My 19 Takeaways From My Interview With Joe Girard

1. Separate yourself from the huddle; don’t be friends with co-workers, they don’t eat at your house, you don’t eat at their house.

2. We’re not in the car business, furniture business, or the housing business, we’re in the people business.

3. His WHY was because he had to. He lost his contractor business, he lost his house, he had his wife pleading to him they had no food, so he went and found a job selling cars that day and came home with two bags of groceries.

4. His first job he interviewed for they wouldn’t hire him because of no previous experience; so he pleaded with the owner to give him a desk and a phone and he wouldn’t take any customers coming through the door. He sold his first customer that night a professional after hours who told him he was the best salesperson he ever dealt with in all his car buying experiences; the bug was unleashed.

5. Joe didn’t play any games.

6. Joe only sold new cars, “Because his service shop could service them properly” he split all the used with his partner.

7. Don’t take no for an answer from customers, managers, or owners.

8. Joe got salespeople fired for skating and managers fired for penciling his deals and trades.

9. Time is valuable, it’s ok to hire help vs. trying to do everything on your own and being greedy.

10. Joe created his own BDC, he had two full time ladies setting appointments and two full time men doing demos, trade appraisals, handling follow up, and doing deliveries.

11. Joe had a 10 minute timer that his customers were allowed, because of the large crowd of waiting customers.

12. Joe’s philosophy was: Customers are greedy, make them work for you and offer the highest referrals in the area and pay cold hard cash.

13. Joe’s marketing philosophy: Never let go of your own customers, send out your own mailers, spend your own marketing dollars, customers got a piece of mail every three months as well as a phone call.

14. Joe sent 15,000 pieces of mail on his own dime every few months.

15. Joe spent more on marketing than his owner and sold more cars than the rest of the sales-staff combined.

16. Joe was hated on by fellow employees, competitors, and the ownership because of his popularity and production.

17. Run your business inside a business.

18. Know when it’s time to quit, call it quits. Joe retired on 12/24/1977, seven years after he promised himself that as a Christmas gift to himself.

19. Joe Girard sold an all-time record of 13,001 cars in 15 years, all retail and no fleet, which is still in the Guinness Book of World Records.

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Create Value

I always write and focus heavily about Value. The reason being I believe many factors create a successful sales person, but none more important than creating, or communicating value.

We cherish what we value, and when we value something we will climb out of our comfort zones and standards, and bend our own rules when we feel there is an object we value. Think how you sneak out of work to spend time with your kids or significant other we value. We will switch around our standards and principals when something we value is at hand and we want to have it.

Value Is Created In The Relationship

1. The First Impression
When you first greet, and then meet a potential client you mean little to them. As you walk up the smile, or lack there of on your face, wardrobe, cleanliness, and looks are going to create their first impression of you. After this initial impression your appearance creates they are going to think in their head of what kind of value you will provide them in their search for a new car. They may not value your profession, and assume the worst. Who cares what they value your profession at, because you are going to prove them your value.

Make sure you greet everyone in the party with a smile.  Make eye contact with everyone, smile, firm handshake and after you get their name state your first and last name while you shake their hand. This is a habit/trait of a confident person; and remember people want to deal with confident people. Confidence proves, I Can, I Have, and I Will Again.  A professional greeting will buy you value points in everyone’s mind.

2. Be A Professional In Your Industry
This same customer who is judging your looks, and has little value for your profession is in for an eye opener. When you as the Valuable Professional takes control of the scenario, they are on your ride. They get to pick your brain, fire away questions, but you are the one leading them around. By asking the right questions you will lead them to what they have explained to you in a painstaking way what they want. You use your communication skills to provide value.

Now you create ultimate value in yourself, profession and ability. Not only did you have a excellent greeting with good eye contact, a firm handshake, and made everyone in the party feel comfortable. You then lead the party to find what they told you they wanted. Now you have the opportunity to win over and captivate everyone with your knowledge of the vehicle, creating value in your product, your knowledge, and yourself.

This is where from here on out this customer will value your time, profession, abilities, advice/recommendations and your quality of life. They will want to buy more vehicles from you as well as send family and friends with a solid valuable recommendation so you and your family can have a more full life. This is now a business relationship where they value your time and opinion more than the product. This is where your value outweighs any price, or competition.

