ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

2015 Understanding Car Dealership Phone Scripts

Updated on April 24, 2015

The author has been in the car business for over 25 years, selling Cadillacs, Conversion Vans, Chevrolets, Hummers, Jaguars, Lexus, Kias, Volvos and used cars. He has worked at car dealerships and lots in California, Utah, Virginia and New Jersey as a salesman and as a manager.

The author has chosen to use the reference of “he” instead of “he/she” to make for easier reading.

_______________________________________________________________


A well-constructed sales script can be a useful tool for both for both new and seasoned salespeople. They are designed to provide the salesperson with proven effective responses to common questions with the goal of setting an appointment; however, all of these scripts tend to blur the line between salesmanship and deceit. I am not insinuating that the sales people are encouraged in any way to misrepresent a vehicle or the dealership, just that the methods used to persuade a caller to set and keep an appointment are often ethically suspect. Remember…the salesperson’s goal when taking a sales call is not to make the sale over the phone or answer a lot of questions, but to get an appointment.

Most people consider car shopping to be a painful as a root canal. A root canal procedure though physically painful, only lasts an hour or so but the car-buying process can take hours, days, weeks, or longer. For this reason, most car-shoppers do their homework prior to contacting the dealership by surfing the internet for all of the latest information and news regarding the vehicle which interests them.

The next step is to contact a dealership. The caller wants to control the conversation because after all he’s the one that’s going to be spending the money. Dealerships understand this and look to gain control of the conversation by the use of a script.

The script begins with an over-used, obviously scripted, introduction by the salesperson. It goes something like this: “It’s a great day at Acme motors, my name is Joe Jones; how may I be of assistance today.” This is a dead giveaway. From this point on the caller is dealing with a script more so than a person. Here’s how it usually proceeds.

  • The first goals are to get the caller's name and phone number (in case the call gets accidentally dropped). It’s polite for the caller to at least provide a name since the salesperson is spending his time in an attempt to help the caller.
  • Somewhere in the conversation the salesperson will ask for your email address in case he needs to send you additional information. A good sales person will volunteer to send photos or a Carfax on the vehicle(s) that interest the caller. It’s always good to have as much information as possible, but by providing this information the caller is now in the company’s system. This is not necessarily a bad thing, it is just another method of control.
  • “The manager just walked past the office - let me check with him to see if the car is still available” - This is a stall and control tool. If the salesperson has not yet asked for your phone number, this is a good time to do so. The truth is the manager did not just walk past the office, but there will be a short pause while the salesperson puts the caller on hold. This tactic is designed to build a sense of urgency. When the salesperson comes back on the phone he lets the caller know that there has been "traffic" on the vehicle but at the moment it is still available for purchase. This may or may not be true. In some cases the car is not available when the caller arrives. Perhaps another customer purchased the car while the caller was in route to the dealership. This is a very frustrating situation for the shopper but the salesperson did accomplish his goal. The caller is at his lot and perhaps there is another car that will catch his attention.
  • Give a little information as possible - If the customer gets all of his questions answered he is less likely to stop by the dealership. The golden question for the customer is, “how much?” Because of all of the unknown variables it is easy for the salesperson to explain why he can’t give a sales number over the phone, and if he does……beware.
  • Bait and Switch – When you call to inquire about a dealership’s advertisement on a specific car you may discover that it is no longer available. This may or may not be true, but the ad was designed to get you to call, which you did. There is a script for this as well.
  • Setting the appointment – “Let me check my schedule. I have some time available at either 1:15 or 4:25 today. Which time would be best for you and your spouse (or other decision-maker) to stop in?” Again, this is a control tactic. If you want to make an appointment, just let the salesperson know when it would be convenient for you to stop in.
  • Calls are monitored – Most large high profile dealerships record all incoming sales calls for training and accuracy purposes….just a little more pressure on the salesperson.
  • Restricted number of calls –So that all of the salespeople have an equal chance to take incoming sales calls, a lot of dealerships restrict the number of calls that an individual person may take on any given day. This puts a lot of pressure on the salesperson because this one call may be his only chance to sell a car that day. Such pressure is not in the best interest of the customer.
  • Spiffs for setting appointments – Periodically a dealership will award “spiffs” to the salespeople for setting appointments, and additional spiffs when the appointment shows. It is easy to see why this tactic is also not in the best interest of the customer.
  • Hold the car for me – Don’t bet the farm on it! Often times a salesperson or manager will agree to “hold” the car until the customer arrives to see (or even purchase) it. I have seen this go bad more times than I care to remember. Sometimes the salesperson will make this promise to a customer without letting his manager know about it. Often the customer has left a credit card deposit over the phone on a vehicle only to find that it is not available when they arrive at the lot. The only safe way to hold a car is in person with a manager’s signature. The phone credit card deposit is easy to dispute for both the customer and the dealership.

In Summery, forget about the days when you could just make a call and have a no-pressure conversation with a car salesperson. The bottom line is that customers want to control their phone conversation with a car dealership, because they know what they want to accomplish. Phone scripts are designed to allow the salesperson to take control and set an appointment.


Your Opinion Matters!

What is your option about car salespeople?

See results

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: "https://hubpages.com/privacy-policy#gdpr"

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)