In an industry defined by sales targets, Hyundai Automotive South Africa has uncovered an unlikely top performer, whose talent challenges conventional automotive selling.
Asanda Nogantsho, a Digital Sales Executive has achieved an extraordinary 90% success in converting leads into vehicle sales, primarily over the phone. He attributes good product knowledge as crucial.
“I make it a priority to understand every vehicle detail, from pricing, specifications and finance options. Customers need confidence, even over the phone,” he says.
“I treat every customer like they are sitting in front of me,” adds Asanda. “If you demonstrate good product knowledge, are open and honest, the potential customer trust you. The next step, a sale follows.”
A year ago, he was selling pies on the streets of Johannesburg, navigating long days to make ends meet. Today, he is one of Hyundai Automotive South Africa’s top-performing sales professionals.
His entry into the company was anything but typical. He was contacted after two candidates failed to attend scheduled interviews. The call was initially intended as a pre-screening conversation, with the possibility of arranging a formal interview at a later stage.
Instead, he grabbed the opportunity. Taking the call in a noisy, high-traffic environment, Asanda remained focused and composed, engaging confidently with the panel and demonstrating a clear understanding or the role. By the end of the conversation, he had secured the job.
His line manager, Ashika Mahabeer says he represents a new kind of automotive salesperson. “Sales is one of the toughest performance-driven environments. Customers today want convenience, transparency and confidence,” she says. “Asanda delivers all these qualities and more, exceptionally well.”
Industry data affirms the challenging nature of the sales calling environment. Average sales call conversion rates typically range between 13% and 25%. Only top-performing sales consultants tend to reach beyond 50% mark, highlighting the level of consistency and skill required to excel.
“Asanda’s story is a powerful reminder that talent and potential are everywhere,” says Hyundai Automotive South Africa CEO Stanley Anderson. “What stood out was not just his ability to demonstrate and communicate effectively under pressure but his determination to rise above his circumstances.”
For Asanda, the turning point was simple and immediate. “I did not have a perfect environment or preparation,” he says. “But I knew this was an opportunity. I focused, stayed clear and gave it my all.”
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