Success Guide

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Private Sale Event

SUCCESS GUIDE
Gameplan
❏ Pre-Sale Prep
❏ Advise the staff about schedules, late call nights, and expectations.
❏ Clear ALL deliveries off the 3 days of Event.
❏ Order your Event supplies (food, confetti poppers, music, tables).
❏ Prep your inventory.
❏ Outline your price plan.
❏ Identify and record your 20+ hot and warm leads.
❏ Print your call sheets from the dealer portal.
❏ Day One: Training and Phone Blitz
❏ Manager’s meeting at 8:00 to 9:00 AM, travel permitting.
❏ Training session(s) begin no later than 11:00 AM.
❏ Get right on the phones no later than 1:00 PM.
❏ Perform health checks a minimum of 3 times today.
❏ Food should arrive no later than 4:30 PM.
❏ Final uninterrupted call blitz begins no later than 5:00 PM (full staff).
❏ Day one call blitz ends no later than 8:00 PM.
❏ Lock up lot and normal closing procedures.
❏ Day Two: Phone Blitz
❏ Sales huddle to discuss current status and daily goals before 9:00 AM.
❏ Get on phones no later than 10:00 AM.
❏ Perform health checks a minimum of 3 times today.
❏ Food should arrive no later than 4:30 PM.
❏ Final uninterrupted call blitz begins no later than 5:00 PM (full staff).
❏ Trainer and Manager make all confirmation calls.
❏ Day two call blitz ends no later than 8:00 PM.
❏ Lock up lot and normal closing procedures.
❏ Day Three: Sale Day!
❏ Sales meeting no later than 8:00 AM to review the Highway to the Sale.
❏ SMS confirmations completed no later than 9:00 AM.
❏ Receive appointments throughout the day.
❏ SELL CARS!!!
❏ Review ‘be back’ list with Trainer no later than 4:00 PM.
❏ Close and review the sale with Trainer.
❏ Lock up lot and normal closing procedures.

“Catch someone a fish, & they eat for a day.
Teach that person to fish, & they eat for a lifetime.” ~Chinese Proverb

Private Sale Event

SUCCESS GUIDE
6 Steps to a Successful Private Sale
1. Staffing
-

All participating staff MUST NOT be on RDO’s, holidays, or off site events.
All participating staff will be expected to work all extended hours for all 3 days.
Two Business Managers, a dedicated Valuer, a dedicated Pricer, and two
Aftercare Specialists are an ideal minimum.
Consider adding a lot attendant, a test driver, a hostess, and BBQ personnel.

2. Distractions

Deliveries MUST NOT interrupt training or calling.
-

ALL administrative tasks must be complete prior to 10 AM each day.
Give your salespeople uninterrupted time on the phone to allow them to
practice their phone training and get appointments to sell cars on sale day.
Remove them from their desks, computers, and the showroom distractions.
Managers should handle customers during phone blitz and training days.

3. Leadership
-

We work with you to help your salespeople find success.
We will lead by example and encourage your leaders to do the same.
Ultimately, you hold the authority in your dealership, not the Trainer.
We encourage positive reinforcement and avoid punishment.
Be generous, grateful, and inspiring to your team.
Lead your team by being present, available, observant, and manage by walking
around to check in on their wellbeing and celebrate their wins.
Hold your staff accountable by tracking their progress and coaching from the
training provided.
If you expect your team to work outside their comfort zone, consider putting an
incentive in place that will motivate them and drive the specific desired
behaviours they need to succeed.
Popular incentives include appointment show rate, total sales volume, and
impromptu positive activity.

“You’ll know when your team is active on the phones.
You’ll feel the buzz of phone calls being made.
Look and listen for this constantly during the first two phone blitz days.”

Private Sale Event

SUCCESS GUIDE
4. Leads
-

Have your list printed from the d
ealer portal prior to the arrival of your Trainer.
You will have received two (2) emails from our iMEC team, one includes the link,
the other, the password. ONLY print the two (2) PDF files found inside the portal.
Your sales staff should have a robust list of leads that can be called for the sale.
Have them go back into their traffic logs and pull out 20 hot and warm leads.
Recent service RO’s, upcoming finance renewals, a
nd carsales.com.au are
great sources for prospects we can engage with your unique Event story.
SMS and EDM leads will be handled by your Trainer upon arrival.

