Appraisal
The 4 Discovery Questions
1. Why they’re selling.
2. Their replacement plans.
3. Research they’ve done.
4. What questions or concerns they have
A MaxCare Seed Plant is intended to
Introduce the Customer to MaxCare in small segments, multiple times in an interaction
Discovery budget when
• Before a Test Drive or Transfer.
• Before submitting a finance application
As you Discover Their Story you should
1. State your role as their guide.
2. Ask situational questions.
3. Plan to use discovered information later in the
interaction.
A MaxCare Seed Plant should be
short and factual.
Promote Finance Seed Plant when
• During budget conversation.
• Before Test Drive or Transfer.
Discover Their Story Sounds like
e
• “My role at CarMax is to guide you through the
appraisal process.”
• “What puts you in the market to sell your
vehicle?”
• “What are your plans for replacing the vehicle?”
• “What research have you done on your vehicle
so far?”
• “What questions or concerns do you have about
this appraisal?”
Tie your MaxCare Seed Plant to
Hot Buttons/Features
When do you Recommend a Finance application
• After the Test Drive.
• Before transferring a vehicle.
During a Personalized Explanation you should
1. Thoroughly share our appraisal process:
a. In story form.
b. Face the Customer.
2. Don’t just read off the screen.
3. Confirm the Customer understands by asking
questions
Use your personal story when
• Customer brings up care concerns.
• During your MaxCare Presentation
• After understanding the root cause of a
Customer’s hesitation
When do you Prompt for Down Payment
• During the budget conversation.
• During vehicle selection.
• During the finance application.
Customized Presentation Sounds Like
• “Let me explain how we appraised your
vehicle. First we…”
• “What do you think?”
• “What’s your main concern?”
• “Based on X and Y, I recommend Z.”
You should do these things when you present MaxCare
1. Display confidence and enthusiasm.
2. Share the benefits thoroughly, while being clear and concise.
3. Use the CarMax brochure and the resources in Order Entry as needed.
4. Recommend an option based on the Customer’s situation.
5. Re-state your role and ask “why” questions to understand the root cause for hesitations.
6. Be resilient
When do you Sell the Offer
During the finance presentation