Auto dealership managers and leaders, you know this scene well: a lively sales floor with phones ringing nonstop, yet the sinking feeling that your sales numbers won’t reflect the bustling atmosphere. You’re seeing plenty of web traffic and inbound calls, but the number of closed deals struggles to hit monthly goals. 

This is where an auto dealer consultant steps in. They’ll devise hands-on strategies to maximize your opportunities, minimize operational hiccups, and shape up your sales team. At least, that’s what it says on the back of the tin. But what do they really do? And, if you hire a consultant, what should you expect? 

If you’ve been on the fence about hiring a consultant due to uncertainty about what they offer, now is the perfect time to get those answers. By the end of this read, you’ll have a clear picture of what to expect from a consultant and be able to gauge whether their services mesh with your dealership’s needs.

#1: ENHANCE SALES STRATEGIES

A solid auto dealer consultant will dissect your sales funnel from the top all the way to the bottom. They’ll compose tailored strategies based on their observations, identifying both the strengths and weaknesses of your dealership’s sales engine. It’s a meticulous, detail-oriented process that uncovers everything your monthly numbers or CRM reports can’t.

Unfortunately, some consulting firms just collect data, package it neatly, and regurgite a few old sales tactics that any Joe or Jane can dig up online. The internet is oozing with fake sales gurus and advisors who get all their tricks from the latest “Business Secrets” bestsellers, which means everybody else will be doing it too. If a consultant is offering a one-size-fits-all sales strategy as “made just for you,” you’ll know to dodge that bullet.

A true expert in the field will look closely at your business and customize a plan for your specific business environment and dealership needs. They’ll unearth the hidden pain points blocking you from closing deals and handcraft a remedy made just for you. 

#2: IMPROVE OPERATIONAL EFFICIENCY

The ebb and flow of a busy dealership can sometimes mask the inefficiencies lurking just beneath the surface. Whether it’s poor technology implementation, underutilized processes, or simple disorganization, a great auto dealer consultant will single out the underperforming cogs in your machine and streamline them.

Of course, some of the bottlenecks will be obvious to various members of your team already, which is why a smart consultant will start with simple questions like, “What are your biggest day-to-day operational concerns?” But just because these all-too-frequent hiccups are obvious to your staff, that doesn’t mean the solutions will be. That’s where a consultant will devise a plan for smoothing out these out-of-tune processes.

Beware of consultants who merely echo generic operational advice or try to overhaul your existing processes with a silver bullet solution. Those who lean heavily on quick fixes are likely to be satisfied with some short-term improvements, but not truly invested in your continuous improvement. 

#3: REFINE YOUR MARKETING STRATEGY

In an increasingly competitive landscape where dealers jockey for the spotlight, a consultant can help you increase your visibility with a refined marketing strategy. They’ll advise you on the best tactics for capturing customer info, nurturing leads, and honing your messaging. For a smart consultant, this isn’t about splashing cash on more ads or offering a boatload of new limited-time offers—this is a long-term strategic course correction that you’ll continue executing for years to come.

Crafting the right approach for your target audience requires data, time, and expertise. A consultant digs into the metrics over the last several months or years, pulling back the layers of your current marketing campaigns to see what is (and isn’t) working. There may be a “kill your darlings” moment for a pet project or two, but ultimately, your consultant will help you make effective, data-driven decisions.

#4: COACHING AND DEVELOP YOUR SALES TEAM 

Your sales team represents the core revenue generator for your dealership, and keeping them at their full potential can mean the difference between stagnation and success. An experienced auto dealer consultant will coach your team members individually, providing a regular cadence of evaluations and advice to guide them toward growth. 

Also, rather than relying on dull classrooms and printed literature, a top-notch consultant will engage in active coaching. In this approach to sales team development, coaches begin with an initial certification which scores each agent. They can use this data to create a unique progression plan for each associate that acknowledges their individual strengths and growth opportunities.

Less promising consulting methods revolve around a classroom, or they might schedule lengthy conferences that don’t maximize your investment. While these are great in theory, they don’t prepare your sales team for the real-world challenges they’ll face on the phones. Unlike an artificial environment, tackling auto dealership phone sales is all about flexibility, engagement, and consistency. A sales seminar might teach your team to read the script with confidence, but it won’t reinforce them when they do well or gently guide them when they make a misstep.

