The two Russians seem like nice guys to me. I have done everything right and put them on a car which they like, a Honda CRV. One of the rules at the dealership here in Vegas is that I do not bring a customer inside to a table to talk numbers unless he or she has test driven the vehicle. If the customer likes the car, that emotion becomes important in closing the deal. I am learning that customers do not purchase based on logic and reasoning. The game is all about triggering the right emotional response. Do this, and they will actually buy a car that they do not need and can not afford. During my very first sale, I felt a pang of guilt about this when the customer said to me that she would buy the new Accord rather than the Civic and just eat less for a few months.
But that is not my concern, as my manager, Tony tells me. I am trying to survive and thrive out here in the desert. Anyone can be an order taker, he says. It takes a real salesman to put a customer in the car that the salesman chooses, making the customer think they chose it and driving off the lot happy.
It is a game that I am not very good at, yet, so the dealership does not let me close my own deals. Once I get the test drive done and the customer wants to talk numbers, I bring them inside and Tony takes over.
That is what is happening with the two Russians, a father and son. The four of us sit around a small table. Tony is a native Hawaiian, and speaks English with an accent which I never heard before I met him. There is a bit of a language barrier between the Russians and him, and the Russians have a blank expression on their faces.
I try to help things along by asking them a question. "What did you like about the car during the test drive?"
Tony immediately kicks me under the table. It is not the first time he has done that. He basically wants me to shut up when he sits down.
When I first started this job, I was more in a fog than I am now. I could sense Tony was trying tactics of some sort with the customer at the table, but I could not really identify what he was doing.
Now, as more experience comes, I begin to see his strategy and how he is trying to move the customer to a place where he can go into a closing sequence. He is like a tiger circling its prey.
Today, he thinks he has the Russians there and writes down a number on "the four square," the payment plan grid that the dealership uses.
The two men look at it for a moment. The older Russian suddenly becomes angry. He shakes his head violently, says "No!" and stands up like he is ready to begin a physical fight. The son follows his lead. He pushes the paper back at Tony and begins yelling at him. The accent is so thick, though, that I can not tell if he is speaking English or Russian. I do not think Tony can tell, either.
This is the first time I have ever seen a customer react this way, a total 180 from the way the two behaved with me during the test drive.
Tony is also thrown off by the emotional outburst. Like most people, he does not function so well when someone is yelling at him. I saw this when Alejandro, another salesman, went to Tony complaining that I had snaked him out of a deal. When Alejandro began yelling and threatening to quit, Tony caved and decided to give him credit for the sale.
Tony is acting the same, skittish way now. Wide eyed, Tony speaks in hushed tones, and just tries to get the Russians calm again, but it is to no avail. They storm out of the dealership and do not return...(Later in my sales career, I will learn this is a tactic some buyers use- outrage or indignation- to try and get the number lowered. That practice comes to irritate me, and it is a weakness I possess as a salesman in that I have a hard time not showing my irritation to the customer when I see him or her doing it).
***
Afternoon is turning to evening. I stand at the southwest corner of the dealership lot, looking toward the strip, or Las Vegas Boulevard. In the Aladdin Casino, not too far from the dealership, the Miss America Pageant is getting underway (Four years later, in 2010, when I am in law school at Florida State University, one of the beautiful contestants competing tonight will become my classmate).
I look back toward the dealership and see Hector walking outside on the sidewalk, checking on his sales team.
Hector is a sales manager, the same as Tony. I like Hector, though he has not paid much attention to me since I started. He is from the Philippines. In this section of east Las Vegas, the Filipino community is significant, and we get a lot of Filipino customers here. Every one of the members of Hector's sales team is from the Philippines as well. They all can speak Tagalog, in addition to English. Picture a young, fat Samoan and you can picture Hector. He moves very slowly when he crosses the sales floor, almost shuffling, and I can hear his heavy breathing. Hector takes pride in his appearance, though. He is always dressed in a nice suit with the coat on. He wears a noticeable gold watch and a gold pinkie ring.
What interests me about Hector is that he is also very good at his job, but he hardly ever smiles. It is not that he has an angry or sad expression- I do not get that vibe from him at all. I believe his not smiling is a combination of maintaining a poker face which he thinks is necessary for the job. Also, with his weight, all his movements are calculated for efficiency, and facial expressions are an unnecessary expenditure of energy.
A little further down, Sonja, the only female salesperson at the dealership, talks with her partner, Desmond.
I like Desmond. He has been one of the friendliest people to me at the dealership. A big black man originally from Jacksonville, Florida, I enjoy listening to him talk. He has been a car salesman for 20 years or more. He speaks with a lisp. This, combined with a rasp in his throat that comes from years of smoking, tickles my eardrums when he speaks- especially the way he says "Customer."
He and Sonja have been together many years. She is also a very friendly and honest person. They both are hard working people, and I was amused at the frank answer of Sonja when I asked how she met Desmond.
"It was in a bar in Jacksonville," she said. "We liked each other, and I went home with him. The next morning, he tried to give me some money. I told him, 'You don't have to do that.' And we've been together ever since."
To my surprise, Desmond and Sonja are trying to save enough money to get out of Las Vegas, to get back to Jacksonville if possible.
Desmond is one of the internet salesmen. This means he gets an office inside, rather than standing a post in front of a parking space like the rest of us. He works at a computer all day, sending out emails and responding to queries that the dealership receives on line. When a customer comes on the lot and says he is responding to an email, we are supposed to take that customer to Desmond, though not all the salesmen do (which is a prime example of how you "snake" someone in the car sales business).
In my conversations with Desmond during his smoke breaks, he is frustrated that the business is not what it used to be.
"There was a time, back in the 80s, when you could make a fistful of dollars in car sales," he says.
But not anymore. Corporate keeps much more of the money now on new cars. I sold a new Civic at full sticker price, plus tax, tags and title last week, and my commission was all of $300. With used cars, a salesman can make more, because the markup is higher.
Another thing that I like about Desmond are his dress shoes. They are custom made with alligator skin. He will come to work wearing orange ones, white ones, bright yellow, bright baby blue- virtually all sparkling colors of the spectrum. What's more, his shoes almost always have paintings on the top.
Sometimes it is an elaborate floral pattern. Usually, though, it is a portrait of a person. He takes the artwork on his shoes very seriously. It was a painting of his mother that he wore on each shoe one day. Other times, it is of characters like a court jester or an R&B singer. None of the portraits look realistic. The one of his mother was like a cartoonization of her. His supply of these type of shoes seems endless.
He has a friend who makes the shoes for him. I do not ask him why he does this, because I know the answer. It is a conversation starter, a way to break the ice with the customer and get the customer to laugh. Desmond tells me that when he was a younger, more energetic man, he wore a colorful suit to match, like bright orange.
Talking with Desmond and seeing what shoes he is wearing are two of the things I look forward to each day at the dealership.
