Only Fight Battles You Know You Can Win
by Tom Stokes, author of Playbook for Success in the Car Business
You know, when I was selling, I learned something really important: the days when I focused just on making money were okay—but the days when I focused on helping customers find real buying solutions were always better. They were more rewarding, more fulfilling, and believe it or not, those were the days when I made the most gross. It wasn’t just about closing deals; it was about making the right deal.
Now, I’m not saying you need to become a full-on customer advocate. But if you focus on solutions instead of getting caught up in the problems, you’ll feel better about what you’re doing. And guess what? Your sales will naturally follow.
Only fight battles you know you can win.Customers upside down on their trade? No problem! Credit’s just okay? No problem! Payments too high? Still, no problem! When you’re solution-oriented, you’re not just selling a car—you’re helping someone find what works for them. That’s how you’ll win, and that’s how we’ll win together.
And here’s a line I used all the time that will separate you from other salespeople your customers have encountered. You think they’re only talking to you? No way! There are probably 20 different dealers within a 45-minute radius of where they’re sitting. But here’s your advantage: they’re sitting here, with you, at the best dealership around.
When you deliver this, make sure it’s with calm confidence—from a place of strength:
'Mr. Customer, you are not going to find anyone who’s going to work harder than me to help you get into the car of your dreams today!'
You can even take it further:
'Mr. Customer, I know some dealers out there use high-pressure tactics to push something you don’t want. We don’t do that here. At our dealership, we say YES YES YES to what’s right for you!'
May the Gross be with You!
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