In this business we focus on all the steps to the sale. Over the course of the last couple years, even with the technology that is revolutionizing our industry, one of the most important talents to have is THE PHONE.
When you read that last sentence, I have to assume many of you are cringing as it's the flaw of our business for many. How many times do Managers have to harp on salespeople to MAKE THEIR calls? And of the people making their calls, what is the quality of the phone calls? Anyone can pick up the phone, and say "I completed my phone calls"-but the whole purpose of the phone call is the FIRST STEP to making a sale.
A phone call when handled properly, leads to an appointment, an appointment leads to the sale. We can all agree on this.
Here is my confession, before intense phone training-I relied on my video greetings and one or two phone calls a day to make sales. YES, it was effective, but after being a trainer for Phone Ninjas, when I came back into a store I APPLIED everything I taught.
So, I get it. I can remember a time, when I would "complete" my calls for the day but they weren't effective. Part of this was because I really didn't know what to say. I would do the typical "if you have any questions, let me know, I am happy to help." And guess what? I got a few phone calls back, but they were only phone calls impressed with the video greeting they got.
Now, I call a customer 4x a day and aim my video greetings not to "sell them a car online", but to "sell them the phone call/calling me back" and when I get them on the phone I don't ask if they need help, I help them.
I see you are interested in a new Honda CRV, is that correct?
Yes
Okay great, and are you interested in a CRV with leather or cloth interior.
Cloth
Okay excellent! Any preference on having a moonroof or without a moonroof?
I want a moonroof
Perfect. Great news Mr. Customer, I'm looking at my availability and I just got a new shipment in with about 20 new CRV's. Based on that availability, WHEN are you available to visit with me? Right now, or later today?
I KNOW, that phone calls are a problem in our industry...to keep this as simple and short as possible... WHAT IS THE BEST WAY TO GET EFFECTIVE PHONE CALLS MADE from sales people. Is it training or accountability? Or both? What are the best practices to get this done?
Elise Kephart is a sales and marketing phenomenon in the automobile business and is nationally recognized as "The YouTube Diva". Since 2007 Elise has sold thousands of vehicles to local and out of the area clients. Her personable and persuasive sales and marketing videos are personalized for every customer creating a strong bond and trust. Elise has presented at seminars nationwide, including several of Jim Ziegler’s Internet Battle Plans as well as the spring 2012 Digital Dealer conference in Orlando, where she has consistently 'wowed' the audience by teaching how to create and edit quick and effective videos and deliver them to customers within minutes. Elise has visited several dealerships across the country teaching her unique technique in the auto industry and has been praised by the likes of Jim Ziegler, Grant Cardone as well as Dealer Marketing Magazine. Elise is currently an Internet Manager at Sunset Honda in San Luis Obispo, California. Her amazing videos can be seen at youtube.com/sunsethonda and she can be reached at ekephart@sunsethonda.com
Comments
THANK UUUUUUUU
Great read, Elise. Isn't it funny how we can do the same things over and over until that light comes on. Anything that we do repeatedly WRONG becomes a habit. Simply going through the motions on outbound phone calls will cost you THOUSANDS, not to mention the dealer. The outbound call is an art. You have to practice. If your results are not where you want them, the phone is the FIRST place that I would look if I were you. Listen to Elise, she is walking proof of the value of being a professional. Thanks, as always, for your insight. It was great meeting you at IS20G.
Great article, very true! I think both training and accountability are important. I have a woman in my BDC who is diligent and calls her customers. But as I listened to her calling our SFI manager's prospects today, I stopped and "suggested" tweaks to her future conversations. "I'm calling to see if we can try to help you," I was cringing! We're calling the prospect becuase they submitted to a special financing agency. Though we KNOW we may not be able to get a deal FINALIZED when it comes back to the stips needed, we can't even TRY to get them excited about that 20% down we're about to ask from them if we can't get them in the door. In the example above, I suggested telling the customer "We CAN help you, can you come by today or is tomorrow better?" The script is the semantics of the issue. In this case, the agent is one of the nicest people on this earth, who has NEVER worked in this industry or answered/called car customers, but with some training, there is no customer on this earth who would not want to come in and meet her! Traditionally, though, if the managers do not hold each other accountable, the salespeople will not be held accountable, and so goes the catch 22.