Most customers truly just want to be helped. They want the straight answers to their questions. Listening is another skill that differentiates good automobile salespeople from marginal ones. The quality we have to look for now is a good listener because what that customer is trying to tell you is his needs. We have got to try and satisfy his needs the best we can.
Many people enter the business with a preconceived notion of what auto sales is about.
In truth, that's the way it was. But now we are developing a relationship with the customer. Salespeople have to have the ability to prospect, ask for referrals and the ability to take care of the customer. A lot of people do not have that ability. You have to be customer-focused.