Use These Sales Techniques To Sell More Cars in 2026

Have you ever watched a coworker close deals with ease and thought, What are they doing differently? They are not using magic words or pushing harder. The real secret is how they present the numbers. The best car salespeople in the country, the top 1%, follow a consistent, professional process. They build trust before price ever comes up, they present numbers clearly and confidently, and they make the customer feel in control while staying in command of the sale.

In today’s world of online shopping and transparent pricing, it is easy for customers to think they have already done all the research. But what they cannot research is you. Your ability to guide them through a clear, confident presentation determines whether they buy from you or walk out to “shop around.” That is why Product Prep’s Gerry Gould, one of the most respected automotive trainers in the nation, teaches a simple but powerful truth:

“If I do more demos, I sell more cars. If I show more cars, I sell more cars.”

In this article, we will break down how to present numbers like a top 1% car salesperson, based on Gerry’s proven process used by dealerships nationwide. You will learn how to lead the conversation, build value, stay calm under pressure, and present payment options that make sense for every type of customer.

Key Takeaways

By the end of this guide, you will know how to:

• Build trust and value before presenting figures

• Present three structured payment options with confidence

• Handle objections without losing control of the sale

• Use transparency to outshine competitors

• Reinforce your dealership’s value proposition with every deal

Let’s start by understanding why your number presentation is the most powerful part of the sales process.

Why Number Presentation Determines Your Closing Ratio

The Problem with Skipping the Process

Too many salespeople skip the most crucial steps in the sale. They greet the customer, talk briefly about needs, and head straight to “working numbers.”
Sound familiar?

When you rush to the pencil, you rob yourself of the opportunity to build value. The customer has not emotionally connected with the car, and without emotion, price becomes the only factor. That is when objections like “I want to shop around” or “Your payment is too high” start flying.

Gerry Gould’s philosophy is simple:

“If I do more demos, I sell more cars. If I walk around more cars, I sell more cars.”

The demo and presentation are not old-school relics; they are trust builders. Customers buy what they understand, and they believe in what they can see, touch, and experience. Skipping that process is like proposing before the first date.

Selling in the Age of the Educated Buyer

Modern customers walk into your showroom with more information than ever. They have checked online pricing, reviewed competitors, and probably read your dealership’s Google reviews before stepping foot inside.

That does not make your job harder; it makes it clearer.
You are not there to prove you are the cheapest. You are there to prove you are the most trustworthy.

Top-performing consultants do not fear transparency; they use it to their advantage. They know how to bridge the gap between digital research and real-world experience by offering clarity, empathy, and professional guidance.

Your number presentation is the point where trust either peaks or breaks. The way you deliver those figures decides if you are a price-taker or a value-maker.

How To Present Numbers Like a Top 1% Car Salesperson

Step 1: Start With the Customer’s “Why”

Every sale begins with understanding what drives your customer.
Why are they here today? What problem are they trying to solve? Are they looking for safety, reliability, comfort, or image?

When you uncover both the what and the why, you move beyond surface-level selling. You start connecting emotionally.

Gerry emphasizes, “Once you learn what they want and why they want it, you can translate that every step of the sale.”

That means:

• Tailoring your demo to highlight the features that matter most

• Framing your number presentation in the context of their motivation

• Linking every cost to the value it delivers

For example, if a customer says, “I need a reliable car for my daughter,” your price presentation should not just list payment options. It should remind them that they are investing in peace of mind and safety.
The top 1% never present numbers out of context. They present solutions tied to the customer’s goals.

Step 2: Deliver a Powerful Vehicle Presentation

The modern car salesperson faces a strange trend: too many people have stopped doing walkarounds. Gerry sees it all the time.

“I just don’t see walkarounds anymore,” he says. “What happened to opening the doors, putting the customer in the driver’s seat, and showing them why this car fits their life?”

Customers do not buy because of discounts; they buy because of experience. The walkaround and demo drive bring emotion into a process that is often too transactional.

Here’s how top salespeople do it:

1. Personalize the presentation. Tie every feature to something you learned during the needs assessment.
   “You mentioned road trips. This trim has adaptive cruise control and lane assist, perfect for highway driving.”

2. Engage the senses. Get the customer in the driver’s seat, turn on the features, and let them feel the car.

3. Transition to the test drive smoothly. “Let’s take it out so you can see how it really feels.”

This is what Gerry calls the “Academy Award Presentation” because you are performing with purpose. You are showing confidence, enthusiasm, and knowledge.

Once customers see and feel value, they are less likely to argue about price later. That is why elite salespeople treat every walkaround like a rehearsal for the close.

Step 3: Present Three Ways to Pay

When it is time to present numbers, most consultants make a critical mistake: they only give one option. That leaves the customer with two choices, yes or no.
Top professionals always present three ways to pay because it gives customers a sense of control while you maintain structure.

