The Dealer Playbook
The Dealer Playbook

Episode · 8 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Dan and his team help companies all over the world arrive at business-changing breakthrough ideas by moving past outdated conventional wisdom, social peer pressure, and the selfish behaviors that stop them from being high performers.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 podcast number thirty seven. You have to be extreme, you've got to be disciplined, you got to give more value than to take and you got to be a human being. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hey there, what is going on? Michael Cirillo here and Robert Wiseman with the dealer playbook. Every single week we're sitting down with elite trainers, speakers and authors for today's automotive professionals. Robert, what's going on? A man, Michael, everything is good, man, everything's good. Yeah, man, years off to a great start. You know, so many new people listening to the PODCAST, so we just want to give you a shout out and thank you for being here with us today. You know, we have so many incredible shows lined up and guests that are just really bearing all their strategies and secrets to help you listening in take your career in the automotive industry to the next level, and today is really no exception. I mean, following in line with just an incredible lineup of guests that we've had in the past. Today we're sitting down with Dan Waldschmidt. He is the author of a book titled Edgy Conversations and Actually, Robert, you were the one that that brought Dan to the table. How how'd that come to be? Well, Dan is like an international business is consultant and sales and he's like a guy that's been in the trenches. and well, our friend Tracy Myers. We all know Tracy. He him and I we chat a lot and more you know me, I'm always tron. If somebody at the level of Tracy success got to take their time hang out with me, chat with me, you better believe like I'm gonna pick their brain two pieces. So I'm always hitting them up, like hey, tracy, what are you reading, because it's like, you know what, like I want to read what this guy look people like that are reading. And he opens up and gives it to me and one time he sent me that that the picture. He'll always take a picture of it, and he sent me Dan's book and he was he was pumped about it, to pump to the point to where now dan'll be, you know, at the unfair advantage master mind, which at you know, at the time recording this is. I mean, heck, Mike, you probably are leaving now. Are you there? But 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 super powerful and okay, so before we jump into the show, let me ask you. Was it when Tracy sends you pictures of the Book He's reading? is at the same kind of trademark photo he does? were its kind of blurred out and he's got white eyes and he's, you know, you know what kind of time say it's it's not produced. I think it's not a pretty flies. Yeah, well, in my own V in my own mind, I'm going to picture them being very pretty with yeah, he as the hat, the hat on awesome. Yeah, you know, we're I'm looking forward to sitting down with both Dan and Tracy at you aamg coming up here. By the time this airs, we will already have been and gone, and so we'll love to give you an update on that. But you know, if I won't be gone, we yeah, okay, fair enough, fair amount, fair enough, but you know, we're looking forward to sharing our sit down here with Dan Wald Schmidt, with you all about how to dominate your market by having by being edgy and by really being awesome. So let's dive in right now. Let's do it all right, and we are here. Dealer Playbook PODCAST, episode thirty. What do we on, Robert? Thirty, seventy six, I believe. Wow, man. You know, everything's just been such a blur. We've had so much fun putting the show together and sitting down with the WHO's who in and out of the automotive industry. Today, our guest, you know, we're so excited about. He helps 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 stopped them from being high performers. Were so excited to be joined today by Mr Dan Wald Schmidt. Dan, thanks for being on the show with us today. Yeah, thanks for having the guys. Yeah, super, super excited to, you know, meet you and, you know, pick your brain a little bit because I mean, you know, with a with our marketing emphasis on the show and helping dealers get the most out of not only their market but just out of their business in general. You know, you're such a good fit to explore the concepts behind edgy and how they can be used to, you know, give dealers actionable insights that they can start doing today to dominate their business. So I wanted to kind of, you...

