Educational Selling with Credit-Challenged Buyers

By Jonathan Dawson | October 14, 2015 | 2 Comments

“Anything more than 3% and I’m being taken advantage of!” This is what a recent customer (I’ll call him Tony) said to me while I was working on the show floor with a dealer client of mine. Tony wanted to know if we can get him approved on the car he wants and with a…

Why 90% of Salespeople Have Never Done a Demo Drive

By Jonathan Dawson | August 24, 2015 | 3 Comments

I recently purchased a new car. The process of going around several dealerships and test driving various brands reminded me of how crucial this step is in the selling process. Yet, very few salespeople did it correctly. In fact, I am going to make this bold statement: 90% of salespeople have never done a demo…

Do Customers Only Care About the Price?

By Jonathan Dawson | July 20, 2015 | 0 Comments

Do you believe that today’s customer only cares about the price? Do you think that discounting or even losing money on deals is the only way to win a customer? I believe that price alone is not a strong enough motivator of buying, especially as a long-term strategy for a business or individual salesperson. Any…

Why 90% Will Fail at S.A.L.E.S.

By Jonathan Dawson | April 23, 2015 | 1 Comment

The biggest objection salespeople will get in their sales career is not from a customer but from inside themselves. This is why I believe it’s critical for a salesperson to learn life skills in addition to honing their sales skills. I use the word S.A.L.E.S as a memory word for some of the fundamental life…

“Trust me, I’m a car salesman” – How to become an authority

By Jonathan Dawson | February 2, 2015 | 3 Comments

As part of teaching Sellchology – Selling through psychology, I teach salespeople that there are 8 primary influencers of buying behavior. One of those influencers is Higher Authority. Knowing how to positively and effectively use this principle will help sales teams influence customers at a higher level. The principle of Higher Authority is based on…

6 Steps From Idea To Reality: How to Set Goals that Transform Your Business

By Jonathan Dawson | December 30, 2014 | 0 Comments

How often do you set goals? How often do you say you want to sell more cars? Or hold more gross? Or have more leads? Or be a better closer? If you’re like most people, you will not achieve many of your goals. Do you know where YOU get stuck? There are actually 6 steps…

Have I Told You Lately That I Love You

By Jonathan Dawson | November 19, 2014 | 1 Comment

Have I told you lately that I love you Have I told you there’s no one else above you You sell your cars with gladness and take away customers’ sadness Ease their troubles, that’s what you do  There’s a love that’s divine and it’s yours and it’s mine, selling cars And at the end of…

5 Unique Questions to Ask on the Phone to Get Appointments

By Jonathan Dawson | November 5, 2014 | 1 Comment

When you take a phone call from a potential customer, how confident are you that you can turn this conversation into an appointment? Many sales people do not treat incoming calls as excellent opportunities for prospects. Some even think, “If they were serious about buying, they’d come in instead.” I believe the reason many incoming…

How Introducing Objections Removes Objections

By Jonathan Dawson | October 19, 2014 | 6 Comments

Do you know the difference between reactive and proactive service? Understanding it will make a big impact on your sales career and your customers’ experience. Let me use a common example of going out to dinner to illustrate it. Imagine arriving at the new restaurant in your town you’ve wanted to try with your friends.…

5 Ingredients of a Brand

By Jonathan Dawson | July 23, 2014 | 0 Comments

You should know by now that you need to brand yourself.  For a salesperson, branding simply means doing a few things to separate yourself from all the other sales people in your field and even at your store. How do you start developing a brand? There are 5 basic brand elements or ingredients you could consider…