Appointment-Driven Communications – Part 9
TRANSCRIPT: Okay, so we talked about the ‘why’. The ‘why’ is simple. Why you need an appointment culture; why you need to use the talk tracks; why you need to have the discipline. There are a lot of ‘whys’ and the whys are simple. Well, guess what? The ‘what’ is simple, too.
What do we say in an appointment culture? What are the talk tracks? It’s simple: “When would you like to come in?” right? No? You’re right, you caught me. It’s not “When would you like to come in”, right? Say this with me: I would never say “When would you like to come in”, because my time is valuable, right? I would never say, “When would you like to come in”, because I’m important. I would never say, “When would you like to come in”, because it does matter when they arrive. It does matter when they come in, and, I would never say, “When would you like to come in”, because I want to sell a car.
See, when I say, “When would you like to come in”, I cede control of the call to the caller. I tell them I’m not important; we’re not busy, and, come in anytime. The problem is, they do come in anytime and then they are just a traditional Up, and I’m only going to close them 20% of the time.
See, appointments are a better experience for the customer, they really are. Appointments are more efficient for the customer, and, they’re more efficient for us, right? Appointments are our best shot at a true VIP experience. The only way we can give someone a true VIP experience is when we expect them and they show up as expected. We cannot do the perfect appointment for someone who’s a traditional Up, and they are a traditional Up if they arrive two hours early or two hours late for an appointment, because we are simply not ready for them. We cannot do a VIP experience for them unless they show up for their appointment.
The ‘goal’ is what drives our ‘what’; what we’re going to say. The only goal of our emails and our voicemails is to drive a phone call. That’s our only goal, so, that’s going to drive what we say in an email; what we say in a voicemail. The only goal of our phone calls is to drive an appointment that shows. That’s right. That’s our only goal, so, when we’re on the phone talking to someone, and we’ve got them on the phone, whether we called them or they called us, we only have one goal and that’s an appointment that shows. That’s going to drive what we say, right?
That’s going to drive the ‘what’, and the only goal of the appointment is to increase our chance of selling the car. That’s the goal, right? That’s going to drive that goal, but, all of these have to be quality activities.