Are car salesmen are born or bred? It could be said they are a breed apart, but I honestly feel that anyone who is blessed with confidence and determination can succeed. Although I'm a chef now, I did enjoy 26 years selling cars, both new and second hand.

The art of selling is best described as PERSUADING the client in favour of your product or service by DEMONSTRATING that the BENEFITS you offer far outweigh those of your competitor. The key words are highlighted.

The biggest mistake you can make when starting your sales pitch is to launch into loads of facts and figures that are of no interest to your prospective purchaser. For instance, a young mother with two small children is not interested in how long it takes to accelerate from naught to sixty mph. No, she wants to know about things like stowage space and safety features.

On the other hand a bank robber has to know how quickly he can leave the scene of his crime.

I've seen it time and time again. The keen young salesman throws information at the client in bucket loads, very little of which is in the least bit relevant, and the only response he gets is a yawn.

Often just focusing on one relevant benefit can swing a sale in your favour.

Demonstrating the car to its best advantage is also key. Don't just stand back and let the customers wander round kicking the tyres. Walk them around at a slow and measured pace picking out only the things that are best suited to their needs.

You should of course sell benefits not features. A list of features are un-interesting. Pointing out the benefits - what this and that will do for them - is going to keep their or her attention and make them form a considered opinion on the cars suitability for their needs.

Alternatives. Now this is another way to move the sale along in your direction. Don't ask what colour car they want. You say 'There's a blue one or would you prefer red?' This has to result in a decision on one item at least. 'Do you want finance over three years or two?' Another decision. In no time at all the customer will decided on so many things that they have all but signed up.

Speaking of finance, don't forget that there is often more money to be made from the payment plan than from the car itself. Often people will march in and say 'How much for cash?' under the mistaken impression that they'll get a better deal. Wrong. Cash customers are your least profitable customers.

And finally, in for the sale. The big close! Discuss your proposition. Try only to ask questions that will get you a 'yes' in reply. It puts the client in a positive frame of mind. And don't press on if the car is totally wrong for them. If you sell them a car unsuited to their needs it'll only catch up with you a short while later.

The final technique is the most difficult for the inexperienced salesman to employ. SILENCE. The single most effective tool in the salesman's kit! Present your case then sit back and say nothing. The first to speak is often the loser! It puts the customer on the spot. It feels like an eternity but just shut up and wait. There is nothing underhand or sly in this technique. If you really believe your car is the right one for them, and you have laid out your pitch in a professional manner, they'll shake your hand before you utter another word!

Believe me. I'm a car salesman!

Learn more about this author, Keith Hillman.
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