How to Sell More Cars and Overcome All Objections

What if you could turn every customer objection into a step closer to the sale?

For car salespeople, objections are part of the job. They show up in nearly every deal: “The payment is too high,” “I don’t like that trade value,” or “I just want the best deal.” Too often, these concerns derail the momentum of a sale and leave both salesperson and customer frustrated.

But here’s the truth: objections aren’t deal-killers. They are buying signals in disguise. A customer who voices an objection is engaged. They’re interested in the car, but they need help reconciling their concerns. The best salespeople know how to take that moment of hesitation and use it as a chance to build trust, clarify value, and guide the customer toward a decision.

That’s what makes overcoming objections the single most important skill for anyone in automotive sales. It’s not about dropping the price, giving up gross, or rushing through paperwork. It’s about asking the right questions, reframing the conversation, and showing customers that their concerns are manageable.

In this article, you’ll learn proven strategies directly from Gerry Gould, one of the industry’s most respected trainers, who has helped countless dealerships strengthen their sales process. These insights come from real-world lessons and practical word tracks designed to boost confidence, simplify complex conversations, and, most importantly, help you sell more cars.

Key Takeaways

• Always present deals with clear options so customers feel in control.
• Isolate the real objection before offering a solution.
• Use acknowledgment statements to lower resistance and build rapport.
• Apply the Calculator Close to show that objections often come down to “a dollar a day.”

Why Overcoming Objections is the Key to Selling More Cars

Every car buyer has concerns. Some are straightforward, like whether the monthly payment fits their budget. Others are more subtle, like not fully understanding what “out-the-door price” actually means.

To the average salesperson, objections feel like walls. To the professional, they’re doors. Each objection tells you something valuable about what matters most to your customer. If you respond correctly, you don’t just save the deal — you strengthen the relationship.

Here’s why objections matter so much:

1. They confirm buyer interest. A customer who doesn’t care won’t argue over $30 a month. They’ll just leave.

2. They reveal the decision criteria. Whether it’s trade value, payment size, or financing terms, objections tell you where the customer’s head is at.

3. They create an opportunity to lead. Customers are often misinformed, confused, or influenced by competitor tactics. When you guide them through their concern with clarity, you become the trusted advisor they want to buy from.

One example comes from a salesperson at a Product Prep–trained dealership. A customer pushed back on a $25 monthly difference in payment, claiming it was a “deal breaker.” Instead of lowering the price or panicking, the salesperson used the Calculator Close (we’ll cover that soon). By reframing the $25 into less than $1 a day, the customer realized their objection was more perception than reality. The car was sold — at full gross.

Objections are not rejections. They are opportunities to connect, clarify, and close.

The Framework to Sell More Cars by Handling Objections

Overcoming objections isn’t about memorizing a script. It’s about following a structured process that keeps you in control of the deal while making the customer feel respected. Here’s a step-by-step framework you can apply immediately on your sales floor.

Step 1: Always Present Multiple Options

Imagine this: you hand a customer a worksheet with three clear options — cash, finance, and lease. Suddenly, instead of feeling cornered, the buyer feels empowered. They can choose the path that makes the most sense for them.

This isn’t just about math on a page. It’s about psychology. When you present options upfront, you:

• Build credibility as a professional who respects the customer’s decision-making power.

• Reduce the chance of confusion because all the choices are visible.

• Set the stage for a smoother conversation when questions about payment or terms arise.

Gerry Gould teaches that every deal should start this way. Put the worksheet down, explain the options with confidence, and remind the customer of the value your dealership offers. That’s when objections surface — and when you can address them head-on.

Step 2: Ask “Why?” to Find the Real Objection

Here’s the mistake most salespeople make: when a customer objects, they either argue back or immediately start lowering numbers. Both approaches kill momentum.

Instead, you need to isolate the real objection by asking “why.”

Example:

Customer: “I don’t want to pay for that package.”
Salesperson: “I understand. May I ask why?”

