Appointment-Driven Communications

Appointment-Driven Communications

Appointment-Driven Communications is the phone training, talk-track and email/voicemail best practices course for anyone who wants to have success in an Appointment Culture in their dealership. If you’re a car salesman and you want to sell more cars at higher grosses, then you must become proficient at setting appointments that show and buy. If that describes you, then this course was designed specifically for you. To read the transcripts of any video in this series, please visit the post dedicated to that lesson:

Appointment-Driven Communications – Part 1

Appointment-Driven Communications – Part 2

Appointment-Driven Communications – Part 3

Appointment-Driven Communications – Part 4

Appointment-Driven Communications – Part 5

Appointment-Driven Communications – Part 6

Appointment-Driven Communications – Part 7

Appointment-Driven Communications – Part 8

Appointment-Driven Communications – Part 9

Appointment-Driven Communications – Part 10

Appointment-Driven Communications – Part 11

Appointment-Driven Communications – Part 12

Appointment-Driven Communications – Part 13

Appointment-Driven Communications – Part 14

Appointment-Driven Communications – Part 15

Appointment-Driven Communications – Part 16

Appointment-Driven Communications – Part 17

Appointment-Driven Communications – The Test


Phone Skills Training


  1. Karen
    May 30, 2018 @ 8:04 pm

    Hello Steve! Our biggest hurdle is that we are in an area that is primarily sub-prime customers. The frequent objection we encounter is that the customer does not want to come in unless they can be approved before hand. We use all the objection handling answers, but they steadfastly refuse to come in. They also make appointments then will not show up and will not answer their phones. After working in other dealerships successfully using the regular techniques, we are becoming frustrated with our customer base. Do you have some advice to help us?


    • Steve Stauning
      May 30, 2018 @ 8:35 pm

      Hi Karen,

      There are two schools of thought on sub-prime prospects. One is to get everyone in, and one is to pre-qualify everyone. It sounds like your dealership subscribes to the former.

      The best process for this approach is to ensure the customer understands that it’s irresponsible for a dealer to discuss a consumer’s credit worthiness over the phone. Included in this talk track is something like “… however, we value your time and promise to get you a credit answer withing XX minutes of completing our quick credit app. Now, we do have to priority appointments open with our credit specialist this morning; we have a 9:15 and a 9:45. Which of these works better for you?”

      Consumers unwilling to set an appointment with me using this talk track are simply not a fit. Also, anyone unwilling to set an appointment after this word track likely couldn’t get bought anyway.

      Let me know how this goes.

      Good selling!



  2. RR
    August 13, 2016 @ 2:18 pm

    I don’t sell cars, but as an independent service provider I do need to set appointments for myself. Your S&S clips are great! I’ve studied and applied many cold calling and appointment setting methods, but your clips cut to the chase. Thanks! I particularly liked your recap steps at the end of the appointment setting call. “I can count on you…?”


    • Steve Stauning
      August 13, 2016 @ 2:20 pm

      RR – Thank you for the kind words! I’m glad to hear these videos have value in and out of automotive retail.

      Good selling!

      – Steve


  3. Roy Kehler
    June 15, 2015 @ 3:11 pm

    Good Morning Steve,
    My name is Roy Kehler. Our business is located in the province of Manitoba, Canada. (Home of the Winnipeg Jets). You don’t know me but I respect your expertise. We recently started a contact center that sets appointments for the sales staff at auto dealers. Keep in mind we only call their existing customer base to set appointments for an upgrade sale. We have tested our software, scripts and staff performance for the last 8 weeks. Before we roll out our services to more than the 5 dealers we used in our test period I wanted to get your opinion on industry average appointment setting rates. For example: in our situation, calling a dealer’s existing customers only, how many of the customers our agents actually talk to should become an appointment?
    I thank you for your time and will be grateful for your answer.


    • Steve Stauning
      June 15, 2015 @ 8:48 pm

      Thank you for your kind words.

      The appointment ratios we see for owner marketing (database) calls can vary widely based on a number of factors. The two with the greatest impact we see are Equity Position and Talk Track Used.

      Using our talk tracks (“we have a buyer and immediate need for your…”) to call people who have some equity (or manageable negative equity) generates roughly 1 appointment shown for every 2-3 customers reached. I’m not sure if this data would hold for a third-party, offsite call center such as yours, but it should be close (I would think). (Coincidentally, we just released a new series focused on these calls and how they fit in the Appointment Culture:

      Good selling!


Leave a Reply

Your email address will not be published. Required fields are marked *