#5: GIVE YOU AN UNBIASED PICTURE OF YOUR DEALERSHIP

One of the greatest services an auto dealer consultant can provide is a clearer understanding of your dealership’s performance. Audits and mystery shops can also deliver valuable experiences and more reliable sources of data than CRMs, which often fail to attribute properly. A great consultant will leverage analytical tools that provide meaningful, actionable data—not just a mountain of numbers that amount to little or no real insight. 

FIND AN AUTO DEALER CONSULTANT THAT MAKES AN IMPACT

The right auto dealer consultant can be the best investment you’ve ever made, and Phone Ninjas is committed to giving your team the personalized strategies and one-on-one help they need to connect with customers and get to the finish line.

With our phone sales coaching, your team will get one-on-one, hands-on training tailored to their individual progress. Our bite-sized coaching sessions, which last just 20 minutes, include detailed reviews, roleplay scenarios, and progress tracking. No whirlwind conferences that push a script but lack follow through, and no synthetic classroom scenarios that feel nothing like a real call. We’re about real-world coaching for authentic sales growth, and that’s why we include two free dealership mystery shops to make sure our results are backed by unbiased insights into the experience your customers are having. 

At the end of the day, every dealership is unique, and gimmicks and generic strategies just aren’t going to get the job done. Phone Ninjas is about delivering results for results for all our clients, every time.

Ready to see active coaching in action? Schedule a demo today!

We’ve all been there—trapped on the receiving end of a sales call that’s so rigidly scripted it’s practically robotic. “Hello [Customer Name], I am calling from [Company Name]...” It’s enough to make anyone hang up before they can finish their painful introduction. But let’s change our perspective for a moment. What if, instead of being a dull and practical exchange to wade through, the script (and the way it was used) set the stage for an informative and personalized sales interaction?

Phone scripts for car sales can close deals. In fact, if you’re not using scripts, you should be. However, addressing the weak points of a bad script takes more than a savvy salesperson to shore up the gaps. And the key to getting the most out of a phone script lies in not just having a great team and stellar writing, but how you develop and deploy them.

It’s time to pull back the curtain on phone scripts and dispel their bad reputation. A poor script can kill your bottom line, but when they’re crafted and utilized effectively, they can be your dealership’s ultimate weapon for driving sales and bringing your customers back again and again.

The Hidden Benefits of Phone Scripts for Car Sales

Phone scripts have long been thought of as a “fallback” or a way to jumpstart new recruits. They’re often perceived as too impersonal, rigid, and something that a seasoned veteran doesn’t need. But the truth is, even the best salesperson in the world gets tired, flustered, and encounters unfamiliar situations in which a little guidance would go a long way. 

Scripts empower your team with the support and structure they need to guide any scenario towards a sale, as well as give your customers the familiarity and confidence they need to feel comfortable making a deal. An excellent script should deliver the following:

Consistency

No matter how many espressos or high-fives your sales agents get, a well-constructed script ensures that every customer receives a consistent conversation. That means each call reflects the brand voice and values you’ve cultivated by helping your salespeople stay within a reliable framework that guides the call toward conversion. 

In a blog breaking down sales scripts, Zendesk writes that focusing on a specific objective helps your team stay on target. “Sales scripts need to be specific,” they note. “Chances are that if this is your first interaction, you probably aren’t even looking to make a sale.” In car sales, that first call might instead be about getting contact info or setting an appointment. A script helps your team remember what the goals are for each conversation. 

Objection Handling

Next, scripts ensure sales agents have the ability to confidently answer objections. Pushback can be stressful, and that’s precisely when your team needs some structure to ease the tension. By empowering salespeople with strong, ready-made responses to common customer objections, you give them the adaptability to navigate resistant callers and keep the conversation on track. 

Comprehensiveness

A script’s comprehensiveness means the ability to ensure every key point is addressed. With a script at their disposal, salespeople know which topics to highlight, and they won’t forget to mention ongoing promotions, unique features, or to ask for contact information. But more importantly, a script reminds your sales agents to present the customer with all the relevant details, giving them a better understanding of their choices. It’s better for your employees and your customers alike, and that’s a win-win. 

