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Contents

Preface

Who I Am .

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Why You Need This Book

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Introduction

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5 Habits of Successful Car Salesmen

Sales Goals

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. Promotion Chain

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Incentives

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Step 1: The Greeting

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The First Sign of Resistance

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The 3 Selling Signals

. The Specials: Lies or Not? .

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The 3 Questions Salesmen Hate

 

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Other Greeting Methods

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Step 2: It’s All About You

 

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The 3 Reasons To Get You Inside .

 

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CONTENTS

Step 3: Paperwork

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The Boring Side of Paperwork

 

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Step 4: The Presentation

 

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The 3 Minute Drill

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Step 5: The Test Drive

 

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3 Steps To Overcome Your Resistance 32

The Best Way to Say No

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The Two Types of Test Drives .

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The First Closing Attempt .

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The 4 Types of Buyers The Spontaneous Buyer

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The Analyzer

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The Slick Buyer .

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The Deflecter

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Step 6: Negotiations

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Is the Salesman Clueless?

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Good Cop, Bad Cop

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The 4-square Worksheet

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Negotiations .

. What’s Going On Back There?

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Commitment & Approval

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Business Office

. Who Is the Finance Manager?

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What Is a Finance Manager?

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Don’t Let Your Guard Down .

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Commissions

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CONTENTS

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Step 7: Do We Have a Deal?

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The Wave Goodbye .

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Referrals .

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Step 8: The Follow-Up

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The Bait to Get You Back In

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Prepare Yourself: 4 Things To Know 69

Step 1: Know Yourself

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Step 2: Know What a Good Deal Is

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Regional Prices

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Rebates and Incentives Target Buying Price

. Step 3: Know the Cost of Money

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Apply Before You Go

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Step 4: Know Your Options

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Conclusion

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Summary of Lessons

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Resources

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Closing .

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Preface

Who I Am

As I walked into the hotel room, packed with at least fifty other prospective car salesmen, I swiftly caught scents of cheap cologne and sweat. Now, after two months of unemploy- ment in a new city, I was ready to beg for employment table scraps.

How my life had changed. Just months before, I was working as an engineer in a Fortune 500 Company. My wife and I had quit our jobs and moved across the country to pursue our graduate school goals.

I was always nervous during engineering interviews because it’s so easy to get caught off-guard by convoluted physics concepts and applications. I mean, how am I supposed to remember everything about semiconductor theory when I’m face-to-face with a veteran

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engineer? But back to my story. I had to laugh about the car sales interview process. I was asked the following four questions repeat- edly in two rounds of interviews. Included here are my actual responses and my inter- nal monologue.

  • 1. Have you ever had a DUI? Nope. Huh? Is this seriously a real interview, or am I on Candid Camera?

  • 2. Do you have a reasonable means of transportation? Uh, yes. How would I have gotten here other- wise?

  • 3. Can you do basic math? Yes, sir. Did you even look at my resume?

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Preface

I like cars and I want to learn to sell them.

The bar hasn’t

been

set very

high so

far. Are you sure this question is nec- essary?

Believe it or not, the group of over fifty dwin- dled down to 10-15 candidates with those four questions. This was going to be an in- teresting job.

Why You Need This Book

Let’s face it, a car dealership is not a fun place to be. Sure there’s plenty of shiny new metal out on the lot to drool over, but what really happens when you go to a car deal- ership? You try your best to not get com- pletely screwed. That’s exactly why I wrote this book. During my time in car sales I found that most people were woefully uninformed about the car buying process and too trusting of their salesman. Though I will tell you the steps you should follow to buy a car, my goal is to put you inside the mind of a car sales-

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man. As soon as you see the habits, incen- tives, and motives behind everything a car salesman does, you’ll be truly prepared to buy your next car. I always felt bad for the people I was sell- ing cars to. I knew that they didn’t have the basic knowledge necessary to make an informed decision about their car purchase; a purchase that amounts to most people’s second largest purchase of their lifetime. After quitting the car sales business over a moral dilemma, I decided to publish my thoughts and provide help to the side of the car deal that needs it most: the buyer’s side.

Step 1: The Greeting

The car salesman will welcome you to the dealership and ask what you’re looking for. The first response of most buyers is a polite objection, such as:

“I’m just looking for now. Thanks.”

The First Sign of Resistance

Your salesman expects to hear this from you. He will respond in a way that will soften your resistance, for example:

“Great! Let me quickly show you our specials and then you can look around the lot all you want. Fol- low me.”

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Step 1: The Greeting

Now let’s break down this response into its 4 parts, so you understand why he’s say- ing this to you.

Pt. 1 Respond energetically. “Great!” Pt. 2 Soften any resistance. “Let me quickly show you our specials and then you can look around the lot all you want.” Pt. 3 Make a call to action. “Follow me.” Pt. 4 Walk away

If you follow the salesman, you’ve just given him what he wants most: control. This may seem inconsequential, but if he can get you to change your mind from “just look- ing around” to following him around the car lot, he knows he’s 25% closer to sending you home in a car today.

Lesson Two:

How Does The Salesman View You?

Your car salesman knows that you spend most of your life being told what to do by bosses, co-workers, and even family members and friends. He knows that if he authorita- tively tells you to follow him and walks away from you, your gut reaction will be to do what you’re told and follow him.

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