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Millionaire Car Salesman Podcast

Welcome to The Millionaire Car Salesman Podcast – your ultimate destination for insights, strategies, and success stories from the frontlines of the automotive industry! Hosted by the dynamic duo, Sean V. Bradley, CSP and L.A. Williams "The Blind Master", this podcast is designed to empower automotive professionals with the knowledge and tools they need to thrive in today's competitive market!

Every episode brings you engaging discussions with industry experts, thought leaders, and trailblazers who share their secrets to success. Whether you're a seasoned veteran or just starting your journey in the automotive world, you'll find actionable insights and inspiration to elevate your game!

From mastering sales techniques and digital marketing strategies to cultivating leadership skills and fostering customer loyalty, The Millionaire Car Salesman Podcast covers it all. Tune in each week to stay ahead of the curve and take your career to new heights!

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Stay tuned, stay motivated, and remember – the road to becoming a Millionaire Car Salesman starts here!

Dec 19, 2023

In this strategic episode of the Millionaire Car Salesman Podcast, your host, L.A. Williams, delves into the art of effective negotiation in the automotive sales arena! The Blind Master shares key insights and techniques, underscoring the pivotal role of active listening and the mirror technique in signaling genuine understanding to customers. This episode explores the potency of strategic silence and its ability to prompt customers to divulge more information willingly. 

LA introduces the concept of "no-oriented questions" and elucidates their role in countering superficial affirmations from customers. The discussion underscores the importance of fairness in negotiations and recommends the use of accusation audits to preemptively address potential objections. LA highlights the value of role-playing and the strategic use of emotional labeling to foster transparency and achieve success in the sales process!

In the world of car sales, mastering the art of negotiation over the phone is where the money is truly made. Tune into this episode to elevate your negotiation skills and unlock new levels of success in automotive sales!


Key Takeaways

  • Use the mirror technique to repeat back the last few words a customer says, showing that you are actively listening

  • Strategic silence can encourage customers to share more information and allow ideas to resonate in their minds

  • No-oriented questions can counter the counterfeit yes and provide a more honest response from customers

  • Fairness is crucial in negotiations, and presenting fair options can lead to successful outcomes

  • Role-playing scenarios with colleagues can help salespeople prepare for different situations and improve their skills

  • Labeling customers' emotions can create transparency and address potential objections before they arise


"Role-playing scenarios with colleagues can help salespeople improve their skills and handle different situations." - L.A. Williams


About LA Williams III aka The Blind Master

L.A. Williams is the Vice President of Dealer Synergy. He has 12+ years of automotive sales experience and has made it his mission to help, educate and level up anyone he comes in contact with. LA once started as a frontline analyst for the organization, but quickly worked his way through the ranks to most recently landing him his current role of Vice President and an official company partner. Although LA holds an executive position with Dealer Synergy, he is completely “hands-on” with the Dealer Synergy family of programs. 

LA is the preeminent subject master on “Phone Sales” in the Automotive Sales Industry and has earned the nickname and title of “The Blind Phone Master”. LA has been blind for 35+ years and has focused his energy on the art of sound, tone, and inflection. With his inability to see and only hear, he can solely judge a person’s phone abilities and verbal tools based on what they say and how they say it. This makes him the perfect coach and phone sales expert on planet Earth. LA has trained thousands of Automotive Sales professionals, Internet / BDC professionals, Sales Managers, General Managers and Dealer Principals on how to dominate the phones with his “The Blind Phone Master’s Phone Sales Mastery” strategies. 

Furthermore, LA is an NADA Convention Speaker and a frequent 20 group speaker, including the official Internet Sales 20 Group . In addition to his training and speaking engagements, LA is the official co-host of the globally known Millionaire Car Salesman Podcast and a moderator of the Millionaire Car Salesman Facebook Group. 

LA is also a very successful music producer. He has produced tracks for Dr. Dre, Lil Wayne, Katy Perry, Karina Bradley, and scores more. In addition to having worked with some of the best in the music industry, LA has worked in movies. He was even the voice for Jigsaw in 4 of the SAW movies! LA has taken his music producer, audio, and voice talent to bring a strong form of “entertrainment” to the industry and has blessed us with many motivating and fun remix tracks, applicable to the automotive sales industry. 




The Power of Negotiation: Elevating Your Sales Game


In the world of automotive sales, negotiation skills are crucial for success. While many sales professionals are already talented in their craft, there is always room for improvement. In this article, we will explore the power of negotiation and how it can take your sales game to the next level. Drawing from my experience working with renowned negotiator Chris Voss, I will share some of the techniques and strategies that have proven to be highly effective. By implementing these tactics into your daily process, you can enhance your ability to listen to customers, address their concerns, and close deals with confidence.