By asking this simple question, you open the door to the customer’s reasoning. Maybe they think it adds no value. Maybe they’re comparing to a competitor. Or maybe they’re just testing you to see if you’ll fold. Once you know the real reason, you can respond effectively.

Another variation is: “Other than this payment being higher than you’d like, is there anything else stopping you from moving forward?” This isolates the concern so you’re not chasing phantom objections.

Step 3: Use Acknowledgment Statements to Build Rapport

Customers want to be heard. If you jump straight to rebuttals, they feel ignored. That’s why acknowledgment statements are so powerful.

Instead of fighting objections, agree with them first.

• “I agree, car prices are high today. A lot of my customers feel the same way.”

• “You’re right, interest rates are higher than they were a few years ago. I don’t set the rates, but I can show you how to make this work for your budget.”

This doesn’t mean you give up the deal. It means you validate the customer’s perspective so they’re open to hearing your solution.

Acknowledgment is the bridge between confrontation and cooperation. When the customer feels understood, they’re far more likely to follow your lead.

Step 4: Use the Calculator Close

This is one of the most powerful techniques you’ll ever use in car sales. It takes an objection that feels big — like a $30 difference in monthly payment — and reframes it into something small.

Here’s how it works:

1. Customer objects: “I can’t pay $630 a month. I can only do $600.”

2. Acknowledge: “I understand. A lot of people budget monthly like you do.”

3. Guide: Ask the customer to open their phone calculator.

4. Walk them through dividing the $30 difference by 30 days.

5. Show that it equals just $1 a day.

Then close: “So for one extra dollar a day, you get the car you really want instead of settling. That’s not going to change your lifestyle, but driving the wrong car every day will.”

It’s logical. It’s visual. And it’s undeniable.

Many Product Prep trainees report this single technique has saved dozens of deals for them. It’s not about tricking the customer — it’s about helping them see the numbers in perspective.

Step 5: Focus the Conversation on the Car

One of the easiest traps to fall into is chasing numbers. Customers love to throw around terms like “out-the-door price” or “another dealer gave me more for my trade.” If you let the conversation drift, you’ll lose control of the sale.

Instead, keep bringing the focus back to the car.

• Remind them: “At the end of the day, what matters most is the car you’re driving and whether it fits your needs.”

• Clarify confusion: “The out-the-door price includes taxes and fees that don’t change between dealers. What really matters is the selling price of the car.”

By simplifying, you reduce the noise and help the customer focus on what truly matters — owning the right vehicle.

Common Car Buyer Objections and How to Handle Them

Every salesperson hears the same objections over and over. The key isn’t to avoid them — it’s to prepare for them. Below are the most common ones you’ll face and proven ways to respond, based on Gerry Gould’s training and Product Prep word tracks.

Objection 1: “The Payment is Too High”

This is by far the most common objection. Most salespeople panic and immediately start slashing price or begging the desk for a new pencil. Instead, slow down and work the process.

Word Tracks & Strategies:

• “I understand, a lot of customers feel that way. The only ways to lower a payment are either more money down or a longer term. Which option works better for you?”

• “Let’s put it in perspective. You’re looking at $30 more per month, which comes out to just $1 a day. For that, you can drive the car you actually want. Doesn’t that make sense?”

By redirecting the conversation, you show professionalism and keep the deal alive without giving up gross.

Objection 2: “The Price Is Too High”

Customers often say this after seeing competitor ads or internet listings. What they usually mean is, “I don’t see enough value to justify this price.”

Word Tracks & Strategies:

• “When you say the price is too high, what are you comparing it to?”

• “I get it. A lot of people check prices online, but online prices don’t always include the same benefits or fees. Let’s make sure we’re comparing apples to apples.”

• “Other than price, is there anything else stopping you from moving forward today?”

By isolating and clarifying, you bring the conversation back to value — not just numbers.

Objection 3: “The Trade Value is Too Low”

Few objections frustrate salespeople more. Customers get attached to their trade value based on emotional connection or inflated competitor quotes.

