When a potential customer picks up the phone and calls your dealership, it’s not just a casual inquiry — it’s a moment of decision. Maybe they’ve been browsing online for days, maybe they’re comparing multiple dealerships, or maybe they’re nervous about the process altogether. Either way, how you answer that call sets the tone for everything that follows.
For dealerships across Canada — whether you sell brand-new models or reliable used vehicles — earning trust over the phone is the first step to closing more deals and building lifelong customer relationships. Here’s how to do it right.
Time matters. If your phone rings more than 3–4 times before someone picks up, that delay can send a message that you're disorganized, understaffed, or simply not interested.
Tips:
Aim to answer by the third ring.
Greet with energy and clarity:
"Good afternoon, thanks for calling [Dealership Name] in [City], this is [Your Name], how can I help you today?"
Avoid rushed or monotone greetings. Your voice is your smile on the phone.
Too many sales teams jump straight into pitching vehicles, payment plans, or promotions. But that’s not what the customer wants right away.
Instead:
Let them explain what they’re looking for.
Ask open-ended questions:
“What kind of vehicle are you currently driving?”
“What’s most important to you in your next car?”
“Have you looked at anything specific yet?”
Showing that you're listening — really listening — goes a long way toward building trust.
This is critical. The automotive industry sometimes suffers from a perception of “salesy” tactics. Get ahead of that by being upfront and genuine from the first call.
What builds trust:
Avoid jargon unless it’s clearly explained.
If you don’t know an answer, say:
“That’s a great question. Let me double-check that for you and call you back within the hour.”
Be honest about vehicle availability, pricing, and financing.
People appreciate honesty — even if it’s not the answer they wanted — because it proves you’re credible.
The customer isn’t always ready to book a test drive — and that’s okay. Your goal is to provide something of value that keeps them engaged.
Try:
Recommending a few vehicles based on their needs.
Offering to email or text photos and vehicle specs.
Inviting them to stop by for a no-pressure vehicle walkthrough.
“Would it help if I sent you a couple of options that match what you’re looking for? No pressure — just a way to help you narrow things down.”
This approach positions your dealership as helpful, not pushy.
Make sure every caller feels remembered. That starts by writing down key details from your conversation — even if they don’t book an appointment that day.
Record things like:
What kind of car they’re interested in
Budget range
Trade-in status
Timeline for buying
Use this info in your follow-up:
“Hi [Name], it’s [Your Name] from [Dealership]. I remembered you were looking for an SUV under $30,000 with low mileage — we just had one come in I thought you might want to see.”
This level of personalization proves you're paying attention and sets your dealership apart from the rest.
Don’t hang up without offering a clear path forward. Even if the customer is undecided, your job is to guide them gently toward the next action.
Examples:
“Would you like me to check what’s arriving next week and give you a call back?”
“I can hold this vehicle for 24 hours if you’re interested in seeing it.”
“If you’re unsure about financing, we can pre-qualify you in 2 minutes — would you like me to send you the link?”
Clarity creates comfort. Customers trust businesses that lead them confidently.
Whether you’re running a Ford dealership in Toronto or a used car lot in Kelowna, one rule applies across Canada: People buy from people they trust. And that trust starts not when they walk through your door, but the second they hear your voice on the phone.
Train your team to treat every call like it’s the most important one of the day. Because to that customer — it is.