Money Motivation
Do you enjoy it small, or would you love to increase the size of your paycheck? Coordinators round the world are being asked this question every day. No one likes a sub-par paycheck. If we can agree there, then I would like to share some action steps you can take that will be sure to enlarge the numbers in your bank account.
The first thing we have to realize, understand and embrace; is that as internet coordinators “WE ARE IN SALES!” The individuals who do exactly this in life (not just in our business) are the ones who prosper. In order to be successful here, every day on the phone we must sell three things…and here they are:
- Ourselves
- The Dealership
- An Appointment with the Dealership.
When we make or receive a call, we have to be the most friendly, /excited, /knowledgeable business person in our galaxy; and then we must sound like it. What do real business people do? First off, they always know the name of the person with whom they’re speaking. If you catch yourself asking “by the way, what is your name?” more than sixty seconds after your greeting, then you might be guilty of being unprofessional. When people are preparing to spend (especially large amounts), they want to talk to professionals…don’t you? In addition to the old rebuttal, we need to internalize: How about this, if we don’t handle our calls in the most professional manner possible, we could NEVER expect people to buy vehicles from us...OK?
“Here at XYZ Motors”…Do you find yourself using this sentence starter? You could be selling your dealership. This is exactly what you want to do if you are truly money motivated. Think of it this way: a dealership is worth lots of money right? If I constantly sell the dealership…then over time I’ll make lots of money…it’s that simple.
How do we sell appointments you say?...Good Question! The easy answer is to sell the aforementioned products extremely well. If we do a great job of selling the dealership and ourselves as a package, the appointment is a synch…unproblematic. However, we do understand appointments to buy cars aren’t selling like hotcakes these days; so here are a few extra incentives you can put on the table for your prospects.
Tentative appointments:
People seem to be more afraid than ever of commitment. Appointments give the impression of rigidity, so what can we do to flip the connotation? Use the word tentative to soften the word appointment. Statistics show that American people keep sixty percent of their commitments…no matter how strenuous. What does that tell us? We should just get our customers to agree to show up, then follow up. (The OH-SO important follow up…which deserves its own article entirely…as it shall have.)
Talk to your personal phone trainer or internet director about helping the customers to understand the benefits of setting appointments verses just popping by the establishment. Dealerships are once again worth millions and should be treated with respect. As doctors, lawyers and realtors, so are car guys. Maybe we could title them something a bit more astute like:…“Vehicular professionals”…I’m taking suggestions.
Either way, having a more professional approach to our jobs will help us to grow our compensation. I’ll leave you with an old saying from the old See-Do-Get wisdom vault, “If we wanna get paid more, then we gotta do more for what we get paid for.” Think and comment about it…THANKS! Until next time, go out there and sell more cars, more profitably, more often!!!
Comments
I really like this article. We just now hit the ground running and we've hit a couple roadblocks at the end of a call where people refuse to commit. I'm sharing this article with the rest or our BDC to try to get that "tentative" appointment set (then we can come behind and confirm it like normal). Thanks LA!