The Dealer Playbook
The Dealer Playbook

Episode · 2 months ago

Jaylissa Lea: How To Grow Your Personal Brand

ABOUT THIS EPISODE

Jaylissa Lea has a background in clinical psychology, neuro-linguistic programming, and hypnotherapy and utilizes those disciplines to help her clients create powerful brands.

In this episode, you'll learn how to create a personal brand within the car dealership so that you can impact your customers and community in a positive way.

Jaylissa teaches that brands are more than fancy logos or catchy slogans. Whether you are a dealership owner, manager, or car sales professional, your brand embodies your value system and mode of operation.

A personal brand in the car business is more about what customers can expect with every interaction and helps keep your dealership at the top of their minds whenever they are in the market for a different vehicle.

3:09 - What is the #1 mistake people make when it comes to building a personal brand for themselves?

5:10 - What is the best first thing we can be doing to build a foundation for our personal brand?

9:28 - Why do you think people struggle presenting themselves authentically?

13:37 - Prepare to go through the identity loss process.

15:38 - Gaining confidence.

19:56 - What are some questions we can be asking ourselves to get a deeper understanding of what our purpose is?

30:57 - What are some searching type questions I could be asking myself to push my brain in the right direction with personal branding? 

Connect with Jaylissa Lea:

Connect with Michael Cirillo:

...the car business is rapidly changingand modern car dealers are meeting the demand. I'm Michael Cirillo andtogether we're going to explore what it takes to create a thriving dealershipand life in the retail automotive industry join me each week forinspiring conversations with subject matter experts that are designed tohelp you grow. This is the dealer playbook. Mhm. Mhm. Mhm. Good look. Long time listeners of thepodcast will know how important I believe personal branding is to thesuccess of your career as a car sales professional. In fact, some of ourearliest episode seven years ago spoke about creating a business within thebusiness. Thinking like an entrepreneur. We even coined the term automotive pronyour, the O. G. D. P. Beers will remember us talking about becoming anautomotive procure. But look as the car shopping experience evolves and asunnecessary touchpoints are removed from the buying process. There is onetouch point that I believe can have a tremendous positive impact on thecustomer experience and that is the customer's interaction with you, theautomotive professional. The personal Brandon goes far beyond and much deeperthan a fancy logo or whether or not you should go by the name, quote, yourhonda guy close quote or quote the jeep girl close quote or whatever the heckwe spend all of our time trying to think of names in this episode. I'mthrilled to be joined by my good friend jailer Celia, a personal brandstrategist who works with high performing entrepreneurs to help themhave a great impact, build undeniable authority and expand their reach withinthe market. Julissa has a background in clinical psychology, neuro linguisticprogramming and hypnotherapy and utilizes those disciplines to help herclients create powerful brands. You can catch her new podcast, modern luxurylounge where she frequently interviews business leaders about the topics ofluxury branding and you can catch that wherever you get your podcast jay.Listen my friend, welcome to the dealer Playbook podcast. I'm glad you are here, I'm excited to. That was an awesomeintro. Shucks. Were you taking notes? I was, I was taking mental notes for mypodcast to um you know, this is, this is seriously one of the, one of thetopics that started the show seven years ago was the importance ofpersonal branding. We spoke so much to it. We, we talked a lot about how carsales professionals especially can build a brand within the brand. NowI've had the pleasure of hearing you speak frequently about the importanceof building a personal brand, especially in the context of maybethose that work inside of a company, how they still need to be focused onbuilding their personal brand. But I'm curious just as a starting point from,from your experience working with different business professionals,What's the # one mistake or hang up that people have when it comes tobuilding a personal brand for themselves? Yeah, I think what you said early on isso true. Like about the logo, the aesthetics, um, that's a huge part isthat they think it's just what's on the outside and the other part is thinkingabout the personal brand is all about them. So a lot of people think that thepersonal brand is about bragging about their achievements feeding into theirego. Um, it's about what other people think about them, which partially istrue, but it's not it's not even about you. And so especially when we'retalking about making an impactful brand, right? So I think, um that which Ithink it's really interesting how you...

