The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Grant Cardone: Why Car Sales People Hate Their Job


 "You are using so much energy to hate, that you can't create." 

Grant Cardone

 Episode 15 of "The Dealer Playbook" podcast is here and we are excited for our guest today!

 We are excite to have with us today New York Times best selling author and international sales expert Grant Cardone the CEO of Cardone Enterprises blasts off about 'Why Car Sales People Hate What They Do."

 Grant Cardone always bring 10X of energy to the table and is known for "lighting the fire under people's asses" by just telling it how it is raw and uncut. Right to the point.

 So in this session of "The Dealer Playbook" Michael and Robert sit down with Grant, get fired up, have some laughs, and hear some stories from his start in the car sales industry.

 Grant is on fire in this session and he drops strategies, power bombs and super valuable nuggets to blow up your business.

 Buckle your seat belt and listen to Mr. 10X the Master Closer Grant Cardone.

 In this session you can expect to learn more about:

 - Why car people hate what their doing

 - Why car people "hating their job" is dealers biggest challenge

 - Why managers should invest more in their people

 - Training your people in the right sequences

All that plus a ton of more valuable nuggets to help grow your business.

 Is your spouse asking you when you come home if you made the family any money?

 I am loving that! What do you think?

 What is selling to you?

 Your turn to sound off

 What do you think of Grants opinion in this session?

 Drop all your comments, questions, complaints, whatever you have below. We value and appreciate hearing your voice on the show and the topics.

 Get connected with Grant Cardone

 Make sure to get connected with Grant Cardone at all of the links below. Make sure to go to his site and get on his free weekly email tips. A no brainer.

Grant's Facebook

Grant's Twitter

Grant's YouTube 

Grant's Website

Make sure to get subscribed to "The Dealer Playbook" so you do not miss a single second of this podcast!

 Thanks for taking the time and tuning in!

This is the dealer playbook podcastepisode, Fifteen, with best selling newyark times best selling author Doifor books in five years. Okay, I now I've written more books and some peoplewere reading their damn lifetime truth. Here we go you're dialed into the dealer, playbookpodcast, where it's all about winning autotealer strategies that deliverproven results, and now your house, Robert Weisman and Michael Serilla, all right and you are listening to thedealer- playbook podcast episode, Fifteen. My name is Michael Sirillo,I'm here with my partner and Crime, Robert Weisman and I'll. Tell you what,if you haven't tuned into the dealer playbook, yet you need to absolutely goback and subscribe so that you can tune into all of the information tips,tricks and strategies that we are delivering on a weekly basis. The wholeidea behind the dealer, playbook is to give you real car dealer strategiesthat deliver real results, and that's absolutely what's going to happen today,Robert. What's going on Buddy, not much Michael? What's going on with youbrother, I'm pumped up for this one man, I got a prediction: Michael is going tobe super excited for this episode. Yeah Dude. I tell you what like everyepisode is exciting. We talk about this every time, but today you know, and I mean it's reallybecause of you. We were able to wrangle, grant cardown to be with us for timeNew York best selling author for books. You I mean you heard him. He hijackedthe Intro, this episode and we were fortunate enough to sit down with himand it was cool because you know, like you were saying Robert Before we hitrecord here, you were able to get him for thirtyminutes, but the guy actually ended up spending. You know a full hour pluswith us and he's in rare form, on this wayis rare form and yeah. It's crazy and and just he'sdropped so much information that you know, if your mind isn't going to betotally blown listening to this episode. I don't know what it would take to blowyour mind: the strategies, the insights, the power bombs. The nuggets that he'sleaving behind in this episode is just so incredible and you know so. Weabsolutely want to give a shout out to grant express our appreciation forhaving him on the show. Today. I don't know by you, I'm ready to justkind of jump in everybody, Ladies and Gentlemen, Grant Cardu grant man thanks for coming on thedealer. Playbok you got II, you got it, we got it! Anybody of course everybody here.Listening to this definitely know Grand Cardon is Duif, Yo, know Bewe, just sayRobert. If they don't know me, if you don't know your am Iyour mythougt, the rest, my thaulht, I apologize to everybody that doesn'tknow me if you're, like dude, I never heard of this grand card own cat Lok. Iapologize my bad okay. I want to apologize to you, your family,your church, your community, your children, to to your drug dealer towhatever you've been you know I just want to apologize to you grant so guysgrant is taking the time Nice enough. The guys super busy, as you can imagine,but was you know, granted us the time to sit down we're going to talk alittle bit about. I asked him what topics you know he wanted to cover andhe really, but I leave it up to yes, but I, likethe one you have ao Robert came up with since we started Michael Robert came upwith. Let's talk about the meat and greet I did not say that okay grant, I saidnow, did I want to tl about that he's like. Let's let talk about properlyqualifying the customer. I said no MDHE's like gt' lot talkabout facebook. Let's talk about facebook grant. Everybody knows thatthat is not true. So grant is going to talk about why sales people hate their jobs, mostcar sales, people hate their jobs, and you know what it's...

