How To Engage The Customer And Sell More Cars

In today’s automotive market, sales teams often fall into the same trap: leading with numbers instead of engagement. Customers walk through the door expecting salespeople to push discounts, talk payment terms, or ask about trade-ins. While these conversations will eventually matter, starting there can derail the entire buying process before it has a chance to build momentum.

Gerry Gould, one of the nation’s most respected F&I trainers, reminds us that selling is not about leading with money—it’s about leading with meaning. By keeping the spotlight on the vehicle, its features, and the customer’s lifestyle fit, dealerships can move customers away from transactional thinking and toward an emotional connection with their next car. That shift in focus is where real value lies.

This article breaks down actionable strategies you can apply today to boost customer enthusiasm, build trust, and ultimately sell more cars. Whether you’re a Sales Manager, F&I Manager, or dealership leader, these proven techniques from Product Prep training can help you close deals with confidence while raising PVR and customer loyalty.

Key Takeaways

• Engagement is about emphasizing the car, not just the cost.
• Asking the right questions reveals wants, not just needs.
• Enthusiasm for the vehicle directly impacts what customers are willing to pay.
• Updating your customer engagement “software” keeps you ahead of competitors.

What Does Customer Engagement Really Mean in Car Sales?

Customer engagement goes far beyond a handshake and a smile. It’s about creating personalized, meaningful experiences that build trust and enthusiasm throughout the buying journey. Engagement means asking thoughtful questions, listening carefully, and tailoring your presentation to the customer’s unique lifestyle and desires.

Old-school approaches often emphasized money too early: “If we can agree on the figures, are you ready to go?” While direct, this strategy immediately places the customer’s mindset on price. In contrast, today’s most effective professionals guide the conversation toward fit and value: “If we find the right vehicle that meets your needs, are you in a position to proceed?” The difference may sound small, but the shift in focus is massive.

When customers feel understood—when they see a vehicle that reflects their wants, lifestyle, and aspirations—they become more enthusiastic, more loyal, and more willing to pay for the experience. This emotional connection is the foundation of higher PVR and long-term dealership success.

How To Engage The Customer And Sell More Cars 

Step 1: Start With the Right Conversation

A strong first impression sets the tone for the entire buying process. Instead of jumping into numbers, begin by building rapport. Simple but effective discovery questions like “What inspired you to visit today?” or “What are you hoping to accomplish with your next vehicle?” create space for dialogue and show genuine interest.

Focus the early conversation on the vehicle itself—the features, the technology, the lifestyle benefits. This not only helps you understand the customer’s motivations but also establishes trust by proving you’re listening. Avoid topics like trade-in values, credit, or monthly payments until the customer feels fully engaged with the car.

Pro Tip: “Asking the right questions allows you to discover what truly matters to your customer. That knowledge separates you from every competitor who’s just chasing hot buttons.”

Step 2: Shift Focus From Price to the Vehicle

Most salespeople are trained to ask: “If we agree on figures, are you ready to go?” On the surface, it seems like a logical closing question. But here’s the problem—it anchors the customer’s mindset on money. From that point forward, every conversation revolves around numbers, not value.

Instead, Gerry teaches a subtle but powerful alternative: “If we find the right vehicle that fits your needs, are you in a position to proceed?” This phrasing shifts the focus to the car—the machine that excites the customer—while still moving the sale forward.

Psychologically, people are far more likely to commit when they feel they’ve found the “perfect fit.” By redirecting emphasis to the vehicle, you create excitement and remove the pressure of early negotiations. The price conversation will still happen, but at the right time, when the customer is already enthusiastic about the car.

Step 3: Uncover Wants vs. Needs

One of Gerry’s most memorable lessons is that people buy on wants, not needs. He tells the story of his wife, who originally drove a modest Mazda 323. It was practical, reliable, and checked all the boxes of a “need.” But when she fell in love with a luxury Mazda 929, she stretched her payment comfort zone to get it—because she wanted it.

This story highlights a critical truth: customers will often tell you what they “need”—basic transportation, low payments, fuel efficiency—but their final decision is usually driven by what they want. Your job is to uncover those wants, or “value drivers,” by asking the right questions and listening closely.

Hot buttons might include technology, style, comfort, or even emotional pride. Once identified, they give you the power to tailor your presentation and guide the customer toward a purchase they’re excited about.

Step 4: Build Enthusiasm Before Discussing Numbers

Here’s a principle every sales professional should memorize: “The price a customer is willing to pay for a vehicle is influenced by their level of enthusiasm for the vehicle.”

If a customer feels neutral, they’ll negotiate harder and pay less. If they’re excited and emotionally connected, they’ll often pay more to secure the car they’ve fallen in love with. That’s why building enthusiasm is non-negotiable.

Practical ways to spark excitement include:

• Conducting walkarounds that highlight features tied directly to the customer’s lifestyle.
• Asking personalized questions: “Will you be towing with this truck?” or “Do you plan on installing child seats?”
• Encouraging customers to imagine real-world scenarios with the vehicle.

