Pub. 12 2013-2014 Issue 1

N e w J e r s e y C o a l i t i o n O f A u t o m o t i v e R e t a i l e r s S p r i n g 2 0 1 3 14 new jersey auto retailer online user  continued from page 13 2. Know the Process The process must be clearly de- fined so your salespeople know what to say and how to guide the conversation on the phone. Your process must include your buying experience that focuses on outcomes like time-savings, professional conduct, and no pressure sales. Identify exactly what you can provide in each of these categories that accom- plishes each outcome. Example: Time savings = vehicle pulled out of inventor y, cleaned, gassed and pulled up front, vehicle history report and prod- uct/consumer reviews in a folder for appointment. Professional = making sure all appropriate staff are available and ready to assist the prospect during their appointment. No pressure = focus time on the phone building a relationship, offer to meet the prospect at their car when they arrive, and explain expectations in detail. When a dealership can do this well, they can construct phone call guides that keep the focus away fromobstacles like “price” and “availability” and more towards a customer centered experience. This is important because it gives the prospect reasons to feel confident that the dealership respects their time and can be trusted. 3. Know the players The players are the people in your organization that can make the positive buying ex- perience come to fruition! The players might be, the dealer, salespeople, BDC representa- tives, and managers. Everyone must be in sync, operating from the same game plan, meeting regularly to work out setbacks. Each player must know their roles and responsibilities as well as know exactly what to say on the phone so that pros- pects’ expectations are met and surpassed. Every person counts and everyone’s contact with a prospect must be in sync with the overall goals of the buying experience. The more contact a prospect has with your staff, the clearer it will be that dealership is providing exactly what the buyer was hoping to experi- ence. It is important to define each staff member’s role and responsibilities. Example: Dealer Principals should listen to recorded phone calls and use them to praise and coach, ensure phone call guides are in place and used, and hold staff accountable to the buying experience. BDC and Salespeople should use phone call guides for each scenario, build rapport, iden- tify hot buttons and deal break- ers, set clear expectations of the visit, schedule the appointment and identify who the prospec- tive buyer will meet with when they arrive. Salespeople should pull ve- hicles out of inventory, clean, gas, plate and have the vehicle ready 30minutes before appoint- ment time, prepare appointment folder, confirm appointments, text business card to prospec- tive buyers and meet any pros- pect at their vehicle when they arrive. Managers should read CRM notes before appointments, greet the prospective buyer and use CRM notes to per- sonalize introduction, explain what professional ser vices were completed prior to their appointment in order to save them time. Today’s online buyer wants to come into contact with a professional that can provide a time-savings car buying ex- perience. They want to avoid the typical games and hassles that dealerships have, fairly or unfairly, been stereotyped by in the consumer’s mind. This buyer has many choices and op- tions when selecting the right dealership and salesperson. Be sure your phone call guides focus on the time savings a pros- pect can expect when working with your dealership. The pros- pect should have a detailed and accurate picture of how your dealership experience works and what’s in it for them. When you are selling time savings in a way that is strategic, well written, practiced and being delivered like a pro, you know you are winning! Jennifer Suzuki is the Founder and President of e-Dealer Solutions, Inc., a training company that focuses on improving salespeople’s phone skills, email compositions, as well as daily operating processes. Jennifer can be reached at 800.625.1590 or via email at Jennifer@ edealersolution.com. Don’t lose another sale because of the lack of insurance coverage, when it is just a click away. Stop the loss of profit- able sales…especially on weekends and holidays…and get more cars delivered by acting now! CallS. BrownandAssociatesat (973)270-2270 Are you LOSING SALES because your customers can’t produce proof of insurance?