How To Set and Sell Owner Marketing Appointments – PART 12
TRANSCRIPT: The third step of the perfect appointment may seem a little strange to you because this is an owner marketing appointment, but the third step of the perfect appointment is pre-appointment preparation. That’s where we’re going to get a new vehicle cleaned, gassed, parked out front, and ready to go 30 to 45 minutes before they arrive. We are going to have it in a designated area – hopefully, we are using the ‘Sold Vehicles Only’ signs.
You say, “Steve, I’ve got Mr. Jones coming in. We’re going to appraise his 2012 Cherokee. What are you talking about?” I want you to understand something. I’m trying to sell a car, right?
The getting him in to appraise his Cherokee was to get him in the door. Once he’s in the door I’ve got to get him driving something. I’m going to look at the Cherokee he owns, right? I’m going to try to pick a slightly different color, maybe a shade darker or lighter. If he’s in a red Cherokee, I’m not going to move him to gray, only something slightly different in color, maybe a little more nicely equipped. It’s brand new. I’ll have it cleaned, gassed, parked out front and ready to go. I’m going to have it backed in to the area that says, “Sold Vehicles Only”.
Then I’m going to do a deal jacket, in advance, with VIP in large letters. Something like this. Don’t overthink this. This is not for you. This is for them. We’re going to put on a show in the fourth step of the perfect appointment and this is going to make them feel like a VIP. It really will.
Now, I’m going to put the keys to the vehicle that I have ready for them with the jacket and I want that at the sales desk.
Listen up, managers – you need to meet the customer before they go on a test drive, before you appraise their vehicle.
If you’re willing to do this, your closing percentage will go through the roof and the number of customers taking your first pencil, as long as it is a fair pencil, will go through the roof.
Now, managers and sales reps – I want you to memorize as many of these details as possible. Let’s say you have a BDC in your dealership that sets these owner marketing appointments for you. I need you to pick up that folder before the customer arrives. Learn everything you can about the vehicle they have and the vehicle that has been selected for them outside, so when they arrive, you can meet and greet them like a VIP.
See, that’s the fourth step of the perfect appointment. It’s called ‘in-store VIP treatment’.