Got your attention didn’t I?  Some of you are offended, some are intrigued and others are just wondering what nonsense is being spewed by this dork.  In any case, you’re reading.  It was recently brought to my attention that one of the greatest sales books ever was penned by none other than “Dr. Seuss”.  I’m talking about “Green Eggs and Ham”.  It’s brilliant in its simplicity and the entire focus is on the tenacity of one “Sam-I-Am”.  To start, the un-named character of the book declares his dislike for Sam.  Sounds like the average citizen’s opinion of auto sales professionals doesn’t it?  Most people come to our businesses and they “Do not like that sellin’ man” (or woman).  But Sam continues to present his product “Green Eggs and Ham”.  Sam is told by his prospect that he has no interest in the product.  Sam continues to offer options of where the customer may enjoy the product.  Sam wants the client to simply try the product, “demo” if you will.  Sam offers thirteen different options for the customer.  Each time he is shot down and each time he attempts to overcome the objection with a smile on his face.  Time and again he is turned down and time and again he continues to offer.  After 13 rejections what does Sam-I-Am do?  He restates the objection “You do not like green eggs and ham?”  The customer agrees and Sam goes right back to his road-to-the-sale.  After a couple more attempts the prospect acquiesces and demos the product.  He (the prospect) then becomes a believer in the product.  He starts shouting it from the rooftop.  Not only does he rave about the green eggs and ham but he thanks his salesperson.  He thanks Sam-I-Am for persistently, positively and passionately pursuing his business.  He thanks the guy that would not take no for an answer.  Even when it was apparent the customer was irritated, agitated and insistent on not trying the product, Sam-I-Am kept a positive attitude and pressed on towards the sale.  Knowing that if the prospect would not buy the product if he didn’t try the product; Sam was convinced that if his customer just “demo’d” he would buy.  Pretty simple concept huh?  I’ve always said that we have the simplest job at the dealership.  Not the easiest, but the simplest.  We find the product that most closely meets the needs of our prospect, present the vehicle, demonstrate it and then show them how easy it will be for them to own it.  Simple, not always easy and I understand that completely.  But if we would get out of our own way and keep it simple, selling cars would be well, child’s play.

Car, Truck or Van

(Apologies to the late Dr. Seuss)

That sellin’ man, that sellin’ man!  I do not like that sellin’ man!  

Do you want a car, truck or van?

I do not want one sellin’ man.  I do not want a car truck or van.

You could drive it here or there.

I will not drive it here or there, I will not drive it anywhere.  I do not want  a car, truck or van.  I do not want one sellin’ man.

You could drive it to your house.  You could take it hunting grouse.

Not to my house, not hunting grouse!

Drive this one shaped like a box; you can drive it over rocks!

Not the box, not over rocks.  Not to my house, not hunting grouse.  I do not want a car truck or van.  You get away you sellin’ man!

Would you?  Could you?  Drive my car?  You may drive it near or far.

I would not, could not drive your car.  I will not drive it near or far.

You may like it, you will see.  Please just drive it, you’ll agree.  To the plains, the plains!  Could you, would you to the plains?

Not to the plains, I do not agree.  I won’t drive the car, you let me be!

You could drive it in the dark, or maybe take it to the park?

Not in the dark, not to the park.  I do not want a car, truck or van, I’ve got to go you sellin’ man.

You could drive it in the snow.  Drive it, drive it please don’t say “no”.

You do not want a car, truck or van?

I do not want one sellin’ man.

This one here has room for your goat!  That one there can pull your boat!

Not with my goat, not pulling my boat.

You do not want one, so you say.  Drive one, drive one and you may.  Drive one and you may, I say.

Sellin’ man!  If you will let me be, I will drive one.  You will see… Say!  I like cars, trucks and vans!  I do I like them sellin’ man.  And would use it to pull my boat, and I would even take my goat.  I would drive it in the snow, now I just can’t say “no”.  I will drive it in the dark and to the park.  I’ll drive it to the plains yes, to the plains.  I will, I will drive this car, I will drive it near and far!  I will drive it to my house and I will drive it hunting grouse.  I will drive it here or there, I can drive it anywhere!  I do so like cars, trucks and vans.  Thank you, thank you sellin’ man.

Keep it simple, keep it real; a positive attitude and some tenacity will take you far.  And now it’s time to say good bye, just keep sellin’ I hope you’ll try.  Will you try it on the lot?  I hope you give it all you’ve got!  OK, someone help me I can’t stop!  Please call my mom, call my pop!

Copyright © 2008

Brad Alexander "The Paint Won't Lick Itself"