...that's. I believe in that oneed percent,because I was there something that I wul loved and was passionate about andat times I hated it, and I saw I watched a lot of people that t that didnothing but hate it so grant tell so y. Why do sales be most corsals peoplehate their jobs? Well, first of all, Robert. I want to say to you. I reallyappreciate your show and what you do in the show and you're. You know you're, aguy that I, like you, Robert Adand, I'm gonna tell you somethingthat you don't know that I'm! I know you've been trying to get me on thisshow for a long time, and I finally agreed do you know why I agreed lastweek and said: Okay I'll, do the deal. Why? Because you were so professionalat how you persisted in getting me on the show this guy, this guy, RobertWeisman, okay, he had he's, got so many different angles and persistent from somany different ways and I kept putting him off and I wouldn't respond, and heguy was professional. The whole time never made me wrong, never saidsomething dumb like what you two busy man. You know you too big. Now you never didany of that make wrong stuff dude. You were so professional an this last timethat we talke you're like dude. I know you're busy and know you got a lotgoing on and it would really help me if you can ever do it make the time Ireally you just finally like I'm like I got to do this for the wise man, because I respect alo. I appreciatethat. Thank you. Why learn from the Best I learned from the best grantwithout let you know just to keep this going back and forth without grant thegot. You know grant that's here you guys, probably you wouldn't even belistening to me right now, big part of the reason why I'm even here and youknow in this space, so thank you grant so much a grant. You know Michael Right,yeah, I got Mie, you know my Michael Tmey, like I know you inimately, I meanthose two nights. You spoon me I'll, never I'll, never forget those tonight,not part o the show people not part of the show yeah. Do you have explicit onyour adtens category? No, I don't. Actually, we will now wewillwe Aven goneverything I have on my podcast- is labeled explicit for a damnreason: pparental advisory, exclusive yeah, explicit content, so hate their.Let us say: Let us hear it. Man Tell everybody why they hate their job orthe people, most importantly, the people that they are counting on. Let'stake management and dealer principles, Tart Cowmi, going what these people anyou think y for what do you think why people why people hate te automobilebusiness I mean? Is that a fair statement t that a lot of people don'tlike it you well, you know what I think,there's a lot of people that aren't passionate about a lot of things. Idon't know if it's necessarily the car business, but I can think of myself,I'm less passionate about things that I suck at yeah yea. You know what I'msaying so like you've got a whatever. It is a hundred thousand sales peoplein the country going to work every day, just trying to make ends meet notreally knowing what they need to do to step their game up or maybe theyhaven't figured out. Why they're, showing up and they're sucking it up and sothey're not passionate about it? Yeah they're not enjoying it. You know, Iknow for me and Robert when you talht, you brought up the topic that we couldtalk about. I said you know, so many topics are covered in this space thatyou go to these these conferences and conventions and it's how to leastbetter how to run a better BDC how to make more gross. How to convert more.I'm like when somebody going to talk about the real shit going on here. Okay,what about I hate my damn job? Okay, because all this other stuff doesn'tmatter the BDC, the conversion rates, the post, the social media dude. If youhate what you do, look you just hate what you do? Okay and there's nocreativity. If you're hating, I mean you're using so much energy to hatethat you can't creat ate dam. I sound like I I sound like. are I sound like aBaptist minister? Now, okay, cardonism yeah, so you know I just bought thedomain yeah. Probably