The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Joe Calloway: The Art of Attracting Business Like a Magnet


DPB is back in session 72 with more power bombs to help you advance your life in the automotive sales industry.

In this episode we are excited to chat with sought after speaker and best selling author Joe Calloway.

Joe Calloway helps business leaders, owners, and entrepreneurs make great companies even better. His interactive keynote presentations and workshops enable organizations to focus on what is truly important, inspire new thinking about challenges and opportunities, and motivate people to immediate action.

Joe is a business author, consultant and speaker and his client list reads like an international Who’s Who in business, ranging from companies like Proctor & Gamble and Coca Cola to Cadillac and American Express.

Joe also works extensively with car dealers and shares his expertise in this session of “The Dealer Playbook” Podcast.

The Secret Sauce to Growing Your Business

Joe reviews his step by step framework on how you can grow your business in car sales with a insanely powerful strategy that produces results

Sometimes the best way to grow your business in the automotive industry is much less complicated than we tend to think.

Joe goes into further detail on this in this episode.

Creating “Wins” for Customers as Well as Team Members/Employees

Learn the “Win Factor” and how it can grow your business and make you more sales. It is important that not only do the customers win but also you or your sales team are winning as well.

Joe breaks down the “art of winning” and how you can use this to sell more cars in your market.

Leveraging Word of Mouth and Maximizing It

What your customers are saying about you has the potential to be the ultimate marketing source that delivers you the highest quality opportunities.

Joe jumps in and delivers actionable strategies that will help you get your customers to say great things about you.

That is just a small sample of the powerful information packed into this session.

Connect With Joe Calloway

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 ;)

Have You Checked Out Michael Cirillo's Best Selling Book "Don't Wait Dominate? 

  • Get Michael's book here.

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. 

Hey, before we jump into thisawesome session of the dealer playbook podcast, because we value you so much asa listener, we have a free gift just for you. Head on overto the dealer playbookcom lead, and get instant access to your copy of thesecret dealership lead generation blueprint. This is going to help you discover the sixsimple steps that will help you get more high quality car buyers, all onautopilot, and it's completely free. Head on over to the dealer playbookcom leadand get yours now. Now back to business. This is the dealer playbook. Hey, we are here for episode number seventy two of the dealer playbookpodcast, where every single week we're bringing you creative strategy because you are inadvanced automotive professional. Thanks so much for being here. My name is MichaelCirillo, joined up by Robert Wiseman. What's going on? What's happening?Happened, man? Yeah, lots on the go. Super thrilled with youguys checking out our new website redesign. We were heads down and, youknow, put a lot of work in there. Lots of your taking advantageof the free information that we're handing out there lots of gifts, goodies,tips, tricks and tactics. If you haven't checked it out, visit nowtriple w dot the dealer playbookcom. It's been a lot of fun just tointeract with you guys. Also, don't forget to, you know, whileyou're in that process, visit us on facebook. We love to hear fromyou guys and see what you have going on and that's a great place foryou guys interact and ask us any questions. Today's episode is a really cool youknow, it's kind of a change of pace for us. We don'twell, I don't think we've had a lot of kind of entrepreneurial per sefocused. I mean I guess each episode we do could be kind of gearedin that direction. With today, you know, it's really cool. We'resitting down. Robert, you lined up a really cool one for us today. Joe Callaway, who is an author.

