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The words sleazy and salesman are often used in the same sentence-- unfortunately, for good reason. With commission on the front of their mind, and the customer in the back of it, this creates some not so great situations for car buyers. That first phone conversation with a customer could make or break a sale at your dealership.
Think of relationships. You take time and effort to make sure the relationship is developed and romanced (well, most of us) before jumping in and getting married. You wouldn’t ask him or her to marry you after the first date! Think of the car buying process the same way.
As the manager, your salesman may take you saying, “Make more appointments” or “Make 50 appointments this week” the wrong way. You need to stress the importance of the appointment, but also help lead your sales team down a real “road” to a sale.
Here’s an example of what the average car salesman does on the first call:
What’s wrong with this tactic?
You’re probably thinking, “The salesman tried to accommodate their schedule, so that couldn’t have been too pushy!” Wrong. He asked the customer for the appointment in the FIRST sentence. Instead, how about, “how are you doing today?” “What features attracted you to this vehicle?” “What have you liked or disliked about your previous vehicle?”
Jumping down the customer’s throat with an appointment request will leave your salesman with an unhappy customer, who won’t mind telling every future car buyer about their unpleasant experience.
What’s the right way to ask for an appointment?
Think about what you just learned about Joe Schmoe car salesman who fumbled that call. Your guys need to:
Here’s an example of a properly executed call:
That’s a great way to start on the right foot, but the way you tie up the call is equally as important.
Last but not least, make sure your sales guys give the customer their name, job title, number and directions to the dealership. By doing this the salesman will be able to tie this conversation in a bow, and leave the customer feeling pleased with their recommendations and the dealership as a whole.