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Much more than ‘yes’ and ‘no’: A brief guide to sales and telephone etiquette

March 15, 2018

 

By Charles Bonfiglio

We have all similar experiences when attempting to gather some information over the telephone. It happens with the auto technicians, restaurants, sporting goods stores and sadly, with auto accessories and specialty retail stores. You call a company and the person who answers the phone:

  • Speaks too quickly and is nearly impossible to understand;
  • Expresses very little enthusiasm and sounds disturbed, as if the call has interrupted some activity far more important than a mere consumer who represents potential new business; and
  • Uses incomprehensible slang, industry jargon, and even uses a shortcut for the name of the store.

Then you ask questions, and receive answers:

WRONG WAY:

  • Question: Do you have the ABC widget in stock? Answer: Yes.
  • Question: How much is it? Answer: $399.99 or we’ll beat anybody’s price. (indicating our price is probably too high)
  • Question: Can you install it? Answer: Yes.
  • Question: How much does installation cost? Answer: $65.
  • Thank you. You’re welcome.

This “sales person” just wasted a golden opportunity to increase floor traffic and the chance for increased sales today. The conversation ought to go something like this:

RIGHT WAY:

  • Question, Do you have ABC Widget…? Answer: Yes we do. Indeed we stock, sell and install the very best widgets in the business.
  • Question: How much is it? Answer: I’ll look up the price for you. By the way that is a pretty cool widget. It appears to me that you have done some homework and know a good deal about widgets. How did you hear about us? How long have you been looking for a widget? Answer: My friend told me about you.
  • Question, What’s your friend’s name? Do you know where we are located? It would sure be worth your while to come in a see all of the widgets and supporting products we carry. More importantly, you’ll have a chance to learn a little bit about how we do an install and why we are considered the best in town. My name is Bob, what’s your name? We’re open till 6 p.m. Would you like to come in today or tomorrow morning?

 

The critical point is to interest the consumer in something more than just getting answers to his or her questions. Provide the consumer with a compelling reason to shop in your store. Take control of the conversation.

DO NOT respond with “yes,” or “no” answers. Avoid talking about price and specific products on the phone. Talk about results and reputation. Sell the consumer on your store and visiting your store. Deal with price and product when he arrives.

Take a moment and call your store and learn how your staff performs on the telephone. It will be revealing to learn how well they convert calls to appointments.

Charles Bonfiglio is the founder and CEO of Tint World.

Contact Us Today For More Info! 888-629-8777

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Tint World® Franchisee Testimonials

Tint World® Franchisees love to share their success stories.

Excellent franchise. They have everything you need to be successful. I look forward to the Tint World® Franchise Convention and Awards Banquet training every year. They offer the greatest brands and have a great corporate team.

Tim Kjaer

Owner of Tint World®

Medford, NY

The marketing department of Tint World® is amazing. I have an automotive accessory background and I prefer to be part of the franchise system because they do it for me at my stores. It is a huge added value to what they offer.

Danny Rios

Owner of Tint World®

San Antonio, TX

I chose to join the Tint World® family and become owner of the Pittsburgh location after seeing the massive success the franchisees are having and learning about the dedication that the Tint World® corporate team has for the store owners to thrive.

Brandon Blume

Owner of Tint World®

Pittsburgh, PA

Opening a Tint World Franchise has been a great experience. We've been open for a little over a year now and have far exceeded our goals!

Donnie Saucier

Owner of Tint World®

Gulfport, MS

I want to thank the CEO, Charles Bonfiglio for being a great role model for the last five years and taking the time to share his wisdom with me; business and non-business related. He represents everything I'm striving to become one day - in business, as a father and a husband - a true inspiration! Thank you!

Danny Shenko

Owner of Tint World®

Fort Lauderdale & Sunrise, FL

This is an excellent franchise opportunity. The Corporate Team is great to work with. Charles' passion and excitement is contagious!

Richard Martin

Owner of Tint World®

Albany, NY

We have had a great transition from the moment we considered a franchise purchase with Tint World to opening our store. They have a great team to support you the entire way!

Xan Owens

Owner of Tint World®

Morgan Hill, CA

I chose to open a Tint World franchise after seeing several stores and meeting the dedicated, professional staff at the corporate office. They are very real people that care about creating opportunity for more people to build their own successful business.

Jeff Rackley

Owner of Tint World®

The Colony, TX

The reason I chose Tint World is that they treat you like family. I felt very welcomed during Discovery Day and Charles, the CEO is so passionate with Tint World and it shows it in how Tint World keeps successfully growing.

Pedro Flores

Owner of Tint World®

Midland, TX

I just wanted to thank you all for the training at Corporate. It’s obvious to me why the Franchise is growing so fast. Having the right leadership, employees and products is what every business strives for and I see it all in Tint World. I am very excited to get my contribution added to your family and I'm looking forward to learning more from everyone there.

Stephen Klein

Owner of Tint World®

New Orleans-Elmwood, LA

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