By D. Salinas

| 13 Aug 2024

Sales, Call Center

22 Proven Cold Calling Scripts for Car Sales To Get More Deals

Cold calling isn’t dead, but let’s face it—dialing strangers can be daunting. That’s where well-crafted cold call scripts come in handy. For car salespeople, this presents a golden opportunity. The right words can turn a cold lead into a hot prospect.

Recent studies show that 69% of buyers accept cold calls from new providers. For car salespeople, this presents a golden opportunity. The right words can turn a cold lead into a hot prospect.

Effective cold calling starts with empathy and a solid strategy. To help you out, we offer you 22 templates to enhance your sales process and help you close more car sales.

Key Takeaways:

Scripts are a foundation, not a crutch. Use them as a springboard for genuine conversation.
Empathy, active listening, and adaptability are your most powerful tools to close sales.
Every call, whether it ends in a sale or not, is a chance to learn and refine your approach.
Turn objections into questions: Use formulas like “What if we could address that concern?”
Start the conversation by offering something of real value to the prospect, such as relevant information about a new model or a special promotion that genuinely suits their needs.

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22 Ready to Use Cold Calling Scripts for Car Sales

Meet Sarah, a seasoned car sales professional at Horizon Motors. With 12 years of experience under her belt, Sarah knows the ins and outs of the automotive industry and how to close a car sale. But lately, she’s been facing a challenge: reaching new prospects who show interest online.

That’s where these cold calling scripts come in. They’re designed to help professionals like Sarah navigate various scenarios, from initial contacts to follow-ups and special promotions.

Sarah’s goal is to boost her sales by 15% this quarter. She understands that while online leads are important, cold calling remains a powerful tool in her arsenal. However, she needs to refine her sales pitch to stand out in a competitive market.

Let’s explore how Sarah can use these phone scripts to turbocharge her sales efforts.

1. Initial Contact with Decision Makers

Script

“Hello [Name], I’m [Your Name] from [Car Dealership]. We’ve just received a shipment of [Car Model] that’s been turning heads. Given your interest in [related feature/brand], I thought you might want first dibs. Do you have a moment to discuss?”

Context:Use this when first attempting to reach potential clients directly. This is often the most challenging call as you’re starting from scratch. The goal here is to pique interest and secure a follow-up conversation or appointment. Be prepared for skepticism and have a strong value proposition ready.

2. Following Up on a Website Inquiry

Script

Context:Use when contacting leads who have shown interest online. These prospects are typically warmer leads as they’ve already expressed some interest in your products. Your goal is to capitalize on this interest quickly before it wanes or before it engages with competitors. Be ready to discuss specific models or features they viewed on the website.

3. Offering a Special Promotion

Script

“[Name], it’s [Your Name] from [Dealership]. We’re running a 48-hour special on [Car Model] – the one you expressed interest in last month. Would you like to hear the details before it ends?”

Context:Use when you have a limited-time offer to share. This approach works well for creating urgency and encouraging quick decision-making. Ensure you have all the details of the promotion at hand, including any terms and conditions. Be prepared to explain why this offer is particularly valuable to the prospect.

4. Reconnecting with Past Customers

Script

“Hello [Name], this is [Your Name] from [Dealership]. It’s been [timeframe] since you purchased your [Car Model]. How’s it treating you? I’m calling because we have some exciting new models that I think you’d appreciate. Would you be open to stopping by for a quick look?”

Context:Use for this script for reaching out to previous buyers for potential upgrades or referrals.You can be more relaxed as you already have a relationship. Your goal is to nurture the existing relationship while exploring new opportunities. Keep their purchase history and any service records at hand before calling.

5. Cold Call to Business Owners for Fleet Sales

Script

“Good morning [Name], I’m [Your Name] with [Car Dealership]. I’ve been researching companies in [industry] and noticed [Company Name] might benefit from our fleet solutions. Have you considered upgrading your company vehicles this year?”

Context:Use when targeting businesses for potential fleet purchases. This requires a different approach from individual sales, focusing on business benefits like tax advantages, bulk discounts, and fleet management services. Research the company’s size, industry, and current vehicle usage before cold calling.

6. Addressing Price Concerns

Script

“I understand your concern about the price, [Name]. Many of our customers initially felt the same way. Could we explore some financing options that might make this more comfortable for your budget?”