The more personal and relevant the experience, the more enthusiastic the buyer becomes. And enthusiastic buyers don’t just buy cars—they buy confidently, quickly, and with less resistance on price.

Step 5: Perfect the Walkaround and Demo Drive

The walkaround and demo drive aren’t just dealership traditions—they’re critical tools in building excitement. Unfortunately, too many salespeople rush through them or skip them altogether when pressed for time. That shortcut often comes back to haunt the dealership when a customer returns saying, “I don’t like this car after all.”

Here’s how to make the walkaround and demo drive work for you:

1. Prepare the Vehicle in Advance
   Before introducing the car, pull it up near the showroom. Adjust the climate controls, check that the seat is comfortable, and remove distractions like loud radios. A prepared vehicle signals professionalism and respect for the customer’s time.

2. Connect Features to the Customer’s Lifestyle
   If the customer mentioned pets, highlight the cargo space. If they discussed safety concerns, demonstrate blind-spot monitoring or lane-departure alerts. Each feature should connect to a specific value driver.

3. Be Quiet on the Test Drive
   Gerry emphasizes one golden rule: “Keep quiet unless the customer asks questions.” Silence allows the buyer to imagine ownership without feeling pressured. It’s their chance to fall in love with the vehicle.

Skipping this step risks buyer’s remorse. A thoughtful, customer-centered demo drive, however, creates confidence and strengthens the emotional connection that drives closing success.

Step 6: Present Features, Benefits, and Advantages Together

Many dealerships train sales staff to highlight vehicle features, but features alone aren’t enough. Customers need to understand not just what a feature is but also why it matters and how it stacks up against the competition.

Here’s the proven FBA model:

• Feature: The car has adaptive cruise control.
• Benefit: It automatically adjusts your speed to keep you safe and comfortable on long drives.
• Advantage: Competing vehicles may only offer this as a premium add-on, but it’s standard here.

When salespeople consistently present features with both benefits and competitive advantages, they elevate themselves above “order-takers” and position as trusted advisors.

Step 7: Handle Price and Rate Objections with Confidence

Price objections are inevitable, but how you handle them determines whether the deal closes or collapses. Gerry teaches a practical mindset shift: instead of viewing rate and price as dealership problems, remind the customer that rate equals risk.

Here’s how it works:

• Just as insurance premiums rise for drivers with accidents, interest rates rise for buyers with credit “accidents.”
• It’s not the dealership or the bank setting the higher rate—it’s the customer’s own credit history.

When framed this way, objections lose their sting. The salesperson remains empathetic but firm, shifting responsibility back to the customer while keeping the conversation focused on the vehicle fit.

You can use a transition phrase like:
“I understand your concern about price. Before we talk numbers, let’s make sure this is the exact vehicle you’ll be excited to own. Once we confirm the fit, we can make sure it works for your budget.”

Step 8: Keep Comparisons In-House

Customers will always compare vehicles—it’s part of the buying process. The mistake is letting them walk out the door to do it. Instead, keep the comparisons in-house.

Train consultants to confidently address rival models:

• If a customer is considering a Toyota Camry over a Honda Accord, know the key differences and advantages of the Accord.
• Position your vehicle’s strengths without disparaging competitors.
• When possible, reference side-by-side feature comparisons so the customer feels informed and respected.

The benefit is twofold: you control the conversation, and you demonstrate expertise that builds trust. Even if customers still shop around, they’ll remember your dealership as the one that educated them—often leading them back to you to close the deal.

Practical Engagement Questions Every Sales Pro Should Use

Here are field-tested questions that uncover wants, build rapport, and guide the sale:

• “What’s the reason for wanting a new vehicle?”
• “What research have you done so far?”
• “How familiar are you with the latest safety features?”
• “What inspired you to consider this vehicle today?”
• “Will you be towing or using child seats?”
• “Do you have pets who will ride along?”
• “What other vehicles are you considering?”
• “What safety features are most important to you?”

FAQs

1. How can I keep customers from focusing only on price?

By shifting the emphasis from figures to fit. Ask, “If we find the right vehicle, are you in a position to proceed?” Customers focus on value when they feel connected to the car.

2. What’s the best way to discover a customer’s true wants?

Listen for emotional cues. Needs sound practical (“I need good gas mileage”), while wants carry passion (“I’ve always wanted a truck that can tow my boat”).

3. Should I always let customers test drive?

Yes. Customers who skip test drives are more likely to regret their purchase. A thoughtful demo drive creates emotional buy-in and reduces cancellations.

4. What if a customer demands a price before seeing the car?

Acknowledge their concern, but redirect: “I understand price is important, but let’s make sure this is the exact vehicle you want before we discuss numbers.”

Conclusion

Great salespeople don’t just sell cars—they sell excitement, trust, and value. By emphasizing the vehicle over the price, asking smarter questions, and building enthusiasm before negotiation, dealerships can transform the customer experience and close more deals.

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.