...know, pose a question to you and just see where it goes from there about this concept of edgy. Maybe you can give us a little bit of a background on what it is and and you know how you see that it could really help dealers today. Yeah, so let me, let me jump into what edgy is and then you guys, you know, cut me off, slowly down, throw some water on the fire and we'll talk about car dealership and how we unscrew the the the mess often that is the car industry. By the way, what is this? A G rated PG? Rated are rated? How how real can we get? Keep this? It's kind of whatever comes out of your mouth in the moment nighted just be yourself, Mick. Yeah, so let's mix it up. Let's mix. So ultimately, edgy for us is an acronym. It stands for for concept deps extreme discipline, giving and human it all started half dozen years ago when I was looking for the genome behind high performance. And you know, I reason why I was asking was just simple. I was wondering what makes successful people successful companies? Not The you know, if you're going to donald trump's class on how to flip homes or, you know Rich Dad poured ad on you know, how to make money sitting on your couch. I mean it's just bullshit. You know, one person out of a million whoever buys those courses as successful. I thought, what's really the Geno? Because I looked around and everything that people were telling me I should be doing I wasn't doing. I dropped out of college twice. You know, I'd made like fifteen million dollars by the time I was twenty five, you know, selling, growing companies, just kind of looking at life unconventionally. kind of that uncommon common sense, you might call it. But you know, I was a lot of that influence came from reading. I came from very strict parents. Had to read a book a day, that sort of thing. No joke, no TV in the home. Started my first business when I was twelve. You know, just all on that stuff was ray. I'm that was distant. was drilled into me. It wasn't necessarily drilled into me like step one, step two, step three. It was just these are broad principles and you're going to apply them differently to pick what where you're at and what you want to achieve, but here are the principles, you know. And so ultimately, when I was two, D and twenty seven, I had made a bunch of money, I was going through a really low time in my personal life and I kind of hit rock bottom emotionally. You know, marriage is a mass. Family was a mess, a depression, just and I said, you know, I've got to fix this, I've got to fix this or I just I don't know that I want to live a life like this anymore. That was really, really low. I write about that in the book and and so I I got to figure this thing out. And so that began my exploration for not, it will not, not not. What is this 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 it kind of takes our breath away, we're not really expecting it, and then when you see you're like, oh my gosh, that was amazing. I mean it could be a video of somebody, it could be an experience you're watching, you know, around sports. It could be a political election or something. Usually that's not the case, but you know, couldn't it can be anyone into these things where you see just like that was amazing and you're not really sure how it happened and you're not even convinced you could ever reproduce it ever again, but it just and I wanted to dig into those moments and then run it back to see like, okay, was it lock? Was it because it was the smartest guy in the room, the richest guy in the room, had the best experience? What was it? And so that's ultimately where we led to these thousand people that we studied, interviewed, researched, a thousand ordinary people. No Trust Fund babies, no, you know, just ordinary people who did outrageous things, and that's what we came with. It all shared these four qualities. They all exhibited extreme behavior, they all showed disciplined activity. They were disciplined. They all had a giving mindset that gave more value than people expect it. And why? And Edgy stands for human strategy, and of course we spell human with a why? Because ed to that's just not cool. We spell edgy. You know, Ninety five percent of what we know about good leaders, if we can measure between good leaders and bad leaders, calls down to this. Why category of do you understand what real humans thinking, act and behave like its bad leaders just don't get everything on paper looks good, but in real life we look at them, go with that guy's an asshole. Right, on paper, he's might be the smartest guy in the room when it comes to the human strategy, that's why it's failing. So ultimately, when we looked at high performers, and still to this day, as people are sending me stories and hey, check out this person, look at that guy, it's amazing. They all share these four qualities. You have to be extreme, you've got to be disciplined, you got to give more value than to take and you got to be a human being. Okay, so this, this really is,... know, something that yeah, you know, I for myself, I'm really passionate about especially kind of this human element. You know, we talk a lot about in the automotive industry how we can connect more with, you know, automotive consumers, and we find that you know in a lot of instances the human element is missing. Also, what I've observed as missing is just the concept of giving more than you take. What can you what can you say to automotive dealers listening in who are perhaps struggling with this idea of woe? If I give everything away, how is that going to benefit me? So one of the biggest misconceptions people have about giving is that its money. Usually the best gifts are not money, their emotional. And the awesome thing about emotional is it doesn't cost you anything. Actually, I misspoke. It costs you everything, but financially it costs you nothing. And that's the problem. Is that work. We would be, you know, we're more willing to drop a dollar into a homeless guy's Cup then we are to stop and say, listen, what's going on in your life brother? How can I help you? Not just can I give you a dollar, book, I'll can I reach down and touch your soul? It's easier to give the dollar, right. It's easy to go to church and go here some money. I hope the starving people, wherever they are, starving in some lands, starving lends right, that they'll magically fix themselves. We don't want to actually get involved. Well, it's easier just to give money. So when we come to giving, what do we magically think of money? I'm going to give money, but do what do you look at high performing people? Money isn't the first thing they give and it's