Automotive Digital Marketing

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Shetterly's 3 Laws of . . . Sales Calls

1) Rapport Gets'em in the Door:  Smile!  Shoppers buy from people they like and trust, and that process begins from the first moment on the phone.  Be and sound happy and interested, and they will be, too.  They can see your smile through the phone, and always give it to them--so that they want to come see you and your vehicle for sale.

2) Conversation Leads to Conversion:  Give in Order to Get.  Give your name to get theirs; give your enthusiasm to get theirs; give your phone number to get theirs; give your urgency to get theirs; and so on.  And answer enough of their needs only to convert to the appointment, not close them on a vehicle.  Which is actually the next rule . . . 

3) Close on the Appointment, not on the Vehicle:  For best selection and terms, they must be present to win!  An appointment is faster and makes best use of their time; you'll have several vehicles pulled up and ready for them to choose from; the particular pre-owned vehicle is very popular so your manager is scheduling times for test drives; finance will already be prepared to discuss terms; etc.  An appointment gives all that in perception and is your well-proven best shot at actually delivering both a great shopping experience for your customer and a sale for you!

See the rest of the laws at

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Comment by Todd Vowell on June 3, 2011 at 7:50am
Good mojo Keith, like #2 mostest, so if I take my shirt off, will they (well, nevermind) but seriously, excellent rules to live by! People buy or don't buy primarily based on feeling, they feel good, they buy, they don't, they wont... Put that coffee down! Coffee is for closers!

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