Jeff Cowan on the forgotten rules of professional salesmanship

Competition in the retail automotive market is rapidly intensifying, and building relationships is the key differentiator that sets salespeople apart from their competitors. On today’s episode of Service Drive, sales trainer, author and president of Jeff Cowan’s Pro Talk, Jeff Cowan, explains why fundamentals like rapport, accountability and training matter more than ever.

Cowan wrote his latest book, “The Forgotten Rules of Professional Salesmanship,” after identifying a widening gap between modern selling tactics and proven fundamentals. Sales success, he argues, remains rooted human connection, trust and disciplined execution, despite society’s growing reliance on technology.

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In fact, more than 80% of sales, regardless of the product or service, still require face-to-face or voice-to-voice interaction to close. Of the remaining percentage, roughly half of buyers make the purchase without human contact because they are repeat customers. The other half will not take delivery until they’ve spoken with customer service to understand how to use the product or service.

Modern digital-first, “Amazon-style” selling strategies drift away from what has historically worked and often overlook the relationship-building process required to close on higher-ticket, trust-based purchases.

Cowan stresses that it is critical for all salespeople, regardless of industry, to recognize that they are in both the people business and the relationship-building business. Long-term success hinges on trust and rapport.

Building rapport is the single most important step in the selling process. It allows the salesperson to connect with the customer in a meaningful way, reducing defensiveness and making the close easier. It also drives repeat business, referrals, and customer loyalty across all departments.

When Cowan worked as a service advisor years ago, the environment was very different. It was not uncommon for advisors to have a dedicated clientele who would only do business with them. At that time, the national average for hours per repair order ranged from 1.8 to 2.0, and CSI scores remained steady. Today, the national average has declined to 1.2 hours per RO, a drop Cowan attributes to customers spending less due to a lack of trust in their advisor.

Customers are far more likely to approve recommended work when they have a trusted relationship. Service advisors who focus on building rapport quickly set themselves apart and outperform their peers.

While some advisors may feel apprehensive, creating meaningful rapport does not have to be time-consuming. When done strategically and correctly, it can be established in just 30 to 60 seconds.

Dealers should begin preparing for a pivotal selling environment in 2026. Cowan predicts increased vehicle and service demand driven by lower interest rates and pent-up replacement cycles. He also anticipates an influx of first-time or returning customers, making it critical for service departments to retain and convert these customers into long-term clients.

For dealers attending the 2026 NADA Show, Cowan advises evaluating AI options carefully. Over half of vendors will showcase AI-driven applications, and it is essential to demand dealership references that demonstrate real results before committing to a costly, long-term contract. He recommends prioritizing tools that enhance transparency on the service drive, such as inspection and alignment systems, and avoiding solutions that could degrade the customer experience.

Technology alone is not a miracle solution. To deliver a meaningful return on investment, it must be paired with training and accountability. Successful implementation requires full team buy-in, consistent execution, and disciplined oversight.

Relationship-driven selling remains the foundation of sustained growth. Dealers who invest in people, training, and accountability will continue to separate themselves from the competition. It’s the fundamentals, not shortcuts, that define long-term success and profitability.

Grab a copy of Cowan’s latest book, “The Forgotten Rules of Professional Salesmanship,” on Amazon.