How to Sell More Cars than 99% Of People (The 4 A's)

In every dealership, there’s always that one salesperson who seems to have cracked the code. They’re not just closing more deals—they’re building stronger relationships, getting more referrals, and turning every interaction into an opportunity. What’s their secret?

According to Gerry Gould, one of the nation’s most respected automotive trainers and the driving force behind Product Prep, it all comes down to four simple but powerful principles: Attitude, Appearance, Approach, and Action.

These four A’s form the foundation of success in the automotive industry. They’re not flashy tactics or complicated scripts. They’re behaviors and habits that top-performing salespeople live by every single day.

In today’s world, where buyers are more informed, more cautious, and more digitally savvy than ever, mastering the 4 A’s can set you apart from 99% of your competition. This article breaks down how to apply each principle to transform your performance, boost your sales, and build relationships that lead to lifelong customers.

Key Takeaways

• Success in sales starts with a winning attitude—it shapes how customers see you.
• Your appearance builds trust before you ever say a word.
• The approach determines whether you connect or repel your buyer.
• Consistent action turns conversations into closed deals.
• Bonus: Awareness of how modern customers shop online gives you the edge to outsmart competitors.

The 4 A’s That Top Salespeople Live By

The 4 A’s—Attitude, Appearance, Approach, and Action—are not gimmicks or quick fixes. They are the behavioral pillars that drive consistency, professionalism, and results. Let’s explore how each A works together to create a foundation that can transform your career in car sales.

Attitude: The Spark That Drives Every Sale

Everything starts with attitude. Gerry calls it the difference between PMA (Positive Mental Attitude) and NMA (Negative Mental Attitude).

Every morning, you have a choice: start your day with energy, enthusiasm, and purpose—or let external factors drain your motivation before you even meet your first customer. Your attitude is contagious. It influences not just your confidence but how customers respond to you.

Imagine two salespeople greeting a walk-in. One has a smile, makes eye contact, and genuinely seems excited to help. The other looks distracted and tired. Which one are you more likely to buy from?

Top-performing salespeople treat their mindset as part of their routine. Before walking onto the lot, they reset—maybe with a workout, motivational audio, or a short meditation. Gerry often says, “You might wake up with a bad attitude, but it’s your job to look in the mirror and fix it before you get to work.”

A great attitude doesn’t mean fake cheerfulness—it means confidence, optimism, and genuine care for helping customers. When you bring that energy to every conversation, people feel it.

Appearance: Your Brand, Your Trust Factor

Before you ever speak, your appearance communicates volumes. Customers make snap judgments in seconds, and those judgments influence whether they trust you.

Your appearance isn’t just about looking sharp—it’s about projecting professionalism. It’s your posture, tone, cleanliness, and even your social media presence.

Gerry teaches salespeople to think of their appearance as their brand. When a customer sees you, they should see competence, reliability, and confidence. That also extends to the digital world. In today’s market, many customers first “meet” you online—through a dealership page, email, or video introduction.

If your photo, email signature, or online tone feels unprofessional, you’re already at a disadvantage. Customers want to feel comfortable before they ever shake your hand.

Simple changes—like a pressed shirt, a genuine smile, or a clean desk—can immediately change the customer’s perception of your professionalism. As Gerry often says, “You don’t sell cars—you sell yourself first.”

Approach: Connection Before Conversion

If attitude and appearance set the stage, your approach determines whether the show is a success.

For decades, car sales was built on “Always Be Closing.” But the world has changed. Today, it’s about Always Be Connecting.

The average customer does 80–90% of their research online before stepping foot in a dealership. By the time they arrive, they’ve already compared prices, read reviews, and picked out their preferred model. What they need now isn’t information—it’s a human connection.

Gerry teaches that the key to modern selling is empathy. Customers don’t want to feel sold—they want to feel understood. That starts with asking better questions:

• “What inspired you to reach out to our dealership?”
• “What attracted you to this vehicle?”
• “What are you hoping this new car helps you accomplish?”

These questions open up emotional doors. They reveal motivation, lifestyle, and values—information that helps you match the right car to the right person.

Approaching customers with curiosity instead of pressure creates trust. It shifts the conversation from “Let’s make a deal” to “Let’s find what works best for you.” That’s how lasting relationships—and repeat buyers—are built.

Action: The Power of Consistency

You can have the right attitude, appearance, and approach—but without action, nothing happens.

Gerry often says, “It’s not the big things that matter—it’s the little things that add up.”

In sales, those “little things” are everything: returning calls promptly, following up after test drives, sending thank-you messages, and staying consistent even when leads go quiet.

A salesperson who takes small, consistent actions every day will outperform someone who works in bursts. The reason is simple—customers notice.

When you send a quick video message after a test drive or check in a week later to ask how the car’s performing, you prove that you care. That’s how you turn one-time buyers into repeat customers and advocates.

Consistency builds credibility. And credibility leads to sales.