...seven years ago is something you eventalked about that back in the days, I mean seven years ago, but it's not evena thing that people are starting to realize until social media became ahuge asset. Yeah. And what's interesting about that and beingtotally open, right? Like it's something I've even struggled with,which is why I, you know, speak to you and why we talk a lot about this stuff.Um, you see what others are doing on socialand I think it creates a measure of like foam, oh, perhaps is the best orlack of best term. And you go, oh man, they're doing that. I need to do that.We do something similar. Therefore, if I'm not doing that, I'm really missingout. And then of course you go to a conference or an event or a clubhouseroom and you hear from somebody that says if you're not doing X, you'remissing out. And so all of a sudden you jump into an activity that you don'teven know how it maps to anything. So, so how do we overcome that? Likewhat what is the, what is the best first thing that we could be doing toactually fortify or or I guess build a foundation for our personal brand? Yeah,So I as you mentioned earlier in the intro, I have a extensive background inpsychology, so when I teach personal brand, 90% of it is based on psychology,10 10% of the strategy actually. How do you implemented? Um, so with the, withthe personal brand really want people to start thinking about it asrelationship building authority, building human connection. So if youtake that huge concept out how it's like it's just for famous people orit's a name for yourself, you have to pretend to be someone else. You alreadyhave a personal brand because you have relationship with your family. Theytalk about you in a certain way. Your friends talk about you a certain way,your colleagues and your audience or your clients, your leads talk about youin a certain way. So start thinking, having that mindset shift that it's nota new thing. It's always it's happening all the time around you and it's justabout relationship building, right? So like that's the first shift to make.And the other one is to think about why do you want to build a personal brand?So if you're within the automotive industry, you work within a company,Why is it that you want to start building a name for yourself? You know,like you're saying, other people see other people do it and then theystarted doing it, but they don't know why they're doing what they're doing. Alot of people know what it is that they're doing, but not a lot of peopleactually know why behind it. So they see other people posting theirsandwiches there, um vacations and they feel like they need to do the same andthen now you just end up having a brand, not really a brand with purpose andthat's a huge thing that I see is a mistake. A lot of people just build abranches to say, hey, I have something online. I have social media, but doesit actually make an impact? That's another story. So you're saying thatsandwiches don't like, I'm just taking notes, sandwiches don't sell car. Okay.Hey, it does. But maybe, but if that is a strategy right within your personalbrand, because we're talking about relationship building. So even you beon a salesperson, you have hobbies, you're a person, may be your foodieperson. So it makes sense why you would post about sandwiches. But having thatstrategic um background in the back of your mind, knowing that this is whatyou're known for. Maybe you're the sandwich guy. So it does make sense foryou to post it. But don't post something just because other people aredoing it. Like you're saying before. Yeah, I love what you're saying aboutbuilding this deeper human connection. Um I was just listening to a podcastwith the actor John Krasinski from The Office. Mm And he was talking about hownone of them knew what the Office would...

...become. In fact, he said every fridaythere was always this threat that the show was going to get canceled allthese years later though, he was speaking about what they had builtthere by virtue of these characters and how relatable they were that peopleeven today are approaching the cast and saying this helped me through such a toughtime. Or he talked about how he was on, he was on an airplane and he waswaiting, waiting in the terminal to get on a flight and this woman passed him anote and just said look I don't want to bother you but just here take this. Andso when he got on the plane he opened the note and the note said last week my father passed away and I'mso grateful that that he died laughing because we spent so much time in thehospital watching the office. Oh God how that impacted him as the actor.He's saying whoa this is bigger than a tv show. This is bigger than a cast orcrew. This is something that people could relate to that they built a deephuman connection with. Well I see a parallel based on what you're saying,I'm not just a car dealer, I'm not just a car sales professional, I canactually have a very profound and deep connection with my community and withindividuals throughout my community and I love what you're saying about likedoing that through something that is authentic to you, Maybe it's food,maybe you're a mountain biker or you know you're into boats or airplanes orsomething like you just finding something that's so authentic to you.Why do you think people struggle uh kind of presenting themselvesauthentically? Mhm I think this is really interesting because I was justwriting this up for my master class of why people don't do it, they know whatto do, what they don't do it and a lot of them stem from the fear ofvalidation. Like part of my, what I do with a modern luxury brand, personalbrand. It's not just about the modern luxury part. It's not just about thematerials or the status or the monetary values and things, but it's rather inhuman connection, relationship building. And so with that, it's, it's almostlike you're thinking about why it's so important for you to connect with otherpeople on a more personal level. And, and modern luxury. It's all aboutvalidating yourself without external validation. It's not about what willsix uh, fulfill someone else's cup, What will fulfill your cup? But that'ssomething that's not even taught in our society or ever were always talk talk,talking about how to get a job to serve other people. But what about ourselves?What about our values? It's scary to look in the mirror and dig deep intowhat is it that I actually want in my life, right? Because I did thisexercise with you and you're like, oh my God, I didn't even realize likepersonal branding, this is pretty in depth. But these are things thatthey're not not taught in school. What are our values? What are our corevalues that are non negotiable? You know, what are the things that ourpurpose? What is our commitment? How do we keep ourselves accountable? Theseare things that are not taught and it's scary to have to reflect after allthese years of not even thinking about it, let alone being vulnerable and talkingabout it when you don't know what you're talking about and you try totalk about it and people are like, ok, what are they talking about? Right? Sogetting that clarity work in the very beginning of establishing your personalbrand, What makes you happy? It's a it's a scary thing because successwithout fulfillment is just failure. So people don't wanna don't wanna admitthat, oh the cars don't make me happy, This house doesn't make me happy. Idon't want to seem like I'm empty. Even I have, even though I have all thesethings. Yeah, it's funny you and I were...