Word Tracks & Strategies:

• “I understand your concern. What really matters is the difference you’ll need to bring to own the new car, not just the trade allowance. Let’s look at that difference together.”

• “Other dealers may show you more on paper for your trade, but they’ll often make up for it on the selling price. At the end of the day, the bottom line is what you’re bringing in to own the car. That’s where the value is.”

Focus on transparency and education. Customers respect honesty, and this approach helps them see past misleading offers.

Objection 4: “I Just Want the Best Deal”

This vague statement can stall deals if you don’t address it correctly. The key is to clarify what “best deal” means to the customer.

Word Tracks & Strategies:

• “I hear you. How will you know when you’ve found the best deal? What factors matter most to you — price, payment, trade value, or overall experience?”

• “A good deal is one that fits your budget, meets your needs, and comes from a dealership you trust. Let’s make sure we cover all three.”

By asking clarifying questions, you take control of the conversation and guide the customer toward making a decision based on real criteria.

Objection 5: “I Don’t Want to Lease”

Many customers reject leasing without fully understanding it. Instead of pushing, simply redirect.

Word Tracks & Strategies:

• “No problem. Leasing isn’t for everyone, but let’s take a look at how it compares. If it doesn’t work for you, financing is still on the table.”

By keeping it low-pressure, you avoid killing rapport while still planting a seed for future consideration.

Objection 6: “I Need to Think About It”

This one often means you haven’t uncovered the real objection yet.

Word Tracks & Strategies:

• “I understand. Before you go, may I ask what specifically you need to think about? That way I can make sure you have the information you need.”

• “Other than needing more time, is there anything specific holding you back right now?”

By gently probing, you often uncover the real concern — price, payment, or trade — and get another chance to close.

FAQs

1. Should I ever ask customers how much they want to pay?

No. Customers will almost always give you a lower number than they’re actually willing to spend. Instead, present structured options and let them react. Their response will tell you where they’re comfortable without you giving away the deal.

2. How do I handle a customer who only talks about other dealers?

Acknowledge their concern and redirect: “I understand you’ve seen other numbers. At the end of the day, what matters is the difference you need to bring to own this car. Let’s break that down together.” Keep the focus on transparency and value.

3. What’s the best way to overcome confusion about out-the-door price?

Clarify: “Out-the-door includes taxes and fees that are the same everywhere. What matters is the selling price of the car and the value you’re getting here.” Simplify and bring it back to what you can control.

4. How do I know when to stop pushing an objection?

If you’ve isolated the concern, acknowledged it, and offered a solution, the customer will either agree or reveal another issue. If they’re still not moving forward after multiple attempts, it may be time to involve a manager.

5. What if the customer truly can’t afford the payment?

Sometimes it’s not an objection — it’s reality. Offer solutions like a longer term, a different model, or a larger down payment. The goal is to match the customer with a vehicle they can confidently afford.

6. Should I always show all three options (cash, finance, lease)?

Yes. Presenting multiple options creates a sense of choice and control. Even if the customer isn’t interested in leasing, showing it demonstrates professionalism and positions you as a consultant rather than just a seller.

Conclusion

Objections aren’t the enemy of sales. They’re the fuel. Every time a customer pushes back, they’re giving you a chance to prove value, build trust, and move closer to the deal.

The best car salespeople don’t fear objections. They welcome them. They know that with the right questions, acknowledgment statements, and perspective-shifting closes, objections become stepping stones to the sale.

Remember the framework:

1. Present multiple options.

2. Ask “why” to isolate the real concern.

3. Acknowledge and build rapport.

4. Use tools like the Calculator Close to reframe the numbers.

5. Keep the focus on the car, not the noise.

Selling cars in today’s market isn’t about being pushy. It’s about being prepared, confident, and professional. When you master the art of handling objections, you don’t just sell more cars — you build stronger customer relationships and set yourself apart as a trusted consultant.

So the next time a customer says, “The payment’s too high,” don’t panic. Smile, stay in your seat, and remember: every objection is an opportunity waiting to be turned into a “yes.”

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.