How To Handle Calls Pertaining To Credit

Selling cars in today’s modern market is not as easy as selling cars used to be. The competition is fierce as ever, and traditional brick and mortars are now competing with 100% online sales, which is no easy task in itself – thanks Captain Obvious and Handle Calls Pertaining.

So as a car dealership you are always looking for the best way to communicate that your dealership is where customers want to buy from. One marketing strategy that has a proven track record of success is offering customers financing options.

You work with a vendor, get all your marketing campaigns launched and watch as the leads start to pour in. As potential customers call the dealership to inquire about a pre-qualification letter they’ve received, they’re looking for the Sales team to validate the letter and educate them on how simple and seamless this process is going to be for them.

Customer says, “Yes, I received a letter that says I’m pre-qualified and I’m just trying to see what this is about.”

This can be overwhelming for anyone who isn’t working in the Financing department, and the last thing you want is to lose a lead. Instead, make sure your Sales Team is prepared in advance to answer those questions – here is an easy talk track for Sales to help guide the customer while educating them through the process:

  • Congratulations on receiving one of those letters. That’s great news. Are you familiar with what we have going on at the store right now? (They will say no.)
  • You say it’s not a problem. I’m happy to fill you in. Are you familiar with any of our financing programs? (They will say no.)
  • Well we actually work with <quantity> vendors and right now we have a big sale going on to kick the new year off. Normally with our programs we’re able to help out several different types of customers. 
    • The first type of customer is someone who is looking to ESTABLISH credit. What that means is someone who may not have any credit or very little credit. Maybe someone who’s never financed or purchased a vehicle before and is looking to establish credit.
    • The second type is someone who is looking to RE-ESTABLISH their credit. What that means is typically they’ve had credit in the past but may have run into some challenges along the way and now are looking to get a fresh start and re-establish their credit.
    • The third type is someone who already has ESTABLISHED credit. Typically these are folks who have credit and have been blessed to not have run into challenges in the past and have a great track record w/ banks and vendors on making payments on time.
  • You say it’s not a problem. I’m happy to fill you in. Are you familiar with any of our financing programs? (They will say no.)

However they answer, you’re going to guide the conversation in the direction that addresses and provides solutions for their situation.

  • If they are looking to establish credit.
    • Sales Associate: Can you tell me a little about your current situation? 
    • Once the customer is done explaining, let them know that you work with vendors that specialize in helping folks establish credit and that they’re in good hands. You’ve helped many other customers purchase their first car etc etc.
    • Sales Associate: When will you be able to come in to review your options so I can help you make an informed decision on what your best options are right now?
  • If they are looking to re-establish credit. 
    • Sales Associate: Can you share with me a little bit about your situation?
    • Once the customer is done explaining, let them know that you work with vendors that specialize in helping folks re-establish their credit and get a fresh start and that they’re in good hands. You’ve helped many other customers get back on their feet etc and purchasing a car is one of the best ways for them to accomplish that.  
    • Sales Associate: When will you be able to come in to review your options so I can help you make an informed decision on what your best options are right now?
  • If they say they have excellent credit.
    • Sales Associate: Can you tell me a little about your current situation?
    • If they say ‘I have great credit’ or ‘have always paid my bills on time’. Tell them that’s fantastic because we have vendors that specialize in offering incredible deals for customers with a great track record of making payments on time. In fact you just helped several other customers with great credit get locked into 0% financing and that they’re in good hands.  
    • Sales Associate: When will you be able to come in to review your options so I can help you make an informed decision on what your best options are right now?

By helping your Sales Team to use this talk track you should be able to drastically increase not only your foot traffic, but appointments that are made and ultimately close more deals!