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

  • Connect with The Dealer Playbook on Twitter here.
  • 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 this awesome session of the dealer playbook podcast, because we value you so much as a listener, we have a free gift just for you. Head on over to the dealer playbookcom lead, and get instant access to your copy of the secret dealership lead generation blueprint. This is going to help you discover the six simple steps that will help you get more high quality car buyers, all on autopilot, and it's completely free. Head on over to the dealer playbookcom lead and get yours now. Now back to business. This is the dealer playbook. Hey, we are here for episode number seventy two of the dealer playbook podcast, where every single week we're bringing you creative strategy because you are in advanced automotive professional. Thanks so much for being here. My name is Michael Cirillo, joined up by Robert Wiseman. What's going on? What's happening? Happened, man? Yeah, lots on the go. Super thrilled with you guys checking out our new website redesign. We were heads down and, you know, put a lot of work in there. Lots of your taking advantage of 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 now triple w dot the dealer playbookcom. It's been a lot of fun just to interact with you guys. Also, don't forget to, you know, while you're in that process, visit us on facebook. We love to hear from you guys and see what you have going on and that's a great place for you guys interact and ask us any questions. Today's episode is a really cool you know, it's kind of a change of pace for us. We don't well, I don't think we've had a lot of kind of entrepreneurial per se focused. I mean I guess each episode we do could be kind of geared in that direction. With today, you know, it's really cool. We're sitting down. Robert, you lined up a really cool one for us today. Joe Callaway, who is an author.

He's written several books, but he is also, you know, the executive in residence at Belmont University Center for entrepreneurship. He was mentioning pre show. He's had quite a bit of interaction with dealerships. But you it was at a book that you had read of his. How did you? How did you get connect? Actually, his people reached out to me, someone I know that that works with him and you know he has a new book coming out that we talked about in the 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. I mean, I'll be honest, I usually am the one that knows. You know, have been following some of these guys for a little bit. This one 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 so many people out there that are doing some incredible things and I don't know about you, 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 in this session of DPB. But before we jump into it, let's just groove out 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. Thanks for having me. Yeah, we're really excited to ask you a lot of questions, especially knowing that you've had kind of an extense, some extensive experience with car dealers and quite a few different brands, and I think that's kind of how I want to want to lead into this with you, is just by asking you, you know, in your observation working with so many dealerships and with so many different brands in the industry from an entrepreneurial perspective, what are your observations? What are you seeing...

...out there and maybe what's the what's a course of action that dealers ships and perhaps dealer owners, managers and sales professionals even, could be taking from an entrepreneurial standpoint to see positive gains in their career? Sure that you know the thing that I love about working with the car business and with dealers is it's really it's interesting to me. It's such 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 course there's there's been a comeback in sales, but it in it depends on on what manufacture there with. I mean sometimes the big challenge is they could sell plenty of cars if they could just get the car that people want to buy from the manufactor so sometimes it's a supply issue, but it's it's always a fascinating business. And here's what I think it comes down to today. It's always been true, but I think guys, more than ever it is so much about 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's ever 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 how much I love the service department it my dealer. It's about when I go online and end up telling dozens or hundreds, or some people would tell even thousands about that experience, positive or negative. So you can take the math on the impact that existing customer satisfaction or...

...dissatisfaction has. You can take that math and multiplied just extensively, because everybody's talking to everybody and that that's why it all comes back to. Does that customer walk away happy, unhappy, neutral? And the experience that you create is vitally important. Okay, so in your new book coming out, did you say next Monday? So from air date today? Yeah, or third yeah, you can actually get it like an Amazon right now. You can go ahead in order that. I think 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, I guess that the secret sauce, so to speak, of growing a booming business. Well, thank you. It's the driver. I would defy anybody to 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's what that does. That gets people to go on the Internet and look at your website, because they're not going to come in. I mean nobody's going to come in without having not only been to your site but been to a bunch of other dealers websites and they've probably been on Yelp, they've probably been on 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, the experience that they had. It reminds me of a quote I heard from a gentleman 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 world you're a rock star. Content Marketing of showing that you are one, and it's almost the same thing, as imagine, if people are talking about you and it's positive, it's not just promoting the fact that you are a rock star, which I think we in this business kind of traditionally suffer with. We Hey, look, we've been in business thirty years. Were family owned operated, were were you know this that, and we've got factory trained technicians and we tell people all these things, things, but really it is the word of mouth, as you suggest. That is what will help penetrate the market 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 different wording, but that's the point I'm making the book. It's one of the points I make in the book. You know, another way to say it is is that nobody really cares what you say about yourself, but they're vitally interested in what other people are saying about you. Shame so that that's where the action is and growing a business today. There's that. Okay, that thing that 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, comes back to, the foundation of, I guess, the experience. How they enjoyed it correct that's all, and that's it. And that's nothing new for most things, I mean most car dealers have been thinking about that and working 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 of the Internet and how it's leveraged word of...

