Although email, text, video and social media DMs are great and effective forms of communication, the phones are the ultimate level of communication. Based on the Science of Communication, only 7% of what we say is fully conveyed via text, or the words we use. Only 38% of what we say can be fully conveyed through what is heard and 55% of what we say can be fully conveyed based on visual cues and body language. A car purchase is the 2nd largest item a person will buy in their lifetime, behind a home. Therefore, trying to sell someone through a text message or email is ludicrous, and if not done perfectly, can send the wrong message and lose you the sale. That means that not all forms of communication are created equal and that there should be an escalation process. The purpose of the email, text, chat, dm, etc. should be to sell the phone call, and the phone call should be used to sell the appointment, which sells the product presentation, demo drive and delivery. That being said, phone sales is everything! For that reason, it is crucial to have the absolute best phone sales strategies, scripting, rebuttals, appointment closing skills and more. It’s about what you say, how you say it, and when you say it. Below you will find an example of a typical phone call, versus what a phone call should sound like and can sound like with our help:

My Showroom

The Top 6 Challenges Plaguing Dealerships' Phone Skills:

Scroll Down to Explore the Challenges & Solutions:

  1. Little to Zero Phone Skills Training
  2. Inadequate/Generic Voicemails
  3. No Call Tracking Capabilities/No One is Listening
  4. Improperly Setup or Underutilized Phone/Phone System
  5. No Good Texting Strategy/Not Compliant
  6. No Good Video Strategy

Dealership Goals & Projections

Little to Zero Phone Skills Training

Most phone sales professionals lack the necessary skills to maximize lead conversion. They focus on the car itself, rather than focusing on getting the prospect into the showroom. A car purchase is the second largest purchase a person will make in their lifetime and it’s hard to do that via the phones. Beyond that, the dealership representative may not build enough value, or do enough to differentiate the dealership from the competition. Lastly, they get stuck on price and have no strategy to overcome it and send the prospect searching for other dealership options. This isn’t necessarily because they are not good at what they do, or are a wrong fit, but rather because they have never received the necessary training. Anyone at the dealership handling the phones should have a road to the appointment process, be able to identify, meet, and exceed the prospects expectations, identify the prospects objections and overcome them with rebuttals, and most importantly have a VPP to solidify the value in the appointment.

Phone Training

Inadequate/Generic Voicemails

The majority of phone sales professional’s efforts will result in leaving a voicemail. To be clear, if a phone sales professional makes 120 phone calls in a day, they will connect with about 12 people. That means that out of the 120 phone calls, 108 phone calls will result in having to leave a voicemail. The problem in the automotive industry is that most phone salespeople don’t have exciting voicemail messages. They are usually very basic and sound something like, “Hi Mr. Jones, this is Mrs. Smith from ABC Motors, call me back”, or “Hi Bob, this is Karen calling from ABC Motors, I was calling to see if you have any questions regarding the XYZ vehicle, if so call me back”. If the prospect has questions, they would have called you already! Also, the dealership down the road is most likely going to say something very similar so why should the prospect remember you? Voicemails should be energetic, contain exciting news and call to actions, differentiate you from the competition, and ultimately get the prospect to call you back.

Phone Training

No Call Tracking Capabilities/No On is Listening

How do you inspect what you expect on the phones? With call tracking software, or call tracking capabilities. Unfortunately, many dealers don’t care to invest in a call tracking solution, or see it only as an unnecessary added expense. It  almost seems as if the calls aren’t recorded, there is no proof that their people are inadequate on the phones. Some proactive and successful dealers spend big dollars on phone sales training, yet skip out on the accountability piece of it all. Call tracking allows the dealer to listen to phone calls and see if their people are utilizing the training they paid for, are using the right processes, are saying the right things and representing the dealership professionally and accurately, and most importantly, providing the customer the absolute best phone experience they deserve. Other dealerships may invest in the tool, however they do not set the tool up properly, or take the time to actually listen to the phone calls, or appoint someone to do so. If used correctly, call tracking acts as a tool to create training opportunities and generate awareness, along with measuring progress and training success.

Call Monitoring

Improperly Setup or Underutilized Phone/Phone System

The phone itself is the most powerful tool and resource a salesperson possesses. However, the phone is only as good as its setup, as well as its users. If the phone is not setup properly, its power and capabilities are reduced. To master the phones, it takes more than just the ability to pick up and dial. Today’s phones have the ability to be loaded with apps to make a salesperson’s job easier and more efficient, as well as video conferencing and video calling capabilities to escalate a standard phone call into a close to real life in store experience. Everything from the CRM app to be able to log calls, appointments and notes on the go, to time maximization and organization apps for task management, call reminders, follow-up reminders, appointment reminders and more.  Even beyond underutilized technology, is the dealership’s phone system setup. That too is not properly setup at most dealerships. The routing system is ineffective and random and can cause frustration for the customer. Extensions may not be setup with exciting voicemails and essential calls to action. In some extreme cases, phones will misroute and then drop the call. That usually results in the customer googling the competition’s phone number.

Phone Training

No Good Texting Strategy/Not Compliant

One of the preferred methods of communication is texting, yet still even today many dealerships don’t participate in texting, or do text but have no real texting strategy in place. Just like you have scripting for the phones, every dealership should have texting scripts based on various situations, as well as pre-saved rebuttals to objections, and every text should be constructed with the end in mind to escalate the conversation to a phone call. Beyond that, on a more serious note, many dealerships and individual operators do not follow state and federal rules and regulation guidelines for texting. One way this happens lately is by dealerships not adhering to the Federal Communications Commission’s TCPA Guidelines on Texting or SMS messaging and can become a huge, costly, and expensive issue to fix. Fines can become out of control very easily and sometimes range up to $1500 PER TEXT MESSAGE, incoming and outgoing! Every dealership needs to be FCC and TCPA compliant by understanding the rules, especially when it comes to opting in. If you are allowing your people to text at their own discretion, that can lead to major problems. There needs to be texting processes, accountability measures and permissions in place.

Phone Training

No Good Video Strategy

While video is the preeminent form of communication, dealerships are still lacking in this area. Everyone within the dealership has the ability to utilize video with their own cell phones. However, many automotive professionals are uncomfortable creating video content because they are unfamiliar in doing so. Video content gives the dealership the ability to differentiate themselves from the competition. Having a video strategy in place is one of the most important aspects of having the best phone skills possible. Whether it is shooting BombBombs as a visual meet and greet, or shooting video walkarounds of the vehicle, the possibilities are literally endless. Videos can be shot and utilized for social media, as well as the company website and individual sales person sites, YouTube channels, digital promotions, texting, email blasts, for search engine optimization, for commercials, TikToks, and so much more. Again, the use of video is never-ending and it all starts with the phone! It is vital that every dealership have a good video strategy in place and provide each person with the necessary skills to dominate the phones with video.

Help Me and My Team Evolve Our Phone Skills!

Help Me Now!

What We Offer

  • Phone Sales Training
  • Phone Skills Training
  • Inbound Phone Call Process
  • Outbound Phone Call Process
  • Phone Scripts
  • Objections & Rebuttals
  • Voicemail Scripts
  • Communication Skills
  • VPP Creation/Implementation
  • Call Tracking Setup
  • Call Monitoring
  • App Recommendations
  • Cell Phone Setup
  • Phone System Setup
  • Text Message Strategies
  • Text Message Scripts
  • Text Message Process
  • Text Message Compliancy
  • Video Strategy Creation
  • Video Production
  • Video Usage Training
  • Video Content Creation
  • BombBomb Training
  • Video Email Marketing

Subscribe to Our Newsletter!