The Dealer Playbook
The Dealer Playbook

Episode 3 · 7 years ago

Tracy Myers: Giving a Wow Experience To Your Employees

ABOUT THIS EPISODE

The Dealer Playbook Episode 3

 

In the dealership business, your team’s attitude is crucial. Today's automotive consumers are smart. They know when you’re being sincere, and they know when you’re feeding them a line of bull.

 

Dive into this episode with one of the automotive industry’s top experts, Tracy Myers from Frank Myers Auto Maxx in Winston Salem, North Carolina. In this dose of the Dealer Playbook, learn some of Tracy’s key rituals and tips that propel his dealership toward constantly creating a positive work environment for his employees, resulting in a phenomenal experience for his customers. Tracy gives the play by play on how to build a thriving, positive dealership culture.

 

Keeping your service teams motivated not only creates a better dealership environment, but it sells more cars and repeat services. When you amp up your dealership culture so your staff is genuinely excited about your products, that energy is contagious. Before long, you’ve gained long-term customers who are pumped to be doing business with you.

 

Tracy is an undeniable expert when it comes to creating a ‘Disney World’ kind of experience for every single person standing within his dealership property, but he’s quick to admit it’s a huge waste of time if your staff isn’t completely on board and proud to be a part of the team efforts..

 

As a dealer principal or any level of manager, you have the power to directly affect your employee’s work experiences and job satisfaction. Making changes as simple as showing interest in their personal lives and getting to know your team members can have an amazing affect on their attitude and commitment.

 

If your team doesn’t support your dealership’s message and objectives, all the sales training and product education in the world is worthless.



Tracy Myers Facebook:

https://www.facebook.com/frankmyersauto?fref=ts

 

Tracy Myers Twitter:

https://twitter.com/RealTracyMyers

 

Tracy Myers Website:

http://www.tracymyers.com/

 

Unfair Advantage Automotive Mastermind Group:

http://unfairadvantagemastermind.com/

You're dialed into the dealer, playbookpodcast, where it's all about winning auteraler strategies that deliverproven results, and now your host Robert Weisman and Michael Serillo, all right- and here we are everybody-this is the dealor playbook. I again am your host Robert Wisman, my partnercrime, Michael Serillo, who could not make it here today and if you have beenTunid in and checked out our previous episodes, which are available on itunes.By the way you have known that we have kind of been leading up to this pointin your operation, to not just about attracting premium customers, but moreso dynamic sales professionals, those professionals that are going to behandling the clients, the customers that you were spending. The majority ofYour Marketing Budget Tean. All of your marketing budget, basically isdedicated to bringing people into your facility, getting the call in what haveyou well these people that youare recruiting your bringing in andtraining etc to handle them. You know they need to be on point. They need tobe rasor sharp so how they feel daily and the the motivation that they haveto come. The work every day is to me, I think, one of the most important youknow aspects of them working there so, like I said in the Intro, I am joinedby the best of the best, not only as creating a wow experience for thecustomers. That's one end of it, but the reason why the customers are sowild is because of the experience that the employees have here that you knowhave in his facility. So I have the founder of the unfair automoted, automotive, mastermind group and friend mentor Tracy, Myers Tracy. What's upbrother Ayman great to be here, and I thank you so much for havving me asagainst today. Oh Man, listen! I thank you so much for cutting out the timeand you're the busiest man in the business this guy as more businessesthan you know. I I can't even give you analogy man. This guy gets it on. ManPlus he's got a wrestling promotion out there. He never talks about becausehe's so humble man, but we'll go on for that for hours. So Listen Tracy! I'mgoing to jump right to this because your time's, valuable and soiseverybody- that's that's letting us come into their ear buds here today. Solisten right before we jumped into this. Wewere talking about how you had a. We saw it on facebook and anybody. If youdon't know Tracy is then you don't know so we're talking about how he posted onfacebook. He had one of his key team members who was moving on to bigger andbetter things. They had a big party for and stuff like that it was wild,they're, shoving, cakes and people's faces. I mean to get a cake in yourface that has to be from fends and family. You know what I mean like I'm,not going to take a cake in the face from anybody so to to the deal ersanybody listening like first off trazy. How important is it that I mean is stepone? The experience for the customers is that most important or as the mostimportant part of of Your Business, your team and and the you know the wayyour team feels and feels about the team and your operation. Yeah soactualis a really good question and the answeris really simple, but so manypeople, especially in automotive, they just don't get it because if yourteam's not feeling good about themselves, if your teems notbeeingmotivated, if your team's not happy, if your team's not having theexperience and the time of their life all they're here or Extrou deadlalship,then you can create the best wow experience in the world for thecustomers. But it's a facade. The customers are smart in today'smarketplace and they can see right through that pasade I mean you can havegame rooms, D and Big big screen, TVs and giving away xboxes, and you know ifyou're you can see the you know, someone that your team mebers eyes,that's the mirror to their soul and you...