Bonus: Awareness - The Secret Edge of Top Performers

While the 4 A’s create the foundation, Gerry adds a fifth that separates great salespeople from the rest: Awareness.

Awareness means understanding both your customer and yourself.

Today’s buyers aren’t walking in blind. Most start their journey online—researching vehicles, checking payments, and reading dealership reviews before ever making contact. Years ago, customers visited 4–5 dealerships before buying. Now, it’s just 1.5.

That means if you get a lead, it’s your deal to lose.

Top performers know how to meet customers where they are—digitally and emotionally. They understand how buyers think, what fears they have, and what drives their decisions.

Being aware also means being mindful of how you come across. How do you sound on the phone? How fast do you respond to leads? How often do you bring value instead of just asking for the sale?

Modern sales success comes from blending data with empathy. Awareness lets you adapt your tone, timing, and message to every individual customer.

It’s not about having more leads—it’s about converting the ones you already have by connecting smarter.

How to Build Trust and Connection in Every Conversation

Why People Buy People, Not Cars

Customers don’t buy cars—they buy the person selling the car.

Gerry puts it best: “Selling isn’t something you do to somebody. It’s something you do for and with somebody.”

In other words, your job isn’t to pressure—it’s to guide.

Trust is built when customers feel heard, understood, and respected. If they sense that you’re focused only on the sale, they’ll pull away. But when they feel you genuinely care about helping them make the right decision, they’ll follow your lead.

For example, one Product Prep graduate shared how a simple mindset shift doubled her sales. Instead of diving straight into specs and payments, she began each conversation with a story: “Tell me what made you fall in love with that model.”

That one question changed everything. It opened emotional doors and made customers feel valued—not hunted.

Sales isn’t about manipulation—it’s about understanding human motivation.

Using Video to Humanize Your Sales Process

In today’s market, the first impression often happens online, not on the lot. That’s why video introductions have become one of the most effective tools for car salespeople.

A short, friendly video—just 30 seconds long—can do what 10 emails can’t. It builds connection, trust, and familiarity before the customer ever arrives.

You don’t need fancy equipment. Just your phone, a smile, and authenticity. Gerry encourages new salespeople to record a simple message:

“Hi, I’m Mike from XYZ Motors. I just wanted to personally thank you for checking out the new Accord. It’s an incredible car, and I’d love to show you a few features that customers are loving right now. Come see me when you’re ready—I’ll make sure you’re taken care of.”

That one video shows personality, professionalism, and initiative. Customers love it because it feels personal.

One dealership that implemented this strategy through Product Prep saw a 22% increase in appointment show rates within two months.

Asking Better Questions That Reveal Motivation

The best salespeople aren’t the ones who talk the most—they’re the ones who listen the best.

Traditional “needs assessments” don’t work anymore. Customers can list features online. What you need to uncover is their why—their emotional driver.

Here are Gerry’s favorite “value driver” questions:

• “What inspired you to start looking for a new car?”
• “How do you want this vehicle to fit into your lifestyle?”
• “What research have you done so far, and what stood out to you?”
• “What’s most important to you in your next car—comfort, style, or performance?”

These questions move the conversation away from price and toward purpose. Once you understand the why, it becomes easier to position the car as the solution.

This is where connection turns into conversion.

The New ABCs of Modern Selling

For years, the golden rule in sales was “Always Be Closing.” That mindset created pressure—for both the salesperson and the customer.

But Gerry introduces a new philosophy—the New ABCs: Attunement, Buoyancy, and Clarity.

A – Attunement

Attunement is about aligning with the customer’s emotions and energy. It means paying attention to their tone, body language, and pace.

If a customer is quiet and analytical, don’t overwhelm them with high energy. If they’re enthusiastic and talkative, match that energy.

Mirroring a customer’s communication style makes them feel comfortable and understood. It’s not manipulation—it’s connection.

Gerry teaches that attunement requires genuine curiosity. You’re not just listening to respond—you’re listening to understand.

B – Buoyancy

Every salesperson faces rejection. The difference between average and elite performers is how they handle it.

Buoyancy is your ability to stay positive and persistent even when deals fall through. It’s what keeps you from sinking when things get tough.

Top producers build buoyancy by focusing on what they can control: their effort, mindset, and consistency. They review missed opportunities not as failures but as learning moments.

In Product Prep training, Gerry often reminds students, “Rejection isn’t personal—it’s part of the process.”

C – Clarity

Clarity is the ability to make things simple for the customer.

Customers are often overwhelmed with information, from financing options to warranty packages. Your job is to cut through the noise.

When you explain things clearly and confidently, you earn trust. When you confuse customers, you lose them.

Clarity also means being transparent—about pricing, options, and the buying process. In a world where people can Google anything, honesty has become the most powerful sales tool you have.

Turning Online Leads into Showroom Sales

The customer journey has changed forever. Gone are the days when buyers visited four or five dealerships before deciding. Today, most shoppers visit one—maybe two. That means if someone reaches out to you online, the sale is already halfway done. Your job is to bridge the gap between curiosity and commitment.

