In case you haven’t noticed, these days are gone my friend. And, all I can say is . . . thank goodness! Gone are the days when you could slam someone into a car,, nail them for a huge front end gross and then pound them again in finance for even more. I personally have not been around the business long enough to have worked in this environment. However, I have worked with many over the years that seem to speak with longing about “ the good ole’ days”.

As you may suspect, and I have observed, these employees tend not to last very long at any one dealership. They move from place to place looking for the “right brand” or “better management”. One that will both offer them more sales, but also permit them to conduct themselves in this dated manner. To me, it seems to be quite pathetic. However, I am sure that after you finish reading this article and look around your dealership, you will find at least on person selling cars that fits in to this category.

The thing is that people are buying cars more than ever. Sales analysts are predicting 18 million cars this year, even after the events of September 11th. And because there are more cars being bought, more products have come up that offer more information about, well . . . how to buy cars. People are now knowledgeable. When they walk through your door, they know what questions to ask. They may not know exactly what they are looking for, but they are better equipped to argue and negotiate to make their deal.

The biggest advantage that you have over other dealers is customer service. Today, lots of people talk about it. But, those that truly offer it are able to excel far beyond the others. You gain the trust of you r customers through hard work and product knowledge, and you will sell them, their friends and their family. They will recommend you to every one that they meet that is even thinking of buying a car.

The most important things that you need to remember about sales is that you need to meet or exceed the needs and expectations of you customer. If you are not able to do that, then you will have a very hard time making a convincing argument for the customer to purchase from you.

Now, here is where I believe that many people get lost. These needs and expectations often have little to do with the product that you are selling as much as how the customer wishes to be treated. What I mean to say is that customers come to you because they know that you have a product that they generally like. The key here is, will you be able to convey that you are willing and capable of helping them?

Are you pleasant to deal with? Can you show yourself to be knowledgeable about the vehicles, both yours and your competitor’s? Do you appear trustworthy; can the customer rely on what you tell them? These are the questions that you must ask yourself because they are the same questions that the customers will be addressing in their own minds.

Remember, you are mostly selling yourself. If people believe in you, if they are interested in what you have to say, the rest becomes easy. Think of the above questions. If you are not confident that you are not able to answer positively to each question, you should ask yourself why? It can bring about some strong self-realizations.

Adjust your stance. Figure out how you would like to be treated. There is no magic here. Think of ways you can bring more value to your customers. How can you save them time? Can you do some of the research for your customers, and help them with their legwork. Can you offer them some hard, third party evidence that backs up your claims? What services can you offer that will make your customer’s life easier, both before and after they purchase from you?

It does require some initial hard work and a good attitude. But, it truly is a simple recipe for success.