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How to Write Car Sales Phone Scripts

Knowing how to properly utilize car sales phone scripts will increase conversions and make outbound calls easier for you.

It seems that most car sales reps have polarized opinions about using phone scripts. One will tell you that it takes the pressure off during outbound calls, another says that they make you sound robotic and run-of-the-mill. In many cases, you don’t have a choice. Your sales manager requires that you use a script, even if you’ve been cold calling for years. No matter the circumstance, it never hurts to learn how to better use a tool, especially one that is designed to help you sell.

Car sales phone scripts come in varying degrees of quality and usefulness. Some lack in detail; others can suffocate you with too much. The best scripts will give you a simple outline with clear examples of scenarios and responses while also giving you enough room to fill in the gaps with a human touch. There is no exact formula, but we believe there are certain key strategies to learn that will make these scripts work better for you in the long term.

In this post, we’re going to highlight the most important factors to making car sales phone scripts become your new secret weapon.

Whether you’re aiming to use it as a lifeline or just a guide to augment your charming personality on the phone, this how-to guide will show you what to focus on. The tips you’re about to receive are usually stuck behind a paywall or email subscription with other providers. We don’t get down like that. Instead, we’re giving it up for free, just for you.

Car sales phone scripts: the down and dirty tips

Before we begin, we’re going to make an assumption about your current script. We are assuming it has simple guidelines to follow. Openers, sample questions, conversation structure–if you don’t already have these beginner steps down, review and review again. Our tips will add value to those steps, and those steps will provide better context for our tips.

Treat your car sales phone scripts like movie scripts

The best way for you to make the most out of your script is to memorize it to the point of being second nature. When you’re an actor, either in film or on stage, you can’t perform without knowing your lines. This tip centers around the same idea. If you know your script front to back, you’ll be prepared for most of the hiccups that come with outbound calls. On top of that, you will be more comfortable to improvise along the way and adapt to each situation.

You never want the prospect to know that you’re reading off a page. You want the conversation to flow and continue as normal. It’s easy to detect when a particular question or concern comes up, and you have to flip through your script to find the answer. The ensuing pause fills with “um” and “ah” moments and usually ends in flames.

Your first and most important goal is to create a dialogue

This tip is the first step to closing a deal on the phone. Too many sales reps get caught up in the idea of selling. They go right for the meat and potatoes of their pitch before digging into the salad. It sounds easy, but getting your prospect on the level of open dialogue takes skill. To get a person talking about their needs and wants (basically telling you how they want to be sold), you have to learn how to ask the right questions.

You have to ask questions that do not have a yes or no answer. Leave your questions open-ended. For example: if you’re calling a lead you know has an interest in buying a used Ford pickup truck, you don’t want to ask, “Are you interested in seeing our Ford pickups available at the dealership?” They can easily answer no, which leaves you dead in your tracks. Instead, ask, “What features do you like about Ford pickups? Why do you feel a pickup truck fits your needs?” Include a list of these types of questions within your script for every situation you come across.

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Allow the customer to feel like they are making a decision

Closing is a skill that few scripts can teach. It’s the ability to ask for the call to action, but letting the customer feel as though they came to their own decision to say yes. Once again, it has to do with the ability to ask the right questions. When you’ve engaged in a conversation and the person is telling you what they want, need or are searching for, you must not linger. The conversation will eventually fizzle out. Bring up your call to action while to the topic is hot.

If you want to set up a meeting time, don’t ask, “Are you available on Tuesday afternoon next week? You can view our inventory at the dealership.” You’re not giving them any sense of control over the situation. Instead, ask, “Our dealership is always open for inquiries and test drives. What time works best for you to see your new truck?” Fill in your script with calls to actions that give a sense of control to the prospect while also asking to close the deal.

The most important use of car sales phone scripts: how to respond to objections

If there is one thing to memorize and study on your script, it’s responses to the many objections you will receive. If you have a number in your head, multiply that by at least twenty. Unless you’re an absolute stunner at making cold calls, most of them will end without a deal. That’s the reality of the situation. But you can save a few by knowing how to angle your responses around a direct or passive objection.

Let’s say you’ve cold called a lead who might be interested in purchasing one of your clearance rate used cars. You know that they own a near antique, and might be interested in nabbing a good priced car, if it’s worth it. You introduce yourself, state the reason for your call, and they immediately say, “I’m not interested. I can’t afford to buy a car right now.” For most, that’s a dead end. But here’s a strategic response: “What type of price range fits your budget? You’d be surprised how low our rates can go.”

Example Car Sales Phone Scripts

  1. Introductory Call

    Salesperson: “Hello, my name is [Name] and I’m a representative with [Dealership]. I see that you’ve shown interest in [Car Model]. Can I provide you with more detailed information on this vehicle, or perhaps help you with any questions or concerns you might have?”

  2. Follow-up Call after Initial Visit

    Salesperson: “Hello, [Customer’s Name]. This is [Salesperson’s Name] from [Dealership]. I hope you’ve had time to consider the [Car Model] you were looking at the other day. Have you had any further thoughts or questions about the vehicle? I’m here to help.”

  3. Re-engagement Call for Previous Customers

    Salesperson: “Hello [Customer’s Name], this is [Salesperson’s Name] from [Dealership]. I hope your [Previously Purchased Car Model] is still serving you well. We have a few new models in our inventory that I think you’d be interested in. Would you like to hear about them, or maybe schedule a test drive?”

  4. Appointment Confirmation Call

    Salesperson: “Good [morning/afternoon/evening], [Customer’s Name]. This is [Salesperson’s Name] from [Dealership], and I’m just calling to confirm your appointment to see/test drive the [Car Model] tomorrow at [Time]. Is that still a good time for you?”

  5. Post-Purchase Check-In Call

    Salesperson: “Hello [Customer’s Name], this is [Salesperson’s Name] from [Dealership]. I wanted to check in with you and see how your new [Car Model] is treating you. Are you happy with your purchase? Do you have any questions or concerns that I can assist with?”

Please note that these are just basic examples and good phone scripts are often personalized to match the salesperson’s style and the customer’s needs. It’s also important to be respectful of the customer’s time and to provide genuine, helpful service.

It’s all about having a phone script filled with the right questions

If you’ve been following along, you’ve noticed that most of our key strategies here are built off two important ideas: memorize your script and know how to ask the right questions. Your car sales phone scripts should act as a reference book, study guide, and guideline to conducting a strong outbound call. Remember that you want to know your script so deeply, that you become the Daniel Day-Lewis of sales reps. You don’t need the script because you breathe it. Okay, that’s a little overzealous, but you get the picture.
Every great sales call begins with an organized, detailed, and trackable lead manager. AutoRaptor can provide you with the CRM you need to organize your daily calls know what’s coming next.

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Ty W.
Ty W.

Ty was born and raised in the automotive world. He's an enthusiastic expert who writes exquisite content about cars, automotive sales, and dealership best practices. When not writing for AutoRaptor, you'll find Ty on the golf course.