he pobabl your net worth is wrapped up in domains.I don't have any money, but I got busted brokecom and hoping somebodybuys it one day in the FUTURECOM. So so... know the first two years I soldautomobiles. I absolutely hated the car business, I mean I hated it with apassion I didn't like me. I didn't like the people I worked with. I didn't likethe manager that I had I kind of like the finance guy. I had because I couldtalk him into anything, but he was so es H. I didn't respecthim. I liked him. I didn't like the owner. I didn't likeanybody in the place. Okay and I didn't like myself and I didn't like thecustomers, and I especially didn't like when I told somebody that I was sellingcars that look they got. They got this look of disappointment.Like really really you mean you went to college to sellcars. Dude I mean what's wrong with you, you a loser. They all had that looking,and so you know if I go back and look at what changed when I was twenty five,because all of a sudden I fell in love with the car business I was like. Did Ilike this job and and it's what Michael Said you know at Twenty Five Dude? Ibecame a simper star. You know, and I tell anybody. I became a freaking rockstar, not just in my store but in my town and I was selling more productthan three and four and five guys at a time and and what the switch for me was. Okay, if I leave the car businessright now, I'm leaving a loser. I know better than when I came here. Ididn't leave the environment of the space any better, I'm just a critic, I'all Idia was come in judge them. Youknow it's like walking in somebody's town and say no it's dirty here, butbut and then you literite and- and that was me- I just kind oftaken a dump where I was and not cleaned up after myself, and so I got on some some trainingtapes. I was twenty five years old and one month and did literally one monthlater I was in love with my customers, the Invi I still didn't like themanager, because the guy was weakerd and freaking Panther Panther pissedthat had been diluted by by some lytheum run off in Santa Monica River Gthe Guy. Couldn't he could barelybutton his damn shirt or zip his clekang fly up. He was so weak. Okay,I'd bring this guy a deal, and this guy be like that's not a deal. I said it'snot a deal because you got you still got breath. You still got air in yourlungs. I'M gonna wo make it a deal dog. I don't know why I came in here tovisit with you you so damn week. That's t, that's always going to bethat that's how it is Thau. That's that's! That's always the way it'sgoing to be okay back up quick, though yehlet. Let's talk about hating, why alot of sales people hate this, but you know and you're getting there, but whyoriginally did you get into the car business? Is it because, like I hateubeing unenboledy, I hated that unemployits? It's it's always, and I'vesaid this before that, like the warehouse is laying off and people arelike, I can always go cell cars until the warehouse opens back up, Yeah Yeah and for me my uncle told me he Icouldn't get a job. I was. I had an accounting degree. I couldn't get a job.My uncle said: Wonct, you go. Look at a card dealership literally had neverever considered working in a cardielarship in my life, never had thethought had passed by card dealerships. The only thing I thought about him:Fawas, maybe one day Il have a car and I was broke dude. I had nothing. Okay,I mean I have no money. I don't even have respect for myself an and in myuncle says you know if you go work for a cardiorship, you canld make four fivegrand a month and I was like what and get some wheels back then to yeahand get some wheels back. Then you know, and next thing you know- I went to thecard dealership and told the guy said: Hey. I got a college degree he's like.Oh that's, that's ging! Definitely, that's not going to help you here and I sai whyis that he's like the lessyou know the better off. You are I'm like Shit. Why Dan'? You tell me thatfive years ago how to come over herer, Youan, yeah yeah. If and true enoughman, I made like five grando first...

