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:
Tracy Myers Twitter:
Tracy Myers Website:
Unfair Advantage Automotive Mastermind Group:
Episode 3 · 8 years ago
SHARE THIS EPISODE
Episode 3 · 8 years ago
Tracy Myers: Giving a Wow Experience To Your Employees
ABOUT THIS EPISODE
The Dealer Playbook Episode 3
Tracy Myers Facebook:
Tracy Myers Twitter:
Tracy Myers Website:
Unfair Advantage Automotive Mastermind Group:
You're dialed into the dealer playbook podcast, where it's all about winning otter dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. All right, and here we are, everybody. This is the deal or playbook. I again am your host, Robert Wiseman, my partner crime, Michael Sorillo, who could not make it here today, and if you have been tuned 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 point in your operation to not just about attracting premium customers, but more so, dynamic sales professionals, those professionals that are going to be handling the clients, the customers that you are spending the majority of your marketing budget, all of your marketing budget, basically is is dedicated to bringing people into your facility, getting the call in, what have you. Well, these people that you are recruiting, your bringing in and training, etc. To handle them, you know they need to be on point, they need to be razor sharp. So how they feel daily and the the motivation that they have to come to work every day is to me, I think, one of the most important, you know, aspects of them working there. So, like I said in the Intro, I am joined by the best of the best, not only as creating a wow experience for the customers. That's one end of it, but the reason why the customers are so wild is because of the experience that the employees have here, you know, have in his facility. So I have the founder of the unfair automotid, automotive mastermind group and friend mentor, Tracy Myers. Tracy, what's up, brother, a man. Great be here and now. Thank you so much for having music yesterday. Oh Man, listen, I thank you so much for cutting out the time and your busiest man in the business. This guy is more businesses than you know. I can't even give you analogy, man, this guy gets it on man. Plus, he's got a wrestling promotion out there he never talks about because he's so humble, man, but I will go on for that for hours. So listen, Tracy. I'm going to jump right to this, because your times valuable, and so is everybody that's that's letting us come into their ear buds here today. So listen right before we jumped into this. We were talking about how you had a we saw it on facebook and anybody, if you don't know who tracy is and you don't know so we're talking about on how he posted on facebook he had one of his key team members who was moving on to bigger and better 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 your face that has to be from friends and family. You know what I mean? Like, I'm not going to take a cake in the face from anybody. So to the deal orst anybody listening? Like, first off, Chasey, how important is it that? I mean, is step one, the experience for the customers. Is that most important? Or is the most important part of of Your Business Your team and and the you know, the way your team feels and feels about the team and your operation. Yeah, so acts is a really good question and the answers really simple, but so many people, especially in automotive, they just don't get it, because if your team's not feeling good about themselves, if your team's not feeling motivated, if your team's not happy, if your team's not having the experience and the time of their life ai they're here or etcher dealership. Then you can create the best wow experience in the world for the customers. But it's a facade. The customers are smart in today's marketplace and they can see right through that facade. I mean you can have game rooms and big, big screen TV's and giving away xboxes and you know if you're you can see the you know someone that your team members eyes. That's the mirror to their soul and...
