The 8-Step Sales Process
This is the proven framework that separates average consultants from top performers. Master every step and you will consistently hit target — regardless of foot traffic.
Prospecting is the lifeblood of a healthy pipeline. At The Glen, your leads come from walk-ins, website enquiries, OEM leads from Renault SA, referrals, and your own network. Every lead is a potential unit.
Key Actions
Respond to all online leads within 30 minutes — the dealership that responds first wins 70% of the time
Follow up every walk-in with a personalised WhatsApp within 2 hours
Ask every existing customer for one referral at delivery — this is your lowest-cost lead source
Log all leads in the DMS immediately — what gets tracked gets closed
Pro Tip
Your pipeline is a prediction of your future income. If you have fewer than 15 active prospects this week, you will miss your target next week. Fill the funnel now.
LAER Objection Framework
The LAER framework turns every objection into an opportunity. Master these four steps and you will close deals that other consultants walk away from.
Listen
Listen fully and completely before responding. Do not prepare your answer while the customer is still talking. Maintain eye contact, nod, and let silence do the work after they finish.
Acknowledge
Acknowledge their concern with genuine empathy — not dismissal. The customer needs to feel that their concern is valid and understood before they will be open to a response.
Explore
Explore the objection to find its root cause. The stated objection is often not the real objection. A few well-placed questions will reveal what is really holding them back.
Respond
Respond with evidence, not argument. Use facts, third-party validation, and stories to address the real objection you uncovered in the Explore step. Never argue — educate and demonstrate.
Worked Examples — Renault Specific
Real objections you will hear at The Glen, handled step-by-step using LAER.
Pipeline Mathematics
Your monthly target is just the bottom of the funnel. This calculator shows you exactly how many leads, test drives, and quotes you need at the top — so you can reverse-engineer your daily activity.
Monthly Unit Target
Set your target and see what it takes
Daily Leads Needed
17
per working day (22 days)
Daily Test Drives
5
minimum to hit target
SA Industry Benchmarks Used
Source: Renault SA dealer network averages · Adjust targets based on your personal conversion rates
Your Sales Funnel — 22 Units Target
17 per working day
65% lead-to-contact rate
55.00000000000001% contact-to-visit rate
5 test drives per working day
80% test drive-to-quote rate
30% close rate (SA benchmark)
Key insight: To close 22 units this month, you need 93 test drives and 373 leads in your pipeline. Every missed test drive is a missed unit.
Margin Protection
Discounting feels like closing — but it costs everyone. Understanding gross profit makes you a better negotiator, a more valuable consultant, and a higher earner.
Discount Impact Calculator
See what discounting really costs
You've given away 63% of the gross profit on this deal. That's significant — explore alternatives before discounting further.
Sell Value, Not Price
A customer who buys on price alone will leave you for the next dealer who is R500 cheaper. A customer who buys on value becomes a lifetime client. Build value before you discuss price — every time.
Every Discount Has a Real Cost
A 5% discount on a R400,000 vehicle is R20,000 off the price. If the dealership's gross margin on that unit is R32,000, you've just given away 62% of the dealership's profit. That affects your commission, your team's bonus, and the dealership's ability to invest.
How to Hold Gross
When a customer asks for a discount, respond with: "I want to get you the best possible deal — let me see what I can do with the finance rate, or add a service plan instead of dropping the price." Move value, not price.
Alternatives to Discounting
Offer a free service plan (costs dealer less than cash discount), upgrade accessories, add a tow bar or tinting, extend the warranty, or negotiate a better trade-in value. These feel like wins to the customer without destroying gross.
Now Go Close Some Deals.
The Glen team has the product knowledge, the process, and the framework. The only variable left is execution. Johannesburg South is your market — own it.