Sales Call Opportunities: When the Vehicle is Unavailable!

This happens all the time! The vehicle is sold, didn't pass inspection or is still in-transit/RECON...what do you do?! Believe it or not, there is a way to properly handle this scenario and I will take you through the best practices! 

STAY OUT OF THE TRAP

Many calls follow this path:

Customer: "do you have XYZ?"

Rep: "nah, we sold it, you open to anything else?"

Customer: "no, thanks anyway."

What do you think happens when you hang up with the customer? They never look at another vehicle again? Do you think they just come to a screeching halt and choose to not purchase a vehicle? Of course not, they go back online and look for another vehicle. If that's the case, then why didn't they tell you they were open to anything else? Because you told them too much, too soon. When calls are handled this way, not only do we not obtain an appointment, but we do not get any of the customers information which leaves follow up an impossible task.

TIMING IS KEY

One of the most important parts of all sales calls is timing! When to ask for contact info, when to ask for the appointment, when to give out your information and of course, when to tell the customer the vehicle is not available or ready yet. You see, customers tend to get incredibly attached to vehicles, even before they drive them. Buying a car is a big deal and many buyers often put a lot of effort into searching for that perfect car. When they call you and are interested in something specific, it is very easy to "break their heart", so do not rush into providing too much information. Wait until you have rapport built!

BUILDING RAPPORT

Once you understand that timing is the key to not losing the potential buyer, you need to figure out where to start. Start by building rapport with the customer. Obtain the stock number first, this way you know exactly what they are talking about. Compliment their choice. There is no better way to start the call off than to compliment the vehicle they have chosen. Who doesn't love compliments?! Create urgency by mentioning the popularity of the vehicle. This is important for a few reasons. You are planting the seed to create excitement and also paving the way to obtain contact information so you can check your inventory. You are also saying "hey this vehicle may already be sold" which is a gentle way to begin gearing the customer towards alternate vehicles.

PLAN B

After you obtain the customers contact info, using your inventory as leverage, ask the customer about alternate options so you have a "Plan B". For example: "While I am checking on this Focus for you, are you open to any other vehicles?"". Note: we have not told the customer the status of the initial vehicle yet! Remember, timing is key! When you ask about alternate vehicles PRIOR to letting the customer know that the vehicle is unavailable, you have a much better shot at getting them open to something similar. This is because of the attachment issue we talked about earlier. They are immediately disappointed when they find out their dream vehicle is no longer available, which makes it incredibly difficult to flip them to an alternate vehicle. Always ask if they are open to something similar first so you can increase the chances of them saying yes!

It is also very important you walk the lot and surf your website. Be sure you know your inventory and know what vehicles are similar in different makes and models. This simple task of knowing what you have can save your sales call over and over again. If your customer is open to something similar or the same vehicle in perhaps another color, then I recommend asking a few choice-based questions to help you narrow down the search (cloth or leather, brand new or preowned, with or without a sunroof). Sticking to choices helps you stay in control, while asking the questions helps to build the customers confidence in your ability to understand exactly what they want ! This is how we prevent the question "tell me, what else do you have". You can view my previous post on Building Rapport Over the Phone for more specifics on this important step. 

GO FOR THE APPOINTMENT

After you have built rapport, obtained the customers info and asked about "Plan B" vehicles, its time to bring them in the store! I train on a variety of techniques, but I prefer honesty always, especially if the customer is traveling a distance. If your store prefers you tell the customer you always have the vehicle so they can be offered something else when they arrive, then you should follow that process. As long as you have something similar to offer and a well trained sales staff, you may be able to earn their business. If your store is open to being honest, I always suggest starting off with the bad news first and then transition your voice inflection to a positive, upbeat tone and deliver the great news that you have plenty of similar options available. For example: "Mr. Jones, I apologize, but that Focus you were interested in is no longer available, however, I do have some EXCELLENT NEWS! I checked our inventory and we have several other similar options available for you! I would love for you to come check them out, I have time right now or later today - which is best?".  Always offer the appointment right away, they may ask some questions, but if you did a good job building rapport earlier, they will trust you and take an appointment.