Techniques To Close More Car Deals: Car Sales Tips That Work

Selling cars at a dealership can be very simple, but it can also be very hard. The difference between the two falls on the car salesman and the automotive sales training they have received. It comes down to having the best techniques to close more car deals. The best car sales tips that work starts with the beginning of the process.  If you want to sell more cars, you need to properly qualify the customer.

This week, Sean V. Bradley, CSP talks about the art of the sale. As the President of Dealer Synergy with over 22 years experience in the automotive industry, Sean is the best in the industry.  While Sean is highly skilled on how to close car deals, he was once mentored by a great GSM.  Today, that mentor is his guest.

About Charlie Kearns

Charlie Kearns has 39 years experience in the automotive industry, with the last 34 years in a GSM or GM position. Currently, he is the the General Sales Manager at Sansone Jr’s Windsor Nissan in East Windsor, NJ.

Charlie Kearns specializes in many areas of the auto industry. Most notably, he is known for how recruits, teaches, and motivates sales staff to achieve maximum productivity. In fact, Sean V. Bradley, CSP attributes some of his selling porous to Charlie’s mentorship.  Charlie is excellent at building his team because he doesn’t tell his team what to do, he shows them.  Additionally, he simplifies the car sales process and is always prepared.

Show Notes: 39 Year Automotive (GSM) Veteran Shares His Wisdom & Expertise On How To Close More Car Deals

Automotive Sales Training To Close More Car Deals

When Charlie started selling cars in 1982, there were only three trainers.  The first was Joe Maquire.  Then there was Joe Girard.  Last, there was Jackie Cooper.  That’s it, no Internet, no YouTube, no Google, three sales trainers to help car salesmen sell more cars.  Of course, he also had seasoned sales professionals to shadow, which he did as well.  

From 1982 when he began, through today, Charlie knows not much has changed in the sales process.  How you sold cars back then is still the foundation for selling cars today.  The wheel has not been reinvented.  In fact, selling cars is quite simple.  If you qualify the customer correctly, they like you and the car, and if they can afford it, they will buy the car.

How To Qualify The Customer To Close More Car Deals

Extremely early in the sales process, Charlie asks every customer a simple question.  “Are you going to pay cash, finance, or take advantage of the lease?”  Charlie asks this question because he knows that 99% of people are going to have one of those thoughts in mind.  It may seem like a simple question, it provides invaluable information.

In the northeast, most people on a new car will say a lease.  However, if the customer says they are looking to finance or lease, he knows one important thing, they are likely payment buyers.  Additionally, if they are between financing or leasing, he tries to take financing out of the equation.  He does this because financing will obviously have a higher payment.  So, he tries to work towards the lease.

Car Sales Tips That Work: Get The Right Vehicle Selection

NADA says the #1 reason why people don’t buy a car is because they are landed on the wrong car.  The vehicle selection is likely too little car, too much car, etc. You need to know which way to go in terms of vehicle selection.  Likewise, you need to know how to get the information you need.

Charlie has a very simple process to do so.  First, he asks “As far as money down, 5-6k down, that works?”  When the customer responds no, he simply asks them what they are thinking.  Then he asks them “Ok, as far as payment, how does $600-650, that’s in your budget?” He does this because they are yes or no questions. More importantly, when they say no, he asks them what is and the customer will tell him.

Get To The Point Qualify Your Customer To Help You Sell More Cars

Charlie’s qualification process is a quick, easy, to the point process that is done in about 60 seconds in casual conversation.  When someone comes in, and you know what their budget is, you know the right car to put them into to begin with.  If you put them in too much of a car, it is hard to take them out to put them in the right car.  You are working backwards.

Car Sales Tips That Work To Help Car Salesmen Close More Car Deals

Don’t Overcomplicate The Process

Most salespeople struggle to sell more cars because they overcomplicate the sales process. Typically, that’s the issue, nothing else.  If you qualify the customer right, they like you, they like the car, and they can afford it, there’s no way they are going to say no.  

Sell More Cars At A Dealership By Building Value & Taking Control

Right after you qualify someone, you need to take them outside to show the vehicle.  Keep in mind, during your walkaround, you need to have complete control.  You also need to make it interesting.  No one will want to listen to what you are saying if you are not interesting.  You have to have control and you have to have their attention.  

One of the things Charlie does is that he gets the customer involved.  If he is talking about the tires, he tells the customer to get down and touch and feel the tires.  This is controlling your customer but at the same time, remaining interesting and keeping them interested.  It keeps them engaged, and more importantly, off their phones. Also, it is not just the buyer that needs to be engaged, it has to be everyone with them.  Have fun with it too.

Best Car Sales Practices: Do Not Ask For The Test Drive

Charlie starts his walkaround at the driver’s rear view mirror.  Then, he works his way around the vehicle.  He works it all the way back to the driver’s door.  Then, he opens the door and tells the customer to get into the vehicle.  Don’t ask them, tell them.  

Customers can’t say no to a test drive if they are not asked.  Once they are in the driver’s seat, you then tell them to set the seat and steering wheel how they like it.  This is followed by telling them to adjust the mirrors.  Finally, when they are comfortable in the vehicle, shut the door and tell them to drive it.

Best Practices To Close More Car Deals: Sometimes It Is Best To Let The Customer Test Drive A Car Without You

The salesperson does not always have to go on the test drive with the customer. The decision should be made on a situational basis.  For a family, don’t go with them. Also, if it is a new car, it is not as important.  

