Automotive Sales Training

Who Am I? Please, Tell Me Who I Am…

By October 9, 2010 December 27th, 2016 6 Comments

Are you prejudice? When clients comes into the dealership, do you size them up and say to yourself, "This is a buyer and this is not?”    At the beginning of each Automax class, the trainer does a simple experiment to prove a point.  The trainer’s ask their students, “WHO AM I?”  How, tall am I? How old am I?  How much do I weigh? (Be careful!) How much money do I earn?  How much does my suit cost? Etc…

For as many students as there are in a class, that is how many different answers we will get. All the students are looking at the same person and they all see something different. It's amazing how we all think that way.

All of us have a story where that one person came into the dealership and no one wanted to deal with them because they just did not “look” like a buyer and we or one of our friends took them and not only did they buy,  they referred and referred and came back and, well you know the rest…

Never judge a book by its cover.  It makes no difference, what the person looks like, dresses like, appears like, whether they drove to the dealership in a Rolls Royce, a Kia, a bicycle, public transportation or walked in, they all came in to purchase.  There is no such thing as one salesperson being lucky in the clients that they serve. We make our own luck, with staying focused on who we are and what we do.

Walk in your client’s shoes. Once a month, mystery shop your competition. Remember what it is like to be on the other side.  Be professional. We are not amateurs.  And treating everyone equally, is part of what we do.

Always Be The New Guy

I see it all the time. As a green pea  you sell 10 or 15 cars your first or second month. Then on your third month you sell half that and begin to wonder if the car business really is the business for you after all. Again, I see this time and time again and the biggest reason for this is because you know too much. That's right, in this case knowledge isn't king, it's a hindrance.

By knowing too much I mean that you pre-judge based on certain filters you acquired over the previous months. These filters are mainly what you think is a deal and what's not a deal. Most of the time this is unintentional because subconsciously you only want to spend time with people that will have the desired end result, a sale. That's why it's important to make the conscious decision to work every client, every time,  because if not your subconscious will take over and you will start blowing people off and because it, will cost you money, lots and lots of money.

Lets try a little experiment. Take a look at the two pictures below, the one on the right, and the one on the left. How much money do you think each of these guys make, what are their credit scores and what kind of vehicle do you think they drive?

Bob Gaber

Almost 30 years in the "Car Biz" and having done just about everything in a dealership, specializing in BDC and Sales, I truly believe that this business is a blessing for those who have the committment. Be Committed!


  • Great article Bob. This subject always strikes a chord with me. Well done.

  • Robert Gaber says:

    Thank’s Brad. It always amazes me, when our students go out to “buy a car” and are essentially ignored.

  • Ricardo Rondinelli says:

    When we sent the students to shop the competition, next day they come all pump-up asking….are those the persons we are going to compete with?

    • Robert Gaber says:

      Yes, They are the competition! Earning decent livings mistreating their clients. How much better will they do, if they just listen to what you say, Ricardo.

  • amazing, isn’t it!

  • nsimmons says:

    Awesome! When I am teaching religious education I start each year, first session, whether I am teaching first graders or adults, with a book about a little furry caterpillar, who feels that God did not make him very special.. He looks at the ants, who are so strong, and the lady bug, who has such beautiful spots, and so on.. and feels ugly and grounded. He wonders how others perceive him as well. And then one day he wakes up and explodes out of his coccoon into a beautiful butterfly, spreads his wings and soars over the countryside!
    The morale of the story is he did not change from who he is within.. He is still the very beautiful and caring caterpillar that he was before his external image changed!
    We should never judge anyone from their external image!
    At my dealership we sold many Corvettes to shabby old men who resembled homeless folk walking into the dealership with a brown bag of cash under their arm! The kicker…each one has a story where a salesperson pre-qualified and ran into the mens’ room to avoid this “up” or took off for an early “lunch”… Jokes on them!!!! LOL
    Great post Bob!!!!