October, 2024
Why You Need a 2nd Face and T.O. Process in Your Dealership
Implementing a 2nd Face or T.O. process is not just about trying to squeeze out every last deal; it’s a cornerstone of both customer service and sales effectiveness. When executed properly, this process will not only increase your close rate, but also enhance the customer experience, build stronger relationships, and create a more cohesive team. Many dealerships overlook or fail to structure this process properly, and it’s costing them deals, customer satisfaction, and team morale.
Here’s why the 2nd Face/T.O. process is essential, how to implement it, and how to track it to ensure consistent success.
The Importance of a 2nd Face/T.O. Process
You may think that a 2nd Face or T.O. process is simply a tactic to make a few more deals. While that’s certainly one of the benefits, it goes much deeper than that. The T.O. process is fundamentally a customer service strategy. It gives your management team a chance to check in with the customer at a critical point in their buying journey.
Think about it like a restaurant experience. When a manager comes to your table, introduces themselves, and asks how everything is going, it can make you feel valued. Similarly, in the dealership, a strategically timed intervention by a manager or closer can make a customer feel heard, respected, and important. This isn’t about pressuring them—it’s about making sure their experience has been smooth and resolving any last-minute concerns.
Why It Works:
• Improved Customer Satisfaction: By checking in with the customer, you’re ensuring they feel attended to and that their concerns are being addressed.
• Opportunity to Recover the Deal: Sometimes, a small miscommunication or hesitation can be enough to stall a deal. A fresh face with a new perspective can overcome these objections and get the deal done.
• Perception of Personalized Service: Customers appreciate being treated with care. A manager stepping in to check how the deal is going creates the feeling that their purchase matters to the dealership.
Consistency is Key: Building a Habit of 2nd Facing Every Deal
Consistency in the 2nd Face/T.O. process is non-negotiable. A process that is only used occasionally is little better than no process at all. If you want to improve your close rate, increase gross profit, and build a more cohesive team, your dealership must make 2nd Facing a part of the sales culture.
When your managers consistently 2nd face every deal, it becomes a natural part of the sales process. Salespeople will anticipate it, and it will ultimately improve both the customer experience and the sales team’s performance. The goal is to make this a standard operating procedure that everyone follows, no exceptions.
How to Create Consistency:
• Set Clear Expectations: Everyone on the sales floor should know that every customer gets a 2nd Face, without exception. This removes any feelings of favoritism or unfairness among your team.
• Train Your Management Team: Ensure that your Sales Managers know when and how to step in. The timing and tone are crucial here—it’s not about taking over, it’s about supporting the sales process.
• Make It Part of Your Culture: When the T.O. process is part of your dealership’s DNA, your staff will eventually begin to welcome the process. It provides an additional layer of support and shows the team that management is there to help them succeed.
Establish an Ordered, Structured Process
To make your 2nd Face/T.O. process effective, it’s critical that you establish a structured, repeatable process that leaves no room for ambiguity. This isn’t something you want to leave up to chance or the discretion of individual managers. You need a defined process that is easy to follow and track.
How to Structure the Process:
• Define Roles: In my book, Dealership Process Secrets, I advocate for dividing the sales team into closers and Product Specialists. The specialists focus on greeting, demoing, and landing the customer on a vehicle, while the closers handle the negotiating and finalizing of deals.
• Strategic Intervention: Your Sales Managers should be trained to intervene at specific points in the sales process, particularly when a deal is stalling. This isn’t just about swooping in to save a deal—it’s about knowing when to step in for the customer’s benefit.
• Teach through the Process: A 2nd Face or T.O. should also be an opportunity for growth. Use it to help salespeople learn from missed opportunities or missteps. Ensure that it’s a constructive experience, rather than just a last-ditch effort to salvage gross profit.
This structured approach not only increases your chances of making more deals, but it also helps develop your sales staff’s skills and contributes to long-term growth.
Tracking the 2nd Face/T.O. Process
You can have the best 2nd Face process in the world, but if you aren’t tracking it consistently, it will quickly fall apart. Tracking ensures that the process is being followed and provides invaluable data on what is actually happening on your sales floor.
When you track each 2nd Face interaction, you’ll start to see patterns emerge. You’ll learn which customers respond best to this process, which managers are most effective at it, and where the breakdowns are happening in your sales process.
How to Track the Process:
• Use a Desk Log: Implement a live desk log system that records every customer interaction. The log should note which customers were 2nd faced, what objections were encountered, and the outcome of the interaction.
• Daily Reporting: Make 2nd Face results part of your daily review in your Save A Deal/Manager meetings. Discuss what went right, what went wrong, and what can be improved.
• Accountability: Hold your sales managers accountable for following the process. They should be required to log every T.O. interaction, and any missed opportunities should be discussed to ensure it doesn’t happen again.
The Results: How a Consistent 2nd Face Process Transforms Your Dealership
By implementing and tracking a well-structured 2nd Face/T.O. process, your dealership will see a noticeable improvement in its closing ratio, customer satisfaction, and overall efficiency.
Here are the key benefits you can expect:
• Increased Closing Ratio: The 2nd Face process gives you a chance to catch missed deals. With the right approach, you can recover deals that would have otherwise slipped through the cracks.
• Higher Customer Satisfaction: Customers appreciate feeling heard and valued. When done correctly, a 2nd Face interaction will make your customers feel that you are truly invested in their experience, leading to better reviews and more repeat business.
• Improved Managerial Skills: Your managers will become better at identifying opportunities to step in and close deals. They will also develop a more comprehensive understanding of how deals progress on your sales floor.
When combined with tools like Central Deskings Daily Desk, a live desk log system that tracks customer interactions in real-time, you can ensure that this process is implemented seamlessly and consistently.
Conclusion: Master the Art of the 2nd Face
Incorporating a 2nd Face/T.O. process is more than just a tool for saving deals—it’s a customer service strategy, a training opportunity, and a key to long-term success. By ensuring that every deal is 2nd faced at a certain point in our process, we’re creating a process that benefits both the customer and your dealership.
Make the commitment to implement, track, and improve your 2nd Face process. Over time, this will become a key pillar of your sales strategy, helping you increase gross profit, improve customer satisfaction, and develop a stronger, more cohesive team.
Now is the time to take action and start seeing the benefits of a structured, consistent, and effective 2nd Face process in your dealership.