Here’s how it works:

1. Option 1: Cash Purchase – Simple and transparent for buyers ready to pay in full.

2. Option 2: Finance – Highlight competitive rates, affordability, and equity growth.

3. Option 3: Lease – Ideal for customers who like new cars more often and want lower monthly payments.

By laying out these choices visually and confidently, you shift from selling to guiding.
Instead of saying, “What payment are you looking for?” you say, “Here are three ways to own this vehicle. Which option fits you best?”

This technique also reduces the back-and-forth with managers. As Gerry puts it:

“We do not want sales consultants coming to the desk saying, ‘My customer wants $300 a month with no money down.’ We want them coming up saying, ‘I just finished the demo, they love the car, and I am ready for figures.’”

You are not begging for a pencil; you are presenting solutions. And that subtle shift in tone changes the entire dynamic.

Step 4: Be Cool and Stay in Your Seat

Here is one of the simplest yet most transformative rules in sales: stay seated.

When customers push back on price, payment, or trade value, most salespeople panic. They stand up, walk away, and say, “Let me check with my manager.”
Every time you do that, you lose control of the sale and the customer’s confidence.

Gerry calls it out directly:

“Be cool. Stay in your seat.”

Remaining calm shows you are in command. It gives customers reassurance that they are dealing with a professional who has seen it all before. The longer you stay in your seat, the more value you build.

Here’s how the top 1% handle objections without leaving:

• Trade objection: “I understand it is lower than you hoped. Let’s look at how we got that figure and how it impacts your overall deal.”

• Payment objection: “Totally fair. Let’s explore what adjustments make this payment comfortable for you.”

• No down payment: “No problem. Here’s how different structures look. You can decide what fits best.”

The key is composure. Confidence keeps customers engaged, while panic sends them running.

Gerry often jokes, “You are wearing out your shoes because you keep walking back to the tower.” Top salespeople wear out pens, not sneakers.

Step 5: Use Transparency as Your Competitive Edge

If there is one word that defines today’s car buyer, it is informed. Customers arrive armed with screenshots, online quotes, and competitor offers. What they are really looking for is not the lowest number but the truth.

Top salespeople know that transparency is not just ethical; it is a selling tool. When you clearly explain how your pricing works, you remove doubt, build credibility, and differentiate yourself from dealerships that play games with fine print.

Gerry illustrates this perfectly with what he calls the “Dalmatian rebate” story.
He recalls a dealership that advertised huge discounts online until you read the fine print. To qualify, the buyer had to meet a list of nearly impossible criteria: active military, college grad, and yes, own a Dalmatian.

So when customers walked in saying, “Your competitor is offering $1,000 off while you are only offering $500,” the solution was not to match it. It was to show the truth.

He would say:

“Let’s check their website together. You see this small print? You would need a Dalmatian to qualify for that price. Our pricing is straightforward. You get exactly what we advertise.”

That is transparency in action. It does not just defend your price; it reinforces your integrity.
Customers leave that conversation thinking, This person is honest. And honesty sells cars.

Never fear comparison. Use it to highlight your professionalism. People buy from those they trust, not those who trick.

Step 6: Reinforce Your Dealership’s Value Proposition

Every dealership has something unique that sets it apart. It might be lifetime powertrain coverage, free maintenance, or a special local guarantee.
Whatever yours is, make it part of your number presentation.

Gerry highlights one of his favorite examples: “The Washington Auto Mall Difference.”
This dealership promises every buyer six months of coverage at no additional cost. It is not a sales gimmick; it is a symbol of trust and care.

During training, Gerry often asks salespeople how they explain this difference. Some mistakenly say, “It is something we offer our customers.”
But that phrasing implies it is optional, or worse, that the customer pays for it.

Instead, the right approach is to make it sound like what it truly is: a distinguishing benefit.

“This coverage is included for every customer who buys here. It is part of the Washington Auto Mall Difference.”

That one sentence shifts perception from selling to serving.
When you reinforce your dealership’s core values such as transparency, honesty, and community focus, you are not just closing a sale. You are earning a lifetime customer.

Gerry sums it up well:

“Every principle I share is rooted in integrity, transparency, and ethical practice. That is how you sell more cars and sleep better at night.”

Common Mistakes That Kill Your Number Presentation

Even the most experienced salespeople slip into bad habits. Let’s call them out and fix them:

1. Skipping the Demo or Walkaround
   Customers buy emotion before logic. Skipping this step makes the car just another commodity.

2. Quoting Payments Too Early
   Leading with numbers before value turns every deal into a race to the bottom. Build excitement first.

