Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
Hyundai Motor sales director wins glory for detail-oriented strategy
Shin Dong-sik, a sales director at Hyundai Motor, poses with the Genesis GV70 premium SUV, in Seoul, Thursday, after receiving the title of the carmaker's grand sales master. Courtesy of Hyundai Motor
By Lee Min-hyung
Shin Dong-sik, a sales director at Hyundai Motor, has received a top-notch sales title from the carmaker for his detail-oriented customer management strategy.
His accumulated vehicle sales topped 5,000 as of the end of June. Unlike most other salespeople, Shin started his first job at Hanon Systems and handled a series of technology management tasks at the supplier of automotive thermal and energy management solutions, before starting his second career at the automaker.
It took three years for him to decide to change his job, as he wanted to take on more dynamic and active tasks primarily involving daily interaction with people.
“I have strengths in the technological understanding of automobiles,” he said during a recent telephone interview. “That is why I can give my customers more detailed explanation on vehicles.”
Shin is based in Sejong, in central Korea. He covers sales activities not just in the city, but also in surrounding areas like Daejeon, and even small towns all across Chungcheong Province.
He joined Hyundai Motor as a salesperson in 1997, and has since sold an average of 178 vehicles each year for the past 28 years. After achieving the symbolic 5,000 sales figure last month, he was given the title of grand sales master from the automaker.
His detail-focused sales strategy has won trust particularly from researchers and technicians, as they have a tendency of checking every detail when purchasing new vehicles, he noted.
“My sales skill fits with sensitive customers who ask detailed questions on vehicles and their options,” he said. “I try my best to give accurate answers, so customers can fully solve their curiosity. Typically, researchers do not introduce salespeople to their acquaintances, as few of them meet their high standard.”
However, this was not the case for him.
“Many of them thank me for sharing details on vehicles and meeting their demands even during the weekends,” he said.
Shin also expressed his hope to win trust not just from middle-aged customers, but from the younger generation.
“My ultimate goal is not about the sales figure,” he said. “I wanted to be remembered as a dealer who gives the impression of an auto expert, rather than being a smooth-spoken salesman.”