Creating an Appointment Culture – Part 18
TRANSCRIPT: We have talked about the ‘be-back’ process and the owner-marketing process. We will do more training on those later. We have talked about internet sales. There really are eight ‘must have’ processes for any dealership that is in an appointment driven culture. One is your internet sales process which we will talk about in another training session. Another is a ‘be-back’ process which we will define and get into what that process should look like. A dealership should have an owner-marketing process. This is a process that says at eighteen months, twenty-four months, thirty months, thirty-six months, and so on, we are going to call the prospect. We will make five or ten calls during the month, or whatever our process calls for. We will send certain emails or write certain letters. There should be a written process for this.
If you are going to have an appointment driven culture, you are going to need a lease turn-in process. This is a process where we contact those people who are leasing from us or our manufacturer today. We start talking to them early on. Maybe we get in contact six months before their lease is up to explain how our lease turn-in is going to work. We make sure they understand that they need to have an appointment. What we can’t have them do is ground that car somewhere else, right? So, we need a process for that.
We want an appointment confirmation process, our pre-appointment preparation process, and an appointment no-show process. More than just calling at the time of the missed appointment, we need a written process that follows up with no-shows for two weeks, maybe even beyond that. Finally, we need a monthly broadcast email process. We are going to send out emails to our entire data base that are appointment driven. No more silly newsletters or things that our customers don’t even read. Instead, we are going to send them coupons that they can use and information about their vehicle specifically, and it is going to be in a broadcast format so that everyone gets it. For example, maybe truck owners get one and car owners get another, but you can’t do any of that unless it is in writing. Those are the eight ‘must have’ processes. Any appointment driven culture has to have all eight of them.