ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Working with a very successful dealer the other day I looked around the room of attendees and noticed something unique. What was unique about them? Was it their ages or their level of involvement with Social Media? Was it their smiling faces as we discussed strategies and processes? No, it was what they were wearing.
I have traveled the country and at a Subaru dealership in UT these “Car Peeps" were the epitome of professional as they sat in their polo shirts and cargo shorts. I have said for years that…
"Professionalism is not dictated by the suit you wear, rather the way you treat your customers"… Do you know how heart warming it is to work with people who portray themselves as reallife everyday professionals who can connect with their customers without wearing a suit and tie or cufflinks? Yes I understand the argument that when you wear a suit you carry yourself with a greater level of professionalism, that you have an aire about you that is different from when you wear “casual" clothes, but I can not help but disagree with them. I rather work with real people.
If the sales professional I am working with to buy a car is dressed like a stock broker I am moving on to the next store.
You want to build rapport with me? Take your tie off roll up your sleeves and show me your forearm tattoos that the GM has asked you to hide all these years.
A car is nothing more than a hunk of metal with five wheels, this is a business that revolves around relationships, friendships and trust, not your armani… Show me the features and benefits of the car but do not forget to share with me in the same breath the benefits of working with you… Show me that you are knowledgable, but in the areas that I care about. Be a real person.
Now I know that not all dealers will adopt the dress code I just described, but I hope it mad you think a little bit. When I first started on the floor at Stillwater Ford Lincoln Mercury, one of the best desk managers I ever worked for, Tom Taube, called me ES on days that I blanked… ES=Empty Suit. Now how many times have we sold cars while wearing a three piece suit and tie, and even though we had good grosses and our volume was up we were still empty. How many of us knew our customers? I am not talking about their names, how many kids they had, or what they qualified for a loan but how many of those customers did we really know, and how many of them did we share who we really are? Who would you rather be? How would you want your customers to see you?