This ’57 Ford sales training film starts with a corny intro even by ’50s standards. After that it settles into some useful experience and advice from the best salesmen. Most of the advice is generic. Know the Ford thoroughly and also know Chevies and Plymouths. Know the customer. Develop trust, find out what he wants from a car, aim your pitch at his weak spot.
One dealer had a unique ‘no secrets’ method for developing trust. I’ve never seen this approach in any business. The salesman gave the customer a complete tour of the facility, letting him see everything they’re doing at the moment. Warranty repairs, reconditioning used cars, and most importantly fixing defects left by the factory in new cars**. Replacing mismatched upholstery or a loose door handle. The customer recognized that the dealer was a necessary part of the manufacturing process. The dealer was spending money and labor on real improvements, adding value, not just buying cars and selling them for more.
** Ford was having trouble with build quality in ’57, so this part of the dealer’s job would have been larger than usual.
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