 Hey guys, how you doing? It's Andy Elliott today I'm having an interview with Brad Brad's from Missouri and Brad's roughly made about 150 grand last year. Listen It's not about the money Brad's What he's learned is crazy and that's why I got him on an interview Brad sells cars at a Mercedes dealership He started out in domestic and I let Brad tell a story He switched over to luxury and he is killing it He's number three in his story is on his way to number one and he's moving so fast And he has so many amazing things to talk about Brad introduce yourself and tell him a little bit about what we're gonna talk about today what you want to talk about Hey guys, my name is Brad Fajardo. I'm with Mercedes like he said and what we're gonna talk about today basically is Moving up in the world and accelerating your game and not letting the dealership and management hold you back training really hard to get what you need to be and Taking advantage of your training and moving on to what is comfortable for you It doesn't have to be a luxury brand like I work for a high-line brand What it has to be is once you learn the car industry something that's gonna take care of yourself and you want to surround yourself with people who can help you so You start with your initial training and you get through the basics, right? And then once you get the training under your belt, you could go anywhere, right Andy? Tell them where you started so I started at a domestic dealership in the middle of Missouri and I was a general manager for a restaurant and I was in the restaurant business Side note restaurant guys make really good car salesman. I found out so The bar business then man, you'll make a heck of a car salesman But one of my customers was a GM of a dealership and he said hey come work for me You can make the same amount of money, but I'll even make you more and you get to work days, you know So I was like, okay Well, that sounds good and he gave me a job and I spent a year developing my skill and training But before I started I really didn't know Where to go like like I just like all other car sales guys We don't know where to begin and what to say and what the process is So I you tube this was three years ago. I over three years ago. I you tube car sales training That's all I cared about and this guy with this, you know, these big muscles and is really tight That's really tight button-up shirt. It's flashy, you know. Yeah, I didn't Too tight Smiling at me man. I'll tell you man When you when you look at when you look the camera in the eyes that year I knew what you had to say was true and I knew that I wanted to learn for some from somebody so the first thing I recommend doing is getting a mentor following somebody a following Andy and Learning learning from somebody because you can't just walk in here thinking, you know everything You're gonna fall flat on your face. So I trained and trained and for one week That's all I did was watch YouTube videos my first week of training in the domestic brand I completed all my training across five brands and one week my first month selling cars I sold 14 and a half and three weeks of on the floor To my first day I spent a year developing my skill and getting better and after a year or so I was number one selling 20 plus cars a month And I decided that I wanted to go sell for a dealership that I was more comfortable with And make more money and elevate my game So I did a lot of research and found that I wanted to Sell for a dealership that had a really good backbone. So that's where we're at today Right. So you choose this a Mercedes store now. Tell me clientele changed How did you have to change when you went into that Mercedes store? Let's talk about the shift because this It is something this shift you can teach people to do in a domestic store on their own And they don't have to go to a luxury store to learn this Tell them what you learned and what they can do right now To capitalize and make that money that you you're just starting to earn Right. So here's what's going on with my life And the domestic store and I'm not taken away from any of not even domestic toyota Any of those offer, you know outside of the country brands or the high volume brands I'm not taken away from them But they're the managers and the company they only care about high volume So online is your competition and they're they're making these cars so such low price And what's the percentage of people who shop online? It's like you said the other day It's like 99 percent, right? Yeah, it's way up there So so when you're when you're talking to these high volume customers who are just trying to get the best price from the get go online You get your your mindset develops around that's how I have to sell them this car But when you get to a company that's a little bit different who likes to make money for you Then what happens is you have to change the way you sell you have to adapt To the way you sell and if I would have learned that it's not about the low the low ball low baller price point And and started elevating my game by speaking to people differently Then I would have been way better off at the domestic brand if I go back to a domestic brand like let's say ford or chevy I would crush it because I learned that it's not about the numbers They don't care at the end of the day. They want to buy from a good sales person who will take care of them Right, so my clients are you know, I got lawyers and finance managers and business owners And I had to talk to them like they like I'm an executive Okay of a company and talk about your education and how what you had to learn without I mean I mean that's important because a lot of guys that are in the car business don't have a lot of education They didn't graduate with you know, eight years in college or anything like that So tell them you talked about acting and in playing to a new level Right. So so like Andy says and I really this really hit home is that we're all actors, right? But the thing is you can't drop your act at any at any time You'll take that wall and bring it straight up in front of you guys So with that being said