Cars are more sophisticated and convenient than they’ve ever been, but people are buying fewer cars.

However, just because the big U.S. automakers are seeing a decline in sales, it doesn’t mean your dealership has to as well. The fact remains that millions of cars are sold each year in the U.S.

With the right vehicles for sale and an effective approach to selling them, you can increase your profits. 

Read on to discover how to sell more cars at a dealership, and close sales quicker. 

Get Personal

Potential customers don’t want to feel like another number when they walk through the doors. As a salesperson, you can create immediate engagement by learning the person’s name and using it in your conversation. 

It may seem like a simple thing, but referring to someone by name can make a difference in the sales world. It shows that you’re listening, and you’re opening the door to a meaningful conversation.

Once you’ve established their name, you can ask them questions about their needs to best pair them with a vehicle on your lot. For example, if they tell you they do a lot of solo highway driving, then you can suggest a mid-sized car that’s great on gas. 

Don’t Waste Time on Converting People

There will always be people that come into a dealership with the sole intention to browse, and that’s okay. Browsing is a good first step in their journey to buying. 

You can engage these people and ask if they need any information, but recognize whether they’re moving towards buying, or just kicking tires. If they seem really unlikely to make a purchase—for example, they don’t ask for a test drive or what kind of buyer options there are—then hand them your business card. 

They may call you when they’re more serious about buying a vehicle. Until then, you can move on to the eager young couple looking for a baby-friendly SUV today. 

Take the BANT Approach

This is an extension on the last point to help qualify sales leads. BANT is an established sales technique that stands for budget, authority, need, and timeline.

Ask your potential customer what their budget is, and then point them to a vehicle in that price range. Don’t try to oversell. Also, determine if the person has the authority to make a buying decision. 

Of course, the vehicle you recommend should fill the particular need of the client. If they have three kids they need to cart around to soccer practice, they’re likely not going to want a compact car. 

Regarding timeline—this is whether you can deliver the product in a timeline that’s feasible. If the car they want is already at your dealership and doesn’t need to be ordered in, then that’s a big plus. 


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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