Digital Dealer - May 2018 - 42

By Sean V. Bradley, CSP
Founder & President,
Dealer Synergy

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

"Voicemail:" Untapped Opportunity
There are always
conversations about
phone sales or how
important having an
inbound/outbound phone
strategy is, and debates
on what is the "best"
phone process. I have
heard and studied almost
all of the theories and
strategies and even
perfected our own at
Dealer Synergy. But...
what surprises me is that
I do NOT hear very much
on voicemail. Voicemail
strategy to me is just as
important, if not even
more important than the
actual inbound/outbound
phone call strategy. Why?
Because you or your staff
will be leaving way more
voicemail messages than
you ever will have phone
conversations with
prospects.
On average there is an
11 percent to 14 percent
connection ratio for an
outbound phone call to a
prospect. To be specific,
we train our clients (BDC
reps, that are not doing
product presentation and
delivery etc.) to make a
minimum of 120 outbound phone calls per
day (NOT "maximum,"
120 calls is literally the
MINIMUM to continue
employment). The reason
is that with only an 11-14
percent connection ratio
from those 120 outbound
calls, that will only yield
14-16.8 conversation in
an eight-hour day. With a
42

M AY 2 0 1 8

33% "appointment-made"
ratio, that is six appointments per day per rep
(minimum). We have
BDC reps that average
8-10 appointments PER
DAY across the month.
But the reality is this is a
numbers game. My point
is that if there is only an
11-14% connection ratio,
that means there is an 86
- 89% NON CONNECTION RATIO. Meaning,
out of every 120 outbound calls, 103 - 107
people will NOT answer
the phones! And that is
per rep, per day. Before I
get to my ultimate point,
I want to give a major
example. I built a centralized internet sales / BDC
department for Rt.4 Cars
in Paramus, N.J. and took
them from 75 units per
month online to 300 units
per month online!
They have 10 full-time
internet sales coordinators (BDC reps). This
department had 950
carry-over leads (90 days
or less active leads on
day 1 of March), plus
they received 1,600 fresh
leads for the month of
March. That is a total of
2,550 total opportunities
from internet sales and
phone ups for March.
They made 28,717

D I G I TA L D E A L E R . C O M

outbound calls and had
conversations with 3,386
customers/prospects,
which means there was
an 11.79% "connection
ratio." That means they
did NOT connect to a live
person for 25,331 outbound call attempts! They
made 945 appointments,
had 589 appointments
show and delivered 298
units at $2,300 per copy
and made $685,400
for the month out of the
internet / BDC department. But let's go back
and discuss... Out of the
25,331 calls that were
not answered, there were
definitely calls that were:
„ Wrong number
„ Disconnected
number
„ Voicemail box not
set up
„ Voicemail box that
was full
But even with all of
that, they actually left
approximately 16,718
voicemail messages!
That is 1,672 voicemail
messages per rep and 76
voicemail messages per
day (22 employee working days), per rep.
Now if you think about
it, it makes sense. If a
BDC rep makes 120 outbound calls and connects
with approximately 14-17

conversations and leaves
76 voicemail messages.
The remainder (27) are
wrong numbers, disconnected, not interested,
voicemail not set up,
voicemail box full, etc...
So, you see "voicemails" are a MAJOR
reality for internet sales,
phone sales, showroom
sales, etc. Voicemails are
a massive activity, much
more so than actually
speaking to prospects
or setting appointments,
engaging in the "road to
the sale" or selling a car!
Dealers must prepare
their teams properly on
the reality of voicemail
and the necessity of
having a powerful voicemail strategy. I spent so
much time in this article
on the "why" rather than
the "how" because I want
everyone to truly understand and respect the
magnitude of the importance of voicemail.
You want to master
voicemail so you can get
more callbacks and get
more people to take your
calls the next time we call
them! Bottom line is that
you need an opportunity
to do business in order
to do business. Meaning,
you can't sell something
to no one. You need a
connection, you need a
conversation, you need
engagement. And that is
what mastering voicemail
will allow you to do. It will
enable you to get more


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - May 2018

Digital Dealer - May 2018
Contents
Letter from the Show Director
Stop Waiting, Start Changing
Technology Does Not Replace Your People!
Key Buy/Sell Trends for 2018
What’s Tomorrow?
Save Today…Gone Tomorrow
Three Pointers to Maximize Purchased Unit Profitability
Your Best Advertising Target!
NADA Recap BY ARNOLD TIJERIN
Digital Dealer 24 Conference & Expo Recap
Put a Ring on It
“Voicemail:” Untapped Opportunity
10 Questions to Ask When Hiring a Social Media Manager
Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - CT1
Digital Dealer - May 2018 - CT2
Digital Dealer - May 2018 - Digital Dealer - May 2018
Digital Dealer - May 2018 - Cover2
Digital Dealer - May 2018 - 1
Digital Dealer - May 2018 - Contents
Digital Dealer - May 2018 - 3
Digital Dealer - May 2018 - Letter from the Show Director
Digital Dealer - May 2018 - 5
Digital Dealer - May 2018 - 6
Digital Dealer - May 2018 - 7
Digital Dealer - May 2018 - Stop Waiting, Start Changing
Digital Dealer - May 2018 - 9
Digital Dealer - May 2018 - Technology Does Not Replace Your People!
Digital Dealer - May 2018 - 11
Digital Dealer - May 2018 - 12
Digital Dealer - May 2018 - 13
Digital Dealer - May 2018 - Key Buy/Sell Trends for 2018
Digital Dealer - May 2018 - 15
Digital Dealer - May 2018 - 16
Digital Dealer - May 2018 - 17
Digital Dealer - May 2018 - 18
Digital Dealer - May 2018 - 19
Digital Dealer - May 2018 - What’s Tomorrow?
Digital Dealer - May 2018 - 21
Digital Dealer - May 2018 - Save Today…Gone Tomorrow
Digital Dealer - May 2018 - 23
Digital Dealer - May 2018 - Three Pointers to Maximize Purchased Unit Profitability
Digital Dealer - May 2018 - 25
Digital Dealer - May 2018 - Your Best Advertising Target!
Digital Dealer - May 2018 - 27
Digital Dealer - May 2018 - 28
Digital Dealer - May 2018 - 29
Digital Dealer - May 2018 - 30
Digital Dealer - May 2018 - 31
Digital Dealer - May 2018 - 32
Digital Dealer - May 2018 - 33
Digital Dealer - May 2018 - NADA Recap BY ARNOLD TIJERIN
Digital Dealer - May 2018 - 35
Digital Dealer - May 2018 - Digital Dealer 24 Conference & Expo Recap
Digital Dealer - May 2018 - 37
Digital Dealer - May 2018 - 38
Digital Dealer - May 2018 - 39
Digital Dealer - May 2018 - Put a Ring on It
Digital Dealer - May 2018 - 41
Digital Dealer - May 2018 - “Voicemail:” Untapped Opportunity
Digital Dealer - May 2018 - 43
Digital Dealer - May 2018 - 10 Questions to Ask When Hiring a Social Media Manager
Digital Dealer - May 2018 - 45
Digital Dealer - May 2018 - Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - 47
Digital Dealer - May 2018 - 48
Digital Dealer - May 2018 - Cover3
Digital Dealer - May 2018 - Cover4
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