Automotive Digital Marketing

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Are You Selling or Are You Buying?


Have you ever had this conversation?


You: “Hi Mr. Customer, it’s me John from ABC Chevy and I just wanted to follow-up with you to see if you are still in the market for that 2010 Chevy Silverado that you e-mailed me about yesterday? I have a 2PM appointment slot open just for you today so that you can come down and let me demo the vehicle for you.


Client: “Hi John, thanks for getting back to me so soon with your e-mails and call. I am still in the market, I just don’t know if I have made up my mind about yet and my friend has a new Toyota Tundra that he swears is the best thing since sliced bread. I think might just wait.


If you have ever sold vehicles before, odds are you have had this conversation. Odds are you have had this conversation many times. It’s what you say next that will determine if you are selling or if you are buying.


You: Mr. Customer I can see you value your friends opinion and as luck has it I have a used Toyota Tundra on the lot as well that I would be more than happy to do a side by side comparison with you. I can demo each vehicle for you and weigh the pros and cons of each truck that will allow you to make an educated decision on what truck would work best for you. Does 2PM today sound good for you, or will tomorrow work better?


This is a great close and with this close you are planting the seeds of thought into the customers mind, the customer now feels that he has more than one option at your dealership and he is more likely to set an appointment with you and more importantly show! YOU JUST SOLD THE APPOINTMENT!











The following statement is what you do not want to say.




Mr. Customer, I completely understand that you want to wait on your next purchase and when you decide that you are ready to buy, please consider ABC Chevy.



Though this statement is cordial and proper, you just bought what the client was selling. He said that he wanted to wait till after the first of the year and you bought it by saying that you understood and to consider your dealership when he decided to make a purchase. Sure you may sell a few customers this way, but I guarantee that in the end you will never reach your true potential as a stellar salesperson and you might as well use the empty showroom to get some exercise.


To everyone out there making a living in sales remember this:

  1. Be fully prepared! What I mean by this is to make sure that you know your product inside and out, do research on you competitors product so that you will be easily able to compare your product to your competitors and always be asking relevant questions to discover a potential clients pain points.
  2. Be excited! A few years ago I wrote a article about The Billy Mays Persona. We all remember him and how he was always excited about selling his products to the masses. Now I don’t mean that you need to yell and be spastic, all I am saying is to be passionate about what you are selling! When you are making cold calls and follow-up calls don’t be a monotone lame duck on the phone, be passionate about what you are selling, because if you believe that your product works then odds are your customers will too.
  3. Always be closing! If you have followed steps 1 and 2 then you have put yourself in the position to always be trying to close the deal. 

Jason Parman

Internet Marketing and Digital Strategist

Views: 287

Tags: Buying, Dealership, Follow-Up, Internet, Sales, Selling


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Comment by Kim Essenmacher on November 19, 2012 at 7:05am

Jason, I agree with you to have the research ready when the potential customer walks through the door for his test drive. I usually have the saleman do that since I am on the internet marketing end and not the sales end. However, in chat or on the phone, I do tell them they can come in and test drive our vehicle (first) and do the same with the other vehicle as well. However, I always hope that the research from our saleman and his awesome sales techniques persuade the potential customer to purchase outright from us!

Christopher, of course downing the competition just makes you look insecure in what you are selling and bad in the eyes of the consumer.

Comment by Christopher DeAngelis on November 17, 2012 at 11:10am

One thing to remember, never try and degrade the off brand vehicle.  They will see through it every single time.  What I would do is invite them in to drive our brand and that way they can make a decision based on the facts.  After all, we aren't selling the car over the phone, we are just selling the dealership (the appointment).  You always have to give them a reason and a benefit to come and see you.

Comment by J. Michael Zak on November 17, 2012 at 10:47am

Great blog Jason; I believe you read my mind / emails earlier today when speaking to my staff!  If you sound blah the prospect will move on down the road.  I see too many of these conversations in our CRM system and whether by telephone or email the result is the same; no sale.  We all have cars for sale the difference is in the presentation and engagement.

Comment by Jason Parman on November 16, 2012 at 6:00pm

Thanks Patty!

Comment by Jason Parman on November 16, 2012 at 5:59pm

Kim, I like to go ahead and do the research for them, If they are comparing similar makes and models I will put together a custom infographic giving them details about the two models they are comparing. 

You would say something like this, "My customer I am so glad to get the opportunity to talk with a customer that wants to make an educated decision on their next purchase, I would be more than happy to help you in making that decision, even though I don't have a Tundra on the lot, I will have a custom infographic created for you giving you the pros and cons of each vehicle. I still have the Silverado available for you to take a demo, I can get you penciled in for a 3PM appointment and I will have the pertinent information you requested upon arrival for your appointment. 

9 times out of ten I have scheduled appointments for dealers just by taking this approach for when I do not have the a comparable vehicle on my lot.

Comment by Patty VanDyke on November 16, 2012 at 9:33am

Thanks, Jason.  I will present your article in my Monday training sessions.  I think you hit it "spot on"! --Patty :)

Comment by Kim Essenmacher on November 16, 2012 at 8:13am

Jason, I was just wondering if you had any other ideas if a dealership doesn't have both vehicles. I was just mentioning how I would handle it. Also, the @sign with a name doesn't work on this forum. It goes to some random Kim's Twitter account. ;)I see folks do this a lot here.

Jeffery, I have to say with chats where the customer is truly engaged whether the appointment is set at the time of the chat or not, it does usually lead to a sale. They land up coming in that day or the next day because of the non-pressure and personalized experience that a chat provides to the potential customer.

Comment by Jason Parman on November 16, 2012 at 7:55am

@Kim I would have handled it the same way that you described Kim, the main goal is to set the appointment and get the potential customer down to the showroom, where you can do what you do best and that is sell yourself, sell the dealership, and sell the car. Thanks for commenting.

Comment by Kim Essenmacher on November 16, 2012 at 7:38am

How would you have handled setting up this appointment if your dealership didn't carry both lines? You could tell them how the features of your car are superior to the competitor's. However, in the end, they aren't going to just trust your answer.

What I did when I set up an appointment over chat for two different vehicles was I told the potential customer that it is great he wants to compare and do his research. Then, I asked if he had test driven any of the vehicles yet. He didn't test drive any of them. So, I told him why don't we set up a time for today at x or tomorrow afternoon whichever works for you to test drive x. Then, if you still want to test drive the other vehicle, you may do that as well.

As a side note, I don't sell vehicles. However, I operate our chat and do some follow-up calls and this is how I handle it. :)I use to set up GE Long Term Care appointments in the past; so, this helps me a great deal in helping to set appointments.

Comment by Randy Cohen on November 15, 2012 at 5:09pm

Nice Reminder, Thanks

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