Allan Thompson, who has won Honda’s highest sales award for almost as long as he’s been a sales consultant, knows this firsthand. He was recently named Gold Master for the eighth year in a row, and he’s received the national company’s gold recognition for 10 out of the almost 11 years he’s worked for Willey Honda in Bountiful.
“The most important thing is to identify the customer’s needs and fill them,” said Thompson. “Don’t sell more than they need.”
The recognition is designed to honor those who exceed expectations in the areas of training, sales volume, and customer satisfaction. Once a sales consultant has received gold recognition for a third year in a row, they’re named Gold Master. This year, 479 out of nearly 13,000 sales consultants were named Gold Master for their work in 2011.
Personally, Thompson credits the sales environment at Willey Honda as an integral part of his success. The salespeople there are paid on salary rather than commission, which he said releases them from any personal agenda.
“You don’t have to take advantage of the customer,” said Thompson. “We get to focus on their needs.”
Sometimes, however, the customers aren’t sure what their needs are. In those situations, Thompson carefully asks questions to help them determine what will really work for the customer. Then he’ll steer them in the right direction, even if that means a less expensive vehicle.”
“I don’t want to just sell them a vehicle, I want to sell them vehicles for life,” he said. “So I try to do it right the first time.”