Toyota Dealer Advertising
A Toyota dealer who I was with today had his BDC manager in his office while we were having an advertising meeting. The manager was giving every reason in the book as to why his lead conversion numbers sucked. He cited the biggest reason is the growing number of customers that “do not return phone calls.” He said, “We call and call, and call again, but nobody will call us back.” I thought to myself, “That’s because your phone messages are weaker than well water.”
We live in a world where a customer watches shows like “American Idol” & “Family Guy” which dominate their dayparts in most markets. What you need to do is get creative to get these customers on the phone. Go out on the edge, leave an almost crazy sounding message and that probably will incite a call back – or at least they will think you are the most excited sales person they have ever seen.
Be hyper and enthusiastic – don’t just call and say, “Mrs. Smith, this is John Paul calling from Strong Automotive, to follow up on…”
STOP RIGHT THERE!
“Mrs. Smith, I have located the perfect black Camry, with all the accessories you had on your wish list, as well as the trim options and interior color you requested. This car just arrived. It’s shiny and has that new car smell. Please let me know when you would like to see it (then give name and number).”
or a more serious approach…
“Mrs. Smith, buying a new car is a decision you will only make a few times in your life and I want to give you all the information that you need to so you can make the best informed decision.”
Whatever you do – get your salespeople away from leaving the same redundant messages over and over. Just think about the fit that my Toyota dealer pitched when he had to listen to excuse after excuse from his BDC Manager… Now get to work, monitor phone calls and spend some time listening to how your people are communicating.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.