Strong As A Bull

STRONG AS A BULL
Automobile Sales Scripts

That Will Work
Basic Greetings
1. Hi, welcome to Riverside Ford. Thank you for stopping in. My name is
__________. What type of vehicle can I show you and get you information on today?
2. Welcome to Riverside Ford. My name is ________ and my job is to help you find a
vehicle you like that will meet your needs and fit within your budget. Is this your
first time visiting our dealership?
3. I want to welcome you to Riverside Ford my name is ________. Is this your first
time visiting our dealership?
4. Welcome to Riverside Ford. My name is __________. Im here to answer all your
questions and provide you with the information youre looking for. Is this your first
time visiting our dealership?
5. Welcome to Riverside Ford. My job is to answer your questions and provide you
with all the information that you need to make the best decision. Are you here for our
huge summer blowout sales event?
6. Welcome to Riverside Ford. My name is _______ and Im here to help you find the
vehicle you want and to help make it affordable for you to own. Are you here for our
huge inventory reduction sale?
7. Welcome to Riverside Ford. My name is __________ and Im here to give you all
the information youre looking for. What vehicle do you want figures on and how do
you want it equipped?
8. Welcome to Riverside Ford. My name is __________. Would you like me to get the
keys for that vehicle?
9. Welcome to Riverside Ford. Five time winner of the prestigious Ford motor
company Presidents Award. We won those awards by making car and truck buying
enjoyable and affordable for people just like you. Are you here because of our big
used car sale?
Write your own greetings or rewrite the scripts you like the most from above into
your own words.
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Im just looking. / I'm not buying today.

1. Thanks for coming to Riverside Ford to look around. We will give you all the
necessary information for making an intelligent decision. Did you want to look at
cars, trucks or both?
2. Great! Youll be happy to know we have an excellent number of vehicles for you to
look at. Will you be looking for a car or a truck for your next vehicle?
3. At Riverside Ford, we know that every vehicle weve ever sold was to someone just
like you, someone who started out in the same stage of buying you find yourself in
right now. Just because youre only looking around today doesnt mean that we dont
want to help you while youre here. So do you want to look at cars, trucks, or SUVs
today?
4. Great! Looking is the first step towards owning. Let'
s look together. By the way,
what kind of vehicle are you driving now?
5. No problem. At Riverside Ford, we know that looking is an important part of the car
buying process. At this dealership, you do not have to buy a vehicle to get our help.
By the way, what kind of vehicle do you drive now?
6. Thanks for choosing Riverside Ford to look at vehicles. Allow me to guide you
through our inventory and give you all the information you will need for making a
good decision. So tell me, what kind of vehicle are you driving now?
7. You'
re just looking? We might be related because I'
m goofy looking! Is this your
first time visiting Riverside Ford? By the way, what kind of vehicle are you currently
driving?
8. That'
s why I'
m here. The beginning stages of automobile shopping can get pretty
confusing. Allow me to be a resource of information for you by letting you pick my
brain while I show you around the lot. By the way, is this your first time visiting
Riverside Ford?
9. Sir, would it be fair to say that youre looking for a good deal on the right vehicle
without a salesperson pressuring you? I'
ll be glad to help you get the information you
want and guide you through our maze of vehicles without any pressure at all. Oh, I
almost forgot to ask, is this your first time visiting Riverside Ford?
10. No problem. Sounds like you want to just look at some vehicles and get information
without having a salesperson pressuring you to buy right away. I'
ll be glad to help
you get the information you want and guide you through our maze of vehicles without
any pressure at all. Oh, I almost forgot to ask, is this your first time visiting Riverside
Ford?
11. No problem. Here at Riverside Ford we understand that every car we ever sold was
to someone just like you, who started out in the same stage of buying that you find
yourself in right now. Therefore, you don'
t have to buy today to get my help. That
reminds me, did you want to look at a crew cab or another super cab like your old
one?
12. No problem. Most people don'
t. First, they check out the different vehicles, find the
one they like and look at some figures. Then they come back here the next day to
take delivery. Let me answer your questions and show you where all the different
vehicles are located. By the way, what kind of vehicle do you drive now?
13. Buying today? Slow down Sir. I just met you a few seconds ago. Please dont start
pressuring me to sell you a car this soon. I like to take my time. Lets start out
slowly by just answering each others questions and getting to know one another
better. As we become friends, we can also figure out which car or truck will be the
best one for your needs. Fair enough? Start by telling me about the car you are
driving now.
Write your own scripts for the section above or rewrite the ones from above that
you like the most and put them into your own words.
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I don't need a salesperson.

1. Great! Today is your lucky day because I can assure you that I am not a salesperson.
My manager reminds me of that fact just about every single day. (After they stop
laughing) By the way, is this your first time visiting Riverside Ford? What type of
vehicle do you drive now?
2. I know I am not your cook or waiter, but I am here to serve you. So, may I? By the
way, is this your first time visiting Riverside Ford?
3. Sir, what do you do for a living? What are you expected to do at your job? In my
job, I must treat each customer coming onto the lot with respect and make his or her
shopping experience at Riverside Ford a pleasant and productive one. Please allow
me to do my job and help you. By the way, is this your first time visiting Riverside
Ford?
Write your own scripts for customers that dont need a salesperson or put the
scripts from above into your own words.
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I don't have a lot of time.

