The Dealer Playbook
The Dealer Playbook

Episode · 1 year 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 I know what you're thinking, Michael. We talk all about the Web sites all the time. You talk about the websites, the websites, a hammer yada, yada, yada. We get it. But for real, though, it's shocking to me how much guesswork still takes place and how its having a detrimental effect on what opportunities you are able to leverage now. Over the last decade, especially for the O. G. D P beers, you know, I've poured my soul into assembling a team that cares deeply about the progress of the retail auto industry that believes in my mission to enrich and empower dealers to perpetually grow. Now I'm making my amazing marketing team accessible to the dealer playbook community so that you can start to thrive rather than merely survive. Right now, we're providing a just for you free website diagnostic that will show you exactly what you need to do in a priority sequence so that you can finally get the answers you need. Claim yours by visiting triple W dot flex dealer dot com forward slash website audit that's triple W dot flex dealer dot com forward slash website Dash Audit Welcome. Welcome to this episode of The Dealer Playbook, a podcast that explores what it takes to create a thriving 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 an author, he's the founder of Congruent, and he's a master when it comes to personal brand. You know, we're hearing a lot about the importance of building a personal brand in the retail automotive community. We tend to latch onto these buzz topics, which begs to ask, what is a personal brand? What is a brand? How do I even know if I have one? Is it something that I can just say that I have? We have examples of people who have established 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 followers flocked to buy meme Cryptocurrency. Here's what I know. Over the last decade, specifically, I've been taking actions that built what I call an accidental brand, the brand of the dealer playbook, which is really a subsidiary of who I am. It's really Michael Cirillo. It's one of the parts that I have the pleasure of playing, but but, you know, to kind of set the stage 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 seller list on Amazon, not for a 99 cent audiobook for the actual deal for the full meal deal. The paperback It placed me in boardrooms around the world as a coach and a consultant. It's placed me...

...on stages throughout the world as a paid keynote speaker. It's probably one of the things that I that I hold in highest regard as a result of this brand is that it's helped me meet some of the most tremendous people that I've ever met in my entire life to build relationships of trust with people that run deep, where, where I'm not just saying hello from the podcast anymore. I'm Uncle Mike. I get to know people's kids. 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, Why is 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 of this deal. He's the founder of Congruent, the author of The Automotive Manifesto and host of The Clarity Compressed podcast, which you all need to be checking out if you haven't already. Paul, my man, thanks so much for joining me on the dealer playbook. What is up? Thank you so much for having 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. Where did 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 an impostor out there. Hey, well, but the J was intentional, but the J was intentional because I looked up Paul Daley and he was like a really great designer in England. I'm like, I can't compete with that. Not even close to school. I need a middle initial now, and so is it. John James. James. It's okay. 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, I have a I have a tremendous amount of respect for you. Um, I think you You you do, You do so many things that I just want to be like you, Uh uh, and And one of those things that I, I think is that which I love is that you have. You can sense the clarity that you have about what your purpose is. And so as it comes to branding because I know you, you talk a lot about branding. How how important is that clarity to you? Like, is that something that you just sat down and tangibly were 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 produce clarity. Let me say I want clarity. Well, it's such a broad topic. Um, you know The word came up I was in. I met someone named Claude Silver, who is the chief hard officer for Vendor Media,...

Gary Vaynerchuk Company. And she's the first she I was a meeting with her for the first time, and that's where the word clarity came up. And she was like, Why do you do what you do? And at that time, I had built another company and in automotive reconditioning, and I started, you know, uh, billion agency. And she's like, Well, what do you love about what you do? And I said, I just like the moment when people look at a piece of content or something that we've made, and they're like, Ah, I see myself in that right Like it's a good representation And she says, I think you just like it when you help bring people clarity. And I was just stuck in my head from that moment, and I've come to define the word clarity. As perspective, like clarity is just perspective. Like until I understand where I am and where I need to go and the relationship of those two points to one another, then I can only guess at best what my next decision or next direction should be so. I define clarity as the perspective of understanding where you are on the map so you can understand where you're going. So in building the personal brand, I think it just came out of this fight to really want perspective on my life and what I cared about. And I think that really should be what a personal brand is about. It should be just 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 in authentic. You know, brands are more like what they wish they were or want to 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 just said, 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 then that'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 clubhouse I ever knew existence, right? And I get on to 19 figure salesperson. They're everywhere on club you, Paul Paul, By the way, for those listening, Paul has no challenges in business. Uh, he became he became an eight figure entrepreneur in 18 months and my sleep and did it without any help from anybody else. And I'm only on clubhouse to give back. I'm only there to give back, 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 I joined the AP two months ago and I remember I guess a new swarm of us all came into the app and it was new to everybody. And they're like, Wow, this is really cool because it's video or it's it's audio only, and you can't fake who you are on audio, and I just love the authenticity. And then to what we just joked about. Everybody's an 89 figure entrepreneur who's just built zillions of dollars of real estate and, you know, basically like a fart gold at this point, right? The only yeah, right.

