The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Joe Cala: How to Transform Your Employee Training


Our Guest:

In session 31 of The Dealer Playbook Podcast, we sat down with Joe Cala. Joe is currently the General Manager of Dealer Synergy, and is one of the most inspirational, motivating individuals within the car business.

We invited Joe Cala to be on the show to explain how you can transform your car sales training by taking massive action. The automotive industry has no shortage of training resources. From conferences and summits to in-store consulting and webinars. But with all of the training resources out there, the missing ingredient to enjoying a more successful career within the automotive industry (and every other industry) is the action that you take.

Preview of this Session:

  • How you can take your career to the next level
  • How to get more from your dealership training
  • The common mistakes that dealers make that limit their success
  • Tips to being successful and transform your career

Links and Resources:


About Joe Cala:

Joe has a total of 14 years in the automotive industry, holding positions from Sales Person to Used Car Manager, New Car Manager to Internet Sales Manager, and eventually Internet Director. During his time as Internet Director, he was influential in increasing business from 7 units to 80 units at Nelson Mazda in Tulsa, OK and from growing Gateway Toyota in Toms River, NJ (Penske Automotive Group Dealership) from 40 units to 150 units. After his time in the dealership, he spent a year as an Advertising Consultant in the New York/New Jersey Metro Area for Auto Trader. Joe is currently the General Manager for Dealer Synergy and has been a featured Internet Sales 20 Group Speaker, NADA convention speaker, author and contributor to multiple nationally recognized personal & professional development magazines.

You're listening to the dealer,playbook podcast episode, thirty one in today's guest is Mr Joe Kalla. Here wego you'R dialed into the dealer, playbookpodcast, where it's all about winning automelar strategies that deliverproven results and not your hosts Robert Weisman and Michael Serilla. Hey there how's it going. My name isMichael Serillo, and this is the dealer playbook podcast, I'm so happy Yorehere for episode. Thirty one! Every single week the dealer playbook podcastis bringing you actionable insights that you can bring back to yourdealership, to grow profits, sell more vehicles and enhance the culture atyour dealership. That's right! Every Thursday new episodes of the dealerplaybook podcast go ahead and subscribe if you haven't Itunes, stitch or radio.Now on sound cloud and, of course, triplew, not the dealer playbook dotcome this week, we are sitting down with Mr Joe Kalla who's the generalmanager over at dealer's Ynergy. This guy's been in the auto business forquite some time now, so knowledgeable and so motivational. In fact, just afew weeks ago, at the Internet, Sills Twenty Group in Boston, I and Roberthad the privilege of of listening to Joe Speak, and it was so inspirational,so made motivational so encouraging, and so we thought it would be such agreat idea to have him on the show today, you're going to hear him talkabout how to get the most out of training. Now we talk a lot abouttraining in the industry. It's so important grant cardowns episode talksabout how training has to be in the right sequence. We just heard the AlphaDog, Jim Zigler, talking about the right training Fref, and I you're goingto hear Jokalla today talk about really what you can do to get the most out oftraining so that you can transform your career and your life so without givingway too much. I know out of excitement. I tend to give away a little bit toomuch information, so so, for the sake of not doing that, let's just jumpright into Joe Kalla, and we are here sitting down now withone of the most motivating and inspiring individuals that I think I'veever seen in person inside of the automotive business, Mr Joe Calli, fromdeler synergy, how you doing Myman, I'm great Michael, how you doing manfantastic we're so excited to have you on the show today, and you know, aswe've been discussing what you know we wanted to talk about with you. You know this is a topic that I'm sopassionate about Robert, so passionate about, and so we want to be able togive you some time here to drop some power bombs for those listening in howthey can get the most out of their day today, routine. You know, there'sthere's in the industry, there are so many events, conferences, workshopswebinars. I mean this podcast where you know lots of information is given tonsof insights and strategies and techniques and all that sort of stuff.But I wanted to turn it over to you and just ask you. You know W H with theabundance of information that we have in the automotive space. What are youseeing as you work with dealerships that one of the most common, I guessobstacles is for them kind of getting to the next level of success? Well. Well, first of all again, thank you somuch for having me on with with you guys, you guys are a huge inspiration to the to theautomotive industry, with with the dealer, playbooks hat. Thank you again,Robert and Michael. You guys happy to have developed our relationship overthe last fear or so and doing the different things in the industrytogether. So thank you again. So Much Thik, your letting me have ll yourwelcome and for letting me have this opportunity to share with your audienceso, but in the question that you had...

