The Dealer Playbook
The Dealer Playbook

Episode · 7 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 changing and modern car dealers are meeting the demand. I'm Michael Cirillo and together we're going to explore what it takes to create a thriving dealership and life in the retail automotive industry join me each week for inspiring conversations with subject matter experts that are designed to help you grow. This is the dealer playbook. Mhm mm mhm mhm mhm Yeah. You know this all ties into why your personal brand is as powerful and impactful as it is because you're you are demonstrating what makes a brand so strong. You know, like if I had a dollar for every, you know, sales pro over the last seven years of doing my podcast, who have messaged me saying, what do you think about uh going by like your cadillac guy, Ali rita. And...

I'd be like, if you if you spent the same energy just yes, focusing on other human beings for a second, you wouldn't need to worry about your cadillac guy or your Chevy dude and all these kinds of things. You would, you would actually be doing the thing, Michael, you are So right on man. I get messages 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 in the business? How could you actually come up with something? How could you come 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 of these 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 on yourself. It has to be given to you, has to come to you based on your actions throughout your career. So I, I people call me all the time and they're like sending myself, I'm like, I don't even know you, I can't even answer that question because I have no idea who you are, what you do, how you doing? Like you're trying to reverse the whole process, Yes, right? Like the whole and I tell them that and I'm like, I don't have a brand new, I said I've been doing it for 20 years and I don't have you know, whatever it is, I don't have Alibaba and I, you know, saw magic writes, I don't know, I don't know what they want me to come up with, right, It sounds cool, but to me it's like more like, you know people people know me as Ali right? I think that's so cool. I think you know me as who I am, right, forget about everything else and eventually 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 Carlos and never sold a car before and you...

...know, he's two years in with me now and and doing phenomenal, but it took me time and all of a sudden he was selling a bunch of Silverado. I mean he was just selling Silverado. Like they were like 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 I can go with if I want to put on his card, if I want to put somewhere, you know, Carlos the Silverado King because he actually fit the role. Had I tried to do that from day one and be like, man, I'm gonna make you into Silverado King. It's not possible. I don't know who he is yet. So let you have to be patient. You have to be patient in this business with so many things that happened in this business and you're not patient. I mean you're just going to drive yourself crazy. So if you're patient enough To build your business and let things develop, let that come to you and then, and then sometimes it'll come to you and sometimes it won't 20 years later, don't like anything that ever came to me. I just... be myself. Right. I don't want the slogan. But for him it just came out and it works and it's gone. And by the way, 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 literally came in relationship based only I gave them the blueprint. I'm his manager on his finance manager on his coach on his teacher. I'm his partner and I gave them 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 has nothing to do with my numbers. Its he's his own person. Um, he just works under me for himself and it's none of my customer base, But we built him up to the point where he hit 51 for the first time. uh, he's been averaging between 40, and 51. Uh, not, I think last month, month before, which is phenomenal coming in not knowing anything. Yeah, pretty good. I'm proud of them. It still took two years, two years. Yeah,...

...two years in two years. Day one. It wasn't day one, he was probably doing five. Do you want do you want 10 guys who do 10 or do you want five guys who start out doing five and then in two years they're doing 40. Yeah, exactly. That's what I'm saying. So we gave them the blueprint, it's there, it's proven right. Anybody can do it again was duplicated well and it's learn double and and he followed that blueprint. He was the right person to do it. And we got him involved in his community, we got him involved in, you know, we advertised him throughout his community and, and that's how he built it. And all of a sudden, you know, now that's what he's doing, man. This is a, I just want to talk to you forever. How do we have a, just assume that's open just for you throughout the day. Just like peer in and see what's happening over there. It's just, you know, 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 car guards have been good to me. I followed my heart in many instances, you know, I did it for the right reasons. I went out and got a coach right? I got I got a trainer, I said, you know what for everybody out there that's educating yourself. There was a point where I said, you know, as a coach, they can see and do things that you cannot see or do, right. So my coach didn't change the way I talk. He didn't change the way I speak to customers. They didn't change my heart. He didn't tell me, go say, you know this to a customer. All he did is made me aware of the best version of myself when I became aware of why I feel the way I feel at certain times, why I don't like feeling certain things now aware of it. I can, I can become a better person, not a car sales person, I can become a better person. And by by default, I've become a better car 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 coaches have coaches. So why would I be so naive to think that I don't need help with 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 that hey, you know, I can learn from somebody and I, and I, and I use them till today. Mhm two mhm, yeah, I'm Michel Cirillo and you've been listening to the dealer playbook podcast. If you haven't yet, please click the subscribe button wherever you're listening right now. Leave a rating or review and share it with a colleague. Thanks for listening. Mm. Mhm,...

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