...month, the next month I made fifteenhundred you know third month and I wanted to kill myself hated the jobhate, the people and- and you know I think people need tounderstand it- wasn't t e Car Business Dude. I could have been in thefurniture business, the martgage business. Yes, what Michael Said? I wasno good at what I was doing and if you're no good at what you're doingyou're going to hate it, it really had nothing to do with the car business atall. So what you're saying grant is you canactually learn to like what you're doing or learn to love what you'redoing? If you previously didn't, or if you entered it not enjoying it, youcould grow to like it yeah. You know, there's a there's, a UN, you get goodat it once you get great at it. Okay, you don't want to be because there'splenty of people good at it and good good. You add good to the margins inautomobiles in the car business today good means three grand a month. It means you're going to be at thepoverty line or very close to you, know the poverty in this country. There'sforty eight million people in poverty in this country. Most people don't evenknow what that means. It means a family of four people living on twenty threegrand a year right, family of four living on twenty three hsand. Okay,there's a survey that just came out today, sixty four percent ofmillennials. That group is only eighty million strong, okay, sixty fourpercent of millennials would rather make forty thousand dollars a year and, like their job, then make ahundred grand a year and be bored with it. I'm like do what is wrong with youdog. Are You freaking stupid? Are you so self centered? Are you so selfish?Are you so me me me that you'd rather be happy at your job and make fortygrand then be bored with it and make a hundred, and you went to school to get that kindof education? What is wrong with a this group of people? That's thirty millionpeople that would rather make less money and not be bored with the reality ofthat is this. If you're bored with your job is because you suck at it you'renot creating on it, you know you're not figuring out new nuances, how to keep atrick and exciting and any job can be made exciting man. Anything can be. Youcan add some freaking juice and greatness to, and that's what's reallymissing from the dealer. The dealers not askinghis people to do that. He Sayng Dod, just work a twelve hour day. Do what Isay: Work, Thoe, thirteen steps and- and you know, spend four hoursselling a guy making feel good about it. I'M gonna pay you fifty to sell a fortythousand dollar truck. I need you to follw these people up afterwards by theway follow hem up you, foll, em up shit. I never want to see these people again. I hate my damn job and my wife hates me too yeah becauseyou're not bringing home the Bacon, then the Moneyman Dude do o n. You knowI come home. I said I come home and I tell my wife, I'm like Robert Brob,Robert Weison Sake, man. I don't know. If I ways I wish I wouldn't even havedone this wit him Tlk, aboutmy wife. Have we started yet my wife, I come on my wife. You know mywife asked me today. Still today, dude okay, we make any money today, yeah. You know what I'm going to replaythat then, for I got some people in mind. I'm going to replay that justclip right there. For so. If your wife asking if you've made money, then I'mdoing good doing good, I'm normal yeah and what is wrong with your wife thatshe's not asking man, you know what it, what I'm talking to everybody! That'sout there listening. If your wife's, not asking you dod, do we make somefreaking dog today or not? No, I didn't make any then what thehell you doing home whydd you go. CIME! Your ass back inour car drive back over to the lot they closed three hours ago, good! Well, youneed to go back over there and fish. You know you need to go over there.Look I close more deals when I was twenty five and twenty six and twentyseven years old, a store would close at... I guarantee you five nights of