...just stated, the biggest thing that Isee as the biggest struggle is not the fact that the dealers, many of thedealers, have the tools they have the resources, they have the education andthey have the training they just don't implement, they don't apply and theydon't execute, and because of that, that is what I see as being the numberone thing that causes failure or that causes you know decline in their dealershipsor their departments or whatever, specifically that they're doing so.Like you said, I mean this automotive industry that we are in is flooded withresources, man between websites, podcast forums, blogs, twenty groups,newsletters seminars, conferences, summits, expose on demand, virtualtraining platforms, onsite training, platform phone trainings. I mean youhave so much. We have so much at our fingertips at all times, so wedefinitely are not lacking when it comes to that stuff. The thing that Ithink is the hardest part of this whole situation is the application and- andI've used this term before, and you guys have heard me speak about this,and you know I talk about the difference between information andtransformation and many times you know I use a a formula that that I like tocall. You know it's like it's like a map that we can use to get us to wherewe need to be and that it goes like this. It's education plus training,withoutr minus application, equals only good information. You know you've everbeen a you know. A workshop or you've listened to somebody and you're likeman. That is really good information. That is great information, but if younever take that and apply it and execute it and implement it, thenthat's all it's going to ever be is good information. The difference inbetween good information and transformation is the application andagain the application is what makes the difference you know. If you want tohave transformed results, you need to transform your routines every day andapply different things in different steps and different routines in orderto get different results right, yeah, absolutely so, and what you're sayinghere I mean this is so valid. It reminds me of a couple conversationswe've had in previous episodes. Like you know, I'm thinking a cardowne wherehe's talking about having the right sequence of trainingand- and I guess part of that is knowing how to apply the knowledge sothat you can get something out of it. Now, let me ask you Joe: When it comesto application, I mean still kind ofwe're, still kind of approaching thisfrom the top level. How do you suppose that maybe the struggle when it comesto application is just not knowing that first step to take yeah? I think thatthat could be it, but I think it's. I think it's not that solely because Ithink many times we can even have the steps to take. I mean look, you knowyou can have the map, you can have the list and if I was just let's just say,I wanted to come to your office Michael and I decided to go head into my carand put in the final destination. Whatever that address is into my gps, Iplug it in and it generates and calculates to me every single turn thatI need to take te get there. I know how to get there. I know the steps to takethe only way I'm going to ever be able to experience your presence and bethere at your office as if I actually press turn the car on step on the pedaland start driving right. So so many times it's it's just a matter ofbeginning to start to go through the motions- and I know Robert you'vetalked about this many times about...