Customer Experience

As we mentioned previously, a script doesn’t cancel out an associate’s personality. In fact, it can help enhance it. By taking a structured approach, salespeople can weave in personalized elements while ensuring the customer feels heard, valued, and respected throughout the interaction.

Phone scripts for car sales help you strike the balance between a checklist of talking points and a casual, friendly chat between new acquaintances. It’s the combination of these two elements that lets a script live up to its full potential.

Better Data and Course Correction

Finally, scripts give us an understanding of data. The feedback you get from scripts is far easier to analyze than a freeform approach. You’ll know which points are faltering, which areas are tough sells, and whether customers are responding to your overall message. When sales teams do their own thing, it’s much harder to gauge where the breakdown comes from and implement effective changes.

Scripts are a Stepping Stone, Not a Solution

In a 2022 Forbes Council article, the guest writer likens a sales script to a Rolling Stones performance, noting that “improvising is for amateurs.” They explain that the Stones hit every mark, play the same songs in the same ways, and even add impromptu riffs at specific points. And yet, the audience experience of the performance is far from rigid and mechanical. The Stones deliver all the things their listeners expect from a show, while finding opportunities to inject the vibrancy and energy a live concert needs.

The same is true for phone scripts for car sales. When you’ve nailed down an exceptional script (and your team executes it well), you’re empowering them to deliver the essentials every time so they can refine the personal and individual moments that make for a warm and inviting sales interaction. And the best part is, you won’t have to sell to them during long, boring meetings—the numbers will speak for themselves. 

Phone Ninjas provides bite-sized active coaching to take your phone sales game to the next level. Instead of handing out blanket scripts and making generic corrections to the entire team, our coaches provide tailored, one-on-one training sessions that focus on individual sales agents’ strengths and growth areas. We hone in on script confusion and missed opportunities, and we even provide winning scripts of our own design.

Check out some of Phone Ninjas’ free sales-driving scripts now, or reach out to our team to schedule two free mystery shops for phone and web leads. Our coaches are ready to help your team get the most out of their scripts!

Have you ever noticed when the sales floor goes out for good third-party training that they come back with a pep in their step? That’s because whatever speaker they had got them fired up and ready to go all out for your product. There is nothing better than rekindling that spark and feeling some extra motivation to get back into the sales game full steam ahead. But what would make that even better? Someone to come back to the dealership and discuss it with, not even just that day, but days later.

Continuing education in sales is a massive part of keeping sales associates on top of their game with product knowledge and the current market conditions and popular techniques. But what about their other skills? Their people skills and ability to discuss that product are also crucial to the equation. When associates go for training, they get a day jam-packed with information, which is terrific. However, if the details of that day are not reviewed at LEAST two or three times after the fact, that associate may forget most of the details they learned that day. This is why continuous training is much more beneficial than one day every six months or so.

If those details are discussed more than once (and applied), we are on track for more of that training being retained. So why aren’t we taking more time to discuss other skills as well in terms of training customer service and phone skills? Kids go to school for 12 years to be generally educated, and they discuss principles and subjects hundreds of times throughout the course of their school career before graduating with proficiency in the topics discussed. It would only make sense that great associates are fine-tuning and studying their craft daily.

With that being said, this question is for my managers, what training are your associates getting, and are YOU making sure that they are doing their homework? We all know the law of averages. The more cars your sales staff sells, the more money rolls through the dealership. The more money coming through sales is more money in your pocket as well. Having your staff succeed ultimately leads to your success. So as a manager, are you making sure that your associates are putting their best foot forward every day, or are you hoping that they retain the information that they are given and leaving your paycheck up to chance? Even if you are the best closer, your sales associate will set the tone. Having them on their A-game from the jump, educated in their product, and professional with their delivery is crucial to your survival and theirs.

If your sales floor isn’t on top of its game, what can you do to assist them in fixing it? If they are going to training or get regular in-house training, are you engaging with them after the fact to clarify points and encourage their newfound knowledge and growth? These secondary actions will drive home your desire for their success, which may be the key to turning performance in your dealership around. It is an “extra” step, but the outcome of that step could change lives if done correctly, and of course, that addition to the dollars in your paycheck doesn’t hurt either. 

