4 Common Sales Mistakes to Avoid After Auto Sales College

Car dealer offering expensive vehicleSelling a car is different from other sales jobs. For many customers, a car is one of the most expensive and important purchases they’ll ever make, so they want to take their time and be sure they are getting the best deal. Between comparing different models, test driving, and negotiating, a salesperson might spend hours at a time with customers.

With other factors, such as financing, optional extras, and service agreements also coming into play, it can become quite a complicated process, and it’s naturally quite hard to get a deal over the line. Most car salespeople average just eleven sales per month, and it requires a lot of patience.

So what makes some sales professionals better than others? Often, it’s not about what they do, but about what they don’t do. Of course, students receiving auto sales training would do well to avoid some of the common rookie mistakes made by novice sales staff.

1. Students in Auto Sales College Are Taught to Speak Less Than Their Clients

A common rule in sales is that a customer should do about 70 per cent of the talking. However, too often it is the other way around, as the salesperson eagerly pitches their product without taking the time to find out what the customer actually needs. Car sales are no different, and professionals can increase their success by asking questions and learning more about the customer’s specific needs.

2. Remember Your Auto Sales Training And Know Your Product Line

Students in auto sales college learn to familiarize themselves with the technical specifications of vehicles, which can give them a distinct advantage once they begin their careers. Many salespeople fail to read up on their inventory, and are unable to provide the in-depth knowledge customers demand. Knowing your product helps you to convince the customer why it is superior to alternatives, and builds trust, as customers know they are in good hands.

Customers trust salespeople who know their product line.
Customers trust salespeople who know their product line.

3. Auto Sales Training Students Learn Not To Make Promises They Can’t Keep

When close to making a deal, even professionals with car sales training and years of experience often make the mistake of promising things without the consent of management. If a customer is looking for extra concessions, a salesperson should always seek their desk manager’s approval, even when they are confident it won’t be a problem. Customers are far more understanding if they are refused a request on the lot than when promises are broken once they reach the finance office.

4. Students Enrolled in Auto Sales College Learn to be Honest With Customers

The negative image of the car sales industry is one that auto sales training students will be all too familiar with, and has made people wary over the years. That’s why it’s important to be honest in your dealings with customers, giving them comprehensive reliable information so they can make an informed decision. This will help you build up a reputation which can lead to repeat business and word-of-mouth recommendations.

Being honest with customers helps to build trust and loyalty.
Being honest with customers helps to build trust and loyalty.

Are you interested in pursuing a car sales career?

Visit ATC to learn more about our training programs or to speak with an advisor.

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