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Zenith Dealer Solutions Blog

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

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

The Right Metrics For Measuring Phone Success In Your Dealership

Data can be overwhelming and looking at the wrong data can be disastrous. It’s very important to know which phone metrics require your attention and how those metrics drive profit and culture change at your dealership. Unless you have the right benchmarks in place for comparative purposes, you’re just collecting data. Is your dealership improving performance on the phone? Setting more appointments? Making the confirmation, follow-up and outbound calls they need to make? Are you gathering contact information for CRM, driving CSI up? The metrics you look at can give you valuable insight into what's happening on the phones right now and how you can improve the success you're having on the phones.

Let’s define your “success metrics.” These are “gauges on the dashboard,” that you should constantly review and improve. They are below in red.

Topics: phone skills phone process Dealership Sales Phone Metrics

The Key to Customer Satisfaction Is Synchronicity In The Sales and Service Departments

Happy customers become retained customers who stay in your sales cycle. Since customers experience both sides in your dealership, Sales and Service should support one another to improve customer satisfaction. Keep in mind that for every 20 calls to Service, there’s one call to Sales, so New Sales can get started in Service, especially if you’re a dealership taking steps to improve satisfaction and retention.

Topics: phone process retention Sales Cycle Customer Satisfaction Dealership Sales Service Department

Minimize No Shows And Call Back When They Happen

It’s expected that no shows and cancellations happen in the sales industry. You can, however, improve your show rate and have a game plan in place when the customer is not showing up for the appointment. The answer is good training and a strong, measurable phone process.

Topics: appointment setting phone skills Dealership Sales No Shows

The Appointment is Set—Prepare To Wow The Customer in Person, Just Like You Did On The Phone

You’ve handled the call correctly and set an appointment for the customer to see the RV. Now the customer is coming in to the dealership so you know he or she is serious about buying. Don’t throw away the hard work you’ve done so far by not being prepared. The customer is looking for a great, painless, friendly and expeditious experience. Close the deal by being ready to provide that experience. Below are several suggestions to follow before and after that appointment shows up, and even though they seem like common sense approaches, you’d be surprised how these steps are missed by some sales people.

Topics: phone skills Appointments Dealership Sales Dealership Performance