The Dealer Playbook
The Dealer Playbook

Episode · 6 months ago

Paul J. Daly: How to Build Your Brand

ABOUT THIS EPISODE

Branding is not a logo or your marketing efforts or the fancy showroom you just updated. It's so much more. 

Paul J. Daly, the founder of Congruent and the Automotive State of the Union, explains what a brand is and the power it can harness when done properly. He shares his wisdom about how your dealership can build a brand that drives sustainable growth.

Noteworthy topics from this episode:

3:10 - Why building a personal brand is more important now than ever?

5:40 - How do you create clarity for yourself?

10:04 - How do you overcome imposter syndrome?

14:24 - What are some actions professionals in the car industry could be taking today that can provide them more clarity?

18:30 - How do you get comfortable and stop asking for permission?

 22:12 - Why isn’t it ticking? Because nobody knows you!

25:02 - Am I starting a conversion, or am I just making a statement that nobody knows how to respond to?

26:50 - Start with what can I give, instead of what can I get.

32:04 - Competing in your locality. 

For complete show notes and resources visit: https://www.thedealerplaybook.com/paul-j-daly 

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Hey, before we hop into this episode,let's talk about why your website and digital presence isn't working. Now Iknow what you're thinking, Michael. We talk all about the Web sites all thetime. You talk about the websites, the websites, a hammer yada, yada, yada. Weget it. But for real, though, it's shocking to me how much guesswork stilltakes place and how its having a detrimental effect on whatopportunities you are able to leverage now. Over the last decade, especiallyfor the O. G. D P beers, you know, I've poured my soul into assembling a teamthat cares deeply about the progress of the retail auto industry that believesin my mission to enrich and empower dealers to perpetually grow. Now I'mmaking my amazing marketing team accessible to the dealer playbookcommunity so that you can start to thrive rather than merely survive.Right now, we're providing a just for you free website diagnostic that willshow you exactly what you need to do in a priority sequence so that you canfinally get the answers you need. Claim yours by visiting triple W dot flexdealer dot com forward slash website audit that's triple W dot flex dealerdot com forward slash website Dash Audit Welcome. Welcome to this episode of TheDealer Playbook, a podcast that explores what it takes to create athriving career right here in the retail auto industry. I'm your host,Michael Chiarello, delighted to be joined by my pal Paul J. Daley. He's anauthor, he's the founder of Congruent, and he's a master when it comes topersonal brand. You know, we're hearing a lot about theimportance of building a personal brand in the retail automotive community. Wetend to latch onto these buzz topics, which begs to ask, what is a personalbrand? What is a brand? How do I even know if I have one? Is it somethingthat I can just say that I have? We have examples of people who haveestablished powerful personal brands. Elon Musk comes to mind. Uh, this dude.I mean, he can go on Twitter and simply write the word dog and his followersflocked to buy meme Cryptocurrency. Here's what I know. Over the lastdecade, specifically, I've been taking actions that built what I call anaccidental brand, the brand of the dealer playbook, which is really asubsidiary of who I am. It's really Michael Cirillo. It's one of the partsthat I have the pleasure of playing, but but, you know, to kind of set thestage here, and I hope nobody takes this as boasting my beloved dpb gang.But, like I just want to paint a picture here because of the dpb.Because of this accidental brand, it placed me on the number one best sellerlist on Amazon, not for a 99 cent audiobook for the actual deal for thefull meal deal. The paperback It placed me in boardrooms around the world as acoach and a consultant. It's placed me...

