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Kerry, I need to share a rather lengthy story with you if you don't mind. The reason for my writing is to illustrate the difference between the "Pro's" and those that fail to succeed in sales. As an individual that has worked in the sales industry for 30 years nobody has yet exemplified the term Professionalism better than Jim Vickery. As anybody that works in the sales industry knows, we are always watching and critiquing every level of service in our lives. After all, it's what we do! Here's my story.
In 2002 my father and mother decided they wanted to treat themselves to a new car but didn't see a need to go directly into Cadillac which they have driven since 1967. They've owned just about every model of Cadillac since then, and usually upgraded every two to three years. But this time was different. They wanted a GM product and fair value. My old man was not a Doctor or Lawyer, in fact he was a Tradesman whom just retired. As you can tell he must have been a shrewd bugger too afford those Caddies, and he was. I wouldn't want to be on the other side of the desk from him in negotiating, that's for sure. Mom and Dad shopped the competition and ended up buying at your store from Jim Vickery (sorry Jim..lol). They bought a nice Malibu which worked great for them until Dad's unfortunate passing last year. During his illness he and I shared many deep conversations about life, morals, and respect. That was the day I first heard the name Jim Vickery. You see, Dad told me the reason he purchased from Jim was NOT about the "deal", but the level of respect he extended to my Mother and him during the sales process. The lesson he was sharing with me was that sometimes "other factors" are more important than money; or the price of an item. He shared with me how every time he came into your dealership for oil changes etc, Jim found the time to listen to Dad's stories. He made Dad feel special on those occasions just like the first day they met. Jim never dropped Dad to "take an up", he sat and listened and shared. To his day, Dad spoke of Jim and told me that as the only son and in taking care of my 75 year old mother, that if the Malibu started showing its age, to go see Jim.
Well, a year has passed since Dad died and the car started to show its age. Mom wanted something secure (as did I for her as I live in Victoria and can't be there in a moments notice to assist her). I flew into Edmonton a few weeks ago to help Mom with some other business and to buy a car. Now, being a sales person myself, I wanted to shop to ensure the best deal for Mom could be had. I was gonna show the 'ol man that I could get her a better deal than he did because "that's what I do"! Armed with a few numbers, it was off to see Jim. Mom saw the car she wanted right in the showroom, didn't want to test drive it and just wanted to write a cheque for it. A Salesman’s DREAM laydown. So, we asked for Jim and were greeted by the man dad spoke so highly of. I could feel it in an instant that Mom was at piece with him, and really, the money wasn't the issue. That feeling of seeing my Mother satisfied and secure was enough to make me recall the words of my Father...."the money isn't everything..". Long story short, in less than five minutes, the deal was done. Sure, we could have played ping pong, and, to be quite honest, MAYBE got a better deal elsewhere, but none of that mattered. Jim's sincerity and professionalism closed the deal on its own. He is without doubt everything my Dad spoke of.
From there, Jim took us to see the incredible Sherri Hughes. So, here we go into the "box" to get beat up for every add-on I am thinking, but no! Sherri presented her end of the job to us in an extremely calm, non-demeaning manner and accepted our decisions without hammering or insulting us. She too is a huge asset to Lakewood (and easy on the eyes too..lol).
Kerry, the morale of my story is this: As sales people we all sell from some "formula" or "process" that someone that thinks is the end all be all. Sure, each on has its merits, and, perhaps for a newbie can serve as a good learning tool. But, there is no process INTEGRITY, HONOUR and COMMITMENT. The type Jim and Sherri share. There is such a high attrition rate in auto sales that only the true pro's last. If I could invite your sales team to understand one thing, it's that those three traits will bring the customer back time and time again. LISTENING is the best sales technique, not talking. Price isn't everything. Dale Carnegie and others all speak to this, but unless it's from the heart and actually part of the person’s makeup, it's just fluff. Sales meeting fluff!
So Kudo's to Jim and Sherri, you've made my mother very happy and put my mind at ease that she'll be well taken care of at Lakewood (just like the 'ol man said...Damn, he had to be right again..lol). Thank you for your time and please extend my heartfelt thanks to both Jim and Sherri. Kindest regards, Dale W
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