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Cobalt Newsroom - In the News
Are You Good on the Phone?
by Jon Quade
Ten years ago, most automotive experts predicted the telephone was on its way out as a business tool, and with the popularity of the Internet trending dramatically upward, dealers largely believed them. I remember speaking at the NADA convention in Orlando around that time and was unpleasantly surprised that the biggest crowds of dealers were attending workshops about 'How to Sell Cars on the Internet', and not my incoming sales call meeting.
Isn't retribution sweet? Today, our vast telephone opportunities stem not only from organic incoming sales call prospects, but also from Internet clients who either emailed the dealership or visited a website before calling. After all, over 80% of them research online before they shop! Knowing how to handle those clients when they call is critical to achieving our ultimate goal: getting them to visit the dealership.
Statistically, dealerships log four telephone inquiries for every email received; given the amount of time and money we collectively spend on training for electronic contacts, we need to start taking our telephone contacts at least as seriously. So, let's get real: how effective are you and your people on the telephone? Countless veteran sales consultants have told me they were "good on the phone," only to find out they measured success by the percentage of customer names and telephone numbers they received. Well, I have a newsflash for anyone that thinks that way: If the phone customer doesn't actually enter the dealership, no offense, but you're not very good on the phone!
Consider the top five mistakes dealership personnel make in handling incoming sales call inquiries - do any surprise you?
- Asking for the client's name too early
- Giving specific vehicle information without even mentioning alternative choices
- Failing to set a specific appointment date and time
- Not asking if the client has a pen & paper available
- Giving prices before inviting the client to visit the dealership*
*So, let me explain: If a customer doesn't ask for a specific price, we shouldn't give one. That may fly in the face of some people's opinions on how to sell with price. So let me clarify: In my experience, if you invite the customer to visit your dealership based on your verbal description of one vehicle, they will indeed ask specific questions, including price. If, however, you invite them in based on your selection of vehicles, they are 1) more likely to show for the appointment, and 2) less likely to ask specific questions about any one vehicle. So, the conversation might sound like this:
Sales Consultant (after already receiving the caller's telephone number and name): Mrs. Wilson, I have some great news for you: we must have 7 or 8 Malibus in stock, and the availability of 2 or 3 more just like you're looking for. What's a good time to stop in and drive one - this afternoon, this evening, or would sometime tomorrow be better for you?
As you can see, it is counterintuitive for the client to say, "Well, what's the price on those 9 or 11 Malibus?" If we don't fixate on one vehicle, they are much more likely to keep an appointment they set
If you're saying, "Hey, that is the way we have been doing it," then maybe it's time you thought about having one of Cobalt's Performance Improvement Consultants train your team to get more of your telephone clients to actually visit the dealership.
Jon Quade has over 25 years of automotive experience at the industry's highest levels. He is a Performance Improvement Consultant with Cobalt. You may reach Jon at 800.701.7767, or at jquade@cobalt.com.
