SALES CONSULTANT GUIDE

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S A L E S C O N S U LTA N T G U I D ES02527 100.018.1This paper contains 30%post-consumer recycled fiber

Dear Honda Sales Consultant:Honda is confident about our prospects as we move full speed ahead in 2012. Our stellar lineup features the all-new 2012 CR-Vand many other models that have received countless awards and accolades from industry publications and safety organizations.We’ve earned a reputation for safety, quality, and value, receiving the Kelly Blue Book 2011 Brand Image Award for Best ValueBrand. We have great products and are relying on our dealership sales professionals to sell them.To reinforce our partnership with dealership sales team members, Honda will again recognize and reward Sales Consultantswho rise to the top in 2012. Through the Council of Sales Leadership (COSL) program, we honor Sales Consultants who surpassthe standards of performance in training, sales, and Sales and Delivery Satisfaction. These areas are critical to attracting andretaining buyers who will be loyal to Honda, your dealership, and you. Excel in each, and program distinction will be yours.The 2012 program features a new logo, which reflects your journey to sales excellence. Review the following pages of thisbrochure to learn of other program changes down the road.Honda is asking you to reflect on your past performance and to commit to exceeding that level of excellence in 2012.Make it a priority to join Honda’s elite sales professionals as a member of theCouncil of Sales Leadership this year.Regards,John MendelExecutive Vice PresidentAutomobile SalesWhat’s New?The COSL program continues to evolve, changing toaccommodate market demands and suggestions fromSales Consultants provided via the annual program survey.We’ve listened and learned, and added several newelements to the 2012 program, including: A new program logo Some new program awards An enhanced website – available midyear – with thelatest program-related information and currentperformance dataTo keep you up to date on program-related information,we must have your current email address. Most 2012program information is scheduled to be deliveredelectronically. To ensure you receive all messages –especially those critical to your program success – registeryour email address by visiting the COSL program websiteat https://COSLAwards.ProgramHQ.com.Qualifying for COSL MembershipThe Council of Sales Leadership honors a select group of salesprofessionals; it is reserved for only Honda Sales Consultantswho excel in three key areas of performance: training, sales,and Sales and Delivery Satisfaction. COSL membershiptells your customers that you are tops in your field.

Dear Honda Sales Consultant:Honda is confident about our prospects as we move full speed ahead in 2012. Our stellar lineup features the all-new 2012 CR-Vand many other models that have received countless awards and accolades from industry publications and safety organizations.We’ve earned a reputation for safety, quality, and value, receiving the Kelly Blue Book 2011 Brand Image Award for Best ValueBrand. We have great products and are relying on our dealership sales professionals to sell them.To reinforce our partnership with dealership sales team members, Honda will again recognize and reward Sales Consultantswho rise to the top in 2012. Through the Council of Sales Leadership (COSL) program, we honor Sales Consultants who surpassthe standards of performance in training, sales, and Sales and Delivery Satisfaction. These areas are critical to attracting andretaining buyers who will be loyal to Honda, your dealership, and you. Excel in each, and program distinction will be yours.The 2012 program features a new logo, which reflects your journey to sales excellence. Review the following pages of thisbrochure to learn of other program changes down the road.Honda is asking you to reflect on your past performance and to commit to exceeding that level of excellence in 2012.Make it a priority to join Honda’s elite sales professionals as a member of theCouncil of Sales Leadership this year.Regards,John MendelExecutive Vice PresidentAutomobile SalesWhat’s New?The COSL program continues to evolve, changing toaccommodate market demands and suggestions fromSales Consultants provided via the annual program survey.We’ve listened and learned, and added several newelements to the 2012 program, including: A new program logo Some new program awards An enhanced website – available midyear – with thelatest program-related information and currentperformance dataTo keep you up to date on program-related information,we must have your current email address. Most 2012program information is scheduled to be deliveredelectronically. To ensure you receive all messages –especially those critical to your program success – registeryour email address by visiting the COSL program websiteat https://COSLAwards.ProgramHQ.com.Qualifying for COSL MembershipThe Council of Sales Leadership honors a select group of salesprofessionals; it is reserved for only Honda Sales Consultantswho excel in three key areas of performance: training, sales,and Sales and Delivery Satisfaction. COSL membershiptells your customers that you are tops in your field.

