Be-Back Training: Getting a Be-Back to Be-Back
TRANSCRIPT: Hi, this is Steve Stauning with another ‘Steve Stauning, Short & Sweet Video Training Lesson”. Today’s lesson: Getting a Be-Back to be back. This is the three minute be-back process that actually works.
Now, it’s important to understand with be-back processes in our dealerships today that nobody is calling. Your team’s not calling. Their team’s not calling. No one is calling be-backs. So, if you’ll just call – just make one call, you’re already ahead of the game.
It’s important to know that buyers only visit about 1.6 dealership lots before they actually buy a vehicle today. So, calling TODAY is pretty important. When we look at a be-back process that we want to build for a dealership, it’s important to understand that be-backs fall into two categories: the known reason and the unknown reason.
The known reason is something like someone couldn’t buy because they needed a cosigner. So, they are a be-back but we know why. We’re going to make our call and try to help them locate a cosigner. Right? We’re gonna try to get their juices flowing and try to get them to understand how important it is and who might be able to cosign for them.
That’s a known reason. That one is clear. That one’s easy.
The hard be-back is the one where we really don’t know. They didn’t give us a good reason. They are just not ready to buy; they are going to think about it. Whatever it is, we need to understand that we may not have all the facts. For example, they may have had price objections, right? Usually this is really masking their fear of buying. Or, they may still want to shop around. The reason they actually have may not be known to our dealership when making the be-back call.
So, the dilemma is, what if I focus on the wrong reason? What if I focus on the wrong reason to try to get them back? I’m probably going to lose the deal.
The solution I teach for all be-backs when we don’t have a 100% clear reason why they did not buy today is to make our first call a ‘survey’ call. And we have this call made by someone other than the salesperson, someone with a pleasant voice, right? And we ask the prospect if they will just answer five quick questions that will help us better serve our customers in the future.
Now, the clerk, or whoever, only asks questions and takes notes on their answers. They do not try to do anything to sell the vehicle at all.
The five questions are:
- “On a scale of 1 – 10, Mr. Jones, can you please rate the vehicle you test drove today?”
- “Mr. Jones, on a scale of 1 – 10, can you please rate how you feel you were treated on this visit by your salesperson?”
- “If there was one primary reason you chose not to buy, what was that reason?”
- “On a scale of 1 – 10, please rate your overall experience in shopping with us?”
- “What one thing could we have changed about the experience that would have had you rate us a ‘ten’ and make you a proud owner?”
Now, the agent who made that call puts the data together and provides that information to the desk manager, who can either call the prospect himself based on the answers or they can give these prospects back to the salesperson to call or they can give them to another salesperson to call when they have indicated they didn’t like their current salesperson, right?
Assuming the issue was price and we already gave them our best price, and our best trade value, AND our best terms, then I would call them about a better vehicle, that’s a better value and a better fit for them.