Digital Dealer - December 2019 - 17

"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." -
Barry Posner
Why are some managers fiercely resistant
to changing things up a
bit by instituting a solid
dealership development
plan? Well, there are many
reasons. Here are a few to
look out for:
„ Don't know how,
„ Laziness,
„ Waiting for their next
job,
„ Afraid of exposing
themselves and their lack
of knowledge,
„ Don't care,
„ Unengaged,
„ Ignorance, arrogance know everything already,
„ Don't think it will make
a difference,
„ No confidence in their
people to change,
„ Too weak of a leader,
„ Indifference,
„ And, the all-time favorite - complacency.
Real leaders transform
the present into something
better. They say, "Goodbye yesterday and hello
tomorrow with an optimistic
attitude."
Sure, technology can
help you get exposure and
get folks in, but then people
take over the process.
When you open a bank
account, what has to happen before you start using
your debit card or writing
checks? That's right - you
have to make a deposit.

Similarly, when we deal
with people, whether it's
employees or customers,
we have to make several
"emotional" deposits with
them before we make a
single emotional withdrawal.
When I shopped a dealership recently, the salesperson walked up and said,
"welcome to (dealership
name), my name is Joe...
and you are?" He then gets
very close and sticks out his
hand. This guy made three
emotional withdrawals from
my emotional bank account before he made any
deposits.
While it saddens me

sure they will get it right.
Let them know you have
full faith in their talents and
know they will make better
decisions in the future. This
way, they can maintain
their dignity and go out to
pass on positive deposits with their customers.
Remember, praise in public,
reprimand in private.
Take a look at what I
hope we can agree is true
in the automotive industry:
1. Most consumers do not
have a positive perspective or respect regarding
the auto buying process.
Gallup's recent survey,
which rated the honesty and

TECHNOLOGY SHOULD
BE IN PLACE ONLY TO
FACILITATE AND SUPPORT
THE ACTIONS OF OUR
PEOPLE AND OUR GOOD
PROCESSES."
to see the perpetuation
of old-school techniques
employed in today's new
consumer-oriented market,
people simply don't know
what they don't know, and
if they have never experienced exponential team
growth, they usually can't
imagine it occurring for
them.
Invest some emotional
deposits into your team
and watch the difference it
makes. Ok, sometimes they
mess up. Instead of ruining
their day and beating them
up (which they pass on to
your customers), identify
the error, and let them
know the next time you are

ethical standards of various
professions, ranked car
salespeople at nine percent.
2. There's room to improve current performance
in several areas.
Do you have the right
people on board to execute
a value-added business
strategy? For most dealerships, with the proper tools
and training, that answer
is yes.
And then there's the big
$64,000 question: Do we
have the leadership and the
fortitude to implement these
changes to streamline,
improve, and enhance the
customer experience in our
showrooms?

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

I have worked with both
small, medium, and large
dealerships in helping
them identify multiple
things we could turn into
greater opportunities because we (the dealer and
my team) worked together
as one team looking in
the same direction. The
successes came about
because the dealer wanted to improve and sent a
strong signal downstream
that we would all work as
a single team to ensure
those successes took hold
for the long term. I know
if you want to improve,
it can be done because
I have seen some great
transitions over the last
few years.
The single biggest
preventative factor getting
in the way of improvement
is starting. You have to
turn the ignition key to
get the engine started,
and the same is true for
any success strategy you
employ.
Your concern should be
that if your store doesn't
implement these changes
then some other dealership will probably see this
as a great opportunity
to initiate those changes, improve the buying
experience, and by then
it could be a disaster for
change-resistant dealers
as their business dims.
CHUCK BARKER is
president and founder of
Impact Marketing &
Consulting Group in
Virginia. EMAIL: Chuck@
impactgroupcrm.com

DECEMEBER 2019

17


http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

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

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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