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Incoming phone calls are as easy as 1,2,3..

Ahh, the incoming sales call.  The absolutely, positively, unequivocally, indisputable biggest missed opportunity in our sales/internet departments.  Oh, by the way, in most cases, the most under-trained.  If you want to really screw your day up, try this.  When you get to work, pour a cup of coffee, and listen to sales calls.  Make sure there are no sharp objects around.  Someone might die.

Now for the good news...

You are not alone.  No matter what anyone tells you, the handling of phone ups ain't  a perfect science.  Conversations don't always go the way we want them to.  As long as you are only training your people with scripts, you'll never be happy.  Please hear me...I am not saying that scripts are bad.  I am saying if that is ALL you are doing, you are missing the boat.  Unless, of course, your city has a large robot population.  (Unfortunately, robots usually have bad credit.)

I am a conceptual thinker.  When you give me a task, I seem to always ask "Why?".  I need to know why I am doing what you want me to do.  I do not think I am alone.  Simply giving our people a script and demanding that they memorize it, word for word, isn't enough.  They need to know why.  

Note: When a client calls us they usually have a specific vehicle in mind that they saw online.  Keep in mind, when someone calls us, they are serious prospects.  They found something online that they liked well enough to call a car dealership!  Believe me, the motivation has already started.  It's our job to ride that wave, not damn it up.  We do this in a couple of ways.  First, remember your call is 90% enthusiasm  and 10% words.  Mentally cancel everything else you have going on. (i.e., ESPN.com, breakfast burrito, or fantasy football) Your phone attitude has to scream, "I am TOTALLY interested in what you are saying and I can't wait to help you!"   Secondly, open the funnel.  What I mean is, even though the customer called in asking about a specific vehicle, it's our job to widen their area of consideration.  An overwhelming majority of callers end up buying something different than what they initially inquired about.

Our job during this ever-important incoming call is to do ONE THING.  Motivate.  We have to motivate the caller to not only agree to an appointment, but to SHOW UP for an appointment.  I believe in using three concepts during the conversation to motivate the customer.  I will attempt once after each element to get an appointment.

 Instead of word tracks, let's call these "Motivational Concept Tracks"

1. We got what you want!  (Then ask for the appointment.)

You must first convey to the customer that you have exactly what they are looking for and lots of them!  Convince them that they need to get off the phone and come in as soon as possible!  Include phrases like "Wow, we've had a ton of calls on that one!"  or "Let me see if that vehicle is still available." ...or get them excited about the expanded availability of vehicle they are looking for by saying  "We have so many vehicles like that, I'll have to see which ones are still available!"  Either way, you have to convey "WE HAVE WHAT YOU WANT!  GET IN HERE, NOW!"  Follow this with, "When are you more available, this afternoon or this evening?"  If you are unable to get an appointment, go to concept #2. 

2. You got what we want!  (Then ask for the appointment, again)

The customer just stated, "No thank you, I'll just try to stop by in the next week or so." as they avoid the commitment of an appointment.  Time to switch gears in a conversational sort of way.  "By the way, what kind of vehicle are you driving now?"  "I am driving a 'XX XXXXX XXXXX."  (Now for the YOU'VE GOT WHAT WE WANT!) 

It's time to start the love affair with THIER car!

"You're kidding!  My manager has been looking for those!  Tell me more!"  Convey to them that we are absolutely drooling over their type of car.  "Would you consider selling us your car, even if you didn't buy anything from us?"  (I can tell you this, I start drooling when I have the opportunity to acquire local inventory, don't you?)  "How fast can you bring your vehicle down here?"  "May I come to your house and get it?"  Here lies your SECOND chance at an appointment.

3. You're special, we're special!  (Then ask for the appointment, once more.)

Two strikes. Now it's time to step back and sell yourself, the dealership, and what makes the customer special enough to receive unique benefits by buying from you and your business!  This can be done most effectively if you have written value packages (First Time Buyers, College Grad, Teachers Program, etc...) and a strong '"Why-Buy-Here" message (Free Oil Changes, Warranty, Money Back Guarantee, Low Price Promise, etc...)  Everyone likes coupon codes, 2 for 1 lunch specials, Frequent Flyer Miles, Punch Cards, Senior Citizen Discounts, etc... This is another shot at motivating them to come in for their special offer.  On this final attempt for a personal meeting, try to set it up at their house or place of business.  Sometimes this will cause the potential customer to agree to come in.

If you have a problem memorizing a script or it's just sounding robotic, try simply understanding these three motivations.  They are easy to remember.  As easy as 1, 2, 3!

1. We got what you want.

2. You got what we want.

3. You're special, we're special.

Who's Your Danny?