something they often give, and usually after they have more money, they give more money because they have more, but they're already giving. For instance, you go into a retail establishment and someone looks at you and was hey, how are you? Welcome, big smile, okay. You go into another retail establishment someone's got their eyes down. Hello, welcome to our store. They did basically the same thing on paper. They welcome to you to the store. Both of them did it, but one gave more emotional value than the other person did. Right, and so you know a lot of a lot of what we're doing in in any you know retail establishment, he consumer facing establishment, and that applies to cars. Looks really good on paper. This is with a g and the why go really strong together. It's about giving attention. For instance. For instance, would you ever go to the grocery store and I need these things, you want to put them in your cart and then you go up to the counter to check out and someone says, oh no, I can't let you check out, you've got to talk to the manager first. Sit here on this chair while I go get the manager, and you sit there. Right, you're laughing because it's ludicrous. Right. No, no, no, no, no, no, sir. Don't go just to sit there for a couple I'm gonna get the manager and you talk to the manager. And now what? Now, what did you get in your cart? 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 you know. Are you sure you didn't get don't you got a one bag of potatoes? Are you sure you don't need two bags? What do you cook in next week? Oh, can I come over? Are you a good cook? I mean, some of these questions we get that are just like, when you compare them to other industries, it's just about as insane as going to the doctor's office and waiting in the lobby thirty minutes and another forty five minutes and in that room without your pants on, right, with the 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? So it's just absolutely ludicrous. Imagine experience where there was no waiting and imagine experience where people got exactly what they wanted and there wasn't a haddling and there wasn't this like, let me try to upsell you right and it wasn't immediately jockeying for you know, by the way, when you go to the store, here are the five things you want to avoid them saying no to. I don't want that spray that magically goes on the bottom of my car. I don't want the thing that goes on my seats that they magically makes it so my two year old daughter doesn't spill orange juice or whatever it is. You know, all that stuff, all the stuff they try to upsell you. When you go into the car, your stomach's in knots. You're even have been there. I like in the experience to this, there are very few things that will shake the confidence of a small business owner. I mean, if you decided to go out on your own, you know, screw the nine hundred and twenty five, screw the steady page, I'm going to do it on my own. There's really two things that really shake you. And they both come in the mail. One is a letter from an attorney that you don't know the name of, like the dude doesn't work for you. You're like, uh Oh, what happened? And the second, the second, is a letter from the I R us. Those are the two that you're just like, hand goes over the heart, oh no, what's wrong? Do you and I'll tell you that same experience. It's like visceral. We just we start feeling poorly right before we're even knowing that there's trouble. You know, that's that's that's the generational damage the auto industry has created amongst consumers.

And if you think about how you correct that. If I'm somebody who beats my wife and kids because I'm a raging alcoholic and all of a sudden one day I find Jesus, my kids just don't magically want to come up and give me a hug, my wife doesn't trust me that when I get angry, I'm not going to go do what I've done in the past. 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 correct the screw ups 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 to give? When you figure out what it's going to take to fix that, then you're on course to actually do something that changes your business dramatically for the better. That's the discussion needs to be going on. And the boardroom on Monday morning not well. looks like Johnny had seventeen accessory sadly hit thirteen. Know How many outrageously satisfied customers did we have last week? I want that number on the board. Don't give me the ticker of who sold cars. I want the number of outrageously satisfied raving fans of our car dealership. Let's start measuring that and everything else will take care of itself. Rests. Yeah, so, and this kind of goes in line with some past episodes we had, you know, with you know, Tracy Myers. He's talking a lot about building a culture for your team where they even want to just show up to work and kind of having that human element at from a business owner perspective to a team perspective and how that translates to the consumers perspective. But you know, it is true. I think we attend a lot of conferences and guaranteed at some point during the conference the topic will come up. Okay, how do we make our business, how do we make the fact that we're card dealers, appear the way it really is? I mean, you know, a at its core, you know, it's not a group of scummy people, the way some consumers see it. It's a group of very caring individuals. It's a group of people who are, you know, geared towards achieving success. So how do we change that perception? And what you're saying is when you can figure out how to give enough of yourself or your business to the Con Sumer, focusing on them, then that's kind of the magic recipe for kind of breaking out of that perception in the public's eye. It is, I mean, you look look it. I'll say this. I am a red blooded capitalist and, like Tracy, who I know, I mean I love to make money. I love to make lots of money, because it's like fuel in your gas tank your car is five gallons of gas. My car might have five hundred gallons of gas. Right, I want five hundred 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 strategies were executings. For instance, we say, Hey, we care about the community, so we're going to have clowns at our dealership with balloons. Well, that's just stupid and ignorant and selfish. Now our clowns bad. No, here's what is bad. Telling saying we care about the community, so we're having clowns. No, you care about getting people in the door to meet your establishment so that later, when they need a car, you can network and meet them. So the honest answer, the honest strategy, is to say how do we get people in the door to meet our establishment? Let's