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.

To effectively scale up your business you need to focus on the big picture; not get bogged down in the day-to-day minutiae of staffing and scheduling management. What does it mean to ‘scale’ up your business though? In short: maximizing your growth while minimizing your efforts or in other terms, maximizing revenue by minimizing expenses – read on to see how a virtual outsourced Sales/Support team can help scale your business.

1. Increased Talent Diversity – Utilizing a remote workforce grants you access to the best candidates to fill your needs, not just the best in your local area. Having available staff in varying time zones allows you to provide 24/7 phone responses to your customers without having to physically man your location.
2. Customer Service – Consistency is key to good customer service. A virtual/outsourced Sales/Support team that utilizes proven scripting provides just that. Consistent customer service increases customer retention and solidifies your business’ reputation.
3. Company Image – The person on the phone is often the ‘face’ of the company. Automated reception systems still have their place; as a backup, but many consumers find them impersonal and frustrating to navigate. By working with a virtual/outsourced Sales/Support team you can set your business apart from the pack by always having live agents available to answer and direct calls.
4. Increased Productivity – Recent studies have shown that despite conventional thought; remote workers are more productive than their on-site counterparts. Unburdened by the distractions of the constant ‘hum’ of the office happening behind them; remote staff is better able to focus on and process the call in front of them. A virtual/outsourced team is able to distribute many accounts’ calls across team members ensuring consistent service during both low and high-volume times; without the waste of extra hands on-site ‘just in case it gets busy’.
5. Reduced Overhead – Partnering with a virtual/outsourced Sales/Support team can save you exponentially on your overhead expenses while helping you increase your revenue. Eliminating the need for dedicated office space; furniture; equipment; supplies; etc. Reducing overall payroll expenses; the cost per month of the average service package is far less than the payroll for the average staff. This also alleviates a number of HR concerns: training; scheduling issues; sick days; vacation time – coverage of staffing holes etc.

I Hate Phone Calls

I am a Gen X-er with a Millennial attitude towards the phone: Please don’t call me. I will go to great lengths to avoid answering a phone as well as placing a phone call. This affliction has plagued me since I was a kid and would freeze in a complete panic if someone asked me to call the pizza guy for a delivery. Yes, at one point in this world, we had to pick up the phone to have food delivered. Can you imagine the horror? So, I once purchased a car via text message and thought it was the greatest process of all time. I bragged about it for years. All the while, I knew I had made a mistake and that this car just wasn’t right for me.

The Process

I only cared if my new car was cute and had heated seats. It was literally the only request. So, when I received a text back saying that the car found was an “S” rather than an “SV,” I didn’t know that meant it was a basic model. I assumed it meant my dream car was found and I moved forward in excitement! They sent me pictures of the car and we even finalized the pricing all through text. I was so relieved. No human contact! This was a dream come true; until it wasn’t.

The Purchase

The car was shipped from Florida, so it took a few days to arrive. I couldn’t wait to pick it up. When it finally arrived, the process was smooth. I signed a few pieces of paper and was given a tour of the interior. I loved it. But, when I was halfway home, I tried to turn on my heated seats and realized that they did not exist. I called the dealership for help finding the heated seat button (after having a slight panic about making an actual call) and found out the hard way what the “S” model meant. No heated seats. Eventually, the car turned out to be a lemon. I never would have known that during a test drive, but at least I would have known about the seats. I made a mistake.

The Reality

As a career sales professional, I understand how silly it is to hate talking on the phone. I do it for a living myself, so I have to pause to think about what it was that I was actually trying to avoid. The answer is simple: It’s that feeling of incompetence and of wasting time. Consumers dread the car shopping experience. If a fact-finding call had happened at the beginning of the process, and I was assured that the salesperson considered my needs and my time important, I am sure that I would have had a completely different experience and probably not ended up with that lemon. It isn’t hard to build trust over the phone. Listen to what your consumer is asking for and come up with a solution that fits their needs. Don’t use that initial phone call to sell. Nobody likes feeling like are being “sold,” This call is just to find out what they are looking for and to give you an idea of how to best fit their needs. Keep the call short and sweet so as not to waste their time. Once you have figured out the best option for their needs, set an appointment for that test drive. They need to know if they are comfortable in the car. Do they like the displays, is there room for their travel mug, and does the car have heated seats?

In closing, phones have become more important over the years because they include our email, texts, apps, a calculator, calendars, and a phone. It’s more than a communication tool, it’s an everything tool. From music to sports to politics; video stores are out of business and so are payphones. Because of today’s phone. People need to embrace the phone and be equipped to handle today’s consumers on the phone on their terms.