I can still remember what it was like when I first got into the car business.  I was fresh out of the Army after completing a three year enlistment.  This was almost 20 years ago.  The training I received was minimal to say the least.  I was thrown into a room to watch the training that South East Toyota produced along with product videos for a full week.

The time the sales manager spent with me was gratuitous but very discouraging as well.  It was almost like he was trying to dissuade me from being in the car business, nonetheless I survived, was put on the floor after being reminded continually to:

1. Meet and greet build rapport
2. Qualify – Find out about what they wanted to buy
3. Select a car
4. Walk around and test drive.
5. Get agreement to buy the car if the numbers were right.
6. Fill out a buyers order get the customer to agree in writing.
7. Get a manager and keep my mouth shut.

That system worked well for me.  My first month on the floor I sold 15 cars.   I started following up with my sold customers like I ws told to do and was off to the races.

Fast forward almost 20 years and my 20 year old son has started as a car sales person.  I asked the group over at ADM for new sales person advice everybody that responded gave some great tips.  Here are a few that stuck out to me.

Comment by Jim Vogel

To be a salesperson in the car business you must know a couple of things… It is your passion before you realize it is. Bell to bell takes on a new meaning. Success is when it is just you and the F&I guy left… and finally, THICK SKIN, SENSE OF HUMOR and SHORT-TERM MEMORY. Gotta have it!

I have literally taught hundreds this advice. Stay passionate. If you are a true “car guy”, you know what I am talking about. Good luck, my little brother in profit!

Comment by Ryan Lucia

1) focus on what you can control
2) know the flow of the store
3) set goals and write them down
4) work smarter not harder
5) sell yourself….tell people stories (people love stories) get personal with your people
6) listen….listen….listen….listen….to many sales people talk and never listen
7) Never be afraid to ask for the close (people want to be asked if they will buy)
if your funny be funny if your not don’t
9) don’t be afraid to ask for advice
10) have your dad build a website to help you generate leads

Comment by Phil Whitehead

Give your business card to everyone you meet – the guy making your sandwich at the sub shop, the lady behind the counter, etc. They may not be in the market but maybe they know someone who is. They certainly won’t come to your dealership and ask for you if they don’t know you sell cars!

Ask everyone you meet “What kind of car do you drive?” “Why did you pick that car?” “What do you like about it?” “What one thing would you change about it if you could?” You’ll learn a lot about what people do and don’t like about cars and why they decide to buy what they buy. When you ask these same qualifying questions on the lot, it will seem like a natural conversation and not a bunch of nosy questions.

Comment by Joe Webb

As a green pea in this market, I believe you must first
1) Learn the layout of the dealership like the back of your hand
2) Learn the product extremely well
3) Role play with managers and test drive as many vehicles as possible – thereby learning the sales process
4) Get on every single educational site possible – Edmunds, KBB, etc.

Bill Playford

….. I certainly remember my first days on the lot (and getting stuck with everyone’s leftovers), and I identify with all of the advice that’s been given so far. I’ve seen a lot of turnover in my day (after three years, I quit counting at 27, which is more than 300% turnover at the store I worked at!), so I feel compelled to share some advice. If one of my children were starting in the car business, here’s what I’d share with them:

1.) Spend time getting to know the dealer’s staff (Service Writers, Service Techs, Office Admins, Detailers, Porters, etc). Not only are they (usually) great people to know, but they will also make your life easier. The referrals are nice too!
2.) Show initiative. It doesn’t hurt to turn the lights on in the morning, and lock the door with the Dealer Principal on a Saturday.
3.) Don’t be afraid to call your old customers “out of the blue, just to chat.” Fanatically keep notes about what you learned about your customers during the selling process (Rick’s hot rod Nash, Jenny’s ballet classes, Mike’s youth ministry…). Follow-up is fun when you have a personal relationship with your clients.
4.) Make yourself irreplaceable. Find a niche that is not being filled, and make yourself the best at filling that niche. Whether it’s being a product guru, a walk-around pro, or an Internet selling machine, find an area of improvement, and make it your own.
5.) Don’t be afraid to say no to a client. Evaluate what the sale is worth, beyond the gross. (Are they ever going to refer friends, family, and/or coworkers to you? Will they ever buy another vehicle from you? Are they going to have their vehicles serviced at your store?) Constantly being demoralized by customers puts you on the fast track to a new job.
6.) Don’t give up. Although it’s difficult, don’t measure yourself by your paycheck: measure yourself by your peers. In a business of attrition, the longer you stick with it, the more successful you will be.

There were some other great responses and you can see them all here.  If you have anything you would like to add please do so in the comment there or here.

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