Poor Phone Skills Could Be Costing You A Lot More Than You Realize!

Are Your Phone Skills Costing You Money?

In reality when someone picks up the phone to call any business they have just taken the first step toward buying. If they lose confidence in your dealership on the phone, chances are you will lose the sale. Poor phone skills could be costing you a lot more than you realize!

Many dealerships request that we mystery shop their stores or listen to recorded incoming calls in order to prepare training or give an evaluation of their employees performance. This is an eye opening experience and one you should practice often.

Most receptionists and business development centers do not understand their potential to make or break a deal. Many managers do not understand the importance of continued customer relations and communication training as well as performance monitoring in these departments. We have reports to show our success and failures in most areas of the dealership but this area, the initial contact and first impression, often gets over-looked!

These positions require much more than a cheerful voice with a willingness to help. In fact, often times it is the willingness to help that leads to giving more information than they are qualified to give. I have heard many callers hang up and move on because of bad information, poor delivery, or lack of knowledge. This all could have been avoided by taking a few steps.

First, decide which calls should be handled by whom? For example, questions about anything related to service should go to an advisor unless it is simply setting an appointment/check-in time. It is critical to provide employees with guidelines as to what is expected of them and what should be handed on to more qualified personnel.

Secondly, after parameters are set, move on to the proper way to handle calls by training with word tracks and practicing scenarios.

Thirdly, inspect what you expect by listening often. Make notes and review the good points and the areas of improvement noted from each call.

This training will take some time and commitment, but first impressions are so important. Can you think of anyone in your dealership who has more of an opportunity to give a “WOW” first impression? Keep in mind this position isn't just about getting calls handled so they can answer the next one, but figuring out how to get the client to step through the door.

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Comment by Michael Baker on January 26, 2015 at 7:20pm: Sally, Acknowledged. If only GMs of the entire dealership realizes that when Business managers authorize the hiring/firing of many receptionists, the clerical/administrator rate of pay is dictated usually by the business offices lowest tiered pay relative to office support staff. Adage is usually the AP and AR support staff pay dictates the receptionists pay grade. When the 'social entry' receptionist is dictated by the pay of store's office and service support regime is dictated by office mgt and service vs an all together exclusive position into administrative and clerical non social skill sets. My better receptionists advancements adapted to fast track positions into BDC staff and Customer relations support staff positions vs adm support.

Comment by Amy Kern-Smith on January 26, 2015 at 1:27pm: Terrific article Sally! With all the new Business Call Center's being established and used in many dealerships it is even more critical to train the entire staff as well as the BCC to know how to handle this first impression opportunity.

Comment by Sally Whitesell on January 25, 2015 at 8:38pm: Thanks Michael and Kris for the great comments! Michael I couldn't agree more about your point of getting what you pay for. If you want someone to take pride in their job, give them the potential for growth in the company and a chance to increase their income with great performance and regular reviews.

Comment by Michael Baker on January 25, 2015 at 11:44am: So so so essential. First impression for literally Thousands of potential and established customers monthly. Your third point of 'inspecting what is expected' is critical to assess almost daily to be assured. Hopefully the chosen 'inspector' has standards that excel Above standards established for millions of receptionists in other industries, aside from just automotive. We all experience daily, receptionsists that leave a Great first impression and call handling vs. others that...As most franchised automotive establishments paid close to minimum a wage & controlled by the Business manager, you get what you pay for in most instances. Paying 10 years ago, $10.00+/hour to a 'developed'/trained receptionist as with the other support staff departmentally receiving these transferred calls is so so critical. Thanks again Sally

Comment by Kristopher Hampton on January 23, 2015 at 4:14pm: Great read Sally. Training our dealerships phone skills is all about changing the perception of each employee.