...can see the impiness and so many teammembers eyes as I walk into dealerships across the country and I consult withdealers, and I can get so much of a story. The first thirty seconds justwalking into the show room. Nobody speaks to me. Everybody's heads down.You might get a my help en you. You know the typical stuff. You get I at adealwith ship, but it's that important to me that the team has the energy andthe excitement level in the experience first, and you know I really don't haveto invest a lot in the customer experience, even though I have, but Iwouldn't have to, because I really feel that the team members are so pumped andthey're, so motivated and they're so excited to be here at the dealershipthat they will automatically transcend over to the customers, which willautomatically take their experience level. Man through the roof, so you'resaying that, instead of allocating so much of your dollars, your budget,whether it be marketing budget, whatever a you know, we have you knowrunning a business. You only have x amount of dollars that you can investback into it rather other than paying your people etc. So you're saying thatit would be a better move and a better strategy to invest it into theexperience and the happiness of your people on the front line than it wouldbe to attract. You know thousands more people to call in and come to yourShora absolutely, and I wont up there. I say, and I've proven it not only atthis store, but at other stores that I've consulted and worked with acrossthe country that you could actually pay your team members less, not that youwant to, but you coul pay them less. If you created a better experience forthem, I mean okay, give all right. So if youcan, without you know, I'm not asking you to come on here and give up allyour secrets, an EA magicianl. Never do that, but tell me like give: let's giveeverybody an example of what you mean by that by like what can you do to paythat not saying pay them less, but what forget about paying them less? Let'sjust say what can you do to enhance your team members experience? Well, thefirst thing that you really need to do is a digo principal general manager,General Sales Manager, Internet manager, anyone that's leaving the team. You gotto get to know your team, because, if you don't know your team, it's justlike back. Finding, when you're with a customer, you got to find out whattheir likes are with your dislikes are and get to know them one on one for oneof the first things I learned when I was selling cars when I started sellingcars forever ago, and I didn't have kids and God told me said: Hey look intheir car. If you see a car seat or you see a sign of a kid start talking abouttheir kid and they will love, you forever ask to see pictures of theirkids and theyll love you forever, and I thought that was the craziest thingI've ever heard, but pro Yo youare a great salesperson, and you know thatprobably rings true it you as well man. You talk about someboe's, Kids and youbeing a dad it just like comban somebody talks about your kids and youautomatically a e drawn to the well. Your team members are exactly the sameway. The sad party is, I can walk into dealirships and you can to anyone,can't go into a dealir ship that you don't where you don't know the peopleand ask the team leader. What theSalesperson's, what your team members Middle Name is: Ask how many kids theyhad that's! What grades Tere in ask what their favorite songs are ask whatcar their wife, Ot their husband drives hell, be blown away with the nonanswers you get in the blank stairs because they don't know who theirpeople are good casing point and give you specific examples here. We createour own music playlist here in the show room and anyone that's seen our videoso watched our documentary carmen you. You know we say we pump the musicreally loud in the show room and it's all energy field fast, paced, high,Bhese, peminic type music, because we want to. We want the energy levelhiding the show room. Well, one of the first things we do is we ask the teammembers when they come on board? You know what are your favorite songs? Whatsongs do you like and we put those...

