Overcoming Objections on the Phone: What Am I Supposed to Drive Home
TRANSCRIPT: When we make owner marketing calls, we often get objections or questions that are really buying signals and we need to be careful not to fall into the trap of answering these questions thinking that answering it will give the customer everything they need to make an informed decision.
The fact of the matter is: we can’t sell an empty seat. So, when we make an owner marketing call (and this is the really the only good owner marketing call we can do), we need to say something to the effect of, “I’ve got a buyer and an immediate need for your 2012 Toyota Tundra”. Whatever the vehicle is, “I’ve got a buyer and an immediate need”.
We are trying to buy their vehicle back not sell them a new one.
You cannot sell a new vehicle over the phone. You can only do it in person, and, so, we’ve got to get them into the dealership. The best way to get them into the dealership is to offer to buy their vehicle because we do need good used vehicles in our inventory, correct?
So, when we make that call; when we say “I’ve got a buyer and an immediate need for your 2012 Toyota Tundra”, one of the buying signals that they’ll give us is simply this: they’ll say, “Well, what am I supposed to drive home?”
That’s a buying signal but it’s also a trap. If we come back with, “Oh, you’re not going to believe the incentives right now. We’ve got $5,000 in rebates, we’ve got zero percent financing, the payments are going to be as low as $422.00…” Whatever you give them is just information. You need to remember the goal of this call. The goal of the call is to get an appointment that shows.
So, when we get a buying signal like, “Well, what am I supposed to drive home?” We can answer it and then we need to follow up with the goal, which is to get them in for an appointment. So, “what am I supposed to drive home?” can be followed with, “Well, Mr. Jones, right now, Toyota has the best deals they’ve had in years, however, I do have a buyer and an immediate need for your Tundra. Now, I have two appraisal times open on Tundras this afternoon, I have a 12:45 and a 1:15, which one works better for you?