The Mirror Technique:

One powerful negotiation technique is the mirror technique. This involves repeating back the last three or four words the customer says, demonstrating that you are actively listening. By using this technique, you can make the customer feel heard and understood, which is essential for building trust. As I always say, "People like to do business with people who listen." The mirror technique also encourages the customer to share more information, as they feel validated and acknowledged. It's important to use this technique subtly and naturally, without overdoing it. By incorporating the mirror technique into your conversations, you can elevate your sales game and establish stronger connections with customers.


Strategic Silence:

Confidence is key in negotiations, and one way to exude confidence is through strategic silence. Instead of rushing to respond, take your time and allow moments of silence to hang in the air. This gives the customer an opportunity to process what has been said and potentially overcome any challenges or objections they may have. Strategic silence can also be used to plant a seed in the customer's mind, allowing it to sprout and influence their decision-making process. By mastering the art of strategic silence, you can create a more impactful and persuasive sales experience.


No-Oriented Questions:

In sales, we are often taught to get customers to say "yes." However, using no-oriented questions can be just as effective, if not more so. People are more comfortable saying no, as they have been doing so since childhood. By asking questions that elicit a no response, you can counter the counterfeit yes and encourage more honest and authentic communication. For example, instead of asking, "Would you like to schedule a test drive?" try asking, "Would it be a bad idea for us to schedule a time for you to test drive the vehicle?" This approach allows the customer to express any concerns or hesitations they may have, leading to a more productive and transparent conversation.


The F Word in Negotiation:

The F word in negotiation is not what you might expect. It's fair. Many customers want to feel that they are being treated fairly throughout the sales process. By addressing fairness head-on, you can establish trust and build stronger relationships with customers. Instead of asking if something sounds good, try asking if it sounds fair. This simple shift in language can make a significant difference in how customers perceive your offers and proposals. Remember, sales is an emotional process, and fairness is a crucial component of creating a win-win situation for both parties involved.


Role Playing:

Role playing is a powerful tool for honing your negotiation skills. By practicing different scenarios with colleagues or managers, you can prepare yourself for various challenges and objections that may arise during real customer interactions. Role playing allows you to refine your responses, experiment with different approaches, and gain confidence in your ability to handle any situation. While some may be hesitant to engage in role playing, it is an essential part of becoming a top-performing sales professional. Embrace the opportunity to practice and improve your negotiation skills, and you will see the results in your sales performance.


Labeling Customer Emotions:

Understanding and addressing customer emotions is crucial in negotiation. By labeling their emotions, you can create a more open and transparent dialogue. If a customer seems hesitant or concerned, acknowledge their emotions by saying something like, "It sounds like you're feeling hesitant about the price." This demonstrates empathy and shows that you are attuned to their needs and concerns. By addressing emotions directly, you can build trust and rapport, leading to more successful negotiations.



Negotiation is a fundamental skill in automotive sales, and by implementing these techniques, you can elevate your sales game to new heights. The mirror technique, strategic silence, no-oriented questions, fairness, role playing, and labeling customer emotions are all powerful tools that can enhance your ability to connect with customers, address their concerns, and close deals with confidence. By mastering these techniques, you can create a more impactful and successful sales experience. Remember, sales is an emotional process, and by understanding and addressing customer emotions, you can build trust and establish long-lasting relationships. Embrace the power of negotiation and watch your sales soar.


Future Outlook:

As the automotive industry continues to evolve, the importance of negotiation skills will only grow. With advancements in technology and changing consumer preferences, sales professionals must adapt and refine their negotiation techniques to meet the demands of the modern marketplace. By staying informed and continuously improving their skills, sales professionals can position themselves for success in an ever-changing industry. The future of automotive sales belongs to those who can effectively negotiate, connect with customers, and provide exceptional service. Embrace the power of negotiation and seize the opportunities that lie ahead.




Dealer Synergy & Bradley On Demand: The automotive industry’s #1 training, tracking, testing, and certification platform and consulting & accountability firm.

The Millionaire Car Salesman Podcast: is the #1 resource for automotive sales professionals, managers, and owners.  Also, join The Millionaire Car Salesman Facebook Group today!

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The Millionaire Car Salesman Podcast is Proudly Sponsored By: 

Dealer Synergy: The #1 Automotive Sales Training, Consulting, and Accountability Firm in the Automotive Industry! We have been building Internet Departments and BDCs for over two decades! It is this experience that has allowed us to develop the absolute best automotive Internet Sales, BDC, and CRM solutions for car dealerships. We have created the most effective training programs and processes. Phone scripts and rebuttals are our specialties, while CRM action plans, strategies, and templates are our expertise! Dealer Synergy will take both your tools and your people to the next level.

Bradley On Demand: Automotive Sales Industry’s #1 Interactive Training, Tracking, Testing and Certification Platform. With over 7,500 training modules, our platform has everything you and your dealership need to sell more cars, more often and more profitably!

Money Mind Mapp (M3): Visit for help in revolutionizing your business to help you sell more cars by tracking, projecting, and forecasting your personal sales goals!