Context:Use when a prospect expresses hesitation about the cost. This is a common objection in car sales. Your goal is to shift the conversation from price to value. Be prepared with financing options, comparisons to competitors, and long-term cost benefits of your vehicles.

7. Highlighting New Technology Features

Script

“[Name], I’m reaching out because the new [Car Model] just hit our lot, and its AI-driven safety features are groundbreaking. Given your interest in these features, I thought you’d want to be among the first to experience it. When would be a good time for a demo?”

Context:Use this approach when calling tech-savvy prospects or those interested in cutting-edge features. It works well for differentiating your vehicles from competitors. Ensure you’re well-versed in the technology you’re discussing and can explain its practical benefits.

8. Eco-Friendly Options

Script

“Hello [Name], this is [Your Name] from [Car Dealership]. We’ve just received our new line of hybrid and electric vehicles. Considering the rising fuel costs and your interest in sustainability, I thought you might want to explore these options. Would you be interested in learning more?”

Context:Use when targeting environmentally conscious buyers. This demographic is often willing to pay a premium for sustainability. Be ready with specific data on fuel efficiency, emissions, and any eco-friendly manufacturing processes your brand uses.

9. Trade-In Opportunities

Script

“Hi [Name], it’s [Your Name] from [Dealership Name]. Our records show your [Current Car Model] is about [X] years old. We’re offering exceptional trade-in values this month. Would you be interested in seeing how much you could save on a new model?”

Context:Use when reaching out to customers with older models. The goal is to show how upgrading can be financially beneficial for the prospect. Have current trade-in values and new model information ready. Make sure you discuss how newer models might save money on fuel or maintenance.

10. Referral Follow-Up

Script

“Good afternoon [Name], I’m [Your Name] calling from [Car Dealership]. Your friend [Referrer’s Name] recently purchased a car from us and thought you might be in the market too. They mentioned you’re interested in [specific feature/model]. I’d love to show you what we have that matches your needs and cut you a great deal. When would be a good time to stop by?”

Context:Use when contacting leads referred by existing customers. These are often high-quality leads as they come with an implicit endorsement. Your approach should acknowledge the referrer and use that connection to build trust quickly.

11. Event Invitation

Script

“Hello [Name], this is [Your Name] from [Dealership]. We’re hosting an exclusive preview event for the new [Car Model] next Saturday. As a valued client, you’re on our list. Would you like to attend and be among the first to see and test drive this exciting new model?”

Context:Use when inviting prospects to a dealership event. Think of this as a soft-sell approach aimed at getting prospects to engage with your brand in person. Be clear about the value of attending, whether it’s exclusive previews, special offers, or entertainment.

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12. Seasonal Promotions

Script

“Hi [Name], [Your Name] here from [Dealership Name]. With winter approaching, we’re offering special deals on our all-wheel-drive models. I remember you mentioned safety as a priority when you filled out the form. Would you be interested in seeing how these vehicles could give you peace of mind in harsh weather?”

Context:Use during specific seasons or holidays. This approach ties into natural buying cycles (e.g., winter for 4WD vehicles, summer for convertibles). Your phone script should connect the season or holiday to specific vehicle benefits or promotions.

13. Addressing Competitor Comparisons

Script

“I appreciate you sharing that information about [Competitor’s] offer, [Name]. While it sounds good, our [Car Model] actually outperforms [Competitor’s Model] in fuel efficiency, has a higher safety rating, and has a more convenient payment plan. Would you like me to send you a detailed comparison?”

Context:Use when a prospect mentions a competitor’s offer. This requires in-depth knowledge of your competitors’ products and how your vehicles compare. Focus on your unique selling points without disparaging the competition.

14. Lease Expiration Follow-Up

Script

“Good morning [Name], it’s [Your Name] from [Dealership]. Our records show your lease on the [Current Car Model] is ending in about two months. I’d love to discuss your options, including some exciting new models that might suit your needs. When would be a good time to review these?”

Context:Use when contacting customers whose leases are nearing expiration. Lease expiration is a prime opportunity for retention or upselling. Pull their current lease terms and have new lease options or purchase incentives ready to discuss so you know where you stand.

15. Service to Sales Transition

Script

“Hello [Name], this is [Your Name] from [Car Dealership]. I hope you’re satisfied with your recent maintenance and servicing experience in [Service They Got]. I noticed your [Car Model] is approaching high mileage. Have you considered upgrading to a newer model with lower maintenance costs?”

