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Jeremy Sutter

Jeremy Sutter Freelancer

Exclusive Blog Posts

The Rational Madness Of The Used Car Salesman

The Rational Madness Of The Used Car Salesman

I love podcasts and today in my feed came the new Planet Money show which is all about how local dealer ads started. Really interesting to hear about t…

Looking Back: Two Thoughts

Looking Back: Two Thoughts

When I look back on my years as an employer I thought of tthese two things first- 1. Took me 10 minutes to count how many people who are  curr…

Transforming Workplace Culture - 5 Effective Methods for Managers

Transforming Workplace Culture - 5 Effective Methods for Managers

Picture it – It’s Monday morning.  Employees are trickling into the office one-by-one.  Most look as if they fell out of bed and thre…

How we succeed without giant gorillas

How we succeed without giant gorillas

As of April 18th, we’re the #1 Volume Dealer in Manitoba for Chrysler Dodge Jeep Ram franchises.  This is the first time in our history of accom…

3 Ways to Improve Sales Management at Your Dealership

3 Ways to Improve Sales Management at Your Dealership

Management can be a difficult task for almost anyone. Not only do you have to be conscious of keeping lower-level employees on track, you have to handle th…

What Does it Take to Become a Successful Car Salesperson?

Succeeding as a car salesman doesn't come easily. Many people think that being a salesman is all about selling products to the consumers. However, this is a misconception as it includes your personality, authenticity, appearance, and skills in persuading your clients. Some car buyers walk into the dealership with a negative perception about the salesperson. It is the work of the car salesperson to change the image.

If you want to work as a car salesman, there are some essential tips that you should understand. Selling cars is rewarding, and to some people, it turns out to be their biggest disappointment. If you want to succeed in your career as a salesman, you should always prioritize your consumers. Take a look at the following tips.

Make the Customer Feel Welcomed

When a client enters your dealership, they should be approached with confidence and greeted with enthusiasm. The consumer needs to feel that you are authentic with them and thus, the first impression is crucial. Walk to the customer and greet them with a firm handshake, a smiley face and welcome them to the showroom.

A warm welcome may seem an obvious activity to any salesperson, but it determines the opinion that the clients form. The client will scrutinize all aspects about you from dressing to the smile. If they find you unfavorable, don’t give up as all is not lost but you will have to tire more to seal the deal.

Work With the Consumer

After welcoming the consumers, it is time to find out what they want to purchase or window shop. When you ask them questions, take some time to wait for their response. There is a misconception that a sales associate should keep talking to keep the clients entertained. It is not true. Consumers also need time to ask questions and get details about the various cars in the dealership.

As part of the conversation, make sure you ask your consumers if they have seen your advert. Remember, you have used a lot of resources on adverts. Thus it is essential to understand, which advertisement channel works best for your company. During the conversation, be keen to identify the person amongst the group who is interested in buying the car. After identifying them, engage them wisely, and you will soon close the deal.

Identifying the Vehicle

Although choosing the vehicle is purely the task of the buyers, part of your job should be to sell the extra features such as heated and cooled seats, navigation systems, extended warranty plan, and blind spot detection. Selling these additional features helps the consumer get more information, which can help them make their choices. At this point, you can also talk to your client about cheap auto insurance, which is affordable.

However, you should be keen when explaining these additional features as you can make the consumer fall in love with cars that they can’t afford. In case your clients don't have a predetermined choice of vehicle or don't have a budget, you should start by showing them the cheaper cars.

Sealing the Deal

When negotiating with the client, you should remember that your role is not just selling the car but making profits. The price should be the last thing to discuss as a slight shift in the price will reduce profit margins. Payment should be your negotiating tool, and you should aim at maximizing on it. Your goal should be getting a commitment from the client and closing the deal.


Sealing just one deal is not enough. You will need to stay unique in the industry. You should walk into the dealership every morning to show your clients how much you love your work. Additionally, you should be familiar with your competitors’ products. This information will help you develop a competitive advantage over the competitors. Lastly, make sure that you do a follow up on potential buyers. Identify the best time and method of reaching them.

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