Author: Gavin Fitzgerald  CSM I

The digital era of commercial vehicle sales is certainly here to stay, but despite the many technological advancements we’ve made in this arena, phone calls still remain an undeniably powerful channel for lead conversions. We can throw as many AI chat bots and fancy website features as we’d like at commercial customers, but nothing beats a good old fashioned phone conversation to clinch that next sale.

Whether it’s a General Contractor looking for their first service truck or a veteran Fleet Manager replacing a dozen box vans, when your customers call the dealership they aren’t just browsing - they’re ready to talk. Market analysis from Marchex shows nearly six out of every ten inbound calls to a dealership’s sales department have a purchase intent. And yet, too many dealerships are inadvertently putting up barriers between themselves and their next commercial customer.

We know that call volumes are high, phone systems are complex, and it’s easy to fall into a “I’ll call them back later” mentality. But when it comes to commercial vehicle sales, later can easily turn into never — and that’s $$$ walking out the door.

With all this in mind, Work Truck Solutions has launched the new Call Tracking Overview feature to bring transparency, accountability, and data-driven insights to your inbound call game. And that’s also why we'll be highlighting a list of ‘best practices’ for call handling in this edition of the Monthly Mile Marker.

WTS Call Tracking Overview

We’ve rolled out a powerful new feature on the Work Truck Solutions platform that records, transcribes, and provides industry-leading AI analysis of inbound calls from your commercial customers.

Here’s what it delivers:

Real-time call recordings and transcripts

AI-powered call type analysis

Visibility into missed, answered, spam, and abandoned calls

Caller ID, date, time, and phone number for your records

Reporting to help identify patterns and improve lead management

The Call Tracking Overview feature shows you what’s working, what’s not, and where customers might be falling through the cracks.

Broken Call Paths & Missed Opportunities

Here’s an all too familiar situation: Bob, the proprietor of a local landscaping company - finds a listing for a new Stake Bed on your WTS site. He calls your tracking number, only to be greeted by an automated phone tree with 6 separate options (none of which mention “commercial sales.” He presses ‘0’ to hopefully reach an operator. The line rings and rings. Before he has a chance to speak to a commercial sales professional he gets frustrated and hangs up.

Bob might not call back. He may, in fact, decide to give your competitor a ring.  

Unfortunately, this isn’t a rare occurrence. Invoca’s 2024 Buyer Experience Benchmark Report shows 61% of customers say they’ll hang up if they can’t reach a real person quickly. As a matter of fact, calls to businesses still convert 10–15 times more often than web leads, especially in high-consideration purchases like commercial vehicles.

Let’s make it easy for commercial buyers to connect with your team. 

Best Practices for Call Handling

Here’s how to improve up your phone game and ensure no leads are left behind:

Answer that Phone. Full-Stop.

Although it may seem like simple advice, it’s one of the most effective methods of preventing lost phone leads. Don’t let calls go to voicemail when you’re available.

*Pro Tip: Use your Call Tracking Overview report to monitor unanswered and abandoned calls and give them a quick ring back. 30 seconds of your time could very easily result in another vehicle sold. 

Update Your Generic Voicemail

Updated voicemails should include: your name, department (commercial sales), dealership name, and a clear CTA for a call/text back.

For example: “Hi, you’ve reached David in the Commercial Vehicle Department at John Doe Ford. Sorry I missed your call — if you’d please leave your name and number, I’ll happily return your call promptly.”

Clearly Label Your Commercial Line 

Make sure your automated phone tree includes a clear option to reach the commercial sales department. Something along the lines of, “For commercial sales, press 2”. Routing commercial customers to a general/retail sales line can add unnecessary friction to the shopping experience.  

It’s even better if your customers can reach a commercial sales professional directly! A recent report from Salesforce shows 75% of callers prefer speaking to a human over navigating automated options. 

Return Missed Calls ASAP

Time is money! The longer it takes you to reach back out to that customer, the greater the chances are that they’ve already contacted a competitor dealership.

Your Call Tracking Overview highlights which calls went unanswered or were abandoned. Check the report at the start of your work day and call back any customers that weren’t able to reach a commercial sales professional.  Prioritizing these missed calls is a great way to ensure no leads are left on the table!

Let Them Know Who You Are

Don’t assume the caller knows who they reached. “This is Bill in Commercial Sales at ____ Motors - how can I assist you today?” sets the tone immediately.

Update your Voicemail to include your name, title and any alternative modes of communication where you can be reached (text/email/etc.)

Final Thought: Human Connection Makes all the Difference

Phone calls are still the most direct connection point between your commercial dealership and the business owners who help keep the lights on. The plumbers, contractors, and landscapers in your market aren’t simply looking for a quote. They’re looking for a qualified professional to speak their language and help them to make an informed purchasing decision. 

Don’t make them work for it.

With a few simple adjustments in call handling, your sales team can close more deals and build increased trust with the buyers who matter most.

Reach out to your Work Truck Solutions CSM today to see how the new Call Tracking Overview feature can help optimize your call handling game.