Automobile Sales Automobile Sales TrainingTraining

The steps that sales professionals The steps that sales professionals must do to become successful!must do to become successful!

ByByJason ParmanJason Parman

Meet and GreetMeet and GreetStep OneStep One

The first and most important step in The first and most important step in selling a new and used vehicle is the selling a new and used vehicle is the Meet and Greet! Meet and Greet!

Salespeople that never had formal Salespeople that never had formal automobile sales training, and even automobile sales training, and even some of those that have, don’t some of those that have, don’t realize the impact the first step has realize the impact the first step has on the remainder of the sales on the remainder of the sales process.process.

Overlooking the first step is easy to Overlooking the first step is easy to do, since the act of greeting do, since the act of greeting prospects seems so basic that it is prospects seems so basic that it is considered to be more of a formality considered to be more of a formality than an important part of the selling than an important part of the selling process.process.

It’s true that the step is very basic It’s true that the step is very basic but the “Basics” of selling create the but the “Basics” of selling create the foundation that the success of more foundation that the success of more specialized sales skills will depend specialized sales skills will depend on.on.

Goals of the Meet and GreetGoals of the Meet and Greet

You have courteously exchanged introductions with your You have courteously exchanged introductions with your prospects.prospects.

Prospects know that you are there to assist them.Prospects know that you are there to assist them. You have started You have started building rapport with your prospects! Prospects feel comfortable asking and answering questions.

Remember that you never get a second chance to make a good first impression. Potential customers take a very hard look at you—the person—before they write out that check. You would probably be exactly the same way if your were going to make a major purchase. You customers are more likely to part with their money if you look respectable, responsible, trustworthy, and honest!

Practice for the Meet and Practice for the Meet and GreetGreet

Memorize effective responses to common opening Memorize effective responses to common opening lines used by prospects at your dealership.lines used by prospects at your dealership. You know You know the opening lines that I’m talking about; “just looking, we’re the opening lines that I’m talking about; “just looking, we’re not buying yet, or give us your card and we’ll come get you not buying yet, or give us your card and we’ll come get you if we need you.” Most people have a neutral tendency to if we need you.” Most people have a neutral tendency to resist being sold on something. Good automobile sales resist being sold on something. Good automobile sales training makes you aware that a great deal of the sales that training makes you aware that a great deal of the sales that you’re going to make will be to prospects that say they are you’re going to make will be to prospects that say they are not buying anything. When you first meet them, by having not buying anything. When you first meet them, by having a well-rehearsed response that sounds natural, you can a well-rehearsed response that sounds natural, you can move forward with the sales process instead of losing any move forward with the sales process instead of losing any momentum by trying to come up with something on the momentum by trying to come up with something on the spot, which often causes stuttering and mumbling as you spot, which often causes stuttering and mumbling as you try to spit it out.try to spit it out.

Practice for the Meet and Practice for the Meet and GreetGreet

Maintaining a positive attitude and greet prospects with a Maintaining a positive attitude and greet prospects with a warm and friendly personality.warm and friendly personality. No matter how unfair your boss may No matter how unfair your boss may have been to you or how rude your last prospects was, you must learn have been to you or how rude your last prospects was, you must learn to shake off negative feelings or they will interfere with your next to shake off negative feelings or they will interfere with your next attempt at making a sale. The ability to rid yourself of negative attempt at making a sale. The ability to rid yourself of negative thoughts before you meet your next prospect is not always easy and it thoughts before you meet your next prospect is not always easy and it is not usually covered in automobile sales training either. Practice is not usually covered in automobile sales training either. Practice being positive until it becomes your primary attitude! Being courteous being positive until it becomes your primary attitude! Being courteous and having a positive when greeting your prospects will always and having a positive when greeting your prospects will always increase your chances of turning around a bad day!increase your chances of turning around a bad day!

