In the automotive industry, success starts with appointment setting. Every call is an opportunity to bring a potential customer one step closer to the showroom floor. Yet, many salespeople struggle to turn conversations into confirmed appointments.
Did you know that a well-handled call can double your chances of getting a customer through the door? The difference between a casual enquiry and a booked appointment comes down to technique, timing, and follow-through.
At Total Selling Solutions, we help dealerships and sales teams optimise their call strategies with proven processes, training, and technology to increase conversion rates. Whether you’re a seasoned sales executive or just starting, mastering the art of appointment setting will transform your results.
Why Appointment Setting Matters in Sales
A customer walking into your dealership is significantly more likely to buy than someone browsing online. But before that happens, you need to secure the appointment. Strong appointment setting techniques don’t just fill up your calendar; they increase customer engagement, improve showroom traffic, and ultimately drive sales.
Consider this:
A phone lead has a higher intent to buy than a website visitor but needs a well-structured conversation to take action.
Without a confirmed appointment, customers often delay decisions or disappear entirely.
High show rates lead to higher closing rates, meaning more deals for you and your dealership.
Now, let’s dive into how you can improve your appointment setting and turn more phone calls into successful showroom visits.
1. Use Alternative Closes to Lock in the Time
When booking an appointment, vagueness is your enemy. Instead of asking open-ended questions like, “What time works for you?” use alternative closes that guide the customer towards a decision:
“Would weekdays or weekends work better for you?”
“Morning or afternoon?”
“Would 10:15 or 10:45 work best for you?”
Providing options makes the decision easier and gives the appointment a sense of structure and importance. When the customer commits to a specific time, they are far more likely to show up.
2. Plan Your Follow-Ups Like a Pro
Not every customer will commit to an appointment on the first call—and that’s okay! However, a weak follow-up strategy can mean lost opportunities. Here’s how to keep them engaged:
If a customer requests more information, don’t just say, “I’ll follow up soon.” Instead, be specific: “I’ll check with my manager and call you back at 10:20. Will you be available?”
After every call, schedule a follow-up in your CRM or StreamSpeak system to ensure no lead slips through the cracks.
Always call back when you said you would—this builds trust and credibility.
Pro Tip: Using automated SMS reminders (like those available in StreamSpeak) can reinforce your follow-up efforts and keep the customer engaged between touchpoints.
3. Overcome Objections with Confidence
A customer might hesitate to book an appointment due to concerns about time, budget, or uncertainty. Instead of backing off, address objections head-on:
Customer: “I need to think about it.”
You: “Totally understandable. Just so we can give you the most accurate information, why don’t we set up a quick visit? That way, you can see the options in person and make the best decision for you.”
If you sense resistance, don’t push too hard—but keep the door open. Follow up later with additional information that addresses their concerns.
4. Leverage Your Manager to Help Close the Deal
Sometimes, a second voice can make all the difference. If a customer is hesitant, don’t hesitate to involve your manager. A well-timed manager call can:
Offer additional insights or incentives.
Provide reassurance that the customer is getting the best possible deal.
Build urgency by showing that their business matters.
This approach is particularly useful for high-value sales or complex deals where a customer needs extra confidence before committing.
5. Use Technology to Track and Improve Your Calls
To master appointment setting, you need more than just good technique—you need insight. Using a system like StreamSpeak helps sales teams:
Track call performance (inbound and outbound).
Replay calls to identify strengths and weaknesses.
Filter leads by department for better organisation.
Receive AI-driven feedback on call quality and engagement.
By consistently reviewing and refining your approach, you’ll increase appointment rates and overall sales conversions.
6. Build Urgency & Value in Every Call
The best sales professionals sell the value of the appointment, not just the vehicle. Instead of just scheduling a time, give the customer a compelling reason to show up:
💬 “I’ve got a vehicle that matches your requirements, and we’re running a limited-time offer. If you come in today, I can make sure you’re the first to check it out.”
This creates urgency and gives the customer a reason to prioritise the visit.
7. Don’t Just Set the Appointment—Ensure They Show Up
Once you’ve locked in an appointment, reinforce it with reminders:
Send a confirmation SMS with the date, time, and dealership address.
Call on the day of the appointment to ensure they’re still attending.
Make it personal—mention any specific preferences or needs discussed on the call.
By doing this, you significantly reduce no-shows and increase actual showroom visits.
Boost Your Appointment Setting with TSS
At Total Selling Solutions, we specialise in helping sales teams refine their appointment setting skills, track performance, and close more deals.
📢 Looking to improve your team’s call handling and conversions? Check out our Sales Executive Mastery Course to learn how top performers turn leads into appointments—and appointments into sales.
By applying these proven techniques, you’ll see an immediate improvement in your show rates, customer engagement, and overall sales success.
🚀 Start booking more appointments today and watch your sales soar!
