Car Sales Career – The Mega Post

Hi there. If we haven’t met, my name is Mr. Car Sales Story. I’m the enthusiastic car sales career writer who started selling Audis right after graduating UCSC. I accomplished everything that followed with the help of two friends from college that started selling cars with me. We quickly found out that with the right attitude we could make strong incomes selling cars. I’ve started this blog to share what it took to get to $200k+ per year selling cars.

I’m writing this post to use as kind of a permanent “Hello!”, since at any time many of you are new to this blog. I’ve written almost 20 articles so far, and I plan to keep going!

“I hear Mr. Car Sales Story writes great stuff about car sales, BDC, managing internet leads, and closing deals, but what can he teach me right now?”

Great question. Let’s begin.

We’ll start with a rant, which links to a bunch of other stuff. You can right-click any of those links and open them in a new tab for later. If you get through every link, you’ll be well-equipped to absolutely dominate your new career.

For six plus years, I’ve been preaching a different brand of car sales from what you’ve heard in the media. The standard line is that car sales is about head to head negotiation, a total grind of a job that pits buyers versus sellers. You work your butt off all day every day, make a living, and slowly gain a few extra pounds from all the pizza.

Mr. Car Sales Story’s advice? Almost all of that is nonsense: Your current idea of car sales is slow, inefficient, and holding you back. You could be making tens of thousands of dollars more while working less.

What happens when you can make more and work less? You stick with car sales instead of giving up after 6 months to a year like so many people before you. You get a jump start on making a strong living and quickly line your path to financial freedom.

And the effects are surprising: if you can work this advice into your career early on, you could have an incredibly lucrative (and relatively short) working life, leveraging a network of contacts to sell millions of dollars in cars every year.

So remember my freaky numbers at the start ($200k+)? There was not really any magic – my friends and I just worked hard and failed fast, learning the whole way along.

Car Sales Career Step 1: Getting the Job

The first step is this: create a killer car salesman resume and win the interview.

your car sales career starts with a great interview
you have to impress the boss

…Let’s say you have no experience, never had a job. Guess what? It’s still possible to get a job at a car dealership, just generally not starting in sales. If you read this blog and want to get into this type of career, I recommend just getting a foot in the door any means necessary. Many successful six-figure salespeople started as porters (moving cars). It helps if you know someone at a dealership from high school or a mutual friend…

Car Sales Career Step 2: Working Hard and Selling Cars

Time to master the basics: how to sell more cars at a dealership. It’s key to remember that you are the responsible party in all this. The fact that you are on this site means that you have taken some responsibility for your continued success!

your car sales career centers around hard work
car sales is hard… but not that hard

…First things first. You need to be able to read the hand you have. The idea of being able to “tell a buyer” is not some voodoo magic that you need to go to school for…

Always come back to the basics.

After you’ve got the basics down, rev your engines and start using enthusiasm to sell more cars. It’s important to remember the golden rule of car sales- people buy from people they like. If you can get your customers to fall in love with you, you will find that overcoming objections will be a walk in the park.

Having the combination of routine, curated expectations, and a strong mindfulness practice is the key to being mentally prepared for difficult conversations. If you are prepared, you will be able to maintain a “safe space” while having crucial conversations with customers.

Car Sales Career Step 3: Mastering Your Pipeline

Ah, the most important difference between a great salesperson and a superstar: using proper follow-up.

your car sales career needs strong follow up, without it you will need this picture of the bible
what you need if you don’t have good follow-up

Build templates that solidify your processes. The follow-up email after phone call sales template is an underutilized tool to spur sales.

Use them to:

  • Protect against memory failure from customer’s “fight or flight reflex”
  • Revisit strong rapport building from the call
  • Allow for easy continuation of the conversation

Car Sales Career Step 4: Transitioning To Internet Sales

First things first: you need to learn the market. Learning the market is what allows you to work your internet leads efficiently. Once you have a handle on the market, you need to up your game to compete on the competitive internet sales playing field.

this picture of code in my article about the car sales career is here to poke fun at the term "internet sales"
internet sales sounds more technical than it is

You need to learn that people online have a hard time trusting others.

I learned a valuable lesson though, which is pretty simple: The Internet, combined with stress, makes trusting others difficult.

Why should I expect my customers, who are shopping online, trying not to get taken advantage of, to trust me off the bat. I didn’t trust doctors that were trying to help me!

So that’s the thing. Most of us have some form of this internet over confidence. We disregard people who know in favor for popular opinion and anecdote. We read sources and then figure ourselves experts.

After you’ve learned the market and upped your game, you need to start focusing on your efficiency. Key to this? Working within your CRM to master your templates and analytics.

Car Sales Career Step 5: Managing The BDC

Calm down, this is where it gets complicated. You are now managing employees that are probably hourly plus bonus. They think differently, work more standard hours, and need to be hired and trained with grace.

this photo of a stock traders office in my article about the car sales career is to make fun of how boring call centers look
no chance your bdc looks this cool

Start by building a strong and happy team. You want to pick the right people for this position, keeping in mind the unique challenges that a BDC faces. It can be stressful at first- try visiting my list of automotive BDC tips and finding help there.

If you have set up a strong team, the next step is to optimize their BDC workflow.

Here is my break down of the first 7 days of email/phone/text cadence that is optimal for your BDC dealership workflow…

Finally, finish up your work by making sure that the Automotive BDC templates are on point!

Transitioning From The Car Sales Career

I get it. Life at the dealer can be overwhelming. It can also be amazing. It tends to fluctuate season to season, day to day. If it’s been a few months and you really want a change, try watching my interview with my friend who left car sales for technology sales for another option.

Sales Training Topics – The New School

Discussions revolving around sales training topics are generally pretty boring. The advice given to help train your sales team is tried and true, but boring and flat. We all need excitement when learning something new. We need the promise of success to incite us to work harder and evolve.

Sales Training Topics

Sales training topics are often treated as small pinpoints that managers can harp on to motivate and encourage their salespeople. Do this, do this, do this. Mostly it revolves around “hustle more” and “waste less time”. I often see people encouraging salespeople to “network”, with little advice on how to actually teach that goliath topic.

car sales training topics can bridge the gap between the management and the salespeople
bridge the gap between you and your salespeople

These sales training topics that I am going to be covering in this article are a little out of the box. We are going to take our gaze and focus it on the strategies that you can learn (and in turn, teach) that will transform the sales careers.

Customer: “What are you selling?”

Kenny: “Personality, because this stuff sells itself”

This article will be in two parts. We will open with the advice that other blogs and writers have re-hashed for years, judging the merit and distilling the workable advice in concentrate. Then we will attempt to break new ground, addressing some topics that, when mastered, can have a 10x effect on your salesmanship.

Old Advice – Still Has Value

There are a number of age-old sales training topics that we can review quickly below, before diving into the more interesting topics.

Fail Fast

Many managers give simple advice to new car salespeople: “take more ups”. No matter how piss-poor your closing rate is, if you take enough “ups” (fresh/new car sales customers that walk on to the lot), you will sell enough cars to make a living.

There is tremendous value to this for a simple reason. Most “green pea”/new car salespeople are completely hopeless at talking to customers, and the only way they are going to learn is to fail. The beauty of car sales is the incredibly short sales cycle, which allows the new salespeople to fail fast and fail often.

Great! This is good advice for new salespeople. Taking plenty of opportunities early in your sales career is a great way to break down any timidness you may still have left.

“Timid Salesmen Have Skinny Kids”
– Zig Ziglar

Share Success

Sales training topics are generally addressed in the sales meeting, once a week. Like anything that is repeated weekly, they quickly become boring and rote.

During sales meetings, sales managers will often ask all salespeople to share “success stories”, hoping that they will inspire the group.

I find this to be almost universally a waste of time. The best stories are 90% embellishments, and the vast majority are “veni vidi vici” (I came, I saw, I conquered).

The only powerful part of the “success story” sales training topic is to practice storytelling. I believe that storytelling is the most powerful tool in the salesperson’s arsenal. Sadly, the focus of these stories is generally not the delivery of the story, but rather the “who, what, where, why, how”.

Pain Points

Of all of the current sales training topics floating around online, the most common one I see is the “identification of pain points”. Pain points are the problems that your product can solve.

pain point is a problem, real or perceived. Entrepreneurs create opportunities for themselves by creating solutions to those pain points. Solutions create value for everyone.

-Jeffrey Carter @ http://pointsandfigures.com/2012/04/27/whats-a-pain-point/

Although a popular topic, I think that pain points are a topic slightly better suited for business to business sales than for business to consumer (like car sales).

A car can provide a solution for a problem (getting A to B etc), but most of the “sales” in the process involve the wants of the customer, not the needs. The selling starts when you attempt to set your dealership, your brand, and yourself apart from the competition.

The New Best Training Topics

You want to stand out, sell more, and succeed. You’ve read the content that is out there. The idea of “failing fast” and “pain points” has resonated, but hasn’t had the impact that you’ve wanted. What are the sales training topics that can 10x your team’s production?

Enthusiasm

The #1 under emphasized sales training topic is enthusiasm.

What makes this guy infectious? He is enthusiastic. Quick. He cares!

“I have a disease called enthusiasm” – Kenny Brooks

Now, that being said, this “window cleaning” salesperson is actually a stand-up comedian. He is genuinely funny, but he has some great sales training nuggets of wisdom in his skit:

“half of your neighbors in the community say they just gonna get it cause I’m so funny, cause this stuff sells itself” – Kenny Brooks

In that one sentence, Kenny has both shared that others are buying his product and casually pointed out a sales truism. People buy (good products) from people they like.

Teaching Enthusiasm

Enthusiasm is conveyed in a myriad of ways. It’s about the way your face lights up, the rate at which you speak, and your body language.

As a sales training topic, teaching enthusiasm is about getting your salespeople to find passion in the way they communicate.

Start by having your salespeople talk about their favorite place in the world or their favorite restaurant. Ask for details. Tell them why their favorite car or their favorite bike is special. What makes that new video game they just bought so great? How does their new iPhone differ? How much better is the camera?

enthusiasm is one of the critical new school sales training topics
I’m enthusiastic when I talk about Portland, because I love Portland

Get them talking! Then, when the passion starts to ramp up, their eyes lighting and their voice quickening, bring the focus to their passion. Point out the way they are talking, and ask them to use that same style when doing a product presentation. Have them try it out!

Have them watch the video of Kenny!

Specializing In Your Customers

Steve is a salesperson at my dealer that sells almost exclusively to ultra high-end customers. He dresses in a $3K suit every day, networks the hell out of his clients, and pays almost no attention to anyone except the richest customers.

Steve is an expert in high-end brands and other sports cars (so he can talk shop). He cares about Hublot watches and Gucci shoes. He has the passion for these things.

Now, this wouldn’t work for everyone, but he has been very successful in building out a book of very high-end clients in the silicon valley. He works less than many other salespeople but earns a very strong income. It fits him.

As a manager, do I want to encourage this type of behavior? Many would say no right away.

