The Value of Process

Jeff Williams

Hello Sales Leaders, it’s Jeff Williams, president of Absolute Results.

Today I’d like to share with you one of the 4 core Values of the Appointment Culture – the Value of Process…the systems and steps that we take each day to intentionally create appointment success.

In the past, success in the retail car business was often a result of the showroom skills and the personalities of the sales team. Today, that’s not enough to create success, as most customers want help before they visit the dealer’s showroom. Showroom skills and personality are most effective when they are added to great appointment making skills and to effective selling processes.

Let’s talk about 3 appointment processes to build your selling success, and your appointment culture.

The first is your daily activity process…every sales professional needs a plan for each day that allows them to prioritize their portfolio activities and their prospect follow up. To make sure they do these proactive activities first, before they get busy with all the urgent things that fill each day.

Next is an appointment making process. Sales professionals need to have a purpose and plan for every customer contact. One example of an Appointment Making process is the Absolute Results Goodwill Call which has a 3 steps. It starts with establishing connection with the customer, then having a What’s Changed Conversation, followed by an offer to help. When this process is followed, the results are predictable…one appointment for every 8 conversations.

A third is your appointment showroom process. An example is the Absolute Results VIP appointment process where every showroom appointment receives a virtual meet and greet, a discovery conversation, a product experience and an options review. When these 4 steps are followed, the results are predictable, more than half of your appointments will make a purchase decision.

Many of your successful processes, like the VIP appointment process, work best when you share them with the customer. Customers don’t mind following a process, especially if you share how you will add value to them, and you involve them in the process.

Building process driven success, allows you to scale your team more effectively; and when you can measure each step, you can also evaluate how effective each team member is, coach new skills, and innovate to add more value to your team and customer at every step.
Growing your teams appointment and selling success with process.
That’s what the Appointment Culture is all about.

Jeff Williams


Jeff Williams is the CEO of Absolute Results and has dedicated the last 20+ years to helping dealerships, OEM’s, and sales people across the globe rethink how they sell cars. His three greatest passions are his family, his business, and his charity work.

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