CAR SALESMAN MAKES $200,000 IN THIS ECONOMY

Internet Sales 20 Group XVII

The economy has had an effect on a lot of people, from dealerships to the sales professionals that work at the dealerships. I read all of these “Doom and Gloom” news stories — stories of dealerships closing, people getting laid off, etc. This is a different type of story: a story identifying a truly remarkable sales professional who has completely shattered the reality of a recession with his dedication, skill and tenacity.

We are continuing our Interview with Chris Gramlich, Internet Sales Manager from Peruzzi Toyota in Hatfield Pennsylvania. Chris is in the top .5 percent of the automotive sales consultants in the United States in annual income generated. Chris made $225,000 in one year, and is on track to make $200,000 this year, when all conventional wisdom is screaming that the sky is falling.

Sean V. Bradley: Do you have a system or a set process?

Chris Gramlich: Absolutely. The first thing I do is sit the prospect down and initiate a needs assessment. I want to find out what their wants, needs and expectations are. A lot of times they might not know what they are after, or they may find out what they are after won’t fit their needs.

SVB: Is there a difference between prospects? Is an “Internet Up” different from a “showroom Up”?

CG: No. An “Up” is an “Up.” Obviously, everyone is unique, with different wants, wishes and expectations. But an “Internet Up” is the same as a “showroom Up.” They both breathe the same air, want to buy the same vehicles and both want to be treated fairly, respectively and get a great deal.

SVB: I understand that you work with the Internet Department. Is that the only traffic you get?

CG: Absolutely not. This business is simple. The more you put into it, the more you get out of it. I learned a long time ago not to just wait for things to come to me. Instead of taking a “reactive” approach to my career, I chose to take a “proactive” approach. For example, I have an assistant who works the service drive every morning prospecting for me; we have an average of 70 ROs a day. Orphan owners get a letter from me introducing me as their sales consultant. There are people who service their vehicles with us who did not buy a car from us and they, too, get a letter introducing me as their sales contact. My previous customers all get a letter from me, thanking them for coming into the dealership to service their vehicle. Every morning from 8 to 9 a.m. (which is the prime time for ROs), my assistant is out there making sure that no one has any questions about their vehicles, seeing if anyone wants to trade them in, and seeing if we can buy them for the used car department. They also get solicited with my card and get entered into my database.

SVB: Your dealership’s pretty big. Do you stand out?

CG: Yes. The whole service thing was offered to everyone a year and a half ago. As a matter of fact, it had to be assigned to salespeople, and they had to spend a certain amount of time in there. But it just wasn’t working out. People saw it like a chore, an inconvenience. The owner wanted a sales presence in the service drive. So my assistant spends an hour a day before I get into work, and he is my presence in there. There are people who prospect, but as far as the service drive goes, I am the only one who really handles that.

SVB: Tell me how your career has been selling in this economy.

CG: This might sound crazy, but I actually prefer to sell in this economy. Because when someone comes in to buy a car, they are serious about buying a car. They are shopping around (which they always are), but they are “need” buyers. I have worked in times when it was so good out there that some prospects would actually just stop by on a Saturday to see what you can put them into. Nowadays, people who are buying vehicles need to buy a vehicle. They can tell you that “it’s rough out there,” or “I’m just shopping around.” They can tell you that, but they still are looking for someone to meet their needs. And once they find a value higher than what they’re paying, they will buy from you.

SVB: What is your advice to other sales professionals who are struggling right now in this economy and are reading this and thinking “No way is this real” Or “No way can I do anything about my situation”? CG: They need to get focused and stay positive. It might sound simple, but it really is. The only motivational material in my office says “Stay Positive.” You have to believe you can be successful. Because if you keep telling yourself how bad it is out there, keep blaming the economy, Barack Obama, your manufacturer, your dealership, you coworkers, your spouse, your life… you will never be successful — ever. You have to, first and foremost, believe you can be successful, and that failure is not an option. If you really believe that then you will be successful. Things have to be created twice for them to manifest — first mentally, then in physically.

We’ll conclude our discussion with Chris Gramlich next issue.

Sean V. Bradley is the founder and CEO of Dealer Synergy, a nationally recognized training and consulting company in the automotive industry. He can be contacted at 866.648.7400, or by e-mail at sbradley@autosuccessonline.com.