when you're speaking to customers You've got to talk to them like you're on their level of education I I went to high school and graduated but I didn't go to college And in school you always think that that's what you have to do You know, they don't tell you you can make a million dollars a year as an entrepreneur because they want you to be in The doctor's position. They want you to be a lawyer. They want you to be this wholesome guy who wakes up and kisses his wife and all this stuff We're sales guys. We grinder. We're grinders, right? So what I did was I elevated my game and I started speaking like a what we call speaking like a pro and dressing like a pro And when my customers come in I've got a I've got to basically pretend That I am as educated as them when they're speaking to me I have to gain the knowledge and understand what they're saying and talk like them Like I'm an executive and if I would talk like that to Like I in the previous dealership, man I would have made a lot more money because they just want someone who is like them They want you to mirror them and they want you to be like them And they want to make sure that they're buying someone who can who can teach them about cars and teach them about what they're doing They're not going to buy some from somebody who They don't think it's worth their time Yeah, or doesn't think that they can help them spend their money, right? That's right, especially that they and that's not that's not like just rich people. That's everybody, right? Everybody it's everybody and that's what that's what people need to understand and car guys need to understand that It's not about the money. It's not about the numbers. It's about You know welcoming people into your dealership being good to them taking the time To be with them and and then closing it up the whole time as well Tell tell them about the way that you greet people differently about the way you've seen salesmen greet people So how you changed it up? That's the thing, you know when you get when you're getting into the sales industry The first thing that's the problem for people is they don't know what to say And and that's what the fear comes from is because I don't really know how people are going to react Because I don't know what i'm going to say Well, you got to get your greeting down and it sounds so corny But you have to get the greeting down because that will set the tone for the whole rest of your day And when someone walks in my dealership, I'm not fiddly bounce bouncy. Hey guys, welcome to you know Mercedes or whatever You know, I'm warm and welcoming like they're walking into my house. Okay, so I walked up to somebody Let me give you an example. I don't care. I'll walk up to somebody like this. Hey guys, welcome to Mercedes Benz How you doing today? I'm brad and you are Just like that and they and they and they just warm up to me right away because the first time they see you Oh, there's a sales guy. He's coming after us. You know what I mean? Don't walk like you're on a mission to take them from what they're trying to accomplish Walk like hey, this is my house. Welcome to my house. Be very warm and welcome me And that will set the tone for the dealership and you got to be that way throughout the whole entire sales process In acts like like Andy says That's amazing man. That is strong. I think that that right there alone is huge. You said that you got into Mercedes Um, you elevated your game by obviously not just acting like a car salesman, which is that hey guys Hey, dude, welcome to the store. How can I help you? You know that fast pitch but more but hey, welcome to my home What's going on, buddy? You know, right like introducing and talking to them like they're family It doesn't work that way for everybody you got to really understand who you're looking at and how they want you to greet them You know what I mean because I'm in the midwest where everybody's like that But I know for a fact on the east coast if there's east coast guys watching this You do have to be a little more firm with your handshake with some of those east coast guys You know what i'm talking about. Yeah, but you still have to be warm and welcoming Even if they're straight up. Hey, I want that car. What's the best price? It don't matter. You still have to be warm and welcoming You know what I mean? So that's a good deal Absolutely. Yeah. Yeah, and that's how you take control is that you show them that this is your ground You know what you're doing. You know how to do your job And you're the right dude and people feel that they can feel it fast What the end of the day the point of this video is is real simple You know, I was in I was in a Lower lower-end dealership when it comes to like how much money I was making and that wasn't because of my product That was because of my team And because of the owner and because of how they marketed and what I did was I decided once I got the skill set I told myself, you know what I could go sell insurance I could go sell anything I could go sell construction projects What do I want to sell what where do I want to be and then I did this Research that I told you about earlier and I looked on google and I just kind of read some reviews I found a place with a good service department that I knew had good management that was going to take care of me Checked out their pay plan and you know what I did I hope my boss doesn't care if he sees this because I love him to death I told him I was going to work here. I told him I said here's the thing I'm going to be the best I'm going to be the best at your store It's going to take me time for what I'm going to do is I want to come work for you at Mercedes I could go sell I could move right now. I've got nothing holding me down I could go to california and sell for lamborghini But I want to sell for you and I want to sell in your dealership and he said when can you be here? Love it So I went in the next day for an interview and you know it took me a couple interviews to get the job But what I'm trying to say is it doesn't have to be a luxury brand It just has to be something that you're passionate about right