We can do many things to stand out against the competition. Quality phone skills, streamlined processes, and even an up-to-date website. Yet many of us struggle to achieve any of the above tasks. Have we ever stepped back and asked ourselves why we cannot accomplish any (or all) of the above? Sure, there's the age-old excuse of "not enough time in the day" or "we don't need that to sell cars.” Another favorite is “we've been selling cars before all that was a thing and are doing just fine." Just fine? Being just fine is just that "fine" - "average," but what about when "fine" or "just average" no longer cuts it? 

It's like we understand what the core challenges are, but we just won't tackle them until they're punching us in the face. And even then, as we're getting punched with one thing after the other, we're making knee-jerk reactions instead of focusing on the root cause of the problem. That is ensuring our teams are adequately trained, have streamlined processes, or working with an updated website that offers prospective customers a good experience. It's that word, though, "experience," that often throws us for a loop. A loop that has been on repeat for the last ten-plus years. The auto loop of having the conversations on what we could do to only half-ass those changes. 

Hiring a trainer for a one-day session filled with buzzwords is not training, sorry. Just like "grabbing your GSM for an all of a sudden brain dump meeting" isn't going to work. Have we ever thought that perhaps randomly grabbing a GSM - in the middle of their work - is a good idea? Beating them over the head with an ill-explained problem that isn't even thought out? Where their responses - being on the spot - are often bum-rushed word vomit that isn't going to solve the problem? Much less the damage it does to the morale when they go back and word vomit what their teams are or aren’t doing? And to make it worse, let's say you go back to the GSM two days later to ask what the updates are, and they give you a deer-in-the-headlights look because it is entirely out of their minds. To which, heck, you might go to a random sales consultant’s desk or BD agent and "quiz" them – the same thing happens, though. They give you a deer-in-the-headlights look. To make it worse, the GM might even stand over the Sales Consultant or BD Agent while they're on the phone to wait for an answer. There's nothing like being on the phone while trying to concentrate with someone breathing down your neck. 

So, what is that? Well, it's not good. And no, this isn't about beating up the GM, either. But it is an all-too-common problem. Not to mention, almost everyone wants to do better. It's just that to do better, you need resources. Those resources are clear expectations, training, and processes in our case. Without those, it is a free for all war zone full of chaos and uneasiness. No one wants to sit there looking like the class clown, but it's inevitable when the dunce runs the show. It's time we put the dunce cap down and focus on what can and will impact the dealer level. Take a minute and get with your GSM. Let them get with their teams to ensure that the website is up to date, ensure there is a refresher on the processes, and, most importantly, make sure there is a process in place for ongoing training. Try being proactive vs. reactive because when it hits the fan, and it will, chance favors the prepared mind. 

Taking a minute to invest in your managers - as a GM - will not just build trust within your dealership, but it will create a positive environment where your teams will be more proactive about training. All too often, training or even asking for changes is seen as being negative or "questioning the status quo," as in, if it's not broke, don't fix it. Well, are we so far past being broke that we just don't know how to fix it? Perhaps, but the good news is that there's nothing wrong with wanting to "fix" the root cause. Tackling the problems that can and will set us back as we learn to navigate the ever-changing new normal. If you're serious about fixing the problem's root cause, take a minute to complete a free stealth test.

Caller ID was created to make everyone’s lives easier. Sometimes in a dealership setting, it does, especially when a customer has a thick accent or a hard time remembering their phone number. Other times (98% of the time), the caller ID is the communication killer that staff should avoid at all costs.

Why is caller ID a communication killer? We have all heard the saying, “Assuming just makes an ass out of you and me;” well, the caller ID information being accurate is an assumption that we should never make! Too many times, we hear associates regurgitating the caller id information on their screen and the customer needing to correct them or, worse, agreeing and then the information isn’t correct.  It is not a reliable source of accurate information, and we should be working to communicate with our customers to retain their contact information through verbal communication ALWAYS. We want our customers to provide their information with every call interaction willingly. That is how we know we are creating a valuable customer experience and crucial customer relationships. 