Like the only thing greater than the human desire to survive is the human ability to try to fake it. Now, let me ask you, though, the reason I bring that up obviously it's a It's a subtle little jab to the posers. A little bit who just haven't, I think, received enough clarity in in where they are on this map or on this diagram. Um, what do you say to people? I mean, I think imposter syndrome, maybe maybe roles a little bit into this where people feel like I think are inherent. Carnal nature is that we we compare ourselves, we need some sort of measurement to determine. Am I stacking up 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 sitting in the boardroom, or why am I growing my car sales business or dealership or whatever? Um, how do you get around that? Well, I think imposter syndrome is really only meant to be experienced by people who know that they're still on on the growth path. Um, I think that the people that we were just talking about that have, you know, blown out profiles and are, you know, renting Lamborghini so they can take pictures in front of them. And I think I think they deserve the imposter syndrome, right? Like because they are. They are faking it now for me. I totally struggle with imposter syndrome like any moment at any moment at any time. Everyone else in this room is going to realize it's me in here any moment. And that could be me on the stage. That could be me in a room with other people. At any moment, they're going to realize it's me and I'm done. And, um so I don't I don't know that. I mean, I can'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 a lot of people feel that way and there's there's like, a lot of comfort in knowing that the people who are on the hustle and on the ground, they kind of have that imposter syndrome is almost the level of I don't know if I want to call it built in humility, because it's not really humility. It's more insecurity. And I think you know, this gets into a much deeper conversation of understanding, um, your value and your worth outside of what you do for a living and outside of what everyone on social media thinks you are or should be. And so for me, I always, uh, to go go back to when I start feeling imposter syndrome. I go back to like, different levels of my identity and like who I am to my wife and my family and who I am in my faith. So I'm I'm a Christian, so I believe that I have value and worth aside from anything I could ever do. And I think that's really the only true antidote to imposter syndrome. But when we put so much, so much energy and attention and it's very difficult on other people's approval and likes and followers and and the value of what we produce when...

...you start to disproportionately have your personal value and worth on those things, it's always going to be threatened by imposter syndrome powerful. Let me ask you then, as it relates to brand, I love what you were saying. Like those of us that are pursuing or feeling that pole to greatness. There's always gonna be this element of us. None of us are immune to it. I think as you were speaking, I thought 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 gonna I'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 that whole trip I remember they lined up. They lined up meetings at one of the automakers. They're one of the prominent European automakers, and I'm driving in this this vehicle to meet with these automakers. Nine sea level C suite executives sitting in a room who have all booked off their morning to listen to me, and the whole time I'm driving there, I'm like, what in the crap is going on here? Like, do I need to bring my tap dance shoes, just in case this goes sideways and you know what? To your point. Um, I walk into that room with nine c suite executives at this automaker who are all feeling the same thing. Like, why am I the CEO of this company? Why am I the chief marketing officer of this company? Like they were all kind of feeling that and And I love the way you kind of position it where it's like, but we feel this pull to greatness. That's why we're feeling it like, Don't don't look at it as a negative thing. Look at it as I am pursuing greatness, and in that discomfort I find or I get clarity in that movement, I get clarity about who I am and what I want to be. So let me ask you this. We see a lot of emotions, right? We we could go on Facebook right now, and we would see car sales professional after car 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 the right thing for us to be doing. And so we need to get on the bandwagon. And so what do we see, Paul? We see pictures of customers being forced against their will 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 home and we're like, we're building our brand. But what does it actually mean to you? Like what? What are some actions you think professionals in our in our beloved industry could be taking today to just provide them more clarity so 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 funny piece 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 the customer in the picture. Right? Um, in...