...drilling rehearsing role, playingtaking action. I mean when we look at, let's just say, for example, scortswhen you look at baseball and I work tall in the baseball now and the seasonat that that this episodeis being recorded and we're in the footballseason. Also, we have two sports here that are very, very big and attractiveto a largelarge audiences, but, let's just say, fom baseball. If aprofessional ball player wants to improve their swing, they're not goingto just watch a video they're not going to just look at the tape and listen tothe coach on how to do it, they're going to actually go out and Siing thebadding cage exactly they're going to take the ball. They're Gonga they're,going to have the army electricarm, throw the ball and they're going tostart swining they're going to lift their elbow they're going to get intotheir stancs they're going to hold into positions that they need to to getbetter. It's the same thing: When we talk about football, you know you havethe Seattle seahawks that on they won the championship last year, and thenthey came back this year and Russell Wilson picked up the football inpractice in training camp and started, throwing it again what's wrong with youRussell your professional quarterback. Why would you try to? Why would youhave to books? You know how to throw a ball yeah. Of course he does but he'sgoing through the motions, he's drilling, he's rehearsing, he's role,playing he's, training and again, we've always- and I said this practice nevermakes perfect practice- makes permanent practice makes permanent. If youpractice wrong, then you're going to have permanently wrong ways of doingthings. But if you practice perfectly, then you'll have perfect right. So it'snot just about practice, makes perfect it's about practicing the right way andapplying yourself to go throughhe emotions and it's always going to beharder at first and then gets easier as you go go through it, and I thinkthat's sometimes is the obstacle, because it's not we many times, judge ourselves where weare now against somebody where they are fifteen years later. In other words,somebody WHO's an expert in a position that is flowing naturally they're freeflowing they're, very good at what they do and they've practice, and they putin the time and all the effort and energy to be as excellent as they are,and s and to deliver as smoothly as they do. And then we start and westumble we're not as good and we trip up and we make mistakes, and sotherefore we get frustrated. I think that could be a barrier that is goingto what you said Michael About. Why? Sometimes people don't go to that nextlevel and then they don't take that first step, YEP yeah, it's Lik! Let me ask you thisJo. What do you think how much does- and I think we touched on this inconversation we had the other day and, like me like, I am like a sucker forbuying. Just like you know, training- and you know you know books from fromso many different people. Man Like I'm, always buying courses online and stuff,and where do you think that how much does overwhelm quote unquote, you couldsay have to do with not taking the action or not. You know implementingexecuting applying. Well, I think that's a great point, becauseoverwhelming is also something we live one day at a time right, HMM, so we canget overwet them with the length of something when we start looking at. Oh,my goodness, how far we look, how much I have to do. Look how much I have totake on look oon. The road is look how long the road is exactly and again it'syou know, driving from where I am to where you are Michael and where you areRobert Yeah. It may look like a long road, but I just have to focus on thefirst step. When I need to get to the second step, then I can focus on thesecond step, but I think many times, that's that's what happens is. Is Wejust look at the long road and we get overwhelmed and instead by by not justlooking at the long road, we need to start looking at the thes step. We needto take right now and then then hen wee...

...we get to the next step. Then we cantake that next step. We start worrying about all the steps that have to betaken after the first step and we never took the first step your fifers Standinyeah. I love this. Your first goal should be the closest to yourachievement right. I love that T's. A great great statement: It reminds me ofyou know in this I mean I guess this. This just has to do with people. I wasreading an article about how people, actually, I think, it's like Januaryeigteenth- is kind of the Meridian Cutoff for when majority of people giveup on their new year resolutions, because they they say man, I'm going to lose thirtypounds. No Dude, you're, Goinna, YOU'RE gonna book a pass to the gym, you'regoing to start eating healthy and come up with a meal plan, and I think partof this to I mean where does where does willingness fit into this mix? Is thatI mean you have to have the willingness right? To I mean, aside from learningand acquiring the knowledge, there's got to be a certain level ofwillingness. I'd imagine to want to take th the steps right. Definitely a d you have to you have tohave a willingness to be able to push your flesh to do things that doesn'twant to do. You know what I mean to push your body, I mean look, I. Why dowe get up and go to jobs and drive? You know ungodly hours in the morning anddo certain things to go certain places to do what we do many times what ourbodies would rather be sleeping in bed yeah, because there's there's awillingness to go and do that I mean you know it's the willingness- and youknow I heard I heard a statement that says you know if you're willing andobedient yeah you're going to eat the fat and the good of the land. You knowwhat I mean so you're going to you're going to get to experience the goodstuff with willingness and action. So it's the two coming together, not andagain, it's always going to work hand in hand, but what I wanted to go backto real quick was what we were talking about just before. This was aboutknowledge because we talked about how many times people migh have theknowledge and they think that, just because they have knowledge, they havepower. Okay and knowledge is power. I've heard that saying- and I knowyou've heard that saying, but that's only half true, because knowledge ispower, but it's really potential power, because the potential for that power ofthe knowledge that you have is there to be released, but it's never going to bereleased until it's acted upon and one of the things I like to use as ananalogy is electricity. You know I'm in a room right now were all the lightsare on. I got my laptop my IPAD. I got. I got everything working right here.You know it's all: it's all based off of electricity, and so what happened iswhen I came in to this room and the lights were off. There was potentialpower that was stored within the walls that once I turned the switch on, I gotto see the results of that power, and so it's really until I take action toturn that switch on that the powers. That's pretent, that that potentialthat's in there is released to show off what it's supposed to do, love it. Noknowledge isn't power until you a know what to do with it and be take action,absolutely love it all right. So that being said, then, like let let's talkabout, you know what are the steps than to taking the action to making it justlike breathing to make like it'Syou know to avoid the overwhelm to avoidyou know the unwillingness and to just you know, take what you learn and divein. Can I ai, maybe starte to gut you off? Can I maybe expand on thatquestion to Robert and say yeah, you know we maybe can ilet'. Let's look at, I meanbecause what you do is you help dealership specifically, you know, expand a knowledge and B showthem how to execute. Can we take? You...