He's written several books, but heis also, you know, the executive in residence at Belmont University Centerfor entrepreneurship. He was mentioning pre show. He's had quite a bit of interactionwith dealerships. But you it was at a book that you had readof his. How did you? How did you get connect? Actually,his people reached out to me, someone I know that that works with himand you know he has a new book coming out that we talked about inthe in the show a little bit. But they were like, Hey,listen, you know, I think that this guy knows, you know,our format here and those the audience that we t are and he's like,I got a guy that I think would be great to come on. Imean, I'll be honest, I usually am the one that knows. Youknow, have been following some of these guys for a little bit. Thisone was new my radar, but definitely a catch in my opinion. Yeah, for sure. I mean it's it's funny, right, because there's somany people out there that are doing some incredible things and I don't know aboutyou, but I feel really I guess we're super fortunate that we can,in instances like this, get in touch with and get to know these people. You guys are going to absolutely love the power bombs that Joe Drops inthis session of DPB. But before we jump into it, let's just grooveout for a second. Here. Here we go. All right, guys, we are now sitting down with the man, Mr Joe Callaway. Joe, thanks so much for joining us on DPB. It's a pleasure. Thanksfor having me. Yeah, we're really excited to ask you a lot ofquestions, especially knowing that you've had kind of an extense, some extensive experiencewith car dealers and quite a few different brands, and I think that's kindof how I want to want to lead into this with you, is justby asking you, you know, in your observation working with so many dealershipsand with so many different brands in the industry from an entrepreneurial perspective, whatare your observations? What are you seeing...

...out there and maybe what's the what'sa course of action that dealers ships and perhaps dealer owners, managers and salesprofessionals even, could be taking from an entrepreneurial standpoint to see positive gains intheir career? Sure that you know the thing that I love about working withthe car business and with dealers is it's really it's interesting to me. It'ssuch a fascinating business. In some ways it's like the wild west of entrepreneurship. I mean, God lead they they get impacted by so many different factors. Obviously the two thousand and eight recession just hammered them. Then of coursethere's there's been a comeback in sales, but it in it depends on onwhat manufacture there with. I mean sometimes the big challenge is they could sellplenty of cars if they could just get the car that people want to buyfrom the manufactor so sometimes it's a supply issue, but it's it's always afascinating business. And here's what I think it comes down to today. It'salways been true, but I think guys, more than ever it is so muchabout the experience that that the dealer creates for the custer I'm I'm customer, I mean the total experience, because here's why it's more important than it'sever been. Word of mouth has always been the greatest influence on buying decisions. But today word of mouth isn't about me telling four or five people howmuch I love the service department it my dealer. It's about when I goonline and end up telling dozens or hundreds, or some people would tell even thousandsabout that experience, positive or negative. So you can take the math onthe impact that existing customer satisfaction or...

...dissatisfaction has. You can take thatmath and multiplied just extensively, because everybody's talking to everybody and that that's whyit all comes back to. Does that customer walk away happy, unhappy,neutral? And the experience that you create is vitally important. Okay, soin your new book coming out, did you say next Monday? So fromair date today? Yeah, or third yeah, you can actually get itlike an Amazon right now. You can go ahead in order that. Ithink that got in stock. Show. It officially comes out next Monday,though won't link everybody up with that in the show notes. So magnetics,the art of attracting business, you're suggesting, then word of mouth is, Iguess that the secret sauce, so to speak, of growing a boomingbusiness. Well, thank you. It's the driver. I would defy anybodyto tell me anything that has more impact. I mean obviously there's still advertising.Certainly in the car business, advertising is a big deal. And here'swhat that does. That gets people to go on the Internet and look atyour website, because they're not going to come in. I mean nobody's goingto come in without having not only been to your site but been to abunch of other dealers websites and they've probably been on Yelp, they've probably beenon Kindie, any number of potential review pages right where they've wanted to.They want to see what other people say about your dealership. But yeah,it's I mean there's just nothing that is more impactful than that word of math. Word of math is driven by how the customer feels about you, theexperience that they had. It reminds me of a quote I heard from agentleman named Robert Rose recently. It had... do more with content marketing,but I think it really does apply to what we're talking about right now.He said traditional marketing, or in this case advertising, is telling the worldyou're a rock star. Content Marketing of showing that you are one, andit's almost the same thing, as imagine, if people are talking about you andit's positive, it's not just promoting the fact that you are a rockstar, which I think we in this business kind of traditionally suffer with.We Hey, look, we've been in business thirty years. Were family ownedoperated, were were you know this that, and we've got factory trained technicians andwe tell people all these things, things, but really it is theword of mouth, as you suggest. That is what will help penetrate themarket to a degree that it's it's not just telling anymore, it's actually showing, it's resonating. So sorry, to go ahead, go ahead. No, no, that what you just said is, I mean you slightly differentwording, but that's the point I'm making the book. It's one of thepoints I make in the book. You know, another way to say itis is that nobody really cares what you say about yourself, but they're vitallyinterested in what other people are saying about you. Shame so that that's wherethe action is and growing a business today. There's that. Okay, that thingthat I say. It's enough about me. Let's talk about you.What do you think about me? You know, it's yeah, exactly,exactly. So, if so, you're saying that the word of mouth,what's coming out of you know, your customers mouth, the dealers customers mouth, the salesperson, even their customers mouth. That's all, you know, comesback to, the foundation of, I guess, the experience. Howthey enjoyed it correct that's all, and that's it. And that's nothing newfor most things, I mean most car dealers have been thinking about that andworking on that, certainly the good ones they have or ahead of that curve. But the I think the point now is that because of the impact ofthe Internet and how it's leveraged word of...

