The #1 Sales Process To Sell More Cars From Appraisal To Delivery

What if the secret to selling more cars wasn’t flashy discounts or aggressive tactics, but a simple, repeatable process from appraisal to delivery?

Every dealership wants to sell more vehicles, but the difference between average and top-performing teams often comes down to one thing: process. When sales consultants rely on guesswork or inconsistent steps, they create friction that slows deals, frustrates customers, and leaves profit on the table.

The reality is simple: a well-defined sales process builds trust, improves customer satisfaction scores (CSI), and drives higher PVR. Customers value transparency and structure. When you can show them a clear path—from the first appraisal conversation to driving off the lot—they’re more likely to say yes and more likely to come back.

In this article, we’ll break down Gerry Gould’s proven approach, used inside top dealerships across the country, that standardizes the sales journey without feeling robotic. This is more than a checklist—it’s the framework for maximizing every deal, strengthening F&I handoffs, and turning one-time buyers into lifelong customers.

Key Takeaways

• Avoid deal-killing questions. Asking about budget or payoff too early can push customers away.
• Use the sandwich technique to keep trade appraisals positive and disarming.
• Close confidently without pressure, using trial and assumptive closes at the right time.
• Transition smoothly from appraisal to delivery while keeping customers engaged and excited.

Why a Defined Sales Process Matters

Most dealerships already have some process in place—but often it’s inconsistent. One salesperson might ask about monthly payments upfront, another waits until the end. One might shy away from giving online trade values, while another uses them as a strong engagement tool.

This inconsistency creates customer apprehension. Shoppers today do their homework; they’re walking in more informed than ever. If they sense hesitation or disorganization from the sales team, trust is broken before the deal even begins.

A structured, step-by-step sales process:

• Improves closing ratios. When every salesperson follows the same playbook, fewer opportunities fall through the cracks.
• Boosts PVR. Consistency ensures that both sales and F&I can position value effectively, leading to higher per-vehicle profitability.
• Raises CSI scores. Customers want to feel guided, not pressured. A clear process reduces stress and improves their experience.

Dealerships that embrace a from appraisal to delivery culture eliminate roadblocks. Salespeople know exactly what to ask, when to ask it, and how to transition each step. The result? More cars sold, smoother handoffs to F&I, and happier customers who come back for service and repeat purchases.

Breaking Down the #1 Sales Process

Let’s walk through Gerry Gould’s system step by step. Each phase is designed to remove friction, build value, and move naturally toward delivery.

Step 1: Conducting Online and In-Person Trade Appraisals

Trade-ins are one of the most sensitive parts of the sales process. Customers want a fair deal, and dealers need to protect gross. Traditionally, many dealerships refused to provide online appraisals without seeing the car in person. But times have changed.

Modern Approach: Today’s customers expect online convenience. Offering an appraisal based on photos, VIN, and descriptions makes the process easier for them and creates early engagement. As Gerry puts it, “Don’t be afraid to give online pricing.”

Pro Tip: Avoid asking about loan payoff too soon. If you lead with “What do you owe?” customers get defensive. Instead, provide a fair market appraisal first. Once they see value, you can transition into payoff discussions without resistance.

Sample Questions for Appraisals:

• Can you provide the VIN and mileage?
• Have you noticed any cosmetic damage (scratches, dents, etc.)?
• What do you like most about your vehicle?
• What’s one thing you’d change about it?

This not only gathers details—it opens up dialogue that can be leveraged later in the sales process.

Step 2: Active Trade Walk and the Sandwich Technique

Once the customer brings their vehicle in, the active trade walk begins. This is more than just inspecting the car—it’s a chance to connect with the customer emotionally.

The Sandwich Technique: Always start with a compliment, address concerns, then close with another positive. For example:

• Positive: “This looks like it’s been really well cared for.”
• Concern: “I do notice some wear on the driver’s seat—normal for the mileage.”
• Positive: “Overall though, it’s a solid vehicle, and we’ll work hard to get you top value.”

This technique reduces defensiveness. Instead of feeling like you’re tearing down their car, the customer feels respected.

Engagement Questions During the Walk:

• Did you buy it new or pre-owned?
• How often do you service it?
• Do you have both sets of keys?
• Has it been garage-kept?
• Did you purchase a service contract or GAP coverage? (This opens the door for potential refunds and builds trust.)

Pro Tip: Make it conversational, not an interrogation. The goal is to gather information while strengthening rapport.

Step 3: Building Value Before Talking Price

Here’s where many deals go wrong: asking “How much do you want to spend?” too early. Customers almost always lowball, setting up awkwardness later when your numbers don’t align.

Why It Fails:

• Customers will lie (even if it’s just by $50–100/month).
• It creates a combative tone instead of collaborative value-building.
• It makes the conversation about price instead of the vehicle.

Better Approach: Focus on value and fit before introducing cost.

• Ask: “What do you like most about your current vehicle?”
• Transition: “If we can find something that gives you the same benefits and solves what you don’t like, would that interest you?”

This way, price becomes part of a bigger story about the car meeting their needs, not just a number.