Maintain eye to eye contact and address prospects by name! Maintain eye to eye contact and address prospects by name! Learn to look at your prospects in their eyes instead of at the ground. Learn to look at your prospects in their eyes instead of at the ground. Looking your prospects in the eyes displays confidence in yourself and Looking your prospects in the eyes displays confidence in yourself and your product. Make a habit of writing down the names of your your product. Make a habit of writing down the names of your prospects after you get them. One of the first things that I learned in prospects after you get them. One of the first things that I learned in automobile sales training was that people love to hear the sound of automobile sales training was that people love to hear the sound of their names! The more often that your prospect hears his or her own their names! The more often that your prospect hears his or her own name, the sooner he or she will start to feel comfortable and like a name, the sooner he or she will start to feel comfortable and like a regular part of the dealerships scenery!regular part of the dealerships scenery!

Interviewing ProspectsInterviewing ProspectsStep TwoStep Two

Interviewing ProspectsInterviewing Prospects

After you meet all of the goals of step one, After you meet all of the goals of step one, you want to begin gathering information that you want to begin gathering information that will help you decide which vehicle will best will help you decide which vehicle will best suit the needs of your prospects. suit the needs of your prospects. Along with Along with finding out what kind of vehicle the finding out what kind of vehicle the prospects want, you should also try to prospects want, you should also try to understand why they want it.understand why they want it.

You have two tools to work with during the You have two tools to work with during the interview! interview! The first tool is your ability to ask The first tool is your ability to ask quality questions. The second tool is your quality questions. The second tool is your ability to listen to your prospects answers. ability to listen to your prospects answers. This is much different that hearing your This is much different that hearing your prospects answers because listening may prospects answers because listening may require you to read between the lines!require you to read between the lines!

The Goals of Fact-Finding!The Goals of Fact-Finding!

You have narrowed down the vehicle You have narrowed down the vehicle selection to a particular model by selection to a particular model by asking your prospects open-ended asking your prospects open-ended questions and carefully listening to questions and carefully listening to their answers.their answers.

You have started gathering other useful You have started gathering other useful information about your prospects in information about your prospects in addition to their automotive needs.addition to their automotive needs.

Continue Continue building rapport with your building rapport with your prospects!prospects!

Test Drive/Walk-AroundTest Drive/Walk-AroundStep ThreeStep Three

Stay in Control of the Automobile Stay in Control of the Automobile Selling Process!Selling Process!

Welcome to the third step of the automobile selling process. Welcome to the third step of the automobile selling process. You may have already noticed by the name of the third step You may have already noticed by the name of the third step that it is a combination of what are usually two different steps that it is a combination of what are usually two different steps within the process. Both steps are combined into a single within the process. Both steps are combined into a single step for a good reason. There will be times in the automobile step for a good reason. There will be times in the automobile selling process when the vehicle presentation (walk-around) selling process when the vehicle presentation (walk-around) will have to be done before you test-drive the prospects in will have to be done before you test-drive the prospects in the vehicle. Other times, you will leave the lot and do the the vehicle. Other times, you will leave the lot and do the walk-around at a predetermined place where you leave the walk-around at a predetermined place where you leave the lot and do the walk-around at a predetermined place where lot and do the walk-around at a predetermined place where you regularly stop to switch places with the prospects so they you regularly stop to switch places with the prospects so they can test-drive the vehicle. can test-drive the vehicle. The most important thing to The most important thing to remember is that both a test drive and a quality walk around remember is that both a test drive and a quality walk around have to happen before you move ahead to the next step in have to happen before you move ahead to the next step in the automobile sales process.the automobile sales process.

If the prospect……If the prospect…… Goes with the flow…..Goes with the flow…..

Declines the invitation….Declines the invitation….