...talking about this um you know, youyou've been pretty involved with me and my wife and our home buying journey.And and one of the things I I even caught myself saying to you is like, wedidn't buy the biggest house. Uh and then when I said it, I was like,why does that even matter? Why does it matter the size of my house we've wehave created, I think in our society, this expectation that success equalsbigger or more grand or whatever, when when, you know, going through thisexercise with me, as you just mentioned, and causing myself to reflect at aneven deeper level than I think I I ever had. Just looking inward, like you said,looking in the mirror, I realized I should say I realized I was remindedof and certainly deeply validated that I don't care about uh material things as much as I thought.And you know, it was actually more painful was giving myself permission tolet go of that, uh or let go of the idea of grandiose stuff and accept thatI actually, I think I might actually be more minimalist than I thought. Yeah.Doesn't if you look at identity loss, it did. I was like, wait, who am I fora minute here? And so what you're saying? So you're saying though, youhave to kind of be prepared to go through that for yourself. It's like anego death, right? It's as scary as that sound is like digging deep into who youare. What is it that you truly want beyond just if if no one's looking atall, what do you still want? The things that you want? Are you still going topost about the things that you post? Are you if not you're just doing it forexternal validation because like if you started posting a minimal house, youknow, you're one, you're going against the norm to it's like an identity lossof how other people has been, you know, has been seeing you now, you're comingout with a different perspective. And another scary thing is like what you'resaying, not caring at all, that's like a different step of self confidencewhen you don't care. It's like a story of your uncle that you told me about,how he's just so satisfied, so happy being in his little place, right? Andthat takes, like, a lot of huge courage and confidence of knowing I'm okay withthis, I'm totally happy with just having two things in a little treehouse or whatever it is going against the norm, you know, now, and feelinglike I don't have to explain myself because that's what makes me happy.That's a true luxury. Yeah. You and I were on a call earlier this week withwith, you know, a colleague of ours, Stephen who actually I've had on thepodcast, Stephen coun um and at one point he called me out because I was looking down from thezoom call and I was on my phone and I said, oh just by the way, I'm takingnotes, I'm not. And he goes, brother, nobody was asking, you don't oweanybody an explanation. And I think that's that's kind of like what you'retalking about here once, once you've kind of like identified your corevalues and what makes you happy and owning it, you don't even have tounapologetically accept it. You actually move like what you're saying,what I'm picking up here is you move way past being unapologetic and justbeing confident. Yeah. It's like finding that self validation, selfconfidence of exactly who you are. You know, it's like what I think with AliRita, you know, such a successful personal brand, with such a goodpersonal brand within your business and automotive is that he's sounapologetically him he comes when when...

