Automotivaters believes that success in automotive sales starts on the phone, builds through effective coaching, and closes with a well-set appointment. Yet, many sales consultants underestimate the power of these fundamental skills.
With today’s highly informed customers, waiting for them to walk in the door is a missed opportunity. Now is the time to master the art of proactive engagement.
This blog not only outlines the essential strategies but also challenges you to take immediate action. It’s time to boost your conversion rates, improve customer relationships, and solidify your position as a top performer.
Core Strategies for Telephone Success
Automotivaters recommends focusing on these three elements to convert calls into appointments effectively:
Preparation Is Critical
Failing to prepare is preparing to fail, a mantra that holds true in sales. Each call requires a clear plan. Preparation involves researching the potential customer, reviewing past interactions, and having a clear objective. Are you aiming to set an appointment, overcome a specific objection, or nurture a long-term lead?
Your personal action step: Dedicate the first 15 minutes of your day to reviewing your call list, understanding client profiles, and crafting a clear goal for each interaction. Ensure your call script is adaptable, enabling you to pivot based on the conversation’s direction. Keep a checklist of information to gather and confirm, such as vehicle needs, potential trade-ins, and financial considerations. Track your conversion rate to measure success.
Additional Tip: Keep a list of questions handy that encourage dialogue, such as, “What’s your current vehicle not providing that you’d like to change?” or “What’s your timeline for considering a new purchase?”
Engage with Confidence and Energy
Start every call with a warm, enthusiastic tone—smile as you speak. Studies show that a positive tone can increase engagement by over 30%. Automotivaters recommends obtaining and using the caller’s name throughout the conversation to create rapport and show personal interest.
Your personal action step: Practice active listening. Use phrases like “I understand,” “That makes sense,” and “Let’s see how we can make that work for you.” Build momentum by emphasizing benefits, not just features. For example, instead of saying, “This model has leather seats,” you could say, “This model provides extra comfort and durability with its premium leather seats, perfect for longer drives.”
Additional Tip: Before making calls, spend five minutes doing a quick vocal warm-up. This simple exercise can help maintain your energy, improve clarity, and ensure a friendly tone throughout your calls.
Sell the Appointment, Not the Vehicle
One of the most common mistakes in telephone sales is trying to sell the car over the phone. Automotivaters teaches that the goal is always to secure a face-to-face meeting. The objective is to make the customer feel comfortable enough to take the next step—visiting the dealership.
Your personal action step: Frame the call around the appointment as the gateway to finding the right solution. Use urgency phrases like, “We have limited availability this week—would you be able to come in tomorrow at 10 AM or Thursday at 3 PM?” Offering specific times makes the decision easier and more tangible.
Additional Tip: Reinforce the value of the appointment by emphasizing personalized service: “Meeting with me means we can explore the best options for your needs and get you the best possible deal—something we can finalize together in person.”
Overcoming Common Objections on the Phone
Automotivaters emphasizes that handling objections over the phone requires clarity, confidence, and a conversational approach. Here’s how to tackle the most frequent objections in a phone-based sales context:
“I’m Not Ready to Book an Appointment”
Automotivaters teaches that this objection is often an expression of hesitation, not a firm refusal. A good response is: “I understand completely. Many of our clients start the process unsure but find that a quick, in-person visit helps clarify options. What would be the most convenient day for you?”
Your personal action step: Use empathy to acknowledge the hesitation but steer the focus back to potential benefits. Add urgency by mentioning upcoming offers or special incentives that might be available soon. Keep a list of limited-time promotions to use as conversation points.
Additional Tip: When a customer declines an appointment, try a soft close: “No problem. I’ll follow up in a week to check in—would that work for you?”
“I’m Just Gathering Information”
This is a common objection over the phone. Automotivaters recommends turning this into a positive opportunity by saying: “That’s great! I’d be happy to share more detailed information during a brief visit. You’ll find it much easier to make an informed decision with all the facts in front of you.”
Your personal action step: Prepare a list of additional information or insights that can only be obtained in person, such as a vehicle test drive, personalized finance options, or trade-in evaluations. Use these as incentives to transition the call toward an appointment.
Additional Tip: Be ready to share a compelling reason why an in-person meeting is valuable, like, “Seeing the car up close will give you a better sense of its fit and features.”
“I Don’t Have Time to Talk Right Now”
Automotivaters teaches that respecting the customer’s time is crucial. Acknowledge their situation and offer flexible alternatives: “I understand your schedule is tight. How about I call back at 3 PM, or would tomorrow morning be better?”
Your personal action step: Always provide two alternative times for a follow-up call or appointment. This demonstrates flexibility while keeping the focus on securing a meeting.
Additional Tip: If a customer truly cannot talk, set a reminder to follow up within 24 hours and note any specific time constraints mentioned during the call.
“Can’t You Just Email Me the Details?”
This objection often signals hesitation to commit. Automotivaters recommends using this to reinforce personal service: “Of course, I can send some initial information, but I think you’ll find it more beneficial if we have a brief call to go over the specifics—when’s a good time for that?”
Your personal action step: Transition the conversation to a personal connection: “I can share exclusive details that are not in the email, and I’d love to answer any questions you might have directly.”
Additional Tip: Position the email as a preview and the call as the real opportunity for clarity: “The email will give you the basics, but I can provide insights that are tailored specifically to your needs.”
Coaching Techniques for Sales Engagement
- Lead by Example
Automotivaters recommends that sales managers consistently demonstrate best practices, whether it’s handling calls, closing deals, or coaching team members. Sales consultants are more likely to adopt behaviors they observe.
Your personal action step: Set aside time each day for managers to role-play calls with their teams. This not only builds confidence but also demonstrates effective techniques in real-time scenarios.
Additional Tip: Encourage managers to share personal experiences of success and failures over the phone, reinforcing that mastering telephone skills is an evolving process.
- Feedback Loops
Continuous feedback is crucial. Automotivaters teaches that effective coaching means not just providing feedback but doing so immediately and constructively. Prompt feedback allows for rapid skill development.
Your personal action step: After each call, provide one actionable point of improvement and one commendation. Create a structured feedback template that managers can use to ensure consistency.
Additional Tip: Use a “feedback sandwich” approach: positive observation, constructive feedback, and a final positive reinforcement to motivate the team member.
Common Mistakes to Avoid
Automotivaters identifies several common mistakes that can derail telephone success:
- Being Unprepared – Never start a call without knowing your objective.
- Sounding Rushed or Disinterested – Enthusiasm sells. A monotone or rushed delivery often translates to a lack of interest.
- Failing to Take Control – Allowing customers to steer the conversation often results in missed opportunities to schedule appointments.
- Using Jargon – Automotivaters recommends using simple language that resonates with the customer, avoiding technical terms that might create confusion or frustration.
Take Charge of Your Sales Career
It’s time to implement these strategies. Here’s how to build a strong personal daily work plan:
- Set a clear daily goal for calls, with specific targets for appointments scheduled.
- Identify key objections you encounter frequently and rehearse responses.
- Block time for role-playing and review your call strategy with a colleague.
- Track outcomes for each call, noting what worked and where improvements are needed.
- Invest in further training —enroll in Automotivaters’ advanced telephone skills course for deeper insights and strategies that can enhance your career.
