Don’t Pre-Judge Buyers

Just because a potential customer comes in dressed in a fancy suit, it doesn’t mean they want to buy your most expensive vehicle. 

The same goes for someone who comes in with a t-shirt and ripped jeans. Try not to judge a book by its cover. There are some people who may be willing to spend more than you’d think for a new car. Or they may be in the market for a subprime car loan that your dealership can accommodate.

Approach anyone who comes into your dealership with a warm smile, and ask them how you can help them. 

Host a Public Event

You can’t sell anything to people if they don’t know about your dealership. You may know how to be a good salesman, but that won’t help if the foot traffic isn’t there. 

One way you can become more front and center in people’s minds when they’re shopping for vehicles is to host an event. Buy a load of hot dogs and hamburgers, set up a barbecue, and invite people to come for a bite at your dealership. 

You can raise money for a local charity through hosting a car wash, or you can make it a sales-focused event where you offer visitors a limited time deal on a new vehicle. Either way, more people will remember the name of your dealership, which can be turned into a sale down the road.  

Try Direct Mail Marketing

Some customers may be on the fence about buying a vehicle due to costs or financing. However, you can target leads through mail campaigns that let them know their credit will be accepted without a hassle.

These direct mail pieces can have the dealership name on them, and even your name as the salesperson to contact. This will eliminate some of the worry and paperwork involved for your customer. 

Walk The Talk

An often overlooked sales tip is to dress well and pay attention to personal hygiene. While you shouldn’t judge what your customers are wearing, be aware they are probably judging you if you have bad breath or have a stain on your pants.

There’s some truth to the term “dress for success,” as first impressions can make or break a sale

Follow Up

After you’ve had a conversation with someone in person or on the phone, make some notes about what was discussed and how likely they are to buy. 

Set aside some time during your day to make some follow-up calls to see if people are still interested. Don’t waste time by going over what you’ve already discussed (check your notes)—take them to the next level by letting them know why your products are the best option for them now. 

If possible, when getting a potential customer’s contact info, ask them when the best time of day is to reach them. They will appreciate your attention to detail, and you’re less likely to get an answering machine. 

Follow Leads To Sell More Cars at a Dealership

Getting people through the door of the dealership is one challenge, and closing a sale is another. With a combination of sales techniques and incentives, you can see your sales soaring. 

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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