If success with potential customers telephoning a car business is a profitable enterprise, then naturally the better the Motor Retailers do, the more valuable this sales enquiry channel becomes. The industry recognises that the majority of sales department enquiries telephone before visiting and practically every Service customer does too. The result of these interactions though, is not consistent. Motor Retailers and their sales teams are not equally skilled so, keeping their success on the telephone in sharp focus, is clearly an essential part of managing a business and its performance.

Moreover, the telephone is a barometer for enquiry traffic and a window into dealerships. It is an easily measurable, pure data source that can monitor marketing effectiveness, indicate trends for hot and cold models and give a dashboard view of ultimate sales success. Not to mention, it can be a unique sales advantage in any area of influence, when one business gets it right.

Monitor

Telephone technology these days provides instant, easy, effective and really cost effective measurements of marketing effectiveness. Which marketing campaigns work, which creates the most enquiries, which the most sales is all readily accessible for a matter of £’s. You almost cannot imagine marketing without this kind of tracking today.

Identifying what models are hot is nearly as important as which ones are not, especially when you think about used cars. There is a clear difference when a car is not selling, as an example, when it has received no enquiries at all compared to one that has been showered with interest. Understanding this keeps your stock turning.

Listen in

On the telephone a salesperson, responsible for labour, cars, parts or anything else only has three skills to conquer; the words he uses; the way he uses them and the personality he projects. So it should be easy? Sadly not. The only real way of identifying how well we handle prospective customers on the telephone is to listen in. That can be done live, meaning standing near them whilst they are talking, or later, meaning the call is recorded and reviewed after the event. When you have more than one salesperson, choice two usually wins.

Martec’s Solution

Martec has developed it’s hugely successful TelephoneSuccess™ programme so it now has four very well tailored options. Although the programme has been really well received since its launch, even being voted runner up in the Motor Trader Product of the year awards in 2009, development has not stopped.

“The number of clients using our telephone programme continues to grow and grow more rapidly than we expected. We are not resting though. We are driven to find a set of options that will enable every dealer to have this business advantage, no matter how big or how small. Those with in-house training teams or dedicated managers with time can choose one option where those without can still make more sales with an option that fits them. Dealers that focus on their telephone sell more.” Reports Neil Pursell, Managing Director

TelephoneSuccess™ programmes are now available in four versions ranging from a “Direct” version that just provides managers with the calls they need within seconds. Browsing their inbox provides them calls so they can listen in moments later. Through to a “Maximum” version that provides comparisons with 100’s of other businesses and 100,000 of enquiries taken across the country and in nearly the full alphabet of brands. The “Max” programme includes specialised training from champion trainers and covers both inbound enquiries and outbound prospecting.

Moreover, because this business cycle can take place in minutes, you could always intervene; ring the customer straight back and regenerate a result from what would usually be a miss.

This programme is ideal for high margin sales environments or businesses with sporadic enquiry traffic.

When you get on board with TelephoneSuccess™ Direct you get;

• Better Customer Experiences
• Genuine Training Material
• Improved Sales Results
• Sales from Lost Opportunities

This programme is ideal for sales environments with heavy enquiry traffic and management with time to review several calls per day.

When you get on board with TelephoneSuccess™ Lite you get;

• Response Analysis
• Traffic Analysis
• Better Customer Experiences
• Genuine Training Material
• Improved Sales Results
• Sales from Lost Opportunities

We listen to every call and filter those you should worry about, we highlight where profit is at stake, and compare the actual call with the plan you gave us.
You can then, at your leisure review your teams performance and have any action required to secure more business.

When you get on board with TelephoneSuccess™ Professional you get;

• Response Analysis
• Traffic Analysis
• Better Customer Experiences
• Genuine Training Material
• Comparison with other Companies, Brands, Regions and Sectors
• Improved Sales Results
• Must Listen Alerts
• Team Analysis
• Model Traffic Reports

When you get on board with TelephoneSuccess™ Max you get;

• Response Analysis
• Traffic Analysis
• Better Customer Experiences
• Genuine Training Material
• Comparison with other Companies, Brands, Regions and Sectors
• Improved Sales Results
• Must Listen Alerts
• Team Analysis
• Model Traffic Reports
• Professional Coaching and Training

Book Everyone In!

The average Service Department books in 70% of the customers that ring to arrange an appointment.  That does include those that want to know costs before they commit, but that’s pretty low. Top performers get 90+% booked in… Can you imagine, it’s the most lucrative work that’s often not committed? Leasing company driver’s book in 100% of the time you know…

Seize all 4 up-sell moments

Vehicle Health Checks, electronic or otherwise, are only part of the up-sell story. There are 4 specific moments in each and every service experience that should be managed.

Resolve Objections!

Teaching advisors to sell has a couple of levels. Basic is when a customer says ‘Yes’, advanced is when they say ‘No’. Train your people in advanced techniques.

Retention!

Lifetime customers are the goal. Adopt this approach then CSI and increased margin follows.

Martec’s ServiceSuccess™ programme consists of a unique and intriguing blend of technology and coaching.

Firstly we identify what each individual Advisor’s skill level is, in booking, up-sell and objection handling. Then we look at the departments overall performance, including retention numbers.

Martec’s well proven on-site coaching techniques raise the skills and therefore the results each and every time we are involved with the team. There is no need for guess work, the results are on the wall. Booking rates jump, up-sell values grow and repeat visitors are built up.

Martec’s DealScout™ scans your database for likely buyers, highlights them, then shows your sales team how to win them.

Recent results from one of Martec’s long standing clients resulted in the following:

During a week in February Ray Harkin worked with Isaac Agnew on their Prospecting strategy. After a day of training and an evening of calls, pizza, appointments and fun, the sales team made over 50 appointments, resulting in 12 sales!

Talking with Ray Harkin he said there is one Golden rule for success here…

“They did it properly” he said.

To find out what Ray means by ‘properly’, drop him an email.