The Dealer Playbook
The Dealer Playbook

Episode · 1 year ago

Humanizing Car Sales w/ Fred Lennartz


To humanize something means that you do it in a more humane or civilized way. 

The car industry is still plagued by negative stereotypes, many of which are perpetuated by the fact that some dealers are hanging on to the past. 

Listen as Fred Lennartz shares his insights about how to change that narrative so that we can provide a culture that serves the needs of the community far beyond just moving metal. 

Connect with Michael Cirillo:




Website: well let me ask you this friend, what do you think adds to the urgency? Is it us like as businesses have we created the urgency to just like sell, sell, sell, sell, sell, sell like gatling guns like selling, selling, selling, selling. Yeah, I think that as an industry, you know we're numbers, you know we don't look at people in a sense, you know, I think, I think working by the numbers, you know managing by numbers, I've heard all these things, I think that there's great parts of that and it really because numbers don't lie, you know we all know that and we've heard that term and it's true. I'm a big mathematician, I love math and I know how exact math is how that and how it correlates with so much in the world. But um but it's at the same time there is a human factor in there. There's a, you know, it's just like when you have a salesperson who is not doing well a lot of times you might call that laziness...

...but sometimes it's actually, most of time it's something going on in their life. You know their, maybe their spouses sick or or their kids are not doing good at school and they're having this discipline them and they don't like disciplining and they feel bad and they don't know what to do or maybe their parents passed away or their grandparents did. You know there's so many factors, but that's why I think numbers is a good thing to look at because you can kind of find that if you really look into it, that's why I love numbers. You know, you see somebody that normally does this many cars all settings dip to hear, you're like hold on, you want to catch it quick. Hey man, you're having a bad week. What's going on? You need to speak to, you need time off. What's going on is you know, that's, that's kind of where it's different. You have to figure that out. You can't just go by numbers out. He doesn't deserve to work here. No man here people, there are people and as leaders, we have to do that with our people so that they do it with their people right? It's the same thing. We have to lead and show them how to lead and when you start to have a culture that involves that type...

...of situation where you can freely speak to people and really learn them and understand them and really grow with them and watch them grow and feel great about their accomplishments and feel sad when bad things happen with them and and feel the joy of when their kid gets their first goal to and they, you know, just like I heard somebody and it was really cool. They said, I know I'm probably a little bit off subject but they said that the their cells, people, you know, we all cut their tie the first time they sell a car. I remember who said this, they have been you but they said they cut their tie the first time they sell a car. They do all these things. They celebrate it. But then the second car, no one talks about it. The third car. No one talks about it, right? It is but why not celebrate every single one? How great of a culture would that be? What's so funny is that? I heard that and when I heard that I heard that and I went back to my story, you know that's what I love about life. You find inspiration in all kinds of different places, it could be today in my clubhouse room. Somebody said I looked at somebody's profile reading Maya Angelou quote there's like man inspired me and I was like man that's...

...amazing how you can find inspiration in the weirdest places, right? And but it makes you smile, having a bad day but that that inspired me. I went back and now man, every time I'm involved and I'm there and I can say something, I I cheer them on high five them slap them on the back whatever it is. I want them to know how much I appreciate how exciting it is. You know it's just a minute, who cares bro, You just help somebody, you just help somebody change their life, you're going to leave here in a car, look how happy they are. Yeah, imagine how much more that brother, you keep them good, you follow up with these people, these are the type of people that will come back and buy multiple vehicles. They'll send all their friends to you. But they have to remember you not just the experience, the experience, they're gonna remember that. Remember you too. So make sure you stay in front of them, make sure you love on them, you know, show them love on social media, show them love on their birthdays, show them love on their anniversary. You know, carver three days when they bought the car, all those types of things that we need to do. And man, honestly, I just kind of rambled on, I do apologize about that, but you get what I'm saying here, right? Yeah, I get I get deep into that and it's just it starts from the top and you have to, it breaks it down and... can get so much. But it's really simple. I think all of everything that we want to do in sales and all of everything we want to do on this planet. Let's just do the right thing. And deep human being to each other. You know, we hear the verse and we've heard this scripture and we've heard this before is that, you know, do onto others as you would do on to yourself. You know, treat your neighbors like you would treat yourself yourself not how you want to treat your neighbors, how you want them to treat you and how you would treat yourself, your family yourself is your family, the people you truly care, love your blood, how you treat them is how you treat somebody that you don't even know how you, anybody, you just treat everyone the same with love and compassion and all these things and when you do that and you're really there to help them and help somebody accomplish something that they're so scared to do that, coming to a dealership takes a lot of energy for somebody. It really does man, I don't blame them man, I used to bang them up for a long time and I did it for like a long time. I was a was a hammer. I...

