Car Count Daily
Today we’re gonna talk about my number one pet peeve when it comes to marketing, okay? As we talked about in a previous video, your number one job is to get the phone to ring, so marketing, if done right gets somebody to take an action. They take a positive action, which is pick up the phone, okay? That’s what we need to do. That’s the number one job of marketing. So marketing is, in a way, sort of done because you got them to take that first step. Now it’s up to us humans. Now it’s up to when somebody picks up the phone and they call, the reason why it’s the big pet peeve I have is because most shops screw up the next part, which is converting that phone call into an appointment, okay?
You cannot make any money off a car that is not in your shop. So it’s important that your marketing gets the phone to ring, and then it’s really, really important that you take that phone call and convert it into an appointment. So don’t make the assumption that just because somebody called your shop because they saw your advertising that you’ve got a sale happening. No, no, no, no. That’s just simply the first step, okay?
So what’s happening when somebody calls your shop? Is it that sales prevention department? Is it the CSR that is so hurried that they sound like they’re bothered because the phone rang? Or is it somebody that you just didn’t understand what the heck they said? Is it answered at all? We call a lot of shops and you’d be surprised and how many of them have an answering machine that answers the phone. Now, when you have an answering machine or voicemail answer the phone, if it’s a perspective customer, I’m gonna tell you, chances are you’ve lost the opportunity for the sale because it’s so easy to call the next person on the list as they’re searching, okay?
So you gotta make sure you answer it live, but then you gotta make sure that when somebody calls that you answer professionally, and then you answer their questions and understand what your number one job is when that phone rings is to get the appointment. Okay? Again, you can’t make any money until that car is in your shop and you can’t get them in the shop until you make that appointment. So your number one job is to get the appointment. Understand one step at a time. Marketing makes the phone ring, you make the appointment.