the jaguar experience jaguar experience this new jaguar program focuses on the retail experience of...

The jaguar experience

2013StandardS and ProceSSeSGuide for the Sales Department

JAGUAR

UNIVERSITY


This new Jaguar program focuses on the retail experience of customers. The objective is to provide excellent customer service, promote best practices and differentiate Jaguar.

The Jaguar Experience Philosophy

Luxury, performance and innovation are characteristic of the Jaguar brand. The Jaguar Experience will bring these traits to life through a welcoming, comfortable environment and an expert, honest and creative team who will ensure the customer’s delight with their new Jaguar.

The Jaguar Experience – Sales Process

• Welcoming,engaging,responsive,knowledgeable,attentive,honest,confident, customer-focused

• Designedtosurpasscustomerexpectationsthroughthefollowingelements:

– A warm welcome to the Jaguar brand and retailer

– Understanding, and regard for, the customer’s needs

– Knowledgeablepresentationofvehiclefeaturesandbenefits

– Demonstrating value through vehicle test drives

– Fair evaluation of the customer’s current vehicle

–Honestandstraightforwardinnegotiationsandfinaltransactions

– A superb vehicle Handover and Follow Up

– Responsiveness to customer’s needs throughout the lease or purchase cycle

The Role of the Jaguar Sales Consultant

• Towelcome,engageandassistthecustomerthroughouttheSalesProcess.

• Toberesponsive,knowledgeable,honest,andcustomer-focused

• TobereadilyavailabletothecustomerduringtheSalesProcess,Handoverand throughout the relationship

• Tobeempowered(canbesinglepointofcustomercontact)

Jaguar Retail Processes, Elements and Benefits that Surprise and Delight

• JaguarPerformanceAcademy

• JaguarAccessoriesavailabletopersonalizethevehicle

• Customereventsheldregularly

• Retailerprocessesmayincludevehicledetailing,pick-upanddeliver,loanervehicles,etc.

• JaguarCertifiedretailstaff

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The Jaguar Experience• Focusesonretailexperienceofcustomers

– Excellent customer service

– Promotesbestpractices

– Differentiates Jaguar

• SimilartoLandRoverWay

• Includesstandardsforallareas(100points)

Thefollowingpagesdescribethesalesstandardsandprocessesthatconstitute40pointsofyourretailer’s potential score.

Each standard includes methodology used for measuring retailer performance, along with tips to followinordertofulfillthestandard.ThereisalsoalistofresourcesthatJaguarprovidestohelpachieve the maximum score.


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Customers visiting the retailer shall be welcomed in a timely, professional and courteous manner.

POINTS:3

DETAILS:AmemberoftheJaguarretailerteamistogreetcustomerswithsomethingequivalentto“Hello.WelcometoJaguarXXX.”within1minuteofenteringtheshowroom.Asimple“Hi”orthelikefrombehindadeskshallnotsuffice.

Ingeneral,customersaretobegreetedinanupbeat,pleasantmanner.Thereshouldbethreekeyelementstothegreetingoffered:

• Astatementwelcomingthecustomer,suchas“WelcometoJaguarXXX”

• Anofferofassistanceorgreeting,suchas“HowcanIhelpyoutoday?”or“IsthisyourfirstvisittoJaguarofXXX?”

• Anofferofahandshakeandexchangeofnames(ifthecustomerisnotknownalready)

NOTE:Thehandshakeisnotrequiredofareceptionistwhogreetsguestsfrombehindadesk.

TheSalesConsultantorretaileremployeemustnotappearindifferentandunenthusiastic.Atypicalofferingof,“CanIhelpyou?”or“Areyoulookingforsomeone/somethinginparticular?”shallnotsuffice.

EVALUATIONMETHOD:Uponenteringtheretailshowroomduringaquarterlyvisit,thestandards evaluator shall record the amount of time before they are greeted properly by any memberoftheretailstaff.Iftheevaluatorisproperlygreetedbeforeenteringtheshowroom,theretailer shall also receive credit.

