The one that stands out most is a Cadillac store in Florida. They are consistent in using a talk track we provide them in regard to buying cars from the service drive:
“Hi, is [Customer Name] available? This is [Agent Name] calling from [Dealership Name]. Am I catching you at a good time?
I’m calling to thank you for allowing us to service your [Year Make Model]; we appreciate your business. I also wanted to check if you received our special offer to purchase or upgrade your vehicle. Can I answer any questions for you about the offer?”
A few key things are going on here:
- We automated an offer to their email and/or SMS, and know they opened it
- The dealer acknowledges service was done on their car and thanks them (they are your customer)
- Then they ask if they received the offer
Based on the customer's response, it goes one of a few ways:
- I'm not interested at this time = you incepted the idea in my head, but I'm not ready right this second (they are now open to future conversations about using your dealership sales department again)
- I'm interested in getting something different = they're in the market
- I'm not really driving this car anymore = you can move them to sell that car to you
The latter two bullets end similarly: "Let's set a VIP appointment to get your car looked at - it only takes 20 minutes."
With this approach, you'll have customers selling you their cars, buying cars the usual way, building a pipeline, and maintaining loyalty. Every store is different in how they incentivize people to follow the talk track.
