Interview with Dustin Corbett General Manager Wilson Automotive Group

Interview With Dustin Corbett

This Zoom video call is a discussion between Todd Smith from 360Converge and Dustin Corbett General Manager Wilson Automotive Group. This was a call with a lot of insight about getting through COVID-19 from a dealership operations perspective. We discuss how his current sales operations are leveraging his BDC to handle inbound opportunities and quickly turn them into sales. We also talk about the importance of people and processes not just Digital Retailing technology as the best practice for creating a post-pandemic sales system. Don’t miss these insights to help your dealership navigate these difficult times.

Video Transcript

Captions
00:00
hey this table Smith with 360 converge I
00:03
get to share some time at a very busy
00:06
man schedule right now mr. Dustin
00:09
Corbett’s from Williams Auto Group and
00:12
also Dustin has been working on a cool
00:14
podcast let him kind of introduce
00:17
himself a little bit more and then I got
00:18
lots of questions for you Dustin man I’m
00:20
gonna jump in there so I first I got to
00:22
find out what beard cream is cuz I’ve
00:24
been trying to grow mine but like you’re
00:26
years ahead of me I just got the old
00:28
gray so you know well there’s first of
00:32
all God I I appreciate you have me on
00:34
man it’s uh it’s I’m home I’m always
00:37
humble but anybody asked to hang out for
00:39
a little while because I don’t really
00:40
think of myself as anybody that really
00:43
deserves any kind of attention so I
00:45
appreciate being on here I love what you
00:46
would you start doing this uh two weeks
00:48
ago yeah man
00:50
I just felt like I don’t know you like
00:52
like you right we had we have all these
00:54
conversations and someone really good
00:57
and I do I was like man there’s a lot
00:59
that I feel would help people and so I
01:02
felt like hey can I just turn those
01:03
conversations into something of value
01:05
just you know sitting up sequestered in
01:08
the top of my house
01:10
other guys that listen and go oh that
01:13
makes sense sir oh I could try that or
01:15
that you know I’m at the same
01:18
whatever it is yes yes absolutely no I
01:20
appreciate you having me further as far
01:22
as the beard there’s actually no oil
01:24
yeah this is Kovac beard so it really
01:27
hasn’t really been trimmed up or
01:29
anything we’ll see how long we can get
01:30
it but yeah is that I appreciate that we
01:34
got what do I almost three weeks now I
01:38
think ago we started our podcast two
01:40
steps ahead yeah um
01:42
probably for the exact same reason to
01:44
what you’re starting to do what you’ve
01:46
done oh yeah yeah not listen I’m not
01:50
getting any money for it it’s not a
01:51
revenue stream by any stretch and quite
01:54
honestly I don’t know really what people
01:57
are going to think long term about it
01:59
but we just being that we have a
02:00
community on LinkedIn which is
02:02
phenomenal by the way which we met which
02:04
I will admit a lot of phenomenal
02:06
automotive people and non auto I said
02:10
listen if if we got something to say and
02:12
anybody cares
02:13
we feel that we do some really good we
02:16
feel that we are lacking in some areas
02:18
which is where it started was to try to
02:19
learn from those that are doing better
02:21
than we are in particular areas but then
02:24
the places that we’re performing well in
02:26
if we can help some people awesome
02:28
so two steps ahead it started we just
02:30
set out episode 4 yesterday and I hope
02:35
everybody enjoys that as well if they
02:37
get a moment and they can they can hang
02:39
out listen to me go on some complete
02:40
rants like I call them which I am known
02:42
to do then you know I appreciate
02:44
everybody that’s paying attention to it
02:46
so it’s like I said it’s humbling
02:47
absolutely well we’ll put a link in this
02:49
so we’ll link to that as well cuz I
02:52
think I think your chance from get
02:53
information so maybe you can’t dive in
02:56
Matt so my question so you guys have
02:58
stores of straddle two states both
03:01
states have been kind of shut so to a
03:04
lot of degrees so what was your real
03:06
fast adaptation to like kind of keep
03:09
stuff moving like what were your like
03:12
