The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Dan Waldschmidt: How Ordinary People Do Extraordinary Things


Thank you for being here! Today’s conversation is an intense one with business expert Dan Waldschmidt. 

Dan and his team help companies all over the world arrive at business-changing breakthrough ideas by moving past outdated conventional wisdom, social peer pressure, and the selfish behaviors that stop them from being high performers.

The Wall Street Journal calls his blog, Edgy Conversations, one of the Top 7 sales blogs anywhere on the internet. He’s been profiled in Business Week, INC Magazine, Business Insider, and on dozens of radio programs. Hundreds of his articles on unconventional business strategy have been published.

Dan dives into how being “Edgy” and “Doing Awesome” benefits high performers and how you can start being “Edgy” and “Doing Awesome” to grow your business.

Here is a quick preview of our conversation with Dan Waldschmidt.

What is “Edgy” and how can it benefit me and my business?

Dan and his team invested 1,000 of hours studying a 1,000 ordinary people who have achieved and accomplished outrageous results. They wanted to know exactly what does it takes to be a outrageous success. 

Achieving outrageous results comes from looking at your business and the world with a different set of philosophies. Dan goes into what it is to “Be Edgy”. 

Why “How many insanely happy customers did we have this week” should be your primary metric.

“What looks good on paper does not always look good in person”. The number one asset to your business is a “insanely happy customer”. That is the key for long term success. 

Dan discusses how the most important thing in your Monday morning board meeting is “How many insanely happy and satisfied customers did we have last week?”. 

Be All About The “Long Game”

It is not a secret that the majority of strategies auto dealers execute are playing the “short game” and looking for instant spike in sales and revenue. 

Are your short term strategies hurting your long term ones?

Executing well thought out strategies that are “long term” will set your dealership up for long term success.

Dan goes into the values of “playing the long game” and why short term and spontaneous are hurting you in the long run. 

Get More From Dan Waldschmidt

 Dan's Blog

 Dan's Book

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

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Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.


Connect with Robert Wiesman on Twitter here.

