Why are people in Auto Sales not using the phones to their full Potential?

Why are people in Auto Sales not using the phones to their full Potential?

For as long as I have been in the Automotive Sales Industry I have always understood the importance of using a telephone to gain business. I have learned right away that people once you got them on the phone in any of the situations: phone up, Follow up, Prospects or just so one calling in for information you better had gained there interest right away. In other words

you better have your “A” game on once the phone is up to your ear because the consumer is truly looking for two things: information and a salesperson who they can trust enough to come into their store or come back into the store if you are following up.

Speaking of follow up for some reason most salespeople fail follow up with the customers. My question is as I stated in title “why aren’t they using the phono to their full potential?

There are several reasons as to why sales people aren’t using their phones to their full potential. What I mean by full potential is using it non stop to follow up , answering incoming calls and prospecting(cold calling). Simply seeing the phone as a great opportunity for sale that doesn’t require taking a fresh up.

However, as stated their are several reasons why sales people are not using the phone to the fullest.

1.) Dealerships don’t know the true value of the phone:

The dealerships of today have made sales people lazy and dealerships are depending their under paid and under trained Business Development Center(BDC) to handle the phones because their sales people are too lazy and careless about calling people back or having to he right information when a customer calls. Most of the dealership to really don’t know the value of that phone call coming into the store; if they did they would be dead serious about who’s answering the phones and holding them(management)accountable for the store’s businesses which requires great phone skills. You see if you look at it a customer calling into the store is 95% sold on your product and your store. But for some reason sales people, managers and yes even the receptionist don’t realize the value that is on the other end of the phone in other words how much money is on the other end of that call. That incoming phone call and out going phone call can equal multiple opportunities to earn income for the entire store.

2.) Sales People are Afraid of answering the Phones:

Why is that?

Well isn’t crazy that we are still asking a question like this in the 2015 and it’s nearly 2016? The truth be told is Sales People are afraid to answer the phones for several reasons:

* Sales People lack skill and know how: using the phone requires great communication skills and the one those great communication skills is listening. Along with questions asking as well. Remember, the sole purpose of a incoming call is to give the customer information and to ask for the appointment to come into the store to buy our product. However, we must know how and what questions to ask(timing) and learn how to listen closely to the customer. If sales people would just learn the skill of listening we would learn quickly how to solve the customers problem and sell a lot more cars. Of course dealerships must change their thinking and philosophy about the phones and training. If you can change your thinking you will certainly change your net profit. Know this…information changes your situations within your dealership. Get your people the information they need to be equipped with to answer your phones.

3.) Sales staff and Receptionist lack information:

(Information changes situations)

I will say it again information changes situations:

* So if you’re an average or good dealership…you are where you are because of the information your people have. You see if you aren’t training the receptionist on how to greet people on the phone and how to delegate phone calls to the correct places throughout your dealerships and equipping them with sales event information, then you will never grow to your full potential of being successful. The name of the game for dealership is to make money, get repeat and referral business and gain new business in both sales and service. All this is designed to fatten your net profit(bottom line).

4.) You fear what you do not know:

My wife reminds me all the time “when you know better… you do better.” I can’t agree with her more; knowledge and information improves your situations. However, when you don’t know it causes fear, frustration and constant change in your staff do to turnover. This of course is costing dealerships so many lost opportunities due the fact you have a receptionist who poorly paid, poorly trained and most of all not treated as one the most valuable people in the dealership and this a huge mistake for many dealerships. The person they first have contact with is the receptionist or the caller center some dealers may have and that initial introduction must be impressive because consumers for the most expect mediocrity from dealerships. So all dealerships have the opportunity to make great first impression. But for some reason many are afraid to make an all out full commitment to phone training and make it a point to enforce accountability to all the leaders within the store.

Here’s what needs to happen…

Adapt to the changing times:

Customers are currently adapting to how they do business over the phones and the old school way is obsolete. This is the reason why so many dealers get left behind and cannot keep up with the market on how to handle the phones. Customers are calling in and are on quest for information. Sales Expert Grant Cardone says it best “we must give, give,” when it comes to customers seeking information and have no fear losing a customer you don’t have yet. So Sales People have stop being afraid, stubborn and adapt the constant changes that is required to be successful on the phones. Customers are calling your dealerships with problems and nothing pleases them more than professionalism when they call into your dealership seeking information.

Skills, Strategies,Tactics

All I am saying is that sales people need to change their approach, attitude and skills when it comes to using the phones.

Self Directed Learning

With the fresh and freely creative minds of the Millennials, sales people have be willing to adapt on the phones to do business and become successful. Self Directed learning allows the sales people to absorb new information and develop a positive attitude toward learning which will enhance their skills and create more in store opportunities to sell more cars. However, this self directed learning should be encouraged from the top and amplified throughout the dealership. It will grow your business faster than you can imagine if we would just stop being afraid of training your entire staff on proper use of the phones. Encourage your sales people to attend at least four seminars per year. I know the companies and individuals who are at the top of their market are attending seminars or sending their people at least 4 times a year. You gotta stay fresh with information to remain at the top in your market.

Other Ideas to Improve Phone Calls for Potential Business:

Proactive Responsibility:

Everyone who uses the phones in your dealerships must understand the importance of proper treatment over the phones and know that their skills set is important. For example, tone and inflection of voice is key… people don’t buy cars everyday and of course don’t call in for repairs everyday. Your entire staff needs to have ongoing training and be notified that they are accountable for their actions within the dealership.

Which brings me to this if you have a known member or two on your staff who refuses to adapt to change…there lies some of the problems with learning better phone techniques to sell more cars. You want sales people and staff who want to improve who continue to search for better ways to improve the phones skills.

The key to your accountability is your management staff. Managers are your coaches and their attitude toward the phones will determine whether you succeed or fail on the phones. You cannot afford a single manager to not be on board…this means they too must have open mind to learning. Leadership is what can advance or stagger your sales. So be sure to hold them accountable for their performance of their sales people and support staff.

All Hands On Deck!

You must get your entire staff inside your dealerships to put aside being afraid of the phones just because “they fear being recorded and judged,” afraid to pick the phone and answer it because they will miss out on an up.” All the excuses are true signs of weakness and fear because they see no value in the phone or have no training on how to use the phones to their full potential.

Tips on how to use the phones effectively:

* Survey your customer after their initial call in to the store about their phones experience(assessment).
* Make notice that the phones aren’t to be taken lightly(culture change).
* Record all incoming calls for training purposes( improve performance ).
* Training should not be an option.
* Focus on phone scripts for all to use(focus).
* Training should be ongoing if you want perfection.
* Your attitude as owner, general manager or manager will determine your success with the phones.(culture control).
* Teach your sales people how to listen closely, timing is important as to when to talk and most importantly how ask questions( phone control).

Roger Love:

Speaker

Sales Expert

Sale Trainer

*For training information or how purchase some training time with Roger email rlove@rogerlovespeaks.com

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