Rather than have twenty decent “jack of all trades” salespeople, I might rather have a few salespeople that go deep on a particular group of customers.

Teaching Specialization

We all like to buy from people that have an air of authenticity. How can we hope to be authentic with our customers if we don’t know anything about them? We need to be able to talk to customers on their level, about what they are interested in. Doing this will create a “safe space” so that your customers can trust you!

The fact is like Kenny was right:

“this stuff sells itself”
– Kenny

Most of us sell strong products that customers will find value in. We need to find common ground so that we can communicate that value. The common ground lies in shared experience.

It’s easy for your salespeople to pigeonhole customers and cultures based on their pattern of experience. These are the names of some of our customers from this weekend:

Shobit
Anuvrath
Parag
Shivani

Many of our salespeople don’t even know how to pronounce these names, let alone know anything about their culture.

We need to specialize in our customers. If your customers are all computer engineers that love excel spreadsheets and grew up in India, you better know something about India! You better stand out!

Rather than sharing success stories, try having your salespeople share things that they know about the cultures of your customers.

Here is a video I did on this idea:

Beginner’s Mind

I’ve talked about Shoshin before in a previous article, but I think it’s a teachable sales training topic. Shoshin refers to the fostering of a lack of preconceptions and an attitude of openness. By treating a subject that you may have expertise in with an open mind, you allow yourself to learn new things that you may have otherwise dismissed.

Why is this a good sales training topic?

Many salespeople feel like they are masters of their domain. They know their product inside and out and they have done enough transactions to have memorized the general cadence. They secretly bunch customers into buckets (the lay-downs, the grinds, the cocky bastards) and treat them as such. Once in a while, a customer will break these stereotypes and a salesperson will recite the incident in the sales office.

Here is an example of what that sounds like, see if it sounds familiar:

“I couldn’t believe it! This Indian guy didn’t even ask for more discount! I had already discounted when I presented my first offer because I knew he was going to grind me down, but yeah, nothing! I almost feel like I didn’t need to give him any discount in the first place. Who would have thought that guy was going to be a lay-down!”

Yes, that salesperson put the customer in a bucket mentally because of the customer’s racial background. This is a taboo topic in the USA, but stereotyping is incredibly common and it’s critical as sales manager to get ahead of it.

Teaching Beginners Mind

So how can we teach beginner’s mind?

“…in the beginner’s mind there are many possibilities, in the expert’s mind there are few.”
-Shunryū Suzuki

Start by leading by example. Have your salespeople teach you new things. Emphasize how important you feel it is to learn new things. Have them teach you about the product, have them teach you about the difficulties they are having. Cultivate the ability to listen without interrupting.

one of the best car sales training topics is to cultivate a beginners mind
get all zen and let someone else talk

Then, actively fight the preconceptions of your salesforce. It can be useful to bring statistics in. If your salespeople think that they won’t make a good commission talking to a certain demographic of customers then your job is to prove them wrong, with examples. Do it with grace!

You won’t be able to tear down preconceptions in a day, this is the start of a longer process!

Review: Sales Training Topics

In this article we reviewed both the “old school” sales training topics and some of my “new school” ideas. Let me know what you think in the comments below, or send me a quick message via the contact me page!

Common Sales Objections And Rebuttals – On The Lot

“Common Sales Objections And Rebuttals: On The Lot” is the following article, sparked by a conversation about my previous article “Car Sales Tips: Overcoming Objections“.

When I posted that article, some discussion emerged on Reddit about the viability and usefulness of the information.

The Customer's Side of Common Sales Objections And Rebuttals is the newest article on carsalesstory.com. We address important issues.
par for the course

Although some people found value in the article (my ultimate goal!), I was met with a lot of constructive feedback. The crux of the issue was the overall “basic” nature of the content, combined with the fact that the objections covered were all focused on the final pricing negotiation.

It seems that people want more in-depth information, focused not just on the final pricing negotiation, but on the steps that lead to it. The logic being that, if handled correctly, the proper treatment of the customer will lead to a smoother transaction overall. I agreed, so I set out to write this article.

I took a slightly different tact that I generally do, deciding to preemptively spur a discussion on Reddit (my favorite forum site), about “on the lot” objections.

The results were… mixed.

The Great Divide

From the comments it seems salesmen are from Mars, customers from Venus, they will never understand each other.

-nordinarylove

Naturally, on Reddit, you deal with the same problems that plague any online anonymous forum. Protected by anonymity, egos are laid bare, and things can devolve quickly.

I started the discussion by posing the following three “on the lot” common sales objections and rebuttals that I have heard, asking the salespeople to explain how they react to them. Here are the three I chose:

  1. “Ok, thanks for opening this car up for me. I think I’m OK, I don’t need to test drive today.”
  2. “I want to go on a test drive, but I’d rather not share my phone number or email for your test drive form”
  3. “I just come to the dealer to drive, but I am going to shop online for the best price”

Now, in all honesty, I don’t actually deal with any of these three objections that often. They seldom appear if you can build rapport quickly with customers upon meeting them. That being said, I guessed that they could spark some discussion on how we treat our customers.

Trading the Test Drive for Information

The second question resonated (of the three common sales objections and rebuttals) most with the community. The vast majority of car salespeople in the thread agreed that in order to test drive, the customer absolutely needed to share contact information beforehand.

That’s the process we are all taught, collect the information before the drive. A good check-in sheet should kick-start our follow-up process. Encouraging salespeople to do follow up is impossible when they don’t collect information in the first place.

Common Sales Objections And Rebuttals includes an example of our check-in sheet, an important part of our processes!
our check-in sheet

So, we use check-in sheets. The objection that the second question brought to the forefront was when a customer doesn’t want to share their contact information. Everyone (salespeople and the others alike) was on the same page that a copy of the license is a requirement of a test drive.

The Customer’s Side of Common Sales Objections And Rebuttals

What do we do when a customer doesn’t want to share their contact information? Their intentions are clear- they want to drive, but they don’t want to be bothered after the test drive. Many expressed that they were sick of being constantly badgered by needy salespeople and that they wanted to dictate the timing of any conversation. They did not want to be “followed-up” with.

I absolutely do realize you guys deal with tire kickers and lookie loos. I completely understand from that perspective. I have a bad habit of arguing or debating something based on me, myself, and I to the exclusion of the public at large, which I should have been more clear. If I walked into your dealership and said I want to test drive x, and I have financing in place, I just want to drive it before I buy today, but I don’t want to give you an email or cell phone number, would I really be denied a test drive? I often forget how arduous the car sales profession really is, with the constant variables you guys encounter, and I honestly try to be as hassle free as I can when I’m buying a car.

I just hate dealing with mailing lists and “check in” calls.

  • TheSherbs

The Salesperson’s Side of Common Sales Objections And Rebuttals

The salespeople (at least those in the thread) decried that the check-in sheet, with its collection of email and phone number, are both a matter of safety and one of fairness. If you are going to take their time, then I need to be able to log you and follow up with you in the future. Safety wise, many links of “test drive kidnapping” showed up.

the purity of it boils down to seriousness.

you have to realize some of us get people who just want to waste our time & drive our cars for no reason other than to do it.

I’ve had a guy bring a girl in to impress her by “car shopping” before their date. I’ve had a guy that never drove a Tesla before stop by on one that was traded in & he had zero intentions of purchasing anything. & there’s always the people who will purchase “in 6 months to a year” that just have to drive one now.

if you give me your info, I have confidence you’re a serious buyer, whether it be now or a month from now.

for me? I tell them it’s for my records. I also mention that I’ll probably call once a week just to check up with them. if you don’t want frequent contact, it’s as easy as saying so. “here’s my info but I’d appreciate it if you kept the calls/emails to a minimum”.

it’s simple.

  • NYCsOwn

Resolution For Common Sales Objections And Rebuttals

The fact is that you can graph out your customers. Some are easy going, willing to share information, and supremely loyal. On the other side, some are hard-asses, not wanting to share any information, and hunting only for the lowest price.

The good news is that most “walk-in” customers are somewhere in the happy medium. Most people want a fair deal, good customer service, and don’t want to be bothered by over the top follow up. They don’t want to shop around for 3 weeks for “best price”, they simply want you to care about their needs and deliver a high level of service.

If you raise your level of customer service, engage with customers on a personal level, and know your stuff, you can preemptively avoid almost all of the objections above.

That being said, some customers are not going to say yes on the first ask. Here are some word tracks that will help you try to overcome these objections. Often the objections are based out of misunderstanding, not contempt.

Example Rebuttals For The Common Sales Objections

Below I will be addressing three example rebuttals for the “on the lot” objections listed above.

Note: If a customer again resists after you provide your first rebuttal, the best practice is to relent, and just go along with their wishes. If they are staunch on their stance, then oftentimes it’s best to let them have their way. Hopefully the fact you let them “win” will elevate your status in their mind, perhaps building rapport for future negotiations. If not, it’s no huge loss. The customers that are argumentative are best serviced quickly and then promptly forgotten.

It is my experience that the following rebuttals will work with these objections more than half of the time.

Common Sales Objections And Rebuttals #1: No Test Drive Needed

Customer: Ok, thanks for opening this car up for me. I think I’m OK, I don’t need to test drive today.

Salesperson: No problem! Since we are already here, let me show you a few of the key features that set this car apart.

*Open up the car, and sit in the driver seat- invite them to join you in the passenger seat*

Salesperson: As you can see here, this *feature* will help you address *need customer has*. Our customers often say that the ride in this car far exceeds their expectation. Since we are already in the car, do you want me to just drive it around the block with you?

Customer: Alright, I guess we are already here let’s take it for a drive. By the way, how does this feature…

This way we have lowered the bar of entry to test driving. During the sales process, your goal is to build rapport and show value. The more time you can spend showing the features of the car the more comfortable your customer will feel with you and the product. Always take things step-by-step.

If, however, your customer resists again, let it be. Finish up your product demo and move on to the next customer. Try and ask for their information, mentioning that you can let them know about any upcoming rebates or sales.

Common Sales Objections And Rebuttals #2: Don’t Call Me

Customer: I want to go on a test drive, but I’d rather not share my phone number or email for your test drive form

Salesperson: I completely understand, and I want to assure you that we don’t share your information in any way. We actually make it very easy to choose how you are communicated with after you leave the dealership. Keeping you happy and excited to do business with us is our #1 priority. That being said, it is a requirement that we collect this information. If you could just fill it out on this form here while I go and grab the keys.

*Leave customer with pen and check in sheet*

Now, this rebuttal does a few things. It opens by acknowledging the merit of the objection, then addresses a potential “honest objection” (not wanting their information sold). It follows up with a solution to the problem while emphasizing the logic of keeping the customer happy. It ends with a firm requirement of their contact information.

By leaving the customer with the check-in sheet, you’ve made the check-in sheet feel very “procedural” which can increase your chances.

Now, if when you return with keys the customer still resists, it’s your management’s call. If your dealership doesn’t allow driving without contact information, then you will have to cut the customer loose.

Common Sales Objections And Rebuttals #3: Super Shoppers R Us

Customer: I just come to the dealer to drive, but I am going to shop online for the best price.