...our industry specifically weren't speaking about sales professionals. And, um, you know, it could be like management personnel as well, because I think everyone can benefit when people lean into this idea of personal brand. But in the way, in this way, I think of it as a way to scale your reputation. It's like scalable reputation. So do you want the reputation of being someone forcing someone to hold the sign that says something? No, the answer is no. There are definitely unique traits and characteristics about each person, each sales professional, each manager that no one else has. And I always stay lean in to those characteristics because when you try to be everyone else like, I'd be a really crappy version of Michael Cirillo, I'd be a really crappy version of Glen Lindy. I'd be a really crappy version of Brian Bienstock because I'm not wired 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 Gabe McNeil, 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 really friendly fun. If you look at his instagram account, it all works together, right? He really does. But when you try to, like be that guy and be a copycat. It doesn't come off well when the truth is, there's something unique about you that you should be leaning into and talking to. I don't know. Do you like ukulele like, well, you should play the ukulele. Are you shy? Lean into being shy, like that's okay. And when you do that, people really just want to understand that they're getting the real you because everyone can sniff out of fake better than ever before because we're dealt so many 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 good examples of that for, for example, we see some car sales professionals in particular who lean into the fact that they actually do like the ukulele. And so what do they do? They incorporate that into the work. Do you think you need to have that level of perhaps, um, being unapologetic in who you are? Like I think people are so shy about showing who they really are because they don't think that they are likable or like they're worth much. I love that you brought in your belief system, right? As a Christian myself, I also believe what 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 be worthy 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 that I died for you. Like I don't know how...

...that I can't. I can't reconcile it in my brain. I guess I wasted my time. I guess I wasted my time, man. I could have lived a lot longer than 33. Or however all Jesus was But But how do you I guess how do you get comfortable? We have this thing in the in the business where everybody feels like they need to get permission. Oh, I can't do that because my leader is not going to let me do that or it seems like it's off protocol. So when you're working with your clients as you're working with professionals in the industry, what do you recommend that they do? What's a good starting place? Um, so we're talking mostly. We're thinking like sales professionals. Yeah, I think so. But But, I mean, this could be leadership as well, but I think I think it should be the ones that are most eager. But I am honestly seeing a lot of managers and general managers starting to creep out when they have the desire personality for it. Um, you know, they're doing as well there's there's this like So when I talked to dealers, I'm saying you, for your store, need to cultivate and strategically develop 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 to happen is your salespeople are going to build their brand, and they're gonna hold all the equity so they now have the loyalty. They now have 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 brokers vulnerable. So on that side, I said dealers. Your brand has to mean something holistically. Now, your salespeople should have brands within that, but it should all be tethered to some core beliefs and some real brand development. 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 both sides, like you want the biggest brand, because when that you're going to get the best deal, you're gonna get the best com plan. Um, you know, they're gonna want to keep you happy. And I have I've seen scenarios where that just works. Really, really well, when both people function, there's one dealer group I can think if we work with, they have, um ah, um, if a Latin American woman who has an amazing 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 what they're about, and those things work really well together. So, um, I think they all work and everyone should be doing it because that really is part of the hustle of the game is like Hey, but there are enough people in the world and in any community that different people are going to connect with the salesperson that will connect with the umbrella brand. So if your salesperson and you want to start building a brand, it starts with listening. It really does. 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 your community. If I'm a sales person, I want to be a Gary. Gary Vaynerchuk puts it this way is like, I want to be the mayor. I want to be the mayor of that town, meaning that I want to just be on social media, celebrating the community, celebrating the teachers, talking about...

