Welcome back to our new video series, Begin Again. Last week, we told you that the goal of this journey is for you to be able to say, “This is what I do, this is how I do it, and I’m successful in this business. I help my customers and friends solve their automotive needs, and I am proud of the way I do it.” 

You want to figure out how to say that in the first four months. Otherwise, your best bet is to start over. We want you to find incredible amounts of success in this business, and we’re going to do everything we can to help you find your way to it. Whether you are brand new in the business or you’re ready to relearn it, I invite you to watch this week’s video, and start here!

In the first four months, you’re learning EVERYTHING. It’s a lot to learn, and unfortunately, they don’t make it easy. There is so much to remember, and they make the most important of those things the hardest. The road to the sale has so many steps in the dealership model. Trying to remember 12 steps while you’re trying to be personable, likable, and trustworthy is almost impossible. Your mind is somewhere else entirely. How can you listen to what they are telling you when you’re worried about what you forgot? 

Ask yourself a quick question when something doesn’t feel right to you: How might I do this in a way that works for me? I want this business to work for you. I want it to work for your customer too. I want you to be proud of the way you do it. I want you to be able to take care of people. I want you to have an 80% closing ratio, and be in integrity with who you are. Both are possible! My road to the sale is three simple steps.

1. Ask questions to get the picture and discover the “PP.”  Those are the problems and possibilities. Ask them everything. Ask about their life, their hobbies, their kids, their job, their spouse. Ask what they liked about their last vehicle. Ask what they disliked about it too. Ask what they like to do on the weekends. Ask, and really listen to them.

3. Give information based on their picture. Now that you know what they need, show them the vehicles that align with meeting their possibilities and helping them solve their problems. Don’t verbally vomit every single thing you know about this car. Tell them the things that they care about to get to the next step. Offer solutions with choices.

3. Based on what you’ve found and what you have in stock, give them two or three choices that will meet and exceed their needs. If they’re not buying today, give them an opportunity to leave with a price, and help them to see that they’re also leaving with a friend.

Paying attention to a process that works for you will make you more aware of the customer’s problems, and give you the tools to solve them. Start with 3-Step Selling in Chapter 7 of Keep It Simple Selling as a base and move forward from there. Make sure you’re taking it one step at a time. You can’t offer a solution if you don’t have all the information. You have to ask the right questions, so you can offer the best solution for them. 

As you evaluate your steps, keep these things in mind.

  • How does it really make you feel? If something feels right for you, take time to figure out why. If something isn’t right for you, eliminate it.
  • Use your own vocabulary. If what you’re saying isn’t in your heart, if you’re fumbling, if you sound like you’re reading a script - you will come across inauthentically. 
  • Be yourself like no one else can. Keep your list close to your desk, and refer to it. Remember to practice being who you are at your best in every moment.


Tell us in the comments below, “What is the outcome you’re trying to get to?” and “What has to happen to get you there?” The awareness of the shift and the magic in reaching a new goal will propel you to your next level easily. 

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