Salesperson: Fantastic. So as long as I fit this vehicle in your budget, surely there’s no reason you wouldn’t take it home today?

or

Salesperson: That’s awesome. I love customers who do their research. Lets drive it, and I’ll give you all the information you need to make an educated buying decision.

These answers are courtesy of reddit user “thatguysellscars”. I considered rewriting them, but I think the Redditor did a fantastic job or providing two great options.

What I love about this objection is that, depending on the timing of the statement, is almost guaranteed to be a bluff. The actual “super shopper” doesn’t tell anyone that their intentions, they just wait until they are home and start making phone calls. In my experience, the customer that says this is just looking for reassurance that they will be offered a fair deal.

Common Sales Objections And Rebuttals – On The Lot Review

The secret to overcoming many objections is persistence and a positive attitude. If you come across as a problem solver with good intentions, you are likely to receive positivity back. If you come across as a hard ass process follower with no room to compromise, people are going to reject you. Worse, they may simply use you for a test drive and then promptly forget you ever existed.

The beautiful saving grace is the fact that, most customers are pretty decent to work with. They each have their quirks and their sticking points, but we all do. Most customers are just looking for someone honest to learn from and do business with. If you always come back to providing value, you should be set.

Car Sales Tips Overcoming Objections

As you progress in your car sales career, you will begin to learn the common objections that every salesperson faces. In this article, we will be providing value for those people searching for “car sales tips overcoming objections” online. This subject is critical for success in sales!

Car Sales Tips Overcoming Objections is an article about how to handle customer interactions!
handling objections – the right way

Overcoming objections is a communication skill. It is in the same category as respect, listening, and clarity. Most of the time the objections are not different opinions clashing, but rather a lack of shared knowledge.

If a customer thinks something is not possible, but it actually is, then you sharing the solution is a way of overcoming an objection.

The objection was getting in the way of the sale. That’s what objections do!

I’ve read the top 10 results on google for the keywords “car sales tips overcoming objections”. I tried to figure out what made these pieces valuable, and what I could do better.

My perspective on overcoming objections comes from successfully negotiating around 2000 car deals over the last 6 years. I’ve heard 100s of different objections, and all can be overcome at a high percentage.

Car Sales Tips Overcoming Objections – Placeholder vs Honest

Objections come in two forms, placeholder objections, and honest objections. Placeholder objections are used by customers in place of the real objection. The reason they use placeholder objections can be because they are embarrassed, they feel uncomfortable, or they are trying to be strategic. Here is an example:

Placeholder Objection (What A Customer Says):

“I think this deal sounds great but I really should go grab some food. Feeling a bit hungry”

Honest Objection (What A Customer Means):

“I’ve liked working with you, but I’m not sure if I am ready to pull the trigger. I want to slow down and think this over. Also, I’m hungry.”

Car Sales Tips Overcoming Objections – Placeholders

Placeholder objections are the stand-ins for the honest objection.

Handling a placeholder objection involves fostering mutual respect so as to open up a “safe space”. The “safe space” is the psychological area shared in a conversation between you and the customer. If you and a customer feel like that you can both share objections freely, without the fear of disrespect, then you have created a “safe space”.

Car Sales Tips Overcoming Objections is about getting rid of conversational battleships
demilitarize your conversation

We are going to break this section into three parts, building up to the culmination of a conversational “safe space”. Once you have mastered these three steps, placeholder objections will be tackled with ease. You will be a master of taking a placeholder objection and diving into it, revealing the true objection below.

Overcoming Placeholder Objections: “Safe Space”

Perceptions, opinions, and experiences differ among all people. In order to have a conversation in which customers will reveal honest objections, it is critical to have a “safe space”. If a customer feels that their ego is threatened in any way, they will not be able to communicate honestly!

Here is my “safe space” equation:

Mental Preparedness -> Mutual Respect -> “Safe Space”

Once you have a safe space you will be successful in uncovering the true objections that lurk below the placeholder objections.

In the book “Crucial Conversations” the authors spend considerable time on the practice of creating a “pool of shared meaning” (I’ve shortened this to “Safe Space”.

Car Sales Tips Overcoming Objections includes advice taken from the book "crucial conversations"
check out this book if you want to learn more!

When two or more of enter crucial conversations, by definition we don’t share the same pool. Our opinions differ. I believe one thing, you another. I have one history, you another.

People who are skilled at dialogue do their best to make it safe for everyone to add their meaning to the shared pool- even ideas that at first glance appear controversial, wrong, or at odds with their own beliefs. Now, obviously they don’t agree with every idea; they simply do their best to ensure that all ideas find their way into the open.

A “safe space” for dialogue is the goal. The key to creating a safe space is mutual respect.

A Conversation Without Ego Safety

It’s OK to disagree, but the first time you act baffled by the others opinion you have taught them to no longer share. Here is an example of one of these conversations going poorly:

Customer: I’m interested in this car, but I want to buy it for $52k plus tax. I know you can do it, let’s get this done. Don’t waste my time… make this easy. I know you can do it.
Salesperson: $52K!? *chuckle, drops pen*. where in the world did you get that number? I hope we haven’t been wasting our time. I showed that Kbb was $56k for this car and you want $4k more? are you making this up?

Now, I’m being a bit extreme with this example, but I’m trying to illustrate a point. The fact is that neither sides were fostering mutual respect in this example. That being said, the salesperson has been there before. The salesperson should know that the customer is under stress, and unclear how to negotiate effectively. The salesperson shouldn’t take “I know you can do it… Don’t waste my time” personally.

Here is the thing. When the salesperson sees that the customer is stressed, they need to see an opportunity, not opposition. 

If a customer is stressed during negotiation, then they don’t feel comfortable buying a car. If you are able to shepherd them from this place of stress to a blissful buying experience, you have potentially won them for life!

Car Sales Tips: Mea Culpa

Car Sales Tips Overcoming Objections is an article that includes a mea culpa with my bad yelp review!
caught me on an off day?

Creating a safe space is about sharing a mutual respect. This review speaks to my failure in that realm!

The words that pop out on this review are “manager”, “condescending”, “rude”, “incredulous”, “jerk”…

When I saw a review like this, I realized that I needed to re-evaluate. I could tell that I must have mentioned my sales (“1500 plus sales”) which immediately speaks to an over-sized ego.

When dealing with customers, keep your success it low key (in most situations!). Act unassuming, act like you’ve been here before. Don’t act like in the way that I obviously did with this customer! As your success grows, your ego will follow. Keep it in check!

So how do you do that you ask?

Overcoming Placeholder Objections: Mental Preparation Is The Foundation!

Mental Preparedness -> Mutual Respect -> Safe Space

Are you mentally ready to handle a difficult conversation? Are you going to be able to go into a negotiation, with your commission on the line, and create a conversational “safe space”?

Mental preparation is the strategy that allows you to enter into crucial conversations with your head screwed on right. Mental preparation allows you to keep your ego in check, your mood calm. This is one of the keys to handling customers correctly.

Routine

Overwhelm is the enemy of mental preparation. Once overwhelmed most people will need to leave a situation before returning to an agreeable state. The key is to avoid overwhelm if at all possible.

How so? With routine. Routine is the pattern of behavior, repeated daily, that ensures that all your ducks are in a row. When your routine is on point, you can go into situations without mentally juggling everything that still needs to be done.

Here is what I do. Every morning, when I get in, I print out the day’s appointment report, which looks like this on Dealer Socket:

car sales tips overcoming objections includes printing out and preparing the cars for your appointments!
preparation is key!

When I print this out, I write down the specific stock numbers for each appointment. I make sure they are prepped before the customer arrives. Then I write down the to-do’s I need to accomplish.

This routine, simple and concise, makes my day much more streamlined.

I encourage you, in the name of mental preparation, to always print out your appointments for the day. Write notes, stock numbers, and ideas down on that paper. Don’t just have a window open on your computer, which is so easy to cover up with clutter.

Plan For The Worst

Why can salespeople, with no formal education, expect to make $100k a year in major metros selling cars? Why can the top salespeople make $250k-$400k a year, while selling cars?

It’s not an easy job! Customers can hate you. They often lie to you. There are a million variables that can derail your deals at any moment. You will stay late, you will miss holidays.

Most people can’t do this job, or at least, most people don’t want to do what it takes to do this job.

That being said, you have to remind yourself, that’s exactly why you get paid well. If the job was easy, everyone would want to do it.

In that vein, remember to plan for the worst. Prepare yourself to take customer’s negativity and remain positive. Expect the customers to lie, expect them to ask for ridiculous things. When you expect these things to happen to you, you lessen the power of them. Mental stress can be prepared for!

Mindfulness Practice

I personally need help on the mental preparedness front. Keeping the ego in check and my mind calm, while staying organized? That’s a lot to ask.

Car Sales Tips Overcoming Objections includes a section on fostering mindfulness - I recommend the calm app!
mindfulness can help you clear your head

For help, I reach out to the Calm app on my iPhone. I love the Calm app, and I use it every day to start my day. Starting with a guided 10-minute sit allows me to get my mind calm, and brings me into work mode with momentum.

Mindfulness practice is evolving in the public eye. As more and more people find the benefits to be stark and obvious, the “voodoo”/”magic” preconceptions have faded. I strongly suggest you look into a mindfulness practice.

Mental Preparedness Review

Having the combination of routine, curated expectations, and a strong mindfulness practice is the key to being mentally prepared for difficult conversations. If you are prepared, you will be able to maintain a “safe space” while having crucial conversations with customers.

Routine + Curated Expectations + Mindfulness = Mental Preparedness

Mental Preparedness -> Mutual Respect -> Safe Space

Car Sales Tips Overcoming Objections – Mutual Respect

Once you have mastered mental preparedness, fostering mutual respect will be a breeze. Take yourself, all calm and organized, and put yourself in your customer’s shoes.

Understand that they are stressed. Understand that they are scared. Now take this information and act on it. Take their stress and alleviate it! Take their fear and dispel it!

Car Sales Tips Overcoming Objections includes a section on being a conversational hero!
be a respectful conversational hero

Prove to your customers that buying a car doesn’t need to be hellish. You, the car salesperson extraordinaire, is a diamond in the rough. Only you can respect their wishes and shepherd them through the car buying process effectively. You are not pushy, you are efficient. You negotiate for them, not against them.

Once you have mastered the creating of mutual respect, the conversation with customers will exist in a “safe space” for both of you.

Conversational Templates In A “Safe Space”

The following templates will work if you have built a safe space for your customers as outlined above. I’ll break down some word tracks that I’ve used, but remember, these will fail if the customer feels uncomfortable!

Example 1: The Shop-Around

Customer OBJECTION:

I’m interested in this car but i have to look at a few other *same brand* dealers to make sure i get the best deal.

Response:

That makes perfect sense, and i’m glad we have the right car here (point to window sticker print out)…

here at *dealer* we secret shop all of our competitors to make sure that we are priced at or below market. I know that we shared with you this quote already that is based on this research. That being said, the fact that we have a car in stock that works for you is hard to ignore.