go-to steps that you started right when
03:15
this thing hit and you guys had to kind
03:17
of shut the doors was it in towards the
03:19
digital retailing stuff or was it just
03:22
trying to just reorganize your processes
03:24
that’s a great question and there’s a
03:26
lot of talk right now
03:28
and I episode four from yesterday and a
03:32
clip that I put up on LinkedIn got some
03:34
real good conversation starters in
03:38
regards to the online retailing so thing
03:40
I think it was May 21st or 22nd I’m
03:43
sorry March 21st 22nd we were deemed by
03:47
the state for on the retail end of
03:50
things completely shut down but service
03:53
and parts were were labeled as essential
03:55
business so we did not have to shut the
03:58
service department down about a week
04:02
after so it wasn’t too long but about a
04:03
week after they allowed and they opened
04:06
up in New York the ability for online
04:10
they labeled it online in remote sale
04:12
only for the retail side so at that
04:15
point we did bring back our general
04:17
sales manager and our BC agent to the
04:22
showroom to handle leads and hopefully
04:24
set up deliveries
04:26
Sherman’s are still locked nobody can
04:29
come into the dealership on the front
04:31
side at all there’s no test drives we
04:34
can’t even talk to somebody on the
04:35
parking lot
04:36
literally all has to be via phone email
04:38
text however the communication can be
04:40
done and then if we actually put a deal
04:41
together
04:42
which we can do they can come in and
04:44
pick up the car only okay the only
04:47
interaction we can add with customers on
04:48
the retail side Pennsylvania had been
04:51
closed up until yesterday yeah Lee in
04:54
sales so our our PA stores just opened
04:58
up yesterday and all three of them I
05:00
believe had deliveries ready okay they
05:03
still had people calling in and the
05:07
minute that it was open we got in touch
05:10
with him and we said let’s go let’s put
05:12
a deal together and then it was real
05:13
fast so the pent-up demand was there and
05:16
they had scheduled now they’ve made a
05:17
ton of deals between yesterday and this
05:19
morning which is awesome took business
05:22
forward what we did we did not go to an
05:27
online tool an online buying tool I as I
05:31
alluded to yesterday and I just threw
05:33
something else up there today we’ll see
05:34
what we get from this I’m not a full
05:39
believer that that is the direction to
05:42
where the masses want to go with
05:45
automotive sale I don’t feel that our
05:50
customers literally want to do
05:51
absolutely everything to buy a car
05:55
without speaking to us ever I might be
06:00
one of you thinking this way but that’s
06:02
the stance I’m taking in what we’re
06:04
doing instead of doing that just
06:05
allowing them to be on this tool of us
06:07
never talking to them is we’re
06:09
tightening up our process what we found
06:11
is the communication between our BDC
06:13
agent and our sales manager or myself on
06:15
a customer my customer basis has been
06:18
absolutely phenomenal and better than it
06:20
has been up until this point right okay
06:22
naturally usually until Kovan happened
06:26
I’m making hypothetical scenarios
06:28
someone does a form submission or calls
06:30
in or text or whatever a lead comes in
06:32
not showroom traffic and they want for
06:35
instance a trained appraisal an idea or
06:37
a lease payment or whatever the cases
06:38
and then we’ve always done
06:41
we’ve always been willing to give
06:43
numbers and payments and things over the
06:45
phone most of the time but when the BDC
06:49
agent takes this information and runs to
06:51
the manager to get a lease quote if it’s
06:55
busy because of the bondage yep exactly
06:59
then who the hell knows how long she or
07:02
he orbiter BTC person is going to have
07:05
to wait in order to get this information
07:06
back to the customer
07:08
it could be hours because like you said
07:11
it’s down here if there’s four customers
07:13
in the showroom well this doesn’t mean
07:15
as much right so being that we can’t
07:18
have anybody in the showroom and we
07:19
haven’t well answers are being given
07:22
immediately answers are being given
07:24
upfront open honest transparent and
07:26
valid answers to the questions that
07:28
