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by Dealership University
The telephone is one of the most
overlooked sales tools in the Powersports industry, yet it is one
of the most valuable. The
telephone can dramatically increase any dealership’s
unit sales and make a huge impact on the bottom line!
Let’s take a look at the proof.
For
example, let's say that out of every 100 people that a dealership's
marketing and advertising efforts reach, 50 people
call the dealership,
and 50 people visit
the dealership. In regards to the 50 that visit the
dealership, with a 20% average closing ratio, 10 units
will actually be sold. this means that 40 out of 50
people that visited the store will leave without buying.
This is a very important detail that is often
overlooked. So those 40 unsold customers that left the
dealership must be added to the list of 50 customers
that called. Now, out of the original 100 customers
reached from the marketing effort, 90 customers should
be followed up with by telephone. This means that 90% of
your potential business could depend on the telephone!
What do we do with this information? Well,
first things first, Powersports salespeople must sharpen
their telephone skills! Salespeople must learn how
to get the name AND
number of both telephone AND walk-in customers. Then
they must learn how to set up an
appointment with
every customer they speak with. This will yield higher
closing ratios, higher margins, and believe it or not,
it will actually increase customer satisfaction!
Let’s do the math:
Of the 40 walk-ins that left without buying, by simply
following up by telephone...
16
will come back (40%)
and
with a 65%
closing ratio on kept appointments
produces
an additional 10 unit sales
Of the 50 that originally called (per 100 people reached)…
30
appointments are made (60%)
18
show up (60%)
creating
an additional 9-12 unit sales (50%-70% closing ratio)
Professionally training your sales team on developing
strong telephone skills is not an expense, but an
investment! Click here
to get started
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