not mix tomatoes and tomatoes. Right, let's not call something that isn't something. What. No, let's not confusing, because what happens is then are people are all confused and our communities all confused. Everybody's confused because in you know, it's like I meet somebody because I went, you know, your event. You had clowns and I have a two yearold daughter and from Sega. Hey, how you doing, Dan? What do you do? If I know what I do, and then, and then, and then, I automatically know what's going to happen. You know, once the weekends over, in the full week begins, I'm going to get, you know, a full length email from somebody at that dealer. Should go hey, my name is Ted and I just wanted to say hi, welcome to our dealership. We've got some great passats on sale all next quarter and it's great because if you come in now and it's like, dude, I do, yeah, thanks, or you know that, at best it's a stammering response, at the worst it's like screw off right, because now you're are saying you want to build my trust and build a relationship. What you really want to do is sell me a car. And there's nothing wrong with selling cars, all right, nothing wrong with capitals and nothing worth making money. There's nothing wrong with selling cars. But we can't say we're giving when we're really trading, or trading. I'm going to give you my balloon for the chance to me to spam you until you come back and buy a car from me. That's not giving that's not giving US... the nothing wrong with trading. Trading is awesome. I love trading, especially when there's something I don't want to pay for. I'll trade you all day long. But let's not call something that it isn't right. And so this is where our business strategies get confused. Instead of just saying, look, here's how we do business in our dealership and Saturn, Saturn did this, pretty did this before. Even carmacks, I think, was doing it well, which is like here's a no haggle press. You come to our dealership, you're going to get fair trade treatment or not going to hold you for seventeen hours while we try to get you approved by fourteen different people. is here's what's going to happen. You're you're going to go online and you're going to share as much information with us such as you want, and we, because we understand how intimates is, experience is, instead of just buying some you know, you know someone's Third Party Service Online, we're actually going to take the time as a dealership to make sure the software is easy to use, understandable right so that a consumer sitting at their computer can go through all the steps of this wizard and pick out the car that they really want and compare it to other cars that they might like. The you know, this whole experience that can do from their phone or their computer, right, because that's where consumers are at. Make It really, really, really stupid simple. And then we're going to make sure we know that finance is always frustrating, whether you're buying a house or a car and engagement ring, you know, whatever it is. You know, how do we? How do we? How do we gently broach the subject of do you have good credit? People always think they have better credit than what they actually do. There's a rare number who can walk in and I'm just going to write you a check. Give me the lowest possible price. Right. So what actually happens is the experience is icky, it's not well thought out, it's kind of halfassed. The the the actual nurturing experience is isn't isn't good somewhat. You know, it's kind of like false pretenses almost. And then what happens is the beautiful, really side of car dealerships is it's an amazing ability to sell high profit services, oil changes and and other services that really need to be done in a trustworthy manner that are high profit. Mean this is where you can sell those to anybody, not just peace right, that are buying your product. Yeah, that's exactly right. But because you're not in the business of being epic and awesome, you're in the business of implementing short term, short term tactics to meet the outcry of the general manager because he needs more revenue now. So we're going to spam people right, we're going to do all the stuff that's icky and uncomfortable and really shouldn't be done because it's not well thought out and substantive. But we're going to do it because a general manager says we need two hundred fifty more thousand by the end of the quarter. And so what we lose is five hundred thousand and revenue for the rest of the year because of how we blow our relationships. And so this is where I talk about this generational Ikeyness, this this inability to reform consistently because of the behaviors that we're doing ourselves. So what in every industry I've ever been that have been able to help people revolutionize their industries, I look through the Lens of Edgy. What is the 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 the profitability the long term sustainability of your dealership, just you should keep doing what you're doing. But is you do, then you need to sit around the table with your senior leaders and say what's the most radical thing we can do right and let what what's the most radical thing we can be prepared to do in order to be successful? How can we be disciplined about doing it? I can't tell you the number of really sloppy, sloppy, sloppy sales guys in caught and caught in the automotive industry who don't have a good methodology for following up or following through. I mean, don't get me wrong, I'm added to their database and once a quarter or once every couple of months they hit a button and their car automobile marketing gives Mo and I get a beautiful ht amount newsletter with lots of pictures and charts and graphs or whatever that says. Hi, I'm Ted, remember me, come back. I want to say something that's not intimate. Right. I just archived, delete whatever. Move on the number of people who just you know, there's no relationship, there's nothing, and so they're not disciplined, and and and and what I mean also by that is there's two levels to this. By that I'll get up in people's business. There the sales people aren't encouraged to be financially fit themselves, aren't encouraged to be physically fit themselves, aren't encouraged to be mentally, you might call this, spiritually fit themselves. And so we've got an organization full of head jobs who aren't financially fit. So they need that right day, come hell or high water, because if they don't get it they're broke, right. And so we've got this trickle down effect of good people who become bad people. I often hear people say, Oh, you know, I'm just a good person,...

