It’s easy in this age of online support centers and emails to forget the value a phone conversation can bring for dealers. According to Forrester’s research, phone calls convert 30-50% quicker than web leads. Calls are the second-most popular way of contacting a dealership after walk-ins. Do you make your dealership’s phone calls a top priority?
When it comes to buying a car, consumers prefer to speak to a real person. According to DT University’s research, people who called purchased a car ten times more often than those who filled out a form online. Telephone conversations can also be more profitable for your dealership. It isn’t easy to know how a customer feels when you are chatting online or answering an email. It is easier to understand how your customer thinks by listening to their voice. Click here for more information on effective communication techniques.
You can encourage customers to call you in different ways. Are you using your Google Ads campaigns effectively? Google reports that 57% of users call a search extension to find out more about a vehicle or schedule an appointment. Make sure your phone number appears on your dealer’s website and in all of your published ads.
Now that you have made sure your phone number appears on your website, your social media pages, and listings, we’ll set up your system for better calls. We’ll cover five ways to make your automotive calls more successful.
Answer the Phone
Nearly 1 in 5 calls are not connected to the dealer. This can be because the phone was unanswered or dropped while on hold or during a transfer. When your employees are all busy or if there are technical problems, a simple task such as answering the phone can become a difficult one. A person is closer to taking action when they decide to call.
Did you know that 2/3 of customers will hang up if a person does not answer the phone in a friendly manner? If you use an automated voice system, you may be scaring your customers away. If you want your customers to stay engaged, you should have a real person answering the phone.
You can get the caller’s information right away
It would be best if you always tried to obtain the name and number of the person who is calling you as soon as you answer. In the event that you’re disconnected, you can still follow up. Tell your caller that you will collect their information if the call is dropped. It will also help you to remember your caller’s name.
If you miss a call, follow up
You’re already ahead of most businesses that don’t call back customers. Dropped calls can be a technical problem or an honest mistake, but many people don’t want to call back due to being busy or not thinking it is worthwhile. It is your duty as a dealer to call the customer back and serve them.
Do not negotiate on the phone
It would be best if you never negotiated over the phone with a client. If someone calls to ask for a price and then starts negotiating, they have likely found the car they are looking for at another dealer, and they are just trying to get the best price.
Negotiating on the phone can be a bad idea, as your customer may end your call in frustration before you have arranged an appointment. It would be best if you instead tried to convince the customer to make an appointment to speak to you in person.
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Many representatives forget to mention the appointment setting before the call is finished, even though this should be your goal. It would be best if you focused your conversation on getting the caller to make an appointment and visit your dealership. It would be best if you kept your calendar open while on the phone so that you can make appointments immediately.
Here are some additional tips for making more successful calls.
If the vehicle that your caller wants is not available on your lot, suggest an alternative.
Keep track of all your calls with a CRM and the information you gather during these conversations. This will make customers feel more welcome.
Smiling while you speak will make you sound more friendly. You will communicate friendlier and be in a better mood.