TrainingProduct knowledge and professional skills are critical to yoursales success, so training is a vital component of the COSLprogram. To qualify for individual awards, you must completethe training outlined below:Sales AchievementSales and Delivery SatisfactionTo qualify for COSL recognition, you are required to meet orexceed your assigned sales objective, which is based on yourdealership’s national sales volume ranking at the end of the2011 calendar year. Vehicle sales credit is awarded based onthe following:Customer satisfaction strengthens Honda owner loyalty. Youmust meet or exceed the cumulative year-to-date districtaverage Sales and Delivery Satisfaction score throughDecember 2012 to qualify for COSL membership. This scorewill be calculated based on an average of your customers’responses to two questions from the Sales SatisfactionTelephone Survey: For each of your Honda new-vehicle sales, you earn oneprogram credit. For each of your Honda Certified Used Car sales, you earnone-half program credit. The total number of programcredits earned for Honda Certified Used Car sales may notexceed the total number of program credits earned fornew-vehicle sales.Consult the Honda Sales Portal on the Interactive Network (iN)to see the membership level objectives by volume group, aswell as your dealership’s assigned volume group.Question 1: How would you rate the overall satisfaction youhad with your salesperson throughout your purchase?Question 7: Overall, how would you rate the delivery process?Each customer survey response is assigned a point value.The point values for all responses are added together. Thattotal is then divided by the number of customer responses forthe program year to determine your Sales and DeliverySatisfaction score.Customer Response Score TranslationCustomer SalesSatisfaction Rating54321Points Awarded forQuestions 1 and 710080604020Core Training – Honda Professional Selling Skills (HPSS) Course must be completed within 60 days of hire date. Sales Consultant must achieve score of 85 or higher.Current Training – Honda Product Knowledge Courses include new-product information and competitivecomparisons. Sales Consultant must take tests within the first 30 days oftest availability.Professional Development Sales Consultant must complete at least one ProfessionalDevelopment course during the year.If all courses are completed, Sales Consultant receivescredit until a new course is available.All training resources are readily available by accessing theLearn section of the Honda Sales Portal. You will find thelatest educational opportunities for HPSS Core training,Current training, and Professional Development there. Visit thesite regularly to ensure you are current on the required courses.For complete award criteria details and scoring calculations, see the COSLProgram Rules Bulletin on the Honda Sales Portal on the iN.

TrainingProduct knowledge and professional skills are critical to yoursales success, so training is a vital component of the COSLprogram. To qualify for individual awards, you must completethe training outlined below:Sales AchievementSales and Delivery SatisfactionTo qualify for COSL recognition, you are required to meet orexceed your assigned sales objective, which is based on yourdealership’s national sales volume ranking at the end of the2011 calendar year. Vehicle sales credit is awarded based onthe following:Customer satisfaction strengthens Honda owner loyalty. Youmust meet or exceed the cumulative year-to-date districtaverage Sales and Delivery Satisfaction score throughDecember 2012 to qualify for COSL membership. This scorewill be calculated based on an average of your customers’responses to two questions from the Sales SatisfactionTelephone Survey: For each of your Honda new-vehicle sales, you earn oneprogram credit. For each of your Honda Certified Used Car sales, you earnone-half program credit. The total number of programcredits earned for Honda Certified Used Car sales may notexceed the total number of program credits earned fornew-vehicle sales.Consult the Honda Sales Portal on the Interactive Network (iN)to see the membership level objectives by volume group, aswell as your dealership’s assigned volume group.Question 1: How would you rate the overall satisfaction youhad with your salesperson throughout your purchase?Question 7: Overall, how would you rate the delivery process?Each customer survey response is assigned a point value.The point values for all responses are added together. Thattotal is then divided by the number of customer responses forthe program year to determine your Sales and DeliverySatisfaction score.Customer Response Score TranslationCustomer SalesSatisfaction Rating54321Points Awarded forQuestions 1 and 710080604020Core Training – Honda Professional Selling Skills (HPSS) Course must be completed within 60 days of hire date. Sales Consultant must achieve score of 85 or higher.Current Training – Honda Product Knowledge Courses include new-product information and competitivecomparisons. Sales Consultant must take tests within the first 30 days oftest availability.Professional Development Sales Consultant must complete at least one ProfessionalDevelopment course during the year.If all courses are completed, Sales Consultant receivescredit until a new course is available.All training resources are readily available by accessing theLearn section of the Honda Sales Portal. You will find thelatest educational opportunities for HPSS Core training,Current training, and Professional Development there. Visit thesite regularly to ensure you are current on the required courses.For complete award criteria details and scoring calculations, see the COSLProgram Rules Bulletin on the Honda Sales Portal on the iN.