...songs that are family friendly, ofcourse, on the playlist, because you know that that automatic culdn connectwith them and we let them know that hey, we put those songs on the playlist. Foryou so automatically, I know it seems like it's something real simple, aminute and hey. What's the big deal about that, but it does a couple things.The biggest those it shows is a team leader that you care about them andwhat they think- and I think that that is so important in all industries fromday one and we're not doing that. My training when I got in he auto industry,they stuck me in a closet with some dhs tapes or the product knowledge thatcame out. They say. Congratulations. The word certified wasn't a buzz wordthem, but they shoula congratulations, youre the equivalent as certifiedyou're a buigado pro. There's your desk. There's the keys. There's the bathroom.You work from here to hear. There's the time clock. Good Luck! That was thetraining I got. I didn't know. I didn't know where to go for hell, but I didn'tknow I didn't know nothing other than I can talk to people, so it was just likeit is in most places now it was sinker swimming tolty right yeah. That soundsexactly like how most people were trained, how I was Traine, just managedthe vh just minus, rather the VHS right right on I id exactly yeah, so you knowyou and torget the product training which or the training in general. Thatis important, but I say that you could bypast most of the salls training ifyou're relating to your people and you're getting to know them and youknow who they are and you make them feel like they're important to theorganization and they've got people skills. Now one thing that and Craigmay a share this with you. I know you said you talke to Kriockor. Maybe thelast show o the show before and crigs was brilliant with this type thing, butyou know I can train almost anybody to do anything, but it's tough to teachpeople's skills yeah like from an introvert to an extravertiman basic e.that's it exactly. You know, and that's that's something that I can't do it'sjust not in my wheelhouse and don't know many people that can and its along Drun TAT project project. So if I've got an extrovert, though, orsomeone who can talk to people and listen to people, it's real easy for meto care about them and to get them involved in our culture from day onethat is so important. You know we tend to work backwards in the automotiveindustry. Three weeks in four weeks in the managers are in the meeting and theconversations generally. Oh man, Johnny man he's really his numbers reallystint. Whal seems to be the problem wilth. You know, I don't think he'stalking to enough people well, why don't we work with him sitting into atraining school? Well, there's one coming up an in six weeks if he makesit makes it that long? Well, I don't want to spend the money, because Idon't know if he's going to be here, why don't you pull up Dave Andersonbecause it's free and it's online and he can read all that stuff from day wego to Youtube and watch some card on videos, and you know for three or fourhours, man. He should e. It will know by Friday, if he's good or not wellnumber. One all that do is okay, but do it, it least to it from day one it'snot the right way, but at least do it from they onte they're, doing it fourand five and six weeks in they don't feel like you care about them. Theydon't understand the culture and they sure don't care about you as a person.What makes you think tha the opposites ever going to happen,they're not going to care about your customers either or the mission or like the anything,it's a paycheck to them and when it becomes just about the paycheck tellingyou nobody wins now. We all know that. That's why we go to work. We got to get the paycheck right.That's what pays the bills? That's! What takes care of the family. However,when it's just about the pictheck and only the paycheck, then everybody losesthe customer loses. The team member loses the management team looses. Thedeal principal loses and it's a vicious cycle that we've got to get out of inthis industry. If we're going to step out of the stone ages and into the newmarketplace, which is where we're at we can earn all the technology in theworld, and and we can, we can hire grant card on to be in our store andTracy myrs and Robert Weisman and...

...they're going to contract us for eighteight hours a day. All of us. You know we just going to rotate departments andit Su useess is useless if we don't care about ourpeople D and and really develop at cultural than thestore. So that's that kind of answers. What I was going to go into next, thatno matter what training or how often you train them or what what you know object. You know responses toobjections and what Materialyou or how prepared you get them if they're, noton board. With with your dealership's message, the culture and they'remotivated to be there, the best training in the world means nothing,correct its obsolete to waste the money. So to speak right, you know, I'm notgoing to say it's a total waste of money, but it's not going to help grow.Your organization, I mean some training or even the best trainings better thannone but they've got to buy him to the store they got to buinto. The missionthey've got to buy into the culture and- and you know, don' really like the termfrink the coolag, but I can't think of a better term right now. They reallygot o bring the coulaid and believe it as a matter of fact, R everybody ridesprogram. You know we have. We have a mission about their way, rits programHon, it's about who is here o help from Az, and that's one of the things thatthat is part of our culture. If they don't believe that and almost get angrywhen somebody doubts it, then then I haven't done my job. CoStart from the top dam, make sense and real quick on to go off the script herewith that. So when you say that everybody rides, so is a guy. That'sfirst! Name is frank. I know his name, but I'm not going to drop namedropanybody. That's not! You know. A Gran to beer last name begins with the G, nomatter what you post on facebook for quotequote the photo of the day thisguy does everybody rides every time day in and day out. Is He on Bo? Is he on your team? Or is hejust a mark, a super fan or he's a mark in the Super Ban, all Dheabove in two years. I thought he worked here and he re Roil, true stor. Ithought he created somebody that worked here that created a fake probal becauseit would be second, so I can post something ind seconds later this thisguyis popping up and everybody rides, and it doesn't matter where it's at mymirst profiles, my business profiles, my my dealirship profile and finally, Ikind of sent a private message over and said: Hey Dude, you kind of creeping meout a little bit. You know I'd like to know who you are this guylives in South Carolina and has never bought a car here and he's not even inthe automotive industry? No He's just he believes in our culture, or hethinks our culture is pretty cool from what he's seen online. He reallydoesn't know it because he doesn't work here, but but you're right that that'sthe type thing that you really need to try to create and develop yea the FA. Imean you have raving fantons yeah yeah, so I mean you always get all of your.You Know You'R Shiing, a lot of your Heype, a lot of people. Are you knowwhat you're known for is I mean the marketing that you do? I mean you're,always outside the box I mean you're, probably the best in the business withyou know, just building the brand of the FrankMyers and everything that you guys do there, but in that seems to get all theattention, but really so you're saying like. Would you if you didn't, have theconfidence in your team that you do now today you spend everything that you do,I know is not cheap. It's not cheap at all the e the operations, even withinthe store from at the the unfaired Vin, unfair automoted advantage. Mastermindgroup. You talk a lot about the the experience and what you do in store. Soall of that, if your team is not like your one hundred percent confiden yourteam, you said before we came on here that if you know you, if you fail as aleader, if you know you, basically you...