Know Your Product and Know Your Customer

When people are spending money they want their questions answered. They don’t want to hear; I don’t know, I’m not sure, I think so, Probably. These are all answers that scream “You just asked me a question and I’m going to answer it with a Yes/No hybrid that has no clarity. Customers hate this and it does not create any value in yourself, product or abilities.

1. Answer Questions With a Positive Note
When people ask you questions, utilize this opportunity to prove your knowledge and create value in yourself and your product. Give them reasons why the vehicle has this safety feature, how competitors skimp on the same feature and then create value in how this specific safety feature will keep their family safe. Make this safety feature they asked about differentiate your car from the competition. Use these questions to prove and resonate your value to them when it comes to buying A Car!

2. Overcome Their Ignorant Questions By Enlightening Them
We all go crazy when a customer asks the same questions over and over. We think to ourselves “if they’re going to ask questions why don’t they remember the answers?” Unfortunately ladies and gentleman, these are traits of buyers. And guess what? Buyers have the leverage, and have control because they are spending Their money. You have to learn to lead the process, but make them feel like they are. Ultimately “he who has the gold, makes the rules.”

Always remember to put and keep the customer first. Like my late grandmother June Walsh always taught “Do unto others as you would have them do unto you.”

Now go out and get a customer, create an experience and feeling and Create Value in yourself and the product you sell.

Another motivational Blog Post written by Noel S. Walsh I. Creator, Writer, Lead Trainer, Principal of NW&A “Conquer What You Chase” Sales Training, Consulting & Motivating of Ann Arbor, MI and St. George, UT. “You don’t know what it’s going to be, and that’s a beautiful thing.”

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How To Build A Clientele In Car Sales

The way to truly become successful and a money making machine in car sales is by building a Clientele.  Yes people if you focus on One thing it’s being real, taking care of people and building a residual paying Clientele.

Make Every Deal

In your early career in Sales you first job is to learn as much as you can from the pros and your managers, talk to as many people as you can, and make every deal when there is a shred of a chance.  By making these deals and learning as much as you can, your building a Clientele.  While closing deals and learning the systems and processes your gaining wisdom and value.  Your learning how to close deals.  Your learning how to overcome objections while building value in yourself and the product.  Sometimes you may not want to take a skinny deal because the customer is a pain.  But remember every deal you make; you deliver another car, make a commission, and now have new future car deal, as well as referrals in the future.  Don’t ever think your too big, focus on building your Future through building a Clientele.

Stay With One Brand and One Dealership

The longer you stay with a brand and in the same dealership you create familiarity and trust in yourself to the customer.  This is proving that you are a professional who has been with the same brand at the same place, and you are going to be right there when they need you.  When you switch dealerships the nation average is 20% of customers will follow a good sales person.  That means if you switch dealers 80% of what you built into a Clientele is not gonna chase you down and will move on.  That also means 80% of your referrals will never make it to you.  Make it easy for your customers to find you.


Some regions are so terrified of leasing, and think they’re doing their customer a justice by putting them in long term purchases at high rates are crazy.  Lease as many people as you can for the shortest term you can.  Leasing is actually doing you, your customer, and your whole dealership a service.  Here’s some math:
24 mo lease
8 years
2 cars every 24 mo = 8 cars
That’s 8 cars in 8 years for a couple

72 mo buy
8 years
2 cars every 4 years = 4
That’s 4 cars in 8 years for a couple in buys.

Reason being that most people put little to no money down and finance 72 mo, and longer in some places.  You won’t be able to trade them out without negative equity usually until 2/3rds through the contract which would be 4 years.

So by putting them in leasing, you have no trade in to deal with, which no one is ever happy with what their trade is worth.  You have a guaranteed shot at their business in 20-24 months.  You are keeping their payment low, and keeping them out of high repair costs.

Really leasing is a win win for everyone involved.
Your keeping the customer in a brand new car with low maintenance at an affordable payment.
Your keeping your manufacturer selling their product, at a residual pace.
Your keeping your dealership selling new cars, doing the maintenance, and keeping them loyal to you and the dealership for all their car needs.
You get to start taking advantage of those residual commissions every 2 years. A Clientele that promotes leasing, you, the brand, and the dealership.
If you aren’t leasing your missing the boat, because leasing is where it’s at in new car sales.

Stay In Touch, Mail and Prospect

“Customers don’t always remember the deal they got dealing with you, but the always remember the feeling they got dealing with you.”  Make your customers feel good about themselves and what they buy.

