Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
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There's no app for that EMAIL IS A SALES TOOL, not a crutch. It's a great electronic handshake to acknowledge an online inquiry immediately. It's also an effective tool to follow up after a phone call. But if you want to get more prospects in your showroom, you must pick up the phone to create the desire to come in. Following are proven phone follow-up best practices that have helped hundreds of dealers bring more online visitors and phone leads to their brick-and-mortar store. Know who and why you're calling Keep notes on your conversations with prospects. The most productive calls are about something you know or believe they want from you, rather than something you want from them. Ask yourself how you can best serve them. Both prospects and existing buyers should receive VIP treatment. If this is your first time on the phone with a prospect, make sure you show that person that your inventory can fulfill his or her needs. Based on the nuances in a prospect's voice, you can begin building a relationship by learning about that person's wants and needs. It will help you determine which units best fit the goals of a prospect, and increase the chances of success and satisfaction. Draft a script Begin with a brief introduction of yourself and the purpose of your call. Say just enough to answer the unasked question: "What's in it for me?" Assuming they have time to speak with you, your talking points should contain mostly questions you wish to ask them, and answers to questions they may ask you. Keep them short. If you have to inhale several times, you're making a speech. An effective open-ended question to increase your chances of securing a showroom visit is: "Were you planning to visit the dealership sometime this week or over the weekend?" You'll either uncover potential objections to overcome or get the prospect to commit to a date and time. Have a conversation Your talking points should be a loose framework — not an outline that must be covered. Speak briefly, listen closely, and let the customer's responses guide the direction of the call. Focus on learning, especially at the beginning of the conversation, then respond based on feedback. Be sure to rely on open- ended questions to identify prospects' needs and remedy potential trade-in or financing issues. Serve instead of selling Focus on helping. That mental shift may be the most important thing you can do to make follow-up calls easier. If your intention is to help people instead of selling to them, not only will you find it easier to call, but the people you talk to will appreciate your business and the value that comes with it. Over the years, we've found that most showroom visits are the result of timely, effective phone calls — not emails. Despite all the advances in technology and the rise of virtual communications, one thing hasn't changed about selling: Calling prospects to create a con- nection and get them to take the next step in the buying cycle is essential. There's no app for that. Pick up the phone and call prospects, and you'll see the difference it makes in your sales. OPE OUTDOOR POWER EQUIPMENT AUGUST 2012 19