Faulkner Nissan
When My Used Car Manager Isn't My Used Car Manager
The title may confuse you - “But Megan, most stores have a Used Car Manager!” You’re right - of course they do; and mine does too. But the point of this post isn’t to toll the virtues of a Used Car Manager (albeit there are many), this post is to explain to you why sometimes I don’t call my Used Car Manager my Used Car Manager.
It all goes back to setting internet appointments - “Just Get Them In,” correct? (Shoutout to Joe Webb of DealerKnows Consulting). Of course we want our customers “in” - we can’t sell a car to someone over the phone, right? We can’t take them on a demo drive, or do paperwork over the phone. And most importantly to this blog post, we can’t appraise their trade over the phone. But lots and lost of people these days expect us to give them unseen trade values over the phone (I’m sure you’ve run across this). But we don’t want to!! ::: throws temper tantrum :::
I’ve found that if you refer to your Used Car Manager as your BUYER - it holds a lot more klout with customers.
“I’m not going to tell you because I’m sure you already know, you’ll get the most money for your 1997 Ford Escort with one of my BUYERS looking at it in person.”
I don’t use “manager,” I don’t use “appraiser,” I use BUYER. It’s all about how you refer to the appraisal process. A customer naturally wants the most money for their trade-in (don’t we all) - & buyers typically PAY more money for things.
I've even had people call in and reschedule their appointment and ask "Will your buyer still be there at 5:30 instead of 4:00?" GOLD - you know that's a confirmed appointment!
What do you think? Have you ever tried an approach like this? Maybe you refer to your Used Car Manager as something else when talking to customers.
Faulkner Nissan
When My Used Car Manager Isn't My Used Car Manager
The title may confuse you - “But Megan, most stores have a Used Car Manager!” You’re right - of course they do; and mine does too. But the point of this post isn’t to toll the virtues of a Used Car Manager (albeit there are many), this post is to explain to you why sometimes I don’t call my Used Car Manager my Used Car Manager.
It all goes back to setting internet appointments - “Just Get Them In,” correct? (Shoutout to Joe Webb of DealerKnows Consulting). Of course we want our customers “in” - we can’t sell a car to someone over the phone, right? We can’t take them on a demo drive, or do paperwork over the phone. And most importantly to this blog post, we can’t appraise their trade over the phone. But lots and lost of people these days expect us to give them unseen trade values over the phone (I’m sure you’ve run across this). But we don’t want to!! ::: throws temper tantrum :::
I’ve found that if you refer to your Used Car Manager as your BUYER - it holds a lot more klout with customers.
“I’m not going to tell you because I’m sure you already know, you’ll get the most money for your 1997 Ford Escort with one of my BUYERS looking at it in person.”
I don’t use “manager,” I don’t use “appraiser,” I use BUYER. It’s all about how you refer to the appraisal process. A customer naturally wants the most money for their trade-in (don’t we all) - & buyers typically PAY more money for things.
I've even had people call in and reschedule their appointment and ask "Will your buyer still be there at 5:30 instead of 4:00?" GOLD - you know that's a confirmed appointment!
What do you think? Have you ever tried an approach like this? Maybe you refer to your Used Car Manager as something else when talking to customers.
8 Comments
Bert Ogden Auto Group
Megan, That's a unique approach. I think this tactic can definitely work (and it seems like it has with you) for more volume based stores. I'm in the luxury business and not sure with the level of personal attention demanded by our customers that this would work and the overall fact that we're referring to our Used Car Manager as the "Buyer," is in a way misleading for customers. For example, you've never had a customer come in and ask for your "buyer," and the UCM, is like "Hi, I'm Mike the Used Car Manager." OR does he go along with it and it is like "Hi, I'm the Buyer, Mike!" Doesn't this seem a bit off? OR do you guys just sit them down and do a normal appraisal routine and let them know the "buyer," is looking at it. I just think if it's an internet or a phone up and the customer is specifically coming in because the "buyer," is there that they would actually want to speak with the buyer you know? Which then goes back to the above statements I made. Hope I'm making sense. Unique concept for sure. Keep up the great work!
Fred Beans Family of Dealerships
I love this, and it is something I recently took away from Proactive's boot camp. Part of creating appointments is building excitement and creating urgency. People like to think that they are going to get a special experience and be part of a special "sale". We all know that, for the most part, our "sales" don't change a whole lot from month to month - but the customer doesn't know that. Straight up lying and having a bit of fun with semantics are two different things. The latter can lead to really great results when used correctly. Calling your used car manager a "buyer" isn't the kind of thing that is going to get anyone upset or in trouble. Your used car manager is in the business of buying cars, they are a buyer. There is an old cliche that we need to "sell the sizzle, not the steak," and that is exactly what this is doing.