they’re asking it’s instead of you know
07:31
the mumbo jumbo right and the response
07:34
from those people with very efficient
07:37
answers has been tremendous so that’s
07:41
where we’re headed we’re going to use
07:42
the tools to allow us to leverage to
07:46
allow us to make better processes and
07:48
give the customers what they want they
07:50
want deserve what they want I don’t
07:53
think they want it from a computer nah
07:56
look I always feel sales is it’s people
07:58
write it and look if it’s not
08:00
belly-to-belly it’s still people the
08:02
people right you gotta have a
08:03
conversation
08:04
I remember one thing that fascinated me
08:07
and I know you’re probably really
08:09
familiar with like carvanha and all
08:11
they’re still after I read through all
08:13
their documentation there’s still 16
08:16
human interactions on average to
08:19
transact oh thank you so I did not know
08:22
that thank you hey I’m the nerd who’s
08:25
like this well they’re posting it like
08:27
you know it’s phone calls it’s text
08:29
messages it’s emails there’s this is
08:32
human the human capital being used
08:35
inside this online sales process right
08:40
because look I mean detect alone just
08:43
isn’t done to support that and there’s a
08:45
lot of questions like well how am I get
08:47
my car are you delivering it when’s that
08:49
gonna happen what happens like what’s
08:51
the process
08:52
where do I do in my trade how does this
08:54
work you know and those interactions
08:56
need to happen so so okay look this is
09:00
really good so give me more of your
09:02
because I love the the thoughts that you
09:06
did not bite the Apple of the shiny
09:09
digital retailing is going to save us
09:11
through kovat you instead took the
09:14
contrarian side and said no no I’m gonna
09:17
restructure my people processes to just
09:21
allow me to keep doing what I was doing
09:23
but doing it through these I can’t get
09:27
to you mediums write the text you know
09:30
phone kind of stuff absolutely yeah
09:34
you’re spot-on
09:36
so basically I look at it like this and
09:41
I just posted this earlier there are
09:45
tools out there that the majority of
09:48
dealers use yes be Auto for exists for
09:52
example right it almost blankets the
09:55
area in terms of trade appraisals and
09:58
even further pricing your your used cars
10:01
they even get into new vehicles of what
10:03
have you so what I’m saying is this tool
10:04
in particular
10:06
almost every dealer in the country uses
10:08
right
10:09
that being said well if our dealer here
10:13
in Elmira New York is using V Auto and
10:16
the other four dealerships in Elmira New
10:19
York are using V Auto well then why on
10:23
God’s green earth is one outperforming
10:24
the other if we’re all using the same
10:25
software and the only reason is because
10:30
one dealer is using it to their benefit
10:34
and using it as leverage better than the
10:37
others yeah and the only difference is
10:40
the human process within that piece of
10:44
software the auto doesn’t work
10:47
differently for me than it does the
10:48
dealers down the road it works the exact
10:50
same for how to use it and how we use it
10:54
for our benefit is where we’re going to
10:57
get our lighted in or bandage yes
11:01
being said that’s why I don’t feel that
11:05
software software only is just going to
11:08
take over the world I think if we use it
11:11
or if we we have the software when we
11:15
use it the way that we should and we
11:16
have better processes in-house with the
11:19
software that’s going to set us up
11:20
either better or worse so basically what
11:24
we’re doing now is we’re taking a
11:28
response from a customer lead and we
11:32
don’t have the ability anymore by the
11:33
way to even offer the option of come on
11:37
into the store so you can get more for
11:39
your trade right into the store to make
11:41
sure you like the car before I give you
11:44
a price or a payment but it’s not an
11:47
option anymore so we’re not even wasting
11:49
time trying to get someone to come in
11:52
first we’re just getting right down to
11:55
the meat and potatoes which was our knee
11:57
jerk reaction before it was always like
11:59
just get him in the store just no no get
12:01
if he’s serious he’ll he’ll come in here
12:04
the price quote now I don’t want deal
