The job of a salesperson isn’t an easy one. Besides requiring expert-level product knowledge and handling rejection with grace, one of the most daunting aspects of the job is its inauspicious societal perception.
Before entering a store, a customer will likely already have a preconceived notion of its sales team. In fact, studies show that most people associate sales with words like “greedy,” “manipulative,” and “sleazy.”
The automotive industry, in particular, has the dubious reputation of being considered among the most unethical. In a 2018 Gallup poll, surveyors found that car salespeople were rated the least trusted professions, with only 8% of people viewing them as honest. This stigmatization has given them a reputation akin to telemarketers and Congress.
Historically, salespeople have been perceived as scam artists looking to take advantage of their customers. Unfortunately, this ideology has warped society’s perception, with many people failing to recognize the valuable services that salespeople provide. The truth is, salespeople fill a vital role in any industry.
Not only do they serve as the face of the company, but they are also responsible for assisting all customers of every experience level. Without them, it would put the effort of navigating the goods and services of a particular company onto the consumer.
So if their importance is indisputable, then where did this nearly unshakeable stigma come from?
The Business of the Old
For many, the words “car salesman” are enough to produce vivid imagery of a hyper-enthusiastic, crooked man in a cheap suit. And in the media, this cast prevails. Roles like Willy Loman in the Death of a Salesman, Professor Harold Hill in The Music Man, and Dr. Terminus in Pete’s Dragon all portray a similar image.
But, was it the media’s vilification or the wrongdoings of the industry that has allowed this stereotype to thrive?
Don Forman, who currently owns five dealerships across the southwest under Forman Automotive, argues the latter. “I think it’s a derivative of how people in the business of the old treated the car industry,” said Forman.
From the four-square method to playing a version of “good cop, bad cop,” there is a long list of selling tactics that were once used by, what Forman calls, the “salespeople of the old.”
“That whole culture was created inside the car business, and then viewed by the general public, and exposed even more so when the internet came about, and transparency was forced,” said Forman.
Before the internet, most consumers were not as informed as the merchants before making a purchase. This lack of knowledge allowed some sellers to take advantage of what was not readily known. Now, consumers can fact-check information within seconds. Along with this, they can read customer testimonials, research competitors, and learn all about new models from the comfort of their homes.
Outdated selling tactics no longer work in the day of the digital. And now, more than ever, a company’s reputation on and offline determines the success of its business. “Nowadays, it’s about transparency and respect,” said Forman. “Salespeople like that are going to be fazed out of the business.”
Setting a new standard
Though the tides are changing, the negative “car salesman stereotype” still affects workers. In The Journal of Selling & Major Account Management, evidence shows that car salespeople are aware of this stigma, which leads to decreased confidence, performance, and sales.
Forman, who started as a salesman in 1991, understands this well. Recognizing the need to set a new standard, he adopted an altruistic attitude from the start. “You want to treat people how you want to be treated,” he said.
“It’s about the customer and making sure we follow through with everything we promised. In the automobile industry, that’s some of the things people fear – that someone is going to say something and do another. That’s something I never participated in as a salesperson.”
Don Forman
This philosophy has been the bedrock to Forman’s success and what he aspires to teach his team. Forman Automotive acknowledges the need for strong mentors in the sales world, so much so that they even employ a Corporate Training Director to help motivate and guide the sales teams – which is a rarity for the automotive industry.
Along with this, Forman notes that one of the best ways to combat the negative stigma is through educating both his team and consumers. Because of the negative stereotype, many people are unaware of the benefits of going to a dealership, such as thoroughly vetted vehicles, warranty coverage, comprehensive service departments, and community support.
Today, there are a plethora of opportunities for consumers to purchase a vehicle. Whereas before many people resorted to driving to their nearest dealership, consumers can research different dealerships across town, connect with private sellers from another state, or even buy from third-party retailers online and have their car delivered.
Unfortunately, some consumers do not realize that many third-party retailers do not recondition their vehicles. Not only can this lead to needing major repairs down the road, but if that time does come, it’s harder to get it solved because the retailers do not have service departments.
At dealerships, all vehicles are thoroughly inspected for quality, and one’s that do not meet the standard are reconditioned. Along with this, the vehicle is likely covered under warranty and can easily be transported to the service team.
“In a lifetime of owning cars, you will have a car that has a problem. It’s going to happen,” said Forman. “If that’s the case, then you want a contact and a relationship with the dealer you did business with so they can address it.”
The future of the salesperson
While the internet has created fierce competition in the car industry, it’s also opened opportunities for more success.
“We’re educating our staff every day on customer service and what a customer expects. But what salespeople need to understand is that they create or destroy their reputation via the transparency that’s provided through the internet,” said Forman.
Nowadays, it is not unusual for employers, coworkers, family friends, and complete strangers to search someone’s social media. And when making a purchase as serious as a vehicle, it’s highly likely that customers search the social media of their salesperson.
Forman says the salesperson of the new is “tech-savvy, has a reputable social media presence, and has a customer service-first attitude.”
One of the ways he recommends new salespeople to succeed is by building relationships with people when you meet them, whether that be online, on the phone, or in-store. And most importantly, Forman advises treating all customers with respect.
“You cannot afford to not respect the consumer.”