...that I used do bad things, right, I have these bad habits, and I say no, look, I'm not trying to be overly mean to you, but you're not a good person. You're a bad person desperately hopes that by magic or fairy doest you become a good person. That's not how becoming a good person actually works. I mean it trickles down to its stuff out there. I mean that's the thing, like, there's so much to really like, you know, change the way that it's you know, I get what you're saying. Like the car. Buying a car is one purchase that the process hasn't changed in forever. Everything else, even buying a home, like literally bought, closing on a home, is faster. That's insane, it's doesn't make sense. And so what I'm what I'm getting here, is that it you know, it's about changing the conversation at the business level. Instead of saying, how can I get more leads, how can I get more sales? How can I increase revenue? We need to shift the focus to how can I actually be of benefit and value to the people that will purchase my product? Right, but well, that's right, that's right. And what can I do in a sustainable format like that that may not work right this moment but will work in the long run? In other words, how do we start playing the long game, not the short game? Yes, we're stuck and yes, you know, if it might in might hurt you, we might have to lay some people off it. I mean we've already laid a bunch of people. If we wanted to lay off more people so that we can unstick ourselves a little bit and put ourselves on the path to long term game. But we have to stop playing the short game because it's killing us. And you're right. Wow, what what do we need to do in order to be better people? Look, you bring an amazing people and they do amazing things. Why? That's why they're amazing. But you can't bring in people who are shortsighted and myopic and do things poorly and then and then wonder why things are going wrong right. That just doesn't work. You know, for instance, for instance, the trending algorithm. You may not really think much about Netflix, but the algorithms that tell you what you should like is pretty amazing. What's actually more amazing at Netflix is the fact that did you know that when you watch a video, as you're watching that video, your video is being cut up into a hundred and twenty plus different videos. So, for instance, if I'm watching that video on my tablet and my Internet starts going bad, notice how it gets grainy but doesn't cut off. Usually for Netflix, simultaneously, Netflix will let you download a video at thirty frames per second or twenty frames per second or sixteen frames per second or eleven frame depending upon the speed of your Internet, whether you're in a car, on a tablet, on your KTV. It automatically adjust the frame rate real time to make it so you have a seamless streaming experience. That's the same streaming now that streams the super bowl, it streams the White House press courts. You know what that came from? Came from an engineer and Netflix. who wasn't hired to do that. But then you know he was hired to do two words, be awesome. And you know what someone who's hired to be awesome did? Awesomeness. And so now the stuff we don't even really care too much about, we appreciate it. We all stay up in clap right, more importantly, we get frustrated when it doesn't work of the simpleness of somebody who wasn't hired into you know, you're going to be the person who answers, you know, the receptionist that the the car dealership. No, no, you're hired to be awesome, right, that's what you're hired to be. And guess what part of that is? Making sure that people are greeted within two point three seconds, right, and part of that is making sure they do have a cup of cold water and that, if their kids are jumping around, that you can go help bring them some toys and smile and laugh and make sure they're taking care of right, the all of that. But you know what you're hired to or you're hired to be awesome. That means that the plants need water, you're watering them. That means 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 under the job title of being fucking awesome. So what happens? We bringing these people? Oh, I was, I was. I was, you know, Ted's Automotive Manager for twenty nine. You're okay. Well, you obviously have the experience. That's bring you in. And so that's the old gray haired guy who's sitting behind the desk and with three other guys he's back there cracking jokes. Meanwhile you're sitting at your table going when is someone going to help me? When is someone to come to me? and that same feeling of resentment and not feeling loved, not feeling appreciated. Just kind of well's up inside you and I that's where there's this disconnect between what actually is happening and how we feel it's happening. I suspect you're right that these are good people trying to do good...

...things, trying to make a good living for their for good families and good communities. It's all good, right, it's good. We have to ask love what you're saying here, though. It doesn't it feel good. Why doesn't it feel good? Right, yeah, exactly good. Because someone doesn't have the courage. We, as owners, often don't have the courage to stand up and say, listen, what we're doing isn't working and we need to stop chasing short term dreams. Let's all stand in a circle and talk about what we would want the experience to beef for ourselves. You know, what would we want when we're buying a car? What do we want we're buying a house, when we're buying furniture? Right, when we're buying a TV, what do you expect me? Do you expect it to be quick? Do you go to best buy for that TV and it want to wait three hours, or do you just want to get it? You know, and when the when that best buy person says, do you want to extended warranty, and you go yeah, yeah, do you want them to argue with you? Or that's right, I mean, I mean, and then say and then say, listen, this has to this dealership has to become a house of worship. Is No longer a place of business. It's a house of worship where we worship at the feet of our consumers and if it does not bring joy and delight that we will not do it from this day henceforth. But that means I have to go bankrupt, re restructuring this whole process. That's what it takes in order to get things back on their feet. We're going to do it. Well, you can charge a premium for the product. That that if that's exactly what you're doing though, too, which is exactly exactly right, you know. But instead we don't want to deal with crap, right, we don't want to, and even services become so blighted by misinformation and you know, you know, they'll. They talk down. They got a unicorn up in the cylinder, poking a hole in the old radiator which is spewing fumes into the air conditioning system, which is why your break pedal seems like a sticking and you're like what I should we fix all at nineteen million dollars. I'm sure, sure, I guess you. Apparently that's the only thing that's going to fix the fact that my car seems to be jerking. You know, I don't know. You know. So, instead of just saying you know, you know, gentle wonderful response. I mean here's a concept. You know, I I go and get some some work done for you, imagine sending me a handwritten note from the service manager. Hey, so great to meet you, Dan. Look forward it to look forward to service you in the past. Thanks for your trust, not a postcard, handwritten note, right, hand written note. And by the way, you know, not all this needs to be done by him. You can have somebody else who's writing quote Unquote, handwritten notes from him, but I mean something that's thoughtful. That's what I call giving, not a Dan, you don't understand. We've got a constant contact. We put all the people stuff in there. We hit a button at automatically does that? We're already doing that, Dan. 