Mastering Show-Up Appointments

In the competitive world of automotive sales, securing appointments is only half the battle. The real challenge lies in ensuring those appointments translate into actual showroom visits. Many salespeople and managers struggle with this, often due to a fundamental misunderstanding of how to effectively book appointments that stick. The secret, surprisingly simple yet often overlooked, is to proactively ask for the appointment rather than passively inviting a customer to come in at their convenience. Listening to hundreds of dealer calls annually reveals that a mere fraction of interactions include a genuine attempt to schedule a firm appointment. Instead, common questions like "When would you like to come in?" fall short, inadvertently signalling to the customer that their presence isn't critically important, their time isn't valued, and the exact timing of their visit is inconsequential. This is a missed opportunity, as a customer's time is indeed valuable, and the dealership benefits greatly from guiding them towards a specific, manageable arrival time, avoiding peak busy periods or closing hours.

The Pitfalls of Passive Appointment Setting

Why do so many sales professionals default to the passive "When would you like to come in?" The primary reason is the fear of rejection. This question is rarely met with a direct "no." Instead, customers often provide vague responses like, "I'll be in on Saturday; what time do you open?" Even if the salesperson provides opening hours and the customer vaguely commits to arriving "sometime after that," no firm appointment has been established. This creates a "soft appointment," significantly increasing the likelihood of a no-show. The customer hasn't committed to a specific time, and therefore, their obligation to attend is minimal.

The Power of the Direct Ask

The key to transforming soft appointments into firm, show-up appointments is to tell the customer when to come in. This approach instills a sense of importance and urgency. Consider this scenario: A customer calls inquiring about a specific vehicle. Instead of asking when they'd like to visit, a salesperson can employ a two-step strategy:

1. Create Urgency: "Yes, the Camry is still available, but at the price it's listed at, it won't make it through to the weekend."
2. Set the Appointment: "Now, I do have two test drives open on that Camry this morning. I’ve got a 10:15 and a 10:45; which one of those works better for you?"

This direct approach bypasses the need for lengthy needs analyses or convoluted sales processes. The singular goal should always be to secure an appointment that will result in a physical visit. You'll be surprised at how many customers readily select one of the provided time slots. This strategy is about being confident and clear in your objective.

Handling Objections: The GOAL Method

When faced with objections, it's crucial to remember that the appointment remains the primary objective. The GOAL method provides a structured way to handle customer concerns effectively:

• Grant the Objection: Acknowledge and agree with the customer's concern. This builds rapport and shows empathy.
• Ovoid the Objection: Gently steer the conversation away from the objection by explaining why it's not feasible or necessary at that moment.
• Avoid it: Redirect the conversation back to the appointment.
• Launch back into your talk track: Reiterate the appointment offer with a clear call to action.

Example of the GOAL Method in Action:

Customer Objection: "I don't want to come in until I know what my trade-in is worth."

Salesperson Response:

• Grant: "I understand that it’s important to you to find out what we will give you for your trade-in before you arrive."
• Avoid: "However, if I gave you a price over the phone, the only thing I could do is either low ball or lie to you because only a trained appraiser knows exactly what your vehicle is worth."
• Launch: "Now, I do have two appointments open this morning with my appraiser. I have a 10:15 and a 10:45. Which one works better for you?"

This method addresses the customer's concern while firmly steering them back towards the desired outcome: a scheduled appointment.

The Pillars of a Strong Appointment

For an appointment to be considered strong and likely to result in a visit, it must possess three key elements:

1. A Specific Day and Time: Vague commitments like "tonight before 9" or "Saturday morning" are insufficient. A strong appointment specifies the exact day and time, such as "today at 10:45 AM."
2. A Specific Goal: The customer must clearly understand the purpose of the appointment. Whether it's a test drive, a trade appraisal, or a vehicle demonstration, clarity is paramount.
3. Verbal AND Mental Commitment: This is arguably the most critical component. It's achieved through a robust recap that reinforces the agreed-upon details and outlines the dealership's preparations for the appointment.

The Power of the Recap

A strong recap is the linchpin for securing a high show ratio, especially for appointments scheduled for the same or the next day. It ensures both a verbal and mental commitment from the prospect. A well-crafted recap can drive an 80% show ratio. Here's a powerful example:

"Okay, [Prospect Name], just to recap: we’re going to see you at 10:45 this morning to test drive that 2013 Toyota Camry. Now, [Prospect Name], I’m going to get that Camry cleaned, gassed, parked out front and ready to go so when you arrive for your test drive, you will be in and out and on your test drive in about five minutes. [Prospect Name], if anything happens to us or that Camry, we will call you well in advance so you don’t waste a trip down here; all I would ask from you is that you show me the same courtesy. So, can I count on you for today at 10:45?"

Crucially, after delivering the recap, you must wait for the prospect's confirmation. A "Yes" in response to this detailed recap signifies not only a verbal agreement but also a mental commitment. The customer now understands the specific actions the dealership will take to prepare for their arrival, making them far more likely to honour their commitment.

Key Takeaways for Appointment Setting Success

By implementing these strategies, automotive sales professionals can dramatically increase their appointment show rates, leading to more productive sales days and ultimately, greater success. Remember, the goal is not just to book appointments, but to book appointments that show up.

Frequently Asked Questions

Q1: Why is asking "When would you like to come in?" detrimental?

A1: This question implies the customer's time is not valuable and their arrival is not a priority for the dealership, leading to vague commitments and a higher chance of no-shows.

Q2: What is the GOAL method for handling objections?

A2: It stands for Grant the Objection, Avoid it, and Launch back into your talk track. It's a structured way to acknowledge a customer's concern while redirecting them back to the appointment.

Q3: What are the three essential components of a strong appointment?

A3: A specific day and time, a specific goal for the visit, and a verbal and mental commitment from the prospect.

Q4: How does a recap help secure appointments?

A4: A strong recap reinforces the agreed-upon details, outlines the dealership's preparation, and prompts a confirmation, creating both verbal and mental commitment, thus increasing the likelihood of the customer showing up.

Q5: What is the ideal show ratio to aim for?

A5: While varying factors exist, a well-executed recap and direct appointment setting strategy can realistically aim for and achieve an 80% show ratio for appointments set for the same or next day.