3 Effective Sales Tactics to Use After Automotive Sales Training

Male car sales professional in conversation with a female customer after automotive sales training

A car is a large investment, and buyers are becoming more invested in the process than ever before. The average modern car buyer typically spends considerable time researching every detail about their potential options online before they even step foot into a dealership. 

All of which translates to the fact that the focus of car sales professionals is experiencing a subtle shift. To be a successful car salesperson in these changing climes, you’ll need to be equally adept at selling a wholesome customer experience as you are at selling cars.

Your automotive sales training has covered the basics of becoming an effective car sales professional. With that said, mastering these three sales techniques can elevate your status from a good salesperson to an excellent one.

1. Provide a Personalized Experience

One of the fastest ways to engage potential customers and set the tone for more productive conversations is to personalize each encounter.

Car sales professional discussing a contract with a client after automotive sales training
As taught in automotive sales training, providing personalized service is essential for customers

Although this does not apply to every situation, buying a car is a big deal for most people. Treating them like just another number as a car sales professional may dampen their enthusiasm for the purchase or make them wonder if your shop is the right place to make their purchase. Establish trust and build a more cordial relationship with your potential customers immediately by learning their names and using them throughout your conversation.

Even if they don’t make the purchase the first time, ensure that you continue to leave a positive impression on them by sending them personalized emails and tailored content.

2. Never Mislead Your Customers After Automotive Sales Training

Customers usually have at least a basic knowledge of the attributes and features of the cars they want. However, they’ll still expect guidance from you and for you to fill out those areas where their knowledge could be improved. Here’s where your automotive sales training can be leveraged.

That’s why you need to be knowledgeable about the cars in your dealership and the industry in general. That being said, if you need clarification on the answer to any questions, it’s best not to provide a made-up or false answer. Only offer solutions that you’re sure of.

Similarly, waiting until the moment to introduce surprise fees is not a good look for your dealership. Being upfront with all associated costs helps your customer maintain control of their purchase and trust your service.

3. Treat Every Customer With Respect

As most automotive sales courses emphasize, good salespeople know to refrain from forming opinions about people based on their appearance. No matter how strong the natural urge to afford special treatment to people dressed more eloquently than others is, try to avoid it as much as possible.

Salesman showing a new car to a couple after automotive sales training
During and after automotive sales training, ensure that you treat customers equally

If a couple walks into your shop together, don’t make assumptions about who’s financing the purchase. Engage both of them equally and maintain eye contact with both. Pre-judging customers based on their appearance can impact the quality of your service. It may soon become apparent that you need to treat each customer with a different level of respect and professionalism.

Are you interested in automotive sales and admin training?

Contact CATI to find out how you can get started.

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