What pressures are they under from dealer owners, OEMS, and their own peers on the sale floor? Meeting sales goals is much more than just wishful thinking on the whim that people come walking into the door to buy a car. Dealers have strategies to generate leads, and convert these leads into sales. Yes, it often involves blowing up several balloons to draw your attention into their lot, but to close a car sale and meet the numbers takes a lot more than balloons.
Earlier this month, NPR's "This American Life" broadcasted an hour long story of how one Jeep Dealership on Long Island soldiers through the hyper-competitive business of selling cars. As fair warning, you will hear high-quality four-letter Anglo Saxon words. More importantly, you'll hear this team in the trenches, celebrating victory, and then being wrested back down by defeat.
Selling cars is like a roller coaster. You're up, you're down, and then back up. And when the month's over, no matter how well you did, you're back in line getting ready to start all over again with the new month.
So we encourage you to learn how it works on the other side. Who knows, you might actually have some sympathy for the guy selling the car, and find reasons to believe him when he says, "I'm not making one dime off of this sale." It's not beyond the realm of reason that he's telling you the truth.