Advanced Cold Calling Script for Car Dealerships

Introduction

• Objective: Provide the best cold calling script for car dealerships during winter to increase sales.
• Importance of using a tested script to generate interest.

Preparation Steps

1. Gather Customer List:
   • Go to the internet department and retrieve a CRM list of customers who purchased from the dealership 2 years ago or earlier.
   • Example: If calling in January 2020, look for customers from January 2018 and earlier.

Purpose of Cold Calling

• Goal: Create interest in customers not currently in the market to buy.
• The sales process starts with opening the cell (creating interest).
• The salesperson's job is to generate desire and prompt action.

Key Components of the Script

1. Start with Familiarity:

   • Use a friendly and familiar tone when calling (e.g., "Hey, Barbara! What's going on?").
   • Aim to sound like a friend rather than a telemarketer.

2. Introduce Yourself:

   • Example: "This is Andy from ABC Motors. I know you're busy, so I'll make this quick. Is that okay with you?"
   • Acknowledge their time while ensuring they stay engaged.

3. Engage with Value:

   • State the reason for the call: "Three things just happened today, and I wanted to reach out to you as one of our valued customers."
   • Mention that rates are dropping and provide a relatable example:
     • Example: "Let me tell you about how we refinanced a customer’s car and saved them $100 a month."

4. Present Options:

   • Highlight three main points:
     1. Lower Rates: Share a success story of a customer who benefited from refinancing.
     2. Inventory Situation: Suggest selling their vehicle to buy a newer one with more warranty and possibly lower payments.
     3. Maintenance Needs: Address potential maintenance issues and offer trade-in options.

5. Ask for Interest:

   • Prompt the customer to express their interest:
     • "Which one of these are you most interested in?"
     • Options: refinancing, trading in for a new vehicle, addressing maintenance issues.

6. Set an Appointment:

   • If the customer shows interest, quickly schedule a time to meet:
     • "I've got some availability this afternoon. When’s the best time for you?"

Conclusion

• Emphasize the importance of taking action quickly due to high demand.
• Highlight the effectiveness of the script with statistics:
  • 70% of those contacted express interest.
  • Expect 5 out of 10 to set appointments, leading to potential sales.
• Encourage sending a text for a paper script for personal use.

Final Thoughts

• Cold calling can yield significant results if executed correctly.
• Focus on familiarity, engagement, and urgency to drive sales.
• Belief in the process is crucial for success.