Every customer is watching one number.
Cash buyers watch the price. Trade buyers watch what you give them for their car. Difference buyers watch the gap. Payment buyers watch the monthly. Most salespeople never figure out which number matters, so they pitch the wrong one and watch the deal fall apart.
In The Four Types of Buyers in Car Sales, 35-year automotive veteran Bruce Huddleston shows you how to read any customer and sell to the number they actually care about. This is not theory from a classroom. It is what works on the floor, from a man who has worked every job in the business, from green pea to general sales manager.
You will learn:
- How to spot each of the four buyer types by what they say and, more important, what they do
- Why the question a customer asks is almost never the number they care about
- How to handle the objections each type throws at you
- How to walk a trade with the customer so they devalue it themselves, without you ever saying a bad word about their car
- How to sell to the payment buyer without becoming the finance man
- What NOT to do with each type, the specific mistake that kills the deal
Real customers are messier than four boxes, so every chapter shows you the blended version too, along with a real FROM THE FLOOR story from Bruce's own career and one hard Rule you can take to work tomorrow.
If you are new to car sales, this book will save you months of guessing. If you are a veteran, it will sharpen the read you already trust.
Read the buyer. Sell to the number. Close more deals.
Book 1 of the Working the Deal series.
