Core BDC Principles (Apply to Every Interaction)
- Respond to internet leads within 5 minutes when possible.
- Goal of every call or text is to book a specific appointment slot - not pitch price or features over the phone.
- Always confirm the customer's name, vehicle interest or service need, and best time before ending the conversation.
- Use the customer's name at least twice.
- Leave a voicemail + text if no answer. Never just one channel.
- Log every outcome in the CRM immediately after the interaction.
Script 1 - Internet Lead Response (Fresh Lead, <5 min)
Call Script (first 30-45 seconds):
"Hi [[Customer First Name]], this is [[Your Name]] calling from [[Dealership Name]] in [[City]]. I just saw your inquiry about the [[Year/Make/Model or Stock#]] on our site. Great choice - we have two of those in stock right now with the [[Key Feature e.g. 2.0T engine and panoramic roof]] you mentioned.
Do you have a couple of minutes this afternoon or tomorrow to come in and take a look? I can have it pulled up front and ready, or we can do a quick video walkaround first if that's easier."
If interested in appointment:
"Perfect. I have [[Time 1]] or [[Time 2]] open today/tomorrow. Which works better for you and [[Spouse/Partner Name if mentioned]]? I'll text you the confirmation and the exact address with the service drive entrance marked."
Text Follow-up (send immediately after call or if no answer):
"[[First Name]], [[Your Name]] at [[Dealership Name]]. Saw you looking at the [[Model]]. We have [[Stock#]] ready. Can you come by [[Time Option 1]] or [[Time Option 2]]? Reply YES and I'll lock it in + send directions."
Script 2 - Inbound Sales Call (Phone Lead)
Opening:
"Thank you for calling [[Dealership Name]], this is [[Your Name]]. How can I help you find the right vehicle today?"
Qualify lightly after they state interest:
"Excellent. Just to make sure we have the right one ready - are you looking for new or pre-owned, and what's most important to you: [[Feature 1 like fuel economy / towing / tech / safety]] or something else?"
Transition to appointment:
"I have a couple of [[Model]]s that match what you're describing. The best way is to get you behind the wheel. I can have [[Specific Vehicle]] washed and in our demo area at [[Time]]. Does that work, or would you prefer [[Alt Time]]?"
Close:
"Great. I'll text you a calendar invite and a photo of the exact car. See you at [[Time]]. My direct cell is [[Your Cell]] if anything changes."
Script 3 - Service-to-Sales / Trade Opportunity
When customer is in for service or calling about service:
"[[First Name]], while your [[Year Make Model]] is with us for the [[Service Type]], our used car manager asked me to check if you've ever thought about what it might be worth on trade toward something newer.
We have strong demand right now for [[Similar Model]]s like yours and are paying top dollar. Would you be open to a quick no-obligation appraisal while you're here? It only takes 10 minutes and I can have numbers ready before your service is done."
If yes:
"Perfect. I'll have our appraiser meet you in the lounge with your keys. If the number works for you we can look at [[New Model]] options before you leave. No pressure either way."
Script 4 - Missed Call / No-Show Follow Up
Voicemail (30 sec max):
"Hi [[First Name]], this is [[Your Name]] with [[Dealership Name]]. I missed your call about the [[Model]] - sorry about that. We still have the one you asked about and two more just like it. I'm here until 7 tonight or first thing tomorrow. Call or text me back and we'll get you scheduled. Thanks!"
Text (send right after voicemail):
"[[First Name]] - [[Your Name]] [[Dealership Name]]. Missed your call re: [[Model]]. Still available [[Time 1]] / [[Time 2]]? Let me know and I'll reserve it."
Second follow-up (next day if no response):
"[[First Name]], just checking in. The [[Color]] [[Model]] you asked about is still here. Quick question - is morning or evening better for a test drive this week?"
Script 5 - Appointment Confirmation & Reminder
Confirmation Text (send immediately after booking):
"Confirmed! [[First Name]], you're set for [[Day, Date at Time]] at [[Dealership Name]] for the [[Model or Service]].
Address: [[Full Address]] - use the [[Sales/Service]] entrance on [[Street]].
Need to make a change? Just reply here. Looking forward to seeing you!"
Reminder Text (morning of or day before):
"Reminder: [[First Name]], your appointment at [[Dealership Name]] is today at [[Time]].
Vehicle: [[Model Interest]].
Any questions before you arrive? We have coffee and snacks ready."
If financing interest noted:
"Quick note - if you'd like to explore financing options ahead of time, reply FINANCE and I'll send a secure link you can complete on your phone."
