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Jared Hamilton
From: Jared Hamilton
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Gary Sanders

Gary Sanders Sales Manager

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Improve Your Incoming Calls Without Training?

If 100% of your floor takes incoming sales calls and most dealers will tell you 10-20% of them are good on the phones, could changing up your Used Car photos improve the call?

 

*First, let me start by saying changing how you display your Used Cars online should not take the place of on going training. Phone calls still require enthusiasm, asking questions and setting an appointment.

 

Have you recently listened to a recorded call and the customer asks;

“What are the miles? Does it have navigation and heated seats?” and cringe when the sales person says “Ummm, you mean the Silver one? Can you give me the stock number? I’ll have to go check….” Go online and look at the car on your site, Autotrader and Cars.com to see what the customer sees. Do you then understand why the customers are asking these questions? (it might be your photos)

 

Your photos are a virtual walk around online. Bad photos and catching a sale person not prepared to take a call is a bad combination. I am not saying that adding 6-8 more photos to what you are taking now is all the sudden going to make sales people great on the phones. I am merely saying additional photos could assist the call by displaying special options to bail sales people out of a bad call when the customers knows the answer to the question………..“I see this one has the navigation, is it still available?”

 

www.twitter.com/sandersgary

Adam Ross
Great point, Gary!
Jared Hamilton
I would bet that for every call that comes into the dealership to ask "does it have navigation?" there are five customers who saw the vehicle online but passed on it because they assumed it didnt have navigation. Every vehicle has something unique about it, yes EVERY vehicle. The photos have to highlight whatever that is or you risk getting lost in the sea of online options. Good stuff gary. I love that you are always thinking and challenging the "norm".
Jim Bell
Great post Gary. More photos the better for the online merchandising. One more thing to point out that we are currently working on is old age units. Here it is April and there is no snow on the ground. Is there snow in the background or ice on the cars in the photos if you take them outside? We take all of our photos outside and currently working though getting all updated exterior photos taken. Last June, we had a nice Honda Pilot that was certified that was 180+ days old. We couldn't figure it out. Well, we don't have snow in Indiana in June and that is what we found on our website and was overlooked. We updated the photos and it was sold within a week. Coincidence? I think not.
Bryant Gibby
That's a good point Gary. We try to take 15 photos of every used car we have.
Jim Bell
The one thing that I cringe to when I am listening to calls is the salesman will say, 'let me get that pulled up in my system' and he is pulling it up on our website. I only have one of those, but cringe everytime he gets a call. He is looking at the same thing as the customer is on the other end of the line.

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