...mouth, it's infinitely more important thanever, and so that means that it's more important than ever for you,as a dealer to have everybody in your organization being clear, absolutely clear,on what it is we are trying to create with each customer and then beingintentional and how they do that. What's the starting point on that? Soto get clarity, like you talked about in the book, getting clarity oncreating positive word of mouth free business. Where does that start? What doesthat look like? What's that process? Yeah, you know where I thinkit starts in and at it. I mean I'm not that smart, butI'm a pretty good observer and it's pretty good reporter. And when I lookat companies and card leaders that have kind of got this figured out the acouple of things really really come to mind that they all have in common.One is the leadership, and I mean from the very tiptop all the waydown. The leadership makes it really simple. When I look at businesses of anykind, but certainly when I look at card dealers that are or whenI talk to him the ones that are struggling, they tend to talk abouthow complicated it is. It's like, Joe, we've got a thousand movingparts here, this is so complicated. And the ones that are doing extremelywell or the ones that say, you know, at the end of theday, this is really a pretty simple business. There's only two or threeor four things, but we have to get right. But if we getthem right every single time, we with every customer, we are solid gold. And so I really think it starts with leadership. Simplify and saying,folks, here's, here's what we're all working on all day long, andthen having clarity about what those things are, and then the repetition and the reinforcement, which has to be absolutely constant,... that everybody is constantly reminded ofhere's who we are, here's what's important, here's what we're trying toaccomplish. I think you know, so fundamental what you're talking about. Ithas to start with the leadership. I think you know we we in theindustry, and I mean any industry for that matter, growing business in andof itself is quite overwhelming. But, like you said, I think thethe the power of it lies in the repetition and making sure that the entireteam is also clear on what you're trying to achieve. And and you know, there might come days where you're sick of repeating the message and repeating itto your team and trying to get them on board, but it's going tobe so much more worthwhile, I think, on the back end the fact thatit, I guess, by virtue of this it also kind of createsa culture within the store that that everybody is working according to a special civic, unified vision. You know, you nailed it and it's funny the wordsthat you just use. I've heard so many, I mean really effective leadersand dealers say I talk about this stuff so much almost get sick of hearingit. Yeah, but but you know what, but that's your job,that your job is to keep talking about it and to get to the pointwhere I could walk up as a total stranger to anybody that works in thatstore, that works in that dealership, and say what's important here, andI'm not talking about that they've memorized anything. I'm talking about from their gut.Every employee would be able to look me in the eye and say,Oh, man, I could tell you exactly what's important here. There's noconfusion about that. Sure, that's powerful, guys. If you get your peopleto that point, that is strong stuff. I think even you knowalong these lines. This is really resonating with me because, I mean,though, we're not a dealership, and I don't I don't own a dealership. I mean I do have a team of individuals and you know, thelesson for me recently is, you know,...

