How to Sell Me a Car

[King Riffle]

How to Sell Me a Car
What to do and what not to do when selling me a car.
By King Riffle

So I was thinking about the different car salesmen (and women) I've encountered so far and how many of them have failed to get me interested in buying a vehicle from them. I'm not talking about the smiles and politeness stuff that every company pounds into your head but the smaller details that some tend to miss. Before I fall asleep and forget most of this, I thought I'd write it down here with the hope of keeping the salespeople on this site (and anyone who supervises them) from making foolish mistakes.

Don't insult my car - I would think that this one would be obvious. I once was driving through a lot when a salesman approched the car. He opened with "Looking for a new car? That one's looking pretty crappy." I didn't say a word. I rolled up the window and drove off.

I Don't Know - This one seems difficult for many salesmen. If I ask you a question, and you don't know the answer, tell me you don't know. Be honest, and don't B.S. it. It's easy to spot a liar, and I won't buy a car from one. A good response to a situation like in which you don't know the answer would be:
"I'm not sure but I'd be happy to look that up for you."
It's polite and honest at the same time.

Just Looking - If I am "Just Looking" it generally means that I don't want you there. Unfortunately many salespeople don't get the hint and instead "hover" around me. This is irritating and will most likely drive me away. There's a correct response to this situation too:
1. Introduce yourself
2. Shake hands (optional)
3. Got a business card? Now is the time to hand it over.
4. Leave. Believe it or not the customer will find you if they have a question or are interested in something.

My Price Range - Listening is a big part of selling anything, and it's obvious when a salesperson is not. While it's true that you want to sell from the top down, if I tell you I want to stay around $7,000 you should not show me a car that costs $19,000. That is not in my price range. You are wasting everybody's time by showing me a car that I cannot afford. Also listen to my needs and wants. You're suggestions should meet at least some of my criteria and should be within my price range.

Let Them Look - What is it about the words "There are a few other cars I want to look at before I decide" that make salespersons panic? It's a common mistake. If a salesman panics when I say this, it gives me the impression that you don't think your product is as good as other ones on the market. This is part of standing behind your product. Your product is the best, you should have no doubt about that. Don't just blurt this out though, either ask me what other cars I'll be looking at and give specific reasons why your car is better or just hand me your card (if you haven't done this already) and let me leave. Otherwise you begin to seem "Pushy"

Don't Push - Possibly the biggest mistake a salesperson can make, and also the most common. While I'm sure some will crack if you put enough pressure on them, others (like me) will see this as an act of aggression (and you can bet that these people will not only not buy from you, but they'll probably tell others not to). Nobody should be pressured into making such a large purchase. If you need to pressure somebody than it's obvious you haven't done your job. Your job, incase you've forgotten, is to show me why your product is the best and is the one I should buy.
This is also what gives car salesmen such a bad image.

Above and Beyond - I nearly fell over the first time I recieved a Thank you card in the mail from a dealership I had visited. After thinking about it though, it shouldn't have been such a surprise. It's common to send a thank you card after being interviewed for a job, and is selling a car really that much different? Where in a job interview you are trying to show someone why you are the best for the job, when you sell a car what you are doing is trying to show someone why car "A" is the best car for them. Plus sending a card is a great way to liven up someone's day, and if they're in a happy mood they will be more likely to spend money.

There are also many other little things you can do, but I won't get into all of them right now (at some point tonight I would like to get some sleep).

Well, that's all I can think of right now. I hope that I have helped at least one salesperson with this. I myself have found some of these rules helpful in my own line of work from time to time.

Feel free to comment, add something, email this, or print this and post it somewhere.

Good night.

EDITED: I changed the description, and changed the body a bit so it should be in the same person now.

[isszy]

Nicely put.

For some reason, many car salesmen (or whitegoods salesmen for that matter) don't seem to get that I am actually going through a fact finding mission, not ready to purchase yet. This does not mean I'm not going to, but I am not an impulse buyer, so I am not going to buy today, and inferring I'm an idiot for not signing up is only going to make me not sign up even more.

Investing a little time in me today may mean that in a week, or a month, or even a year I may be back and ready to buy from you, because you cared enough to answer my questions. Dismissing me as a tyre kicker will guarrantee I wont be back.

