Automotive Internet Sales Processes: The DISC Test and the DIR Test
If you’re involved in your dealership’s marketing decisions, you’ve probably heard about the DISC Test, right?
Does It Sell Cars?
For many dealers, every marketing decision comes down to this simple test. Does this or that sell cars? For some, it’s not just a marketing decision test, but a process one, as well. That is, does this step in this process (or even the process itself) sell cars (at a rate better than the alternative)?
If something fails the DISC Test, then smart dealers simply stop using it or stop doing it.
Your internet sales process is no different. Each step, template and script in the process should pass this test. This means when you’re crafting these processes and the requisite email templates and voicemail scripts, you’ll want to ensure each of your communication attempts passes the DISC test. Again, does it sell cars?
However, the internet sales process is bit different from other sales processes, because it begins with a need to connect with the prospect. (Virtually all other sales processes assume you already have a relationship with the client, or they are standing in front of you, or they are on the phone.) Given this, when you find yourself creating or managing an internet sales process, it’s important that your emails and voicemails pass one more test; the DIR Test.
Did I Reconnect?
The communications sent to non-responsive internet sales prospects have one overriding goal: to drive a reconnection. Given this, your emails and voicemails should be written primarily to compel the prospect to reconnect with you. They should be written to pass the DIR Test; did I reconnect?
That’s the goal.
Of course, many veteran internet salespeople know that one of the easiest ways to drive a reconnection is to fool the prospect into taking your call or responding to your text message. Here’s a quick example:
A lead arrives in the CRM from Robert Smith that includes a phone number. You call from the dealership, but that attempt goes to voicemail. You pick up your personal cell phone and text “Is this Bob?”
Bob responds with “Yes; who’s this?”
Boom. You drove a reconnection.
So, your attempt to reconnect passed the DIR Test; however, if Bob doesn’t like being fooled by a salesperson, you may have failed the DISC Test. Moreover, your text message likely violates the Telephone Consumer Protection Act and could put your dealership in a jeopardy of earning a fine of $1,500 for each of your “is this Bob?” text messages.
This is why your communication attempts must pass both tests. It’s not enough to reconnect if your reconnection attempt angers your prospect. This also begs the question: Why do you feel you need fool an internet prospect, since they essentially placed an order with you?