...know a real life example, a department,a department within the dealership and say hey. We see a lot of dealershipstruggling with whether it's phones or or sales process, or BDC or eappointment, setting or whatever and just kind of walk us through someactions that a dealership could take like right now today to start snresults, yeah, okay, definitely so so the first thing is is: whenever we doour trainings and whatever we do Aur you know consulting. We always wealways make sure that we a that we go ahead and tell them listen.When you hear what you hear think to yourself, how can I take whatI'm hearing right now and apply it to help me in my role, my position in mydaily Broutine? Now we ask them to do that man times they won't even do that.So that's why we have to come up with howt O to apply it as well. So we wantthem to figure it out first, because at the end of the day you know I can helpyou do it. But what's going to happen, is eventually is you're going to findways that wilwill be more natural for you, then you'll start to you know,change it up and make it more personalized right and more comfortablefor you and what you're doing in your daily role, but again I'll go ahead andI'll create, for example, we have for our process and how we set it up,and we expect our phone coordinators to make a hundred and twenty calls a day,and so that could be overwhelming when we start looking at. You know one dayand you're saying wow one day how how in the world- and I going to be able todo a hundred and twenty calls and one day and then, when you start thinkingof the month and agains like we talked about the the long road right, youstart looking at the overwhelming stumf and then you just you, can getdiscouraged and then you can just you know, not do anything and then just youhave that call reluctance, and you just you, don't pick the phone up and you'rejust afraid and all that stuff. But when you start looking at, let's justsay it's a twenty one workday month and you have now to not just make a hundredtwenty calls a day that equates Ta Twenty five hundred and twenty callsfor the entire month and you're going. How was this going to happen right allright? So what we do, then, is, for example, for our process is we havecoordinators that their goal is to dial a hundred and twenty calls per day, andthat can be very overwhelming at first, especially to people who are in thatposition and who are new to the Aldo industry who are new to having to youknow, figure out this process and go through the whole entire. You know you know orientation of a new job, thenew culture, new atmosphere, New People, it's all overwhelming it can be so wecreated in order for them to be able to do this, an outbound call trackingsheet, and so that tracking shee shows an eight hour shift. That has fifteencalls per hour in that eight hour shift to break it down to the smallest binksized pieces. So and again, this is one thing that we always want to make surethat that you know if you're wanting to learn how to apply something you wantto figure out. Okay, I want to take this. How can I apply in this, and howcan I cut this down to the smallest pieces so that I can learn how to getto my ultimate goal, one step at a time? Okay, because we always have the endresult in mind. So we begin with the end in mine, and now we got to figureout okay. Now, how do I get there? Well- and I like what I like about that too,is I think that it's showing them. You know every hour, they're knocking out agoal like they're accomplishing a goal. You Know Andi that feel hit. You knowand everybody. You know you can't sit there and tell me that when you knowhitting a go ing accomplishing a goal, I mean that's motivating eee to do more,exactly it reintroduces hope back into the this overwhelming equation. It'slike Hey, stop focusing on the length of the road and start patting yourselfon the back for being on the road in the first place, a hundred percent and the other thingthat we've done with this too N. my doing this is it's helped for them notonly to be able to go through the the...