12:06
with that so yes exactly we don’t have
12:09
that option right if we said that and we
12:13
allowed someone in the world we’d be
12:14
breaking the law so we’re we’re not
12:16
gonna do that
12:16
never mind safety and all the other
12:18
things we want to keep everybody healthy
12:19
but we found that when we just get into
12:23
the real meat and potatoes which is what
12:24
people want is a making sure that the
12:26
car that they think they’re interested
12:28
in is the exact car that they’re
12:29
interested in these cars have so many
12:31
different trim levels packaged options
12:33
you know everything you don’t color
12:34
we’re lacking on our live photos on our
12:37
website right now because we don’t have
12:38
the staff so they’re all stock photos
12:40
it’s one car is gonna show white but
12:42
it’s actually gray or whatever so we’re
12:45
then taking live walk-arounds live
12:46
photos emailing texting getting on Co
12:49
video we use that as a software again
12:52
I’m not saying software is terrible we
12:54
should use it
12:55
use it to leverage don’t rely on its
12:57
solely know we’re getting down to the
13:01
facts there’s no fluff involved in these
13:05
conversations anymore because there
13:07
can’t be and the response rate has been
13:09
absolutely found now we’re down in
13:12
volume don’t get me wrong but what we’ve
13:14
done is we’ve gained
13:15
a ton of market share just by the
13:17
conversation that we’re having with our
13:18
competition down the road right we have
13:21
a store down the road it’s an auto mall
13:22
usually sells two and a half times too
13:24
many cars that we do almost three times
13:25
as much as our store does we’re now
13:27
selling as many as they are it’s not
13:30
nearly what we have been but market
13:32
share is going up so how we’re gaining
13:34
ground so when this gets back to normal
13:37
if we can continue the market share that
13:39
we have today right well then our friend
13:41
Marvin is gonna be greater than what it
13:43
was so this brings up an interesting
13:45
question now that you’re so you have a
13:49
GSM in there right who’s responding and
13:52
you have a another like BBC director in
13:56
there responding yep
13:57
right and now the BBC directors like
14:00
dude I told you this whole time if you
14:02
would have prioritize these like we
14:05
would be selling more cars I’m assuming
14:08
that’s going on right so we have a 25
14:12
year old BBC agent who came to us she
14:15
was a fashion major in college okay
14:18
action design she interned with this
14:22
Auto Group years ago during the summer
14:24
to get a little bit more tech savvy with
14:27
social media and editing and things of
14:29
that nature and about a year and a half
14:31
almost two years ago she came back to a
14:34
job posting we signed her up and she has
14:36
been absolutely phenomenal absolutely
14:39
phenomenal so she doesn’t she hasn’t
14:40
been in the business for so long to say
14:42
see I told you self right what she’s
14:44
realizing now is hope oh my goodness
14:48
this is ridiculously important and the
14:51
way that we’ve been doing things might
14:52
not be the way that we should moving
14:56
forward maybe there should be some more
14:57
onus on someone calling and looking for
15:00
information to get it to them right away
15:02
right there power right correct
15:06
oh absolutely well work go ahead does
15:10
that change like now your gSN’s mine 200
15:13
percent okay so like that’s one of the
15:16
things I thought about and I think I
15:18
mentioned this I was talking like Andy
15:19
Moss from roadster I said you know
15:21
people are gonna buy your tool like they
15:24
buy every tool and then when kovetz not
15:27
the issue anymore
15:28
go right back let’s just go back to
15:30
retailing him yeah we still have that
15:32
roaster guy over there doing that yes
15:34
well my thinking was and I don’t know
15:37
what you think like the managers were
15:39
they went back in stores right now so
15:41
they’re having to use these tools and
15:43
they’re trying to adjust their processes
15:45
and they’re seeing the real-time
15:47
benefits of hey if I quote him right
15:49
back and actually quote him look they
15:51
got right back to me or I can do what I
15:55
probably didn’t think was possible
15:56
because I would have normally just said
