Roughly 17 years ago, I gave a speech for a state association meeting titled, “How To Recruit, Hire, Train and Retain a Dream Team of Salespeople.” In that speech, I gave a clarion call that auto dealers faced self-induced trauma and possible catastrophe if they did not change their ways when it came to recruiting, hiring, training, motivating and retaining salespeople. I predicted that dealers were allowing wolves the opportunity to come into their business and take it away.
In that meeting, I discussed the overall ineptness of dealerships in general in the above areas, and how that would provide a huge opening for manufacturers or industry outsiders to invade our industry. I outlined exactly how, by not updating their strategies and the urgency needed in these areas, it was costing dealerships millions of dollars in lost sales, future sales, stability and opportunities. I outlined exactly how, by staying in the dark ages and not progressing, this would bring about a moment of change that would forever change the landscape of automotive retailing.
I went further in that meeting, outlining exact specifics on what dealerships could do to put stronger emphasis on recruiting. I explored digital and SEO strategies that were light years ahead of their time that many dealers still do not practice to this day. I outlined various platforms to constantly recruit better people continuously, how to best perform ongoing training to maximize results, how to motivate salespeople and how to overall reduce the crazy turnover of salespeople that cripples our industry.
Needless to say, I was a little visionary and provocative in the presentation. I remember some of the dealers and managers thinking I was much too critical and harsh on the current state of the industry. I even remember certain attendees being angry with me for my presentation, stating that I was being unreasonable and talking about things that sounded like Star Wars. Several attendees told me that all you had to do was run an ad and salespeople would apply — and that would never change.
I am here to tell you: It has changed.
Our lack of focus, intensity and unwillingness to change in the areas of recruiting, hiring, training, motivating and retaining has created an environment where franchise laws are now endangered, manufacturers will be willing to once again step in and “show you how to run your dealerships” and industry outsiders have jumped in and will continue to do so. All of these things are occurring because the customers continue to change faster than we do and we are not willing to take responsibility for our mistakes quickly enough in this industry.
Let me ask you some hard questions:
- Do you recruit for people continuously, utilizing at least five different methods?
- Do you recruit utilizing multiple digital strategies?
- Do you reward employees for referrals of employees?
- Do you recruit from colleges?
- Do you utilize job fairs?
- Do you have a written “ideal employee profiles” of who you are looking for?
- Do you have 50 to 100 questions to ask a potential employee?
- Do you utilize more than one interview?
- Do you have more than one person interview each candidate?
- Do you utilize tools to bring logic to the process?
- Do you have a written training program for new hires and current staff?
- Does your training involve multiple methods?
- Do you recognize the motivations, or the “why,” of each team member to coach and motivate them differently?
- Do you perform daily coaching sessions?
- Do you perform monthly reviews?
- Do you promote and motivate goal setting?
- Do you practice the 3C’s? — Coach, Counsel, Cut?
If you are going to be an effective dealer, manager and leader, you must be measured in five ways:
- Do you recruit and attract the right team members?
- Do you educate your team?
- Do you motivate your team?
- Do you give very clear expectations?
- Do you hold your team members accountable?
As it turns out, when I gave my speech years ago, I was spot on as to the serious nature of what was going on then and what could happen in the future. I am even more convinced now that the consequences for not taking action and having a massive sense of urgency in these matters will not only irreparably harm each offending dealer, but the industry as a whole. You are letting the wolves in.
Stop it.
For a free special report, “Stop the Wolves,” email me at info@tewart.com