Kelly’s Korner – Unforgettable Appointments
Q: How can I assist customers in keeping their appointments?
A: In the current marketplace, many customers will begin their vehicle search on the web. They are mostly looking for a certain piece of inventory. The keyboard and mouse are easier on the pocket book than driving all over town to find the right vehicle.
The web will generate an inquiry from the customer. Hopefully a timely response will make the appointment process a warm invitation for the customer to make a personal appearance to see, touch and drive the vehicle for themselves.
Most new sales consultants set appointments on the hour. However, studies have shown that customers are either late for appointments set on the hour or sometimes do not keep them at all. If you want to set appointments that will stick, follow the doctors’ advice and set them on the odd minutes – for example, 10:22 a.m. or 10:42 a.m. or 11:12 a.m.
One of my sales consultants, Mike, made appointments on the “7” minutes — 9:17 a.m. / 9:27 a.m. / 10:47 a.m. So even if a customer did not recall his name, we all knew it was Mike by the odd time of the appointment. Most of his appointments were kept and, in fact, the customers were usually a little early. Now, Mike’s secret was not only the odd minutes; he also placed a reminder courtesy telephone call the evening prior to the appointment. If Mike was busy with customers he would ask the receptionist, the sales manager, or even the F&I manager to make the reminder calls for him. A dealership’s business development center staff is also a good resource for reminder calls.
So here is your own reminder list for helping your customers keep their appointments:
1) Be warm and friendly.
2) Set the appointment on odd minutes rather than the hour or half hour.
3) Confirm the appointment by phone the evening prior to the appointment.
4) Leave wiggle room for the customer, since life happens and they may need to reschedule.
5) Send a thank you note to the customer for making the appointment. Send another note after the appointment was kept.
6) If the customer keeps the appointment and does not make a purchase from you today, they will purchase some day, and when the time is right you want them to feel great about doing business with you.
“Kelly’s Korner”, OIADA Squeaky Wheel Newsletter, July 2006