The other topic that goes along with caller ID is assuming the customer knows or doesn’t know where the dealership is located. This is a topic to be openly discussed with the customer. When the sales associate assumes the customer is unaware of the dealer’s location and just blurts out an address, it doesn’t benefit anyone. It wastes time during the call, and anyone can throw an address out there; however, if the customer knows the dealer’s location, it’s a waste of time; if the customer doesn’t know the dealer’s location, the physical address doesn’t mean too much either. We should be having the conversation with the customer and using local landmarks and easily notable visual cues to give directions when the customer needs it. And confirming they truly know is an absolute best practice. There is nothing worse than making it through the entire call with clear communication and insulting the customers intelligence by blurting an address out at them without confirming that the customer needs it or not. This is especially present with the customers caller ID shows something other than a local area code and the associate is assuming what they know about the customer. 

So how can we adjust and make sure that our communication is solid? Ensure that there’s a system in place that gives our associate a sure-fire way to secure correct customer contact information from the start. That system should guide the associate through the entire call, keeping that communication clear, informative, and efficient. When an associate (sales or service) has a system that keeps the call flowing and communication crystal clear throughout, then there is little margin for error. When that happens, our customer service is top notch and that should be our goal for every interaction. We should be asking direct questions, listening to the customer, and engaging further from there. When we are truly engaged, we will always be providing better service. Moral of the story is, collect customer information verbally and always confirm that the customer is aware of dealer location before giving them landmark directions.

One of the most important things that you need to focus on with your phone agents is making sure that they are performing up to expectations and that their phone conversations are effective. Effective calls lead to more sales, which means greater success for your dealership. One of the best ways to evaluate the success rate of these phone calls is by using call scoring.

What is Call Scoring

Call scoring is a popular way of evaluating the success of phone agents by evaluating their performance on calls. For this evaluation to be successful, the calls that you are scoring need to be recent calls that actually happened. The calls evaluated are recorded and compared against a predetermined set of metrics and key performance indicators.

How to Properly Score Calls

When preparing to score calls for your agents, it is important to set up the right environment and choose the right calls to score. It is important to use recent calls and to review them with the employee as quickly as possible afterward. It is also much more useful to score calls that actually happen with customers rather than role-play calls. Using old calls means you won’t get an accurate picture of how your sales agents are performing right now, and using simulated calls instead of real calls drops the stakes and changes the environment. 

Once you have the recorded calls, you can compare them to the metrics and KPIs that you decided on ahead of time. Make sure you assign a numerical value to each metric so you can create an aggregate score. You should also include comments about why you gave the specific score that you did so that you can give specific feedback to the employee about what did and didn’t go well.

How to Use the Scores

Once you have the scores, you can use them to focus your training efforts, both collectively and individually. You should take some time to look for any patterns in the scores for your phone agents. You should be able to identify, from the scores, what the strengths and weaknesses are for the group and for individual contributors. You should schedule review meetings to go over the results with each employee. While it may take a decent amount of time, the sooner you can review the results with the individual sales agents, the better it will be. If the phone call is fresh in their mind, they can provide context for their decisions, which will help you provide the right training to help them improve. Scores over time can also help you track progress and see whom you should promote and who might eventually need to be removed from the phones.

If a majority of the team shows a below-average score in specific areas, this shows a gap in their training that you need to address. If you work with an outside agency like Phone Ninjas to conduct your call scoring, they can also provide resources to help you actively coach and train your employees. Ongoing coaching is the most effective means of driving results as it will allow the phone agents to make the changes that they need to in order to be more successful and to do so in an ongoing manner.

Other Methods to Consider

While call scoring is an effective way to get a view of how your team is performing, it shouldn’t be the only method of training and evaluation that you use with your team. Regular skills and team training are an important part of development, with Active Coaching being the best and most effective. You can also employ phone scripts to give your team more tools to make their sales calls successfully. When it comes to one-on-one training, this has been proven an effective way to help newer or inexperienced employees develop the skills that they need in order to be successful. Having them work with a coach helps them see how they can implement the things which are being taught and what’s expected of them.

