Dealers' #1 source for auto industry news, content, coaching & analysis

The four phases of every good sales strategy — Sean Gardner | Joe Verde Group

Despite drastic transformations in the way vehicles are sold, a car buyer’s business is still won more often through sales strategy rather than competitive pricing. Dealers and their sales teams must constantly search for ways to refine their approaches if they hope to continue building their customer base and outperform their rivals.

On this episode of Inside Automotive, host Shyann Malone is joined by Sean Gardner, instructor and sales trainer at the Joe Verde Group. Gardner is a seasoned retail automotive salesperson who has dedicated his career to helping his colleagues in the industry excel in their roles. As part of the Joe Verde Group, he has taught hundreds of fellow professionals the right way to serve the needs of car buyers, earn more for their dealership and generate handsome incomes for themselves. Now, he discusses the latest principles in sales strategy and the skillsets driving excellence in the car business.

Key Takeaways

1. A good sales strategy breaks down the process into four phases: building rapport, investigation, presentation and demonstration.

2. 71% of customers purchase their vehicle because they liked and trusted their salesperson, underlining the need for building rapport and trust.

3. Ensuring teams know the sales strategy is critical. Roughly 85% of car buyers say that their salesperson did not do a good job of building rapport or investigating their needs.

4. About 88% of customers felt the salesperson failed to provide a good presentation and demonstration. Dealers can lower this number by ensuring their teams prioritize test drives and physically showcase the vehicle’s selling points.

5. Of all the sales strategy phases to focus on, these last two are the most important. Roughly 50% of car buyers said they bought their vehicle on the spot if the salesperson provided them with a presentation and demonstration.

"The one asking the questions is the one that's in control, not in a bad way, but...kinda leading the sale like a dance." — Sean Gardner

Stay up to date on exclusive content from CBT News by following us on Facebook, Twitter, Instagram and LinkedIn.

Don’t miss out! Subscribe to our free newsletter to receive all the latest news, insight and trends impacting the automotive industry.

CBT News is part of the JBF Business Media family.

CBT News Staff Writer
CBT News Staff Writer
For over 12 years, CBT News has been informing and helping automotive retail professionals grow their businesses and thrive in their careers through an awarding-winning, on-demand streaming platform. With exclusive interviews featuring the biggest names in the industry, daily newscasts, up-to-date market data, and exclusive articles covering the latest trends, CBT News is your #1 source for auto industry news and content.

Related Articles

Latest Articles

From our Publishing Partners