This is the dealer playbook podcastnumber, thirty, seven you have to be extreme. You's got to bedisciplined, you got to give more value than to take and you got to be a humanbeing you're dialed into the dealer, playbookpodcast, where it's all about winning autodealer strategies that deliverproven results, and now your hosts Robert Weisman and Michael Serillo, hey there. What is going on MichaelSirillo here and Robert Wisman, with the dealer playbook every single weekfor sitting down with elite trainers, speakers and authors for today'sautomotive professionals, Robert. What's going on my man, my Ghol,everything is good. Man He's good yeah man years off to a great start. Youknow so many new people listening to the PODCAST, so we just want to giveyou a shout out and thank you for being here with us today. You know we have so many incredibleshows lined up and guests that are just really bearing all their strategies andsecrets to help you listening and take your career in the automotive industryto the next level, and today is really no exception. I mean following in linewith just an incredible lineup of guests that we've had in the past todaywe're sitting down with Dan Waldschmidt. He is the author of a book, titled EdgyConversations and Actually Robert. You were the one that that brought dad tothe table. How that? How did that come to be well? Dan is like aninternational business consultant, an sales and he's like a guy, that's beenin the trenches and well our friend, Tracy Myers. We allknow Tracy, he him and I we chat a lot n more. You Know Me, I'm always tryingif somebody that, at the level of Tracy Success Gon to take their time, hangout with me chat with me. You better believe, like I'm, going to pick theirbrain to pieces, so I'm always hitting them up like hey tracy. What are youreading because it's like you know what like yeah, I want to read what this got.Look People like that are reading Huh and he opens up. Nd gives it to me andone time he sent me that that the picture he'll always take a picture ofit and he sent me dance book and he was he was pumpedabout it to pump to the point to where now danill be. You know at the unfairadvantaged mastermind, which you know at the time recording this is, I meanheck, like you probably are leaving now. Are You hrbut? He he put me onto it the,and was I mean I read the book quick, it's a real, easy read and it's superpowerful and okay. So before we ca into the show, let me ask you: Was it whenTracy sends you pictures of the Book He's reading? Is it the same kind oftrademark photo? He does where it's kind of blurred out and he's got wideeyes and he's. You know. You know kind of talk, say it's AIT's, notprettysithnk, at's, not pes. Well, in my own, in my own mind, I'm going topicture them being very pretty with yeah. He has the hat ye the had onawesome yeah. You know I'm looking forward to sitting down with both Danand Tracyat ou a amg coming up here by the time this ars we will already havebeen and gone, and so we'd love to give you an update on that. But you know ifthat won't be gone. We yeah, okay, fair enough fairm, fair enough, but you knowwe're looking forward to sharing our sit down here with Dan Welschmidt withyou all about how to dominate your market by having by being edgy and byreally being awesome. So, let's dive in right now. Let's do it all right and we are here dealerplaybook, podcast episode, thirty. What are we on Robert Thirty? Seventy six, Ibelieve, wow man, you know everything's justbeen such a blur. We've had so much fun, putting the show together and sittingdown with the WHO's who, in and out of the Automotive Industry today, ourguest, you know we're so excited about. He helps companies all over. The worldarrive at business, changing break through ideas by moving past, outdated,conventional wisdom, social peer pressure and the selfish behaviors thatstop them from being high. Performers were so excited to be joined today byMr Dan Waldschmidt, Dan, thanks for being on the show with us today. Yeahthanks for having me guys, yeah super super excited to you know,meet you and you know pick your brain a little bit because I mean you know witha with our marketing emphasis on the show and helping dealers get the mostout of not only their market but just out of their business in general. Youknow you're such a good fit to explore the concepts behind edgy and how theycan be used to. You know give dealers actionableinsights that they can start doing... to to dominate their business. SoI wanted, to kind of you know, pose a question to you and just see where itgoes from there about this concept of edgi. Maybe you can give us a littlebit of a background on what it is and- and you know how you see- that it couldreally help dealers today yeah. So let me let me jump into what edgy is andthen you guys, you know, cut me off slow me down, throw some water on thefire and we'll talk about car dealership and how we unscrew the the mess. Often that is the carindustry by the way. What is this grated PG rated or rated ow? How realcan we get keep this? It's kind of whatever comes out of your mouth in themoment. IED just be yourself, make yeah. So let's mix it up, let's mix it so soultimately, edgy it for us is an acrnyman stands for four concepts:Extreme disciplined, giving and human. It all started. Half dozen years ago, when I waslooking for the genome behind high performance- and you know I the reason why I was askingwas just simple- I was wondering what makes successfulpeople successful companies, not the you know, if you're going to donaldtrump's class on how to flip homes- or you know Rich Dad Poord ad on you knowhow to make money sitting on your couch. I mi his bullchit right. You know oneperson out of a million. Whoever buys those courses is successful. I thoughtwhat's really the Geno, because I looked around and everything thatpeople were telling me I should be doing. I wasn't doing. I dropped out ofcollege twice and I'd made like fiften million dollars by the time I wastwenty five. You know, selling growing companies just kind of looking at life, unconventionally kind of thatuncommon, common sense. You might call it, but you know I was a lot of thatinfluence came from reading. I came from very strict. Parents tend to reada book and day that sort of thing: no joke. No TV in the home started myfirst business when I was twelve, you know just all on that stuff. I was reatthat was this Tuf was drilled into me. It wasn't necessarily dilled into melike step one step, twosto three. It was just these are broad principles andyou're going to apply them differently, depending on where you're at and whatyou want to achieve. T here are the principles you know, and so ultimately, when I was twenty six,twenty seven Ihad made a bunch of money. I was going through a really low timein my personal life and I kind of hit rock bottom emotionally. You know,marriage is ha mess, family was a mess, a depression. Just and I said you know,I've got to fix this. I iave got a fix this or I just. I don't know that Iwant to live a life like this anymore. I was really really low. I re I writeabout that in the book and and so I sa I got to figure this thingout and so that began my exploration for not it wil, not not not. What isthis stuff that you're told you should be doing? But when I see amazing people-and it's almost hard to describe this because it happens and kind of takesour breath away- we're not really expecting it and then, when you seeyou're like Oh, my gosh, that was amazing. I mean it couldn't be a videoof somebody. It could be the experience youre watching Ou kn around sports. Itcould be a political election or something usually that's not the case,but you know it can be any money to these things. Where you see you justlike that, was amazing and you're not really sure how it happened and you'renot even convinced you could ever reproduce it ever again, but it justandI wantd to dig into those moments and then run it back to see like okay. Wasit lock? Was it because it was the smartest guy in the room, the richestguy in the room had the best experienent what was, and so that'sultimately, where we led to these thousand people that we studiedinterviewed reesearched a thousand ordinary people, no trust fun babies.You know just orditate people who did outrageous things and that's where wecame with. They all shared these floor qualities they all exhibited extremebehavior. They all showed disciplined activity, they were disciplined, theyall had a giving mindset that gave more value than people expected and why anEg stands for human strategy and, of course we spell human with e. Why?Because Ed Tu? That's just not C we spell edg. You know ty five percent of what we know aboutgood leaders. If Weve ceen measure between good leaders and bad leaderscalms down to this Wy category of, do you understand what real humans thinkand act and behave like ins, bad leaders, just don't get it! Everythingon paper looks good, but a real life. We look at them and go with that guys.An asshole right on paper hes might be the smartest guy in the room bu when itcomes to the human strategy. That's why HI's Faling! So ultimately, when welooked at hiph performers and still to this day as people are sending mestories and hey check out this person, look at that guy, it's amazing! Theyall share these four qualities. You have to be extreme, you've got to bedisciplined, you got to give more value than to take and you got to be a humanbeing.

