Whenever you talk on the phone with a customer, a sale is on the line. How you manage the conversation determines whether you make a connection and set the appointment – or forward the caller to your competitor. This webinar examines the tactics that help you leverage your most important asset in internet sales – the telephone – to win more deals. For the full audiovisual presentation, visit dealers.cars.com.

1. Phone Skills that Sell

2. Welcome
• Have a question? Need our attention?
• Enter your question or comment by clicking on
the question mark in the lower right corner of the
WebEx browser
• Tweeting today’s call? Use #dalive.
• Want a recording of today’s presentation?
• Visit http://dealers.cars.com/live on Monday
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3. Webinar Audio
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4. Today’s Moderator
Kathy Kimmel
• Director of training, Cars.com
• 20 years automotive industry
experience
• Connect with Kathy:
dealers.cars.com/facebook
dealers.cars.com/twitter
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5. Today’s Panelist
Grant Cardone
• Cardone Training Technologies
• Los Angeles
• gc@grantcardone.com
• 800-368-5771
• grantcardone.com
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6. Today’s Panelist
Carla Wade-Williams
• Internet sales, ecommerce
manager
• Mercedes-Benz Manhattan
• Manhattan
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7. Objectives
• Develop phone scripts or word tracks that
engage car buyers in an ongoing dialogue
• Monitor and evaluate calls to ensure ongoing
sales success
• Turn email leads and online chats into
meaningful conversations
• Leverage the phone for follow-up with Internet
customers
• Leave voicemails that get returned
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8. Phone Skills Drive Sales
• With Internet shoppers, the
phone is an essential sales
tool:
• Inbound calls
• Outbound calls
• Email and online chat follow-up
• Cars.com shoppers are
three times more likely to
contact you by phone than
email*
8 * Cars.com Internal Reporting, July 2008

9. Be Prepared for the Call
• Open your online listings to
be on the same page with
Internet shoppers
• Listen and talk carefully to
understand buyers’ needs
and build rapport
• Know your phone scripts or
word tracks to increase your
chances of scheduling the
appointment
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10. Skill 1: Give Information to Get It
• How do you develop phone
scripts/word tracks?
• How do you encourage
shoppers to provide their
name and contact
information?
• How do you move shoppers
from email/online chat to the
phone?
• What tools do you use to log
car buyers’ information?
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11. Skill 2: Ask for the Appointment
• What reasons do you give
shoppers to visit your store?
• What information do you
request and provide so car
buyers keep appointments?
• How do you confirm the
appointment?
• How do you follow-up? How
do you handle missed
appointments?
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12. Skill 3: Make the Perfect Match
• What additional cars do you
present based on the lead
submitted?
• How do you use car buyers’
information (e.g., wants,
needs and budget) to open
your inventory to other
makes/models?
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13. Skill 4: Set Your Store Apart
• How quickly do you respond
to inquiries?
• How do you handle
questions about:
• Pricing
• Trade-in values
• Availability
• What voicemails generate
the most return calls?
• How do you lead shoppers
to want to buy from you?
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14. Skill 5: Fuel Your Business
• How do you use outbound
calls to drive sales from:
• Unsold showroom
• New-car, lease customers
• Service department, body shop
• How do you use automated
marketing tools to drive
inbound calls?
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15. Skill 6: Train, Monitor, Repeat
• What training do new
employees need? How
often should additional
training be provided?
• Who monitors calls? What
tools do you use?
• How often are calls
monitored?
• How do you share
feedback to improve sales
performance?
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16. Review
• With internet advertising, the phone remains an
essential sales tool.
• Leverage phone scripts / word tracks to ensure
your sales process is consistently followed.
• Remember the six skills that sell:
• Give information to get it
• Ask for the appointment
• Make the perfect match
• Set your store apart
• Fuel your business
• Train, monitor, repeat
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17. Resources for Online Success
DealerADvantage
• DealerADvantage blog: Read
and discuss articles, videos
and Cars.com news that drive
your success
dealeradvantage.cars.com
• DealerADvantage Live: Free
monthly webinar offers advice
on internet sales, marketing
dealers.cars.com/live
• Facebook: Share, discuss
internet sales, merchandising
dealers.cars.com/facebook
• Twitter: Get a daily online
sales, merchandising tip
dealers.cars.com/twitter
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18. Questions & Answers
Thank You & Good Luck