Is there something, above and beyond, that could get you to pull the trigger today? Something that my manager and i could work on to make this work for you?

At this point in a conversation you have already shared numbers with the customer, you are just looking to close the deal. When a customer says that they want to shop around, they are being fairly straightforward. This is barely a placeholder.

The issue is the price. Your job is to find commitment. Reaffirm the value that your car has, how you have priced your car fairly, and circle back. Often times customers won’t feel satisfied until they have gone “back and forth” a few times. Let them have their dance!

Example 2: “Something Ain’t Perfect”

This is one is one of the most common objections, and it is mostly evidence of poor negotiation “framing”. “Framing” is the way that a deal is presented to a customer.

Customer OBJECTION:

Hmm… that price seems good, but this car has the inlays that i don’t really like. what can you do about that? Can you swap the inlays?

Why are you facing this objection? You will learn in the first few months selling cars that very rarely, if ever, will you have the perfect car on the lot. This objection exists because the discount was framed incorrectly. You need to know about this inlay objection before it comes into play from them during negotiation!

Let’s rewind the situation back a bit, and look at two ways this conversation could have gone.

SCENARIO A: What Happened

Customer: I’d like to know the discount I can get on this car, stock #4300 that I drove. I’m interested but I probably don’t want to buy until next week.

Sales Person: Ok, let me find out…

<Sales Person Leaves and Returns>

Sales Person: Good news! I can offer you this car for $3k off if you want to buy it today.

Now compare that to our second scenario:

SCENARIO B: A better option to avoid the objection

Customer: I’d like to know the discount I can get on this car, stock #4300 that I drove. I’m interested but I probably don’t want to buy until next week.

Sales Person: Ok, let me find out…

<Sales Person Leaves and Returns>

Sales Person: Good news! I can offer you our standard discount on this car of $1250.

On top of that, I can offer you a $750 incentive that is running this week on this specific car.

Also, I explained that to my manger that this car has inlays that you are not your first choice. He really wants to make this work, so, if you can move forward on this car today, we can offer an extra $1000 as a concession for not having the exact car in stock that works for you.

Both cases had $3000 of total discount. Scenario A was “just because” discount, Scenario B was “for a reason” discount. This “framing” will avoid the placeholder objection of “not the perfect car”.

Example 3: “Need To Get Lunch/Dinner/Food”

Customers need to eat, as do salespeople. That being said, in the age of Uber Eats and GrubHub and the like, this objection is merely a placeholder. The customer isn’t ready to take the plunge, and this is a non-confrontational way of creating space for them to breathe and make a decision.

That’s good! Your goal in this situation is to leverage the relationship you’ve built to address the placeholder objection and the underlying objection:

  1. Get Them Food
  2. Give Them Space

Here is an example of how handling that objection can go wrong. Then I’ll show you how I could handle that situation better.

SCENARIO A: Handling things poorly…

Customer: Thanks again for these numbers. We are really close but my Wife and I are getting hungry. I think we will go and grab some lunch and then come back after. Is that Ok?

Sales Person: I get it, you guys are hungry. That being said, if you leave the dealer I can’t promise to honor this deal. We are being very aggressive and you said you were ready to buy!

Customer: If you can’t honor the deal later, no problem. We will take our chances. Thanks again. 

<Customers exit stage left, whispering to each other quietly, never to return>

SCENARIO B: Handling things Better…

Customer: Thanks again for these numbers. We are really close but my Wife and I are getting hungry. I think we will go and grab some lunch and then come back after. Is that Ok?

Sales Person: I’m starving too! We actually just rolled out this program using Uber Eats at our store. Lunch is on us! Here is my phone. I’ll let you guys pick what you want to eat and I’ll have it delivered here for you. 

<Sales Person hands over phone/iPad with app>

Sales Person: Now, buying this car is a big decision. I want to give you guys space. What I’m going to do right now is go and find the exact car we are talking about and have it pulled up. That way while you wait for the food you can play around with the new car just the two of you. You guys get food and some space to talk it over. 

Is this guaranteed to work? No. It’s much more likely to work than the alternative! Let me know your thoughts below.

Car Sales Tips Overcoming Objections: Review

This article, “car sales tips overcoming objections” was meant to break down the act of uncovering honest objections and addressing them. This involves addressing and working with the customer’s placeholder objections. Placeholder objections are the objections that customers use when they aren’t comfortable revealing their honest objections.

Car Sales Tips Overcoming Objections article includes a path to success in conversation
master these tools and you are well on your way

This act of working with placeholder objections is only possible in a conversational “safe space”, which is, in turn, fostered only when mutual respect exists.

In this article, we also broke down my take on sales mental preparedness. Using routine, curated expectations and a mindfulness practice work wonders for me, it might work for you.

We’ve covered a lot in this article. Kudos if you made it this far! Send me a message or comment below with your thoughts. I’m always trying to improve and add value!

BDC Dealership Workflow (Includes Free Templates!)

What is the optimal BDC dealership workflow? How can you optimize your time working in the BDC at the dealership to set the most appointments and sell the most cars?

bdc dealership can be optimized!
climb the wall of success in your bdc dealership program

There is a method to the madness. I know that there are so many funnels of customers that you are responsible for. Many times the workers in the BDC dealership are handling not only inbound web leads but also inbound phone calls, routine sales floor follow-up and more. What can an overworked BDC rep do?

In this article, I’ll break down the optimal BDC dealership workflow that I’ve honed over the last year. Following this will save you time and keep your follow-up on a good schedule.

BDC Dealership Workflow Optimization

I’m going to do my best to give you a fully decked out follow-up plan.

bdc dealership flood of followup
a flood of follow-up

Here is my break down of the first 7 days of email/phone/text cadence that is optimal for your BDC dealership workflow:

Day 1:

2 Emails (1st is autoresponder, 2nd is personalized)
3 Phone Calls (1 Voicemail max)
1 Text Message Opt-In

Day 2:

1 Email
2 Phone Calls (1 Voicemail)
1 Text Message Opt-In

Day 3:

1 Email
1 Phone Call

Day 4-7:

1 Email/day
1 Phone Call/day

Day 8:

Take-Away Day:
1 Email
1 VM

At that point, you’ve done your due diligence. After 8 days of no response, the lead can be automated to receive a check in email every 3 days.

Now that the macro level overview is out of the way, we can answer the “why” for this article. After answering the “why”, we can delve into more detail and example templates.

Why This Article

This article is inspired by “Sarah”, who wrote in with this note:

… I started out in sales but now I’m in BDC. The info you had is helpful. 🙂 Especially email templates. I was writing them completely different and I can see how the layout you posted is probably more effective. It’s simple! I have been looking everywhere on the internet for help doing my job better because I don’t exactly know how to do this job…besides making tons of phone calls. 🙂

When I asked her what her most desired post would be about, this is what she sent over:

…A BDC follow up schedule would be awesome! How many times to call and/or email the first day, second day, and so on.

I loved this idea, and the fact I got some fan mail was a real treat. Let’s get down to the nitty-gritty.

Day 1 Plan: Lead Received

As soon as the lead is received at the dealership, your CRM system should send out an automated first response. The first response should be personalized to the dealership and set the expectation of the follow-up cadence that will be utilized. When a customer receives this, they know that there is someone at the helm and that they have a good chance of being taken care of (efficiently!).

First Response Automated Email Example:

Here is a decent example from Fuccillo Volkswagen:

Dear Steve,
My name is Veronica Hall and I will be your Customer Relations Agent here at Fuccillo Volkswagen of Schenectady. First, I’d like to thank you for considering us for your next vehicle! I will do everything possible to make your shopping experience fast, informative and hassle-free!

I see that you’re interested in the Atlas, awesome choice!

The online prices are firm. If you are looking to negotiate that requires your presence in our showroom. We are open Monday-Saturday 9am-9pm and Sunday 11am-8pm. What time works best for you to come in?

Sincerely,
Veronica Hall

Not great, but this will get the job done. The good part of this first response was that:

  1. It was immediate
  2. It set the expectations of who would be reaching out
  3. Reinforced the pricing expectations
  4. Gave pertinent information (the hours of the business)

BDC Dealership First Response Voicemail Example

As soon as the first responder (Veronica Hall in this example) is available, she should try to make phone contact. This will generally end up being a voicemail. Here is the actual voicemail that she left me (transcribed by Google Voice):

Good afternoon, this message is for Steve. My name is Veronica calling from televox wagon. I am reaching out in regards to your inquiry on a 2018 Outlets. If you could please give me a call back at your earliest convenience. My number is 518-374-9161, and my extension is 22070. I will also send you a text update. If or reply. Yes, we can start communicating that way. Thank you and have a great day.

Note that it’s not her fault that Google Voice doesn’t know the name “Fucillo Volkswagen“.

I love this voicemail, as I think it is efficient and to the point. She explains who she is, why she is reaching out, and how to call back. She also sets the stage for the text opt-in! Great stuff all around.

First Response Voicemail Template

Good time of day, this message is for name. My name is BDC REP calling from dealer name. I am reaching out in regards to your interest in the make model. We have a special on this car ending tomorrow and I’d love to chat about it. My number is phone number. I also sent a text opt-in if you prefer that – just reply by typing back “yes”. Looking forward to sharing with you some information later today. Again, my name is name from dealer name.

The only thing different from the real world example from “Fucillo Volkswagen” is that I like to incentivize your call to action.

First Response Text: Texting Schedule Explained

All first response texts are going to look the same since it’s imperative that you get the customer to do an opt-in before starting the conversation.

Fuccillo Volkswagen of Schenectady is confirming request to send a message, reply YES to allow. Reply HELP for help. Msg & data rates may apply. Reply STOP 2 cancel

In this specific case, it’s not the content that matters (since it’s standardized), but the timing. You get three shots at getting an opt-in from a customer. This is the schedule I use:

1st Opt-In Request: Send the first opt-in text to coincide with first outbound call and email after receiving the lead. In the first response email and phone call make sure to mention the incoming text and encourage the lead to “opt-in”.

2nd Opt-In Request: Send the second opt-in text on day two, after leaving your first voicemail of the day. Mention the text opt-in while leaving your voicemail.

3rd Opt-In Request: I don’t encourage sending the third request from the BDC dealership. I encourage the third and final opt-in only when the customer is in store.

BDC Dealership Side Note: The Final Text Opt-In Strategy

Once you have exhausted the first two tries at getting the text opt-in, do not send another unsolicited request. Instead, wait for communication with the customer via phone and email (and the eventual appointment). When the appointment is eventually set put in the notes a request for the attending salesperson. Here is an example:

TODO: APPOINTMENT
DATE: 4/16/19 @ 4:30PM
NOTES: Customer coming in for Q5 (#23451) test drive. Please have them do Text Opt-In upon arrival at the store.

This strategy ensures that in all but the most difficult cases, the store will get a text opt-in. When the customer is asked by the salesperson to opt-in to the text while at the store these last “final opt-in holdouts” will likely concede and allow it.

