Handling Challenged Credit Calls

EMPATHY: You are not human if you or someone you know hasn't gotten themselves into a situation where they over-spent on credit cards,  got ill and couldn't pay bills or maybe even went through a life changing situation like divorce. The fact is, we have all been there before, a place where we just needed a little extra help to get back on track. Challenged credit customers do not want to be put down and made to feel as though they aren't deserving of our attention, but the fact is they are treated poorly sometimes. It's important that while you speak to these customers, you remember challenges you've faced and think about how others treated you.

Always be respectful to the customer and even if we may not be able to help them, they still deserve a friendly voice on the phone and not to be treated like they are a waste of time. Things change, and when that customers situation does improve, you want them to remember the kindness your dealership showed them. Trust me.

WHAT TO SAY: If your customer brings credit issues up first thing in the call, it's a great spot to try to put them at ease. Always remember unless the customer is actively going through a bankruptcy, you don't really know if you can assist them or not until they show up in person and we take the proper steps to run credit. Many stores suggest the customer goes online and completes a credit application. I typically advise you reserve that option only for customers who are not local. If a customer does truly need a vehicle, we should try to work with them in person to explore all options for them, and online does not provide that personal touch.

Start with explaining that your store helps all types of customers, folks with good and challenged credit. Let them know your goal is to do everything you can to help get them into a vehicle. Also take a moment to explain that the best way to figure out how we can help, is for them to be at the store in person. Remember to use your voice inflection to remain empathetic to the customers situation. If they tell you a story along with it, be mindful of your response. I once heard a salesperson, just out of habit, say to a customer going through a divorce "that's great! I'd be happy to help". He didn't even realize what he had said. After you explain we help all types of customers in various situations, take control of the call and move into Building Rapport with the customer. Determine if they are calling in on a specific vehicle or vehicles in general and move to obtain their information and offer an appointment. 

If you have already established a bit of rapport with the customer, have their info and are trying to sell an appointment when the customer brings up this information, you should still explain you help all types of credit. The key to handling this situation is making the customer comfortable enough to set an appointment. I suggest something such ask "I understand completely, let me explain that we help customers with all types of credit - good credit and challenged credit. Our goal is to help every customer get into a vehicle! In order for us to see exactly how we can help you, we would need to have you come in and we'll sit down together to see what we can do. When are you available to do that, today or tomorrow?" this explains to the customer you want to help, but they must be there in person to see exactly how that can happen. If you circle towards an appointment, you should have some momentum built and be able to secure the appointment. Again, having the customer in store is best, as opposed to sending them to your website if they are local.

JUST REMEMBER: Keep in mind that the goal is to see how we can help. Perspective is very important on these types of calls. I have worked with BDC's that call me upset because they offered appointments to challenged credit customers, and the sales team was upset with them for wasting their time. While I completely understand that time is money when it comes to sales, no customer should be treated this way. If you simply treat them with compassion and show them you are trying to help, you have no idea how many referrals that customer may give you or if they will return to you when their situation is improved.  Having the customer in store does give you the best grip on the situation and allows you to explore all opportunities. Don't think of customers as credit scores, think of them as the people they are and remember that credit challenges can happen to anyone. How do you want to be treated it if happens to you?