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The importance of selling your personality to the customer

Focusing on being unique and different from what the customer expects from a salesperson is very beneficial. On today’s Saturday Morning Sales Meeting, David Lewis, President of David Lewis & Associates, explains how important it is to sell your personality before you sell the car to the customer.


David Lewis:
Good morning, everyone. And welcome to the Saturday Morning Sales Meeting here on the CBT Automotive Network. I am David Lewis, and I hope you’re all fired up and ready to have a great day of success. It’s Saturday morning, and it’s a great day to sell something. There will be customers here today who are coming to buy a car. Most of them have been to your website, and they know what you sell, and that you have what they’re looking for in that car. Now, I’m guessing most of you are here today to sell a car. Some of you are here to sell two cars or even three. But before you can do that, you must sell you to the customer. Each customer you will meet today is looking for a great salesperson. They don’t know that for sure, but if you know it, that is what will make the difference.

Now, what I would like you to do is change your mind about what you came to sell today. I want you to sell yourself on this thought: “I’m not here just to sell cars today. I’m here to sell myself on the victory I want to achieve and the goals I have for today. I’m here to sell my inspiring personality and I refuse to buy defeat, not from myself, not from doubt, and not from any stinking thinking that might try to get into my mind.” So think about this right now. The customers you meet today are either going to buy a victorious you, who will inspire them to buy a car, or they’re going a status quo sales presentation by someone who has only one goal in mind, and that is to get through today and get home for the weekend.

Now, I’m betting that you’re not that second person. You came to sell victory and that victory, again, is you. If you focus on being unique and different from what they expect in a car salesperson, they will buy a car from you. No pressure, no games, no trying to control them with trial closes to get what you want. You are here to help them find the salesperson and the vehicle they want to buy. Your customers are going to love you because your goal is to find out what they want and to help them get it. In essence, their goal becomes your goal. They came looking to be inspired, and you came fully prepared to inspire them. And you will do it better than anybody else because you have the attitude it takes to make it happen. In fact, you are the victory they’re looking for today. So make today a great day, have fun, and that excitement will turn into sales. Good luck, everyone.

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David Lewis
David Lewis
David’s firm is a national training and consulting business that specializes in the retail automotive industry. He also is the author of four industry-related books, “The Secrets of Inspirational Selling,” “The Leadership Factor,” “Understanding Your Customer” and “The Common Mistakes Automotive Salespeople Make.” Visit his website at

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