How To Sell Cars To Anyone

If you're asking yourself this question, you're not alone. Sales managers, F&I professionals, and GMs across the country are facing a similar challenge. Despite having solid leads and showroom activity, deals are stalling. The culprit? Outdated processes, weak engagement strategies, and inconsistent execution.

In today’s hyper-informed, tech-savvy market, your old tricks just don’t cut it. The Four Square? That belongs in a museum. High-pressure negotiations? Customers see right through it. What you need is a fresh, practical, and proven approach to car sales—one that turns more conversations into signed deals.

In this article, we break down a five-step strategy from industry legend Gerry Gould, featured in a Product Prep training session that tackles the root causes of poor sales performance. Whether you're managing a showroom team or handling F&I deals yourself, this article will help you boost your numbers, build trust, and dominate in 2025.

Key Takeaways

• Outdated tools like the Four Square are killing your credibility.

• Active trade appraisals deepen customer engagement and drive urgency.

• Controlling the flow of the sale leads to faster closes and higher grosses.

• Aligning sales and F&I with strong handoffs builds trust and consistency.

Why You’re Not Selling Enough Cars (And Why It’s Not Just the Market)

Sales slumps often get blamed on market conditions, inventory shortages, or internet pricing. But if your store has solid foot traffic and you're still not closing deals, it's time to look inward. The truth is, most sales teams are running plays that don’t fit today’s customer.

Walk into too many dealerships today and you’ll still see a sales consultant pulling out a Four Square worksheet and a Sharpie like it’s 1985. That presentation style immediately triggers customer resistance. It feels scripted, outdated, and manipulative.

Today’s customers walk in knowing what they want. They've done their research. They expect a transparent, fast, and professional experience—not to be "worked" for hours. You’re not just selling cars; you're selling confidence, speed, and value.

Modernizing your sales process isn’t optional. It’s essential. Let’s look at how to do it right.

5 Steps to Selling More Cars in 2025 (Gerry Gould’s Framework)

Step 1: Get Rid of the Four Square and Go Digital

If you're still quoting numbers using the Four Square, you're not just old school—you're losing deals. Customers today are digital-first thinkers. When they see a hand-drawn quote with a Sharpie, it feels like a gimmick, not a serious offer.

Instead, use modern desking tools that allow you to present clear, customizable options. These tools support transparency, speed, and customer engagement. But here’s the key: don’t overload your customer. Gerry Gould recommends keeping it simple. Avoid dumping 13 different finance and lease options on the table.

Example from the field: A dealership in Florida replaced their old desking process with an interactive digital quote tool. Within a month, they reported a 14% increase in closing rates and a 9% boost in average gross profit.

Visual Suggestion: Side-by-side comparison graphic of Four Square vs. digital quoting tool.

Step 2: Lead the Process—Don’t Let Customers Take the Wheel

Too many sales consultants open with questions like "How much do you want to spend?" or "What are you looking to pay per month?" That puts the customer in control—and you immediately lose leverage.

Train your team to focus on the machine first. Show value. Build desire. Paint the picture of ownership. Once you've built that emotional connection, then you talk numbers. The sales desk—not the consultant—should control the quoting process.

Think of it this way: You’re the guide, not a ticket-taker. Lead the customer through a professional, structured experience.

Step 3: Master the Art of Active Trade Appraisals

The trade is a golden opportunity to build urgency and rapport—if you do it right. An active trade appraisal means walking the car with the customer, asking smart questions, and showing interest in their story.

Ask things like:

• "Do you have both sets of keys?"

• "Did you buy a service contract?"

• "How often did you change the oil?"

• "Any major repairs done?"

This creates emotional investment. Customers want top dollar for their vehicle, and the more attention you give to it, the more seriously they take your offer. Plus, this walkaround gives you powerful talking points when it’s time to present your number.

Real-world impact: One dealership in Texas increased their appraisal-to-close conversion rate by 21% after switching to active trade walkarounds.

Visual Suggestion: Checklist graphic of trade appraisal questions.

Step 4: Present the Numbers, Then Shut Up

When it comes time to quote, don’t start negotiating before you even ask the most important question: "Do you want the car?"

Here’s the framework Gerry Gould teaches:

1. Present all pricing and options clearly.

2. Ask if they have any questions.

3. Stay silent. Let them talk.

If their response is "Can you give me more for the trade?" or "Can you do better on the price?" — those are concerns, not objections. Before addressing them, go back to the key: "Do you want the car?"

If they say yes, you're closing. If not, you uncover why. This process avoids discount spirals and keeps the conversation focused on value.

Step 5: Nail the Handoff to F&I with a Three-Point Turn

Most deals fall apart during the transition to finance. Why? Because trust gets dropped. The customer thinks, "Who is this new person and why are they asking for all my info again?"

That’s why the Three-Point Turn matters:

1. Endorse the process: "Next step is ownership paperwork."

2. Transfer trust: "I’ve worked with Jerry a long time—you’re in good hands."

3. Set expectations: "He’ll go over your paperwork and options and answer any questions."

If the F&I manager isn’t ready, don’t leave the customer hanging. Engage them. Go over the owner’s manual, OnStar, vehicle features—whatever keeps them informed and confident.

Pro tip: Have F&I managers track their communication in the CRM. This builds team-wide accountability and transparency.

What Tools and Training Do I Need to Make This Happen?

Product Prep offers live training modules that go far beyond theory. These sessions feature real-world scripts, objection-handling techniques, and customer psychology breakdowns that immediately impact performance.

What sets Product Prep apart:

• Live coaching with Gerry Gould

• Role-play sessions with peer feedback

• Certification pathways and onboarding tracks

• VIP dealership support and accountability tracking

Visual Suggestion: Progress chart showing PVR increase after 30/60/90 days of Product Prep training.

FAQs

1. Do I have to eliminate the Four Square completely?

Yes, if your customer base is digital-first. While some customers prefer simplicity, there are modern tools that offer both clarity and professionalism without the baggage of the Four Square.

2. How does Product Prep help new F&I managers?

We provide foundational training, real-world scripting, and live mentorship. New managers learn how to build trust, ensure compliance, and close deals confidently.

3. What can I expect from live training with Gerry Gould?

Real scenarios, real feedback, and actionable takeaways. It’s not a lecture—it’s an interactive coaching session designed to sharpen your skills immediately.

4. Can these strategies help with compliance too?

Absolutely. Our training reinforces consistent, compliant processes that protect the dealership and improve customer experience.

Conclusion

If you’re still asking, “Why am I not selling enough cars?”—the answer isn’t more leads. It’s a better process. By ditching outdated tactics, mastering your tools, and committing to a structured, customer-focused flow, your team can win more deals, build stronger relationships, and raise your PVR fast.

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.