To keep the Clientele warm and fuzzy for you, you have to stay in their memory so that when someone talks about a car, they start talking about you.
Yes you should send out monthly emails.
Mail them a Christmas and Birthday card.
Mail them promotional specials on vehicles and service often.
Mail out lease renewal, customers in equity and special program letters bi-annually.
Mail thanks for stopping in and thanks for buying cards.
Mail thanks for stopping into service, and sorry I missed you cards.
Mail and email out a blog, newsletter, or Pro Tips every quarter.
Always visit and chat while they are in the service lounge. This will concrete your relationship with them and prove you are there to help.  Whenever your customers walk up to your deal or you see them around the dealership, chat with them.  They want to know you remember them, and care enough about them to see how things are going.

Be Genuine & Be Yourself

It’s that easy, be genuine and be yourself.  If you are real with people and let them grow to like, trust, and appreciate you, you will then get the real them.  A loyal customers who trusts you and your abilities and is happy to tell and refer others to you.  Being yourself, having integrity, and being one of your word will payoff dividends for your career and life beyond Belief.

Another motivational Sales Blog Post written by Noel Walsh Creator, Owner, Lead Trainer & Writer from NW&A “Conquer What You Chase” Sales Training, Consulting & Motivating of Ann Arbor, Mi and recently St. George, Ut.

“You don’t know what it’s going to be, and that’s a beautiful thing.”

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A Car Sales Person’s Guide to Income Levels

A Car Sales Person’s Guide to Income Levels

When you are in commission sales you in various ways have the ability to dictate your income. There are many outside factors that will affect your ability to earn such as; inventory, weather, market trends, good or bad press, gas prices, interest rates, size of your dealer, brand you sell, management/owners and thousands of others.

The most important factor that dictates your overall income; where you fall with your peers, and where you rate at is, Yourself.

An ambitious, hungry sales person with a family to support and a lot of overhead is more likely to earn more and do what it takes to grow. Compared to a person who just wants a job, has to have a job, has low overhead, or someone in the family who is the bread winner will often not have the same hunger and ambition as the strapped sales person.

Ultimately the outside factors are a force, but the ambitious one will overcome and change them. The ambitious sales person destined for success will do what they need to do to survive, grow, move forward and Conquer Success. Where the sales person who looks at it simply as a job will most likely not last long. The unsuccessful sales person will Pick up the habits of the other unsuccessful sales people. They will all huddle together, being underachievers, complain how it can’t be done while watching the Ambitious sales person do it in front of their eyes. They will then try and take away their hard work by down playing the ambitious sales persons success as un-earned and given to them from the management.

Here are the III Levels of a Car Sales Person’s income and where it rates you compared to your peers.

Where do you rate, and how long did it take you to get there? I started at a high Level I, after moving to a new larger dealership, (Same Brand) reached Level II after 5 years of selling and after 11 years of selling was able to reach Level III “Sales Executive”.

Level I Sales Person $0-$99,999 a year “Sales Person”

A level I sales person usually just started in the business.  They are learning, and they have roughly a 1 in 3 chance in sticking in the business over a year. They have an even smaller chance of making any kind of good money or a career out of car sales. They will usually listen and focus to what their manager tells them, do it, and have a couple decent months.

1st Kind of Level I
In that time the rookie will usually have 1 big month where they are one of the top sales people in the dealership. This will ignite the under achievers. They will work together to recruit this new “Spark of Energy” selling all these cars. From here they will deprogram everything good and positive in this rookie and in place put in all the bad habits. This is called the huddle. A group of 10 and under a month sales people standing around waiting to get lucky. They take no pride in themselves or their career, nor do anything to better it. Their goal is to put out the “Spark” and grow the team.

2nd Kind of Level I
This is the salesperson who has been in the business for a couple years and is growing. They joined the huddle for awhile because they were sick of feeling guilty for selling lots of cars. The group took them in if they would turn their positivity into negativity and focus more on fantasy football over marketing themselves and prospecting themselves. After a few pay checks after joining the team they quit the team. They have now been in the business awhile, and are growing to become level II.

3rd Kind of Level I
This is the person who has been in the business for over a year. They are picking up how things work, and watching the best at their dealership close deal after deal. They are so hungry for success and competitive they constantly are thinking, learning, and growing their business. They are smart and understand they may have to move brands or locations to get to the next level. This is the sales person who is destined to the next level… Usually having kids will turn a car sales person into the 3rd kind of Level I.

