Convert Visitors to Customers: 10 Steps to Car Sales
Selling cars might seem like a breeze, but a lot goes into making a sale and keeping your customers happy.
It's not just about taking them through different models—you must be well aware of the steps in a successful buying process to ensure your customers do not drop off halfway.
We have listed all the steps to car sales—from greeting the customer to the last follow-up—to ensure you have a clear roadmap to success.
Let's break down the steps for you.
10 Steps to Car Sales: Close Deals Faster
Here are the 10 essential car sales steps that you must follow to convert a lead into a sale successfully:
- Meet & Greet Customers
Meeting and greeting customers is one of the basic steps of the automotive sales process. It sets the tone for everything that follows—it’s all about making a great first impression.
When you greet your customers warmly and with a genuine smile, you put the first brick to building trust and rapport.
Use comfortable body language to show that you're approachable. It's also important to adapt to their pace and mood.
Some customers might appreciate a bit of small talk to break the ice, while others might want to dive straight into talking about cars. Listening is just as important as talking here; pay attention to their cues and respond accordingly.
Remember, the goal of the meet-and-greet isn’t just to say hello. It’s an opportunity to learn a bit about your customers—like what brought them in today and what they are looking for.
- Understand Customer’s Needs
To effectively understand your customer's needs, create a comfortable environment. Start with small talk to ease any tension and build rapport.
Once they're at ease, shift to open-ended questions about their lifestyle, daily driving habits, and what they envision in a perfect car.
For instance, ask, "How will you mainly use this vehicle?" or "What features are most important to you?"
As you listen to their answers, note the priorities, such as safety, fuel efficiency, or technology features. This is one of the most proven sales steps to selling a car and can positively contribute to your sales cycle.
Don't be afraid to ask follow-up questions to clarify or delve deeper, such as, "Can you share more about your must-have features?"
This way, you get a full understanding of their objectives.
- Showcase Car Features
When you give your customers a detailed walk-around of your car's features, you highlight what makes it special.
Start at the front, and as you circle around, open the doors to showcase the interior's comfort and tech features - like the touchscreen and climate control.
Don't forget to pop the trunk and hood to discuss storage space and the engine's benefits.
This is one of the most effective steps for selling a car, as it can give your customers a practical idea of the vehicle’s features and help them decide based on real and tangible benefits.
- Conduct a Test Drive
Taking a customer on a test drive is an important part of the automotive sales process. It lets them experience the vehicle firsthand and imagine what owning it would be like. First, ensure the car is spotless and ready to go to make this step successful.
Before hitting the road, remind the customer of the car’s features that meet their needs and preferences. On the drive, keep the mood friendly and relaxed.
Let them take the wheel and ask any questions they have. Offer helpful answers and guide them through different features, pointing out how the car handles and highlighting its comfort and technology.
By the end of the drive, they should feel confident that this car fits their lifestyle. A well-conducted test drive shows off the vehicle and builds trust, helping the customer make a confident decision.
- Review Test Drive Feedback
After a test drive, sit down with your customer and discuss how it went. This is your chance to understand what they loved about the car or what didn’t meet their expectations.
If they’re excited, use that momentum to move toward closing the sale. If they raise concerns, address them directly by offering alternatives or clarifying any features they may have misunderstood.
Keep the conversation friendly and ask questions like, “How did the drive feel?” or “Did you find the car comfortable?” Listen carefully, showing them you genuinely care about their needs. This builds trust and helps you understand what changes you need to make to close the deal.
- Address Customer’s Objections
After hearing how they felt about the test drive, it’s time to address any concerns they might have. Listen closely and show that you understand where they're coming from.
Address their objections clearly and remind them about the features they liked best. If they're hesitant about something, try to figure out the solution together. For example, discussing financing options or potential discounts if they're worried about the cost. If they have concerns about a specific feature, offer additional information or a demo to resolve their doubts.
You can also offer to take them through past customer stories or a second test drive if needed to ease their concerns. Being supportive and understanding, you help them feel confident in their decision.
- Flexible Negotiations
In a new car sales process, leaving some room for flexible negotiations is smart. It isn't just about making a sale - it's also about ensuring that both you and your customer feel satisfied with the outcome.
So, how do you keep room for negotiation?
Before you begin the conversation, get an idea about the maximum discount or the range of perks (like free servicing, accessories, etc.) you can offer.
During the negotiation, listen carefully to what the customer is saying. What are they focusing on? Is it just the price, or are there other factors like financing terms or extras that might sway them?
It's one of the best car dealer tricks to steer the conversation towards something that looks like a compromise but ultimately is a win-win.
- Finalize the Paperwork
Finalizing and signing the paperwork is one of the most important steps in car sales. This is where the deal becomes official, and ownership of the car legally changes hands.
When you reach this step, guide the customer through the paperwork carefully. Explain each document in simple terms and answer any questions they have.
This step builds trust and clears up any confusion that could hinder the process. As you go through the paperwork, keep the conversation friendly and positive.
- Delivery
After all the paperwork is signed, it's time to hand over the keys and set up the car delivery. Find a time that works for your customer to pick up their new car and ensure it's a smooth experience.
Greet them with a big smile, congratulate them, and maybe snap a quick photo to celebrate. Before they leave, give the car one last clean, put in a small thank you note for a gift, and answer any last questions they have.
- Follow-up Post-Delivery
After delivering a car, following up with your customer is key to building a strong relationship. A quick check-in shows you care about their overall experience, not just the sale.
Here's why it's important: it makes sure they’re happy with their new car and allows them to ask any questions now that they’ve spent some time with it.
If any issues arise, a follow-up allows you to sort them out before they become bigger concerns. This can prevent negative reviews and encourage positive word-of-mouth.
Give them a call a few days after the sale to see how they're enjoying the car and to answer any questions.
Or, send a friendly email with maintenance tips and let them know they can always reach out for help. Keeping the conversation open and positive shows them you’re there to support them beyond the purchase and also increases the word-of-mouth marketing that can increase car sales of your dealership.
Close Deals Faster with ATN’s Sales Training!
To effectively shorten the car sales cycle and grasp the art of selling to customers, you must master these critical steps. This includes creating a stellar first impression, addressing customer concerns, and swiftly closing deals. To achieve this, car salespeople need to sharpen their skills, refine their approach, and learn strategies to guide customers seamlessly through the buying process.
With Automotive Training Network’s 40+ years of sales training experience, you’ll gain the expertise to excel at each stage. Our comprehensive program helps you establish rapport quickly, understand and address customer needs, and negotiate deals that satisfy both parties.
Through virtual training, sales & BDC bootcamps, or live in-dealership training programs, our personalized support will empower your team to streamline the sales journey and shorten it eventually.
Ready to upskill your team and bring in more conversions? Contact us today!