Preparation... The first step before you answer the phone is to get organized. Make sure that you have what you need at your fingertips: pen, tire guide, current advertising, price lists, quote book, note pad. Don't wait until the telephone rings to locate the tools of your trade.
Greeting...
To handle the call properly, you must be focused and ready. Pause, take a deep breath. Now smile and pick up the receiver. Make your greeting short, audible, friendly and understandable. Include your name. ``Thank You for calling XYZ Tire. This is Bob. How may I help you?''
Question...
After listening carefully to what the customer has to say, begin asking open-ended questions to determine what is important to the customer. Ask what he liked or disliked about the tires that are on the car now. The purpose of the call is to get the customer into the store.
Quotation...
Begin by quoting the lowest price first. ``Sir, we have tires in your size starting at $xxx. We also have a wide selection of other choices including (your recommendation), may I make an appointment for you at say 1 p.m. today or is there a better time for you?'' Remember, the purpose of the telephone is to encourage the customer to visit the store. You cannot properly close a sale over the telephone. Do everything in your power to create a visit from the phone call.
Close...
Confirm that the caller knows where you are located and your hours. Give a brief synopsis of your unique marketing concept. What makes your store different from your competitors'. Here are some examples: Do you offer 90 days same as cash? Do you deliver and pick up cars? Do you offer special warranties? Do you offer a free alignment check with a new tire purchase? Do you offer free tire repair and rotations? Whatever sets you apart from competition. . . .Use your imagination! Good luck and good selling!
Mr. Kotan is sales manager of Community Wholesale Tire of Kansas City.