...where the worst potholes are talking about the weather, right? I want to be the person that loves every aspect of my community and starts to engage with people on that level. By nature of doing that, people will start to get a hold of my personality and my appreciation for the same things that they appreciate. So that's where I would definitely start. Yeah, I love this too. because you you've had close contact in connection with Gary V. I do gotta say, Man, he's got to come up with new word tracks because these are the same things he was saying when he was on my show. He'll never he'll never switch. He'll never switch because that'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 I mean? 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, contributing to the community. Um, I think people look at a brand, um, like Gary V, who disregard all of the context of what he's had to do to build the stature that he has. And they go direct to that. Uh, I gotta post my meme of me looking out the window, gritty catch phrase, and then they're like, Why isn't it ticking? And it's because nobody knows you because right, the only reason is that they like his, is because they know the context right. They know the whole context. Bottom line, you and then that's part of Brandon Lee, right? You're building the context. People are interested in other people, which is why social media works. And, you know, everyone thinks that 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 more exciting because they do this because they have this because they've been there. But the truth is like you've been places and have perspectives and experiences that somebody else doesn't. And and when someone gives you that level 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 you don't, then no one will see anything and it can't just be pictures. You also have to, like, write good copy and contribute your thinking, because pictures never make anyone do anything. They never make anyone taken action words or actually would tell people what action they should take, which direction gives context. And like if I'm showing a picture of me sitting by myself 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 funeral right. All of a sudden, that picture has some context that is about to give you a little insight, right? And that that picture totally that those few words totally changed now how you're thinking. So when you make content, you still gotta make stuff where people can't see it. But then also, you have to give context because that's really what builds Brand is the nuance of the context over time, right? Just pictures that look like everyone else's are never going to do it. It's the nuance...

...of context over time. So it does all of that when you add it all up. It smells a lot like hard work it is, and caring more 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 that oh 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 their brain or whatever. No, when I sit down at the keyboard or at my phone to write a social post, everything that you just said resonates deeply with me. But what I what I'm also thinking about Paul is am I going to be a conversation opener or like a conversation starter? Or am I also closing a conversation with a single post? So when I'm out there, like, if I'm out there doing what most of us do, we need to cross reference back to Am I starting a conversation here or am I just making a statement that nobody knows how to respond to right and and you know it ties back to something that Gary talks about, that I've heard you talk about, that I talk about that you mentioned about contributing to the community that that whole dollar 80 or buck 80 strategy, I think a large part of building brand and like you said, shaping context about who you are isn't so much about me posting 17 times a day. It's about thinking differently about what posting means, and for me, most of it actually means going out into that community. Commenting, leaving a thoughtful comment. You know, not the thumbs up, the clapping emoji that the prayer emoji or the congrats. I just had the best day of my life. Congrats. It's like Congrats, you know, like get in there and be like, Wow, Paul, that is so amazing. I love like I'm picking up on what You're the vibe that you're putting out right now, and it's super exciting. Like tell us more about what happened. Yes, right, that's social conversation. And someone told you something they were excited about and you went congrats. And then you didn't say anything else. Do you think it's because everybody wants to be the celebrity? They think if I am posting more on other people's stuff for contributing more on other people's stuff, that it makes me feel not be the person 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 talking about clarity if that is tedious to you or that sounds terrible or that sounds slow or that sounds long, and then you need to I think you just got a little perspective on your motivations. And if your if your personal brand building and you're you're kind of effort and desire to move in, that direction isn't oriented to. How can I give? Then you're always going to have a harder time. If you're always starting with, what can I get? I mean, look, there are ways to just build something to get. There are ways, but I would argue they take a lot longer there, Um, a lot more...

