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“Stop! Don’t Take That Call”Learn if YOUR dealership would do better by NOT taking phone-ups
PCS-Global 38777 W. Six Mile Rd Suite 201 Livonia, MI 48152 888 481.8771 www.pcs-global.com
Copyright © 2007 by PCS, Inc.
drJohn Mlinarcik, President
Industry Facts (Customers)
• What percentage of your phone traffic willbuy within 3-5 days?
__%
• What percentage will buy within 10 days?
__%
• What percentage of customers call beforecoming to a dealership?
__%
Industry Facts (Customers)
• What percentage of your customers will visitthe internet before coming to your dealership?
__%
• What percent of your appointments willpurchase a vehicle at the time of their firstappointment?
__% (or greater if they ask for you by name)
• What percentage of your customers willpurchase something different than what theyinquired on?
__%
Industry Facts (Salespeople)
• What percentage of sales people will ask for
the full name of the caller?
Less than __%
• What percentage of sales people will ask for
the phone number?
Less than __%
• What percentage of sales people ask for a solid
appointment?
Less than __%
Industry Facts (Salespeople)
• How about asking qualifying questions?
Less than __%
• What percentage of salespeople will attempt to
have their information put into writing?
Less than __%
• Salespeople will often provide customers with
too much information?
Greater than __% of the time
Industry Facts (Salespeople)
• When providing too much information you can
actually de-motivate your customers - how
often?
__% of the time
• What do you think the national closing ratio is
on phone-ups?
Less than __%
How phone-ups differ
from floor-ups
• Words
• Tones
• Gestures
• Posture
• Facial Expressions
Behavioral Cues: Behavioral Cues: (Floor-ups)(Floor-ups)
What You Can Expect
100 Phone-ups
90% Names and numbers
65% Appointment ratio
65 Appointments
55% Show ratio
36 Customers keep their appointment
45% Close ratio
16 Sales
“Getting F.I.T.”(Prioritizing Floor Internet Telephone Opportunities)
0
10
20
30
40
50
60
70
80
3-5
Days
10
Days
30
Days
90
Days
1st TelephoneCalling
1st InternetInquiring
1st FloorAppearance
%
%
%
%
%
%
%
%
The telephone-prospect is at least 4-times more “ready to buy” - NOW!
Copyright © 2006 PCS, Inc.
• Fear
• Testing the Waters
• Checking Availability
• Looking for Deals
• Comparing Brands
• Price Shopping
• Gathering Information
• Interviewing the call handler “as if” the dealership
• Can they TRUST your dealership via call handler
Why do customers call?
What’s the purpose of an inbound sales call?(from a prospect’s perspective)
“Intentions” of a Call?
GET INFORMATION
From the sales consultant’s perspective?
SET THE APPOINTMENT
• Set a specific appointment
• Gain contact information
• Establish initial rapport & fostering trust
• Launch a positive, friendly tone and good
experience for the caller (whatever the
outcome)
Phone-Up Goals
“Probing Questions”
Who takes your phone ups?
How well do they do?
How do you know?
Are you ready?
• So, how do you really “Manage Performance” toobtain consistent results?
• Or, how do you close the gap between what youexpect and what was really produced – whenyou only have so many hours in a day?
• It’s really a process isn’t it? The Process ofManaging Performance
• Think of a puppy!
How to Manage Sales Performance
• Having phone Performance Management done for them
– providing dedicated, virtual phone sales management
• Taking the guesswork & waste out of training
– provide coaching and on-going training based upon actual
performance data tailored to the individuals’ needs for more
sustainable results
• Providing a safety net
– Save-A-Deal and/or Customer Recovery alerts for mishandled
calls for potentially lost customers – offering an additional
chance to rescue them
What Your Competitors Are Doing
If you track something it improves.
When you provide feedback
on what you’re tracking,
you compound the improvement.
Thus, the driving force of
CallCoach’ing
Human Nature
Anatomy of a Monitored & Coached Call
Prospect calls your retail
facility toll-free
CallCapture switch records call
while passing through onto dealership
Call taken at dealership
by Sales Consultant or BDC/RMC
Bi-Weekly reports (individual, team, trend) are electronically sent
to the dealership, along with interpretive conference calls
One-on-one & team Performance Enhancement sessions
with targeted feedback lead to measurable improvement
Phone-in Role Play rehearsal sessions are conducted
w/ sales consultants & recordings emailed to call handlers
“Opportunity Calls” reviewed by CallCoach, instructive feedback added
and both are emailed to dealership (sales consultant &/or mgr.)
CallCoach Monitor logs-in remotely -
listening to & scoring calls per call handler
“Opportunity Calls” sent to
CallCoach Industry Expert
Save-A-Deal or Customer Recovery Calls
sent ASAP to dealership management
Best-in-Class calls sent to store managers
for staff recognition & reinforcement
Timely customer contact leads
to increased appts & sales Skill enhancement is
accelerated as are sales
The Seven Steps of a Phone-up
Initial RapportBuilding
QualifyingTechniques
Obtaining ContactInformation
Selling theAppointment
Objection Handling
6. Driving TowardsClosure
7. Directions to theDealership
Copyright © 2004 by PCS. Inc.
1. “Thank you for calling _____________________.__________ you’re virtual assistant.. How may I help
you?”