Level II Sales Person $100,000-$149,999 a year “Sales Professional”

A level II sales person is definitely a successful person. They are one of the top 1% earners in the World. They know what they’re doing, and they go to work to work. They focus on goals, prioritize their day, and have a good grip on the ins and outs of the retail car sales business, self marketing and customer satisfaction. These people are usually at a decent sized dealership, with adequate inventory, good marketing, competent management and a good staff. This usually takes 3-5 years of hard work to get to, and takes a lot of work to maintain.

1st Kind of Level II

This is the rookie phenomenon. This person by nature is very aggressive and ambitious, and is definitely mature. They usually had owned a business or were in a different kind of sales and know about build a clientele, and self marketing. They worked a horrible job, got into car sales and said to themselves “S..T this is easy”, or have a life event like a growing family, large debt due, or an insatiable appetite for money and success. These are like I said a phenom, and very rare I’ve only worked with a very few.

2nd Kind of Level II

These are great sales people the usually have 10 years plus car sales experience. They stick in one spot, with one brand and are great at building and maintaining relationships. If their customers call or email and they miss it, they always respond back in a timely manner with answers and results. They know their product, but better yet they know their customers. They don’t kill themselves chasing ups, but still take them and usually sell them. They know how the dealership works, the politics to stay away from, and what each managers specialty is. They work hard, have a great process, and have become accustomed to the life they live and want to keep it that way.

3rd Kind of Level II

Just like the Sales Person above, they know what they’re doing and how to get the results they desire. This Sales Professional has been offered management, but loves their flexible schedule, leaving when it’s slow, and only having to worry about themselves. The 3rd Kind of level II is destined for Level III “Sales Executive”.

Level III Sales Person $150,000 and Up “Sales Executive”

Well my fellow sales people when you’ve reached the Level III “Sales Executive” you are truly the top of the heap. You are at a level of success where you make more than the average Doctor, Lawyer, and any other big name profession out there. Your day consist of solid processes, hard work, doing whatever it takes with integrity, and getting the results you desire. You know your time is worth money, and never waste a second. Your closing ratio is high, your CSI is tops, your customers love you, and you realize the level of Professionalism and skill you bring to the table and make sure you are paid for it.

The level III Sales Professional does not need sub levels, because you are one of “The Best in the Business”. Your customers never second guess what you tell them, question your knowledge, and rarely even look over the paperwork, because they “Trust You” and you keep their trust. You know the sky’s the limit, and you get what you want on every deal, knowing your worth

Now most of us sales people will start out as Level I and after years of hard work will make it to level II. Many sales people do not want to do all the things it takes to stay level II and may live their career at the top of Level I, which is still a comfortable lifestyle. But their are those few ambitious, hungry, competitive and determined Sales People that when they reach Level II are not satisfied and catapult into Level III.

Car Sales is a fun, demanding, emotional roller coaster. It takes a lot of strategy, and self discipline, but is a hell of a way to make a living. Car Sales is “A tough way to make an easy living” and if you embrace it and put in the time you can give your family a great lifestyle, I know first hand.

Another motivational blog-post written by Noel Walsh. Lead trainer, writer, and principal of NW&A “Conquer What You Chase” Sales Training of Ann Arbor, Mi and St. George, Ut.
“You don’t know what it’s going to be, and that’s a beautiful thing.”

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Whether You Look At, or Whether You See A Customer Usually Dictates A Sale or Not

When a customer walks on the lot, into the dealership, or into your business how you Look At or See the customer is part of your first impression you give out. A lot of times the customer can be nervous about entering the doors of your business from fear of Sales People, spending money, or making a big decision. The eye contact and mannerism you make with the customer can either ignite, or cradle these fears.


The Piece of Meat Look

This is the look a customer feels they get when they arrive to the dealership or place of business and all the sales people are on the front porch, ( probably half smoking ) staring at the customer like they are a piece of meat. You may have stepped into a business and received this look before and no one likes it. When a customer is responded to like this it’s a complete deal killer, as the customer is going to have a tough time getting comfortable and trusting you. The group staring at and talking about them as they enter to make a big purchase, oddly enough isn’t that welcoming.

The I Want to Genuinely Serve You LOOK

This is the look a professional sales person invites the potential client in with. This is a look of confidence, assurance, and kindness. The eye contact you make with them solves some of their fears, and un-easiness they had when they entered your business. “I want to genuinely serve you look” takes the customer out of defense mode, and pulls them into comfort mode. This is where a professional breaks the ice, soften-ups the prospect and starts building a thick and genuine relationship.