...being one of the CO founders ofthe business, where at one point I did the job of everybody outof necessity. As I've grown the team. You know, it's taking me,it's taken me a while, to realize that my job isn't to sellthe product anymore, and I think sometimes dealers might feel that way. What'seat, you know, if you said, what's your job? Oh, wesell cars. Well, no, actually, if it's similar to theway I've been feeling, my job as the owner of the company or thePresident of the company, whatever the job role is, my job isn't tosell more of my product and service immediately. It's to administrate and it's to makesure that my team is empowered and it's to make sure that there's clarityon the programs. And so I mean, is that kind of what you're suggestingor am I missing something with that? That's that's exactly what I'm suggesting.You know, it's I heard, I heard a dual definition, oneof management one of leadership, and I kind of liked it. The definitionof management that I heard was that management is getting the organization to function asit's designed to function, in other words to make sure that all the movingparts are moving properly, and that's where the the use the word administration.That's where the administration part comes in. And then the other hat that youwear is a leader. And boy, you talk about a simple definition.This definition said a leader's job is to remind everybody of who we are.Now, to me, I expand that to include not only who we arebut what's important to us. But yeah, there's kind of those two sides tothe leadership coin, one being management of the people, the other beingthe true leader ship of the people. But you got to do them both, and you're right, that's your job. You're out of the tactical business.Once you become the leader, you're in the leveraging the power of thesepeople that you've got working on behalf of...

...the organization. How would you applythis to the employee, so a car sales professional, someone that works inthe service department, the finance department, because they're not the let's say quoteunquote leader, you know, top down leader. Yeah, right, howdo how do you? I mean, what do we? I know whatI want to say, the words are just aren't coming out of my mouth. How can they individually? Yeah, kind of yeah. How do theybuy into this? How do they become the leader? How they take ownershipof this, this experience, and make it their own so that it contributesto the whole? The thing is, here's the deal. The leader that, for example, the owner of the dealership, rarely actually creates the experiencewith the customers. It's the people, not only the customer contact people,but the people doing the job. I mean it's like if I take mycar in four times for to get a problem fixed and the Service Department personnelthat I talked to are that they are absolutely gold plated. They're Nice,they're courteous, they're fabulous. They're wonderful, they give me donuts, they're terrific, but I have to bring the car back three more times to getit fixed because it wasn't done properly. Then the mechanic is the one thatcreated my experience and the whole brand now rest on the experience that I havewith a mechanic that I never even met. And so it's the people on thefrontline. And again, where do they have customer contact or not?Everybody's job should be to enable the organization to create a great customer experience.You may be three people removed from the customer but believe me, what youdo impacts the other people in the dealership...

...and that then impacts their ability tocreate a great experience. So the real responsibility for the brand and for creatingthe word of mouth that rests on the employees shoulders, way more than itdoes actually, certainly in a tactical way, more than it does on the leadershipshoulders. It really is the analogy of a car really works perfectly inthis context, because I mean you think the dealer, principal or owner isthe driver of the car. They steer the direction. The management is theengine or transmission, but true, ruthfully, the people on the front line arewhere the rubber meets the road, and without rubber meeting road, thecar moves nowhere, nothing is accomplished. That's exactly right. So it allcomes down to the individual employee. Every single time. Love it. Okay. So, but what's the what's the what's the must know like in orderfor you to like to build that experience, to give them, to deliver thatwow like. It's a wow is different for everybody. You know somesome people have value in this type of experience or this what have you.So what's the what's the formula, the blueprint for like building out that experience, that that gets the customers mouths talking about you in a positive way?Great, great, great question, because you're right. What what turns meon as far as a while factor may fall completely flat with the next customer. So let me give you a couple of real basics. One is thisthat I do believe that. Then there's a thousand ways you can well customersfor my money, and that's based on, again, experience and observation. Formy money. Be Single most powerful wow factor in the universe is thisone. It's when your customers say wow.