Program awards correspond to each Sales Consultant’s levelof achievement, as follows:Bronze Membership 500 Bronze level business cards Certificate of achievementMembership Levels and AwardsSales Consultants who deliver the highest standards ofexcellence will be recognized at one of four membership levelsfor their contributions to the Honda brand. Sales Consultantsmust attain the required Sales and Delivery Satisfaction scoreand fulfill the training requirements to be eligible for programmembership. Each Sales Consultant’s COSL membership levelis determined by the following criteria:Bronze: Narrowly miss the Silver level year-end salesvolume objectiveSilver: Meet the Silver level year-end sales volumeobjectiveGold: Meet the Gold level year-end sales volume objectiveGold Master: Achieve Gold level three times within fiveyears, including the current year, at the same dealershipwithin the same divisionSilver Membership 300 award dollars on the Honda Reward Card 1,000 Silver level business cards Personalized Silver level plaque Membership bonus opportunity Golf shirt sporting the COSL logo and Silver levelGold Membership COSL awards banquet invitation for two, including overnight stay 600 award dollars on the Honda Reward Card 1,500 Gold level business cards Personalized Gold level plaque Membership bonus opportunity Golf shirt sporting the COSL logo and Gold levelGold Master Membership COSL awards banquet invitation for two, including overnight stay 750 award dollars on the Honda Reward Card 1,500 Gold Master level business cards Personalized Gold Master level plaque:Years 1, 7, 13, 19, and 25: plaque with year plateOther years: year plate for existing plaque Membership bonus opportunity Golf shirt sporting the COSL logo and Gold Master level Gold Master membership ring:Year 3: ringYears 4 to 11: diamond addition for membership ringnnnnFor complete COSL awards and recognition information, access theHonda Sales Portal on the iN.

Program awards correspond to each Sales Consultant’s levelof achievement, as follows:Bronze Membership 500 Bronze level business cards Certificate of achievementMembership Levels and AwardsSales Consultants who deliver the highest standards ofexcellence will be recognized at one of four membership levelsfor their contributions to the Honda brand. Sales Consultantsmust attain the required Sales and Delivery Satisfaction scoreand fulfill the training requirements to be eligible for programmembership. Each Sales Consultant’s COSL membership levelis determined by the following criteria:Bronze: Narrowly miss the Silver level year-end salesvolume objectiveSilver: Meet the Silver level year-end sales volumeobjectiveGold: Meet the Gold level year-end sales volume objectiveGold Master: Achieve Gold level three times within fiveyears, including the current year, at the same dealershipwithin the same divisionSilver Membership 300 award dollars on the Honda Reward Card 1,000 Silver level business cards Personalized Silver level plaque Membership bonus opportunity Golf shirt sporting the COSL logo and Silver levelGold Membership COSL awards banquet invitation for two, including overnight stay 600 award dollars on the Honda Reward Card 1,500 Gold level business cards Personalized Gold level plaque Membership bonus opportunity Golf shirt sporting the COSL logo and Gold levelGold Master Membership COSL awards banquet invitation for two, including overnight stay 750 award dollars on the Honda Reward Card 1,500 Gold Master level business cards Personalized Gold Master level plaque:Years 1, 7, 13, 19, and 25: plaque with year plateOther years: year plate for existing plaque Membership bonus opportunity Golf shirt sporting the COSL logo and Gold Master level Gold Master membership ring:Year 3: ringYears 4 to 11: diamond addition for membership ringnnnnFor complete COSL awards and recognition information, access theHonda Sales Portal on the iN.

The Honda Reward CardSpecial RecognitionIf you earn top-tier recognition at the Silver, Gold, or GoldMaster level, you will receive award dollars on the popular andhighly coveted Honda Reward Card. With each award dollarrepresenting one dollar of purchasing power, this unique cardallows top-performing Sales Consultants to select awards thatmatch their tastes. It’s simple: Present this card at any merchantthat accepts Visa -branded cards. The possibilities are endless!Milestone AwardsTo consistently achieve COSL status is an accomplishmentworthy of special recognition. Sales Consultants receivecustom crystal awards when they achieve the followingmilestones:Award dollars will be deposited on COSL winners’ existingcards after year-end processing and completion of the onlineawards order. Any COSL member who does not have a HondaReward Card will receive a personalized card with theappropriate amount of award dollars during the first quarterof the 2013 calendar year.Reward cards are issued in connection with a loyalty, award, orpromotional program. Membership at Silver level or better: 20-, 25-, and 30-yearanniversaries* Gold Master level: 15-, 20-, and 25-year anniversaries**Membership years do not have to be consecutive.Membership BonusMembership bonuses in the form of award dollars on theHonda Reward Card are provided in appreciation to SalesConsultants who deliver exceptional performances year afteryear. At the end of the second year of achieving Silver levelstatus or better, a Sales Consultant receives a bonus of20 percent of the base award dollars received in the currentyear. For each subsequent year of COSL Silver levelmembership or better, a Sales Consultant receives an additional10 percent, with no limit to the number of years the bonus canbe received. The Honda Sales Portal details this lucrativebonus opportunity for Sales Consultants who consistentlyperform at the highest levels.Top-Performer AwardsTo honor the very best of Honda, the following prestigiousawards will be distributed to each zone’s top-performingSales Consultants in two key areas of performance:Top Sales VolumeThe top Sales Consultant in each volume group in the zone,based on total program credits earned, will receive anexclusive award to commemorate this distinguished status.Each zone will announce and recognize its winners at thezone’s awards banquet in 2013.Top Sales and Delivery Satisfaction ScoreThe Sales Consultant who attains either Gold or Gold Masterstatus and achieves the highest Sales and DeliverySatisfaction score in each volume group in the zone will behonored with a top-performer award. These customersatisfaction specialists will be named at their respective zoneawards banquets in 2013 and presented with select awardsto honor their accomplishments.For complete Council of Sales Leadership awards and recognition information,visit the Honda Sales Portal link on the iN.

