Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
It used to be as a Dealer principle or manager; you would consider yourself lucky to have a salesperson willing to make an outbound sales call, and even luckier still, if the sales person actually asked for an appointment. I have filled out hundreds and hundreds of Internet forms over the past year, and have noticed a new breed of salesperson. This eager, yet untrained, salesperson gladly picks up the phone, confidently dials a number and charges though that call with little or no knowledge of what the customer wants or needs. None of this matters to “Johnny-on-the-phone”, for he is in a race against himself towards an appointment. I am hearing untrained sales people very proudly and abruptly demanding an appointment within 20 seconds of the call. Believe it or not, I see salespeople do the same thing online. Being so bold as to ask for an appointment in an auto-responder. I have even see salespeople ask for an appointment at the end of every email exchanged regardless of the message of the email. It’s fine to focus on an appointment, but don’t charge through your opportunities and ask for an appointment without even addressing the customer’s needs. We appreciate the effort, “Johnny-on-the-phone”. We know you mean well, just… stop.
You need to be prepared to have an actual conversation, via phone or internet. The (again) untrained, but well-meaning salesperson knows this, and will use the weakest technique in the book: “Do you have any questions?” Of course they have questions, why else would they even bother to contact your dealership? Assume what those questions will be and be prepared to answer proactively. Face it… customers are already asking questions; you just might not realize it. They are clicking on buttons with labels like: “Request more info” “Get a Quote” or “Get Financed”. They are leaving comments about their needs. By making them repeat themselves, the customer may think you are playing “hard-to-get” with the information they are looking for, or they will simply think: “Wow. This dealership really isn’t listening.” The 5 little words, “Do you have any questions?” while well intended, can do more harm than good.
Developing rapport over the phone or internet is not easy, so take every opportunity to show the customer you are listening and make a good impression. Be more specific and lead into your questions: “I like the color of this one, what drew you to it?” Be ready and able to engage in an actual conversation about the vehicle by doing some research on it before you pick up the phone to make the call. You must be prepared to build some momentum over the phone and bring the customer to a place where they want to come in.
Having filled out hundreds of those Internet forms, I have had those 5 words thrown at me 75% of the time. My first response is usually: Well I already asked for a question… what’s the price?”. The untrained salesperson usually responds with” “My Internet manager didn’t tell me that.” or “That information wasn’t on there.” Both excuses are Bullshit. Get the information. It exists somewhere and it is up to you to hunt it down. Your contact management tool or Internet lead provider is the best place to start if you are not sure how to find it yourself. If you rely on another person to share contact information with you, make sure you ask the questions: “What form did this customer fill out? Were there any comments with it?” Put yourself in the customer’s shoes. We are in the information age after all, and you are the only one to blame if you are uninformed.