My Journey with Cars24: Jerusa Dimka

Today, I want to take you on a ride. One filled with steep climbs, sharp turns, smooth highways, sandy stretches, and a few rocky patches along the way. Because growth, much like driving, is rarely a straight road.

Before Cars24, my world looked very different. I was selling SIM cards, fixing home telephone lines, and helping customers with internet connections. Cars? Engines? Transmission types? Those felt like a completely different universe. 

As of now, I can confidently explain the difference between a 1.0L and a 4.0L engine, what a CVT transmission does, or why a turbocharged engine performs differently, and so much more. I can walk a customer through the nuances between a compact SUV and an SUV coupe, a hatchback and a sedan, a base model and a full-option vehicle.

A year ago, I would have found this unbelievable. And yet, within nine months of becoming an autonaut (that’s what we call ourselves at Cars24), I proudly sold close to 450 cars. Definitely one of my greatest professional milestones in life. 

That said, from novice to trusted advisor, that transformation didn’t happen overnight. It happened through determination.

One of the most rewarding parts of my job is seeing a customer walk into the hub “just to look around” and leave with a purchase decision they feel confident about. It’s not about persuasion; it’s about understanding. Listening carefully. Explaining clearly. Building trust quickly. Buying a car is a huge decision and it’s very important to me that I help make this decision easier for our customers. My success lies in making their lives better. 

However, behind every visible success is a story people don’t always see. There have been moments of doubt too in my journey. There were times when customers expressed racial bias. There were instances where, after almost completing a transaction with me, a client requested a male colleague to take over. During each such testing moment, I responded with utmost professionalism even when it was difficult.

On the other side, there were lighter (but humbling) moments too. Like confidently pronouncing a car model incorrectly on a client call only to become a friendly office joke for weeks. It stung at the time, but it also reminded me that growth requires humility.

Oh yes, there were the harder days as well. Days when my numbers didn’t match my effort. Days when I sat in the washroom questioning myself what I was doing in the first place. Days when I drove around the yard with the windows up, letting out my frustration before returning to the floor with a smile.

People who aren’t from the Sales team may look at sales as a number game. And to a large extent, that is true. But there is much more to it. Your performance gets measured everyday because targets are real, and many a time, the fear of not meeting expectations can weigh heavily on you as a person (not just a salesperson). Like I said, they are not just numbers. 

So, what changed for me?

My mindset.

I chose to believe that thoughts shape outcomes. I chose positivity, even when results were slow. I chose to see challenges not as rejection, but as refinement. As a woman in sales, I leaned into my strength. Factors such as empathy, resilience, intuition, and the ability to build meaningful rapport became my core strength. 

I also learned that success in sales isn’t just about closing deals; it’s about elevating standards. I often remind my colleagues that customers are not interruptions to our work; they are the reason for it. When we treat every client with respect and deliver world-class service, referrals follow naturally. 

As our co-founder Gajju recently told us during his UAE visit, trust compounds.

Cars24 gave me more than a job. It gave me a platform to reinvent myself. It showed me that growth is possible when you remain open, adaptable, and relentless in pursuit of improvement.

The road hasn’t always been smooth but it has always been worth it And I am still driving forward.