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August 21, 2008
Car Salesman’s Guide To Sales
Any salesman knows that selling used cars isnt as profitable as it used to be. In the past you could drop out of high school and easily be making $100,000 a year, as long as you had a little personality and could get around moral roadblocks. I once heard a joke about used car salesmen. A parrot is flying around and lands on a rich looking guy.
The parrot inquires, What is your IQ? 170, the guy says. The parrot says, You must be a successful lawyer?how many trials have you won? He keeps flying and spots a very wealthy-looking lady with designer clothes and jewelry. He asks her, What is your IQ? 180. She replies.
The parrot wants to know, How many operations have you done this month? The parrot flies off to find someone even wealthier. He spots a man in an expensive Italian suit, surrounded by bodyguards, next to his fancy sports car. Whats your IQ, rich guy? The parrot asks him. The man grins and answers, 80. The parrot has one question for the man: How many cars have you sold this month? Today, however, its rare to meet a salesperson making over $50,000 a year.
Honest dealers are hurting the unprincipled used car salesman by letting consumers do all their research and car shopping over the Internet and the phone, without ever coming to a used car lot. This makes it higher for top salespeople to earn a living. This might be the Information Age, but a car salesperson has to know how to turn that into a good thing for him. Consumers have access to more information now than before the Internet showed up, but no the problem is TOO much information! A salesperson that really wants to make the sale will know how to get around even the smartest Internet shopper.
Here are some of the things that you can do: 1) If they have a trade, go to all of the trade evaluation sites and find the one that has the lowest amount. 2) If they think youare priced too high, repeat tip one, but look for the highest value instead of the lowest for the car youare selling. 3) Send emails to everyone all the time. People love receiving emails from car salesmen. After you send the emails, call them and tell them you sent an email. They love this as well.
4) If they search the cars history and dig up negative information, be ready with articles detailing the inaccuracies of vehicle history reports. 5) If the vehicle history report comes up clean but the customer doesnt believe it, assure him that Carfax guarantees accuracy. 6) If they complain that the cars Internet price is lower than the price you quoted them, blame it on hackers on the system. If they persist then its best to avoid the topic or steer them toward another car. 7) Ask someone to make a website with negative rumors about the competition, and refer customers to that site if they are thinking of visiting or already have visited the competing dealer.
Use a fake name to post negative rumors about your competitors online. People often believe anything they read on the Internet, so go ahead and say that Dealer A runs a prostitution ring and Dealer B sells drugs on the side. Chances are, people will believe it. 9) Sign up with a free vehicle classifieds service and post cars for sale similar to yours, but at much higher asking prices. Be ready with copies of these ads to show to customers that think youre asking too much for your cars. 10) Any other objection relating to the Internet can usually be solved by maintaining that theres a really bad virus wreaking havoc online.
So dishonest and shady salespeople, lift your chin up. If we work together we can overcome the power of the Internet and continue wringing profits out of misinformed consumers like we did in the old days. If youre an honest salesperson or a consumer, forget you ever read this entire article. Its only written for fun.
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