...don't believe in your people and ifyour people aren't you know the best. So you feel that all the m like is it awaste? Would it be a waste of dollars or would you put in the dollars theeffort, the time away from your family? Doing all the you know the commercialsand everything that you're doing to bring people into the store? How wouldthat shift? If you feel the team, wasn't you know up to par or if youdidn't believe in them like you do well look and that's another great question,but it really happens a step at ta time, an peoples looking at our operation forthe first time outside looking in they see, oh my God, look at all the workingparts. I can't do that because I'm not Tracy, I'm not Frank Myazoto and I canunderstand that, but the reality of it is is that we didn't use to have allthose working parts either you've got to build Ha Foundation and then add thelayers on top of what player did you go? Where did you start? First? Did you dolike? If you could go back? Did you do it the way that you would nowabsolutely not, and that's exactly where I was going so well just go inthat direction now actually started w th with the smoking mirrors. First, Istarted with the bells in the whistles and all the cool stuff for thecustomers, and I realized at that. None of it was really sticking with the customers. I mean it was coolfor a few seconds, but it wore off really quick, because I hadn'tdeveloped the culture with the team I hadn't invested in the team. I didn'thave the experience with the team, so I flipped it eight to ten years ago I startedinvesting in the culture of the team and- and I saw imediate results withinninety day. Three four five months, I saw immediate results. At's AW turnovergo down, I saw enthusiasm, go through the roof. I saw customer SMIL and morebecause here's, what happened is just the we've got a photo booth for well,anybody can use the photo booth and, of course we give them the hats that weuse is kind of our signature to take the photos and the photos are free andyou can post them. They can post them to facebook and IIS a cool little to,however, just think about this. If there were a sign on the photo bootethat said, go to the front dest and get a token right, yeah that wouldn't hold the samevalue as if Chris says, hey little fellow come on over. Here, you had yourpicture me. Getni come with me, going to get a token. Put this hand on manwe're going to get in here together, who get a picture made wat EST to makegoofy faces. You got four pictures ready. One two three Bam: Bam: Bam, Bam,Noy, Gointo, get to copies, Gon, give one to mom once for the refrigeratoryous Wan for a bookmark anyway, you want to do it now: Let's send theSecord O facebook where's your mom and dad a Oh, really les albe and get momand dad over here see some so now that they, the team member they drunk thecool aid, they've got the buying of the excitement in the process. They'v gotthe customer involved and it's a totally different dynamic than justhaving a sign. Hey Get your picture mad! Get you token at the front desk yeah a in this one, one mynet smallexample, but everything in the stores like that nowfrom the red carpet celebration at the end, where everybody stops, whatthey're doing and said Hey. Ladies Gelan whot, asn'tgirls Chidof all ages stand up put your hands together. Welcome MIS tor, MissJohnson of the prink Mare sand with t e Persgon Wofh, two thousand n thirteen,four fusion yeah and everybody stopping and look an excuse me one second I'llbe right back, even if you're in the middle of credit, application orwhatever you know a numbers, they say, hey excuse me one minute. They stand upand of course, what's that guest say when they sit back down what happenyeah theya theyre a is Mr Johnson just took deliver o their natio Newa car. Ohthat's kind of cool. I don't have to do that. Do it, of course they really wantto do it, but you know El Yeah. Everybody wants to do it manand hewanted up so from the top down. So there's not somebody floating around onthe show room like floor manager, somebody that's responsible for makingall that happen. I mean everybody from the top down like from the front lineguy from the newest Gy know. You said...

