I have been selling my whole life and have recently changed careers from selling HVAC to selling cars. As many people know sales is all about selling yourself to your customer. If your customer feels comfortable with you as their consultant they will become your biggest cheerleaders for your success.

In my short time selling cars I have been very successful. In fact I’m using the same sales process that helped me sell HVAC.

Traditional car salespeople will use lines such as, “If I could….would you...”, “What will it take to get you in a car today!” and then act hurt and damaged when the customer says, “I need to think about it”. Although the customer expects this kind of sales person’s behavior and attitude when they walk onto car lot the best way to de-rail this stereotype is to be genuinely interested in what your customer has to say.

It is the rapport building process which holds most weight in the sales process and ironically this is the very step many salespeople miss or do not feel necessary or practice. The truth is, as a good salesperson, you have to know yourself and be authentic in your responses (people know when you are lying and being fake!!!!).

The other car sales people don’t understand what I’m doing and probably wouldn’t be inclined to do it anyway. Here are the steps I go through to make the sale:

1. Meet and Greet Your Customer Professionally: A very simple, pleasant greeting is all that you need. “Hello…welcome to ABC automotive, my name is Lila how I can help you today!”, said with enthusiasm and genuine joy works. You must be excited to meet a new person with new needs and expectations. No two customers are the same!

2. Counsel and fact find: Do this at your desk….inside the dealership. Slow the customer down and get them to tell you their buying motivations. This is also an excellent time to introduce them to your sales manager (another person that can help them in process and you in the process). Ask opened questions and either/or questions. Examples are, “Do you prefer lighter or darker colors”. Notice that I didn’t say “red, blue or green…” Also, ask what they like best about their current car/SUV and what they dislike most. These two questions can be the best out of all the possible questions….because they just told you what is the most important to them in the purchase of their new vehicle.

3. Assume the Demo Drive: Before you take the customer to your inventory and start getting “sticker shock”, say something like, “We are going to be driving a car that fits all your needs that we have just an addressed. I will need a copy of your driver’s license for insurance reasons.” Always, tell them why you need a piece of their personal information, this will help to take the edge off and reestablish your honesty and integrity as a professional in sales.

4. Know your available inventory before you go outside: Grab a key from key stock and go outside with your dealer plate because you are going driving!!!!

5. Sell the car they are interested in: Just because the vehicle may be equipped with 100 features it doesn’t mean you customer is interested in all features the car has to offer. Sell to their hot buttons.

6. Quick walk around of the vehicle: Start at the hood and talk about the engine….some people do not care about engine so relate it to something they care about e.g. fuel economy, ease of maintained or safety. Then sit the customer in the driver’s seat and then get them out and walk to the passenger seat – sell the back seat. Then to the trunk; show off what they care about. Other passenger seat and then front passenger seat. Sit them in the passenger seat and invite them to “buckle-up”…because the salesperson always drives first!!!! The reason why: for insurance reasons … “we are required to drive off the lot.”

7. Driving: Again sell the car and how it benefits them (you get this information from counseling Step #2) and during the drive answer questions and look for buying signs. Stay positive… don’t harp on how crappy their current vehicle is.

8. HANDLE OBJECTIONS: After the demo ride…is where customers will just say thank you for your time….. I.E. you have the wrong car or it is you! You always want your manager to thank them before they leave. So use the manager to help bring them back in or suggest something else. Keep them on the lot, offer literature on the vehicle they just drove or the restroom before they leave.

9. Paperwork: Let’s wrap this up….can I get you something cold to drink. HANDLE YOUR OBJECTIONS!!!! HANDLE OBJECTIONS!!!! HANDLE OBJECTIONS!!!! The paperwork of buying a car is vast and uncomfortable – buyer’s remorse starts to set in. Keep it fun and with ease. The clock is ticking now that they have found the car they are looking for. Be conscious of the customer’s time, keep it active and fun. Trade appraisal, credit application and more rapport building happens in this stage.

10. The Numbers: Stay positive. It is a big investment, treat it as such! “Great news, I have a proposal I know you will Love!” Go over the numbers, put the pen down and shut up! Watch body language and HANDLE OBJECTIONS!!!! Always assume the sale.

11. Wrap it up: All dealerships have additional paper after the customer says “Yes!” Do it quickly and make it seem effortless. Talk to your manager and put a timeline together….how long is it going to be before the finance and insurance manager is going to be available to see your customer. If it is a long time, show them an evidence manual (how great you are) or take a tour of the service department it helps to build value in the dealership. Get the car cleaned and gas’d up for the customer and ready for delivery. You do not want any objections about how the car looks when it arrives at the curb.

12. Deliver the vehicle: Go over the owner’s manual…mark pages that are of interest to the customer (counseling sheet step #2). Present the warranties. MAKE THIS SPECIAL. Teach about how all the feature that you sold the customer on during the demo drive. Some customer’s just want to get the “hell out of the dealership”. Stay positive and appreciate their time. Offer that they can schedule a time to come back at their convenience. Some customers will love this option others won’t.

13. Follow-up: Make sure you call you customer after the sale. Check-in with a phone call, “Just making sure you still love your new/used vehicle.” Next call, ask for referrals, people show off their new toys. Chances are they know someone who will be looking for a new car. And if you have taken care of them and built tons of rapport this step will be easy!

Lila Logue: I graduated from University of Washington in 2005 with a double degree in Medical Geography and Public Health. After graduation, I took off to Peru/Bolivia to “find myself”. Upon my return to the United States I decided to take a huge risk and move across the country to Virginia Beach. Young and in debt from travels and college I was ready to step outside of my comfort zone. I started in construction sales for a family friend, and then moved onto Geothermal HVAC/indoor air quality sales before coming to the automobile industry. I can be reached at lilamrta_logue@yahoo.com .