Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
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Remember, most of the customers you call will have applied before and been turned down. Tey are fearful that anything they say may blow the deal, so don't play junior f nance specialist on the call. And do not do a credit interview (unless they are coming from a long distance) to get them approved before you invite them in. If you do, you will likely blow at least a third of your opportunities. Additionally, don't ask specifc questions about what they are interested in or how much money they have to put down. Bottom line, don't do anything that will build mental barriers in the customer's mind between them and getting their application approved. My suggestion is to have all appointments directed to a sales or foor manager when they come in. First, it ensures the customer is directed to the correct sales consultant or department. Second, it disarms any later confrontation when a manager is asked to step in and take a turnover. Tey will already have met, had a friendly exchange and the manager will have introduced the salesperson as "one of their top people." Finally, it ensures that the appointment is accurately logged. Finally, any appointment that is made for another day should be called, confrmed and reminded of the appointment early the next day. 10 STEPS TO SUCCESSFULLY WORKING SPECIAL FINANCE LEADS 1. Ensure someone is alerted immediately when a lead arrives. 2. Determine exactly who will call the leads. 3. Make sure callers are properly trained and coached. 4. Call every lead immediately. Don't e-mail frst. 5. Remember that your goal is simply to set an appointment that will show. 6. Use a call guide (a.k.a. "script"). 7. Always smile before you dial. 8. Don't work for approval before you set the appointment. 9. Don't build barriers in the customer's mind. 10. Don't stray from your call guide. No ad-libbing. Top special f nance dealers, whether they work on a blended foor or in a separate department, have been using this process for a couple of decades. It is a tried and proven plan. Following it should allow you to appoint at least 60 percent of the leads that you receive and have 60 percent of them show at the dealership. For more information on the subject, and to learn from some of the best callcenter managers in the country, be sure to attend our annual subprime conference. It will be held September 16–18, 2013, at Paris Las Vegas. For more information, visit www.UCUConvention.com. I hope to see you there! special finance leads 100% Guaranteed Exclusive Organic Leads Month to Month Commitment No Sign Up Fees automotive direct mail 100% Exclusive Lists Custom Credit Scores Bankruptcy Mailers All Direct Mail programs include our free call center. We set your appointments and do the direct mail follow up. triggercomplete™ 100% Turnkey for Dealers We make the calls We set the appointments We do the follow up next generation lead service new & used car leads Free Inventory Listing Click to Call You: No Bad Phones 100% Guaranteed Exclusive AUGUST 2013 • AUTODE ALE R MONTHLY.COM 23