3 Proven Sales Techniques To Sell More Cars

Tired of missed opportunities on the lot? Wondering why some salespeople crush their numbers while others struggle to close?

This blog unpacks three proven sales techniques to sell more cars, straight from the mind of F&I legend Gerry Gould. These aren’t recycled tips or generic advice. These are field-tested methods that turn browsers into buyers and average performers into dealership all-stars.

Whether you’re a Sales Manager, F&I Director, or General Manager, you know the stakes: higher PVR, faster turnarounds, better CSI scores. These techniques can help your team close confidently, align with buyer psychology, and keep the deals flowing.

Key Takeaways:

• Use needs-based assessments to unlock true buying motivation.
• Customize presentations to the buyer’s unique value drivers.
• Master the demo drive to build emotional value.
• Present numbers like a pro using the "three ways to buy" method.

What is a Sales Process and Why It’s Broken in Most Dealerships?

Many dealerships still rely on tired tactics: overly rehearsed pitches, rigid scripts, and pushy trial closes. Customers feel it. Today’s car buyer is more informed, cautious, and emotionally driven than ever before.

Here’s the truth: If your team is still walking customers through the lot talking about V6 engines and moonroofs without understanding why the customer is even shopping, they’re leaving money on the table.

Salespeople aren’t order-takers. They’re value translators. And a process built around the buyer’s intent is what creates trust, confidence, and faster closes.

How to Sell More Cars with 3 Proven Sales Techniques

Step 1: Conduct a Value-Driven Needs Assessment

You’re not just selling a car. You’re selling an experience, a solution, a lifestyle fit. But to get there, you need the customer to talk first.

Here are the three simple, powerful questions Gerry Gould recommends:

• “What research have you done?”
• “What attracted you to this vehicle?”
• “What inspired you to visit our dealership?”

These questions open the door to motivations, past frustrations, current concerns, and buying criteria. Instead of asking, “What do you want to spend?” (which only creates resistance), you’re exploring what matters most to them.

Step 2: Present the Car Based on Their Criteria—Not Yours

Now that you know what matters to the customer, show them a vehicle that hits their hot buttons. Don’t waste time talking about features they don’t care about.

If they’re excited about gas mileage and rear cargo space, focus there. Skip the adaptive cruise control if they never drive on the highway. This isn’t just about vehicle knowledge—it’s about relevance.

Then comes the demo drive. Don’t just toss them the keys.

• You drive first. Highlight the features that align with their answers.
• Let them adjust the seat, mirrors, and climate—build ownership
• After a mile, switch seats. Let them take the wheel.

Use the old-school but powerful close: “If you like the car, let’s park it in the sold line.” Watch how many buyers ask, “Where’s the sold line?”

That right there is your opening.

Step 3: Present Numbers Like a Pro

This is where confidence makes or breaks the deal.

When presenting figures, use the "Three Ways to Buy" strategy:

• Cash purchase
• Finance (with multiple term/down payment options)
• Lease (with mileage variations)

Lay them out clearly. Use phrases like:

• “Mr. Jones, here are your figures.”
• “Which one of these options makes the most sense to you?”

Handle common objections like this:

• Customer: “That payment is too high.”
  You: “How much more money are you comfortable putting down?”
• Customer: “I don’t want to lease.”
  You: “No problem—you also have cash or finance options right here.”

Tip: Stay in your seat. When you get up to get a manager or fumble with a calculator, you lose control.

FAQs

1. What if the customer says they don’t want the car after the test drive?

Ask, “What about the car didn’t work for you?” Redirect based on their original value drivers. Find another option that hits those marks.

2. How do I handle trade objections during the numbers presentation?

Don’t defend the trade value—pivot. Say, “Are you more focused on getting more for your trade or lowering the payment?”
Then guide the conversation around total deal value.

3. What’s the best way to transition from demo to close?

Ask, “Do you want the car?” This creates clarity. If they say no, find a better fit. If they say yes, move to the numbers.

4. Should I ever ask how much the customer wants to spend?

No. Customers don’t answer honestly because they’re guarding their leverage. Instead, build value and present multiple purchase paths.

Conclusion

These three proven techniques can transform how your team engages with buyers, how confidently they close, and how consistently they drive PVR. Ask the right questions, Present only what matters, Show the numbers like a pro.

By the way, you’re invited to check out our world-class F&I training program where the average F&I Manager increases their PVR by over 30% in the first month. You’ll have access to 100+ hours of training videos personalized to your weaknesses. Plus, you get exclusive access to see Gerry Gould LIVE twice per month to ensure you continue to grow your skillset and income. Come join a community of the top F&I Managers in the country and the #1 F&I Training in the world. For $149 you can pay that off with one extra deal we’ll personally teach you in the first week of training.