Context:Use when following up with customers who’ve recently had their car serviced. This approach leverages the existing relationship with the service department. Be aware of the service history and any issues the customer has experienced with their current vehicle.

16. Family-Oriented Pitch

Script

“Hi [Name], [Your Name] here from [Dealership]. Congratulations on your growing family! I thought you might be interested in our range of family-friendly SUVs with top safety ratings. Would you like to schedule a time to explore options that could accommodate your changing needs?”

Context:Use when targeting families or those who’ve recently had life changes. Focus on safety features, space, and family-friendly amenities. Be prepared to discuss how specific models cater to family needs.

17. Business Owner Special

Script

“Good afternoon [Name], I’m [Your Name] with [Dealership Name]. I understand you run [Client’s company]. We have some excellent options that could serve as both personal and business vehicles, potentially offering tax benefits. Would you be interested in discussing how we could support your business growth?”

Context:Use when targeting small business owners or entrepreneurs. Similar to fleet sales but tailored for smaller operations. Discuss how certain vehicles can project a professional image or serve dual personal/business purposes.

18. First-Time Buyer Approach

Script

“Hello [Name], this is [Your Name] from [Dealership]. I heard you’re in the market for your first car – that’s exciting! We have some great starter models with easy financing options for new buyers. Would you like to come in and explore some options that fit your budget and lifestyle?”

Context:Use when reaching out to young adults or first-time car buyers. Keep in mind that these prospects may need more education about the buying process. You may need to explain financing options, insurance requirements, and the benefits of buying new vs. used.

19. Luxury Model Introduction

Script

“Good day [Name], [Your Name] speaking from [Dealership]. We’ve just received a limited edition [Luxury Car Model] that I believe would align perfectly with your taste for refined engineering. Would you be interested in a private viewing of this exclusive model?”

Context:Use when introducing high-end models to affluent prospects. This type of cold call can be tricky as it requires a more sophisticated approach, focusing on exclusivity, craftsmanship, and status. Prepare yourself to coach the potential customer about high-end features and be ready to offer personalized shopping experiences.

20. Electric Vehicle Transition

Script

“Hi [Name], it’s [Your Name] from [Car Dealership]. Given the rising interest in sustainable transportation, I wanted to introduce you to our new line of electric vehicles. They offer impressive range and performance. Would you like to learn how switching to electric could benefit both your wallet and the environment?”

Context:Use when targeting environmentally conscious prospects or those interested in new technology. Get ready to talk at length about charging infrastructure, range, and long-term cost savings. Address common concerns about electric vehicles

21. Customer Loyalty Program

Script

“Hello [Name], this is [Your Name] from [Dealership Name]. As one of our valued long-term customers, I wanted to personally inform you about our new loyalty program. It offers exclusive benefits and priority services like free oil and filter replacement, car wash, and brake inspection among others. Would you like to hear about how this program could enhance your ownership experience?”

Context:Use when reaching out to long-time customers who you want to entice into buying a new model.

22. End-of-Year Clearance

Script

“Good evening [Name], [Your Name] here from [Dealership]. Given your interest in [specific feature/model], I thought you’d want to know about these limited-time offers. We’re clearing out this year’s models to make room for new inventory. This means significant savings on high-quality vehicles.When would be a good time to discuss the details?”

Context:Use this kind of cold call during year-end sales events. It focuses on rewarding loyalty and strengthening the relationship. Ask the dealership for the customer’s history and have specific benefits of the loyalty program ready to discuss.

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5 Essential Cold Calling Tips for Car Sales Reps

While sales calls are the lifeblood of your campaign, these tips work as the foundation for your outreach effort.