andy That's right, man Yeah, and you and you have to train to become one of the things that you said to me that I really loved what you said And this is this this resonates a lot me you said that you have a lot of really good sales people where you work Right, you said that there's a lot of talent Right, if you're in a dead dealership and nobody cares Go to a place where people do care. That's right. That's right because you're not going to make it on your own I don't care how much training you do I don't know if you've ever spoken about this in your videos before but i'm a firm believer that building building You know you I read I just got through your first first course I don't want to spoil anything but we've got to build ourselves from the ground up Okay, and putting people around you who are successful is a really good way to do that like talking to you right now Putting yourself around people who are taking 50 smoke breaks a day who aren't taking a lot ups Who are just waiting for that next free? Give me deals. Those aren't successful people. They're not one percenter Like that right now and I I'll be honest with you Andy. I I'm I'm not a one percenter right now That's why I'm taking your course But you're doing great and and you're on your course I I want to be there and I'm so close. I would say I'm working at about 40 efficiency I want to get videos down and I want to do more and that's why I'm taking your course to elevate my game And I'm gonna train like you talk like you're talking about I'm gonna keep training and getting better because I want to hit In the next couple years, I want to hit 400 000 I can go anywhere and do it I just gotta I gotta work hard and that's what I want to do take your course Learn the rest of the stuff that I need to know and then just keep learning and talking to you Yeah, and I honestly think you're gonna do it right there where you're at You sound like you're in a beautiful environment You sound very happy with the team you're with and as you rise to the top I think you're gonna break records that are going to be dangerous That's right. I think it's it's good. I I can and I can I can smell the confidence on you and I just want to tell you Bulletproof confidence is everything and it's not arrogance. It's not cockiness. It's confidence And it's so important in this business because so many cells have been lacked the confidence that's needed Yeah, and you know why is because they they they have fear in their heart They have fear in the heart because I've had the fear sometimes I still get the fear Okay, but you know what fear is fear is the fear is the enemy of success Fear is the enemy of success. If you want to be successful, you can't be fearful if someone says I'm think I want to go home and think about it You just lock up But if you have confidence like you said not arrogance confidence Then you want to go home and think about it You know like really? Yeah Get then to tell you what the real reason is for not wanting to buy the car, right? I mean sometimes I just ask him after I've closed trying to close them six times. I'll just say why You know and that takes that takes courage not so much confidence is it is courage But a lot of these sales guys are very fearful I got a friends that I'm trying to work that are in the sales industry that are other dealerships that call me for advice And I'm trying to tell them you guys you guys are scared. I'm not trying to be call you sissies But you got to conquer that feel fear or you're never ever going to be successful And you're just going to fall flat on your face Yeah, I want so I want to talk about two things real quick and then we'll jump off your foot. So yeah, so number one You said exactly the same way. I feel you said that you have fear, right? Sometimes But it's not as much as it used to be Right That's and you and you know that the more you train that the more that that fear disappears Yeah, because we have to the training teaches us what to say It's that simple it teaches us what to say And if we don't know what to say we don't know word tracks and how to handle situations Then we're then the fear comes up because we don't know what to do and we don't we're afraid We're afraid that people will say no But training gets you to the level that you need to be to where you don't have fear because you already know what to say It's like walking down the park All right Yep, and you're thinking big one of the things that I love about it is this You never made 150 grand and then all of a sudden now you're Now you're making 150 and you know what you can do is you could take that 150 sit back You could go work hard and manage making 150 over and over again, but you said no I made 150 now. I'm going to start thinking Three times as big and I'm going to 400 come in one near Andy Why not do it again? What's you know, I know I wasn't sure it was possible But I see the people around me and I watch your videos and I know what you're capable of doing I'm not saying I'm better than you, but I I think you know, I take that as is energy You know what I mean? I need you to be better than me to myself every single day And I'm like, you know what if Andy can make $700,000 a year and he comes from midwest just like me And he was born in kind of the same situation. Why can't I go train? Why can't I go do it myself? Yeah, let's talk about one last thing You don't have to talk about your upbringing, but you weren't born from rich family, right? Absolutely not. I mean, you know I'm from a small town in Missouri. It's medium size. It's not it's not big and I I didn't have the I was we don't have to talk about the details, but I didn't have guidance And you know what that's what's good about the car industry is that if you don't have guidance You don't need it. Anyway, you just need courage You know what I mean because guidance comes from your parents and stuff and leadership And if you didn't have that growing up and Andy, I don't know if you did or not But it makes you feel so much better when you become successful or you're becoming successful because you did it on your own And you trained on your