We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
People seem to have an opinion on how "it could be better." Nobody talks about "how we could change it, to make it better."
Negativity is such an easy way to dismiss yourself. People seem to use negativity as a safety net. If they are unaware, lazy or can't be bothered, being negative and claiming that, "it doesn't work" is an easy way to be removed from the problem.
Often, people talk about the negative aspects of work, for reasons I mentioned above. "My printer never works," "There is never any paper towel in the washroom," "The store is dead," "We never do any advertising," "we should hire more admin staff," "I never get any ups," "I'm having a horrible month, the weather has been horrible!" These complainers could be compared to a thermometer. A thermometer will give you a reading of how hot or how cold it is. A thermometer won't correct the climate for comfortable living.
Leaders embrace change, find gaps, look for problems and then fix them. Leaders are thermostats. When it's too hot, a thermostat will sense the condition is wrong, change the mechanics in the system and correct the temperature. What a great analogy! (I didn't come up with it)
I love comparing this analogy to automotive. Marketing is changing at lightning speeds, showroom traffic is at all time lows and the business all around has shifted immensely. The shift creates fear and negativity. A dealership full of thermometers that have a lot to say with not a whole lot of solutions. It's never been easier to market your self and develop a "following". Digital is allowing us to share, create and engage in so many ways that thermostats have the tools right in front of them to start generating more business for themselves than ever before. It's time to share!
I say each sales consultant starts with a simple blog using a FREE site like tumbler.com, blogger.com or wordpress.com and get sharing and engaging. People will gravitate towards the professional automotive knowledge we have locked up. We don't have to write a book anymore and get a publisher, or spend hundreds a week on a billboard or park bench. The tools are there, right in front of us. It just takes the right people. Thermostats not thermometers...
This post was inspired by a chapter in Seth Godin's book - "Tribes: We Need You To Lead Us" This is a fantastic book. Highly recommend it.