How to Succeed Selling Cars


Selling cars, much like selling most things, takes dedication to a few fundamentals. There are ways to succeed in the short term without employing practiced sales techniques, but the way to truly succeed in your career of auto sales is by employing tactics and strategies consistently and faithfully. What's it gonna take to succeed selling cars? The answer is easier than A, B, C.

How to Succeed Selling Cars.

  • Learn as much as you can about the vehicles you will be selling. By being knowledgeable about your products, you will have more ammunition in revealing to your would-be customers why the vehicle is right for them. A family may have a preconceived notion about the car you are attempting to sell them. They may be leaning toward what they think is a larger automobile. By knowing your car actually has more interior space than the "family car" they had their eye on, you can change their mindset about your car, and move closer to the sale.

  • Listen to customers. Some think that the key to selling success is being able to speak persuasively. Persuasive language does aid in closing a sale, but the advantages gained through a clever turn of phrase pails in comparison to the power of listening. The very best commercial for diapers will not work with a person who does not have children. If your customer expresses a desire for a fuel efficient vehicle, it does you little good to ramble about horsepower. Also, by pushing a vehicle that does not meet the needs of the customer, they will feel less comfortable doing business with you because you will appear tunnel-visioned and selfish.

  • Build rapport with the customer. Oftentimes, the difference between a sale and no sale is personality. There is no textbook way to improve your personality, but there are ways to improve the way customers feel in your presence. By asking questions, you enable the customers to talk about the subject they like the most: themselves. Find things that you have in common and focus on them. If nine of their interests are boring to you, but one interest is one that you share, do not speak disparagingly about what you don't share, express excitement about what you do share.

  • Summarize the positives during the sales presentation near the closing. Selling a vehicle can be a long, arduous task. Most times it takes several hours until the sale is complete. By recounting the agreements made along the way and the points that really stood out during the sale, you remind the customer of all that they liked. Summarizing also puts everything that went well into a single package of positivity to outweigh the intermittent moments of conflict.

  • Exercise patience when closing. When you present the terms, wait to speak until an objection has been raised. At the closing is not the time for re-selling; you have already done what you could. The closing is like tennis---you reveal the terms and ask for the sale. Until the customer responds, or hits the ball back, you have nothing that you need to do. By speaking "out of turn," you answer questions that have not been asked and may open another avenue of conflict. Listen to the objection and handle it appropriately; but handle only the objection. When all of the objections have been overcome, the sale will result.

Tips & Warnings

  • Keep a positive outlook. By truly being positive, your body language will reflect your confidence and aid in both rapport building and closing. You will likely "miss" more than you "hit," so maintain focus on the fact that fundamental selling will lead to eventual sales. Do not let a no-sale discourage you and thus dampen the confidence you will need for the next presentation.
  • Do not qualify your customers. Qualifying is a pre-judgement about the likelihood of a sale. Your focus should be on using sales fundamentals throughout the presentation. It is a worse feeling to pre-judge yourself out of a sale than to go all-out and miss.

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