Mastering Dealership Sales Appointments

One of the most crucial skills for any dealership’s Business Development Center (BDC) or internet sales team is effective appointment setting. These appointments are the first steps in a structured process that can convert a lead into a sale. "Mastering Dealership Sales Appointments: Essential Car Sales Training for BDC and Internet Sales Teams," now available on Amazon in paperback, hardcover, and Kindle, is a guide written to address this vital but often overlooked skill. In this article, I’ll share some insights from the book, discuss its relevance, and encourage you to pick up a copy for yourself or your dealership team.

Why Appointment Setting is Crucial for Dealership Success

Setting sales appointments from leads and inbound calls is an indispensable step in the automotive sales process. These initial interactions create the opportunity to build rapport, establish trust, and bring customers into the showroom, where the probability of closing a sale increases significantly. "Mastering Dealership Sales Appointments" is a resource that ensures dealerships don't miss out on these valuable opportunities by equipping BDC and sales teams with practical techniques to consistently schedule appointments that result in high show rates.

The book also reflects my experience in dealership operations, specifically recognizing a gap that SalesLeader, our software system, doesn’t directly address: setting initial appointments from leads or inbound calls. SalesLeader is a robust Dealer Sales Management software that excels at managing and converting in-dealership sales processes, but it doesn’t cover this essential first step. This book was written to fill that gap, providing a structured approach to maximize the lead-to-showroom conversion.

What You’ll Learn from the Book

The core objective of "Mastering Dealership Sales Appointments" is to empower BDC and internet sales teams to set more effective appointments. Throughout the book, I share my tried-and-tested strategies that can be applied to a variety of customer interactions. Here are some of the areas covered in the book:

1. Scripts and Cadences:
2. The book includes expertly crafted scripts to handle the most common customer questions and objections. The scripts ensure that BDC representatives engage customers confidently and professionally, moving conversations naturally toward booking an appointment.
3. Additionally, cadence guides are included to keep follow-ups consistent and productive, helping sales representatives engage customers at the right frequency without overdoing it.

1. Creating Urgency and Overcoming Objections:
2. Setting an appointment is only the first step; ensuring that customers show up is equally important. The book delves into techniques for creating urgency around appointment times and vehicle availability. For example, one approach is to convey a sense of scarcity or exclusivity about the vehicle they’re interested in.
3. Readers will also learn to handle objections effectively. Common roadblocks like pricing questions, trade-in value concerns, and availability checks are addressed in detail, with specific techniques to keep the conversation moving towards an appointment.

1. Follow-Up Strategies:
2. "Mastering Dealership Sales Appointments" emphasizes the importance of well-timed and purposeful follow-ups. Statistics show that leads are much more likely to convert when they’re followed up with promptly, and this book teaches readers how to do it right.
3. The book provides strategies for multi-touch follow-ups across different channels—phone calls, text messages, and emails—ensuring that leads stay engaged without feeling overwhelmed.

1. Tracking Performance with Key Metrics:
2. Every dealership needs clear metrics to gauge the effectiveness of its BDC and internet sales team. This book outlines the key performance indicators (KPIs) for tracking appointment-setting success, including show rates, appointment-to-sale conversion, and response times.
3. These insights allow managers to pinpoint areas for improvement, helping their teams refine their approach and increase their overall effectiveness. Tracking these KPIs isn’t just beneficial for individuals but is also valuable for dealers looking to assess the performance of their entire BDC team.

1. Adaptability to All Skill Levels:
2. "Mastering Dealership Sales Appointments" is written to benefit readers at all skill levels. Whether you’re a new hire learning the ropes or a seasoned sales manager looking for a refresher, the book’s content is relevant and actionable.
3. For those who may be new to the industry, the book provides foundational knowledge, while experienced professionals will find advanced strategies to optimize their current approach.

Why You Should Buy "Mastering Dealership Sales Appointments"

This book isn’t just for individuals; it’s for entire teams and dealerships committed to driving improvement. Dealerships invest heavily in advertising to generate leads, but without a robust strategy for converting those leads, much of that investment is wasted. "Mastering Dealership Sales Appointments" ensures that BDC and internet sales teams know exactly what to do when leads come in, reducing wasted advertising dollars and increasing the return on investment.

Available on Amazon in paperback, hardcover, and Kindle, the book provides a portable and affordable resource. You can get it as a digital copy for instant access, or choose the physical editions for a durable reference that can be kept at the dealership for regular team use.

About the Author: Chris Cunningham

With over 25 years of experience in sales leadership, sales training, and software development, I understand the automotive industry’s unique challenges. My career includes roles as the Sales Director at what we grew to be the largest satellite TV dealer, Sales and Marketing Director at the fastest growing Cost Containment Business Consulting group, Finance Director at an Automotive Group, President of intelaTek, Inc and creator of SalesLeader, the first Dealer Sales Management software system designed specifically for car dealerships.

This background in sales management and training laid the foundation for "Mastering Dealership Sales Appointments." The book integrates practical, real-world experience with data-backed strategies that I’ve used successfully across industries. I’m a firm believer that effective appointment setting is the foundation of any dealership’s sales process, and this book is a testament to that belief.

Why Call with Questions?

Throughout my career, I’ve been fortunate to work alongside talented professionals and help sales teams to achieve their sales goals. Writing this book is part of my ongoing mission to support dealerships and sales teams in reaching new heights. If you have questions or need further insight into the strategies presented in the book, I encourage you to reach out directly. I’m happy to discuss best practices, provide clarification, and help you or your team make the most of the book’s strategies.

How SalesLeader Complements Appointment-Setting Strategies

While this book focuses on setting initial appointments, it also serves as a companion to SalesLeader, the Dealer Sales Management system designed to streamline the in-dealership sales process. SalesLeader optimizes the customer experience once they’re at the dealership, ensuring sales teams follow a structured, efficient process that increases the likelihood of closing the sale.

Because SalesLeader doesn’t address the initial stages of setting appointments from leads or inbound calls, "Mastering Dealership Sales Appointments" bridges that gap. Together, the book and SalesLeader form a powerful toolkit for dealerships, covering both initial lead engagement and in-showroom conversion.

Get Your Copy Today and Drive Results in Your Dealership

If you’re ready to transform your BDC and internet sales team’s appointment-setting process, "Mastering Dealership Sales Appointments: Essential Car Sales Training for BDC and Internet Sales Teams" is the guide you need. Head over to Amazon to get your copy in paperback, hardcover, or Kindle. This book will become a staple in your dealership’s training resources, providing actionable insights and scripts that can be used immediately.

Whether you're a dealership owner, manager, or BDC representative, this book is designed to help you achieve measurable improvements in lead conversion and showroom traffic. Don’t miss the opportunity to equip your team with the best practices for handling leads and inbound calls.

In sum, this article offers a comprehensive overview of the benefits of "Mastering Dealership Sales Appointments", highlighting the book’s content, its practical application, and its value as a training tool. By combining the book’s actionable advice with the SalesLeader system, your dealership can achieve higher efficiency and maximize every lead, every time.