Day 2: BDC Dealership Follow-Up Plan

On the second day, the BDC dealership apparatus should be continuing to attempt contact with the customer.

Day Two Email Response Template

This is an email template that I’ve seen before that can be quite effective when sent to customers. The title of this email is “Time for a Quote”, which I think is decent.

We understand the reasons people shop online. Pricing is often one of the main reasons. We understand that competitive pricing, combined with strong inventory and stellar customer service is key.

In order to get you the best price we need two keys pieces of information from you:

1. Share with us your best approximation of the car you are looking for. The more detail the better!

2. Share with us how soon you can reasonably make a purchase. Pricing estimates are more accurate (and aggressive) the sooner you are buying because we know what incentives we can offer and what sales goals YOU can help us achieve!

Please also peruse our Yelp reviews- they will help you feel confident in my salesmanship (remember that people are much more likely to write a negative review than a positive one!):

Thanks!

The email is short enough and explains what information is needed from the customer.

Day Two Voicemail Example

Similar set up to day one, with a few tweaks. Shorter and more direct.

Hi customer name! This is BDC rep name calling from dealer. My number is phone number. Just sent you quick email about pricing here at the dealer. Let’s get you in, give me a call back at phone number.

Easy!

Day Two Text Example

Gotcha! The text opt-in is going to be the same.

Day 3: BDC Dealership Follow-Up Plan

And so it continues!

Day Three Email Response Template

On Day 3, send this email template (or one of your own creation!). The subject line could be something catchy like “RE: thinking about you”. I love fun subject lines.

Hi Yi,

My name is BDC Rep Name, and I was hoping to get in touch today.

Let’s make an appointment to work on moving forward with the vehicle you are interested in. I have some time available at 515pm.

When would you be able to come in today? If not today- let’s plan for sometime this week. What time works best for you?

Thanks,

This email is even shorter, but the subject line and suggested time might catch a bite from the customer. That’s what you need!

Day Three Voicemail Example

At this point, you assume they have listened to at least one of your voicemails and/or read one of your emails. As such the voicemail can be short and sweet:

Hi customer name, BDC rep name from dealer name. Just wanted to see if you had some time to chat regarding the car. Call me at number

Day 4-7: BDC Dealership Follow-Up Plan

The first crucial 72 hours have passed and no response? Time to let up a little. You will still call and email every day, but no voicemails. These emails you can build a few templates yourself.

Here are some of my favorites:

Subject Line: “RE: I shouldn’t have?”

Hi Customer Name,

I hope I haven’t been a bother. I’m dedicated to taking great care of you and I want you to know that I am here to assist. I hope I haven’t been reaching out too often!

Call me at 408-709-6455 to discuss your new car interest. I’ve got some interesting hook/special running through the end of the week.

Sincerely,

Catchy subject line, hook/special that expires, and short. That’s the key. Here is another:

Subject Line: “consequences”

Hi Customer Name,

I hope that my follow-up isn’t causing you to avoid calling in! I’m trying my best to assist you. Let me know the best way to chat.

Call me at 408-709-6455 to discuss your new car interest. I’ve got some interesting hook/special running through the end of the week.

Sincerely,

Subject Line: “HR”

Hi Customer Name,

I recently got called into HR because I spend too much time on the computer at work. I had to explain that it was just because I’ve been trying to get in touch with my hard to reach customers!

Call me at 408-709-6455 to discuss your new car interest. I’ve got some interesting hook/special running through the end of the week.

Sincerely,

This kind of stuff is gimmick-ey, I agree, but it can work. By the time your customer sees these emails, they have ignored 5+ other attempts. These set you apart.

Day 8: Time To Take Away

There comes a time when you need to show value by showing scarcity. Your attention is not infinite, the customer needs to know you will be discontinuing active follow-up. By telling them that you will be “taking away” attention you provide a different message.

at your bdc dealership you need people to think the ship is sailing
this ship has sailed (…almost!)

Subject Line: “reaching the end of the line”

Dear Customer Name,

It’s been 8 days since you’ve put in a lead and I still haven’t heard from you. I’ll be removing you from active follow-up today if I don’t hear from you- which is a bummer because we have some specials/finance program/etc coming this week that I would have loved to tell you about.

If you want to hear more- shoot me a line.

Thanks,

Easy and clean.

Review: BDC Dealership Workflow Optimization

So there you have it! A fully optimized 8-day plan to handle unresponsive web leads. This is the cadence that I think works. It totals 12 phone calls, 9 emails, and 2 text messages.

Let me know your thoughts below in the comments!

Car Salesman Job Description For Resume

When people search “Car Salesman Job Description For Resume” on Google, they do so for a few different reasons. Some people want to apply for a car sales job and to tailor their resume to fit. Others are trying to switch careers, in which case they are trying to sell a new industry on their experience. Others are looking to hire new salespeople are and are looking for how to advertise the job.

find a job, find an industry, find a salesperson

This article is going to tackle the subject “Car Salesman Job Description For Resume” in three parts. We will start by giving guidance to people looking to land a job in car sales. Next, we will break down the career shifters path away from car sales. We will end with how to post and hire for a car salesman position.

Car Salesman Job Description For Resume – How To Tailor Your Car Salesman Resume To Get a Job

One of the most beautiful things about car sales is that this is a job that you can go from 0 experience to a six-figure income in a year or two (assuming you are in a major metro). Car sales managers know this, and hiring “green peas” (fresh untrained salespeople) is relatively common.

Content Of The Resume When Applying

First, remember that previous sales experience is generally not necessary (depending on the dealer). The most important things to stress in your application and resume is your customer facing experience. If you haven’t spent a huge time working in a “customer facing” role, get creative.

How did your job as a lifeguard teach you how to handle difficult customers?

How did working at a hospital give you the experience of staying organized while dealing with times of stress?

It’s about communicating your ability to handle real-life problems, in front of customers. You can be taught how to sway opinions, build a book of business, or do a product demonstration. It’s more difficult to teach how to stay calm when a customer is in a situation of stress. The salespeople that can handle customers at a time of stress will sell more cars. Can you stay calm?

Side Note: Foot In The Door

Let’s say you have no experience, never had a job. Guess what? It’s still possible to get a job at a car dealership, just generally not starting in sales. If you read this blog and want to get into this type of career, I recommend just getting a foot in the door any means necessary. Many successful six-figure salespeople started as porters (moving cars). It helps if you know someone at a dealership from high school or a mutual friend.

If you want more advice based on your current situation, I recommend shooting me a message here. I’m always happy to help.

The Approach – Culture Fit

When approaching the dealership with your resume, remember the position you are applying for. Any customer facing role is about personality and polish, regardless of previous experience. That means that your first impression is 90% of getting a job. If the manager likes you, the thinking goes, the customers will too. Customers buy from people they like.

“Culture Fit” is arguably a bigger deal at a car dealership than many other places of work because of the hours that dealerships are open. This business demand employees skip holidays, long weekends, and work late nights. If you are one of the employees at the car dealership, working long hours, on a holiday, missing your family, you better like your coworkers.

Adding to the pressure is the fact that car salespeople are often commission-only employees. Although I love the way that commission only jobs “make sense” for a business, it can lead to emotional rollercoasters with the salespeople. If you are working a long holiday and haven’t made any money, it can be tough to keep positive. Strong friendships with your coworkers are key to emotional survival. If a dealership adds an employee prone to nasty mood swings, they can expect huge problems during periods of high stress.

The Takeaway – Car Salesman Job Description For Resume

When you go in to interview at a dealer, make sure you visit beforehand. Get a feel for the vibe of the dealer, and make sure that it feels like a place of business that you would be able to make your home.

What Do Hiring Managers Hate?

I’ve met many people that I like in my time on Earth, and all for slightly different reasons. You can be likable in a million different ways, and I encourage you to find yours.

Now, on the other hand, the traits that make a car salesman unlikeable are not unique. There are a few screaming red flags that will cause any manager worth his weight to veto you.

The first red flag is arrogance. If you have something to be proud of that the hiring manager should know, fill them in. Don’t boast too heavily, don’t “beat your chest”. Although hiring managers like hiring successful reps for their potential to “plug and play” (less need for training), they don’t like hiring reps that will mess the mojo. You don’t know how the new store works, regardless of how long you’ve been in the business. Come in with a beginners mind.

The second huge red flag is trash talking your previous manager. No hiring manager wants to hire a problem, and regardless of what your previous manager was like, it’s best to let it go. Mentioning that you had a disagreement with your last manager is fine if absolutely necessary, but leave it at that. I’ve seen otherwise great candidates get passed up because they spoke ill of their previous manager. No one wants to hire a “problem employee”.

The third red flag is… sleaziness. It sounds harsh, but some people come across as not trustworthy. This one is hard for me to put a finger on how to describe. Essentially, remember that hiring managers are picking people who are going to be the face of the store. If you come across as creepy, sleazy, hard to trust… it’s going to be hard to land a customer facing role.

How To Be A Green Pea

A “green pea” in the car business is a new guy with no experience. Make no mistake, every car dealership hires green peas every once in a while. It is certainly a little hard to get the job, but by no means not possible.

The first way to stand out as a green pea is to stress that you are there to learn. You want to come across as respectable, humble, and willing to absorb new rules. You want the hiring to manage to think of you as mold-able and lacking any bad habits.

So, if you are a green pea, admit it. Tell your hiring manager that you’ve never sold cars before, but you are confident that you can figure it out. Emphasize that you love talking to people, you don’t mind working long hours, and that you will sell cars how they want you to. What sets green peas apart most of all is their work ethic. Even if you don’t close as many customers, if you talk to twice as many, you will sell more cars.

If you are coming in as a green pea make sure to dress very well for your interview.  A suit always impresses, make sure it fits.

Again, I know that applying as a green pea is stressful. If you have questions, shoot me a note here, I’ll be happy to help.

Car Salesman Job Description For Resume – Switching From Car Sales

Let’s say you fit in a different category. You searched “Car Salesman Job Description For Resume” online because you want to switch from being a car salesperson into a new role. I’ve actually considered doing this myself in the past, and I will share with you the strategies that helped get interviews at some top companies.

See my example resume below (some contact information has been redacted). I had an executive in HR (from Google) review this resume, and the feedback was positive.

this is a copy of my resume for the article 'car salesman job description for resume'
My Actual Resume From Last year

The focus, as you can see, is my time at Audi. In the resume, I listed accomplishments and concrete revenue numbers that are understandable to other industries. Every sales organization cares about your ability to close business and keep clients happy. I have had management experience as well, which I sprinkled in, although I made sure that it was second fiddle to the sales numbers.

Foot In The Door (In A Different Industry)

The most important thing to know about getting a sales job in a different industry (after working in car sales) is that it’s imperative to work your network. I was so confused by what this meant, so I’ll give you some real-world examples.

In Person

The absolute best place to build future job opportunities is… at work.

Whenever you are working with a customer that is in a management position at a company (that interests you), make sure to “wow their socks off”. Go out of your way for the first half of the sale to bring a level of customer service and authenticity that impresses them. Then, when the rapport is built up, start to talk about your experience at the store you work at. Mention your successes, but end with how you are interested in other industries and maybe switching jobs.