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 right, our solitaire time. Right, that's right, it's right. So we've become a well, we've become leaders that push buttons and and and talk about how we're check you know, what we're really doing is checking boxes instead of, you know, instead of building souls and and and think that's where we have to even change the terminology of what we're talking about, because we talked about how do we boost profit. Here's a good example. One of our clients is a massive, massive pharmaceutical company and they have these products that literally do billions of dollars and sales billions. And so one of the things we realize is that, as with and the pharmaceutical world, believe it or not, people don't take their meds. So you're sick and you know you're sick and you go to the doctor and he says, Hey, you're sick, take these pills and guess what, you won't be sick. People get those meds and then don't take them, and so what happens is is they not only stay sick but you know, it leads to lots of other additional health health problems. But one of the things we realize is that if you got to get people to take their meds often, not only will they with a heal faster, they'll a higher quality of life. They'll connect happiness and higher quality of life with taking their meds. So here's something revolutionary. What if you had a registered nurse on the phone, not somebody in India, but somebody who is sweet and awesome, just saying hi, I'm Sally and I just wanted to make sure you're doing okay and, by the way, did you take your meds? Because we love you and you take your meds and I'm going to scold you a little bit and make you feel a little bit guilty, but I want you to know ultimately that I love you and please take your meds. And that ended in driving five hundred and fifty million dollars a year and new revenue because people somebody who was local and would smile on the phone and the other person felt that smile coming to the phone said Ah yeah, right, Sally, I got to go take my meds. Right. And where is that in the car industry, where someone just going hey, I'm sally, I wanted to make sure when you drove off the lot from our service department that that was just super swell and you were happy, and I just want to make sure I'm...

...not selling anything. I don't want to say you I you can't buy anything from me. I just want to make sure you're you're smiling. I mean, it's interesting to me what we're talking about right now because it sounds like common sense, but if it really truly is, it's almost like common sense has become what is known as thinking outside the box these days. Almost, you're right, you know what I mean, like it's I'm hearing all of this and I go yeah, you know what that's, that's exactly what I would do. But it's it's interesting that that's not the case for everybody. They know it's not. It's not. And part of this is when, often what we do is we do chase tactics instead of implementing strategies. And I know I speak in these terms like awesome, but I think the reason, not reason I used the word awesome so much, is that we have other words drive the bottom line. We need more top line, we need more revenue sale, all these words. We know what those words are. All right, that's pretty easy to understand. But when I say to you, be awesome, do something that's awesome. You tell me what awesome is. I'm not going to tell you what all I'm like to say, Oh, go cou sell me a car. I'm go, go, be awesome. Who that's a little harder to do. That's a little harder. Right, right. So we know the responsibility of being awesome. Yeah, I mean it, but it takes our game to a completely another level of just well, that was good and and that drove revenue, but I have to be honest with you, it wasn't awesome. And so we have to ask ourselves, what can we do that's awesome? One of one of my clients is of almost a sixty billion dollar insurance provider across the United States and we're talking about, and this in over a couple days of strategy, I was challenging them on this exact same thing. Be Off. What can we do that's awesome? And so, as they said, well, what if we what if we paid people quicker? What if we actually, you know, service their claims quicker? And we were all like 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 deserve quickly, and we all kind of laughed and look their cells and said yeah, now we were kind of selling ourselves in the fact that, you know, Oh, if it's faster, yeah, we're all schmucks. That's why it's slow. It's right, just actually getting it on time. That doesn't make us awesome, it just makes us less, you know, less of an idiot. Right. And so I think this is where we have to we have to push back against the norms and then say, yes, this is extreme, it's it is going to be extreme, it's going to be different than what you've experienced in the past. Is going to require more effort from you, emotionally right, you're going to have to be on your a game. 