I’m Not Selling Enough Cars… What Should I Do?

It’s a common refrain in showrooms and sales meetings across the country. Car buyers are walking in better informed than ever, price-savvy, and more skeptical of traditional sales tactics. Sales managers and dealership teams feel the squeeze, stuck between internet-driven price wars and ever-rising customer expectations.

But here’s the thing: the issue isn’t just price. The dealerships outperforming their competition aren’t dropping their pants on pricing—they’re focusing on customer value, emotional drivers, and creating an unbeatable experience.

In this article, we’ll show you how to fix the “I’m not selling enough cars” problem for good, using proven strategies straight from the playbook of Gerry Gould and Product Prep. These aren’t just tips—they’re methods used by top-performing dealerships to increase unit sales, boost PVR, and build long-term customer loyalty.

Key Takeaways

• Shift your focus from price to value drivers that truly matter to your customers.

• Use smart, open-ended questions to uncover customer needs and motivations.

• Create a standout customer experience from greeting to demo drive.

• Implement a structured walkaround that closes deals by connecting product features to emotional drivers.

Why “I’m Not Selling Enough Cars” is a Common Problem

Many automotive professionals chalk up low sales to price wars, blaming competitors for undercutting them online. But the real issue? A lack of value-based selling.

Today’s buyers have access to more information than ever. They know invoice pricing, trade-in values, and financing options before setting foot in your dealership. But even with this knowledge, they still walk away if they don’t feel connected or if their personal needs aren’t addressed.

In one Product Prep case study, a Hyundai dealership in a highly competitive region was consistently outselling nearby stores—even though their internet pricing was $200 higher than competitors. Why? Because the dealership focused on customer experience and value drivers, not just price.

Customers aren’t just shopping for cars—they’re shopping for trust, experience, and personalized service.

How to Increase Car Sales

Step 1: Focus on Value Drivers

One of the first lessons Gerry Gould teaches is this: “Stay off price.”

Price is the easiest thing to compete on—and the least sustainable. Instead, train your team to focus on what truly matters to each customer. Is it safety for their growing family? Is it performance for weekend adventures? Maybe it’s reliability for a long commute.

When you uncover these value drivers early in the conversation, you shift the entire sales process. It’s no longer about competing with an online price; it’s about showing how your vehicle meets the customer’s personal needs better than any other option.

Example: A customer mentions they just had their first child. During the walkaround, point out the top-rated safety features and child-seat compatibility of the vehicle. You’re selling peace of mind, not just a car.

Step 2: Ask the Right Questions

Gould emphasizes open-ended discovery questions to dig deeper into what’s driving the customer’s decision. Some of the most effective questions include:

• “What attracted you to this model?”

• “Has anything changed in your lifestyle that’s influencing this purchase?”

• “What did you love (or hate) about your current vehicle?”

• “Are you open to lighter or darker interior options?”

These questions shift the customer’s mindset. Suddenly, they’re not just evaluating features—they’re opening up about their daily life, challenges, and goals. When you connect the dots between their answers and the vehicle you recommend, you create a tailored experience no online listing can match.

Step 3: Elevate the Walkaround and Demo Drive

Too many sales consultants skip steps when it comes to the walkaround or hand customers the wrong vehicle.

According to Gould, the vehicle you show first matters. Always start with a model that meets their essential needs and price point but leaves room to “move up” if necessary.

Key tactics to implement:

• Pull up the exact color and trim level the customer requested, not a close substitute.

• Prep the vehicle: radio off, mirrors back, seats adjusted, climate control optimized.

• Tie every feature back to something the customer mentioned earlier (e.g., “You mentioned long road trips—check out these ergonomic seats designed for comfort on long drives”).

After the walkaround, take the customer on a route designed for a true test drive. Get them behind the wheel, then ask, “On a scale from 1 to 10, how would you rate this car?”

Whatever the response, follow up with, “What would make it a 10?” Now you have actionable intel to guide the next steps.

Step 4: Provide a Great Customer Experience

The difference between a struggling dealership and a thriving one? The experience.

Gould teaches the “checkup from the neck up” method. During the sales process, periodically ask, “How am I doing so far?” or “Is there anything we could be doing better at this point?”

It’s simple but disarming. It shows the customer you care about more than just closing the deal. This early engagement prevents surprises later and keeps the interaction transparent.

Also, consider leveraging video follow-ups. Sales consultants like Russ, a Product Prep partner, record personal video messages for leads who go silent after a visit. His videos often say, “Hey, did something change? Did you buy somewhere else? Just checking in.”

Russ consistently sells 30–35 units a month while only working two weeks out of the month. His secret? Staying human, persistent, and creative.

FAQ

1. How can I move a customer off price-based objections?

Focus on their emotional drivers. If they care about safety, reliability, or performance, redirect the conversation to how your vehicle meets those needs better than the competition.

2. How does Product Prep’s training improve PVR and CSI scores?

By teaching your team how to sell based on value—not price—and by implementing structured steps like the tailored walkaround and emotional-close questions.

3. Why is the demo drive so critical in closing the sale?

It moves customers from logic to emotion. Once they feel how the car fits their life, objections soften.

4. How does Product Prep support new F&I managers?

Product Prep offers tailored onboarding programs, live coaching with Gerry Gould, and tools that help new managers grasp compliance, presentation skills, and objection handling.

Conclusion

The problem isn’t just that you aren’t selling enough cars—it’s how you’re approaching each customer. By shifting focus from price to value, asking smarter questions, and enhancing your dealership experience, you can boost both sales and profitability.

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.