Uponbeinggreetedbyaretailstaffmemberduringaquarterlyvisit,thestandardsevaluatorshallalsodeterminewhetherthegreetingofferedmeetsthecriterialisted.Specifically,theevaluatorwillbelookingforastatementofwelcome,agreeting,andanexchangeofnamesandanofferofahandshakefromthestaffmember.Theevaluatorwillalsoassessthelevelofenthusiasmexpressed by the staff member.


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TIPS:

• Agreatwaytogreetthecustomeris“Isthisyourfirstvisittoourdealership?”A“no”answerresultsinthevisitorbeingdirectedtothecorrectdepartmentorindividual.“Yes”allowstheSalesConsultanttobeginadiscussionwiththecustomerabouttheirreasonforthevisit,i.e.newvehicle, pre-owned, saw an ad, etc.

• Afterproperlygreetingthecustomeranddeterminingthattheyareinthemarketforavehicle,JaguarrecommendsthefollowingquestionstobegintheNeedsAssessment:

– “Tellmeaboutyourcurrentvehicle.”

– “Whatareyourfavoritethingsaboutit?”

– “Whatareyoulookingtododifferentlythistime?”

RESOURCES:

• ClassroomCourse–JaguarSalesExperience–SLS-PROCESS


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During the sales presentation process, all Sales Consultants shall provide a complete and thorough presentation of the Jaguar brand.

POINTS:7

DETAILS:WhilepresentingtheJaguarvehicletonewcustomers,theSalesConsultantistoincludeelementsthateducatethecustomeronJaguarasauniqueandspecialglobalbrand.

AproperpresentationontheJaguarbrandshouldincludethefollowingelementswhichmakethebrandunique:

• JaguarHistoryandHeritage(Tipsforthistopicfollow)

• JaguarGlobalStructure(includingTATAandsisterbrandLandRover.Tipsforthistopicfollow)

• JaguarExperiencePhilosophyanditsapproachtoautomotiveretailing(Tipsforthistopicfollow)

• JaguarNewVehicleWarranty

• JaguarRoadsideAssistanceCoverage

• JaguarScheduledMaintenanceCoverage

• JaguarRetailProcesses,ElementsandBenefitsthatSurpriseandDelight (Tipsforthistopicfollow)

The presentation of these major elements of the Jaguar brand may happen at any time during a SalesConsultant’sinteractionwiththecustomer.Thereisnorequirementthattheelements,ortopics,bepresentedatanyspecifictimeorinanyparticularorder.

Toproperlypresentatopic,aSalesConsultantisexpectedtopresenttheJaguarbrandelementandadequatelyexpounduponitbyprovidingsomerelevantsupportinginformation.DetailsanddescriptorsforeachelementarefoundthroughouttheMarketingmaterialspublishedbyJaguar.Details are also integrated into Jaguar University course materials. The details published are “talkingpoints”whichprovidesomedirectiononhowtodiscussorpresenteachtopic.Toproperlypresentatopic,aSalesConsultantisnotrequiredtopresentallofthedetailswhichhavebeenpublished on that topic.

EVALUATIONMETHOD:ThestandardsevaluatorwillengageinamockvehiclepresentationwithaselectedSalesConsultant.Duringthepresentationtotheevaluator,theSalesConsultantistomentionfiveofthesevenkeyelementsoftheJaguarbrandlistedabove.Ifatleastfiveofthesevenare not mentioned, no credit is to be given.


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TIPS:

• Hereare‘wordtracks’fordescribingJaguar’s history and heritage:

JaguarstartedastheSwallowSideCarCo.in1922.Thesidecarsformotorcyclesweremadeofaluminum.Workingwithaluminumcontinuestothisday.Followingsidecars,carbodiesweredesignedandproduced,thenthetotalpackage:chassisandbodies.In1933,Jaguarentereditsfirstmotorsportsevent,TheAlpineTrial.

