We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
I know it's a lot easier to talk to someone about a specific car over the phone, but you have to focus on getting them into your store if you really want to sell them a car. If you're talking to them, they've already raised their hand by applying for a car loan or submitting an inquiry on a piece of your inventory. Working with them in person is the next crucial step.
In the course of your conversation, be specific on dates and times for potential appointments, ideally in the next 24 to 48 hours. These are car buyers who are looking for someone who can put them into a car today -- they're looking to move quickly, and you have to respond quickly to keep their attention. Discussing too many details over the phone, such as financing options and terms, will result in fewer appointments.
Once you have them on your calendar, don't leave it up to them to remember their appointment with you. Reconfirm the date and time via email and call them the day of to confirm again. If they don't show, don't hesitate to call them and reschedule their appointment.
If they do decide to hold off, don't panic. Continue to reach out to them periodically to keep them up to date with offers at your store and keep yourself on their radar. (Email marketing is a great way to do this.)
Take a look at how you're working now - I would argue that you are more likely to close a deal if you've got someone in your store than not. Do you agree?
Would love to hear about any exceptions out there.
Join us next week when we dig deeper into Best Practice #3, "Don't Pull Credit First."
Questions? Concerns? Can't wait for the rest of the series? Give us a call at 800-222-8374 or drop us a line today.