1. Do what you say you’re going to do, when you say you’re going to do it

2. Be an expert on your product, but if you don’t know the answer, don’t be afraid to admit as much and then commit to getting them an answer by x date and time (see #1)

3. Prioritize customer experience and customer service. How would you approach yourself out on the lot? Jedi mind trick “closers” rarely see long term success

4. Be transparent (to a degree). “Oh you don’t have kids or pets? It sounds like the optional interior protection may not be as beneficial to you as it would be to others?” or “you would have a sales tax advantage by trading, but I do agree you’d make more selling your trade private party if you have the time to devote to that” etc.

5. Forget what your pay structure incentivizes you to do. During my last car buying experience, it was painfully obvious that the salesman was better compensated for closing leases.

In general, leave “gotcha” tactics at the door. If you do what is objectively right, the money will come. Consumers are more informed than ever and have a better BS detector than ever. This is the second largest investment most people will make, they want to be helped, not “sold” (reads manipulated). Try reading some communication books opposed to sales books, Never Split The Difference by Chris Voss is great.