...people come in to to, to the autumn,you know, for in the shop, he is like, here, here's my card. If you needanything, just let me know. He doesn't even talk about the car, he doesn'teven talk about sales. He's really, he cares about building that relationshipand he knows his purpose. It's like, we talk about clubhouse, we, it's adifferent experience when you know what your purpose is and you go there, youget your purpose, you have that cell foundation that you've done your jobversus hang out there just to hang out just to be busy instead of productive.Once you have that knowledge of why you're there, he was there to buildrelationship. That's what made him so successful. That's what made him sodifferent. Everybody who else was so worried about hitting the quotas andselling cars and learning about everything and being the mostknowledgeable person. But his goal was different. His goal was just to buildrelationship, to build a name for himself, that he is reliable and he'ssomeone that you can go to no matter what. Yeah. And when you look atsomebody like him, well not somebody when you look at him where he's consistently selling 100, Iwould say his averages between 120 and 150 cars a month. Does not take anywhat we call ups like so customers walking through, he doesn't take it isall repeat referral relationship business. He doesn't even, he's notstanding out on the lot with a cigarette hanging out of his mouth onhis phone, wondering where people are and why they're not coming in. He he'sreally taken what you're saying to that next level you walk in. He's basicallycreated a store within the store with its own little waiting room and he'sgot a team, you know almost how like realtors will have an assistant doingthat paperwork and like he has he is a practitioner, he's like a he's like adoctor um you know and he's just because he's taken what you're talkingabout to just a whole new level. He knows what his purpose is and itextends far beyond selling selling vehicles. That's clarity work thatnobody ever wants to do right. Like people just want to buy another courseby another course to know what strategy, it is but no one ever wants to admitthat 90% of your success is your mindset is psychology is digging deepinto what is it that you actually want for him? It's actually building thoseconnection, building those relationships beyond just carsalesperson. He's known for more. That's why you get so much referralsbecause you build a reputation that other people can trust and that's whathe focused on. He focused on something that no one else was focusing on and heknew himself very clearly really well because he did the deep work thatnobody else wants to do. You know, this always comes back to, let's just, okay,so I'm a car sales professional, I'm in the grind, I have to make ends meet. Um how do I do all of this work thatyou're talking about? Like how do I create space for this while alsosimultaneously trying to keep food on my table. I think that's the hang upand a lot of people get stuck with their like, oh man, this sounds like somuch, but I'm so like, I'm, I'm almost, maybe I'm almost in panic mode. What doyou recommend? What are maybe some questions that people could be askingthemselves to really kick this off and get a deeper understanding of what theywant and what their purpose is? Yeah. So like, getting to know your why, Ithink I actually asked you that this morning. Why do you want to build apersonal brand? Because a lot of people like you're saying they build one justbecause other people have it. But what is your why? So anything is possible?Anything can become a priority if you make it. Is that something that youreally want to do? But the problem is a lot of people make to do list withoutrealizing what are these steps? How do...

...they relate to a bigger goal? Soknowing what's your bigger goal? Because there's a ripple effect ofbuilding your personal brand, right? It's to build an identity, get aclarity of who you are, beyond your business that you're involved inmonetizing off of your name, making another stream of income that might beone or building a better network. Having a better partnership may begetting into the press is a huge one. Investment opportunities from differentpeople or building a tribe that maybe that you never had for me. That's hugebecause I came from a smaller family. So I want to build a tribe that I canbe connected to. Um leaving a legacy. Maybe you want to write a book tospeaking engagement, you want to be, you want to have your own podcast,right? Like you. Um, maybe you want to leave a course something legacy whenbefore you die, like anything like that, where you know that this, this serves abigger goal because you didn't come on the serve just to survive, right? Youcame to live, you came to make a difference in an impact. So even thoughyou're working tirelessly in your job right now, what is that bigger goalthat you want to reach even as you as a salesperson? What is that bigger goal?How does your personal brand ties into that larger goal to expand it even more?Because once you build the brand it just emphasize and exposes everythingthat you do to the world and it accelerates the process even more. Sothink about it that way. The end goal, you know, it's like why do we go toschool? What is the end goal of that? Because if you just focus on the daily,mundane task, it's going to be really hard for you to prioritize anythingbeyond the bare minimum that you need to do. So knowing like what you'rebigger end goal is is really important. Mm I think that's so powerful. Um youknow how your, how your phrasing this? Because we often hear terms like Ohwell hindsight is 2020, but what you're talking about isactually creating foresight stepping forward. Not constantly looking backsaying, oh I should have, I could have, I would have you're saying no. Like,hey, let's map this. You know, maybe today will suck. Maybe today is goingto be one of those days. However, when you understand how that day, one ofthose days can map to the bigger goal, then you're still actually movingforward and when you look back you can go, oh, that was awesome. Mm hmm. Andthat's always what I tell people about your brand equity is how you, everysingle day, everything you do contribute into a bigger cost, whetherit is a success a win or is it a failure? It's also a lens, right? WhenI talk about modern luxury, a concept that I teach as luxury is a lens, it'show you see things. Do you have to do it or you get to do it? Um, is this afailure or is this a learning opportunity? So that the next time youknow what not to do, it's like playing a video game, you know, like superMario. When you play it, you fail so many times. Why do people go, keepgoing, keep going. It's like, you know when the mushrooms coming, when thenext little block is coming. So now you are already like about to click, youknow, uh, that little top button before it even comes because you're ready. Andso are you seeing this as a failure? Like, Okay, I lost the game, nevergonna do it again or is I lost the game. But I know what to expect to now youtell us your from California without telling us your sense of California. Idon't see any irony in the fact that you were like, I know when the shroomsare coming, living in California mushrooms in superMario, that's how you get. I know, I know, but it was just so funny. Quicklittle side story. I grew up in british Columbia, Canada, there is an area inbritish Columbia known for its weed.

