In the fast-paced world of automotive marketing, call centers play a pivotal role in converting leads into sales. As the CEO of Disrupt Marketing Group, I’ve seen firsthand the power of a well-handled call in driving dealership success.
Let's take for example our Improved Credit Notice campaign, that is designed to help dealerships connect with potential buyers who have recently improved their credit scores. This campaign, along with others, offers better financing options and the opportunity for customers to drive away in a new or newer vehicle. Here are some essential tips for call centers to maximize their impact, set appointments, handle objections, and ultimately sell more cars.
Setting Appointments: The First Step to Success
1. Immediate Response
Time is of the essence. Answering calls promptly and professionally sets a positive tone and makes the caller feel valued from the start.
2. Build Rapport
A friendly greeting goes a long way. Use the caller’s name and show genuine interest in their needs and situation. This initial connection can make all the difference.
3. Understand the Campaign
Knowledge is power. Be well-versed in the specifics of the campaign you're running. Explain how the caller qualifies for better financing options and outline the next steps clearly.
4. Gather Information
Ask pertinent questions to understand the caller’s current vehicle, financial situation, and what they’re looking for in their next car. This information is crucial for tailoring the conversation.
5. Offer Convenient Appointment Times
Flexibility is key. Provide multiple options for appointments to accommodate the caller’s schedule, making it easier for them to commit.
6. Confirm Details
Reiterate the appointment time and location, and follow up with a confirmation via text or email to ensure there are no misunderstandings.
The Importance of Setting Appointments Over Selling
One of the most critical aspects of handling calls from our campaigns is focusing on setting the appointment rather than trying to sell a car over the phone. Setting the appointment is crucial because:
1. Builds Trust and Relationship
By setting an appointment, you invite the customer to the dealership, where they can experience a personal connection. This face-to-face interaction builds trust and establishes a stronger relationship than a phone call ever could.
2. Provides a Comprehensive Experience
An in-person visit allows the customer to see, touch, and test-drive the vehicles. This tangible experience is often what convinces a customer to make a purchase.
3. Enables Better Understanding of Needs
During an appointment, sales representatives can better understand the customer’s needs, preferences, and budget. This personalized approach leads to a more tailored and effective sales process.
4. Professional Presentation
The dealership setting allows for a more professional presentation of the vehicle options and financing plans, which can be challenging to convey over the phone.
5. Reduces Pressure on the Caller
Attempting to sell a car over the phone can be overwhelming for the caller. By focusing on setting an appointment, you reduce pressure and make the customer feel more comfortable and valued.
6. Evaluating Refinancing and New Vehicle Options
Campaigns like the Improved Credit Notice inform customers that they can refinance their current loan or get a new, lower-rate, safer, more reliable vehicle with better gas mileage. By keeping the option of refinancing in the conversation, you provide customers with the opportunity to come to the dealership to evaluate the best option for saving money, whether through refinancing or obtaining a newer vehicle.
Handling Objections: Turning Hesitation into Interest
1. Listen Actively
Let the caller express their concerns without interruption. Show empathy and understanding to build trust.
2. Acknowledge Concerns
Validate their feelings and concerns. This approach helps to foster a positive relationship and opens the door to addressing their issues effectively.
3. Provide Solutions
Address objections with clear, concise information. If they’re worried about their credit, explain how our campaigns work and how they can benefit them.
4. Share Success Stories
People relate to stories. Share examples of previous customers who had similar concerns but found success through your dealership.
5. Offer Test Drives or Consultations
Sometimes, experiencing the product firsthand can overcome objections. Offer a test drive or a financial consultation with a specialist to ease their worries.
Selling Cars: Closing the Deal
1. Highlight Benefits
Emphasize how a new or newer vehicle can provide better gas mileage, advanced technology, safety features, and reliability, all potentially for the same or lower payments.
2. Personalize the Experience
Tailor your conversation to the caller’s specific needs and preferences. Make them feel like the solution is custom-made for them.
3. Provide Clear Information
Transparency builds trust. Be clear about the process, pricing, and any potential additional costs. Honest communication fosters confidence.
4. Follow-Up
After the call, send a follow-up message summarizing the discussion, next steps, and appointment details. Keep the communication lines open for any further questions.
5. Leverage Technology
Use CRM tools to keep track of interactions, preferences, and follow-ups to ensure no lead falls through the cracks. Technology can be a powerful ally in maintaining customer relationships.
Empathy and Understanding: Connecting with Struggling Families
Families today are often struggling to make ends meet. Many have been overpaying on their monthly car payments due to high interest rates, despite having improved their credit scores. It is crucial for call center representatives to approach each call with empathy, understanding the financial pressures customers face. Position yourself as an ally, someone who is genuinely there to help them find a better financial solution.
Success Story: Jennifer's Journey to Savings
Let me share a success story about Jennifer, one of our customers. Jennifer had a current vehicle monthly payment of $803 with a staggering 30.75% interest rate. Through our Improved Credit Notice campaign, we were able to offer her a significantly lower rate of 11.75%. This change saved Jennifer $297 a month, totaling $3,564 a year. Not only did she save money, but she also got into a newer, safer vehicle with advanced technology, better gas mileage, and less maintenance. Jennifer's story is a testament to how we can help customers improve their financial situation while enhancing their driving experience.
Success Story: James's Journey to Savings
Now, let’s talk about James. James had a current vehicle monthly payment of $373 with a staggering 28.25% interest rate. Through our Improved Credit Notice campaign, we were able to offer him a significantly lower rate of 5%. This change saved James $176 a month, resulting in a new payment of $197. Over the course of a year, James saved $2,112. Not only did he save money, but he also got into a newer, safer vehicle with advanced technology, better gas mileage, and less maintenance. James's story is another example of how we can help customers improve their financial situation while enhancing their driving experience.
At Disrupt Marketing Group, we believe that every call is an opportunity to build a
relationship and create a loyal customer. By focusing on these areas, call center representatives can effectively handle calls, set appointments, address objections, and drive sales for the dealership.
Remember, it’s not just about making a sale; it’s about creating an experience that keeps customers coming back. Here’s to your success in transforming calls into conversions!
Todd Vowell, CEO, Disrupt Marketing Group