Who is John Percia?
John Percia is an Internet Sales Manager that works at Alberta Honda. He received his first Sales Master award through Honda Canada in 2021 by exceeding their dealer sales target as well as customer satisfaction, to put it into perspective there were only 9 sales-person to receive this award out of 33 Honda dealerships in their zone.
John spent his time learning and reading as much as he can about sales. His unique approach to sales has increased his dealership’s profit as well as customer satisfaction. He is well known for his methods to build strong relationships with his clients and get repeat business.
How did you achieve this award?
John says the more you learn the more you earn. There are many people I owe my success to, so I would like to thank those people. Three of them are my managers Eric Prociuk, Warren Evans, and Adam Lakusta who are always there to coach me. I am a big advocate for learning and I’m smart enough to know that I don’t know it all. I’ve read Jordan Belfort’s book Way of The Wolf and completed his straight line persuasion course, Never Split the Difference by Chris Voss, Surrounded by Idiots by Thomas Erikson, I also completed a minimum of 60 sales training videos by Grant Cardone and Brad Lea every month.
“I was sick and tired of the sleazy car salesman image that they only care about you and drop you once they have your money. To me, the sale starts after I deliver the first one. How many more times can I earn their business? If you ask a group of people if they know anyone that has bought a car in the last 90 days or looking to get one in the next 90 days there will be at least more than half of them that will raise their hand. I want to be that guy that sells to your spouse, to your kids, to your parents, and to your co-workers. When I make a sale, I give everyone the peace of mind that my services will come with their purchase”
How did you build a strong relationship with your clients?
Listen. Listen. Listen. It’s common knowledge for everyone to do this and yet most people spend more time thinking of what is the right thing to say to close someone. People don’t like being sold but they like being heard. Listen to their problems and concerns, when someone walks in through that front door they’re coming in with a need for a product or service looking for us to have that solution. If they leave without making a purchase or any information that they came in to look for then we failed to add value to their visit.
- Talk about what they like, everyone is an interesting person if you listen enough. No one’s ever a boring person and if you think that, then you’re the boring one.
- Ask questions throughout the conversation, but only when the customer is done talking. Make sure the question relates to their concern.
- Don’t listen to respond; listen to understand their needs.
- Nobody likes talking to a robot, be authentic.
- Put your phone away and be present.
How do you decide who’s a buyer and who’s wasting your time?
Everyone’s a buyer, every single person that walked through that front door has driven there with a car they have purchased in the past. If you don’t sell them what they need then someone else will.
There are 3 P’s why someone won’t buy from you.
- Person (they don’t like you)
- Product (you are showing them a product that doesn’t fit their needs)
- Price ( If they like you, and they’re looking at the right product and you have built enough value then the price will never be an issue)
I’ve seen people pull up in their dirty work clothes while driving a 2003 Toyota Corolla purchase a $50,000 truck and someone with their entire family that pulled up in an $80,000 Cadillac and still not make any purchase. Never judge anyone.
What is your advice to anyone just starting out?
Always be a student of the game. The top performers in any endeavor spend lots of time learning. They watch tapes, they read, they study, and always practice the basics. The worst performers fail and don’t last because they take shortcuts to avoid learning the fundamentals. They hate reading, they hate training, and they hate calling their leads. They want to make the most amount of money by doing the least amount of work.