The Dealer Playbook
The Dealer Playbook

Episode · 2 months ago

What Makes A Car Sales Brand Strong? w/ Ali Reda


Should you call yourself the "Cadillac Guy?"

Ali Reda says, "Don't even get me started on that!"

Often we spend more time thinking about the perfect slogan or the most captivating logo, but Ali suggests that it's all a waste of time until you know who you are in the business.

Your actions throughout your career dictate the strength of your brand. 

Listen closely to what Ali says about what makes a car sales brand strong.

Connect with Michael Cirillo:





...the car business is rapidly changingand modern car dealers are meeting the demand. I'm Michael Cirillo andtogether we're going to explore what it takes to create a thriving dealershipand life in the retail automotive industry join me each week forinspiring conversations with subject matter experts that are designed tohelp you grow. This is the dealer playbook. Mhm mm mhm mhm mhm Yeah. You know this all ties into why yourpersonal brand is as powerful and impactful as it is because you're youare demonstrating what makes a brand so strong. You know, like if I had adollar for every, you know, sales pro over the last seven years of doing mypodcast, who have messaged me saying, what do you think about uh going bylike your cadillac guy, Ali rita. And...

I'd be like, if you if you spent thesame energy just yes, focusing on other human beings for a second, you wouldn'tneed to worry about your cadillac guy or your Chevy dude and all these kindsof things. You would, you would actually be doing the thing, Michael, you are So right on man. I getmessages from people all the time. They're like, I don't even know them,right? And I have no idea who they are. I have no idea anything about them.They're like, what do you think about this logo? And I'm like, dude, I said,how long you've been in the business? Uh Oh, I just started like a month ago,I started a year ago, I started to, how do you don't even know who you are inthe business? How could you actually come up with something? How could youcome up with the slogan when you don't even know what your thing is, right?You just want to be the car guy, You don't know anything about the cars. So,so you have to so many people that start out because they see a lot ofthese guys that are doing well on social media with these brand names,but they built a business to create...

...that you cannot force a name onyourself. It has to be given to you, has to come to you based on youractions throughout your career. So I, I people call me all the time and they'relike sending myself, I'm like, I don't even know you, I can't even answer thatquestion because I have no idea who you are, what you do, how you doing? Likeyou're trying to reverse the whole process, Yes, right? Like the whole andI tell them that and I'm like, I don't have a brand new, I said I've beendoing it for 20 years and I don't have you know, whatever it is, I don't haveAlibaba and I, you know, saw magic writes, I don't know, I don't know whatthey want me to come up with, right, It sounds cool, but to me it's like morelike, you know people people know me as Ali right? I think that's so cool. Ithink you know me as who I am, right, forget about everything else andeventually you could have something that, that, that catchy slogan that,that comes up and I, I have an employee that I hired the salesman that I hired.Not if you're familiar with or not, but I hired a salesman. His name is Carlosand never sold a car before and you...

...know, he's two years in with me now andand doing phenomenal, but it took me time and all of a sudden he was sellinga bunch of Silverado. I mean he was just selling Silverado. Like they werelike the last thing on earth. He was just doing so good with Silverado. So,so one day as I'm selling them, I'm like, man, you're the Silverado King.And then all of a sudden that just stuck, right? So all of a sudden now Ican go with if I want to put on his card, if I want to put somewhere, youknow, Carlos the Silverado King because he actually fit the role. Had I triedto do that from day one and be like, man, I'm gonna make you into SilveradoKing. It's not possible. I don't know who he is yet. So let you have to bepatient. You have to be patient in this business with so many things thathappened in this business and you're not patient. I mean you're just goingto drive yourself crazy. So if you're patient enough To build your businessand let things develop, let that come to you and then, and then sometimesit'll come to you and sometimes it won't 20 years later, don't likeanything that ever came to me. I just... be myself. Right. I don't want theslogan. But for him it just came out and it works and it's gone. And by theway, two years in, he's averaging 50 cars a month, wow. In relationship only,right? Never doesn't take a phone up, internet lead floor up. He literallycame in relationship based only I gave them the blueprint. I'm his manager onhis finance manager on his coach on his teacher. I'm his partner and I gavethem the blueprint. And, and he's actually a salesman that works for me.And this is his own numbers. This has nothing to do with the 209. He hasnothing to do with my numbers. Its he's his own person. Um, he just works underme for himself and it's none of my customer base, But we built him up tothe point where he hit 51 for the first time. uh, he's been averaging between40, and 51. Uh, not, I think last month, month before, which is phenomenalcoming in not knowing anything. Yeah, pretty good. I'm proud of them. Itstill took two years, two years. Yeah,...

...two years in two years. Day one. Itwasn't day one, he was probably doing five. Do you want do you want 10 guyswho do 10 or do you want five guys who start out doing five and then in twoyears they're doing 40. Yeah, exactly. That's what I'm saying. So we gave themthe blueprint, it's there, it's proven right. Anybody can do it again wasduplicated well and it's learn double and and he followed that blueprint. Hewas the right person to do it. And we got him involved in his community, wegot him involved in, you know, we advertised him throughout his communityand, and that's how he built it. And all of a sudden, you know, now that'swhat he's doing, man. This is a, I just want to talk to youforever. How do we have a, just assume that's open just for you throughout theday. Just like peer in and see what's happening over there. It's just, youknow, I get get, get crazy sometimes because I'm just passionate about it,right? And I know that it's not, you know, it's not just, it's me. I mean,it's possible for anybody. It's not like, you know, I've done anything that,that just, you know, impossible. I...

...believed in what was right, the carguards have been good to me. I followed my heart in many instances, you know, Idid it for the right reasons. I went out and got a coach right? I got I gota trainer, I said, you know what for everybody out there that's educatingyourself. There was a point where I said, you know, as a coach, they cansee and do things that you cannot see or do, right. So my coach didn't changethe way I talk. He didn't change the way I speak to customers. They didn'tchange my heart. He didn't tell me, go say, you know this to a customer. Allhe did is made me aware of the best version of myself when I became awareof why I feel the way I feel at certain times, why I don't like feeling certainthings now aware of it. I can, I can become a better person, not a car salesperson, I can become a better person. And by by default, I've become a bettercar sales person. But you know what I thought. And I said, well, you know,Michael Jordan as a coach and you know,...

...tom brady as a coach and their coacheshave coaches. So why would I be so naive to think that I don't need helpwith somebody that can see something that I can't see. And you know, really,it became one of the best best things I've ever done is to understand thathey, you know, I can learn from somebody and I, and I, and I use themtill today. Mhm two mhm, yeah, I'm Michel Cirillo and you've beenlistening to the dealer playbook podcast. If you haven't yet, pleaseclick the subscribe button wherever you're listening right now. Leave arating or review and share it with a colleague. Thanks for listening. Mm. Mhm,...

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