Car Sales Training 101: Building Customer Trust

auto sales trainingContrary to popular belief, selling cars is not all about doing or saying whatever it takes to make the sale. In fact, the goal of today’s car salesperson shouldn’t be to get a vehicle off the lot as quickly as possible, but to build meaningful relationships with customers, so they return for car service, maintenance and more. These long-lasting relationships require more than just employing sales tactics to make a hefty commission—they also require building trust.

Buying a car is one of the largest purchases a person will make, and customers don’t want to feel pressured into making this important decision. However, once you become an auto salesperson, you’ll learn that the amount of time you’ll be able to spend with each customer will be limited.

Let’s explore a few ways you can build trust with your future clients, develop rewarding business relationships, and make more sales once you become an auto sales person.

Experts Take Advantage of Any Auto Sales Training Offered at Work

A great way to earn customer trust is to become an automotive expert. Customers trust professionals who are serious about what they do, and know everything about the cars that they sell. Oftentimes, dealerships offer their very own auto sales training when a new model comes out. Industry experts recommend taking of these great learning opportunities, since they will keep you in the know on the ins and outs of every car featured in the showroom.

All potential buyers are looking for a good deal, but knowing the details about infotainment features, cabin sizes, air bag placement, and more can make all the difference in helping customers through the car selection process.

Know all there is to know about the cars you sell.
Know all there is to know about the cars you sell.

Auto Sales College Grads Know How to Engage Customers in Real Dialogue

Auto sales college graduates know that good communication is another key component in building trust with customers. Most people automatically put barriers up in any sales relationship and can catch a sales pitch coming from a mile away, so take a little time to relate to your customers as people.

Every meeting should be a conversation, not a sales pitch. If you find out what a customer’s life is like, you’re much more likely to sell them the perfect car. Understanding their hobbies and interests, for example, will give you a clear idea of whether they drive often and require a car that gets good gas mileage, or if they have large families and need something that’s spacious. When communicating with your clients, it’s important to keep the old adage “people buy from people” in mind.

Good Auto Sales Training Teaches Students to Become Excellent Listeners

When a customer begins to express certain concerns about purchasing a vehicle, auto salespeople often view this as a roadblock. However, listening carefully can actually help you better understand the customer’s perspective—and give you a chance to offer various solutions.

Let’s say you know that your customer is looking for a vehicle that offers a decent view of the road with plenty of leg room. You might begin to show them the latest SUVs, and they will likely express worry about the fuel consumption of an SUV. Rather than moving elsewhere, you could take this as an opportunity to show them something in the size they’re looking for, but with an ecoboost feature for greater fuel economy.

Remember that great listeners never jump to conclusions. They try and put themselves inside the customer’s head in order to understand what it feels like to be that particular person. By understanding what concerns your future clients, you’ll also understand what it takes to meet their needs.

Hearing your customer out will help you match them with the right car.
Hearing your customer out will help you match them with the right car.

Want to learn more by pursuing car sales training?

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


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