The “I want to Genuinely Serve you Look” is going to exponentially raise your chances for a smooth and seamless sale, as well as build the foundation for the next time they are in the market or know someone who is.

What A Look Says About You

The look, the eye contact, and the greeting you give the customer when they walk in the door says a lot about you. It tells them, “Hey, I know what I’m doing around here, I know how to help you find what you are looking for, and I’m going to give you the service you want and deserve. How you approach the potential client, and how you make them feel by the look you give them is setting the stage. You are opening up a relationship built on trust in your abilities and your intentions. The look you greet your customers with will decide success or failure. So remember never to cut or skip a step, especially when it comes to welcoming your potential client.

Another motivational Blog-Post written by Noel Walsh. Lead Trainer, Writer, and Consultant for NW&A “Conquer What You Chase” Sales Training, Consulting & Motivating. From Ann Arbor, Mi and now St. George, Ut.  “You don’t know what it’s going to be, and that’s a beautiful thing.”






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Keep Moving Forward

Sometimes in life it seems like life is perfect, deals close easy, everyone says yes to whatever you say, and nothing can stop you. Then all of a sudden the wind changes direction, and everything changes. This has and will happen to all of us and it’s part of what grows us and makes us stronger. Whenever we head hard times in life we must continue to Look and Move Forward.

In my 14 years of retail auto sales I have encountered every emotion one can face. I have felt the pride of major accomplishment on a day, in a month, over a year, and through a decade. I have also felt the despair feeling of non-accomplishment, and it seeming like everything I touched crumbled in front of me. I have dealt with these polar emotions over the good times, the bad times, the past, and the present. Regardless of what life has thrown at me I Keep Moving Forward. Knowing that ahead of me will be better days, worse days, and that I will Conquer every obstacle that comes my way.



Failure keeps us from getting back up when we get knocked down, and without the right mindset can keep us from trying again. If you ever read anyone who has truly Conquered Success life story it begins with failure upon failure. What launched these high achievers to an elite status is when they got knocked down, they got back up. When someone told them it couldn’t be done, they did it. When the world and there surroundings closed in on them, they opened it up. They would not take no for an answer, they would not give up until they succeeded. They did what it took to overcome every obstacle, and they Kept Moving Forward.


Pride is something that is tough for all of us, and me especially to deal with. We should be proud of our kids, our family and our accomplishments. However we cannot let our pride overtake us and change who we set out to be. It is good to be proud of a great month, or year, or career yet we do not want to become boastful or condescending. Realize what you have done in your career to stand where you do, and be proud of your family and the things you’ve accomplished. Remember along the way to never lose your humbleness, and never let your pride put you above other people as it will come back to haunt you. Be proud of what you have overcome, stay humble and Keep Moving Forward.


Respect is earned when respect is given and respect is deserved. I see so many people who are disrespectful to people who they see as below them, and these are usually the same people who are so hurt when they feel they are not respected by the people they look up to and  they see above them. I have dealt with this in my career when I worked my tail off, and felt it was unnoticed and in vain. There is a famous line ” Don’t look for a pat on the back on your way to the top, but you’ll realize how much you were appreciated and respected when you reach the top.” Don’t let other peoples lack of appreciation hold you back, rather let it push you harder. Feel free to separate yourself from the negative people that hold you back, but never consider yourself better than someone else. Whether you feel un-appreciated or not getting the respect you deserve Keep Moving Forward.



Forward to me is one of the most motivating words in the English language. It permeates accomplishment and great things. One of my favorite shows on TV is Mad Men and of course my favorite character is Don Draper. One of my favorite lines he ever said “I only move in one direction, Forward.” Now if you watched the show he has had so many accomplishments and he was un-stoppable until his ways finally caught up to him like they always do. He was then humbled, put his pride behind him, overcame his down fall and continued to move Forward.

This is exactly what it takes to move Forward. Sometimes we let ourselves get ahead of us and we lose track of what we set out to do. Being humbled will let us do the soul searching we need to learn to continue to grow. Ooh yes you will get knocked of the tracks, and the envious, negative people that hated watching you grow will laugh and smile. This is where you leap to the next level, get back on your feet and Keep Moving Forward.


Another Motivational Blog post written by Principal, Lead Trainer Noel Walsh Creator of “Conquer What You Chase” Sales Training, Consulting & Motivating from Ann Arbor Michigan.