...that you know you have landyards forthe team. They have their own cartoon character like their own character orwhatever of themselves on there, and then they get pins like or like youknow, like the football player gets like the stars on their helmet for likehow long they've been there and accomplishments and whatnot. So, nomatter, if you're like a four star, showroom, general or you're, like what d you call the green pe, orwhatever I mean that's everybody's Skinin, I mean everybody knows how tohandle like that. That type of wow is what everybody C do. Itas a matter offact. I walked into the showroon yesterday, all the sales people, ourelbowed to elbow with customers irs about a forty five to fifty minute Waigfor a salesperson, which is you know our store. We consider that part of ourculture, because the you know the EHAVAL caus Ar binsit and I can evenrecite a because our big sell promotion, a ourselves people are with guest oneat least one guest right now. Most of them are with at least two guests rightnow, but we'll be helping you out. The weight right now is forty to forty fiveminutes, but the good news is you'll, be able to take advantage of the samegreat deals, they're getting when they're available so have a seat in ourlouge and what's your name and they write it on litte little thing and theytake a number like at a sandwich shot, and I and and part of the reason whythey're waiting is because you only have x amount you a you, do a lot ofmarketing. You create the experience everybody wants to come in there, butyou don't just hire or recruit anybody to take care of your clients, so I meanyou'd. Rather them wait a little bit to deal with people that you know that aretrained highly. You know trained and professional to take care and handlethe guests that you spend x amount of dollars to get in there. Well sure, and-and that's part of it- I mean I is the empty restaurant theory that nobodywants to really eat it at an MP restaurant right. They want to eat it,the busy full restaurant because they must be the best, so I've always lookedat it like, even if I'm not necessarily shortstaffed. I still would like thecustomer to wait, be seded in wait for five to ten minutes. It's almostubconscious that this is the place to be theyve really got something on herethat going on here that I want to be a part of, and it's really no differentthan I see a good well. I went to the applestore a few weeks ago and it was on a weekend which was like the worstmistake ever right, and there was you know they took my name in number. Theysaid I want to go to the you know, to the to the help dask or or the smartbar or whatever the heck theyr call it now, and it's like a forty minuteweight I' like really well guess who waite I wait, yeah, you know, and theamazing thing when I tell I share the story with people that we've especiallyon weekends. We create a way their first car people generally say why?Don't you hire more sales people? Well, I can hire more sales people sure, butit takes away from the culture that we've created and the other part of that equation ishow many hard eaglar ships do. You know that creates such a value propositionwhere the customer will wait or exactly because, where else can they go, youknow what I mean. They usually can go right up the block and wait less andget the same type of service. Maybe they can get the same car yeah and theycan probably get the same car cheaper and we communicate that to the gas, butthey still wait. They'll drive thirty to forty five minutes to wait. Thirtyond forty five minutes just to talk to sales person, Winh no guarantee thatthey'll buy anything, but that's how they're included in the process now,while they're waiting, we use a lot of Disney techniques. I' mean huge fan,Disney that the th all the activities to do while they wait- and we do haveguess that come back to get the car service and they come down to the showroom because ser a service waiting, areais a lot smaller, but they man theylike to watch the movies. We got always got the movies playing the popcorn, thegormet coffee bar, the xbox, the old school arcade. We got the works and they like to come.Hang out. Did you put that Goo? What...