...you can see the imptiness in so many team members eyes. Is I walk into dealerships across the country and I consult with dealers and I can get so much of a story the first thirty seconds just walking into the show room. Nobody speaks to me. Everybody's heads down. You might get a man help when you you know the typical stuff. You get it at a dealership. But it's that important to me that the team has the energy, in the excitement level, in the experience first and you know, I really don't have to invest a lot in the customer experience, even though I have, but I wouldn't have to because I really feel that the team members are so pumped and they're so motivated and they're so excited to be here at the dealership that they will automatically transcend over to the customers, which will automatically take their experience level man through the roof. So you're saying that, instead of allocating so much of your dollars your budget, whether it be marketing budget, whatever. I you know we have, you know, a running a business, you only have x amount of dollars that you can invest back into it rather other than paying your people, etc. So you're saying that it would be a better move and a better strategy to invest it into the experience and the happiness of your people on the front line than it would be to attract, you know, thousands more people to call in and come to your show room. Absolutely, and I want up there. I say, and I've proven it not only at this store but other stores that I've consulted and work with across the country, that you could actually pay your team members less, not that you want to, but you could pay them less if you created a better experience for them. I mean, okay, give all right. So if you can without you know, I'm not asking you to come on here and give up all your secret and never a magician. Never do that. But tell me, like, give it. Let's give everybody an example of what you mean by that. By like, what can you do to pay that? Not saying pay them less, but what? Forget about paying them less. Let's just say, what can you do to enhance your team members experience? Well, the first thing that you really need to do as a legal principal, general manager, General Sales Manager, Internet manager, anyone that's leading the team, you got to get to know your team because if you don't know your team, it's just like back finding when you're with the customer. You got to find out what their likes are, with your dislikes are, and get to know them one on one. For one of the first things I learned when I was selling cars, when I started selling cars for ever ago and I didn't have kids, and God told me said, Hey, look, look in their car. If you see a car seat or you see a sign of a kid, start talking about their kid and they will love you forever. Ask to see pictures of their kids and they'll love you forever. And I thought that was the craziest thing I've ever heard. But are you. You are a great salesperson, and you know that probably rings true with you as well. Men, you talk about somebody his kids and you being a dad, it just like Kabam. Somebody talks about your kids and you automatically are drawn to the well, your team members are exactly the same way. The SAD party is I can walk into dealerships and you can to anyone can go into a dealership that you don't wear, you don't know the people, and ask the team leader what the salesperson's what their team members middle name as ask coming kids they have. That's what grades three and asked what their favorite songs are. That's what car their wife or their husband drives. You'll be blown away with the non answers you get in the blank stairs because they don't know who their people are. Good casing point and give you specific examples here. We create our own music playlist here in the show room and anyone that's seen our videos or watch their documentary car men, you'll you know, we say we pump the music really loud on the show room and it's all energy field, fast paced, high thees premientic type music, because we want to we want the energy level high in the show room well, one of the first things we do is we ask the team members when they come on board, you know, what are your favorite songs, what songs do you like? And we put those songs that are family friendly of course,...
...on the playlist, because you know that that automatic and connects with them and we let them know that, hey, we put those songs on the playlist for you so automatically. I know it seems like it's something real simple on my newt and hey, what's the big deal about that? But it does a couple things. The biggest those that shows as a team leader that you care about them and what they think, and I think that that is so important in all industries from day one, and we're not doing that. My training, when I got knotto industry, they stuck me in a closet with some dhs tapes with the product knowledge. I came out, they say congratulations. The word certified wasn't a buzzword them, but they said, hey, congratulations, you're the equivalent certified. You're a Bugato pro. There's your desk, there's the keys, there's the bathroom, you work from here to here, there's the time clock. Good luck. That was the training I got. I didn't know. I didn't know where to go for help. I didn't know, I didn't know nothing other than I can talk to people. So it was just like it is in most places now. It was sink or swim mentality. Right. Yeah, that sounds exactly like how most people are trained, how I was trained. Just managed the VH, just rather the VHS right, right line, and did exactly. Yeah. So you know, you if and forget the product training, which or the training in general. That is important, but I say that you could buy pass most of the sales training if you're relating to your people and you're getting to know them and you know who they are and you make them feel like they're important to the organization and they've got people skills. Now one thing that in. Craig may have share this with you. I know you said you talked to Krid locker maybe the last show of the show before, and Craig's brilliant with this type thing. But you know, I can train