...would make people do stuff that I knew that was not right, but I would, but you know, it's sad that I did that and I'm not smiling because I think it's funny that I did that I'm smiling because I've come so far smiling because I'm so excited because if I can, if I could change after the way I was, I know the whole business can change. It just takes a little bit at a time and the more people like us talking about it and trying to do what we do and encourage people and show people, hey, I can have a good time smile be different. I could have tattoos on my arms. It doesn't matter. I just got to be the best version of myself, give myself the preferred experience that I want, right? And, and it's it's it's a beautiful thing. And I think that that's why when you talked about it before we got this, you talked about the preferred experience. I know I'm still rambling. I'm sorry, but you talked about the preferred experience in your life that you're just, you live for the preferred experience. I didn't realize I was doing the same thing, but not always. But since I've been doing that, my life has become my experience that I want. It's more fulfilling I get. And what's crazy is that it's touches a...

...lot of other people when you do that folks, you want to be fulfilled. Live your life and people will just, they were going to first be like, oh, what are you doing man? Why are you doing this? What's your endgame? I hate that saying. What's your envy? My reason? I don't, I'm going to die. Thank you. I don't know. I don't have an end game. I hope I want to live here as long as possible. So I hope that's not anytime soon. My whole plan is just to be better than I was yesterday. Find a way to be a better human, try to be as close to christ as I can be. And if I can do that every single day and try to be as christ like as possible. I know that I have, I can be much more than I could ever imagine because this world gives us opportunity, God has given us opportunity to be everything we've ever wanted to be, you know, it's it's we restrict ourselves to our own minds. We believe we're a product of our environment. Yeah. We may be slight products of our environment, but that's because of our mind. Once again, we grew up in that Your environment was...

...only for if you're if you say, Oh, my parents were 18 years was all you had with them. What if I'm 42? So that's that's 24 more years that I got to have a whole other lifetime to get a different experience, become a product of something else. And that's my preferred experience, the one I want, you know? And and that's something that I didn't realize. I mean, honestly, like that's kind of stuff hit my head when you were talking about earlier is like, man, I've I never I when I lived other people's when they were pushing me, I was living that I was happy, I was somewhat, you know, I was doing things and uh, but but once I started pulling myself changed up, man, it changed it all up. And I and I think it's the same thing in this business, we have to be that way as salespeople because individuals want their preferred experience, figure out what their preferred experiences, ask questions, give them their preferred experience as close as you want. Yeah, we have our processes, but you can you can tailor it to that. You know, I used to tell my guys there's 10 steps to wrote a sale, but you don't have to do every 10 step by 123456789, 10. Some of those you're gonna kind of... in order, but you just have to make sure you do all those because if you didn't, you didn't really do your job. And one of my favorite parts about One of my favorite parts in the 10 steps of the road to sell isn't delivery. I love delivery though, don't get me wrong, but its build rapport and and the reason why I love that because that's what I always did really well because I ask a lot of questions. I, I get to know them by the time they leave. I know many kids they have, how long they've been doing it, what kind of job they want, What's your favorite color and vehicles interiors, why they're in here, why don't like their last vehicle. What's what was the things I hate about that one. So many questions I asked and I gave them, but I gave them the opportunity to tell me and then let them talk, you know, I asked questions and let them talk more than I talked. You know, and that's kind of what what you have to do. You have to become that type of person. Um, if it's not become, you have to be that person and I think it's all inside everybody, you just have to understand. You have to be a I don't know, empathetic a little bit. I think some of us lose a little bit of empathy um in life because we think...'s all about us, us, us, us, us, us, us and it's 100% not about us, it's totally nothing is about us. This world is huge. We're just a flick in time and space. But you know, we were being just being the best version of yourself and giving to others. It does so much, man. I'm Michel, Cirillo and you've been listening to the dealer Playbook podcast. If you haven't yet, please click the subscribe button wherever you're listening right now, leave a rating or review and share it with a colleague. Thanks for listening. Yeah. Mhm.

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