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're trying to do is, Oh, ted's got this this email marketing widget that lets me do better things. I assume, because you know, I could hit the button on that machine, I'm magically going to be better. I'm not. I'm the same screwed up person and possibly just a tid more lazy. Right, because now I have this button I can push and don't have to really do an emotional work. So I'm going we've got a facebook page. Yeah, but where's the emotional connection? Now? I'll hold on, Dan. I'm tweeting. Okay, sure, and what's that doing for? I mean, so we've got all these things that we're Chet. We're checking the box and you know you're right. You'll go to the conference is someone's going to be talking about how to use social to leverage your full potential, and I'm just I'm wondering, you know, at these conferences, how many events where someone walks up and says, listen, this is our fault, we've created a mess and and the way we get ourselves out of this mess? It's the same thing we tell consumers who can't afford a car. You got to start paying your bills on time. Right. We got start paying our emotional bills on time right and for a while, so that consumers can actually trust us that we're not going to be dead beats six months from now. Right. That same thing applies to us as business leaders, not just the consumers that we've kind of bend over the barrel to buy one of our vehicles. I love this. This this is something that, you know, I think, we're so passionate about on our end and we talked, you know, a lot about just not in these words that you're using. You've had so many incredible examples. This concept of being awesome. I think you know, correct me if I'm wrong, but it it's almost that that concept of be awesome is the overarching principle of edgy, right. I mean extreme behavior, disciplined activity, you know, the just the giving mindset and the human element and be awesome. So think outside the box, as you were talking about, you know, some of those examples that you shared it. I was thinking about you know, how, you know what? What real world examples do I actually have of this? And, oddly enough, the the one that came to my mind is, you know, when I go and get my oil changed for my vehicle. I can remember ten years ago it was like in and out for an oil change and everyone was competing on not only price but how quickly they could change your oil. But now when I roll in to get my oil changed, they they're like, Oh, you have kids in the... Do they want coloring books? We got some toys here. Do you want your you know, water, coffee, newspaper. Do you want this like Ipad to play with? And and everything's just been focused on the experience while you're getting your oil changed. Is that kind of what we're talking about here in in changing the mindset of how to be awesome? Oh, that's exactly what we're talking about, and it they go hand in hand. So someone who's feels safe, right, feel safe, and someone who feels like they're understood, meaning you get it that my kids are crazy, and then I'm going to be stressed out and it's going to be hard to make a decision until that's handled right. When you get that and help me, then I feel like I yes, yes, can you please just take care of this for me. Here's where I push I push back again at some of this. What happens? Is it that there are there's good people doing these things, and you know what there's like there's good card dealers going good things, and then there's also bad, you know, people just going through the motions. You know, they're just saying, what can we do? You know, Oh, oh, we need to have a tweeter program let's get on twitter, or we need to have a coloring books. Who Know? Go get some coloring books. Are Hey, we need a play a room. Let's go get a play room for the kids. And and so they do all the stuff. And then, you know what's interesting, and you've probably run across this, they almost get outraged. They're acting like selfish jerks. Why isn't this working? We're not making more money. Their attitude is horrible. They haven't changed. Then they are mad at consumers or the experts who tell them what they should be doing, when they themselves are the only ones to blame. You know how they're mad at the consumers. We've done all this stuff, we've done this renovation, we've done the stuff that people still aren't buying. Well, maybe that's not because of the you know, the fancy building. Maybe it's just because of the fact that they don't feel loved and supported and that the attitude of arrogance and there's just a huge disconnect between how they want to be treated and how hard, how far you're prepared to go in order to make them feel that love, excellent love. It and and again. You know, I'm just going to add this. It's so common sense. Stop thinking about yourself, start thinking about how you can help others get the things that they want. It's it's I mean it's kind of to me. It's the ZIG zigler thing, right. It's help as many other people get what they want. You'll have everything that you want it. So it's a win win. Yeah, and and have and not do it randomly, not or not do it even spontaneously. Do it because you're built to do that. I mean, well, I've got a to friends who have twin sons. The twin sons are both navy seals and they're shipping off here shortly to get to to go to combat. Now, listen, there there's some tough dudes, right, but they don't just do somethings like randomly, right. They don't do things like once in a while do something awesome. They train every day to do something awesome, to be prepared for a situation when they need to rise above. So, you know, put in place strategies and processes like, for instance, on Monday at nine hundred and one, what happens? And Tuesday? What's our policy to make sure that that we're following up and following through, like what are the what are the checks and balances at ten, three in the morning? And the checks and balances at one hundred and forty seven in the afternoon so that we know that every single person gets a great experience. Just like if you go to McDonald's, you get the same Burger, whether you're in New York or whether you're in Alabama. You know you may get a different attitude from the person handing it to you, which you're going to get the exact same burger. Why? Because they made it a process. So how do we make awesome a process? Right? Well, starts with the people we hire. Right. There's talented people that just can't work for us. Right they're awesome. I mean, excuse me, they've got a lot of experience, their talented, they're not awesome them. Maybe their attitude stinks, maybe they're going through something personal in their life that just makes it so. It's like, look, we got to have candid responses to people where we say, listen, you're a great person who can sell cars, but you're not awesome and if you don't want to be, then you can't be here. That's how it is, and I'm sorry because I really want you here because you have so much experience that you you would be a great role model. You would be a you'd be a fantastic person to do to call this home, and we really want you. But you're not in the business of being awesome. You're in the business of telling war stories from twenty years ago, 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 and cranky and talking about what you did fifteen years ago and slapping asses and and calling out the pretty. That's just not what we want. We can't have that around here. But we're not willing to have that discussion. And you know, sometimes when you have that discussion you heal the people who are a little bitter and confused and not really sure what to do to get up with the time. So they just tell war stories when inside they really want to be a champion. But because we're not willing to go and have that conversation, we let them stay mediocre. And it applies to every area of the business,...

