A New Legend - Ali Reda

by eccj
9 replies
With the passing of Joe Girard (thanks Claude for letting us know), I looked into his past records.

Anyways..... Someone broke his record of most cars sold in a year. Meet Ali Reda who sells Chevy's in Dearborn Michigan. His record? 1,530 cars in a year!

He works about 50 hours a week, which is low for a car salesman, and takes weekends off, when most car salesmen make their sales.

He has a book and some interviews out on the web.

Needless to say the guy is impressive and is worth hearing out.

A couple things I've taken away from him:

He only works with referrals or previous customers. Selling these people is like working with family. They trust you and buy a lot faster than people off the street says Reda.

He sold 1,000 plus cars for the last five years. Breaking the record wasn't some "miracle" year. He built up to it over the years.

Networking: He is all over the place in his community.

Still selling 6 cars a day sounds impossible. That's more than most dealerships sell in a day! I still have no idea how someone can even build up to that level.
#ali #legend #reda
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  • Profile picture of the author animal44
    Originally Posted by eccj View Post

    He only works with referrals or previous customers. Selling these people is like working with family. They trust you and buy a lot faster than people off the street says Reda.
    Shhh! Don't tell everyone...

    Pity about the lawsuit. Joe could've got some good positive publicity had he played it right...
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    People say nothing is impossible, but I do nothing every day.
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  • Profile picture of the author sophiamia
    its totally depend on mind and time.
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  • Profile picture of the author animal44
    Currently working on a course about relationship building and took a break and decided to look a little more at this guy.
    Found this interview which on a quick scan I think I like this guy.
    Especially his views on relationships and scripts which pretty well match mine, so he must be right...
    Might even buy his book...
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    • Profile picture of the author Claude Whitacre
      Originally Posted by animal44 View Post

      Currently working on a course about relationship building and took a break and decided to look a little more at this guy.
      Found this interview which on a quick scan I think I like this guy.
      Especially his views on relationships and scripts which pretty well match mine, so he must be right...
      Might even buy his book...
      The interview was informative. Thanks.

      About scripts. Every discussion about scripts seems to fall on nonsensical polar opposite sides. Scripts are evil...scripts are good.

      Except in telemarketing, with a short presentation...where a rehearsed script takes the place of experience for the new rep....reading a memorized script is nauseating.

      But all great salespeople use scripts. And so does this guy. He has standard answers to standard questions. He has a speech pattern that is mostly memorized. He will tend to say the same things a dozen times a day.
      What he is not doing is memorizing a written script, that someone wrote for him, without any thinking about what he's saying.

      And really, written scripts that you memorize are just for new people that have no idea what they're doing.

      About relationship building instead of cold calling.

      He sells cars. He has a location. people come to see him.

      When I sold vacuums in people's homes, the first 20 years it was nearly all transnational. I wouldn't see them again.(The industry norm) It took that long for me to realize that they would buy from me again, and again. An these repeat sales took very little time, and they almost always bought.

      And like Ali Reda, the last ten years or so selling in people's homes...it was all referrals from people that bought and sales to past customers. The lesson is...I could have started selling like that a lot sooner. Like the first year.

      But having a store? Where people come in to buy? The best way has always been to get referrals (and not pay for them, but earn them) and sell to past customers. And every year your business expands.

      The article just sounded like it was coming from a man that really understands how to sell, and how to build a business. What he's doing? Many high end salespeople are doing it.

      Originally Posted by eccj View Post

      Still selling 6 cars a day sounds impossible. That's more than most dealerships sell in a day! I still have no idea how someone can even build up to that level.
      It's amazing. But 6 a day is believable.

      I know a woman that averaged 4 high end vacuum cleaner sales a day (in home sales) for a few years. Almost all were referrals from buyers.

      There are life insurance salespeople (not many) that average 4 or 5 sales a day. It takes tight control of your time, and a large base of customers.

      For a few years, out of my store, I averaged 4 high end sales a day. We were busy, but the day went faster. Even now, in semi-retirement, I average 2 a day. Nearly all are past customers or their family members and friends.

      The car business astounds me for a few reasons. How little the salesman makes per sale. $200 is common (after negotiating)

      Even Joe Gerard, at his height, only made a tad over $200,000 a year.

      And car dealers almost universally still use the old methods they were taught in the 1950s. In fact, it's the only industry some sales trainers just avoid, because the culture is so entrenched.

