News Articles

Each week we mystery shop dealerships on behalf of clients in order to learn how their Internet sales teams respond to customers by email and telephone.  We’ve found that the proper use of the first outbound telephone call is the most critical step in setting an appointment for an Internet prospect.  Unfortunately, in most cases the first outbound call to a prospect is not handled in a manner that motivates a customer to visit the dealership.

 

You’ve got to treat this opportunity with as much care and attention as possible and focus on serving the customer without losing the opportunity to bring them to the dealership.  The entire focus of the first telephone interaction, either outbound or inbound, should be on gaining the appointment.   It’s a delicate balance – too much or too little information can cause the customer to not see value in making an appointment.

 

To help remedy this situation, we’ve dissected the essential elements of a successful first outbound call to an Internet prospect.  These phone scripts have been proven to win over Internet prospects, not to mention, make you sound like the polished professional that you are.

 

THE FIRST CALL IS THE MOST IMPORTANT CALL!!

 

You know what they say about first impressions: You only get one chance to make a good one.  Your customer will decide from this single phone call whether you are the person they want to do business with, and whether they are buying today or sometime down the road.

 

Essential Elements of the First Outbound Call  

 

Greeting:

 

“Hello may I speak to Mrs. Smith?” … “Mrs. Smith I am calling about the request you made online for information on a new Toyota Camry.”  … “My name is David Kain from Kain Motors…”

 

This opening works because it tells the customer they initiated the action and you are calling to address their needs as opposed to: “Mrs. Smith my name is David Kain and I work for…”

   

 

Confirm Specs:

 

“Mrs. Smith, the information I received indicated you wanted the Toyota Camry with these options…”  … “Does that sound right, or were you thinking of some other options?”

 

Use this as an opportunity to affirm to the customer that they have made a good selection with language such as:

 

“This is an excellent choice.” or “This car has excellent safety features.”

 

Trade-In:

 

“Will you be adding this vehicle or replacing one you presently own?”

 

“Replacing? – Great! Our used vehicle manager tells us all the time that trade-ins make the best used vehicles and sell the fastest, so rest assured our dealership will provide you the best possible value.”  … “Tell me a few of the details.”

 

Most customers are afraid of the trade conversation. When you meet it head on and deflect their anxiety by showing interest, you stand a much better chance of gaining their trust and, therefore, the appointment.

 

Process Description:

“Have you ever purchased a vehicle using the Internet before?”

 

“No? Well our dealership realizes that our customers’ time is valuable so we’ve created a process that is quick and easy, and designed specifically for our Internet customers” 

 

“Here’s how it works: we schedule a specific appointment for you so we can give your our complete attention and then we….”

 

What’s essential here is setting expectations so they’re familiar with and feel comfortable with your process. Make your process sound great and they will appoint.  This is a trust-builder between you and your prospect. 

 

Ask for the Appointment:

 

After you’ve described your process, you now have the right to ask for an appointment.

 

“How does that sound?” 

 

“Great – now all we have to do is pick a time that is convenient for you.” 

 

“Would you prefer to come in today or tomorrow?”

 

“Morning or afternoon?” 

 

“Are you thinking closer to three o'clock or closer to six?” 

 

“Looks like six o'clock works for me too!”

 

Always give the customer an “either or” option, so they make a choice. The last thing you want is to ask, “Does six work?” and they say, flatly, “No.”

Name and Number:

Always remember to give your prospect your contact information.

 

“Have you got a pen and paper handy?” 

 

“Please write down my name and number.”

Confirmation Call:

Just like your doctor or dentist does, tell them you’ll give them a confirmation call, and always do so.

 

“I will call you tomorrow just to make sure this time is still good for you. May I have your cell phone number so I can be sure to reach you?”

 

Closing:

 

“All set then. We will be ready for you at six o’clock.”

 

“Do you know how to get here?”  “Great – thanks again and I look forward to seeing you tomorrow at six.”

 

 

Call until you connect with your prospect, and always leave a message if they have a voice mail. True professionals never give up after one call. We call them the “Call Scripts,” but with a little practice and a belief in yourself and what you’re selling, they won’t be “scripted” at all.