Kelly · Build a better plan
Imagine going to the doctor because you do not feel well. After an exam, the doctor gives you a technically perfect explanation filled with medical terms you do not understand. The information may be accurate, but it is not useful until somebody translates it into language that makes sense to you.
Dealerships do this to customers every day. We speak dealership, but customers speak human.
A customer may not care that a minivan has a certain amount of horsepower. They may care that it can merge onto the freeway confidently with six people and their luggage inside. They may not understand why you want to appraise their trade, but they understand that you may want to buy their car. They may not know a stock number, but they know they need three rows, room for a stroller and a payment that fits their budget.
The same rule applies to appointments. “Are you still coming?” turns the conversation into a question about attendance. “I pulled the vehicle around, confirmed it is available and set aside time to show you the features you asked about” gives the visit value. One invites a cancellation.
The other builds anticipation.
Follow-up should not sound like follow-up. Features should become meaning. Process should become progress. The customer should never have to translate our language before they can understand why the next step matters.
Learn dealership. Understand the process. Know the terminology. But when you are talking to a customer, speak human.
Words matter.