AfterWorldWarII,thereweremanyfirstsforJaguar:

– 1stproductioncarwithindependentfrontsuspension–intheMarkV

– 1stall-aluminumbodyforJaguarintheXK120

– 1stdiscbrakesinthecompetition-bredC-Type

Ofcourse,the60’sareknownforthelegendaryXKE.Avehiclesobeautifulit’sinthepermanentcollectionoftheMuseumofModernArt.

Fromtheearlyyearstonow,Jaguarwas,andis,knownforuniquedesign,luxurycraftsmanship, intelligent performance and value for the money. All those attributes can beseeninthecurrentmodels:theflagshipXJsedan,thecoupe-likeXFsedanandtheperformance-orientedXKcoupeandconvertible.

• Hereare‘wordtracks’describingJaguar ownership:

FordboughtJaguarCarsin1990.ThelargestbenefitseenbyJaguarcustomerswasalargeinvestmentinmanufacturingwithresultantincreaseinquality.

In2008,JaguarandLandRoverbecamepartoftheTATAGroup.TATA,foundedin1868,hasover100companiesin80countries.Industriesrangefromsteeltoluxuryhotels,fromTetleyTeatoluxurywatchesand,ofcourse,TATAMotors.TATAcontinuestoinvestheavilyinthebrand.

JaguarremainsheadquarteredintheUnitedKingdom,alongwithallofitsmanufacturingandassemblyfacilities.Jaguarproductsaresoldin100countriesaroundtheglobe.

• Hereare‘wordtracks’forTheJaguarExperiencePhilosophy

– ThankyousomuchforyourinterestintheJaguar(model).IhopeIhaveansweredyourquestionsandincreasedyourdesiretoownaJaguar

– Ifyouchoosetodobusinesswithus,IcanassureyouthatIwillbefocusedonyourneedsandwillworkhardtoensurethatyourfirst(ornext)experiencewiththeJaguarbrand,andour store, is outstanding in every way

–Note:theexamplesabovecanbeusedatanytimeduringtheSalesProcess


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• Retailprocessesthatsurpriseanddelightmayinclude:

– Service loaners

– Service hours

– Handover Encores

– Free car washes

–Monthlyretailerevents

RESOURCES:


• ClassroomCourse–JaguarLeapingForwardBrandImmersion–BRANDJAG

• eLearningCourse–HistoryofJaguar–JAGUAR-HISTORY


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All Sales Consultants shall provide a proper and thorough product presentation.

POINTS:8

DETAILS:WhilepresentingtheJaguarvehicletocustomers,theSalesConsultantistoprovideathorough,wellorganizedandeffectiveproductpresentation.TheSalesConsultantshouldanswerwhythecustomershouldbuythisvehicle.Thepresentationshouldbeinformative,active(inthattheentirecarispresented)andinteractive.

A proper presentation on the Jaguar vehicle should include the following elements regarding the specificmodelbeingpresented.

• Features/benefitswhicharerelevanttotheindividualcustomer’sspecificwantsandneeds

• In-carTechnology

• Powertrain/PerformanceCapabilities

• Safety

• LuxuryAppointments

• Styling/Design

• Sustainability

EVALUATIONMETHOD:Thestandards’evaluatorwillengageinamockvehiclepresentationwithaselectedSalesConsultant.Duringthepresentationtotheevaluator,theSalesConsultantistopresentalloftheWalkaroundpointsforthatmodel–usingtherelevantmodel-specificfeatureswhen explaining each of the points.