...mouth, it's infinitely more important than ever, 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 being intentional and how they do that. What's the starting point on that? So to get clarity, like you talked about in the book, getting clarity on creating positive word of mouth free business. Where does that start? What does that look like? What's that process? Yeah, you know where I think it starts in and at it. I mean I'm not that smart, but I'm a pretty good observer and it's pretty good reporter. And when I look at companies and card leaders that have kind of got this figured out the a couple 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 way down. The leadership makes it really simple. When I look at businesses of any kind, but certainly when I look at card dealers that are or when I talk to him the ones that are struggling, they tend to talk about how complicated it is. It's like, Joe, we've got a thousand moving parts here, this is so complicated. And the ones that are doing extremely well or the ones that say, you know, at the end of the day, this is really a pretty simple business. There's only two or three or four things, but we have to get right. But if we get them 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, and then 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 of here's who we are, here's what's important, here's what we're trying to accomplish. I think you know, so fundamental what you're talking about. It has to start with the leadership. I think you know we we in the industry, and I mean any industry for that matter, growing business in and of itself is quite overwhelming. But, like you said, I think the the the power of it lies in the repetition and making sure that the entire team 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 it to your team and trying to get them on board, but it's going to be so much more worthwhile, I think, on the back end the fact that it, I guess, by virtue of this it also kind of creates a 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 words that you just use. I've heard so many, I mean really effective leaders and dealers say I talk about this stuff so much almost get sick of hearing it. 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 point where I could walk up as a total stranger to anybody that works in that store, that works in that dealership, and say what's important here, and I'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 no confusion about that. Sure, that's powerful, guys. If you get your people to that point, that is strong stuff. I think even you know along 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, the lesson for me recently is, you know,...

...being one of the CO founders of the business, where at one point I did the job of everybody out of 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 sell the product anymore, and I think sometimes dealers might feel that way. What's eat, you know, if you said, what's your job? Oh, we sell cars. Well, no, actually, if it's similar to the way I've been feeling, my job as the owner of the company or the President of the company, whatever the job role is, my job isn't to sell more of my product and service immediately. It's to administrate and it's to make sure that my team is empowered and it's to make sure that there's clarity on the programs. And so I mean, is that kind of what you're suggesting or 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, one of management one of leadership, and I kind of liked it. The definition of management that I heard was that management is getting the organization to function as it's designed to function, in other words to make sure that all the moving parts 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 you wear 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 are but what's important to us. But yeah, there's kind of those two sides to the leadership coin, one being management of the people, the other being the 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 these people that you've got working on behalf of...

...the organization. How would you apply this to the employee, so a car sales professional, someone that works in the service department, the finance department, because they're not the let's say quote unquote leader, you know, top down leader. Yeah, right, how do how do you? I mean, what do we? I know what I want to say, the words are just aren't coming out of my mouth. How can they individually? Yeah, kind of yeah. How do they buy into this? How do they become the leader? How they take ownership of this, this experience, and make it their own so that it contributes to the whole? The thing is, here's the deal. The leader that, for example, the owner of the dealership, rarely actually creates the experience with 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 my car in four times for to get a problem fixed and the Service Department personnel that 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 get it fixed because it wasn't done properly. Then the mechanic is the one that created my experience and the whole brand now rest on the experience that I have with a mechanic that I never even met. And so it's the people on the frontline. 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 you do impacts the other people in the dealership...

...and that then impacts their ability to create a great experience. So the real responsibility for the brand and for creating the word of mouth that rests on the employees shoulders, way more than it does actually, certainly in a tactical way, more than it does on the leadership shoulders. It really is the analogy of a car really works perfectly in this context, because I mean you think the dealer, principal or owner is the driver of the car. They steer the direction. The management is the engine or transmission, but true, ruthfully, the people on the front line are where the rubber meets the road, and without rubber meeting road, the car moves nowhere, nothing is accomplished. That's exactly right. So it all comes 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 order for you to like to build that experience, to give them, to deliver that wow like. It's a wow is different for everybody. You know some some 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 me on 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 this that I do believe that. Then there's a thousand ways you can well customers for my money, and that's based on, again, experience and observation. For my money. Be Single most powerful wow factor in the universe is this one. It's when your customers say wow.

