Cold Call
A cold call is an unsolicited outreach made to a prospective customer who has had no prior interaction with the salesperson or dealership. In automotive retail, this involves contacting potential buyers or service clients by phone or email to generate interest in vehicle purchases, service appointments, trade-in evaluations, or special promotions.
Cold calling is often used in Business Development Centers (BDCs) and by sales teams as part of proactive lead-generation strategies.
Despite being considered a conventional method, cold calling remains a relevant and often underutilized tactic in dealership operations, especially when backed by strong scripts, proper training, and data-informed targeting.
Cold Calling in Automotive Dealerships
Cold calling is handled by BDC agents or sales professionals who aim to reconnect with previous leads, reach out to customers whose buying cycle may be restarting, or contact potential buyers identified through third-party lead sources.
While warm leads (those with prior engagement) often take priority, cold calling is an essential activity for filling sales pipelines and generating showroom traffic during slow periods.
Some common cold calling scenarios at dealerships include:
- Contacting customers whose lease term is nearing completion.
- Calling prospects who previously visited but didn’t purchase.
- Reaching out to service customers who might be ready to upgrade.
- Pitching limited-time sales events or manufacturer incentives.
- Introducing new vehicle models to relevant customer segments.
Effective cold calling can create new sales opportunities when paired with personalized messaging and timely follow-ups.
The Process of Cold Calling
A successful cold call requires a clear structure, beginning with identifying the right prospect. Most modern dealerships utilize CRM systems to segment their customer databases based on criteria such as time since last purchase, vehicle ownership cycles, or service history.
The cold calling process includes:
- Preparation: Reviewing customer data or lead source details.
- Introduction: Briefly identifying the caller and purpose of the call.
- Value Proposition: Explaining why the customer might benefit (e.g., equity in current vehicle, service upgrade, new inventory).
- Objection Handling: Listening to concerns and addressing them with relevant information.
- Call-to-Action: Encouraging the next step, such as scheduling a test drive, appraisal, or service visit.
- Follow-up: Logging the outcome and planning the next step, if needed.
Consistency in tone, confidence, and professionalism can elevate the experience and make even cold outreach feel helpful and relevant.
Challenges with Cold Calling in the Dealership Setting
Cold calling has a reputation for being intrusive or outdated, which is often due to poor execution. Some common challenges include:
- Lack of personalization or relevance to the customer.
- Poor timing, such as calling during work hours or multiple times in a short span.
- Agents who sound scripted, unprepared, or disinterested.
- Failure to track call results or follow up appropriately.
To overcome these issues, dealerships must invest in training, scripting, and regular call reviews. Emphasis should also be placed on understanding the buyer’s lifecycle and contacting them at the most strategic points.
Best Practices for Cold Calling in Dealerships
To maximize results and maintain brand reputation, dealerships should follow these best practices:
- Use up-to-date and well-segmented customer data.
- Train BDC and sales teams on tone, timing, and objection handling.
- Personalize the call by referencing previous interactions or vehicle history.
- Set a clear objective before each call.
- Follow legal and compliance standards, including Do Not Call (DNC) regulations.
- Track outcomes to refine scripts and approaches.
Integrating cold calls with digital communication strategies, such as follow-up emails or SMS, can also improve engagement.
Why is Cold Calling Important?
As digital marketing continues to grow, cold calling remains a vital direct outreach method for dealerships seeking to re-engage leads or expand their market share. A well-executed cold call delivers a personal touch that digital ads can’t match. When supported by CRM insights and trained agents, it becomes a high-impact channel for generating leads and reactivating customers.
It’s not just about making a sale; it’s about opening a dialogue. In many cases, that initial cold call initiates a customer journey that culminates in a test drive, a handshake, and a vehicle sale.
Automotive Training Network helps your BDC and sales team master the art of cold calling through proven strategies, scripts, and real-world coaching.
Our training improves confidence, conversion rates, and professionalism on every call. Partner with ATN to turn every outreach into a real opportunity.