I have not been impressed with three-fourths (or more) of the salespeople I’ve come across this week, and if things don’t get better quickly, I might be the customer who simply drives her car to 500k miles — that’s the final lesson. I actually had a salesman tell me that their goal is to wear customers down, until we eventually give up and give in. I will, but it won’t be the way they expect. I’ll go home and keep rolling in my faithful car, because they forget (or weren’t listening when I told them) that I work from home.

So, Lesson #16, don’t treat your customers as opponents to be beat. If you do, they’ll eventually think of you that way, too, and eventually move on to someone who’ll work with them instead of against them.

1. What Is Sold

   • Car salesmen sell not only cars, but a range of package incentives to make buyers more willing to make such a significant purchase. These incentives can range from services such services as financing, extended warranties and maintenance packages.

   Working Conditions

   • The BLS states not only is this career a high-stress occupation, but 85 percent of workers work full time, with 37 percent working more than full time. Many who are employed in this field work evenings and weekends to make it easier for customers.

   Personal Qualifications

   • Car salesmen must possess certain personality traits and abilities to be successful. According to SalesCareersOnline.com, car salesmen need to be good communicators and negotiators, and must have a put-together appearance. The sale is dependent on how well the salesman can read and fulfill the customer’s needs.

   Training

   • In most cases, formal training for a sales position takes place on the job in the form of mentoring and sales meetings. Larger dealerships run a few days of classroom training to go over the dealer’s specific car features along with teaching sales tips such as how to approach a customer as well as negotiation skills.

   Wages and Benefits

   • Commission is the typical method of payment for car salesmen. They earn a certain percentage of the total sale. Some companies are reported to offer new salesmen a meager salary for the first few months. They are also known to offer this to experienced salesmen. Benefits are limited but include such perks as having use of a dealership car for business and sales bonuses.

1. Schedule

   • Car dealerships in most parts of the country are open six or seven days a week. Weekends are usually the busy times for car buyers, so a salesman will usually have time off during the week. Most dealerships are open from the morning until well into the evening. Each day you will be scheduled for an early shift that starts before the dealership opens or a late shift that finishes at closing.

   Meetings

   • Many dealerships have a sales meeting before each shift starts. Sales managers update the sales force on any news or promotions A longer sales meeting for all sales people is often held on Friday or Saturday mornings to get everyone ready for the weekend.

   The Day

   • A car salesman’s primary duty is to meet customers coming to the dealership, show and demonstrate cars and convince buyers to purchase a car at a profitable price. On a slow day, a large part of the day can be standing around waiting for customers. Time can also be spent calling old customers or prospects who came to the dealership but did not buy. Additional time should be spent learning the features of the different car models.

   Customer Time

   • The process of selling a car to a customer goes something like this: Meet the customers as they come into the dealership. Find out what type of car they are looking for and show them a car or cars. Provide a friendly, detailed explanation of the car’s features and benefits. Go with customers on demonstration drives. After the test drive, take the customers into the dealership to negotiate price and purchase details. If customers have a trade-in, get the details of the trade and take the car to the used-car manager for an appraisal. With assistance from sales manageers, negotiate with the customer until you reach price and payment terms that are accepted. Take customers to the dealership business/finance office to complete the purchase paperwork. While customers are doing the paperwork, take the car to be cleaned and fueled. When the paperwork is complete and the car is ready, give your customers the keys to their new car, thank them for their business and get back on the lot to find your next prospect.

   Making money

   • Depending on the dealership and local labor laws, car salesmen usually earn a small salary and make most of their money from commissions on the sales of cars. The more profit in the car deal, the bigger the commission. The job can be extremely frustrating when you spend time with customers and they do not buy. It can be boring when you spend hours waiting for the next customer to come to the dealership. It can be exciting when you sell a car and make a big commission.

1. Car Knowledge

   • A car salesman may use your lack of knowledge and preparation against you. He is experienced enough to know when someone doesn’t know about cars. He may give you information about a car to make you think it is more valuable. Watch out he doesn’t try to make something sound better than it is or that only the car he wants to sell you has it.

     The salesman also will try to sell you extras like extended warranties or packages. These plans are often huge moneymakers and rarely save you money. While some people benefit from these extra services, the majority do not.

   Numbers Game

   • A car salesman might make the numbers look more beneficial than they are. She will say she is giving you a lot of money off for your trade-in when in reality she is just playing around with the car price.

     The numbers also can move around when financing comes into play. A car salesman may try to stretch out the payments to make the car look more affordable. It’s always best to have financing in place beforehand because you will probably get a better deal.

     A car salesman will adjust the purchase price, the financing or your trade-in to maximize her profits and make you feel like you are getting a good deal. Know exactly what you want before going in and don’t let her move you up to a higher number.

   Waiting Game

   • Be aware that a car salesman might purposefully make you wait. Be prepared to leave if he makes you wait too long. His game is all about being in control. You have the money and the power to decide, so let him know you are in charge of your money and your time.

1. Research a car dealership before becoming one of its salespeople. Ask former customers if they were satisfied with their purchase. Ask current and former employees if they had a positive experience working there. A successful car salesman will work for an ethical dealership that is constantly training its employees.
2. Act professional at all times. Avoid using bad language around the customer, keep your appearance neat and tidy and do not lose focus on your client. A buyer is more likely to trust a salesman who looks the part.
3. Listen to the customer and ask questions. Make sure that you gather as much information as possible about the person you are dealing with. This will help you make a better decision on which type of vehicle will appeal to her and how much she can spend.
4. Learn about your inventory. A potential customer will be more likely to purchase a vehicle from a salesman who is knowledgeable and can accurately answer any questions.
5. Speak to each person in the party if more than one individual is involved in purchasing the vehicle. Many times a wife, husband or child may have questions about the car.
6. Avoid giving the customer too much information about the financial aspects of the purchase. A car salesman’s job is to educate the potential buyer about the car itself, not how much the car will cost, the interest rate offered or how much monthly payments will be. This is the job of the loan officer.
7. Follow up with the customer after this purchase. This could lead to other sales because this buyer may have friends or family members interested in purchasing a vehicle or may be interested in another purchase sometime in the future.