If you’re trying to sell more cars at your dealership, there are a few things you may be doing that you need to stop.

The automotive industry is not a new one, and some car dealerships are hanging on to old tactics that they really need to let go of now that every customer who walks onto their lot has access to the Internet right in their pocket.

People have this idea that all car dealers are untrustworthy, under-handed men in bad suits with too much hair gel. This stereotype is, unfortunately, fairly earned, as car dealerships have – for many years –done a lot of dishonest things to sell vehicles.

It’s your job to show your customers that you aren’t part of the old school of car dealers, but that you’re the new kind, the kind they can trust to sell them a car and to keep it maintained for as long as they own it.

Stop Messing With the Price

Don’t artificially raise the prices on your cars so that you can “knock the price down” because your customer drove “such a hard bargain.” This is a bald-faced lie, and car buyers are onto it. If you’re doing this, you need to stop immediately.

Price your cars at market value. Be open and honest about why they’re priced the way they are. Give your customers reasons to buy their new cars from you, like your great service packages and extended warranty options. Offer them a comfortable, happy shopping experience, not a hostile one.

The Customer is Not the Enemy

Selling cars is not war; stop treating it like it is. Overly aggressive salespeople come off as desperate and pushy. Don’t let this be you.

Don’t think of the customer as the enemy or as some schmuck who needs his money taken from him. Think of your relationships with your customers like you’re courting them. You can’t come on too strong, or they’ll get scared away. Don’t ignore them, or they’ll wander away.

Give them just enough attention, and they’ll pick you over all the other car dealerships in town.

Resist the Urge to Badmouth the Competition

Your customers are going to want to test drive other cars. It’s okay. Think about the dating analogy. They may have to go on a couple of more “dates” before you woo them away from the competition.

If you badmouth other dealerships, though, you’ll just look petty. Be positive and remind them of the good things you have going for you. You have the best service department in town, the best warranty programs, etc. Stay positive, and they’re more likely to come back and buy from you.