The most forgotten tool!

I spend every day on the phone calling dealers across the nation. I can't tell you how many times the secretary answering the phone act like it's an inconvenience rather than a privilege to answer the phone. They forget that the person on the other end of the phone (the customer) is paying their wage and all the other staff at the dealership. Why is it so hard to perform their duty and answer the phone with a courteous and helpful tone. Instead what I hear most of the time is someone not having a good day and unhappy with their position. The secretary is usually rushing me off the phone or quickly stating "Please Hold", I can't get a word in edge wise to even state who I am calling for; then when they return to the phone I have been on hold for two to five minutes waiting for my person of contact. Then I ask for my person of contact and the tone of disgust while they transfers me to the Special Finance Manger or the GSM. We wonder why we are losing business? Hello? Your business is literally on the phone right in front of you and being shoved off to the side by one the most important positions in your dealership; your secretary! Let's think about this, all the money you spend in advertising your dealership in many different avenues is being poured down the drain. We know whether it's the Internet, direct mail promotions, radio, print media, digital media or any other form of advertising created organically or via any other avenue is to get the potential customer to call the dealership. The call to action is always to call or visit the dealership in person. As studies show, over 90% of consumers CALL the dealership first before they personally visit the dealership. The phone is the single most important TOOL we have in the dealership.
I have a suggestion, ask your neighbor or friend to call into the store and see how they are treated. The trick is to have someone call that your secretary does not recognize their voice and/or phone number they are calling from. Have your "secret shopper" ask for the Internet Manager or the Sales Manager. Have more than one "secret shopper" call into the store over a three day period, sporadic times, and asking for several different members of your sales and management staff. Ask their opinion of how they were treated and what transpired during their phone calls; I know you will be pleasantly surprised when you receive their honest opinion of their phone experience.
I had a mentor/ GSM when I was selling in 1992 that use to tell me " Growth happens when you do things you don't want to do, so you can become better" Try it sometime, see if you like it!
Think outside the box, revisit your pay plan with your secretary. Spiff her or him like you spiff your sales staff. Pay attention to them and recognize when they do a great job. Ask for ways to improve the phone system and what could be done so they can perform their position to its full potential. Listen to them and take action on what he/she says. Truly listen and learn from one of the most important members of your staff. Remember most people will respond better to recognition than they will pay increases! We all want to be praised and appreciated. If you are one of the lucky dealers who has an incredible secretary, pay them well! Praise them and treat them well. Treat them to lunch once a week or at least buy and LISTEN to them! They know the pulse of the store and what is truly going on in your dealership. They know and appreciate the TOOL they are working with, you can tell each and every time they answer the phone!