Okay, so this this really is you knowsomething that you know I, for myself, am really passionate about especially kind of this human element.You know we talk a lot about in the automotive industry, how we can connectmore with. You know, automotive consumers, and we find that you know ina lot of instances. The human element is missing. Also what I've observed as missing is justthe the concept of giving more than you take. What can you? What can you say atautomotive dealers listening in who are perhaps struggling with this idea of? Well, ifI give everything away, how is that going to benefit me? So whane of thebiggest misconceptions people have about giving? Is that it's money?Usually the best gifts are not money. They're, emotional and the awesomething about emotional. Is it doesn't cost you anything? Actually I missspokeit cost you everything, but financially it cost you nothing and that's. ThePrit is that war we would be. You know, we're more willing to drop a dollarinto a homeless, Guy's cup. Then we are to stop and say, listen what's going onin your life brother. How can I help you? Not just. Can I give you a dollarbut I'l, going to reach down and touch your soul, it's easier to give thedollar right. It's easy to go to church and go here some money. I hope tostarving people wherever they are starving in some land starving landsright that hey'll magiically fix themselves. We don't want oactually getinvolved. Well, it's easier just to give money. So when we come to givingwhat do we magically think of money, I'm going to give money, but do whenyou look at high performing people? Money isn't the first thing they getit's something they often give and usually after they have more money,they give more money because they have more but they're already giing. Forinstance, you go into a retail establishment andsomeone looks at you goes hey. How are you welcome big smile? Okay, you gointo another retail establishment, someone's got their eyes down hello,welcome to our store. They did basically the same thing on paper. Theywelcomed you to the store both of them did it, but one gave more emotionalvalue than the other person did right, and so you know a lot of a lot of whatwe're doing in I any you K, ow retail establishment, Iconsumer facing establishment, and that applies to cars, looks really good onpaper. This is where the G and the hy go really strong. Together, it's aboutgiving attention, for instance, for instance, W T would you ever go to thegrocery store, and I need these things. You want to put them in your cart andthen you go up to the counnter to check out, and someone says: Oh No N. No, Ican't let you check out. You've got to talk to the manager. First sit here onthis chair. While I go get the manager and you sit there- rright you'relaughing, because it's lunicrous like no, no, no sir, don't go just just sitthere for a couple. I'm gonna get the manager and talk to the manager and nowwhat now? What did you get in your card here? Let's look at your car here: Okay,yeah. It's got the four doors and Oh yeah, you got the okay yeah. Now youknow, are you sure you didn't get? Don't you got one bag of potatoes? Areyou sure you don't need to Bak whatr you cooking next week? Oh, can I comeover? Are you a good cook? I mean some of these questions we get that are justlike when you compare them to other industries, it's just about as insaneas going to the doctor's office and waiting in the lobby, thirty minutesand another forty five minutes in that room without your pants on right withthe paper and you're cold and you're like. Why am I doing this? Why can't we?Why can't we improve this process? And so it's just absolutely ludicrous.Imagine experience where there was no waiting, an imagine experience wherepeople got exactly what they wanted and there wasn't a haggling and therewasn't this like. Let me try to upsell you right and it wasn't immediately.Jocking, for you know, by the way, when you go to the store, hear the fivethings you want to avoid them saying no to. I don't want that spray. Thatmagically goes on the bottom of my car and I don't want the thing that goes onmy seats that they, you know magically makes it so my two year old daughterdoesn't spill orange juice or whatever it is. You know all that stuff. All thesometheng try to upsell you when you go into the car, your stomachs in nots,Youhav' even been there. I like an experience to this. There are very few things that willshake the confidence of a small business owner. I mean, if you decidedto go out on your own. You know screw the nine to five screw, the steadyPATEC I'm going to do it on my own, there's really two things that reallyshake you and they both come in the mail. One is a letter from an attorneythat you don't know the name of like the Gode doesn't work for you you're,like o what happened and the second. The second is a letter from the IRS.Those are the two that you're just like hand goes over the heart. Oh No, what'swrong! Do you and I'll tell you F that same experience, it's a visteral. We just we start feeling poorly rightbefore we're. Even knowing that there's trouble, you know. That's! That's! That's the generationaldamage the auto industry has created...