Village Green Auto Sales
I love this concept. I often introduce myself to customers as the "purchasing agent".
Faulkner Nissan
Parker - thanks for your thoughts. Now a little background on me - I actually do work for a highline store (BMW) & even when the customer is set up this way, we don't deviate from our process. It's more along the lines of "I'm going to be the one looking at your vehicle today." I've also found more often with the luxury customers, they're excited someone's going to be there who specializes in "Buying" vehicles (as Clay said - the UCM does - all the time). When customers hear "I'm the Used Car Manager & I'm going to be appraising your vehicle" I've found they sometimes think "oh - he SELLS used cars - he's going to not give me what I want." & you're right, it's all about semantics - Paul - that's a great intro as well! :-) Thanks for your comments, everyone!
Berman Auto Group
We process a detailed appraisal including multiple pictures so we can share them with our many outside buyers as well to get the most for your car. With today's technology, I can get a buy figure in a matter of minutes..Thank you for your patience.
AutoGroup / Mobile App Messaging
I have closed 1000's of customers, because I have used the terminology "Buyer" rather than "Used Car Manager or Wholesaler". I have played 100's of dog and Pony show's over the past 20+ years that have allowed me in sales and in management to out sell the competition in every market that I have worked in. My only regret in validating your post is that you have given up one of my key closing tools to the automotive world. Luv the article, but did you have to tell everyone... lol.
Faulkner Nissan
Want to increase your Facebook Likes?
So wait - if you're already spending money on Facebook to Boost Posts, and there's an easy way to invite people who don't already like you page to like it? Let me tell you more...
I was reading a friend's blog that I typically keep an eye on, Ken Mueller is a local Social Media Marketer who is always on the cutting edge of what's going on. His most recent blog post talks about how to increase your Facebook "Likes" and I'm going to share what he found with you.
He found that Liz Jostes of Eli Rose Social Media has discovered that if you boost a post & get a "handful" of "likes" on it. You can actually click on the actual likes of that page and then invite the people who liked a particular post to like your page. (I really don't mean for this to sound like a circular description).
Post --> Boost Post --. Handful of Likes On That Post --> Invite "Likers" To Like Your Page.
As we all know - it's not purely about the number of Likes your page has, but the interaction those likes provide with your content. But if you target your boosts appropriately, then the likers should be within your target market! Who doesn't want more Facebook "Likes," right?
Now, Liz uses a "Like Contest" but you can use anything - see her video below. Be sure to watch it all!
Don't worry about spamming people & inviting them to like your page more than once, after you've invited them on one post, they'll show up as "Invited" on any other post they've liked.
Now, as I said before - the number of actual "Likes" isn't entirely reflective of how well (or poorly) your dealership's Facebook Page is doing but having more relevant likes is a way to target more people in your market.
Hope this tip helps everyone! What do you think? What are your results?
11 Comments
Dealer Authority
I like the feature that the article brings attention to but I have been reluctant to use it but I am going to try it on a couple post and see what happens. I am completely against like contest though. People are liking your page for the wrong reasons. Inflated fan bases with no relevance cost you more to reach the right people.
Faulkner Nissan
Jeff - I fully agree. But this little trick works on regular posts as well!
Dealer Authority
I actually tried it yesterday on my wife's business page. She gets several new likes a day. Yesterday she got 14! It makes sense. People see the individual post and like it but may never make it off of the news feed to actually like the page. Nice feature. I stopped paying for likes last year. I have tried to let them grow from promoting the content. If its good, people will like it, and they do. This ensures they like the page as well. Thanks again.
Papas Chrysler Dodge Jeep
So I'm not seeing this feature and I'm talking about some posts with 70 to 200 likes??? They can't all like our page already? Is there something I need to turn on in the settings?
CBG Buick GMC, Inc.
Megan, Great post. The other thing that I have been looking into is not just boosting a post but doing an ad campaign and the difference. Meredith made a post the other day on Facebook about the difference in doing an ad spend on a daily basis vs. a full campaign spend. You could see that by far you got more reach and "bang for your buck" by doing a full spend on a campaign vs. the daily spend per ad. Just something else to think about.
Faulkner Nissan
AJ - make sure you're viewing the page as yourself & not as your business.
