Too often in sales we live off of past glory, or lack of. While past performance is not an indication of future results, it may just be what many people look for (look up the definitions of comfort and settle). So, salespeople, what are YOU doing to change your reality? Waiting for the next sucker?

Business has changed. Has your team changed with it? Take a look at your paycheck before you answer. Many people talk about change the way they will talk about the Laker's win tonight: as a passing interest. Change has to be constant, supported, visualized and cemented with goals. Don't find example with those businesses and individuals that aren't making it, challenge yourself and your organization by following only the ones that are.

Being someone that exercises change means that some times you're morph won't be noticed, or may be doubted and misunderstood. Confidence and influence are signs of change. Knowledge is the foundation, true. Only constant application, focus, modification and evaluation breed real change. Add regular accountability and you have nothing short of change.

What's the difference between the person who comes in on time and reads the brochures and the one who comes in a little earlier to walk the inventory? Or the sales pro that peppers conversation with technology buzz words versus the person that actually takes personal time to understand and use it?

Today a GSM related a great story to me about a salesperson that wrote postcards to clients every day. They were personalized, had value, reminded the owner of money-saving tips for their car and more. Is it any surprise that salesperson exceeded all expectations? Is it any surprise that the person built a large business? Is it any surprise that the person came from outside the auto industry?

Calling a spade a spade is only part of the game. Anyone who's listened to the news and repeated it to someone else know that. Knowing is only part of the game. What game do you want to be in? If you'e in sales, you need to excel. Who what you want, know how to get it, know when you want it by and don't accept anything less.

If you do those things, you don't have to be like the rest of the people. People will still question you...even question your past! Let them...you'll figure out what they're focused on. Stay focused on the prize! Nobody ever got far looking backwards...

Best practices: Professional Insight, Powerful Results

Wednesday was a day filled with marketing statistics, reporting, ideas, videos, commercials, banter, conjecture and more. Ultimately what Automotive News set out to achieve again this year was, I my opinion, point the industry/crowd/listeners to what is and will be happening in the landscape of media and marketing. Did it happen?

Joel Ewanick from Hyundai detailed a number of aspects of the Hyundai Assurance program that has gained the brand major accolades in addition to being mimicked by over 100 companies. His retelling of the time line (just over 30 days) that they produced the campaign in along with the supporting aspects of such a program was impressive. The presentation lacked a 'forward' element, which I'm sure HMA already has done, but that's not likely what he was asked to speak about.

Scion's Jack Hollis struck what I thought was the closest blow to the nail from an engagement standpoint regarding experiential marketing, lifestyle and connection with customers. "We want community" is as close to where a marketer needs to be today! Great visuals were backed by his actual participation in events (and no, not just in a room to watch usability studies through a two-way mirror).

Judy Wheeler form Chrysler (replacement for the absent Steven Landry) had a good presentation that understandably had no major 'forward' view. After having their marketing budget slashed by 50% last week by the White House and Auto Task Force, there was not much to address besides the 'impending' marriage with Fiat. She did bring some ads that are in the hopper which centered around what Chrysler and Jeep brand "build".

John Maloney of Volvo hit on some solid points around their shift from the traditional 'national' unveiling and detailed a number of great points about the XC60's recent 'new' launch campaign. It sounds like Volvo will use the money-saving, impact increasing method again in the near future. He also focused on the brand's image with the new 'City Safety' accident avoidance system.

John Mendel from Honda spoke the words that you rarely hear today: brand, value, consistency. He repeated that call time and again throughout his session which included a throw-back to a nearly 50-year-old Honda motorcycle commercial! Flipping from decade to decade in content and conversation, Mr. Mendel was able to address the solid focus at Honda (along with their agency RPA) that should enable them to deliver more 'safe' marketing. Hopefully they do get a little more edgy than their Facebook and Twitter involvement...

