How To Set and Sell Owner Marketing Appointments – PART 9
TRANSCRIPT: So, can you do this? Can you sell 30 cars next month, if you’re not already a 30 car a month person, all through owner marketing efforts? Remember, these are higher grossing deals that take less time. Can you do all of this and not take a single Up? You can, if you are willing to follow a process. See, freelancing doesn’t work.
Freelancing might work one month, but because you do it differently next month, it doesn’t work. If you’re having up months and down months, up months and down months, in your internet sales or your owner marketing efforts, it’s because there is no process you are following.
So follow a process.
Are you willing to work hard? You’ve got to be willing to work hard or you are not going to sell 30 cars. You are saying, “Steve, this is the car business. We work hard every day”. I get it. But, I’m talking about making 50 phone calls a day. That’s hard work.
You know how I know that’s hard work? Because nobody is willing to do it. It’s like roofing in July. This is hard work. You’ve got to be willing to work hard.
You’ve got to become undeterred by rejection. This means you can’t care if the customer says, “No”.
“Steve, I’m a car salesman. I’ve been doing it for fifteen years. I’m undeterred by rejection”. No, you’re not and I’m going to prove it to you. When you ask for the appointment by saying, “When would you like to come in?” You know what happens? You never get rejected. No one ever says, “No”. See, if I have no intention of buying from you and you say, “When would you like to come in?” I can say something silly like, “Well, I can be in over the weekend. What time are you open on Saturday?” You say, “We open at 9:00”, you say, “Great. I’ll be there after 10:00.” You’ll say, “Great, be sure and ask for me”. Now, I know I’m lying to you. You know I’m lying to you. I know you know I’m lying to you, but there is no conflict. You never had to hear “No”.
You know it’s not an appointment. You know it’s not going to show, but you never heard “No”. You’ve got to get over that. You’ve got to start wanting to hear “No”, because the more you hear “No”, the more you hear “Yes”. So, become undeterred by rejection.
Think about this rejection: you’re gonna make 1000 calls. You’re gonna get voicemail 900 times. You’re only gonna talk to 100 people. You’re only gonna get 50 to show up for an appointment. That’s a lot of rejection. Of the 50 who show, you’re only gonna sell 30. Oh my gosh, how can you live with yourself? Because you’re making a lot of money, right? If you sell 30 cars a month you’re going to do very well and if they are all owner marketing appointments, you’ll get perfect CSI and much higher grosses than if you’re waiting on the traditional Up.
So, can you do this? Sure. Are you goal focused? Can you stay focused on the goal? That means when I get someone on the phone I can’t let them take me down the rabbit hole, asking about interest rates and payments, rebates and stuff. No. Time out. I have one goal when I get someone on the phone: an appointment that shows. That’s my one goal. That’s my only goal.
And, can you stay disciplined? Making these calls is not only hard work, it takes discipline to sit yourself down every day for two to two and a half hours and make phone calls. I’m going to give you a hint: if you’re a salesperson watching this, I want to tell you right now – your manager is not going to make you make these calls unless he has assigned this training to you, and he or she is standing on you. Most managers in automotive are not making their team work, and your manager is not going to be the one who makes you make these calls.
It is up to YOU to make yourself, to have the discipline, to make the calls.
Now, it takes discipline to say, “I’ve got two appraisal times open this afternoon on Cherokees. I’ve got a 12:15 and a 12:45, which one of these works better for you?” See, the opposite of that is the soft appointment setting we talked about earlier when we say something silly like, “When would you like to come in?” Right? When you say, “When would you like to come in?” you are telling the prospect three things that just are not true.
You are saying, “I’m not important. My time is not valuable and, since you can come here whenever you want, feel free to shop around first.”
See, those things are not true. It does matter when they get there and if they shop around first, there’s almost no chance they will buy from you. Is your time valuable? Absolutely. When you are a 30 car a month person, you’re going to make more money than almost every Up who walks on your lot, so your time is not only valuable, it’s more valuable than the guy you are talking to on the phone. And, are you important? You are absolutely important. You are an integral part of your dealership’s ability to sell cars, so I need you to learn to start to be selfish.
You’ve got to be selfish and say, “I’ve got two appraisal times open this afternoon on Jeep Grand Cherokees. I’ve got a 12:15 and a 12:45, which one works better for you?” and you cannot sway from that. When you are not selfish, you let the customer off the hook and they buy from somebody else.
See, when you are selfish, great things happen. When you are selfish, you’ll sell more cars. When you are selfish you will make more money. When you are selfish you will get the opportunity to be promoted, right? When you are selfish, the dealership makes more money. When you are selfish, the customer gets a great experience because when you’re selfish, the customer gets to buy from you.
It’s important to be selfish but remember, being selfish is not freelancing. You’ve got to stick to the processes. It is processes that get people in the door, right? It’s using the voicemail scripts the right way, using the right talk tracks, having the discipline to stick to your goals and holding yourself accountable to making 50 calls a day. That’s what gets people in the door but it is also strict adherence to the processes that close these appointments at 80% or better and that’s the perfect appointment.