Car Dealership BDC Scripts: 9 Phone Word Tracks That Book Appointments

Car dealership BDC scripts work best when every call has one job: booking a visit at a set time. Say who you are, answer the one question the customer has, offer two appointment times, then confirm the vehicle, the trade-in and who they'll meet.

Below are nine phone word tracks for the calls a business development center (BDC) makes every day, from the first internet lead call to service-to-sales and lease ends. You'll also find a calling cadence, voicemails, answers to six objections and the US rules on how long you can keep calling each lead. Rather have someone make these calls for you? Skip to Need Someone to Make the Calls?

What Should Car Dealership BDC Scripts Do?

A BDC script should get the customer to a set appointment with a named salesperson. It shouldn't try to sell the car on the phone. Each call type below has a different starting point, but the same goal:

Three habits make all of these car dealership BDC scripts work:

• Offer two times. "Would 4pm today or 10am tomorrow be better?" gets a yes far more easily than "When works for you?"
• Write it down. Note the vehicle, the timing, the trade-in and who they'll meet, so your salesperson never asks the same questions again.
• Record with notice. If your BDC records calls, start with the notice your state needs. Some states, California among them, require everyone's consent to record. See call recording laws by state.

Square brackets mark the parts you fill in. Read each script out loud a few times, then put it in your own words.

Internet Lead Script: The First Call

Call new internet leads first, newest at the top. The faster you call, the more likely they are to pick up: our speed to lead statistics collect the research.

You: "Hi, is this [first name]? This is [your name] from [dealership]. You sent us a request about the [year, model] a little while ago, and I wanted to make sure you got what you needed. Do you have a minute?"

You: "Great. Are you set on the [model], or still comparing a couple of options?"

You: "And will you be trading in a vehicle?"

You: "The best way to know if it's right is to drive it. I can have it ready for you [day] at [time] or [day] at [time]. Which is better?"

You: "Perfect. You'll be meeting [salesperson]. I'll send you a confirmation with the address. Is this the best number to reach you?"

If they say "Just send me your best price":

You: "I understand, nobody wants to haggle. [If your store shares internet prices: The internet price on that one is [price].] The final number depends on the exact vehicle, your trade-in and the incentives you qualify for, and we can check all of that in one visit. Could you come by [day] at [time] or [time]? We'll go through the numbers with the car in front of you."

How Often Should a BDC Call a New Lead?

Call a new internet lead within minutes, try again later the same day, then keep calling on a set schedule until the customer books, says no, or your calling window ends. Here's a simple cadence to start from, then adjust it to your own results:

In Florida, Oklahoma and Maryland, never make more than three calls in 24 hours to the same customer about the same subject. Anywhere, stop as soon as a customer asks you to.

Phone-Up Script for Inbound Sales Calls

A phone-up is a customer calling your sales line. They called you, so the job is to answer their question, get a name and number in case the call drops, and book.

You: "Thanks for calling [dealership], this is [your name]. How can I help?"

Customer: "Do you still have the [model] I saw online?"

You: "Let me check that for you. While I do, may I get your name? ... And the best number in case we get cut off?"

You: "Good news, [it's here / we have two like it]. When would you like to see it: today at [time] or tomorrow at [time]?"

If the customer only wants a price, use the answer above. Once someone has asked about a vehicle, they count as an inquiry, which matters for how long you can call them back (see How Long Can a Dealership Call a Lead?).

Unsold Showroom Follow-Up Script

Call customers who visited and didn't buy the next day, while the visit is fresh. Ask what stopped them, then listen.

You: "Hi [name], it's [your name] from [dealership]. Thanks for coming in yesterday to look at the [model] with [salesperson]. I'm calling to check: was there anything we didn't answer for you?"

Customer: "We're still thinking it over."

You: "That makes sense, it's a big decision. What's the main thing you're still deciding on: the payment, the model or the timing?"

You: "[Salesperson] has some ideas on that. Could you come back [day] at [time] or [time]? And if someone else will be driving it too, bring them along."

Appointment Confirmation Script

Call the day before. A confirmed appointment is more likely to show up, and a customer who can't make it can be moved now rather than missed.

You: "Hi [name], it's [your name] from [dealership], confirming your visit tomorrow at [time] to see the [model] with [salesperson]. Does that still work?"

If yes: "Great. Please bring your driver's license for the test drive, and the loan or title details for your current car if you're trading it in."

If no: "No problem. Would [day] at [time] or [time] work better?"

Missed Appointment Script

Call soon after the missed time. Keep it friendly. People who feel blamed don't come back.

You: "Hi [name], it's [your name] from [dealership]. We had you down for [time] today to see the [model], and I just wanted to make sure everything's OK."

Customer: "Sorry, something came up."

You: "No problem at all, it happens. Would later today at [time] or tomorrow at [time] be easier? I'll make sure [salesperson] has it ready."

Trade-In Request Script

These customers asked what their car is worth, often through a form on your website. The goal is an appraisal in person, because the real number depends on the car's condition.

You: "Hi [name], it's [your name] from [dealership]. You asked what your [year, model] is worth. An online estimate is a good start, but the final number depends on the car's condition and history, so our appraiser needs to see it."

You: "Are you looking to replace it, or just selling?"

