Retail automotive sales professionals often unknowingly fall into habits that limit their success, according to Sean Gardner, sales trainer and instructor at the Joe Verde Group. On today’s episode of CBT Now, Gardner outlines the five most common traps holding salespeople back and how simple fixes can help them achieve better results.
“A lot of salespeople are not even aware of these traps.”
- Spending too much time in the huddle
Many dealerships rely on daily huddles to start the day, but Gardner says these gatherings often focus on complaints and negative talk rather than practical sales practice.
Easy fix: Focus on personal accountability and positive thinking. Approach every customer with a clear, confident mindset rather than adopting the group’s negative expectations.
- Justifying the lack of results
Salespeople often rationalize missed goals by citing slow traffic or market conditions. Gardner calls this a “self-fulfilling prophecy.”
Easy fix: Gardner stresses adopting the mindset, “If it’s to be, it’s up to me.” Take ownership of sales performance and actively work to meet unit and income goals.
- Over-pre-qualifying customers
Judging who might buy too early, whether based on age, appearance, or trade-in status, leads to missed opportunities. Gardner recalled young buyers being dismissed by old-school sales practices.
Easy fix: Treat every customer as a potential buyer. See all walk-ins, service customers, and leads as opportunities to engage and sell.
- Going to work to wait rather than work
Some salespeople rely solely on walk-ins and stand idle on the lot, rather than pursuing multiple sales channels. Gardner notes that 95% of service customers will buy another car, making them a prime sales opportunity often overlooked.
Easy fix: Plan your day around multiple sales opportunities: walk-ins, service customers, referrals, internet leads, and inbound calls. Give yourself multiple chances to sell every day instead of waiting for traffic to come to you.
- Lack of clear, written improvement goals
Many salespeople have good intentions but don’t document realistic goals or create actionable plans. Gardner said, “A goal in your head is not a goal…it’s just a good intention.”
Easy fix: Write down specific, achievable goals, set deadlines, and schedule daily steps to reach them. Gardner notes that salespeople who follow written plans have a 94% higher chance of success.
Overall, Gardner highlights that awareness of these traps is the first step to improvement. By addressing these common pitfalls, sales professionals can unlock hidden potential, improve unit sales, and set themselves up for a strong year ahead.
