Auto Sales Rep Job Description
Despite the downturn in automobile sales in the United States during the 2008-2009 recession, auto sales jobs remain plentiful. Auto sales representatives, or "sales reps," typically work at car dealerships and showrooms to sell either new or used cars. Any auto sales rep typically spends most of his or her time showing various automobiles to customers. They have many other responsibilities as well.
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Significance
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An auto sales reps is the primary link between a car manufacturer and the consumer. Because of the highly competitive nature of auto sales, car dealers are quite selective when hiring sales reps. They look for experienced, outgoing, assertive and personable sales professionals who can establish quick rapport with potential customers. Sales reps must be able to quickly learn about a dealer's cars and the key features of each so they can accurately discuss those details with customers.
Salary Versus Commission Reps
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Some companies pay salespeople salaries so that they spend more time with individual customers and don't feel pressured to rush sales pitches or conversations. That approach is used to help sales reps ensure that customers are satisfied with the car-buying experience, and will return to the dealership in the future. Companies that use salaried reps take extra measures to ensure customer satisfaction and foster repeat business.
Commission reps must focus on quantity versus quality. They need to produce results by selling as many cars as possible, as their income is based on a percentage of their sales. They typically spend less time with each individual customer and may come across as too pushy. Commission reps may push customers to purchase cars and options that are beyond the customers' price ranges or needs.
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Types
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Most auto sales reps focus on either new or used cars. New-car sales reps require more training so that they are conversant about newer technology and special features of the cars they sell. The prices are also higher on new cars, and dealers typically have more experienced sales reps handling them. Potential contracts are longer for new cars as well, and leasing options are usually available. New-car dealers also offer long-term, complicated warranties that sales reps must be able to discuss with customers.
Used car dealers sell cars with higher mileage and older technology. Many older, high-mileage cars are sold for cash only; financing options are usually for shorter periods of time. Warranties for used cars are often limited or non-existent.
Presentation & Answering Questions
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The primary responsibility of a sales representative is to present various car options to people and answer their questions. Most buyers have some idea about what type of car they want and what their budgets are. Sales reps need to listen carefully to customers and show them cars that will meet their needs and their budgets. If they do not have a particular answer to a question, sales reps should be comfortable asking their managers. Auto sales reps also allow customers to test drive cars that interest them, and the reps may ride along to explain features and answer questions.
Closing The Sale & Paperwork
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Auto sales reps must be persuasive after learning of each customer's true wants and needs. They must be working toward closing the sale. Many times they will go to a manager to work with a customer to offer competitive pricing. Once payment options are established, the auto sales rep helps the customer sign all of the necessary paperwork, sometimes including loan applications and state registration and title documents.
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References
Resources
- Photo Credit Troy Fleece; 2008.