A used car, however, is a different situation, because you need to react to possibilities on the spot.  if you hear a shake, rattle, or roll during the test drive, you can explain it and be done with it.  So, it is important to be on the used test drive.  But again, it is situational, and you should always let families take the test drive by themselves.

The Trial Close

When the customer is finished with their test drive, you have to ask a very simple trial close question.  “Let me ask you this, if I can make this work, you are going to drive the car home today?”  As you are saying this, nod your head up and down, saying yes.  The customer will say yes and you will sell them a car, or they will say no.  If they say no, this is where you need to be prepared.

Overcoming Objections Will Help You Close More Car Deals

What To Do When A Customer Says I’m just Thinking

Many customers feel the need to withhold information, and as such, their cop out objection is that they need to think about it.  In this case, it is best to be upfront with them.  “If thinking, what would be the determining factor, just so I know?” 

How To Handle The Price Objection During The Trial Close

If the customer responds that they need to think about it for financial reasons, again, be direct.  “But if I can make it work, we’re good, yes?” Never ask “if you can make the numbers work.”  You don’t want them thinking.  It is just “If I can make this work, you are taking this home today?”

How To Handle The Spouse Objection During The Trial Close

Another common response is that the customer needs to check with their wife, husband, spouse, or significant other.  Again, it is best to be upfront.  Ask if they are able to call the other decision maker.  If they are at work, ask if they work locally.  If they do, tell the customer to follow you.

Lead the customer back to the car, open the door, and tell the customer to get in.  “Here is a license plate.  Go show your spouse the vehicle and I’ll see you when you get back.”  Again, don’t ask if they want to show the vehicle to the other decision maker, tell them to.

Preparation Is The Best Way To Handle Objections

It comes down to preparation.  You need to anticipate what the prospect can say.  Then, you need to have a contingency for what you are going to do or say.  The reason most automotive sales professionals struggle is because they are not prepared for many scenarios.  They just react to what happens vs being truly prepared.

Close More Car Deals By Getting The To Root Of They Problem

Again, if the customer says they are thinking about it, that is not the real issue.  Just thinking about it is just a surface objection.  Ask them, “just so I know, what is it that you are actually thinking about?”  That will allow you to uncover the real objection.  Is it the price, payment, term, or the car itself?

For most car salesmen, getting to the root comes with experience.  In negotiation, it’s almost always money down or monthly payment.  If neither are the problem, then there is a problem.  Are they sold on the car?  Is it the right color or options such as sunroof or heated seats?  You have to uncover the issue. You will find that it is usually something so silly.  

Sell More Cars By Asking For The Deal

Essentially, you have to ask.  If you don’t ask, you don’t get.  However, a lot of people are afraid to ask for the sale because they are afraid of hearing no. In a car deal, no doesn’t always mean no.  In fact, no can sometimes mean maybe, and maybe can sometimes mean yes.

Free Resources To Help You Close More Car Deals 

Dealer Synergy & Bradley On Demand: The Automotive Industry’s #1 Training, Tracking, Testing, and Certification Platform and Consulting & Accountability Firm

The Millionaire Car Salesman Podcast: is the #1 Resource for Automotive Sales Professionals, Managers, and Owners.  Also, join The Millionaire Car Salesman Facebook Group today!

The Against All Odds Radio Show: Hosting guests that have started from the bottom and rose to the top.  Also, join The Against All Odds Radio Show Guests & Listeners Facebook Group for the podcasted episodes.

Join The Millionaire Car Salesman Club: on Clubhouse

Win the Game of Googleopoly: Unlocking the Secret Strategy of Search Engines

VinCue: In addition to be built by dealers for dealers, VinCue is an All-In-One Digital Platform.  At the end of the day, it can help your Dealership!

AutoWeb: Visit AutoWeb.com/dealers for help in revolutionizing your business to help you sell more cars.

Dealer eProcess: Specializing in responsive websites.  Without a doubt, DealereProcess.com is the auto industry’s leading custom website provider.

CarNow: Sell more cars now!  Not only is CarNow.com. the market leader in tailored digital solutions, but they are built to help dealers sell more cars.

Last week, Sean V. Bradley, CSP dove deep into the used car market.  More specifically, used car acquisitions.  Vehicle Buying Center: Buy 100+ Cars A Month From The Public gave automotive dealerships the solution to being self sufficient.

Sean’s guest, Danny Zaslavsky, is a private party acquisition expert.  In fact, he and Sean practically invented the VBC and help dealerships build their own.  Danny is the managing partner and general manager at Country Hill Motors and is also the managing partner at VinCue.

The Millionaire Car Salesman Podcast

The Millionaire Car Salesman Podcast has a new episode every Tuesday at 4:00 PM EST.  Be sure to tune in next week. Also, check out all of the previous episodes of the Millionaire Car Salesman Podcast.

Likewise, join the Millionaire Car Salesman Facebook Group and The Millionaire Car Salesman Club on Clubhouse today!

Additionally, The Against All Odds Radio Show broadcasts nationwide each weekend and has a podcast released each Monday.  Listen in for tips from billionaires and multi-millionaires.

Techniques To Close More Car Deals: Car Sales Tips That Work

If you enjoyed this week’s episode, be sure to share the podcast with everyone you know in the automotive industry.  This free automotive sales training will help others close more car deals.  Do you have car sales tips that work or interested in being a guest?  Contact us so we can further discuss.