Mastering the Art of Presenting Numbers and Closing Car Sales

When it comes to car sales, one of the most critical moments is presenting the numbers and closing the deal. This is where the rubber meets the road, and it’s also where the salesperson's confidence and preparation can make or break the sale. In this latest installment of our Sales Training Series, Chris Cunningham from SalesLeader and IntelaTek dives deep into the process of presenting numbers and mastering the art of closing in the dealership setting.

Breaking Down the Payment Worksheet

Chris walks through what’s commonly known as the "pencil" or payment worksheet in dealerships. It starts with the vehicle’s price at the top, followed by dealer discounts and manufacturer rebates. The worksheet also presents a grid of payment options, with various terms and down payment scenarios, offering a range of monthly payments.

He emphasizes the importance of showing a dealer discount upfront, addressing one of the most common customer expectations. By presenting this discount from the start, you’re already tackling one potential objection before it even comes up.

The Importance of Confidence in Presentation

As Chris explains, it’s all about the approach. When presenting numbers, the key is to keep the customer engaged and direct their attention to the most important parts of the worksheet. From pointing out the market value and dealer discounts to explaining payment terms and down payment options, you’ll need to guide them with a sense of authority and ease.

Handling Objections and Closing the Deal

Not every customer is going to accept the first set of numbers you present, but how you handle their objections can make a world of difference. Chris suggests never asking questions that invite unreasonable answers, like “How much are you looking to pay per month, or How much were you expecting for your trade?” Instead, isolate the objection and ask questions like “What were you thinking?”

“If we could, ________, would you be ready to take the vehicle home today?” to get a commitment, and then "And if you had to..." to test their limits.

The Role of Confidence and Timing in Closing

As Chris notes, the salesperson’s confidence is often the deciding factor in whether a customer agrees to the deal or not. A well-prepared, confident approach can result in many customers agreeing to the first numbers you present. However, for those who need more persuasion, Chris provides scripts and strategies to handle objections and even "stalling" tactics like “I need to think about it.”

Conclusion: Be Prepared to Close

In the car sales world, preparation and confidence are your greatest assets. Whether you’re dealing with a customer’s concerns about pricing, payments, or trade-in values, knowing how to present the numbers and handle objections is crucial.

For more insights and techniques on closing deals, be sure to watch Chris’s video and stay tuned for more episodes in the Sales Training Series.