The Honda Reward CardSpecial RecognitionIf you earn top-tier recognition at the Silver, Gold, or GoldMaster level, you will receive award dollars on the popular andhighly coveted Honda Reward Card. With each award dollarrepresenting one dollar of purchasing power, this unique cardallows top-performing Sales Consultants to select awards thatmatch their tastes. It’s simple: Present this card at any merchantthat accepts Visa -branded cards. The possibilities are endless!Milestone AwardsTo consistently achieve COSL status is an accomplishmentworthy of special recognition. Sales Consultants receivecustom crystal awards when they achieve the followingmilestones:Award dollars will be deposited on COSL winners’ existingcards after year-end processing and completion of the onlineawards order. Any COSL member who does not have a HondaReward Card will receive a personalized card with theappropriate amount of award dollars during the first quarterof the 2013 calendar year.Reward cards are issued in connection with a loyalty, award, orpromotional program. Membership at Silver level or better: 20-, 25-, and 30-yearanniversaries* Gold Master level: 15-, 20-, and 25-year anniversaries**Membership years do not have to be consecutive.Membership BonusMembership bonuses in the form of award dollars on theHonda Reward Card are provided in appreciation to SalesConsultants who deliver exceptional performances year afteryear. At the end of the second year of achieving Silver levelstatus or better, a Sales Consultant receives a bonus of20 percent of the base award dollars received in the currentyear. For each subsequent year of COSL Silver levelmembership or better, a Sales Consultant receives an additional10 percent, with no limit to the number of years the bonus canbe received. The Honda Sales Portal details this lucrativebonus opportunity for Sales Consultants who consistentlyperform at the highest levels.Top-Performer AwardsTo honor the very best of Honda, the following prestigiousawards will be distributed to each zone’s top-performingSales Consultants in two key areas of performance:Top Sales VolumeThe top Sales Consultant in each volume group in the zone,based on total program credits earned, will receive anexclusive award to commemorate this distinguished status.Each zone will announce and recognize its winners at thezone’s awards banquet in 2013.Top Sales and Delivery Satisfaction ScoreThe Sales Consultant who attains either Gold or Gold Masterstatus and achieves the highest Sales and DeliverySatisfaction score in each volume group in the zone will behonored with a top-performer award. These customersatisfaction specialists will be named at their respective zoneawards banquets in 2013 and presented with select awardsto honor their accomplishments.For complete Council of Sales Leadership awards and recognition information,visit the Honda Sales Portal link on the iN.

Official COSL Program DetailsTurn to the Honda Sales Portal on the iN for official COSLprogram information, including rules, eligibility requirements,and award opportunities. To access the online information:1. Log in to www.in.honda.com.2. Select Sales; then select The Sales Portal.3. In the Status box, click on COSL Status/Reports. For the Program Rules Bulletin and frequently askedquestions, select the Resource Guides link.For your current progress report and performance data,select the Sales Consultant Performance Summary link.Contact InformationTo contact COSL Program Headquarters: Phone: 1-866-446-0381 (toll-free) between 8 a.m. and4:30 p.m. Central Time, Monday through Friday Email: [email protected] you have questions regarding the COSL program, talk toyour Sales Manager or District Sales Manager, or visit theHonda Sales Portal on the iN at www.in.honda.com.

Official COSL Program DetailsTurn to the Honda Sales Portal on the iN for official COSLprogram information, including rules, eligibility requirements,and award opportunities. To access the online information:1. Log in to www.in.honda.com.2. Select Sales; then select The Sales Portal.3. In the Status box, click on COSL Status/Reports. For the Program Rules Bulletin and frequently askedquestions, select the Resource Guides link.For your current progress report and performance data,select the Sales Consultant Performance Summary link.Contact InformationTo contact COSL Program Headquarters: Phone: 1-866-446-0381 (toll-free) between 8 a.m. and4:30 p.m. Central Time, Monday through Friday Email: [email protected] you have questions regarding the COSL program, talk toyour Sales Manager or District Sales Manager, or visit theHonda Sales Portal on the iN at www.in.honda.com.

S A L E S C O N S U LTA N T G U I D ES02527 100.018.1This paper contains 30%post-consumer recycled fiber

Sales Consultant must take tests within the first 30 days of test availability. Professional Development Sales Consultant must complete at least one Professional Development course during the year. . 1,500 Gold Master level