There are four words that are said by Sales Managers around the nation. These four words make them sound stupid. These happen to be the very same four words that are the bane of every Internet Manager and BDC Agents’ existence. They hear it from their Sales Managers endlessly and with each utterance, your Internet team grows a little more frustrated. A little more fed up. A little more disheartened that short-sightedness and small-mindedness runs the showroom. When are we going to get away from the phrase “Just get ‘em in.”
I know many of you are smiling right now because this phrase, this idiotic phrase, single-handedly is the most ridiculous request told to you daily.
In an effort to give a customer information that will bring them into the showroom floor, the Internet Manager states things such as,
“The customer wants to know if we have any in stock?”
“Just get ‘em in.”
“The customer wants a price on the vehicle they asked for.”
Just get ‘em in.
“The customer wants to make sure they can get approved before they drive in from 3 hours away with their family after attending a funeral.”
“Just get ‘em in.”
Now do you see how stupid this saying is? As a Sales Manager, do you take a TO, sit down in front of the customer and say, “Just buy the car.”
But I want to know the payment.
“Just buy the car.”
I’d like to drive it first.
“Just buy the car.”
No. you don’t say that, because that would obviously be a stupid thing to say. You give the customer reasons to purchase from you. You must provide information to them that assists in their decision. You have to understand that online shoppers, those people speaking to your Internet and BDC teams, are seeking the same information, and you need to allow your staff to deliver it to them. I’m not advocating negotiating through email and phone, but at least educate your staff as to how to overcome those questions. Your role as manager is to provide some insight and word tracks to your team so they understand to how to address the customers’ specific requests and earn the right to ask them into the store.
In 2011 (as it has been for some time), both in-store customers AND Internet shoppers have needs. They need information before they make a purchase. They need their questions answered before they make a decision. Your sales management team must learn to empathize with the Internet shopper (and their BDC team) and recognize that people in search of answers aren’t just going to come in if you refuse to give them the answers.
My manager said you can come in and he’d be happy to help you with that.
Did he give me a price like I asked?
No, he didn’t. But I’m sure he’ll make you a great deal as we are a large dealership that does our best to earn a customer’s business.
Good. Then what’s the price?”
(5 minutes later)
To the manager: She wants to know a price.
“Just get ‘em in.”
This circle jerk occurs on your showroom floor in the (lack of) communication between your Internet team and your Sales Managers EVERY DAY.
Sales Managers need to stop sounding stupid, start addressing customers’ questions, and put their Internet and BDC team in a position of power with transparent information or they will eventually hear “Just pack your bags” because you cannot survive in this marketplace with these idiotic, flippant requests to your Internet or sales team. It doesn’t work like that anymore. If you are unwilling to say to a customer “Just buy the car” without giving ANY information, value or benefit for them to do so, then you have not a leg to when trying to defend the phrase “Just get ‘em in.”
That is all.
Signed: Joe Webb and Internet Managers/BDC Agents everywhere.