BE the Change: A True Story
We were profoundly inspired by a true story shared and experienced by Gavin Sharples, an International Motivational Keynote Speaker. We feel compelled to share it with all our clients.
With Gavin’s permission, we have reproduced the article exactly as we received it.
May it also inspire you to BE the change.
A true story about paying it forward and a very cool life and business philosophy
The heading is a famous saying in sales, meaning that the relationship with the customer is more important than the immediate sale. Building a customer base through strong relationships will lead to many more sales in the future. What follows is another letter in my CHINKing range of business letters, illustrating that we need to stop thinking and startchinking, focusing on CHange-INnovation and Kreating. Only by doing things differently will we achieve different results.
Before I begin, let me pre-empt some fallout. This newsletter first written and published 9 years ago is still as relevant today as it was then, and it’s an experience that keeps on giving. It is not intended to disrespect, discourage, or influence anyone to take or not to take any action, and it has absolutely no malice or anger attached to it. It is just a fantastic example, (AND a true story) that clearly illustrates two companies, two dealerships, with two different business strategies. Both are driven by profit. I am an absolute advocate of making a profit. However, one company builds relationships and customers for life, while the other makes one-off quick sales and has customers that will never return or recommend them to friends, colleagues, or clients. One plays the short game; the other knows it’s for life.
Highlights of my true story
My then 17-year-old, soon to be 18, daughter needed a car. We ended up at Mini (the branch name has been redacted because a lot may have changed over a decade). Very nice people, and long story short, I purchased not one but two Mini’s (I got myself a John Cooper Works at the insistence of my kids and as a result of my midlife crisis). There were one or two snags on registration and a few disappointments with my vehicle, but on a whole, all was good.
Within days of taking delivery of the manual gearbox Mini, my daughter was diagnosed with MS. This was a devastating event for the whole family, especially our little girl. Her nervous system was a mess, and her body was attacking itself. One symptom was that when she got hot, nervous, or scared, her eye would cloud over and become blurred. We discovered that the stress of learning to drive and driving a manual gearbox was not ideal. So, we decided to look for an automatic car, which would better suit her and her new condition. Within a few weeks and after explaining our situation to Mini (redacted branch name), we asked if we could be quoted on an automatic car and trade in the "brand-new" Mini, which had a mileage of around 300 km, mostly driven by me to keep the battery from dying.
I understand car values, and that once a vehicle is driven out of the showroom, it loses up to 25% of its value. I know about profit and business. However, I had just spent over half a million rand at this company and was looking for a deal where although I knew I would lose, was palatable. They offered to trade the Mini in as a second-hand car, giving me second-hand values and pricing the new vehicle at the new price. This meant I would have to pay an additional further R80,000. They are a profit-driven organization, and I get that. I was a profit and sales target dream, with one customer potentially netting three vehicles and three sales. My daughter’s devastating disease meant another sale. Times are tough, and business is business. I decided to decline the “deal,” keep the Mini for my other soon-to-be 16-year-old daughter, and shop around for an automatic. There was nothing wrong, no bad blood, just disappointment.
A few weeks later, I was addressing Peugeot at the launch of their new 208. In an attempt to illustrate the importance of building a relationship-driven company, as opposed to a profit-driven company, I told my Mini story and moved on. Within two days, a Peugeot dealer offered me a similar deal for a smaller vehicle. The next day, Vaughn Merescia, from then Peugeot Pietermaritzburg, sent me a WhatsApp message, and paraphrasing it went something like this:
"I have the top-of-the-range, not-yet-launched, brand-new Peugeot 208i with all the extras. It is not a demo. I will take your daughter’s Mini as a straight swap for this car. If you paid more, I will pay you the difference; if you paid less, I’ll call it even" . Fact the 208 was more expensive as a new car, let alone a second-hand one. "I will add extra time to the maintenance and motor plan. When and where do you want it delivered?”
It worked out that her 18th birthday party was on the Friday, and this conversation was happening on the Wednesday. Vaughn was in Pietermaritzburg. On hearing this, he said, "No problem, my sales manager will leave tomorrow, sleep in Johannesburg, and drop the car at your home on Friday morning when your daughter is at school". This way, it could be revealed as a surprise at her party on the Friday night.
To cut a long, emotional story short, we were able to park the automatic car in the driveway, hidden by all of her friends who called her outside under the guise of a massive group photo. As she walked out the door, they all shouted, "Surprise!" and parted to reveal her brand-new, “MS friendly” Peugeot 208i. I cannot explain or express all the feelings, emotions, love, and humility I felt all at once. It was a moment that will live with me for the rest of my life. As a Dad, I could not prevent or fix her condition, but I could make life a little easier for this remarkable, strong, beautiful young lady. My little girl!
Who made it possible? Who went the extra mile? Who said f#*k the profit? Who said this is about building relationships? Who said it’s about people, a little girl, a dad, a family? Who said without being asked, "How can I get involved and pay my privilege forward?" It was Vaughn Merescia from Pinetown (now based in Hillcrest).
So, who was wrong, and who was right? Is there a villain in the story? I don’t believe there is, and no one is right or wrong. One company’s purpose and focus is profit and sales. Nothing wrong with that, good for them, and I’m not judging. The other company also focuses on profit and sales, but they do it by building relationships, making a difference, and perhaps making a friend for life and not just a sale.
Over the years, I have often thought I was mad doing all of my charity work, helping small businesses, speaking at fundraisers, and reducing my fees where I could. But when someone gives back to you, and more importantly to your children, it just makes you want to pay it forward again and again. Funny thing, within the same month, the Autistic Association of South Africa contacted me to speak at a fundraiser for their children. It was an honour to attend and pay it forward by waiving my speaker’s fee.
A personal note to Vaughn
You are indeed a man among men. Peugeot South Africa did not step up, all the other dealerships in the room didn’t step up, and I never expected anyone to. You did. You placed people before profit, and in doing so, you have not only made a difference but have also made a supporter for life. Thank you.
There is no fault in wanting to make a profit. Mini is a profit-driven company, and good for them. Will I be buying anything from them ever again? Nope. The Peugeot brand in South Africa really let us down, and we had endless issues that couldn’t be solved by a diminishing dealer network, and even the dealership that finally did solve them, closed. A good friend of mine and a past disciple and employee of Mini heard my story and insisted that I tell someone at Mini head office. I fully expected no call or a straight business “we are a profit business” call. Within days, the assistant to some big shot at Mini called me, and I told my story. He said he was shocked and disappointed and would definitely get back to me. That was nine years ago. I don’t believe that the story represents Mini, its brand, and its vehicles. I drove my John Cooper Works until I traded it in, and for some reason - I didn’t go anywhere near the place where I had purchased it from.
Build relationships, go the extra mile in all that you do, and profit and accolades will happen. Anyone can make a sale, especially where there is a need. Only the great ones, the people with vision, the people who understand that business is a marathon and not a sprint—just like marriage and partnerships—will have success and referral longevity.
It’s all about a change in mindset, it’s about innovating ideas that build relationships and give people a brand experience and creating clients markets and magic.
Oh and what happened to Vaughn? Well the legend continues still to this day at FMGH Group Hillcrest 031 716 5000. And as he says, “Gavin we are in the people business here and we must never forget that!”
Have a great month and rest of 24 and go and Make a Difference.
If you want to know more and have your team experience CHINKing, give Sam a call now on 083 303 2229 and we’d love to have some serious fun with your team.
Here's a link to the CHINKING info and video on my website - CLICK HERE