“This call may be recorded for quality control and training purposes.”
We’ve all heard this message when we call businesses, and many of our dealerships have telephone lines tied to recording telephone numbers as well. Yet, too many dealerships are not listening to these very valuable recordings! What’s up with that?
Most dealerships pay for the ability to monitor calls, yet no one is specifically tasked with the assignment. Sometimes, someone is tasked with the responsibility, on top of so many other higher priority (call monitoring should be one of the highest priorities, but rarely perceived as such by desk and sales managers) that they are unable to complete the task — or they do so at the end of the day, or the start of the next day, possibly even only once a week or month, after the urgency of picking up the telephone has passed.
Monitoring sales calls – both inbound and outbound – is an activity that can produce sales, when done right.
Call monitoring is not about listening to telephone calls for entertainment. Ahh, how memorable was that 2003 call complete with dog barking, and less than verbal, rather guttural female moans….but that was over twelve years ago, and most recorded calls are downright boring in comparison and in actuality.
What does it mean to correctly monitor calls?
* Listening to your department calls from beginning to end
* Checking the information from the call against information in your CRM
– Does the telephone number and customer info come up in a CRM search?
– Does the information come up because the representative who took the call entered it properly?
( Or does it come up because your CRM runs an Internet-based telephone number search or the customer had a previous experience with the dealership?)
– Is there additional information which may be useful for other contact methods? (E-mail/ 2nd contact number?)
* Listening to calls throughout the day so that any slips can be caught in a timely manner, and the call returned quickly
* Using the calls as POSITIVE training opportunities by sharing great calls, and discussing calls that need improvement
(Calls handled completely inappropriately by representatives should be discussed one-on-one, in private)
How does monitoring calls benefit the dealership or sell more cars?
* Helps to catch every opportunity calling into the dealership. Statistics have proven that people picking up a telephone are closer to a purchase than most of the people submitting internet-based inquiries!
* By enforcing the requirement of customer information entered into the CRM, the sales process becomes traceable
* When reviewed as calls are received, Monitors have a better opportunity to make immediate follow-up calls, potentially able to create appointments which might otherwise have slipped through the cracks, catching sales opportunities
* Anyone can produce “perfect” results when training by script. The real appointments are made by people who are able to handle the unexpected in a professional manner. Reviewing and discussing actual calls with teams helps everyone to arm themselves with good and better ways of responding to those customers who will undoubtedly throw curveballs
Who is monitoring the telephone calls coming into your sales department each day, and what are your monitors doing with those calls? Are you maximizing those opportunities you pay to have via advertising and call monitoring, or are you just throwing out dollar after dollar?
If your dealership needs to get back on track with call monitoring, or telephone skills training, Dealer Quarterback can help.
Reach out to us online www.dealerqb.com, e-mail firstname.lastname@example.org, or call/text 310-428-3362