Tag Archives: calling auto leads sales pitch

Calling Your Leads – What Do You Want?

What a lead wants… what a lead gets… 

Congratulations, you’ve initialized the conversation by asking the customer who you are, and letting them know you are calling about their auto loan application, welcome to part two in communication! If you skipped the first step, please see https://dealerautoleads.wordpress.com/2012/04/19/calling-your-leads-the-introduction/ and soak up some handy tips.

Now, it’s your turn to ask the customer a few questions without bombarding them. I’ve found that initially asking, “How much are you looking to finance?” generally gets me the response, “How much you gonna give me?” and puts the customer in a hostile stance. Similarly, asking, “Do you have a specific type of car in mind and do you know how much you are looking to finance?” makes the customer think more about their answer, and come up with a more sincere response. It’s a simple two part question that helps you feel out the customer and what they are really looking for.

Let’s say that the customer tells you that they want around $5,000 for a car they saw parked on the lawn of a house down the street with a for sale sign in the window. I’ve seen many salesman abort the call at this moment and hang up. Seriously, that’s entirely unprofessional. Just because already knows the exact car that they want doesn’t mean you can’t sell them a car. There are many acceptable ways to turn this into a sale. Buying from a dealership gives the customer a security blanket, use that and your car knowledge to help open up their options. If the customer says that they saw a Chrysler Sebring that they wanted, ask some questions about it, is it a two door, four door, convertible? Then you could try asking if they are interested in it because of the style or the price. Ask, “A Sebring, nice, are you looking at that one because it’s a four-door or because of the price?” What was the answer, a little of both? Well, what if you could offer them a newer model of the same or similar car for roughly the same price from a dealership AND get them financing? It really helps to know your inventory or be able to search it while you are on the phone with the customer.

Do you see what we did there? We asked some questions without making it sound like they have no choice but to purchase a car from your dealership. They do have a choice, and backing a customer into a corner with condescending phrases or tones will get you nowhere. By asking some polite get-to-know-you questions you now know what the customer is looking for and their budget.

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Calling Your Leads – The Introduction

Take it nice and slow… 

Customers who applied for an auto loan online, and are waiting for that call, with what they assume will be bad news, can be hard to communicate with in the first few minutes. The leads you are calling should always be real time, and you should always call them as soon as you get the lead, that way you can get to that customer before they have a chance to apply on any other site and another dealer swoops in. The longer you wait, the more difficult it can be to get a conversation going.

So you have the lead, fresh from your email, fax, or CRM, you pick up the phone and dial. Someone answers! It’s very important to let the customer know within the first 10 seconds that you are responding to their request, you’re not just a dealership calling randomly. Let the them know that you are calling about the auto loan application the customer filled out online. Subprime customers probably have creditors calling, you don’t want to mistaken for a creditor or an unsolicited call.  I’ve found that throwing it all out there gets my foot in the door and doesn’t get be piled in with the other callers that I don’t want to be associated with. My best opening line, “Hi, this is Allen, I’m calling for John Doe about the auto loan application he just filled out.” I try to avoid mentioning the franchise of the dealership right off the bat. Of course, I’ll tell them where I am calling from, but I won’t list off the franchise names. It sounds cheesy and it can be a deterrent. If someone is looking for a specific make and model such as a Chevy Tahoe, it really puts a kink in the chain if you say you’re calling from a Kia dealership. It’s also helpful to introduce your dealership in a way that lets the customer know that you don’t just sell new cars. Most customers who have bad credit and limited income hear a franchise dealership name and see high priced new cars, not realizing right away that dealerships have used vehicles from auctions and trade ins that can easily fit their needs and budget.

You may be sitting there thinking, “Did I really just read about how to say hello to a customer?” The answer is, yes you did. How to say hello and introduce yourself to leads can greatly increase your sales. It’s about understanding your customer, and putting yourself in their shoes.