The Human Element

2Thinking in Fuel: The Reasons a Fuel‐Based Mindset Rules the World

A car salesperson is expected to sell about 10 cars a month. That's the industry average. The more ambitious aspire to break into the “20‐a‐month club.” A salesperson who sells 30 cars a month can get a job at any dealership in the country.

And then there is Ali Reda.

Ali Reda isn't just the best car salesperson in the world, he single‐handedly outsells most dealerships. In 2017, Reda broke a 44‐year‐old record by moving 1,582 cars off the lots of Les Stanford Chevrolet and Cadillac in Dearborn, Michigan (the national average is just over 1,000 per dealership) – 1,582 cars in one year. That means Ali Reda was selling an average of 132 cars a month, or 4.5 cars per day. And 2017 wasn't a fluke. Ali Reda produces numbers like this month after month, year after year.¹

How is performance at this level even possible? What could make one person 12 times better than the average? When you compare the sales approach of Ali Reda to the typical car salesperson, you begin to see the difference.

The Car Sales Experience

Picture yourself standing in a shiny car showroom. You are immediately greeted with a firm handshake and a hearty smile. “What brings you in today?” the salesperson asks. You explain that your current lease is about to end, and you're thinking about changing brands. You mention some of the problems with your current car and list the features you've got in mind for the next one. The dealer nods her head ...