There it is... right there in the opening line.  Sure it seems harmless enough--and even friendly.  But it's the worst thing we can say over the phone.  "How can I help you?"

I'll digress for a moment.  Have you ever listened to the sales calls at your dealership?  By now, most of you are probably using some kind of training/tracking system like "Who's Calling" or "Callbright," which allows you to effectively monitor your sales calls.

But, if you're anything like me when I ran my dealership, I only had to listen to a few minutes of how my sales staff/BDC handled our phone calls before I wanted to find the nearest window to jump out of.

Nick DiNunzio, a dear friend and supervisor of mine when I worked with Asbury Automotive, once told me, "We'd be better off not answering the phone!  Then at least we've got a 50/50 shot that the people will show up!  Maybe they'll think we're just so busy, we don't have time to answer the phones?"

Funny, but in most cases, also sadly true!  Rest assured, if we do "answer" the call.  More than likely, we're going to screw it up.

And here's the saddest part.  We spend thousands of advertising dollars monthly, plastering our "1-800" phone numbers all over the paper, internet, etc., trying to get people to call in.  Yet, it's the one area we do the LEAST amount of qualified training on?!

So, for this month's article, I've got a couple of simple suggestions.

First, get rid of the "How Can I Help You?'s."  It's turns the control of the phone call right over to the customer.  Have you ever over-heard one of your salespeople on a call sounding like the automotive secretary taking notes?  "Uh huh.., Yeah.., Well, I think so.., Sure!.., Ok, we'll let me check with my manager and I'll call you back, Ok?  Oh by the way, what was your name again?"

Sound familiar?  And who do you think is in control of that call?  And did he or she even ask for the appointment?

Instead, we've got to "Drive the Call!"  WE have to be the one's determining the direction, tone and outcome of each and every sales opportunity!  Try this simple tip.

Replace the, "How can I help you?" with "Are you calling about our BIG sales today?"  Or, "Are you interested in a new or pre-owned vehicle?"  It starts the call differently and you're in control, "driving the call."  I think you'll find the results will be vastly different.

Secondly, stop trying to close the appointment in the first 15 seconds.  Here's a news flash for you--THEY DON'T WANT TO COME IN!  That's why they're calling rather than just showing up.  And if we try to immediately go for the appointment close without first trying to ask some open ended, clarifying questions, actively listening and genuinely building rapport with our customers, then why would they want to come in and see us in person?

You don't go for the close in the first 5 minutes out on the lot, so why do we do it over the phone?  Stop trying to sell the car over the phone, and SELL THE APPT.!

And lastly, most importantly, change what we're leaving on Voice Mail.  This one will change your life!

I can't tell you how many Voice Mails I've deleted over the years 2 seconds into the message.  And these are from people I like and know?!

Think about it!  When was the last time you listened to a complete message?  Most of time, we quickly identify in our brains who the call is from, press delete and say internally, "I'll call them back later and see what they want."

Now, think about the messages we leave our customers.  "Hi, Ms. Jones!  This is Billy from "It's a Wonderful Day Motors!"  I was just calling to let you know we're having a huge sale this weekend, and my managers are doing whatever it takes to earn your business.  In fact, we've got special buyers in town that are really interested in giving you even more for your trade, and I know we were really close on your monthly payments, so if you'll just give me a quick call I can..,"  Need I go on?  Sound all too familiar?

Instead, try this.  And believe me, I use this, and ONLY this Voice Mail in every facet of both my personal and professional life.

"Hi!  This is Darren with _____ Motors.  It's VERY IMPORTANT you call me AS SOON as you get this message!  You can reach me directly at ____________!"
(Click!)

Say it with urgency, with excitement and with speed!  It's simple and highly effective!  Try it.  But be ready for when they call back--"What's so important?!"

"Why I'm so glad you asked Mr. Customer!  We're having a HUGE sale today, and..,"