...amongst consumers, and, if you thinkabout how you correct that, if I'm somebody who beats my wife and kidsbecause I'm a raging alcoholic and all of a sudden one day, I find Jesus, mykids just don't magically want to come up and give me a hug. My wife doesn'ttrust me that when I get angry, I'm not going to go, do what I've done in thepast, because it doesn't matter that you're just doing a little bit better.What matters is that you actually are fighting against preconceived notions.You yourself have helped perpetuate. So when we talk about giving how much giving will it take to correctthe screwups of not just you but everyone else in the same industry,who's done it since the beginning of time. How much giving do you have togive when you figure out what it's going to take to fix that then you'reon course to actually do something that changes your business dramatically forthe better? That's the discussion needs to be going on in the boardroom onMonday morning, not well looks like Johnny. Had Seventeen accessores Satleyhid thirteen. No, how many outrangeoushly satisfied customers didwe have last week. I want that number on the board. Don't give me the tickerof who sold cards. I want the number of outrageously satisfied raving fans ofour car dealership. Let's start measuring that, and everything elsewill take care of itself, restes yeah so and this kind of goesinline with some past episodes we had. You know with you know: Tracy Myershe's talking a lot about building a culture for your team, where they evenwanted to show up to work and kind of having that human element from abusiness owner perspective to a team perspective and how that translates tothe consumers perspective. But you know it is true. I think we attend a lot ofconferences and guaranteed at some point during the conference. The topicwill come up. Okay. How do we make our business? How do we make the fact thatwe're card dealers appear the way? It really is? I meanyou know at th at its core. You know it's not a group of scummy people. Theway some consumers see it. It's a group of very carrying individuals is's, agroup of people who are you know geared towards achieving success. So how do wechange that perception? And what you're saying is when you can figure out howto give enough of yourself for yourbusiness to the consumer focusing on them, then that's kind of the magic recipefor kind of breaking out of that perception in the Public Sii. It is, Imean, look, look it I'll, say this. I am a red, blooded, capitalist and,like Tracy O, I know I mean I love to make money. I love to make lots ofmoney because it's like fuel in your gas tank, your car is five gallons ofgas. My car might have five hundred gallons of gues right. I want fivehundred gallons of gas to go where I need to go okay, so I love making money,but inherently the core of what we're doing it is different from the strategieswere executing siffr instance. We say: Hey we care about the community, sowe're going to have clowns at our dealership with balloons, that's just stupid and ignorant andselfish. Now our clowns bad, no, here's! What is bad, telling saying we careabout the community, so we're having clowns. No, you care about gettingpeople in the door to meet your establishment so that later, when theyneed a car, you can network and meet them. So the honest answer, the honeststrategy is to say: How do we get people in the door to meet ourestablishment? Let's not mix tomatoes and tomatoes right. Well, let's notcall something that isn't something. What know? Let's not confusing, becausewhat happens is then ore people are all confused in. Are Communities allconfused everybody's confused because then you know it's like I meet somebodybecause I went you know your event. You had clowns and I have a two year olddaughter: Andi'm, still go hey how r you doing Dan. What do you do if I knowwhat I do and then and then then, and then I automatially know what's goingto happen, you know once the weekends over in the full week begins, I'm goingto get. You know a full length email from somebody at that dealer shedgo hey my name's Ted and I just wanted to say hi. Welcome to our dealership.We've got a some great pasats on sale, all next quarter and it's great becauseif you come in now and it's like dude, I d yeah thanks or you know that adbest its a stammering response at the worst. It's like screw off right,because n you're saying you want to build my trust and build a relationship.What you really want to do is sold me a car and there's nothing wrong withsettling cars, all right, nothing wrong with capitalm, nothing with makingmoney, there's nothing wrong with selling cars, but we can't say we'regiving when we're really trading we're trading. I'm going to give you myballoon for the chance to me to spam. You until you come back and buy a carfrom me, that's not giving it's not... US trading in doesnhing wrongwith trading tradings awesome. I love trading, especially when there'ssomething I don't want to pay for I'll trade you all day long, but let's s notcall something that it isn't right, and so this is where our businessstrategies get confused. Instead of just saying, look: Here's how we do business in ourdealership and Satur Saturn Gid! This pretty did this before even Carmax, I thinkwas doing Yi well, which is like here's, a no Haggo prisce. You come to ourdealership you're, going to get fair treatment, we're not going to hold youfor seventeen hours. While we try to get you approved by fourteen differentpeople, s! Here's! WHAT'S GOING TO HAPPEN! You're N you're going to goonline and you're going to share as much information with us it as you want,and we because we understand how intimates his experiences instead ofjust buying some. You know you know someone's Third Party Service Online, we'reactually going to take the time as a dealership to make sure the software iseasy to use understandable right so that a consumer sitting at theircomputer can go through all the steps of this wizard and pick out the carthat they really want and compare it to other cars that they might like they.You know this whole experience, they can do from their phone or computer rih,because that's where consumers are at make it really really really stupid.Simple, a mhen we're going to make sure we know that finance is alwaysfrustratedg, whether you're buying a house or a car and engagement ring. Youknow whatever it is. You Know How do we? How do we? How dowe gently broach the subject of do you have good credit people always thinkthey have better credit than what they actually do. There's a rare number whocan walk in and sa I'm just going to write you a check. Give me the lowestpossible price right. So what actually happens is the experience is ickey. It's not wellthought out. It's kind of half asked the the actual nurturing experience. SIsn't, isn't good someone. You know it's kind of like false pretenscesalmost and then what happens is the beautiful really side of cardealerships is Tis, his amazing ability to sell high profit services, oilchanges and and other service that really need to be done in a trustworthymanner that are high profit mean this is where and you can sell those toanybody, not just pacro letter buying your product yeah, it's exactly right,but because you're, not in the business of being epic and awesome, you're thebusiness of implementing Short Turk, Short term tactics to meet the outcryof the general manager because he needs more revenue now, so we're going tospan people right we're going to do all this stuff, that's icky anduncomfortable and really shouldn't be done, because it's not well thought outand substantive, but we're going to do it because he general Maner says weneed two hundred and fifty more thousand by the end of the quarter. Ans.What we lose is five hundred thousand in revenue for the rest of the yearbecause of how we blow our relationships, and so this is where Italk about this generational Ikinis this this inability reform consistentlybecause of the behaviors that we're doing ourselves. So what in everyindustry, I've ever been that I've been able to help people revolutionize, EIRindustries? I look through the Lens Ofedgy. What isthet a most extreme thing we can do. We know that if you want radical results,you have to be extreme now, if you don't care about improving theprofitability, the long term sustainability of your dealership, justyou should keep doing what you're doing. But if you do, then you need to sitaround the table with your senior leaders and say: What's the mostradical thing, we can do right and let what what's the most radical thing wecan be prepared to do in order to be successful? How can we be disciplinedabout doing it? I can't tell you the number O really sloppy sloppy sloppysales, guys in cart and Cauhton in the automatove industry, who don't have agood methodology for following up or following through I mean don't get mewrong, I'm added to their database and once a quarter R, once every couplelonths, they hid a button in their car automobile marketing Gizmo, and I get abeautiful htamaun newsletter with lots of pictures and charts and graphs orwhatever that says, hi. I'm Ted. Remember me come back, I want to sayyou something. That's not intimate right. I just arcive delete whatevermove on the number of people who, just you know,there's no relationship, there's nothing and so they're, not disciplinedand and and and what I mean also by that is there's two levels to this. byT at I'll get up in people's business there, the sales people aren'tencouraged to be financially fit themselves,aren't encouraged to be physically fit themselves, aren't encouraged to bementally. You might call the spiritually fit themselves, and sowe've got an organization full of head jobs who aren't financially fit, sothey need that cell right day come hell or high water, because if they don'tget it they're broke right, and so we've got this trickle down a fect of good people who become bad people. Ioften hear people say: Oh, you know,...

