Selling Cars from the 20th Century to the 21st Century: One Man’s Perspective on an Emotional Business
Selling Cars from the 20th Century to the 21st Century: One Man’s Perspective on an Emotional Business
By [Dee Jones]
After over three decades in the automotive industry, Johnie Stegall has seen it all — the rise of the internet, the fall of the old-school sales pitch, and a transformation of car buying that some say changed everything. But ask him, and he’ll tell you that the fundamentals of selling cars haven’t changed one bit. “People don’t buy cars with logic. They buy them with emotion,” he says. “Always have. Always will.”
The Human Side of Sales
From the 20th century’s handshake deals to the 21st century’s digital leads and online pricing tools, the showroom has evolved — but the buyer’s emotional journey hasn’t. A 2018 Cox Automotive study confirms this: 64% of car buyers said that their purchase was driven more by emotion than logic. Whether it’s a teenager buying their first ride, a recently divorced adult seeking a fresh start, or someone trading up after rebuilding their credit — cars are milestones, not just machines.
“Every deal has a story,” Stegall explains. “If you don’t take time to listen to that story, you’ll never build a real connection.”
Negotiation > Information Overload
In today’s world of instant access and information saturation, some salespeople feel the need to validate their role by unloading everything they know about trims, features, financing, and dealer incentives. But Johnie argues that more information isn’t the key — negotiation is.
“Consumers want to feel like they’re part of the decision, like they got a win,” he says. “When a salesman just dumps data, they’re trying to prove how smart they are. But the best deal isn’t the one with the most specs — it’s the one that feels right to the buyer.”
Research supports this. A Harvard Business Review article on emotional intelligence in sales highlights that the most successful salespeople aren’t necessarily the most knowledgeable, but the most empathetic. They connect. They listen. They negotiate — not to win, but to find mutual satisfaction.
Technology Changed the Tools — Not the Trade
Sure, things have changed. Dealerships now rely on CRM systems, inventory feeds, online leads, and real-time pricing tools. But as Stegall puts it, “Tech is just a tool. Connection is still the job.”
A 2021 Gallup poll found that only 8% of people say they trust car salespeople — yet Stegall has built a career on referrals and repeat business. His secret? “You don’t sell cars. You help people make a decision they feel good about — today and five years from now.”
The Legacy of Connection
Ask any of his customers and they’ll tell you: Johnie didn’t just sell them a car — he remembered their story, their kids’ names, their struggles. And that emotional investment paid off. “Referrals come from connection,” he says. “Repeat business comes from connection. Growth comes from connection.”
As he looks toward early retirement, Stegall reflects not just on the cars he sold, but the lives he touched. “Every car I sold was a chapter in someone’s life. I just tried to be a good narrator.”