the week.I would still be there to eleven o'clock doing a deal. You know, I'm looking man, I'm okay, Ididn't bring a deal home yet so so what stay stay your day off is Wednesday andyou're behind the gun and you hadn't done anything this week. Don't take theday off. You don't have to you know you don't have to take days off, go to yourdealer and say I don't want to take any days off dude. Okay, I don't want today off. I want to feed my damn family. I want my kids to be proud of me. IWant my wife to admire me and think that I'm Super Man. I want sex all thetime because I'm such a stud, okay, Andyou know the gut want a guy once aday off what you want to day off for dude you take more time off than Goddoes so so so who's responsibility, then,okay, so obviously you're, not g you're, going to hate something. If you suck atit, we got you know, that's were there whose responsibility is? Isthe sales or the sales people are they supposed to sit around? I mean is th itit on the dealer. It seems like there's just so many guilty parties, because Ilook at it as why would the salesperson sit there and pass up a goldenopportunity to build their own business within a business without half theRISKOR investment that most entrepreneurs have to make? And thenwhy does the dealer or the principle or the management who is Bene? They benefit off of a goodsalesperson's performance, the more their team sell, the more moneyeverybody makes o like Yeah Wha. Why does yeah it's a good question? I'vebeen doing this thirty years. I've been doing this long enough to know thatmost dealers a're not going to invest in their people. Okay, it's just notgoing to happen. They're willing to pay for the cars they're willing to pay.You know they're willing to fund the facility at eighteen million dollars,they're willing to fund. You know two hundred grand a month: IND advertisint,Dude they're, just not investing in people. It's just not happening. Hey'llbuy a piece of technology. He'll buy a big boat, a plane, another house atThird House, a fifth house. You want me that mediu spend Du dvosspent Lat's. Just do you want me to spend some money on Robert wisman dayhe gan he be here freaking, three much r. Now he goingto quit and start doingradio and some bull shit on itens, okay. So so look, let's just assume that thedealer is not going to invest in as people okay, let's just assume that bythe way, it's not his job to do that. Okay, I mean it'd, be a smart thing todo. You know even more criminal in thisenvironment is the manager that doesn't invest in the people, because themanager's paycheck is dependent upon me more than the dealer. Okay, the dealersalready freaking on the line, all his money. Everything is net worth dud he'sputting his balls out there every day, three million at a time, seven millionto seventeen million time stores, together future warranties he's pullingout the cash from F from a from a deal from three years in advance to fundanother Chevele store. I mean that Thir's going to ask him to spendanother eight million to make it look pretty, but you got a manager sittingthere, general sales manager and a finance manager. They don't spendanything Wantin, byder people at tie to say all my people suck. Of course theysucked did. You knew that when you hired me, I'm twenty freaking five years old, Igot off drug problem. You had to know I had a drug problem when I came induring the interview. I'm Ye. Excuse me a second okay. I meanlook M. my natrils are all inflamed and red right. I'm talking to my face you et you're, not paying attention.Okay, like you know, I got a problem. What the Hell Im out a card dealershipfor this wasn't the first choice so and then you say e sucks. You hiredme okay now so that manager, who could make a hundred and seventy fivethousand a year rather than one forty, he lost the dream. He's got a wife athome, not pushing his ass anymore, his wife shates his job to he hates hisjob. His wife's like well Wa, Whit Whie.

