As a savvy customer, nothing is more infuriating than being ignored or receiving a response that dodges all your questions. Pre-Covid, dealerships used to pride themselves on their promptness in addressing leads. Even the OEMs had standards in place to ensure that all inquiries were answered within a specific timeframe. However, during the peak of the pandemic, when demand outstripped supply, some dealerships conveniently chose to overlook their leads. And if they did bother to respond, it certainly wasn't within the respectable ten to fifteen-minute window. A study even highlighted the dismal decline in 2021 - 2022, where dealerships dropped the ball on response time and failed to answer customer inquiries altogether.

Now, let's delve into what went wrong. While we can't change the past, we can certainly revamp our lead response strategy for the future. First off, it's high time you give your CRM workflows a makeover. When was the last time they were given a once-over? If you're struggling to recall, it's a sign you need to dive in. Once you've thoroughly inspected your CRM workflows, spare a moment to scrutinize your automated emails. Are the signature lines up to date? Do these automated messages still make sense? And for goodness' sake, do all those social media links actually work? It may sound like a walk in the park, but believe it or not, some dealerships are still sending automated responses from employees who don’t even work there anymore. 

Once you've conquered the CRM basics, it's time to gather your BD agents and Sales Consultants for a pep talk. A quick refresher never hurts, right? After discussing the best practices for responding to leads, holding your team accountable is crucial. By leveraging CRM reporting, you can easily track response times. But don't stop there – evaluate the actual content of their responses. We can all stop the clock, but not everyone is sending out top-notch replies to leads. Let's make sure we answer customers' questions and provide clear next steps. After all, the ultimate goal is to build rapport with customers and boost our chances of securing their business. And that's impossible if we ignore leads or respond with flimsy replies that fail to address their needs.

If your team is still struggling with word-tracking or crafting compelling responses to customers' questions and objections, fret not! We've got your back. Knowing what to say and when to say it can mean the difference between winning or losing a customer. we have the expertise to help you master this crucial skill.

If you're still on the fence, take a moment and request a Dealership Mystery Shop! Once we've completed the test, we'll be in touch. Here's to getting back to the basics and being proactive rather than reactive. 

One of the most glaring issues affecting dealerships today is the dismal state of their phone skills. It’s alarming to witness how poorly some sales consultants handle inbound calls. Often, they fail even to say a simple "thanks for calling ABC Motors," instead opting for a generic introduction like "sales, Chris…" This lack of professionalism right at the outset leaves a negative impression on potential customers and set the tone for the entire interaction.

Another detrimental mindset that has seeped into the industry from the Covid-19 days is the belief that customers will naturally gravitate toward Sales Consultants without any proactive effort. This complacent attitude will wreak havoc on your dealership and overlooks the importance of effectively engaging with customers. Dealerships must recognize the value of every call that comes through their various ad campaigns and ensure that no potential customers slip through the cracks due to a lack of interest or effort.

When customers inquire about a vehicle, it’s vital for sales consultants to gather their information. Unfortunately, this step is often overlooked, leading to missed opportunities. By neglecting to collect essential details about customers' needs and preferences, dealerships risk failing to match them with the right vehicle. Especially given that most customers don’t end up purchasing what they inquired about! But we can’t know that if we’re not asking the right questions. A thorough understanding of customers' requirements enables sales consultants to tailor their recommendations effectively and increase the likelihood of booking an appointment. An appointment that leads to a sale!

Some sales consultants have even adopted a combative stance during phone conversations instead of taking a helpful approach. A call I recently listened to was regarding a vehicle that was sold. The Sales Consultant literally said, “It’s sold.” Didn’t bother to mention the similar vehicles they had available. Just that the vehicle was sold, and had zero interest in continuing the conversation. And no, this isn’t about beating up Sales Consultants. But it is about understanding the importance of effectively handling inbound calls. If your Sales Consultants are neglecting to engage in professional discussions with customers, they miss the chance to understand their exact needs. Understanding the customer's wants, budget, and specific requirements is crucial to guiding them toward a suitable vehicle.

It is undeniable that customers prefer setting appointments when visiting dealerships. Nobody wants to spend an entire day or hours on end at the dealership when purchasing a car. By encouraging customers to schedule appointments in advance, dealerships can provide a more streamlined experience, allowing both parties to be adequately prepared. This approach saves time and increases the likelihood of closing a sale, as the dealership can focus on catering to the customer's specific needs during the visit.

Bottom line: it is imperative that dealerships recognize and rectify the shortcomings in their phone skills. Answering every call with professionalism and a courteous greeting is the first step toward improving customer service. Sales consultants must effectively engage with customers, collect their information, and employ effective fact-finding techniques. Additionally, setting up appointments and proactively discussing the next steps can enhance the customer experience and boost sales. By prioritizing these aspects, dealerships can create a positive impression, capture valuable leads, and ultimately achieve their goal of selling more vehicles.

Don’t believe your Sales Consultants are missing opportunities? No worries, sign up for two free mystery shops to see how they’re handling inbound phone and web opportunities!