Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

There is a statement we've all heard over the years in this industry.  When I hear it, it makes me crazy.  Now, I know that some of you will say that driving me crazy is a short trip, but this one makes me glad that I'm not on a roof when I hear it.  I might jump.

It usually happens when I'm talking to a dealer.  We may be discussing a hiring campaign, an idea for advertising, a specific sales practice or even a way to cut costs in service.  I'm at a point where I can actually feel this statement before it's even uttered.  My skin starts to crawl and I feel a shortness of breath.  I want to jump up and put my hand over the mouth that is about to speak, but it's always too late.

"We tried that once.  It didn't work."

Ooooooh! There it is. Now it's out there.  What do you do except feel hopelessly trapped in a past life that was none to kind.  It reminds me of a customer responding to that stupid question, "Can I help you?"  They get glazed eyes and respond, "Just looking."

That question draws scorn from even the newest dealers.  Yet, they have no problem uttering an equally ridiculous seven words, "I TRIED THAT ONCE.  IT DIDN'T WORK"

Let's give the person saying this the benefit of the doubt.  After all, this statement may have saved them from some pretty sticky situations.  I think we should take it literally and never repeat anything that didn't work.  How would life be then?  Let's just see.

Here are some things that you may have failed at the first time.  What would your life be like if you lived by the rule, "I TRIED THAT ONCE. IT DIDN'T WORK."

  • Taking your first step.
  • Learning to ride a bike.
  • Learning to drive.
  • Taking a test in school.
  • Asking someone on your first date.
  • Applying to your first college.
  • Interviewing for your first job.
  • Attempting to sell your first car.
  • Your first day as a dealer.

I know, you're asking yourself what makes me such an expert on dealing with failing and rejection.  To tell the truth, I actually did write the book on it.  And, I was actually turned down by over 100 publishers before finally signing a book contract.  REJECT ME - I LOVE IT led to 10 books being published and over 1.5 million readers.  Imagine how different my life would be if  I had tried it once and it didn't work.

John Fuhrman is the Senior National Trainer for Carolina Automotive Resource Services, a unit of The Dealer Resource Group. His ten books have reached 1.5 million readers and he has trained sales professionals around the world. Our Trainers are ready to work for you and develop a sales team you can be proud of. Email us by Wednesday and we're in your dealership on Monday ready to interview. When your dealership needs amazing results hiring new people, visit  

ATTENTION DEALERS: VISIT OUR WEB SITE AND SIGN UP FOR OUR FREE WEEKLY TIPS AND TECHNIQUES E-ZINE. Our trainers are ready to show you our "WOW!" factor. (c)2012 by John Fuhrman - Permission to reprint this post in its entirety, including contact information, is hereby granted.

Views: 218

Tags: Dealer, Fuhrman, Group, John, Resource, The, auto, hiring, sales, selling, More…training, training.


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Steve Duff on March 17, 2012 at 11:26am

I get it now. I didn't watch the video to the end so, my bad.  Might not be the best example to convince a decision maker to try something again, if that something was $5-$10k a month marketing experiment with say PPC or whatever. (Might have to try it many thousands of times to get a payoff).

Comment by John Fuhrman on March 17, 2012 at 10:33am

Changing a potential sale, whether it's a dealer or a customer, you have to create a different value.  The video of a lottery ticket (I bought one once nad lost so I'm never buying one again) is an example of changing perceived value.  On its face is a value of whatever it cost to purchase.  But, the real value is the potential in what it could become.


As always, I appreciate all of your comments, suggestions and even the poterntial rejections.

Comment by Steve Duff on March 17, 2012 at 9:38am

I was hoping that video had something more to do with the topic here so I could show it to some people (some are more audio/visual oriented). Was the wrong video embedded by chance? 

Comment by Terry Adelman on March 17, 2012 at 9:28am
If its not a specific product and it's a service, I can understand. An example would be if someone didn't want to hire an outside consulting company or trainer because the last one didn't produce results. That doesn't mean that this new company with Better ideas won't produce the results you're looking for. If its the same exact product, it may produce the same results which may not have been successful when you first used it. The other variable would be using the same product a second time, because the new company offering this product helps you understand how to better utilize it and therefore the product produces the results this time.
Comment by David Ortiz on March 17, 2012 at 7:47am

How does "I tried that once" in terms of using a product or service have anything to do with any of the examples you mentioned above? Let's not confuse motivation with using someone's product... In reality, who are the dealers giving a second chance? The product or the salesperson selling the product? The definitioin of Insanity: doing the same thing over and over again and expecting different results. Here, which is the "same thing"? Not doing something or trying someone's product over and over again?

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service