How To Cold Call Car Dealerships Correctly!

Posted: September 20, 2013 in Uncategorized
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Congratulations, you landed that new job selling the latest and greatest Internet Widget to car dealers nationwide! The only challenge is you don’t have any automotive phone call eyesbackground. No problem, it is clear that the Internet has brought in a lot of  automotive marketers with no automotive knowledge. There is nothing wrong with calling on car dealers with no automotive experience. If you have heart, the right attitude, and proper training, you can do anything.

Here Are 3 Steps to Get You Started:

1) Have a Plan: Car dealers are busy. They actually own five businesses within one dealership (New and used car sales, F&I, Service Department, Parts Department, Body Shop). In fact, some would argue in today’s digital world, its more than five. But do your home work. If you are working from a CRM (Sales Force, Act, Goldmine, etc), don’t call your territory from random. Pick a town or area and work it. With the Internet today, you can literately fly into each area without leaving your chair. (In fact, merge your Sales Force Data with Call of Duty and let it rip!) But seriously, practice and role play as well, before you start work. Its like stretching out before a run. Get all the cob webs out, be fresh, feel good. Have a plan…

2) Know Who to Ask For: If you call the receptionist with no contact name, she will chew you up and spit you out. She is the gate keeper and she is not afraid to slam that gate shut. She can also be your best friend and ally. Don’t be rude. She is fielding and taking on hundreds of calls every day. (If your CRM does not have a field built for “receptionist name”, get one. You need it.)  Anyway, the bigger dealerships with multiple stores have an owner you will never talk to. Move to the GM. You probably won’t be working with the GM either but the GM will tell you who to ask for. (Yes you might be able to find out without talking to the GM but try this approach: “Your boss the GM told me to call you”) The small to midsize dealerships usually have a “hands on dealer/owner” that is most likely heavily involved in day to day operations so don’t be afraid to start at the top.

3) Be Respectful: Always start your conversation with who you are and your company. Don’t EVER go right into your pitch. Make sure you are NOT interrupting something important first.  Don’t ever ever ever ask a dealer “how they are doing”! Never! Don’t do it… If you did, you never know, they might just tell you!

Oh and don’t forget:

  • Leave voice mail if they know you, don’t if they don’t know you.
  • If you don’t know your product or service well, don’t call dealerships until you do.
  • Leave messages all you want, the dealer is NOT going to call you back, get used to it.
  • Most dealers hate cold calls so try warm. Send a real letter not email, then follow up.
  • Persistence wears out resistance.
  • There is a professional persistence and an unprofessional persistence.
  • Two hours actual talk time a day, is impressive. Three hours is a home run!
  • Put a little mirror in front of your computer, smile.
  • Have some pros in your office? Sneak over, Listen, learn, take notes!

The longer you stay out of your “comfort zone” each day, the more your income will go up!


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