Even with all the training and skills possible, sometimes we run into a customer on the phone that says they will “try to stop in sometime this weekend” or “I will make it there when I can”.
When only 11-14% of all of our phone call attempts result in a contact, we try to make sure that every one counts, and try to set as many appointments as possible. It is frustrating doing everything right, and still getting that resistance from the customer to lock in a time and day to come into the dealership like we want them to.
So how do we get around that and get the customer to do what WE want them to do? The answer is very simple! Put aside what we want for a second, and let’s identify what the customer wants – a smooth and easy purchasing process…right?!
We need to create the benefit for the customer and make it make sense for them to set an appointment with us, and tell them WHY it will help them have a great car buying experience. Here are some phrases that we can use to do that:
- This is what we do for our special internet customers:
- We would like to have the vehicle we spoke about ready for you
- We would like to have a Sales Manager ready for you
- We would like to make sure that you are not waiting around and assure you that purchasing a car doesn’t have to be an all-day process
Creating a benefit and convenience for the customer will more often than not have them do exactly what you want them to do; not because it’s what you want, but because you are creating a scenario and service level that exceeded their expectations, and created a preference for them to make them feel like an important “VIP” customer!
VP of Training