Remarkable Marketing
This is a fantastic post! Great info! Another way to aggregate an audience on Facebook is to upload your data base to the back end of Facebook. Basically Facebook will send all your customers a message saying "Like Us". Who wouldn't want to "like" a business that they spent 20K - 50K..
Founder - Sellchology Sales Training
@Megan you always add so much value. Thanks!
Faulkner Nissan
Want to increase your Facebook Likes?
So wait - if you're already spending money on Facebook to Boost Posts, and there's an easy way to invite people who don't already like you page to like it? Let me tell you more...
I was reading a friend's blog that I typically keep an eye on, Ken Mueller is a local Social Media Marketer who is always on the cutting edge of what's going on. His most recent blog post talks about how to increase your Facebook "Likes" and I'm going to share what he found with you.
He found that Liz Jostes of Eli Rose Social Media has discovered that if you boost a post & get a "handful" of "likes" on it. You can actually click on the actual likes of that page and then invite the people who liked a particular post to like your page. (I really don't mean for this to sound like a circular description).
Post --> Boost Post --. Handful of Likes On That Post --> Invite "Likers" To Like Your Page.
As we all know - it's not purely about the number of Likes your page has, but the interaction those likes provide with your content. But if you target your boosts appropriately, then the likers should be within your target market! Who doesn't want more Facebook "Likes," right?
Now, Liz uses a "Like Contest" but you can use anything - see her video below. Be sure to watch it all!
Don't worry about spamming people & inviting them to like your page more than once, after you've invited them on one post, they'll show up as "Invited" on any other post they've liked.
Now, as I said before - the number of actual "Likes" isn't entirely reflective of how well (or poorly) your dealership's Facebook Page is doing but having more relevant likes is a way to target more people in your market.
Hope this tip helps everyone! What do you think? What are your results?
11 Comments
Dealer Authority
I like the feature that the article brings attention to but I have been reluctant to use it but I am going to try it on a couple post and see what happens. I am completely against like contest though. People are liking your page for the wrong reasons. Inflated fan bases with no relevance cost you more to reach the right people.
Faulkner Nissan
Jeff - I fully agree. But this little trick works on regular posts as well!
Dealer Authority
I actually tried it yesterday on my wife's business page. She gets several new likes a day. Yesterday she got 14! It makes sense. People see the individual post and like it but may never make it off of the news feed to actually like the page. Nice feature. I stopped paying for likes last year. I have tried to let them grow from promoting the content. If its good, people will like it, and they do. This ensures they like the page as well. Thanks again.
Papas Chrysler Dodge Jeep
So I'm not seeing this feature and I'm talking about some posts with 70 to 200 likes??? They can't all like our page already? Is there something I need to turn on in the settings?
CBG Buick GMC, Inc.
Megan, Great post. The other thing that I have been looking into is not just boosting a post but doing an ad campaign and the difference. Meredith made a post the other day on Facebook about the difference in doing an ad spend on a daily basis vs. a full campaign spend. You could see that by far you got more reach and "bang for your buck" by doing a full spend on a campaign vs. the daily spend per ad. Just something else to think about.
Faulkner Nissan
AJ - make sure you're viewing the page as yourself & not as your business.
Remarkable Marketing
This is a fantastic post! Great info! Another way to aggregate an audience on Facebook is to upload your data base to the back end of Facebook. Basically Facebook will send all your customers a message saying "Like Us". Who wouldn't want to "like" a business that they spent 20K - 50K..
Founder - Sellchology Sales Training
@Megan you always add so much value. Thanks!
Faulkner Nissan
Confidence On A Phone Call
Taking a phone up properly is one of the most important things a dealership employee can do. Keyword is *properly.* There’s been much talk in the industry about how to properly handle a call. There’s lots of phone training programs and phone scripts out on the market. I’ve been on the Phone Ninjas coaching program for several years and it has amplified the results we’ve seen in phone call appointment conversion. 
While it’s important to know what you’re going to say on the phone, and the words you’re going to say to the customer, it’s also important to show confidence when talking on the phone.
The customer is going to hear your words, but they’re also going to hear your voice. The inflections you use are imperative to a successful phone call. Sure, you may not know the answers to everything, but if you exude confidence when speaking, the customer will feel more inclined to trust you. Even if you’re saying “I don’t know, but let me find out.” Say even THAT with confidence! The customers will appreciate it.
Especially when it comes to pricing (if you have to discuss that, there’s a million ways to not attempt to negotiate over the phone, but that’s for another post), “Our pre-discounted internet price is $109,573.” If you say that with confidence, the customer is more inclined to be confident in your price!
