If I had to sum up the root of my success on the phone with customers in one word it would be empathy. Not to be confused with sympathy feeling bad for the customer, I’m talking about empathy; feeling with the customer and understanding their plight. 90% of us have all been in a difficult financial situation at one point or another in our lives. We have all purchased a car from a dealership and know how frustrating that can be as well. You put the two together and it’s really not a good time! Especially to the customer that has been to several dealerships already and sat there all day just to get turned down.

You can typically tell the most frustrated customers right away on the phone. They are very short almost to the point of being rude to you. They have their guard up from hello and are surely not interested in hearing your pitch. A dead give away is their first question is something obscure like “Do you accept people who are behind on their mortgage?” These are my favorite customers, not only do you get a chance here to help someone who has been kicked around, but you also get a chance to affect their day and possible whole view on car shopping.

The trick? Keep your cool and kill them with kindness and empathy! Let them know you have been buying cars far longer then you have been working for a dealership.  Make it clear you understand how frustrating car shopping can be. Ask them if they have been shopping around, most times that will get them spilling their guts to you about the horrible experience they had at 5 other dealerships. Once you’ve isolated the objection, play the hero! Explain to them how your dealership is different and how you can help them. Be as honest and upfront as possible with your limitations and what they can expect. If they are frustrated because they can’t find a 3rd row seat SUV for $150 a month, nicely let them know what they are looking for isn’t realistic. They will appreciate the honesty and you will earn some trust. Once they know you’re on their side, make a point to make them laugh!