bmw mid&above range dealership checklist_080911

8/3/2019 BMW Mid&Above Range Dealership Checklist_080911

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Country

1

2

3

Name

Gender Male x Female

Age 42 Years

Single x Married

2 Boys 1 Girls

2 Units

4

1

2

3

Second Car

BMW

toyota

Toyata

First Car

What are the other cars in your household?

Usage of your main vehicles:

Estima

BMW

Time In and Time Out

For example: Elegance

example: 7-Jun-11

Model

525i

Survey Customer Vehicle Information

How many cars do you own?

Brand

What is the make and model of the car that you own? (Your main car)

2:25pm - 3:10pm approx

example: 12:00 PM - 1:00 PM

homemaker

(Company that operates the dealership)Local Company Name

(As shown on Fascia)

Occupation

Others (please specify)

Salesperson phone numberSalesperson's Name Razalan Mutalib

2-Nov-11

60123280890shalina abdullah

Date of Visit

Model

Phone number

BMW 323i

Sub-model

Vehicle Surveyed

60129470085

Country Supervisor

REMINDER: PLEASE TURN ON YOUR RECORDING DEVICE

BEFORE YOU ENTER THE SHOWROOM (COMPULSORY AUDIORECORDING)

For example: C180

MERCEDES MYSTERY SHOPPING CHECKLIST

Auto Bavaria

Pendragon Auto (Kuantan)

Section 1: Dealership Overview

Cardas Research & Consulting Sdn BhdMalaysia

Number of Children

Dealer Code

Dealership

Showroom Name

Survey Customer Profile

Marital Status


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To begin to build the rapport

To decrease the tension between the customer and the Salesperson

Yes No NA

R1 Did the Salesperson introduce himself/herself? x

R2 Did the Salesperson make eye contact with you? (i.e an acknowledgement) x1

2.1

R3 Did the Salesperson present his/her business card to you? (At any stage) x

R4 Did the Salesperson wear an ID tag or name tag? x

R5 Did the Salesperson address you appropriately? (With salutation, eg. Mister, Miss, Sir, Madam) x

R6 Was the Salesperson presentable? (eg well groomed, good hygiene) x

R7 Did the Salesperson greet or welcome you to Mercedes-Benz when he/she first approach you? x(Eg. "Welcome to Mercedes-Benz"/"Welcome to Cycle & Carriage"/ "Welcome to Mofaz and etc")

R8 How long did the Salesperson talk to you in the reception stage? (From Greetings to self introduction) 1

R9 Is the Salesperson friendly? x

R10 Did the Salesperson make you feel comfortable? x

R11 Did the Salesperson start building rapport with you at this stage? x

How would you rate the following: 5- Excellent

1 2 3 4 5

R12 The first impression of the Salesperson who served you? 1 / 5

R13 The body language of the Salesperson? 2 / 5

R14 Overall, how would you rate your experience with this Salesperson at the reception stage? 2 / 5

R15 Please record your overall impression during reception, including Salesperson 's attitude and basic grooming.

Section 2: Frontline Survey - Reception

Objective:

Result:

If you are with friends/families, did the Salesperson make eye contact with them?

Please (X) in the appropriate boxes.

I observed the salesperson was unfriendly with no eye contact. Not a smile from his face. Arrogant attitude and not warm at all.

Minutes

Mystery Shopper's Opinion

1- Unacceptable

Please Evaluate Your Satisfaction

3- Average


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To discover the needs and wants of our customer

To determine the best vehicle for the customer and get him/her involved.

Yes No

I1 Did the Salesperson ask about your current car usage? (i.e company car or private car; family car, business etc) X

I2 Did the Salesperson ask for the car/vehicle model that you are looking for? X

I3 Did the Salesperson uncover your vehicle needs? X

I4 Did the Salesperson ask for your permission to take notes and explain why when interviewing you? X

(i.e "Sir can I take notes so to ensure that all our needs are attended to?")

I5 Did the Salesperson take notes of the salient points of your vehicle needs? X

I6 How long did the Salesperson talk to you in this stage to understand your needs and wants? 2 Minutes

I7

1

2

3

4

5

6

7

8

I8 Did the Salesperson offer you a vehicle that matches your needs? X

I9

1

2

3

4

5

6

I10 Did the Salesperson summarize/reconfirm your needs/main concern? X

What are your vehicle needs and wants that were communicated to the Salesperson at this stage?

