Stop Discounting, Boost Your Gross!

In today’s automotive market, maintaining strong profit margins is more challenging than ever. With increasing price competition and customer expectations, many dealerships feel pressured to offer discounts to close deals. But the best sales professionals know that success isn’t about cutting prices—it’s about boosting your gross through strategy, value, and confidence.

At Total Selling Solutions (TSS), we specialise in equipping dealerships with the tools, training, and technology to maximise profitability without sacrificing margin. Follow these key strategies to protect your gross and close deals at a higher profit.

Ignore Discount Talk – Sell Value, Not Price

Customers often mention discounts they’ve seen elsewhere, hoping to drive the negotiation in their favour. But price should never be the focal point of your sales conversation. Instead of reacting to discount requests, redirect the discussion to value.

• Highlight how the vehicle meets their needs better than any competitor.

• Emphasise your dealership’s service, warranties, and exclusive offers.

• Reinforce that the right car at the right price delivers greater value than simply chasing the lowest deal.

When you confidently explain why your vehicle is the best choice, price becomes less of a deciding factor.

Slow Down the Sales Process

Speed kills deals—especially profitable ones. A rushed transaction often leads to missed opportunities to showcase value. Take the time to:

• Fully present the vehicle, explaining its standout features.

• Conduct a test drive that connects the customer emotionally to the car.

• Discuss how the vehicle fits their lifestyle, rather than jumping straight to price.

When a customer genuinely sees the worth of a vehicle, price concerns diminish.

Boost Your Gross with Strategic Upselling

One of the simplest ways to boost your gross is through accessory and finance package bundling. Don’t just sell a car—sell the complete ownership experience.

• Offer packages that include window tint, all-weather mats, or paint protection.

• Present these as essential, rather than optional, add-ons.

• Show how these packages provide long-term savings and convenience.

For example, a $700 accessory package can add $500 to your deal while making the purchase feel more valuable to the customer.

Reduce Discounts in Smaller Increments

If negotiation is necessary, control the process instead of making large concessions. Instead of immediately offering $750 off, break it down into smaller, incremental steps:

• Start with $300.

• Then move to $250.

• Finally, offer a $200 reduction.

This approach maintains control of the conversation and makes the customer feel like they’ve won something—without deeply cutting into your profit.

Use Advanced Sales Training and Systems

To consistently apply these strategies, you need the right training and tools. This is where Total Selling Solutions (TSS) comes in.

• Our onsite and online training ensures your sales teams are equipped with proven techniques to protect and grow margins.

• With StreamSpeak, dealerships can manage calls more effectively, identifying opportunities to boost your gross.

• TSS TV delivers ongoing industry-specific training, helping teams stay ahead of market trends.

By investing in professional development, your dealership can cultivate a high-performing, profit-driven sales culture.

The Bottom Line? Value Wins.

At the end of the day, boosting your gross is about confidence, process, and strategy. Stick to a structured approach, focus on value over discounts, and continuously refine your sales techniques.

Start implementing these strategies today and see the difference in your results! And if you’re serious about boosting your gross, partner with Total Selling Solutions to unlock your team’s full potential.