CAR SALES ‘SUIT’ HIM FINE
Yeang Makes the Leap from Bloomingdale’s to Scion, and Keeps on Selling
by: Dan Miller
Toyota Today
A lot has changed for Dara Yeang in a year. New town. New job. New customer base. But the one thing that hasn’t changed is his focus: he’s still selling and still succeeding.
“I was in sales at a Bloomingdale’s store in Philadelphia for six years,” he says. “Then I moved to Lexington (Kentucky) in June 2009. I’d heard some people had done well financially selling cars. So I thought I’d give it a try. I had nothing to lose.”
Yeang chose a Toyota on Nicholasville dealership based on his experience as an owner of a 2008 Scion xB. Little did he know that just four months after coming on board he would be given the opportunity to serve as the store’s Scion champion.
“I was already passionate about the brand as an owner,” he says. “I was already going to meets and hanging out with the local Scikotics club. Management thought I was right for it.”
Management made a good call. Yeang’s transition from Toyota to an emphasis on Scion has been seamless.
“I loved the sales process when I bought my xB, so that was easy,” he says. “Scion makes it so transparent. Nothing is hidden. And I already knew a lot about the product, though there’s always more to learn.”
The challenge, says Yeang, is to get customers up to speed on the brand.
“They might see a Scion on the road, but they probably haven’t had a chance to sit in it and drive it,” he says.
As such, Yeang has been very intentional about reaching out to potential customers via a wide range of grassroots marketing initiatives.
For example, he hosted one of his first events in April, inviting Scion owners and enthusiasts to compete in a Forza Motorsport 3 video game contest. About 15-20 people in raced virtual renditions of the tC.
Then in May, he convinced members of the Lexington Legends minor league baseball team—as well as their mascot—to make an appearance at the dealership. That drew a crowd of potential customers who collected player autographs and indulged in a cook-out dinner.
Often, though, Yeang’s grassroots marketing efforts are low key and low cost. At least once a month, he’ll grab a car, load it up with Scion giveaways and stop by a local retail store or restaurant—wherever people are congregating.
“I just show up and talk to people about the Scion brand,” he says. “I have a purple xB that tends to draw a crowd. People just get engaged with it. It’s not really about selling a car. It’s more about getting the brand out there, which might lead to a sale.”
Yeang has also moved the needle when it comes to accessories. He refreshed the dealership’s showroom display offerings, posted menu pricing and stressed the benefits of accessories when customers are most likely to be open to them—at the point of sale.
“When you sit someone down at the configurator, it’s amazing how they can add $2,000 worth of accessories all on their own,” he says. “Then you show them how it can all be included as part of their finance package. That’s when you know you’ve done a good job.”
How has Yeang managed to enjoy so much success so quickly? Simple answer: It’s all about the people.
“This is a people business,” he says. “I remember the sales manager, Steve Day, talking with me about that during my initial interview. It opened my eyes. I thought, ‘I can do this.’ The process of selling a suit is really the same as selling a car. I think I found a good place for myself.”
