There are a host of questions salespeople have been trained to recite over the years when handling sales calls, each with varying degrees of success. Some rewarding, some notoriously painful, all with the purpose of getting a customer to either share their information, set an appointment, visit the dealership, or buy a vehicle. Alas, there are 3 overarching concepts to these questions that set you up to convert callers.
The Ask
Simply put, this is a type of question one should ask in advance of anything that demands anything too obligatory of the caller. The goal of an “ask” question is simply to elicit a response that puts the shopper in the mindset of responding back and acknowledging it will be a dialogue. It puts the salesperson back in the driver’s seat and redirects the customer to be a passenger. Ideally they’re closed-ended questions (at least until the caller objects to something offered). These can be questions as simple as “did I catch you at a bad time?”, “were there any colors you wouldn’t consider”, “was it only this exact vehicle you’re interested or similar vehicles as well?”, or “have you had the chance to test drive it yet?”. Inevitably, the most valuable ask you can make involves capturing the caller’s contact info. Each time they answer one of your questions, they’re subconsciously agreeing to carry on with you further. Ask questions are meant to get quick, simple replies that allow you to convert callers into more weighted conversation.
The Invite
Turning your caller into a customer inevitably takes an invitation into the store. Far too often salespeople lunge straight into an invitation without the set-up of the Ask. Provided the ask has taken place, it is up to your team to identify the right invitation that is valuable to the caller. Invitations need to be actionable – something that shoppers know need to take place as part of either their research or their purchase. It cannot be something as simple an invitation to get the information. That is the bare minimum of what they expect from you. The salesperson must make their invitation centered around DealerKnows’ 4 Appointments to Set’ methodology. This is where listening to calls that have already taken place is so valuable. Far too often an invitation into the dealership (whether it be to test drive, appraise a vehicle, get approved, or purchase) and it gives you the chance to reach back out and make the all-important invitation.
The Commitment
You can seek two types of commitments; those that are for a reconfirmation of the caller’s approved appointment, or a commitment that details an approval as how to move forward. As I read that last line, I agree it is confusing, so I will explain it better. You make a few asks. You invite them in to do something of action that the customer knows they need to accomplish. Double-down afterwards and seek a commitment. That can be something as easy as getting their approval to email them info about your location, or what to bring. Find a way to get them to tell you where they’ll be coming from (forcing them to visualize the drive). Get them to acknowledge who to ask for when they arrive or where to park. Any commitment you get after you set the appointment improves the likelihood they show.
The other commitment comes with those instances where the caller balks at setting an appointment or when they block your invitation. The goal is to keep your conversation alive and the opportunity to appoint them front and center. To do that, it is all about identifying future contact between you and the caller that is of value to them. Don’t ask for permission. “Since you can’t make it in, I’ll be sending you a video of the vehicle you’re interested in so you can see it virtually.” Or, “I’m going to email you some alternative vehicles that we haven’t yet added to our website or advertised.” Or, “I’ll text you the most updated incentives as they change, is this the best number to text?”. This could even include scheduling a tentative time to speak at a time more convenient in the future. Each time the shopper accepts what you tell them is going to happen, they’re committing to a future engagement with you.
Again, make sure you’re asking set-up questions to get their earliest acknowledgments to move the conversation forward. Identify the right, actionable invitation for them and ensure your team is asking for those appointments the right way. And lastly, regardless of the results of the invitation, find a way to get the customer to commit to future contact. The words can change but the methodology doesn’t. Ask. Invite. Seek Commitment. Complete these 3 types of questions consistently with phone shoppers and you’ll convert callers.