You: "The appraisal takes about [length of time]. Could you bring it in [day] at [time] or [time]? If you're also looking at something newer, I'll have [salesperson] there too."

Service-to-Sales Script

Service customers already know your dealership. Call while their car is in the shop or soon after a visit, and lead with a free appraisal rather than a sales pitch.

You: "Hi [name], it's [your name] from [dealership]. I see your [model] was in with our service team on [date]. Our used-car team is looking for cars like yours, and they asked me to offer you a free appraisal, with no obligation to sell."

You: "Could you stop by [day] at [time], or would you like us to do it the next time it's in for service?"

Only say the used-car team wants cars like theirs if your used-car manager has confirmed it. A paid service visit counts as a purchase of your services, which matters for the calling rules below.

End of Lease or Loan Script

Customers near the end of a lease or loan have a decision to make, which gives you a reason to call. Explain their options, then book a time to go through them.

You: "Hi [name], it's [your name] from [dealership]. Your lease on the [model] ends around [month], and you have a few options: return it, buy it, or move into something new. [Salesperson] can show you what each one would look like for you."

You: "Could you come in [day] at [time] or [time]? It takes about [length of time], and there's no commitment."

Check when the customer last bought from you before you call. If the lease or loan was signed more than 540 days ago and they haven't paid you for anything since, such as a service visit, the purchase window may have ended. In that case, check their number against the National Do Not Call Registry first.

Aged Lead Script

An aged lead is an inquiry that went quiet. Be honest that you're following up, and make it easy for them to say no.

You: "Hi [name], it's [your name] from [dealership]. You asked about the [model] back in [month]. I'm not calling to push, I just wanted to ask: are you still looking, or have you already found something?"

If still looking: "What's changed since then? ... Would it help to come in [day] at [time] and drive a couple of options?"

If they bought elsewhere: "Congratulations. I'll note that so we don't call you about it again. If you ever need service, we're here."

If the customer's number is on the National Do Not Call Registry and they haven't bought from you, you can call only within 90 days of their inquiry. After that, check the number against the registry first.

BDC Voicemail Scripts

Keep voicemails to about 20 seconds: who you are, one reason to call back and your number, said twice.

New internet lead:

"Hi [name], it's [your name] at [dealership], about the [model] you asked about. [It's in stock and] I can have it ready for a test drive today or tomorrow. Call me back at [number]. That's [number]."

Missed appointment:

"Hi [name], it's [your name] at [dealership]. We missed you at [time] today, no problem at all. Call me back whenever it's convenient, and I'll find you a new time. [number]."

End of lease or loan:

"Hi [name], it's [your name] at [dealership]. Your lease on the [model] ends around [month], and I'd like to walk you through your options before then. Call me at [number]. Again, [number]."

Answers to 6 Common Objections

Acknowledge the objection, then bring the conversation back to a visit. Never argue.

What Should a BDC Agent Not Discuss on the Phone?

A BDC agent books appointments, so leave these for the visit, unless your managers have approved a set answer:

• Final prices and negotiation. A number quoted without the trade-in and incentives is often wrong, and a customer who has a price may not need to visit.
• Trade-in values. The appraiser needs to see the car.
• Financing, monthly payments and credit questions. These belong with your finance team.

Agree in writing which answers your BDC can give. Then every agent says the same thing, and nobody makes a promise your sales team can't keep.

How Long Can a Dealership Call a Lead?

A US dealership can call a lead whose number is on the National Do Not Call Registry for 90 days after their inquiry, and for 540 days after they buy, lease or pay for service with you. Dealership leads are consumers, so consumer calling rules apply. This is general information about US federal rules, not legal advice.

The FTC's Telemarketing Sales Rule defines an established business relationship as an inquiry or application in the last 90 days, or a purchase, rental, lease or financial transaction in the last 540 days. The FCC's TCPA rules set the same windows as three months and 18 months. Here's how that maps to your leads:

Three more rules matter for a BDC:

• Calling hours. Federal rules allow calls to homes between 8am and 9pm in the customer's time zone (16 CFR 310.4). Florida, Oklahoma and Maryland allow sales calls to consumers only from 8am to 8pm, with no more than three calls in 24 hours on the same subject. See calling laws by state.
• Your own do-not-call list. When anyone asks not to be called again, record it and stop, even if they're inside a window. The Telemarketing Sales Rule treats that request separately from the national registry.
• Autodialed and prerecorded calls. The FCC's rules need prior express written consent for telemarketing calls to mobile phones made with an autodialer or a prerecorded voice. A live call that your agent dials by hand isn't covered by that rule.

For the same windows in Canada, the UK and Australia, see do not call exemptions by country.

Need Someone to Make the Calls?

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• Hire a Caller (from $1,499/month per caller): a vetted, full-time caller works your leads during your opening hours and reports to your BDC or sales manager. See hire cold callers.
• We Call for You (from $2,199/month per caller): with our cold calling services, we supply, train and manage the caller, write the scripts with you, and send call recordings and a weekly report.

If many of your customers speak Spanish, a caller from Latin America can work your leads in English and Spanish, for $2,399 a month on Hire a Caller or $3,099 on We Call for You. Your caller books appointments only: prices, trade-in values and financing stay with your team.

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Book a 30-minute call: tell us how many leads you get, where they come from and your opening hours, and we'll recommend a caller country.