Sell the Reply, the Call, the Visit and the Car!

By David Kain

Com­mu­ni­ca­tion tac­tics are the art of sell­ing an appoint­ment, and in turn sell­ing a car.  How­ev­er, there are crit­i­cal first steps before you can achieve these out­comes.  The fol­low­ing com­mu­ni­ca­tions sequence will allow you to achieve excep­tion­al results — so you’ll want to read more!

Sell­ing the Reply!

To achieve a high “con­nec­tion rate” you will need to ‘Sell a Reply’ to your com­mu­ni­ca­tions attempts.  This some­times is as sim­ple as lur­ing them to reply to a qual­i­ty voice­mail if you are unable to catch them by phone on your first attempt.  We’ve seen effec­tive meth­ods to sell a reply via voice­mail and one that seems to work very well is a sim­ple “I have just checked on the vehi­cle you asked about and have gath­ered all the infor­ma­tion you asked about includ­ing the price, equip­ment, incen­tives, etc. and have it right next to me so when we are able to talk by phone I can pro­vide it right away.”  The key is to leave a voice­mail that gets a reply call back.

Sell­ing the Call!

We sel­dom see a vehi­cle sold to an Inter­net prospect with­out first hav­ing a phone con­ver­sa­tion.  If you approach it in the best inter­est of the cus­tomer they seem to be fine with a quick call.  Watch how you phrase it and you’ll be impressed how often they are open to a call.  Try approach­ing it with a sim­ple…” I have the infor­ma­tion you asked about and can go over it in just a cou­ple of min­utes by phone, is there a con­ve­nient time for a quick call today?”

Sell­ing the Vis­it!

Con­sumer behav­ior stud­ies con­tin­ue to empha­size that a vis­it to a deal­er­ship is not at the top of the list for a lot of car shop­pers. [But] the deal­er­ship is where all the mag­ic hap­pens and you will want to devel­op a few lines you can empha­size to your cus­tomer regard­ing the val­ue of a vis­it to the deal­er­ship. “We have a spe­cial inter­net buy­ing process that makes it real­ly easy for our online cus­tomers. I will have the vehi­cle you asked about pulled up and ready to present and let you take it for a fun test dri­ve. Then if you decide it’s the vehi­cle you’d like to buy we can pro­vide you with your spe­cial Inter­net price, top val­ue for your cur­rent vehi­cle and pay­ments that fit your bud­get. How does that sound to you?”

Sell­ing the Car!

What’s great about doing all the steps right is how easy it is to sell the vehi­cle when they arrive.  It is impor­tant to real­ize you have to set the stage for a prop­er vis­it.  I like appoint­ment boards because it proves to the cus­tomer they are spe­cial, I espe­cial­ly like the vehi­cle pulled up front with a plac­ard or mir­ror dan­gler with their name on it that they can see when they arrive.  Sales Man­agers who are aware of the appoint­ment can also do a “fly by” and say “hi”.

Any­thing you can do to make the cus­tomer feel like they have arrived at the right place makes the sell that much eas­i­er.

David Kain, pres­i­dent of Kain Auto­mo­tive, can be reached at [email protected] Read the here.

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