It’s not the wand that makes the magic happen, but the magician who wields it. All of the tools, solutions, and leads in the world may be necessary to stay competitive, but it is the people you employ that make you profitable. If a dealership is only as good as the people speaking to their customers, we must make sure we have the right people representing us in the first place.
One of the fundamental problems on our sales floors is that it is just too easy to get a job. Candidates walk in, fill out an application, prove that they have a pulse during an interview, and are hired on the spot. This has to change. This builds no value in our dealerships, our profession, or our industry. We must require applicants to earn a position rather than just getting it.
As a trainer, dealers always ask me “What is the magic bullet out there? What will help me sell more cars?” They are likely looking for a solution/tool/CRM/website/campaign, but the true magic bullet is a great employee. One forward-thinking person (especially in your Internet Department) can yield endless profitability. You are the magic bullet. The people around you are the magic bullets. Your growth will be determined by the people that work for you, with you, above you, and beside you.
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