Car Sales Departments and Functions

These Closers are considered skilled negotiators. Also, they can keep the Liner as the “Good Cop” and they can be the “Bad Cop....

There are primarily four different types of salesman that can be involved in the sales process. They are called “Liners”, Closers”, “the Desk” and “the F&I Manager”

 

A "Liner" is the salesman on the front lines. These are the salespeople that will greet the customer as they arrive at the dealership and their function is to take the customers through the first steps of the sale. Their main goal is to help the customer to select a vehicle.  Most importantly, they will attempt to get customer’s commitment to purchase a vehicle that same day.

 

In some dealerships, the same salesperson that greeted the customer will also be responsible for negotiating the price. However, many dealerships will have specific salespeople that will only close the deal once the liner has reached the negotiation stage. These salespeople are called “Closers”.  The dealerships that have both a "Liner" and a "Closer" are called “System Houses”. 

 

System houses are often considered to use “high pressure” sales tactics.

 

"Closers" are considered skilled negotiators and normally introduce themselves to the customers as “Assistant Managers”.   These system houses believe having a "Closer" negotiate the deal is more effective because they can go in fresh and present the “Pencil” with authority.  Plus, they can keep the "Liner" as the “good cop” and they can be the “bad cop”.  Also, the "liner" can remain with the customers to make sure they don't “go Sideways” when the "Closer" leaves the room.

 

The Sales Managers are often referred to as “The Desk”. Their function is to manage the sales department and provide the “Liners” or “Closers” with counter-offers during the negotiation.  On occasion they will attempt to “close” the customer, but usually it is to perform some “Play-House-90” after an agreement has already been reached.  For example they may meet the customer at the very end of the negotiation a act like they are really making a sacrifice by selling the vehicle so cheaply. The concept of having the decision maker (the desk) not an active participant in the negotiation is essential.  It allows for every counter offer to be properly crafted and potentially maximize the profit.