Stop Selling on the Phone: Start Winning the Appointment.

In automotive sales, the phone call is often the first real chance you have to earn a customer’s trust... and their business. Yet too often, salespeople give away too much, too fast, and lose control of the conversation.

Here’s the truth: your goal isn’t to sell the car over the phone. Your goal is to get the guest in front of you. Buying a vehicle is often an emotional purchase... it is hard to evoke emotion over the phone. To make that happen, you need to take a “selfish” approach to the call, not in a rude way, but in a strategic way that protects your opportunities.

1. Guide the Call

Keep the purpose clear: the appointment. Don’t let the conversation drift into endless price talk or vehicle details. Ask smart questions:

• “Have you had a chance to drive the vehicle yet?”

• “When would be the best time for you to come in so you can experience the Traverse?

• "As far as pricing, that is the easiest part of my job, we're one of the most competitive dealers in our area, what time would be best for you to drive the Traverse?"

  
  

The moment they’re behind the wheel, the buying process shifts from logical to emotional... THIS IS WHERE SALES ARE OFTEN MADE!

2. Don’t Get Caught Up in Money or the Car

It’s easy to get lost in deep discussions about monthly payments, MSRP, or even the exact vehicle.

But here’s the reality: customers often buy a different car than they originally called about, and they almost always adjust their budget once they fall in love with the right vehicle.

Don't ignore their questions and be willing to give them information... stone walling them on info, doesn't work, simply keep a focus on the appointment.

The money and the car will almost ALWAYS change.

3. Guide the Call

If a price comes up, don’t simply offer to hand it over by email or text. Instead, say something like:

“I’ll get to work on this right away for us, I will give you a call right away with the figures"

Ever been ghosted when dating? That text message shows read, but no response? We've all had that with guests, stop sending numbers without trying to get them on the phone.

This keeps you in the driver’s seat. When you guide the narrative, you keep the guest engaged with you, not your competition.

4. Be Selfish

Remember, you don’t get paid if your “helpfulness” drives them to the competitor down the street.

Give them just enough information to keep interest high, but not so much that they use your information as ammunition somewhere else.

5. Handle the “Lowest Price” Shopper

When someone says they’ll only buy at the lowest price, don’t run from it. Instead, lean in with curiosity:

• “Who do I need to beat?”

• “I'd like to make things simple and efficient for you, would you share their written purchase offer with me?”

  
  

Approach with confidence, but also thoughtfully and with service in mind, not combatively. You’re simply gathering the info you need to make things easy and WIN!

Final Thought

The phone isn’t where cars are sold, it’s where appointments are won.

Be intentional, be strategic, and yes—be a little selfish. Your success depends on your ability to guide, control, and protect the opportunity until the guest is sitting in your showroom.