When an Internet customer asks for a quote through Edmunds or Cars.com they get five to six new best friends. The Internet Sales Managers say the same stuff with the same quotes and whoever how the lowest price wins. Not really. The battle is won by how you, the ISM, distinguishes himself from the rest. This is the art of our job, this is the most fundamental selling there is: selling yourself.

Listen to Lead: This is about the first thirty seconds of a phone call, when someone you don't know, whose guard is up gives you their time. And instead of starting your canned rap about the great car, the great dealership, you want to start the conversation about the customer. You want to listen to what they have to say and the more they talk the more their guard goes down. That first thirty seconds is about convincing  someone that you are different by your actions. The more they talk the better it gets--for you. Listening has two purposes: they are giving you the script that wins their business and they are watching you. "Is this the guy who sells me a car?" The opportunity to lead the customer to a sale is yours by either living up or down to her expectations.

Their Salesman: I know the customer is allowing me to sell them a car when they says something like, "You're different from the others people I've talked to." That's because I am different. I know that I will work for my customer, that I will do everything I can to make the process as simple and easy as I possibly can. That if it comes down to it I will sacrifice part of my commission--by taking a turn--if that helps the customer. Because nothing happens if the customer doesn't say "yes". So I the first person I sell is myself, because if I don't believe then how can the customer believe in me? For however many hours we are together I am going to be there for them. Does that mean I sacrifice my dealership's interests. No. But I believe that the sale serves the dealership and the customer.

After the First Thirty Part I:  There are three things that can happen after the first thirty: the customer agrees to come in; the customer blows you off; the customer gives you another thirty seconds. But it really doesn't matter, because I am going to call them again and I will get an another shots at the First Thirty. That's why follow up is crucial. 

After the First Thirty Part II: I've done it. I'm the guy who is different. The guy who they might buy a car from, because now it's about price and the seats fitting their family and their APR. I've got it, they are coming in. So if the appointment is Saturday and it's Tuesday I don't call them every day until the weekend. Ask them when is a good time to confirm, because by asking them you put the power in their hands and that what makes me the guy who is different from those other salesmen. If they are coming you can assume rapport. A little humor isn't the worst thing to use at this point but remember it's safer after the First Thirty.

The Welcome Starts Now: The excitement should start after they agree to come in. Buying a car is exciting so share yours with the customer. They will let you share your excitement because their guard is completely down. if you do right by them the customer will ride that welcome into a sale.