Car Salesman Confidential: 10 Things To Never Say To A Customer

In a lot of these blogs I've been lecturing the customers, telling them what they should and shouldn't do. Well, this week, I want to share some rules for salespeople. I try to follow these rules myself, and I think all salespeole should, too. We'll start at Number Ten and work our way down to Number One.

10. Never ask a Customer if They're Buying Today.

This is a question that benefits you, the salesperson, but does nothing to help the buyer. Never ask a question that only benefits you. Instead, focus on questions that benefit the buyer, and in the end you'll both benefit. Besides, very few people really know in advance when they'll be buying, and by asking for a commitment too early in the process you're only making them more defensive.

9. Never ask What Payment They Want.

"Hey, what kind of payment you wanna be at?" Again, this is a question that benefits the salesperson, not the buyer. Also, silly questions invite silly answers, like "$300 a month," which may be impossible to reach. Instead, if you must ask a question like this to narrow down the choices, ask the customer what their current payments are. This doesn't come across as a "commitment question" and it will give you some idea of their comfort zone.

8. Never Make it Difficult to get Information or Direct Answers to Direct Questions.

Ask anyone you know and they will tell you this is one of the most frustrating things about dealing with car salesmen. You never get a simple, straightforward answer to anything; you always get a runaround. But most buyers are less concerned with the answer they get than the difficulty involved in getting the answer. The harder we make it as salespeople to get answers to questions, the less likely they are to buy from us. So, make it easy-- and make yourself stand out from every other salesman they encounter. When the customer asks a direct question, answer them. They won't know what to do next.

7. Never Assume Anything About Your Customer's Ability to buy.

If you've been in sales for any length of time, you should know by now that you can't judge a book by its cover. The guy who just pulled up in the ten year old rattletrap wearing overalls and dirty work boots maybe the richest guy in town. He just doesn't like to advertise it. Treat every customer with respect and as if he or she is a real buyer. Even first time buyers with no credit may have rich grandparents just itching to buy them their first car.

6. If you Don't Know the Answer, Don't Make up Something .

The typical salesman response to a question they don't know the answer to is to try to BS their way through it. Don't do it. Chances are, the customer already knows the answer and is testing you. Once you've demonstrated your ignorance he probably won't buy from you. Even if they don't know the answer, they'll probably find out later that you were wrong and there goes your credibility. Learn your product, and your competitor's product. If you don't know the answer, say "I'm sorry, I don't know the answer to that, but when we get back inside I'll find out for you." And be sure to do it.

5. Don't Waste Your Customer's Time.

The most valuable commodity any salesperson has is time. Guess what? Your customers are no different. If it's Saturday afternoon and you've gone to the desk to get numbers, don't stand there chatting up your manager about the football game, or talking about your party plans later on. Stay focused on the customer and get the job done. Then talk about where you're going Saturday night.

4. Never Ask a Woman to go Home and get her Husband (or vice versa).

My favorite story in this regard is the story of Ursula Burns, the President of Xerox Corporation. Ms. Burns, who is an African-American woman, pulled up at a Porsche dealership one day and asked to testdrive a car. The salesman, not recognizing her as the CEO of a Fortune 500 company, told Ms. Burns he would be glad to let her testdrive his car . . . once she ran home and got her husband. Needless to say, Ms. Burns didn't buy a car from that gentleman. Instead, she drove down the street to a different dealership, where she stroked a check for a $125,000 Cayenne. In this day and age it's crazy to think there are salespeople who would do this, but they're out there.

3. Never ask for the Sale too Early . . . but Always Ask for the Sale!

Studies have shown that one of the things customers hate is when salesmen ask for a buying commitment too early in the process. You cannot go from "Hello" to "Are ya ready to buy?" It just doesn't work that way. First you have to get to know the customer and find out what their needs are. Once you've found a vehicle that fills those needs, then you ask for the commitment. Always.

2. Never Forget to Follow-up on Promises You've Made.

A lot of salespeople develop amnesia about their customers the instant they drive off the lot. But if you've promised them floor mats, or window tint, or a tow hitch, make sure they get it. Follow through. Never make the customer chase you down and force you to live up your obligations. It shows a lack of care for them, a lack of professionalism, and it almost always guarantees you no future sales from that customer, or referrals.

1. Never Lie to Your Customer

This one should be obvious. First of all, it's a matter of morality. Even if it wasn't, it makes no sense to lie. For one thing, when you lie you have to remember to keep telling the same lie forever-- and you may even be forced to come up with a second lie to cover up the first. If your lie is ever discovered, your relationship with that customer is destroyed. You've just confirmed every negative thing they ever heard about car salesmen. Are they going to buy from you again? Not likely. Are they going to tell everyone they know you lied? Absolutely. Again, it makes no sense. So don't do it.

So, there are my Top Ten Don'ts for Salesmen. I can't guarantee you'll make more money if you go by these, but at least you'll be able to live with yourself!