“Great! All of our vehicles are put through rigorous inspections. Some of our vehicles even qualify for a Nationwide Warranty!”
SALES
Vehicle Presentation
The 3 most important elements to relay to your customer when discussing the Nationwide Warranty are:
1) The Nationwide Warranty covers the exact same components as the Manufacture’s Powertrain Warranty.
2) The Nationwide Warranty can be used at any licensed repair facility in the United States and Canada.
3) The only requirement to maintain your Nationwide Warranty is to follow the factory scheduled maintenance as outlined in the owner’s manual.
There are multiple opportunities to share this information with the customers. Using the Window Sticker and other POP material provided can be a catalyst, but focus on bringing up the warranty several different times throughout the process.
SALES
Window Sticker Wordtrack
“We know you have a lot of choices on where to buy your next vehicle. I want you to know the vehicle that you have selected comes with a Nationwide Warranty, at no additional charge.
It’s something unique about doing business with our dealership. We actually increase the powertrain warranty at no charge to you. This covers the same components as the manufacture. You can service and repair your vehicle at any licensed repair shop in the US and Canada. You only have to perform the recommended maintenance and keep your records. It’s our way of saying thank you for choosing our dealership to purchase from. Now let me show you the vehicle.”
Engine Wordtrack
“The engine in this vehicle is different than the same engine in this vehicle at another dealership. The other vehicle only has a 5-Year / 60,000-Mile Powertrain Warranty. This engine is covered by the Nationwide Powertrain Warranty.”
Demo Drive Wordtrack
“The transmission uses thousands of moving parts to operate smoothly. Luckily with us, the worry of the repair is eliminated by the Nationwide Warranty.”
“Why Buy Here” Laminate
The “Why Buy Here” laminates should be located on the Showroom Closing tables/desks so they are readily available for use during the close and Management T.O.
New Car “Why Buy Here” Wordtrack
“I am going to get all the financial options for you to make an informed choice on purchasing your vehicle. Before I go I want to explain to you what separates us from other dealers: our Nationwide Warranty. This is no small coverage. It covers exactly what the manufacturer power-train warranty covers. It is good at any licensed repair facility in the United States or Canada. Your only obligation is to do the factory recommended maintenance. Just what’s in the book, nothing more. We want you to have total peace of mind when buying a vehicle here. Giving you this coverage is our way of saying thank you for doing business with us.”
Used Car “Why Buy Here” Wordtrack
“I am going to get all the financial options for you to make an informed choice on purchasing your vehicle. Before I go I want to explain to you what we did with this vehicle before you had the opportunity to look at it.
When we offer a pre-owned vehicle for sale, we first do a complete background check. We make sure it did not have any title issues, the odometer was not turned over or tampered with, and it had never been in a flood, a fire, or a major accident. Once we are satisfied with its background, we send it through our service department for a complete mechanical inspection. Bumper to bumper. After it passes our background check and mechanical inspection, we put our stamp of approval on it by issuing it a Nationwide Warranty at no charge. This is no small coverage. It covers exactly what the manufacturer power-train warranty covers. It is good at any licensed repair facility in the United States or Canada. Your only obligation is to do the factory recommended maintenance. Just what’s in the book, nothing more. We want you to have total peace of mind when buying a vehicle here. Giving you this coverage is our way of saying thank you for doing business with us.”
Transition to F&I
One of the most important scripts to learn word-forword is the introduction to the finance department. Traditionally 65 to 70 percent of the people who buy extended service contracts from the finance office service their vehicle at your dealership. We also know traditionally 65 to 70 percent of the people who service at your dealership will buy their next vehicle there. By introducing the customer to the finance department properly, we feed the circle of life for the dealership.
Transition to F&I Wordtrack
“In just a few minutes I will introduce you to the business manager that will be handling the rest of the paperwork for you. Before I do, I wanted to share one more thing with you.
As I showed you earlier, here is a copy of the Nationwide Warranty certificate the business manager will be giving you. This provides a lot of coverage; however, it does not cover everything. Our business manager will be providing you choices and options on how to increase this coverage to full protection.”
Sales Department Best Practices
Best places to use the Nationwide Warranty
- When answering the phone
- When setting an appointment
- When greeting a customer
- When selecting a vehicle
- When doing your walk around
- When on the demo ride
- When negotiating the deal
- When introducing to Finance
- When introducing to the Service Department
FINANCE
Build Integrity
The best thing the Finance Manager can do to build trust and credibility with the customer, is to acknowledge the warranty early in the process. Handing the customer their copy of the Nationwide Warranty certificate moments after they step into your office.
Finance Opening Wordtrack
“Isn’t it great when you buy your vehicle here it comes with a Nationwide Warranty at no charge. It covers a lot of things, but it doesn’t cover everything. I will be giving you options to take that to full coverage. All you need to do is the factory recommended maintenance.”
Highlight the Initial and Sign Areas.
“Just initial that you’ll do the recommended maintenace and sign at the bottom. Then I can give you a copy of your Nationwide Certificate.”
IMPORTANT
The F&I Department should insure a copy of the Nationwide Warranty Certificate is in every deal jacket so that all final deals are compliant. Any new car deal receiving the Certificate after the purchase date would be considered non-compliant.
FINANCE
Every member of the Finance department should have a Finance Laminate on their desk as well. This provides a detailed explanation of the Nationwide Warranty coverage and shows what the Finance department can help the customer cover through service contracts.
Finance Laminate Wordtrack
“The Nationwide Warranty covers a lot, but it does not cover everything. Part of my job is to make you aware of your choices and options. I will be giving you options for factory-like coverage for the term of your loan and ownership term, as well as processing your registration and title work.”
Pre-Paid Maintenance Wordtrack
“Your only requirement to maintain your Nationwide Warranty is to perform your regularly scheduled maintenance. Just do what’s in the owner’s manual. We have a plan that can lock in the cost of the majority of your maintenance so you don’t have to pay for it out of pocket at the time of the service visit.”
Communication is Key
The Service Department’s primary goal is to ensure the customer knows what is required to keep their Nationwide Warranty intact. Not only do we have a responsibility to keep the customer informed, it has shown to increase average repair orders by 30%.
POINTS OF FOCUS
- Covered Components
- Reasons to Service
- Maintenance Requirements
- Maintenance Locations
- Frequently Asked Questions
Keeping this in front of customers can rebuild value to the Nationwide Warranty that customers might have lost.
Your dealership has been provided Service Laminates as well as Declination of Service Stamps for the service department.
Service Wordtrack
“I see you have a Nationwide Warranty; that’s excellent! I am showing your vehicle is due for your factory recommended service. Required currently is ________.”
If the customer declines:
“No problem, Mr. / Ms. _________. Part of my job is to inform you what is required to keep your vehicle eligible for the Nationwide Warranty. Please sign here acknowledging I explained this to you, and that you are declining the required service for your Nationwide Warranty eligibility at this time.”
If the customer declines again:
“Alright, then I will mark your order as having declined your regularly scheduled maintenance. Please sign here confirming that you have been told this will void your Nationwide Warranty.”
The threat of stamping the paper is usually enough for the customer to perform the required maintenance. As an additional push, it is helpful to remind the customer that their service records are kept electronically for them by the dealership. They are able to service elsewhere, but your dealership helps maintain their coverage of their Warranty.
Use the Nationwide Warranty to your advantage, as leverage for the customer to perform all of the recommended maintenance.
We use an unique selling proposition of the warranty to create a value brand. Through training, we create one process for all departments which creates continuity for the customer experience in the buying process.
