Students Learn to Take the Con Out of Car Sales

Pushy con men in loud suits, with sales pitches as slick as their hair: It’s the car-salesman stereotype most Americans love to hate.

Aiming to boost the profession’s image, a growing number of dealerships and industry associations are training new salespeople to avoid the heavy-handed techniques that the public knows so well -- and still sell cars.

At National University’s Costa Mesa campus, 100 people a month complete a four-day seminar sponsored by the Orange County Auto Dealers Assn. and the National Assn. of Auto Sales Professionals.

Sales and Marketing University, as the program is dubbed, teaches students to sell cars without being aggressive or confrontational.

Times have changed, with the Internet helping to better inform customers than ever before, and the industry has to change with them, said instructor Fred Omidvar.

Twenty years ago, Omidvar told 40 students during a recent seminar, all one had to do to sell cars was be older than 16 and fill out an application.

“It didn’t matter what you did or said, even if you lied, as long as you sold cars,” he said. “They did crazy things, and they got away with it, because they were making money.”

There was the trick, for example, of tossing the keys to a customer’s car on the roof, pretending to mislay them to stall someone who wasn’t happy with the proposed price for a trade-in.

Those tactics may now be frowned upon, but money is still a reason to sell cars.

Students in Omidvar’s class, representing a mix of ages and ethnicities, had a range of reasons for becoming salespeople -- but for most, the impetus was economic.

Knowing that top producers can make six-figure incomes was the lure for former computer programmer Gene Flores, 31, of Anaheim Hills. After moving to Southern California from Singapore last year, he had a hard time finding a job, and learned about the auto-sales class from an online posting.

“I like that they emphasize that you have to tell customers the truth,” Flores said.

“It adds reputation to the profession. Otherwise, I’d have a hard time being proud of my job.”

Considering the buyer’s needs is more likely to ensure a sale than high-pressure tactics, Omidvar said. Selling requires learning the proper approach to make sure the salesperson and customer connect on a meaningful level. Enthusiasm isn’t enough.

“You want to be the least effective you?” he said. “Do what comes naturally.”

Strong sales and communication skills are important if heavy-handed techniques are to be avoided, Omidvar said.

Overcoming objections -- “just looking” being the first obstacle to a sale -- is essential to turn shoppers into buyers, he said.

Even the “greet” -- the first step a salesperson must master to become a top producer, according to Omidvar -- has changed.

Before, a sleazy guy might hang his arm around your shoulder, then walk you around the lot and do anything to wrestle you into driving home in his ugliest car.

Now, Omidvar said, a good salesperson just shakes the customer’s hand and takes a step back.

Pressure is still a useful tool; what the class is learning to avoid is heavy-handedness.

“By moving back, he thinks I’m not going to pressure him and he relaxes,” said Ron Epstein, sales manager at Foothill Ranch Chevrolet in south Orange County, while giving a 15-minute talk to the class. “Then what do I do? I pressure him.”

Fawning over the customer, ignoring the buyer’s friends and family or poking fun at husbands who want to consult their wives before a purchase are all bad, Omidvar said.

“Show enthusiasm around the product, not the customer,” he said.

It’s also essential to learn powerful comebacks to common objections, Omidvar said.

A customer “just looking” calls for the response: “Great, thank you for looking. We will provide you with all the time and information necessary to make an informed decision.”

That and other responses are meant to keep the salesperson in control, Omidvar said.

When customers ask immediately for the “best price” on a particular vehicle, it’s the salesperson’s job to bring them back on track and talk about the vehicles. Financial information comes only once they’ve entered the dealership offices.

“Car outside, money inside,” students chanted as Omidvar beamed.

Student Marciano Camba, 54, pecked away on his laptop in the back of the class, taking notes on the sales techniques. The Fullerton man, a former software developer, said he appreciates the more sophisticated approach.

“They are trying to be more professional,” Camba said. “That’s reassuring if you’re trying to get into the industry, to really learn how to earn your paycheck, rather than just sitting behind a desk hoping you’re not laid off.”

Training consisted of only a quick “Go get ‘em, tiger!” pep talk when Omidvar, a martial arts expert who used to run dozens of Shaolin training facilities in Southern California, started selling cars.

Putting more time into training salespeople builds profits and the industry’s standing, he said, but not on the backs of duped consumers.

“Top producers do not get there by accident, nor are they just lucky,” Omidvar said. “They do very specific things to get where they are. But they don’t need to be unethical to do it.”

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