...on stages throughout the world as apaid keynote speaker. It's probably one of the things that I that I hold inhighest regard as a result of this brand is that it's helped me meet someof the most tremendous people that I've ever met in my entire life to buildrelationships of trust with people that run deep, where, where I'm not justsaying hello from the podcast anymore. I'm Uncle Mike. I get to know people'skids. I get to be at their family barbecues and weddings and funerals.It's it's been absolutely tremendous. But if you're wondering, Well, how do I build a brand like, Whyis it so important? There is no better person to join me than my pal Paul J.He's got the middle initial J. Daley Jr He's even got the junior on the end ofthis deal. He's the founder of Congruent, the author of The AutomotiveManifesto and host of The Clarity Compressed podcast, which you all needto be checking out if you haven't already. Paul, my man, thanks so muchfor joining me on the dealer playbook. What is up? Thank you so much forhaving me. I don't know where the junior came from. Um, I'm not a junior,but I could put an Esquire on there. Let's just start tacking them on. Wheredid the junior come from? I don't know. It's the first I've ever heard of it.Every time, every time people say Paul J. Daley Jr. There's there's animpostor out there. Hey, well, but the J was intentional, but the J wasintentional because I looked up Paul Daley and he was like a really greatdesigner in England. I'm like, I can't compete with that. Not even close toschool. I need a middle initial now, and so is it. John James. James. It'sokay. I mean, it's pretty. It's pretty limited options. It's It's severe. Paul.Javier, their daily, Um, Didn't see that coming. No. So, obviously, man, Ihave a I have a tremendous amount of respect for you. Um, I think you You you do, You do so many thingsthat I just want to be like you, Uh uh, and And one of those things that I, Ithink is that which I love is that you have. You cansense the clarity that you have about what your purpose is. And so as it comes to branding becauseI know you, you talk a lot about branding. How how important is thatclarity to you? Like, is that something that you just sat down and tangiblywere like? Here's how I created clarity for myself. Yeah. No, no. Um, you know,clarity by nature is is kind of, um, a word that doesn't actually produceclarity. Let me say I want clarity. Well, it's such a broad topic. Um, youknow The word came up I was in. I met someone named Claude Silver, who is thechief hard officer for Vendor Media,...

Gary Vaynerchuk Company. And she's thefirst she I was a meeting with her for the first time, and that's where theword clarity came up. And she was like, Why do you do what you do? And at thattime, I had built another company and in automotive reconditioning, and Istarted, you know, uh, billion agency. And she's like, Well, what do you loveabout what you do? And I said, I just like the moment when people look at apiece of content or something that we've made, and they're like, Ah, I seemyself in that right Like it's a good representation And she says, I thinkyou just like it when you help bring people clarity. And I was just stuck inmy head from that moment, and I've come to define the word clarity. Asperspective, like clarity is just perspective. Like until I understandwhere I am and where I need to go and the relationship of those two points toone another, then I can only guess at best what my next decision or nextdirection should be so. I define clarity as the perspective ofunderstanding where you are on the map so you can understand where you'regoing. So in building the personal brand, I think it just came out of thisfight to really want perspective on my life and what I cared about. And Ithink that really should be what a personal brand is about. It should bejust a way to, um, kind of the exploded diagram of what you actually care about.And that's where you get into trouble when you you have people building inauthentic. You know, brands are more like what they wish they were or wantto be instead of who they actually are and what they actually want. Yeah,which, which is actually really interesting, too, because, I mean,there there is a place for calling it forward, right? Yeah, But what you justsaid, if it gets in the way of authenticity of who you actually are,like, does it actually map to who you are today? What you can deliver on thenthat's where you get a little bit of this poser syndrome. It's funny, man.like clubhouse I get on the clubhouse. There's more millionaires on clubhouseI ever knew existence, right? And I get on to 19 figure salesperson. They'reeverywhere on club you, Paul Paul, By the way, for those listening, Paul hasno challenges in business. Uh, he became he became an eight figureentrepreneur in 18 months and my sleep and did it without any help fromanybody else. And I'm only on clubhouse to give back. I'm only there to giveback, but by the way, you want my resource, the ladder, but by the way,DME DME so that I can get you my credit card number. But it's funny because Ijoined the AP two months ago and I remember I guess a new swarm of us allcame into the app and it was new to everybody. And they're like, Wow, thisis really cool because it's video or it's it's audio only, and you can'tfake who you are on audio, and I just love the authenticity. And then to whatwe just joked about. Everybody's an 89 figure entrepreneur who's just builtzillions of dollars of real estate and, you know, basically like a fart gold atthis point, right? The only yeah, right.

