Use This Strategy to Drive Gross, Profit and Comms in Your Dealership

In the automotive market, slashing prices is not a sustainable way to increase sales performance. The best-performing dealerships understand that the key to long-term growth—and to drive gross, profit and comms—lies in consistency, professionalism, and a sharp understanding of the customer journey.

If your goal is to drive gross, profit and comms in your dealership, it starts with the basics. At Total Selling Solutions (TSS), we work with more than 200 dealers and over 725 departments across Australia. Every day, we see what works—and what doesn’t—when it comes to building profitable habits on the showroom floor.

Here we outline a process-driven strategy that your team can implement to boost performance, retain margin, and increase consultant commissions without relying on discounts or price drops.

Shift the Value Conversation

Many consultants fall into the trap of matching price rather than building value. Customers are often more educated than ever before, walking in with competitor quotes and online research in hand. But price alone is not what seals the deal—value is.

The most successful dealerships present their vehicles in a way that justifies the price point. They also tactfully reframe the value of the customer's trade-in and introduce profit-generating opportunities without making the customer feel upsold.

In short, they take control of the narrative. Instead of chasing the cheapest deal, they lead the customer through a process that builds trust and confidence.

Stick to the Process Every Time

Cutting corners is the fastest way to lose gross. One of the clearest patterns we’ve identified in high-performing teams is unwavering commitment to their sales process. Regardless of the time of day, customer type or stock levels, the process is followed.

Present the vehicle properly

Vehicle presentation isn’t about listing features—it’s about creating a tangible sense of value. This includes opening every door, highlighting key design elements, demonstrating technology features, and asking engaging questions along the way.

Always conduct a test drive

Emotion drives purchasing decisions, and nothing builds emotion like a test drive. Let the customer experience the vehicle's handling, comfort, sound insulation and performance firsthand. This creates an emotional connection to the vehicle that simply cannot be achieved through conversation alone.

Want to build a process-driven sales culture in your dealership? Our Sales Executive Mastery Course is designed to equip your team with real-world tools they can implement immediately.

Position Accessories as Enhancements

Accessories are often overlooked, but they represent one of the highest-margin areas in any dealership.

Rather than viewing them as optional extras to be offered at the end of a deal, position them as valuable enhancements early in the process.

For example, a protection pack can be framed as a smart investment that preserves resale value. An upgraded wheel set can be positioned as the most popular choice for the model in question.

Customers are more open to accessory suggestions when they are introduced as part of the overall vehicle experience—not tacked on at the end.

Our onsite training helps your consultants identify opportunities like these and present them with confidence.

Reframe the Trade-In Conversation

It’s common for customers to have inflated expectations about the value of their trade-in. If this expectation is not properly managed, it often leads to negotiation breakdowns or reluctance to proceed.

Reframing the conversation is key. Before discussing any figures, physically walk around the customer’s current vehicle with them. Point out wear and tear, damage or tyre condition—not to devalue the car in a negative way, but to introduce them to how a valuer would view it.

For instance, rather than saying “Your bumper is damaged,” try “Looks like it’s had a few scrapes along the way—something our valuer will take into account.”

This approach prepares the customer for a realistic figure, which in turn protects your gross while maintaining a professional and respectful dialogue.

Want more tips like these? Our Resources Hub is packed with useful advice and sales strategies.

Undernetting Done Right

Undernetting is a simple but powerful tactic. If a vehicle’s wholesale value is $10,000, offering $9,750 gives you a $250 buffer that helps preserve gross and commissions. Across a month, these small margins add up to significant profit retention.

It is not about deceiving the customer. It's about using your discretion and skill to create a win for the business while still delivering value to the customer.

These subtle tweaks are part of what separates the top 20% of performers from the rest. They understand their numbers and work them strategically.

At TSS, our data-driven systems make this process easier. Tools like StreamSpeak provide detailed call analytics and team performance tracking, helping managers spot trends and coach accordingly.

Consistency Beats Charisma

There is a common misconception that the best salespeople are just naturally gifted. What we’ve seen—after measuring over four million calls per year—is that the best performers aren’t necessarily the most charismatic. They are the most consistent.

They show up, follow the process, and deliver the same level of professionalism to every customer. They don’t rely on personality. They rely on discipline.

This consistency builds customer trust, lifts team averages, and results in better commissions and stronger profit retention across the board.

For a proven structure your team can rely on, explore our TSS TV online platform, offering digestible and measurable training your staff can access anytime.

Simplicity is Powerful

The formula for sustainable success in today’s market isn’t complicated. It’s about doing the simple things well—every time.

Present the vehicle with care. Let the customer drive it. Introduce accessories early. Reframe the trade-in. Use your numbers to your advantage.

If you want to drive gross, profit and comms in your dealership, you don’t need a flashier pitch or deeper discount. You need structure, training, and support—and that’s exactly what Total Selling Solutions is here to provide.