2. YEAR________ MAKE/MODEL____________ OTHER/PKG_________________________________
3. “I’ll check on that for you. Where did you see that advertised, because we have similar units like that one
advertised as well?”__________________________________________
A. “Is it specifically and only _____________ (vehicle mentioned) that you’re interested in or
would you consider a similar _____________________ or [Class A; Class C; 5th Wheel; Trailer; Pop-up] –
especially if the condition / mileage was right & I could save you some money?” _____________________ .
“Great! Let’s do this, so that I don’t waste your time, let me check on the status of that unit & any other
compatible ones we may have as well. It will only take me about 15 minutes.” (Without pause go to #4)
SPECIFIC PREOWNED VEHICLE PHONE-UP ROADMAPDate: __________ Time:_____ _____ Phone Handler: ______________
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Copyright © 2005 by PCS, Inc. • PCS-Global • 38777 W. Six Mile Rd • Suite 201 • Livonia, MI 48152 • 888 481-8771 • www.pcs-global.com
4. “Are you calling from home or work? And that number is?” Work ______ Home ____________Cell
_____
5. “How do I spell your last name? _______________ and your first name is?” ______________
6. “Oh! I might be able to get that information for you right now. Could you please hold for a moment?”
7. “_______________? I have great news! We not only have __________________available, but we also
have ____others on hand, and the availability of ____ or ____ more in that price/payment range or style
like you’re considering.” (Without pause go to #8)
8. “Speaking of availability, what’s a good time for you to stop in, now or later today? _______________
Tomorrow morning or afternoon?”_____________________________________
9. “I show openings in our appointment book for _____ or _____ [East __:15AM/PM or West
__:45AM/PM]
Date: _____ Day: __________ Time: ______ AM: ___ PM: ___ tentative appointment ____
CO
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INF
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2004 Georgie Boy Class A Motor-home, Diesel Pusher
3/14/07 11:00 am Nikki
Today’s Newspaper
Georgie BoyClass A Motor-home
Diesel Pusher
888 481-8771
Mlinarcik drJohn
drJohn that specific unit 3 2 3
NeitherTomorrow afternoon
1:15 4:453/15 Thursday 4:45 X
Transportation Center I’m Nikki
G SPECIFIC PREOWNED VEHICLE PHONE-UP ROADMAP
Copyright © 2005 by PCS, Inc. • PCS-Global • 38777 W. Six Mile Rd • Suite 201 • Livonia, MI 48152 • 888 481-8771 • www.pcs-global.com
Page 2
10. Objections / Notes: ____________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________ .
11. “Do you have a pencil handy? I’ll wait. Please write this down: (spell your name S-L-O-W-L-Y)
___________________________________________________________________________________ .
And your appointment is _________ at _______, right? Okay, let me write that in our appointment book.”
[Optional: especially for sending map/directions, pictures or follow up.
“What’s your best email address?” ______________________________________ ]
If you are going to be a little early or a little late please call me because I will have __________ set aside
for you and I’ll have _____________________ vehicle ____________________ ready for you to see.”
12. “By the way, how did you learn about our dealership?”____________ Do you know where we are located?
__________Which direction will you be coming from? At that time of day, the easiest way to get here is . .
.”
Note: give visual directions and landmarks: drive mental trip).
Or, “Good, then you know we are at ______________________________________________________. ”
[refresh directions – drive mental trip.]
Oh by the way, do you prefer coffee, tea, juice or water? _______. Blk; Cream, Sugar, Both? __________.
“We’re looking forward to greeting you at ________ ____________ with a _______________________ .”
13. Vehicles to prepare: stock # _______ stock # _______ stock # _______ other ______________
14. Follow up: __________________________________________________________________________
15. Manager Confirmation by: _______________________________ Time/Date: _____________________Signature
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Jason, that’s my manager’s name.4:45 pmtomorrow
4:45 pmthat specific and several others
Free PressChelsea
Coffee Cream
Detailed directions with landmarks . . to the door!
4:45 pm tomorrow Fresh coffee with cream
GB 2004 Diesel pusher
Jason Manager 5:45 pm on 3/14/07
(None noted)
J-A-S-O-N
Call Quality Breakdown Report
Summary Salesperson Report
Category Average Report
Category Average
by Salesperson Report
* 4-Point Scale
*
Call Handler’s Report CardCall Handler D
Name Initial
Rapport
Building
Qualifying Techniques
Contact Information
Selling the Appointment
Objection Handling
Driving Toward
Closure
Directions to Store
Current Period
3.67 0.67 2.00 0.00 0.00 1.33 2.00
Previous
Period N/A N/A N/A N/A N/A N/A N/A
The Evaluation Scale
Excellent (4.0 – 3.5): Sales Consultant followed the “preferred” method under each segment in an outstanding manner with great professionalism and established a good rapport with the customer while gaining a commitment for an appointment with a specified date and time along with the customer contact information
Above Average (3.4 – 2.7): Followed most of the “preferred” methods, guidelines and/or scripts, got the customer contact information and gained a commitment for an appointment
Average (2.6 – 1.8): Asked some key qualifying questions, adequately answered most of the customer’s questions, and typically gained some customer contact information for follow-up – but may not have been able to secure an appointment
Below Average (1.7 – 1.1): Missed the mark on most categories but may have some saving grace in particular, appearing able to learn
Poor (< 1): Unable to secure customer contact information; indicated vehicle in question sold and ended call; off-lined the call or appeared unable/unwilling to profit from prior feedback or coaching
* 4-Point Scale