Welcome. Making the Most of Sales Calls (May 2014)s3.amazonaws.com/VWOA/WPCRM/toolbox/MakingMostofSalesCall… · Page 5 05.21.2014 Erich Wunderlich / Wholesale Parts CRM Sales Call

Welcome.

Making the Most of Sales Calls (May 2014)

Erich Wunderlich / Wholesale Parts CRM05.21.2014Page 2

Agenda

• Overview of Program Sales Calls

• Setting Up Your Script

• Selecting Your Call List

• Checking Results & Monitoring Calls

• Call Follow Up

• Summary


Why “Making the Most of Sales Calls?”

Program sales calls are a very valuable marketing tool—there is much to be gained through this channel if used effectively

These calls allow a chance to directly reach the consumer and ensure your dealership’s name and message is heard

The calls are very useful in targeting inactive mechanical shops

The calls can be used to target a specific and different set of customers each month

Without your monthly interaction and consistent monitoring of this program element, you risk losing its value

Overview of Program Sales Calls



Sales Call Marketing Overview

• Monthly calls are made to 32 customers per dealer A default list of 32 inactive customers will be pre-selected. You

can select and submit a final list of 32 inactive and/or prospect customers

• Each month the script includes 3 benefits plus 1 special discount The cutoff for setup each month is the 25th

• Customers with questions, concerns, or who are interested in purchasing will be sent to you via email and will also be directly transferred over the phone

• For Spanish-speaking shops, bilingual agents are available

Sales Call Program Results

Sales call conversion rates for inactives are the highest (13.9%) of the various marketing channels and each call made generates about $20 in sales—that’s about $600 each month!

Inactive customers should be the key target for sales calls

Sales calls are extremely effective with IRF customers and if leveraged, can generate significant incremental sales each month

“Hot lead” customers (those that transfer to the dealer) have been more likely to make a purchase than other sales call customers

However, these purchase rates are not 100%—many leads are not getting converted. These customers are getting directly put on the line with the department and should be a sure sale!


Setting Up Your Script


How To Set Up Your Script

• The script for your program sales calls includes your dealership information as well as 3 benefit messages and 1 coupon offer

You must confirm your dealership information and select your benefits and coupon

• Your call script will be used as-is each month—there is no monthly set up required, but the script can be updated at any time

• To access your script go to Hub > Portal > Marketing > Live Agent Call Script Setup


How to Set Up Your Script, Cont.


Portal > Customer Management > Live Agent Call Script Setup

How to Set Up Your Script, Cont.

Portal > Customer Management > Live Agent Call Script Setup


Call Script Set Up Best Practices

• Customize benefits to be specific to your dealership—instead of saying you have parts expertise, include your number of years of experience

• Keep benefits short and sweet

These are being read over the phone—and there are 3—make sure you keep your customers interest and hit on major points

• Use strong coupon offers—if you can get these customers to say “yes” on the call, they will be transferred to you and you can lock in the sale

These calls are going out to only 32 customers each month, so you can afford to make your best offer


Call Script Set Up Best Practices, Cont.

• If you aren’t getting leads, change your script! Keep it fresh and try something new

Check your conversion rates each month in your monthly performance report—note what is working and what isn’t

Use the Coupon & Benefit Effectiveness Report to see which offers and benefits are most attractive to your customers

• Inform your staff anytime your call script changes—keep a copy of the script posted at the counter so that your staff is informed if they receive transfers or calls from customers


Selecting Your Call List


How To Select Your Call List

• Each month, you receive 32 customer sales calls as part of the CRM program

A default list of 32 inactive customers will be pre-selected. You can select and submit a final list of 32 inactive and/or prospect customers

• Unlike the call script, which doesn’t require monthly set up, your call list must be reviewed each month

This must be done by the 25th each month

• To access your call list go to Hub > Portal > Marketing > Live Agent Call Order Setup


How to Select Your Call List, Cont.


Portal > Marketing > Live Agent Call Order Setup

Call List Selection Best Practices

• In reviewing your list, check that there are 32 selected—if 32 are not selected, make sure you select additional customers to reach your max

• Don’t let these calls go to waste!

