You spend hundreds of dollars in advertising to get your phones to ring. You put together a web site that provides your customers with great information about your business. The customer finally picks up the phone to call your Dealership and schedule a time for you to visit their home to provide a quote; the question is what is their first impression when the phone is answered?
An integral part of the marketing package that CTi provides its Dealers is the web site, search engine marketing (SEM) and search engine optimization (SEO). These tools are designed to do one thing; to have customers contact your business and schedule a time for you to give them a presentation on the CTi products. A part of this online setup is a dashboard that records all calls that have come into the Dealership. In listening to these phone calls, I've seen a big difference in how the phones are answered and more importantly, the comfort level the customer has in inviting the Dealer into their home. Read the transcripts below and see which one best describes how your Dealership's phones are answered:
Dealer one:
(Seven rings until the phone is finally answered)
Dealer one: "Hello...."
Customer: "Um, is this (Dealer's company name)?"
Dealer one: "Yeah"
Customer: "Uh, I was wanting more information on whether your products might be right for my driveway."
Dealer one: "OK"
Customer: "Um, Uh, we have a two car driveway and it has a few cracks. Can your products still be installed if there are cracks?"
Dealer one: "Yeah"
Customer: (In a frustrated tone) - "OK, let me get with my husband then and let him know, thank you for your time."
Dealer one: "OK"
Dealer two:
(Two rings and the phone is answered)
Dealer two: "Good afternoon, (Dealer's company name, and person's name), can I help you?
Customer: "Yes, I'd like some more information about having my driveway done"
Dealer two: "Certainly, can you tell me a little about it?"
Customer: "Well, it's a two car driveway and it has some cracks. Can your product still be installed?"
Dealer two: "Yes, provided the concrete is still structurally sound, we can repair those cracks, apply our products over the top and provide a protective coating that will stop any further deterioration. Where are you located?"
Customer: "Oh wonderful, I was worried we would have to have our driveway ripped out because of those cracks. I'm at (customer's address)."
Dealer two: "The easiest thing to do would be for me to come out and measure up your driveway. While I'm there I can show you some photos and samples of our products and get a better idea of the look you would like. Once you've made a couple of basic choices regarding our products, I can provide you with a quote right there. I currently have 5:30 on Wednesday or 4:00 on Friday available, which one would work best for you?"
Customer: "Probably Thursday at 5:30"
Dealer two: "Is there anyone else who needs to review the photos and samples I'll bring to insure everyone's happy with the choices?"
Customer: "Yes, my husband would want to look things over."
Dealer two: "Will he be available on Thursday?"
Customer: "Yes"
Dealer two: "OK, let me get some directions to your home then and I'll see you Thursday."
A simple thing like putting the customer at ease when calling in can lead to a double digit increase in the amount of sales your Dealership makes. It sounds simple, but most of the time, the basics are what lead to the best results.
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