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“Warm and Fuzzy Feeling” Building the Relationship

It’s amazing how we get our confidence from successful to unsuccessful people, and it is taken from us from the same people. Confidence is what drives a sales person, but the customer relationship is what builds a sales person.

Sometimes we are so confident in our self and abilities we forget what really gets us to our level of success. The Customers! Without customers buying our product and paying for our services, we are Nothing!

People buy from people they Know, Like, and Trust. You should never believe that your services, product, or yourself are so needed that no one can resist; reason being because although your confidence, knowledge, and value in your product are desired, it is the feeling of value and assurance of a good and the right value that seals the deal. No matter how well rehearsed you are, how good your product is, until you can prove the value and get your customer that “Warm and Fuzzy Feeling” your not much ahead of your competition.

People no matter who they are want to feel important. People want to feel like they are in control, and when they are on the purchasing end of a transaction they are in control. People are also; although not always consciously, are nervous when it comes to making big decisions especially with money. So how does a sales professional overcome this?

By building value in your self and product and creating a relationship. You create a relationship by walking into their personal life for a minute and out of their professional life; although not completely. You don’t take the corny approach and ask about their weekend or family seconds before you try to close the deal. What you do is start a professional relationship hinting who you really are through charm and humor, just enough to keep them interested while extracting information about who they really are in the process. A customer is going to have a wall up, because they have the leverage and the money and they can get the product they need at a variety of businesses.

You find out if their a family man, a party girl, the life of the party or the one wanting to be left alone. Once you have an idea after a presentation of your product and basic relationship building you start asking questions about their plans for the weekend, thoughts on a local to you or them sports team, the weather or anything else anyone can talk about. Don’t dive your personal beliefs in to fast as you don’t want to push them away. Once you find what really drives them, feel free to massage that happiness in their life, but never in a way that seems fake or obvious.

Being a Sales Professional is not about being fake, or insincere. Being a Sales Professional is about being the best person you can to the consumer across from you , on the other line, or across the web. Being a Sales Professional is about bringing a great product to a great customer in a way viable for everyone fulfilling more than one party’s need but instead all party’s needs.

When a customer sees this is your true intention they will get that “Warm and Fuzzy Feeling” and appreciate what you did, because you have made them your friend, filled their need, and evaporated their nervousness of the transaction/sale. Congratulations your a Sales Professional. Now that confidence is well deserved.

Another motivational blog post written by Noel Walsh of NW&A “Conquer What You Chase” Sales Training & Consulting from Ann Arbor, Mi.


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Is The Loyal Repeat Customer Still Coming In?

This is a debate I see regularly, can you still count on making a great $100,000 + a year income by taking care of  referral and repeat business? Or are your customers going to find their next car by some search engine, true car, or through social media?

What Brings Customers In?

What would you equate are the reasons your customers are coming in to buy? Are your customers coming into see you strictly because of you, or did a newspaper add, facebook page, billboard, or some other means of advertising bring them in? Well if you are a good sales person it’s most likely some form of marketing got them going, but ultimately it is you who sets the appointment and by taking care of them, a friend or family member that brought them in. When you are a good, sincere sales professional that cares about and remembers what is important to their customers you are taking all kinds of doubt away from them and making their decision to buy, an easy one. Ultimately if you are a good sincere sales professional your customers will come back to see you more often and are still the most effective form of advertising.

Case and Point. I took a fresh up two and a half years ago, during cash for clunkers and sold a young family a car. A year later I leased them a Ford Edge, and a year after that traded them out of the first car into another car. This was three fast deals in under two years in which they called me with what they wanted to accomplish. By building value I was always able to sell them without them shopping around by working hard for them. I made good money on every deal, and received perfect CSI. When they would come in for service I would always say hello, ask about their family’s and hobbies and always remind them “Next time you are in the market to call me, or if they ever hear of anyone looking to have them call me directly, as I will give them the same professional business I have always given you.” This is a line that has made me a lot of money, and is completely true. I work harder for referral and repeat customers ultimately because they are easier.

Make any sense?  It should because since I have dealt with them in the past, or because they were referred to me they are easier to sell. I can and will now ask specific questions to find out how I will get them in a vehicle I have in stock that best fits their wants and budget. I know I have time to get them talking about their family, work, and most importantly themselves which If you don’t know everyone likes talking about themselves. So therefore their is no hard selling really done. I ask a series of questions that lands them on a car that has the size, color and options that best fit their wants and budget.