This is a soft open. You will learn, with practice, how to branch the topic of their experience at their company. If your rapport and conversational approach come together nicely, the customer will very likely mention that they can help you get an interview at their company.

You know you have done well if you get an email with this at the bottom:

this is what you are looking for

Via Warm Email

If you are reaching out to people for job opportunities via email, it is best practice to get an intro from someone that knows you well. Let me give you an example of the type of intro you are looking for:

here is an intro to another job - time to use the skills from the article "car salesman job description for resume"
a great example intro

This type of email intro has always worked well for me. The person that was organizing the intro, Ian, is a great friend of mine for 10 plus years. When I reached out to him for help, he immediately shot this email to someone that he thought would be a good fit.

Via Cold Email

This type of introduction, asking for advice and referrals directly, is going to be ignored most of the time. Although it is possible to do this successfully, it requires far more work than the in person or warm email introduction.

The only key thing I would recommend, which applies actually to all three networking strategies, is to ask for advice, not a job. When you ask for advice you are assigning the person you are talking to value. They will feel some degree of pride and usefulness. If you ask them directly for a job you risk the possibility that they will feel used.

In the future, I will write a whole article on switching out of the car business, which I hope to remember to link to from here.

Car Salesman Job Description For Resume – Hiring New Salespeople

Instead of the first two options, you may have searched “Car Salesman Job Description For Resume” to learn how to post a job ad for a new car salesman.

Hiring salespeople is a tricky endeavor. You need to hire someone that has people skills, a good attitude, and the ability to work well in a team environment. They need to listen to management and be open to some of the grunt work that comes with the job. They also need to be humble when they are successful.

That’s a lot, and frankly, you won’t be able to weed out all of the bad candidates with a well-targeted job ad. You can, however, have an ad that mentions all of these requirements, stresses a strong team focus, and attracts good candidates.

That being said, there is only one real way (other than referrals) to attract strong job candidates in this market.

The Elephant In The Room… $$$

Strong pay attracts strong candidates. Let’s compare some jobs that I can find on Google Jobs:

Company Overview

We are proud to be a family owned business with over 60 years in Sonoma County and over 160 years in California. Our company sells and services 10 of the most precious brands in the industry. Together we take a long term view about investing in our people and the community. There are more than 700 employees in Sonoma County.

We care about making customers feel great, helping our employees succeed and improving our community! By provide an environment in which everyone can be his or her best. This ensures that our customers get the best experience in the business and our community is a better place.

Job Summary

Our BMW Sales Advisers ensure the ultimate customer experience to every customer who calls, emails, or stops by. This is accomplished through rapid responses, clear communication, and a consistent demonstration of energy, knowledge and enthusiasm.

Responsibilities And Duties

• Ensure the ultimate experience to all customers
• Build a thorough working knowledge of all ultimate driving machines in our inventory
• Learn the automotive business
• Communicate with enthusiasm about our products
• Learn and understand our “road to the sale”
• Learn and utilize our state-of-the-art client relationship tools
• Stay up to date on technological changes in the product
• Work with fellow team members to improve our customers’ experience Qualifications And Skills
• Previous automotive sales experience preferred, but not necessary
• Inside Sales or Outside Sales Experience is a huge plus
• Customer Service Background is a great start
• Self-Motivation is a key
• Be available for a retail schedule that regularly includes evenings and weekends
• Have a valid California Driver’s License with Clean Driving Record
• Pass a pre-employment criminal background check
• Ability to multi-task
• Be reliable
• Pass a drug test (Positive for Marijuana will constitute a fail) Benefits And Perks
• Medical Insurance
• Dental Insurance
• Vision Plan
• 401-K
• Employee Discounts on vehicles, service and parts

Analysis Of This Lackluster Job Post

First of all, this job description is incredibly long and doesn’t address the elephant in the room. How much money can I make working for this dealership?

Now, if I’m posting a job to work at Google, I might not need to list income. The name brand is enough. On the other hand, if I am posting an ad for a high turnover sales position at one of the 10+ Northern Californian BMW dealers… I need to talk about income.

The term OTE (On Target Earnings) would be well applied in the car dealership setting. I need to dive into how much my car salespeople make at my dealer and then share that range. Is the job commission only? Is there a base? What are my tiers?

Money motivates, especially in a market of ~4% unemployment.

Technical Problems

My article "Car Salesman Job Description For Resume" includes an analysis of a car sales job post
the wordcounter.net analysis of the job post above

You should not need 329 words to interest a potential car salesperson.

Your ad is designed to attract strong talent while sticking to the rules. Here is a reminder of the guidelines from HRZone:

What do the Advertising Codes say?

So how can you make sure you don’t fall foul of the rules? Firstly, it’s important to familiarise yourself with them.

On top of the general Advertising Code rules that prohibit ads from being misleading, harmful or offensive, there’s a specific section on employment and business opportunities which require that:

  • Employment ads relate to genuine vacancies and potential employees are not asked to pay for information
  • Work is clearly and accurately described. The advertiser must ensure that the public is not misled about the type of work involved, or anything else that would influence their judgment
  • Quoted earnings are precise. If income is earned from a basic salary and commission, commission only or in some other way, that must be made clear
  • Advertisers must distinguish clearly between offers of employment and business opportunities
  • Employment agencies and employment businesses must make clear in their ads their full name and contact details and, in relation to each position they advertise, whether it is for temporary or permanent work.

Side Note: Wasted Words

The job ad posted above is full of fluff.

It’s unnecessary to say “Self-Motivation is a key” for two reasons. First, because it doesn’t make sense grammatically. Secondly, because unmotivated people are going to apply regardless of that line. Typically unmotivated people apply for a job because they want money, and they apply to every job they can.

It’s also unnecessary to say “Ability to multi-task”. Every single job requires some level of multi-tasking.

The same thing applies to “Be reliable”. Employees by definition need to be reliable. 

Now, there may be a bigger game at play here. It might be true that HR puts these fluff terms into the job description in order to make firing bad employees easy down the line. Although I understand that kind of defensive play, the fact that plenty of jobs don’t list these terms at huge companies means that it’s not actually a problem.

The Best Way To Find Salespeople

The absolute best place to find new salespeople is Nordstrom. I’m only partially joking. At my store two of our very best salespeople (20+ cars per month each) were simply hired directly from Nordstrom’s Women’s Shoes department. These two guys are top of their game at reading customers intentions, providing excellent service and dedication to professionalism.

The fact is, the best employees are already employed. They are actively providing value to some other business.

The first Nordstrom hire was the shoe salesman who worked directly with the sales manager’s wife. The wife wisely noticed his talent at selling shoes and brought him in for coffee with her husband. Within a week he was selling Audis, and within 6 months he was top 50 in the United States.

So, if you are hiring salespeople, keep an eye out. Realized that your waiter, your shoe salesperson, or your valet could all be your next superstar. Always have an eye out for talent in your network!

Review: Car Salesman Job Description For Resume

The one common thread in this article (“Car Salesman Job Description For Resume”) is the need for a network to rely on. You need to have a good name for yourself. Whether you are looking to get into car sales, leaving car sales for another sales gig, or hiring new salespeople, your network is your greatest asset.

Follow Up Email After Phone Call Sales Template

I encourage the use of a strong follow up email after phone call sales template.

follow up email after phone call sales templates can be a game changer. this photo of the sun rise symbolizes a new day
time to wake up and act right

Customer contact is a fickle thing. No matter how charismatic you are, it can be difficult to make an impression on a customer quickly. This difficulty is multiplied when you are working with multiple customers, especially when the conversations are on the phone.

The Role Of Follow Up

All salespeople should be spending thirty minutes to an hour every day (at a minimum) doing sales follow up calls. These calls will be going out to customers who they have never spoken to, customers who they are currently working, and their past customers.

These phone calls keep the salespeople fresh inside the mind of your customers and enhance retention after the sale has been completed. Follow up is gardening, spending the time to water the plants. Planting the seeds of the next sales.

It’s well known that many salespeople don’t do follow up, most often because they make enough without it. If you make enough money to survive, it can be difficult to keep working. Once your immediate needs are met, why not just relax?

The reason is your future self. Follow up is doing work now to make life easier for yourself in the future. The follow up email after phone call sales template is a tool in that follow up toolbox.

Quick Tip: Saving Contacts with Company Name

Hopefully every customer that you sell a car to is added to your phone’s directory. I consider this a minimum requirement for a successful sales career.

Taking that one step further, by adding some notes into the phone book’s other sections, can be very powerful. This simple thing, which takes only a few seconds, can instantly improve your follow-up.

Take this example. Let’s say I sell Mr. Corneliust from Corneliust Steaks a car in 2013. I sell him a 3 series BMW. Happy customer, quick transaction.

As he leaves the store, I add his contact info from the CRM into my cell phone. I utilize a digital phone book that is connected to a non-work account. I need my book of business to come with me if I ever leave!

Follow Up Email After Phone Call Sales templates can be made more efficient by including the customers company in their contact
added, took me 5 seconds

Fast forward three years. Let’s say that I’m selling Porsche now. I’m doing sales follow up calls, and I finally reach my target customer, Jeff Turner. Jeff and I exchange some small talk, during which he mentions his wife just started a new job at… Corneliust Steaks.

BRING IT HOME!

As I keep the conversation moving, I jump into my phone and search the familiar sounding name of the company:

Follow Up Email After Phone Call Sales templates can be made more efficient by including the customers company in their contact
would you look at that

As I finish up the call, I name drop Steve and Jenny, both previous customers of mine. My value just skyrocketed to this customer.

Now, your CRM probably has this information if it’s half decent. That being said, car salespeople, and salespeople in general move jobs frequently. By keeping your book of business in your phone, separate from your work CRM, you maintain access to your history of sales even if you leave.

Selling Jeff Turner That Porsche

Ok, so Jeff likes me now. My follow up strategy was targeted, with an offer and a call to action. I shared with him some answers to questions he had, offered him a price, and gave him a 72-hour window to decide.

How much of that is he going to remember? Buying a car can be stressful for customers. Have you ever seen a customer tense up in your office during the negotiation? Every time. Eyes dilate? Super common.

It’s my theory that the stress and excitement can start up their “Fight or Flight reflex“. During this, it can be easy to forget bits of information. They can become flustered.

What can you do to provide value in that situation? You guessed it, send a follow up after phone call sales template with a review of the call!

Day 1: Example Follow Up After Phone Call Sales Email Template

After the phone call, I would send this email below to Jeff. This email will reinforce what you talked about and show that you are customer-centric.

Perfect!

Hi Jeff,

Thanks for chatting. Pretty wild that you know Steve and Jenny as well! They have been great customers of mine for a few years now.

Just wanted to review what we chatted about. On the Porsche you are interested in we can offer you $3200 off of MSRP. I was able to get you 72 hours to take advantage of that discount, so let me know today or tomorrow if you can.

We also touched on your questions regarding Apple Car Play and Android Auto. Our Porsche that you want to buy has both, meaning that you and your wife can both take advantage of that feature.

