Answering Incoming Sales Calls

Darin George

During my days on the sales floor I remember selling many cars over the phone. I had no trick to it other than building rapport and a relationship with the customer on the phone; similar to a pen pal, a friend’s chat line or like Internet dating. All you have to do is to get to know the person, and then close. This usually took me several returned calls over a two-hour period or in some cases, days. Then I would either get them to the dealership to see our cars or at times, I would go for the close on the phone.

My manager would ask me, “Where did you get this customer, Visa card number, and worksheet?” I would tell him from a sales call. The customer was looking for a new van and I asked for the sale over the phone. The customer was price comparing, so I asked him if he have ever purchased a new vehicle over the phone. He said no, so I asked if we could come to an agreeable figure over the phone, would he like to get the vehicle from our dealership? In this case he said yes, so I worked the deal as if he was sitting right in front of me.

I’d asked if he had a major credit card. He did, so I asked to put $500 on it. I would get the card number first, and then start my negotiations. If he did not have a credit card I would not have worked the deal. I would set an appointment or drive the vehicle over to his house.

If you owned a company or a car dealership:

• Would your incoming sales calls or inquiries be important to your overall monthly sales and profits?

• Would you like to know how many sales calls were coming in per day and month?

• Would you want your best people handling these calls?

• Is there any reason to have your best people handling these calls?

• How many advertising dollars are you spending to get your phone to ring?

• How much are sales calls worth to the salesperson and dealership?

Incoming sales calls at the dealership are worth three to five sales per month, per salesperson. If they are not received properly the salesperson and dealership can minus these sales every month.

Salesperson income

The telephone sales calls are worth a minimum of $10,000 per year for every salesperson. This calculation comes from three sales per month at an average commission of $300 per sale.

Dealership profit loss

The telephone sales calls are worth a minimum of $360,000 per year for the average dealership. This calculation comes from 30 sales per month lost, at an average of $1,000 per sale, not including your F&I office and future service department work.

Note: If sales calls are not handled properly, at the average dealership, you can say goodbye to 30 to 50 deals per month.

A step-by-step word track for handling sales calls

This may sound like a long spiel, but practice and follow it this way every time and you will see an increase in your appointments and sales. At the very least, understand from this script what you are trying to accomplish.

Smile. When you pick up the phone, it’s for your benefit and the caller will hear it in your voice.

“Thank you for calling ASC Motors. My name is Jenny Lee” (first and last name always).

“And your name is ?”

If their last name is not given: “And your last name is?”

You must qualify the customer the exact same way you would as if they were on the dealership lot.

“Is this the first time you have called our dealership?

This question determines if the customer has been dealing with another sales representative, and how they heard about the dealership.

“Did you know that our dealership is having a sale on…?”

A point of interest about your dealership is always helpful in building credibility. If you are having a special or sale, tell the customer about it now.

“So what feature do you want in your new vehicle (do not pause) new or used, two-door or four-door, truck, minivan, 4 x 4, sports utility, automatic or manual transmission, 4-, 6- or 8-cylinder engine, air conditioning, AM/FM CD player, power windows and locks, sunroof, cloth or leather interior, your color preference dark or light,” etc.

“What do you have in your present vehicle that you would want in your new one?”

“Is the vehicle for business, pleasure or family use?”

“How many miles/km do you drive per month, approximately?”

“Who will be the main driver of the vehicle?”

“Would you be selling us your present vehicle?”

“What type of monthly budget are you looking at?”

“Mr. Customer, you do not have to get the vehicle today, do you?” You ask this question to find out where the customer is in the buy cycle and it will relax them. It’s the old reverse psychology concept.

“Great! Let me check what I have now, as well as what I have coming in the next few days; that will take me about 10-15 minutes. Are you calling from home or work?”

“OK and your number there is ?”

“How do you spell your last name?”

“Great, Mr. Customer, I’m looking over my list of vehicles available. When would you be available, this afternoon or tonight? Good, let’s make it _____.”

“Do you have a pencil and paper handy?”

“Write this down; J-E-N-N-Y L-E-E”

(Spell out your name, do not say it)

“OK Mr. Customer, I’ll call you back in 10 to 15 minutes.”

At this point you must end the call.

Then call him back immediately as soon as you hang up the telephone. This will verify the phone number and shows your interest in the customer.

When you call him back, ask:

“Hi Mr. Customer, I just wanted to know if (refer any option on the vehicle; color of the car, stereo system, etc.) would be OK with you?”

End this call again.

You have to call the customer back a second time, approximately 20 to 30 minutes after your first call back. Tell him:

“Hi Mr. Customer, I have a few vehicles for you to look at, is today at 2:30 OK with you?”

By calling him back several times you are showing him you are really working for him. Almost every other dealership he has called probably never even called him back. One of the biggest complaints from consumers regarding calling the sales department of a dealership is that the salesperson never follows up.

Your goal now is to get the customer into the dealership. If you cannot accomplish this, go for the close over the telephone.

Follow this telephone strategy and you will see an increase in your appointments and phone sales. It’s all about telephone rapport and building a relationship.

If you cannot get the customer’s name, telephone number, appointment, and if he does not have your name written down, do not take sales calls until you know how to do it; it just costs everyone too much.

Treat all of your sales calls as a friend’s chat line or similar to how you would talk with your best friend on the phone.

If you don’t have deep pockets, you better have a well-trained team.

Darin George is a sales trainer, recruiter, author and founder of the Automotive Sales College Inc., established in 1996. George is an internationally recognized sales trainer, motivator and corporate speaker and has trained and employed thousands of people globally. Contact this writer.