I'm just a good person at. I just dobad things right. I have these bad habits and I say no look. I'm nottrying to be overly me to but you're, not a good person. You're a bad persondesperately hopes that by magic or fairy duste come a good person. That'snot how becoming a good person actually works. I mean it trickles down to it'stough out there I mean that's the thing like there's so much to really like you know, change the way that it's youknow I get. What you're saying like the car by a car is one purchase that theprocess hasn't changed in forever. Everything else even buying ahome like literally Bot, closing on a home is faster. That's insane is doesn't make sense, and so what I'm? What I'm getting hereis that you know it's about changing theconversation at the business level. Instead of saying how can I get moreleads? How can I get more sales? How can I increase revenue? We need toshift the focus to how can I actually be of benefit and value to the peoplethat will purchase my product right that? Well, that's right! That's right,and what can I do and a sustainable format like that? May Not work rightthis moment, but we'll work in the long run. In other words, how do we startplaying the long game, not the Short Gim? Yes, we're stuck, and yes, youknow, if it might inmigt hurt, we might have to lay some people off at I meanwe've already laid a bunch of people off. We wanted to lay off more peopleso that we can unstick ourselves a little bit and put ourselves on thepath to long term game, but we have to stop playing the short game becauseit's killing us and you're right wow. What what do weneed to do in order to be better people? Look you bring in amazing people, andthey do amazing things. Why that's why they're amazing, but you can't bring in people who areshortsighted and miopic and do things poorly and then and then wonder whythings are going wrong right. That just doesn't work. You know, for instance,for instance the trending algorithm. You may not really think much aboutNetflix, but the algorithms that tell you what you should like it's prettyamazing, what's actually more amazing at Netflix is the fact that did youknow that when you watch a video as you're watching that video, your videois being cut up into a hundred and twenty plus different video. So, forinstance, if I'm watching that video on my cablet in my Internet starts goingbad notice, how it gets grainy, but doesn't cut off, usually for Netflixsimultaneously Netflix will let you download a videoat thirty frames per second or twenty frame for second or sixteen frames persecond or eleven frame. Deennpoln the speed of your Internet wheth Yeou're ina car on a tablet on your forktv. It automatically adjust the framerate realtime to make it so you have a seemless streaming experience. That's the samestreaming. Now that streams, a super bowl. It streams the White House, presscords. You know what that came from came from an engineer in Netflix whowasn't hired to do that. You know what he was hired to do. Twowords be awesome, and you know what someone who's hiredto be. Awesome did Awesomeness, and so now the stuff. Wedon't even really care too much about. We appreciate it. We all stayd up inclap right. More importantly, we get frustrated when it doesn't work of thesimpleness of somebody who wasn't hired into you know you're going to be theperson who anters you know the the reception ist that the card dealership,no, no you're hired to be awesome right. That's what you're hired to be andguess what part of that is making sure that people are greeted within twopoint. Three seconds right and part of thit is making sure they do have a cupof cold water and that if their kids are jumping around that, you can gohelp bring them some toys and smile and laugh and make sure they're taking careof right. The all of that. But you know what your hire tour you're hired to beawesome. That means a the plants, need water, you're, watering them. If thatmeans, if you know, if someone needs, help delivering papers or making copies,guess what that's just, naturally something you want to be a part of,because guess what that falls, unto the job title of being fucking awesome. Sowhat happens we bringing these people? Oh, I was- I was- I was you know: Ten'sautomotive manager, for twenty nine year. Okay! Well, you obviously havethe experience Os bring you in, and so that's the old gray haired guy who'ssitting behind the desk and with three other guys he's back there crackingjokes meanwhile you're sitting at your table going w. When is someone going tohelp me when is somegoing to come to me and that same feeling of resentment andnot feeling loved, not feeling appreciated, just kind of wells upinside you, and I that's where there's this disconnect between what actually is happening and how wefeel hit's happening? I suspectyoure...