And then there was Mike Sullivan, a.k.a. "L.A. Car Guy", bringing color and comedy to the stage for a retailer's perspective. He got into hard hitting numbers, results, marketing mix, Internet effect and other, more typical in better financial times, tangibles like charity, community involvement and other brand building mantras. Mr. Sullivan and his staff are more than dedicated to their marketing goals and seem poised to achieve success through their different initiatives. They still may have some room to grow on integrated media and retention, but they are clearly looking for more ways to deliver on their Interactive brand.

The closing panel with all the speakers answering questions got a little better, especially around the newspaper/print aspect. While Chrysler's recent direction was more heavily tilted toward print, the overwhelming opinion was a shift away from the paper and to the web. By the same token, these marketers have not hit pay dirt as many marketing efforts still leave behind the largest potential as well as target: the consumer. Content consumption has changed and even content creation has had a noticeable shift. Out industry still lacks the 'teeth' it needs, especially at retail, to really engage the consumer to become part of their lives, especially away from their vehicles.

Overall, it was a great time around well over a thousand ad agency, automotive marketing, manufacturers and service provider folks. Wonder what it'll be like next year...

Best Practices: Professional Insight, Powerful Results

We were young once and we were fearless! Then we got some schooling and some more, then we got trained, then we were led, then we completely forgot how in the heck to be fearless! Add today's worthless media, sprinkle in some naysayers, a fair dose of skepticism and you've got a full-blown problem.

How to fix it? Leadership, which is defined as the activity of leading; with the leader being "a person who rules or guides or inspires others". Let's throw out the 'rules' definition for our purposes here (there are too many examples of lacking leadership to touch that one).

So, not everyone is going to be or desires to be a leader. That is why 95% of the American public controls 5% of the wealth. There is nothing fundamentally wrong with being a follower. To be an effective leader, however, it takes more effort in a number of areas. First, you have to know where you are going (aka start with the end in mind). Second, you have to completely believe in what you are doing. Third, you must understand the task at hand. Fourth, you must be accomplished enough to know the fundamentals (26 plus times to make something a habit). Also, you can't be swayed by followers...ever!

We use the expressions "industry leader", "thought leader", "technology leader" and others like those too loosely many times. Leaders consistently and methodically do what needs to be done, many times without fanfare or credit. Leaders in the retail space are commonly not the loudest person of the staff (whether automotive, real estate or other markets). And remember: leaders are made, not born!

Today's market conditions and challenges are ripe with opportunity. It takes leaders to push through, know the target, set the course and get the whole team to go with them. Together Everyone Achieves More is not simply a saying. It's a mindset. It's a belief. It's a mantra. It's a reality. If you think for a moment that you can be a leader by yourself, you still have a lot to learn.

Don't worry though, because the true leaders haven't stopped learning as well. You'll see them reading, listening, attending, challenging, paying attention and many more activities around going forward. Will you make mistakes and missteps? Absolutely! If you're afraid of failure, learn to follow. If you're not afraid to fail, learn to lead and it will become natural.

Are you where you want to be right now? today? last week? If not, start leading. The old adage of "lead, follow or get out of the way" has two truths, not three. If you're in business and you get out of the way, you will die. Our 'next' economy has no space for that. Follow if you may, but there's too many risks associated with that.

It is my hope that you will learn to lead, desire to succeed through failure and compel yourself enough to change. Find leaders around you and tag along (if they're truly a leader, they'll absolutely want you around). It will be interesting to see which retailers reach out for help this month instead of following one more day or finding out that waiting is the last nail in their coffin...

Best Practices: Professional Insight, Power Results

It's been a while, maybe to long! Considering what is happening in the market, it's time to get back on track with the folks that power the industry (yes, besides consultants!). This is another mix of providers touching different aspects of marketing and services that hopefully give you a leg up (if not a whole body length or two).

You've heard it here before and you'll likely continue to hear it: accountability. I've not yet met a vendor that tells you everything. Even the most up front company will tell you that they can/do something and then shuffle (some like mad) to get it done, even if they know how to do it. Not only do I expect this, the challenge of new things for clients makes some companies tick, while many just hide.