TIPS:

• Hereare‘wordtracks’describingsustainability:

– TheJaguarstrategyformoreefficientdesignsbeganovertenyearsagowiththedevelopmentoflightweightaluminumplatforms–nowseenintheXJandXK.Jaguaristheautomotive industry leader in volume aluminum manufacture and technology. Lightweight vehiclearchitectureisoneofthemosteffectivewaystoreducetailpipeCO2 emissions

– JaguarusesadvancedenginesthatdeliversignificantlyimprovedfuelefficiencyandreducedCO2 emissions

– Since2009,JaguarhasusedaprogramtooffsetCO2 emitted during assembly of all vehicles at our two UK manufacturing plants

– EveryJaguarisdesignedtobeatleast85%recyclableand95%recoverableattheendoflife of the vehicle

– Theintroductionofsmallerenginesfor2013andIntelligentStop/Starttechnologyarealsoelements of Jaguar’s sustainability strategy


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• Aproperproductpresentation:

– Tailor to the customer’s needs

–Usethevehicletoshowfeaturesandbenefits

– Involveyourcustomer

–Demonstrateyourexpertproductknowledge

– Show passion and enthusiasm for Jaguar

• TocreateaJaguarPremiumExperiencebesureto:

– Engage the customer in conversation

–Demonstratethevehicle’ssurpriseanddelightfeaturessuchasthestart-uphandshake

–Useyourcompetitiveknowledgetomanageobjections

– Findfeaturesthatcustomersdidn’tevenknowtheywillenjoy

RESOURCES:


• ClassroomCourse–2012MYProductKnowledge–PK12-JAG

• ClassroomCourse–Jaguar&Technology–SLS-TECHNO

• eLearningCourse–2012XF–SLS-12XFWEB

• eLearningCourse–2011XJ–SLS-11XJWEB

• eLearningCourse–2012XK–SLS-12XKWEB

• eLearningCourse–2012XKR-S–SLS-12XKR-SWEB

• ResourceCenteronjaguartrainingnews.com:

– ProductGuides

–WalkaroundGuides

–WalkaroundVideos

–How-to-OperateVideos

• Owner’sHandbooks

• QuickStartGuides


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All Sales Consultants shall provide a dynamic demonstration of the vehicle’s capabilities.

POINTS:8

DETAILS:WhilepresentingtheJaguarvehicletocustomers,theSalesConsultantistoprovideaproduct demonstration which effectively exhibits the full capabilities of the vehicle.

Thedemonstrationshallfeaturedrivingatvaryingspeeds(ideallyinboth“city”and“highway”environments).Tobeeffective,itisrecommendedthattheon-roaddemonstrationincludesacceleration,handling,turningradius,andbrakingaswellasvehiclesystemslikeaudioandnavigation.

Theon-roaddemonstrationshallbewellorganized,interactiveandengagingforthecustomer.The demonstration should involve exhibitions both inside and outside the vehicle. The Sales Consultantshouldstrivetobecreativeintheirapproachandto‘surpriseanddelight’thecustomerbyprovidingauniquedemonstrationofauniquevehicle.

EVALUATIONMETHOD:ThestandardsevaluatorwillengageinamockvehiclepresentationwithaselectedSalesConsultant.DuringthepresentationtotheevaluatortheSalesConsultantistoofferthecustomertheopportunitytoexperiencethevehicle.TheSalesConsultantisthentoprovideademonstrationwhichcomplieswiththerequirementstoprovideathoroughon-roaddemonstration.TheevaluatorwillassessboththedetailsofferedandthetechniqueoftheSalesConsultant.IftheSalesConsultantfailstoprovideanadequatedemonstrationoftherequiredelements as outlined above, no credit shall be awarded.

TIPS:

• Allcustomersshouldbeofferedademonstrationdrive

• Tailorthedrivetothecustomer’sneeds

• TheSalesConsultantshouldalwaysdrivefirst

• UseNavigationfordirectionsbacktotheretailer

RESOURCES:


• ClassroomCourse–2012MYProductKnowledge–PK12-JAG


• ResourceCenteronjaguartrainingnews.com:

–How-to-OperateVideos

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All Sales Consultants shall be able to present the advantages and benefits of the Jaguar Select Certified Pre-Owned Vehicle Program in a concise and effective manner.

