About 81 million cars were sold worldwide in 2018. No two buyers or sales were alike. That’s because budgets, backgrounds, wants, and needs vary from person to person. Each sale is more than the price of the car.

Buying a car is an emotional decision. The way people feel about your dealership, the car, the salesperson, and the price affects the sale.

A rude or insensitive salesperson can kill a deal in under a minute. If your car lot isn’t pleasant, customers will leave. Sales staff must be approachable, pleasant, and trustworthy.

Want people to enjoy their visit to your car lot? Want a bigger share of the growing car sales market? Keep reading to learn 12 secrets to successful auto salesman training.

1. Know Your Product

Yes, it’s important to know how to talk to customers. It’s more important to know about the cars you’re selling.

You must know all about the cars. Consumers want someone who can discuss features and performance. Some buyers ask questions to test your knowledge. 

A car is a major purchase. The buyer doesn’t want a fast-talking salesperson to convince them to buy. They want to discuss the car with a knowledgeable person.

New salespeople need time to learn about each car. Tell them to make a note of any questions, then confer with someone else in the dealership to get the right answers.

It’s important to say, “I don’t know the answer, but I’ll get it for you.” Never lie or guess at an answer. Most consumers research vehicles online before visiting the lot. If you lie, they won’t trust you and you’ll lose the sale.

When a car shopper knows more than the salesman they’re tempted to ask for someone else. Or, they leave the dealership.

Along with knowing individual car facts, every salesman should know the current inventory. Be ready to offer a different choice if a car buyer doesn’t like the model they came in to see.

2. Be Friendly and Positive

When you meet a potential buyer, make eye contact and offer a firm handshake. Let people know you’re happy to meet them and want to help.

Be sincere. If you’re fake happy or phony, people know it. Be enthusiastic that you have a customer who wants to buy a car.

Never make negative comments about competitors. If a shopper says bad things about another dealership, don’t pile on. Listen with care to see if you can resolve any of the issues.

Be friendly and positive with your coworkers, too. Everyone knows someone who buys cars. Befriend people in every department at the dealership. The sales staff, technicians, service writers, and office staff are all part of the same team.

A happy workplace atmosphere reflects well on the dealership.

Make It A Champion Day!

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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