Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
I know what you're thinking – who does this guy think he is? How does he know what my “thing” is. Good – I have your attention.
I find it absolutely fascinating just how many dealerships I've walked into over the past couple of months and found, you ready for this? Silence. No customers on the lot, sales people hanging out around reception, flirting, cracking jokes, texting and the list goes on. Everything opposite of what should be happening is happening.
I spent a few minutes with a client at a major franchise dealership just last week talking about this exact topic. He is at his whits end with how things are looking at his dealership but just doesn't know how to turn things around and foster a productive change at his store.
Are you, or someone you know feeling the same way? Let's bring things back to basics for a few minutes and look at a couple of ways to turn things around. Success is hanging in the balance.
Do You Dream?
Sounds cheesy I know. One of my kids favorite movies is Disney's “Tangled”. The story of Rapunzel who has been locked up in a tower her whole life and has a dream to check out the annual lantern festival on her 18th birthday. Haven't seen it yet? Sorry for the spoiler.
There's one scene in the movie where in Disney fashion, the characters break out into song about Having a dream. The essence of it is that each character had a dream at one point and for whatever reason it was taken from them. Now, back to you and I.
Do you have a dreams? Have they been taken from you due to the economy, dream stealers or a plethora of other excuses? Do you still know what you want for your dealership?
If you'd like to create positive, productive and profitable changes within your business, here are the first two steps.
Define (or re-define) your dream
Gain a burning desire for its achievement.
Willingness to Learn / Willingness to Take Action
Have you ever read any self-help “be successful” types of articles? They all seem to offer the “fail proof” way to achieve greater success. They always seems to start with putting the pen to paper and writing down goals. Goals are great, don't get me wrong. I just don't agree that they are a sustainable driving force to helping you accomplish the success you are seeking.
Don't believe me? How many people do you know that actually stick to their New Year resolutions? If setting goals gave us enough sustainable power to act, there would be no more New Year Resolutions – the world would be a better place filled with extremely thin, successful, wealthy, patient, traveling, money-saving people.
Let me submit that before putting pen to paper, one must determine the level of their willingness to learn and willingness to take action. Think about this for a second. You've clearly defined your dream and now have a burning desire. If your dream is to have a more successful dealership by selling more vehicles, take a moment to rate your willingness to learn and willingness to take action in order to make that dream happen.
If I asked you to give yourself a “Willingness” score, what would it be?
Take a minute, pull out a piece of paper and give yourself a “willingness to learn” score between 1 and 10 (1 being none, and 10 being high). What did you come up with? Now do the same for your “willingness to take action”. What? Two 10's? Really? That's amazing! Now where would your score go if I told you the only way to make this happen is to abstain from drinking coffee for one full month? Why the sudden decrease?
Here's why goal-setting isn't the first step to success. All of us have goals, most of us haven't really determined whether or not we have the willingness to make them happen. Often the only thing that stands in the way of achieving dreams is our willingness to learn new ways of doing things and our willingness to take necessary action. Are you willing to do whatever it takes to make your dreams a reality or would you prefer to just keep going as you are?
Stop with the shenanigans! Continuing to do business the same way with no willingness to learn or take action will just give you more of the same depressing results. If you aren't picking up what I'm putting down right now, then selling cars and being profitable just isn't your thing.
Now - Stop blaming the economy and other lame excuses for your lack of success. Achieving your definition of success is in your capable hands. Define your dream, determine your level of willingness, and enjoy the results. You deserve it.
Michael Cirillo is the Executive VP at AutoVelocity™ and works with dealerships to help them achieve greater success through their marketing efforts.