Automotive Retail Training; Phone Module

8/8/2019 Automotive Retail Training; Phone Module

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Phone Training Module

Maximizing Incoming Phone TrafficSales Consultants Workbook

2005 STC Group


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Opportunity is CallingMaximizing Incoming Phone Traffic

Objectives:

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

What is your current process for handling incoming phone calls?

What is the cost of making the phone ring at your dealership?


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Section OneThe Buying Process and Opportunity

Objective: Demonstrate how the behavior of the modern customer can create both profit leaksand profit opportunities within a dealership.

What has been the biggest change to our business in the last 10 years?

Why do people use the Internet before coming to your dealership?

How did people gain information prior to using the Internet?

What do most customers already know prior to contacting your dealership?

What do most customers need to know before they visit your dealership?

What is the most common question customers ask when calling your dealership?


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Section TwoShowroom Opportunities

Objective: Examine the familiar challenges faced in the showroom; suggest methods of how toovercome obstacles both face-to-face at the dealership and over the phone.

What is your current sales process?

What are your greatest obstacles in completing the sales process?

Why do customers resist the sales process?

What happens if we shortcut the sales process?

How do you manage your sales process?


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Benefit Request

Customer says:

Whats your best price?

Whats my trade worth?Let me see your invoice?

What would payments be?

How much for that one over there?

Salesperson says:

1- No problem.

2- So I can help you get all the (requested info) information you need.

3- May I ask you a few quick questions?

The salesperson can now follow-up with some open-ended questions to engage and

interact with the customer such as

What do you like best about the What are you currently driving? Will you be adding to or replacing that vehicle? What do you like most about the (vehicle being replaced)? What would you like to improve on? Since youre considering your options (Sim-Sim-better value)


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Trade-in Overview

1. By the way, has anyone ever told you how a dealership decides what they will pay you foryour car?

Yes? Great, what did they say?

No? Let me explain.

2. We take a look at 3 main things. Condition Books/Sites Experience

3. ACV Define ACV. Regardless of the car youre considering Then we can let you know where you stand. Does that sound fair?

If the customer is a phone-up.

4. By the way, would you like a head start? Weve found that a great place to start is in KBBs Trade-In "Rate It" area. Are you

familiar with that? If not, explain and go on. If yes, go to the next step.

5. To get you the most money for your car, the first step is to take a look at it. When would bethe best time for us to get together?

Today or tomorrow Early or late 4:15 or 4:45


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Similar Similar Better Value

Customer is looking for a hard to find vehicle?

Repeat customer request: "What I am hearing you say you are looking for is"

Ask customer to consider options: "If we had a similar vehicle with similar equipment thatwas a better value would you consider it or shall I rule that out for you?

If Yes

Benefit/Request: "I can help you find the options that would offer you the best value. May I askyou a few quick questions?" (Interview Customer)

What are the features that you would really like to have?

be willing to do without?Besides xxx what is your 2nd and 3rd color choice?

If No

Benefit/Request: "So we can be sure to get the exact options you want lets take a look over asimilar car in our inventory"

If the customer asks what do you mean?

Package cars Pre-owned Demo


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PHONE PROMPTS FOR

SUCCESSFUL SALES CALL HANDLING

Bene

fit Request

1

2

3

4

5

Greeting

No Problem

Answer/Explore

Current Vehicle

OfferAlternatives


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9

PHONE PROMPTS FOR


6

7

8

9

10

CheckAvailability

SetAppointment

Confirm

No?

Permission toRe-Contact

If No,go to #9


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10

PHONE PROMPTS FOR


Bene

fit Request

1

2

3

4

5

Greeting

No Problem

Answer/Explore

Current Vehicle

OfferAlternatives


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PHONE PROMPTS FOR


6

7

8

9

10

CheckAvailability

SetAppointment

Confirm

No?

Permission toRe-Contact

If No,go to #9


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1. Greeting Thanks for calling (dealership name). My name is (Salespersons Name).How may I help you?

2. No Problem No Problemso I can help you get all the information you needmay I ask a few

quick questions?( L.A.E.R.)

3. Answer/ Explore What kind of equipment are you looking for on your (model)?n/u engine (4 or 6 cyl)transmission (auto or manual) color (light or dark)Like to have: Do without: 2nd/3rd color choice?

4. Current Vehicle By the waywhat are you currently driving?

Will you be adding to or replacing that vehicle?If replacing, thenYear Make Model OptionsMiles Engine Trans ColorSo I can understand what is important to youWhat do you like best.What would you change?

5. Offer Alternatives Since you are considering your options, if I had a similar vehicle, with similarequipment that was a better value would you consider that or would you preferthat I rule that out for you?IF No No Problem. If I dont have what your looking for here, we can checkother inventories that are available to us.

6. Check Availability Let me check our local and central inventory and see what we have,.Are you calling from:Home___________________ Work___________________ OrCell___________________

Your Last Name Was? ________________ Your First Name?___________________

Bene

fit Request


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7. Set Appointment 1. Great news, we have that vehicle and a few alternatives as well. To help youmake an informed decision, when would you like to come in and take alook?

2. So I can help you get as much as possible for your (trade), when can youbring the vehicle in?

3. So we can help you make an informed decision based on (test drive,alternatives, financing), when would you like to come in.

Yes Or No? Yes=Continue. If Nothen Skip to 9

8. Confirm Great, Ill see you (Day, Time). Do you have a pen handy? If not, I canwaitplease write this down.-My Name-My Cell Number-Appointment Time.I will have a few vehicles pre-selected and ready for you to look at, so please do

me a favor, if anything changes on your end will you give me a call.Thank you, and I will see you on (Day, Time).

9. No? Thats O.K. Lets call this information day. We are more interested in where youbuy, not when you buy. Is this something you were thinking about doing in days,weeks or months?

If there was one thing that is keeping you from moving your time frame forward,what will it be?Lets suppose we could (meet the need), would that move you closer to making adecision?

Ask for appointment one more time!

10. Permission to In order to make you feel most comfortable with your decision, I would like toRe-Contact send you some information that is hard to get anywhere else. What is the best

way to send that information?

Address: _________________________________________________

City:__________________________ State:______________________

Email:____________________________________________________

If there was a change in product or promotion, would you like to know?

Best Number: _______________________________

Second Number:_____________________________ Best Time: __________________

Thank you again for calling us.


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What Will How Will Who Should When Should

You Do? You Do It? Be Involved? This Be Done?

Action PlanIts not what you know that leads you to success, it is what you do.


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What Will How Will Who Should When Should

You Do? You Do It? Be Involved? This Be Done?

Action PlanIts not what you know that leads you to success, it is what you do.

Documents

Automotive Retail Training; Phone Module