Like the only thing greater than thehuman desire to survive is the human ability to try to fake it. Now, let meask you, though, the reason I bring that up obviously it's a It's a subtlelittle jab to the posers. A little bit who just haven't, I think, receivedenough clarity in in where they are on this map or on this diagram. Um, what do you say to people? I mean, Ithink imposter syndrome, maybe maybe roles a little bit into this wherepeople feel like I think are inherent. Carnal nature is that we we compareourselves, we need some sort of measurement to determine. Am I stackingup or am I going in the right direction? That leads us to Oh, man, why am I here?Why am I doing this podcast or why am I interviewing Paul? Or why am I sittingin the boardroom, or why am I growing my car sales business or dealership orwhatever? Um, how do you get around that? Well, I think imposter syndrome isreally only meant to be experienced by people who know that they're still onon the growth path. Um, I think that the people that we were just talkingabout that have, you know, blown out profiles and are, you know, rentingLamborghini so they can take pictures in front of them. And I think I thinkthey deserve the imposter syndrome, right? Like because they are. They arefaking it now for me. I totally struggle with imposter syndrome likeany moment at any moment at any time. Everyone else in this room is going torealize it's me in here any moment. And that could be me on the stage. Thatcould be me in a room with other people. At any moment, they're going to realizeit's me and I'm done. And, um so I don't I don't know that. I mean, Ican't tell you how to make it go away, because I still I still, you know,wrestle with it. Um, But what I do learn is that I have learned is that alot of people feel that way and there's there's like, a lot of comfort inknowing that the people who are on the hustle and on the ground, they kind ofhave that imposter syndrome is almost the level of I don't know if I want tocall it built in humility, because it's not really humility. It's moreinsecurity. And I think you know, this gets into a much deeper conversation ofunderstanding, um, your value and your worth outside of what you do for aliving and outside of what everyone on social media thinks you are or shouldbe. And so for me, I always, uh, to go go back to when I start feelingimposter syndrome. I go back to like, different levels of my identity andlike who I am to my wife and my family and who I am in my faith. So I'm I'm aChristian, so I believe that I have value and worth aside from anything Icould ever do. And I think that's really the only true antidote toimposter syndrome. But when we put so much, so much energy and attention andit's very difficult on other people's approval and likes and followers andand the value of what we produce when...

...you start to disproportionately haveyour personal value and worth on those things, it's always going to bethreatened by imposter syndrome powerful. Let me ask you then, as itrelates to brand, I love what you were saying. Like those of us that arepursuing or feeling that pole to greatness. There's always gonna be thiselement of us. None of us are immune to it. I think as you were speaking, Ithought about the first time I was flown to Europe to speak at an event and the whole plane ride. I'm like,what? It was the same sentiment that you were like, any minute they're gonnaI'm gonna get a text message when I land, and they're going to say, Wait,we just realized it's you that we hired. Here's your return ticket. And thatwhole trip I remember they lined up. They lined up meetings at one of theautomakers. They're one of the prominent European automakers, and I'mdriving in this this vehicle to meet with these automakers. Nine sea level Csuite executives sitting in a room who have all booked off their morning tolisten to me, and the whole time I'm driving there, I'm like, what in thecrap is going on here? Like, do I need to bring my tap dance shoes, just incase this goes sideways and you know what? To your point. Um, I walk intothat room with nine c suite executives at this automaker who are all feelingthe same thing. Like, why am I the CEO of this company? Why am I the chiefmarketing officer of this company? Like they were all kind of feeling that andAnd I love the way you kind of position it where it's like, but we feel thispull to greatness. That's why we're feeling it like, Don't don't look at itas a negative thing. Look at it as I am pursuing greatness, and in thatdiscomfort I find or I get clarity in that movement, I get clarity about whoI am and what I want to be. So let me ask you this. We see a lot of emotions, right? We wecould go on Facebook right now, and we would see car sales professional aftercar sales, professional, all mimicking one another because they, you know,it's a human nature. We always think that what somebody else is doing is theright thing for us to be doing. And so we need to get on the bandwagon. And sowhat do we see, Paul? We see pictures of customers being forced against theirwill to hold up a white white billboard that says you should be here, you know,sort of a thing. Um, and then we go home and we're like, Yeah, we go homeand we're like, we're building our brand. But what does it actually meanto you? Like what? What are some actions you think professionals in ourin our beloved industry could be taking today to just provide them more clarityso that they're not feeling the pole to just do what everybody else is doing?Think of that's hilarious. That thought held against their will be a funnypiece of content. They're just smiling. And they're like, uh, hold this right.Can I just get out of here? Yeah, the salespersons way happier than thecustomer in the picture. Right? Um, in...