Nothing happens overnight, but it won’t take forever, either. Call scoring is one of the most effective ways of evaluating the performance of your sales agents. It also provides you with the insight you need to make sure that your training is properly focused and effective. Make sure to implement it regularly to keep your eye on the bigger picture.

Do you need help training your agents? Click here to learn more about our active coaching!

Let’s paint a picture. We’re in the showroom, and a customer is starting to get noisy at the other end. Our ears perk up, and the first thing that is audible is, “they told me on the phone that…” The thought crossing everyone’s mind is, what DID they say over the phone? Is this customer forgetting/misunderstanding what was said to them, or is one of our customer service representatives not holding up to their end of the bargain when the customer is physically in front of them? Neither of the situations listed above is good for business. So, how can we curb this situation that happens more than we would like to admit? Two disclosures and one point: 

• Disclosure #1: Shoving a customer’s nose in the fact that “you’re right” and “they’re wrong” isn’t the answer! I’m NOT suggesting you do this!
• Disclosure #2: How to properly and effectively handle this situation with the client isn’t the purpose of this blog, and there is a technique to handle this and still make the sale while capturing perfect CSI. The purpose is to look at the bigger picture and use Call Tracking as a training and coaching tool, as that’s where the magic truly lies… 
• Point: Perception is reality; I get it, I believe it, and I live it.

Call tracking...  most everyone has it these days. It can be a great tool, but how efficiently are we using it?  BDC departments (both sales and service) use call tracking to see opportunities and volume coming into their dealerships which is a godsend. But are we using it to its fullest capabilities? Are we listening in here and there to see how our associates are handling themselves and our customers and working to make sure that that experience is top-notch? The better question is this: Is it an effective use of our time to do so, or should we outsource it? We know the answer is “yes,” and this is critical to do. But why dedicate a 50k – 100k team member to this task when it can easily be outsourced for between $999 and $2,499/mo? Also, does that team member have the necessary qualifications to access, process, and offer critical feedback? Likely not. 

Call tracking is something that can be a huge asset to any dealership that chooses to use it to its fullest benefit. When we outsource and monitor call tracking, deploy active coaching, and maintain certification standards, it gives us the ability to ensure that our customers are getting the highest quality service from their initial hello to when they leave in their new vehicle (or as I like to say “ring to taillights”). 

It’s also hard to train an associate on phone skills when the conversation is only one-sided especially since role-playing can only get us so far. Having the ability to coach and train an associate on their actual customer-facing performance with an organic customer is the BEST way to keep our associates sharp and monitor our true lead potential. There is nothing worse than when an associate gets in their own head based on how they think the conversation is going, and an opportunity is missed because they only saw the scenario one way. If there is a potential for another way, and it can be a coaching opportunity for them, THEN we are getting somewhere when it comes to our next opportunity. 

Missing one lead and learning from the experience is one thing, but missing a lead and missing others like it because no correction was made is money left on the table and unacceptable. 

Consistency is also something that can be monitored. That can mean amongst associates and their performance day in and day out and across departments. There is something to be said about making sure that no stone goes unturned to continue to cultivate top-notch associates who provide superior customer service. Consistent and active coaching containing corrections and attaboys will lead to consistent customer service from the entire staff. While it can be a challenge to listen to every call, if a summary of performance can assist in the topic for our next morning meeting, then everyone stays on track, and important topics can be addressed. Specifically, dangerous trends! Most likely the discussion of a correction for one associate will apply to others in the group as well. 

This also leads to the topic of communication. What is clear and concise communication to some is not clear and concise to others. When we have a set of firm standards to uphold, then everyone wins. The customer is fully informed, and the associate cannot be accused of missing information or miscommunicating important points.  So back to call tracking, this can all be done if we already utilize a call tracking service and outsource monitoring with active coaching. It’s just a matter of making sure that the service is fully adopted at every level.  

With that all being said, how’s your call tracking? Are you just scanning a report here and there for volume, or are you digging in to get a better idea of how your associates are really handling their opportunities?  How are you going to unlock your call tracking system’s full potential if you haven’t yet?

