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This guide is based on Mixergy’s interview with Matt Malone.

Matt Malone couldn’t make his quota even when he worked overtime at a restaurant, so instead he became a master salesman and has been in the top 1% of Chrysler car sales nationwide for 14 years. It was all done using marketing and sales closing techniques, so we invited him to teach you how to do it.

Matt is the founder and CEO of HybridLocate, an online destination that helps people find and buy eco-friendly hybrid automobiles.

Here are the actionable highlights from the interview.

1. Treat every client with respect to build rapport and close sales

Matt helped a customer the other salesmen ignored because he drove up in an old, rusty car, and he sold him three cars.

Take Action:
Show respect and attend to the needs of every customer you have, regardless of their looks or status.

2. Point out flaws to influence customers

Before negotiating prices, Matt would run his hands over scratches and dents on the trade-in, and the customer would rush to talk about the damage, devaluing it in the process.

Take Action:
Offer free evaluation tools and reports that will point out flaws, inform customers how your products or services can address them, then present your rates.

3. Customize your sales pitches to increase conversions

Matt showed off and demonstrated the safety and security features of a minivan when a pregnant woman with a child in a stroller showed interest in it.

Take Action:
Segment your customers, create targeted content that will appeal to each group, and use it on your website and in your emails.

4. Mirror your customers’ behavior to connect with them

Matt dealt with an outspoken horse trader casually, but he talked about car specifications and drew up a list of pros and cons when he dealt with a doctor and an engineer.

Take Action:
When you email or call clients, pick up on their textual and verbal cues, and adopt the same demeanor in your responses.

5. Offer previews to let customers try the product

When a family of four asked to see minivans, Matt took them for a test drive, showing off the van’s features to the parents while streaming cartoons on the in-car video system for the kids.

Take Action:
Create online tours to provide previews of your services and offer a trial version of your product, if possible.

6. Use a client’s purchase history to create new sales opportunities

Matt looks up his clients’ previous car purchases in his database to offer them related deals, which they usually end up taking, and increased his sales from 15 to 25 cars a month.

Take Action:
Keep a record of your clients’ purchase histories and preferences, and use it to send customized offers and product pitches in the future.


7. Follow up with customers to get repeat business

Matt followed up with a client by using menu selling to present different van options and closed the sale after two weeks of emailing back and forth.

Take Action:
To follow up, call or email clients to ask if they’re still interested in your products, offer more information about what they’re looking for, and update them on new products and promos.

8. Don’t ask but take charge to push the sale forward

To push sales, Matt doesn’t ask but instead tells clients to follow him for a tour or go for a test drive so they can’t refuse his offer.

Take Action:
Adopt a firm and confident tone in your sales pitches, and use assertive calls to action in your landing page copy and emails.

9. Know your products inside out to gain your clients’ trust and respect

Matt stays sharp by training with new salesmen and taking online courses so that he can answer his customers’ questions and earn their trust, which makes closing sales easier.

Take Action:
Sign up for courses and trainings in your niche to stay updated with the industry, and do research on your competitors so you can explain why your product is better.

10. Ask qualifying questions to eliminate your customer’s objections

Matt asks clients what they think about a car, and if they respond negatively, he addresses their issues.

Take Action:
Ask clients what they like and don’t like about your product, isolate any problems that they might have so you can resolve them, and offer reassurances if they have any concerns.

Want to make sure you get results?

Watch the full interview now
Written by Hazel Chua, based on production notes by Jeremy Weisz