Obtaining The Customer Details

I have a list of stats from NADA that I often refer to when training a dealership. I find that these stats actually feel a little bit higher than what I have experienced from coaching calls. NADA states that less than 25% of sales people will ask for the name of the caller and less than 15% will ask for a phone number. Most of the time when coaching a call, it goes like this:

Customer: "Do you have X vehicle"

Rep: "We sure do"

Customer: "Ok, how late are you open"

Rep: "Till 9"

Customer: "Ok, thanks"

Rep: "Do you want to come see it"

Customer: "Maybe, thanks again"

END OF CALL......

Clearly we can see this is not effective and does absolutely nothing for building rapport with the customer. Additionally, since we didn't obtain any information from the customer, follow up is literally impossible. Unfortunately, this is the way many sales calls go. The good news is that there is a better way!

When is Just as Important as How

When you ask for the phone number is just as important as how you ask for it. Most reps tend to ask too soon in the call and do not attempt to create balance. A good example of this is the "put my hands on it" calls. These are the reps that use the excuse that they have to put their hands on the vehicle to see if it's still available.They then use this as a reason to ask for the customer's phone number. This reasoning to me sounds like nails on a chalkboard and customers can see right through it. 

While having a reason to need their information is critical, building rapport first is the key to success. 

Something else I often hear is answering the customers questions immediately, and then saying "in case we get disconnected, what number can I reach you on?". 

This is ineffective for a few reasons:

• First, the customer can easily call you back right...?! What will you say when they reply with "I will just call you back"?
• Second, this is not a good enough reason to need their information. They can easily wiggle out of your reasoning, especially if you have not established rapport with the customer and already answered their questions.
• Third, using this reasoning usually results in irritating the customer. They typically become rude and reply with "I'll hold, just go check".

Instead, use the answers to their questions as a reason to need their information. For example if they ask you for the mileage say, "Excellent question! I would be happy to check on that for you". Then move into your verbiage for obtaining their name and number.

Also, as previously mentioned, build rapport and establish a relationship with the customer first. Identify their needs, compliment their choices and then ask for their information. Just do not discuss availability until after you have obtained their contact information. Use availability as leverage to need their name and number.

What to Say

You should always ask for their information in a choice-based format. We do this because when a customer hears a question with options, they are likely to choose one of the options you gave. This is much different than asking an open-ended question that they have to stop and process.

When you ask for their phone number, I would suggest asking "what is the best number to reach you on, your home or cell number". Most customers respond without thought and you can reply with "great, and that number is?".

Voila. We have a reason to need their information and we are asking in a successful format.

What if They Ask Why?

Every once in awhile I talk to a rep who struggles with this step. Usually it's because they have provided the details too early on and no longer have a reason to need the customer's number.

If you run in trouble, which you shouldn't if you follow great word-tracks, simply explain that you need to check on the information because you do not want to give out incorrect details. Unless the customer wants wrong information, they should be completely fine with this. Just take a second and explain it politely, if they push back. You should then be able to circle back towards your verbiage of "what is the best number to reach you on, your home or cell number".

Good luck! Have fun!