The Greatest Salesman and the Power of 'I Love You'"

Image taken with gratitude from Automotive Hall of Fame

A few years ago, in Venezuela, I had the opportunity to work as a press consultant for an extraordinary speaker whose attitude left a profound mark on my personal and professional life. His name is Joe Girard, recognized by the Guinness Book of World Records as the greatest salesman in the world. But this is not an Og Mandino fiction story—no, this is a real story, based on a humble American man who managed to sell over 13,000 cars in 15 years.

Joe Girard arrived in Caracas a few days before his conference. As is customary in press consulting, this allowed for a media tour to promote the event and introduce the speaker, who was scheduled to deliver his talk at a prestigious hotel in the city. Girard had already spent three days visiting different media outlets in the city with the journalist from my company assigned to the client. When the day of the conference arrived, I was finally able to go to the auditorium and meet him in person.

I remember that moment vividly—Girard shook my hand and said: "Nice to meet you, Patricia. I love you." Those words rang like alarms in my ears—I didn’t know what to say. In a matter of seconds, I thought perhaps he was saying it because his media tour had been highly successful, and the auditorium was packed. But then, my corporate reasoning kicked in: This is not right. You shouldn’t get too familiar with your client. Maybe he has other intentions… In the end, the businesswoman in me froze, simply smiled, and felt once again the warmth of a sincere gesture of gratitude. Joe Girard took my hand in both of his and, looking me straight in the eyes, repeated the phrase: "I LOVE YOU. Thank you for your work."
"You're welcome," I replied. "It has been a pleasure, Mr. Girard."

This man, over 70 years old and the author of five books—including the bestseller How to Sell Yourself and How to Sell Anything to Anybody—completely captured my attention, and I decided to stay and listen to his conference. Before becoming the greatest salesman in the world, Girard had worked as a shoeshiner, washed dishes in several restaurants in Michigan, delivered newspapers, and even worked in construction. He was fired from his first job at a car dealership because he sold far more cars than his colleagues, who quickly protested and got him dismissed in less than two months.

That’s when he arrived at Chevrolet, where he built his career as a salesman until he retired 12 years later, with an average of eight car sales per day. Many customers waited up to two weeks just to get an appointment with him and buy a car from him. Do you want to know his secret? Girard treated everyone with love, sincerity, and admiration. He always said he never sold a car to anyone—he sold himself, with all his virtues and flaws, just like in a marriage. He did it in his own way, with the full conviction that he would achieve his goal: ensuring that his client left happy and convinced they had made the best decision.

Girard never invited his clients out for dinner or drinks, but he always made sure they knew how much he valued them. He sent thank-you cards and personally called them a few days after the sale to check if everything was okay. Instead, he took the dealership mechanics out for lunch and asked them to always provide the best service for his customers.

During the conference, Joe Girard captivated the audience with his humility and the power of his words. Before leaving, he shared a few key tips that I want to share with you:

• Be DISCIPLINED – Don’t waste your time.
• PLAN – Have a plan for each day.
• STAY FOCUSED – Horse blinders were not made to block the light but to keep your eyes on the goal.
• THINK POSITIVELY – Positive thoughts make you happier, healthier, and more successful.
  But above all, don’t be afraid to say "I LOVE YOU."

As he stepped off the stage, I had the chance to shake his hand once more to say goodbye. With a smile on my lips, I looked at him and said: "I LOVE YOU TOO, JOE."

By Patricia Carles