In almost every customer-facing industry, there is the potential for salespersons to come into contact with difficult customers. This is especially the case in the automobile sales sector, where shoppers often fuse their personal identity with the kind of car they own and as such, can become emotionally invested in the decision-making process. From the slightly rude to the downright irate, these are the circumstances and conversations that help shape us as associates and often lead to some of our greatest lessons learned. The path getting there, however, can be fraught with challenges if we aren’t sure how to approach the situation.

While every scenario will be different, there are a few basic approaches that can help diffuse the conflict, shorten its timespan and ultimately lead to a resolution that both parties can agree upon. Even if you’ve never been in these shoes before, knowing how to identify and mitigate these types of circumstances is critical to a successful career in sales, so let’s take a look at some ways to keep your cool.

1. Listen intently.

It is human nature to want to dominate a conversation, especially if we are the one on the defensive. After all, we are the field experts. We have the background knowledge, customer service experience and industry expertise required to help steer our customers toward the right next steps. Thus, when someone challenges our authority or doesn’t agree with a particular decision, we are prone to speak up for ourselves and explain a case.

While there will be a time for that, one of the most proven ways to dissolve a conflict is to listen as calmly and intently as possible. Not only will doing so allow the other party the chance to speak his or her piece and release some pent-up frustration, but it will also give us plenty of time to calm down as well. Though it might feel initially as a sign of weakness or admitting defeat, remember that listening is essential to building trust, which is essential to a long-term, fruitful client relationship, as well as positive feedback and recommendations.

2. Take notice of your body language.

Sometimes, it’s not what we say but how we say it or rather, how our body is speaking for us. During this difficult conversation, consider what your current body language is saying about how you feel, how you plan to approach the issue and how relaxed or tense you’re becoming. One of the most common ways that people show they’re closed off to negotiation or unwilling to compromise is by crossing their arms and remaining standing.

As the sales leads, we should remain as open and engaging as possible to diffuse the conflict. That means uncrossing our arms and sitting close to the person, which demonstrates our willingness to work together and communicate with them. In the same vein, note the tone of your voice as well. Is it high-pitched and quick, signaling anxiety, or is it even-pitched and slow, revealing an inner calmness? Rest assured the other person is taking notice of these things, so you should, too.

3. Stick to the facts.

Especially when you’re in the middle of a heated discussion with a particularly unhappy client, you may be tempted to speak out of emotion, even without realizing you are doing so. This is possible both when we’re dealing with people we know, as well as when we are working with those we just met.

Don’t let your hurt feelings or your perspective on the other person sway your judgment in this case. One way to take emotion out of the equation is to write the facts down as you know them, then go from there. For instance, say you are dealing with a customer who got the quote back on his vehicle trade-in and thinks the number is way too low. You might want to spit out how old, dirty and unkept the car is and explain that’s part of the reason why you can’t sell it for a higher price.

While it might make you feel better to spill that insult, you’ll immediately regret it. Instead, you can show the customer the data. Explain what similar makes and models are going for in this area, how specific conditions factored into your decision and what you can realistically expect to get out of the vehicle when you sell it.

Remember, customers often become emotionally invested in their cars and might think that they are worth more than they are. If you can use facts and figures to reveal the vehicle’s true value, they’ll be more likely to understand rather than if you just give them an obscure number without any follow-up.

4. Use proactive “I” language.

Sentences that begin with “You” are immediately accusatory. Instead of using that type of dialogue, one of the most useful conflict resolution skills is to try to turn it around and instead lead with “I” phrasing as much as possible. Though this language is gentler, it is not to assume that you take responsibility or fault for the issue. Rather, you can still get a point across and be firm and resolute without pointing fingers or placing blame.

Doing so only breeds resentment and in the world of automobile sales, a good name and a solid reputation are essential to building a strong client-facing relationship for your brand. As such, wherever possible, it’s helpful to rephrase accusations into their kinder alternatives. For instance, instead of saying “You’re wrong about the value of this car” you may instead phrase it as “I believe the data you’re looking at might be incorrect. Let’s take a look at some numbers together.” In both cases, you’re making the point that the other party is working with some incorrect information, but in the latter, you’re turning the misunderstanding into an opportunity for communication and collaboration.

5. Keep the end goal in mind.

When a customer visits your dealership, he or she is either looking to sell or buy a vehicle. Along the same lines, you’re looking to make a sale or an offer. While there may be disagreements and misunderstandings along the way, by keeping this end goal in mind, you can help molehills stay that way without snowballing into mountains. Often, it can be helpful to steer the other party back to this mindset as well.

When conflicts arise, as they often do, take this opportunity to reestablish your expertise and remind the customer that you are on their side. Explain that you’re willing to work with them to make them happy and that ultimately, it is possible to work toward a resolution.

Navigating Customer Conflict in Automobile Sales

We are in the business of sales because we genuinely like people. In the automobile sector, we see customers from all walks of life, backgrounds, cultures, economies and more. Every day, we work to make the client happy and to grow our reputation as a leader in our space. However, the reality is that any salesperson can have a great week, month or even year when it’s nothing but smooth sailing. The real test of character, professionalism and sales savvy comes into play when our expertise is challenged, our patience is tested and our nerves worn are thin.

When this happens, successful salespersons are those who take a step back, reassess the situation and approach it with patience, empathy and a listening ear to boot. Conflict resolution begins and ends with understanding and that might be one of the greatest resources we have at our disposal.