Kia sales 'grand master' focuses on maintaining strong customer relations

Jin Yoo-seok, a senior auto consultant at Kia, poses after becoming the carmaker's 30th "grand master." Kia gives the title to salespeople who achieve sales of more than 4,000 cars. Courtesy of Kia

Jin Yoo-seok, a senior auto consultant at Kia, never lost his connection with customers over the decades spent in the industry, even if they did not end up purchasing vehicles. This was the key to him winning the title of the automaker’s 30th sales "grand master."

Kia grants the title, usually associated with top-level chess players, to salespeople whose accumulated auto sales top 4,000. Jin joined Kia in 2001 and sold about 167 vehicles each year on average.

“Most salespeople take care of customers who have actually purchased cars, but I try to maintain a relationship even with those who do not,” Jin said during a telephone interview, Thursday. “This may sound somewhat dry and simple, but this has been the key driving force during my decades-long sales career. Customers give feedback that they felt how precious they are through their relationship with me.”

He occasionally sends text messages to those who have contacted him to ask about purchasing vehicles. Even if they do not purchase cars from him for the time being, a considerable number of them think of him first when they are finally ready to sign a vehicle purchase contract, according to Jin.

“This is not a special sales strategy, but maintaining the habit for decades has helped me rise to the glorious level of a Kia grand master,” he said.

"Grand master" is the second-highest title after the "great master" title bestowed upon those with sales of over 5,000 cars.

Jin, 48, does not set his own sales target so as not to get burned out, since his schedule is packed with a number of meetings with customers each day.

“I do not establish any sales goal, but try hard to live each day to the fullest,” he said. “Setting goals that are way too excessive will only waste my energy, which does no good to revving up my sales stably over a long period of time.”

Kia runs a four-level reward system. Those who have sold more than 2,000 vehicles are given the title "star." When the figure reaches 3,000, they win the title of "master."

According to the carmaker, the reward system is aimed at encouraging its salespeople and fostering a healthy sales competition ecosystem.