Digital Dealer
It's All Phone Here
By Todd Smith
Internet sales come from good phone skills. This business demands that your people be great on the phone if you expect to sell vehicles sight unseen to prospects hundreds of miles away from your dealership. How much time are you investing in improving your phone skills?
In this issue of DEALER, I want to take some time to review some basic points that will get you thinking about how you can improve your phone sales results. I am excited to share this information this month because I think it is an area that really hasn't been talked about much, yet is so critical to developing a successful Internet business.
Here's how you can profit from five very simple yet powerful telephone techniques that will help your Internet sales people increase their closing ratios. Have them read the techniques listed below:
Plan your call in advance. What are you going to say? What do you want the outcome of the call to be? Jot down some notes on a pad in front of you before each call. You don't need to script the entire conversation, but memorizing the general structure of your call and key points you want to make will make the sales call smoother and much more enjoyable. Running by the seat of your pants will get you one thing: POOR RESULTS. Put a little planning into your phone calls and watch your results improve.
Build rapport first. It is so important to find common ground with every prospect you deal with over the phone. You will always need something to fall back on if, later on, the negotiations start to unravel. It also allows your prospect to have a greater sense of comfort with completing the vehicle transaction with you. Don't rush into the sales pitch, (Remember every other sales person pitching this Internet lead is probably doing that also, so STAND OUT.)
Tell your story. Before you really get to selling, tell them how you are going to do business on their terms and how you will disclose all information about the vehicle to them. Make it exciting and memorable for them. I like the story line because it helps set the stage that will allow you to set the price/value proposition in your prospect's mind.
"We started doing business differently about 6 months ago because of the Internet," Pat tells a prospect over the phone. "It is allowing us to work more closely in helping our customers achieve their goals when it come to making their automotive purchase. We provide up-front pricing, online trade appraisal, we'll help shop for the right loan or lease that meets your budget, then we'll deliver the vehicle you purchase to your home or office." That's a story that would get your prospect's attention.
Leave creative messages. Many of the calls you make will be intercepted by answering machines, voice mail and secretaries. Don't miss the opportunity to leave a message that will make the prospect want to call back. This is an avenue that is perfect for making a powerful impression on your prospect.
"Bill! This is Pat Gray of ABC Dealership.com. I've got two very unique plans that would allow you to purchase the vehicle you placed a request about. Just to let you know, one of the plans allows you to defer any payments till 2001." Remember prospects want to know why you are calling, and you need to give them a good reason why they should call you back.
Provide both in your message. I have worked with dealerships that have used some pretty creative techniques that literally guaranteed the prospect would call back, so come up with some yourself. I will make you a bet that your competitors won't.
Take notes on all your calls and use a lead management tool or service. When a prospect calls you back you'll want to be able to remember immediately who he is, when you called him, who you talked to, and what you said in past conversations and messages. If you've been making dozens or hundreds of calls, this can become impossible without notes to refer back to.
If a prospect calls you back a week later and you realize that you haven't the foggiest idea who it is, give yourself a moment to refresh your memory. Say, "I'm glad you called. Please hold on just a second while I get to my desk." Put the prospect on hold while you check your notes. You can go back to the call fully prepared to deliver your message. If you can play hold music you might want to craft a message that helps you sell your dealership's Internet business.
Don't take the telephone for granted. It is your most powerful tool available as an Internet salesperson. You might have thought that e-mail would be the most powerful tool. It's close, but e-mails can't talk and set the prospect at ease like a voice on the other end of the line. It is hard to match the telephone's ability to touch your prospects and customers in very personal ways.
Don't be afraid to promote your dealership over the phone. People want and need our services. Reaching prospects through the phone, and sharing your enthusiasm and belief in your dealership's Internet business and yourself, can be a superior way to build a successful online dealership.
Todd Smith is President and CEO of Target Marketing Group, the leading automotive Internet solutions provider. He is the publisher of the manual, Automotive Retailing on the Internet. TMG works with OEMs, dealership groups and individual dealerships on creating Internet strategies. Visit Target Marketing Group's Web site at www.tmg-online.com. tsmith@dealeronline.com
