1 The familiarity of how your customers inquire about vehicles is a clue to receptionists on how likely that call is to result in an appointment Appt NOT Set Appt WAS Set 2 The power of discussing the caller’s current vehicle When you discuss the caller’s current vehicle, it leads into a naturally friendly conversation. “Moving from an Accord to a Pilot — is this a family-planning move?” When an appointment is not set, the current vehicle is only mentioned 5 percent of the time. On calls where appointments are set, the current vehicle is mentioned 23 percent of the time. Caller asked… About a specific vehicle For the sales department For a specific salesperson 31% 39% 29% 43% 34% 23% Missed Another Call? Serving customers means returning every call — including missed calls. If you deploy toll-free numbers you have an advantage over spam call campaigns; the spammer doesn’t know where the toll-free number terminates. 3 Focus on your At Bats first, and Batting Average second 4 On calls where a sales appointment is set, callers wait on hold less than 30 seconds 87 percent of the time and speak with a sales associate virtually every time. On calls where appointments are not set, only 66 percent are on hold less than 30 seconds and just 55 percent speak to an associate. Mobile phones account for 63% of total calls to dealerships, but not necessarily from mobile websites When measuring the appointment-set rate between a mobile phone caller and a landline caller, there is no difference. Phone Trees vs. Live Answer and Transfer Nothing beats a BDC environment where calls are answered by representatives who can help the caller. A live answer with immediate cold transfer, however, has the same effectiveness as phone trees in appointment-setting metrics. Known Customers Focus on calls from phone numbers in your DMS and CRM systems. These are valid calls. Call them back. Off-Hours Calls Calls coming in late at night can be ignored, as their validity rate runs less than 10 percent. 5 Create Customer Joy BDC agent friendliness has an impact on appointment setting Out-of-Area Calls Agents strive to deliver a friendly tone on every call, but this is difficult given they are on the phone 40 hours a week. Hire the right people for the job — that means people who are naturally friendly and comfortable on the phone. Your first interview should always be on the phone. On calls that resulted in an appointment, BDC agents were friendly 82 percent of the time, versus only 70 percent of the time on calls that did not result in an appointment. Customer sentiment echoed this finding, with positive sentiment detected twice as much on calls resulting in an appointment. Callers call because they want to come in. Valid calls come from customers with mobile phones with area codes. The “90 percent/10 percent” rule applies here. Use a filter to eliminate invalid calls.