Creating an Appointment Culture – Part 5
TRANSCRIPT: This is some really ground breaking stuff here… Appointment driven cultures have appointment driven goals. Meaning the goal of our digital marketing is to drive conversions. It cannot be branding, impressions, or engagement. Those can be side benefits of digital marketing, but our true goal that our digital marketing should be doing for us is to drive conversions. Now, the goal of any emails we send out to non-responsive prospects, owner marketing prospects, anybody on a lease turn-in, be-backs, or whatever the case is, the goal needs to be to drive a phone call. Lots of our emails are written wrong. We send out an email to an internet prospect, and we give them our hours. We may even give them an address or link to directions. Why are we doing that? We are turning that internet prospect into a traditional Up. This means we are going to close them at nine to twenty percent.
Many businesses just plod along with activities that have no clear goals attached. Everything you do should be guided by some goal that furthers your business. In the case of appointment driven cultures, our goal is clear: TO DRIVE AN APPOINTMENT THAT SHOWS. What we have got to do is make sure that every email we send out has one goal, and that is to drive a phone call. There is no other goal for our email. The goal of our phone call needs to be to drive an appointment. When we are on the phone with a prospect, we need to make sure that all of our goals are aligned, and we are not trying to sell the car. We are trying to schedule an appointment. It needs to be a firm appointment in which the prospect actually shows. The goal of our appointments is obviously to increase our chances of selling a car.
Appointment driven goals, all of the goals I just talked about, have to become part of your dealership’s culture from top of bottom. I speak to Dealer Twenty Groups all the time, and owners get it…They say the internet is the most important thing in the world, appointment driven culture is what they want to do…right? The internet team also gets it. Then, there is this big mass in the middle. The sales floor team and all of the team managers are the problem. We have got to drive these appointment driven goals throughout the entire store from top to bottom and live it every day or it is just not going to happen.