UNSOLD SHOWROOM TRAFFIC The Basic Format Is
there?
I hope I’m not taking you away from something important. This is with (your dealership). I’m calling to thank you for taking some of your time to visit with me (day or time customer was in the dealership). I really appreciate it. Tell me, are there any questions I can answer for you today? If customer responds negatively: I appreciate you telling me that, and I apoligize. We’ve been in business years. And this is something that doesn’t happened often, if ever. And the last thing I would ever want is for a personality to stand in the way of making you a valued customer. IS THE (MODEL) WE TALKED ABOUT LAST NIGHT THE VEHICLE YOU REALLY WANT TO OWN? (Or) DID WE HAVE A VEHICLE HERE THAT YOU REALLY WANT TO OWN/LEASE (If the customer answers anything other than an explicit yes skip the following and go page 6) (If yes without prior negotiation) I know we didn’t have an opportunity to sit down and work out figures. When would you be more available to come back in so we could work out an agreement I’m sure you be pleased with. What’s better for you? During the day or evening? (Continue the funnel) (Or) (If yes with prior negotiation) I know we worked on the figures, and I thought the deal was perfect. Tell me, what was the one thing that kept you from owning that vehcle?
COMMON OBJECTIONS:
2 Price Objection…………3 Payment Objection……..4 Shopping Best Price……5 Trade Value Objection …
Shopping Other Makers (Advance Scripting…….
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8 Bought Elsewhere ……..9
Scale of One to Ten……
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UNSOLD SHOWROOM TRAFFIC FORMAT
COMMON OBJECTIONS I. Not enough for my trade. Is that the only thing standing in our way? So if I understand what you’re saying, if we could find a way to make this vehicle more affordable to you by closing the gap between the money difference on your trade and the selling price of our vehicle we can get back together, sit down, and finalize the paperwrk, is that right? Great! Here’s what we need to do. I’m not sure who looked at your vehicle when you were in. There may have been only one of our managers available to evaluate your trade-in. We usually try to get all of our managers involved. We also have independent buyers stopping by daily. Many times, the’re able to offer more for a vehicle than our own managers, simply because they go from lot to lot, looking for specific vehicles for other people. So let’s pick a time that is convenient for you to bring your vehicle back in our dealership. What will work out best for you? During the day or evening? (If customer is hesitant to set an appointment, go right into the one-two punch below.) If I didn’t think I could help you, I wouldn’t ask you to come back in, besides… If nothing else, once you do come back in, you’ll have all the information in front of you to make an intelligent buying / leasing decision. That’s what you really want, isn’t it? (Continue with the funnel)
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UNSOLD SHOWROOM TRAFFIC FORMAT
COMMON OBJECTIONS (cont’d) II.
The price is too high.
I appreciate what you’re saying, however, I don’t have the paperwork in front of me regarding your purchase / lease. Tell me, how close are we??? (Customer tells you that you’re $1000.00 apart) Just so I clearly understand what you’re saying . . . tell me, are we $1000 away from you, or are you $1000 away from us? (Don’t pause!) I guess what I’m asking you is this: Do you want that (vehicle) for the best possible price you can get … OR … do you want the best possible (vehicle) you can get for $1000 less? (Don’t pause!) Which is it, because I can try to help you either way! (wait for response) (Ego or budget reply) Then here’s what we need to do. Let’s pick a time that is convenient for you to come back in so we sit down with a one or two of my managers in sincere attempt to come up with a solution that will work in your favor. When are you more available, during the day or evening? (continue with the funnel)
NOTES:
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UNSOLD SHOWROOM TRAFFIC FORMAT COMMON OBJECTIONS (cont’d) III. The payment is too high. I appreciate what you’re saying, however, I don’t have the paperwork in front of me regarding your purchase / lease. Tell me, how close are we??? (Customer tells you that you’re $50.00 apart) Just so I clearly understand what you’re saying . . . tell me, are we $50 away from you, or are you $50 away from us? (Don’t pause!) I guess what I’m asking you is this: Do you want that (vehicle) for the best possible payment you can get … or … do you want the best possible (vehicle) you can get for $50 less per month? (Don’t pause!) Which is it, because I can try to help you either way! (wait for response) (Ego or budget reply) Then here’s what we need to do. Let’s pick a time that is convenient for you to come back in so we sit down with a one or two of my managers in sincere attempt to come up with a solution that will work in your favor. When are you more available, during the day or evening? (continue with the funnel) NOTES:
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UNSOLD SHOWROOM TRAFFIC FORMAT COMMON OBJECTIONS (cont’d) IV. Still shopping our product for the best price Mr./Mrs. Customer, Tell me, all things being equal, who would you rather purchase your new vehicle from? If they say: “Your dealership” or “Whoever gives us the best price.” I appreciate you telling me that because I sincerely want to earn your business. Just for the record, I know for a fact this dealership will NEVER EVER be undersold or let (money, price, payments, or the trade value of your vehicle) stand in the way of you becoming a valued customer here. Since we are to make this our best month ever, tell me, what is the one thing I can possibly do right now to earn your business? Lower the price / payment, and/or give me more for my trade! (fo to pages 2,3,4) Customer: Nothing right now, we still want to shop! Response: Tell me, how soon will you be making your final decision? Here’s what I’ll do … I’ll give you a call (decision time). In the meantime, if there is anything I can do to help you with this purchase, please don’t hesitate to give m a call. Do you have a pencil handy? (Give Your Name & Number) Optional Response (usually needed if customer says why didn’t they make the deal when I was there?) You know, there are many times when it gets real hectic in here and our managers are working three or four deals all at once. And it’s at those times when they don’t have the luxury to concentrate 100% on one thing as opposed to three or four things at once. All I’m saying is that you’ve told me we have a vehicle here that you really want to own / lease. And one reason we’re not at figures that are agreeable to you could be because one of our managers didn’t have the luxury to concentrate on one thing while you were here… one very important thing …YOU. When is the earliest we can get back together, what’s better for you during the day or the evening? (Continue with funnel) 5
