We’ve all been there—trapped on the receiving end of a sales call that’s so rigidly scripted it’s practically robotic. “Hello [Customer Name], I am calling from [Company Name]...” It’s enough to make anyone hang up before they can finish their painful introduction. But let’s change our perspective for a moment. What if, instead of being a dull and practical exchange to wade through, the script (and the way it was used) set the stage for an informative and personalized sales interaction?
Phone scripts for car sales can close deals. In fact, if you’re not using scripts, you should be. However, addressing the weak points of a bad script takes more than a savvy salesperson to shore up the gaps. And the key to getting the most out of a phone script lies in not just having a great team and stellar writing, but how you develop and deploy them.
It’s time to pull back the curtain on phone scripts and dispel their bad reputation. A poor script can kill your bottom line, but when they’re crafted and utilized effectively, they can be your dealership’s ultimate weapon for driving sales and bringing your customers back again and again.
Phone scripts have long been thought of as a “fallback” or a way to jumpstart new recruits. They’re often perceived as too impersonal, rigid, and something that a seasoned veteran doesn’t need. But the truth is, even the best salesperson in the world gets tired, flustered, and encounters unfamiliar situations in which a little guidance would go a long way.
Scripts empower your team with the support and structure they need to guide any scenario towards a sale, as well as give your customers the familiarity and confidence they need to feel comfortable making a deal. An excellent script should deliver the following:
No matter how many espressos or high-fives your sales agents get, a well-constructed script ensures that every customer receives a consistent conversation. That means each call reflects the brand voice and values you’ve cultivated by helping your salespeople stay within a reliable framework that guides the call toward conversion.
In a blog breaking down sales scripts, Zendesk writes that focusing on a specific objective helps your team stay on target. “Sales scripts need to be specific,” they note. “Chances are that if this is your first interaction, you probably aren’t even looking to make a sale.” In car sales, that first call might instead be about getting contact info or setting an appointment. A script helps your team remember what the goals are for each conversation.
Next, scripts ensure sales agents have the ability to confidently answer objections. Pushback can be stressful, and that’s precisely when your team needs some structure to ease the tension. By empowering salespeople with strong, ready-made responses to common customer objections, you give them the adaptability to navigate resistant callers and keep the conversation on track.
A script’s comprehensiveness means the ability to ensure every key point is addressed. With a script at their disposal, salespeople know which topics to highlight, and they won’t forget to mention ongoing promotions, unique features, or to ask for contact information. But more importantly, a script reminds your sales agents to present the customer with all the relevant details, giving them a better understanding of their choices. It’s better for your employees and your customers alike, and that’s a win-win.
As we mentioned previously, a script doesn’t cancel out an associate’s personality. In fact, it can help enhance it. By taking a structured approach, salespeople can weave in personalized elements while ensuring the customer feels heard, valued, and respected throughout the interaction.
Phone scripts for car sales help you strike the balance between a checklist of talking points and a casual, friendly chat between new acquaintances. It’s the combination of these two elements that lets a script live up to its full potential.
Finally, scripts give us an understanding of data. The feedback you get from scripts is far easier to analyze than a freeform approach. You’ll know which points are faltering, which areas are tough sells, and whether customers are responding to your overall message. When sales teams do their own thing, it’s much harder to gauge where the breakdown comes from and implement effective changes.
In a 2022 Forbes Council article, the guest writer likens a sales script to a Rolling Stones performance, noting that “improvising is for amateurs.” They explain that the Stones hit every mark, play the same songs in the same ways, and even add impromptu riffs at specific points. And yet, the audience experience of the performance is far from rigid and mechanical. The Stones deliver all the things their listeners expect from a show, while finding opportunities to inject the vibrancy and energy a live concert needs.
The same is true for phone scripts for car sales. When you’ve nailed down an exceptional script (and your team executes it well), you’re empowering them to deliver the essentials every time so they can refine the personal and individual moments that make for a warm and inviting sales interaction. And the best part is, you won’t have to sell to them during long, boring meetings—the numbers will speak for themselves.
Phone Ninjas provides bite-sized active coaching to take your phone sales game to the next level. Instead of handing out blanket scripts and making generic corrections to the entire team, our coaches provide tailored, one-on-one training sessions that focus on individual sales agents’ strengths and growth areas. We hone in on script confusion and missed opportunities, and we even provide winning scripts of our own design.
Check out some of Phone Ninjas’ free sales-driving scripts now, or reach out to our team to schedule two free mystery shops for phone and web leads. Our coaches are ready to help your team get the most out of their scripts!