      And it still amazes me how bad some car salespeople are at their job. My experience with most car salespeople is that they sell cars despite the way they act, not because of any great technique they use. I watch car sales trainers on Youtube, and they are terrible at selling.
      Here's an example.

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      • Profile picture of the author eccj
        Originally Posted by Claude Whitacre View Post


        It's amazing. But 6 a day is believable.

        I know a woman that averaged 4 high end vacuum cleaner sales a day (in home sales) for a few years. Almost all were referrals from buyers.

        There are life insurance salespeople (not many) that average 4 or 5 sales a day. It takes tight control of your time, and a large base of customers.

        For a few years, out of my store, I averaged 4 high end sales a day. We were busy, but the day went faster. Even now, in semi-retirement, I average 2 a day. Nearly all are past customers or their family members and friends.

        The car business astounds me for a few reasons. How little the salesman makes per sale. $200 is common (after negotiating)
        I totally agree about the scripts. Even in his interview he tells what he "says" to a buyer who wants to "think about it." That's a script.

        Now it's not the "if I can get to $400 a month we have a deal" type scripts that are being taught to salesmen. I think he is right to reject a lot of that lowest level of selling stuff. Most of those scripts are taught by sales managers who were bad at sales and just want their jobs of approving sales to be easier.

        But I don't think for a second he is winging six car sales a day.

        Here is why I think six sales a day is so amazing. More so than an equal life insurance agent.

        1. He is a car salesmen - There is no obvious reason to buy from him vs the other 20 guys in the same dealership, nevermind the other 20 Chevy dealerships in the Detroit Metro. He has to get these people to buy from him specifically. Just to generate six people a day who want to buy a car from him is astonishing.

        For perspective their are car dealers, right now, spending $50,000 a month on advertising month in and month out that do not sell as many cars as this guy.

        2. Negotiations - car sales take a long time because of negotiations and financing. Six sales means, what? 6 test drives at minimum. 5 of those need some kind of financing and another 4-5 need to trade in their car. All that takes time.

        Yes I am sure he has an assistant and the dealership does everything they can to support the guy but still....

        I also like that the guy is the real deal. I'll buy is book and get around to reading it in the next month or so.

        I read a book called "Talking to Strangers" written by a man in London claiming to be the top life insurance agent in the world. Not your typical sales book but great nonetheless. I expect his book to be great as well.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by eccj View Post

          I totally agree about the scripts. Even in his interview he tells what he "says" to a buyer who wants to "think about it." That's a script.

          Now it's not the "if I can get to $400 a month we have a deal" type scripts that are being taught to salesmen. I think he is right to reject a lot of that lowest level of selling stuff. Most of those scripts are taught by sales managers who were bad at sales and just want their jobs of approving sales to be easier.
          Yeah, this guy is very conversational. Although he knows what to say, he doesn't sound like a newbie salesman regurgitating memorized material. I'm sure that his years of experience have made everything he says just part of a conversation.

          Originally Posted by eccj View Post

          Here is why I think six sales a day is so amazing. More so than an equal life insurance agent.

          1. He is a car salesmen - There is no obvious reason to buy from him vs the other 20 guys in the same dealership, nevermind the other 20 Chevy dealerships in the Detroit Metro. He has to get these people to buy from him specifically. Just to generate six people a day who want to buy a car from him is astonishing.
          The big advantage he has over insurance (or any door to door) salespeople, is that people are coming to him. They are already highly qualified when he sees them. And since most of his sales are to past customers and referrals, the sales are much faster than usual.
          The reason they come in, asking for him personally (like any great salesman) ids because they know him, and already trust him to treat them fairly.




          Originally Posted by eccj View Post

          I read a book called "Talking to Strangers" written by a man in London claiming to be the top life insurance agent in the world. Not your typical sales book but great nonetheless. I expect his book to be great as well.
          I read that book. Highly entertaining stories

          I should note that the book written by Ali Reda is actually mostly written by his manager (partner?) It's a very short book. I'm sure I'll buy it too, just because it's about Reda.
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    • Profile picture of the author eccj
      Originally Posted by animal44 View Post

      Currently working on a course about relationship building and took a break and decided to look a little more at this guy.
      Found this interview which on a quick scan I think I like this guy.
      Especially his views on relationships and scripts which pretty well match mine, so he must be right...
      Might even buy his book...
      I read the interview and I like the guy as well. I avoided mentioning Girard on purpose because he was so old. I'm sad that he sued Reda for lost income on taking his record. It doesn't give me any joy to see it ended like that for him.
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  • Profile picture of the author spartan14
    I think mindset plays a very important role
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