3. Observe the Operation

Along with understanding the cars, you should understand how the dealership operates.

Pay attention to inventory. How many units sold each month. What’s the number of auction purchases? How many customers traded in a car?

When you stay up-to-date on the stock, you know what’s available to potential buyers. Walk the lot and study the cars. Or, use the customer relationship marketing (CRM) software to track inventory.

The important thing is to know what you have to offer clients. That includes a complete understanding of how the service department works.

Watch seasoned salespeople. Ask questions until you’re sure you understand the best way to serve car buyers.

4. Learn Customer Relationship Management Software

Tracking sales calls and potential clients is easier than ever with CRM software. But the software only helps if you know how to use it. Don’t skip this part of your education to hurry out on the floor and sell.

CRM software helps schedule appointments, do client research, and communicate with potential buyers. Train every new sales person on how to use CRM tools.

When a salesperson is proficient with CRM, they reduce clerical work. That means they can focus on getting leads and selling cars.

Mobile CRM apps let sales teams stay in touch when they’re out of the office. It’s also useful for new hires who are learning about inventory.

CRM software is efficient. It also holds staff accountable for assigned tasks.

5. Be Professional

Salespeople should look, act, and behave in a professional manner. A clean, crisp professional look evokes confidence in your abilities. 

Professionalism extends to your office. Organize your desk. It’s bad to see a desk covered in food wrappers, inappropriate photos, and messy piles.

Customers may assume your messy desk means you don’t know what you’re doing. If they worry you’ll make mistakes with their deal, they won’t want to work with you.

Professionalism includes how you talk about other car dealers. Never bad mouth the competition. Customers don’t want to hear it. It makes you look bad, not the other dealership.

Focus on providing a mature, knowledgeable exchange with everyone who enters the dealership.

6. Listen to Your Customers More Than You Talk

Many salespeople are conversationalists. That’s a great asset since you’re dealing with new people every day. But to make a sale, you must be a great listener.

The best way to learn how you to help a customer is to listen. Let them tell you what they need. Why are they buying the car? What’s the budget? Do they need to finance? 

People like to talk about themselves. Ask questions, then listen to the answers to build rapport. 

Pay attention to details. Ask questions to clarify any gray areas. The more you know, the better you’ll understand what they want and need.

A good conversation goes a long way in building a solid relationship with a potential car buyer. Don’t be a pushy salesperson. Be a good listener.

Knowing when to talk and when to be quiet is a sales person’s superpower.

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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