Bill Wittenmyer

Company: CDK Global

Bill Wittenmyer

CDK Global

Oct 10, 2018

The Crazy Professor

One of my college professors was famous for a crazy stunt that he pulled every semester. On the first day of class, he would introduce himself, take off his shirt and jump out the window. A few minutes later he returned to the classroom, calmly put on his shirt and asked, “Do I have your attention?”

He certainly did.

 

It turns out this guy wasn’t crazy at all. Do you know how hard it is to capture the attention of a bunch of jaded students? I would guess it’s almost as difficult as capturing the attention of a bunch of jaded car shoppers.

 

Many car dealers have mastered the art of getting attention. Think of the inflatable gorillas, wavy tube men and thousands of balloons that adorn lots everywhere. Think of the dealers that don 10-gallon hats and scream at the camera that this is the best deal of all time.

 

It’s one thing to be able to get attention. But the real question is, once you have that attention, can you deliver an experience that meets customer expectations?

 

The professor who jumped out the window was probably the best teacher I ever had. While the stunt that he pulled made him memorable, what made him great was that he delivered in the classroom on a daily basis with passion, purpose and knowledge.

 

To keep your customers’ attention, you must deliver as well. If you’re passionate about what you do, people will be drawn to you. If you have purpose, people will admire you. If you are knowledgeable, people will respect you. And years later, those same people will remember you as one of the greatest salespeople they ever dealt with.

 

But what if, as a salesperson, you’re not feeling the passion or purpose? How knowledgeable must you be? Here are a few tips.

 

Choose Passion

 

Maybe you decided to become a car salesperson because you’re still figuring out what you want to do with your life. Maybe you secretly want to be a writer or an astronaut, and you’re just doing this to pay the bills. The good news is, you’re not alone. I know a lot of people that fell into this industry, then eventually fell in love with it.

 

Here’s the thing: passion isn’t something that strikes you like lightning. Passion is ignited from within. You can choose to ignite it, or not. Once lit, passion can be nurtured or ignored. But if you choose to embrace what you’re doing right now, and nurture that passion, you’ll be a lot more successful. Why wouldn’t you make that choice?

 

Find a Purpose

 

Everyone needs a car. Despite the bad rap our industry gets sometimes, selling cars is a noble endeavor. Be proud of what you do. And if selling or servicing cars isn’t enough of a purpose in life, find another one.

 

Maybe your purpose is as simple as feeding your family. Maybe your purpose is to invest every penny you have so you can retire at age 50 and travel the world. Or you want to help those less fortunate than you—or all of these things. When you wake up in the morning, let your purpose in life drive you to be the very best at what you do that day. Remember that your job is the fuel for your purpose in life, so be grateful for the opportunity.

 

Never Stop Learning

 

The average car shopper spends 14.5 hours researching and shopping for a car, according to a Cox Automotive study. Approximately 20% or 3 hours of that time is spent in the dealership, which means the average consumer spends 11.5 hours researching which vehicle they want.

 

How many hours does the average salesperson spend learning about their brand, the various makes/models and learning about their competition? If you want to win your customers’ respect, you must be at least as knowledgeable as them, but preferably more so. You must become the expert and the teacher.

 

It’s one thing to be able to capture someone’s attention. It’s another thing entirely to keep it. To be successful, you must do your job every day with passion, purpose and knowledge. When you make that commitment, you’ll be remembered as one of the best.

Bill Wittenmyer

CDK Global

VP Sales, Layered Apps & Competitive Accounts

700

No Comments

Recommended Posts

Function + Form

Function + Form builds coilover kits that blend aggressive looks with smooth, responsive ride quality. Since 2005, our team has engineered performance coilovers that handle daily driving without sacrificing comfort or control. Whether you're afte…

Functionand Form

Function + Form

62
May 27th

Handcrafted Silver Candle Holders

Discover Handcrafted Silver Candle Holders at La Plata—where timeless elegance meets artisan craftsmanship. Ideal for weddings, festive events, or luxury gifting, our bespoke creations reflect refined taste and artistic splendor, perfect for co…

Laplata Plata

laplata

31
May 20th

Chrome Hearts Ring: A Timeless Symbol of Luxury and Rebellion

Chrome Hearts is a name synonymous with luxury, rock 'n' roll attitude, and bold design. Founded in 1988 by Richard Stark in Los Angeles, the brand has carved a unique space in high-end fashion and accessories. Among its most coveted pieces, …

chrome hearts riing

36
May 5th

Hyperbaric Oxygen Therapy Orlando Improving Health Naturally and Safely

I remember feeling tired all the time. My body ached, my energy was low, and even small tasks left me exhausted. I tried vitamins, adjusted my diet, and even changed my sleep routine. Nothing seemed to help. Then a friend recommended something I&…

james mark

physicians digital services

77
May 2nd

How a Healthcare Marketing Agency in AZ Is Driving Real Results for Local Medical Clinics

      When I first started working with a local clinic in Arizona, I realized something important: even the best medical care can go unnoticed if patients don’t know about it. That’s where a skilled healthcare …

james mark

physicians digital services

56
April 30th