In the automotive BDC world, effective storytelling can make the difference between setting a VIP Private Event appointment and having a customer turn down the invitation. By sharing stories from other customers, BDC agents can influence customer decisions in a way that feels natural, friendly, and completely free of pressure.
In this article, we’ll look at how storytelling helps address the most common objections—such as “I’m not interested,” “I owe too much,” and “I don’t have time”—by creating a relaxed, hassle-free experience.
A big advantage of storytelling is its ability to shift the focus from the objection itself to how another customer’s experience helped them feel confident about exploring options. Here’s how to tailor stories to address common objections and create a smooth, pressure-free customer experience:
For customers who express disinterest right away, try using a story that reassures them there’s no commitment involved. This emphasizes the “hassle-free” nature of the event.
Example: “I understand, and many of our other guests felt the same way! One customer recently told me they weren’t planning on doing anything with their car but decided to stop by just to see their options. They were surprised at how quick and simple it was to review different options without feeling any pressure to make a decision. It was a nice opportunity for them to see what’s out there, and they appreciated that they didn’t have to commit to anything.”
In this story, you highlight a real experience of “just exploring,” which shows the customer that others have attended with no pressure to make a decision. This can help break down initial reluctance and open the door to a conversation.
Many customers assume that owing a significant amount on their current vehicle means they’re not eligible for an upgrade. A story about a similar situation can help them understand that your dealership has options to make upgrading possible, even if they’re carrying a loan balance.
Example: “You know, that’s actually something we hear often! I recently spoke to a customer who had the same concern about their car loan. They thought they owed too much to even consider an upgrade, but once they came in, they learned that there were actually options to make it work comfortably within their budget. They were glad they stopped by because now they’re driving a newer model that worked better for their needs without any financial strain.”
By sharing this kind of story, you’re subtly reinforcing that it’s possible for customers to explore upgrade options regardless of their current loan situation. The story is reassuring and invites them to learn more without making any immediate commitment.
For customers concerned about the time commitment, share stories that emphasize the efficiency and simplicity of your VIP Private Event process.
Example: “Absolutely, time is valuable! We designed this event to be super quick and easy, and a lot of our past guests were pleasantly surprised by how smoothly it went. One customer shared that they only planned to stay for a few minutes but ended up staying a bit longer because they were able to review options and get questions answered so quickly. They left with more information and felt it was time well spent.”
This story shows that your dealership values the customer’s time and has planned the event to respect that. Emphasizing the “in and out” convenience makes it easier for customers to feel they can fit the appointment into their schedule without much hassle.
Ethos (Building Trust)
With stories that reflect common concerns, you show customers that they’re not alone and that you’re aware of their hesitation. By sharing stories of past customers who had positive experiences, you build credibility and show that you truly understand their situation.
Example of Ethos in Action: When handling the “I owe too much” objection, you’re not just offering an opinion—you’re sharing the experience of a real customer who benefited from your dealership’s expertise.
Pathos is about tapping into emotions, making the customer feel valued and understood. When you share how another customer felt relieved or pleasantly surprised after attending, you create an emotional connection, helping the customer feel they’ll experience something similar.
Example of Pathos in Action: The “I’m not interested” objection can be addressed by relating how other guests enjoyed the event with no pressure to decide. This reassures customers that they’ll feel comfortable and relaxed during the appointment.
Use logos to provide logical reassurance. For instance, when explaining how the event is designed to be quick and convenient, you’re using logic to support the idea that attending won’t be a burden on their time.
Example of Logos in Action: For the “I don’t have time” objection, sharing a story of a customer who efficiently explored their options provides a logical reason why attending the event won’t be a huge time commitment.
1. Use Third-Person Stories: Sharing customer experiences in third person helps avoid direct “me versus you” conflict, making the interaction feel friendly and relaxed.
2. Highlight Hassle-Free Exploration: Your stories should reinforce that attending the event is an easy, commitment-free opportunity to see what’s available.
3. Address Objections Subtly: Instead of confronting objections head-on, use stories to demonstrate how others felt and the benefits they experienced.
By applying these storytelling techniques, you create an inviting, low-pressure atmosphere that encourages customers to set appointments. This personalized, customer-centered approach aligns with your dealership’s commitment to a seamless, hassle-free experience.
The “Feel-Felt-Found” method is a simple yet powerful tool that can help BDC agents smoothly address objections and ease customer concerns without creating resistance. By using this approach, you acknowledge the customer’s feelings, relate with their perspective, and offer a solution that others have found helpful—all in a non-confrontational way.
1. Feel – Start by acknowledging the customer’s concerns. This shows empathy and that you genuinely understand their point of view.
2. Felt – Share that other customers have felt similarly. This builds trust and shows they’re not alone in their concerns.
3. Found – Finally, explain what these customers found after giving it a chance, highlighting the positive outcomes.
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