• Complete account review and use this information to create your monthly target list for sales calls

Use the Declining Sales report to assess which customers have dropped off or have had reduced sales volumes

Go to Hub > Portal > Customers > Customer Declining Sales

• Verify that all customers on your list have accurate and up to date phone numbers

If not, remove them from your list and update the information in your DMS

• Inform your staff of your list of customers each month—download and post the list at the counter so that your staff is informed if they receive transfers or calls from customers (the list can be downloaded to Excel from the portal)


Checking Results & Monitoring Calls


How To Check Results & Monitor Calls

Each month, calls are completed within the first two weeks

The results of the calls are posted upon completion for your review—in the portal, you can check the result of each call placed and any notes from the call agent

• Additionally, for calls that are leads and/or require more urgent follow up, you will receive email notifications with the customer’s information as calls are ongoing

During the first two weeks of the month, keep a close eye on your email

• You should also expect to receive customers transferred to you during this time and customers calling you to follow up on offers

• To access your call results go to Hub > Portal > Marketing > Live Agent Call Responses


How to Check Results & Monitor Calls, Cont.

Portal > Marketing > Live Agent Call Order Responses


Checking Results & Monitoring Calls Best Practices

• Inform your staff of program sales calls—make sure transferred calls are handled appropriately

Do not place the call agent or the customer on hold

Be aware of the current special being offered

• Act on any email notifications received as soon as possible

If the customer had a complaint, rectify the issue

If the customer had a question, answer it

If the customer wanted to place an order, make the sale!

• Remember, these are inactive and prospect accounts you are hoping to convert to loyal customers!


Checking Results & Monitoring Calls Best Practices

• In reviewing your results, look for any calls that are marked as leads

• Verify that you’ve communicated with these customers. Did you follow up? Has a sale been made? If not, get them on the phone!

• Look for calls that are marked as “Do Not Contact,” “Wrong Number,” or “Phone Company Error Message”

These require updates to your customer information—correct the phone number on both DMS and CRM, and/or place the customer on the Do Not Contact List

Go to Hub > Portal > Customers > Customer Management and select “Do Not Contact” or update >Manage Customer Profile page to “Exclude Sales Calls”

Review your Customer Database Update report for invalid phone numbers


Call Follow Up

• Use your monthly call list of 32 customers as a follow up list

Consider visiting these customers in that month or the next month

Consider placing a follow up call to the customer to remind them of that month’s special offer

If any of those customers accepted the call offer, keep them on your call list

• You can see which customers received sales calls either by viewing your Live Agent Call Responses or your Order History


Summary


Red Flags

• You are not reviewing your call list each month

• You have not updated your call script since initial set up

• You have not received any transfers from the call agents

• Customers are not calling and mentioning/requesting your call discount or special

• When reviewing your call list, you do not make changes or customize

• You do not conduct regular account review to identify targets

• Follow up to customers on your sales call list is not completed regularly

• Dealership staff is not aware of your sales calls—the current special or customer list

• Many of your call results indicate “No Parts Needed” or “Wrong Number”

• You do not review your customer information to update phone numbers


So Let’s Review

• Overview of Program Sales Calls

• Setting Up Your Script

• Selecting Your Call List

• Checking Results & Monitoring Calls

• Call Follow Up

• Summary


Additional Resources

• Use the portal to access delivery resources

A recording of this webinar will be posted on the portal—all previous webinars are posted as well—share these with your wholesale specialists!

Go to Help > Wholesale Toolbox > Training Webinars

• Contact Erich Wunderlich for help using the portal or utilizing your sales call marketing



Next Webinar is

“Reaching Customers via Email”

Wednesday June 18th

Watch your email for upcoming webinar information


Thank you for your time today!

Contact Erich Wunderlich at [email protected]

Or Call (612) 331-3999

mailto:[email protected]

Documents

Welcome. Making the Most of Sales Calls (May 2014)s3.amazonaws.com/VWOA/WPCRM/toolbox/MakingMostofSalesCall… · Page 5 05.21.2014 Erich Wunderlich / Wholesale Parts CRM Sales Call