Deffendall got his start in sales after a motorcycle accident left him on crutches and unable to work at his regular job with the railroad. To get by financially while he was on the mend, he sold cars for about nine months. Despite his success at sales and the dealer’s request for him to stay, he initially decided to return to his old job. However, railroad work slowed down and the dealer asked him to come back, so Deffendall resumed his sales career.

Twenty-one years later, the dealer sold the store. By that time, he had already built a solid customer base and had no desire to start over in another area. He stated that staying local was one of the keys to his success. “People know where to look you up … they know if they have a problem they can come back to you,” he explained.

Deffendall’s reasoning is solid. He consistently averages 23 to 25 units every month and said he has maintained those numbers for about 15 years. It doesn’t hurt that he has lived in Princeton, a small town of around 9,000 people, nearly all of his 55 years. “People know who you are, and the word-of-mouth advertising helps you,” he said. His pastime of following high school sports helps as well. He enjoys attending local sporting events and, according to him, “That’s where you pick up a lot of your customers.”

Of course, knowing a lot of people wouldn’t help much if he provided lackluster service. Deffendall’s commitment to his customers has earned him a loyal clientele. “His customers will wait on him for hours and won’t let any other salesperson talk to them because they want the great service that Tony delivers every time,” said Robert Vermillion, Patriot’s Internet manager.

Deffendall simply stated, “I take the time to find out what they want. I take the time to find out where they want to be on payments … Then, I try to find the vehicle that fits that.” He added, “I think I work harder to find what they want.”

Maintaining that connection with his customers is a top priority. “I stay in contact with them, which I think is kind of getting to be a lost art with salespeople.” He keeps a list of his customers and what they’re looking for, then goes through that list several times a day, paying attention to those customers he may not have spoken to in a while and keeping in mind any cars on the lot that might work for someone. Deffendall credited this practice for his steady performance.

Matching a customer with the right vehicle means he must keep a close eye on inventory. Deffendall sells both new and used vehicles and cited product knowledge as being of great importance. “I think you need to know your product … and I also think that you need to walk your lot and know your inventory. I think that makes a very big difference on being able to sell cars.”

Deffendall expressed a real passion for cars. He tries to attend as many classic and muscle car shows as he can and even helps out with a couple of local shows. “It’s kind of funny,” he mused. “When I’m off, I go to car shows, and when I go home, I read car magazines … I just always have been a car guy and I think that really helps … if you like something, it’s easier to sell it too.”

Despite spending a lot of his time at the dealership, Deffendall has still managed to make time for a 23-year marriage, three children and two (soon to be three) grandchildren. He acknowledged that selling cars leaves him with little free time, but believed putting in the hours is a necessary part of a successful sales career. According to Vermillion, “Tony is known as a phenomenon to most people at the dealership because there is no other way to describe him.”

Congratulations to Tony Deffendall, Sales Professional of the Month, and thank you to Robert Vermillion for bringing him to our attention.  

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