It's a little, it's actually a draftdodger town called Cherry vill, that's the actual name, That's the actual nameof the town Perryville. Well I had a couple of buddies who went down toCalifornia one year and they were surfing, they met up with some, youknow California beach bum kind of dudes, and they were all surfing together andthe Californians were like so where you guys from there? Like, oh well nobody'sgonna know vernon british Columbia, it's a small rural area. So they saidVancouver and the California were like Vancouver and I never, never heard ofit. So there like, so then they thought well what's the next biggest town towhere we are? So they said Kelowna, they're like yeah, I don't know, quota.So one of my buddies just randomly throws out, he's like oh we're from uhyou ever heard of cherry ville? No joke j less. So the California like cherryPhil oh my gosh man, they got the best week. I mean you could have just wentstraight there, right? Why beat around the bush? Who would know Cherry villethough? It's like we used to joke that when they light up on fire, the wholecommunity yet High Anyways, little side story but also kind of a look at thebrand of charity ville while we're at it. Yeah, see there you go, Serves abigger purpose. What do they stand for? Um So you talk a lot about mm Standingessentially Standing for something core values, purpose, clarity. What is yourwhy? Um inherent in that? Do we need to alsoget clarity on what we stand against? Like does that have to be as clear tous as what we stand for? Absolutely. I think that is the first step of that oflike modern luxury. Right? It's it's relationship building withinrelationship building. When we talk about your values, it's basically yourstandards and your boundaries. What are your non negotiable? What are thethings that is a line that you do not cross? And that allows other people torespect you as a luxury brand? If you think about any luxury brands out therethat are concrete luxury brands, they have certain things that you know thatthey do not do that, they do not go outside of their realm because that'swhat they're known for, the more niche you are, the better it is because ashuman beings, our minds are limited to one idea at a time, so you're known forone idea at a time and that's why you wanna cheap, you know, your yourboundaries very tightly. Your your values, getting that clarity of knowingthese are the people that I will work with. These are people that I won'tlike work with because of X. Y. Z. Because our values are not align, yourvalues are your soul contracts something that I wish it was taught inschool because this doesn't, it's not just applicable to when you go into acompany and you learn about their core values, you have to memorize it. It'ssomething that you can have as human because your core values will dictatethe quality of relationship that you have with other people, whether it'sfamily, friends, partner, clients, your boss, whatever it is. No, that's why,you know, going into a company, they asked what your values are because ifthat's not a line then it's not going to be external issues, it's about, it'sgoing to be all about internal issues. So knowing what your boundaries are,like what you're standing for and what are some things that you do nottolerate will make you that luxury brand because now you have standards.Yeah, I love that. And and I found to your point when you have clarity onthose standards, boy does the work experience and the life experience thatrelate like all facets of life. Professional, spiritual, personal boydoes it become much more enjoyable?...