(For example, safety, performance, comfort, convenience, audio...)

Objective:

Result:

FRONTLINE SURVEY: Section 3 - Interviewing


What were the questions that the Salesperson asked you? Please specify below:

(The interview can also take place during presentation, test drive and purchase Consultation)

Since the salesperson knows that I drive BMW 325i, he didnt explain mush on the potential new car. He just said..its the same like your car.


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To discover the needs and wants of our customer

To determine the best vehicle for the customer and get him/her involved.

How would you rate the following: 5- Excellent

1 2 3 4 5

I11 Overall, how would you rate your experience with this Salesperson at the interviewing stage? 2 / 5

I12 Please record your overall impression during reception, including Salesperson 's attitude and basic grooming.

1- Unacceptable 3- Average

he didnt explained enough about the car..unless I asked. Some of his answer were'same like your car' which is I found quite inappropriate to do so.

FRONTLINE SURVEY: Section 3 - Interviewing

Objective:

Result:

Mystery Shopper's Opinion Please Evaluate Your Satisfaction


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To confirm the appropriate vehicle, which meets the customer's needs

To build confidence in the relationship and focus on solution

Please (X) the following scenario based on your shopping experience.

X Scenario 1 - If no cue is given by the Mystery shopper on where to start the presentation from, Salesperson should take the lead during the presentation.

Scenario 2 - Shopper starts to view the vehicle from point number

Yes No NA

P1 Did the Salesperson start the presentation following the 6-point presentation sequence? (Only applicable for Scenario 1) X

(Please refer to diagram 4 and write the number accordingly)

P2 Was the Salesperson flexible in adapting his presentation to your wish? X

P3 Was the Salesperson able to present the vehicle to you in a systematic way? X

P4 Did the Salesperson present the vehicle by completing all the 6 points of the vehicle? X

P 4.1 Please indicate how the Sales person presented the vehicle to you? e.g: 2,3,4,6,5,1

4.1. Based on the diagram above, indicate how the Salesperson presented the vehicle to you. (Write the numbers below)

Eg. 3, 5, 4, 2, 1, 6

P5 Did the Salesperson present the vehicle that is linked to your needs from the previous stage? X

P6 Did the Salesperson involve you in the vehicle presentation? X

(e.g. inviting you to sit inside the car, or experience the product features)

P7 Did the Salesperson give you a price list? X

P8 Did the Salesperson give you a product brochure? X

P9 How long did the Salesperson talk to you in the presentation stage? 15 Minutes

FRONTLINE SURVEY - Section 4: Presentation

Objective:

Result:

, i.e. survey customer is taking the lead.


P1.1 If NO, the presentation start from 6

6,1,2


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To confirm the appropriate vehicle, which meets the customer's needs

To build confidence in the relationship and focus on solution

Yes No

P10 Did the Salesperson present the vehicle's features and benefits that were related to your needs?

P11. What were the features that the Salesperson Presented P12. How did the Salesperson present the features as benefits to you?

e.g: Tinted Glass

1 1

2 2

3 3

4 4

5 5

6 6

1 2 3 4 5

How would you rate the following:

P13 Product knowledge of Salesperson ? 3 /5

P14 Overall, how would you rate your experience with this Salesperson at the presentation stage? 2 /5

P15

FRONTLINE SURVEY - Section 4

Objective:

Result:

I observed that the salesperson is in hurry, not giving hundred person consentration in selling or present the car .

Exterior of car

Seat

1- Unacceptable 3- Average

Dash Board

Please record your overall impression during product presentation stage, including Salesperson 's product knowledge, presentation skills

etc:


5- Excellent


Comfortable according to body figures

e.g: Tinted glass provides privacy for you and your family and reflects the sun rays to improve your visual

and physical comfort.

Finishing looks goods

Facelifted, look nicer compared to the prevbious model


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To connect the customer to the right vehicle

To create the mental ownership to the customer

Yes No

T1 Did the Salesperson offer you a test drive? x

T1.1 If you are not able to go for the test drive today, did the Salesperson try to offer alternative solutions? X

What did the Salesperson offer as an alternative if you are unable to test drive?

