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From: Jared Hamilton
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Bill Playford

Bill Playford Vice President

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The Passion of a Car Salesperson

Like some of you, I am just getting caught up from nearly two weeks of conference action in Vegas. After attending and participating in three conferences (I only know a few who stayed for four!), my head was left full of charts, graphs, concepts, and ideas. Beyond the sensory overload from all of the content, one thing became abundantly clear to me: I was surrounded by people with passion. Pure, unbridled, go-tell-it-on-the-mountain, passion. Hearing people tell their story, wildly gesticulating with their excitement. The enthusiasm was contagious!

Many of us have passions in life. For some, it’s the outdoors. For others, it’s sports. Still for others, it’s working in the garage. You can debate for hours about the best way to rebuild a carburetor. You work tirelessly on your fantasy football team at all hours of the night. You spend weeks scouting out the best place to put a deer blind. You have rooms dedicated to mounted fish, classic Fords, and the New Jersey Devils.

I’m one of the guys who’s extremely passionate about his career. I love what I do! I rarely ever stop thinking about how I can improve processes, discover efficiencies, or make people more productive. I’m bouncing ideas off my friends in the industry all of the time (and they are always bouncing ideas off of me). I know my wife wishes I’d take a break in the evening, but she tolerates it because it’s what I do. I feel like the car business found me and I’m going to give a 100% back.

I know many of you, however, don’t feel that same passion. Maybe you feel like you are stuck in a dead-end job or someone around you constantly drags you down. Well I have bad news for you: your customers can hear it, see it, and feel it. How are they going to tell you “yes” when all they see is ‘no’? Unfortunately, the car business is not one of lateral moves. You’re either productive or you’re packing.

If you’re lacking that passion, you don’t need to get a prescription. I’ll leave the pills to Pfizer, Glaxo, and Bayer. I’m merely suggesting you change your outlook on what you do for a living. When asked, I’m guessing most of you would say that you sell cars for a living. I would argue that the sale is the end result of what you do. Before that vehicle puts rubber to the road, rolls over the curb, and starts killing bugs (did I miss any?), you need to sell yourself first. If the customer is not buying what you’re saying, then you have a tall hurdle ahead of you.

So how do you change your outlook? It’s actually pretty simple. Start thinking about what you really do every day. You’re not some robot that picks up the phone, pecks away at the computer, and shuffles papers around. You’re a cheerful voice after a hard day at work. You help people save their hard earned money. You are your own business. You assure people that they are making good decisions. You’re solving people’s problems. You make lasting friendships. In some cases, you’re even helping people achieve their life’s aspiration. You’re not selling cars: You are changing people’s lives!

Now I can hear the skeptics out there now saying that I’ve read too many books (and some other things that can’t be written here). To the naysayers, I say give it a shot. Talk to your customers with the same energy you would talk about college basketball during March Madness. Remind yourself that you are providing a valuable service to people. Sometimes it’s simpler than metrics and technology. Sometimes it’s the simplest things that can make all of the difference. What do you have to lose?

Eric Miltsch
@Bill, You're absolutely right about being able to hear it, see it & feel it - your passion was evident within seconds of meeting you at DSES. Keep doing what you're doing and pass that enthusiasm on to others.
Arnold Tijerina
You rock, Bill! Just sayin' :)
Marc McGurren
Great word sir.
Stacy Mueller
Excellent read, Bill! I wholeheartedly agree.
Bryant Gibby
Good call Bill. I tell my salesguys all the time that they need to always be conscious of their attitude for the fact that customers can pick up on it. To their credit, it is really hard to be upbeat all the time (especially if you are in a slump), but it is important to put all those feelings aside and work a deal with a postive, friendly attitude. Great post!

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