Digital Dealer - November 2017 - 19

anxiety into confidence
because people do fear
the future. The future
is unstable, unknown
and therefore potentially
dangerous. So, in order
to succeed, leaders
must engage the fear of
the unknown and turn it
into confidence for the
future. By far the most
effective way to turn fear
into confidence is to be
clear-to define the future
in such vivid terms that
we can see where we
are headed. Clarity is
the antidote to anxiety,
and therefore clarity is
the preoccupation of the
effective leader. If you do
nothing else as a leader,
be clear. So, when you
deliver the good news
that processing (not just
technology) is coming
into your store, know
what you are talking
about. And, if you don't
understand what it is
going to take, then get
someone who does to
show you the way.
Top-down strategy
means you can't be
confusing. If we are
going to follow you into
the future, we need to
know precisely whom we
are trying to please. It's
a scary thing to please
all of the people all of
the time. So, to calm
our fear, we need you to
narrow our focus. Tell us
how you will be judging
our progress. When you
do this with clarity, you
give us confidence-confidence in our judgment,
in our decisions, and
ultimately in our ability
to know where to look
to determine if we have
fulfilled our mission. We

first have to be accountable leaders then demand accountability from
each person involved with
the various process in
your store.
It comes down to this,
if you have it or develop
it you will be able to withstand a sustained growth
path down the tracks to
overcome the adversities
which will arise along
the journey. If you don't,
I wish you well because
you will be joining the
'wishing and hoping' club;
"I wish traffic would pick
up" and "I hope we hit our

dealership;
1. Provide a long-term
company outlook to every
employee; Make your
dealership the dealership
where people enjoy coming to work because they
see security and growth
potential.
2. Abide by the golden
rule; Builds team unity,
growth and an awesome
overall morale.
3. Create an atmosphere where the
business is like family;
Comfortable environment allows for natural
talents to become better.

CLARITY IS THE
ANTIDOTE TO ANXIETY,
AND THEREFORE
CLARITY IS THE
PREOCCUPATION
OF THE EFFECTIVE
LEADER. IF YOU DO
NOTHING ELSE AS A
LEADER, BE CLEAR."
numbers." That is no way
to run a business.
So, leaders must be
clear about why you're
going to win. As a leader,
your job is to make people more confident about
the future you're introducing them into. You need
to tell them why they're
going to win. There are
many competitors out
there. Why will we beat
them? We will have to
add differential in the way
prospects see and view
our store.
In addition to the
required 9 points mentioned, here are some
beginning action steps I
would initiate running any

Let them know it is ok
to screw up but provide
them with the knowledge
of how to do it right next
time.
4. Invest in all your
employees through strategic training elements;
Well-trained employees
perform better and are
engaged in their work
thus, productivity increases.
5. Challenge yourself
to be the best employer
in your marketplace; this
will not only dramatically
reduce attrition (huge
savings) but attracts the
best future employees.
6. Develop a pattern of
leadership consistency;

Here today and gone
tomorrow initiatives confuses employees. Consistency gives employees
security and a willingness
to follow the new initiatives.
7. Finally, you have to
monitor results closely
not only internally but
externally. Internal results
will show up in the form
of morale, processes and
numbers. External being
a little tricky should be administered by an outside
reputation management
company. As the saying
goes; you don't know
what you don't know. Get
yourself in the loop with
every aspect of running a
strong business.
There are many more
differential elements that
go into your store enveloping a true professional
approach. There are
many obstacles in your
path. Why will you overcome them? The more
clearly you can answer
these questions, the more
confident your team will
be, and therefore the
more resilient, the more
persistent and the more
creative. If you could use
a couple of additional
ideas on this subject,
send me an email requesting "help."
"Success 'doesn't
happen.' It is organized,
preempted, captured, by
consecrated common
sense." - F.E. Willard
CHUCK BARKER is President & Founder of Impact
Marketing & Consulting
Group, located in Virginia.
EMAIL: Chuck@impactgroupcrm.com

D I G I TA L D E A L E R . C O M

NOVEMBER 2017

19


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - November 2017

Digital Dealer - November 2017
Contents
A Letter from the Show Director
Don’t Be a “Management Jerk” and Steps for Handling Them!
Attempting a No-Huddle Offense? How’s That Working for You?
Is a Financial Partnership in Your Future?
Fallacy
You Can't Take a Train 500 Miles on 400 Miles of Track
4 Tech Tools That Decrease Employee Turnover
Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Retail Warranty Reimbursement: Leveling the Playing Field
Cracking the Car Code on Selling to the #1 Buyer: Women
Professional Voice-Over Secrets!
CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
When It Comes to Social Media... Don't Step on a Rake
The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
The New Car Manager's Modern Guide to Merchandising
Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - Digital Dealer - November 2017
Digital Dealer - November 2017 - Cover2
Digital Dealer - November 2017 - Contents
Digital Dealer - November 2017 - A Letter from the Show Director
Digital Dealer - November 2017 - 3
Digital Dealer - November 2017 - Don’t Be a “Management Jerk” and Steps for Handling Them!
Digital Dealer - November 2017 - 5
Digital Dealer - November 2017 - Attempting a No-Huddle Offense? How’s That Working for You?
Digital Dealer - November 2017 - 7
Digital Dealer - November 2017 - 8
Digital Dealer - November 2017 - Is a Financial Partnership in Your Future?
Digital Dealer - November 2017 - 10
Digital Dealer - November 2017 - 11
Digital Dealer - November 2017 - 12
Digital Dealer - November 2017 - Fallacy
Digital Dealer - November 2017 - 14
Digital Dealer - November 2017 - 15
Digital Dealer - November 2017 - You Can't Take a Train 500 Miles on 400 Miles of Track
Digital Dealer - November 2017 - 17
Digital Dealer - November 2017 - 18
Digital Dealer - November 2017 - 19
Digital Dealer - November 2017 - 4 Tech Tools That Decrease Employee Turnover
Digital Dealer - November 2017 - 21
Digital Dealer - November 2017 - Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Digital Dealer - November 2017 - 23
Digital Dealer - November 2017 - 24
Digital Dealer - November 2017 - Retail Warranty Reimbursement: Leveling the Playing Field
Digital Dealer - November 2017 - Cracking the Car Code on Selling to the #1 Buyer: Women
Digital Dealer - November 2017 - 27
Digital Dealer - November 2017 - Professional Voice-Over Secrets!
Digital Dealer - November 2017 - 29
Digital Dealer - November 2017 - CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
Digital Dealer - November 2017 - 31
Digital Dealer - November 2017 - 32
Digital Dealer - November 2017 - 33
Digital Dealer - November 2017 - 34
Digital Dealer - November 2017 - 35
Digital Dealer - November 2017 - When It Comes to Social Media... Don't Step on a Rake
Digital Dealer - November 2017 - 37
Digital Dealer - November 2017 - The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
Digital Dealer - November 2017 - 39
Digital Dealer - November 2017 - The New Car Manager's Modern Guide to Merchandising
Digital Dealer - November 2017 - 41
Digital Dealer - November 2017 - Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
Digital Dealer - November 2017 - 43
Digital Dealer - November 2017 - That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Digital Dealer - November 2017 - 45
Digital Dealer - November 2017 - Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - 47
Digital Dealer - November 2017 - 48
Digital Dealer - November 2017 - Cover3
Digital Dealer - November 2017 - Cover4
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