...our industry specifically weren'tspeaking about sales professionals. And, um, you know, it could be likemanagement personnel as well, because I think everyone can benefit when peoplelean into this idea of personal brand. But in the way, in this way, I think ofit as a way to scale your reputation. It's like scalable reputation. So doyou want the reputation of being someone forcing someone to hold thesign that says something? No, the answer is no. There are definitelyunique traits and characteristics about each person, each sales professional,each manager that no one else has. And I always stay lean in to thosecharacteristics because when you try to be everyone else like, I'd be a reallycrappy version of Michael Cirillo, I'd be a really crappy version of GlenLindy. I'd be a really crappy version of Brian Bienstock because I'm notwired in any of those weights. Exactly right. I need to be a version of myself.I need to be myself. And so when you're trying to build out that brand like,hey, when guys lean into the hip hop right and like like a like a like GabeMcNeil, like out in Pittsburgh, you know, and uh like, Hey, that's cool,because that's really him, right? He has the neck tattoos. He's reallyfriendly fun. If you look at his instagram account, it all workstogether, right? He really does. But when you try to, like be that guy andbe a copycat. It doesn't come off well when the truth is, there's somethingunique about you that you should be leaning into and talking to. I don'tknow. Do you like ukulele like, well, you should play the ukulele. Are youshy? Lean into being shy, like that's okay. And when you do that, peoplereally just want to understand that they're getting the real you becauseeveryone can sniff out of fake better than ever before because we're dealt somany fakes on a regular basis. So the second, the second it becomes fake, um,people are going to migrate away from it like the bottom line. They just are,Yeah, I love that. Now, how do you translate that? We've seen some goodexamples of that for, for example, we see some car sales professionals inparticular who lean into the fact that they actually do like the ukulele. Andso what do they do? They incorporate that into the work. Do you think youneed to have that level of perhaps, um, being unapologetic in who you are? LikeI think people are so shy about showing who they really are because they don'tthink that they are likable or like they're worth much. I love that youbrought in your belief system, right? As a Christian myself, I also believewhat you said, Um, that how can I, in one breath, say that I'm a child of God?And then in the next breath, say I am not good enough or I am not going to beworthy enough or likable. Who's who's wrong, who's wrong? They're right.You're wrong, has gone wrong. Is one of you is wrong? You are so worthless thatI died for you. Like I don't know how...

...that I can't. I can't reconcile it inmy brain. I guess I wasted my time. I guess I wasted my time, man. I couldhave lived a lot longer than 33. Or however all Jesus was But But how doyou I guess how do you get comfortable? We have this thing in the in thebusiness where everybody feels like they need to get permission. Oh, Ican't do that because my leader is not going to let me do that or it seemslike it's off protocol. So when you're working with your clients as you'reworking with professionals in the industry, what do you recommend thatthey do? What's a good starting place? Um, so we're talking mostly. We'rethinking like sales professionals. Yeah, I think so. But But, I mean, this couldbe leadership as well, but I think I think it should be the ones that aremost eager. But I am honestly seeing a lot of managers and general managersstarting to creep out when they have the desire personality for it. Um, youknow, they're doing as well there's there's this like So when I talked todealers, I'm saying you, for your store, need to cultivate and strategicallydevelop a brand for your self, not just for personal member, for your store,because you need to have some kind of strength there because what's going tohappen is your salespeople are going to build their brand, and they're gonnahold all the equity so they now have the loyalty. They nowhave the following, right, Just just like the way like a rock star realtor,would you know? Then they go from one broker to another, and now the brokersvulnerable. So on that side, I said dealers. Your brand has to meansomething holistically. Now, your salespeople should have brands withinthat, but it should all be tethered to some core beliefs and some real branddevelopment. Now, on the flip side of that, when I talked to the sales people,I'm like, you want to own all the equity, right? You know, it's bothsides, like you want the biggest brand, because when that you're going to getthe best deal, you're gonna get the best com plan. Um, you know, they'regonna want to keep you happy. And I have I've seen scenarios where thatjust works. Really, really well, when both people function, there's onedealer group I can think if we work with, they have, um ah, um, if a Latin American woman who has anamazing brand, she has a radio show and she, like, has this article and in the,you know, the local paper, and it's great, but the dealer also knows whatthey're about, and those things work really well together. So, um, I thinkthey all work and everyone should be doing it because that really is part ofthe hustle of the game is like Hey, but there are enough people in the worldand in any community that different people are going to connect with thesalesperson that will connect with the umbrella brand. So if your salespersonand you want to start building a brand, it starts with listening. It reallydoes. You need to not just be pushing out content. Look at me. Look at me.Look at me. Look at me. Start to contribute to other people in yourcommunity. If I'm a sales person, I want to be a Gary. Gary Vaynerchuk putsit this way is like, I want to be the mayor. I want to be the mayor of thattown, meaning that I want to just be on social media, celebrating the community,celebrating the teachers, talking about...