Since then I sold their parents they sent in to see me, who sent her sister in to lease a car from me and turn in her lease she got from another dealer, and when she came into get hers she brought her daughter who picked up a car from me the next day. That’s a lot of business most dealers would have spent over $300 a customer to get them in. I was able to do it by doing what a good sales professional should do day in and day out. Doing the basics with a sincerity to help your customer accomplish their wants and needs.

So What Brought the Customers In?

What brought the customers in was me, my abilities to deliver what the customer wants and my reputation. It was not ZMOT, true car, a TV or newspaper add, it was Noel Walsh. Don’t get me wrong marketing usually gets the customer thinking, but it is a sales professional who puts the deal together and presents it in a way that over comes all objections. It wasn’t SEO or a dealership facebook that got the people calling me it was me. All forms of marketing are good but YOU are what makes things great for your customers.

Let me know your thoughts.

Written by Noel Walsh creator of  NW&A “Conquer What You Chase” Sales Training and Consulting from Ann Arbor, MI.

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November 18th Automotive Sales Training Workshop In Michigan

Only a few days left to accelerate your sales prospecting skills with the “King of Prospecting” Fran Taylor.

Don’t miss out book today!

Take advantage of the opportunity to learn real life prospecting skills and tools from the “King of Prospecting” Fran Taylor. This Friday November 18th at Weber’s Inn in Ann Arbor, Mi. from 9am to 3pm. If you are in Sales and Serious about Growing your Income and Customer Base, You owe it to yourself, family, and employer to Attend!

Want to know how to book today?

If you want to Grow your Prospecting Skills, Call 734-678-4502 or go to Come learn the skills needed to succeed with your peers from the Best in the Business in Prospecting Fran Taylor.

This Sales Training Workshop is Hosted by NW&A “Conquer What You Chase” Sales Training and Featuring Fran Taylor the “King of Prospecting.”

Book Today.

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Quality Vs. Quantity

Quality Vs. QuantityThe ever going debate of what is most important in sales and auto sales more specifically.  Do you prefer a lot of new customers with no preference or loyalty to your business or your brand?  Or would you prefer a more manageable amount of customers whom you have a relationship, done business with, and that have loyalty to your business, product, and staff?

The Power of Quantity
The more customers the merrier, right?  Yes a lot of customers is great as long as you can manage, and accommodate all that you have in front of you.  If these customers are new to your business, they are not going to have much patience or trust in you until you earn it.  This makes it tough to properly build a relationship and trust when you have a large amount at once that all have the same perception of you, they do not know you.

Advertising and bringing in new customers is a good thing but your close ratios on completely new customers does not compare to the close ratios on cultivated previous customers.

The Real Results of Quality
The quality of your customers will bring the best results.  When you are going after customers prospecting, over generic advertising will bring in a higher quality of customer.  You are going after a previous customer who knows, likes, and trust’s your business, product, and probably has a relationship with your staff.  These customers are approached, prospected by a more formal approach rather than broad generic advertisement.

Your profit margins and close ratios will be much higher with a prospected previos customer other than a fresh customer brought in with traditional, generic advertising.

What Method Do You Choose
Prospecting the customer base you have the greatest connection already with is the best quality of a customer.  These are the customers who you will have higher profit margins, sell more products to and have smoother negotiations with.  The customers you bring in with generic ads will be chasing a payment and price you advertised with little or no profit to the dealership.  When these customers can’t get the price or payment they came in for, because they don’t qualify for one thing or another will be upset and feel tricked.

You cannot give up on traditional advertising all together.  What you can do to supplement and cut the cost of your advertising budget is prospect. Prospecting can be done on an individual basis when things are slow.  Each sales professional can go off a broad set of prospecting tools, and make those prospecting tools unique to their style and customer base.  This keeps each sales person on their game, keeping busy prospecting their customers.  Doing this in a fun, and clever way to keep your name and face in front of your previous customers, their family, and friends.

Do you want to learn the skills and tools of prospecting to keep you productive through the down times?   Then come see the legendary “King of Prospecting” Fran Taylor from Taylor Techniques in the Southeastern Michigan/Detroit area Friday November 18th at Weber’s Inn in Ann Arbor, Michigan.

Another motivational blog post written by Noel Walsh creator of “Conquer What You Chase” Sales Training in Ann Arbor, Michigan.

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