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.
Matt helped a customer the other salesmen ignored because he drove up in an old, rusty car, and he sold him three cars.
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.
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.
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.
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.
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.
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.
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.
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.
Matt asks clients what they think about a car, and if they respond negatively, he addresses their issues.
Watch the full interview now
Written by Hazel Chua, based on production notes by Jeremy Weisz