1. No problem. Allow me to help you make the best use of your time. What type of
vehicle can I get information on for you?
2. No problem. Allow me to help you make the best use of your time. What are you
hoping to accomplish today?
3. How much time do we have? That'
s plenty of time to get all the info you need for
making an intelligent decision. What are you hoping to accomplish today?
4. Not a problem. I will tell you what. I will help you get answers for your questions
and you just tell me when our time is up. Fair enough?
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Im not buying today. This is the only dealership I've been to.
(Prospect has not selected a vehicle yet.)
1. Let'
s see if we can make it the last place too. Are you interested in looking at cars,
trucks, SUVs, or all three of them today?
2. I already know you'
re a smart person because you came to Riverside Ford first. Will
you be looking to replace that F-150 you drove here in?
3. Great! Thank you for choosing Riverside Ford first. I will make sure that you dont
have to settle for your second choice. What kind of vehicle can I give you
information on today?
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Profile Building Questions

1. What is your present vehicle?
2. Are you considering going bigger or smaller than your present vehicle? Why?
3. What do you like most about your current vehicle? Why?
4. What do you like least about your current vehicle? Why?
5. Will you be keeping it or selling it? Why?
6. Why are you considering replacing it at this time?
7. What have you done to enhance the value of it?
8. Did you buy it new or used? Why?
9. How long have you had it?
10. What price vehicle was it when you bought it?
11. Are you considering the same price range at this time or more?
12. How much is your current payment?
13. (If paid off)What were your payments?
14. How did you get them so low?
15. When is your next payment due?
16. How much will that payment be?
17. How did you get your payments so low?
18. Will you use the same amount this time, or a little bit more?
19. About the paymentshow much more will you be spending on the new vehicle?
20. Why are you considering the purchase of a vehicle at this time?
21. What is your biggest motivation for replacing your current vehicle?
22. Whats the biggest change in your automotive needs since your last purchase?
23. Will this vehicle be used for work or pleasure?

24. Do you work for yourself or someone else?
25. Who for?
26. How do you like working there?
27. What do you do for them?
28. How do you like that type of work?
29. Where will most of the driving take place (highway or city)?
30. How many miles do you drive a year?
31. How many miles are on the car you will be replacing?
32. Do you have any warranty left on your present vehicles?
33. Who will the primary and secondary drivers of the new vehicle?
34. What are the other vehicles you presently have?
35. Would you consider selling any of the other vehicles?
36. Do you live in this area?
37. Have you had any major changes that would affect the type of vehicle you buy this
time vs. last time?
38. How did you here about our dealership?
39. Other than money, what was the first thing that made you want to buy this vehicle?
40. How has your shopping experience been at other dealerships?
41. Do you have children?
42. How many children do you have?
43. What are the main things you are trying to accomplish today and how can I help you
accomplish them?
44. Are there any special concerns when buying a vehicle that you may have that I can
help you with?
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45. How often do you trade?

46. Why are you looking/considering transportation at this time?
47. What is the most important consideration of your next vehicle?
48. What is the second most important consideration?
49. What has changed for you since your last purchase?
50. What benefits do you hope to get from your next vehicle?
Think of some more profile building questions and write them below.
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Handling Reflex Objections

Dont let yourself become discouraged when you feel that a prospect is trying to brush
you off. Brush offs are usually nothing more than reflex objections.
When someone says "Thank you," what do you say in return? "You'
re welcome." If you
sneezed and someone said, "Bless you," what would you say in return? "Thank you." If
you ask a prospect "Can I help you?" a common response will be, "No I'
m just looking."
Thats a reflex objection. Even if they want some help, they may still respond, "No, I'
m
just looking.
When customers ask about best price, monthly payments, trade values or interest rates
before they even choose the vehicle they want to own, those too are reflex objections.
While you shouldnt ignore reflex objections, you also shouldnt allow them to roadblock
the selling process. Its best to handle reflex objections by speaking in a customer
friendly language that shows you are listening to them and then bridge the conversation
back on track with a control question.
Example scenario;
Prospect- Tell me the lowest payments you can get me on an F-150?
SP- Ill be happy to get that information for you. (Customer friendly language)
SP- The lowest payment will depend on several different factors like down payment,
credit history and some other things like how the truck is equipped.
(Provide an answer that shows you are listening)
SP- That reminds me, (bridge)
SP- do you want a long bed or a short bed? (Control question)
Examples of customer friendly language:
No problem.....
I understand....
Allow me....
I'
m confident....
Be happy to....
In addition to....
Wouldn'
t expect you....
Easiest part of my job....
Would you consider....
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I agree.
I invite you
I appreciate
Let'
s try
I assure you
Follow me
My pleasure
What I'
d like to do
Fair enough?
Examples of Bridges followed by Control Questions:

By the way, what kind of vehicle are you driving now?
I forgot to ask, are you interested in getting a car or do you want to get a truck this time?
Let me ask you this, which one of you will be driving the car most of the time?
By the way, what kind of features are you looking for in your new vehicle?
That reminds me, what do you like most about the car that you are driving now?
Since were on the topic, what do like the most about your present vehicle?
Write some of your own Bridges with Control Questions below.
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Reflex Objections
How much is it?
1. Just under 33, but for just a minute, let us pretend the price was not important. What
kind of features are you looking for in your new vehicle? In fact, what do like most
about the car that you are driving now?
2. Right around 32, but before you worry about that, let'
s make sure that it has all of the
equipment that you want to have in your next vehicle. By the way, which one of you
will be driving the car most of the time?
3. My job is two foldFind you the right vehicle and provide you with figures you can
agree to. The figures are the easiest part of my job.
How much discount can I get?
1. I want to share with you that Riverside Ford will not allow price, payments, or what
we pay for your vehicle to get in the way of us doing business.
2. If I wasnt able to get the price right, I wouldnt expect you to buy here. Do you own
a Ford now?
3. I actually do not know. It'
s hard enough keeping up with the 300 cars we have in
inventory and where theyre all parked, much less trying to worry about how much
they will discount each one of them. Let'
s find the one that you like the best and then
we'
ll ask my manager about the figures. By the way, were you interested in getting a
crew cab or a super cab?
4. They normally don'
t discount this model. However, since I have been wrong in the
past, let'
s make sure that you like it and then well go inside and get the answer to
your question. By the way, what kind of vehicle do you have now?
5. I'
m not exactly sure but numbers are easiest part of my job. We adjust numbers all
day long. What we can'
t adjust, is your taste in vehicles. First let'
s find the right car
for you then I'
ll show you just how easy it is to do business at Riverside Ford. Now,
did you want two wheel drive or four-wheel-drive?
6. Sounds like you'
re ready to do business! Come on inside with your checkbook and
I'
ll have you in and out of here in this car in about 20 minutes! (Then turn and walk
towards the showroom.) If the customer balks, we say; youre right. I'
m getting
ahead of myself aren'
t I? Did you want a two-door or a four-door?
7. Exact discount amounts are changing all the time. Once we find your next car, we'
ll
then be able to find out how much discount we can get at this time. It'
s an easy
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process. By the way, what kind of equipment do you want to have on your next
vehicle?
Give me your best price.
1. The best price is determined by the availability at the time we decide to do business.
First let'
s find the truck thats best for you, then we'
ll work out the very best figures
we can. Did you say you wanted a light color or a dark color?
2. There'
s two parts to my job, the outside and inside part. The outside part is where I
help you find the best vehicle for you. The inside part is where I help you and the
manager agree on figures. I'
m good at both parts of my job. Help me do the first part
by choosing a vehicle and then I'
ll show you how good I am at doing the second part.
Fair enough? That reminds me, which one of you is the lucky one that will be driving
the car.
3. Would you pay the perfect price for a vehicle you didn'
t even like? Then let'
s find the
perfect car for you first, and then we'
ll work out the perfect price. Fair enough?
What's my trade worth?
1. If I tell you a number, I would only be guessing. We have a full-time buyer on duty
who determines how much used vehicles are worth. We'
ll get with him in a few
moments, but first, tell me if you want a two-wheel drive or a four-wheel-drive?
2. Beats me, we'
ll have the manager take a look at your vehicle in a minute. By the
way, did you want another three quarter ton or did you want to go with 1 ton this
time?
3. I understand that trade-in value is important to you. We would never expect you to
do business here if we didn'
t give you what you wanted for your vehicle. Let'
s find a
vehicle that'
s right for you and then my used-car manager will appraise your vehicle
and well go from there. Fair enough? Did you want another white vehicle or were
you thinking of a different color this time?
Whats the best interest rate?
1. That would depend on several different factors, one of which is the specific vehicle
you are buying. Let'
s find the car that does the best job of meeting your needs and
then we can find the information you want. Are you looking for a regular or super
cab?
2. As low as 0% on some models, by the way, which one of you will be the primary
driver of the new vehicle?
3. The very best rate you can qualify for, of course.
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4. That depends on several different factors. We have over a hundred different lenders
available to us and if you find an interest rate that we were unable to meet or beat, we
wouldnt expect you to use our lender. First, we should find the vehicle that is best
for you. Afterward we will find out what our best rate will be, fair enough?
Write your own responses or reword your favorite scripts from above for handling
reflex objections. Write down the objection that pertains to your hand written
response.
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17
Test Driving Objections

I dont want/I dont need to drive it
1. Thats ok, Ill drive it.
2. You wouldnt pay $100 for a pair shoe without trying them on first would you? Let
us not make the same mistake with a $30,000 car.
3. Do you like spending time with salespeople? Neither do I. Please lets just take this
for a quick spin so I can get a little time away from these guys.
4. You know, Mr. Customer, there are only two things that are free at any dealership and
one of them is the first ride in your new car. In addition, when we get back, I will
bring you the other free thing. Do you like yours black or with cream and sugar?
5. There are several critical contact points in making your decision. One of them is
where the rubber meets the road. Another is where the seat meets your backside.
Lets make sure you get a chance to experience both, shall we?
6. Look, this thing has ________ miles on it. Lets make sure no ones hit a curb with
it.
7. Have you ever baked anything before? Then you know theres a recipe that needs to
be followed for the dish to come out right, right? We can experiment with the minor
ingredients, and have fun with baking, but if any of the main ingredients are missing,
the recipe will not come out right, right? Well, there is a definite recipe to making an
intelligent car buying decision, and the demo rideis one of the main ingredients. So
lets make sure this recipe comes out right, shall we?
8. Maam I wouldnt ask you to buy a car you havent driven
9. Have you ever seen a movie twice? Did you see things different the second time?
Lets drive it a second time just in case.
10. A car, just like a wedding ring, is a major purchase. Unlike a wedding ring, however,
a car cannot be resized. Lets make sure this one fits just right, shall we?
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Trial Closes
Get in your new car
What do you like most about your new car?
How do your seats feel?
Adjust the mirrors on your new car?
Dont you love how the seats feel in your new car?
How do you like the sound of your stereo?
Open the door on your new car
Look at the quality of the paintjob on your new car
Smell the success in your new car
How does your new car feel to you?
Pull your vehicle into the sold lane.
Will there be any additional accessories you want on your truck before we come to an
agreement on the figures?
Write some Trial Closes that you dont see above.
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Closing by Assumption
Automobile shoppers are not shy people when it comes to telling you that they are not
ready to purchase. Assume that every prospect you meet is here to purchase a vehicle
while they are here. If they never mention that they are not ready to buy and you never
ask them if they are here to buy, you should go through the steps and make a sale. It may
sound too simple, but you will be surprised how many customers will go with the flow
and leave in a new vehicle. If you do every step properly and build value in yourself as a
professional, the dealership as a great place to do business, and the vehicle as a great
solution for their automotive needs, closing the deal becomes a part of the natural
progression of events instead of a difficult step in a selling process.
1. ASSUMPTIVE CLOSE
Before you take your new truck home, Im going to make sure it is cleaned up for you
with a full tank of gas and I will also review all of the features with you one more time so
you are completely familiar with your new vehicle. For now, I need to know if you want
to register the vehicle in yours, your wifes name or both.
Assumes ownership
2. ASSUMPTIVE EXTRA OPTIONS CLOSE
Are there any options that you want added to your new F-250 before I have it cleaned up
for you?
Assumes ownership and creates an opportunity to sell additional options.
3. ASSUMPTIVE TITLE/REGISTRATION CLOSE
Whose name will the vehicle be registered in, yours, your wifes name or both?
Probably the most powerful close of all, use on every deal.
4. ASSUMPTIVE INSURANCE CLOSE
Who will you be insuring your new vehicle with? Let me see your insurance card so I
can call and get your coverage transferred. This way youre covered when you leave
here.
This is done before you get involved with any numbers
Be careful when using this so it doesnt create an objection about having to check on
rates.
5. ASSUMPTIVE NO FURTHER QUESTIONS CLOSE
If you dont have any other questions about the vehicle, Ill get it cleaned up for you and
we can get started on the paperwork.
Often used as a shortcut to negotiating
6. ASSUMPTIVE MOMENTUM CLOSE
This is how the numbers breakdown (disclose figures). I need your approval here, here,
and here.
Shut up and hand the pen to the buyer
Confident, in control, professional, look buyer in the eyes
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Prospects objections to looking at or discussing figures.

