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Zenith Dealer Solutions Blog

Phone and Web Lead Management

I am a 20 servant to #CallerCX and I am getting more questions today about the phone than ever.  Along with CX, AI make up the hottest topics in the consumer world. The questions I am receiving today are starting to leave the phone and include email as a natural progression towards utilizing Digital Assistants across all mediums, or omnichannel. I embrace this as for years we have trained staff to handle phone leads and web leads differently. Take the nuance of effective communication differences between interpreting written word and spoken word, thee should be no difference. Consider these 5 must-haves in responding to customer inquiries:


  1. Craft a compelling Greeting. If by email, work the customers question into the subject line. If by phone, greet the caller succinctly so they know who you are and understand that you are there to help them. Over 70 percent of both lead responses and voice greetings lack any specifics that convey that were here to help.


  1. Take time to Get Personal If you are handling a sales inquiry, show appreciation. If you are handling a customer service complaint, empathize with the callers / writer. Some of us prefer to jump in to answer questions and solve problems like a dealership superhero, but don’t. Slow down and work at the customers pace. Ask questions to get them talking about what they want in a boat or car and the supporting customer service.


  1. Answer the Customers Questions transparently and with supporting technology, including pricing. Feel free to pull in TrueCar pricing if you’re comfortable with it. I hear dealers screech at this proposal, but after listening to millions of phone calls I’ve ever heard a caller screech by this offer. Its 2018 and suppressing data in email and phone calls only works against dealers. And here is the real key to success, don’t just answer the caller’s questions, dedicate yourself to answering their questions while you have them on the phone. The average sales appointment set rate when you have to call a caller back with answers to their questions drops from 36% to 21%. As for the incorporation of technology in your answers, take a few extra moments when responding to leads and offer a supporting information like a personalized video to ensure the caller understands and accepts all of the details in your answer.


  1. Summarize with Your Dealer and/or Manufacturer Benefit Statements Having followed Steps 1 – 3 above you may already have an appointment set if by phone. If not, and if by email, explore the customers current vehicle or boat. If they are in a different brand, tell your brands benefit statement. If they are a current brand customer, sell your dealership. What sets your team apart from all the other dealers in the area?


  1. Strong Close We get a lot of questions around closing and its impact on great CX. Strong closing is great CX when it comes from a consultant perspective. We hear sales team members with high character ask the helpful question, “What can I do for you to help with your buying process?” And the typical customer answer is “I’m fine at the moment. Thank you.” A consultant continuously guides the next step with data and clarifying questions. This step is easier said than done and is reliant on the sales team members ability to listen and recommend. The caller tells you everything you need to know to move them down the path to buying a boat or a car. To master #CallerCX, focus on great listening skills.

Zenith Dealer Solutions' goal is to ensure every call to a dealership is a positive experience. 

 Hey there, I'm Zeni. I'm the one who listens to millions of calls to boat dealerships. Have a question about a specific phone challenge your store is facing? I've probably heard it and can provide you with answers and best practices. Prefer to speak with a humanoid? Email support@markettechpr.com

Topics: Customer Satisfaction phone training Dealership Performance

Marine Caller Experience Report

Happy CXDay! To help dealers celebrate servicing their customers, Zenith is releasing the Marine Caller Experience Report today.

Great boat ownership experiences begin with great phone call experiences to their dealership. The smartphone has changed boat buyer behavior and leading dealers are adopting the recently released voice recognition technologies to better serve their customers. 

Today's boat buyers have 24/7 access to information allowing them to consider more options in a shorter amount of time. The need to walk onto a lot to learn about a boat has diminished and the willingness to fill out a web form on a smartphone is minimal. Your customers are click-to-calling your store and their service expectations are high. The web has made extraordinary the new ordinary.

Consider the training and dollar investment that you have put into your web experience over the past 10+ years and compare that to your investment in your callers experience. Does your phone process and skills training offer the same level of transparency and use of technology that your web presence does? No matter what customer facing initiative you are focused on there is an element of the phone that goes with it. Zenith Dealer Solutions is committed to making every call about a boat a positive experience.

This issue of the Marine Caller Experience Report walks dealers through the call process from the moment your customer decides to call your store beyond the end of the call to the point where the caller is satisfied and telling friends and family about their experience. Enjoy.


 Hey there, I'm Zeni. I'm the one who listens to millions of calls to boat dealerships. Have a question about a specific phone challenge your store is facing? I've probably heard it and can provide you with answers and best practices. Prefer to speak with a humanoid? Email support@markettechpr.com

Topics: Customer Satisfaction phone training Dealership Performance

Marine Dealer Phone Call Readiness

Callers research extensively before they call a dealer. Put another way, caller prepare for the call. Likewise dealers need to always be 'on' and in turn prepare themselves for calls. We tend to fall into routines and answer the phone because its ringing, not necessarily eager to serve. Lets listen to a few calls to bring awareness to our mindset when fielding phone calls ourselves. 

Topics: Customer Satisfaction phone training Dealership Performance

First Call Resolution (FCR) is Resolving a Caller’s Inquiry, Need or Problem on the First Phone Call.

FCR is a powerful metric. It provides insight into your process efficiency and skill level of those handling phone calls, serving as an important KPI for your overall caller experience. Yet, it is one of the most difficult data points to correctly assess and measure.

Topics: SEO retention Appointments phone training Dealership Sales, Dealership Service Scripts Mystery Shopping Service Department listen

Create Brand Evangelists through Great Phone Calls and Boost Your Customer Lifetime Value

Lifetime Value (“LTV”) of a customer is the projected revenue that a customer will generate during their lifespan with your company. Once you understand how much a customer could potentially spend over the course of a lifetime, you’re able to allocate resources such as customer acquisition and retention programs to keep your customers calling back.

Topics: marketing phone skills

Relationships Start with Connections

Only 4% of dealership employees state their first and last name when receiving a phone call. Compare this to the 90% of employees who state their first and last name, and often title in their voicemail greeting. We tend to get focused when recording our voicemail greeting. We often change our voice inflection and record the greeting 3 or 4 times before we are happy with it. Why don’t we take that same conscious approach to handling our customers phone calls?

Topics: Customer Satisfaction Dealership Sales phone training Scripts Phone Metrics listen

Fielding New Sales Opportunities on the Phones

With boat show season wrapping up, summer is right around the corner which means boating season is about to be in full swing. Boat show attendees, inspired by the vessels they explored at the show, are now calling your dealership with questions. Your sales team may be well equipped with all the answers, but are they able to identify every sales opportunity?

Topics: Sales Cycle Dealership Sales Phone Data

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

From Smartphone to Showroom—Increase Your Show Rate This Holiday Season

Today’s world is digital and mobile. Website content, texting, emails, online ads and social media dominate the landscape and mobile-based communication is the norm not the exception. According to current statistics, more than two-thirds of the U.S. population owns a smartphone and that has changed consumer interactions and preferences when it comes to a purchase from your dealership.

Topics: Mobile Phones phone skills Sales

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