Practical playbook for GMs, GSMs, BDC managers, and sales pros. Need hands-on help? See our What We Do page or join the JC Academy.
TL;DR: Standardize speed-to-lead, appointment setting, showroom flow, desking and F&I handoffs, delivery, and service-lane follow through. Track a short KPI set. Drill weekly. Results compound. For a guided rollout, start the Salesperson Mentorship Program.
Table of Contents
- Lead Handling Standards
- Appointment Engine
- Showroom Flow
- Desking and F&I Handoff
- Delivery, Reviews, Referrals
- Service Drive Sales
- Used-Car Acquisition From Your Base
- Training Rhythm
- Scorecard and KPIs
- 30-Day Rollout Plan
- FAQ
- Start Your Free 30 Days
Lead Handling Standards
Goal: Convert inquiries to live conversations in minutes.
Non-negotiables
- Speed-to-lead: ≤ 60 seconds phone/SMS, ≤ 5 minutes email. See shopper expectations in Think with Google Auto Insights.
- Day 1 touches: 5 total across phone, SMS, email.
- Days 2–7 cadence: 2 touches per day until contact or opt out.
- Ownership: BDC sets appointments. Sales owns showroom experience.
First reply templates
SMS (first touch)
Hi {{First}}, it’s {{Rep}} at {{Store}}. Got your request on the {{Year Make Model}}. Two quick options: live video walk-around or set a time to see it today. Which works?
Phone opener
{{First}}, {{Rep}} at {{Store}}. I’m the one assigned to your {{Model}} request. Are you looking to drive it today or compare a couple trims first?
Email (plain-text)
Subject: Your {{Model}} options
{{First}}, you asked about a {{Model}}. I can confirm availability and pricing and set a quick time. Today at 5:40 or tomorrow at 9:20?
For broader industry trends, review McKinsey Automotive Insights and NADA.
Appointment Engine
Set-rate levers
- Offer two times on every contact.
- Confirm channel: “Text OK for confirmations”.
- Block calendar with notes in CRM.
Confirmation sequence
- T-24h: confirmation SMS.
- T-2h: directions, parking, rep name.
- T-15m: “We’re ready for you” with desk number.
No-show save
Running behind or want to switch to a 10-minute video walk-around now?
Showroom Flow
Six steps
- Greet + time check: We have you at {{time}} for the {{Model}}. Still good on time.
- Needs analysis: purpose, budget, timeline, must-haves, trade.
- Presentation: three features tied to stated needs.
- Demo drive: planned route. Handle objections live.
- Write-up: pencil something the guest can react to.
- Manager TO: confirm numbers and next step.
Demo prompts
- Show me your parking routine.
- Which feature mattered most on that route.
- If we land the payment you want, what’s your delivery window.
Desking and F&I Handoff
Desking
- Present option A/B tied to needs.
- Disclose reconditioning and fees clearly.
Handoff script
{{First}}, this is {{F&I Manager}}. They finalize paperwork and align protection options with how you said you’ll use the vehicle.
F&I essentials
- Present menus, not monologues.
- Connect each product to a stated risk or use case.
- Capture consent for communications; follow FTC guidance and Canada’s CASL.
Delivery, Reviews, Referrals
Delivery checklist
- Phone pairing, app setup, service intervals, first-service booking.
- Spare key, manuals, tags.
Review ask (on site)
Was everything 5-star today. If yes, a 20-second Google review helps local shoppers find us. Here’s the link.
Referral seed
Know one person replacing a vehicle in the next 90 days. I’ll text you my card so you can forward it.
Service Drive Sales
Daily
- Mine today’s RO list for equity or warranty risk.
- Tag likely buyers. Pre-visit text: While you’re in today, want a 5-minute value check on your {{Model}}.
At write-up
Want a no-cost trade value while the tech is working. Takes 5 minutes.
Exit
If the value hits your number, want me to text options tonight.
Used-Car Acquisition From Your Base
- Post-delivery value checks at Day 30, Day 180, Day 360.
- VIN-specific campaigns for equity, mileage, and market spikes.
- Community sourcing: “We’ll buy your car” landing page with instant SMS follow-up.
Training Rhythm
Daily huddle (10–12 minutes)
- Yesterday: shows, sold, reviews.
- Today: appointments, backups, TO plan.
- One 3-minute skill drill.
Weekly
- 30-minute call review.
- One objection role-play.
- Update one script.
Monthly
- 27-minute mentorship with Joe Cala. Join via the Salesperson Mentorship Program.
- KPI review.
- One process fix.
Scorecard and KPIs
- Lead response time
- Contact rate
- Set rate
- Show rate
- Close rate
- Total PVR or front and back gross
- Reviews per sold
- Service-to-sales handoffs
Color code: Green = at or above target. Yellow = within 10%. Red = action this week. For sales process benchmarks, see Harvard Business Review on Sales.
30-Day Rollout Plan
Week 1: Publish standards. Build Day-1 and Week-1 cadences in CRM. Train openers and two-time close.
Week 2: Appointment confirmations. Showroom six-step. Manager TO scripting.
Week 3: Desking options, F&I handoff, delivery checklist, review ask.
Week 4: Service-lane play, equity mining, review and referral system.
Month-end: KPI review, remove one bottleneck, lock next month’s drill. Need help? Contact JC Training & Development.
FAQ
What countries do you serve
Canada, the United States, the United Kingdom, Ireland, Australia, New Zealand, and the European Union. Delivery is in English via Zoom and on-demand resources.
Is this for franchise or independent stores
Both. The playbook fits franchise, independent, and hybrid models.
Which roles benefit most
BDC, Internet sales, floor reps, desk managers, F&I, and service advisors.
Do you cover realtors or retail too
Yes, but this article is dealership-first. We also train retail and real estate teams on request. Explore our services.
How much time per week
10–20 minutes for drills plus a 27-minute monthly mentorship call in the Salesperson Mentorship Program.
Start Your Free 30 Days
Install this operating system with live support. First 30 days free, then $27/month per salesperson. Or book a 10-minute briefing to plan a team rollout.
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