“Stop! Don’t Take That Call”Learn if YOUR dealership would do better by NOT taking phone-ups

PCS-Global 38777 W. Six Mile Rd Suite 201 Livonia, MI 48152 888 481.8771 www.pcs-global.com

Copyright © 2007 by PCS, Inc.

drJohn Mlinarcik, President

Industry Facts (Customers)

• What percentage of your phone traffic willbuy within 3-5 days?

__%

• What percentage will buy within 10 days?

__%

• What percentage of customers call beforecoming to a dealership?

__%

Industry Facts (Customers)

• What percentage of your customers will visitthe internet before coming to your dealership?

__%

• What percent of your appointments willpurchase a vehicle at the time of their firstappointment?

__% (or greater if they ask for you by name)

• What percentage of your customers willpurchase something different than what theyinquired on?

__%

Industry Facts (Salespeople)

• What percentage of sales people will ask for

the full name of the caller?

Less than __%

• What percentage of sales people will ask for

the phone number?

Less than __%

• What percentage of sales people ask for a solid

appointment?

Less than __%

Industry Facts (Salespeople)

• How about asking qualifying questions?

Less than __%

• What percentage of salespeople will attempt to

have their information put into writing?

Less than __%

• Salespeople will often provide customers with

too much information?

Greater than __% of the time

Industry Facts (Salespeople)

• When providing too much information you can

actually de-motivate your customers - how

often?

__% of the time

• What do you think the national closing ratio is

on phone-ups?

Less than __%

How phone-ups differ

from floor-ups

• Words

• Tones

• Gestures

• Posture

• Facial Expressions

Behavioral Cues: Behavioral Cues: (Floor-ups)(Floor-ups)

What You Can Expect

100 Phone-ups

90% Names and numbers

65% Appointment ratio

65 Appointments

55% Show ratio

36 Customers keep their appointment

45% Close ratio

16 Sales

“Getting F.I.T.”(Prioritizing Floor Internet Telephone Opportunities)

0

10

20

30

40

50

60

70

80

3-5

Days

10

Days

30

Days

90

Days

1st TelephoneCalling

1st InternetInquiring

1st FloorAppearance

%

%

%

%

%

%

%

%

The telephone-prospect is at least 4-times more “ready to buy” - NOW!

Copyright © 2006 PCS, Inc.

• Fear

• Testing the Waters

• Checking Availability

• Looking for Deals

• Comparing Brands

• Price Shopping

• Gathering Information

• Interviewing the call handler “as if” the dealership

• Can they TRUST your dealership via call handler

Why do customers call?

What’s the purpose of an inbound sales call?(from a prospect’s perspective)

“Intentions” of a Call?

GET INFORMATION

From the sales consultant’s perspective?

SET THE APPOINTMENT

• Set a specific appointment

• Gain contact information

• Establish initial rapport & fostering trust

• Launch a positive, friendly tone and good

experience for the caller (whatever the

outcome)

Phone-Up Goals

“Probing Questions”

Who takes your phone ups?

How well do they do?

How do you know?

Are you ready?

• So, how do you really “Manage Performance” toobtain consistent results?

• Or, how do you close the gap between what youexpect and what was really produced – whenyou only have so many hours in a day?

• It’s really a process isn’t it? The Process ofManaging Performance

• Think of a puppy!

How to Manage Sales Performance

• Having phone Performance Management done for them

– providing dedicated, virtual phone sales management

• Taking the guesswork & waste out of training

– provide coaching and on-going training based upon actual

performance data tailored to the individuals’ needs for more

sustainable results

• Providing a safety net

– Save-A-Deal and/or Customer Recovery alerts for mishandled

calls for potentially lost customers – offering an additional

chance to rescue them

What Your Competitors Are Doing

If you track something it improves.

When you provide feedback

on what you’re tracking,

you compound the improvement.

Thus, the driving force of

CallCoach’ing

Human Nature

Anatomy of a Monitored & Coached Call

Prospect calls your retail

facility toll-free

CallCapture switch records call

while passing through onto dealership

Call taken at dealership

by Sales Consultant or BDC/RMC

Bi-Weekly reports (individual, team, trend) are electronically sent

to the dealership, along with interpretive conference calls

One-on-one & team Performance Enhancement sessions

with targeted feedback lead to measurable improvement

Phone-in Role Play rehearsal sessions are conducted

w/ sales consultants & recordings emailed to call handlers

“Opportunity Calls” reviewed by CallCoach, instructive feedback added

and both are emailed to dealership (sales consultant &/or mgr.)

CallCoach Monitor logs-in remotely -

listening to & scoring calls per call handler

“Opportunity Calls” sent to

CallCoach Industry Expert

Save-A-Deal or Customer Recovery Calls

sent ASAP to dealership management

Best-in-Class calls sent to store managers

for staff recognition & reinforcement

Timely customer contact leads

to increased appts & sales Skill enhancement is

accelerated as are sales

The Seven Steps of a Phone-up

Initial RapportBuilding

QualifyingTechniques

Obtaining ContactInformation

Selling theAppointment

Objection Handling

6. Driving TowardsClosure

7. Directions to theDealership

Copyright © 2004 by PCS. Inc.

1. “Thank you for calling _____________________.__________ you’re virtual assistant.. How may I help

you?”