...right that these are good people tryingto do good things, trying to make a good living for their for good familiesand good communities. It's all good right, it's good! We have to I love what you're sayinghere, though at. Doesn't it feel good? Why does it feel good right yeah?Exactly because someone doesn't have the courage we, as owners, often donhave the courage, stand up and say: Listen, what we're doing is it workingand we need to stop chasing short turnd dreams. Let's all stand in a circle andtalk about what we would want the experience to be for ourselves. Youknow what would we want when we're buying a car? What Wuld we want werebuying a house when we're buying furniture right when we're buying a TV?What do you expect Yeaman? Do you expect it to be quick? Do you go tobest by for that TV and it want to wait three hours or do you just want to getit? You know, and when the when that best fie person says, do you want toextended warranty and you go yeah Nah? Do you want them to argue with you right IMEA? I mean I mean I then sayand then say listen. This has this dealership has to become a house ofworship. It is no longer a place of business. It's a house of worship wherewe worship at the feet of our consumers and if it does not bring joy anddelight that we will not do it from this day. Henceforth weth. That means Ihave to go bankrupt. Re restructuring this whole process. That's what ittakes in order to get things back on their feet, we're going to do it! Well,you cound charge a premium for the product that th. If that's exactly whatyou're doing, though too, which is exacty exactly right, you know, butinstead we don't want to deal with crap right. We don't want to W and evenserviceas, become so blighted by misinformation, and you know you knowthey they talkd down. They got a Unicorn up in the cylinder poking ahole in the old radiator which is fewin fumes into the air conditioning system,which is why your breake pedal seems like a sticking and you're like what should we fix all nineteen milliondollars. Aim. Sure sure I guess apparently,that's the only thing. That's going to fix the fact that my car seems to bejerking. You know, I don't know you know so itinstead of just saying youknow you know gentle, wonderful, respondmen, here's aconcept. You know I go and get some some work done foryou. Imagine sending me a handwritten note from the service manager, hey sogreat to meet you Dan. I look forward it to a look forward to service you inthe past. Thanks for your trust, not a postcard handwritten note right,head written no and by the way you know not all this things to be done by him.You can have somebody else. WHO's. Writing Quote UNGOODE handritten notesfrom him, but I mean something: That's thoughtfo! That's what I call givingnot a Gan, you don't understand. We've got a constant contact. We put all thepeople stuff in there we hit a button. It automatically does that we'realready doing that, dad no you're, not no you're, not no! That's that's,because a handwritten note would cut into Farmville time. Well, that's Yo,solitare time right! That's right! That's right! So we've become at Becse,we've become leaders that push buttons and talk about how we're CHK. You knowwhat we're really doing is checking boxes instead of you know, instead ofbuilding souls and and that I think that's where we have to even change theterminology of what we're talking about, because we talked about how to we boostprofit, yeah. Here's a good example: one of our CLIENTSS is a massivemassive pharmaceutical company and they have these products that literally dobillions of dollars in sales billions. And so one of the things wo realize isthat, as with in the pharmaceutical world, believe it or not, people don'ttake their meds, so you're sick and you know you're sick and you go to thedoctor and he says: Hey you're, sick, take these pills and guess what youwon't be sick people get those meds and then don't take them, and so whathappens is? Is They not only stay sick? But you know it leads to lots of otheradditional health health problems. But one of the things we realized is thatif you could actually get people to take their meds, often not only willthey with a heal, faster tha, a higher quality of life, they'll connecthappiness and higher quality of life with Takin their meds. So here'ssomething revolutionary. What if you had a registered nurse on the phone,not somebody in India, but somebody who is sweet and awesome. I'm just sayinghi, I'm Sally and I just wanted to make sure you're doing. Okay and by the way,did you take your mads, because we love you and you take your mads and I'mgoing to scold you a little bit and make you feel a little bit guilty. ButI want you to know ultimately that I love you and please take your meds andthat ended in driving five hundred and fifty million dollars a year in newrevenue, because people somebody W O, was local and would smile on the phoneand the other person felt that smile coming to the phone said. Ah Year rightSALLLY, I gid to go. Take my meds right and where is that in the car industry,where someone just going hey, I'm sallly. I wanted to make sure when youdrove off the lot from our service department, that that was just superswell and you were happy and I just...

...want to make sure I'm not sellinganything. I don't want to say Ou, you can't buy anything from me. I just wantto make sure Yor you're smiling. I mean it's interesting to me. Whatwe're talking about right now, because it sounds like common sense, but if itreally truly is it's almost like common sense has become what is known asthinking outside the box these days almost you're right. Do you know what Imean like it's I'm hearing all of this and I go yeah. You know what that'sthat's exactly what I would do, but it's interesting has that's not the case foreverybody. Yey Know it's not it's not, and part of this is when often what wedo is we do chase tactics instead of implementing strategies, and I know Ispeak in these terms like awesome, but I think there was a recent used to workawesome. So much is that we have other words drive the bottom line. We needmore top line. We need more revenue sal. All these word. We know what thosewords are right. That's pretty easy to understand, but when I say to you beawesome, do something that's awesome. You tell me what Ale so is. I'm notGona tell you what als I' like I sayd go, go culd, sell me a car, I'm justagoo go, be awesome, O that's a little harder to do. That's a little harderright right, so we know the responsibility of being awesome. Yeah Imean, but it takes our game to a completelynother level of a just. Well, that was good and and that drove revenue. But Ihave to be honest with you. It wasn't awesome, and so we have to askourselves: What can we do? That's awesome, one o one of my clients is upalmost a sixty billion dollar insurance provider across the United States. WheE we're talking about and this over a couple days of strategy. I waschallenging them on this exact same thing be off. What can we do that'sawesome, and so they said well what? If we, what if we paid people quicker?What if we actually, you know, serviced their claims quicker and we were alllike yeah. I love that and then finally, someone in the back of the room said.Is that really awesome that you pay someone what they actually deservequickly and we all kind of laughed and looked ourselves and said yeah? No, we were kind of selling ourselvesin the fact that you know. Oh, if it's faster, yeah we're all SCHMUCKS, that'swhy it's slow right, just actually getting it on time that doesn't make usawesome. It just makes us less. You know less of an idigot right, and so Ithis is where we have to. We have to push back against the norms and thensay yes, this is extreme. It's! It is going to be extreme. It's going to bedifferent than what you've experienced in the past is going to require moreeffort from you, emotionally right, you're going to have to be on youragame. It's not about doing better things, it's about being better,because once we are better, what we do is automatically better, but what we'retrying to do is. Oh Ted's got this. This email marketing widgit that letsme do better things. I assume, because you know I cul hit the button on thatmachine. I'm magically going to be better. I'M NOT! I'm the same screwedup person and possibly just a tid, more lazy right, because now I have thisbutton Lik and push and don't have to really do any emotion work. So I'mgoing, we've got a facebook, page yeah, but where's the emotional connection,yeah Il hold on Dan, I'm tweeting, okay, sure, and what's that doing, for I meanso, we've got all these things that were chet. We're checking the box, andyou know you're right you'll go to this conference is someone's going to betalking about. How do you social to leverage our folt potential? And I'mjust I'm wondering you know at these conferences? How many events weresomeone walks up and says? Listen, this is our fault. We've created a mess andand H way we get ourselves out of this mess is the same thing. We tellconsumers who can't afford a car. You got to start paying your bills on time,Righte Goin to start patting our emotional bills on time right and for awhile, so that consumers can actually trust us. Ther were not going to bedead beats six months from now right. The same thing applies to us asbusiness leaders, not just the consumers that wee kind of bend overthe barrel to buy one of our vehicles. I love this this. This is somethingthat you know. I think we're so passionate about on our end, and wetalk, you know a lot about just not in these words that you're using you'vehad so many incredible examples. This concept of being awesome. I think youknow correct me if I'm wrong, but it it's almost that that concept of beawesome is the overarching Principale of edgy right, I mean extreme behaviordisciplined activity, you know the just the giving mindset and the humanelement and be awesome so think outside the box, as you were talking about, youknow some of those examples that you shared. I was thinking about. You know how you know what what realworld examples do I actually have of this and, oddly enough, the the onethat came to my mind is you know when I go and get my oil change for my vehicle?I can remember ten years ago it was like in and out for an oil change, andeveryone was competing on not only price but how quickly they could changeyour oil. But now, when I roll in to...