Those guys get it right every andgold time. You want a wow factor, that's your Rale factor.And now, let here's the danger of a wow factor. Sometimes people say, you know, we need it, we need a wow factor, weneed a cherry to put on top of this cake, and I'm all fourthat. That's great, but be sure you're not neglecting the cake when you'reput into Cherry on top of it. In other words, go back tothe absolute fundamental basics that your customers expect and win there. If you canwin there, then then you've won and everything else truly does become a cherryon top. And as far as a fundamental philosophy, a fundamental way ofthinking to create great customer experiences, it's this, and I devote a wholechapter in the book to it. It's that all of us play using astrategy called the win, win strategy. In other words, I've got tomake sure that in all my interactions that the other guy wins in my interactionswith my coworkers, and that now and listen, that doesn't mean we don'tdisagree, that doesn't mean that you say yes to everybody about everything, butthat over the long haul, all I do all day long is make surethat I create wins or my co workers winning. Certainly is the customer winning, and it really makes it a pretty simple way to approach your business andit's is powerful. is any idea of ever heard in my life? Makesure the other guy wins? Interesting. Well, that's something you know.People chew on that and they go, Joe, that sounds Nice, butthat's not the way the real world works and a whole wait a minute,back up. That's exactly the way the world works. If I'm your customerand I feel like that, if you hit that, you have made melose either by I walk away feeling like,... know, let's take a bigone. I got a bad deal. I got snookered into buying something Ididn't want. Well, that's a huge loss for me and I'm notgoing back and I'm going to talk bad about you. Another one could bemore subtle. You said Joe. Let me check on that. I'll callyou tomorrow and I never heard a peep out of you. You just mademe lose, and it's those kinds of losses that we create with other people, large or small, that determine their perception where they like us or not, our brand strength and certainly goes back to that word of mouth, Imean, and it for me it comes down to you know what we're talkingabout right now. How many more, for those of you listening, andI mean I've said this before, how many more people have to say this? Help other people get what they want and you'll get what you want?Here we have again another voice added to the pot. You know, itreally and treads me. Joe, like you had mentioned that there are peopleout there that don't believe that helping others is the path to success. Afterall, if you are focused so much on helping others, how could youever possibly have enough time to focus on your own success? But you areadding your voice to something that we're so passionate here on the show and inour own lives, and that is that by truly giving selflessly, giving toothers. It's funny how, Matt it's almost like magic it it turns aroundin your favor when you help somebody else win, when you help them getwhat they want, when you enrich and enhance their life, it really doesturn around on you, and it's incredible how quickly you start thriving well andnot only that, but look at the consequences in the real world, Imean the hard, cold real world of business. The thing is, ifI mean my gosh, an analogy would be watched little kids. If kidsare playing together and there's one kid that...

...makes the other kids lose every time, finally they pick up their ball and they go away and they won't playwith them anymore. The exact same thing happens with customers. Hello, it'sthe simplest formula in the world. If you make me lose, I willnot do business with you any world anymore. And so the only way you canwin by making people lose is you have to find absolutely brand new customersevery single day who have never heard one word about you, and that's hardto do. So you're much better off making sure the other guy wins,because that's what brings more business to you. If the ultimate, smartest way toaccomplish what you want to accomplish. Yeah, and you say here onyour website along these lines. You know, do do what few businesses do.Be Intentional, strategic and tactically focused on knowing exactly what to do.That make you a magnet for your for new business. I think it's funny, because you know they're there are companies out there who they're their sole purposeof existence is to help increase the reputation of the the dealership or the business. They have some piece of technology that, you know, intuitively asks for areview of the store or whatever it is, and so so rarely dowe focus, I think, on what truly matters, which is what we'retalking about today, and that is, you know, the technology is nice, it might streamline you know this or that, but what really needs tohappen is something that the technology can't do for you, and that is thatyou need to be a good human being and you need to be focused onproviding an exceptional experience. It's absolutely amazing to me. God, mean this, I love what you're saying, because sometimes if people say to me,Joe, what can I do? What's the right technology or what's the rightsocial media strategy that I can use to get people to give me good reviews? Well, ok, okay, let's start here do really exceptional work forthat customer. Yeah, I mean that.

