The Dealer Playbook
The Dealer Playbook

Episode · 3 months ago

The Power Of Influence w/ Shaahin Cheyene


Shaahin Cheyene, CEO of Accelerated Intelligence, explains that despite everything going on in the automotive industry today, influence is the most powerful element of driving sales. 

Car dealers are competiting against big tech, electrification, direct-to-consumer buying models, and many more carmageddon-level events. Disription is not new, and Shaahin explains how car dealers can overcome adversity and rise to the next level. 

Click here to listen to the full episode featuring Shaahin Cheyene

Yeah, it's something that we believe sodeeply in, not just in my business, but also here on the podcast. It's one ofthe reasons why we produce this show because we want to reach as manyprofessionals in the auto industry as possible to get what you just saidacross. And I go, you know, how many more people do we need to say?Something similar to what you just said, putting yourself below the personservice senior to sell him um the power of pre suasion, the fact that customerstoday are more educated, walking onto the lot than they've ever been in thehistory of our planet. Because you can get all the information need already.And I love specifically what you're saying about being an authentic,genuine person. This is like the thing that there's no tactic on like I can't belike here are three steps to becoming...

...more authentic. It's like, you know,it's it's that thing. Do you have a desire to serve and be a good personand to do what's right? Even if that doing that right thing is not thepopular opinion. Like there's just so many elements into it. I've experiencedwhat you've just said in my own career so I can I can add my, my testimony ifyou will to what you're saying for those listening. My team has witnessed quote unquote sales callswhere we didn't even talk about what we were going to do and the deal closesand they go, wait, did you just close a deal by saying, I want your kids tofeel comfortable enough calling you uncle mike like what how does that? AndI think it's you know it's what you're saying, it's it's that you know it'sbeing an alignment with that individual. Understanding them showing empathy,being authentic, doing what's right for them. The sales already happened.People aren't dumb. People know what...

...they want. So how did where did you make thatconnection? And you've mentioned some books here by Professor Cardini umalong the way, how did you make these connections orwhat did you do to master this art of sales or pre suasion or being a goodperson? As I like to say, I think everything is sales. I had amentor when I first started off and he took me out and he showed me he's likelook yeah I know you don't have any money now kid but look around you and Ilooked and I was like what? I don't see anything actually benches, cars, houseslike what are you talking about? And he's like everything you see around youhas been sold from one person to the next. I said okay he's like master that.Master how a human influences another human to do something and you'vemastered life, you'll never be hungry again, you'll never be broke again. Andthat's what I did. I started learning about the great salespeople do, how howdo you become a salesperson? You know...

...american culture is something thatstigmatized? So when we think about sales people immediately, resistancegoes up right and a lot of people come at it with a different perspective.Eastern perspective is very different. I'm a big fan of Alan Watts. I don'tknow if you've, if you've heard of Alan Watson, great philosopher and he talksa lot about the difference between east and West and just like you were sayinga lot of the times this, especially in the situation that you justdemonstrated the sale was made before you even got on the phone. That wasjust a formality. The fact that you were on the phone talking to thesefolks is just a formality. They had already decided to buy from you andthat's exactly what we're talking about here. You know, for me that was the bigshift, was having a mentor who had succeeded and me trying to emulate himand learned from him and understand the importance of influence and allinfluences the sales. I teach that on amazon now, what we learned from JeffBezos and from creating products on the... platform is that now we cancompete with these big companies. I've got students all the time in thiscourse that I teach to make 50 100 150 grand a month Selling on Amazon whenthey started from zero and they do it because they're competing with thesemega companies, these massive brands and they can do it successfully onamazon why? Because they know how to tell a better story, they know how totell that story in a way that converts on that platform. If you're doing faceto face sales, it's a different form of influence. But the pillars are the same.The foundation of that influences the same and influence is everything. Mm. Mhm. Yeah. Mhm. Mhm. I'm Michel Cirillo and you'vebeen listening to the dealer playbook podcast. If you haven't yet, pleaseclick the subscribe button wherever...'re listening. Right now, leave arating or review and share it with a colleague. Thanks for listening. Mhm mm. Mm. Yeah. Mm.

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