Well… one used car salesman.
If you’ve listened to the latest episode of the Pitch2Purchase Podcast, you may remember me joking about used car salesmen… twice. Apparently, someone else listened too.
His name is Brian Hoppe Hoppe.
Last Friday evening, Paul and I stopped at Acura of Brookfield dealership ‘just to look.’ We arrived close to closing time, and honestly, I expected to feel rushed. Instead, Brian greeted us with a smile, welcomed us in, and treated us like we were the only people that mattered.
Then something interesting happened. He never sold to me.
He asked questions. He listened. He let me explain exactly what I was looking for instead of telling me what I should want.
When I asked about three different vehicles, he was refreshingly honest. He openly admitted that one wasn’t a great fit for my needs. He explained the strengths and weaknesses of each model based on what I was looking for, not what he wanted to sell.
He suggested I might want to look at a different model. It wasn’t the model I had come to drive. Yet he thought it better suited my needs. He simply wanted me to end up with the right vehicle.
He never pressured me. He never tried to upsell me. He joked with us, laughed with us, and even stayed after closing so I could drive one more vehicle.
As it turns out… it was exactly the one I bought.
It checked nearly every box on my wish list. It was just a little more than I originally planned, but I also received far more value than I expected. It was even the beautiful red exterior I had secretly hoped to find. (On brand for me… personally and professionally)
Then came my favorite part of the entire experience. I had given Brian my business card for my contact information. The next day, when I talked to him to hold the vehicle for us, he said:
“I listened to your latest podcast episode.” (Pitch2Purchase Episode: CLICK HERE)
Uh oh.
“I took a little offense to your used car salesman comments.”
We both laughed. Because here’s the truth… Brian is the anti-used car salesman, going against every stereotype for the occupation. He proved something I’ve believed for years. The best salespeople don’t convince people to buy.
- They educate.
- They guide.
- They answer questions honestly.
- They recommend what’s best for the customer, even when it isn’t the easiest sale.
Most people don’t dislike being sold to because they hate sales. They dislike feeling manipulated. Brian never manipulated anything. He built trust.
That’s why I bought.
And that’s why I’ll happily recommend him to anyone looking for a vehicle. No pressure or gimmicks, just genuine expertise and a desire to help someone make a good decision.
Then something happened that made the lesson even clearer. A salesperson from another dealership called to follow up after I had already purchased the Acura. When I told him we had chosen the RDX, his response wasn’t, “Congratulations! I hope you love it.”
Instead, he said something along the lines of, “Well…it’s not a hybrid. You’ll probably regret that.”
I just smiled.
One salesperson spent his time helping me make the best decision for me. The other spent his time trying to make me question the decision I’d already made. Guess which one earned my trust?
Here’s the irony.
Neither conversation changed what I drove home in. But one created a customer who can’t wait to recommend him. The other became the stereotype we’ve all joked about. That’s the difference between selling and serving. One tries to win the transaction. The other wins the relationship.
Let me say that again for emphasis… one tries to win the transaction, the other wins the relationship.
As I drove home in my new Acura, I couldn’t help but think about how often this happens outside of car dealerships. It happens in:
- Accounting firms.
- Construction companies.
- Law firms.
- Marketing agencies.
- Insurance agencies.
- Manufacturers.
- Technology companies.
Every day, business owners and sales professionals have a choice. You can spend your energy convincing people they’re making the wrong decision… or you can spend your energy helping them make the right one. Ironically, the second approach usually results in more sales. Because when people trust you, buying feels natural.
I owe Brian a public apology for making assumptions about his profession. But also, because he reminded me that the best salespeople aren’t really selling at all. They’re building trust.
And trust is what turns conversations into customers.
Here’s my question for you:
When someone experiences your sales process, would they describe you as someone who sells… or someone who helps?
Because those are two very different experiences, and only one of them creates customers who can’t wait to tell others about you.
When you need to know how to sell this way, let me know, happy to connect!
Contact me at: https://rebelgirlrevenue.com/
#rebelmindset #buildingtrust #sellingskills
About Lisa Raebel
Lisa Raebel is the founder of Rebel Girl Revenue and creator of the Five Revenue Opportunities™ framework. She helps established businesses uncover the revenue opportunities hiding in their marketing, sales, operations, and customer experience—before they invest in more marketing. When every role touches revenue, every opportunity counts.