Yeah. And it's like life is so muchmore simple. I'm like wow once I found my values, I was like oh crap like thisis applicable to everything I know and I was almost said something else umit's applicable to everything and then like this is why you know my family,one of my family member, we have very different values and like this explainswhy we didn't work out this whole time. It wasn't because of you know theexternal issues or personality, it's because our values are not a line andthat's okay. Sometimes you know not everyone's going to have the same value,that's why we're different beings but in order to work together we have torespect each other's values are point of views, right? And if that line ofrespect is gone then you know it's going to turn into something that isnot not going to be pretty and so your personal brand, the biggest thing isactually your values. So like salary to his value is relationship, itscommitment, its accountability is trust. Um so he will attract people that arebeyond just someone who likes sandwiches or whatever he might likelike the other hobbies but the values is what attracts so many clients to himbecause they know him as a person with integrity and knowing him as a personwith standards as well. Yeah. You know, I hope for for you that's listening right now. You have stopped to say wait a minute.They haven't brought up logo, they have not brought up a name, what should Iknow, they have not brought any of that up and it circles back to what jayLissa was saying earlier, This is 90% psychology mindset, 10% strategy, mostof the time I would submit and I know you've seen this j lisa people focus95% on strategy without having the mindset. Their mindset is I got to makemore money. I gotta sell more cars. I got to do more of the thing. And whathappens is they just, they are, they flip flop, they're driven with the windand tossed is what I call it. Like a gust of wind comes and they're, they'reflying off into a new direction and, and we just see that so often, so manypeople, you know, my beloved DPB gang, how many of you have sent me messageswith? What do you think of this logo? Right. And that's look, that's not a,that's not a knock, that's not a dig. It's just simply like, hey, if you wantthe type of personal brand that attracts your ideal audience that likemakes you a magnet for your ideal audience, this is the work that you'vegot to put in first. This is the clarity that you need to get. So I wantto ask you this, what are some, I guess searching type questionsI could be asking myself for those listening could ask themselves toreally kick this off, like push their brain in the right direction forpersonal brand. Yeah, so getting to know like what everything that we kindof talked about today is what is your, what is your goal? Where are you atright now currently? What is your goal? What is that gap in between? That meansthat that is missing from your goal because once you know what your goal is,you put that pin point in your map, everything just accelerates withoutthat goal in mind, you're just almost like driving a car, wasting gap essencein circles and you're not really getting anywhere right. So you need toknow what your goals are, what your values are. What are things that umlike we're talking about non negotiables because your value is whatmakes you a person that that is...

...memorable because of that experiencewith the overtime that builds trust because your values are aligned, soknowing like how you're going to commit to it, what are your promises toyourself? Because if you can't even keep a promise to yourself, you're notgoing to be able to keep a promise to your clients or lead your audience. Soknowing those clarity work is so important and knowing what is it thatyour ideal audience even want the people that you normally attract, whatwhat is the underlying um theme that you've noticed, you know, you want tobe able to speak to them directly. And it's one person as well because we'retalking about audience, everyone starts to think about a crowd very generalized,but when you start to talk to everyone then you become your essentiallytalking to nobody and that becomes very diluted. You don't want to be lootedbrand, you want to be a luxury of modern luxury brand where you're knownfor something, you stand out for something. So like those are reallygood questions to start asking yourself, what is it that you actually truly want?How how do you want other people to feel? Because when we're talking aboutmodern luxury, it's all about the feeling if you ever look at any luxurybrand when in their advertisement they never talk about the features of theircologne or you know their their suit or whatever. They never talk about theprices, they never talk about these little micro details, They're thinkingabout the bigger picture. They're selling a transformation. So how do youwant the other person to feel after experience? Um you know interactionwith you? Because if you can sell that feeling the subconscious mind is morelikely to remember it because people don't remember what you say. Theyremember how you make them feel so really thinking about how do you wantthat person to feel after they have experienced the interaction with you?Is it empowerment as a safety? Is it excitement? Is it calm? What is thatfor them And building that story framework that is unique to you? Sowhat is why did you even come into this car industry? Why is this so importantto you? What is the journey that you went through that you can connect withother people? Because your story is what sells information is so easy toforget. You know, if you talked to them about something that they can google,why do they need you? Right? That's not a personal brand, that's just abusiness brand. So like thinking about um, what is your brand story frame?What are things that you've gone through that you can connect withpeople because once you build that relationship where they feel like yourfamily, you can sell anything you're selling without even selling exactly,you're far beyond sales tactics, right? Um, I love what you just said and Ikind of want to I want to put an exclamation point on it, which is all right. And especially because Iknow that some may be thinking this, you know, there's this ongoing joke inthe industry that that you got into the business becauseyou know, you just got out of jail. That's why I like you just got out ofjail or you have a record and now you're in the car industry or you know,I just needed a J O. B. I was desperate, right? Mcdonald's wasn't hiring orwhatever. Like there's there's just kind of this this internal joke slashstigma. Um we often joke about how a body isnot better than nobody to try and like, you know, but that actually because Iknow some people are thinking that, well, I just got into this because Ineed a job and I want to get in front of that with an exclamation point onwhat you just said, Which is your story framework. Mm And your mindset thinkabout this for a minute. For those that are going like, oh man, well, I justgot it because I needed to pay check or whatever. Okay. We'll pause right there.There's actually a story there and I...

