How To Sell Cars To Anyone (DIMTY Method)

Ask any seasoned salesperson what the hardest part of selling cars is, and you will hear a familiar answer: “Getting customers to trust me.” The truth is, customers today walk into the dealership already armed with information. They know the prices, the payments, and the features. What they do not know, and what truly determines whether they buy, is whether they can trust you.

That is where the DIMTY Method comes in. It stands for “Do I Matter To You?”, a mindset introduced and mastered by Gerry Gould, one of the automotive industry’s most respected sales trainers.This simple but powerful approach transforms how you connect with customers. It is not about what you say, it is about how you make the customer feel. When a buyer senses that they matter to you, resistance fades, objections soften, and genuine conversations lead to real sales. By applying the DIMTY Method, you will not just sell more cars. You will sell them easier, faster, and with integrity.

Key Takeaways

• The DIMTY mindset helps you build trust before discussing price.

• Value-based conversation makes “I’m just looking” customers open up.

• The SPACED walkaround helps customers see value instead of price.

• Asking “Do you want the car?” at the right moment simplifies the close.
  
  

What Is the DIMTY Method and Why It Works

DIMTY stands for “Do I Matter To You?” and it is more than a phrase. It is a philosophy that redefines the sales experience.

At its core, DIMTY reminds you that people buy from people who make them feel important. A car purchase is emotional because it connects to pride, family, safety, and identity. When you tap into those emotions, you stop being “just another salesperson” and become a trusted advisor.

Imagine a customer who walks in saying, “I’m just looking.” Most salespeople jump into defense mode. A DIMTY-trained salesperson knows the real question behind that phrase is, “Do you care about me or are you just trying to sell me something?”

By showing genuine curiosity, such as “What brought you in today?” or “What caught your eye about this vehicle?”, you immediately prove that your goal is to understand, not to pressure. That shift separates professionals from order-takers.

Why it works:

• It builds emotional connection and trust.

• It allows the salesperson to guide instead of chase.

• It uncovers the “why” behind the customer’s interest, leading to better vehicle matches and higher close rates.
  
  

Mastering the Meet and Greet

The first 60 seconds of any sales conversation can make or break the deal. Customers form impressions quickly, and the DIMTY approach ensures you use those seconds wisely.

Turn “I’m Just Looking” Into an Opportunity

It is the phrase every salesperson hears daily: “I’m just looking.”
Instead of fighting it, use it as a chance to start a real conversation.

Here is a proven response from Gerry Gould’s playbook:

“That’s great! Are you here for sales or service?”

This quick, respectful question shifts the focus away from deflection and puts you in control of the conversation. The customer answers naturally, and suddenly you are not facing a wall, you are having a conversation.

You can follow up with:

“Have you seen anyone here yet?”
“No? Perfect, that gives me a chance to share some information with you.”

In just a few lines, you have turned a cold interaction into a warm one and earned permission to lead.

Set the Tone With Permission-Based Questions

The key is to ask before you tell.
Asking, “Would you mind if I share some quick info?” invites the customer to say yes. That small moment of agreement gives you the power to guide, not push.

It is permission-based selling at its best because the customer feels respected, not cornered.

Handle “Not Buying Today” With Confidence

When a shopper says, “I’m not buying today,” do not panic. Instead, respond with calm assurance:

“That’s perfectly fine. I’ll make sure you have all the information you need so that when you are ready, you will know exactly who to come back to.”

This answer communicates patience and professionalism. It reassures the customer that you are here to help, not to force a sale. Often, that calm confidence makes them more open to continuing the conversation right away.

The Needs Assessment

The needs assessment is where the DIMTY principle comes alive. Instead of pushing your agenda, you discover theirs.

Focus on the Why Behind the What

Most salespeople make the mistake of asking, “What are you looking for today?”
A DIMTY-trained professional asks:

• “What inspired you to start looking for a new car?”

• “Why is that feature important to you?”

• “How will you be using the vehicle day to day?”

These open-ended questions help you identify emotional motivators such as safety for a new parent, reliability for a commuter, or style for someone upgrading.

Every answer gives you leverage later in the presentation. When you repeat their reasons back to them during the walkaround, it triggers recognition: “This person really listened to me.”

Avoid the Price Trap

Customers already know what the car costs because they have checked every comparison site online. What they do not know is whether it fits their life.

When you lead with questions like “What do you want to spend?” or “What’s your payment range?”, you shift focus away from value and toward price. That is a mistake.

Instead, focus on fit first. Once they have emotionally connected with the car, price becomes a detail, not a barrier.

The SPACED Walkaround That Builds Value

After the needs assessment, you have the information you need to tailor your walkaround. Gerry Gould uses the SPACED method, a simple and memorable structure that makes your presentation both professional and personal.

S – Safety
P – Performance
A – Appearance
C – Comfort and Convenience
E – Economy
D – Dependability

Walk the Car Like a Story, Not a Spec Sheet

A great walkaround is not about rattling off features. It is about storytelling.

