While traveling around the country to visit with dealers, I decided to conduct a survey identifying what they really felt was needed to increase business from the front-end sales department. I first asked these dealers how things were going for them. Most often, the response was along the lines of, “Well, we are holding our own.” This response and the ones worded very similarly, instantly reminded me of General George Patton’s response to his troops in World II when his officers radioed back from the front lines saying essentially those same words; “We are holding the line.”

The general’s response was “I don’t want to get any messages saying that we are holding our position. We’re not holding anything, we are advancing constantly, and we’re not interested in holding onto anything except the enemy. We’re going to hold onto him by the nose, and we’re going to kick him in the a–.”

Ok, well that was pretty clear as to how Patton felt about pushing forward and advancing towards victory. Isn’t that how we also need to inspire our dealership’s troops as well? No more sitting still? Holding on is for the other guys. It is not for a store that wants total dealership growth and success and desires to push forward.

Let me be clear that I am not suggesting for a moment that we act anything like the various car guys you have undoubtedly seen on YouTube ranting and raving, swearing, belittling people, discouraging and destroying team member’s spirits. Frankly, I think these types of people should be hung on the flag pole out front by their heals for all to see what a poor leader they have become.

How could anybody in their right mind ever think that negative input like this could ever produce the best positive results in people? Sure, you might scare them into a short-term ‘fear of failure’ action, but it is just that, short term. You are not growing people you are tearing them down and believe me it will destroy overall morale. This is the major contributing factor for what is and has been creating such a bad reputation for the car business. Remember, our prospects are watching this interaction and body language as well and in doing so they are developing personal opinions about us.

In these interviews with dealers, whether it was selling new or pre-owned vehicles, it became rather obvious to me that most dealers have the exact same problem when it comes to developing a Navy Seal-like trained sales team. And that is they all needed to have one ‘advocate’ in the store to be in charge of the growth, training, and well-being of that team. Not just in charge but totally accountable and responsible for the increase in sales knowledge and training, motivation, encouragement, providing assistance, consistency, vision, team building and process fulfillment.

Yes, it’s a big list. But real advocates are not shy about the grand prosects of goal attainment and have unshakable confidence in shooting for the gold medal podium, so why would this task give them any reluctance in the least? However, faith without corresponding action is dead in the water. It will take you nowhere except disappointment. Faith and action together can provide immeasurable good works. 

A dealership advocate will be your guide planning the success route by developing, showing the route, and leading the team to the right destination.

Are you a Game Changer or Benchwarmer?

Remember David and Goliath? David, a shepard boy was faced with an incredible challenge; to fight to the death one of the biggest well armored men of his time and beat him. David came forth with a full faith composure boldly stating he would not only kill this giant but he would put his head on a stake for the birds to eat.

And, by the way he claimed he was going to do it with a slingshot and a stone. David could have easily chosen to sit this one out on the bench, but he elected to become a Game Changer instead. Talk about having faith amidst facing such a huge challenge and at the same time expecting his goal attainment. Sort of pales our problems a bit. Having faith and expectancy that we can reach new goals successfully is the ignition or starting point for this adventure. Following through consistently with expecting it to happen attitude is the engine to make it happen. All too often many dealerships are believing one thing but their actions are demonstrating the exact opposite.  

Success formula is: Consistent Expectation + Action = Goal Attainment.

The advocate selection problem as stated by these dealers were for the most part the same:

• Who in my store should become the advocate?
• What resources should the advocate have at his/her disposal to create business improvement, and finally…
• Will they stick with it?

Who should be the Advocate IN YOUR STORE?

Any leader, sales manager, GSM, GM, or owner/principal who fills the following: One who get things done successfully, thus separating them from those who merely dream about it. The difference? An attitude of total faith, commitment, and action that seeks uncompromised expectant success in the face of any problem – and is willing to pull out all the stops to go for the gold.

I particularly like the following quote regarding leaders: “Leaders are pioneers – people who are willing to step out into the unknown. They are people who are willing to take risks, to innovate and experiment in order to find new and better ways of doing things.”   – James M. Kouzes
& Barry Posner

The advocate needs to know how to work well with his or her team members and as a consequence the people will be eager to be led to new soaring heights of success. They have to understand the group dynamics and be able to be flexible and adaptable to the multitude of personalities. If I owned the store, I would additionally compensate this advocate to take on this significantly important role.

When all the tools are implemented properly, you can expect a 3-6 unit increase per sales professional along with higher gross profits quickly so to compensate the advocate is a small price to pay and keeps him/her in the groove. The advocates know if you let negativism in, it will win, so they are positive thinkers/doers.

What resources should the Advocate have at his/her disposal to create business improvement?

If you are to have a total ‘in-house’ sales development program solution you better start by throwing out all the old training manuals from yesteryear and begin with today’s progressive techniques. What got us here will not keep us here. A few dealers showed me some of the programs they were using and I had to laugh because 90% of the material was dated and useless. There are new communication approaches which get us to where we want to be and where the customer wants to be. And, get this; these new approaches have better grosses and happier customers. Funny how that works.

The new techniques intertwine all the skill elements; floor sales, phone sales/skills, follow-up, owner-base, internet, service sales, emails, prospecting and people communications skills to enable sales/service people to get more done in less time with phenomenal results in units sales and gross profits while developing better customer relations. Nothing up the sleeve here, just solid leading edge 2019 developmental skill sets that have not been in place before.

These development sessions need to be administered on a regularly scheduled day and time. Not to be confused with ‘sales meetings’ where we hand out rebate information. No, these are good thinking times with no distractions. (Half of the sales team for a couple of hours then the other half, so schedule them when you have floor coverage). Once you get them accustomed to these events they will look forward to them especially when you are well prepared with ways to increase the sales associates’ business and help them better align with their guests and each other. 

Stay consistent and hold these development and leadership sessions every week or at least every other week. You wouldn’t allow the Yankees star Aaron Judge to only have batting practice once a quarter would you? No, so keep your team practicing and increasing skill sets and watch their batting averages improve.

Will they stick with it?

If you are piloting a fully loaded oil tanker moving forward and you immediately shift it to full reverse, 30 minutes later the ship stops, before it really starts reversing direction. Keep that in mind when managing your dealership. Don’t keep changing your direction. Your organization will not be able to cope with it. Stick with the good long-term processes and make it your store’s long-term plan and have patience in getting there. If you are a senior manager or dealer/principal it is your responsibility to say we are changing to a new store culture and we will be training and implementing new ways of doing things and want everyone on board for the journey. If you have some that want to abandon ship let them jump because you have to have everyone on board for it to succeed.

Failure is contagious but success is infectious. Say: “I’m proud of you guys,” “You’re a bunch of winners,” “We’re getting better every day,” “You’ll do better next time,” reinforce success and correct for mistakes. You must reward success and lead for improvement when needed. Expect some failures. Remember you’re dealing with human beings. Give the people the latitude to learn and grow but remain firmly planted on the pathway for new and enhanced growth. There is a vast difference between knowing and doing. Just make sure you know what you are doing and then do it! Once you catch the dynamic benefits of these new improvement methods you will never let go.