Instructor and Sales trainer at the Joe Verde Group, Sean Gardner, says many dealership negotiation problems stem from inconsistent processes and incomplete information rather than customer resistance. Speaking on the latest episode of CBT Now, he shared two core strategies to help sales teams smooth out negotiations, improve customer experience, and protect gross profit.
Strategy one
Gardner emphasized that the write-up sets the foundation for a successful deal. By collecting necessary information and involving customers in small, sequential steps, salespeople move buyers from a shopping mindset into a buying mindset. Tasks such as confirming mileage, reading VINs, retrieving registration documents, or providing identification help customers participate in the process while equipping the sales team with the data needed for accurate numbers. This reduces stalls, shortens negotiation time, and prevents unnecessary trips to the desk.
A complete write-up also ensures the desk has accurate information before presenting pricing, payments, and trade values. Gardner noted that customers increasingly expect quick answers, but accurate numbers cannot be generated without full details on the customer’s trade, credit, and chosen vehicle. When information is missing, the process slows down and undermines trust.
“Joe's definition of closing really opened my eyes up. The definition of closing is anything that moves the sales forward… any positive effect of the selling process.”
Strategy two
Moreover, Gardner identified value-building as the second essential strategy for smoother negotiations. He said many salespeople skip this step and instead ask customers what price they want, which shifts control away from the dealership. Explaining pricing based on market factors such as inventory levels, vehicle demand, and availability helps customers understand the figures being presented and reduces repeated objections. When value is built effectively, customers are less likely to revisit the same concerns.
He added that online research has made buyers more informed than ever, underscoring the need for clarity and consistency within the dealership. A structured write-up, paired with strong value-building skills, helps customers transition confidently into the buying cycle and positions the salesperson for a cleaner negotiation.
Gardner encourages dealerships to continue training around the write-up process and the presentation of numbers, calling these essential skills for improving closing rates and customer satisfaction.
