By Cecilia Ortiz Luna
She once sold four Toyotas in one day. And this, while Calgary was in the throes of the COVID-19 pandemic. To say that Cynthia Pineda is a good saleswoman does not do her justice. In her role as Filipino Marketing Director for Heininger Toyota, Cynthia is at the top of her game. She was recognized by Toyota Canada as its Top Product Advisor of the Year for 2021 and 2022. For 2023, she was the Top 2 Product Advisor.
“What excites me the most is the opportunity to connect people with vehicles that perfectly suit their needs and preferences,” Cynthia tells us. “Every customer is unique, and helping them find the right car brings me a sense of fulfillment. Specifically, selling Toyotas is particularly rewarding because of their reputation for quality, reliability, and innovation. Knowing that I’m offering customers vehicles that are trusted and loved worldwide adds an extra layer of satisfaction to my role as a salesperson.”
Sales, evidently, is Cynthia’s jam. “I have always been a tindera. In the Philippines, I was a realtor for 14 years, and before that I was a freelance sales agent of motor insurance and multi-brand automobiles. After I arrived in Canada in 2013, and before I worked at Toyota in 2018, on top of my job as passenger service agent for United Airlines, I worked as a marketing assistant for ABM College, where I had sales targets.”
Her path to being a champion tindera at Toyota wasn’t all that smooth. Her early years in Canada presented a number of challenges: adjusting to the new culture, and coping with homesickness; navigating the immigration process, healthcare and education systems; finding suitable employment;overcoming language barriers; and yes, dealing with racial discrimination. The latter, instead of disheartening her, spurred her on. “I worked hard to show my capability, that I am a strong Filipino woman in Canada.”
Majority of her clientele comes from the Filipino community which then drives a lot of referrals and repeat customers. She notes that Filipino customers have a few quirks in the way they purchase vehicles. “Filipino buyers prioritize cars that fit the needs of the family for safety and comfort over style and technology features. They trust the recommendations of friends and family but sometimes tend to change their mind in the middle of the buying process. A lot of them keep in touch even post-sales, to ask questions about their vehicles.”
Cynthia also points to Filipino buyers’ penchant for brand loyalty. More likely than not, that brand is Toyota, a name that a lot of basketball loving Filipinos still hold sentimental associations with, including Cynthia’s husband who was and will forever be a Jaworski super fan.
There is a particular subgroup of buyers that is close to Cynthia’s heart. These are the new immigrants to Canada, for whom buying and owning their first vehicle in Canada is a major milestone. Helping them purchase their first car evokes in her a sense of fulfillment and joy. “It’s a significant moment in their journey … [it is not just] an acquisition of a vehicle, but also a symbol of their hard work, perseverance, and success in a new place.”
For those who want to embark on a career in car sales, Cynthia shared some hard-earned wisdom. “To excel in sales, particularly in car sales, prioritize mastering communication, product knowledge, and trust-building with customers. Develop strong negotiation skills, provide exceptional service, maintain a positive attitude, and continually learn and network for growth. Embrace a passion for customer service and cultivate patience to navigate the challenges of the sales process effectively.”