own and you had your own motivation on your own So my upbringing was I mean worst in blue collar I mean, I've lived in my car before, you know When I was 19 because I had no family to help me out because I was born into that Well, guess what? I'd say in the restaurant business. I was broke all the time because you know that $50,000 isn't going to get you that much money Get you that money So, you know, I'm not broke anymore and it feels good, you know, because of all the training that I've done Well, number one, I'm really proud of you, dude. Thank you, man. I appreciate that I'm not going to say you're the reason but I will say that you did help me a lot You know, I did use that president's clothes a couple of times Hey, listen, you know things are different now. I know you've elevated your game too. So No, we all had to listen. I'm going to tell you something that you said is that you never stopped training and you said I can get better I can I I just have to say this because just for the record I've been doing this for 23 years in every single day. I train to this day Just this morning I shot a video in training and I learned something that I had never learned in 23 years Yeah, there will never be a day that will come in our life until they bury us That we will not have something to learn that we didn't know the day before and you know, what's funny What's funny that you said that as I was thinking about this morning of what I wanted to say to you on camera Let me tell you this. This is just exactly what you said Success is not an is not an in game Andy, you're not successful You're a successful person, but you're not at the end of your rope. You're not dead when you die Someone will say he was successful successful person Success is a journey It's not a destination. It's a journey and their next thing That is your goal and that will be that was your next branch of success But I'm not successful because I make $150,000 a year. I'm on a journey success success is a journey itself That's right. And you said you said something earlier. We talked about zig zig or said failure is Um an event. It's not a person Right Was was was a fail for me I was one sort of my personal goal and I don't go buy money like most people do how much money I'm going to make month I go buy volume because it makes me feel good. Everyone's got their niche And I always set goals for myself and and people need to study about that and learn about that because that's another thing If you want to be successful, you have to you have to set goals. I learned that last year So clear goals. Yeah last month I was beating myself up on the last day of month because I had all these car deals lined out and they all fell apart And then I watched your video and it's true. You know, it was an event I put it in my rear view mirror and and I came in to work the next day And I mean, I'm not going to tell you my volume right now because I don't want to you know get into that But I'm doing well this month and I'm I am going to hit my goal this month. I'm a hundred percent I'm a hundred actually set my goal a little higher than I did last month Yeah, just because the rent was due you had to pay the rent Yeah, and I and I don't mean by like the house rent. I mean like You have to pay the rent when you miss a goal for yourself and you and you you I would say there's a time to reward and then there's a time to discipline yourself Like if you if you're trying to go to the gym And you wake up and you miss Well the next day you need to you need to be you need to be tough on yourself and make your workout twice as hard That's right And and that's what they come for it for sure Yeah, that's what keeps you honest with yourself and keeps you on your game Because you have something inside of you. It's called a low self limiting belief And that end of the month when you didn't hit those numbers and you want to get down on yourself Something inside of you from when you were 19 living in your car once the crawl back in and saying hey You're losing it. You're not you're in the wrong place. Here's the thing. Here's the crazy thing I worked hard at the end of that last month February I worked my I worked my ass off to be honest with you and everybody here knows it and I did not make what I Hit the goal, but I did work hard. So it's not like I have anything to be ashamed of It's just an event that happened So I like you taught me that, you know, and maybe you didn't teach it to me someone taught it to you But it's it's an event. It just happened. I'm going to get through it I'm going to press on this month and it's just going to be an awesome month. I'm telling you I can't wait to finish your training. By the way I just I like In your quiz I noticed it in your quiz. You got a couple trick ones in there I noticed that too. If you're not paying attention, you're going to miss those questions Yeah, I think this is my wife over here. I think she's putting those tricky questions. I make good questions. Is that you? Okay Very good because it makes me have to have to pay attention because they're not a bcd simple ones Some of them threw me off. That's okay though. I passed Exactly that's meant to do so I'm glad it's challenging some people. So that's good All right. Yeah, I love it. I love it man. Uh, well good. Well, listen man, uh, rock and roll I want you to have an amazing day have the best march of your life destroy it and then I'll reach out to you later this week. Okay, brother That sounds great, man. Thank you for thank you for calling. I appreciate it Okay, have a very blessed day and everybody should know that brad like I said 19 Living in his car. No education. You know what I'm saying graduated from high school Not the best parents he could play the victim or you can go and win, right? That's right, buddy I love it. So anybody out there that thinks that they're in a spot and they weren't giving it Guess what? It's never going to be given to you. Let's go get it and then I think the error right there to get it Is right now So not later. Yeah, I appreciate you sharing everything and I'll see you brother. Thank you, man. All right