POINTS:3

DETAILS:WhenpresentingaSelectCertifiedPre-OwnedJaguarvehicle,aSalesConsultantistopresenttheadvantagesandbenefitsoftheprogramwhichdemonstratethevalueoftheprogramforthecustomer.TheSalesConsultantistobeknowledgeableofthekeyadvantagesofthe program as outlined in the published materials on the program.

TheSalesConsultantistobeabletoconciselyandeffectivelypresentthoseadvantagestoaprospective customer.

EVALUATIONMETHOD:Duringthequarterlyvisitfromthestandardsevaluator,theevaluatorshallselectaSalesConsultantinordertoassesstheSalesConsultant’sknowledgeoftheJaguarSelectCPOProgram.Toassessthestandard,theevaluatorshallinquireoftheselectedSalesConsultantastothekeybenefitsoftheprogramasdefinedbyJaguarandoutlinedinthepublishedJaguarSelectCPOProgrammaterials.(PleasealsoseetheJaguarRemarketingPortalforProgramGuidelinesatwww.remarketing.jaguar.com.)

Inordertoreceivecreditforthestandard,theSalesConsultantmustbeabletolistthekeyadvantagesoftheJaguarSelectCPOProgram.TheSalesConsultantwillnotbepermittedtoreviewanymaterialsandmayhavenomorethanoneminuteoftimetopreparetheirresponse.IftheSalesConsultantisunabletopresentalltheadvantages/benefitsoftheSelectCPOprogramwhichJaguarhasdefined,nocreditforpassingthestandardshallbeawardedtotheretailer.

TIPS:

• KeyadvantagesofaSelectCertifiedPre-OwnedJaguarinclude:

• JaguarSelectCertifiedPre-OwnedVehicleshavereceivedacomprehensive150pointinspection and reconditioning process

• TheJaguarSelectCertifiedlimitedwarrantycoverageisfor6years/100,000miles-calculatedfromtheoriginalin-servicedateandzeromiles

• TheJaguarSelectCertifiedwarrantyincludes24-hourRoadsideAssistance

• TheJaguarSelectCertifiedwarrantyistransferableuponresaleandishonoredatallJaguarRetailers

RESOURCES:


• eLearningCourse–JaguarSelectCPOProgramIntroduction

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All Sales Consultants shall provide a thorough and proper presentation of the vehicle’s features at the time of delivery.

POINTS:5

DETAILS:DuringthedeliveryofanewJaguarvehicle,theSalesConsultantisexpectedtoboth explain and demonstrate all of the operating controls and features with which the new ownershouldbefamiliar.Thepresentationshouldbeinteractive,wellorganizedandcoveralloftheessentialoperatingsystemsofthevehicleasdefinedbyJaguar.Topicsinclude,butarenotlimitedto:

• FunctionsandfeaturesoftheSmartKey,lockingandunlockingthevehicle

• ChildSafetyLocks/ChildSeatRestraints(ifappropriatetocustomer)

• KeylessStart

• BlindSpotMonitor

• SeatAdjustment/Memory/SteeringColumnAdjustments

• Window/RoofControls

• WindshieldWipers

• GarageDoorOpener

• CruiseControl

• JaguarDrive,WinterMode,DynamicModel,PaddleShifts

• InteractiveVoice

• Navigation

• ClimateControl

• Bluetooth

• AudioSystem/PortableAudioInterface

• FrontandRearParkControlSensors&RearCameraParkingAid

• EngineOilCheck

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EVALUATIONMETHOD:ThestandardsevaluatorshallengageinamocknewvehicledeliverywithaselectedSalesConsultant.Duringthepresentationtotheevaluator,theSalesConsultantwillbeaskedtoexplainanddemonstrateanumberofspecificfeaturesforthevehicle model selected. The features selected will be chosen by Jaguar and will include the most-frequently-askedvehicleoperatingissuesforthatmodel.Otheraspectsofavehicledelivery,suchashandlingpaperwork,donotneedtobeaddressedunderthisstandard.TheSalesConsultantmustproperlydemonstrateknowledgeofallofthetopicsrequestedtoreceive credit under this standard.

