1. Telephone Media Channel
Jim Maxfield
Chief Revenue Officer

2. We Advertise 1

3. We Personalize

4. We fall short…on the phone
Consumer Interaction:
Saw the first
Got a personal note
Requested information
Then “acting like a car salesman” kicked in…
So I made a Phone call…that went terribly
Not able to answer (Equity in car currently)
Not able to get new payment if “pull ahead”
Total focus on getting into the dealership

5. We can do better What is the Telephone Media Channel
How to use this medium
How to take advantage to your benefit
Importantly, what you can do tomorrow

6. Telephone Media Channel
Consider the Average Dealer
150 New & Used Car Sales
31,000 Customer records
8,2000 Inbound calls
1,200 Equity opportunities
600 Prospect follow-up
900 Customer follow-ups
550 Prospect Opportunities 1

7. The Overlooked Telephone
Personal point of connection
Inexpensive
Dynamic & Reactive
Integrated with all other marketing undertaken
Taken for granted
(Remember Wide Brush) 1

8. Profound Difference 2

9. 3 Outbound: Equity Apologetic Informative Negative Pressure
Softly Spoken
Point of Reference
Know your system… 3

10. Outbound: Equity Service-not-Sold
Data Driven
Equity Type call
Speak to your store
If we service, why not upgrade
We pay more for locally sourced cars 3

11. 3 Outbound: Conquest Third party data Direct to the Point
Scream, Respectfully
Then, non-salesie 3

12. Take some sales action on Outbound…
Print out lead sheets and collect back at EOD
$10 buck Starbucks Card for each story
Send an campaign
Engage a vendor who knows you, or wants to
RO spiff for each referral
Sit down and make 10 showroom calls yourself
One BDC person only one type of calls for a week
Get your vendor onsite for consulting 3

13. 3 Inbound: Service Know your technology Be quick Empathy
Book their problem
Request the upsell/add-on
Call back…first 3

14. 3 Inbound: Sales Answer the question Not the time to sell a car
Where are you located
How much is my car worth
Do you have XYZ in stock
What is the current sale
Not the time to sell a car
Get to store…
Or Website 3

15. Take some sales action on Inbound
Think Zappos
Longest vs. Shortest call…reward both
(with good story)
Highest dollar RO
Highest dollar RO for returned service message
Furthest to drive to store
Best “pitch” of weekend sales promotion
Get your vendor onsite for consulting 3

16. 3 Your Thinking… Review of calls, much like other advertising
Review of scripts, take to sales team & service advisors
Take lead for your team
Gold Standard
Pricing/Staffing analysis 3

17. Three things to do…

18. Investigate Your Numbers…Today4

19. 4 Someone should Listen What is said on inquiries
What is said to prospects
What is said to service customers
What is said to service waiters
What is said on the phone
How do we say what needs to be said
What are the customers’ reactions 4

20. Change Something…Anything
Publically, do calls yourself
Give 5 people 10 calls to make
Answer Service Calls for 2 hours
Work Reception Friday & Monday morning
YouTube of you taking calls
Make it clear, YOU expect gold standard phone skills

21. Questions
&
Thank You