Lessons from the shop floor or what selling cars taught me about life
I got laid off and then Covid hit. I was desperate and the only job I could find was selling cars. I’d been in high-level marketing and media jobs for 20 years and thought the job was beneath me. How wrong I was. I learned a lot. About the car business, about the marketing world, about people, and, most importantly, about myself.
Here are my top ten realizations:
Never underestimate the power of a good sales pitch. I may have had 20 years of experience in marketing, but I quickly learned that the principles of selling are the same regardless of the industry. Being able to effectively communicate the value of a product to a potential customer is crucial, no matter what you're selling.
Adaptability is key. I never thought I'd be selling cars, but I quickly learned that being open to new opportunities and being willing to adapt to a new industry can lead to unexpected growth and success.
The customer is always right. This may be a cliche, but it's true. In the car business, it's especially important to listen to the customer and understand their needs. By putting the customer first, I was able to build trust and close more sales.
It's all about the follow-up. Follow-up is crucial in the car business, just as it is in any sales job. I learned that staying in touch with customers after the sale and maintaining a relationship with them can lead to repeat business and positive word-of-mouth.
It's not about being the best, it's about being better. When I first started at the dealership, I was intimidated by the other salespeople who had been in the business for years. But I quickly realized that it's not about being the best, it's about constantly improving and finding ways to stand out.
Be honest, be transparent. Honesty is the best policy when it comes to selling cars. Being transparent and upfront with customers about the cars, the financing options, and the whole process can build trust and lead to a successful sale.
The art of negotiation. I never thought I would be negotiating on a daily basis, but it's a big part of the car business. I learned that effective negotiation is not about winning, it's about finding a mutually beneficial solution for both parties.
Branding is everything. I was surprised to learn how much branding plays a role in the car business. From the dealership's logo to the make and model of the cars, branding can make a big impact on the customer's decision.
The power of teamwork. I realized that selling cars is not a one-man job. I had to rely on the support of my colleagues and the dealership as a whole to be successful. Teamwork is key in any industry.
You're never too old to learn something new. As a marketing executive with 20 years of experience, I thought I knew it all. But, I learned that there's always something new to learn and new ways to grow, both professionally and personally. This experience has been a humbling and enlightening one and I'm grateful for it.