Grandmother is top salesperson at Chicago car dealership
By PAULA PARISOT
1/25/2006

A Chicago grandmother outsells all of the other salespeople at the car dealership she works for. Her approach, which earns her birthday cards and gifts after the sale from her customers, appears rooted in building trust.

People buy from people they like and trust. Identifying with the customer -- for instance graduating from the same school, living in the same neighborhood or having mutual friends -- is a good way to build a trusting rapport.

And nothing strikes familiarity more than a family-like connection, although this is not the case in most sales situations. But an alternative level of connection could be made if the salesperson adapts his or her personality to one that the buyer can identify with as a family member.

This technique appears to be working for the number one salesperson at a Chevrolet car dealership in Chicago. Yvonne Hawk, a grandmother, sells more cars than her colleagues at the dealership greatly due in part to her gender and age, according to a segment from the radio show This American Life produced by Sarah Koenig at WBEZ in Chicago.

"Women are more trustworthy," Koenig, who interviewed Hawk for the program, commented. "She looks and acts like your mother." It might be true that maternal instincts can translate themselves into genuine care and doing what is best for the customer.

The average salesperson at the dealership sells 10 or 11 cars a month, Koenig said, but Hawk sells about 16, all the while conversing with customers about dogs, kids, and grandchildren.

Koenig covered Hawk's sales process by shadowing her at the dealership. Hawk's customer for that day was a gentleman who came into the dealership with an idea of walking out with a Lincoln but lacked the money and the credit score.

Hawk politely but firmly informed "Rob" that he could not afford a Lincoln and suggested he downgrade his choice of vehicle. "It had 79,000 miles on it," we heard Hawk explain. "He travels too much and has kids to transport. Do you know how quickly he would be at 100,000 miles?"

Koenig asked "Rob" if he planned on negotiating a better price on the Impala (priced $2000 above blue book) that he and Hawk had decided on. He said he did. However, when Hawk returned with the contract, explained what the figures were and where he should sign, he signed without haggling or hesitation.

Hawk offered "Rob" some pizza commenting that he had been there so long he must be hungry. In turn, "Rob" bought a teddy bear from a traveling vendor who happened by and gave it to Hawk as a gift. "She reminded me of my mother," he said, "how she told me not to buy the Lincoln."

"When I come back to upgrade," Rob called out to Hawk. "I will ask for you."

Hawk noted that she has often received gifts and cards from her former customers.

Koenig pointed out that the number two salesman may say his customers love him and will bake him cakes and bring him candy, however, she says, "Where Yvonne has him beat is that no one is ever going to call him mom."

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