Ahh, the phone. Invented in 1876 by Alexander Graham Bell, if only he could see it now! While it has changed drastically over the years, the phone call is still 100% relevant today - yes even with texting! What most people don't realize is that personal connection is best created via the phone. Text is easily misinterpreted, while your voice on the phone paints a clear picture for your potential customer. You have so many more techniques available to you when you are on a call with a customer also. For example, since the customer is not physically in front of you, you cannot gauge them by their body language and instead have to rely on their voice tone. You cannot judge voice tone via text. While many customer psychology techniques will work via text, they are easier to execute via phone. So, let's get into it, how can we make more money using the phone? PICK IT UP AND MAKE CALLS!

The Phone Is Not Your Enemy: I know it feels scary making sales calls, especially if you are a people person, which most salespeople tend to be. You can sell things easily in person, but over the phone, you freeze. Don't panic. That's step 1. Oftentimes the easiest way to accomplish your goal is to take a step back and look at the big picture. Let's say you have a fresh internet lead that comes in at 10 am. The first thing you should do is look over the lead, see what type of vehicle they are looking at, do we have it in stock, what do you know about the vehicle, what questions did they ask, do you have the answers, and has this customer ever shopped here before (if so, did they purchase?). Then think about your goal, to get them in. How do we get them in? By calling them. This brings us to step 2.

Step 2 is to pick up the phone and call them. Literally connect with them. If they answer, this is your time to shine. Let your personality come through, but work to stay in control of the conversation. Do not start by answering every single question they asked in their online submission. Try to figure out exactly what it is they are looking for, confirm their vehicle of interest and ask if they are open to alternates also, you never know when something could go wrong with their initial vehicle of interest, so it's best to be prepared. I suggest verbiage like "Now Claire, it looks like you were checking out our 2018 Impala, is that right?" and let the customer answer. This confirms with them you know exactly what they want and you can follow it up with "ok, now if I have anything similar, are you open to looking at that as well?". Always try to end on a question keeping it open, do not revert back to "or does it have to be just this one" which locks you back into the initial vehicle, and again - you never know when something could go wrong with it. The idea here is to open the possibility of a plan B vehicle, not redirect back to the initial one. If they are open, awesome, narrow down what that alternate vehicle looks like. Do they want brand new or is preowned an option. Cloth vs leather or you can even ask if they are more interested in a base model or fully loaded. You can control the questions as long as you keep them choice-based. Once you ask openly "so what are you looking for" expect them to reply with "a unicorn!" which is nonexistent. If they are not open to alternates, that's fine - move to offer them an appointment.

Ask for an Appointment: In the majority of sample calls we hear when a potential client is interested in training with my company, we do not hear the rep offer an appointment. A typical call is around 90 seconds, they answer all of their questions and hang up. Often no contact information is obtained and no appointment is offered. Regardless of whether you have an inbound or outbound call, you want to focus your attention on building rapport with the customer over the phone and offering them an appointment to come see it. The easiest way to manage your day and ensure your customer doesn't have to wait around is to set an appointment with them. By the time the customer has submitted a lead or picked up the phone to call in, they have obviously thought about purchasing the vehicle. Assume they want to come to see it and offer an appointment.

Again, control this portion of the conversation by using choices such as today or tomorrow and then time A or time B. It's impossible to say how many customers just show up without an appointment when so many of our sales calls end without obtaining any contact information. Unless you log every call that comes in on your caller ID into your CRM, you will never know. As a general rule, set yourself the goal of always building rapport, obtaining info, and offering appointments at least twice, in every call.

Training CAN Help: Remember that practice does help. Roleplay with co-workers or someone at home so that you can get a good flow down. Try to keep your call structure organized and practice different techniques so you can find the right path for yourself. If a call bounces all over the place you will miss stuff and the customer will feel the disorganized flow. You do not want them to hang up and think "what was that" instead you want them to be excited about the appointment with you. Using the phone to create urgency and excitement is key and remember to give them your information over the phone as well. Build as much of a relationship as you can over the phone to help ensure the customer shows for their appointment. Rapport building via text is not as easy, you have no voice inflection or small talk, and it's very hard to show your personality. The fact is, the more connected the customer feels with you, the more likely they are to show up and purchase.

Think of the phone as your friend, make phone calls, connect with people and invite them in!

Just remember, that if you hate the phone and treat it like a negative experience, it absolutely will be. Think positive and believe in your abilities. Good luck!

The big debate, do we text first or call first? Technology has certainly changed the entire car buying experience, with more customers shopping online and using social media before choosing a dealership. If most customers are shopping online first and submitting leads for more information, how you respond to that lead is going to be vital in their decision-making process. 

The Phone Call: Why so much hate?

Nothing will ever take the place of an actual phone call to your lead, especially when its a fresh lead. In a recent round of mystery shops completed by my company, we submitted nearly 100 leads to dealerships all across the country. Almost half of the dealerships never contacted their internet lead via phone. To be more specific, 43% of the stores we mystery shopped did not call within the first 5 days of lead submission. This is a common problem because those answering your leads prefer to use alternate methods such as text or even email instead of picking up the phone to call the lead.  

