Salesman's mission in life to motivate others

Leroy Burnell
The Post and Courier

Archie J. Smalls ran his own dealership, Smalls Auto Sales in Moncks Corner, for a dozen years before joining Cox Auto Sales this spring. He has been in the car business for 29 years and is also an author.

A stack of papers rested on Archie Smalls' desk.

He riffled through them and found a copy of an advertisement from 1990 citing how he had set an all-time sales record at Love Chevrolet in Moncks Corner and was in the top 5 percent of auto sales in the nation.

Smalls would highlight more achievements during an interview this week: first minority to open a car dealership in Berkeley County, when he launched Smalls Auto Sales in 1996; appearances on the local "Tammy" community affairs show on cable TV and a profile in the statewide Sandlapper Magazine. He counts among his acquaintances Art Zimmer, the Syracuse businessman who introduced Zimmer classic reproduction roadsters, and actor Tyson Hall.

Yet the Moncks Corner native said making it in the car trade, something he has been involved with for 29 years, isn't his ulti- mate goal. His guiding forceis helping people, motivating them, giving them a boost. That's why Smalls took time in 2007 to co-author a book, "Stay Driven: Inspirational Guidelines for Success," and is currently working on a follow-up, with the working title "Stay Driven II."

The opening tale in the 90-page paperback, penned with Berkeley County businesswoman Cheryl Ludlam, speaks to Smalls' compassionate nature.

A loyal employee came into his office late one summer day, looking preoccupied. Smalls asked her what was wrong, and she said she would have trouble picking her son up from school that year. "Bring him here," Archie suggested. The employee "beamed, as if a huge burden had been lifted from her."

As the book notes, Smalls understood the duties and responsibilities of being the boss. "Owning his own business enabled him to make numerous decisions that affected other people, and he knew that power gave him many opportunities to improve the lives of others. Those were opportunities he tried to seize every day."

The volume, which is sold at national book chains, has enabled Smalls to state his business philosophy and reach a wider audience. His interest in writing a book began in earnest two years ago. "I just started writing down information I thought was valuable," he said.

In the past few weeks, Smalls made a career shift. Smalls Auto Sales closed, and he joined Cox Auto Sales in North Charleston as a sales associate. He said the new post makes it easier for him to pursue projects such as book writing.

Auto professional

Smalls said he's been attracted to automobiles since he was young, and, "I always thought selling cars can help people." His first job was at Ferneau Buick on Morrison Drive in 1979.

He recalls visiting the dealership four days in a row and was turned away each time. On the fifth day, he got the job. "That was a challenge. I was determined," he said.

Smalls would go on to sell vehicles at three other General Motors outlets, E.M. Jones in Summerville, Love Chevrolet and McElveen Buick Pontiac GMC in Summerville, before choosing to start his own dealership. Smalls Auto Sales opened on U.S. Highway 17 in Moncks Corner selling Mercedes, Jaguars and other high-end used cars.

"It was excitement, positive adrenaline," he said. "I never was afraid, I knew the business. But it was a great challenge." Having made the plunge into entrepreneurship, Smalls said he knows people have to acknowledge that "Archie tried. I can do it." Moreover, "I want to know I was a positive impact in the community."

Smalls' venture grew steadily to where there were 40-65 cars on the lot at any one time, and the dealership employed 10 people. He was known in the Moncks Corner area and auto circles for his 1984 Zimmer, which has the appearance of a luxury British sports car.

He said he is pleased with his new position, that it was time to move on, and that the recent job change is not a negative. Since "Stay Driven" came out last year, Smalls has held book signings at places such as the Barnes & Noble bookstore on Rivers Avenue.

"We enjoy him," bookstore manager Evan Wiskoff said, calling Smalls a self-starter. "All we've got to give him is a table."

Reach Jim Parker at 937-5542 or jparker@postandcourier.com.