Article

Welcome The Phone-Up To Your Dealership

May 2007, Auto Dealer Today - WebXclusive

by Will Parquette - Also by this author

You have probably noticed an increase in phone-ups since customers are busier and more pressed for time than ever. The vehicle shopper simply doesn’t have as much “tire-kicking” time as they used to so they go to the phones to save on legwork and save time. Your staff needs to be prepared and trained to take advantage of the potential of the phone up market. The first step is to make the telephone customer feel welcome and at home just as you would a lot up. Here is a simple process to welcome your phone ups:

Step One- The Operator- If you have operators who answer calls and then routes sales calls to the sales staff, have them ask for the customer’s first name and whether they are looking for a new or used vehicle. There’s no need to ask for phone numbers, addresses or additional information.

Keep it simple and non-confrontational. If the customer volunteers more information such as a stock number or advertising source, the operator should make note of it as well. Then the operator will then page sales and provide the information to the salesperson responding. Your operator should use the customer’s first name as soon as they receive it. For example,  the operator has Joe on the line who is interested in a used truck. The operator would say, “Thank you, Joe. I’m going to connect you to a sales consultant who will answer your questions.”

Step Two- The Sales Consultant- After receiving the customer information from the operator, the sales consultant should pick up the call and immediately use the customer’s name and acknowledge what they called about before identifying themselves.

For example, “Good morning, Joe and thank you for calling. I understand we are looking for a used truck. My name is _______ and I’m pleased to work with you today.”  The customer feels like someone at the dealership already knows them and they don’t have to repeat the same story they just told the operator. You will notice the use of the word “we.” This little touch can really help the customer feel that the sales consultant is on their side. It is important that the sales consultant answer the call confidently and NOT by asking “Hi.  Is this Joe?” What’s the worst that could happen when picking up the wrong line? Nothing! Offer a simple apology, put the customer back on hold and call the operator to get the correct line. No big deal!

Put this procedure into place and give it good fair try. You will notice more positive responses to your phone ups and ultimately, more appointments and more sales!

Vol 4, Issue 3

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