How To Set and Sell Owner Marketing Appointments

This video series was created to focus The Appointment Culture just on Owner Marketing Appointments in Automotive. It’s intended to help car salesmen and saleswomen set more appointments and sell more cars. Use this entire series to motivate your sales team to actually start making calls and setting appointments! To read the transcripts of any video in this series, please visit the post dedicated to that lesson:

How to Set & Sell Owner Marketing Appointments – PART 1

How to Set & Sell Owner Marketing Appointments – PART 2

How to Set & Sell Owner Marketing Appointments – PART 3

How to Set & Sell Owner Marketing Appointments – PART 4

How to Set & Sell Owner Marketing Appointments – PART 5

How to Set & Sell Owner Marketing Appointments – PART 6

How to Set & Sell Owner Marketing Appointments – PART 7

How to Set & Sell Owner Marketing Appointments – PART 8

How to Set & Sell Owner Marketing Appointments – PART 9

How to Set & Sell Owner Marketing Appointments – PART 10

How to Set & Sell Owner Marketing Appointments – PART 11

How to Set & Sell Owner Marketing Appointments – PART 12

How to Set & Sell Owner Marketing Appointments – PART 13

How to Set & Sell Owner Marketing Appointments –┬áTHE TEST

 

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2 Comments

  1. Brandon
    January 20, 2017 @ 10:06 pm

    Hi Steve, got a few questions for you as I am returning back to car sales and want to be better than ever and fix things I felt I had issues with before.

    1) When asking for a customers trade what do is your response or word tracks when they say their car is crap/beat up/worthless/upside down/or they no longer own it?
    2) What do you say to customers “shopping” from their car and ultimately don’t want to come out?
    3) When using word tracks I have had customers state they have heard this bit before, what or how do you respond ?
    4) Any Word tracks to get a customer to provide information and or fill out a credit app?

    I have more I would love to ask but dont want to make this an information overload on either side, so for now these would be a great help to me.

    Reply

    • Steve Stauning
      January 20, 2017 @ 10:09 pm

      Hi Brandon,

      Great questions! Here are my responses:
      1) To everything except the last objection, I say “Well, I can understand that, but we are actually in a bind and have a buyer and an immediate need for _______________. Given this, we are often able to offer more than book price, though we would need to see it to give you a firm offer. Now, I have two appraisal times open on ___________, I have a ….”

      When they no longer own it, I respond “Great, can you tell me what you replaced it with?” They say “2015 Honda Civic.” I respond with “Outstanding. Say, in the off-chance I have a buyer for a Honda Civic in the future, would you mind if I called you and made you an offer?” Of course they respond “That’s fine.” So I put a note in the CRM to call them with the “great news” in a couple of weeks.

      2) They’re not a fit. Move on. If you’d truly tried everything to get them to set an appointment and they will not, then move on. I will however end with something like “Mr. Jones, I can appreciate this and completely understand. I am hopeful that you understand that my customers tell me they love setting and keeping appointments with me. They know it’s the only way to guarantee the best deal and a great experience. If you choose to come in without an appointment, please do ask for me, but please remember that if I am already with a client, you will likely be handed off to a junior salesperson who may or may not be of much help. Now, I do have two test drives open on that _______ this afternoon, I have a ….”

      3) Not sure if they are my word tracks, but I would ask them to explain what they mean and then work to overcome whatever their real objection is. I would never try to overcome this until they tell me what part of word tracks are a “bit.”
      4) Once you set an appointment, you can get all the information. Set the appointment first and then go for only the info you need. (The only people willing to fill out credit apps in advance usually have sketchy credit – but they will always fill one out if you ask.)

      I am hopeful this helps. Be sure and watch all of the Appointment-Driven Communications and Overcoming Objections on the Phone series to hear more word tracks that work.

      Reply

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