Dealer Consultants

Asking for the sale

Editor’s note: This is the first blog in a series about asking for the sale. In this installment, Steve Lemco points out the importance of asking for the sale. 

It is amazing how many times I have witnessed a salesperson spend a lot of time with a customer and never get around to asking for the sale. They are waiting for the customer to say, “Ok, I want to buy one.”

That would be nice if that was what most customers would do, but think about it. If all the customers were lay downs, why would the dealership need salespeople? The customer could just take the tag off of the bike and bring up to the counter and get rung up.

Every customer needs to be asked to buy several times. If it is done right, you will either get a positive answer of yes or you will get some key information and very possibly overcome the objection. Even if they do not buy today, you will be a lot more informed when you do a follow-up call. The more you and the customer get to know each other, the more likely they will buy from you. Getting good information definitely increases the chances for a sale.

My brother Ed taught me at the young age of 18 to ask for the sale early. He taught me a very easy greeting that also includes asking for the sale.

“Hi folks, how you doing today? Do you see one you would like to take home with you?”

Many times I heard, “Yes there is, we would like to see what kind of deal we can get on a …”

Now to be honest, most of the time they will not say yes. You will get the slandered reply of, “No thanks, just looking.” Ok, strike one, but that is all it is. Just like in baseball you get three strikes until you are out, and if you foul off the last pitch, you get to keep swinging. Sometimes you might ask for the sale 10 times or more. The better you develop the relationship, the more swings you will get to take.

There are two things that you can almost always count on that customers will say.

  1. “Just looking.”
  2. “How much is it?”

When they ask the price, this is a time to ask for the sale.

“The price is only $12,900, and that is a super price. The really good news is we have awesome financing. Would you like to sit down and see how low we can get the payments?”


Most of the sales are being financed, be it by you or an outside lender, or possibly it will be a cash sale. You will find out the answer if you ask them if they want to sit down and see how low we can get their payment.

In the next article, I will cover more ways to ask for the sale and how to keep swinging. All salespeople really have is their personality and their words. If they can do a great job with both, then more sales must follow. It has been that way since the begging of time. The best part is that nobody can stop you from being friendly and speaking the proper words. The cool part of that is: You Just Gotta-Wanna.

To read the second blog in the series, click here.

Steve Lemco is the youngest brother of the late Ed Lemco and has been doing sales training and hiring for motorcycle dealers since 1983. Steve has trained in every state in the U.S., as well as England, France, Australia and New Zealand. Steve incorporates motivational boards and games along with his training and hiring because he believes the best way to get the job done is to make it fun.
Phone: 253/826-6110

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