And when we do start negotiating, don't bother going to ask the boss whether he can come down to my offer. You have the power to make that decision, the worst it will do is hit your commission. Either you can or you can't. If you can't, fine, I may walk, but I will come back to deal with you next time.

[MalibuMaxxSS]

Originally Posted by isszy

Nicely put.

For some reason, many car salesmen (or whitegoods salesmen for that matter) don't seem to get that I am actually going through a fact finding mission, not ready to purchase yet. This does not mean I'm not going to, but I am not an impulse buyer, so I am not going to buy today, and inferring I'm an idiot for not signing up is only going to make me not sign up even more.

Investing a little time in me today may mean that in a week, or a month, or even a year I may be back and ready to buy from you, because you cared enough to answer my questions. Dismissing me as a tyre kicker will guarrantee I wont be back.

And when we do start negotiating, don't bother going to ask the boss whether he can come down to my offer. You have the power to make that decision, the worst it will do is hit your commission. Either you can or you can't. If you can't, fine, I may walk, but I will come back to deal with you next time.

Man I would love to reply to this but I think I would get banned from the forum, alls I will say is spoken like someone that has never worked at a dealership and has no idea how things work..

Our Job is to approach you and get you to buy a car TODAY, not in a year or a month TODAY, dont get me wrong its cool if your just looking and got some questions, I will accomidate.. But dont go off on the salemans who pushes you to buy today, its his job. and sorry NO most salespeople dont have the authority to say what cars get sold for, or how much they can discount..

If your on a fact finding mission, look on the net, or come and grab a broucher, dont come in and test drive 5 diff cars, and waste a saleman day, yes waste, if your not buying then we dont get paid, simple and me spending all day with you when your not buying is a waste, your right maybe it will pay off in a month or year, but when the lot is crawling with people, odds are most salespeople wont waste their day on a tire kicker.....

And im wondering how many of you 'loyal customers' have gone back and delt with the same salesman that spent all day with you while you wre looking or sent you that thank you card, prolly less then 10%.....

When is the last time you worked all day for nothing, our Jobs is to make as much money for the dealership as possible while still keeping hte clientale happy, same as everyone elses job.......

There are some idots out there, but like it has been said before find a good salesman and deal with them and only them you will find your future car buying easier and almost fun.....most people get a good salesman and then shop them around and give them grief on why his car is 500 bucks more then the other guy, well its because I give my SS to customers a courtesty car, they dont, I book all the appointments for my customers..they dont, I deliver vehicles out of town..they dont, see the problem is everyone wants salesman to go above and beyone and all that but no one wants to pay the little extra for it.....

let the flaming begin....wooohoooo

[bouda]

I don't dislike salesman, well I do but what I mean is I dislike the dealership more.

[pgill00]

Always a needless battle between customers and salesfolks. I am in the salesman shoes right now but I have been a customer. My question is: Why do you need my "best price" before you leave if you really want to be left alone?

[MalibuMaxxSS]

Originally Posted by pgill00

Always a needless battle between customers and salesfolks. I am in the salesman shoes right now but I have been a customer. My question is: Why do you need my "best price" before you leave if you really want to be left alone?

Ya no **** hey, like are you buying today, NO then best price is irrelavent, as is your trade, if you dont want to be bugged then dont bug me about your trade and best price.....

There are so many other thing Im not gonna get into it, but basically it is ou job to bug you sorry, If I go out and shake hands giveyou a card and leave you I get in **** from management, as do most salespeople.......our JOB IS TO get you to buy today, not next week, or month, if you want to look the net has more info them most salespeople know.....

dont hate us its our JOB....simple if you dont wanna be bugged then dont come to a car lot basically, or at least be up front and say im needing some info but not buying today, THEN the salesman can determine how much time he wants to sped with you....and yes its his choice, its his time and money, and if your not buying hes working for free. I will answer all your questions even test drive a couple cars if Im not busy or the lot is quiet, but if its busy and you announce your not buying just looking, odds are if its a busy day, most sales people will drop you like brick....being nice about it of course, I mean if you come in and want to test drive 5 cars like I said and your not buying today what is the point, the cars you drive prolly wont be hree in a month or week, so its pointless, and my best price today will be different next month if the car IS still there.

