I started selling cars in 1982. I went to work for Bob Kramer, a legend in the automotive business in Santa Monica California, back in the good old days, when car dealerships were owned by families. Their word was their bond, and their name meant something in the neighborhoods they counted on to support their family-owned business. For this reason, when a client, costumer or friend had an issue with their car or their salesman, they could walk right to the owner’s office and get the issue handled.
Bob Kramer drove me down to Kramer Chevrolet and walked me into the GM’s office, Mr. Allen Marks, and told him: “This young man wants to learn the auto sales business, teach him how to take your job in twenty years”. As a result, between both of these men, I learned the proper way to be of service to my clients:
- Treat your customers like family.
- Above all, you work for the customers, not the store.
- Everyone gets a family deal.
In fact, if you follow those three basic rules, the individual you sell a car to today, will bring their sons and daughters to you in twenty years. Those words still ring true today.