...was that lighting thing? We talkedabout at thes master, mind. What D D Hat Did you get that installed in there?Yet that's awesome, Yeso! All Right! Listen,I'M GOANT TO GO! I'm going to roll into getting you off it here! Man, becauseyou know. I know that your swamp. Are you in the dealership right now? I mnOh yeah, all right, so I got two quick things to Exiyo with, so let me ask youthis so and and genuinely because I know you're going to give me a straightup. So if you, if I just started on the show room there and I've been, you knowall right x amount of days, I don't know how long it takes is. Probably Iknow you put them through a through a ring or so to speak, meaning not in agood way before you just turn them loose. But how accessible was TracyMyers to from the newest Ky to the veteran to your right to the ambassadoror smiles your right, handman like how accessible are you to to these peoplesure so, the very first day we never start a Nube class, a greenpe class withoutme having their cell phone number and vace versa. That day that that's one ofthe first things we did hey, welcome, I'm pracy Myes, here's, here's th!Here's the! We call five reasons why we live more in enjoyable, simple andprosperous lives, and you can to is a you know: it's a Pamplet brocherewherever you call it for them to have, but as te introduction, let me get yourcell phone number and I'm Goinna give you my cell phone number and that's Benthis rig off the bat. The second thing they're going to do most of Er onfacebook. Some of them eon twitter and you know, because you hit me up you ifyou don't text me, I'm on facebook right, it's on my hip. Of course youget me on twitter as well, but most of the sales people for whatever reason:they're own facebook, I'm like here's, my personal, not my business, es, mypersonal facebook, it's almost twen, four seven! You know, I think you youpikd me up. We talked wrestlint, you know ID I right absolut on facebook,it's not even text. I don't know why. But that's just the way it is so howaccessible the easy answer is it's top down top dem, so they neverfeel so I mean, and they feel that to they know that hey like if you talk tosomebody that just started there. They'd know like Hey. If I had an ideaor if I had something that I wanted to get you know to get to get a you knowto get the Tracy, they know, they'd have no problem getting it getting itto you right yeah. So if they're, if I'M NOT GETTING PEE back an ideas fromthese guys number one, I'm creating the wrong type of culture, I'm creating theCultur of fear and too many too many leaders well, and I use that termloosely. Let's call them Bolsis. No, I don't want to the ABOLS. I truly wantto be a leader, but too many bosses create that that whole fear of fearthing where you know I've sign your paycheck and don't talkto me. I don't care about your ideas en you're smaller than I am look ing I'll,be the first admit, I'm a marker heart. I'm a people person at heart, I'm anENTREPRENEU heart, but I rarely stay on the same thing for a long period oftime. So I couldn't do anything that I do without these people. This they'reall the front line and a lot of people say well your salves people, thefrontline. Well, I get where they're coming from, but look when the carcomes off the truck without the truck forout in the car don get here withoutthe detail shot, the car doesn't get cleaned up. Without my text, the Olldoesn't get changed on get inspected without the porter. Don't get moved tothe front iron without myselfs people. I don't have anybody Greek customrsthat my finance director, I don't have anybody to get dealed Bou thatmyselvesman or no Hov Aywoy to close the deal that might bedrs N Y BDM. Idon't have anybody to answer the phones. I couldn't do any of this without themand do a hundred and sell hundred fifty cars a month or, as we say, proboud ahundred an fifty solutions. Omo Gotcha Yep. I mean you're right man, onehundred percent, so where up ther right, let Meto we're going to hit this oneand then we're out of here. So what what's one thing other than showingthat you care- and I know that's important and we touched on that justshowing that you care that you're interested. You know things about. Youknow you know their kids names. You know how many they have and I saw that with at the mastermind.When Kevin comes there I mean you guys have a present for his daughter everytime you know what I mean you know she's going to be there. You havesomething for which that's that says a...

