How To Sell Cars Better Than 99% Of People

Every dealership knows the story. A customer walks in, interested and seemingly ready to buy. Yet, somewhere between the handshake and the proposal, the deal dies. The reason? Most salespeople rely on outdated tactics that fail to meet the expectations of today’s buyer.

In the digital era, nearly every customer walks into a dealership already knowing what car they want. They’ve spent hours researching online, comparing prices, reading reviews, and narrowing down dealerships they feel comfortable with. The critical factor that turns their research into a sale isn’t the price—it’s trust and the value you present when they walk through the door.

At Product Prep, we equip sales teams with advanced techniques to outperform competitors. Gerry Gould, one of the top F&I trainers in the industry, has refined strategies that can make any salesperson stand out—and close more deals with less friction. In this article, we’ll break down the five steps to outsell 99% of salespeople, strategies used by top performers who consistently boost PVR and create customers for life.

Key Takeaways:

• The five-step framework that makes top-tier closers stand out.
• How to control the sales process without focusing on price.
• How non-verbal communication and attitude shape customer trust.
• The importance of dealership-wide coordination, from meet & greet to F&I turnover.

What Does It Take to Outsell 99% of Salespeople?

Most salespeople lose deals before they ever talk price. Why? Because customers are searching for connection, expertise, and professionalism from the first interaction.

Modern buyers spend up to 19 hours online researching before ever stepping foot on your lot. They’ve selected not just the make and model but are now filtering based on trust factors. The dealership that feels the most comfortable, consultative, and professional will usually win.

The average salesperson still focuses on hard closes, price-first conversations, and rushed needs assessments. Top 1% sales pros, on the other hand, follow a customer-first process. They focus on connection, value drivers, and guiding customers seamlessly from introduction to close.

Product Prep’s approach, honed by Gerry Gould, reshapes how dealerships interact with prospects, from first contact to final signature.

How to Sell Cars Better Than 99% of People

Step 1: Master the Meet & Greet

The meet and greet is your chance to win or lose in the first three seconds. Today’s customer doesn’t want a robotic “Hi, my name is…”—they want to feel welcomed.

Gerry Gould emphasizes professionalism: “Look, act, speak, and think like a pro.” This doesn’t mean a suit and tie every day, but a polished, confident appearance that builds instant credibility.

For example, dealerships that apply Product Prep’s meet & greet strategies often see customers immediately lower their guard. A warm greeting like, “Welcome to my dealership, I’m excited to help you today—are you here for sales or service?” opens dialogue without making customers feel like a target.

Visual suggestion: Diagram showing the customer “comfort curve” increasing when a strong first impression is made.

Step 2: Run a Needs Assessment That Unlocks the Customer's Motivation

Forget traditional sales scripts. Instead of “What brings you in today?” Product Prep-trained consultants ask: “What kind of research did you do before coming in?”

This question unlocks the customer’s decision-making journey. They’ll share what models they’ve compared, what they liked, what concerns they have, and why they chose your dealership. These are their value drivers—crucial insights for tailoring your walk-around and product presentation.

In one success story, a Midwest dealership saw its showroom close rate jump 12% by simply incorporating this approach. Salespeople stopped assuming and started listening.

Visual suggestion: Flowchart illustrating “customer journey stages” from online research to dealership visit.

Step 3: Deliver a Walk-Around That Sells the Experience

Once you know the value drivers, the vehicle presentation becomes more than just features—it becomes the solution to their needs.

Pull the car to the front of the dealership or into a delivery bay if the weather’s bad. Space the walk-around to hit key emotional points: safety, performance, convenience, and personal preferences.

Gould recommends avoiding the rush. “When you highlight what’s important to the customer—whether it’s the advanced safety package or premium audio—you’re personalizing the experience. That’s when objections about price start fading.”

One Product Prep dealership in Florida implemented this method and reported smoother transitions to the numbers conversation, cutting negotiation time by 30%.

Visual suggestion: Side-by-side comparison of a rushed vs. spaced walk-around presentation.

Step 4: Change the Price Conversation with Purchase Options & Trade Walks

Move away from asking, “How much do you want to spend?” Instead, focus on the machine and the customer’s emotional connection to it.

The trade walk is also crucial. Product Prep teaches consultants to have the customer “sell” their vehicle during the trade evaluation. This approach creates ownership and helps the salesperson collect details to position the trade effectively to appraisers.

By focusing on the trade’s story—maintenance history, sentimental value, key features—you position yourself as a partner in the buying process. Customers who feel valued are less likely to push back on numbers.

One dealership group in Indiana used this strategy and saw a $400 average increase in trade values while reducing negative equity conversations.

Visual suggestion: Chart comparing average trade-in offers before and after implementing structured trade walks.

Step 5: Nail the F&I Turnover Every Time

The F&I turnover is often treated as a hand-off, but in top-performing stores, it’s a carefully choreographed continuation of the customer experience.

Whether face-to-face or via digital channels, introducing F&I as part of the value package ensures consistency. Salespeople who build trust early make F&I transitions smoother, leading to higher acceptance rates for protection products and financing options.

Product Prep’s live coaching shows teams how to plant F&I value seeds during the sales process. For example, explaining early on that “we ensure every customer receives customized options to protect their investment” sets the stage for less resistance in F&I.

In a recent Product Prep client case, F&I product penetration improved by 15% within 90 days after focusing on stronger turnovers.

Visual suggestion: Funnel graphic showing customer flow from meet & greet to F&I turnover with trust-building checkpoints.

The 4 A’s of Elite Salesmanship

Attitude

Walk into the dealership every day with a positive, professional mindset. As Gould says, “A check-up from the neck up” sets the tone for every interaction.

Appearance

Customers buy from people they trust. Your appearance should be clean, professional, and confident—not looking like you’re on a golf outing.

Approach

Use open, welcoming language. Always lead with “Welcome to my dealership” or “Thanks for calling”—not “How can I help you?”

Actions

Remember, 65% of people are visual learners. What you do matters more than what you say. Stay engaged, animated, and professional.

Visual suggestion: Infographic listing the 4 A’s with short descriptions under each.

The Hidden Skillset: Visual, Verbal, and Vocal Communication

Body language, tone, and delivery are often overlooked in training programs, but not at Product Prep.

• Visual: Keep a bounce in your step and an open posture.
• Verbal: Ask powerful questions and know when to be quiet.
• Vocal: Be enthusiastic. Speak with clarity and energy.

Top closers know customers size them up in the first few seconds. Every non-verbal cue either builds trust—or erodes it.

FAQ

1. How do I improve my meet and greet instantly?

Start by welcoming customers to your dealership before introducing yourself. Shift from transactional to relational.

2.What’s the best way to avoid price-first conversations?

Focus on the customer’s emotional connection to the vehicle and value drivers. Price becomes secondary when you present solution.

3. How does Product Prep support new F&I managers

Through live coaching, certification programs, and modules led by Gerry Gould, we fast-track F&I managers to become confident and compliant.

4. What makes Product Prep’s live training different?

Interactive sessions, real-world case studies, and immediate feedback. We tailor strategies to your dealership’s culture and goals.

Conclusion

To sell cars better than 99% of people, it’s not about being the slickest closer or offering the biggest discount—it’s about building trust, personalizing the experience, and mastering every stage of the sales process.

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.