Being in car sales, and any sales is a great way to make a good living.  When you are on commission based sales you dictate your income, and that’s a beautiful thing.  The key to earning a good living is by building lasting relationships built on trust and integrity.  When someone trusts you and feels you are a person of integrity, they will be happy to come back to you and send you referrals.  Remember repeat and referral business in auto sales equals four times easier closes, with at least a 40% raise in commissions,  and less painful negotiating.

   To build this business you have to start with customers, one at a time.  Just like a forest starts one tree at a time then they start to compound by the germination and growth process, do this with your customers.  You have heard first impression’s are the strongest, and this is true with everything in life.  When you are figuring out if you think you can sell and accommodate the customer, they are trying to figure out and decide if they will, or are going to buy from you.  Make sure you set a good first impression, and your dealership/employer should make sure they have a clean business grounds and friendly greeters/receptionists.

   When a customer enters the dealership or is out on the lot, they have heard horror stories, had bad experiences, and probably have their guardup.  As a sales professional it is your job to overcome these pre-conceived ideas and stereotypes.  Start by walking up to them confident, but not overpowering.  Walk up to them with a big genuine smile (remember smiles are contagious) put out your hand to shake and state your full name.  One trick I learned is always greet the women in the party first, customers are not used to this and you will instantly start building the relationship.  If they do not instantly give their names, ask for their name politely,”and your name is.”

   After you have introduced yourself, met and shook everyone in the groups hands, ask them “and what can I help you find today.” They are there looking for a car or truck and you are trying to help them find this.  You are working for them.  They may rattle off ten cars they want to drive, they want gas mileage on all these vehicles, they want to know interest rates, payments, terms, lease specials, and out the door pricing on all ten vehicles faster than a super computer could work.  Slow them down by speaking slowly and confidently. Tell them it looks like you are a well educated buyer come over to my desk so we may answer all your questions.

   This is where you build the relationship.  Start by asking them open ended questions, where they give you a descriptive answer, not yes/no answers.  Then start in with soft personal questions, FORM questions ( Family, Occupation, Recreation, and towards the end Money ).  Now you are slowing them down and getting them to talk about the things they really care about and are passionate about in life.  Let them talk twice as much as you, and you continue to ask questions about them, and work in questions about what they want.  While building this relationship find out how you can give them what they want as far as a vehicle to purchase today!

   Congratulations, in no time flat you built a trusting relationship.  You did this by just being yourself, and having a true concern and like for the customers in front of you.  They realize you are truly interested in them and you do really want to help them and “work for them.” From here there is a great opportunity with a good demonstration on a vehicle you found by asking the right questions that best fits “their family’s needs”, and setting the deal up properly.  They are going to buy a vehicle off your lot from you today.  You were able to do this by having a genuine care for the customer, asking the right questions, letting them do most of the talking and executing like a professional.

Another motivational blog written by Noel Walsh in Ann Arbor, Michigan. Lead Trainer, Motivator, Dealership Consultant, and Creator of “Conquer What You Chase” Sales Training. “Keep following, I’m just getting started.” www.nwnasalestraining.com