Do Your Homework: Before dialing, dig deep:
- Review past interactions in your CRM
- Look up local news for community events or economic shifts
- Check social media profiles for recent life events (new job, relocation)
- Understand the prospect’s current vehicle (if known) and its common issues
Time It Right: Timing can make or break your call. Here’s the nitty-gritty:
- Be mindful of time zones if calling different regions
- Avoid Mondays (too busy) and Fridays (weekend mindset)
- Use your CRM to track when each prospect tends to answer
- Mid-morning (10-11 AM) and mid-afternoon (2-4 PM) often work best
- Consider your prospect’s industry. Retail? Don’t call during lunch rushes
Practice Active Listening: A good sales rep listens intently to uncover opportunities that others miss; it’s about understanding context and subtext:
- Always use the customer name
- Listen for emotional cues in their voice
- Paraphrase key points to ensure understanding
- Note specific phrases they use and mirror them later
- Ask follow-up questions that dig deeper into their needs
- Use verbal nods (“I see,” “Understood”) to show you’re engaged
Handle Objections Gracefully: Objections are par for the course in a sales call. It’s your job to navigate past them:
- Practice your responses until they feel natural
- Always validate the objection before countering
- Develop an “objection playbook” with tailored responses
- Categorize common objections: price, timing, need, trust
- Use the “feel, felt, found” technique: “I understand how you feel…”
- Turn objections into questions: “What if we could address that concern?”
Follow Up Consistently: Persistence pays, but there’s an art to it:
- Always leave the door open for future contact
- Vary your message each time; provide new value
- Use a CRM to track all interactions and set reminders
- Space out follow-ups: Day 1, Day 3, Day 7, Day 14, Day 30
- Develop a multi-touch follow-up strategy (call, email, social media)
- Know when to move on; usually after 5-7 attempts with no response

7 Cloudtalk’s Ethical Cold Calling Best Practices for Car Dealers

It’s crucial to approach cold calling with integrity and respect for potential customers. These best practices not only improve your chances of success but also ensure you’re operating ethically:

Personalize Your Approach Ethically: Use the prospect’s name and reference previous interactions or specific interests they’ve shown, but only use the information they’ve willingly shared or that’s publicly available. Avoid using data obtained through questionable means.
Keep It Conversational and Honest: Aim for a natural, friendly tone while being truthful about who you are and why you’re calling. Never misrepresent yourself or your intentions.
Offer Genuine Value Upfront: Start the conversation by offering something of real value to the prospect, such as relevant information about a new model or a special promotion that genuinely suits their needs. Avoid making exaggerated claims or promises you can’t keep.
Use Authentic Social Proof: When mentioning satisfied customers or positive reviews, ensure they’re real and verifiable. Never fabricate testimonials or misrepresent customer experiences.
Respect Time and Privacy: Always ask if it’s a good time to talk and respect the prospect’s decision if they decline. Be mindful of calling hours and frequency to avoid harassment.
Focus on Relevant Benefits: Instead of listing car features, explain how they benefit the prospect’s specific situation. Be careful not to overpromise or manipulate the prospect’s emotions.
Prioritize Transparency: Be upfront about security, pricing, terms, and any potential drawbacks of the vehicles you’re discussing. Avoid hidden fees or misleading information that could erode trust.

7 Out of 10 Buyers Accept Cold Calls from Providers They Haven’t Worked With

Let’s be clear: success in cold calling isn’t just about following a script.

A script is just a starting point. Your ability to listen, understand, and genuinely care about the customer’s needs is what closes deals.

To deliver an outstanding customer experience, you also need to leverage technology, understand human psychology, and provide genuine value. That’s where an AI-powered cloud communications platform comes into play, enhancing your ability to connect meaningfully with prospects.

Cold calling remains a valuable tool in the car sales industry, especially when done right. By embracing these principles and consistently applying the cold calling techniques outlined in this guide, you’ll transform your cold calls from mere sales pitches into closed sales.

Remember, the key is to be genuine, provide value, and always put the customer’s needs first.

Sources:

5 Outbound Prospecting Myths (RAIN Group Study)

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FAQs

How many times should I attempt to reach a prospect before giving up?

Generally, 5-7 attempts over a couple of weeks is considered appropriate. After that, you may want to try a different approach or move on to other prospects.

What’s the best time of day to make cold calls?

Mid-morning (around 10 AM) and mid-afternoon (around 2 PM) are often considered optimal times. Avoid calling during lunch hours or near the end of the workday.

How can I overcome call reluctance?

Practice your scripts, set daily goals, and remember that each call is an opportunity to help someone find their ideal car. Focus on the value you’re providing rather than the fear of rejection.

Should I leave voicemails?

Yes, but keep them brief and engaging. State your name, company, and a compelling reason for your call. Invite them to call back or mention that you’ll try again later.

How do I handle angry or rude responses?

Remain calm and professional. Apologize for the inconvenience, thank them for their time, and politely end the call. Not every prospect will be a good fit, and that’s okay.