Foreword
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 buyer’s 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 first goal 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
Reviews
“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 almost 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 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, MMA Fighter,
British Cage Rage Light Heavyweight Champion and Author of
Cage Fighter: The True Story of Ian ‘The Machine’ Freeman
“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. It’s
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 sale, 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 whether 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,
www.thenlpcompany.com
““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
sales 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
