The future of auto sales is shifting gears. Car buyers are spending less time at dealerships and more time online where they have all the information to make an informed decision.
So how do you sell more cars at a dealership? How do you stand out from the competition? By building relationships with the help of modern technology.
Some of the automotive sales tips covered here are longstanding sales strategies that always matter. Others lean into new-age technology, like video messaging.
Learn Names and Personal Details
The first step to being a good auto salesman? Start with learning about your prospects.
Before any pitch, know who you’re talking to. Learn details about who they are and what they care about.
Buying a car is a big decision, and trust matters. Potential customers should feel like they are the only person you are helping. And you’ll experience fewer car sales objections when people like you.
The more you can integrate what you do as a car salesperson and what your prospects care about, the better your chances are of making a sale.
For example, if the person has mentioned they need a bigger car to accommodate more kids, talk about potential car options in relation to raising children.
“The trunk space in this vehicle makes it easy to transport all that baseball and hockey gear around.”
“Loading kids in and out is no problem given all the space in the middle row. And the safety test ratings for this vehicle are stellar.”
Don’t just sell a car. Sell a future. Sell a vision. Help your prospects imagine their lives with the car, which is only possible if you know who they are.
Become a Trusted Source of Education
You’re not just a dealership or a car salesperson. You’re an expert with a wealth of knowledge that car buyers would find valuable.
By answering common questions and helping people solve problems, you build credibility with your local market. Once someone is ready to buy a car, they’ll come to you first.
Share knowledge on your dealership’s social media profiles or YouTube channel. Post educational videos about basic car maintenance. Publish blogs on your website about market conditions and interest rates.
You can also host workshops and in-person events to teach people about the inner workings of their vehicles or how to think about an electric or hybrid car purchase.
Building out an educational arm to your dealership takes time. But it’s often a worthwhile investment.
(here’s a longer post on how to generate leads in auto sales)
Invest in a Good CRM
You need a great CRM to be able to track every lead, call and follow up. The busier you are, the harder it is to stay on top of your book of business.
Set daily lead goals. Log every interaction. Automate what you can and personalize wherever possible.
Your CRM is also a goldmine of data. Use it to study your customers so that you can refine your sales and marketing. Your goal should be to figure out who your best customers are, what characteristics they have in common and what messaging brings them in.
You can define “best” however you want. In most cases, customers worth replicating are those that spend the most money, cause the least amount of headache and send referrals your way.
If you can replicate these people, you’re winning. Your CRM is crucial for figuring out who these people are in the first place.
Be Persistent
Just because someone said “no” once doesn’t mean they are a “no” forever. Auto sales is all about timing. If you catch the right cold lead at the right time, they may suddenly become a qualified prospect.
If it helps, build a simple follow-up cadence:
- Day 1: Call + text + video email
- Day 2: Email with value (trade-in tool, financing guide, etc.)
- Day 4: Personalized message based on their interest
- Day 7: Quick check-in text
- Then, weekly value-based touches (not just “Still interested?”)
(btw, here’s an article all about cold calling in auto sales)
Persistence wins—but only if you’re adding value along the way.
Get More Car Sales with Personalized Video Messages
Over one-third of car buyers only visit one dealership before they make a purchase. Given this reality, your job is to make a lasting impression on people who visit, as well as convince more people to visit in the first place.
One of the best ways to do this is through video messaging. By including personalized video messages in your emails and texts, you show prospects that there is a real and friendly person on the other side of the dealership’s website. And, most likely, you stand out from the competition.
If you want to know how to sell a car fast and be a successful car salesman long term, this is the secret.
Video messaging is a powerful, yet underutilized tool in your automotive sales skillset. By implementing it today in your business, you set yourself up for a long-term success.
To help you get started, here are four opportunities to incorporate video messaging into your auto sales process today.
When Responding to a New Lead
Send a video message to a prospect shortly after they inquire about a car. Nailing this first touchpoint is important. It sets the tone for the rest of the engagement.
By having one of your reps send a video message along with information about the car, you immediately create a stronger connection with the car buyer. They’re now interacting with a person, not a brand.
Prospects who watch a video like this come to the dealership feeling like they already know you. They’re more comfortable and less likely to pit you against a competitor down the street.
Check out this example…
After an Onsite Visit
A little bit of gratitude goes a long way. After a prospect visits your dealership, send them a thank you video.
Let them know you appreciate they took the time to stop by. You can also recap any next steps you discussed or share additional thoughts about the right car for them on the lot.
Filming in front of the vehicle the prospect test drove is another great tactic to keep them excited.
Here’s an example…
Follow-up from a Manager After an Onsite Visit
It’s often helpful to have managers send follow-up video messages as well after an onsite visit. This reinforces how much you appreciate the prospect’s consideration and builds additional trust.
Here’s an example…
Follow Up After a Purchase
Great, you’ve sold the car! But your relationship with the customer shouldn’t end here.
Send a follow-up video message to thank the buyer and let them know your team is available to help with anything after the purchase. This is one of the best ways to leave a lasting impression and lay the foundation for future business together.
Here’s an example…
Bonus: Internal Dealership Updates
Video messages can also benefit the dealership internally. Video is a great way to share updates like sales wins, leads generated and exciting milestones.
Communicating in this way is much more engaging than sending the same information over a long email. And employees love receiving praise over video and seeing their colleagues celebrated.
This is a simple strategy to boost morale, improve retention and differentiate your dealership as an employer.
Here’s an example…
(btw, check out this article for email templates to go along with these types of video messages)
Get Rolling
With these simple, yet overlooked strategies, you can become a better auto salesperson. You can build relationships with car buyers faster than ever and differentiate yourself from everyone else in your local area.
To give video messaging a try, start a free 14-day trial with BombBomb here.
And if you want to book a demo for your team, you can do that here.