...want you to think about it so that youdon't leave discouraged. The story is that you are a go getter. Mm hmm. Thatyou will create a future for yourself by doing whatever you can and takingwhatever job you can get to make it happen. Because think of the hundredsand hundreds and hundreds of thousands of individuals who won't do that. And so I'm always looking for apositive spin to create your framework. But I wanted to get in front of thatjail is because I know a lot of people in the industry did just get into it.Like they kind of stumbled into it. Nobody was born. Nobody grew up sayingI'm going to work as I'm going to work in the car business when you know whatI mean? Like it's not one of those I think more people grow up saying I willserve in the military than people that say I will. Do you know what I mean?Like work in the car business but I want to put up spin on that and it tiesback to everything you've been sharing with us today. Which I think is sopowerful about the importance of mindset. I don't think a lot of peoplethink about mindset and personal brand going together. But I can attest andespecially having you know, working through this process with you for myown, you know, to strengthen my own brand and to to leave a greater impactand feed into the legacy. I can attest to the fact that when you get clear onthis stuff on this mindset, on your values, on your non negotiables, likejealous has been talking about things accelerate and you The reason I thinkat this point and I'm sure it will expand. The reason it's accelerating isbecause of the confidence that comes from that clarity. Mm hmm. You knowexactly what you want. It's easier to get something when you know exactlywhat you want rather than you know, having a blindfold and just throwingthings, throwing darts at the you know, the bullseye without realizing where itis. But once you figure that starts at the garbage can wondering why you'renot hitting the dartboard. Yeah, exactly. We're going in the wrongdirection. Yeah, I mean, even going back to what you're saying, your brandstory framework, why cards, you know, um there's actually, I don't thinkanything happens. Uh you know, for no reason. I think everything is a storythat that stacks over time. So even thinking about maybe as a child, whatdoes the card mean to you? What are your life peak point That that you canfind a theme that ties everything together because our life is when wezoom out. It's no longer these little beads, there are actually a little bitsthat tie into a bigger strain, Right? So what is white? Why did it lead to acar industry? There's a lot in, in our subconscious mind, which is like 95% ofwhat makes our reality is that you don't even realize that you're in thecar industry. Maybe because of a story you've heard when you're a child. Maybeif it was uh, something that you went over, maybe it was something where youwere stuck and then a car actually helped you out of a situation, whateverit is, it was, it's not going to be until you sit down and write down allthe life peak points that actually stood out to you and then you stringall those together. You're like oh my gosh, this is why I'm here. Thisactually brought me here because of X. Y. Z. Because your subconscious mind isalways going going to draw you to something that you actually want. Butyou might not just, you don't know it yet because you're not actually zoomingout, you're so zoomed in into what you're currently is happening. I lovethis conversation, we're gonna have to have you back so that we can wet theirwhistle with some tactics. You know, we're you know, we're dying to ask youthings like, so should I just use my name or should I go by? Yeah, yeah. Youknow, you know, we're gonna have to have you back and talk about that, thatthat sort of thing. Um but before we...

...before we go, I want to make sureeverybody understands. You can get the show notes and resources mentioned inthis episode along with timestamps to jump forward to the elements of theconversation that you want to hear more about by visiting triple W dot thedealer Playbook dot com forward slash j Lissa dash leah. Last name is spelled LE A. So make sure you go check out the show notes there when this episode ispublished and make sure you hit J Lissa up and let her know what you thought ofthis information. Uh Before we go, how can those listening get in touch withyou? Yeah, I am always interacting with people in my instagram. DM. Um eventhough I have a website calista dot com but I love building that connection. Soum J Lesa leah for instagram and sent me a message I love to connect. Mhm. Yeah, yeah, I'm Michel Cirillo and you've beenlistening to the dealer Playbook podcast. If you haven't yet, pleaseclick the subscribe button wherever you're listening right now. Leave arating or review and share it with a colleague. Thanks for listening. Mhm. Mhm. Mhm.

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