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.
×
Tom White Jr.

Tom White Jr. General Manager - Special Projects

Exclusive Blog Posts

2017 Presidents Club Insights - Patrick McMullen

2017 Presidents Club Insights - Patrick McMullen

Listen to what Patrick McMullen from MAXDigital has to say about the future of automotive, what dealers can do today to prepare, and how DrivingSales Presi…

Five Tips for Selling Used or Certified Pre-Owned Vehicles

Five Tips for Selling Used or Certified Pre-Owned Vehicles

Selling used or certified pre-owned vehicles can be daunting task. With prices, laws, and competition varying across the country selling a pre-owned car fo…

What Motivates Your Employees to Perform?

What Motivates Your Employees to Perform?

Sorting through resumes, you find applicants who show potential. There are some with experience to walk on the job and set your service department abla…

How to Recruit the Best Talent for Your Dealership

How to Recruit the Best Talent for Your Dealership

Employee turnover can cost a dealership approximately $400,000 per year through lost sales, service offerings, new hire search, and training expenses even …

2017 Presidents Club Insights - Mark Brown

2017 Presidents Club Insights - Mark Brown

Hear from Mark Brown, sales director at Grappone Auto, about what he thinks is coming for the auto industry, how dealers can prepare, and how the DrivingSa…

People ask me all the time what it is we are doing to sell the number of cars we are selling in the middle of an extremely challenging environment. For those of you unfamiliar with me, I am involved in a brand new Suzuki start up currently selling out of a temporary (read mobile home) facility in Wichita, Kansas. We opened the doors in October of 2007 and are the 10th highest volume Suzuki dealership in the U.S. through July (I state this not to be self serving, but to give some background).

So, what is it that we do that others are, apparently, unable to do? You could make an argument that our people are better (the management team has been together for over 15 years), our processes are better (yep, we track and measure everything), our economy is better (we are fortunate to be in the Midwest which has been spared many of the challenges affecting other parts of the counrty), or even our product is better (umm, probably not). Luck might play a part as well.

I believe the answer lies in our ability to differentiate ourselves from our competition.

We do this by offering a different "selling proposition" than our competitors do. We spend much of our time and efforts telling OUR story which is unique, quirky, and absolutely believable. Some of the unique things we do include:
- refusing to hire anyone that has ever worked for another car dealership;
- paying our people a salary and bonusing them on production rather than paying commissions;
- disbanding the traditional F&I department in favor of charging the sales department with handling the customer from womb to tomb;
- utlizing permission based marketing efforts that engage, rather than enrage, the consumer;
- offering a 3 day, no questions asked, money back guarantee, regardless whether we sold a new or used vehicle.
-pricing vehicles based on the market as opposed to the margin available;
- creating a fun and highly energetic environment whereby consumers want to buy, as opposed to being sold, our goods;
- looking past profit opportunities to place consumers in a better situation than they were originally in;
- refraining from the smoke and mirrors, loss leader advertising, that permeates our industry;
- truly having fun at work and enjoying the people that we choose to work at our dealership;
- providing on going and highly interactive training on a minute-by-minute basis;
- teaching our co-workers to become business owners;
- practicing "servant leadership" whereby we recognize the efforts of all our co-workers and strive to lead from the front.

Now, my friends, here's the rub. Many will read this and try to emulate or copy the business model. Unfortunately (fortunately for my organization), most will not have the discipline or drive to change their culture to one like ours. They might catch on, but they will never catch up.

My question to you is, are you willing to make the sacrifices necessary to effect change in your organization? It certainly isn't easy, but the rewards will send your business to levels that might just surprise you.

 Unlock all of the community & features  Join Now