There's nothing sweeter than looking at a hot P&L statement. Sitting back in the chair throwing air hoops for a job well done. Or maybe you’re browsing online for another Rolex to add to your collection. All of this is well and good. In fact, it's fantastic. What's not so fantastic are the problems dealers will face in the coming months. It's a telltale sign when vendors come in hot with their latest tech products to assist your dealership. Offering much of the same products they have been for the last three years. Touting that without their products, your dealership will not be as successful. 

Sure, having the right tools in place is necessary, but before we can even get into whether or not the tools vendors offer will solve your store's problems, we first have to talk about what those problems are openly and honestly. It's no secret that the average dealer's statements are starting to reflect a different picture and one that should make you stop and pause before pulling the trigger on that new Rolex. 

In that brief moment of pause, let's not get sucked into the whirlwind frenzy of cutting this to save that. Instead, let's dig into the core of the issue (which really is an opportunity). Before any cuts are made in the budgets, it's best to ensure that you have the right people around you. What good is it to cut products and services or cut all of your ad spend (my personal favorite) without ensuring your teams are in good standing? 

And no, this isn't a flash meeting where you randomly pull your GSM or BD Manager into your office on a whim and tell them to figure it out. After all, causing a frenzy amongst your teams isn't going to solve anything. You might feel good in the moment, telling someone to fix it, but what are they fixing exactly? 

Instead, the goal should be to look into their performance as managers. When was the last time you sat down and reviewed your CRM metrics? When things are hot, it's easy to forgo reviewing the results, also known as tunnel vision. It's always important to look and see if the calls are getting answered, how many appointments your teams are setting, and whether or not those appointments are getting sold. More importantly, are your teams working with unsold leads and following up with unsold customers? Chances are some customers have slipped through the cracks. Something that's easy to happen when leads are bountiful, and customers have been held in a FOMO situation. Though let's make no mistake, with customers starting to have more options - with dealers even beginning to run TV commercials touting their inventory selections - it's going to get a little more challenging in the coming days/weeks/months. 

That said, once you have your goals or benchmarks in place, then it's time to have a conversation with your GSM and BD Managers. Where you can have a conversation about the goals versus beating them over the head with what is or isn't happening. If the goals are not being met, then the conversation becomes about how to address the core issues. Chances are the core issues stem from the Sales Consultants and BD Agents not following a solid process. Everything from answering inbound calls and emails correctly to not following up with unsold customers. The best part about all of this is that there's no need to reinvent the wheel. Yet we make it out to be some revolutionary change in the industry when we have to get back to the core of running a retail sales business. But it's just that, the core, that which should never have changed to begin with. Do we ever sit back and wonder why we make it so hard on ourselves? 

But I digress. Now that you've gotten a handle on what is or isn't happening, it's time to evaluate the tools and resources you're paying for. If the tools and resources are not going to be managed (notice I didn't say used!), then no, it doesn't make much sense to keep them around. But if they are beneficial to your sales process or can assist your managers in managing the sales process, then yes, you should keep them. 

Lastly, while training is often excluded from budgets or the first thing to be cut, it’s the single most important thing for Dealers to focus on in an ongoing manner. The dealers who continued to train their teams throughout the last three years are far ahead of the game. A game that can make or break your store in the coming months. Besides, who wants to be left in the dust eating stale cake leftover from the customer lounge versus selling vehicles in a challenging climate?

So, before you throw another air hoop, click “buy now” on the next Rolex, or monogram that new fancy pen, let's focus on what really matters - our teams. They're only going to be as good as we train them to be. 

Please take a minute and smash a slam dunk with a FREE Stealth Test to understand where your sales consultants currently stand, and let’s discuss where you want them to be. 

It’s a check and balance, something that we do on a regular and ongoing basis with our athletes, whether they’re just starting out in T-ball or all the way up to our professionals. A coach is there to lead players through drills and game-time scenarios. Athletes practice regularly to maintain their already honed skills and work on improving skills that may need some work. With that being said, why wouldn’t we want to maintain that same expectation of excellence in the other aspects of our lives? Let’s be honest; there’s only a small percentage of athletes that will continue to perform on an athletic field for their entire career. Most of us will choose another path to spend our time committed to that pays the bills. But that doesn’t change the fact that each position we hold has a required set of skills that may not always come naturally to us. So, PRACTICE and having a COACH are imperative to continued success in our respective fields. 