...where the worst potholes are talkingabout the weather, right? I want to be the person that loves every aspect ofmy community and starts to engage with people on that level. By nature ofdoing that, people will start to get a hold of my personality and myappreciation for the same things that they appreciate. So that's where Iwould definitely start. Yeah, I love this too. because you you've had closecontact in connection with Gary V. I do gotta say, Man, he's got to come upwith new word tracks because these are the same things he was saying when hewas on my show. He'll never he'll never switch. He'll never switch becausethat's the concerns. I say the same things because it's human behavior.He's never gonna change. It's never You can't get the dude, you know what Imean? Like you cannot get Gary. It's like he's so fast. He's got something,But But you're right, like I love what you're talking about here, contributingto the community. Um, I think people look at a brand, um, like Gary V, whodisregard all of the context of what he's had to do to build the staturethat he has. And they go direct to that. Uh, I gotta post my meme of me lookingout the window, gritty catch phrase, and then they're like, Why isn't itticking? And it's because nobody knows you because right, the only reason isthat they like his, is because they know the context right. They know thewhole context. Bottom line, you and then that's partof Brandon Lee, right? You're building the context. People are interested inother people, which is why social media works. And, you know, everyone thinksthat their life is boring, right? There are parts of your life that are boring,and it's easy to look at. The other person say, well, their lives moreexciting because they do this because they have this because they've beenthere. But the truth is like you've been places and have perspectives andexperiences that somebody else doesn't. And and when someone gives you thatlevel of attention, or when even what you have to produce stuff to like,let's not talk about that. You can't just listen. You have to make stuff.You have to contribute and make stuff put stuff out there because if youdon't, then no one will see anything and it can't just be pictures. You alsohave to, like, write good copy and contribute your thinking, becausepictures never make anyone do anything. They never make anyone taken actionwords or actually would tell people what action they should take, whichdirection gives context. And like if I'm showing a picture of me sitting bymyself like okay, It's a picture sitting by myself. But if I, you know,for instance, put put in the first few lines of my copy, I just left a funeralright. All of a sudden, that picture has some context that is about to giveyou a little insight, right? And that that picture totally that those fewwords totally changed now how you're thinking. So when you make content, youstill gotta make stuff where people can't see it. But then also, you haveto give context because that's really what builds Brand is the nuance of thecontext over time, right? Just pictures that look like everyone else's arenever going to do it. It's the nuance...