Im not ready to buy. This is the only vehicle Ive looked at so far.
(Prospect has not looked at any figures yet.)
I understand. Follow me so I can show you what the figures will look like on this vehicle
if you decide you like it best out of the vehicles you compare.
No problem. We wouldnt expect you to buy until you know that this is the right vehicle
for you. Do you still want to look at other makes and models? (Yes.) Did you like the
way our vehicle drove? (Yes.) Follow me and Ill give you some information that will
help you shop a little smarter and save you the time of making any extra trips.
I completely understand. Allow me to give you some information that will help you
make a well educated decision.
No problem, now that you like how it drives, let me show you how it fits into your
budget. Then you will have all of the information you need for making the best decision.
I dont have my trade-in here.
Thats OK, we dont need it here. Our used car manager will give us a blind vehicle
appraisal. He will ask a few questions about your vehicle and commit to a value he is
willing to place on the vehicle.
I want to check my credit union and see what kind of interest rates they can get for
me.
I understand. My finance manager has access to the current interest rates of just about
every credit union in the country. There are many instances when we can offer interest
rates that are lower than those offered by the credit unions. We are even directly linked
to most credit unions so our customers wont have to make an extra trip to do paperwork
at their credit union after they leave here. Follow me and well find out if your credit
union is a part of the network.
Sometimes my manager will let people buy the vehicle and give them a few days to get
approval from their own financing source and bring in a check. Besides, if you can get a
loan for a lower interest rate than we can offer to you, we wouldnt expect you to use our
lender. Follow me and we can find out what rates your lender is offering.
You dont have the color/model that I want.
Unless its plaid or polkadot, we can usually have the vehicle here within 72 hours.
Locate the one in inventory that is the closest match to what the prospect wants
and use it to work on your foursquare.
Do not try locating the exact vehicle until the figures have been worked out.
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Write your own scripts for the last section or rewrite the ones from above that you
like the most and put them into your own words.
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Closes for Last Minute Objections

I need time to think about it
1. Why?
2. Where I come from, that means someone just wants to make their decision without
some salesperson hanging all over them. Ill just excuse myself for a few minutes
and you folks go ahead and discuss this alone. If you have any remaining questions, I
will be glad to answer them for you. That way when you make your decision to own
this car, you will feel totally comfortable.
3. No matter how long anyone takes to think about it, it always comes down to the same
three things and we call them the three Ms. The first M is the Machine. Is it the right
color? Does it have the right equipment? Is it missing anything? The second M
stands for Man. Is there a question about my service or integrity? About how Ive
treated you? About anything that has to do with our dealership or me? Then Mr.
Customer, it has to be the last M, which is the Money. Which one are you most
uneasy about?
4. Thats fine Mr. Customer; obviously, you would not spend time thinking this over if
you were not serious about owning the vehicle. You would not be telling me this just
to get rid of me would you? Then I know you are going to give this careful
consideration, right? Listen, just to clarify my thinking, exactly what is it you have to
think over?
-This close brings hidden objections up to the surface.
5. Thats great! Lets think it over together. Two head are better than one, right?
6. Good! Think about it some more, and remember that they can only honor these
figures for a certain amount of time. Ill be back in a few minutes.
7. Okay, thats why Im here! I will help answer any further questions you may have
while you think. Whats the first one?
8. Please do not think yourself out of a car that you really want to own! I can see how
excited you are and that excitement is really a necessary element of making a great
decision. Lets finish it now so you can start showing off your new Ford. Will that
be a personal check or a company checks?
9. Sometimes when customers say things like that, it means that I have not done my job
properly. Tell me what you need to know in order to feel comfortable about owning
this car.
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10. You said you already spent several weeks shopping and deciding on color and
equipment, not to mention picking out the right car. We have worked hard to get this
to fit into the budget you worked out too. The uncertainty you feel right now is
natural. It is natures way of telling us that we are making a change in our lives, that
is all. The sooner you make the decisionthe sooner you can put this shopping chore
behind you and start to enjoy your new car! Lets wrap this up now and while theyre
finishing the agreement, let me get you something to drink. Do you want coffee or
something cold to drink?
Write some more scripts for overcoming this objection.
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I can get a better deal somewhere else

