A lesson in trade technique
Before you even think about a technique you need to know the goal of the call. Which is easy in sales because it never strays from setting up an appointment. Appointments lead to sales, so setting up the expectation for appointment mentality is a sure way to succeed.
Once you’ve set up your appointment mentality, it’s time to look at how to make that goal happen over the phone. Sometimes it can be difficult to convince a customer to come in. Maybe they’re too far away, or just don’t feel like they have the time to do so. Your job is to make them think they’re missing out by not showing up.
They want to know the best price, and you’re going to help them, but they have to give you the opportunity to do that. The correct response is to say you understand their situation. Every customer appreciates a salesperson that is on their side. By doing this, you’ve immediately established that you’re willing to help no matter their circumstances. THEN, you get to ask the fantastic four questions.
- What type of car do you have?
- How many miles are on the car?
- What year is it?
- What’s the color?
While asking these questions, the key is to keep up your excitement level. Tone of voice is everything over the phone, and you don’t want something so simple to ruin your work. By keeping your enthusiasm at a consistently high level, your customers’ interest will follow. These kinds of things are easily matched over the phone.
Eventually, you’ll get to the point where they ask what it’s worth, which is exactly where you want to be.
Ask “when’s the last time you had it professionally appraised? Let’s start there. Are you more available to bring it by now? Or later today?”.
Many salespeople get deflated talking about a trade as time goes on. The customer’s tone will do the same, so be aware of how you’re being perceived.
Not doing so will make the customer think you’ve found issues with the trade and will get pushed away. Don’t let that happen! Remember, the goal is to get them into the dealership!
If they resist your initial offer of an appointment, don’t give up! Try offering a time for them to come in.
“I understand, but is there a way you can bring it by at 5:15 tonight?” will make the customer wonder why you offered a time. You’re not promising anything, but this reason is incentive enough for them to make the trip.
Another way is to say, “I have a manager who loves these vehicles, and I think he can do better, so I want him to be here while you’re here. Do you think you can make that happen?”
Even bringing up the concept, “Would you spend $5-10 to save about $500?”
The customer sees that you’re persistent, but they also know from speaking with you that it’s because you want to help them! From here, making appointments will be a breeze.
As the COO | Partner of Phone Ninjas, Chris delivers leadership, coaching, and mentorship to 55 team members providing software sales and phone skills coaching. He fosters powerful partnerships and collaborations with leaders across various business sectors, establishing expectations, communicating vision, and escalating performance to maximize productivity and effectiveness.
Chris is an innovation-driven business executive with over 25 years of experience delivering leadership to teams of up to 75 overseeing development, launch, and sale of website lead acquisition, reconditioning process software systems, and technology that support automotive dealerships across the U.S., Canada, and Europe.