Understand the Online Journey

The modern buyer starts with Google. They search for models, read reviews, check payments, and calculate trade-ins—all before talking to a salesperson. By the time they fill out a form or send an email, they already have a preferred vehicle in mind. What they need from you isn’t information—it’s reassurance.

That’s where your awareness and approach matter most. When a lead comes in, speed and personalization are everything. Respond quickly, use their name, and reference their interest. A simple message like, “Hi Sarah, I saw you were looking at the 2025 Honda Accord. Great choice—it’s one of our most popular models right now. Are you considering the EX or the Sport?” creates an instant human touch.

Personalize the Appointment Experience

Once you’ve connected online, the next step is getting the customer into the dealership. Gerry often reminds salespeople that “you don’t get paid on appointments—you get paid on connections.”

Here’s how to turn an online lead into a successful showroom visit:

• Confirm their visit with enthusiasm. Don’t just say, “See you tomorrow.” Say, “I’m looking forward to meeting you in person, and I’ll have the vehicle ready for a quick test drive.”
• Ask what they’ll be driving in. This helps you spot them in the lot and greet them personally.
• Meet them outside. Walking out to welcome them instead of waiting inside builds instant rapport. It feels natural, friendly, and human.
• Make it feel like a warm invitation, not a transaction. Customers want to feel they’re visiting a trusted advisor, not entering a negotiation.

By mastering these small steps, you’ll not only increase appointment show rates—you’ll also create a first impression that leads to loyalty.

Common Mistakes That Keep Salespeople Average

Even the most experienced professionals can fall into habits that hold them back. Gerry’s training at Product Prep identifies four common mistakes that prevent salespeople from reaching the top 1%.

1. Focusing on Closing Instead of Connecting

Old-school selling was about control. Modern selling is about collaboration. When you focus on closing too early, you lose the customer’s trust. Instead, focus on connection. Understand their motivations, listen actively, and guide them through the decision-making process.

Fix: Shift your mindset from “How can I close this deal?” to “How can I help this customer make the best decision?”

2. Talking More Than Listening

Many salespeople think talking equals selling. In reality, listening equals selling. Customers will tell you exactly how to sell to them—if you give them the chance.

Fix: Use the 70/30 rule. Let the customer talk 70% of the time. Ask open-ended questions that encourage them to share details about their goals, challenges, and preferences.

3. Ignoring Online Branding and Video Introductions

If your online presence doesn’t match your professionalism in person, you’re missing opportunities. Customers often check your social media or dealership profile before meeting you. A blank or outdated page sends the wrong message.

Fix: Build your digital reputation. Post short intro videos, share customer success stories, and keep your contact information up to date. Consistency online builds credibility offline.

4. Overlooking Small Daily Actions

Sales success isn’t built on luck—it’s built on habits. Missing follow-ups, forgetting names, or failing to thank customers can erode your performance over time.

Fix: Create a daily action checklist. Include follow-ups, lead reviews, and outreach goals. Celebrate small wins. Over time, these actions compound into major results.

FAQs

1. How can attitude and appearance directly influence my sales numbers?

Your attitude shapes your energy, tone, and confidence. Customers are drawn to people who exude positivity and enthusiasm. Appearance complements that energy—it’s your first impression before you even speak. When customers trust your professionalism, they’re more open to working with you, which increases both conversions and referrals.

2. What’s the best way to build trust with online customers?

Respond fast and personalize every interaction. Use their name, reference the car they inquired about, and send a quick video introduction. Transparency and communication speed show professionalism. Remember, customers don’t just buy the car—they buy the person they trust most.

3. How can I start applying The 4 A’s in my dealership today?

Start small. Focus on improving your attitude each morning, refining your appearance, and practicing a more empathetic approach. Then, commit to daily action—consistent follow-ups, personal videos, and proactive communication. Over time, these habits become your competitive advantage.

4. Can new salespeople benefit from this training?

Absolutely. In fact, the 4 A’s are the perfect foundation for anyone new to car sales. Many first-year Product Prep trainees report doubling their sales within months after applying these principles. The program helps new salespeople gain confidence, build structure, and develop customer-first habits that lead to rapid growth.

Conclusion

The truth is simple—most salespeople focus on tactics, not transformation. But the top 1% understand that long-term success in automotive sales comes from who you are, not just what you do.

The 4 A’s—Attitude, Appearance, Approach, and Action—are the daily habits that shape your reputation, influence your customers, and determine your results. When you add Awareness to the mix, you gain an unbeatable advantage in understanding and connecting with modern buyers.

So ask yourself: are you just showing up, or are you showing up with purpose?

Every handshake, every follow-up, every video, and every smile adds to your professional story. The little things truly add up to the big picture.

If you’re ready to take your sales performance to the next level, it’s time to learn from the best.

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.