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Call centre boosts conversions

Dealers are being offered call centre technology that controls the response process and promises to help them convert more phone enquiries into sales.

eDesk enables dealership receptionists to transfer all sales enquiries that come in by telephone to a sales executive.

When a call is taken, the machine uses touch-screen technology to guide the salesperson through the appointment-making process. This ensures that the call is handled in a professional manner and that no details are missed out.

So far 60 dealerships have installed eDesk including Ford, Vauxhall, Volkswagen, BMW and Mercedes-Benz franchises.

Yorkshire-based Dixon Motors was one of the first retail groups to take up the technology.

“We generally sell cars to 50% of our showroom appointments and we’ve found that eDesk helps us to get more people into the funnel,” says Gary Armstrong, divisional director at Dixon Motors.

All calls are recorded, allowing managers to monitor a salesperson’s telephone-handling skills and help identify strengths and weaknesses.

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