Training & Channel Strategy
Training schedule, phone skills development, and guidance on when to call vs. text.
Daily training rollout plan for all sales staff
Topics Covered
- • Road to the Sale (17-step in-store process)
- • Meet-and-greet process
- • Phone scripts and call handling
- • Trial closes and assumptive closing techniques
- • “I have to think about it” — the 4 Things (Product, Place, Person, Price)
- • “Talk to my spouse” — isolate car vs. money
- • Advanced Equity presentation
- • Vehicle walkaround technique
- • Boswell Advantage presentation
Coordinated by Josh and Shawn. Floor coverage must be maintained during training rotations — stagger schedules accordingly.
Josh's 17-step process — the framework every rep follows once the customer walks in
- 1Meet & Greet
"Welcome to Sam Boswell! Did you stop by for our big sale, or did you see something online?" → Verify e-lead → "Well my job is to save you the most time and money as possible, would you allow me to do that for you today?"
- 2Fact Find
Utilize the cheat sheet
- 3Product Selection
Car they want + alternatives
- 4Presentation / Walk Around
- 5Demo Drive
1st Trial Close — pull to buyer’s parking spot. Rebuttal: "Well of course — I wouldn’t want you to unless it was the best deal for you. Let’s go talk more and continue the paperwork."
- 6Trade Walk
With customer, use KBB, build value. 2nd Trial Close: "Have you decided who would be on the title?"
- 7Service Walk
Affirms commitment to product & service (Boswell Advantage)
- 8Write Up
Manila folder, cover sheet, license, insurance, CarFax
- 9Overcome Objections
First pencil — use the 4 Things framework
- 10Summary Close of Objections
- 11Negotiate & Close
Possible second pencil. Use small numbers technique.
- 12Wrap Up Paperwork
- 13Intro to F&I
- 14Pre-Delivery
Clean, gas, tags
- 15Delivery
OnStar registration
- 16Follow Up
- 17REPEAT
Two core frameworks for the most common objections
“I have to think about it.”
“I completely understand — it is a big decision. Would 3 days be long enough? ... What we've noticed is that it usually boils down to 4 things:”
Product
“Does this vehicle fit all the wants and needs you were looking for?”
Place
“Can you see our service dept and all of us here taking care of you after the sale?”
Person
“Have I done anything to upset you or not answer any questions?”
Price
“And by price it usually means budget. So how close to the payment were you thinking?”
“I need to talk to my spouse.”
“I completely understand — it is a big decision. But what if they say no?”
Isolate: “Would they be saying no to the car or the money?”
If money
Narrow: Is it the down payment, the monthly, or the total?
If car
“That's an easy fix — is it the color, the options? If you could wave a magic wand, what would you change?”
Close: “Besides that, is there anything else stopping us from earning your business today?”
Phone vs. Text Channel Guidance
- • Day 1 first contact — call within 5 minutes of lead creation
- • Hot leads (daily contact should be by phone)
- • Any customer who previously called in
- • Delivering pricing, deal numbers, or financial details
- • When a customer responds to any message
- • Overcoming objections or closing
All texts and emails should steer toward a phone conversation — never ask for a text reply. Say “Let's hop on a quick call” instead of “Reply to this message.”
- • Automated cadence touches (always steer to phone)
- • Appointment confirmations and reminders
- • After-hours acknowledgment (“Got your message, will call tomorrow”)
- • Post-call summary or follow-up link
- • Warm re-engagement (Day 10 check-in)
Every text should include a call-to-action that moves the customer to a phone call, not an extended text thread.
Never send deal numbers, payment quotes, or pricing via text. Always deliver financial details by phone or in person. This prevents misunderstandings and gives you the chance to explain the value behind the numbers.