...get my OL changed, they they're like.Oh, you have kids in the car. Do they want coloring books? We got some toyshere. Do you want your? You know, Water Coffee newspaper? Do you want this likeipad to play with and everything's just been focused on the experience whileyou're getting your oil changed? Is that kind of what we're talking abouthere in in changing the mindset of how to be awesome? Oh that's! Exactly what we're talkingabout D and theyr go hand in hand, so someone who's feels safe right, feel,safe and someone who feels like they're understood, meaningyou get it that my kids are crazy and thet. I'm going to be stressed out, andit's Gong to be hard to make a decision until that's handled right. When you get that and help me, then Ifeel like I. Yes, yes, can you please just take care of this forme. Here'swhere I push, I push back against some of this. What happens is that there arethere's good people doing these things, and you know what es like. There's goodcar dealers going good things and then there's also bad. You know people justgoing through the motions you know they're just saying what can we do? Youknow? Oh, oh, we need to have a tweeter program. Let's get on twitter or weneed to have a coloring books. Wo Go get some coloring books or hey. We needto play a room, let's go get a player room for the kids and, and so they doall this stuff. And then you know, What's interesting, you've probably runacross this. They almost get outraged they're, acting like selfish jerks. Whyisn't this working we're not making more money? Their attitude is horrible.They haven't changed, then they're mad at consumers or the expert to tell themwhat they should be doing when they themselves are the only ones to blameyeah how they're mad at the consumers. We've done all this stuff. We've donethis renovation, we've done thes stuff, ot people still aren't buying. Well,maybe that's not because of the you ow the fancy building, maybe it's justbecause of the fact that they don't feel loved and supported and that theattitude of arrogance and there's just a huge disconect between how they wantto be traded and how hard how far you're prepared to go in order t tomake them feel that love, excellent love it and, and again youknow, I'm just going to add this. It's so common sense. Stop thinking aboutyourself start thinking about how you can help others get the things thatthey want. It's I mean it's kind of to me. It's this Ezigler thing right. It'shelp as many other people get what they want. You'll have everything that youwant it, so it's a win, win yeah and have and not do it randomly not or it even spontaneously do it because you're built to do that, I mean wel.I've got to friends who have twin sons. The twin sons are both navy seals andthey're shipping off here shortly to go to combat now. Listen there there' sometough dudes right, but they don't just do somethings likerandomly right. They'l'l do things like once in a while do something Awesomthey train every day, to do something awesome to be prepared for a situationwhen they need to rise above so you know, put in place strategies andprocesses like, for instance, on Monday at nine Ond one, what happens andTuesday. What's our policy to make sure that that were following up andfollowing through like what are the? What are the checks and balances at teno three in the morning and the checks and balances at Onde and forty seven inthe afternoon, so that we know that every single person gets a greatexperience just like. If you go to McDonald's, you get the same Burger,whether you're in New York, whether you're in Alabama, you know Y, you mayget a different attitude from the person handing it to you. JOU'RE GON,no get the exact same burger. Why? Because te made it a process? So how dowe make awesome a process right? What starts with the people we highe Rigt,there's talented people, thet kidst can't work for us right. They'reawesome, I mean excuse me. They got a lot of experience, they're, talentedthey're, not awesome. Maybe their attitude stincks, maybe they're goingthrough something personally in their life to just makes it so it's like look.We got have canded responses to people where we say: Listen, you're, a greatperson who can sell cars, but you're not awesome, and if you don't want tobe, then you can't be here. That's how it is and I'm sorry becauseI really want you here, because you have so much experience that you wouldbe a great role model. You would be a you know: you'd be a fantastic person,do to call this home and we really want you but you're, not in the business ofbeing awesome you're in the business of telling war stories from twenty yearsago, and we can't have that. We want people who just wake up in the morning,zesting to bring love and delight to consumers and you're old and bitter andcranky, and talking about what you did fifteen years ago and slapping assesand calling out the pretty. That's just not what we want. We can't have thataround here, but we're not willing to have that discussion, and you know. Sometimes, when you havethat discussion, you heal the people who who are a little bitter andconfused and not really sure what to do to get up with the time. So they justtell war stories when inside they really want to be a champion, butbecause we're not willing to go and have that conversation we let them staymediocre. It applies to every area of...