...little steps of the goals of you know.Okay, I did fifteen and it also shows them that it's not as hard as I thought,and you know what this this can be done, because you know we understand that theconnection ratios are between eleven and fourteen percent on average. So youknow out of these calls you're not connecting with every single person, soyou're wondering in your mind that first, how it makes sense, and then youstart realizing wow, leaving a lot of messages, so we'e even showed them thatokay, look! Whenever you leave a message, you just put a lash acrossthat number. When you go ahead instead, an appointment, you circle that number.When you actually, you know talk to them and let's just say you know youmade a connection, but you didn't set the appointment. You just put a squarearound it. So now each one of those those symbols symbolizes what's goingon and then, when the manager gets these sheets, they can see. Wow fromyou know the third and fourth hour: That's whan. Our most connections aretaking place. Maybe we should make sure we're saturated saturating. The phonesin that area that make sense, yeah love it and you're going na you're going toget us a link so that we can link to this. This template in our shownotesright, absolutely love it. You know what what I'm really enjoying aboutthis to is. I mean now we're seeing the breakdown of how to achieve you know,like you said in small bite, size chunks, I mean we've talked about a ornumber one, having a willingness to even execute. Then you got to have aplan and a goal setup. Then then, the strategy which is this, this templatethat you're talking to was about pertaining to the outbound call concept,and then the last part is: Do it? Do it and that's it I mean because listen weall get to do it part. You know we are in the car industry and you knowbasically the main the majority of what we're used to is this. You just go justget up just get on the phone, just get them in. You know just go ahead andjust just start calling. You know just pick up the phone and start diolentright I mean so so we're always hearing what to do. But what about the stepslike? Not just okay, N, ultimately yeah, I got to pick the phone up, but youknow how do I get there? How do I stay organized in the process? So it's justnot a big mess and we don't really know how to be able to track it, and wedon't really know how to pull the right information. You know strategicallyfrom this, so we can get better because that's the ultimate goal is all this isabout getting better. It's all aboutimproving and sharpening becoming more exceptional in our skill set and inwhat we do love it love it so so the thing that I think is important is tounderstand this. Is that information? It's like treasure. It is only going todo you good and you're, only going to beneshout benefit from it when you useit. If it's buried, it's valuable still, the treasure still valuable. If it's,if it's hidden, if it's under you know, raps yeah, it's still valuable butyou're not you're, never going to benefit from it until you, like youjust said: Do it and use it, it's the same thing o you dung it up. YEU had Odig it up. Man, and sometimes it takes. You got to dig through a lot of dirt toget to the gold and get to the treasure. This has been so powerful in that youknow you're breaking it down. I love where we're going with this. How can those listening in right now get aholdof you to get more information about how to execute? So you can hit me up onfacebook and you can look me up on Facebook, Revjo, Kalla, Rev, Joe Kala, and then also you can email me or call me. I can give you my email inmy phone number on my cell phone yeah go for it, it's Joe at dealers,Kynergcom and then my phone number is eight five,six, nine five, two one, seven, eight, six, eight five, six, nine five. Twohundred an seven eight six love it. Thank you so much Joe for being with ustoday. This is such valuable information that you listening in cantake right now to see massive things happen for yourself and that's reallythe objective of the dealer. Playbook... each week we're getting. You know, powerhouse figures inside ofthe automotive business like Revjo Kala, who, who are dropping these nuggetsthese power bombs, so that you can be as successful as possible joe onceagain. Thank you so much for being on the show today. Thank you guys. It wasmy honor Yep thanks. Joy will see you soon, man, and just like that. That's right, I'mstealing Roberts line that was Joe Calla general manager at dealers.Synergy wasn't that inspiring. Wasn't that motivating to know that you cantake good information, great information and with application have or achieve transformation, andthat's the whole point. That's why it's so you know such a cool topic for us totalk about on the show, because that's what we're really all about that's whatwe should be pursuing consistently transformation. You can have everythingthat you want in your own career in your personal life, the difference thething that will set you apart, like you heard Joe talk about, is whether or notyou apply the things that you learn and the level of willingness that you haveso check it out. Do me a favor right now visit triplew dot the dealerplaybookcom forward, thirty one where you will get access to some of the freematerials that Jo's offering that are going to help you apply what you needto to transform your career again: triplew ot the dealer playbookcomforward, thirty one and again don't forget to subscribe on Itunes, Stitcher,radio and now on sound cloud. We would also love your feedback. Don't hesitateto give us your feedback or if you have any topic or guest suggestions, we areopen to it all until next time. We'll talk to you soon.

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