3. Letting the Customer Lead the Process
   You are the professional. When you let the buyer dictate the structure, you lose control and credibility.

4. Failing to Reinforce Dealership Values
   Every presentation is a chance to promote your store’s reputation. Do not waste it by focusing solely on price.

5. Leaving Your Seat During Objections
   Every trip to the desk is a loss of momentum. Stay calm, stay seated, and solve the problem with the customer.

By avoiding these pitfalls, you instantly elevate yourself from average to elite.

Real-World Example: The “Blue Highlander” Appointment

Imagine this:
You have an online lead named Andrew who booked an appointment for 11:30 a.m. to look at a blue Toyota Highlander. You confirm over the phone and say,

“I’ll be waiting for you at 11:30. What will you be driving in?”
“A silver Camry.”
“Perfect, I’ll see you then.”

Now it is 11:30. The blue Highlander rolls in, and a silver Camry pulls up next to it. You walk right out, smile, and say,

“Andrew? I’m [Your Name]. Thanks for coming in. I’ve got your Highlander ready. Come on inside, let’s talk.”

In that one moment, you have done several things right:

• You recognized the customer before they introduced themselves.

• You made them feel expected, not processed.

• You showed preparation and professionalism.

That is what separates the top 1% from everyone else. You have built confidence before the first word about price is spoken.

Preparation like this sets the tone for a seamless, trust-based conversation that makes the number presentation natural, not confrontational.

How Product Prep Helps Sales Professionals Master This Skill

Training at Product Prep goes far beyond theory. It is hands-on, live, and grounded in the real challenges salespeople face on the showroom floor. Gerry Gould and the Product Prep team have spent decades refining what works.

Here’s how Product Prep develops elite performers:

Live Training with Gerry Gould

Product Prep Live sessions give you direct access to one of the most respected sales trainers in the industry.
Gerry does not just tell you what to do. He shows you how to do it.
Through live demonstrations, interactive Q&A, and realistic role-playing, he teaches consultants how to:

• Master the vehicle presentation and demo drive

• Handle objections with confidence and composure

• Present three payment options with authority

• Reinforce dealership integrity in every deal

It is the kind of high-impact coaching that turns average sellers into top closers.

On-the-Floor Implementation Workshops

After learning the process, the real test begins: putting it into action on the floor. Product Prep works directly with dealerships to ensure these techniques stick.

Through personalized workshops, teams practice:

• Greeting and rapport-building

• Demo transitions

• Payment presentations

• Real-time objection handling

This is where the transformation happens. Salespeople stop guessing and start executing.

Continuous Coaching and Certification

The learning does not end after one session. Product Prep provides continuous support, progress tracking, and certification for individuals and teams.

This accountability ensures lasting results. Sales managers can monitor growth, identify strengths, and target areas for improvement so the team keeps getting better month after month.

Why Product Prep Stands Out

While many training programs rely on pre-recorded videos or generic scripts, Product Prep thrives on customization.
Every dealership, every salesperson, and every market is different. Product Prep training adapts to your reality, your process, your inventory, and your customers.

That is what makes the difference between learning and changing.

Dealerships that have adopted Product Prep methods report:

• Higher closing ratios

• Stronger customer satisfaction scores

• Lower turnover

• More consistent processes across the sales team

It is not theory. It is measurable improvement.

FAQs

1. How do I know if my number presentation needs improvement?

If customers frequently say “I need to think about it” or “I’ll shop around,” it is a sign your presentation is not building enough value. Track how often objections occur after you present figures. If it is frequent, your setup process needs work.

2. What should I do when a customer fixates on price?

Shift focus back to value. Revisit the vehicle’s key benefits tied to their personal needs. When customers see worth, price becomes relative.

3. How can I build confidence when presenting numbers?

Confidence comes from preparation. Practice your delivery daily. Know your dealership’s programs, financing options, and incentives so you can present clearly and calmly.

4. Should I ever match a competitor’s price?

Only when it makes sense for the deal. Do not race to the bottom. Highlight what your dealership provides that others do not such as service, transparency, and trust.

5. How can new salespeople learn to handle objections smoothly?

Start by mastering a few key responses and role-playing them until they feel natural. Product Prep Live sessions are designed to build these reflexes through practice.

Conclusion

Presenting numbers like a top 1% car salesperson is not about pressure. It is about process. It is about leading the customer through a confident, transparent journey where they feel understood, respected, and in control. The top performers in this industry do not rush, panic, or play games. They follow a structured system that builds trust and delivers results. When you understand the customer’s why, deliver a powerful presentation, offer clear payment options, and stay calm through objections, you stop “selling” and start closing.

As Gerry Gould puts it:

“When you sell with integrity, confidence, and consistency, you sell more cars, you make more money, and you build customers for life.”

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.