UNSOLD SHOWROOM TRAFFIC FORMAT Advanced Scripting From Page 1
(When Money Is Not The Objection)
Buying or leasing a vehicle these days can be confusing, can’t it? Tell me, besides our (vehicle), what other vehicles are you considering? (pause) Let me ask you a question, money not being a factor, if you absolutely had to pick one of these vehicles right now, without any further thought, which one would you pick? (pause) Why the (prospect’s choice)? Write down customer’s response and why. HOT BUTTON. What they say for hot button should fall into one of six categories: performance, options, safety, comfort, style, and Fun. If the customer selects our vehicle, continue with: Based on what you’re telling me right now, it sounds like the (our vehicle) is the vehicle you really want to own… isn’t it? Let ‘s pick a time convenient for you to come back in so we can work out an agreement that I’m sure you’ll be pleased with. What’s better for you? During the day or evening? If the customer chooses a competitor’s vehicle, continue with: That’s a nice vehicle and if you purchase it I don’t believe any one would say you of made a bad decision. However, I just think before you make the financial commitment to the (customer’s choice) you owe it to yourself, no, not to me but to you, to come back in, take another look at, and drive our (model) again and really compare the (hot button) one more time, along with all the features that the (model) has to offer. When you do I think you’ll discover that when people are making these comparisons, they normally select ours. If nothing else, once you do come back, you’ll at least have all the information in front of you to make an intelligent buying / leasing decision, and that’s what you really want… isn’t it? Great! When are you normally more available during the day or evening?
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UNSOLD SHOWROOM TRAFFIC FORMAT Advanced Scripting Continued If the customer can’t decide on a particular vehicle after you ask the question, “Money not being a factor, if you had to pick one of these vehicles right now, without any further thought, which one would you pick?: I can appreciate what you’re telling me. Let me try to help you make a decision even if it means you might not do business with us. What do you like most about the (our vehicle)? What do you like about the (second vehicle)? What do you like most about the (third vehicle)? Of those three features, which one is most important to you? If the customer selects our vehicle’s hot button. Continue with: Based on what you’re telling me right now, it sounds like the (our vehicle) is the vehicle you really want to own… isn’t it? Let ‘s pick a time convenient for you to come back in so we can work out an agreement that I’m sure you’ll be pleased with. What’s better for you? During the day or evening? If the customer chooses a competitor’s vehicle, continue with: That’s a nice vehicle and if you purchase it I don’t believe any one would say you of made a bad decision. However, I just think before you make the financial commitment to the (customer’s choice) you owe it to yourself, no not to me but to you, to come back in, take another look at, and drive our (model) again and really compare the (hot button) one more time, along with all the features that the (model) has to offer. When you do I think you’ll discover that when people are making these comparisons, they normally select ours. If nothing else, once you do come back, you’ll at least have all the information in front of you to make an intelligent buying / leasing decision, and that’s what you really want… isn’t it? Great! When are you normally more available during the day or evening?
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SCALE OF ONE TO TEN Last Ditch Effort
On a scale of ONE to TEN… ONE, meaning you wouldn’t come back-in and take delivery f the (model) if I gave it to you, and TEN meaning you would come back-in first chance you get, and drive it home, What number are you? (Wait for a reply) What would I have to do to make it a TEN? Customer:
Lower my payment!!
Response:
Here’s what we need to do. Let’s pick a time that is convenient for you to come back in so we can sit down with one of my managers in a sincere attempt to come up with a solution that will make you happy. When are you more available, during the day or evening? (Continue with the funnel) OR
What did we not do when you were here that if we had, you would be planning on moving forward with a purchase or lease?
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UNSOLD SHOWROOM LOST SALE FORMAT We’re Already Bought / Lease a Vehicle That’s great! What did you purchase / lease? That’s a terrific vehicle. I’m sure you’ll be very pleased with it. Have you taken delivery yet? If no: What has kept you from taking delivery? (Probe for information that can help you get the customer back-in) If you get a negative response to this: I appreciate you telling me that. We’ve been in business years. Fortunately, this hasn’t happened all that often. The last thing I want is for personalities to stand in the way of making you one of our valued customers. Remember, we service all makes and models. Even though we weren’t able to help you with your purchase, we would like you to consider using our service department. Do you have a pen or pencil handy? My last name is spelled my first name is . My phone number here is
and .
(If they ended up buying your brand give them your Manufacturer’s Roadside Assistance number along with the main number for service and your service departments hours. You can mention the amenities your service department offers) If I can ever answer any questions pertaining to your new (vehicle), please feel free to call. We try to know as much about all of our competition as we do about our own vehicles. If nothing else, you now have the name and number in front of you of someone who can help you down the road with your future transportation needs. Just curious, is that the only vehicle in the household? (Million-Dollar Format)
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