The problem with these methods is SPAM folders and even cell phones nowadays are starting to come with them for texts. Newer cell phones can filter text messages from unknown sources directly into SPAM folders, just like an email server. So if they do not check these folders, for all your customer knows you haven't tried to contact them at all.  That being said, the quicker you call the customer, the more likely they are to be available to take your call. Try to shoot for calling them within 5 minutes, but no longer than 15 minutes from lead receipt. This increases the chances they will answer.  

Getting the customer on the phone as soon as possible can be the reason they choose to purchase from you. Your overall call quality factors into whom they choose, so we suggest having a good process in place, train your team! As our recent round of mystery shops demonstrated, dealers are missing out on countless opportunities to grow because they simply are not picking up the phone.

Once you do have the customer on the phone, be sure your call quality is top notch. Of course its great to call the customer quickly, but if your call quality isn't on point and effective, then really there is no point in calling at all. Be sure you focus on building rapport with the customer, be friendly and upbeat and encourage a visit to your store. 

Text: It's faster and easier, right?

This may shock you, but text is not always the number 1 preferred method of communication.  However, I still believe you have to factor in your own customer base. While communication statistics are helpful in designing marketing strategies, you still have your own local demographics to consider. Many stores market specifically to a younger generation and that age group does prefer to text. Even if the younger crowd is your market base, as I stated before, nothing replaces the personal phone call. I suggest calling first and if the customer does not answer, you should send them a text. Be sure you send an “opt-in” text to get the customer’s permission to text with them. You can visit the FCC’s website for the proper guidelines, rules and regulations. Most CRM’s offer texting and allow you to send the “opt-in” text automatically. I do not suggest letting staff use their personal cell phones for texting. Always use a system that you can monitor and that follows the FCC’s guidelines.

Handling a text is not much different than a phone call, we use all the same techniques. Build rapport with the customer, keep it engaging and of course, invite them into the store. Keep in mind that you want to keep texts short and simple so that the customer does not receive too many texts at once. Its a good idea to create text templates so that you are not retyping the same phrases all day long. While you want to handle each customer with customized content, but there are typical phrases you will always text everyone, such as your contact information and address.

Another option if the customer is texting with you, would be to ask them when is a good time to speak. If you can use text to get them to speak via phone, you have a much better shot at getting the relationship established. It’s very hard to be personable via text and customers do base their decision somewhat on the person that they will be working with.

In Summary: They don't have to compete!

You have multiple ways to communicate with your potential customer, you do not have to pick calling versus texting. If you call and they don’t answer, leave a message and then send a text. Many people we train insist it has to be one or the other, and that is just ridiculous. Unless the customer specifically requests you only communicate with them a specific way, I would always try to call them first. If you are not at least attempting to call them, you are probably missing out on opportunities to drive more traffic in the door. 

Remember to test different communication methods, not every customer is the same! Treat each customer as an individual and communicate with them based on what they prefer. It's not a text vs call competition, they can work together so you can accomplish your goals!

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. 

The Voicemail

So you receive an internet lead and you call and they don't answer...now what? We leave a message right? Let's say the customer inquired on a 2016 Camaro. Do you call and say "Hi Kristin, this is Maggie calling from ABC Motors and guess what! The Camaro is available! Call me back if you want to come check it out, we're open till 7."? 

Stop and think about that for a second. Will leaving this type of voicemail encourage a customer to call back? If the customer is only shopping Camaro's, what have we done to build rapport to ensure she calls us back, instead of the 2-3 other stores she may be shopping? 

This is the most popular type of voicemail we hear in the phone training biz. A voicemail full of information that leaves the customer no reason to call the salesperson back. The first tip I have is to be mindful of how quickly you are calling those internet leads if you tend to leave a lot of messages. We know that the sooner we call the customer, the more likely they are to answer. If you make a point to call each lead within 5 minutes, you should find you leave a lot less messages and get more customers on the phone. 

What Should I Say Instead?

Remember the key to a good voicemail is not saying too much. Instead, give the customer a reason to call you back. Keep it simple and use your voice inflection as a tool! Smile!

Start with an opening, then state who the message is for and introduce yourself. Make sure that you give your reason for calling and indicate they should return your call. After providing your contact details, mention when you plan to follow up if they do not return your call. This helps to encourage the customer to call you back. I typically suggest you briefly repeat your information. This is for the customers benefit, and it only takes seconds. End the call by mentioning you hope to earn their business and wish them a great day. 

Example:

"Good afternoon Kristin! This is Maggie calling from ABC Motors. I have some great news for you regarding the Camaro! Please give me a call back at 877-900-9461 as soon as you can. Now, if I don't hear from you this evening, I will try you again tomorrow. Once again this is Maggie from ABC Motors and my number is 877-900-9461. We hope to earn your business Kristin, and have a great day!"

Not only is this an awesome example of great customer service skills, but if you have an upbeat and friendly voice tone, your customer will be excited to call you back. They will want to know what the good news is!

Give it a shot! 

RELATED DISCUSSION: What Is Your Best Voicemail to Get a Customer to Return Your Call?

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!