When starting out in any position, we need to have a basic understanding of what the job is and what is expected of us. Then we pick up processes here and there that help round out our duties as a whole. We may have a review here or there with a manager about our performance, or we may not. But we will never improve our performance if no one points out where we can strengthen our game or fill in any gaps. Active coaching in any position will assist an associate on many levels. Some of the most important “coaching” can be done by making sure that the company’s set processes are being followed, and if they aren’t, we have an opportunity to take corrective action. In an industry that deals with customer service, every customer interaction is different. We need practice with different scenarios and the ability to review scenarios to improve (drills and game day reps). Why not review a scenario that we experienced firsthand?

Just like shooting free throws in basketball practice or kicking field goals in football, we need to feel the right things physically, but we also need a coach to see things from a perspective we cannot see alone. We can take a step back and review our performance, listen to the coach, self asses for future situations and focus on consistent performance of the right moves. Daily reps and performance assessments are a great way, and really the only way, to continuous improvement in any skill set. Bringing that philosophy into the workplace means we ARE going places. Get the entire team on the same skill level, and improve daily, and our business is on FIRE (in a great way). 

Really the only way to be excellent is by getting active coaching on our primary skill set regularly. And the old saying really does still ring true “practice makes perfect.”

When you work in customer service for a dealership, one of the goals you may have is to set appointments for people to come and test drive new cars. If you are new to the dealership, this may seem like a waste of time, especially if there are people walking in to buy a car regularly without an appointment. However, appointment setting is one of the most valuable ways you can contribute to the dealership’s bottom line.

WHY SET APPOINTMENTS?

Even if your dealership gets a lot of walk-in traffic, appointments are an incredibly valuable way to make sure a sale occurs. People who walk in off the street are often window shopping. They may have an idea of what they are looking for, but they may not be ready to buy yet. If they test drive a couple of cars and decide to make a purchase somewhere else, then the salesperson has wasted their time. On the other hand, someone who calls to set an appointment is more serious about their intentions to buy a car from your dealership. Setting the appointment allows you and the sales team to prepare for them. Think of setting an appointment as a pre-closing deal. You are one of their first contacts, and the experience you give them can be a deciding factor in whether or not they actually end up buying a car from you.

COLLECT THE INFORMATION

One of the big benefits of setting an appointment with a customer is that it allows the sales team to prepare for them and make sure they place the right cars in front of them. As part of your phone call, you can gather important information, such as their budget, what kind of car they are looking for, features they want, and even colors. Many people do their own research ahead of time and come with cars that they want to test drive, but having this information can help your team place other cars in front of them that they have missed. Being treated as a valued customer is a great way to make the right impression in order to close the sale.

CLOSE THE DEAL

While you may not make the final sale on the phone, you can prime them to close the deal with every part of your interaction. Using the phone script will help you cover all your bases and appear confident. Make sure you answer all of their questions thoroughly and that your questions are more open-ended, rather than simple yes and no questions. All of these things will give the potential customer more confidence. When setting the appointment time, focus on what works best and is most convenient for your customer. Working on their time makes it more likely that they will actually show up to their appointment. It is also a good idea to walk them through what to expect in terms of reminders and at their actual appointment. The more you prep them, the more likely it is to be a successful appointment.

TRACK METRICS

In order to make sure your phone calls are as effective as they can be in setting appointments, it is important to track the right metrics. The ratio of phone calls to appointments set and the ratio of appointments set to appointments that actually happen are both important measures to make sure that everything is working properly. If there aren’t a lot of appointments being set or if a large number of the set appointments don’t actually happen, it points to an issue with how the phone calls are going. This could require more training or an adjustment to the phone scripts that are being used. These metrics can also be used to identify the top performers. For your top performers, analyze what they do that works and see if you can implement that with the rest of your team.

Appointment setting is one of the most powerful pre-sales tools in your arsenal for selling cars. With the proper training, these phone calls can set the sales team and customer up for a successful visit and leave a great impression. Focus your efforts on making sure you are optimizing your phone calls.