Learn More About the Products

You may be a people person that’s great at talking to potential customers. However, that sometimes only takes you so far. At some point, the customer will want to know more about the vehicle’s features, and you should be able to answer without hesitation. 

Knowing the product inside and out will help build confidence in the buyer. It can also help you better recommend a vehicle to a potential buyer based on features they’re looking for. 

If you happen to drive one of the same vehicles you’re selling, use this to your advantage. Use anecdotes about how great the mileage is, or how easy it is to park in the city. 

That being said, don’t make up facts about a vehicle. Politely tell them that you’re unsure, but you will get the right information for them. Customers will appreciate that more than being lied to. 

Learn About What They are Selling

On top of learning about your own dealership’s products inside and out, you should also have some knowledge about what other dealerships in the area are selling as well. 

That way, when a customer tells you about cars they’ve looked at already, you can show them your dealership’s options with similar features in the same price range. 

It’s important not to badmouth other products or dealerships when doing this, or you can leave a bad taste in a customer’s mouth. Take the high road, only pointing out the positive features of what you’re selling. Let your products speak for themselves. 

Share Information About Incentives 

Tell the potential customer about any current deals on the vehicle, or whether the dealership is offering great financing rates. Tell them how long they have to take advantage of incentives, and let them make the decision without pressure. 

You can also outline any other benefits that may entice the customer. Perhaps there is an on-site garage that can affordably service the vehicle. People love sales incentives, so use them to your advantage.

Create a Referral Program To Sell More Cars

This approach has been shown to increase sales for auto dealers. Basically, you tell your existing customers that if they refer someone to buy a new vehicle from you, they’ll get a better deal. 

Some dealerships are using online referral programs with success. You send an email with an invitation to join the rewards program and then offer prizes for vetted referrals from them.  

Don’t Be Too Pushy

One of the biggest turn-offs for customers is an overly aggressive salesperson. If you come in smelling blood, your potential customers will likely sense that and walk away. Buying a vehicle is a major decision for anyone—respect that. 

However, that doesn’t mean you can’t use techniques to close a sale once you’ve had a conversation. Politely ask them if they want to take a test drive, or to work out a price for what they want.  

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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