People call your dealership. Why? Well, David says for several reasons. Some of those reasons might be annoying, especially if they don’t show up. David explains what to do next time that happens.
Our Tip of the Day comes from David Lewis.
I am going to share something with you that’s very interesting. And I think most of you know this. See people call the dealership for two reasons. Number one, they want to get information: is the car is available, do you have a specific color, and maybe a certain price.
The second reason they call is, which we don’t always seem to understand, is they call to size us up as salespeople. Are we the people they want to come and visit with? Do they feel comfortable with us? Think about this. How many of you have called an 800-number a customer support number, a technical support number, and the person on the other end answered the phone, and you didn’t like the sound of their voice their tone, whatever it is, and you hung up and redial, hoping to get somebody else.
Well, if you’re like me, most of you have done that. See that’s what’s happening when the customer calls the dealership, they’re sizing us up. Why should we come to that dealership; are we going to be pressured? See, I am a very big fan of removing all of that pressure. You see people want to come to an environment where they feel safe, where they feel secure.
So, I use words like informational gathering. I’ll give you information to take home. When somebody calls my dealership, and I’ll start a conversation with them. Throughout that conversation, I’m going to say to them, “Look, I’d like to recommend a visit. What we’ll do is make this visit purely an informational gathering event. You know it’s your first trip to the dealership, come look at some cars. If you haven’t driven any you can come and take some for a drive. Then before you leave, let me give me pricing on all the cars that caught your eye. And then you can think about it and consider it, compare it with the other dealerships you are going to be shopping at. So, are you available this afternoon at 4:45?”
See, what I’ve done is I’ve removed the fear of having to buy a car today. And that makes people more comfortable, and they are more likely now to come in for their scheduled appointment and to visit.
Now please, do not misunderstand me. Am I going to try to sell that person a car when they are there today? Of course, I am. My job is to get them into the dealership. And then I am going to make a great presentation. They’re going to fall in love with the car. They’re going to fall in love with me and the dealership. Am I going to give them a fair and reasonable price? Of course, I am. Am I going to try to sell him a car today? Of course, I am. By all means, I am. But if I don’t get them in the dealership, then I don’t get that opportunity.