By on May 28, 2011

Welcome to TTAC Car Selling Techniques. Used car prices are sky high, and you too can get rich selling a car. Just watch this series of FREE instructional videos, and you too will be a master salesperson – or your money back. And remember: It’s all in the close.

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17 Comments on “Car Selling Techniques: The Art Of The Close...”

  • avatar

    Don’t forget your ABC’s “Always Be Closing”

  • avatar

    If it were all in the close they would never sell me anything. With me it’s all about the price – and in the end, the bottom-line price including tax, title, registration and license plates. Then it is a choice of either you choose to pay it if you want the car bad enough, or you don’t. New vs used? When I was young and had no money left over at the end of each month buying a used car proved to be financially devastating for me on more than one occasion. When you buy used you buy other peoples’ problems. Through the school of hard knocks I learned quickly that it was better to have a new econobox than a used super-duper pooper scooper hot rod. And don’t fall for those extended warranties that they sell on the side. Too many people found out the hard way that they aren’t worth the paper they’re written on when you find out that this isn’t covered or that isn’t covered, etc etc etc. But most of all, do your homework and choose a new car with a track record of dependability, reliability and value for you money.

  • avatar

    I get it now. The reason that VWs have historically been considerably less reliable than many other cars isn’t in the design or manufacturing, but because salesman like to do things like jump up and down on the doors.

    The sad thing is that whoever bought that car is probably wondering why the door isn’t quite right.

    Incidentally, every time I see something like this or have the misfortune of being called to sit in on a sales meeting, I can’t help but think how glad I am to have never gone into sales. I’d either be really bad at it or hate myself for becoming any good.

  • avatar

    What’s interesting about this guy is that I knew salesguys like this who were able to sell an assload of cars. A lot is in the theatrics and a lot is in a good salesperson knowing what pushes a prospect’s buttons.

    There are the rationalists: they have their numbers and know what they want. No sense in chatting them up or trying to sell them on something other than what they want. These are usually the easiest sells because they know what they want and have a reasonable attitude toward price. They’re also a rarity.

    There are the clueless: they’re the ones who are between a New Beetle, a Ford Mustang and a Honda CRV. These are the nightmare prospects if the salesman doesn’t understand the personality, but they’re also the people most likely to buy and say: “Gee, I never thought I’d be buying a new car today….” It takes a good salesman to make this close.

    Then, there are the hagglers: The worst of all. They *think* they know about the car buying process, but really are just pulling numbers out of thin air, or revel in beating up the salesperson. They’ll blow 3 hours of your day over $200. Weed these guys out quickly by asking them what their budget is. If they say $20,000 on a $30,000 car, you show them the invoice and any available incentives. If they still won’t budge, wish them a good day and send them packing.

    We can play the blame game all day long (is it the salespeople or the customers who are bigger liars?), but at the end of the day it is the customer’s responsibility to be educated and knowledgeable and it is the salesperson’s job to be up-front and honest. Both sides need to recognize when it’s a good fit and when it is not. I’ve never spent more than 1 hour buying each of my cars, including test drive through paperwork. Part of being a good customer is also knowing the demand for a particular vehicle and color. Higher demand = less wiggle room. It’s pretty simple stuff.

    The key to successful selling is understanding, quickly, which prospect is there to buy a car and which one is kicking tires. This way you know where and how to spend your time. You also need to determine whether the prospect is being honest or not. Example: if a man comes in with a wedding band on his finger and says that he’s buying a new car right then and there – he’s lying. No married man makes a purchase like that without his wife either present at the time of sale or without his wife’s prior approval, having seen the car herself. No joke. I recall a man coming in to buy a Jetta GLS one Saturday afternoon in the fall of 2000. He said “I want black with beige interior and an automatic.” We only had a green with a black interior in a stick left on the lot. He bought it without asking his wife and left.

    Two hours later he returned, wife and infant in tow, tail between his legs, begging to return the car. He pulled the finance woman aside and literally BEGGED to be let out of the deal. Lucky for him, a deal earlier had fallen through and we had the exact car he wanted – but for $3,000 more. He gladly paid.

    • 0 avatar

      When I am buying a car for myself I buy what I want, sure I tell her how much I’m going to spend before hand but other than that she couldn’t care less. For a car that she is going to be the primary driver then yes she will see it before any signing on the bottom line.

      Now when the wife sends you to the store with the mission of buying XYZ, doesn’t matter what it is, and you bring home something other than what she specifically instructed you to buy you are asking for trouble. Sucks to learn that lesson when it is at the car level, much easier when you bring home the wrong yogurt.

  • avatar

    Along the way, aware that funds and time were lacking, along with offered class meeting times were not designed to meet the needs of scummy blue-collar working pukes who were seldom on any sort of regular work schedule (office working cubical dwellers tended to be the target market of the colleges/universities in the areas I lived) I used the broader array of offerings of junior/community colleges along with an awareness my K-12 education AND socialization/acculturation had not prepared me for ANY college let alone the high-up stuff leading to a BA/BS/etc.


    I grabbed a Certificate of Professional Sales.

    No degree but I did obtain a pretty official piece of 8×12 paper that looked mighty nifty to me hiding that gouge in the wall where the hole from a prior tenant had been made.

    Interestingly, potential employers were thoroughly unimpressed but, back then, in California’s Central Valley the unemployment rate WAS at 20 percent and more and with no contacts, there were simply no jobs in sales….

    Anyway… basically, in general, the “art of sales” as learned from pert-near two years of intensive study and active engagement by me resulting in a 3.9 out of 4.0 GPA was;

    Requisite drum-roll please and prepare for a cymbal smash at the end:

    Always ask the one you are attempting to sell to buy from you.

