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Source: Carmax
Significance of the Stat:
- Women still having problems with the auto purchase process
- Many still feel they are not getting a good price for the car
- Still a lack of trust for salesperson and dealership
- Want better value for trade-in
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We have posed this months question to Sean V. Bradley the CEO of Dealer Synergy, a nationally recognized Internet Sales Trainer.
How do I handle objections on the phone?
The best defense is a strong offense. After you get through the greeting phase of the call you should transition with a qualifying question... "Mr. Customer, quick question for you, have you ever purchased a vehicle online before?" ... "No?" "OK... What were you looking to accomplish by going online?"
Don't wait for the prospect to blurt out in the beginning of the call, "What's your best price" or "Do you have that in stock right now?" Take the proactive approach and ask him early in the conversation, "What were you looking to accomplish by going online?" I know he is going to respond with one of the main reasons, like price, convenience, availability, etc, therefore I will be prepared with my response.
For example, when I asked my qualifying question, Mr. Customer might respond... "Well, Sean, I was looking for the best price, of course." My rebuttal could be something like, "Mr. Customer, if I wasn't able to get you the absolute best deal I would never expect you to buy a car from us...OK? They usually respond "OK." With that said, "Mr. Customer, what else is important to you in regard to purchasing your next vehicle?"
I am in control of this conversation. I am leading the prospect down the phone sales path to the goal of the appointment. Remember Stephen Covey's second habit...start with the end in mind.
In sales we all aspire to the level of exceeding a customer's expectations. The truth though is that we can never truly exceed a person's expectation unless we first know what his wants, wishes and expectations are. The easiest way to find that out is to simply ask... "What were you looking to accomplish by going online?"
The other reason why we don't just take the first response to that qualifying question is because it might only be a surface response. For example, it might seem like everyone is using the Internet just to shop price. That is so far from the case. Reynolds and Reynolds consulting stats show that only 18 to 20 percent of Internet shoppers are solely motivated by price alone. What does that tell you? All of those Internet customers that ask you what the price is... they actually have other wants and desires other than price. So, you should respond with a response that addresses their concerns.
Do you have a question for our Experts? Send it to gardinerdrewt@autousa.com
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The Weather is beautiful and the Honda's are selling like hotcakes!
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Michael Lavezzi: Pacific Honda
Michael is the E-Comm Director at Pacific Honda in Southern California, the largest automotive market in the United States. He has been with the dealership for 7 years and has seen firsthand the changes in Internet customers and how their expectations have evolved.
AutoUSA: Can you tell us about the Internet operation at Pacific Honda?
Michael: Pacific Honda is the #1 volume Honda dealer in the San Diego Area and we've been around for over 30 years. Back in 2000 when I started out we were doing 11 Internet deals a month. In September we sold over 155 units. We utilize a BDC/call center structure and I have 8 full time telemarketing representatives. We handle all e-commerce leads, showroom traffic follow-ups, as well as incoming sales calls, mfg lead lists, and lease lists. As of Oct 1st we will also incorporate service appt setting into the call center as well.
AutoUSA: How competitive is your marketplace?
Michael: Quite competitive, and I like it that way. There are 9 Honda points in our zone but we also compete with the Los Angeles market all the time. Customers will drive the 2 hours if they think that they can get a better price or service up there. So that really keeps us on our toes. When I started I wanted to be the best in town and now we are. I used to teach martial arts, so I am competitive by nature. If I'm not #1, I am aiming for it. If I am on top, then I am motivated to keep it that way, by the biggest margin possible.
AutoUSA: What do you do that is different from your competition?
Michael: I think that we have a much more phone centric process that is designed to provide the customer with the information they want, and empower them to start the shopping process in person. Then we deliver what we promise. Our entire dealership is process oriented. Internet customers want more than just buying the car. They also want personal service. In addition to that, we monitor our lead providers more than most, and only use the top tier providers like AutoUSA.
AutoUSA: Now that you bring it up what has been your experience with lead providers?
Michael: I actually use them quite a bit in our process. Over the years I think I've used everyone out there, and there is a wide range of products offered. I've had both good and bad experiences with 3rd party providers, but I believe that those experiences have helped me refine my overall processes, so I don't have too many bad experiences anymore. Plus, I stick with the proven sources. I have been with AutoUSA for over 7 years now and I find their leads consistently generate higher than average closing ratios.
AutoUSA: What types of marketing do you do to increase web traffic?
Michael: We market our dealership website aggressively in all our media advertising as well as our pay per click programs. We have been very successful using selected keywords in our market. Having said that, I also have to tell you it is real important to monitor all the reports on the keyword results and set a quarterly budget to stay within those guidelines. Otherwise it can get out of hand very quickly.
AutoUSA: What do you do to create a great customer experience?
Michael: It's real simple. Under promise/over deliver and NEVER LIE. Smile and have respect for the customer, for without them, we're broke.
To view their site go to http://www.pacifichonda.com
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