Stalled Momentum
A dealership sales call may be going well. The representative is friendly, the customer expresses interest in a vehicle and asks questions, the vehicle, pricing, budgets, and trade-ins are discussed, and before hanging up, the rep ends with: “Sounds good, just let me know!”
And all the momentum is lost.
“Let Me Know” Is Too Vague
“Let me know” is a vague phrase.
A sales representative ends a call with, “Let me know your availability,” instead of presenting the customer with available appointment times. The customer hangs up with no sense of urgency or direction to schedule, one week goes by, then another, and the appointment never happens.
Another customer asks about trade value or payment, and the rep says, “Let me know what works for you,” instead of presenting the customer with all the options.
Good Intentions, Bad Outcome
Representatives use the phrase “let me know” to make the customer feel more comfortable and in control of the call. But there is a fine line between making the customer feel comfortable and not providing the customer with enough direction to make an informed decision. And the open-ended nature of “let me know” crosses that line.
Call To Action
Representatives must always end calls with a clear call to action for the customer. If a customer calls and expresses interest in a vehicle, reps should replace, “Let me know when you want to come in,” with, “The best next step is to have you come in, see the vehicle in person, and make sure it fits what you’re looking for. I have time today at 4:15 or tomorrow morning at 10:30. Which works better?” This provides the customer with clear options for when to schedule their appointment, and ensures that the appointment is scheduled on the initial phone call.
This framework is applicable to every way a sales call could end, whether it be asking about payment, scheduling a showroom visit, asking about a trade, etc. Recommend the next step, give options to the customer, and ask the customer what works for them. This keeps the customer in control while avoiding leaving the process open-ended.
Bootcamp
Pinnacle Dealer Services is hosting a 3-day bootcamp this September in Lake Mary, Florida, where we offer in-person coaching for your representatives based on frameworks just like the one in this article. We will also follow-up with your dealership after the initial training to keep track of your improvement. Don’t hesitate to sign up on our website: Get Started – Pinnacle Sales and Mail
Summary
“Let me know” may sound polite, but it hands momentum back to the customer with no plan. Choice-based closes help reps lead professionally, set cleaner appointments, and keep opportunities moving forward.