1. Im sure theres someone out there who would cut their price below ours by a dollar
or two. The true test of a good deal, however, is time. You wont be sure you got the
best deal until long after the price is forgotten. I feel that we have the best dealership,
the best product, and the best people anywhere. Ford Motor Company feels the same
way. You can see proof of that by looking at the five Presidents Awards weve won.
That is Fords most prestigious award and they do not give it to every dealership.
Price is important of course but theres a lot more that goes into a good deal other
than price. Youll get the best of everything right here. Now did you want it
registered in your name or the business name?
2. Mark, you understand advertising dont you? I dont doubt that you have seen a
stripped down version of this vehicle with a special advertised price in the paper
somewhere. It probably wont be in the color you want and it certainly wont have
the equipment that this one has. The equipment you said is so important to you is not
included on the advertised car. Another thing to remember is that these advertised
vehicles sell a lot faster than most people are willing to move. Chances are that it will
be gone long before you could get there. Here we already have the specific vehicle
that meets all of your wants and needs. Lets work on getting this one as close as we
can to the budget you have in mind so that you can end the chore of buying a car and
move on to your next project.
3. Great! Just give me the signed purchases order you got from them and Ill show it to
the manager. If it is legit, well work on getting it as close as we can.
4. Mr. Customer, youve bought cars before and I think youre intelligent enough to
know that no businessman would discount his hottest product that much. Its a shame
that there are still people in my business that would send good folks like you on a
wild goose chase with totally unrealistic figures just to come back and hear they had
made a mistake or it didnt include all the equipment you really wanted or some other
BS. Fortunately, that practice is becoming less common. Im sorry you folks had to
be treated that way. Maybe we can get the manager to be a little more flexible. Lets
see if hell throw-in a nice Ford key chain, Ford cap or an oil change, which would
you prefer?
5. When a new automobile dealership opens, they have to choose between two ways that
they will deal with their customers. Will they do everything possible to satisfy their
customers? Or, will they do as little as they can get away with? Once they make that
decision, it will permeate throughout their entire organization. Why do you think
some dealerships would decide to do as little as they could get away with? Usually
its to control operating costs. By controlling those costs, they could undersell their
competition by just enough to get by. Both are viable strategies and both are used in
this market. Here at Riverside Ford weve decided to represent great products and
provide outstanding customer service to our customers. You can see proof of that by
looking at the five Presidents Awards weve won. That is Fords most prestigious
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award and they do not give one to just any dealership either. Now you may find a
dealer to beat our price by a couple of dollars if you like, but tell me Mr. Customer,
would you rather have your dealer do as much as they possibly can for you, or as little
as they can get away with?
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I have to sell my trade first / I need to get more money for my trade
1. Well, you could do that but let me ask you a few questions. Can you offer
financing for it? Can you guarantee it? Do you want to pay out of pocket to
recondition it? Can you take a trade-in? Do you really want to compete in a
market that is so competitive that it allows people to get huge discounts like the
one you just got on a brand new car? Are you ready for all the appointments that
will never show up from your ad in the paper? Do you want the extra expense of
an ad in the paper? Do you really want your family exposed to all those strangers
showing up at your door? Isnt it worth at least few dollars to avoid all that?
Lets wrap this up so you can avoid any more hassles and start enjoying your new
car. Do you want it registered in your name or both names? (Well need to use
just a few of these questions to get our point across)
2. I agree that you might get a little more if you sell it yourself. Think about how
much you would pay for that car. What reconditioning would you want done
before you bought it? What warranty would you want included? Would you
accept it with the tires in that condition? Wouldnt you want the air conditioning
fixed? Certainly, you would want your mechanic to see it first, right? I think you
see what I mean, dont you? Just OK your purchase right here so you could be
done with this project and start on your next one. Would you like to use your pen
or mine? (This strategy is similar to the one above except we get our customer to
see it through a buyers perspective.)
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What to say if a customer claims theyve seen them advertised for more in the
paper.
Let me ask you this, if someone is advertising one for $8000, do you think theyll take
$7,500 cash? Of course they would because everyone expects a discount. However, that
is still a $_____ difference and if it were me for $_______ Id try to sell it myself too.
You would have to pay to advertise it, right? It usually takes us 60 days to sell a used
car, if it takes you the same that is two months of ads or about $200 (whatever ads cost in
your market). However, thats still a difference of $______ so Id still try to sell it
myself, wouldnt you? Now, youll still have to make those payments, right? What were
they? Okay, thats $250 time two or $500. That still leaves a difference of $______. Id
still try and sell it myself for that much wouldnt you?
(We keep whittling down the difference between what the dealership is offering them and
what they could get selling it themselves by using reconditioning, tax credit, insurance,
etc. until its low enough to make them take the stores offer or at least offer a more
realistic figure.)
The customer says theyve seen them advertised for $10,000. We say.
If they are asking $10,000, what do you think they really want for it? Then after our
customer says $9,000 or whatever, we say, well, there are three prices, asking, wanting,
and taking. If they ask $10,000 and want $9,000, what do you think theyll finally take?
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Its not the right color/high miles or it doesnt have all I wanted etc.
1. However, that wouldnt keep you from owning it, would it?
2. Every color looks the same after youve had it for 90 days.
3. Don, your decision to own this car will be based chiefly on it safety and dependability
not its exterior color, isnt that correct? Then lets wrap this up so you can leave this
shopping drudgery behind you and start enjoying your new car! Besides, all the
colors look the same after youve had the car for a month or two. Now exactly how
do you want it registered?
4. I know that a sunroof is a nice feature but didnt you tell me that the most important
thing was the price? Well, not only is the sunroof expensive but its also an unusual
option on this model, so adding one will drive the price up even more! You said this
car has everything else you were hoping for and it'
s in the color you didnt think you
could find. Certainly that will make up for the few times you may use that sunroof.
Also, just think what you can do with the extra $1800 youll save! Now exactly how
do you want it registered?
5. I know you said you wanted red but red is the hardest color to find. I know you know
that because you said you have been shopping around and still cant find it. I also
know you like blue because your shirt is blue, your tie is blue, and your wifes dress
is the same color blue as the car weve picked out. Face it. Blue is an awesome
color. Lets finish this thing so you both can put this shopping chore behind and start
enjoying your new car. Did you want it registered in both of your names or just one?
6. Im confused. You said you needed a vehicle with three rows so you fit everyone.
You wanted the extra room the Expedition provides for the luggage youll take on
vacation next week, right? It had to have the rear air conditioning, had to be under
$500 a month and it was going to be for the entire family, have I got this right so far?
The whole family is so excited about taking this green Expedition on vacation that
they dont even mind the color, and just because its not in the first color you wanted,
you say its not the right van. It is for the whole family, isnt it? Then shouldnt the
whole family decide? Besides, its pretty obvious that you even like it. Youll forget
about the color you wanted to get before you leave here with this one. Lets wrap this
up so you guys can get ready to take your new Expedition on vacation! While theyre
preparing the agreement, let me get everyone some soda. Who want to help me carry
them all?
7. I know you think this 2004 model with 59,000 miles is high mileage. However, if it
were a 2002, the miles would be in line, right? Which one would you rather own, a
2000 model with 59K on it or a 98 with 59K? You would want the 2000 because its
two years newer and the price has been adjusted for the miles, wouldnt you?
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Write your own scripts for the last section or rewrite the ones from above that you
like the most and put them into your own words.
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The price is too high or the payments are too high