...from selling to servicing to providing parts. Just because you have a freshly pressed shirt from dicky's or whoever does your uniforms doesn't mean that you're acting like a professional right doesn't mean that you're fighting great service. And so we have to turn this into a process. How do we manufact your awesomeness and seriously? And then what are the tools that tell us? If I'm the general manager, bling Ling, Ling, Ling. Okay, profits are up. Oh, awesomeness is down. We've got a problem. We've got a big problem. People we because I like the fact that we're selling more cars. Here's what I'm gravely disturbed by. You know, the number of outrageously satisfied customers is down. The number of outrageously satisfied serviced vehicles is down right. We're not we're losing awesomeness. So we they're not measuring it consistently, which means we're low in our discipline category, or we're not behaving in ways. And guess what, it's going to hurt us in six months. That's why sixteen year olds don't stop smoking, because they're not dying of cancer at sixteen. You Die Cancer when you're seventy and it seems great to smoke all the way up into your s s and then you go. I'm starting to get this cough right. Maybe I should maybe I should slow down from you know, Packa Day to two or three a day and then, by the time you realize it's still too late, you're hooked up to an oxygen machine and you go, yeah, probably wasn't the smartest move, but no one dies at seventeen from smoking. No one does. Right. So You keep smoking and and no branch dies because one day of Awesomeness wasn't done. But when you have three hundred and sixty five days, times ten years, times for decades, right, all of a sudden you know you've got a hundred and twenty two thousand days where no one gave a shit about the customer. And then we're crying in our beer. First Because, Oh we poor automobile manufacturers, are dealers, are going through so much right now in life. Isn't fair? Bullshit. We created this environment, this is our own playground. We're complaining because the swings aren't safe. Then go fix the swings. Right, this is our playground. Let's go make awesome, right, let's let's build awesome, all right, let's create. Let's have people create so much love that they go I don't know what you're talking about. My Card dealer is the best in the world. Let me tell you a story about what happened right, that's not just about balloons and clowns, about people coming in doing business leaving feeling like their honored, respected, good citizens of a community. That's awesome. That is so good. So, I mean, those are those are really the two questions I have for those of you listening into some up our sit down here with Dan Wald Schmidt. Are you an edgy dealership and do you have processes to create awesome all the time and be awesome? Dan, thank you so much, so much thought provoking information that you've provided us today. Certainly I've had some Aha moment says you've been speaking drawn some really awesome parallels. I know those listening in certainly have had their thoughts provoked. We appreciate you being on the show with us today. Thanks. I will say those as disclaimer for those listening, we're not sitting down. I'm standing on growing clutches here while throw tounches. I am sitting down. So thank you for Dad. Thanks for the time. We will see you in a few weeks or a week or so, isn't that? Michael? Yeah, absolutely look forward to look forward to catching up with you here in a couple weeks. In North Carolina. You Bet your awesome. Man, appreciate your time. And that was Mr Dan Walt Schmidt. Michael, well, what do you think that I did? I pick you a good one there. Yeah, man, he he had a lot going on in his brain, you could tell. But so relevant. I mean, you know, this guy is a consultant to like the fortune fifty companies, big pharmaceutical companies and big, you know, insurance companies, and so he has so much valuable information, some of which he shared in this episode, about how just simply changing the conversation that we're having from you know, how can I make more money or how can I sell more units to how can I just be something of value to the market that I'm in to pick up bigger audience and to pick up more loyal customers? So really, really valuable stuff. Yeah, I enjoyed it. I mean he brings a lot of energy and and very passion and and he's just, you know, it's a different take. It's not you know somebody that's a you know I'd say it. I mean the guy's doing amazing things, but he's not more of like a homegrown name. Right is right now, not in this industry in our industry exactly. But you know, you know brings a lot of things to the table and sometimes, you know, Mike, I'm starting to think that you know the questions that we start at. We ask these guys stuff off the air,... not like hey, so what's new with you? Like we're asking them business questions. Yeah, like trying to pick their brain. Sometimes I'm thinking, like that's the shit, that could be some of the show sometimes do. Maybe we'll have to do an outtakes thing here soon. Absolutely awesome. So listen. We want you to check out the show notes to this episode because we actually have a free gift for you. Triple W dot, the dealer playbookcom forward thirty seven. Check out the free gift. Also check out the show notes where we're just going to outline some of the you know, the Aha moments that we had your in the sit down with Dan Walschmidt. Also, would be super grateful if you'd leave us a review on itunes. You can do that by visiting the dealer playbookcom forward slash DPB itunes. So We'd love to hear from you and see what's resonating with you and how we can bring more valuable content like our sit down with Dan Walschmidt. To you until next time. Thanks so much for listening and talk to you then.

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