Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Robert Donovan

Robert Donovan Owner

Exclusive Blog Posts

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

Vendor relationships are business, and while that is not to say that relationships develop with the people you work with - at the end of the day, it is abo…

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

What Your Dealership Can Learn From “Wrestlemania”


I used to be a huge wrestling fan when I was growing up. I backyard wrestled. My friend and I ordered every pay-per-view. I even had a short career as an amateur wrestler in my early 20's. [EDITOR'S NOTE: The bowtied gentleman seen in the picture above is, in fact, Justin Roberson (AKA Pretty Boy Rob AKA PBR). Yessiree, Boy Howdy, DOM has quite the eclectic staff.] However, it had been a long time since I actually watched and cared about wrestling. On a whim, I purchased Wrestlemania XXIX (the first PPV I had bought or watched in 12 years). I was excited. IT'S WRESTLEMANIA!!!! The biggest spectacle in all of sports entertainment. Even though I hadn't fully followed the year-long lead-up to the event, or the sport itself for years, I was excited.


Then I watched it.

Then I was disappointed.

Then I wanted my money back.

Then I never wanted to have anything to do with WWE ever again.





What Can Your Dealership Learn From My Experience?




The first takeaway is ensuring that there is consistency. It had been years since I watched a WWE PPV event, which is similar to someone who may return to your dealership to buy another car. Obviously, some physical changes like a remodeled showroom or new location may have happened, but hopefully the pillars of your dealership haven't. For me, there were new wrestlers I wasn't familiar with, some I was familiar with. I expected change and adaptations ... but getting bombarded with Slim Jim commercials and musical performances was something I was not prepared for. This WWE was not the WWE I knew from years before.



If you built your brand on a core value, make sure that pervades everything your company does. Doing so will ensure that there is consistency at your dealership throughout the years of growth and personnel changes. For someone who had previously pleasant experiences with WWE, I now swore them off. Advertisements? Extended music performances? This was not the same company that I used to love. I didn't like it one bit.



Customer Experience is Key

Second, customer experience is key. We all know that. But, what can sometimes happen during (sales) "events" is that the onus is put on the offers to drive the sales. That may bring in the customers, but that doesn't ensure they have a good experience once they are there, which is just as important to the sale as having inventory or specials to begin with. I was already sold on Wrestlemania. I paid the $70. I was promised excitement and entertainment. However, what I ended up with was nothing close to that. That negatively affected my perception of the WWE brand.

Literally everything your company does affects customers' perception of you, from your website to your lot. The tiniest things can turn potential customers away. Spend time on your own website and ensure that those "Live Chat" pop-ups aren't intrusive and that your links work. How easy is it to search inventory? How long does it take to get someone on the phone? Maybe those tracking numbers are taking a long time to forward or your employees aren't answering the phone quick enough. You may only get one chance to impress a customer. Don't make it difficult for them to give you their patronage. The only way you'll know these things is to audit your system. DOM routinely secret shops our clients' dealerships to find inefficiencies and areas of improvement.

Don't rest on the laurels of your dealership's name. That only leads to stagnation. Make sure the customer is taken care of and treated right, or lose your competitive advantage. WWE allows Wrestlemania's reputation to do the selling for them, but it's ultimately the quality of the event itself that will keep fans coming back and happy. They failed on that front for me, and I can assure you I won't be making that mistake again.

Side Note: How is Undertaker still wrestling despite not being able to do anything but punch and fall down? Does he have a Lazarus Pit?


 Unlock all of the community & features  Join Now