1. That wont keep you from owning it, right?
2. How much is too much?
3. Liz, were so close, why let a few dollars a month keep you from owning the car that
will provide the safety and dependability for your family that you said was so
important to you? Lets wrap this up so you and your family can start enjoying your
new car. While theyre finishing up the rest of the agreement, let me get you all
something cold to drink. Who wants to help me carry the drinks back?
4. Mitch, didnt you say this car was for your wife? Sue, you understand why Mitch
wants you to have the side airbags and the anti-lock brakes, dont you? Now Mitch, I
know you agree that Sues safety is worth a few extra dollars a month. Right? Lets
put this thing to rest so you both can put this shopping stuff behind you and start
enjoying your new car. Should we register this in just Sues name or both names?
5. Bart, you originally said that your major concerns were reliability and economy,
right? Isnt it true that the money youll save in gas, upkeep and insurance over the
next three years is more than the $800 youre paying above the original investment
you hoped to make? Just OK your purchase right here and well get them started on
the rest of the agreement. Did you want to use my pen or yours?
6. Of course it is Rachel! Tell me though, other than price, is there any other reason
why we cant send you home in your new car today? No? Good! Now you said that
you usually keep your cars for five years, did I hear you right? You also said that
youll use it mostly for business and that youll carry clients in it a lot, right? Well,
the prestige and extra influence this car will bring to your career must be worth the
few extra cents a day it will cost you to have the car for the next five years, right?
Lets wrap this up so you can start reaping the benefits from this car right away.
Exactly how do you wan it registered?
7. Whats easier for you, an extra $4000 up front or an extra $100 a month?
8. Let me ask you this Ms. Customer, how many of the other payments that you make
are too low? None of them, right? All of your payments are too high, right? Thats
just the nature of payments. The fact is that three years from now when youre ready
to replace this vehicle youll be trying real hard to keep your payments right around
the one that todayseems a bit too high. Just like now, youre trying to keep your
payments right around the one that three years ago, seemed a bit too high. Thats just
the nature of payments. You love the car, and we both know you can afford it. Just
go ahead and do now what you are going to end up doing later anyway. By saying
yes, you wont have to see another car salesman for at least a few years. That must be
worth a few bucks, right?
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I like the deal but this is the first place Ive shopped
1. Isnt it funny how our first instincts are usually the best ones?
2. What made you decide to shop here first? Why else? Are there any other reasons?
You know, maam, those all sound like excellent reason to do business with someone,
dont they? Your first instincts are usually the best ones to go with, right? Let me get
your OK right here and Ill get them started on the final paperwork.
3. You have found the right car, in the right color, with all the right equipment and at
your first choice of dealerships in the city. All that and we got it to fit within your
budget too! Are you always this lucky? Lets put this shopping chore behind you so
you can start to enjoy your new car!
4. This car is pretty expensive, isnt it? Actually, all new cars are lots of money, arent
they? You know, Mr. Customer, cars cost too much money for you to have to settle
for your second choice, wouldnt you agree? Well, this must be your first choice in
dealerships to buy from since you decided to stop here first. So lets put this thing to
rest shall we?
5. I cannot tell you how many times I have heard that. My customers tell me all the
time that they didnt intend to buy here because were the first place theyve shopped.
The owner always tells us if you provide our customers with a great selection of
outstanding products, if you surround yourself with professionals that treat everyone
with respect and if you do all this at competitive prices, then there is no need for them
to go anywhere else! The word will get out and the lot will be full of people who will
shop here first and buy. He is really a pretty good and smart man. The two of you
are proof that his way of doing business is the right way to do business. Lets finish
this up so you can start to enjoy your new car! Was this going to be cash or are you
going to finance a balance?
6. So for all practical purposes, this car fits you perfectly, right? You just need to look
around to satisfy your curiosity. Mr. Customer, it sounds like youre simply having
trouble accepting the fact that you fell in love on the first date, am I right? Well, its
going to be a great romance. Now, how do you want the vehicle registered?
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I need my wife/husband
1. Lets go get her.
2. Lets take the car to her and have her drive it too.
3. Lets go ahead and call her.
4. No problem, we can complete this with the condition of subject to your wifes
approval within 24 hours.
If the other party is not available until late in the evening.
1. What if we can let you take it home over night and get her approval?
2. Why isnt she here right now?
3. This car is for you. Youve been thinking about it for the last three months, right?
Its the right color, right equipment, our store is close to your office, youve heard
good things about our service department, but you just want her involved in the
decision right? Well, you know Ken, sometimes its easier to ask for forgiveness than
it is to ask for permission, isnt it?
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Misc. techniques
PAYMENT BYPASS
(Customer prematurely asks about payments before beginning any paperwork)
If the payments are too high, we wont expect you to buy. Im sure that my manager will
find a way to make your monthly payments agreeable and affordable. Come on inside
and lets find out.
Shows empathy and expressed confidence without quoting any actual payments until they
are written up.
RATE CLOSE
(Customer prematurely asks about rates before beginning any paperwork)
We use every lender in the state including every credit union. Who do you use? We use
them as well; there are only a couple people in town cheaper than your lender. I will see
if we can offer you a lower interest rateworst case we use your present lender and their
rates. Now tell me how you want to register the vehicle.
You dont quote any rates and express confidence that they will get the lowest rate
possible while assuming that the customer is buying the vehicle.
Spouse Stall Close
Ask these questions if customer says they need to check with their spouse.
What if your spouse says no?
a. He/She wont say no then I need your ok here
b. Then I wont buy would he/she say no to the car or the money?
If car what do you think he/she wouldnt like about it?
If money what part of the money? The down payment, monthly payment, price, or
your trade?
More effective than writing subject to
Flushes out objections that are still hidden.
Unavailable Party Close
Write on the worksheet -- Buyer agrees to sign now at the figures and conditions spelled
out with delivery pending spouses approval. ---- Then ask, Is that fair?
Should be used as a last resort for unavailable party
Short cutters and weak sucks abuse this and lose deals
Unavailable Party Close
Does your spouse approve of the car/truck youre driving right now and the payment on
it? (Yes) Then if nothing changes except for the fact that your situation is improved by
driving a better vehicle, would you really have to get her ok?
Alternative to above and tests the validity of unavailable party objection
Second Party Assist Close
John, at these figures, considering the way this car is equipped and knowing your brother
as you do, what advice would you give him about the fairness of the figures?
*Use secondary party to close deal make making him feel like an authority.
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*Neglected second parties break deals

