How Simon Moves Eleven Million Dollars of Product

There are 9 automobile dealerships in the United States that sell McLarens. So don’t feel bad if you have never heard of them.

Yet how and how many of these $280,000 cars are sold is remarkable. It’ll make you wonder if the manufacturer or their customers ever heard of a recession.

I walked into the Dallas McLaren dealership as a fan, not a prospect. A salesman walks over and has an opening line like none I’ve ever heard. You may rethink the way you sell after this encounter.

A little background

Most “cottage industry” cars would use an existing engine, then fit their body and interior accordingly. Yet this 2-seater, largely hand-fitted in England, sports a 610 horsepower twin-turbo V8 of their own design. Its gearbox, unique suspension and carbon fiber tube can withstand a 140 mph force. The car is a living tribute to out-of-the-box thinking, near comical specifications (217 mph anybody?) and what man can produce with few limitations.

The first McLaren road cars, introduced in the 90’s were an instant sellout at $880,000. Now, this many years later, with owners like Jay Leno and Ralph Lauren, a used one is a million two.

Simon, the English-accented, impeccably dressed “McLaren Product Specialist” walked over casually as I was in the midst of pure automotive lust. I mentioned I was purely a fan, and hadn’t a grain’s pretense of purchasing. He smiled casually and said,

“That makes both of us fans, which is the first step toward ownership. Welcome to McLaren Dallas” as he extended his hand.

Simon understands that the first thing a prospect needs to feel is inclusion, not exclusion. As you read, look for at least one sales principle per paragraph. (There are 7, maybe 8.) Note them on the way to a stunning result.

Though I’ve expressed my unworthiness, within moments, I’m sitting in this sumptuous cockpit, resisting the temptation to moan as I fondled the carbon fiber console.

During my visit, we talked cars, adrenaline, horsepower and other man stuff while my impossibly-patient wife feigned interest. Simon never pressured, never looked at his watch, yet prodded the proximity of prospecthood.

Very deftly and knowing my lack of intent, Simon invited me to consider a test drive. I declined, but began to entertain the thought of it. (NOTE: All purchases, all decisions, all physical components begin as thought.)

“We don’t ever sell these on the first visit. So why don’t you come back every day while you’re visiting and maybe you’ll have it by week’s end!” he joked. Then he got serious…

“We’d love to have you as a customer at any level. That could be for a great referral, or staying in touch through email, or just allowing us to help you find your next car… whatever that may be.”

Simon wisely considers selling relational over transactional.

True to his word, when I returned, there was a voice mail thanking me for the visit. He also sent an email thanking me (note doubling up on the kindness and professionalism).

After my response to him, he included a link to a car I had mentioned on our visit that he’d located, though I hated the color and told him. “Duly noted!” he laughed and assured me of a follow-up. I have complete confidence that he’ll do it.

He also re-invited me when I return to Dallas to visit my daughter in school nearby.

Some of you may think this approach is too smooth, too soft, too elitist. Maybe you wonder if this could be effective, or if he’s just going through the motions.

In our last follow-up email, I jokingly asked him, “So, how’s my McLaren doing?”

“Oh, I sold that one yesterday to a man I’d been in touch with for a few months.”

“Wow. Glad you got that done! That’ll make a month!” I say, assuming that at 10 times the price of a ‘normal’ car, selling even 5 or 6 a year would be monumental.

Simon respectfully paused. “We’re on track to sell 64 cars this year, 40 of them by me.” If you’re wondering, that’s $11,200,000 worth of cars sold by one guy, earning roughly 2% of the gross, or $224,000. I gulped loud enough to have been heard from Alabama to Texas.

I probed the question of “How” with Simon, and his answer was shockingly similar to last week’s editorial about Nick Saban and his 3 National Championships.

“It’s a process” he said. “I love people. Love the product. Yet the process marries the passion between the two. I follow the same steps every time, regardless. Though you were not ever a prospect for the
McLaren, I know you are for something.”

Today, he sent me an email with a link to another car on the list. I made an offer. The process in action.