15:58
nah belly belly get him in the door and
16:01
I can extend and actually sell something
16:05
without the guy coming in and do you
16:09
think that’s a cheat like will this
16:11
change the hearts and minds of the
16:13
managers now that they’ll embrace this
16:16
stuff more what do you think if it
16:18
doesn’t I think they’re gonna go they’re
16:22
gonna flatten yeah I think it must it
16:27
must change I have had multiple
16:29
conversations with with our with my
16:31
general sales manager and what we’re
16:33
seeing and how things are playing out
16:34
and all of those conversations lead to
16:38
men Allison I her name is Allison
16:43
I didn’t mean to Saturday but she is
16:46
going moving forward she’s going to be
16:48
one of the most important positions in
16:50
in the dealership right and we need to
16:54
make sure that she is empowered with the
16:56
ability and the training to when we do
16:58
come back to normal this is what we did
17:00
I opened her up last week within our CRM
17:04
with the ability now to build deals I
17:06
can work deals and give quotes she’s not
17:10
doing it yet she doesn’t have that
17:11
experience but what she’s doing with
17:12
every lead is she’s understanding the
17:14
process to which it takes to to create a
17:17
quote and to understand when and how to
17:19
read a situation to hold more profit or
17:22
not or whatever the case is he’s
17:24
learning how to desk deals because what
17:26
I feel moving forward starting now
17:29
is whoever is answering the leads needs
17:32
to have the empowerment to give the
17:35
answer and not wait for someone else to
17:36
give the answer to them and then they
17:38
relay it back to the customer they’re no
17:40
longer going to be a middle person
17:41
they’re
17:42
like correct what’s the value in the
17:45
middle person except costs the overall
17:48
deal structure yes yes they need to be
17:51
the answer
17:52
giver and that doesn’t make any sense
17:55
but they need to be the ones that can
17:56
give the answers not wait for some
17:58
answer from somebody else 100 percent so
18:00
at this point you’re kind of rewriting
18:03
your processes just great right changing
18:06
that I hear you saying like it’s
18:09
definitely gonna be a new empowerment
18:11
game where before it was more
18:13
controlling staff in like their bubbles
18:16
like you just call leads get leads in
18:19
set appointments now it’s hey we’re
18:22
gonna broaden add up because you’re
18:24
seeing impacts and it’s absolutely
18:26
you’re seeing it in a non digital way
18:29
you’re still seeing it in an analog
18:32
experience to a different point yeah in
18:37
phone email text I got all that that’s
18:39
digital but that’s still analog in the
18:41
in the philosophy of Oh someone’s just
18:44
gonna go on an online retailing tool and
18:47
go through an entire experience and then
18:49
out the back tops a car in your driveway
18:52
you know that yes yes amen amen
18:56
this what I’m trying to say and I’ve
18:58
gotten some heat for this and that’s
19:00
okay but I’m so happy that what you’re
19:02
saying is is how you feel because that’s
19:05
the truth I mean I love the stat that
19:08
you just gave me about and gave all of
19:10
your audience about carvanha yeah it’s
19:14
not like they don’t have any employees I
19:16
have tons of employees and they’re all
19:19
talking to customers so now yes however
19:22
the customer wants to talk yes yeah yes
19:25
it is funny I talked to Ben Hadley
19:27
yesterday and interesting so this is
19:30
something I’ve brought up was changing
19:33
your atomic metric because normally we
19:36
would just measure number of leads
19:38
number of appointments set will the new
19:42
atomic metric like in what you’re
19:44
thinking that’s definitely not as
19:45
valuable as engagement like Halicki did
19:49
I get this customer
19:50
how many volleys back and forth did we
19:53
we did three emails two
19:56
text messages and for live calls which
19:58
is you know nine engagement total volume
20:02
yes and I measure that volume against
20:05
sales as a better indicator versus I got
20:10
X number of leads and I said X
20:12
appointments no doubt no doubt and and I
20:15
think you mentioned it just a few
20:17
minutes ago which holds true here I
20:20
don’t have that exact number and I don’t