almost anybody to do anything, but it's tough to teach people skills. Yeah, like from an introvert to an extra vert. I and basic exactly. That's it. Exactly. You know the and that's that's something that I can't do. It's just not in my wheelhouse and don't know many people that can. And as a long drawn out project project. So if I've got an extrovert, though, or someone who can talk to people and listen to people, it's really easy for me to care about them and to get them involved in our culture from day one. That is so important. You know, we tend to work backwards in the automotive industry. Three weeks in, four weeks in the managers are in the meeting and the conversations generally. How many Johnny man he's really his numbers really stink. Will seems to be the problem. Well, you know, I don't think he's talking to enough people. Well, why don't we work with him sitting into a training school? Well, there's one coming up and in six weeks, if he makes it, makes it that long. Well, I don't want to spend the money because I don't know if he's going to be here. Why don't you pull up Dave Anderson and because it's free and it's online and he can read all that stuff from day we go to Youtube and watch the card on videos and, you know, for three or four hours man he should it. Will know by Friday if he's good or not. Well, number one. All that stuff is okay, but do it. At least to it from day one. It's not the right way, but at least do it from day one. They're doing it four and five and six weeks in. They don't feel like you care about them, they don't understand the culture and they sure don't care about you as a person. What makes you think that the opposites ever going to happen? They're not going to care about your customers, either them or the mission or like anything. And it's a paycheck to them. And when it becomes just about the paycheck, telling you, 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 paycheck, and only the paycheck, then everybody loses. The customer loses, the team member loses, the management team loses, the deal principal loses and it's a vicious cycle that we've got to get out of in this industry. If we're going to step out of the stone ages and into the new market place, which is where we're at. We can learn all the technology in the world and and and we can. We can hire grant Cardonn to be in our store and Tracy Myers and...
Robert Wiseman, and they're going to contract us for eight, eight hours a day, all of us. You know, we're just going to rotate departments in is useless. Is Useless if we don't care about our people and and and really develop that culture with them the store. So that's that kind of answers. What I was going to go into next that no matter what training or how often you train them or what what you know object you know responses to objections and what material you or how prepared you get them, if they're not on board with with your dealerships and message, the culture and they're motivated to be there, the best training in the world means nothing correct it's obsolete. It's a waste of money, so to speak. Right, you know, I'm not going 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 training, is better than none, but they've got to buy into the store they've got to buy into the mission, they've got to buy into the culture and, and you know, I don't really like the term drink the kool ai, but I can't think of a better term now they've really got drinked that Kholaid and believe it as a matter of fact. Our everybody rides program you know, we had, we have a mission about everybody rides program on. It's about who is here to help from A to Z, and that's one of the things that that is part of our culture. If they don't believe that and almost get angry when somebody doubts it, then then I haven't done my job. That starts from the top. Damn. Makes Sense. And Real quick on to go off the script here with that. So when you say that everybody ride, so is the guy that's first name is frank. I know his name, but I'm not going to drop name drop anybody that's not, you know, agreeing to be here. Last name begins with the G. No matter what you post on Facebook, for quote the photo of the day, this guy does. Everybody rides every time, day in and day out. Is He on boy? Is he on your team, or is he just a mark, a super fan or he's a he's a mark in the superband, all the above. In a two years. I thought he worked here and he agreed profile. True Story. I thought he created somebody that worked here, that created a fake profile because it would be seconds. I can post something in seconds later. This this guy's popping up and everybody rides and it doesn't matter where it's at. My first profiles, my business profiles, my my dealership profile, and finally I kind of sent a private message over and said, Hey, dude, you kind of creeping me out a little bit. You know, I'd like to know who you are. This guy lives in South Carolina and has never bought a car here and he's not even in the automotive industry. Now he's just he believes in our culture or thinks our culture is pretty cool from what he's seen online. He really doesn't know it because he doesn't work here. But but you're right, that's the type thing that you really need to try to create and develop. Yeah, the fat. I mean you have raving fans. It's yeah, yeah, so, I mean you always get all of your you know, your shine, a lot of your hyped. A lot of people or you know, what 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 with, you know, just building the brand of the Frank Myers and everything that you guys do there. But, and that seems to get all the attention. But really so you're saying like would you if you didn't have the confidence 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 the the operations, even within the store, from at the unfair and vine unfair automotive advantage mastermind group. You talked a lot about the the experience and what you do in store. So all of that, if your team is not, like your one hundred percent confident your team. You said before we came on here that if you know you, if you fail as a leader, if you know you, basically you don't...