You proceed to drive the car off You proceed to drive the car off the lot and do your walk-around the lot and do your walk-around away from the dealership when away from the dealership when you switch drivers. This will you switch drivers. This will keep the prospects focused on keep the prospects focused on your presentation instead of your presentation instead of any of the other cars on your any of the other cars on your lot. The car that you are lot. The car that you are showing will also look that showing will also look that much better when it is the only much better when it is the only car in sight!car in sight!

You must perform your walk-You must perform your walk-around while on the lot and around while on the lot and raise the prospects level of raise the prospects level of excitement and desire for excitement and desire for owning the vehicle.owning the vehicle.

The PresentationThe Presentation Begin the vehicle presentation by pulling the car out and away Begin the vehicle presentation by pulling the car out and away

from any cars that are right next to it. The car should have enough from any cars that are right next to it. The car should have enough room around it so the doors can open without hitting other cars room around it so the doors can open without hitting other cars and your prospects can easily walk around the vehicle with you. and your prospects can easily walk around the vehicle with you. Begin the walk-around under the hood, and then around to and Begin the walk-around under the hood, and then around to and down the driver’s side. Once you reach the rear end, you just down the driver’s side. Once you reach the rear end, you just continue moving up the passenger side until you finish by asking continue moving up the passenger side until you finish by asking the prospect to get in the passenger side while you go around to the prospect to get in the passenger side while you go around to the driver’s seat. the driver’s seat. Once inside the vehicle, you begin showing the Once inside the vehicle, you begin showing the various interior features and benefits of the vehicle. One of them various interior features and benefits of the vehicle. One of them will be showing how easily the car starts. While you are both will be showing how easily the car starts. While you are both inside the running car, it should be easy to get the customer’s inside the running car, it should be easy to get the customer’s consent for going on a test drive. He or she will be eager to do so, consent for going on a test drive. He or she will be eager to do so, if the walk-around serves its purpose of building value and desire!if the walk-around serves its purpose of building value and desire!

Getting Prospects Inside the Getting Prospects Inside the DealershipDealershipStep FourStep Four

Getting Them in the Door..Getting Them in the Door.. During your automobile sales career you should expect to face During your automobile sales career you should expect to face

some level of resistance from just about every prospect you meet. some level of resistance from just about every prospect you meet. You prospect’s resistance level can increase or decrease on where You prospect’s resistance level can increase or decrease on where you are in the sales process.you are in the sales process.

During your automobile sales career you’ll notice that resistance During your automobile sales career you’ll notice that resistance levels are often higher than normal when you meet and greet levels are often higher than normal when you meet and greet prospects for the very first time. A prospect’s level of resistance prospects for the very first time. A prospect’s level of resistance can also go up when you ask them to go on a test drive in a can also go up when you ask them to go on a test drive in a vehicle. With quality automobile sales training and little bit if on-vehicle. With quality automobile sales training and little bit if on-the-job experience, handling resistance during these two parts of the-job experience, handling resistance during these two parts of the sales process will become second nature for many salespeople the sales process will become second nature for many salespeople who work hard at their sales career. The point in the sales process who work hard at their sales career. The point in the sales process where salespeople will face some of the highest levels resistance where salespeople will face some of the highest levels resistance occurs immediately after the test drive.occurs immediately after the test drive.

Getting Them in the Getting Them in the door….cont.door….cont.

Over the course of your automobile sales career most Over the course of your automobile sales career most potential customers will leave the dealership in the potential customers will leave the dealership in the moments immediately following a test drive. Prospects moments immediately following a test drive. Prospects leave at this time more than at any other point of the leave at this time more than at any other point of the automobile sales process. This is when many prospects will automobile sales process. This is when many prospects will ask you for a business card and a brochure so that they ask you for a business card and a brochure so that they may further read up about the vehicle. Sometimes the may further read up about the vehicle. Sometimes the prospects still want to check out other makes and models prospects still want to check out other makes and models before they can make a decision. Other prospects may before they can make a decision. Other prospects may suddenly remember that they have to be some place and suddenly remember that they have to be some place and will promise to “be back” later. Every experienced will promise to “be back” later. Every experienced salesperson has felt the disappointment that often comes salesperson has felt the disappointment that often comes from waiting for the “be back train”. from waiting for the “be back train”.