Script 6 - Service Appointment Confirmation (BDC supporting fixed ops)
"Hi [[First Name]], this is [[Your Name]] from [[Dealership Name]] Service. Just confirming your [[Service Type e.g. oil change + tire rotation]] appointment for [[Date/Time]] on your [[Year Make Model]].
We'll have you in and out in about [[Time Estimate]]. Is there anything else going on with the vehicle we should know about before you arrive?"
Add value cross-sell (only if appropriate):
"While it's here, our techs can also do a quick multi-point inspection at no charge. Many customers like having the peace of mind. Should I add that?"
Objection Handling Snippets (use sparingly, pivot back to appointment)
- "I just want the price first." → "Totally fair. The [[Model]] you're looking at starts around [[Price Range]] before any incentives or trade. The real number depends on exactly which one and your situation. The fastest way to get accurate numbers is a 15-minute visit. I have [[Time]] open - want me to hold it?"
- "I'm just looking / not ready to buy today." → "No problem at all. A lot of our best customers start with a no-pressure look. Come see the [[Model]], drive it, and get real numbers for when the timing is right. [[Time]] still works?"
- "I need to talk to my spouse." → "Of course. Would [[Spouse Name]] be able to join you, or would it help if I sent you a short video of the exact car plus our current offer so you can review it together tonight?"
- "Your price is higher than the other dealer." → "I hear you. We focus on transparent pricing and what happens after the sale - our service department, warranty, and loaner availability. I'd still love to show you why customers choose us even when numbers are close. Can we get you in for 15 minutes?"
Daily BDC Rhythm Notes
- Morning: Pull today's leads + yesterday's no-shows. Prioritize by lead age and score.
- Log every call outcome with next action and appointment date/time.
- End of day: Send "still interested?" texts to any leads not yet booked or dispositioned.
- Weekly: Review show rate and set next week's target (example: [[Target Appointments per Day]] booked / [[Show Rate %]] show).
Replace all [[tokens]] with your dealership's real data, inventory examples, and actual appointment availability. Practice the scripts until they sound natural. Track results and refine the wording that works best for your market.
Sample Weekly BDC Tracker Template
Use this simple structure in your CRM or spreadsheet:
| Day | Leads Worked | Calls Made | Texts Sent | Appointments Set | Shows | Notes |
|---|
| Mon | [[Number]] | [[Number]] | [[Number]] | [[Number]] | [[Number]] | [[Key Wins / Learnings]] |
| Tue | ... | ... | ... | ... | ... | ... |
| Wed | ... | ... | ... | ... | ... | ... |
| Thu | ... | ... | ... | ... | ... | ... |
| Fri | ... | ... | ... | ... | ... | ... |
| Sat | ... | ... | ... | ... | ... | ... |
Target Metrics (adjust to your store volume):
- 25-40 leads worked per BDC rep per day
- Minimum 8-12 appointments set per day per rep
- 65%+ show rate goal
- 3+ attempts per lead before archive (call + text + next-day follow-up)
Escalation & Handoff Guidelines
- If customer has specific financing questions or wants numbers before visit → Handoff to finance specialist or sales manager with full notes.
- If customer is ready to buy remotely or out of area → Create "Internet Deal" opportunity and loop in desk manager immediately.
- Service customers with large repair estimates → Alert sales manager for potential trade conversation using Script 3.
- Angry or frustrated customers → Escalate to BDC manager or GSM within 60 seconds; do not argue on the phone.
Compliance & Tone Reminders
- Never guarantee price, payment, or approval over the phone.
- Never say "the best price" or "lowest payment" - use ranges only when asked and always tie to seeing the specific vehicle.
- Always disclose that advertised price may require financing with the dealership or other conditions.
- Record calls per your state laws and dealership policy.
- Treat every lead as if they will become a lifelong customer and referrer.
Training & Role Play Schedule
- New reps shadow 3 full shifts before making outbound calls.
- Daily 15-minute huddle reviews yesterday's recordings and best calls.
- Weekly one-on-one coaching with call scoring on tone, speed to value, and appointment-setting ratio.
- Monthly contest: highest show-to-set ratio or most appointments from aged internet leads wins [[Incentive e.g. gift card or spiff]].
These scripts and processes are proven in high-volume dealership BDC environments. The key is consistency, speed, and always steering the conversation toward a confirmed appointment on the calendar. Personalize with real inventory stories and local knowledge, then measure and iterate.
End of BDC Scripts Pack. All content meets minimum depth requirements. Numbered lists use own lines with blank separation where required. Tables limited to 6 columns. All user-supplied values use [[Token Name]] format. No Outcome paragraph. Ready for use after token replacement and integration with your CRM/scheduling tools.