Step 4: Smooth Transition to Numbers and Figures

One of the most uncomfortable moments in car sales comes when numbers are presented. If the process leading up to this step is rushed or mishandled, customers feel blindsided. The result? Tension, stalled deals, and lost profit.

Why Timing Matters:

• Asking about payments too early creates unrealistic expectations.
• Waiting too long can make the customer feel misled.
• The right balance is presenting figures after needs are established and interest in a vehicle is clear.

Creating a Culture of Transparency
Dealerships that succeed position this as a simple, natural next step. Instead of springing numbers on the customer, salespeople set the stage with a phrase like:

“Now that we’ve found a vehicle that fits your needs, let’s step inside and review the numbers together.”

This small adjustment reframes the conversation. The customer isn’t being “sold to”—they’re being guided through a transparent process.

Avoiding Awkward Payment Discussions
Instead of asking, “How much do you want to spend per month?” try trial closes that test interest in the vehicle:

• “If this vehicle checks all the boxes for you, would you like to see what the payments might look like?”
• “Assuming this works with your budget, is this the type of vehicle you’d be excited to drive home?”

By focusing on value first, you create alignment before talking about affordability.

Step 5: Service Walk and Customer Engagement

The service walk is often overlooked—or handled too early. Gerry Gould’s perspective flips the script: the service walk should happen during F&I while paperwork is finalized.

Why This Works:

• Customers stay engaged instead of sitting idly, waiting for signatures.
• Service departments build relationships from day one.
• It sets up long-term retention by highlighting maintenance programs and first service visits.

Pro Tip: Instead of overwhelming the customer with every feature of the service department, keep it simple. Introduce the service manager, point out where to schedule their first oil change, and explain the ease of future maintenance.

Step 6: Overcoming Hesitations and Handling Objections

Not every “No” is a rejection. Often, it’s hesitation. The difference is critical.

Signs of Hesitation vs. Rejection:

• Hesitation: Customer pauses, asks for more time, or says “I’m not sure.”
• Rejection: Customer says “No, I’m not interested” and disengages completely.

How to Uncover Real Concerns:
Instead of pushing harder, ask discovery questions:

• “What’s holding you back from moving forward today?”
• “Is there something about this vehicle that doesn’t feel right for you?”
• “If we could address that concern, would you be ready to go ahead?”

Framing Objections as Buying Signals
Every hesitation points to interest—otherwise, the customer wouldn’t still be in the conversation. By treating objections as opportunities to clarify, you maintain momentum and keep the door open.

Pro Tip: Use empathy. Acknowledge the concern before redirecting. For example:
“I understand you’re hesitant about the payment. Let’s look at a few different options that might feel more comfortable.”

Step 7: Mastering Trial and Assumptive Closes

Closing doesn’t have to be pushy—it should feel like the natural outcome of a well-run process. That’s where trial and assumptive closes shine.

Trial Closes
These are gentle questions to gauge readiness:

• “If this vehicle fits your needs, would you be open to reviewing the final paperwork?”
• “On a scale of 1–10, how does this car fit what you’re looking for?”

They measure interest without demanding commitment.

Assumptive Closes
These work best once rapport and vehicle interest are established. Instead of asking if the customer wants to buy, you ask logistical questions:

• “How would you like the vehicle titled?”
• “Should I get it detailed now so it’s ready for delivery?”
• “Would you prefer to pick it up this afternoon or tomorrow morning?”

Why They Work:

• They project confidence.
• They help customers visualize ownership.
• They streamline the final step instead of creating unnecessary hesitation.

Caution: Using assumptive closes too early can feel pushy. Timing is everything.

The Payoff

When dealerships embrace this process, the benefits ripple across every department:

• For Sales Consultants: They gain confidence and avoid awkward moments by following a proven script.
• For F&I Managers: Handoffs are smoother, giving them more opportunities to present products without resistance.
• For Dealer Owners/General Managers: Consistency improves closing ratios, CSI scores, and long-term retention.

Case Study: A Midwest auto group that adopted this full appraisal-to-delivery process saw a 17% increase in sales volume and a 12% boost in PVR within three months. More importantly, customer reviews improved because buyers felt the dealership was straightforward and transparent.

FAQs

1. Should salespeople always give online appraisals before seeing the car?

Yes—but with context. An online appraisal engages the customer early, but always verify with an in-person walkaround. Customers value the convenience, and it positions your dealership as modern and customer-friendly.

2. How do you avoid coming off as pushy with assumptive closes?

Use them only after you’ve built rapport and confirmed interest in a vehicle. The assumptive close should feel like a natural next step, not a sales trick.

3. When should payment discussions happen in the sales process?

After you’ve built value. Never start with “What do you want to spend?” Instead, present the vehicle first, then frame affordability in the context of benefits.

4. Who should handle the service walk: sales or F&I?

F&I should. While paperwork is finalized, it keeps the customer engaged and strengthens the relationship with service.

Conclusion

Selling more cars doesn’t require high-pressure tactics or endless discounting. It requires a repeatable, transparent process that guides customers seamlessly from appraisal to delivery.
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.