How to cope with sales discomfort as an auto dealer?

Alexandre Prévot / Foter / CC BY-NC-SA


Working as an auto dealer involves overcoming a hard-wired fear response to discomfort during the sales process. With these five tips, dealers can work on their reactions and sales performance.

First of all, it’s important to work on this negative reaction. Try to counter the automatic reaction and you can rewire the response pattern. It’s also a good idea to play in your head the worst-case scenario about a sale process. Then there is nothing to fear anymore.

A third tip is to write new stories in your head – ones of success. That’s how you can replace old patterns. Next, start by embracing small amounts of discomfort in the sales process. Then it gets easier.

Finally, celebrate your successes. Think about your small victories to encourage yourself for future sales experiences.

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Eric is the Chief Marketing Officer of JW Surety Bonds. With years of experience in the surety industry, he is also a contributing author to the surety bond blog. He has held a range of different roles within the surety industry, from agent assistant to bond issuer, which gives him a unique insider perspective on surety related topics.

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