Here’s how…

1. Listen for Opportunities to Provide Genuine Compliments

Buyers (and really everyone for that matter) want to feel good about themselves! And fewer things in this life create a more pleasant feeling than receiving a genuine, kind and unexpected compliment from another person.

Compliments that focus on a person’s behavior, sense of awareness, sense of self and level of intelligence tend to receive the strongest positive responses. They are, therefore, the most effective way to create customer confidence. Consider the following examples:

• “That’s a very smart way to think about it.”
• “Great question! I love it when buyers come in so well-educated on the process.”
• “You clearly know exactly what you want. Good for you.”
• “Wow. You’ve really done your homework on this haven’t you?! Kudos to you.”

Conversely, compliments directed at a person’s looks, clothes, car or otherwise superficial items are less effective and may have an unintended negative response from buyers. These types of compliments create the risk of feeling fake or downright sleazy and should generally be avoided unless it relates directly to the product you sell.

2. Watch Your Rhetoric

Words matter tremendously. Words and labels can either build confidence or tear people down (even when that isn’t the intended result).

For example, it makes my skin crawl when a salesperson (usually a gentleman older than myself but not always) refers to me as “sweetie” or calls me “adorable” or “cute”. Just stop it already.

Even one of my doctors–a woman roughly the same age as me–refers to me as “little one.” It makes me insanely uncomfortable. These are not words or labels of empowerment.

Consider how you address people in your sales presentation. Although it is no longer in vogue to address people as Mr. or Mrs., a well-placed Mr. or Mrs. still goes a long way to show respect and build a buyer’s sense of worth.

3. Provide a “Why You Are Smart to Buy Now” Message

A well-designed “Why You Are Smart to Buy Now Message” builds buyer confidence in a couple of highly effective ways.

First, this type of message supports what the buyer already wants to believe. They already want to buy your product or service and are often seeking validation for their desire. So give it to them! And make them feel good about buying!

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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