More than ever, dealerships want the services they pay for to get the customer in so their sales staff can "close 'em". Just leaves you to guess that many salespeople still believe that they shouldn't have to work for the close.

Mobile Web: Face it, you have to do it, it's absolutely here (if not passing the auto industry like a freight train), consumers want it and technology is changing faster than prices for NBA Finals tickets right now.

Advanced Mobile Solutions has a great platform they're rolling out for automotive. They know mobile, understand that life-on-the-go will extend beyond iPhones and Android Phones very soon, have the backbone to support it and want to push the ball forward. Many of the platforms I've seen for dealership inventory are lacking. This company has some great promise...oh, yes they can also do your mobile/text marketing so you can have one vendor doing both correctly http://www.advancedmobile.us

Widgets: Plenty of people still question the staying power and how steadfast of a marketing tool having some real estate of a consumer's desktop is, let alone if they'd download it. Outside of iGoogle and the 'techie' folks, many believe that this market is absolutely huge.

Already featured last December in a "Week At IM@CS", DealerBug needs to be checked out seriously (yes, by you!). This versatile tool allows great presence, branding, analytics and adaptability. It's not a question of when you need it, only how will you use it. They're delivering customized widgets for everything from pre-order vehicles (like Camaro), to car clubs (Mustang, Corvette, IS-F, EVO, etc) and developing inventory-based communication. Relevancy and timeliness has a new home on your customer's screen http://www.dealerbug.com

Live chat has developed into a tightly debated sector of consumer engagement on dealership website (and now even on videos and ads playing on non-dealership properties like YouTube). No matter what, dealerships that do it right...get the results.

ActivEngage happens to be where IM@CS believes the market is right now for car dealership live chat (ie real-time car sales folks). Every time there seems to be a wrinkle in the 'get-em-on-the-website' process, this company appears to have the iron for the job. I've been impressed this year in watching the value that they continue to provide http://www.activengage.com

Hopefully we'll keep this section of the blog a little more alive. Please give some feedback on any companies that you believe should be featured or if your experience with any ones that are featured has been less than desired (in all fairness).

Best Practices: Professional Insight, Powerful Results

It's absolutely amazing...we humans. Creatures of habit, intrigue and fear-based reactivity. Right now is no exception, obviously! However, it is also possibly one of the most defining times as well. True leaders will come out of these challenges and leave those that just waited behind.

Survival of the fittest? Nope. Natural selection? Not in the least. Those that listen, learn and lead will become the only true survivors in the new environment, whatever that is. A constant vegetative state leaves you...in a vegetative state. A mind set for challenges, diversity and no's, armed with direction and goals is in a complete different state. One of success!

When you were a kid, you had a challenge: brick wall, log over a wash or stream, even a tightrope (you must have interesting family stories to tell!) and someone yelled "don't look down!". Did you? Of course. It's not if you look, but what you do afterward that matters most. If you persevered, you were rewarded with confidence, self-worth, maybe even status... If you succumbed to the "look" and ran back, hobbled off or fell, you likely received a completely different result.

Fast forward 20-40 years. There are challenges up the wazoo right now. Whatever you do: Don't Look Down! OK, what to do now? The sand already is full of heads, the job boards are stuffed with resumes, your industry friends and associates are doing a little CYA (fine, a lot) while they forgot about you and the water cooler has been repossessed. What now?

How ever imposing the view into the chasm, do what you know how to do best. That is if what you do best is do. Don't take my advice, you already know what you need to do. Quit blaming the person that yelled and warned you, they're the messenger. What is the message that you will hear?

This can't be said enough: get your plan down on paper, figure out what you are committed to doing, figure out how to get there (yes, with outside help period!), measure, qualify, watch, gage and review but absolutely positively do it! The difference most times between failing and failing forward to success is simply a matter of inches: the six between your ears!

