Sun Valley Nissan product consultant Ed Goertson nets himself some Best of Business hardware.
We’re proud to announce that Sun Valley Nissan product consultant Ed Goertson has earned himself a Kootenay Business magazine Best of Business Gold Award for the Best Automotive Salesperson of the year.
Ed has been assisting automotive customers in Cranbrook for nine years, and he’s endeared himself to literally hundreds of new- and used-car buyers in the Kootenays.
Anyone who has ever been in a discussion with a salesperson and felt a pang of annoyance or irritability was not working with a true professional, Ed insists. “The stereotype of the ‘car salesman’ is still around unfortunately,” Ed said recently with a sigh. “But the very best salespeople bear little resemblance.”
For one thing, the customer is at the centre of his concern, not the product or the potential trade-in. With just a few simple questions and an undivided attention on his client’s needs and circumstances, Ed can quickly ascertain the product and features that are most suitable for his clients, along with a desired budget.
In the hands of a professional, the pretense of selling is virtually non-existent. Ed is simply present and available to understand exactly what has brought you to the dealership, so he can present you with an agreeable solution and confidently reel off the benefits of a particular make and model.
“Because of the proliferation of automotive information on the internet, the role has changed somewhat,” Ed maintains. “People have a lot of information they can access themselves, but the true test of that research comes down to the moment when customers are in the seat of that vehicle for the first time.”
Sometimes people harbour a fantasy about a certain vehicle being the right one for them, and without the proper kind of due diligence and discovery on the product consultant’s part, they can make a grievous and costly mistake.
While vehicles are familiar to all but the newest drivers, they are also incredibly sophisticated machines with over a dozen computer modules and a vast array of options, features, creature comforts, safety capabilities, engine and transmission choices and trim levels. Additionally, new technology and connectivity is constantly being added and improved.
“What I’ve found works very well for customers is that I provide unbiased but pertinent additional information that addresses closely what I’ve heard and learned from the customer,” Ed said. “The other factors that I try to help with is fit and comfort. People spend countless hours in their vehicle so it must feel good.”
Ed insists that there is no pressure and that the decision to purchase rests entirely with the customer.
“In the broadest sense, I don’t actually sell vehicles,” Ed said, sounding contrarian. “I discuss important benefits of a particular vehicle and support them with experiences and insights that make absolute sense to the customer because that’s where my discovery has led me.”
Of course, the other important aspect of Ed’s recognition as one of the best in the business is his unwavering support for his clients.
Many salespeople seem to disappear once the sales has been completed, or “closed” as they say in automotive retail parlance. However, Ed’s after-sales support is legendary in the business. Any concern, any question, any issue, Ed is there to make it right and he has Sun Valley Nissan’s full support.
“It’s just simply what a good salesperson does for a customer on a major product purchase,” Ed said. “It’s called taking responsibility.”
Evidently, the car-buying public agrees and has honoured him with their votes as one of the Kootenay’s Best of Business award recipients for 2016.