When you talk about the backup camera, link it to what matters: “You mentioned your kids, and this feature helps keep them safe when backing out of tight spaces.”

When highlighting performance, tie it to lifestyle: “You said you travel for work, so the smooth acceleration on the highway will make those trips easier.”

By weaving customer motivations into each SPACED category, you show that you are paying attention. You are not selling a car, you are selling their car.

Make It Personal

Customers love hearing their own words reflected back. That is how they know you are listening.

For example:

“You told me comfort is key since you drive long hours, try these seats. Feel how they hug you?”

That small callback demonstrates empathy and precision. It is the heart of the DIMTY principle.

Create Ownership Before the Price

Gerry Gould often teaches a clever psychological trick.
When returning from the test drive, tell the customer, “Go ahead and park it in the sold line so no one takes it.”

Even if there is no “sold line,” the effect is powerful. It plants the idea of ownership. They imagine the car as theirs.

When people start to visualize ownership, saying yes becomes much easier.

Closing With Confidence: Just Ask

Here is one of the most surprising lessons Gerry Gould teaches: closing is not complicated.

After all the rapport, the needs assessment, and the SPACED walkaround, the only question that really matters is:

“Do you want the car?”

That is it. Four simple words.

The Simplest Close in the World

Many salespeople hesitate because they fear rejection. The truth is, asking “Do you want the car?” brings clarity. The customer either says:

• “Yes.” Congratulations, you have made a sale.

• “It depends.” Now you know the real objection.

Either way, you move forward.

Gerry tells a story of selling his very first car, a green Dodge Aspen station wagon. When he nervously asked the wife, “Do you want the car?” she said yes instantly. That experience taught him the power of direct, honest questioning.

Since then, every time he has asked that question with confidence, it has led to results.

When They Say “It Depends”

“It depends” is actually a great answer because it means they are still engaged.

Use their earlier words to re-anchor value:

“You mentioned you loved the space, the warranty, and the comfort. If we can make the numbers work, is this the one you would like to drive home?”

Now the conversation is not about if they will buy, it is about how they will buy.

This reframing keeps you in control and moves the discussion naturally toward the next step.

Handling Price Conversations Like a Pro

If you have followed the DIMTY process correctly, the price no longer feels like a fight. You will still face price objections in almost every deal, and how you handle them determines whether you close or lose the sale.

“Price Is the Easiest Part of My Job”

One of Gerry Gould’s favorite lines is simple and brilliant:

“Price is the easiest part of my job. The hardest part is finding the right car.”

It instantly reframes the conversation. The customer expects a battle, but instead hears confidence and professionalism. It shows that you are not avoiding the question, only prioritizing what matters most.

You can follow up with:

“Let’s make sure this is the right car for you first. Once we confirm that, we will go over price together.”

This defuses pressure and brings control back to you. It keeps focus on the vehicle fit rather than the dollar figure.

Keep the Focus on Fit, Not Math

Think about it this way. If the customer does not love the car, no discount will make them buy it. If they already feel connected to it, a fair number feels justified.

When the inevitable “What’s your best price?” comes up, respond clearly and calmly:

“Price will not change whether we discuss it now or later. What matters is making sure you love what you are getting. Let’s take a quick look at it first, then we can make sure the numbers make sense.”

Confidence builds trust. When you stay composed, customers relax because they know you are not hiding anything.

The Active Trade Appraisal Advantage

Most salespeople see trade-ins as a challenge. Gerry Gould sees them as an opportunity for connection and transparency.

Walk the Trade, Do Not Trash It

The goal of an active trade appraisal is not to devalue but to start a conversation.

When you walk around the customer’s vehicle with them, you accomplish two things.
First, you show respect for something they once loved.
Second, you create a shared understanding of its condition.

You can say things like:

“I can see you have taken good care of it. Have you done any recent maintenance?”
“How long have you owned it?”

If you spot scuffed rims or wear and tear, mention them factually, not critically. Later, when the trade number comes back, you can reference that moment:

“We noticed the tires were a bit worn, and you mentioned the back seat had pet wear. That is part of the reconditioning cost.”

Now the customer understands the value difference without feeling blindsided.

What to Look For During the Walk

Ask questions that show genuine curiosity:

• “Do you have both sets of keys and the owner’s manual?”

• “Has the windshield ever been replaced?”

• “Do you usually drive it locally or for longer trips?”

These questions are not small talk. They demonstrate awareness and educate the customer about what affects trade value.

Avoid Bringing Up the Trade Too Early

Timing matters. If you jump into trade talk too soon, you risk derailing the emotional momentum of the sale.

Focus on finding the right vehicle first. Once the customer feels emotionally connected, the trade discussion becomes part of the process rather than an obstacle.

When a customer insists, “I just want to know what my trade’s worth,” understand that this often means, “I owe too much.” Awareness of this unspoken truth allows you to respond with empathy instead of frustration.

