When a potential customer calls, your main goal is to get them into the shop. Let’s discuss great tactics to get the customer into the shop.
Answering the phone with a standard greeting is a great tactic for this. Here’s a great one I like to use:
“Thanks for calling Joe’s Garage, home of the lifetime warranty. My name is Mike and I can help you today.”
Here are a few things to notice about that script.
- I explained our shop’s name. I want to make sure they’re getting the right place they’re calling for. If your customer used Google or saw an ad, they will want to know if they got the right place.
- I told the customer my name to let them know who they’re talking to, establishing the relationship.
- I explained my unique selling proposition (USP). “Home of the lifetime warranty” differentiates my shop from the others. This nails down what makes us different right on the first call. Your shop doesn’t need to have a “lifetime warranty”, but say right away what makes you different from the rest.
Some examples include:
- Home of the never oversold guarantee
- Home of the free diagnostic inspections
- Home of the free car wash with every service The majority of shops miss this one step that greatly improves your call in conversion rate.
- I didn’t say “how can I help you” but rather “I can help you.” What I am doing here is taking away doubt the customer has on if I can help them or not. I am reassuring them that I can help them. Even if for some reason you can’t serve them, you can still help them by pointing them in the right direction.
Get customers in the shop without giving a price
When most potential customers call they want to get some sort of price. Here’s a great way to get them into the shop without getting too much into the price.
“Many customers think they have a bigger problem than what they actually have. After we inspect the vehicle, we often find that it’s not that big of a problem.”
Then suggest “Would you like to come in today or tomorrow for us to look at it?”
People in stressful situations, like a broken vehicle, want simple solutions. By saying “today or tomorrow” their brain thinks it’s either one or the other. There’s no ambiguity. There are no easy solutions outside of the options you’re giving them. It’s not a yes or no answer, it’s a today or tomorrow answer they need to consider.
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