I would write a guide to BUYING cars but most of you would not listen, and think Im full of **** anyhow, if you have not worked in the car industry, DO NOT pretend you know how it works....you dont....so dont try and tell me how to do my job....I am very good at it I finish top of the board consistantly out of 15 floor guys, and have a very good repeat clientele....so for someone who has never worked in the industry, or knows anything about it to write a GUIDE on how to sell, WHATEVER....everyone has an opinion I guess.

Thanks...

Anyhow Im done

[Smoke]

MalibuMaxxSS, are you on the clock?? I am, and I agree with everything you stated. Well put. Shake and Bake.

[jfnz24]

Well, I am going to add my two cents.

As with everything in life, there is a balance. I agree with King Riffle in that if I need help, I will ask for it. If I don't need help and a salesman is hovering, then that will turn me off. When I am ready I will ask for help. This will limit the amount of the salesman's time that I take but will get the answers I want. From the salesman's position, a customer should never waste a salesman's time if he/she is not at least interested in purchasing in the next week. Salesman have a job to do, and if you are requesting their services, they deserve to be compensated (if they put in some time answering your questions/needs).

One thing I absolutely don't agree with is "bugging" me. Asking if I need help, being available are good. But when you start giving me facts and information that I dont want or need, a salesman becomes a pest. A nudge when a customer is on the fence is fine, but if somebody is just looking to get ideas, don't push for the sale today. Also, don't waste your time trying to make that sale today. I know that salesman say it is their "job", but I disagree. Their job is to inform customers and make a sale to a customer that is also "looking." If a customer doesn't want to buy, then dont waste the time (yes, there are customers, if you want to call them that, that just want to take a look at an item in person with no intent to purchase).

Some customers and salespeople don't understand that a "balance" is needed. As the saying goes, it takes two to tango.

Just my opinions.

[likearock00]

Sorry MalibuMaxxSS, but I disagree with you. I was a salesman, and have bought a few vehicles in my life. You are an aggressive salesman. That may make bank for you, but I wouldn't buy a car from you with your hardcore attitude. Everyone does things differently and I guess we just don't agree on ways to sell vehicles.

[pgill00]

Originally Posted by jfnz24

Some customers and salespeople don't understand that a "balance" is needed. As the saying goes, it takes two to tango.

Unfortunately, some customers do not give a salesperson an indication of what they realyl want to hear. I have had dozens of customers who I have set up the whole dog and pony show for and could never get them to uncross thier arms or hang up the cell phone.

I will concede that there are bad sales guys out there that start vomitting info at every customer but I do think the customer has a responsibility to be an open communicator even if it is only in body language. I promise that the last thing a salesman in any business wants to do it waste the customers' time because that means he or she does not know they are wasting his or her own.

[big swede]

I guess I’m different than a lot of people because a salesman has never sold me a car. By the time I go in to talk to a salesman I already have my choices narrowed down to two maybe three cars and quite often the decision has already been made as to which car I will be buying. I have never met a salesman that new more about a car I was buying than I did so why would he know what I want or need in a car than myself. For me it doesn’t really matter what they know about the car because I have long researched each car to death and I know what I want. The way I see it is that the salesman is there to allow me to test drive the car and to negotiate the final price and that’s about it. In fact I might be one of the few people who get’s a better deal with a pushy salesman because I will bust his balls over price far more than an easy going guy.

[MalibuMaxxSS]

Originally Posted by likearock00

Sorry MalibuMaxxSS, but I disagree with you. I was a salesman, and have bought a few vehicles in my life. You are an aggressive salesman. That may make bank for you, but I wouldn't buy a car from you with your hardcore attitude. Everyone does things differently and I guess we just don't agree on ways to sell vehicles.

YA see that is the thing I am the most layed back non pressure salesman on the floor here, I am just stating my opinions, I get the 'just looking' thing as much as the next guy, and most times I do let them look, but really I take the flack from management, my job, and dont get me wrong some dealerships are way more layed back then this one prolly, but hey if you come one the lot and I greet you and you say im just looking leave me alone, I am NOT supposed to take another 'up' customer until I close you or you leave...so keep that in mind the next time you are wondering, you see dealerships have rules just laike any place of employment, and its not fair for one salesman to run from customer to customer handing out cards palying hte odds he will get a sale, so this alleviates this attitude...

