Assume the Sale or Else

I am sure you have heard the term “Assume the Sale” many times; it’s always thrown around when it comes to selling cars. However, not everyone realizes the importance of success in the car business. It should start on the telephone when you are making an appointment, and once the customer visits your showroom it should be a part of everything you do and say to make the sale. It doesn’t matter if you work in the BDC, if you are an Internet Sales Manager if you work the floor, or if you are a sales manager closing behind a salesperson. Assuming the sale is one of the things you need to do to sell more cars day in and day out ultimately.

assume the saleI hear it all the time on the showroom floor and when I listen to calls from an Internet Sales Manager or BDC rep. They ask the customer if they would like to come in and take a look or if they would like to take it home today. These questions do not assume the sale; they only ask them if they want to do something. Assuming it is not asking, it is directing. The words you use and how you use them are a critical part of selling whether you are selling an appointment, selling a car, or selling a back-end product.

Assume the Sale and Start Selling More Cars

You need to make statements that assume they have no choice on whether they are buying. The only questions that you ask when you are selling a car, an appointment, or anything else are questions that have only answers that lead to a sale. In the BDC or Internet Department, when you are selling an appointment, the question is “Will you be in this afternoon or this evening?” that way, either answer is an appointment.

When you ask them if they would like to come in, the answer can be yes or no, which only gives you a 50/50 chance of success. On the showroom floor, the only question might be similar to “Would you prefer the red or the green?” or “Would you prefer to finance for 48 months or 60 months?”. As you can see, the only answers that you provide to those questions are answers that lock in the sale. Your questions assume the sale and move you to the desired end result.

A Basic Sale Principle

This may be very basic for some of you, but I am still surprised now and then when I hear it on the floor and on the telephone from seasoned veterans. The words are important, but the way in which you deliver those words is even more critical. If you are going to assume the sale, you need to make sure you are using it in every part of your walk-around, test-drive, and especially your negotiations and closing.

Some of what you need when it comes to assuming the sale is attitude. To correctly assume the sale, you must remember that the customer came to your dealership to work with you because they want to buy a car. Will you let them leave in that old jalopy, or will you sell them a car? Assume the sale the minute they drive onto the lot. And when they call on the phone and throughout your conversation and time together. You will make more appointments and sell more cars if you assume the sale. They came to your business, and you are not letting them go until they buy a car, period.

You Can Sell More Cars…Do It Yourself Car Sales Training

Later, Fresh Up on the Lot



Kevin · July 30 at 9:52 am

I’ve been in the business for a couple of years now and you hear this everyday in the dealership. after reading this I now see that we say “assume the sale” without truly knowing what it meant. It’s funny seeing how people use catch phrases without learning the origin or technique of it. thank you, I have learned more from this site than anyone I work with has taught me.

Carlton · October 1 at 6:50 pm

I’m new in this business of selling cars.I heard that “assume the sale”many times.II learned many ideas about selling a car here.I’m glad I found your site.Very helpful in a newbie in car business like me.Thanks..

Cecil Grass · September 20 at 3:46 am

Quick but good read as most on this site are. Buddy of mine over at Weslaco Ford got me into sales over this year and this has been a really helpful site, thanks!

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