Being a top salesperson at a dealership is an accomplishment in and of itself, but when that dealership sells more new Hondas than any other dealership in the United States, being a sales leader is even more of a feat. With the bar set so high, it would be easy for a salesperson to be intimidated, but the word “intimidated” doesn’t seem to be in Jaime Maldonado’s vocabulary.

Before he sold cars, Maldonado served in the Army and later worked as an account representative for a software company, but after a number of years, he was laid off and found himself in unfamiliar territory—unemployment. “I’d never been in that position before,” he recalled. “I’ve always worked.” Fortunately, Maldonado did not have to look far. He knew Boch Automotive was looking for salespeople and at that time lived less than a half-a-mile away from Dealership Owner Ernie Boch, Jr. He went to the dealership to apply, received a call that same day and reported for work the next day.

“I was a little apprehensive,” he admitted about his first few weeks at Boch Automotive’s Mitsubishi store back in July of 1997. At his previous job at the software company, he only had to manage a few existing accounts; selling cars was something quite different. “I’d never been a commissioned salesperson,” he said. The toughest part for him, he said, was the idea that he had to “approach a perfect stranger and start talking to them ... I was a little bit on the shy side.”

Maldonado didn’t let that deter him. “Selling a $30,000 car to a person you just met, that was a challenge,” he said. “It was exciting.” With a little determination and focus, he was able to overcome his apprehension. In his first full month, he was the sales leader in a store of about 25 people, and today he consistently averages between 25 and 30 units per month. “I did well because I faced it head-on,” he said. “I knew approaching people was my weak point, but I worked on it and I just had to do it. At that point, it was about survival.”

After more than 13 years, he still enjoys the challenge involved in “greeting people – perfect strangers – and trying to persuade them, earn their trust.” After moving to Boch Honda in 2003, he continued to rise to that challenge and became the number-one salesperson in the dealership’s zone (a seven-state area) for three consecutive years and one year even ranked third in the country, achievements that resulted in some nice perks like trips to Hawaii and cruises.

He discovered that being bilingual is a real advantage when it comes to sales. Maldonado, who is originally from Puerto Rico, said that many of the Hispanic customers he deals with “might speak English, but their comfort zone is speaking to one another in Spanish, so … it’s easier [for them] to do business that way … That’s where I come in.”

He has built quite a customer base, with an estimated 60 percent of his business coming from repeat and referral customers. According to Sales Manager Chris Lozanski, “[Maldonado] comes in on his days off to take care of customers [and] takes phone calls from home to help customers, so it’s never like he’s off the clock … He’s very reliable, very responsive to customers’ needs.”

Maldonado had a very simple explanation for his success: “I’m just myself … Be yourself, I think, is the key—without being arrogant or cocky.”  Indeed, getting along with customers and selling cars seems to come almost naturally to him. “I try to be sincere with a friendly attitude and that’s how I think I’ve earned a lot of customers.”

With his children grown and out of the house, he spends much of his spare time at the dealership. “I’m always thinking about work,” he confessed. “I’m an empty-nester … [and] my wife works on my days off, so what am I going to do at home alone?” he laughed. “So, I come to work.” All in all, he seems extremely pleased with where his career path ultimately led. “It’s been great working for Boch and for Honda.”

Congratulations to Jaime Maldonado, Sales Professional of the Month, and thank you to Chris Lozanski for bringing him to our attention.

Nominate Your Sales Pro Now

Vol. 7, Issue 12