I guess you have to work in the industry to get it....I mean they call salesman/salespeople liars, but trust me customer lie more then sales people could ever hope to....basically you want respect and the slaesman to go the extra mile for you, then treat them with respect, dont come in and fly off the handle about what is the lowest price or im buying donw the street......see ya....

It is give and take but from this end its mostly give, trust me, I do go the extra mile and then some for my customers, and I still get grief from them, and they still shop me and beat me up over a 100 bucks down the road, AND then come in for service when they bought the car somewhere else and want my car like normal to use, excuse me go see the guy you got it from, or spend you 100 buck savings on a rental.

all customers are not bad, but when you work in this business the 'just looking' thing gets old fast, if your on the lot your looking for soemthing, your not just looking, what the hell you looking for, ASK, salesman are not gonna eat you we are here to help your right, but after a long saturday, and its 4:30pm and its hot and you come in and I go up and say good afternoon welcome, what can I help you find, and you say 'leave me alone just looking' what I say is no problem heres my card and I just kinda watch ya, what I really want to say is .....well **** me like I never heard that before you here WTF you want.

[MalibuMaxxSS]

Originally Posted by big swede

I guess I’m different than a lot of people because a salesman has never sold me a car. By the time I go in to talk to a salesman I already have my choices narrowed down to two maybe three cars and quite often the decision has already been made as to which car I will be buying. I have never met a salesman that new more about a car I was buying than I did so why would he know what I want or need in a car than myself. For me it doesn’t really matter what they know about the car because I have long researched each car to death and I know what I want. The way I see it is that the salesman is there to allow me to test drive the car and to negotiate the final price and that’s about it. In fact I might be one of the few people who get’s a better deal with a pushy salesman because I will bust his balls over price far more than an easy going guy.

And a good example of a waster of salespeoples time.....if you know what your buying why go waste some poor salespersons time and money.....maybe the time he wasted on you he could have sold another customer...and it must be nice to know everything about everything. I was married to a girl like that once....

[isszy]

Originally Posted by MalibuMaxxSS

Man I would love to reply to this but I think I would get banned from the forum, alls I will say is spoken like someone that has never worked at a dealership and has no idea how things work..

Our Job is to approach you and get you to buy a car TODAY, not in a year or a month TODAY, dont get me wrong its cool if your just looking and got some questions, I will accomidate.. But dont go off on the salemans who pushes you to buy today, its his job. and sorry NO most salespeople dont have the authority to say what cars get sold for, or how much they can discount..

If your on a fact finding mission, look on the net, or come and grab a broucher, dont come in and test drive 5 diff cars, and waste a saleman day, yes waste, if your not buying then we dont get paid, simple and me spending all day with you when your not buying is a waste, your right maybe it will pay off in a month or year, but when the lot is crawling with people, odds are most salespeople wont waste their day on a tire kicker.....

And im wondering how many of you 'loyal customers' have gone back and delt with the same salesman that spent all day with you while you wre looking or sent you that thank you card, prolly less then 10%.....

When is the last time you worked all day for nothing, our Jobs is to make as much money for the dealership as possible while still keeping hte clientale happy, same as everyone elses job.......

There are some idots out there, but like it has been said before find a good salesman and deal with them and only them you will find your future car buying easier and almost fun.....most people get a good salesman and then shop them around and give them grief on why his car is 500 bucks more then the other guy, well its because I give my SS to customers a courtesty car, they dont, I book all the appointments for my customers..they dont, I deliver vehicles out of town..they dont, see the problem is everyone wants salesman to go above and beyone and all that but no one wants to pay the little extra for it.....

let the flaming begin....wooohoooo

Don't get me wrong, I understand that you work under conditions that I would never work under, but your response is exactly why I bought my last 2 cars through a car broker who dealt directly with wholesale.

[GMCSonoma]

Well put K/R....

I've experienced "#1" EVERY time I've entered an import dealer to look at a product...not at a domestic dealer though...not a general "your car is a piece of ****" but usually an insinuation of how "inferior" is it.

Interesting how that works...