Planting the Seeds for Service and Retention

Great salespeople do not just sell cars. They plant seeds for long-term loyalty and future sales. That means introducing protection and service conversations naturally throughout the sales process.

The Window Sticker Conversation

During your walkaround, use the window sticker as a tool to highlight value and build awareness.

“Here is the base price, the standard equipment, and the options you wanted. This vehicle comes with a three-year, 36,000-mile warranty. Will that cover how much you drive each year?”

Most customers will realize that their mileage or ownership plans exceed that limit. You have now opened the door for a future discussion about extended coverage without any pressure.

This approach demonstrates credibility because you are informing, not selling.

Use the Buyer’s Guide as a Value Tool

Every used car comes with a federal Buyer’s Guide, but most salespeople ignore it. Gerry Gould does the opposite.

He points it out and says:

“This document is required by law, and if you look here, it says ‘Ask about a service contract.’ That is something the government wants you to know about, just good information for when you are ready.”

That single moment plants a seed for future F&I discussions and positions you as a professional who truly knows the process.

Awareness

Some people call it intuition. Gerry Gould calls it awareness, and it is what separates average salespeople from top performers.

Awareness Beats Experience

You do not need decades in the business to be great. You just need to pay attention.

Be aware of your customer’s body language. Notice how they touch the steering wheel during the test drive or which features make their eyes light up. Observe what they ask about and what they avoid.

Awareness lets you adjust your approach in real time. It helps you recognize hesitation before it becomes an objection.

Gerry often says, “You want to become a sales manager? Become an awareness addict.”

Top salespeople and managers are always alert. They are not just listening to words; they are reading situations.

Why Awareness Creates Leaders

Awareness is not only about customers. It is about your entire environment.

When you know which cars are being detailed, who is waiting for assistance, or when another salesperson needs backup, you become an invaluable part of the team.

The best professionals spot opportunities before others even realize they exist. Awareness builds confidence, and confidence creates leaders.

Gerry Gould’s DIMTY Scripts

Here is a compact playbook inspired by Gerry’s live training. Use these lines, adapt them, and make them sound natural in your voice.

Meet and Greet

“Welcome in! Are you here for sales or service today?”
“Have you spoken with anyone yet?”

When They Say ‘I’m Just Looking’

“That’s great, looking is how everyone starts. What caught your eye about this model?”

Needs Assessment

“What inspired you to start looking for a new vehicle?”
“Why is that option important to you?”

Price Deflection

“Price is the easiest part of my job. The hardest part is finding the right car.”

Close

“Do you want the car?”

Trade Discussion

“We walked it together, so you know exactly what we saw. That is what led to this number.”

These phrases are simple and genuine. They keep customers at ease while moving the sale forward naturally.

Manager’s Corner

For sales managers, the DIMTY method is more than a selling approach. It is a training system that helps new and seasoned salespeople grow consistently.

Practice Makes Natural

If you lead a team, make role-playing a daily habit. Have your salespeople rehearse handling “I’m just looking” or practice asking “Do you want the car?” confidently until it sounds conversational.

When they become comfortable with those questions, they project assurance that customers respect.

Track the Process, Not Just the Numbers

A dealership that only tracks sales volume misses valuable insight. Track the behaviors that lead to results instead.

Monitor:

• How many walkarounds include all SPACED elements.

• How often your team asks open-ended questions.

• How many test drives end with a direct close attempt.

By focusing on habits, not just results, you create a culture of growth that is consistent and measurable.

FAQs

1. Does the DIMTY Method only work in person?

No. The DIMTY mindset works in every communication channel, including phone, text, and email. A simple acknowledgment of the customer’s message and one thoughtful follow-up question can create instant rapport.

2. How long should a SPACED walkaround take?

Between five and seven minutes. It should be detailed enough to show value but concise enough to keep momentum. Focus only on the features that connect to what the customer said earlier.

3. What if the customer insists on getting the best price immediately?

You can stay transparent and still control the flow by saying, “Happy to go over numbers with you. Let’s just make sure it is the right car first. No sense pricing the wrong one.” That keeps respect while maintaining structure.

4. How do I avoid sounding scripted?

Practice is key. Scripts are tools for learning rhythm and tone. Once you master them, they evolve into natural conversation. Focus on listening, pausing, and matching your customer’s energy.

Conclusion

Selling cars is not about pressure. It is about connection. The DIMTY Method reminds us that every buyer is a person first, with goals, emotions, and priorities. When you make them feel like they matter, they will choose you over anyone else. From the meet and greet to the trade appraisal, from the SPACED walkaround to the closing question, every step is an opportunity to build trust and confidence. That is what separates great salespeople from average ones.

They do not just sell cars; they build relationships that lead to repeat business, referrals, and long-term success. At Product Prep, we believe connection is the new currency of sales. Through proven systems like DIMTY and hands-on coaching with Gerry Gould, sales professionals across the country are learning to sell smarter, close faster, and enjoy the process more than ever before.

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.