...believe in your people and if your people aren't, you know, the best. So you feel that all the like, is it a waste? Would it be a waste of dollars, or would you put in the dollars, the effort, the time away from your family doing all the you know, the commercials and everything that you're doing to bring people into the store. How would that shift if you feel the team wasn't, you know, up to par, or if you didn't believe in them like you do? Well, look, and that's another great question, but it really happens step at a time, and people's looking at our operation for the first time outside, looking in, they see, oh my God, look at all the working parts. I can't do that because I'm not Tracy, I'm not Frank Myers Otto, and I can understand that. But the reality of it is is that we didn't used to have all those working parts either. You've got to build a foundation and then add the layers on top of which layer did you get? Where did you start first? Did you do like if you could go back? Did you do it the way that you would now? Absolutely not, and that's exactly where I was going. So we'll just go in that direction now. Actually started with with the smoking mirrors first. I started with the bills and the whistles and all the cool stuff for the customers, and I realized that that none of it was really sticking with the customers. I mean it was cool for a few seconds, but it were off really quick because I hadn't developed the culture with the team, I hadn't invested in the team, I didn't have the experience with the team. So I flipped it. Eight to ten years ago. I started investing in the culture of the team and and I saw immediate results. Within Ninety Day, three, four or five months I saw immediate results. I saw a turnover go down, I saw enthusiasm go through the roof, I saw customer smile and more. Because here's what happened. It is to just the we've got a photo booth for anybody can use the photo booth and of course we give them the hats that we use. This kind of our signature to take the photos and the photos of free and you can post them, they can post them to facebook and it's a cool little too. However, just think about this. If there were a sign on the photo booth that said go to the front desk and get a token, right, yeah, that wouldn't hold the same value as if Chris says, Hey, little fella, come on over here, you had your picture made getting not come with me, going to get a token, put this hat on me, we're going to get in here together, going to get a picture made. Watch is to make goofy faces. You got four pictures, read one hundred, twenty three. Bam, Bam, Bam, Bam. They going to get two copies. Going to give one to mom, once for the refrigerator, use one for a bookmark. Anyway you want to do it now, let's send the Secor to facebook. Where's your mom and Daddy? Oh really, let's love me and get mom and dad over here. See. So, so now that they the team member, they've drunk the KOOL aid. They've got the buying of the excitement in the process. They've got the customer involved and it's a totally different nammock then just having a sign. Hey, get your picture made, get your token at the front desk. Yeah, and this one one my new small example, but everything in the stores like that now, from the red carpet celebration at the end where everybody stops what they're doing and said Hey, ladies and gentlemen, was a girl's triot in all ages. Stand up, put your hands together. Welcome, with MSS Johnson, to the Frank Mar sin with the pride of two thousand and thirteen four fusion. Yeah, everybody stopping and little against. Excuse me one second. I'll be right back, even if you're in the middle of credit application or whatever, you know, a numbers as a hey, excuse me one minute. They stand up and of course, what's that guest say when they sit back down? What happened? Yeah, they own there, Mr Mrs Johnson, just took deliver. They're nice new a car. Oh, that's kind of cool. I don't have to do that. Do of course they really want to do it, but you know, hell yeah, everybody wants to do it, man, any wanted to so from the top down. So there's not somebody floating around on the show room like floor manager or somebody that's responsible for making all that happen. I mean everybody from the top down, like from the frontline guy,...