That's that's the ninety percent of it, and I'm not discounting that. There are other factors, of coursethere are, and there is technology and of course you want to know that, the dynamics of social media. But the big chunk of it is itthat somebody asked me a couple of weeks ago, said what what's your marketingplan, and I said to do really great work for my customers, andthey said, no, I'm not talking about that, I'm talking about yourmarketing. I said no, that is my marketing, because if I doreally great work for my customers and do it consistently and keep getting better atit, yeah, I'm going to be solid gold. That's all I haveto worry about. It's funny because I think we're always looking. Well,it's like what you just said. We're so focused on that next thing,the Cherry on top of the cake, that we forget about the cake,the substance. And you know, I guess I would argue that you alreadyhave the technology. It's made out of tissue and it's called your brain.You know, you start start here using it. You know it's pretty powerfulwhen you start tapping into it. Be Powerful and focus on the fact thatmore time, you know, you have more time I'm working and interacting withpeople than you ever will with the technology. So focus on where your chances aregreater for building relationships, a trust and and interacting with people and usinga positive influence to to create that win win. Love it. Yeah,and you know, the catchy is what trips. People love about everything you'resaying and both of you are saying. I think that I'm saying is somewherein their man they're going yet, but boy, that sounds like a lotof really hard work. Yeah, exactly, you bet it is. That's whybeing better than the competition is a hard place to get to, becauseit takes a lot of work, a lot of intention, a lot ofdoing the right thing over and over and over. It's not easy, butit's what creates the greatest payoff, the...

...greatest reward. And and I wouldadd to that that that in that therein lies in the the opportunity, becauseit's not easy. That means so few people are willing to do what ittakes to achieve it. Exactly agree, Joe. This has been an extremepleasure to have you on the show. Definitely need to check out your book, which is, like you said, available on Amazon today, officially launchingnext Monday. It's called magnetic, the art of attracting Business Joe, thanksfor being on the show with us today. It's a pleasure, guys. Thanksfor thanks. So and there you have it. That was Mr JoeCalaway, author of his new book that, by the time you're listening to this, should be on the shelves everywhere. Check it out. Magnetic, wouldyou think? Mr Sorrello, I thought I love the guy's energy.I mean, you know, it super easy to talk to and really coolconcepts, right. I mean word of mouth. It comes back to whathe talks about in the show about we're so focused on putting the charity ontop of the cake or or icing the cake that we forget about maintaining theintegrity of the cake. And and so I don't know, by you.I feel like that's kind of that's what the industry has come to a littlebit. We're always focused on what's the next best thing that's going to helpme do x, Y and Z and, Oh yeah, it's like in ourprevious conversation that we had on an episode seventy one with with Ken Pottertalking about how dealers or would complain to him about true car and he'd belike man, I suggest you cancel it, and they'd be. I can't,I can't get well, it is we're always searching for that next bestthing, and especially, I mean when it comes to the reputation and thegrowth of your business. Well, the cake is the fact that you havethis organization just sitting here that needs to be nurtured and, as you youknow, from the top down leadership,...

...nurture your team and from you know, let's call it the bottom up. As a team member, you know, I love what he was talking about how you, you have more powerto influence the experience than anybody else at the store because you're where the rubbermeets the road. And so you know, I hope those of you listening inthat are sales professionals and where you know where the rubber meets the road, the frontline team members, realize that you have an incredible opportunity in frontof you to shape the experience, to increase the reputation, and I meanas the dealership's reputation as a whole increases, it then perpetuates opportunities back to youto just increase your own business as well. It's that win win.Yep, no doubt. Let's take this one home. My friends do itokay, so check it out. We got the show notes for you attriple w dot, the dealer, playbookcom forward, seventy two. That's right, seventy two. We would absolutely love a review from you guys on Itunes. You can do that by visiting triple w dot, the dealer playbookcom forward, slash DPB itunes. Would love to hear from you guys and of course, as always, visit us on Facebook, where we'd love to just get feedbackfrom you, show suggestions, guest suggestions. That's that's our place tojust interact with you guys. So grateful for you guys, continuing to checkout the show from all over the world and until next time, we'll talkto you later.

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