...lot, but so, let's take you know mostsales managers, you know gyms whatever they want to get everybody together,maybe once a week, maybe twice Saturday, before a big meet before you know,meeting Saturday mornings before the big Saturday day or near the end of themonth. I mean that stuff's just Corny, where you go with that to pump yourteam up. What is something that that that anybody listening, thatthat's in a position of power can take and and implement immediately andhopefully see some kind of you know results at that? Will you know, get thesomething out of their team. You know get him fired up, making motivated,even if it's just for a little while is Litte, but it will last as long as theystick to doing this action on a consistent basis, her's. So one of thefirst things I' e, really learned in automotive, industry and Sanvley, itwas five six seven years into my career was the saying without the why theywill not buy, and that was when I learned it. It was good for the salesperson to the custom right, and I think too many too many sales trainers inautomotive theyre, a only teaching product product, knowledge now and truebuilding value into the product. But I think you take that statement to yourteam and your team members without the whythey will not buy meaning without why we do what we do or why Tracy Myers isa car dealer one I do what I do. They will buy into the culture, look at itthat one right. So I encourage every dealer: GomGeneral Sales Manager, Internet sales, director, whoever, like you said aslong as rethey're, leading or supervising any team member and stoppeaking your lunch in your office. Stop going to the Burger King drive throughstop bringing leftover from Hoe and grab a team member, take them out tolunch and and share with them. Why you do what you do and if it's all aboutthe paycheck, then you know you probably don't have culture in yourstore, I'm here and I share with them, and I always start out with, of course,my family story, and why we've done this for eighty five years, my greatgrandfather started the first frame lire store. Eighty five years ago, my ancestors came to America to myrsbrothers came to America on a boat with two hammers and started successfulconstruction business. Does that mean we're smarter than everybody else?Absolutely not? What does it mean? It means that we hustle and we believe inwhat we do- we're passionate about what we do and we're here to really helppeople and, of course, that's e short version ofthe story, but you would be amazed and all supervisors will be amazed at one, how much better that they'll produceand how much better theythey'll perform for you as a supervisor once you takethem out of the dealership environment and just just showin up that you careand you took them out to eat for one and when you give them your story andnot the not the smoking mirrors in theglosttover version. Yeah, that's the public relations version be real.You know I had a salesmanager, for example, that had a serious at well. He shared a story on Youtube S.I can share it here. He had a serious drinking problem for years and he had asponsor, helped him through all that this got battle literally Hellin highwater, to get to where he was at now. You know he's one of the mostsuccessful sales managers, I think of any independent store in the country ofnot new car stores in the country, and he does what he does and leads the wayhe leads, because he wants to give back to people because somebody gave to himthat's his want. That's why he does what he does it's not about the moneyhe's got to have the paycheck he's going to get his paycheck and he'sgoing to make a chilling because he's awesome at what he does, but thatdoesn't make his people work for him Hart that doesn't make his people morepassionate about being here that doesn't get anybody to binto theculture...

...they bind to him as a person, and himwas a supervisor and him as a Laer because they know who he is so now.They know his. Why so they have bought or they will buy into him as a leaderand a supervisor, and they will jump through rings of fire for him. Becauseof that. So you know- and I know all these Soun, like Warren Fuzzy, FilDonna, hug type, opent hi things. You know that n most anly men and Yo, mydad was one he was a heas, a military guy right. A lot of them will look at this and Iknow car guys and Carburos. Oh Man, that is a Lodo Crak, that stuff doesn'twork but buying into our people investing into our people. That is byfar our most important commodity, that we have and it's far more greater than anyamount of dollars that I could spend on advertising and and I'll say that youknow and and and I haven't ad Adency- you know we place as Ferdeals all overthe country and and make a good living doing. Ind. However, I've told de Iships and tell them every day you could spend a million dollars won advertise.You could increase your foot traffic or you lotk traffic by ahundred and fifty percent, but ifyou're, if your people are broke, if your process is are broke, if yourleaders are broke, if there's no culture, your return on investment isgoing to be minimal to nothing because or it may be short lived, and you getthat little that little high right. It's not going to be sustainablebecause the excitements not sustainable, the culture is not sustainable becausethere is there's not one it its there's. Last in the Pan, tuff there's going tobe turnover every three to six months. One hundred percent turnover everythree to six months, and I know stores like that. They're, not investing instores Ar like that. Those stores are like that and it is sad they're hiringwrong and or theyr hiring right, which is even which is even worth tradingthem wrong, they're, treating them wrong, theythey hire the right personand they treat them wrong or don't treat them anyway at all. I think it'sE. I think it tends to be even worse when you bring the bring somebody inright or wrong and you're w your vanilla either way you don't treat themright, oh wrong and youjust, don't treat them at all. You're not is ar notthere exactly what's the average, what's the average the length of time that that frank,Myers automacs employ sales professionals been there right now?What do you have? I mean, of course, your always bring it on new blood. Youguys are moving on to bigger and better things as we discuss, but like you're, not turn, I mean they're therefor the for the long hall right absolutely and the only time peoplelike my angist tenared salesperson is kind of like Megan, who is the BDRworks in a business velment center that you were talking about earlier that gotthe going away present. She moved on t to another company outside of theindustry, making like two and a half times the money, and we were excitedfor her man, a a Mor than you know. I did what I'm supposed to doas a leader now, if she did her job as a leader, because she was the businessdevelopment in ER manager. She created a culture in her department wherepeople have now and they have done this stepped up and took her place and whereas good or will be as good as she was. That's the way it's supposed to work,but oh, the selfs person, so our longesttean yourselves first and I bought the store and O six for my dad and- and this is in the documentary carlingby the way. But I fired everybody here except my controller. It was J, it was old culture. I mean, Iknew right away, that you know the culture. There was no culture, the Coltwas broke. I mean we were selling a lot of cars and making a lot of money, butit just wasn't a fun place to beat them was or vision the vision you it wasn'ty, that's a better way, but it wasn't my vision. I want to create my vision.I want t it to be my store. I Wante to have my footfriend. So Eddie came on board about six monthslater, one of the first guys that I...

