On average, you are spending $350 on advertising per car sold. And what is that money used for? To make the phone ring! Phone calls are the biggest profit generators, and can be the biggest profit leak for any automotive dealership. If the phone call fails to impress the customer, the sale and your CSI are doomed.
Have you ever called a business and gotten stuck on the phone tree for way longer than you had hoped? Well, that is why live answer is always best, especially for first time callers. We live in the time of “now”. Everything needs to apply immediate gratification to what could be a customer, or we are moving onto the next one. Customers often don’t want to reach a phone tree to be redirected, get tired of pressing a button, and hang up. The chance of your potential customer hanging onto the limb drops dramatically.
The most common reason phone trees are implemented is to reduce the strain/need for a receptionist, automatically routing as many calls as you can. The “answered” caller’s experience decreases with phone trees, but clearly if the receptionist is missing calls, the overall customer experience increases with phone trees.
There are other ways to reduce strain on receptionists, like offering text-enabled direct inward dial lines (DIDs) for customers to call their dealership representative directly, removing the need for a phone tree or receptionist for voice and text communications.
In our experience, when “say or enter your zip code to be routed to a dealer nearest to your location for a live answer” was added to our ad association, the conversion rate doubled. This approach blended the routing capabilities of an phone tree with the benefits of having a live person answering those calls.
What is the right solution for your dealership? Ask yourself, “what would you like your callers to experience in an ideal world?” Carefully evaluate auto attendants and phone trees as these systems can become obstacles in optimal communication with your customers when experiencing system issues.
After evaluating, dial your store and experience the reality of your phone process today. Use your call monitoring data goals:
To learn more best practices when answering the phones, check out our free receptionist training to improve skills and process.
Photo Credit: https://talkroute.com/what-makes-the-best-phone-tree-for-business/
Publish Date: December 7, 2016 5:00 AM
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