TIPS:

• AtHandover,theproductpresentationshouldbealearningexperienceforthenewowner,not a sales presentation

• Useteach-backs–havethenewownerdemonstrateoperationstoensuretheyarereadytoenjoy their new vehicle

• TheNotepadfeaturecanbeusedbytheownertoeasilykeeptrackofquestionsorcomments about the vehicle’s features

RESOURCES:


• How-to-OperateVideos

• HandoverFeatureReferenceGuides–onjaguartrainingnews.com

• QuickStartGuideApps–availableforAppleandAndroiddevices


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The retailer shall host monthly New Owner “Open Houses” which support the customer’s knowledge of and comfort with their new Jaguar vehicle and retailer.

POINTS:6

DETAILS:EveryJaguarretailershalloffertheircustomerstheopportunitytoattendamonthly,post-saleNewOwner“OpenHouses”whichsupportsthecustomers’comfortwithandknowledgeoftheirnewJaguarvehicle.

Inadditiontosupportingtheinitialhandoverofthevehiclebyre-visitingthegeneraloperatingfeaturesofthevehicle,themonthlyOpenHousegatheringsshallalsooffercustomersthefollowingopportunities:

• Moreadvancedexplanationsordemonstrationsoffeaturesnotcoveredatdelivery(emergencycarcare,lightmaintenance,etc.)

• Additionalpersonalizationoftheoperatingfeaturesoftheirvehicle

• Assistanceinpairingthevehiclewiththeirpersonalcommunicationsorhomesecurity/access technology

• Guidanceontheinstallationanduseofchildsafetyseatsorotherpersonalvehicleequipment

• On-roaddemonstrationsoftheproperusageoftheirvehicleorvehiclesystems

• IntroductionstotheServiceDepartmentandtheprocessofhavingavehicleservicedwiththe retailer

• Viewingandpurchaseofvehicleaccessoriesormerchandise

• Complimentarycarwash

TheNewOwnerOpenHousesshallbeofaverycasualformatwithahighlevelofpersonalattentionwhichallowscustomerstoreinforcewhattheyalreadyknowabouttheircarandbecomemorecomfortablewiththeirnewpurchase.TheOpenHousesshallalsoservetothanknewownersfortheirpurchaseandallownewownerstobondwitheachotheroverlightrefreshments.

NewOwnerOpenHousesmustbeheldateachretaillocationandmaynotbeheldasashared event, hosted by more than one retail location.


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EVALUATIONMETHOD:Duringthequarterlyvisitfromthestandardsevaluator,theevaluatorwilldeterminewhethertheretailerhasheldmonthlyNewOwnerOpenHousesinthepriorquarterwhichmettherequirementsoutlinedabove.(Forexample,anevaluationintheThirdQuarterwillbelookingforproofofclinicsthattookplaceduringtheSecondQuarter.)

Theevaluatorwillbelookingforinvitations,flyers,receiptsandanyotherdocumentationwhichindicatethatguestswereinvitedforaspecificdate.

TIPS:

• Selectaspecificdayofthemonthforeaseofrememberingandarrangingtheevent.Forexample,every2ndTuesday,anopenhouseisofferedtocustomerswhopurchasedorleasedintheprior3months

• Makesureyourcustomersareawareofthespecialeventsatyourdealership

• CreateahandoutwhichcanbegiventothecustomeratHandoveradvisingoftheopenhouse

• Createareminderemailtemplatetobesenttonewcustomersoneweekbeforetheopen house

• KeeptrackofFrequentlyAskedQuestionsduringeachopenhouseinordertoimprovethe following month’s event

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JAGUAR

UNIVERSITY

the jaguar experience jaguar experience this new jaguar program focuses on the retail experience of...

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