Looking forward to closing this up,
Andrei
LINK TO MY YELP

Simple, efficient, friendly.

If I was to make a template, this is what I would put in my CRM:

Hi CUSTOMER FIRST NAME,

Thanks for chatting. Pretty wild that *THING THAT CONNECTS YOU TWO*.

Just wanted to review what we chatted about. On the Porsche you are interested in DISCOUNT OFFER. I was able to get you 72 hours to take advantage of that discount, so let me know today or tomorrow if you can.

We also touched on your questions regarding REVIEW ANSWER TO ANY QUESTION.

Looking forward to closing this up,
SALESPERSON NAME
TARGETED YELP LINK

Plug and play.

Day 2: Example Follow Up After Phone Call Sales Text Template

I love contacting customers via text. Text is personal, text is fast. Most of all, texts get read. Here is the text I would send to Jeff on the day after the phone call:

Andrei from Audi. Thanks for chatting yesterday RE: Porsche pricing. Let me know if we can wrap this up today, I have time at 615pm today.

Texts should never be more than 160 characters, so this one is ok with only 138. It’s got the right info, acting as a gentle touch. Here is the template I would use:

Andrei from Audi. Thanks for chatting yesterday RE: SUBJECT Let me know if we can wrap this up today, I have time at 615pm today.

You can set up text templates on your iPhone using this appThat way it’s just a click-click, a few edits, and you are good to go.

What If Jeff Was A Non-Response Customer?

What if I never got a hold of Jeff in the first place? He put in an inquiry, but let’s say he never picks up the phone. What templates should I use in that case?

Good news, I wrote an article recently about that here.

To summarize:

Plenty of reasons exist for the your no response customers. Certainly some never wanted to inquire in the first place, and see your constant tries to contact them as just part of the daily deluge of spam emails.

The people we want to concentrate on are those who want to buy, but haven’t yet:

  1. Found Someone They Like To Work With (Rapport)
  2. Found A Deal That Suits Them (Value)
  3. Had Their Interest Piqued (Unique)
  4. Found The Time (Opportunity)

Check out the article to learn more if you are struggling with that non-response customers!

Why Doesn’t Everyone Send a Follow Up After Phone Call Sales Email?

Great question, pretty easy answer really. Laziness, lack of active management, lack of knowledge.

Getting your salespeople to be uncomfortable enough to want to expend extra effort can be difficult. What can motivate them? What can get them to think this is a good idea?

Unlike the BDC, most car salespeople are not actively managed. There is an unspoken wisdom that any input will be misconstrued as “micromanagement” and salespeople will leave.

The secret is, most salespeople are lazy. Lazy people don’t like to job search. I don’t have to say much more. If you are a manager, you should make sure that your salespeople are using template strategies like this one to make more car sales.

How To Make Them Uncomfortable

Your salespeople that is. If you are an individual contributor, then skip this section. If you are managing salespeople, then this should hold value.

The greatest tool a manager has rules.

rule
/ro͞ol/

one of a set of explicit or understood regulations or principles governing conduct within a particular activity or sphere.

Set the expectation now that sending a follow up email after phone call sales template is a rule. When checking out at the end of the day with your salespeople, check their CRM. Are they logging their calls? Should be very easy to see if they are sending a template to coincide with successful calls.

Lead by example. When your salespeople ask you to make a “manager call” for them, show that afterward you send the template. Highlight the value of these emails.

REVIEW: Follow Up Email After Phone Call Sales

Build templates that solidify your processes. The follow up email after phone call sales template is an underutilized tool to spur sales.

Use them to:

  • Protect against memory failure from customer’s “fight or flight reflex”
  • Revisit strong rapport building from the call
  • Allow for easy continuation of the conversation

Let me know what other templates you guys use in the comments below!

 

Follow Up Sales Email After No Response

One of my favorite topics is crafting the perfect follow up sales email after no response. Being able to close low hanging fruit is one thing, but selling hard to reach customers is entirely different!

Follow Up Sales Email After No Response is an art
make sure your emails make an entrance

This article is focused on writing the perfect follow up sales email after no response for car sales, but these templates have been built from experts across a number of industries. As such, they can be appropriated for most all sales organizations.

The Reasons For Non-Response

Plenty of reasons exist for the your no response customers. Certainly some never wanted to inquire in the first place, and see your constant tries to contact them as just part of the daily deluge of spam emails.

The people we want to concentrate on are those who want to buy, but haven’t yet:

  1. Found Someone They Like To Work With (Rapport)
  2. Found A Deal That Suits Them (Value)
  3. Had Their Interest Piqued (Unique)
  4. Found The Time (Opportunity)

So you need to be crafting the perfect follow up sales email after no response that builds rapport, offers value, in a unique way, at the right time. The first three are content, and the fourth demands that you follow up consistently. If you send one non-response follow up email and then give up, you are not giving yourself very good odds.

Let’s start by showing some lackluster examples of common non-response emails that don’t work. After we break down what’s wrong, we can jump into some expert alternatives.

Follow Up Sales Email After No Response: Lack Luster Example #1

When I was secret shopping for my last article about car sales follow up scripts, I did some secret shopping online. I targeted a local Porsche dealer, hoping to find some strong follow up. If you read that article you would already know that I ended up disappointed…

And that’s it. No other follow up, no more calls. For a customer interested in a $90k car they sent one automated email, two templates and called once. I was pretty disappointed.

The last email I received, is one which I have seen many times with slight tweaks. As far as I’m concerned, this follow up sales email after no response is providing a solution for something that wasn’t a problem. See if you can spot what they are trying to address:

Hello Steve,

As the E-Commerce Department Manager I am checking in on your experience.

Has our team met your expectations? Is there anything I can do for you?

Driven to Excellence,

David Saucedo
Sales Manager
Porsche of Fremont
Direct: (510)***-****
Fax: (510)***-****
www.porscheoffremont.com

The system that sent this was trying to utilize a common sales strategy, the change of face. This sales strategy is very effective during the sales process when a potential client may not be interfacing well with the salesperson. This strategy is not effective, however, when the problem is non-response. The customer isn’t not responding because the sales person pissed them off, they aren’t responding because of our four key reasons above.

Follow Up Sales Email After No Response: Lack Luster Example #2

This email comes to me from Leith BMW in Raleigh North Carolina. I did some secret shopping there and was initially disappointed with the response. Their response times had been great, but the templates (and lack there of) that they used were not the best.

When jumping back in my secret shopper identity “Steve Cornelius” I expected to find an inbox full of emails. I figured that this dealership would have a strong follow up game, just maybe not the best content.

Follow Up Sales Email After No Response example from leith BMW

So the follow up schedule is every three days. Not a bad schedule to set up, assuming it is automated.

Content Of Follow Up Emails

I went through all of those emails. This one is the a follow up sales email after no response that they sent.

Steve,

It has been several days since you contacted our dealership. I would like to be able to meet your needs. Please help us by answering these questions so that we can do our best to earn your business.

Did we not have the vehicle you were looking for?
Please let us know, we may have that vehicle available now.

Were we not able to get you the price or terms to fit your budget?
Please let us know, Dealership and Manufacturer incentives change on a regular basis, so we may be able to work out a better deal than previously offered.

Have you purchased a vehicle elsewhere?
Please let us know, so that we can update our customer records.

If you have yet to make a purchase, please contact me at your earliest convenience and I will provide some current numbers that reflect our inventory and any incentives currently available.

The staff of Leith BMW wants you to know that your time and business is important to us and we will make every possible effort to earn your trust and your business. Your complete satisfaction is our top priority!

Thank you in advance for your feedback.

Evelyn Gonzalez
Internet Sales Coordinator
Leith BMW of Raleigh

This email has two main things wrong. Firstly, it’s way to long, coming in at over 200 words. That email is 5 tweets long. That is way too long, especially because all it’s really asking is “what did we do wrong?”. This kind of phrasing, in what is obviously a template, makes me feel like they deal with these issues constantly:

  1. Did we not have the vehicle you were looking for?
  2. Were we not able to get you the price or terms to fit your budget?
  3. Have you purchased a vehicle elsewhere?

Why are we lip loading reasons for them not buy here? What if you changed those emails around?

Improved Follow Up Template

What if you gave them reasons to buy instead?

Steve,

Looking forward to connecting.

Many customers love the fact that we will always find the car that works for them. We have a dealer network of 20+ dealers to source you the car that works.

They also love our ability to work with a variety of budgets, always priced at or below market! We secret shop every week so you don’t have to.

Let me know when we can chat,

Evelyn @ 815-***-****

That email has a positive message and is only 70 words. It will easily fit into a cell phone screen with no scrolling necessary. Also it clearly demonstrates value, which you should overdeliver on!

THE KEY WEAKNESS!

Check out the final weakness of her emails, the “dealer border”. These borders rob you of real estate on your emails.

Circle back to my picture from before. Look at the sub text below the email subject (gray text):

I literally highlighted the problem

Do you see how the gray text says:

“Home Specials Trade Appraisal New Car Pre-Own…

That is the first line of the email according to gmail, because of the border. See the border in this photo:

Do you see the “dealership border” now?

That box that the email is in accomplishes this:

  1. Makes the email look like spam to gmail
  2. Makes the sub text on the inbox not have any relevant content
  3. Slows down the loading of the email

Let’s see what my alternative email looks like in the inbox:

using our skills
much more enticing

Much better! I use “RE: yes…” as the subject, since shorter subject lines get better responses and the “RE:” makes the email look like a continuation of communication.

How To Capture The Non-Response Customers The Right Way

So we’ve reviewed some of the ways that we reach out to customers right now when they don’t respond to our follow up. It’s my theory that most problems have solutions, you just have to find them. So, in that vein, I took it upon myself to go and find out what the experts have to say.

The Take Away Email

I love this example from Hubspot. They have this email, which they call their “no BS break up email”. This email is what they use when someone doesn’t respond to follow up repeatedly, and their file is getting stale.

The magic starts with the subject line:

Permission to close your file?

Short, direct, to the point. Requires their input and is unique. It has an air of professionalism but also begs a response. They say that they get 76% response rate with this email:

[First Name],

We are in the process of closing files for the month. Typically when I haven’t heard back from someone it means they’re either really busy or aren’t interested.

If you aren’t interested, do I have your permission to close your file?

If you’re still interested, what do you recommend as a next step?

Thanks for your help.

Alternative Take Away Email

This is an alternative version of the email above, this time from the pipedrive blog.

The subject is catchy, and sets the tone of the email apart:

It’s really lonely out here

The content starts more seriously, but then ends with the goofy attitude in the subject line:

Hi [Name]

I’ve tried to get in contact with you several times over the last few months without success, which leaves me thinking that:

  1. You’re not interested. That’s OK, I won’t take it personally.
  2. The timing is wrong. This happens. I’ll happily get back to you in a few weeks or months, although years might be a stretch too far.
  3. You’ve been abducted by aliens: Please let them know that I am happy to come along and tell them where to find me.

I won’t contact you again but you can keep my info on file if you ever need [service].