...hired I trained and he just left andhe's got his own store. He' SA on okay, 's He's been on three weeks and youprobably couldn't be happy with pappier form. Plus you probably help the guy. Imean you probably help them along the way with with opening this store. If Iknow you, I would think you had something to do with it. Well,absolutely eache's rinning the property for me, but yeah, surprise yea, but but that's not ifthat was a last minute, desothis Gol. He told me five years ago I want toover four years ago. My goal was to open hem own store, and it's importantfor us as leaders to know what their long term vision ISS. You know and a-and we have vision day here at the store, which is another great way toget your team members all into the culture and the Vision Day is like look if you. If money were no issue, whatwould you do? What would you buy? What would you invet in right and you getyou know you get everything from crazy yachts to me and my wife would go in thehoneymoon that we never had to. I put money away from my kids college. Youknow just it depends on the person right and there is no wrong answer, butwhat we do- and this is at the end of the year going into the new year-actually print those go to arge print shot, a large format, princ shot print,those things cut them out and we hanged them from the sining in the trainingroom, O wow, you know, and we'll put so if, if John Os, Bentley and he's thesuper ficial guy in the room right be a baller will take, the Bentandhe willput his name on the front ice and plate and we'll cut it out and hang it from.You know fishing line in the training ro s. He looks at that every morningfor thirty days wow and that yeah unbelievable man I meanthat's just like nobody thinks of that. Nobody thinks to do that kind of stuffin general, let alone doing that with your team and for your team I mean youknow hat's off to you man seriously. I mean you got a family got so much goingon and you know coming from a guy that you know only knows you know the front line ofthe sales business of you know actually in the retail UN of the industry andI've never seen anybody put in. You know an Eith of that effort. You know,and I mean you got, you got some happy people, man, no wonder you're you'rekilling it listen. I've kept you longer than I promised. Where can everybody go to? You knowhear you talk more about this kind of things O or anything man where you wantpeople to find yet yeah, Wel, trach, mierscom s, Trac y Myerus, there's allkind of that's the PR stuff ind the blogs on there to. However, you know myheart and my soul and my daily diary evendit. You know this is on facebooks,not my Necessar, my fan page, which has got some cool motivational stuff but-and you know, I'm kind of all over the place, but facebooks cool place and,like you mentioned earlier, you know, we've got the unfair vantage, Automotimastermine group. All you got do is get there, you got ta Po for membership,we're real selective on who we bring in, and we invite anybody nautomotive fromfrom porters all the way to presidents, as crade Lockard says from from automaxrecruiting. We don't care as long as we think they'll be a good fit and you cango go to that website as well. It's a blast man. It's been a honor to be onboard watching this thing grow. You know I mean from the you out. It's beenawesome, be great. You know we got some great forvender partners that areponying up because they believe in the same vision we got in the same busion.I got to hear at the story. You know just lot. Let's just share information.Let's just share information with. If, if we kept you pitching with throwingye out, everybody got to sell stuff, but that's not what this is about. Thisis about just making ourselves better, because just we just don't do enough ofthat in the automotive industry, but man, it's been my honor to be here,your great friend, man, honor, to call you one and if I can ever help you outman, You d, You let me know you just did help me out man, that's whatTheyreyou Knowyeh next time e wrestling...

...podct, that's it man. We got to getthat going on all right, Tracy, listen and thank you so much everybody. Youknow what he told you to sit him up on facebook, both of his accounts. ManHe's really active on there and I mean Trat. You message him and he willanswer you. I promise you that's what makes him so so great tracy go ahead.Man About Your Business Brother! Thank you so much for taking the time an. Ithink you drop some great bombs here and I just you know you can real. Ijust hope you get you back on again man because we could have went for hours,man, you got him and you let me know what make it happen. Awesome rou! Thankyou so much. You got all right.

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