April, 2023
Reaching the level of earning 7 figures as a salesperson in the automotive, boating, or powersports industries is no small feat. Yet, there are those rare individuals who consistently achieve this milestone, year after year. What sets these top earners apart isn’t necessarily superior sales skills or an innate talent for closing deals, though those qualities help. The real secret? They operate like their own fleet department.
In this article, we’ll explore the strategies that have allowed these elite salespeople to build lucrative careers, earning 7 figures while maintaining a salesperson’s title. These strategies are tried and tested by top earners who have not only achieved exceptional income but have sustained it over the course of decades. Here’s how they did it—and how you can, too.
The Real 7-Figure Earners: Building a Business Within the Business
The first thing you need to understand is that 7-figure earners in sales aren’t just your average top performers. They have effectively built their own business within the dealership, even though they may still carry the title of salesperson. They don’t simply rely on walk-ins or dealership-provided leads. Instead, they have constructed a system that works for them, with a network of resources that continuously feeds them deals.
These salespeople have influence. Often, they are so essential to the dealership’s success that they have a say in critical business decisions. In some cases, their influence extends to hiring decisions. Manufacturers know them by name, and they’ve built reputations that transcend the typical boundaries of a salesperson’s role.
But the foundation of their success lies in developing a network that supports sustained high-volume sales. They typically have teams supporting them—delivery specialists, internet managers, and assistant salespeople—helping manage the large volume of business they generate.
This isn’t about being a better closer. It’s about creating a system that allows you to maximize your sales potential. At the heart of this system is the fleet department model.
The Fleet Department Strategy: Why This Is the Only Path to 7 Figures
To reach 7 figures as a salesperson, you must think beyond individual sales and instead focus on building yourself into a fleet department. This is the only long-term, sustainable way to achieve 7-figure earnings in this business.
So, what does it mean to operate as a fleet department? In essence, you are creating a system where you consistently move high volumes of inventory by working with brokers, companies, and large buyers. You are no longer relying on individual customers to walk through the door. Instead, you are tapping into a network that can bring multiple deals your way, month after month.
Fleet departments specialize in selling to brokers and large organizations. These entities need a constant supply of vehicles, and once you’ve developed relationships with them, you have a consistent pipeline of business. This pipeline is critical because it’s the key to scaling your sales volume beyond what any single salesperson can achieve on their own.
How to Get Started: The Right (and Wrong) Way
Here’s where most people go wrong: they assume the first step is to apply for a fleet manager position at a dealership. While this might sound logical, it’s usually not the best approach. Fleet departments at dealerships often have long-standing relationships with brokers and large buyers. If you don’t have those relationships established, you won’t have much to offer as a fleet manager.
Instead, the better approach is to start building those relationships on your own while working as a salesperson. Here’s how you can do that:
1.) Find a Dealership That Supports Your Vision: Approach a dealership where you can demonstrate your work ethic, commitment, and ambition. Let them know that you plan to build a fleet department within the sales team by outworking and outperforming everyone around you. Or, if you have a background in management or finance, position yourself as a veteran who’s stepping into sales with a vision of creating something larger than just individual success.
2.) Start Building Broker Relationships: Once you’re settled into your dealership, your primary goal is to establish connections with local brokers. These brokers are essential to your long-term success. They have buyers who need cars, boats, or motorcycles in bulk, and once you build trust with them, you’ll start receiving consistent business. Brokers are always on the lookout for reliable partners who can get deals done efficiently and at scale.
3.) Expand Your Marketing and Reach: To stand out from other salespeople, you need to market yourself differently. Consider unconventional marketing strategies, such as placing ads at local car washes or even investing in a billboard. The key is to become known in your market as the go-to person for high-volume deals. In large markets, especially in major cities like Miami, Los Angeles, or Chicago, this visibility is crucial. These are the markets where fleet departments thrive due to the sheer volume of business.
The Importance of Operating in a Major Market
While it’s possible to achieve success in a smaller market, the reality is that 7-figure salespeople are typically found in major metropolitan areas. These cities have more brokers, more businesses, and more opportunities for large-scale deals. In smaller markets, it’s difficult to achieve the volume necessary to hit 7 figures without relocating or expanding your reach significantly.
In major markets, top salespeople are selling 200-300 units per month, sometimes even more. This level of volume is achievable only with the support of a fleet department model, where you’re consistently feeding deals through brokers and larger organizations.
If you’re in a rural area, it’s not impossible to build a 7-figure sales business—but the odds are stacked against you. In most rural dealerships, hitting 100 units per month is a struggle, let alone doing it consistently enough to support a 7-figure income. If you’re serious about reaching the highest levels of success, relocating to a larger market may be necessary to give yourself the best shot.
Building Your Own Business Within a Dealership
Ultimately, reaching 7 figures as a salesperson comes down to building a business within the dealership. You’re no longer just a salesperson—you’re the head of a fleet department that you’ve created from the ground up.
This model is the only way I’ve seen salespeople achieve consistent 7-figure earnings over the long term. It’s not just about closing deals—it’s about building a sustainable system that feeds you deals consistently, month after month, year after year. The best part? Once you’ve built this system, it’s scalable. You can add team members, expand your network of brokers, and increase your sales volume indefinitely.
If you’ve been in the industry for a while—whether as a finance manager, GM, or even a top salesperson—you already have the knowledge and experience to start building this system. And if you’re just starting out, the key is to set your sights on the long-term goal: operating like a fleet department.
Conclusion: The Only Sustainable Path to 7-Figure Success
If you want to consistently make 7 figures as a salesperson, you need to think bigger than individual sales. The key to long-term, sustainable success is building a fleet department within the dealership. By developing relationships with brokers, increasing your visibility, and operating in a major market, you’ll position yourself for high-volume, high-reward success.
Don’t chase the title of fleet manager—instead, become the fleet department by building your own business inside the dealership. It’s the only proven way to achieve 7-figure earnings year after year.
Happy selling!