5. Logistics
-

Supplies should be pre-ordered and available prior to sale day.
- Large confetti poppers tell your customers that people are buying cars.
- Music system, red carpet, helium, string, and extra balloons.
- A 6 ft table and 3 chairs should be available as a registration desk.
- A window paint marker can assist with temporary pricing.
- Round closing table and chairs (match the number of sales staff + one)
Food and drinks for the customers and staff should be planned ahead of time.
- On sales day, have some lollies and easy food to nibble on.
- Stock up on coffee, tea, cold drinks, sugar, milk, cups and stir sticks.
- Have food arrive prior to 5 PM on call nights.
- When having a BBQ, have the appropriate staffing and food available.
Tell your receptionist, service, and parts department that calls are about to start.
Return calls must go immediately to the sales department without qualification.
Be sure to tell them your Trainer’s name incase someone asks for him or her.

6. Inventory & Pricing (optional best practices)
-

Load the showroom with demos, old-stock, damaged, and pre-registered units.
Place anything that doesn’t fit just outside the main entrance.
Identify your most popular models and be sure that all variations are fueled up,
cleaned up, and easily accessible for test drives.
Identify and review any inventory shortfalls or opportunities with your team.
Pricing should include your full RRP’s (including on roads), the current driveaway
campaign, any blowout pricing, and Aftercare packages and bundle pricing.
If you opt to price your inventory, post the FULL RRP (including on roads) and a
Private Offer teaser (include an expiry date).
Discuss with your Trainer how you wish to turn clients over to Aftercare and
Business Office to help increase finance and aftercare penetration on Sale day.

Private Sale Event

SUCCESS GUIDE
Expectations
●

●

●
●

●

40/50 Rule: 40% of pre-qualified, confirmed appointments with appointment times will
show up, and 50% of those are prepared to purchase today under the right Private Sale
conditions.
Average Two Sales/Salesperson: Two sold/active salesperson making appointments.
○ Absolute Results Trainers strive to help each salesperson achieve 3 to 5+ sales
each for the Private Sale to be above average!
Thirds Rule of Participation: A third are keen to participate, a third will participate, and
a third are forced to participate. We must help them all find success.
Appointment Effort Ranking System:
○ A+: 15+ pre-qualified appointments with proper appointment times.
○ B+: 10 to 14 pre-qualified appointments with proper appointment times.
○ C: 5 to 9 pre-qualified appointments with proper appointment times.
○ D: 4 or less appointments or only appointments with no appointment times.
20/60/20 Rule: 20% of leads won’t listen to any offer, 60% of leads will entertain a
compelling offer, and 20% of leads have no capacity to purchase.
Which sales count toward dealer participation?
○ All sales written on sales day regardless of source, new and used.
○ All qualifying sales written pre-sale.
■ Customers that purchased as a result of Private Sale marketing efforts.
■ Any walk-in or be back customers engaged in the Private Sale messaging.
○ All post-sale written sales directly related to Private Sale efforts.
■ All written sales as a result of Private Sale marketing efforts.
■ Any written sales from be back customers of the Private Sale.
Which sales do not count toward dealer participation?
○ Any sales that cancel or fail to get finance approval within 72 hours following
the Private Sale Day.
○ Previously written factory orders that arrive during the Private Sale dates.
○ Deliveries of purchases not related to the sale and written prior to the event.
○ Customers that did not engage in the Private Sale offer during the two call blitz
days, nor receive a Private Sale offer to close the sale.
○ Non-participating departments including other brands or a used car department
that is not leveraging the Private Sale efforts in any fashion.
○ Fleet sales.

“For three days, we need to be dealing or dialling.
If we’re not dealing a customer, we’re dialling a phone.
If we’re not dialling a phone, we’re dealing a customer.”

Private Sale Event

SUCCESS GUIDE
Manager Assignments
❏ Who is the goto Private Sale Manager? _______________________________________
❏ Who will be Managing By Walking Around during the phone blitz?
Day One: __________________________ Day Two: __________________________
❏ Who will be assisting the Trainer in calling all confirmations?_______________________
❏ Which Managers will be participating in training? ________________________________
❏ Who will be preparing inventory and pricing? ___________________________________
❏ Who will be sorting all necessary supplies? ____________________________________
❏ Who will ensure the entire staff is prepared for the sale? __________________________

Incentive Plan
❏ Appointment Show:________________________ Minimum to quality:_______________
❏ Total Team Target: _______________________ Incentive:________________________
❏ Impromptu Cash: ______________ Actions:___________________________________
❏ Other Incentives: ________________________________________________________
_______________________________________________________________________
_______________________________________________________________________

Private Sale Event

SUCCESS GUIDE
Dealership: __________________________________ Event Dates: ____________________

Authorized Signature:_________________________________ Date: _____________________

Trainer Signature:____________________________________ Date: _____________________

“Extraordinary results require extraordinary effort.”

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Success Guide

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