• DD-Square-Logo_resized
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • RESOURCES
    • Webinars
    • Downloads
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • NEWS
    • AUTO RETAIL NEWS
    • PRESS RELEASES
    • DIGITAL EDITIIONS
    • SUBMIT EDITORIAL
    • SUBSCRIBE

Las Vegas: Oct 17-19, 2023

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Dealer Management | Dealer/GM News | Trending Industry News
June 14, 2016

Winning Starts With WHY: The Critical Role of the "Why Factor" in the Auto Industry

Posts:
Dealer Management | Dealer/GM News | Trending Industry News
June 14, 2016

Winning Starts With WHY: The Critical Role of the "Why Factor" in the Auto Industry

Every business in existence knows what they do – or what product they offer and the associated features and benefits. Every dealership knows what they do best – which is obviously, sell cars. Successful dealerships equip their team with key players that know how to sell cars. But very few know why they sell cars, and the ones that do are empowered with this magical element I like to call the “why factor.”

What is the why factor? The why factor is a set of indestructible beliefs. It is how a business inspires to the point of eternal success. The why factor occurs when a threshold is crossed that transforms a brand into an essential lifestyle component. It is the point at which the brand itself becomes synonymous with the experience it provides.

The why factor is what makes baseball America’s pastime and not just a sport. You don’t have to be a diehard fan to enjoy a baseball game. It’s the atmosphere – the sights, the sounds, the smells, the contests – the experience the ballpark offers that makes it an exciting event for the whole family.

I’ll admit, compared to other pro sports, baseball is relatively slow-paced. But regardless, people love going to baseball games. Why? Because there is something memorable that comes to life within the stadium. The ballpark experience has become a vibrant aspect of our culture.

Apple, like baseball, has also become a part of our culture due to their unique marketing plays. The question becomes, what does Apple have that competing brands lack? I’ll give you a hint. It starts with why and ends with factor. It’s the why factor alone that has made Apple more successful than Dell. Their business model takes the traditional, “outside-in” approach and reverses it from “What-How-Why” to “Why-How-What.”

Leadership guru, author and acclaimed TED Talks speaker, Simon Sinek has created his own diagram that demonstrates the why factor, which he refers to as “The Golden Circle” shown below. Sinek says, “The inspired leaders, the inspired organizations, regardless of their size, regardless of their industry, all think, act, and communicate from the inside out.”

img-whyhowwhat

Still with me? Let’s further breakdown how Apple has mastered the this all-powerful “why factor.”

IF (and that’s a big if) Apple communicated like everyone else, they would say what they do, how they do it and why they’re better. Then they would expect the action or behavior of people wanting to purchase their products. This is the “outside in,” commonplace approach. This tactic fails to guarantee longevity or more importantly, loyal customers.

Sinek demonstrates how Apple’s marketing messaging would sound if they were just like everyone else (outside in)…

  1. What: “We make great computers.”
  2. How: “They’re beautifully designed, simple to use, and user-friendly.”
  3. “Want to buy one?”

Apple’s Actual Model (inside out):

  1. Why: “Everything we do we believe in challenging the status quo, we believe in thinking differently.”
  2. How: “The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly.”
  3. What: “We just happen to make great computers, want to buy one?” 

The difference between these two angles of approach is in the values behind the company that define why they exist. Sinek emphasizes,“People don’t buy what you do, they buy why you do it.” Such a simple idea, but so incredibly powerful. If you don’t believe me, look at any great car salesperson vs. an average car salesperson and you will see what I mean.

In order to stand out, you can’t just say you’re different. You have to know exactly why you’re different. The why factor must be overflowing within your inherent system of beliefs. It should dictate why you get out of bed in the morning. It is this factor that conquers competitors and challenges the current way the game is played.

It’s not about if you win or lose. It’s about WHY you play the game. Same thing applies for dealers. Whether you sell the car or not, it’s essential you deliver a ball park-inspired, grand slam experience. People who have negative dealership interactions are more likely to tell their friends about them. Positive experiences equate to satisfied, loyal customers. The article, 9 Ways Your Business is Like Baseball also emphasizes the point, “The experience your customer has with your company can make or break their overall view of you and your products. Filling the seats isn’t enough. You want those seats filled by people who are happy they came.”

For your dealership’s message to resonate, you have to simply reverse the order of the information you deliver from “What-How-Why” to “Why-How-What” – always pushing forward form the inside out – never the other way around. Dealers can go about their day (and their marketing strategy) in one of two ways: they can sell cars, OR they can inspire people. Which will you choose moving forward?

Dealer Management•Dealer/GM News•Trending Industry News

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Industry Press Releases

Mopar and Petra Automotive Products Partner to Launch New Maintenance Products to Dealers Across North America

Petra Automotive Products, the fastest growing premium automotive products manufacturer in the world, is proud to announce 11 of their best-in-class products will be launched under the Mopar® brand for Chrysler, Dodge, Jeep®, Ram and FIAT® dealers
Posts Industry Press Releases

Dealer Alchemist: An Inc. 5000 Honoree for the Second Consecutive Year

Announcement from Dealer Alchemist Dealer Alchemist, a digital advertising agency specializing in the automotive industry, is proud to announce its recognition as an Inc. 5000 Honoree for the second year in a row. With an impressive ranking of No. 10
Posts Industry Press Releases

Mopar and Petra Automotive Products Partner to Launch New Maintenance Products to Dealers Across North America

Petra Automotive Products, the fastest growing premium automotive products manufacturer in the world, is proud to announce 11 of their best-in-class products will be launched under the Mopar® brand for Chrysler, Dodge, Jeep®, Ram and FIAT® dealers
Posts Industry Press Releases

Fleming Ford Joins NCM Associates to Launch Advanced Leadership Development and Executive Coaching Programs

Announcement from NCM Associates NCM Associates is thrilled to announce that Fleming Ford will be joining the organization as the Director of Talent Solutions. In this role, Fleming will take the lead in designing and implementing leadership developm
Posts Industry Press Releases

Ben Chodor Assumes Role of CEO at CallRevu, a Serent Portfolio Company

Announcement from CallRevu Experienced Tech Leader to Steer CallRevu’s Growth and Innovation CallRevu, a premier automotive communication solutions provider and a portfolio company of Serent Capital, is pleased to announce the appointment of Ben Ch
Posts Marketing & AdvertisingTrending Industry News

5 Videos Every Auto Salesperson Needs to Make

In today’s digital age, videos have become an indispensable tool for salespeople to connect with prospects and enhance their sales efforts. From personalized introductions to engaging demonstrations, leveraging the right types of videos can sig
Posts Marketing & AdvertisingTrending Industry News

From Bland to Brand: Leveraging Video Content to Catalyze Customer Connections and Drive Profit Center Growth

In the dynamic landscape of the automotive industry, where competition is fierce and consumer expectations are ever-evolving, the power of effective communication cannot be underestimated. As the digital era continues to reshape the way businesses en
Posts Dealer Ops & LeadershipTrending Industry News

What’s Needed to Truly Establish a Digital Presence for Used Auto Dealers, Lenders and OEMs

The auto industry has been laser-focused on digitizing the retail shopping experience for several years, especially since the pandemic in 2020. However, the right digital retail strategy for today’s used dealer goes beyond up leveling a dealer’s

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE
Digital Dealer Logo White
FOLLOW US ON
  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.
ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   DO NOT SELL MY PERSONAL INFORMATION   TERMS OF USE   PRIVACY POLICY