Stop Memorizing Word Tracks & Start Setting Real Appointments that Show and Buy
If you’ve watched my free sales training videos, then you know my advice for you is to be very direct with today’s prospects – especially when it comes to setting appointments. The inspiration behind this approach rests solely with the realities of selling vehicles to prospects in 2018.
Today’s car buyer has more information than ever. So, when they take the time to text/chat with your team, submit a form lead, or call your dealership; they’re telling you they’re ready to buy; they’re just looking for an easy way to do this.
That is, they want someone to tell them it’s okay to buy your car. That someone is you.
The Performance Disconnect
On occasion, I’ll meet a team that uses my phone skills and objection handling videos as their training for appointment setting with prospects; though, they’ll lament how they’re struggling to see stellar results using my word tracks. They’ll explain how they’re using my verbiage verbatim; they’re just not driving the kind of set and show rates I promise.
This is something I like to call The Performance Disconnect.
You know what to say; you know how to say it; and so… you say it. You regurgitate someone else’s word tracks; yet your results don’t match those promised by the trainer. Your focus on the “what” and the “how” means you completely miss the “why.” You have a performance disconnect.
Forget My Words
The best advice I can give those who truly want to set more appointments that show – though can’t seem to get beyond “above average” using my words – is to simply forget my words. Stop using my words. You will never have tremendous success with my words.
Instead of focusing on word tracks, let’s focus on the “why” and a couple of other more important factors in phone sales success:
- The “Why” – Instead of worrying about what I’m saying and how I’m saying it, consider why I’m saying it the way I’m saying it. My talk track is direct because:
- Today’s prospect has all the information;
- Today’s prospect wants to buy a vehicle;
- Today’s prospect has chosen your vehicle and your dealership; but,
- Today’s prospect expects a hassle from your dealership.
So, instead of getting hung up on the words to use, understand that we need to speak to this prospect the same way we would address someone who told us all of the above. This means that when they ask, “Is it in stock?” we can respond with the right amount of urgency and directness; since we know they’re just trying to find a no-hassle way to purchase it.
- The Goal – In addition to understanding why we say what we say, top sellers who’ve been taught my word tracks stay focused on The Goal way more than the words. That is, they stay focused on an appointment that shows. When they do this, they never have to remember someone else’s verbiage if the prospect takes them down a different path or asks an off-the-wall question.
- Believe in the Appointment – If you truly believe that scheduling a priority test drive is better for the customer, then you’ll do a better job of setting real appointments that show. Oh, and there are plenty of reasons an appointment is better for today’s prospects:
- They don’t get “attacked” by salespeople when they arrive;
- Their vehicle of interest can be cleaned, gassed and ready to go;
- They can start their test drive almost immediately; and
- They can do the entire deal in half the normal time.
If you believe these and other factors make appointments better than the alternative for customers, then you won’t give up so quickly when they throw a smokescreen objection your way.
- Speak Human – Using someone else’s word tracks makes most people sound robotic, uncaring and entrenched. The best BDC agents I know – those setting more than 100 sales appointments that show on-time every month – never sound like someone reading a script; they sound like human beings talking to human beings. Drop the dealership verbiage and speak using words, terms and phrases that you and your prospect can easily understand.
- A Friend – Finally, always treat the prospect on the other end of the phone exactly as you would treat a good friend. That is, be direct, but helpful; take charge, but remain concerned for their welfare; provide guidance, but keep their best interests at heart. For example, if you had a friend ask you over the phone what your dealership could give them for their trade, you’d explain:
- Any dealer giving them a price “sight unseen” was either lying to them or lowballing them;
- While you could “ballpark” them, to get the most money, they need to bring it in; and
- If they scheduled an appraisal time in advance, you could be sure your used car manager was free to inspect their vehicle and get them the value quickly.
Moreover, you’d tell them to bring both sets of keys and their title or payment book – and you’d do this in very direct language so that they didn’t waste their time.
In other words, you don’t need others’ words – you just need your words to set real appointments that show; and… a simple understanding that today’s prospect is looking for nothing more than for you to help them purchase a vehicle with no hassles – it’s really not any more complicated than that.