...from the newest guy. Know you said that. You know, you have landyrds for the team. They have their own cartoon character, like their own character or whatever, of themselves on there, and then they get pins like or like, you know, like the football player gets, like the stars are in their helmet for like how long they've been there and accomplishments and whatnot. So no matter if you're like a four star showroom general or you're like what you call the Green P or whatever. I mean. That's everybody's skinting. I mean everybody knows how to handle like that, that type of wow, this is what everybody do. It's a matter of fact. I walked into the show room yesterday. All the salespeople are elbow to elbow with customers. There's about a forty five to fifty minute wait for a salesperson, which is, you know, in our store. We consider that part of our culture because the you know, the hey, because we're been to an I can even recite a because our big sound promotion. All our sales people are with guests one, at least one guess right now. Most of them with at least two guests right now. But we'll be helping you out. The weight right now is forty to forty five minutes. But the good news is you'll be able to take advantage of the same great deals they're getting when they're available. So have a seat in our lounge. And what's your name? And they write it on the little thing and they take a number like in a sandwich shop. And but and the ED part of the reason why they're waiting is because you only have x amount. You a you do a lot of marketing, you create that experience. Everybody wants to come in there, but you don't just hire or recruit anybody to take care of your clients. So I mean you'd rather them wait a little bit to deal with people that you know that are trained highly, you know, trained and professional, to take care and handle the guests that you spend x amount of dollars to get in there, for sure, and in as part of it. I mean this is the empty restaurant theory that nobody wants to really eat it at an empty restaurant right. They want to eat at the busy, full restaurant because they must be the best. So I've always looked at it like, even if I'm not necessarily short staffed, I still would like the customer to wait, be seated in wait for five to ten minutes. It's almost subconscious that this is the place to be. We they've really got something on here, that going on here that I want to be a part of, and it's really no different than see a good well, I went to the apple store a few weeks ago and it was on a weekend, which was like the worst mistake ever right and there was, you know, they took my name and number and they said I want to go to the you know, to the to the help desk or the smart bar or whatever they to call it now, and there's like a forty minute wait and I'm like really, will guess who waited? I wait. Yeah, you know. And the amazing thing when I tell I share the story with people that we especially when weekends, we create a wait their first car, people generally say, why don't you hire more salespeople? Well, I can hire more sales people, sure, but it takes away from the culture that we've created. And the other part of that equation is how many car dealerships do you know that creates such a value proposition where the customer will wait for for exactly because where else can they go? You know what I mean? They usually can go right up the block and wait less and get the same type of service, but maybe that they can get the same car. Yeah, and they can probably get the same car chief, and we communicate that to the guests, but they still wait. They'll drive thirty to forty five minutes to wait thirty to forty five minutes just to talk to a salesperson when no guarantee that they'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'm a huge Fan Disney, the the all the activities to do while they wait, and we do have gifts that come back to get the car service and they come down to the show room because, sir, our service waiting area is a lot smaller. But they man, they like to watch the movies. We got, always got the movies playing, the popcorn, the gourmet coffee bar, the xbox, the old school arcade, we got the works and they like to come hang out. Did you put that good? What was that lighting thing we...
...talked about at the all this master mind? What is it? Did you get that installed in there? Yet? Installed in the way colors? That's awesome. So all right, listen, I'm want to go. I'm going to roll into getting you off of here, man, because you know, I know that you're swamp. Are you in the dealership right now? I mean, Oh yeah, all right, so I got two quick things to exee you with. So let me ask you this so and and genuinely, because I know you're going to give me a straight up. So if you if I just started on the show room there and I've been, you know, all right, x amount of days. I don't know how long it takes. Is Probably I know you put them through a through a ringer, so to speak, meeting, not in a good way, before you just turn them loose. But how accessible with Tracy Myers, to from the newest guy to the veteran, to your right to the ambassador, smiles, your right hand man, like, how accessible are you to to these people? Sure so, the very first day. We never start a newby class, a green peak class, without me having their cell phone number and vice versa. That day that's one of the first things we do. Hey, welcome on, Tracy Myers. Here's here's the here's the we call five reasons why we live more and enjoyable, simple and prosperous lives. And you can to it's a it's a pamphlet, brochure, wherever