TelephoneMinded™

40% Of Enquiries Start On The Telephone

Most customers telephone a supplier before visiting. They call to gather information and depending on how your team reacts with them can cause them to include or exclude your business from their purchase options. You have to make sure you’re at the top of your game. Disappointingly most salespeople are far from it.

Graduating from this training means:

• More sales from telephone enquiries
• Quicker results and more professionally handled enquiries
• Improved customer outcomes

Enquire Click to call

Yeovil Land Rover appointments increase by 23% using Martec’s TelephoneSuccess™ Programme

Goals

• Increase telephone enquiries’ conversion to Showroom appointments

Success Story – Peter Kingwell, Dealer Principal

In spite of the dramatic changes in the way consumers buy products Peter Kingwell, Dealer Principal at Yeovil Land Rover was aware that the typical new car customer journey still follows the traditional path i.e. a telephone call to the dealer followed by a showroom visit, then a test drive and purchase. He also had a feeling that his ‘call to showroom visit’ conversion rates were much lower than they should have been and felt that his team were not presenting a compelling enough case to the prospect for them to visit. Rather than react to his ‘gut feel’ Peter decided to engage with Martec Europe to suggest a solution.

Peter explains “Although our phones were ringing a lot, we didn’t seem to be experiencing a great deal of showroom traffic so Martec and ourselves worked together to gather evidence to give an insight into conversion levels and establish a baseline from which we could measure any improvement going forward.” To determine call answering effectiveness levels Martec implemented their call recording and analysis programme, TelephoneSuccess™. Peter takes up again “When I looked at the evidence from TelephoneSuccess™ I was shocked to discover that only 17% of calls actually led to a showroom visit and test drive. When I actually listened to calls I discovered that each sales person had their own personal call handling process and the calls were almost always controlled by the caller rather than the sales person.”

From the evidence, group training sessions based on Martec’s proven successful call handling best practices were put in place for sales, reception staff and management. There was an immediate improvement but as so often happens performances began to dip after a while so Peter had Martec come back to deliver monthly individual coaching sessions based on their call analysis results. Peter continues, “The monthly sessions have really established and reinforced a common process throughout the team which has increased appointment levels to 40%, that’s up 23% on the starting level and it continues to improve.”

Peter had a number of people on board who were new to management roles, so he had Martec deliver monthly LeadershipSuccess™ sessions with monthly action plans and coaching which has really brought the programme together. Peter says, “The two training and coaching streams have brought a transparency and consistency to the process, that has given everyone in the customer facing teams, including the managers, an insight into each others responsibilities and goals. There’s much more interaction and cooperation at a team and individual level and the added bonus for me personally is that they’re quite prepared to share issues and help one another out without involving me.”

Achievements Enquiry conversion to showroom appointments increased by 23%.

About Yeovil Land Rover

As part of Helston Garages Group Yeovil Land Rover are committed to supporting all your Land Rover needs. From purchasing to servicing, they have a dedicated team of specially trained staff to assist you. Whether you’re looking for a new Range Rover, Range Rover Evoque, Range Rover Sport, Discovery 4, Freelander 2 or Defender or a quality assured Approved Used Land Rover, their highly trained, dedicated Land Rover sales team are on hand to help with every step of the way. Finance packages and insurance quotations can be arranged to help you drive away your chosen vehicle, safe in the knowledge that you’ll receive an aftersales service that is second-to-none.

Comments

“I have known Martec since 2002. In that period they have delivered training in my businesses. I would be very happy to recommend them as they deliver an effective and professional service, always in a positive way.” Wayne Berry, BMW

“We haven’t had any specific telephone skills training for some time, so very relevant.”

“Good coaching in structuring control of telephone calls.”

“Good presentation, content very relevant to our needs.”

“Exceptional hands-on interaction from both trainers. Extremely helpful and enjoyable.”

“Very nice chap, hope we can build on our relationship and improve on the salesmen’s skills.”

“Very helpful course. Clearly spoken and made it very understandable.”

“Very positively delivered, with great enthusiasm for his role.”

“Very good, kept us well entertained and interested throughout.”

“Delivered at just the right pace. As always, top notch and enjoyable.”

“Very good material, I will look forward to using the skills I learned, in the future.”

“Very interactive and friendly but getting the content across very well.”

Comments from: Robins and Day Peugeot, Westerly BMW, Kearys BMW, Mercedes-Benz Retail, Yeomans (Peugeot, Nissan, Honda and Toyota) and Colborne Garages Audi, Volkswagen and Skoda