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Salespeople fulfill vital roles at car dealerships - Aug. 11, 2007
Of all the positions at a new car dealership, the salesperson is perhaps the most underrated and under appreciated.
But salespeople are a vital part of our business and are highly valued within the dealership.
The profession has changed over the years. For those who entered car sales a generation ago, no special training, education or qualifications were needed. If you were personable and could sell, then you could land a job selling cars.
For anyone entering the profession today, however, the job requirements and expectations are much different. Before you are permitted to sell cars, you must pass an Automotive Certification Course. This course covers a range of issues, including the laws, rules and regulations that govern the retail automotive sector.
One of the biggest differences between selling cars today is the consumer. The Internet has made it possible for car buyers to conduct exhaustive research on various makes and models and to compare lease and finance rates.
By the time car buyers reach a dealership, they may know as much (if not more) than the salespeople. Faced with highly educated consumers, salespeople today must rely on their ability to build relationships and provide exceptional customer service.
What does it take to work in automotive sales? I've met hundreds of successful car salespeople during my career and what they all share in common is a genuine passion for people, cars and sales. They are self-motivated, highly focused and they enjoy working with people.
The job requirements of a car salesperson are varied. After greeting a potential new customer, they must begin to form a relationship built on trust and honesty. In asking questions, explaining the vehicle features and discussing finance options, a salesperson becomes a friend and adviser to the customer.
Building relationships is a key part of the selling process. This takes several hours or weeks, depending on the customer. It's not uncommon for customers to make a decision about a given car on their first visit. That's because consumers are so well armed with information these days and they know what they want.
A salesperson must know how to evaluate trade-ins and include them as part of the deal. Evaluating trade-ins requires a professional understanding of the market and a keen eye for appraising the condition of vehicles.
Good salespeople possess an ability to listen as well as a thorough understanding of the finance and lease options available. No two car deals are alike.
Negotiating is a skill that all salespeople possess. Since most car transactions require some form of negotiating, salespeople must balance the needs of the dealership with those of their customers.
Automotive car sales is a mostly male profession, for reasons that I've never fully understood. The female salespeople that I know earn an exceptionally good living and our industry would benefit from attracting more.
How much do car salespeople earn? An annual income for first-years, who are hard-working and committed, ranges from $30,000 to $50,000. Experienced salespeople, with healthy repeat and referral business, can earn six figures.
I've seen students straight out of high school or college enter sales positions at new car dealerships. I've also seen individuals with successful sales careers in other industries transfer and find even greater success.
If you are considering a sales career in the automotive industry, talk to experienced salespeople or general sales managers. Good salespeople are in high demand.
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