Made on
Tilda
I wrote down exactly how, in plain steps you can run on your next call. It's free. Put your email in and it's in your inbox in about a minute.
Volume leader
Me — gross leader
Same floor. Same inventory. Same price sheet. Six fewer cars. Every one of them sold at sticker.
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Why the guy with fewer sales made more
The brain doesn't evaluate your pitch. It predicts it. Before you open your mouth, your buyer has already run the whole conversation in his head — what you'll say, where you'll push, when the discount comes out.
Then you say exactly that. Prediction confirmed, attention off. He stops listening and starts working the price, because price is the only thing left to move. Mirroring, the assumptive close, the urgency line — he's seen all of it. It's priced in before you start.
Attention only fires where the prediction breaks. That's the most replicated finding there is about how the brain decides what's worth noticing. The guide is about where to break it, and what to do in the two seconds after.
What you're downloading
A buyer settles these one at a time and won't move to the next until the last one closes. Run them out of order and you're arguing price at minute three.
Answer these and the first impression is decided before you speak. Takes about ten minutes per prospect.
Word for word, plus why it works and the two situations where it backfires.
The reason he repeats out loud is never the reason he bought. If you don't hand him one, the deal dies in the parking lot.
Who wrote it
I spent fourteen years on neuroscience, behavioral psychology and sales, and then went and tested it on a dealership floor where the scoreboard doesn't care about theory. The board above is one of those months. I sold fewer cars than the volume leader and out-earned him, without discounting a single unit.
One thing I'll say up front, because most people in this business won't: the findings about prediction, loss and attention are solid science. The jump from "the brain does this" to "so open your call that way" is my interpretation, tested in the field. I mark which is which. You should know when you're reading research and when you're reading me.
One more thing
Once a month I run this live for a small group — three hours, everyone practicing out loud and getting corrected, because reading it doesn't change what you do on Monday. The list hears the date and the seat count first. Downloading the guide puts you on it. Nothing else is required.
The Buyer's Brain Field Guide — free, delivered to your inbox, read it in one sitting.
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