Automotive Digital Marketing

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

Loading... Be Patient!
Every successful business wins because it has at least these dimensions:  The Paper, The Plan—and The People.


The People.  The third dimension.  The Winning Dimension.


The three dimensions of every object are length, width, and height.  And any plan on paper (or on a computer screen) is no differenthaving length and width, two dimensionsbut people add that third dimension.  And that's the critical dimension for success.


Think about it, for, say, a phone script in the car business:  The paper and words are two dimensions, but sales success comes from people as the third dimension.  It’s never, ever the words and paper that make appointments and sales, it’s the people you have on the phone!


It’s the same way in sports.  The two dimensions of the chalk and chalkboard lay out the football plays, but it is the people—the team—who execute the plays with runs on the field, passes in the air, and kicks through the goal posts that win the game.  For baseball, there’s paper with the team stats on it, but it’s the players who field more balls and execute more hits, and bring winning averages to the field, that win the game.  Even in basketball, it’s the court with lines and lanes that defines the two-dimensional boundaries of the game, but it's the team that runs, shoots, jumps, and flies through the air at amazing heights to make baskets that brings the winning difference in the score!


The third dimension is where all success happens, where all business success happens.  Not over the line, but above the line; not on the paper, but in the person.  People are the critical third dimension of success, and without them in that dimension no business wins.  And we need to win!


People:  The Winning Dimension.
Copyright 2012 Keith Shetterly
All Rights Reserved

Views: 263


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 Keith Shetterly on August 23, 2012 at 9:45am

Yes!  As Traver taught (correctly!), it's not a script, it's a guide.  A script is for a monologue to an audience in a play; a guide, or word track in some cases, is teaching how to engage on the phone for a specific result.  Thanks Tom!

Comment by Tom Gorham on August 23, 2012 at 9:42am

Truer words were never spoken Keith.  The best sales processes are of little value if your people don't use them.  Phone scripts tend to dehumanize the speaker and should only be used as a general guideline, if at all.  It's real people and the team that makes the plays.

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

2. BDC or Virtual BDC

Posted by Peter Stratton on February 26, 2020

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service