foreword
shaun price
The stereotypical image of the silver tongued, suited and booted car salesman, out to take the customer for a ride, is so deeply ingrained into the car buyers mind that the first job a successful car sales professional needs to master isn’t even that of gaining trust. The first job is being able to look in the mirror and see a decent person. Your job description doesn’t define your value as a human being - your actions do. So, with that in mind, Scott Owen, firmly puts himself on your side, with his fun, if slightly provocative title: All Buyers Are Liars!
A top-earning veteran of the auto sales business, Scott drills down into the fundamental skills required to befriend customers, secure deals and keep your manager happy. He provides all the tools and approaches you need to succeed to become an elite car sales professional. Once you have the knowledge contained within this book, you’ll be able to develop the attitude and aptitude you need to thrive and survive in the often tough game of car sales.
I have a guiding principle that has served me well during my many years in the automotive sales and leasing industry and now as a trainer and consultant: ‘The will to win business is important, but the will to prepare yourself is vital.’
This book succeeds because it combines all the tools you need to develop the right attitude (‘the will to win business’) with solid tools (‘enabling you to be prepared’) that will enable you to become a truly exceptional car sales professional.
Shaun Price - Managing Partner - Change Creation Ltd - www.changecreation.co.uk
praise
simon hazeldine
“This book isn’t just about selling cars, it’s also about ethics, customer care, career management and a whole lot more. Whatever side of the negotiation you find yourself on - whether as a sales professional or a buyer - this book lays out a complete roadmap that makes it easier to succeed. All Buyers Are Liars isn’t for the faint hearted and belongs in the library of every self respecting sales pro - whatever field you’re in.”
Simon Hazeldine - Bestselling author of ‘Bare Knuckle Selling’ & ‘Bare Knuckle Negotiating’ - www.simonhazeldine.com
rintu basu
“All Buyers Are Liars works so well because it sticks two fingers up at the politically correct brigade to lay bare what really happens in the car sales business - whether we like it or not. This book isn’t really about the integrity of sales professionals or whether car buyers are, in fact, liars. its about what separates the truly successful sales people from the rest - including the good stuff, that makes customers love them, and the subtle tricks, that ensure they get the sales, too. Although the author draws on his extensive experience in car sales many of these insider secrets will be just as valuable in any sales scenario. So wether you’re a buyer who wants to be one step ahead the next time you’re thinking of buying a new car or whether you’re a sales professional looking for an edge, this book is definitely worth your time.”
Rintu Basu - NLP Trainer and Bestselling author of ‘The Persuasion Skills Black Book
ian ‘the machine’ freeman
“The simple act of buying a car can often seem like a no-holds barred fight. I’ve met plenty of salesmen in my time who will go to any lengths to get the sale. Often though, the customer is just as bad: lying, nit-picking and generally treating the sales professional with contempt from the start. But, there is a better way. This book lays out the good, the bad and the ugly of the car selling business to share the secrets of truly successful car salesmen and women. What’s more, as a buyer you’ll learn all their tricks so you can use this as your own personal self-defence bible, next time you’re on the forecourt. Having bought a Mercedes-Benz myself from the author a few years ago, I can vouch that despite the provocative title, he’ll show would-be persuasion professionals the right way to win the sale while delighting the customer.”
Ian ‘The Machine’ Freeman - Former MMA Fighter - British Cage Rage Light Heavyweight Champion and author of ‘Cage Fighter: The True Story of Ian ‘The Machine’ Freeman