Look around your showroom floor - the successful sales professionals and managers exude confidence, don’t they? Why shouldn’t you do the same thing on the phone?
No Comments
Faulkner Nissan
Confidence On A Phone Call
Taking a phone up properly is one of the most important things a dealership employee can do. Keyword is *properly.* There’s been much talk in the industry about how to properly handle a call. There’s lots of phone training programs and phone scripts out on the market. I’ve been on the Phone Ninjas coaching program for several years and it has amplified the results we’ve seen in phone call appointment conversion.
While it’s important to know what you’re going to say on the phone, and the words you’re going to say to the customer, it’s also important to show confidence when talking on the phone.
The customer is going to hear your words, but they’re also going to hear your voice. The inflections you use are imperative to a successful phone call. Sure, you may not know the answers to everything, but if you exude confidence when speaking, the customer will feel more inclined to trust you. Even if you’re saying “I don’t know, but let me find out.” Say even THAT with confidence! The customers will appreciate it.
Especially when it comes to pricing (if you have to discuss that, there’s a million ways to not attempt to negotiate over the phone, but that’s for another post), “Our pre-discounted internet price is $109,573.” If you say that with confidence, the customer is more inclined to be confident in your price!
Look around your showroom floor - the successful sales professionals and managers exude confidence, don’t they? Why shouldn’t you do the same thing on the phone?
No Comments
8 Comments
Parker Lukjanovs
Bert Ogden Auto Group
Megan, That's a unique approach. I think this tactic can definitely work (and it seems like it has with you) for more volume based stores. I'm in the luxury business and not sure with the level of personal attention demanded by our customers that this would work and the overall fact that we're referring to our Used Car Manager as the "Buyer," is in a way misleading for customers. For example, you've never had a customer come in and ask for your "buyer," and the UCM, is like "Hi, I'm Mike the Used Car Manager." OR does he go along with it and it is like "Hi, I'm the Buyer, Mike!" Doesn't this seem a bit off? OR do you guys just sit them down and do a normal appraisal routine and let them know the "buyer," is looking at it. I just think if it's an internet or a phone up and the customer is specifically coming in because the "buyer," is there that they would actually want to speak with the buyer you know? Which then goes back to the above statements I made. Hope I'm making sense. Unique concept for sure. Keep up the great work!
Clay Toporski
Fred Beans Family of Dealerships
I love this, and it is something I recently took away from Proactive's boot camp. Part of creating appointments is building excitement and creating urgency. People like to think that they are going to get a special experience and be part of a special "sale". We all know that, for the most part, our "sales" don't change a whole lot from month to month - but the customer doesn't know that. Straight up lying and having a bit of fun with semantics are two different things. The latter can lead to really great results when used correctly. Calling your used car manager a "buyer" isn't the kind of thing that is going to get anyone upset or in trouble. Your used car manager is in the business of buying cars, they are a buyer. There is an old cliche that we need to "sell the sizzle, not the steak," and that is exactly what this is doing.
Paul Green
Village Green Auto Sales
I love this concept. I often introduce myself to customers as the "purchasing agent".
Megan Barto
Faulkner Nissan
Parker - thanks for your thoughts. Now a little background on me - I actually do work for a highline store (BMW) & even when the customer is set up this way, we don't deviate from our process. It's more along the lines of "I'm going to be the one looking at your vehicle today." I've also found more often with the luxury customers, they're excited someone's going to be there who specializes in "Buying" vehicles (as Clay said - the UCM does - all the time). When customers hear "I'm the Used Car Manager & I'm going to be appraising your vehicle" I've found they sometimes think "oh - he SELLS used cars - he's going to not give me what I want." & you're right, it's all about semantics - Paul - that's a great intro as well! :-) Thanks for your comments, everyone!
Tom Hawkins
Hawkins Chevrolet
Great idea Megan. Thanks.
Jae Chang
Berman Auto Group
We process a detailed appraisal including multiple pictures so we can share them with our many outside buyers as well to get the most for your car. With today's technology, I can get a buy figure in a matter of minutes..Thank you for your patience.
Dave Rozek
AutoGroup / Mobile App Messaging
I have closed 1000's of customers, because I have used the terminology "Buyer" rather than "Used Car Manager or Wholesaler". I have played 100's of dog and Pony show's over the past 20+ years that have allowed me in sales and in management to out sell the competition in every market that I have worked in. My only regret in validating your post is that you have given up one of my key closing tools to the automotive world. Luv the article, but did you have to tell everyone... lol.
Mark Rask
Kelley Buick Gmc
good approach....gonna try it