you call it for them to have. But as an introduction, let me get your cell phone number and I'm going to give you my cell phone number. And that's man, that's right off the bat. The second thing they're going to do. Most of our on facebook, some of them on twitter, and you know because you hit me up. You if you don't text me, I'm on facebook. Right. It's on my hip. Of course you get me on twitter as well, but most of the salespeople, for whatever reason, their own facebook. I might here's my personal, not my business. He's my personal facebook. It's almost seven, you know, I think you you've hit me up. We talked wrestling, you know, midnight. Right. Absolutely, on facebook. It's not even a text. I don't know why, but that's just the way it is. So how accessible? The easy answer is if it's top down, top down. So they ever feel so, I mean and they feel that to they know that. Hey, like, if you talk to somebody that just started there, they'd know, like, Hey, if I had an idea or if I had something I wanted to get, you know, to get to get a you know, to get the Tracy, they know they'd have no problem getting it, getting it to you. Right. Yeah, so, if they're if I'm not getting feedback in ideas from these guys, number one, I'm creating the wrong type of culture. I'm creating the culture of fear and too many, too many leaders will, and I use that term loosely. Let's call them bosses. I don't want to be a boss. I truly want to be a leader, but too many bosses create that whole fear fear thing where you know, I sign your paycheck and don't talk to me, I don't care about your ideas and you're smaller than I am. Look at I'll be the first admit I'm a marker at heart. I'm a people person at heart, I'm an entrepreneur at heart, but I rarely stay on the same thing for a long period of time. So I couldn't do anything that I do without these people this they're all the frontline and a lot of people say, well, your sales people their front line. Well, I get where they're coming from, but look, when the car comes off the truck, without the truck throw of the car doesn't get here without the detail shot, the car doesn't get cleaned up without my text to all, doesn't get change, don't get inspected without the porter. Didn't get moved to the front line without my salespeople. I don't have anybody Greek customers. That my financial director. I don't have anybody to get deals by that my sales man to don't have. You had to close the deal. That my bdrs, my BDM. I don't have anybody answer the phones. I couldn't do any of this without them. And do a hundred and sell a hundred fifty cards a month or, as we say, provide a hundred fifty solutions a month. Gotcha. Yep, I mean you're right, man, one hundred percent. So we're up there right. Let me, we're going to hit this one and then we're out of here. So what? What's one thing other than showing that you care, and I know that's important and we touched on that. Just showing that you care, that you're interested. You know things about you know. 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 guys have a present for his daughter every time. You know an I mean you know she's going to be there. You have something for which that's that says a lot. But so let's...
...take you know, most sales managers, you know Jim's whatever. They want to get everybody together, maybe once a week, maybe twice, Saturday before a big meat before you know, meeting Saturday mornings before the big Saturday day or near the end of the month. I mean that stuff's just corny. Where you go with that to pump your team up? What is something that that that anybody listening that that's in a position of power can take and and and implement immediately and hopefully see some kind of, you know, results that that will, you know, get that something out of their team. You know, get them fired up, making motivated, even if it's just for a little while, is but it will last as long as they stick to doing this action on a consistent basis. You're so one of the first things I really learned in the automotive industry, and saddle it was five, six, seven years into my career, was the saying, without the whine, they will not buy, and that was when I learned it was geared from the salesperson to the customer. Right, and I think too many, too many sales trainers in automotive they're only teaching product, product knowledge now and true building value into the product. But I think you take that statement to your team and your team members without the why they will not buy, a meaning, without why we do what we do or why Tracy Myers is a car dealer. Why I do what I do, they won't buy into the culture. Look at it that way right. So I encourage every dealer, GM, general sales manager, Internet sales director, whoever, like you said, as long as they're leading or supervising any team member, and stop eating your lunch in your office, not going to the Burger King drive through, stop bringing left over some home and grab a team member, take them out to lunch and and share with them why you do what you do. And if it's all about the paycheck, then you know you probabbly don't have a culture in your store. 