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Zenith Dealer Solutions Blog

Michael Markette

Michael Markette

Recent Posts by Michael Markette:

Industry Debate: Local Phone Numbers or Toll Free Phone Numbers

The Internet has changed how customers decide what to buy. In 2011, Google began referring to this online decision-making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase. When customers can’t find the information they are seeking online or choose to take action on their decision they click to call dealers from their phone. In that ZMOT, the phone number displayed, toll free or local, has little impact on whether the customer will dial it at that moment but it does impact continuous communications with your customers.

Topics: Trackable Phone Numbers Toll Free Numbers texting

The Common Denominator of Successful Dealerships



The highest performing dealerships seem to have one thing in common. They know what’s going on with their phone calls, inbound and outbound. They use that data to improve the quality of their customers’ experiences with the dealership, and continue with ongoing training for their staff—all based on call measurement. So how do they get that pertinent data? They track, monitor and record inbound and outbound calls.

Topics: ROI phone skills phone process phone training

Eliminate Multiple Common Calls

In a perfect world we would have no phone calls.

Just ask Mark Zuckerberg, founder and CEO of Facebook. He will tell you, “no one wants to call a business.” Since this is not a perfect world, more often than not phone calls are necessary to clarify how a dealer can meet our purchase and maintenance needs. But...

Topics: phone skills phone process Dealership Sales, Dealership Service Dealership Performance

Don't Get Eliminated On The Phone Call

Studies show that while shopping for a boat, customers will visit an average of ten websites. They will then select several (about seven) dealerships to call and visit maybe two at most. Most customers will visit only one dealership before making the decision to purchase. With all the competition out there, getting chosen as that one dealership is becoming harder and harder.

Topics: Phone Leads phone skills Dealership Sales

The Value Of Mystery Shopping For Dealers

Selling high-end products such as boats requires an understanding that the customer journey from interest to purchase is very different from ordinary B2C sales. Customers think and behave differently when buying expensive items and the sales cycle often mimics a B2B transaction cycle. Your dealership needs to have insight to this buying process to makes necessary improvements.

Topics: ROI Customer Satisfaction Dealership Performance Mystery Shopping

Greeting Your Dealership's Callers For A Lasting Impression

In today’s technology-driven culture, email, chat and texts are increasingly popular ways to communicate. Dealers are learning and mastering these channels of communication as a necessity to progress. However, all the new technology out there cannot replace the efficiency and personal interaction of a phone conversation.
Topics: phone skills phone process Dealership Performance

Reviewing Phone Calls Leads to More Sales and Higher Customer Satisfaction


There is nothing easier for a customer to do than to click-to-call a dealership from a search or advertising link. The convenience of today’s technology coupled with the health of the industry leads to phone calls outpacing internet leads 4:1, according to current dealership call data. With phone leads on the increase, the need to handle each one correctly is paramount. Mistakes on calls hurt sales and lower customer satisfaction.

Many dealerships find themselves doing a not-so-great job on the phones. Reviewing calls can be an eye(ear) opening experience for many, who find that their sales reps are not consistent or simply make the same mistakes repeatedly. Most common errors upon review are:

Topics: phone skills phone process Dealership Sales phone training

To Script, Or Not To Script?

Some salespeople will say that they hate using scripts when answering calls, but the reality is that scripts can be a real advantage in the dealership's sales methodology. Word tracks, or scripts, for boat salespeople are becoming more accepted and leading boat dealerships see clear advantages to using them.

Topics: phone skills Scripts Sales

The Power Of The Sales Calls Log

Every day, a busy boat dealership will receive and handle a large number of calls. How agents at that dealership handle those calls will decide customer satisfaction and ultimately increased or decreased sales. One of the most important calls into the dealership is the sales call and having the ability to know exactly what happened is a powerful tool that let's you make the most of each opportunity. A sales calls log provides complete visibility into outcomes and calls that need immediate attention, follow up, or re-engagement. This is exactly the tool a dealership needs to make the most of each lead and provide training for staff if they are falling short in converting interested customers to appointments.

Topics: ROI phone skills phone process Dealership Sales

ZDS Phone Control Tip: Be Proactive on Status Updates in the Service Department

The sound of the phones ringing can be music to a dealership’s “ears.” However, issues handling high volume of calls to your service department can negatively impact your business and ultimately drive the customer to a competitor not only for service, but for their next RV purchase as well.

You should always keep an eye out on the pattern of calls throughout the day and implement a staffing strategy to effectively handle call spikes which usually occur between 1pm - 4pm. Routing calls during this peak period and having adequate staff is truly a problem for a lot of service departments. Hence, building a proactive “status update” process will significantly improve customer satisfaction and help alleviate call routing and high volume problems.

Topics: phone skills phone process Customer Satisfaction Service Department ZDS Phone Control Tip