Why you spend so much time at thedealership, Shu I'm trying to buy you new B Yo, a new dress, bitch, I'm trying to take care of my freakingkids, one of which I'm not even sure as mine come on Os Omerea, okay, it's creazy!So so pretty much pretty much. What we're getting at is it's yourresponsibility. You real individual. At the end of the day, it doesn't matterwho you blame, I need I need to get my game on. Okay, you can quit the carddeatership you're, going to go to another company, and you know whatthey're you're going to have to sell something there and then you're going to leave thereand Youl be olo start my own deal. That's going to suck to do you just youjust you know this kid Bergberg doll. What's his name, Burd Ber yeah, the guythat they think he deserted the US army. You know everybody's all freaking outabout it. Let me tell you something: man, there's people deserting theirpost every day in this country, okay, people desert in their dreams. Theydesert their families, they desert their customers, they desert the placethey work at they desert by not following up you know, you got anappointment that doesn't show up and you desert the guy and make him wrong.There's desertion, going on everywhere, there's trees in this ax all overAmerica and we're all point o one guystaynd. He deserted. What about you?What about me? So let me ask you this grant. Do you think half of it is orwhat would you say percentage wise? Is the group wof this that maybe it's maybe it's caused by afeeling of entitlement like hey? I came to work for you, you're supposed to becreating opportunities for me versus the the people that maybe are just downon it. You know they've had a series of bad luck or whatever you want to callit. Somebody stolen their dreams. They don't know why they're doing whatthey're doing do you know what I'm getting that I mean yeah, there'sthere's certain people that are going hey. Well, I work for you. You need todo this for me, there's other people that are just maybe down on theirselves,because they've had a string of just nothing happening or nothing going forthem. Yeah. I understand all those scenarios. Youknow I mean there's bad things happening to people everywhere. I meanthere's some guy in India to the today that you know his family wants seetwenty three hundredolars all year, man, it's family of six and they eat rice.Three times a Dayyeah, I mean there's all kind of hardships all over theworld. There's some single mother somewhere. It's got two kids. You knowher husband, Robert Weisman, walked out left left the two kids, the IAS Gointosay: Do you have her number to ns? Okay? So let me ask you this. Let me ask youthis, I mean how does one are we saying look, don't keep jumping around tryingto find something that you're passionate about Learne to becomepassionate about what you're doing? Do I wouldn't more about the passion inthe beginning? Okay, look. You got to get good at it. If you're going to keepgetting beating your game you're not going to get passionate, I mean gettingpassionate for you got to get educated right. I got ta like Hey man. Maybe Ineed to read a book man? Maybe I got to read something? Maybe I got to listento something you know it's like you're listening to something already, it'snot like! That's a new activity. Okay, what are you listening to like,like people no offense but you're, going to listen to this podcast? Thepodcast is out of sequence. You know, so God leaves and thinks. Oh, I'mgetting training, because I listen to this podcast for grant. Cardon Dudeyou're, listening you're out of sequence, you need education, which isa sequence right, you're, getting dropped into Webanars, podcast you'rereading a blog here strategy over here I mean this is the other level oflearning. The guy thinks he's deluted to thinking he's learning he justgetting all this stuff thrown at him. He's going to this conference,Supplemental Yeah Dude! It's like Oh wow, I'm I get a little dropper triptoday, but you need an educational pathway. They did a study of kids.These are six yearold kids watching they put half of them in a room justwatching a TV program that was educational and then the other half ina TV in a room with toys and an... Okay. Now, who do you thinkcomprehended the most t te toys, its? Probably the kids withthe toys yeah? Well, it was the same. Actually it was exacty exactly the same.The toys did not distract from the from the education okay. Now when they didit out of sequence, all of ha sudden everything plummeted. Okay, it would belike ample about a sequence out of sequence would be like you come to thedealership and I'm going to teach you how to sell a car. That's out ofsequence. Okay, most trainers, teach out o sequence. Let's teach somebody how to sell a car.You missed a small step. What is selling what is selling anything? Why am I talking about selling a cardude? I hate sales. Okay, I'm sitting there thing. I don't want to be asalesman. Teach me how to sell tha car, it's out, AF sequence right or I'mgoing to teach a guy about the product, and I haven't taught somebody about aperson, so so that's out sequence to right, I'mgoing to teach him the steps to the sale as opposed to hey. Let me justteach a guy how to like. You know what we're doing here. What is the missionof this company? You know so so it's like out ofsequence right, I'm a teacher Goy Chemistry, but I haven't taught himbasic science, yet igot. What you're saying! So that's whyyou know I've been blamed, and it's probably true that you know my like myseminars, one of my seminars, information, assistid selling- that Iused to do years ago. That really got me known. It was a very muchoutsequence seminar. It was out sequence. It was extremely advancedokay because and what happened and I've neveractually said this on podcast have we started gain okay, and so so you know, I've never saidthis in any kind of interview, but but that seminar was thaut sequence becausethe seminar was actually made for dealers to get the dealer. This is twenty yearsago. I was talking at that time about the information age and I was basicallypredicting the future and saying look you're going to go to price paymentsdown payments and figures on the trade on you need to offer that verbally onthe phone, you need to offer a point of contact. When I say today, EverybodyNods Your head twenty years ago. They were like no, no, no done ey get himout of here. Well that presentation I mean I got my share of the business,but that presentation was createve from dealers to get the attention of dealers,but the only way I could sell it was to go to towns all across America andbring the circus to town right. PT Barnam's coming to town got anow F, it e Ga gotta be t off. It takes big, dop, okay, and so we would go to town and then whogoing ta invite to the seminar anybody that would buy a ticket I okay, so Igot a salesman with three days in there three months in there three years,people like we got some New People here, dude there's people in this room withtwenty seven years. What they're about to get is a lot of new, and so so was out sequence right. Sothat's why people walked away and said cardons really complicated. You knowt's, I gotta go do Joe Because Jo simple boom, oh right, wow, I mean that guy isjacked man all right. So basically, that's all the time we had for thistoday next week. Next Thursday, you can tune in same time same channel thedealer plabocom for the conclusion and the second half of our sit down withthe man. The MANIAC GRANDCARDO make sure the head over to the dealerplaybookcom to access anything anhy notes. Anything disgusted in today'sepisode make sure to check out any of the previous ones. If you haven'talready and again download on Itune Stitcher, wherever you like to get them,go, get it and make sure you're here next week for the conclusion of oursitdown with the man rant. Cardo E'l...

...see you next time.

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