Those guys get it right every and gold 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, we need a cherry to put on top of this cake, and I'm all four that. That's great, but be sure you're not neglecting the cake when you're put into Cherry on top of it. In other words, go back to the absolute fundamental basics that your customers expect and win there. If you can win there, then then you've won and everything else truly does become a cherry on top. And as far as a fundamental philosophy, a fundamental way of thinking to create great customer experiences, it's this, and I devote a whole chapter in the book to it. It's that all of us play using a strategy called the win, win strategy. In other words, I've got to make sure that in all my interactions that the other guy wins in my interactions with my coworkers, and that now and listen, that doesn't mean we don't disagree, that doesn't mean that you say yes to everybody about everything, but that over the long haul, all I do all day long is make sure that 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 and it's is powerful. is any idea of ever heard in my life? Make sure the other guy wins? Interesting. Well, that's something you know. People chew on that and they go, Joe, that sounds Nice, but that'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 customer and I feel like that, if you hit that, you have made me lose either by I walk away feeling like,... know, let's take a big one. I got a bad deal. I got snookered into buying something I didn't want. Well, that's a huge loss for me and I'm not going back and I'm going to talk bad about you. Another one could be more subtle. You said Joe. Let me check on that. I'll call you tomorrow and I never heard a peep out of you. You just made me 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, I mean, and it for me it comes down to you know what we're talking about right now. How many more, for those of you listening, and I 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, it really and treads me. Joe, like you had mentioned that there are people out there that don't believe that helping others is the path to success. After all, if you are focused so much on helping others, how could you ever possibly have enough time to focus on your own success? But you are adding your voice to something that we're so passionate here on the show and in our own lives, and that is that by truly giving selflessly, giving to others. It's funny how, Matt it's almost like magic it it turns around in your favor when you help somebody else win, when you help them get what they want, when you enrich and enhance their life, it really does turn around on you, and it's incredible how quickly you start thriving well and not only that, but look at the consequences in the real world, I mean the hard, cold real world of business. The thing is, if I mean my gosh, an analogy would be watched little kids. If kids are 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 play with them anymore. The exact same thing happens with customers. Hello, it's the simplest formula in the world. If you make me lose, I will not do business with you any world anymore. And so the only way you can win by making people lose is you have to find absolutely brand new customers every single day who have never heard one word about you, and that's hard to 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 to accomplish what you want to accomplish. Yeah, and you say here on your 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 purpose of 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 a review of the store or whatever it is, and so so rarely do we focus, I think, on what truly matters, which is what we're talking about today, and that is, you know, the technology is nice, it might streamline you know this or that, but what really needs to happen is something that the technology can't do for you, and that is that you need to be a good human being and you need to be focused on providing 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 right social 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 for that 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 course there 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 it that somebody asked me a couple of weeks ago, said what what's your marketing plan, and I said to do really great work for my customers, and they said, no, I'm not talking about that, I'm talking about your marketing. I said no, that is my marketing, because if I do really great work for my customers and do it consistently and keep getting better at it, yeah, I'm going to be solid gold. That's all I have to 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 already have 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 powerful when you start tapping into it. Be Powerful and focus on the fact that more time, you know, you have more time I'm working and interacting with people than you ever will with the technology. So focus on where your chances are greater for building relationships, a trust and and interacting with people and using a positive influence to to create that win win. Love it. Yeah, and you know, the catchy is what trips. People love about everything you're saying and both of you are saying. I think that I'm saying is somewhere in their man they're going yet, but boy, that sounds like a lot of really hard work. Yeah, exactly, you bet it is. That's why being better than the competition is a hard place to get to, because it takes a lot of work, a lot of intention, a lot of doing the right thing over and over and over. It's not easy, but it's what creates the greatest payoff, the...

...greatest reward. And and I would add to that that that in that therein lies in the the opportunity, because it's not easy. That means so few people are willing to do what it takes to achieve it. Exactly agree, Joe. This has been an extreme pleasure to have you on the show. Definitely need to check out your book, which is, like you said, available on Amazon today, officially launching next Monday. It's called magnetic, the art of attracting Business Joe, thanks for being on the show with us today. It's a pleasure, guys. Thanks for thanks. So and there you have it. That was Mr Joe Calaway, author of his new book that, by the time you're listening to this, should be on the shelves everywhere. Check it out. Magnetic, would you think? Mr Sorrello, I thought I love the guy's energy. I mean, you know, it super easy to talk to and really cool concepts, right. I mean word of mouth. It comes back to what he talks about in the show about we're so focused on putting the charity on top of the cake or or icing the cake that we forget about maintaining the integrity 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 little bit. We're always focused on what's the next best thing that's going to help me do x, Y and Z and, Oh yeah, it's like in our previous conversation that we had on an episode seventy one with with Ken Potter talking about how dealers or would complain to him about true car and he'd be like 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 best thing, and especially, I mean when it comes to the reputation and the growth of your business. Well, the cake is the fact that you have this organization just sitting here that needs to be nurtured and, as you you know, 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 power to influence the experience than anybody else at the store because you're where the rubber meets the road. And so you know, I hope those of you listening in that 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 front of you to shape the experience, to increase the reputation, and I mean as the dealership's reputation as a whole increases, it then perpetuates opportunities back to you to just increase your own business as well. It's that win win. Yep, no doubt. Let's take this one home. My friends do it okay, so check it out. We got the show notes for you at triple 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 feedback from you, show suggestions, guest suggestions. That's that's our place to just interact with you guys. So grateful for you guys, continuing to check out the show from all over the world and until next time, we'll talk to you later.

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