What not to do…….What not to do…….

There are many sales training classes that teach salespeople There are many sales training classes that teach salespeople to ask a common question after test-driving a vehicle. to ask a common question after test-driving a vehicle.

““If I can work out the numbers to your satisfaction can we If I can work out the numbers to your satisfaction can we make a deal on the vehicle today?make a deal on the vehicle today?” or something similar to ” or something similar to that.that.

In my opinion, there are a few reasons that this is a bad In my opinion, there are a few reasons that this is a bad question to ask your prospects during this stage of the sales question to ask your prospects during this stage of the sales process. First, it is not an open-ended question. Second, a process. First, it is not an open-ended question. Second, a salesperson having just a little bit of experience does not salesperson having just a little bit of experience does not always know what to do when the prospects says “no”. Third, always know what to do when the prospects says “no”. Third, the prospects have probably heard this line or some derivative the prospects have probably heard this line or some derivative of it at just about every dealership that they have done to in of it at just about every dealership that they have done to in the past. If your prospects were already weary about entering the past. If your prospects were already weary about entering the dealership because of the pressure that is often associated the dealership because of the pressure that is often associated with it, they will now be even more resistant.with it, they will now be even more resistant.

Basic concepts to Basic concepts to remember…remember…

You cannot close a sale if you You cannot close a sale if you cannot put your prospects on cannot put your prospects on paper!paper!

You cannot put your prospects You cannot put your prospects on paper if you cannot bring on paper if you cannot bring them into the dealership!them into the dealership!

To accomplish this you must take To accomplish this you must take baby steps?baby steps?

Take baby steps…Take baby steps… Since you cannot put your prospects on paper until you bring them Since you cannot put your prospects on paper until you bring them

inside anyway, make bringing them into the showroom your inside anyway, make bringing them into the showroom your biggest and first priority. Get it done anyway you can.biggest and first priority. Get it done anyway you can.

Here are some simple replies to a few of the things that prospects Here are some simple replies to a few of the things that prospects commonly say after a test drive. These simple replies will help you commonly say after a test drive. These simple replies will help you bring more prospects into the showroom.bring more prospects into the showroom.

Prospect: “Give us you business card and we’ll call you when we Prospect: “Give us you business card and we’ll call you when we are ready to buy.”are ready to buy.”

Salesperson: “No problem, I have some right inside at my desk. Salesperson: “No problem, I have some right inside at my desk. Follow me.”Follow me.”

Prospect: “Give us a brochure so we can read more about the car.”Prospect: “Give us a brochure so we can read more about the car.” Salesperson: “No problem I have them inside at my desk. Follow Salesperson: “No problem I have them inside at my desk. Follow

me.”me.” Prospect: We are still going to look at other makes and models Prospect: We are still going to look at other makes and models

before we buy a vehicle.”before we buy a vehicle.” Salesperson: “Great idea, follow me so I can give you some Salesperson: “Great idea, follow me so I can give you some

information that will help you shop a little bit smarter.”information that will help you shop a little bit smarter.”

The Write UpThe Write UpStep FiveStep Five

Negotiating TipsNegotiating Tips

Automobile sales negotiating is not something taught in Automobile sales negotiating is not something taught in school. Most people get their education in automobile sales school. Most people get their education in automobile sales negotiating from sales managers and other salespeople negotiating from sales managers and other salespeople while working on the job. The greatest sales tip that I ever while working on the job. The greatest sales tip that I ever received during my career as a car salesman was on that received during my career as a car salesman was on that my sales manager gave me on my very first day in the my sales manager gave me on my very first day in the business. He said, “Put everybody on paper.” I had no idea business. He said, “Put everybody on paper.” I had no idea what he was talking about. I asked him what he meant by what he was talking about. I asked him what he meant by putting everybody on paper. He went on to explain that my putting everybody on paper. He went on to explain that my chances of selling a vehicle would improve by double every chances of selling a vehicle would improve by double every time I put a potential customer on paper, it’s the first step time I put a potential customer on paper, it’s the first step in automobile sales negotiating. in automobile sales negotiating.

