The biggest enemy you will face in auto sales

Roger Love

For years, car dealership employees believed and were taught that customers were the ‘enemy.’ On the latest edition of Straight to the Point, host Frank J. Lopes debunks that school of thought and discusses what the real adversary in the dealership is.

When it comes to sales, many automotive retail professionals think of customers with an us vs. them mentality. In reality, the enemy is the customers’ perceptions of how car dealers operate. The dealership can be a strange place for a customer, especially newer car buyers. They often expect dealers to match the stereotypes in movies, television, and popular culture. These stereotypes can create anxiety and discomfort in customers.

So, how do you battle this discomfort? Lopes says it’s time to change your battle plan. It’s time to make them feel welcome, and express to customers that helping them make the right decision is the ultimate goal.


Did you enjoy this podcast episode of Straight to the Point? Please share your thoughts, comments, or questions regarding this topic by submitting a letter to the editor here, or connect with us at newsroom@cbtnews.com.

Be sure to follow us on Facebook and Twitter to stay up to date or catch-up on all of our podcasts on demand.

While you’re here, don’t forget to subscribe to our email newsletter for all the latest auto industry news from CBT News.

dealers