2. YEAR________ MAKE/MODEL____________ OTHER/PKG_________________________________

3. “I’ll check on that for you. Where did you see that advertised, because we have similar units like that one

advertised as well?”__________________________________________

A. “Is it specifically and only _____________ (vehicle mentioned) that you’re interested in or

would you consider a similar _____________________ or [Class A; Class C; 5th Wheel; Trailer; Pop-up] –

especially if the condition / mileage was right & I could save you some money?” _____________________ .

“Great! Let’s do this, so that I don’t waste your time, let me check on the status of that unit & any other

compatible ones we may have as well. It will only take me about 15 minutes.” (Without pause go to #4)

SPECIFIC PREOWNED VEHICLE PHONE-UP ROADMAPDate: __________ Time:_____ _____ Phone Handler: ______________

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Copyright © 2005 by PCS, Inc. • PCS-Global • 38777 W. Six Mile Rd • Suite 201 • Livonia, MI 48152 • 888 481-8771 • www.pcs-global.com

4. “Are you calling from home or work? And that number is?” Work ______ Home ____________Cell

_____

5. “How do I spell your last name? _______________ and your first name is?” ______________

6. “Oh! I might be able to get that information for you right now. Could you please hold for a moment?”

7. “_______________? I have great news! We not only have __________________available, but we also

have ____others on hand, and the availability of ____ or ____ more in that price/payment range or style

like you’re considering.” (Without pause go to #8)

8. “Speaking of availability, what’s a good time for you to stop in, now or later today? _______________

Tomorrow morning or afternoon?”_____________________________________

9. “I show openings in our appointment book for _____ or _____ [East __:15AM/PM or West

__:45AM/PM]

Date: _____ Day: __________ Time: ______ AM: ___ PM: ___ tentative appointment ____

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2004 Georgie Boy Class A Motor-home, Diesel Pusher

3/14/07 11:00 am Nikki

Today’s Newspaper

Georgie BoyClass A Motor-home

Diesel Pusher

888 481-8771

Mlinarcik drJohn

drJohn that specific unit 3 2 3

NeitherTomorrow afternoon

1:15 4:453/15 Thursday 4:45 X

Transportation Center I’m Nikki

G SPECIFIC PREOWNED VEHICLE PHONE-UP ROADMAP

Copyright © 2005 by PCS, Inc. • PCS-Global • 38777 W. Six Mile Rd • Suite 201 • Livonia, MI 48152 • 888 481-8771 • www.pcs-global.com

Page 2

10. Objections / Notes: ____________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________ .

11. “Do you have a pencil handy? I’ll wait. Please write this down: (spell your name S-L-O-W-L-Y)

___________________________________________________________________________________ .

And your appointment is _________ at _______, right? Okay, let me write that in our appointment book.”

[Optional: especially for sending map/directions, pictures or follow up.

“What’s your best email address?” ______________________________________ ]

If you are going to be a little early or a little late please call me because I will have __________ set aside

for you and I’ll have _____________________ vehicle ____________________ ready for you to see.”

12. “By the way, how did you learn about our dealership?”____________ Do you know where we are located?

__________Which direction will you be coming from? At that time of day, the easiest way to get here is . .

.”

Note: give visual directions and landmarks: drive mental trip).

Or, “Good, then you know we are at ______________________________________________________. ”

[refresh directions – drive mental trip.]

Oh by the way, do you prefer coffee, tea, juice or water? _______. Blk; Cream, Sugar, Both? __________.

“We’re looking forward to greeting you at ________ ____________ with a _______________________ .”

13. Vehicles to prepare: stock # _______ stock # _______ stock # _______ other ______________

14. Follow up: __________________________________________________________________________

15. Manager Confirmation by: _______________________________ Time/Date: _____________________Signature

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Jason, that’s my manager’s name.4:45 pmtomorrow

4:45 pmthat specific and several others

Free PressChelsea

Coffee Cream

Detailed directions with landmarks . . to the door!

4:45 pm tomorrow Fresh coffee with cream

GB 2004 Diesel pusher

Jason Manager 5:45 pm on 3/14/07

(None noted)

J-A-S-O-N

Call Quality Breakdown Report

Summary Salesperson Report

Category Average Report

Category Average

by Salesperson Report

* 4-Point Scale

*

Call Handler’s Report CardCall Handler D

Name Initial

Rapport

Building

Qualifying Techniques

Contact Information

Selling the Appointment

Objection Handling

Driving Toward

Closure

Directions to Store

Current Period

3.67 0.67 2.00 0.00 0.00 1.33 2.00

Previous

Period N/A N/A N/A N/A N/A N/A N/A

The Evaluation Scale

Excellent (4.0 – 3.5): Sales Consultant followed the “preferred” method under each segment in an outstanding manner with great professionalism and established a good rapport with the customer while gaining a commitment for an appointment with a specified date and time along with the customer contact information

Above Average (3.4 – 2.7): Followed most of the “preferred” methods, guidelines and/or scripts, got the customer contact information and gained a commitment for an appointment

Average (2.6 – 1.8): Asked some key qualifying questions, adequately answered most of the customer’s questions, and typically gained some customer contact information for follow-up – but may not have been able to secure an appointment

Below Average (1.7 – 1.1): Missed the mark on most categories but may have some saving grace in particular, appearing able to learn

Poor (< 1): Unable to secure customer contact information; indicated vehicle in question sold and ended call; off-lined the call or appeared unable/unwilling to profit from prior feedback or coaching

* 4-Point Scale