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Phone Training Module

Maximizing Incoming Phone Traffic


Sales Consultant’s Workbook

© 2005 STC Group


Opportunity is Calling
Maximizing 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?

© 2005 STC Group

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Section One
The Buying Process and Opportunity

Objective: Demonstrate how the behavior of the modern customer can create both profit leaks
and 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?

© 2005 STC Group

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Section Two
Showroom Opportunities
Objective: Examine the familiar challenges faced in the showroom; suggest methods of how to
overcome 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?

© 2005 STC Group

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Section Three
Steps to Success
Objective: Take a close look at the salesperson’s role when handling a sales call and offer the
participants proven steps designed to turn a phone call into an appointment.

What obstacles do you face when handling an incoming phone call?

How do you prepare yourself to face incoming calls?

Does your dealership use a phone script?

What are the advantages of using a phone script?

What are the disadvantages of using a phone script?

© 2005 STC Group

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Benefit Request

Customer says:

What’s your best price?


What’s 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 you’re considering your options… (Sim-Sim-better value)

© 2005 STC Group

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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 for
your 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 you’re 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?


• We’ve found that a great place to start is in KBB’s 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 be
the best time for us to get together?
• Today or tomorrow
• Early or late
• 4:15 or 4:45

© 2005 STC Group

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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 that
was 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 ask
you 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 let’s take a look over a
similar car in our inventory"

If the customer asks what do you mean?

• Package cars
• Pre-owned
• Demo

© 2005 STC Group

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PHONE PROMPTS FOR
SUCCESSFUL SALES CALL HANDLING

1
Greeting

2 n e fit
Re
Be
ue q
No Problem t s

3
Answer/Explore

4
Current Vehicle

5
Offer
Alternatives

© 2005 STC Group

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PHONE PROMPTS FOR
SUCCESSFUL SALES CALL HANDLING

6
Check
Availability

7 If No,
go to #9
Set
Appointment

8
Confirm

9
No?

10
Permission to
Re-Contact

© 2005 STC Group

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PHONE PROMPTS FOR
SUCCESSFUL SALES CALL HANDLING

1
Greeting

2 n e fit
Re
Be
ue q
No Problem t s

3
Answer/Explore

4
Current Vehicle

5
Offer
Alternatives

© 2005 STC Group

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PHONE PROMPTS FOR
SUCCESSFUL SALES CALL HANDLING

6
Check
Availability

7 If No,
go to #9
Set
Appointment

8
Confirm

9
No?

10
Permission to
Re-Contact

© 2005 STC Group

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

2. No Problem No Problem…so I can help you get all the information you need…may I ask a few
quick questions?
it ( L.A.E.R.)
ef
Re
n
Be
qu
st e

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 way…what are you currently driving?


Will you be adding to or replacing that vehicle?
If replacing, then…
Year Make Model Options
Miles Engine Trans Color
So I can understand what is important to you…
What do you like best….
What would you change?

5 . O ffer Alt ern atives Since you are considering your options, if I had a similar vehicle, with similar
equipment that was a better value would you consider that or would you prefer
that I rule that out for you?
IF No … No Problem. If I don’t have what your looking for here, we can check
other 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___________________ Or
Cell___________________
Your Last Name Was? ________________ Your First Name?___________________

© 2005 STC Group

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7. Set Appointment 1. Great news, we have that vehicle and a few alternatives as well. To help you
make an informed decision, when would you like to come in and take a
look?
2. So I can help you get as much as possible for your (trade), when can you
bring 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 No…then Skip to 9

8. C onfirm Great, I’ll see you (Day, Time). Do you have a pen handy? If not, I can
wait…please 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? That’s O.K. Let’s call this information day. We are more interested in where you
buy, 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?
Let’s suppose we could (meet the need), would that move you closer to making a
decision?

Ask for appointment one more time!

1 0. Pe rm is si on to In order to make you feel most comfortable with your decision, I would like to
Re-Co nt act 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.

© 2005 STC Group

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Action Plan
“It’s not what you know that leads you to success, it is what you do.”

What Will How Will Who Should When Should


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

© 2005 STC Group

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Action Plan
“It’s not what you know that leads you to success, it is what you do.”

What Will How Will Who Should When Should


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

© 2005 STC Group

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