Second Baseman Close (when 2nd baseman is interfering in negotiations)
Will you be helping with the down payment, monthly payment, or both? (Pause) Or,
should we work it out so that its affordable using the money that he/she has and not get
you financially involved?
*Shouldnt have any more problems with the advisor.
*May get financial help from second baseman
Model down Close (new to used)
Would you consider a car just like this one with low miles, a warranty, and that will save
you $2000-$3,000? It will reduce your payments by $40-$50 per month or would you
rather pay a little more a month and get the brand new car?
*Done at the write up as a trial close and as way to test the commitment
*Strong for increasing gross and allows them to save face
Move up Alternative Close (unavailable used to a new in stock)
Before you leave, I want to let you know that even though a new Focus would have a
higher price than a used one, the monthly payments would be about the same on both cars
because youll have factory incentives available on the new vehicle that do not apply to
used vehicles. You should definitely consider getting a brand new one since it will cost
you the same amount of money. Let me to show you what I mean.
*Do this only when you cant land them on a used vehicle in stock.
Selection Alternative Close
If these payments are too high I suggest we go back and consider the other model I
mentioned (i.e. Lariat to XLT) and save $5,000. This will reduce your payments by
$150/month.
*This is done before the demo and should be used again in the close as a way to bump
the buyers payment and recommit him
Inventory Close
If $580 a month is more than you want to spend lets look at the following options:
Down a model saves you $80/month and payments of $500
Going older saves you $50/month and payments of $530
Down a package saves you $20/month and payments of $560
Delay Payment Close
John will buy and drive now if we pay-off trade-in, and he has no payment due on new
vehicle until 45 days from today.
*Creates urgency, makes most figures available
*Builds savings to buyer without giving up gross
Re--demo close
Follow me. I want to show you how close we are too making the wisest and most
enjoyable investment of your life. (Drive the vehicle again)
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*Most effective, least used close in the business

*Car gets the extra gross. A must for getting gross
Apology close
I apologize for not being able to make a deal with you and I appreciate your patience.
Before you go, I would like to ask you one last question. (Pause) You said that you like
the vehicle, so what did I do wrong? (If nothing) Then allow me to get the car ready for
you instead of you going home in your old car, or having to go through this process all
over again at some other dealership only to hear the same things Im telling you now. Be
good to yourself; you deserve it. Give your approval right here and you will not have to
see another car salesman for another five years.
*Always walk back to his car with him; this is when buyer is most vulnerable
Think about it close (we need to think about it)
Would you think three to five days would give you enough time to think about it? No
matter how long it takes, you will still be facing the same three questions. May I share
them with you?
1) Is this the car you want to own?
2) Is this car affordable for you?
3) Am I the kind of person you would feel good about doing business with?
*Write each down on paper (one at a time) and a response
*Go slow; buyer likes the mystery of this.
Dollars per day close
We are only $90 per month away from you enjoying your new car. Compared to the
price of the vehicle and the length of time you will own your new car, $90 per month is a
small amount. It breaks down to only $3 per day. I know you wouldnt pass up on
buying the vehicle you want for such a small amount. I need your approval here, here,
and here.
*Assures buyer deal is good
*reduces chance of buyer remorse
Dollars per day close
$100 a month is only three dollars a day. With the length of your drive to and from work,
consider that this car only costs you $1.50 one way to and from work. Enjoy the safety,
prestige, and ride of your new automobile.
*Always reduce figures to smaller numbers
*Your job is to justify and make sense of the figures so the buyer can say yes
Better to live rich close
Better to pay a little extra and get what you want, than to pay a little less and make a
mistake. Better to live rich than to die rich, I need your OK here and I will get your new
car ready so you can start enjoying it right away.
*Great close
*Reminds buyer that they cant take their money with them
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Reason to buy close

Lets look at the reasons you should own this vehicle compared the reasons not to own?
What are some reasons to buy?
*Careful with this one
*Use late in the negotiations
*Ask buyer what reasons for buying are
*You write the list
Justify close
How do you justify an investment of this size?
*Buyer closes himself
*Allow buyer to rationalize ownership
Sudden Death close
At what figures would you buy and drive this vehicle home right now?
*Used when a commitment seems unattainable
*Abused by short cutters and low grossers
Copy close (for times when they say make me a copy and I'
ll think about it)
I will be more than happy to make you a copy, give me one minute and I will be right
back. (Get copy and return) Mr. Buyer I was thinking as I made a copy for you, that if
the vehicle were exactly what you wanted and the figures where just right, I would not be
making a copy for you, I would be getting your new vehicle ready. What is not right?
*Upon return keep copy and arms distance.
*Only manager will actually give the copy to the buyer.
Budget close.
So, assuming your house payment, present car payment, insurance, utilities, groceries,
medical, clothes, babysitters, and new car payment are all added together and you still
have money left over, then you will purchase the vehicle correct?
*Start listing monthly bills so they can see that it is affordable
Zero Cash close.
John will buy and drive now with payments of $400 a month using zero down payment.
*Zero down does not mean Zero tax and licensing fees. (Write me a check for the taxes
and license)
Ben Franklin close.
I can appreciate how hard it is to make this decision. I heard that Ben Franklin, when
faced with a big decision, would write down the pluses and minuses of the decision on
paper so he could get a true evaluation of the right thing to do.
(Get a sheet of paper) so what are the positives of this purchase and what are the
negatives? If the positives outweigh the negatives do it. If not, don'
t do it.
*This is a great close, allowing the buyer to physically see reality.
*You write the list
*Also allows you to control the situation
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ACV comparison close.

I would rather pay an extra $100 a month for a car worth $20,000 than pay $300 a month
for a car worth only $6700 that I didnt even want. Certainly, you would agree. I need
your OK right here and I'
ll get your new vehicle washed up for you.
*Powerful close we use ACV in comparison to payment increase of new car to show the
smarter use of money.
*Remind buyer that if they leave they leave paying payments on a car they dont want.
Gratitude close.
Mr. Buyer, be grateful you can purchase the vehicle. There are people in this country
that do not even know where they are going to get their next meal. They would love to
be in your position. You are in a great position in your life to own and enjoy your new
Ford. You deserve the vehicle, you have worked hard for it, and you are in a position to
own your new Ford. Be grateful you can do this. I need your approval here, here, and
here.
All vehicles like this close. (Payments are too high)
I understand that the payments are too high, and the reality is that everyone who buys this
vehicle has payments that are too high. Great vehicles come with bigger payments; you
cant let it stop you from owning what you want. Man made the money, money never
made the man. I need your OK here, here and here.
Try them for a while close. (Payments are too high)
Try them for a while, they won'
t last forever.
You won't make them all close. (Payments terms are too long)
You aren'
t going to make them all. (What do you mean?) You said the payments are too
high. If they are too high, you won'
t make them; just make one at a time, you can do it.
They won't last forever close. (Payments are too high)
I know what you mean, remember that they won'
t last forever, there are only 72 of them
and they don'
t all come at one time. You get 30 days in between each of them for relief.
Join the club close.
I agree with you, we aren'
t giving you enough for your car, the price is too high and the
payments are more than you wanted to pay. In fact, I feel the same way about my truck
too. Join the club. I need your approval right here and I'
ll get your car washed up.
What's your point close. (Its more than I wanted to spend)
I know what you mean and I totally understand how you feel. So what is your point?
You know that you are going to end up doing this anyway. It'
s the perfect car for you, so
what if the payments are more than you thought- they wont be any less if you wait. I
need your approval right here so you can move on to other projects in your life.
41
Congratulations close.
So congratulations for getting are a great truck and being able to make payments that are
too high, not everyone can do that. I need your approval right here and I'
ll get your car
washed up.
Invoice close
I will sell you the car for our cost of $20,000 and we do not make anything on the car.
The car is $20,000 and I only cost $2500. This makes a total of $22500. (If customer
questions the $2500) Well sir you asked if we would sell you the car for invoice and that
is exactly what we are doing. My services, however, do not come free. I charge only
$2500, which is a good deal because now you will have me here to answer all of your
questions and help you with your concerns after buying the car.
Two numbers on the trade close.
We will give you $8000 for your car as it is or $9200 and you fix the rear fender,
windshield, replace the tires, and have it safety checked and put a warranty on it.
Gross payout close.
8000 isn'
t enough, and you aren'
t getting $8,000. I'
m paying you $8,000 plus you don'
t
have to make the payment that is due this month of $450, plus you get a tax credit of
$560, plus you don'
t have to spend $1200 in reconditioning. You are getting a total of
$10,210 for your car.
Pay it off close. (I think I will wait and pay it off)
No problem. Let'
s say you pay it off. That will be 42 payments each month at $450 a
month. That will cost you $18,900 to pay off a car you don'
t even want. Plus, the cost of
maintaining the vehicle which you can figure at about 5% of its present value per year
which amounts to $3307, plus the same car you'
re looking at today will be around $6,000
more 42 months from now. The total cost to pay off your car, $28,207, and it is only
worth $8,000.
I'm not here to change your mind close.
Look, I am not here to change your mind. I am only here to help get you all the
information you need. However now that I have given you that info, it makes sense for
you to do this. Just give me your approval right here and I will get your car cleaned up
for you.
Term is too long close.
You arent going to make all of them. You will make 30 to 35 payments and then come
in here and trade-in the vehicle, get something else you like and then repeat the cycle
over again.
Everybody close.
Everybody that buys this model vehicle ends up with payments that are too high.
42
Fit right in close.

This is not the only payment that you have that is too high. Your house payment, other
car payment, insurance, gas bill, water bill, cable, every payment you have is too high.
So what'
s the big deal if you have a car payment that is too high. It'
s only appropriate,
come on I need your approval right here.
You knew that close.
You knew before you came here that the payments would be too high. Anyone buying
this vehicle is going to make a payment higher than they want. You knew that before you
ever got here. Now let me get your approval right here and I will get your car cleaned up.
Lucky close.
Forget how much the car is or the payments are. Consider how lucky you are that you
even have a chance to purchase the car, you will never regret it.
Stoplight close.
The last thing you want to do is be at a stoplight and see one of these cars sitting next to
you, when you should be in the same car.
*Creates enthusiasm, envy, and interest.
Let's fill it up close.
Pull the car into the gas station. We are going to fill it up now so I can save us from the
extra trip later.
Monthly payment too high close.
I understand. I here that all of the time. Remember that when it'
s time to trade this car in
and get a new one, the payments on the next one will probably be even higher. So you
may as well go ahead and sign up now, get the car you want and deserve and enjoy these
smaller payments for the next few years.
I understand. I here that pretty often. John, you told me you wanted a car with leather,
power sunroof and a CD changer. This vehicle has all the features you want and is an
excellent value. Remember this car will be worth more when you want to sell it because
it has these features. Just sign right here and you will have the car you want and deserve.
Same boat close (monthly payment too high)
I understand how you feel. I'
ve always felt my car payments were too high also. If
you'
re like me you probably feel that you pay too much for your mortgage, you'
re electric
bill, phone bill even groceries. We are all in the same boat. Just give me your signature
and Ill get your car ready for you. You deserve it.
Sure, you can afford the payment. You just don'
t want it to be that much. I understand.
Just sign right here and Ill get your new car ready for you.
43

Strong As A Bull

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STRONG AS A BULL

Automobile Sales Scripts

Im just looking. / I'm not buying today.

I don't need a salesperson.

I don't have a lot of time.

Profile Building Questions

23. Will this vehicle be used for work or pleasure?

45. How often do you trade?

Handling Reflex Objections

Examples of Bridges followed by Control Questions:

Test Driving Objections

Prospects objections to looking at or discussing figures.

Closes for Last Minute Objections

I can get a better deal somewhere else

The price is too high or the payments are too high

*Neglected second parties break deals

*Most effective, least used close in the business

Reason to buy close

ACV comparison close.

Fit right in close.

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