Negotiating TipsNegotiating Tips Provide your prospects with an easy-going atmosphere.Provide your prospects with an easy-going atmosphere. Make sure that Make sure that

your prospects are comfortable and relaxed. Keep a casual mood by smiling, your prospects are comfortable and relaxed. Keep a casual mood by smiling, and offering them a drink just like you would if they were a guest in your home.and offering them a drink just like you would if they were a guest in your home.

Get a “Hit figure” from your manager. Get a “Hit figure” from your manager. If your prospects plan to trade in a If your prospects plan to trade in a vehicle, remember to get all of the necessary documents. Usually this is their vehicle, remember to get all of the necessary documents. Usually this is their keys, registration, and insurance card. Give these documents and your keys, registration, and insurance card. Give these documents and your completed appraisal form to your manager so that you can get a “hit figure”. completed appraisal form to your manager so that you can get a “hit figure”.

Neatly and completely fill out all required paperwork. Neatly and completely fill out all required paperwork. The documents at The documents at your dealership probably don’t have any misprints on them. That means that your dealership probably don’t have any misprints on them. That means that you are supposed to fill out every section that is on the paper work. Nothing to you are supposed to fill out every section that is on the paper work. Nothing to too trivial. If you treat any portion of the paperwork as if it is unimportant your too trivial. If you treat any portion of the paperwork as if it is unimportant your prospects will also see this paperwork as being unimportant. prospects will also see this paperwork as being unimportant.

Line your deal properly. Line your deal properly. Never forget to show your prospects how much Never forget to show your prospects how much money it usually costs to purchase a vehicle. Even if they told you that they money it usually costs to purchase a vehicle. Even if they told you that they wanted a discount earlier, or that they only had so much money for a down wanted a discount earlier, or that they only had so much money for a down payment. You can never forget to show them in writing how much money the payment. You can never forget to show them in writing how much money the vehicle should cost to buy. In automobile sales negotiating it is important to vehicle should cost to buy. In automobile sales negotiating it is important to show how much money it should cost for a car so that they can see how hard show how much money it should cost for a car so that they can see how hard you are working for them.you are working for them.

Negotiating Tips Cont.Negotiating Tips Cont. Take three strikes and get out. Take three strikes and get out. Never write down any of Never write down any of

the first two figures that your prospects tell you they may the first two figures that your prospects tell you they may have had in mind. Writing those figures down can make your have had in mind. Writing those figures down can make your prospects believe they are close to making a deal. prospects believe they are close to making a deal.

Get a firm commitment. Get a firm commitment. Make sure that your customers are Make sure that your customers are committed to buy and drive the vehicle home right now, committed to buy and drive the vehicle home right now, before submitting any offer to your sales manager. You sales before submitting any offer to your sales manager. You sales manager may require proof of a commitment with a down manager may require proof of a commitment with a down payment check, or cash, or perhaps the prospects initials. payment check, or cash, or perhaps the prospects initials.

Unlocking the deal. Unlocking the deal. Unlocking the deal simply means Unlocking the deal simply means making your prospects aware of the fact that they’re offer is making your prospects aware of the fact that they’re offer is lower than what it takes to normally purchase the vehicle, and lower than what it takes to normally purchase the vehicle, and that you might not be able to get them the figures you are that you might not be able to get them the figures you are about to shoot for. The purpose of this is so prospects won’t about to shoot for. The purpose of this is so prospects won’t be surprised when you come back with higher figures. be surprised when you come back with higher figures.

