When Dwayne Stevens started out in the automotive industry in 1979 as a “lot jockey,” he was still in high school. He worked on a lot that sold both motorcycles and automobiles and began as the lot jockey for the motorcycles. However, after admittedly wrecking a few too many motorcycles, his boss transferred him to the automotive side of the lot instead. He chuckled, “I was an Evel Knievel. I was hard on them.”

He later worked in the detail department and eventually wanted to try his hand at selling, but his request for a shot at automotive sales was denied. At some point between his stints as lot jockey and detailer, the motorcycle sales segment of the business moved to a separate location, and when Stevens mentioned his desire to sell, his buddies at the motorcycle store said, “Well, come sell motorcycles for us.” And he did.

Apparently, he had the sales gene because he was named the salesperson of the year his first year. “Next thing you know, the car managers were knocking on my door.” However, he was “having too much fun riding motorcycles and taking jet skis home on the weekend.” So, he kept selling motorcycles until in 1996 when he herniated discs in his back while attempting to pick up a jet ski. “That kind of ended my career at the bike shop, and I decided to start selling cars.”

When he moved to the car lot, his sales success followed. He sold 31 vehicles in one month in 2005, his personal best. In April 2009, an unquestionably tough month for many, he racked up 24 sales. He currently averages around 14 sales per month, and when the economy is good, he averages around 18.

Whether cars or motorcycles, Stevens said, “I love selling … I enjoy the people, all the different personalities and different careers they have, and the stories that they tell me. I really enjoy meeting people … it’s really interesting.” He also enjoys the flexibility his job offers. “I’m not stuck inside on a desk all day long doing the same thing every day.”

Mark McGhee, fellow salesperson at Price Honda, chalked Stevens’ success up to dedication and integrity. “Dwayne is a thoroughly dedicated sales professional who displays an exceptional level of integrity and competence. [He] regularly exceeds delivery goals … In this down-trending economy, this is truly the result of professional acumen.”

During mornings when he doesn’t have any appointments lined up, Stevens will go back to the service department to review the upcoming appointments for potential sales customers. He looks for expensive repair orders or ones for vehicles with significant miles on them. “I contact the customer and let them know, ‘Hey, we got a lot of specials going on. Would you be interested in having your vehicle appraised?’” He added, “In most cases, they say, ‘Yes.’”

After that, he’ll start working his customer base. He spends two, sometimes three, hours a day, six days a week on customer follow-up. His set phone follow-up schedule for sold customers begins within 48 hours of the sale. His next contact is within 10 days, and another is made within 30 days. After the first month of follow-up, he calls his past customers at least once every six months.

As the saying goes, you reap what you sow. Stevens said, “It’s good to cultivate your crops and continue to work your customer base. It’s like a goldmine.” He sends out holiday and birthday cards to all past customers and mines his sold customer database to send targeted mailers to particular segments of customers to let them know about a current special. For example, if the dealership has a special on Civics, he’ll mail all of his Civic customers a postcard.

One of his three teenage daughters comes in to help with his direct mail. Price Honda’s information goes on the front, an on the back, they usually include a photo of Stevens and a special saying or something about an upcoming special. “I’ll follow up with a phone call a couple days later and ask [customers] if they got the card and if they’re possibly interested in any of the specials we’ve got going on.”

His meticulous, personal follow-up coupled with his no-pressure sales approach has landed him a strong repeat and referral customer base. He said during any given month, his repeat and referral business accounts for 25 to 40 percent of his sales, and he’s likely to maintain his success if he keeps up the hard work. He admitted, “I just bust my butt … I get here early. I wait on customers before we open up. When we close at five o’clock on a Saturday or Sunday, if there are still customers out there, I still wait on them.”

Congratulations to Dwayne Stevens, our sales professional of the month, and thank you to Mark McGhee for bringing Stevens to our attention.

Vol 6, Issue 8