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 great grandfather started the first frank my our store. Eighty five years ago. My ancestors came to America to Myers brothers came to America on a boat with two hammers and start a successful construction business. Does that mean we're smarter than everybody else? Absolutely not. What does it mean? It means that we hustle and we believe in what we do, we're passionate about what we do and we're here to really help people and of course that's the short version of the story, but you you would be amazed, and all supervisors will be amazed that one, how much better that they'll produce and how much better they'll perform for you as a supervisor once you take them out of the dealership environment. It just just showing up that you care and you took them out the for one and when you give them your story and not the not the smoking mirrors and the glossed over version. Yeah, that's the the the public relations version. Be Real. You know, I had a sales manager, for example, that had a serious at what he shared a story on Youtube so I can share it here. I had a serious drinking problem for years and he had a sponsor helped him through all that. This guy battled literally hell and high water to get to where he was at now. You know, he's one of the most successful sales managers, I think, of any independence store in the country, if not new car stores in the country, and he does what he does and leads the way he leads because he wants to give back to people because somebody gave to him. That's his want. That's why he does what he does. It's not about the money. He's got to have the paycheck. He's going to get his paycheck and he's going to make a kill him because he's awesome at what he does. But that doesn't make his people work for him harder, that doesn't make his people more passionate about being here. That doesn't get anybody to buy into the culture. They buy in to him as a person and him is...
...a supervisor and him as a leader, because they know who he is. So now they know his why? So they have bought or they will buy into him as a leader and a supervisor and they will jump through rings of fire for him because of that. So you know, and I know all these sound like warm and fuzzy filled Donny Hue type open things. You know that and most and Lymn, and you know, my dad was one. He was a he's a military guy right. A lot of them will look at this and I know car guys and car girls and a man. That's a Loado crap. That stuff doesn't work. But buying into our people, investing into our people, that is by far our most important commodity that we have and it's far more greater than any amount of dollars that I can spend on advertising and and I'll say that you know and and I and I have an ad agency. You know, we placed as for deals all over the country and and make a good living doing it. However, I've told dealships and tell them every day, you could spend a million dollars in advertisement. You could increase your foot traffic or you lot traffic by a hundred and fifty percent. But if you're if your people are broke, if your processes are broke, if your leaders are broke, if there's no culture, your return on investment is going to be minimal to nothing because or it may be short lived. And you get that little that little high right. It's not going to be sustainable because the excitements not sustainable. The culture is not sustainable because there is there's not one. It's they're flash in the PAN stuff. There's gonna be turn over every three to six months, one hundred percent turn over every three to six months. And I know stores like that. They're not investing. Its stores are like that. Both stores are like that and it is sad. They're hiring wrong and or they're hiring right, which is even which is even worse. Treating them wrong. They're treating them wrong. They they hire the right person and they treat them wrong or don't treat them any way at all. I think it's I think it tends to be even worse when you bring them, bring somebody in, right or wrong, and you're you're you know, your vanilla. Either way. You don't treat him right or wrong, and you just don't treat them at all. You're not exist. They're not there exactly. What's the average? What's the average the length of time that that Frank Myers automats employees sales professional has been there? Right now? What do you have? I mean, of course you're always bring it on, new blood. Your guys are moving on to bigger and better things as we discuss. But like you, you're not turned. I mean you're there, there for the for the long haul. Right, absolutely, and the only time people like my longest ten year salesperson is kind of like Megan, who is the Dr Works in our business filment center that you were talking about earlier, that got the going away present. She moved on to another company outside of the industry, making like two and a half times the money, and we were excited for her and had other than her man. You know, I did what I'm supposed to do as a leader. Now, if she did her job as a leader, because she was the business developments in her manager, she created a culture in her apartment where people have now, and they have done this, stepped up and took her place and we're as good, or will be as good as she was. That's the way it's supposed to work. But Oh, the salesperson. So our longest team, your salesperson. I bought the store and no six for my dad, and this is in the documentary carving, by the way, but I fired everybody here except my controller. It was it was a old culture. I mean I knew right away that. You know the culture. There was no culture. The culture was broke. I mean we were selling a lot of cars and making a lot of money, but it just wasn't a fun place to beat them. Was a vision, the vision you wasn't. It wasn't my that's a better way to put it. Wasn't my vision. I want to create my vision. I wanted it to be my store. I want to have my footprints. So Eddie came on board about six months later. One of the first guys that I hired, I trained and he just...