Best Practices: Professional Insight, Powerful Results

So many people...so little time! Man, you can't get away from the fear and excuses....it's the age of "I don't have enough time do to that"..."I can't add anything to my plate"..."If only I had another day in my week to pull that off"! Everyone is busy but few are actually doing much. The ones who see opportunity always figure a way to get things done, followed by the rest thinking they're just 'lucky' or that they have more 'resources'.

Can you hear it now? Most people pulling up to the drive-thru and..."I'd like to get a couple orders of comfortable, one with a side of laziness and the other with some lack of desire. Oh, and a serving of nothing new please for dessert!". Fear may keep you from being the bottom producer but only a strong control of your calendar and priorities can make time seem like your friend, even advocate!

Prioritization is not a strength of many. It's a skill put to good use by the few. Most of the time the difference between getting something done and not is simply how much drive you have to get to a desired result. Last time I checked, you can't make a mortgage payment selling two, three or even four cars a month. In bike racing it's not the fittest that typically wins. Rather the smartest, most attentive and thorough that takes the gold.

Is what you're doing taking you toward your goals or further away? It's that simple! Planning, priorities, assessment, review, comparison, tracking and visualization are all tools that you must use to be an effective user of time. Read: user, not controller. You absolutely can not control time. However it is your effectiveness that allows you to be less controlled by it!

Challenge yourself to learn the skills of better controlling what you do and fitting more into your schedule that drives results. Your other choice is to have another month of the same. Which is your better opportunity right now?

Time is relentless...You should be as well!

Best Practices: Professional Insight, Powerful Results

If you could find a fundamentally harder time to think about events, traveling, speakers and spending time (and money) in Las Vegas, it would be a stretch.  Fact is that you would be justified by not even thinking about anything but 'the next customer' right now.

For the 420 plus dealership staff that just spent the last three days at Digital Dealer: CONGRATULATIONS! The fact that you put your money where your mouth is about growing your business is a great step forward in addressing the market, getting a foot up on your competition and utilizing newer ways to connect with your customers.

Chances are you left with too many ideas and strategies to remember and that's great. Some of those ideas likely came directly from the speakers at the event. Now before you go rushing out signing up new vendors, canceling your existing ones, bringing in the flavor-of-the-week, well-polished messenger and other gotta-do-it-now activities, stop and think.

How does everything work with your direction, intentions, brand, budget and goals? Was there a Dealership Goal Setting 101 session? Shoot, I missed that one! Also I couldn't find the 'Connecting and staying in touch' networking event (although you do have a partial list of attendees). You most likely had more than enough time to talk with session speakers in the 10 minutes you had before the next session... If you paid to come to the event, you should have gotten everything you needed out of it. So check before you spend (yes, there were completely qualified, hard-working vendors speaking on stage but many biased as well, just to be straight).

There are likely multiple suppliers for the solution(s) that you're thinking about but chances are you didn't hear from their competition on stage (credit to the always honest Dennis Galbraith of Cars.com who pulls no punches, mentions their competition and tells people it doesn't matter who you're going to hire as long as you know what you need).

Mike Roscoe has put on a number of events that our industry needs...to this point. It's time to get all of your thoughts back to the team that runs the conference to make sure that the value stays in. With all of the attention on the OEMs and suppliers, dealers are not getting their fair support. In my mind, everyone that paid the money to expo in Las Vegas wants and needs dealers to be successful (and make a few bucks).

Now is the time to take our industry where it needs to go. We can't wait. We can't accept things as they are. We can't put our heads in the sand and cross our fingers that it will be better in 2-5 years. Take the bull by the horns or we'll be simply left with bulls--t. I'm proud to have the involvement with Digital Dealer, many of the associated companies and the great folks that attended.

Let's make sure that we can keep getting together a few times a year...