Negotiating Tips Cont..Negotiating Tips Cont.. Always share the good news. Always share the good news. Don’t be a half empty kind of Don’t be a half empty kind of

guy. Instead of pointing out how much more money you will need guy. Instead of pointing out how much more money you will need compared to the prospects offer, show them how much less you compared to the prospects offer, show them how much less you will need from them compared to what it should take to purchase will need from them compared to what it should take to purchase the vehicle. Since you couldn’t give them the figures they were the vehicle. Since you couldn’t give them the figures they were looking for there’s no reason to keep talking about them. Discuss looking for there’s no reason to keep talking about them. Discuss any numbers with them relating to what it normally takes to any numbers with them relating to what it normally takes to purchase the vehicle. Get as much money as you can from the purchase the vehicle. Get as much money as you can from the prospects and try again with your sales manager. Remember that prospects and try again with your sales manager. Remember that you are not allowed to let your prospects leave the dealership you are not allowed to let your prospects leave the dealership without permission from the sales manger.without permission from the sales manger.

Shake their hands and congratulate them for their Shake their hands and congratulate them for their business. business. Stay with your prospects and complete all of the Stay with your prospects and complete all of the paperwork with them until they go into finance. Stay busy during paperwork with them until they go into finance. Stay busy during this time so they do not begin to develop buyer’s remorse. Do not this time so they do not begin to develop buyer’s remorse. Do not leave customers alone for any length of time.leave customers alone for any length of time.

The DeliveryThe DeliveryStep SixStep Six

A Successful Car Salesman Begins Working A Successful Car Salesman Begins Working After the Customers Say “Yes”After the Customers Say “Yes”

To be a truly successful car salesman, you must work just as hard with your To be a truly successful car salesman, you must work just as hard with your customers after they make a purchase as you did before you sold them a vehicle. customers after they make a purchase as you did before you sold them a vehicle. Even though your customers have agreed to the figures, you still have not sold Even though your customers have agreed to the figures, you still have not sold them a car because it has not rolled over the curb yet. This step is called the them a car because it has not rolled over the curb yet. This step is called the delivery?delivery?

At this point, your customers have agreed to the figures and you have shook At this point, your customers have agreed to the figures and you have shook hands on it. Now is when your job really begins.hands on it. Now is when your job really begins.

After the customer says yes, you probably have some paperwork to do; each After the customer says yes, you probably have some paperwork to do; each store’s procedures are different. If this is true, do it at your desk with the store’s procedures are different. If this is true, do it at your desk with the customers present. If you have to get some information from the sold vehicle, or customers present. If you have to get some information from the sold vehicle, or from the customer’s trade-in, take them with you do not want to leave the from the customer’s trade-in, take them with you do not want to leave the customer alone. It is natural for people to have buyer’s remorse. To be a customer alone. It is natural for people to have buyer’s remorse. To be a successful salesperson, you are going to have to be there for them just in case successful salesperson, you are going to have to be there for them just in case they start getting cold feet.they start getting cold feet.

A great way to kill time with the customer is to go over the books that come with A great way to kill time with the customer is to go over the books that come with the vehicle, take them on a tour of the dealership and introduce them to the the vehicle, take them on a tour of the dealership and introduce them to the parts and service manager. You can even set their first service appointment for parts and service manager. You can even set their first service appointment for them.them.

When the customer goes into the finance office, take this time to inspect the When the customer goes into the finance office, take this time to inspect the vehicle to make sure that it is clean and if the vehicle has been filled up with gas.vehicle to make sure that it is clean and if the vehicle has been filled up with gas.

Go over the vehicle with the customer one last time to make sure they know all Go over the vehicle with the customer one last time to make sure they know all about the vehicle. This prevents the customer from having questions about the about the vehicle. This prevents the customer from having questions about the vehicle later.vehicle later.

Don’t forget to follow-up!Don’t forget to follow-up!