7 Lessons From 10 Years in Car Sales
Introduction
Did you know that over 100,000 vehicles are sold every single day?
Most people have bought cars.
Very few people know how to sell them.
After 10 years of sales experience, here's what I've learned about the actual nuances of the auto industry — and how to survive (and make money) in car sales without becoming a miserable fuck.
1. Never Assume Anything
No matter what someone looks like, dresses like, sounds like — never assume you know anything.
Countless times, I've had absolute, unwavering conviction that a person was broke, wasting my time, not serious… only for them to buy a car and make me look like a judgmental idiot.
Your assumptions will cost you money.
2. People Love to Buy — but Hate to Be Sold
You ever hear the story of the Sun and the Wind?
They make a bet after spotting a man walking down the street wearing a jacket. Whoever can get the man to take his jacket off wins.
The Wind goes first.
It blows harder and harder — aggressively trying to rip the jacket off the man. The stronger the wind gets, the tighter the man clutches his jacket. Eventually, the Wind gives up.
Then it's the Sun's turn.
The Sun does nothing dramatic. Just gentle, warm rays. Slowly, the man gets uncomfortable… and takes the jacket off on his own.
That's sales.
The harder you push, the tighter people clutch their "jackets."
The more you serve, the more people undress themselves — metaphorically, relax.
Which brings me to this line:
"If we could find exactly what you're looking for, at a price point that makes sense, is there any way we could do something today?"
Listen — I fucking love this line.
But if not conveyed properly, will more harm than good.
3. Telling Is Not Selling
Do you find talking to strangers hard?
Ever notice how socially gifted people seem to effortlessly start and keep conversations going?
Here's the secret: they ask questions.
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How's your day been?
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What brought you in?
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What made you choose this car?
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I've heard people also consider X — what are your thoughts?
Here's the golden rule: People love talking about themselves. Period.
Questions are your ammunition. Questions get people talking, while helping you retain complete and total control of the conversation.
If you can phrase something as a question — do it.
Example:
Customer: "Does this come in red?"
Salesperson: "Would you like one want one in red?"
What the customer didn't say, but was thinking:
"No, I was just asking a stupid question because I'm an idiot and don't know what I'm doing."
People ask useless questions when they're uncomfortable.
Above all else, your job is to guide — not expose them.
4. Buyers Are Liars
Never expect everything a customer tells you to be truthful.
No matter how nice everyone is, this is still a transactional relationship.
You have an agenda:
Make as much fucking money as possible.
They have an agenda:
Save as much fucking money as possible.
I've had countless customers lie to my face — which is especially frustrating because I'm gullible and want to believe people.
Trust, but verify.
It's okay to call people out on their Bull-Shit, especially when your negotiating/presenting numbers.
Example:
Customer: "Dealership 'X' is offering me $X,000 more/less."
Salesperson: "So why didn't you take their offer?"
5. The Million-Dollar Commission Mindset
If you knew every car you sold paid you $1,000,000 in commission, how would you carry yourself?
Would you:
- Be slow to take ups?
- Look annoyed?
- Be grumpy and closed off?
Or would you be calm, patient, confident, and generous with your time?
Your commission mindset leaks into everything you do.
Customers feel it immediately.
6. Times Have Changed (and Some Salespeople Haven't)
A lot of people think car sales hasn't changed since the 1980s.
That's where the whole "sleazy car salesman" stereotype comes from.
Back then, the salesperson was the internet.
If you wanted information, you had no choice but to trust whatever the guy on the lot told you.
That's absolutely fucking bonkers by today's standards.
Fast-forward 40 years — everything is online.
Half the time, I'm just a liaison between my customer and Google.
Think I'm lowballing your trade?
Cool — let's pull up AutoTrader, Kijiji, Facebook Marketplace and look with our own eyes.
Transparency isn't optional, it should be a standard (And this goes both ways).
Adapt or die.
7. Perfecting the Questions (and Staying in Control)
Tie-down questions are elite-level tools.
"Beautiful car, don't you think?"
"Super comfortable driver's seat, wouldn't you agree?"
You're not asking if they like it —
you're confirming what they already feel.
Control the conversation without being a dick.
Conclusion
At the end of the day — it's not that deep, bro.
Either you like the car or you don't.
Cut the shit (nicely), guide the conversation, lead the customer to the next step, and ask the closing question when the time is right.
Godspeed, soldier.