ZARZA We are Zarza, the prestigious firm behind major projects in information technology.
Listen "Why Customer Experience Beats Price in Auto Sales (Ask Jeb)"
Episode Synopsis
Here’s a truth most car dealerships don’t want to admit: people don’t hate buying cars. They hate buying cars from salespeople who make the customer experience painful.
That’s the challenge Brendan Carlington from Mount Pleasant, Michigan brought to me on a recent episode of Ask Jeb. Brendan jumped back into auto sales this year after spending time in other industries and he noticed something big. Traditional sales positions are disappearing. Customers can research everything online, get quotes instantly, and even start negotiations with a click. What’s missing is training that teaches sales pros how to create an experience people actually enjoy.
The vehicle isn’t the differentiator. The experience is.
Why the Experience Matters More Than the Product
I told Brendan something I have felt for a long time. Customers already know what they want before they walk into the dealership. They have seen every trim, every feature, every price point. What they do not know is whether they will enjoy the buying process.
That is where you, the salesperson, become the product. Your job is not just to sell the car. Your job is to guide your customer through the process, reduce friction, build trust, and make them feel confident that they are making the right decision.
When I buy a car, I already know what I want. If the experience is miserable, I put it off. If I know it will be smooth, engaging, and human, I buy immediately. Modern buyers are craving a guide, not a grinder.
The Power of Frameworks
Brendan had a simple but powerful philosophy. He said there are three conditions to win: sell a car, give the customer a great experience, and make as much money as possible without compromising those things. That mindset is exactly what great sales frameworks are built on. A framework gives you rails to run on while keeping you flexible in the conversation. It is not a script. It is a repeatable system that lets you adapt to the customer while staying disciplined.
When you take complex sales processes and make them simple and repeatable, you create reliability and confidence. That principle is at the heart of fanatical prospecting and objection handling. Learning to simplify complex ideas into actionable steps separates average salespeople from top performers.
How to Become the Trusted Guide
If you are in car sales or any sales role where buyers can research online, here is the playbook:
Unpack your customer’s fears. They walk in with emotional baggage from past experiences. Acknowledge it.
Ask better questions. The more they talk, the better they feel. When the customer does most of the talking, they have a good experience.
Create a VIP moment. Buying a car is a milestone, not a transaction.
Build a repeatable system. Know your greeting, discovery questions, and closing flow cold and practice it until it is second nature.
Using systems that focus on outcomes, such as first-time appointments, conversion rates, and pipeline velocity, makes the difference between a salesperson who spins their wheels and one who consistently drives results. Practicing this every day builds the kind of discipline that leads to consistent performance and customer loyalty.
Making It Fun Again
Brendan shared something I loved. Before car sales, he worked in the Vegas nightlife industry and he asked, “Why can’t buying a car be fun?” That is the kind of thinking that transforms an industry. Fun does not mean loud music or strobe lights. It means energy, curiosity, and enthusiasm. When people enjoy buying from you, they tell everyone they know.
If your dealership or team has lost that spark, it is time to rebuild your sales culture. Focus on making the customer experience unforgettable. Strong sales leadership and coaching techniques help teams focus on guiding the buyer through the process instead of just pushing products. Developing those skills consistently pays huge dividends in customer retention and referrals.
That’s the challenge Brendan Carlington from Mount Pleasant, Michigan brought to me on a recent episode of Ask Jeb. Brendan jumped back into auto sales this year after spending time in other industries and he noticed something big. Traditional sales positions are disappearing. Customers can research everything online, get quotes instantly, and even start negotiations with a click. What’s missing is training that teaches sales pros how to create an experience people actually enjoy.
The vehicle isn’t the differentiator. The experience is.
Why the Experience Matters More Than the Product
I told Brendan something I have felt for a long time. Customers already know what they want before they walk into the dealership. They have seen every trim, every feature, every price point. What they do not know is whether they will enjoy the buying process.
That is where you, the salesperson, become the product. Your job is not just to sell the car. Your job is to guide your customer through the process, reduce friction, build trust, and make them feel confident that they are making the right decision.
When I buy a car, I already know what I want. If the experience is miserable, I put it off. If I know it will be smooth, engaging, and human, I buy immediately. Modern buyers are craving a guide, not a grinder.
The Power of Frameworks
Brendan had a simple but powerful philosophy. He said there are three conditions to win: sell a car, give the customer a great experience, and make as much money as possible without compromising those things. That mindset is exactly what great sales frameworks are built on. A framework gives you rails to run on while keeping you flexible in the conversation. It is not a script. It is a repeatable system that lets you adapt to the customer while staying disciplined.
When you take complex sales processes and make them simple and repeatable, you create reliability and confidence. That principle is at the heart of fanatical prospecting and objection handling. Learning to simplify complex ideas into actionable steps separates average salespeople from top performers.
How to Become the Trusted Guide
If you are in car sales or any sales role where buyers can research online, here is the playbook:
Unpack your customer’s fears. They walk in with emotional baggage from past experiences. Acknowledge it.
Ask better questions. The more they talk, the better they feel. When the customer does most of the talking, they have a good experience.
Create a VIP moment. Buying a car is a milestone, not a transaction.
Build a repeatable system. Know your greeting, discovery questions, and closing flow cold and practice it until it is second nature.
Using systems that focus on outcomes, such as first-time appointments, conversion rates, and pipeline velocity, makes the difference between a salesperson who spins their wheels and one who consistently drives results. Practicing this every day builds the kind of discipline that leads to consistent performance and customer loyalty.
Making It Fun Again
Brendan shared something I loved. Before car sales, he worked in the Vegas nightlife industry and he asked, “Why can’t buying a car be fun?” That is the kind of thinking that transforms an industry. Fun does not mean loud music or strobe lights. It means energy, curiosity, and enthusiasm. When people enjoy buying from you, they tell everyone they know.
If your dealership or team has lost that spark, it is time to rebuild your sales culture. Focus on making the customer experience unforgettable. Strong sales leadership and coaching techniques help teams focus on guiding the buyer through the process instead of just pushing products. Developing those skills consistently pays huge dividends in customer retention and referrals.
In God we trust