...left and he's got his own store. He's been gone. Okay, he's got. He's been on three weeks and you probably couldn't be happy with a happier for him. Plus, you probably help the guy, I mean you probably help them along the way with with opening this store. If I know you, I would think you had something to do with it. Well, absolutely, he's a he's running the property for me. But surprise. Yeah, but but that's not if that was the last minute deal. Absolutely his goal. He told me five years ago I want to open. Four years ago my goal was to open my own store and it's important for us as leaders to know what their long term vision is. You know, and and and we have vision day here at the store, which is another great way to get your team members all into the culture. And the Vision Day is like, look, if you if money were no issue, what would you do? What would you buy? What would you vets? Then right, and you get, you know, you get everything from crazy yachts to me and my wife would go on the honeymoon. That would never had to I put money where if my kids college, you know, just it depends on the person, right and there is no wrong answer. But what we do, and this is at the end of the year going into the New Year, actually print those go to large print, shot, large format print, shot, print those things, cut them out and we hang them from the singing of the training room, you know, and we'll put so, if if John Wants Bentley, you know, and he's the superficial guy in the room right, let's be a baller, will take the Bentley, will put his name on the front license plate and we'll cut it out and hang it from, you know, fishing line in the training rooms. He looks at that every morning for thirty days. Wow, and that's, yeah, unbelievable, man. I mean that's just like that. wouldy think so that nobody thinks to do that kind of stuff in general, let alone doing that with your team and for your team? I mean, you know, hats off to you, man. Seriously, I mean, you got a family, got so much going on and you know, coming from a guy that you know only knows, you know, the front line of the sales business of you know, actually in the retail under the industry, and I've never seen anybody put in, you know, an eighth of that effort. You know, and I mean you got you got some happy people. Man, no wonder you're you're killing it. Listen, I've kept you longer than I promised. Where can everybody go to? You know, hear you talk more about this kind of things or or anything. Man, we're where you want people to find. Yet yeah, well, Tracy myerscom is, Tracy M Y R is. There's all kinds of that's the PR stuff and the blogs on there too. However, you know my heart and my soul and my daily diary of man it. You know, this is on facebook, so not my necessary my fan page, which has got some cool motivational stuff, but in you know, I'm kind of all over the place, but facebook's cool place and, like you mentioned earlier, you know we've got the unfair advantage automotive mastermind group. All you got to do is get there. You got to pop from membership. Were real selective on who we bring in and we invite anybody not a motive from from porters all the way to presidents, as Craig Lockard says, from from automats recruiting. We don't care, as long as we think they'll be a good fit. And you can go go to that website as well and it's a blast, man. It's been an honor to be on board watching this thing grow. You know, I mean from this you out. It's been awesome. You mean you will be great. You know, we got some great for vendor partners that are punying up because they believe in the same vision. We got in the same vision I got here at the store. You know, just let's just share information. Let's just share information with if we get you pitching, we're throwing me out. Everybody got to sell stuff, but that's not what this is about. This is about just making ourselves better, because just we just don't do enough of that 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 out, man, you did. You let me know. You just did help me out, man. That's what they're you know. Yeah, next time we do wrestling podcast. That's it, man,...
...we got to get that going on. All right, Tracy, listen, man. Thank you so much, everybody. You know what he told you. Just hit him up on facebook, both of his accounts. Man, he's really active on there, and I mean try you message him and he will answer 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 and I think you drop some great bombs here and I just you know you can really I just hope to get you back on again, man, because we could have went for hours. Man, you got him and you let me know. We'll make it happen. Awesome, Bro. Thank you so much. You Got.
In-Stream Audio SearchNEW
Search across all episodes within this podcast