In the Guinness Book of World Records, you’ll discover that a car salesman named Joe Girard is one of the most successful salespeople ever.
Wait, a car salesman?
In fact, Girard has sold more big-ticket items one-at-a-time than any other salesperson in any retail industry.
When things surprise you — like finding out one of the most successful salesmen ever sells cars — It’s a sign your understanding of the world isn’t quite right.
The natural question is how a guy who sells one car at a time to everyday customers becomes one of the most successful salespeople in history?
We can learn a lot from studying success.
Girard offers a simple answer: “People want a fair deal from someone they like.”
When questioned about his actions to get people to like him, he simply says, “I tell them that I like them.”
While seemingly simple, that answer is based on science. Girard is a master in the principles of persuasion.
We’re more likely to say ‘Yes’ to people we like.
One way to get people to like you is to tell them you like them.
Girard sends a card to everyone who buys a car from him every year, reminding them he likes them. When it’s time to buy a new car, who do you think they call?