Selling yourself works both ways
The hiring process shouldn't be about trying to recruit a candidate for as little money as possible, regardless of their calibre. If someone is going to be spending 40+ hours a week in the company of a particular group of people, it should be an attractive place to work and an enjoyable experience.
This isn't airy fairy stuff. At hiring stage, each candidate wants to feel wanted. Once you have identified a preferred candidate, leave your negotiation head behind you and don't be afraid to let a candidate know that you want them to work there and that your dealership is somewhere they will flourish in.
Dare I say it, Sales Managers may not be the best people to hire salespeople. An excellent negotiator, keeping his/her cards close to their chest, may come across as trying to hire someone for as cheap as possible, not selling themselves as their future employer.
Most people don't want to join a company with an expectation to leave within a year or two. The majority are looking for a place to settle and enjoy. Of course, standards and targets need to be met and performance expectations need to be set but if you want to close a deal and ensure you are the dealership where key talent seeks employment, you must change your mindset.