    Ask directly.

    Various ways to ask but….

    ask (hit cymbal here).

    Of course, a multitudinous number of ways to ask!!!

    Whip it out (Eeeeeek) NO, the order book you pervert, and ask what color they want. Or would they like the buy two and get the third half off or whatever is relevant.

    In some cases it actually works to tell the customer they are buying. Remove the buying decision process from them and some folks are actually grateful!!!

    It IS a tough way to make a living, however.

    Some sales jobs are more difficult than others.

    Some require the salesperson to LIE.

    Yes. Management demands it.

    Wrecking yards were notorious for it.

    “Yeah, Joe (repair shop owner)that tranny has only 35,000 miles on it. Okay, we’ll get it over in half-an-hour.”

    And that is the mileage Joe informs HIS customer.

    Well, the tranny had at least 110,000 miles on it but a thorough steam cleaning sure made it look pretty.

    Same with engines etc.

    i wouldn’t/couldn’t do that thus i was banished to the back where I inventoried, filled the computer with data, subjectively rated sheet metal parts and added estimated body shop repair time (1.5 hr lwr frt no bondo needed) and other info to assist the sales force.

    Before i came along the sales force often had to “run out back and look at the part and get back to the buyer.”

    After the sales force became used to my method productivity greatly increased but….. was that productivity passed along in any way or amount to me?

    Bwa hah hah hah hah!!!!!!!!


    Due to current inability to do the jobs of your I will likely commence seeking a sales job; now that I have those new phony plastic teeth to fill in the gaps that made me fit right in with the local hillbillies.

    Gotta’ get used to ’em first so I can talk properly.

    Oh!!!!!! Here in the shanty I was so liver-quiverlingly excited about a chance to add my 36-cent’s worth I forgot to mention……

    Nifty story, Bertel Schmitt!!! Enjoyable reading. I really liked it!!!!

    Hope to read more in the future. Well, and perhaps have other videos to watch!!!!!!!!!!! I don’t have the time to hunt down interesting videos.

  • avatar

    That isn’t a feature I really need. Show me the video fo the side impact crash with a five star rating, that’s important. Most likely a car that gets a five star rating has the ability to have some one stand on it.

    No good can come from slamming a door. How will the power window units hold up, or other parts in the door. If a salesperson did that when he showed me a car I would walk out with out saying a word.

  • avatar

    What a jackass. The window regulators take a beating when you do that. Probably come back for warranty work or some poor SOB is out of pocket for the $700 the dealer will ream him.

    Not to mention the striker bolt being smashed to hell. These are not overbuilt parts; these things wear out commonly under normal use and shouldn’t be abused.

    Hey moron, it’s a GTI, I can watch the YouTube crash testing and see how sturdy the freaking thing is.

  • avatar
    Austin Greene

    I’ve always factory ordered my cars. I’d much rather wait the few months than have Larry Wilcox look-a-likes testing the tensile strength of my new vehicle.

  • avatar

    I howled. It brought back memories of the local (very short-lived) Saab dealer in Johnstown back in the ’60’s. At the local auto show, he was doing the exact same thing to his display stock of Saab 96’s.

  • avatar

    Hey, I had a Saab 96 – they could take door-jumping like that all day!

  • avatar

    If I was at a car dealer and witnessed behavior like that, I’d let someone know I would never deal with them if that’s the type of salesmen they hire.

    I liked my 2004 Impala buying experience. My wife and I went into the dealer, looked at their selection and found the exact model, color and trim, handed the sales rep my “GM Supplier Discount Code”, he wrote up the order, subtracted the 3k rebate on top of everything else, signed everything, done. He asked if I wanted to take it for a test drive. I said no, as I have drived a couple Impalas already. He begged me to at start the engine! I did. Sounded great, put it in gear, everything worked, shut it down, took delivery, went home extremely happy!

  • avatar

    I just love the little theatrics car salesmen pull because they think they’re fooling the customer or being very clever.

    I recently accompanied a relative who was buying a used car. The salesman reduced the price to something I thought was a realistic starting price. My relative umm-ed and ahh-ed, wondering whether it was any good. Then the salesman put on a mock look of horror and called over his accomplice in the charade, saying “oh no, I think there is something wrong. Oh dear. I think I’ve given you a price that’s too low”. On and on the banter went. The accomplice went back to his office and shuffled papers. Tension in the air. Meanwhile, I was looking up the Red Book buy/sale/trade value of the car on my mobile phone and confirmed the ‘error’ price they quoted was in fact at the upper end of the price range.

    I informed my relative and we played along with the charade… and got an even higher discount.

    Seriously, salespeople. (Some) of your customers are not stupid or naive. Drop the BS.

  • avatar
    slow kills

    Is there video of this being tried on a Hyundai or Honda?

  • avatar
    Volt 230

    What a freaking clown! I would have walked out and gone to another VW dealer and purchased there.

  • avatar

    If anyone did this in front of me, salesmen or fellow customer, I’d be pissed enough to go directly to the sales manager. Either way, all he’d have shown me is exactly which car I wouldn’t be buying today.

    Isn’t the whole point of that gimmicky VW car door thing that you can shut it softly and it closes with a solid “thunk”? I think this guy is bush league enough that he interpreted the door close routine as an indication of hinge strength (which I’ve never heard before btw and I’ve shopped plenty of VW’s). You would think that salesmen would have to know something, ANYTHING, about cars in general before some shmuck lets them onto the floor.

    In fact, post the name of the dealership and I’d probably call them up right now to tell them just how bad this looks.

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