The Best Auto Dealer Sales Training Company Tells Consumers How To Best Interact With Car Dealers And Dealers


Applied Concepts experts give consumers insight into the best way to buy a car

Applied Concepts experts give consumers insight into the best way to buy a car

The way cars are bought and sold has changed dramatically over the past decade and this has created an opportunity for consumers and dealers to work better together.

– Brett Kelly, Executive Vice President of Applied Concepts

NEW YORK, NY, UNITED STATES, Nov. 29, 2021 / – For nearly 40 years, Applied Concepts, the nation’s largest auto dealer sales and performance training company, has been building teams sales in thousands of car dealerships. across the country on how to best interact with consumers. For the first time, the company is now providing consumers with information on how to deal more effectively with auto sellers when purchasing a vehicle.

“Many consumers buy into the stereotype of the car salesman, which instantly creates a confrontational and combative situation before the customer even walks into the dealership,” said Brett Kelly, executive vice president of Applied Concepts. “The way cars are bought and sold has changed dramatically over the past decade and this has created an opportunity for consumers and dealers to work better together to achieve a winning outcome for everyone. “

Applied Concepts offers the following tips for consumers to consider when purchasing a vehicle:

– Don’t jump to conclusions about what’s online. Often times we will see an advertisement online for a particular car that is offered at a special price or with a special discount or interest rate. It’s important to remember that the incentives for a new car can vary widely depending on the make, model, and finish. Offers may also vary by region of the country. We could see a specific car online from a dealership in Texas that is offered with certain incentives; these incentives are not necessarily available in your part of the country. It is not under the control of the dealer, but rather dictated by the manufacturer. Don’t compare apples to oranges during your research to avoid heading to your local dealership with unrealistic expectations.

– It is a common misconception that dealerships make huge profits when selling a new car. The reality is that the average profit margin for the cost of the MSRP invoice is around 8%. Having said that, it’s unrealistic to believe that you can buy a $ 40,000 car for $ 30,000 unless there is some sort of huge factory incentive available. Also, don’t assume the dealership is receiving “secret money” or incentive payments from the manufacturer. Although dealerships receive incentive payments from manufacturers from time to time on some vehicles, this is not always true for all vehicles. If you want to see if the automaker is currently offering dealer incentive payments for the vehicle you are considering, this information is available online at several consumer sites.

– Right now there is a shortage of inventory around the world and while many cars sell for more than the MSRP, keep in mind that dealerships sell far fewer vehicles. To cover the cost of doing business, dealers have their hands tied to some extent when it comes to pricing. If you are shopping for a new vehicle that sells for a high price, discuss other options with the dealer. There might be another brand or model that would be a more reasonable choice. As the cost of new vehicles has increased, so has what dealerships will offer for used cars. Find out about the trade-in value and it can increase the budget available for a new car. In addition, dealerships offer several good options for keeping your existing car until the inventory shortage is over, such as repair and maintenance plans, extended service contracts, and other ways to save time. .

– “Remember the golden rule … do to others what you would like them to do to you. There has always been a level of distrust in car dealerships and while part of it has been rightly deserved, much of it has spread from generation to generation and not based on anything other than a stereotype. Modern car dealerships are now working harder than ever to be customer-centric and transparent. When buying a car, don’t feel like you need to stand up for yourself or protect your interests by lying to the dealership about your budget, time to buy, or trade-in. Some consumers are so worried that they will not be taken advantage of that they inadvertently sabotage the process and end up not getting what they want.

– The most impactful thing we can do is be realistic. It’s okay to be a tough negotiator, but don’t throw out cheap deals that are beyond the realm of reason. “You and the dealership both want the same thing – a fair deal. You won’t get the cheapest deal in the world and the dealer won’t make a huge profit from your purchase. Better to put down the sword, take away unnecessary hostility, and work towards the common goal of making the deal come to fruition. “

– Remember that a car dealership is a business and must make a profit to stay in business. When you make a purchase at a supermarket or retail store, these businesses also have profit margins – which are usually significantly higher than a car dealership – and you don’t question that. Try not to treat a car salesman like a bad guy for trying to make a living and make money for his dealership.

Consumers now have more information at their disposal than ever before and should be able to go through the car buying process with confidence. Hostility and defensiveness do not in any way help to get a better deal and, in fact, are usually obstacles to that end. With modern technology and the wide availability of information, there is no reason for consumers and car dealers to be in an adversarial relationship.

Applied Concepts provides sales and performance training and coaching to automotive dealership employees to improve the way they connect and communicate with customers. The company has partnerships with over 3,000 dealers across the country and has conducted over 2 million training and coaching sessions.

More information is available online at and on social media @acworksforyou.

Steve honig
Honig Company, LLC
+1 818-986-4300


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