Most people don’t even think twice about how they give directions to a customer. It’s often an afterthought without much intention behind it. However, mastering how to give great directions is one of the most important steps in sales.
Why? Because it ensures that you will actually get the appointment you’ve been working so hard for! When you ensure that your customer knows where they’re going, you’re one step closer to making that sale.
Be Consistent
The best way to make this a positive habit is to give directions EVERY SINGE TIME! You want the customer to know EXACTLY where they’re going. Customers often think they know their way around but don’t know more than you. So, even if they claim they know where your dealership is located, you should confirm where you are.
Precise Directions Are Key
This can be trickier than one may think because you want to give recognizable landmarks. The landmarks are easy, but be mindful of which ones you use for that task.
Avoid using other dealerships as a point of reference when giving directions to the dealership. You don’t want to give the customer other ideas of where to go. This is where your practice comes in because often, where there’s one dealership, there are many more right around the corner. Instead, reference buildings and businesses that aren’t related to your field. Think about other recognizable brands in the area. Maybe there’s a Burger King or a Lowe’s nearby that you can use. These get the job done because they are recognizable and don’t steer the customer to another competitor. Remember, the goal is to make sure they get to you.
Provide Details
Directions don’t just include how to get to the dealership either, so don’t stop there. Go the extra mile and tell them what to expect when they get to you. Explain to them what exactly they can expect when pulling into the driveway. Tell them where they can park and even which door to use for entry. You can tell them what they should see when walking through the threshold.
A great way to use this skill is to modify your script to say, “When you come to the dealership, take the center entrance and come to the front of the building. Park in any of those spots right in front next to the sign, as all are available.”
Differentiate Yourself
If you give the customer an idea of the experience ahead of time, you immediately set yourself apart from everyone else! You’ll create a different, more enjoyable experience. They’ll see that everything you’ve done is to make them more comfortable, and they’ll appreciate that.
Once again, the goal is to transition the customer from the phone to the dealership. Your job is to help them make that transition go as smoothly as possible. After all, it’s your help that’s bringing them in to buy the car!
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