Auto Sales Career
Financial Success Selling Cars

An auto sales career, for the right people, is not only rewarding financially but fulfilling. True, there is significant financial opportunity in selling cars. And, also true, there is significant turnover in the car sales ranks.

Tom Hopkins wrote, "Selling is the hardest easy work and the easiest hard work there is." That holds double for the automobile industry. One would think that with so many car dealerships an auto sales career would be a popular choice. Reality is, many look at selling cars as an easy way to make a buck. And, when the going gets tough, when the "Ups" slow down, the quick buck drys up and so do the quick buck seekers.

Why is that? Why is it that in an industry that has a continuous pool of new and repeat buyers there would be such a large revolving door?

5 C's To Success Selling Cars

* Commitment
* Confidence
* Competence
* Communication
* Courage

Commitment

Like any vocation, if you are going to seriously consider an auto sales career then commit to it as a career.

Commitment means you invest time, yes your time, in learning the art and science of selling. Sure management, the dealer principle, the manufacturer, if you are at a new car store, are all responsible to provide training. The reality is, what they will offer is not enough. You need to be continuously developing your selling skills and yourself. You are responsible for your success. An auto sales career is much more than product knowledge.

Confidence

Confidence comes from knowing that you are prepared, up for the challenge, ready to meet and greet anyone who walks through the dealership door.

Confidence is believing in yourself, accepting that in each interaction the person opposite you will receive nothing but your best. It is understanding that a no sale is not about you, it is not personal. It simply is a no sale at this time. I once read a comment about a failed theater act that went like this, "It wasn't the performer, it was the performance."

Competence

Competence is knowing your product inside and out. If you are an auto salesperson at a new car store, know your brand and your manufacturer. Study the models. Learn what sets them apart from similar models your competition has. Find out the quirks your competition uses to compete against your models and prepare to handle them.

Used car salesperson or new car salesperson, you need to understand available payment options - not interest rates, leave them for F&I.

Speaking of F&I, what can you do to plant seeds for products through the Business Office. And what about your Service Department. Are you knowledgeable about door rates, hours of operation, how late the shuttle bus runs, do you pay for taxis, and more. Being competent embraces being able to effectively handle most any aspect of the prospect interaction about your cars, store, and service that might come up.

Communication

Communication is the nuts and bolts. Do you understand the dynamics of effective communication? Are you aware that you should listen more than you speak? Have you leaned to ask questions that add value to the interaction?

How good are you at listening to body language? Communication is much more than what we say. Effective communication skills are essential. The good news is there are numerous resources available to develop your skills.

Courage

To some it may seem strange to have courage listed as one of the 5 C's to auto sales success. The emphasis here is to have the courage to say, "I don't know." A weakness of many wanna be auto salespeople is that they feel if they cannot answer a prospect's question then they should make up what they think a reasonable answer would be. This is a sure route to a No Sale. Today most car shoppers have completed serious research on the internet before arriving at your store. Many will know as much as you do, maybe even more.

So an innocent question might be just that a sincere inquiry. Or, it may be a test to see if you are credible. BS your answer and the buyer will know. Car sales champions have the courage, the intestinal fortitude to say, "Know what, I don't know. Give me a few minutes and I'll find out." Don`t get all wishy washy or try to gloss over the question. Own up to it. You will be respected for doing so. And, respect strengthens credibility. Buyers like to deal with car salespeople who are credible. Credibility - another C.

There you have it. 5 C`s to success selling cars. These are the core C`s. The ones, if followed, most likely to provide you the greatest success in your auto sales career.

By the way, there is a significant difference between a car salesman and an order taker!

Remember: Nothing happens until someone sells something.

Sales Champions Make It Happen!

Top of Page Auto Sales Career

To Home Page Selling Process Tips