Any veteran in the automotive business can tell you a story about the one that got away. If you’ve been in the business more than three months, you may already have your own story.

However, veterans who are successful in this business today learned valuable lessons from those situations and, hopefully, never repeated them. The same should go for you as well.

As challenging as the business of selling vehicles might be for some, losing sales can be unbelievably easy. Learn from the mistakes of others so you won’t have many of those sad stories to tell. Here is a list of the top ten sales killers to avoid.

Sales Killer #1 – Lack of professional appearance.

If you want people to listen to you and heed your advice, you have to come across both in appearance and demeanor as a professional. This means that you are appropriately groomed. You walk with confidence. People will buy from you based more on your own conviction and enthusiasm for your product than they will your actual product knowledge.

Sales Killer #2 – Talking too much.

When you’re talking, you’re telling. When you ask questions to get clients talking about their needs, you’re selling. You’re finding out what they want to own. Only then can you guide them to the right product.

Sales Killer #3 – Your vocabulary.

Words create pictures in our minds. Certain words that are inherent to selling turn people off. For example, I caution people in business to avoid using the word “contract” when handling the financial details of a vehicle sale. We all know that contracts are legally binding documents and require legal efforts to get out of them. Call your contract an “agreement,” “form,” or “paperwork.” The mental image is less threatening.

Sales Killer #4 – Not investing time in building rapport.

Establishing rapport builds trust. No one will want to make a purchase from someone they don’t like and trust. Don’t just jump right into a presentation on your product. Get to know your client a bit.

Sales Killer #5 – Lack of a qualification system.

A certain percentage of the people you talk with will not be good candidates for ownership. If they don’t have the need or the money for a vehicle, there is no sale. Your challenge is to figure this out as early in your communication with them as possible. Come up with at least 3 or 4 questions the answers to which will tell you if they’re qualified to own.

Sales Killer #6 - Not knowing when to stop presenting and close the sale.

Too many salespeople think they have to tell potential clients everything they know about the vehicle. Even after a client has indicated that something is right for them, the salesperson keeps talking. Doing so could easily turn the client off about working with you and cost you the sale.

Sales Killer #7 – Ego.

Selling is a service business. You must set aside your own wants and needs to serve the wants and needs of others. Get the dollar signs out of your eyes. If they suspect you’re pushing the sale because of what’s in it for you instead of what’s in their best interests, they’ll find another dealership to do business with.

Sales Killer #8 – Not knowing how to close.

In many cases, all you have to do is ask a direct question in order to close a sale. “Do you have your own financing or would you like us to assist you with that?”

Sales Killer #9 – Not paying attention to details.

If you skim over details or shortcut your presentation because you’ve done it so many times that you’re bored with it, you’ll lose sales. Remember, every presentation is new to your client. So give it with enthusiasm and without shortcuts unless your client indicates that certain details you would normally cover just aren’t of interest to them. This carries over to your paperwork and ability to handle a computer. Any missing information can cause clients to quickly lose faith in their decision and walk away.

Sales Killer #10 – Poor fulfillment.

This ties into paying attention to details. If you or your dealership does not have the practices and policies in place to properly fulfill the expectations of your clients, you will find yourself working harder and harder to get new business. Invest some time and effort in understanding the proper procedures for delivery and follow up on new purchases. Do not promise anything above or beyond the company standard. Yet, strive to exceed the client’s expectations in all areas.