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Fresh off another successful week, putting good people together with great Dealerships.
I had a blog post request (felt nice, my first one), how when do we call back Unsold Showroom Traffic? Best answer URGENTLY, but seriously here is my game-plan.
Let' start with what to say, and then when to call. We need to use the most motivating factors we have, the 4 major components of paying for a car; Payment, Down Payment, Trading Value, and Price. The highest motivational factor for a client is movement on one of the four ends. In that light the schedule below is going to roll through incentives on each area, until one hits the client's hot button and brings them in.
This is a two-part. When the client's taillights are on the driveway, leave a message on either their home phone, a text, or an email. This is going to be a "Great News" message. "Thank you Mr & Mrs Client for allowing me to try and earn your business. I have some great news for you, and will give you a call in a few hours."
Get off the phone and ask your Management if it is okay to have the client revisit the store to have a secondary appraisal done. Once you get the go-ahead call the client (in about 2 hours) and say, "As I mentioned I have great news, I have a second Manager here at ABC Motors that is willing to take a second look at your vehicle and try and enhance your trade value. We would really love to see you and your car again. We are sincerely eager to earn your business.".
If that doesn't get an appointment for you next step is to set up the call for the next day. "I am really motivated to help you, so I am going to ask our Finance Manager tomorrow morning what he can do to sweeten the finance package. I will call you at ____"
The following morning, corner your Manager and ask what can be done about getting a better interest rate, or term to lower the payments. Call the client and say, "I had a productive talk with Management about your deal, and I feel we have everything in line to get this done. Your new payment is ______, it is a significant savings because we really care about where you buy your next car."
If that doesn't motivate an appointment, time to move on to Price. Set up your next call with, "I never mind rolling up my sleeves and putting in the extra work to save my clients a few bucks. I am going to bug the General Manager tomorrow morning, and see what can be done to really WOW you. I'll give you a call at _____"
First thing in the morning, go to Management. Tell them you have had a client floating for 72 hours now, and need to give them a jolt to get in the door. This can be done through a coupon, incentive, or discount. The important part to understand here is that the odds of retaining this client are now getting to a critical stage. This person has now been shopping for 72 hours and has more than enough information to make a decision.
"Mr & Mrs Client, this is fantastic! I really feel like I have a winner here for both you and I. Your purchase price will be ______. Would like to come here to finish this, or should I just head over to you with a Buyer's Order? (if no) You don't need to do this today do you? (Almost everyone says no, why?) This might not be the only car for you, in order to give us both a little flexibility why don't I check not only what I have on the ground, but what I have coming in the next few days. What time tomorrow are you available for me to go over the results?"
The last portion is a take-away close. Either the client bites back on the car you are selling, by telling you the car is perfect, he just has some other objection, or the client backs off and tells you to research inventory. That tells you the client wasn't sold on the car.
If you treat every client that leaves like a Five Alarm Fire when they leave, you will get more back.