...of context over time. So it does all ofthat when you add it all up. It smells a lot like hard work it is, and caringmore about somebody else than what you have to say like I often think about,especially when I sit down because, you know, I think people get the idea thatoh man, like somebody like Paul. He's got an agency. Michael's got an agency.Other people are managing their social for them or putting thoughts into theirbrain or whatever. No, when I sit down at the keyboard or at my phone to writea social post, everything that you just said resonates deeply with me. But whatI what I'm also thinking about Paul is am I going to be a conversation openeror like a conversation starter? Or am I also closing a conversation with asingle post? So when I'm out there, like, if I'm out there doing what mostof us do, we need to cross reference back to Am I starting a conversationhere or am I just making a statement that nobody knows how to respond toright and and you know it ties back to something that Gary talks about, thatI've heard you talk about, that I talk about that you mentioned aboutcontributing to the community that that whole dollar 80 or buck 80 strategy, Ithink a large part of building brand and like you said, shaping contextabout who you are isn't so much about me posting 17 times a day. It's aboutthinking differently about what posting means, and for me, most of it actuallymeans going out into that community. Commenting, leaving a thoughtfulcomment. You know, not the thumbs up, the clapping emoji that the prayeremoji or the congrats. I just had the best day of my life. Congrats. It'slike Congrats, you know, like get in there and be like, Wow, Paul, that isso amazing. I love like I'm picking up on what You're the vibe that you'reputting out right now, and it's super exciting. Like tell us more about whathappened. Yes, right, that's social conversation. And someone told yousomething they were excited about and you went congrats. And then you didn'tsay anything else. Do you think it's because everybody wants to be thecelebrity? They think if I am posting more on other people's stuff forcontributing more on other people's stuff, that it makes me feel not be theperson anymore. And I want to be the person, Yeah, so that that does. I mean,it gets to the very core of your motivations, right? Actually talkingabout clarity if that is tedious to you or that sounds terrible or that soundsslow or that sounds long, and then you need to I think you just got a littleperspective on your motivations. And if your if your personal brand buildingand you're you're kind of effort and desire to move in, that direction isn'toriented to. How can I give? Then you're always going to have a hardertime. If you're always starting with, what can I get? I mean, look, there areways to just build something to get. There are ways, but I would argue theytake a lot longer there, Um, a lot more...

...volatile, as in, they can disappearovernight. But when you build a brand or anything based on, what can I give?Um, that's That's a That's a foundation, Right? Storms are going to come, andthe foundation will still be there, even if they do. And so, um, I thinkthat what you said like the word used several times just that is contributing.Contribute, like how can you contribute? Cause it's easy to look, you know, thedeath of a personal brand is very difficult to tell. I've learned this isvery difficult to tell from the surface because the baseline vanity metrics oflike likes followers right there. OK, like those metrics are okay and weshould look at engagement and insights to to kind of understand how people areinteracting, But I can tell you firsthand the depth of relationshipsand things that happen not in front of everybody. And you can probably vouchfor this, too. Are far more the valuable things than the ones thatanybody can see in the comments or in the follow account or in the likes oncepeople start jamming you and emailing and calling and relationships andinviting you and it actually generates into real business, real opportunity,real relationship. None of that stuff is visible on the front side of mysocial media whatsoever. Yeah, I am with you 100% there. I believe thatfinding the one is the new viral like That's the That's the metric I need toknow what you mean by that. So so you know, and this isn't a religiouspodcast, but I think about the parable of the 90 and nine and the one Lostsheep. Well, what what happens? What? Which one of you would not leave the 90and nine to go find the one lost sheep? And when you find him, you place himupon your shoulders and bring him back to the fold. Rejoicing. I think aboutthat in the context of Well, let's look at clubhouse. There are people onclubhouse right now on Facebook right now on LinkedIn right now, looking atfollower account. Like you just said, I don't care about that. You know what Icare about clubhouses? That I've got four or five really massiveopportunities with new relationships that are going to be more than I canhandle for the next year or two If I play them right and maybe 5. 10, you'relike we could be talking about Malta life changing their life, changingrelationships. And let's give them a behind the scenes man, you and I, wewere kind of working in silos all of a sudden you're inviting me to yourautumn Oh, State of the Union. We realize. Holy crap. We're riding a wavehere on some Really? In the same canoe? Yes. And all of a sudden, like guyslistening in when you hear this, it's gonna be a few weeks out. But at timeof recording this, Paul and I are getting together tomorrow and we'regonna be chatting about how can we do stuff together? I don't care about thefact that I might have a million followers or however many followers Ihave. I care about those one or two or three people that I really connect withthat. It's like, Hey, my kids are going...

