Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
There is a statement we've all heard over the years in the car business. It usually comes from the dealer or a senior manager. 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 http://www.thedealerresourcegroup.net. ATTENTION DEALERS: VISIT OUR WEB SITE AND REGISTER TO KEEP UP ON MONTHLY TRAINING SAVING SPECIALS. 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.