Digital Dealer - March 2019 - 42

S A L E S & VA RIABL E OPS: Sa le s Str a te g y

What Have You
Done for Me
Lately? The Power
of Reciprocity
in a Slighted
Sales World
The Principle of
Reciprocity begs the
question, "What Have You
Done for Me Lately?" By
definition, reciprocity is the
practice of exchanging
things with others, for
mutual benefit; by design, it
is the ambiguous idea that
people feel obligated to
return a gesture, kindness
or invitation that has first,
been granted to them. In
sales, reciprocity is what
separates the Winners from
the Wannabees.
I remember my first week
at the dealership. It seems
like forever ago now, that I
walked through those doors
to buy my first car - that
feeling of being surrounded
by a looming sea of sharks,
just waiting to sink their
teeth into me. I was ripe
for the picking and all but
clueless that stepping onto
the lot that fateful night,
would result in my becoming one of "them." It was
42

MARCH 2019

GIVE SOMETHING
AWAY TO GET SOMETHING
IN RETURN. WHAT A
NOVEL IDEA!"
D I G I TA L D E A L E R . C O M

By Michelle McLain
CEO,
DealerDASH

a precarious process - my
journey to the Wolfpen and
a story entirely of its own,
but I vividly recall telling
myself that if I was going to
embark into this seemingly
sinister world, I was going to
change it.
Sales came easily to me.
Call it my personality or call
it luck, but I sold 14+ cars
my first month in the car
business. I'd had no formal
training and was more or
less thrown into the proverbial shark tank, so it was
Sink or Swim. The problem
was that my tank mates
thought of themselves as
Great Whites and I was
the guppy; a gullible guppy
at that. Their pranks were
endless and their pokes and
prods, incessant to the point
that I nearly quit my second
month in. Not only was I
bearing bright green gills,
but I was the lone woman
on the floor and to this sea
of testosterone, the "Shiny
New Toy." So, if I was
going to succeed, I quickly
realized I had to step up
my game and separate
myself from the shiver; it
was shortly thereafter that I
would meet the then, GOAT
of the auto industry, Grant
Cardone.
I was front and center at
Grant's seminar and once
again, the single female in
representation. In tote, my
sales journal, a pen and an
eager willingness to learn all
that I could about car sales,
in less than three hours. I
listened intently, taking care
to note everything of significance, but the defining
moment for me happened
as we broke for break.



http://www.DIGITALDEALER.COM

Digital Dealer - March 2019

Table of Contents for the Digital Edition of Digital Dealer - March 2019

Digital Dealer - March 2019
Contents
A Message from the Show Director
Ask the Experts
DD26 Pre-Show Highlights
Interview with Ferman Chevrolet Mazda
How to Drive Growth Through Digital Marketing
Under the Hood with Automotive Inventory Ads for Prospecting
Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Media Report: Who Why What When Where!
Boost Website Rankings
Building a Powerful Brand is Everyone’s Job
Where Are the Cost Savings?
Tales from the Front-Line of Auto Retail Buy/Sells
Is Your Comfort Inhibiting Your Team's Growth?
Automotive and the Amazonifcation of Everything
The Reports of My Death Have Been Greatly Exaggerated
What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
What Is Your F&I Team Obsessed About?
Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - CT1
Digital Dealer - March 2019 - CT2
Digital Dealer - March 2019 - Digital Dealer - March 2019
Digital Dealer - March 2019 - Cover2
Digital Dealer - March 2019 - 1
Digital Dealer - March 2019 - Contents
Digital Dealer - March 2019 - 3
Digital Dealer - March 2019 - 4
Digital Dealer - March 2019 - A Message from the Show Director
Digital Dealer - March 2019 - Ask the Experts
Digital Dealer - March 2019 - 7
Digital Dealer - March 2019 - DD26 Pre-Show Highlights
Digital Dealer - March 2019 - 9
Digital Dealer - March 2019 - Interview with Ferman Chevrolet Mazda
Digital Dealer - March 2019 - 11
Digital Dealer - March 2019 - 12
Digital Dealer - March 2019 - 13
Digital Dealer - March 2019 - 14
Digital Dealer - March 2019 - 15
Digital Dealer - March 2019 - How to Drive Growth Through Digital Marketing
Digital Dealer - March 2019 - 17
Digital Dealer - March 2019 - Under the Hood with Automotive Inventory Ads for Prospecting
Digital Dealer - March 2019 - 19
Digital Dealer - March 2019 - Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Digital Dealer - March 2019 - 21
Digital Dealer - March 2019 - Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Digital Dealer - March 2019 - 23
Digital Dealer - March 2019 - Media Report: Who Why What When Where!
Digital Dealer - March 2019 - 25
Digital Dealer - March 2019 - Boost Website Rankings
Digital Dealer - March 2019 - 27
Digital Dealer - March 2019 - Building a Powerful Brand is Everyone’s Job
Digital Dealer - March 2019 - 29
Digital Dealer - March 2019 - Where Are the Cost Savings?
Digital Dealer - March 2019 - 31
Digital Dealer - March 2019 - 32
Digital Dealer - March 2019 - 33
Digital Dealer - March 2019 - Tales from the Front-Line of Auto Retail Buy/Sells
Digital Dealer - March 2019 - 35
Digital Dealer - March 2019 - Is Your Comfort Inhibiting Your Team's Growth?
Digital Dealer - March 2019 - 37
Digital Dealer - March 2019 - Automotive and the Amazonifcation of Everything
Digital Dealer - March 2019 - 39
Digital Dealer - March 2019 - The Reports of My Death Have Been Greatly Exaggerated
Digital Dealer - March 2019 - 41
Digital Dealer - March 2019 - What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
Digital Dealer - March 2019 - 43
Digital Dealer - March 2019 - What Is Your F&I Team Obsessed About?
Digital Dealer - March 2019 - 45
Digital Dealer - March 2019 - Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - 47
Digital Dealer - March 2019 - 48
Digital Dealer - March 2019 - Cover3
Digital Dealer - March 2019 - Cover4
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