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When you read the title of this article, did you immediately say, "No?" Did you say to yourself, "Of course we inspect our phone processes Brian! We mystery shop our stores to keep them on their toes."
If you are inspecting calls on a regular basis internally, that is fantastic. However, most internal dealership employees assigned the task of mystery shopping calls or phone logs do not inspect calls frequently enough.
When calls are inspected, is there is not a system at your dealership to document problems, re-train staff, and measure improvement?
A dealership group asked the PCG Consulting team to inspect three stores in their group. Our team has disposable phone and tracking email accounts for this purpose but we also partner with Phone Ninjas on such projects. We love the system that Jerry Thibeau has created to inspect, document, and measure call performance.
The chart below shows the results of random calls were pulled and inspected from each dealer's phone logging system by Phone Ninjas. Most dealers have systems like CallBrite, Who's Calling, or Century Interactive, in place to record calls.
Phone Ninjas phone trainers inspect seven different aspects of the phone calls. Each element is scored on a 1-5 scale and the scores are averaged to created a final Phone Skills Index (PSI) score. As you can clearly see from the boxes in red, many elements of the calls were not part of the call process.
Do you think that this dealer could improve their lead to appointment ratios if better phone skills training and accountability were in place? Keep in mind, this is a profitable dealer group that said that their BDC/Internet processes were well managed.
All of us know about the Dow Jones Industrial Index, which is a formula based on the 100 stocks picked by Dow Jones to tracking overall market direction. When the Dow rises, this normally equates to strong economic activity and wealth creation.
In a similar way, the Phone Ninjas PSI Scoring System correlates directly to what dealers want to achieve from a phone up: an appointment in the dealership.
When most dealers start with Phone Ninjas, their callers will have an average PSI lower than 2.0. Over time, when their PSI scores increase, there is a direct correlationto increased appointments and sales. So strong is this correlation, that agents with PSI scores over 4.5 have a consistent appointment ratio of over 75%.
So take a minute and ask yourself what would the profitability of your dealership look like if your team was following a proven phone process that doubled your appointment rates? Stop and do the math right now.
PhoneNinjas.com will contract with the dealership to listen to a fixed number of calls per agent a month. Dealers will also want to add to that count the number of mystery shops they would like recorded. A recorded mystery shop is both an audio and video file that shows how the lead was submitted and what email responses or calls were received.
For example, if you wanted 4 calls coached a month for the four people in your BDC, that would be 16 coaching sessions. PhoneNinjas.com charges per coaching session, so the budget is easily established. This investment is the single best idea for any car dealership. Just consider how many people are touched on the phone every day, every month.
As soon as a call is coached, the agent and their manger receives an email with a link to the coaching session. The agent must listen to their call and the voice-over coaching notes. If the agent does not listen to the call, the manager can see that clearly in the PhoneNinjas dashboard. This simplifies management and compliance to maximize the investment in the product.
If the agent fails any of the seven areas of opportunity, their must re-take an online training module. All of this is easily tracked and reported to the manager. Any part of the script that the agent is weak, can be easily identified and corrected with the Phone Ninjas online training materials.
I receive no commission or compensation for recommending PhoneNinjas.com. The product is just that good that I took time to educate dealers on this opportunity.
In my opinion, on-going, consistent phone training and inspection is a mandatory investment for all dealers. Compare the number of phone ups a dealership receives a day compared to floor ups. Are we as focused on the phone as we are with walk-in traffic?
The answer from my experience is simply, NO! The PCG Consulting team is traveling to dealerships across the country helping with BDC process, budgeting, and strategy. We are finding that phone processes are the weakest area for most dealers. We wholeheartedly encourage all our clients to signup with the PSI scoring system offered by Phone Ninjas.
Would you be willing to invest $100 a month per BDC/Internet agent to double their appointment rates? It could be the single best investment you make in developing the Internet team at your dealership!
More information on the Phone Ninjas system can be found at: http://www.phoneninjas.com
I hope you see the value in this recommendation.
Brian Pasch, CEO
P.S. See Live Demo at Boot Camp
The Phone Ninjas phone coaching system will be available for private demos at the upcoming 2012 Automotive Boot Camp. Jerry Thibeau, founder and CEO of PhoneNinjas.com will be speaking at the Boot Camp showing dealers how to improve their phone skills. You can schedule a one-on-one demo during the conferences to see the PSI scoring system in action.