[Signature]

Although I think that #1 has phrasing that sounds like a “guilt trip”, I really like this email because of #3. Life can’t be taken too seriously, and this attitude is light hearted and sure to win you some love from potential clients.

The Call To Action Subject Line

I love the idea of including a call to action in your emails. According to wikipedia, a call to action is:

Call to action (CTA) is a marketing term used extensively in advertising and selling. It refers to any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action.

The key is encouraging prompt action. You want something in your email to grab the attention of the customer and inspire them to act right away.

Follow Up Sales Email After No Response should be like a light in the dark- calling them to act!
call out what you want

Let’s start with an example of a call to action email subject line:

Are you available for a 15 min chat on Sep 10 at 3 PM?

I love this subject line! The call to action is direct with actionable specifics.

How about this subject line:

Do we have your permission to share a personalized video on our pricing strategy?

That line can be great if your dealership has one price used cars. It builds value and your brand, plus asking for permission is a great call to action.

Review: Follow Up Sales Email After No Response

In this article we reviewed some lackluster follow up sales email after no response examples, we broke down what’s wrong with dealer borders for emails, and we shared a few key emails and subject lines.

Let us know what you found value in and what you would add!

Car Sales Follow Up Script

How does your dealership handle follow up? Is it all done by the individual salespeople? Or is run through a BDC?

building your car sales follow up script will take time and effort
Rome wasn’t built in a day

Most importantly… are you and your team trained to use an optimized car sales follow up script?

Crafting Your Car Sales Follow Up Script

Without training and guidance, process and procedure, your dealer is giving up car sales. Humans are naturally lazy.

You’ll be relieved to hear that choosing the couch is only human. Humans are inherently lazy, which may be a trait left over from our ancestors’ days of conserving energy for the next hunt.

This has implications, a millennia later, to affect your business in the 21st century. Using optimized car sales follow up scripts and strict processes you can control for the natural tendencies of your work force.

Car sales follow up is a daily battle for nearly every dealership in the world. In this article, we are going to cover:

  1. Some statistics from my store’s internet department sales
  2. Elise Kephart’s car sales follow up script
  3. Porsche Fremont’s car sales follow up script
  4. Key conclusions and solid processes to install at your dealer

The Anatomy Of A Sold Car Deal

Customers come to your dealership in a number of different avenues. While fresh ups and phone ups started as qualified customers, internet customers start the cycle as unqualified. You need to find out if an internet lead is real the first day that it arrives.

Internet Sold Audit

Here are the cars sold in the first week of May 2018. I have deleted all names from the list.

I dove into the car sales follow up script used on these customers. Generally we relied on a strong first response email template and numerous phone calls.

The most pertinent information on this chart is the “Days to Sold”. These sales events took an average of 24.7 days to close. When I dove into these events from my store, I found one more revealing detail.

All but one of these customers first responded to follow up within 48 hours. The one outlier took 50 hours to respond and bought after 30 days.

This scares me- are we missing the opportunity to sell cars to customers that take longer to respond? Where are those long term unqualified sold customers?

Some More Details On These Sold Deals

So how did these customers first get in contact with our dealership after putting in a lead?

Ten of the fourteen answered our emails, while four of them answered a phone call. None of them responded to the first response text message.

Three of the customers did some of the negotiation over text (they all opted in after speaking on the phone or via email). The cold-text didn’t seem to get any response, where as the customer that has already had some contact seemed to be more receptive.

Conclusions from the Audit

So it seems that while most of our internet customers wanted to talk via email, but a significant chunk (28%) preferred the phone.

I think the more revealing fact is the 24+ day average to close a deal. This means that not only did the first response need to be engaging, but the follow up calls also needed to be regular and well executed!

First Response Car Sales Follow Up Script

When a lead first get’s placed with the dealer, contact needs to be made quickly and with polish. There are a few thought leaders in the automotive sector that focus on this part of the process.

I’m going to break down and analyze the key points made by some of the top google ranked follow up experts.

Elise Kephart’s Video and Volume

Elise Kephart has an interesting break down here on her follow up process. She guides you through her ten steps to responding to a first response. Here is it broken down into a simplified list:

  1. Phone call to make contact. Introduce the dealership, thank for interest, give reason to buy, share contact info, set expectation of follow up
  2. Email a video that shows the vehicle
  3. Send opt in text message
  4. Send a post card
  5. Call again using caller-id spoofing (explanation here)
  6. Email again short email
  7. Call again using caller-id spoofing
  8. Email again short email
  9. Call again using your number
  10. Email again short email

Whew… that’s a lot for one day. She breaks down this follow up into four parts of the day.

Key Points from Elise’s Car Sales Follow Script

Elise brings three key innovations to her car sales follow script that I appreciate.

Video Message

The first is the focus on video messaging. Video messaging can be an effective tool to share the visuals of a vehicle with a customer. It may be a strong way of differentiating your follow up from other dealers and coming across as willing to contribute strong effort.

Elise's car sales follow up script relies heavily on video messaging
are your customers going to wait for this video to load?

The downside of sending a video message are two fold. First, it takes a lot of time. Now, this isn’t a complaint against work. Rather, I think that it isn’t the best use of the follow up person’s time. At my dealership you would need to:

  1. Find the car
  2. Rinse it
  3. Park it
  4. Film it
  5. Edit video
  6. Upload video

I have sent videos to customers many times, it’s a time intensive process. It is natural to spend, at a large dealer, at least 30 minutes to do the whole process.

So, is it necessary? I think it depends. If the customer clicks on a used car, then yes, I think that the video message has value. The exact condition of the car is something your dealer should be proud of. This can validate the price of a used car in many cases.

On the other hand, when a customer clicks on a new car, I don’t see as much value. During my audit above, I found that only 2 of the 9 customers ended up purchasing the vehicle they initially clicked on. Many of the sales events showed that after making contact the customer explains that they just clicked on a car in order to make first contact.

Caller ID Spoofing (Also Called “Neighbor Calling”)

This one is a great idea, and gets my thumbs up. Although it should be handled with a light touch, the use of caller ID spoofing is a great way to make contact with a difficult to reach customer.

picture of woman receiving a follow up call
will “caller ID spoofing” encourage them to pickup?

I would suggest only using it on customers that have not responded to traditional means in the first 48 hours, rather than during the first day that the customer put in the lead.

The reason for not doing this has more to do with consistent contact and building rapport. When building rapport with a customer, having a single number and point of contact for them to associate with you simplifies things. I want my customer to save my number and contact me when ever anyone they know wants a new car.

I think that her use of caller ID spoofing is interesting, using it on every lead. I would certainly try it.

Signing Emails with “sent from my iPhone”

This is a nugget of genius. In the digital age of 30+ emails per day, cutting through the noise is difficult. This trick of adding “sent from my iPhone” to the end of a template is deviously clever.

part of elise kephart's car sales follow up script
I would not know this was a template

I’m used to imagining the sender furiously typing out the email on their iPhone. I would definitely not assume an email with this at the bottom was a template.

Genius!

Porsche’s Car Sales Follow Up Script

I wanted to get an upscale dealerships’s follow up script, so I secret shopped a local Porsche dealer.

photo of a porsche
will a Porsche dealer have a strong car sales follow up script?

I created a gmail address as “Steve Shin” and put in a lead. This time I left a google voice number in the lead so that I can find out their call schedule and hear the voicemail that they left me. I was curious to see if the Porsche dealer, who sells fewer cars but makes more per car, would have a better car sales follow up script.

I put in the lead at 8:26 AM. Here are the results :

Day 1, 8:26 AM: Automated First Response

I thought the automated response was quite professional. Being automated, it was immediate, which I appreciated.

Hello Steve,

Thank you for choosing Fletcher Jones Porsche of Fremont, your request has been received.

This is an automated after hours response to advise you that we have received your request for information. Our Internet Specialist will contact you in a timely fashion.

Meanwhile, you can visit us at PorscheofFremont.com to review our Exclusive Preferred Benefits.

Please rest assured that your buying experience with us will be 100% hassle-free. We look forward to speaking with you soon.

Driven to Excellence,

Fletcher Jones Porsche of Fremont

Only thing I would change would be the wording, which I would shift around to mention the internet manager that was going to reach out (Raj).

Day 1, 10:08 AM: Voicemail from Sales Person

The timing was a bit disappointing on this voicemail. The store opens at 9:00 AM, so I would assume that a call out should have been able to be made in the first 15 minutes from opening. Regardless, here is what their car sales follow up script (transcribed by Google Voice):

Hi, good morning, this message is for Steve Shin.

Steve, this is Raj with Porsche Fremont calling in regards to your interest in the Porsche Panamera. Turbo.

Give me a call when you have a moment, 510-***-****.

Once again, 510-***-****. Thanks.

The voicemail’s content is decent, but could be improved. A better message would have mentioned a reason to buy, such as mentioning a special incentive or the limited nature of the vehicle.

Day 1, 10:25 AM: First Response from Sales Person

This email was sent to coincide with the voicemail.

Hi Steve,

I left you a message regarding the 2018 Panamera Turbo. The car is available for immediate delivery. There are no factory incentives on the car. However, I can do 5% off the car. I have “2” cars left so let me know asap.

In addition to your Certificate Discount you will become a member of the Fletcher Jones Owner’s Club which entitles you to these exclusive extras worth $1,220.00*:

• First year maintenance services FREE (a $350 value). Your first paid service is in two years.
• Three month wellness check FREE (a $280 value)
• Pick-up and delivery of your vehicle at your home or office for service and we will bring you a replacement car FREE (a $450 value over 3 years)
• Shuttle service FREE to local places
• Up to 12% discount on all parts and labor (a $140 value in years 2 and 3)
* Not redeemable for cash or discount.

I look forward to assisting you with Porsche your Panamera ownership

Best,
Raj Kumar
Porsche Internet/Leasing Manager
Fletcher Jones Porsche
Direct 510-***-****
Mobile 510-***-****

I really liked a few things about this email. First thing I liked was the clear offer of discount on the price of the car. Secondly, the “$1220” of extras is a nice touch. This is a clear value proposition that can help set the dealership apart.

After this email the car sales follow script fell apart… as I didn’t receive any calls or emails until this:

Day 4, 10:46 AM: Only Follow Up after First Day

This is the only follow up I received, on the forth day:

Hello Steve,

As the E-Commerce Department Manager I am checking in on your experience.

Has our team met your expectations? Is there anything I can do for you?

Driven to Excellence,

David Saucedo
Sales Manager
Porsche of Fremont
Direct: (510)***-****
Fax: (510)***-****
www.porscheoffremont.com

And that’s it. No other follow up, no more calls. For a customer interested in a $90k car they sent one automated email, two templates and called once. I was pretty disappointed.

Car Sales Follow Up Script Review

I think that while Elise’s program is a bit extreme, Porsche Fremont’s is a bit lackluster. Both can be brought closer to the middle way.

Utilize the tips and tricks found in Elise’s program, but don’t drown the customer with your car sales follow up script.

What are your thoughts? What is your ideal car sales follow up script?