...to call him Uncle Paul and his kids aregoing to call me Uncle Mike and we did something really cool So that 2030 40years from now Paul and I and these other relationships that we built aregonna pick a spot somewhere in the world that we all love sipping ourfavorite margaritas because I don't drink. But if you guys do whatever, butwe're going to look back and we're gonna be like, that was freakingamazing. Um, what I care about from your lips to God's ears. Mr. Cirillo,that sounds so good. Doesn't that like, don't you just get a feeling? You know,that gets me all fired up because I'd rather have that than millions offollowers. I really would, because if any, if Hollywood's taught us anything,is that boy will they turn on you in a heartbeat? You are just one step awayfrom being cancelled at any time for any reason. Dude, don't even get mestarted on all that stuff. It's I can't process it. But come on. Like if youthink for some reason that's going to be a foundation to stand on, like rightthere. I'll tell you what those 234 relationships that you have willsustain you for generations when 10 million followers will turn on you in aheartbeat. Yeah, So I want to ask you this from from one fellow podcasteragency owner to another because I don't think a lot of people understand thisand I am so grateful that I get it. And I'm so grateful toknow you and know that you get it. We are in a competitive industry. People go, you know, people feelwhether they're saying it or not. They look, actions speak louder than wordsthat they're playing a zero sum game. In order for Michael's agency to winhalls, agency must lose, lose, right. And I know you don't see it that way,and we all know I don't see it that way. What do you say to the car salesprofessionals who are competing inside their store inside of their city insideof their region. They were like, No, dude, I can't let anybody else in on,uh, you know, in on this, because if they know the secret, then I'm gonnalose my competitive advantage. How do you What's your response to that kindof mentality? Um, that's always a losing mentality. Because unless everycar buyer in your market comes to your store and buys from your showroom, thenwhat you just said is will never be true. That if someone else gets it,that means I don't get it because there's a little thing called marketshare. Right? And there's all the pie can always be bigger in your store.Always, always, always. You know, my dad was a union phone installer in thecity of Philadelphia are growing up and not an entrepreneurial bone in his body.He told me this story that I use all the time, and I remember it. He used towork in, um, directory assistance, meaning when you needed a phone number,there was no Google or phone. You had a dial zero or 411 in us and somebody aperson was sitting on the other end. I...

...was sitting on the other end with aphone book in front of them. It would have to flip through the phone book andgive you the phone number. That was my dad's job at 18 years old, right? Andthen the phone book was a big mode for advertising. So everyone hadadvertising. It was the Bell Atlantic Yellow pages. It's all there was. Andthen the Donnelly directory came out and everyone freaked out, and my dadsaid, You know what happened? He goes, The pie used to be so big and everyonewas afraid. So when Donnelly director he came and they were going to take apiece of that pie. But what happened was they actually made the pie so muchbigger because their sales staff raised awareness around telephone, bookmarketing and the companies both of them did better than ever. And I alwaysremember that story, and that's so true and automotive like if you arecontributing by building your personal brand, bringing trafficking awarenessto your store, bringing people in that actually want to connect, they want tobe close. You're gonna make that stores pie bigger. Everyone is going to wineveryone. And if you have that me against you mentality. No team in thehistory of the world has ever thrived when the members had that mentality.Dude, I love it so much. Man, I'm so glad to know you so glad that we wereable to connect. How can those listening get in touch with you? Oh,man. Um, I appreciate that it's so good to have have BB on the show. I'velistened to it a lot, and it's it's an honor to be here. Um, if you want toconnect, probably the easiest way is to go to Paul J. Middle Initial Paul J.Daley, D a l y dot com All my social icons and stuff are on there. And thatway you can follow along, you know, whatever platform you like best. I dohave the clarity compressed podcast. You can link to that and see all theepisodes there. And I am on clubhouse at Paul J daily. So, uh, Michael and Iwould love to jam with you on clubhouse for sure. Love it, man. Thanks forjoining me on the show. It's been a great thank you. Uh huh. I'm Michel Cirillo, and you'vebeen listening 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. If you're ready to make bigchanges in your life and career and want to connect with positive,nurturing automotive professionals, join my exclusive dpb pro community onFacebook. That's where we share information, ideas and content thatisn't shared anywhere else. I can't wait to meet you there. Thanks forlistening.

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