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.