T2 Did you have a test drive on the day you visited the showroom? x

T2.1 If NO, test drive were scheduled how many days after your 1st visit? 1 days

T3 Was the expected vehicle available for the test drive? X

T4 X

T5 Did the Salesperson ask for your driving license before the test drive? x

T6 Did the Salesperson demonstrate the features and capabilities of the vehicle before driving out of the showroom? x

T7 Did the Salesperson offer to drive first, so as to show you the features and capabilities of the vehicle? x

T8 Did the Salesperson inform you of the route and if the Salesperson is the first driver did he/she inform you where you will be switching as driver ? X

T9 Did the Salesperson find a safe and convenient place to switch drivers? x

T10 Did the Salesperson allow you to adjust driver's seat, mirrors, etc for your comfort before you drive off? X

T11 During the first part of the demo drive, did the Salesperson demonstrate the features and capabilities of the vehicle? X

T12 Did the Salesperson restate your needs and the benefits you will get from the vehicle during the test drive? X

(For needs mentioned in the 'interviewing' stage, that would be noticeable during test drive only. Eg. acceleration)

T13 When you drove back, did the Salesperson address/acknowledge your feedback or concerns about the vehicle? x

T14 Did the Salesperson 's explain why this vehicle meets your needs? x

T15 How long was the duration of the test drive? Minutes

(Please refer to the audio recording for a more accurate timing)

T16 If you did not have a test drive, please explain why.

Did the Salesperson share with you the information prior to the test drive stage? (e.g. documents required, the route and how the test drive will be

conducted)

30

Test Drive Section:

FRONTLINE SURVEY: Section 5 - Test Drive

Objective:

Result:

Important: Mystery Shopper has to attend the test drive arranged. HOWEVER, a test drive can be conducted on the similar variant enquired ifavailable.

Please (X) in the appropriate


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3- Average 5- Excellent

How would you rate the following: 1 2 3 4 5

T17 Suitability of the test drive route for the Salesperson to demonstrate the features and capabilities of the vehicle? 2 /5

T18 Appropriateness of the length of test drive (as indicated in question 15 above)? 2 /5

T19 Overall, how would you rate your experience with this Salesperson at the test drive stage? 2 /5

T20 Please record your overall impression during the test drive stage, including Salesperson 's knowledge and skills, attitude:

He explained the function of the car Ie: gear, radio , navigation while driving. Didnt asked anything unless I asked him first.


1- Unacceptable



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To confirm vehicle selected and options required

To develop non-confrontation conclusion of the buying process

Yes NoPC1 Did the Salesperson ask questions to check if this vehicle meet your needs and wants stated in the "interview" stage? X

(E.g. "How do you feel about this model meeting your needs of .)

Survey customer's concerns/objections:

PC2 What kind of objections did you make? (Note: Mystery Shopper have to put forward 1 concerns on the vehicle enquired)

Please (X) at the appropriate boxes below based on the concern forwarded.

Concern about price of the vehicle Concern about product features, performance, safety, styling, etc.

Concern about maintenance and aftersales service Options and discount are not appealing

X Considering other competitors

X Others, please specify

PC3

PC5 Did the Salesperson respond to your objections immediately? x

PC6 Was the Salesperson able to provide answers to your purchase/finance related questions? X

PC7 Did the Salesperson explained the purchase process clear enough? XPC8 Did the Salesperson explain the finance option available (if applicable)? X

3- Avera e


PC9 The Salesperson competitor's product knowledge (if applicable). 3 /5

PC10 Clarity of purchase process explained by the Salesperson ? 4 /5

PC11 Salesperson 's handling of your objection? 2 /5PC12 The Salesperson take efforts to get you to purchase the vehicle. 2 /5

PC13 How would you rate your overall experience with this Salesperson 's purchase consultation? 3 /5

PC14 Please record your overall impression with the Salesperson during the purchase consultant stage:

FRONTLINE SURVEY: Section 6a - Purchase Consultation

Objective:

Result:

will tell husband about the test drive and will make decision later.


I observed that he just go to his computer to do the loan simulator. Once its done , he just hand it to me with minimal explanation.

PC4. How did the Salesperson respond to your objections/concerns?


1- Unacceptable 5- Excellent

Please elaborate on your objection/concerns for the vehicle.

Looking at other brand which are competitive in term of performance and

pricingNothing


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To check the promotion offers by dealerships

To identify and compare the price & offering structure among the dealerships

Yes NoPR1 Were there any on-going promotion offered during your visit?

PR 1.1 If YES, please write down the promotions that were offered?

