DIALING FOR DOLLARS
From my experience of 30+ years in the automotive retail space and training 100's of salespeople I've come to a poignant conclusion which is this: The biggest challenge salespeople have isn't learning how to execute the steps to the sale.
It's not overcoming objections or even closing for that matter. Their biggest challenge is getting in front of enough people. One way to level the playing field is by picking up the phone and making an outbound "Prospecting" phone call. Isn't that what most salespeople in other industries do?
They do it and they are successful so why can't we? Well, until and unless someone picks up the phone and makes a phone call nothing will ever happen.
For my money, the phone is by far the best and least expensive way to find prospects that are looking to do something today. Let’s face it, if you’re in a metropolitan area there are probably at least 200,000 people in the market in any given month.
So who do you call and what do you say? The law of reciprocation says, “If I give you something first, you’ll give me something back.” In this case of prospecting, it’s either an appointment or contact information to follow up with for a future appointment.
The best places to call is local businesses because they aren’t on a “do not call list” and you’ll connect with just about everyone you call. The easiest way is to go to YP.com and pick a business and start calling. Here’s the call:
Ring, ring. “Hello, this is Tammy at State Farm how can I help you.
Salesperson: “Hi Tammy, this is Scott at your friendly neighborhood Nissan dealer. The reason I’m calling is we’re giving away a free 42” flat-screen TV to one of the local insurance agencies here in town and if I got you at a good time I’d like to verify your address so if and when you win we’ll know where to send your free TV to. Would that be okay?”
Business: “Sure, we could use a free TV.”
Salesperson: “I’ve got your address at 345 Peachtree Ave Atlanta Ga 30045. Is that correct?”
Business: “Yep, that’s us.”
Salesperson: “Excellent! Let me get your email address to Tammy because the drawing will be linked to an email address of the business.”
Business: “Sure. It’s [email protected].”
Salesperson: “Super! By the way, what are you driving these days Tammy?”
Business: “I have a 2015 Honda Accord.
Salesperson: “Really? Which model Accord do you have?”
Business: “It’s an EX why do you ask?”
Salesperson: “We had someone come in the other day looking for an EX Accord and we didn’t have one. Let me ask you…if we could pay you enough for the car would you sell it to us?”
Business: “I don’t know. Depends, how much will you give me for it.”
Salesperson: “I understand. Let me ask you this…When’s the last time you had it professionally appraised?”
Business: “I never have.”
Salesperson: “Well that’s where we need to start. We have 2 special appraisers here this week and they are paying above market value for everything. Can you come in later today or would tomorrow be better?
Business: “I could come in tomorrow after work.”
Salesperson: “Super. Let me check my schedule real quick. Hold on a second. *place the caller on hold for 3 seconds* I have an opening at 5:45 or 6:15, which works for you?”
Business: “6:15 would work.”
Salesperson: “Perfect! Do you have something to write with Tammy?”
Business: “Sure do.”
Salesperson: “Write this down…My first name is spelled S C O T T and my last name is spelled K L E I N. My direct phone number is 444-444-4444. And our appointment time again is 6:45. When you pull into the store, just send me a text and I’ll come out and greet you at your car. Fair enough?”
Business: “Sure, no problem.”
Salesperson: “In the meantime I’m going to text you some information about your free appraisal so you’ll be assured to get top dollar for your car. What’s your cell phone number?”
Business: “It’s 555-555-5555.”
Salesperson: “Awesome! Oh, write our address down as well. It’s 444 Jonesboro Road, Union City. Do you know where that is?”
Business: “Yeah, you’re right next to the highway. I know exactly where you are.”
Salesperson: “Outstanding! Do you see any reason why you wouldn’t be able to make it in tomorrow at 6:45?”
Business: “No, I’ll be there.”
Business: “Okay, see you then.”
I know that sounds like pie in the sky, but I’ve made calls just like that and have gotten same-day appointments. You just have to make the calls.
My point in this exercise is that most salespeople sit around a wait for something to happen. If they were managed (they won’t do themselves) to make something happen by prospecting their paycheck could double. It’s math not metal. Happy prospecting everyone.