Introduction to Sales with Fred – If It isn’t Sold, It will not be Bought

Our family friend in Denver who looked after me during my university years owned a very successful Cadillac Dealership.  As most people know, the Cadillac, made by General Motors is an icon in luxury American automobiles.   Anywhere in America, if you owned and drove a Cadillac, it represented success and accomplishment- unless you are in Beverly Hills, California where the status symbol was the Mercedes Benz.

I am digressing so let’s get back to Denver.   Dad was in the automobile business all his life and he managed a Chrysler dealership in Hawaii.  As such, I tell everyone that I grew up in a showroom where there is always great excitement with shining new automobiles.   While at university, I would often drop by the Cadillac dealership to admire the “Caddy(s)” (short for Cadillac) on display.   They were beautiful, slick, shiny, full of the latest accessories, and best of all - they all had that exquisite NEW CAR SMELL! 

One day when I was admiring a Cadillac Coupe Deville, one of the best-selling models, I met the dealership’s star salesman by the name of Fred.   Fred was very courteous and friendly and noticed that I visited the dealership regularly with interest in the cars.   Obviously, he could see that I was not a prospect, but my excitement with the cars piqued his interest.   Fred greeted me very politely and offered me a soft drink.   It made me so happy to be noticed.   He invited me to sit inside one of the cars on display so that he could introduce the vehicle to me.   It was a wonderful experience to learn about the automatic transmission, power windows, power steering, the 400 horsepower V8 engine and so much more.  What a thrill it was to learn about the top-of-the-line automobile in America.   He described the car, its features, advantages, and benefits with passion, being persuasive, yet unobtrusive.  If I had the money, I would have bought the car instantly. 

It didn’t take long for me to want to be like Fred, a salesman to introduce a product and convince someone to buy.   I could see myself in his role and this was my introduction to sales.   Fred spent about an hour with me, and I was so appreciative of the time.   On that day, I was exposed to the art of selling and clearly realized that “everything” we buy is sold by, a salesman.  

If it isn’t sold, it will not be bought.

Not many people “need” a Cadillac, and yet, it is a very successful model from General Motors.   Somewhere, somehow, someone provided the “perception of a need,” and people bought the Cadillac.   Does this sound familiar?  People buy because they have a need or the perception of a need.

Fred did a terrific job in introducing me to sales.  During my 4 years of school in Denver, I visited the dealership many times and whenever he was available, he would teach me more about selling.  He also spoke about service as service is the key to sales.  By graduation, I was confident that I wanted to establish a career in sales.