...the business from selling to servicing,to providing parts just because you have a freshly pressed shirt fromDickies or whoever does your uniforms does it mean that you're acting like aprofessional right doesn't mean that you're providing great service, and sowe have to turn this into a process. How do we manufact your awesomenesseseriously and then what are the tools that tell us if I'm, the generalmanager Blinglinglingling okay, profits? Her Up, oh awesomethiss is down we'Vgot a problem. We got a big problem people we, because I like the fact thatwe're selling more cars, here's what I'm gravely disturbed by you know thenumber of outrageously satisfied. Customers is down ha number ofoutrageously satisfied. Serviced vehicles is down right, we're not we'relosing awesomeness, so weithe're not measuring it consistently, which meanswe're low in our discipline category or w we're not behaving in ways and guesswhat it's going to hurt us in six months? That's why sixteen year oldsdon't stop smoking because they're not dying of cancer. At Sixteen, you diecancer. When your seventy, it seems great to smoke. All the way up untoyour forties ts and then you go I'm starting to get this cough right. Maybe I should maybe I shouldslow down from you know, pack a day to two or three a day and then, by thetime you realize it's tole too late, you're hooked up to an oxygen machineand you go yeah, probably wasn't the smartest move, but no one dies atseventeen from smoking. No one does right so keep smoking and no branchdies because one day of auesomeness wasn't done, but when you have threehundred and sixty five days times ten years times for decades right all of asudden, you know you've got a hundred and twenty two tousand days where noone gave a shit about the customer and then we're crying in our beers, because,oh we poor automobile manufacturers, our dealers are going through so muchright now and life isn't fair bullshit. We created this environment. This isour own playground. We're complaining because the the swings aren't safe thengo fix. The swings right. This is our playground. Let's go make awesome right.Let's, let's build awsome right, let's GREAP! Let's have people create so muchlove that they go. I don't know what you're talking about my car dealer isthe best in the word. Let me tell you a story about what happened right. It'snot just about balloons and clowns, but people coming in doing business,leaving feeling like their honored, respected good citizens of a community.That's awesome, that's is so good, so I mean those are.Those are really the two questions I have for those of you listening intosome up our sit down here with Dan Welschmidt. Are you an edgy dealershipand do you have processes to create awesome all the time and be Awesome Dan? Thank you. So much so much thoughtprovoking information that you've provided us today. Certainly I've hadsome Aha moment sas you've been speaking druwn. Some really awesomeparallels. I know those listening in certainly have had their thoughtsprovoked. We appreciate you being on the show with us today, thanks, I we'llsay thou'L as disclaimer for those listening we're not sitting down, I'mstanding on growing cunches tro bunches. I am sitting down. Sothank you for Tan. Thanks for the time man. We will see you in a few weeks ora week or so isn't that Michael Yeah absolutely look forward to look forwardto catching up with you here in a couple weeks in North Carolina, youBatcha, I awesome man appreciate your time and that was Mr Dan Walschmidth Michael.Well, what do you think that I did? I pick you a good one. There yeah man, hehad a lot going on in his brain. You could tell, but so relevant I mean youknow this guy is a consultant to like the fortune. Fifty companies, bigpharmaceutical companies and big, you know insurance companies, and so he hasso much valuable information, some of which he shared in this episode abouthow just simply changing the conversation that we're having from youknow. How can I make more money, or how can Isell more units to? How can I just be something of value to the market thatI'm in to pick up bigger audience and to pickup more loyal customers, so really really valuable stuff yeah I enjoyed it,I mean he brings a lot of energy and and very passionate and he's just youknow it's a different. Take. It's not. You know somebody, that's a you know. I'd say I mean the guys doingamazing things, but he's not more of like a home grown name. Right is Puright now, YEA, not in this industry in our industry. Exactly, but you know, Yonow brings a lot of things to the table and sometimes you know like I'mstarting to think that you know the questions that we start at. We askthese guys stuff off the air like not... Hay. So, what's new with you likewe're asking that business questions like trying to pick their brain?Sometimes I'm thinking like that's the shit that could be some of the show,sometimes to maybe we'll have to do an outtakes thing here soon, absolutelyawesome! So listen! We want you to check out the show notes to thisepisode, because we actually have a free gift for you: Triplew Dot thedealer playbookcom forward. Thirty seven check out the freegift also checkout the shownouts, where we're just going to outline some of the you know.The AHA moments that we had during the sit down with Dan walchmit also wouldbe super grateful. If you'd leave us a review on Itunes, you can do that byvisiting the dealer playbookcom forward, DPB Dash Itune, so w'd love to hearfrom Mo and see what's resonating with you and how we can bring more valuablecontent like our sit down with Dan wilschmit to you until next time.Thanks so much for listening and top to you that.

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