Recognize the Truth and What to Do

It can be amazing the lengths to which some customers go. Salespeople stand incredulous as customers tell the manager about promises that never were.

They’ll “pretend” to walk away from a deal to get more discounts. Some will overstate credit ratings or understate payoffs on existing vehicles. Padding income is a common ploy to get the best deal they can.

Of course, none of this works. But, it happens so often the term “buyers are liars” is the first lesson many salespeople learn. Many customers believe car salespeople are liars, so they feel it’s OK to do the same.

So, what’s the best way to handle it? There’s no reason to call them out or become angry. Trust, but verify. When the truth comes out, ask for clarification rather than forcing a hand.

This will give customers permission to amend information and move forward.

How Customers Place Their Trust

Our buying decisions have trust at their root. Brands we know, friend’s recommendations, and online reviews steer us to purchases.

It is no different when it comes to buying from a car salesperson. As customers ask a question, they’re looking for answers about a vehicle and the salesperson. They’ll test both the salesperson’s knowledge and their honesty.

It’s vital to tell customers the truth. A salesperson cannot estimate a payment without loan information or credit check. Early estimates can be way off, leaving customers angry.

The same will happen if a salesperson tries pushing a customer into a vehicle they don’t want. This puts customer needs at odds with those of the salesperson.

Both circumstances tell the customer that the salesperson is less than truthful. Making excuses for the actions or placing blame make it worse.

Know Why Customers Are There

The reasons for a customer shopping for cars vary. It may be a necessity, celebration, or as a gift for a recent graduate. Or, they were in an unfortunate accident, totaling their previous car.

Whatever the circumstance, their reason for stepping on the lot is to buy a car. Though a simple idea, salespeople can forget this when dealing with demanding customers.

When a sale is long and tedious, salespeople need to stick with positive motivation. Answer every objection. Treat the customer with respect and “kill them with kindness.”

This will achieve more sales and less dismissal of customers seen as time-wasters. After all, no one heads to your lot to kill a few hours.

Customers are going to purchase a car. It might as well be from you.

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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