PR2

PR2.1 1

PR2.2 2

PR2.3 3

PR2.4 4

PR2.5 5

PR2.6 6

PR2.7 7

PR2.8 8

PR2.9 9

PR2.10 10

Deliverable Check-list

Mandatory: 100% computed check list Additional: Brochure

Salesperson's name card Price list

Quotation

Others

Car Paint Protection

Security System

Window Tinting

FRONTLINE SURVEY: Section 6b - Pricing

Objective:

Result:

Value (RM) Number Of VisitsBrand/ Item Description

Cash Discount:

Others (2), please specify in Brand/Item Description

Others (3), please specify in Brand/Item Description

Free Service & Maintenance

Gift Voucher

Free Gifts

Others (1),please specify in Brand/Item Description

2 yrs milege free service


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Yes No

PV1 Did the Salesperson contact you after your visit to the showroom? x

PV2 How many days after your visit were you contacted by the Salesperson? (inclusive of weekends) Days

FRONTLINE SURVEY: Section 7 - Post Visit


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Important: The overall evaluation is based on the Salesperson who served you in this dealership only.

Yes No

OE1 Did the Salesperson get your contact information from you before the end of the visit? x

OE2 Did the Salesperson offer you a drink/refreshment at any stage of the sales process? x

4.1 If YES, at which stage did the Salesperson offer you the drink/refreshment?

(Reception/ Interviewing/ Presentation/ Test Drive/ Pricing/ Purchase Consultation)

3- Average


x

OE3 Introduce the value of Mercedes-Benz to you? 2 /5

OE4 Introduce the value of purchasing the vehicle from an authorised dealer to you? 2 /5

OE5 1 /5

Yes No

OE6 Based on shopping experience, would you buy a car from this Salesperson? x

OE7 Would you recommend this Salesperson to friends/family? x

OE8 Overall, what do you LIKE about the service provided by this Salesperson? (Your answers could be anything beyond the 6 processes)

OE9 Overall, what do you DISLIKE about the service provided by this Salesperson? (Your answers could be anything beyond the 6 processes)

OE10 What could the Salesperson do to improve your sales experience? (Your answers could be anything beyond the 6 processes)


Make sure he got ample time with the customer.

FRONTLINE SURVEY: Section 8 - Overall Evaluation

IMPORTANT: Please request product brochures, price list, financing facts sheet (if any) and interviewee's business cards before you leave.

1- Unacceptable

Taking everything into consideration i.e. reception, interviewing, presentation, test drive, and Purchase Consultation, how would you rate your

OVERALL EXPERIENCE with the Salesperson?

He effort in willing to give me test drive on both cars that I want. 323i and 325i sport.

Not friendly and in such hurry. Should hand me to other salesperson if he got other appoinment.

5- Excellent


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A

B In what way is the experience with OTHER BRANDS is BETTER THAN Mercedes-Benz?

Stage 6: Post Visit

Stage 5: Purchase

Consutation

Stage 3: Presentation other brands present the car more

Stage 4: Test Drive

Stage 2: Interviewing

Stage 3: Presentation

Stage 1: Reception

He drove the car first and explained about the gears and paddles.

FRONTLINE SURVEY: Section 9 - Experience Benchmark

other brands gave longer route for test drive


Stage 7: Overall

Experience

Recalling your visit to Mercedes-Benz showroom and the other luxury brands (BMW, Audi and Lexus), share with us your experince on how Mercedes-

Benz is better, should improve or different from the other luxury brands competitors.

In what way is the the experience with Mercedes-BenzBETTER THAN other brands (e.g. BMW,Audi, Lexus, Volvo) if any?

Stage 1: Reception

Stage 6: Post Visit

Stage 4: Test Drive

Stage 7: Overall

Experience

Others

Stage 5: Purchase

Consutation

Others

An almost accurate computerised loan simulator .

other brands has friendlier staff


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C Are there any process/standards that are practised by OTHER BRANDSthat are not practised or different from Mercedes-Benz?

Stage 1: Reception

Stage 3: Presentation


Others

Stage 4: Test Drive Driving the car and show the car potential before hand it to customer to takeover driving

Stage 5: Purchase

ConsutationDo a loan simulator through computer which is almost accurate.

Stage 6: Post Visit

Stage 7: Overall

Experience

FRONTLINE SURVEY: Section 9 - Experience Benchmark

bmw mid&above range dealership checklist_080911

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