Success in automotive sales often comes down to mindset, strategy, and daily habits. In today’s episode of CBT Now, Sean Gardner, instructor and sales trainer at the Joe Verde Group, highlights the most immediate and impactful action car sales professionals can take to increase sales and income: get out of the huddle and go to work with a plan.
He breaks down the biggest takeaways from a recent high-impact workshop series with a major dealer group, where he trained 400 participants, including salespeople and managers, over three days. He outlines the critical behaviors that separate top performers from the rest of the sales floor.
Overcome customer objections
Gardner points out that objection handling is one of the most prominent weaknesses among sales teams. The most common objections, such as “the price is too high” or “we promised another salesperson,” often derail the sales process simply because salespeople aren’t trained to respond effectively. Objections are the only genuine reason customers leave without buying, which makes mastering them essential.
Strengthen negotiation skills
Another area of focus was negotiation strategy. Gardner notes that too many salespeople settle for “minimum deals,” especially on high-value vehicles. Selling a $60,000 truck for a $100 commission is a widespread frustration, and he urges professionals to aim for better margins through a “win-win” approach in negotiations. It’s possible to meet customer satisfaction and dealer profitability goals with the right structure.
Get out of the huddle
The most actionable tip Gardner offers is straightforward: stop wasting time in the huddle. A “huddle,” as he defines it, is when two or more salespeople gather in the showroom or near the desks doing nothing that leads directly to a sale. These unproductive sessions, often steeped in negativity and excuses, drag down momentum and morale. Top producers are never in the huddle—they’re on the phone, with customers, or working a plan.
Gardner illustrates this point with the story of a dealership COO who began his career as a struggling salesperson. At one point, the executive considered quitting the industry after consistently falling short. His turning point came when he realized the huddle contributed to his lack of results. After deciding to step away from it and approach every day with a plan, he sold at least one car a day for 70 consecutive days.
Productivity starts with intentionality
This success story is a clear reflection: productivity starts with intentional behavior. Knowing how many calls to make, how many appointments to set, and how to convert those into sales transforms average performance into high achievement.
Sean Gardner closes with a challenge to salespeople: Why not apply this strategy today? Every salesperson has the same nine-hour workday. The difference is how they use it.
"We need to be students of our business and learn all we can. If you apply that degree in selling, it gives you the capacity to become that millionaire everybody wants to be." – Sean Gardner
