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How does your dealership value an appointment coming in from online?

What is an appointment worth?

There are a lot of ways to answer this question in the minds of many dealers. In my mind, this is a question about math.

The average dealer closes at least 60% of appointments that are set with the customer via the phone.

That same dealer averages at least 2k per copy on those set appoinments.

in the math world the answer is simple... a 60% chance at $2,000 - is worth at least $1,200. In many cases much more.

While at Vegas for NADA we got talking about this fact with a few dealers at a craps table. While we were having this converstation we realized that the reason that many dealers aren't talking about this already every day - is that many dealers currently see the begining of the sales process when the customer drives on the lot.

This was not true in the 80's - and it is DEFINITLEY not true anymore!

The oppurtunity to sell a car begins the moment a customer sees your brand, or vehicle online, sometimes sooner.

My company seeks to help dealers reach out to those "virtual customers", and make the phone RING!

So while we were in Vegas we looked up Jerry Thibeau of PHONE NINJAS to give him a few minutes to share with everyone some of the oppurtunities that exist for dealers to capture a very LARGE portion of the those phone rings - as actual APPOINTMENTS.

The question is this:

Where does the sale "start" at your dealership?

What value does your dealership put on set appointments?

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I know coming from a background in special finance especially, that bringing someone in from the phone call to an appointment is one of the most crucial steps in the whole process. People with bad credit are usually going to get the a similiar call from the back either way no matter where they go, getting them to get their documents and head to your dealership is the name of the game!

At a dealership the last two days and over those two days I mystery shopped 8 dealers.  Only one of the dealers even asked me for my name and number.  Only one asked me for an appointment.  It's very sad the state of phone skills in our industry!



Jerry Thibeau said:

At a dealership the last two days and over those two days I mystery shopped 8 dealers.  Only one of the dealers even asked me for my name and number.  Only one asked me for an appointment.  It's very sad the state of phone skills in our industry!

 

Many of the skills for success in sales are in a sad state in many places. This is not so much the fault of sales people as it is directly the result of poor leadership skills on the part of managers.

Manging by walking around and inspecting what  you are expecting are key to knowing the state of the skills as they exist in your store. Those that are good at it learned it for tth part from the example of a leader they worked with at some point in their sales career.

Mike
I assume in the USA it's similar to Ireland, everyone is pulling sales staff in every direction and taking them away from their core responsibility which is selling
but in the current economic climate, they have added tasks and now the phone, the email inquiry and the live customer is a last extra task that they can't handle.

Mike Stoner said:



Jerry Thibeau said:

At a dealership the last two days and over those two days I mystery shopped 8 dealers.  Only one of the dealers even asked me for my name and number.  Only one asked me for an appointment.  It's very sad the state of phone skills in our industry!

 

Many of the skills for success in sales are in a sad state in many places. This is not so much the fault of sales people as it is directly the result of poor leadership skills on the part of managers.

Manging by walking around and inspecting what  you are expecting are key to knowing the state of the skills as they exist in your store. Those that are good at it learned it for tth part from the example of a leader they worked with at some point in their sales career.

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