Best Practices: Professional Insight, Power Results

You know what? I can't blame you!  Now days it so easy to just think about yourself and your needs when a customer comes through the door toward you. Things are so slow on the showroom floor, you might have to role play with a set of 22" chromes (but they might not talk back) or do a walk around with the receptionist! No matter what, you can't stop focusing on what is truly most important.

The customer, how you treat them, what they expect, what they're prepared for and everything to do with that is what everything comes down to. Things may seem different, but don't lose your perspective! What you're paying attention to and how you represent yourself and your dealership is so critical...

If you're a pit bull dressed in Armani, you may get a sale but the next one will wait until after the 5 o'clock news has stopped talking about the attack (so to speak, of course). By the same token, don't wait for your general manager to come up to you to check your pulse.

Stay locked on your customer and really pay attention to them: their needs, their actions, their demeanor, their family, their surroundings and, yes, their engagement with you. Figure out how to influence them by paying close attention to these things and more. Half-baked salespeople get half-baked results, period.

In all fairness to the sales staffs, what is management paying attention to? What is it about your motivations that steers your team's results certain ways? Here in the Southern California area, one of the luxury brands' SUVs (which launched within the last month) was being sold at MSRP for, unfortunately, just a few days.

Then someone (alas, it always starts with someone) had to take the price down to between invoice and $500 over. On a brand new car. That people will pay window for. That people have waited for. In a market and industry where profit must be king today (behind paying attention to clients). Even without a unit to sell!

And for what? For leadership? To force other dealers? For the brief satisfaction? It's mind boggling how counter-productive dealers can be...and then complain to anyone who will listen about how bad things are. What are you paying attention to? Whatever it is, it's not beyond your nose.

In this teetering-on-the-edge-before-the-next-round-of-bad-news world, start paying attention to and doing the things that will get you the results you want, that continue to pay you, that build a volume of completely satisfied clients and ultimately keep you and your customers happy.

And it shouldn't be too hard since the next dealer is probably doing the same thing that caused them to lose the last customer!

Best Practices: Professional Insight, Power Results

Let's face it, if the simple fact was that opposites attract, every dealership would sell out of cars...every month. Actually, that's not quite true. Opposites do attract, but we're talking about much more serious issues than simply attraction. Why in the world would someone want to buy from you?

First, there's the typical stuff: Are you prepared? Do you have the same opening and closing process that you use every day? Do you know/walk your inventory daily? Do you know your ad cars? Are you qualifying your customer correctly?

Now, and possibly more important, there's the newer stuff: Do you know your website? Do you know your competition's? How many leads can you handle correctly (and not just call or email once)? How often do you network (and not just online)? How is your follow up, really? Does management have your back or are you just off the back?

When you look at things realistically, you've never sold a car in your life. Not trying for semantics here, just a honest look under the hood. Ever had a green pea outsell you? Of course! Today it's much more about everything but the sale. Don't pull the wool over your own eyes.

When recommending new technology, companies or services to dealer clients, I continue to hear the same excuse as to why they won't use/buy/check out something that will be a complete benefit: "my people are just here to sell!" And there's the problem folks (or at least the biggest after credit and flooring/financing issues).

The more you act like you did when the gravy poured, the more you'll struggle. The more you treat customers like suckers, the more your showroom will chirp with the sound of crickets. However, the more you do things the you've ignored, the more you understand how to use technology, the more you keep up-to-date and trained, the more you listen to your prospects and clients, the more success you will experience.

The world's most expensive, luxurious, technological, streamlined, incredibly fast vehicle can't do crap if it's out of gas. The most beautiful facility with gleaming service bays, hi-tech lounge, ready-to-go espresso machine and great looking receptionist can't generate a dime without the right resources.

By the same token, quit expecting better results without doing the things that have to be done: having the right associates, educating them, using technology correctly, having the best vendors and support and 'filling up the tank to full'.

Start attracting business and maintaining it instead of...the opposite.

Best Practices: Professional Insight, Power Results