...volatile, as in, they can disappear overnight. 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, and the foundation will still be there, even if they do. And so, um, I think that 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, the death of a personal brand is very difficult to tell. I've learned this is very difficult to tell from the surface because the baseline vanity metrics of like likes followers right there. OK, like those metrics are okay and we should look at engagement and insights to to kind of understand how people are interacting, But I can tell you firsthand the depth of relationships and things that happen not in front of everybody. And you can probably vouch for this, too. Are far more the valuable things than the ones that anybody can see in the comments or in the follow account or in the likes once people start jamming you and emailing and calling and relationships and inviting you and it actually generates into real business, real opportunity, real relationship. None of that stuff is visible on the front side of my social media whatsoever. Yeah, I am with you 100% there. I believe that finding the one is the new viral like That's the That's the metric I need to know what you mean by that. So so you know, and this isn't a religious podcast, but I think about the parable of the 90 and nine and the one Lost sheep. Well, what what happens? What? Which one of you would not leave the 90 and nine to go find the one lost sheep? And when you find him, you place him upon your shoulders and bring him back to the fold. Rejoicing. I think about that in the context of Well, let's look at clubhouse. There are people on clubhouse right now on Facebook right now on LinkedIn right now, looking at follower account. Like you just said, I don't care about that. You know what I care about clubhouses? That I've got four or five really massive opportunities with new relationships that are going to be more than I can handle for the next year or two If I play them right and maybe 5. 10, you're like we could be talking about Malta life changing their life, changing relationships. And let's give them a behind the scenes man, you and I, we were kind of working in silos all of a sudden you're inviting me to your autumn Oh, State of the Union. We realize. Holy crap. We're riding a wave here on some Really? In the same canoe? Yes. And all of a sudden, like guys listening in when you hear this, it's gonna be a few weeks out. But at time of recording this, Paul and I are getting together tomorrow and we're gonna be chatting about how can we do stuff together? I don't care about the fact that I might have a million followers or however many followers I have. I care about those one or two or three people that I really connect with that. It's like, Hey, my kids are going...

...to call him Uncle Paul and his kids are going to call me Uncle Mike and we did something really cool So that 2030 40 years from now Paul and I and these other relationships that we built are gonna pick a spot somewhere in the world that we all love sipping our favorite margaritas because I don't drink. But if you guys do whatever, but we're going to look back and we're gonna be like, that was freaking amazing. 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 of followers. 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 away from being cancelled at any time for any reason. Dude, don't even get me started on all that stuff. It's I can't process it. But come on. Like if you think for some reason that's going to be a foundation to stand on, like right there. I'll tell you what those 234 relationships that you have will sustain you for generations when 10 million followers will turn on you in a heartbeat. Yeah, So I want to ask you this from from one fellow podcaster agency owner to another because I don't think a lot of people understand this and I am so grateful that I get it. And I'm so grateful to know you and know that you get it. We are in a competitive industry. People go, you know, people feel whether they're saying it or not. They look, actions speak louder than words that they're playing a zero sum game. In order for Michael's agency to win halls, 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 sales professionals who are competing inside their store inside of their city inside of 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 gonna lose my competitive advantage. How do you What's your response to that kind of mentality? Um, that's always a losing mentality. Because unless every car buyer in your market comes to your store and buys from your showroom, then what 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 market share. 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 the city 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 to work 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 a person was sitting on the other end. I...

...was sitting on the other end with a phone book in front of them. It would have to flip through the phone book and give you the phone number. That was my dad's job at 18 years old, right? And then the phone book was a big mode for advertising. So everyone had advertising. It was the Bell Atlantic Yellow pages. It's all there was. And then the Donnelly directory came out and everyone freaked out, and my dad said, You know what happened? He goes, The pie used to be so big and everyone was afraid. So when Donnelly director he came and they were going to take a piece of that pie. But what happened was they actually made the pie so much bigger because their sales staff raised awareness around telephone, book marketing and the companies both of them did better than ever. And I always remember that story, and that's so true and automotive like if you are contributing by building your personal brand, bringing trafficking awareness to your store, bringing people in that actually want to connect, they want to be close. You're gonna make that stores pie bigger. Everyone is going to win everyone. And if you have that me against you mentality. No team in the history 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 were able 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've listened to it a lot, and it's it's an honor to be here. Um, if you want to connect, 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 that way you can follow along, you know, whatever platform you like best. I do have the clarity compressed podcast. You can link to that and see all the episodes there. And I am on clubhouse at Paul J daily. So, uh, Michael and I would love to jam with you on clubhouse for sure. Love it, man. Thanks for joining me on the show. It's been a great thank you. Uh huh. I'm Michel Cirillo, and you've been listening to the dealer playbook. Podcast. If you haven't yet, please click the subscribe button wherever you're listening. Right now, leave a rating or review and share it with a colleague. If you're ready to make big changes in your life and career and want to connect with positive, nurturing automotive professionals, join my exclusive dpb pro community on Facebook. That's where we share information, ideas and content that isn't shared anywhere else. I can't wait to meet you there. Thanks for listening.

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