The Mechanics of Selling a Car…The Road To A Sale


Let’s get down to the nuts and bolts of selling cars. In the first part, I covered how attitude greatly affects the way we look at things. It also affects how we approach and deal with certain situations. I will go into detail on what you should not say, what you should say as well as when to say it. Now I don’t want to put words in your mouth, but I will. Some lines should be used just as they are written but they should still come from you and your personality. Before you can say something to a customer, you need to understand it and believe it. Then they will believe you. Because what you’re saying is 100% true… ALWAYS! Use the principles set up in the first chapter and make them a way of life. When you do, you’ll be three quarters of the way to your first sale. If you are already selling cars, it just got a whole lot easier.

Obviously, you want to learn as much as you can from this article and I don’t think anyone step is more or less important than any other. However, I will say that the walkaround presentation is the one that will make all the other steps easier. If a customer REALLY, REALLY wants a car because you bestowed all the features, benefits, values and virtues of it so well, the negotiating, closing and delivery will be easy and fun.

The walkaround should become second nature. It should be committed to your subconscious mind so you do it the same way every time. The way to sell cars is by being in control. You stay in control by asking questions. If you know the walkaround presentation well, you can focus on asking questions while still not interrupting the flow of the sale. You should be able to do the walkaround unconsciously so you can use your conscious brain to listen to the customers. If you are stumbling through a presentation you will never be able to listen to important things the customer may be trying to tell you.

A word about training… There was a survey done which stated a typical manager spends about 18% of his time working directly with the sales force. I don’t think that’s enough. But I also don’t think it’s entirely his or her fault. It’s everybody’s fault! It’s the dealer’s fault for giving the manager too much to do. They are expected to handle recruiting, interviewing and hiring salespeople, writing ad copy, arranging the lot every other day, calling up irate customers, whatever. It’s also the manager’s fault for not being able to manage time very well. Nothing against managers, but with everything they are responsible for, when do they have time to learn time management?

Lastly, and most importantly, I think it is also the salesperson’s fault. And as a salesperson, the only one you can do anything about is yourself. The best way to get more training out of a manager is to ASK!!! After every deal you should walk into the manager’s office and say, “Boss, you got a second?” and he will say “Yeah, sure, whaddayawant?” “I just had a question on where I lost this last guy we were working.”

If you do that, I’ll guarantee he’ll give you a half hour. Do it three or four times a week and you’ll be getting a ton of extra hours of one-on-one training with one, or several of the best in the business.

Don’t forget to do that not only when you don’t get a deal put together but also when you do! Meaning you would like to know what you did right as well as what you did wrong.

One more thing on selling your first car… If you screw it up, it’s not the end of the world. Just get yourself another customer. You do your best, communicate with your manager, never lie and you’ll do fine.

Okay, in my road to a sale there are 11 steps. But to ensure your long term success there are actually 13 steps. The first eleven steps are what you do with every deal from the time you MEET a customer to the time you hand them the keys. Oh, you can skip a step and sell a car, but if you want to eliminate the element of luck, maintain control and insure success, follow this list. Steps 12 and 13 are to insure continued success.


The Eleven Steps to Selling a Car

1. Meeting and Greeting
2. Qualifying
3. Six-Position Walkaround Presentation
4. Demonstration
5. Representation
6. Transition
7. Dealership Tour and Service Walk
8. Negotiation
9. Closing
10. Turn-Over
11. Delivery
The following two steps complete the road to a sale and start the cycle over.
12. Follow-up
13. Prospecting

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