I was sitting in my office just off the sales floor, and I was excitedly reviewing my progress for the month so far. I had been given a goal which I was not far from, but running low on time. If I could achieve the goal, it would bring me wealth and fame…at least in this particular dealership and somewhere in the conceit of my mind.

I was not new to automotive sales, but I would not say that I was a veteran either. I had been there long enough to know what to do, and know that I did it pretty well. I had confidence in my skills as a salesperson. After reviewing my current status, I set forth to attain my goal. With only a few days left, I could not afford to let anyone slip through my hands.

This particular day I was partnered with Stan. He was truly a green pea. So green in fact, that several of us had just recently enlightened Stan to the difference in operation of a manual vs. an automatic transmission. We’re talking grass green. Stan was a great guy. I’m sure my manager hired him because he was really personable. He could talk to anyone, which is a great quality to have if you are a salesperson. He knew nothing about sales, the car business or for that matter, cars. It was my job, at least on that day, was to show him the ropes. Get him acquainted with the process at the dealership. Teach him how to sell.

I had done well that day and I knew that the next sale would put me across my goal. I was extremely anxious. Really, I wanted to get through it and just go. It was the end of the day and I was ready. I had just upped what I expected to be the goal breaking customer. I moved through my process as I had literally hundreds of times before. I was going to close this guy and be out celebrating my victory shortly.

That’s not exactly the way it went. I don’t think I had ever spent this much time with a customer. I lost track of my process. I couldn’t land the customer on anything. I remember running around working this deal. I was getting tired, and extremely frustrated, even annoyed. The more time I spent, the more strained the conversation became with the customer.

Fortunately Stan, my protégé as it were, was there to save me. Coming back from one of my flights to the sales desk, I found Stan sitting with MY customer. He was just there talking. It was a fairly non-descript conversation, but the customer was quite engaged. As I further approached, Stan stood up to tell me exactly which car the customer will be taking. He had already generically landed him on a price and a term. And, though he had come in with a bank draft, he was convinced to let us lease him the car.

Amazing! What just happened? Five minutes ago, I couldn’t close an envelope. Both the customer and I were literally at odds with each other. And, now the student is the master? After sitting down, putting my head between my knees and breathing through a paper bag for a bit, I was able to calm down and realize that I had no clue what this guy wanted while I was involved. This was apparently because, well, I was doing all the talking.

Stan on the other hand, took the time to sit down, and talk with the customer. They got to know each other. He understood that the customer was looking for a 4-door because his sister-in-law was going to be staying with them for some time while she was recovering after some hospitalization. He understood that she had trouble bending down to sit, so suggesting a mini-van was a good choice. He understood that they needed to show less financial liability so they could qualify for other loans to pay for ongoing medication. So, a lease would be better for them than the bank loan he had already secured. And, since they didn’t drive that much, it was a saving as well.

Stan was able to find out what was important to the customer and learn from the customer how to help him. Stan had a conversation. I asked a few questions and just jumped in presupposed to tell the customer what I though would be best for him, and the rest of his family whom I did not know about. Stan was engaged, truly thoughtful. He cared about what the customer had to say. They spoke about more than cars, and that is what helped Stan help this customer.

So, was I not a good salesperson? Well, for sure on that day I wasn’t. Especially in jobs like ours, where you have to interact with people, you need to remember that, well…you do have to interact with people. It is can’t be all you. It takes two to have a conversation. Otherwise it is just dictation, and people at least like to feel that they get to make their own decisions. Selling is about helping people and making them comfortable with you. That is what makes a sale. We should never forget that. Since that day, I never have.