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This week as thousands of automotive professional head to Las Vegas for the 2012 NADA Convention, hundreds of vendor are preparing their booths to connect their products and services to interested buyers.

If you have never been to NADA, it can be overwhelming. Walking the exhibit hall can be exhausting.  If you can wear sneakers, bring them.

I wish  Segways were allowed to move me around the hall because vendors and dealers know the sore feet and backaches that are associated with being at a trade show for three days.

Finding The Magic Bullet at NADA

I’d like to make a suggestion to dealers who are heading to NADA to look for the next “magic bullet” to improve their sales and profits.  You may have a shopping list filled with booth numbers and VIP parties and those things are well and good.  However, the next magic bullet for your business and professional life may be something you didn’t think to add to the list.

To lead a world class life and business you need to invest in yourself first before adding more shiny objects or distractions. Regardless of your role in the dealership, true leadership requires the knowledge, passion, and energy to lead.  Do you have a limitless supply of these building blocks to success?

Your Top 2 Investments in 2012

Many of you know that I have a busy travel schedule. I would most likely be very sick today if two years ago I didn’t make the same two investments I am encouraging you to make.  The two investments are education and exercise.

Two years ago, I was inspired by Grant Cardone to read 70 books a year.  I took the challenge and have been rewarded 10X for the time I invest in reading. The knowledge, insights, and motivation I receive each week from reading is priceless.  Yet, as I meet with automotive professionals their commitment to reading is weak at best.

Need some books to start you on your way?  For industry professionals working for someone, read “Linchpin” by Seth Godin.  For business owners read “Multipliers: How the Best Leaders Make Everyone Smarter” by Liz Weisman.

Reading helps to open our eyes to the experiences and opportunities that this world offers.  Being a business owner in today’s economic and social climate is not without its challenges.  Don’t go it alone.  Leverage the insights and experience of others and I guarantee you will be rewarded by your commitment to read on a regular basis.

Creating Unlimited Energy

The second investment I would like to challenge readers is in their diet and exercise.   I can’t say that the health of automotive professionals are any worse than any other industry. Regardless,  why compare ourselves to anything less than a lifestyle that generates the energy, clarity of mind, and passion.

The commitment to “move” each day in a form exercise that works best with your schedule and physique is the best investment you can make for your career.  Healthy people are the wealthiest people in the world.  With your health and vitality your opportunities are endless.

Since we are in the people business,  consider the difference in your work if you radiated health and positive energy each day because you felt great!

So, enjoy the 2012 NADA Convention. I am sure that there will be many “things” that will help you at work but don’t forget that without an investment in yourself, your true value will be drained by your work.  Take time to re-fuel your mind, body, and spirit.   Leaders Lead….so start with yourself!

In the past few months I’ve had the pleasure to work with passionate dealers who have asked me to do a comprehensive assessment of their Internet operations.

I called on my good friend Jerry Thibeau to help me with the mystery shopping part of the assessment.

In addition to the innovative Phone Ninjas process that Jerry created,  my team also made calls and lead submissions on our own.

It was an eye opener to see that a number of submissions failed basic customer service standards.

Operating With Broken Processes

Some of the leads we submitted were never responded to via an auto-responder or a personalized email.  Some leads never received a phone call.   Readers in the trenches of BDC/Internet departments may not be surprised by these findings but the dealers we worked with and their staff were very surprised that their processes were broken.

When you consider the tens of thousands of dollars invested each month to drive calls, leads, and ups to the dealership, it is amazing how few dealers have a consistent monthly process in place to mystery shop their dealership.   This could be the biggest omission in a dealership budget and most likely one of the biggest profit leaks.

Standards & Measurement Lead To Improvement

Without inspection, coaching, and benchmarks for first class performance, dealership BDC processes will never improve.  One thing a like with Phone Ninjas system is that Jerry created a Phone Skills Index (PSI) score for each Internet/BDC agent.  As the agent develops through coaching, and their PSI scores increase, a direct correlation to an increase in appointments can be seen.

Our Internet operations inspections also revealed that a CRM provider had an email server than was blacklisted, which was preventing some emails from being delivered.  How much did that cost this dealer?  Do you have a few gmail accounts that you use to test your own CRM system each month?

It is also important to recognize human behavior in regards to inspection and measurement.  Leaving this task to an internal employee most likely will not get the ideal result.  In some cases, dealer princiapls will not get the honest assessment that they truly need.  In other cases, the inspection will get postponed as more pressing tasks get pushed on the “inspectors” plate.

Can dealers afford not to listen to how their calls are being handled?  Are sales professionals following the proven sales process “script” or making things up on the fly?  Are your emails really getting delivered?

If you don’t have an independent process and measurement system in place, you may be fueling your greatest source for lost opportunities.  Plug the hole today.

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

I’ve made a commitment to read 70 books a year and one of my latest finds is “Great by Choice” written by Jim Collins.

I actually received the book as a gift from Jane Berentson, Editor in Chief at Inc., to whom I am very grateful for the introduction of this book.

Great by Choice  grabbed my attention in the second chapter as Collins tells readers about the two adventurers who set out to be the first people in modern history to reach the South Pole.

The contrast between the two leaders of the expedition parties is what immediately made me stop an think about my business strategy.

Roald Amundsen and Robert Falcon Scott both set a bold goal, just like many entrepreneurs.  One achieved his goal and the other one was frozen to death.

Want To Create 10X Results?

Jim Collins documents business leaders that achieved what he calls “10X” results.  Collins entices readers early in chapter two with this statement:

“Let’s first look at what we did not find about 10Xers relative to their less successful comparisons.

• They’re not more creative.
• They’re not more visionary.
• They’re not more charismatic.
• They’re not more ambitious.
• They’re not more blessed by luck.
• They’re not more risk seeking.
• They’re not more heroic.
• They’re not more prone to making, big, bold moves.”

Did this list get your attention like it did mine.    How many times have you read about a successful entrepreneur and believed one of these statement applied to their reason for success?

When you read what are the shared characteristic 10Xers have, I am confident that you will be inspired to read on and complete this outstanding book in short order.

Do you want 10X results from your business?

Are you looking to greatly exceed your goals in 2012 or will you be one that perishes in the cold?   Start by taking action and order a copy today.

Brian

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch