Digital Dealer - May 2019 - 46

S A L E S & VA RI AB LE O PS : S al es St r at eg y

By Sean V. Bradley, CSP
Founder & President,
Dealer Synergy

The Million-Dollar
Question: Can You
Sell Cars?
In this competitive auto
retail space, salespeople have the potential to
earn six to seven-figure
income -- a compelling
reason why many individuals from diverse backgrounds enter into the
industry. However, success
selling cars does not depend
on a salesperson's gender,
education level, background,
upbringing, etc. It all boils
down to one thing: can you
sell cars? And if you have
what it takes to sell cars
then it's GAME ON because
the earning potential is
highly competitive!
While it's true that the
average sales consultant
only delivers 9.6 units per
month (earning approximately $52k per year) and
that dealerships average
over 73% attrition, there are
automotive sales professionals with success and
long-standing careers in
automotive challenging
those averages. Many individuals sell well beyond the
mediocre units per month
average, and there are even
multi-millionaires selling cars
on the showroom sales floor
all over the country!
Here are two examples
of highly successful salespeople in the industry:
 1: Ali Reda, a sales
46

M AY 2 0 1 9

consultant for a Chevy Cadillac dealership in Dearborn
Michigan in December of
2018, sold and delivered
202 units by himself (he
has a secretary and a lot
porter but that is all)! Ali did
not even work the entire
month of December; he
only worked 20 days! He
normally only works Monday
through Friday, 9 am to 6
pm, yet he sold double what
the average (entire) dealership sells in the U.S. with
10 sales consultants, two to

every two years in personal
income selling Hondas in
Pennsylvania.

FRANK'S SECRET
SAUCE:

 A network of repeat
business and referrals.
ALL of Frank's sales result
from either repeat customers or referrals.
 A business-owner
mentality. Frank believes
being in car sales is like
owning your own business.
He says that the Piazza's supply the inventory,

HE IS THEIR
CONCIERGE, THEIR
'CAR GUY,' AND POINT OF
CONTACT FOR ANYTHING
AND EVERYTHING..."
three managers, etc. Now,
for the salespeople reading
this article, consider what
those sales would mean
for you. How much money
would you make at your
dealership if you delivered
100+ units per month on the
showroom sales floor?
 2: Frank Crinite of
Piazza Honda of Springfield
earns almost $700,000
per year selling cars on
the showroom sales floor!
That means that he earns
almost $1.5 million dollars

D I G I TA L D E A L E R . C O M

resources, facility, desks,
supplies, etc., and he does
the rest.
 Recognizing that
car sales is a relationship
business. Frank is entrenched in the community
and extremely active in it.
He doesn't just cut a check
to support the local community, he is fully invested.
He is involved in community-wide efforts, volunteers
his time, and is sincere
about helping the community. He also believes that

if you want the community
to support you, you must
support the community.
 Leveraging social
media as a sales tool.
Frank sells approximately
30% of all of his business
from Facebook. That means
Frank sells approximately
30 units per month from his
personal Facebook page.
He is extremely active on
social media, all day long.
He estimates that he is on
Facebook approximately
three hours per day -- communicating with people,
liking their post, commenting, sharing, connecting with
his clients, prospects, and
referrals!
 Going the extra
mile. Frank goes above
and beyond for his clients!
He is their concierge, their
'car guy,' and their point of
contact for anything and
everything in the dealership... sales, service, parts,
aftermarket, etc. He wants
to ensure their complete and
utter satisfaction and does
not want to have another
person or department fail
to provide his clients with
superb service!.
SEAN V. BRADLEY, CSP is an
entrepreneur, published author,
speaker, and award-winning
international trainer. He is an
eight-time NADA/ATD convention
speaker and a FranklinCovey
Certiﬁed Facilitator. He has
earned the coveted "CSP"
designation in the National
Speakers Association. Sean
is also a member of the elite
"Million Dollar Speakers Group"
in the NSA, as well as a State
Association Speaker and Trainer.
He has spoken at over 217 NCM
and NADA 20 Groups. Sean
has personally trained 25,000+
automotive sales professionals in
1,100 unique rooftops. EMAIL:
seanb@dealersynergy.com
http://www.DIGITALDEALER.COM
Digital Dealer - May 2019

Table of Contents for the Digital Edition of Digital Dealer - May 2019