20:22
even know if our CRM or any CRM for this
20:26
matter gives these type of reports but
20:28
they will soon I write I strongly
20:30
believe this when we immediately give an
20:34
answer and a relevant answer to a
20:37
customer
20:38
the response rate I know for a fact I
20:41
don’t know what the number is but the
20:43
response rate is certainly higher okay
20:45
then if we give the D standard any of
20:49
the examples that we’re talking about
20:51
just bring them in just bring them in
20:52
nobody answers these things because they
20:55
know that we’re just trying to play a
20:56
game and I’m going down that thing and
21:01
you say no no you can’t swim this way
21:03
you got to get out and go swim in this
21:06
way you’re like I’ll just forget it and
21:09
I’ll just go about my business I think I
21:12
think it’s learning to catch people in
21:14
the groove of the experience right and
21:17
then just move me through that
21:18
experience and you don’t need
21:20
technically digital retailing to don’t
21:23
know just need what I still consider is
21:26
just fundamental like b2b sales skills
21:29
even though this is a b2c type thing run
21:32
it all about engagement you know finding
21:36
the channel that they best communicate
21:37
with whether that’s text email chat
21:40
phone because people like if I call my
21:44
son I could call my son he’s 10 but if I
21:47
call my son’s a hundred times he will
21:49
never pick it up no but if you touch
21:51
them he’s okay he’s still not Kate thank
21:56
God he doesn’t have the habits of like a
21:58
like a phone it’s not attached to him
22:00
like us but you’re right like so if I
22:03
test my nephew dude he’s like boom I
22:05
call them a minute later and you won’t
22:07
pick up I’m like dude you guys I’m busy
22:09
I’m like how are you busy you’re texting
22:11
me like I don’t get rekd you’re not that
22:13
busy
22:13
yeah interesting so you feel your
22:17
consumers have been super receptive just
22:20
to speed so lesson number one of this is
22:24
speed so right I mean and speed and
22:28
relevancy and really just like a Google
22:31
Analytics core to a paid search yeah you
22:38
know let’s give what they’re looking for
22:41
if we if we attract someone with a paid
22:45
search campaign and they click on our ad
22:49
for a used
22:51
vehicle and we send them to our about Us
22:56
page well that’s not what they were
22:59
looking for now you know if they’re
23:02
looking for a new car when we send them
23:03
to our used vehicle SRP page well what
23:06
does that have to do with what I’m
23:07
looking for has nothing so Google will
23:09
say well this is not relevant at all so
23:12
they’re going to take us for that yeah
23:15
customers are Google in my mind so if
23:17
the customers are looking for something
23:21
in particular and they’re asking us a
23:22
question and we get it to them yes
23:23
timely but with a relevant response and
23:26
time line they have to both be equally
23:29
as important then we’ll gut we’re going
23:31
to get that engagement and ultimately to
23:34
your point that’s what we’re looking for
23:35
yeah I think you’re I think it is
23:37
engagement and asking I always feel like
23:39
you got to invest in the customer first
23:40
before you try to get stuff back out of
23:43
them you know like oh yeah
23:44
whether that’s answering questions
23:46
that’s trust-building right I always
23:48
said it was like banking like if I
23:51
walked into my local bank down here down
23:54
the street and demand money my ass is
23:56
going to jail because I don’t have an
23:58
account there but if I made six or seven
24:00
deposits into that Bank over the
24:02
previous three weeks and I walk in and
24:04
ask for money don’t give me my money sir
24:07
right
24:08
that’s consumer relations right and
24:10
absolutely I think a lot of times we
24:12
start demanding without making any
24:14
investment in in the customer so so
24:17
you’re finding then the investment
24:19
upfront is paying dividends obviously
24:21
living cars now okay you’re delivering
24:24
cars I assume at a higher percentage
24:26
much higher right then before I much
24:29
more obviously markets different people
24:32
probably are buying now have to buy for
24:34
whatever reason it’s yeah listen are
24:36
these people lower funnel than normal on
24:38
average yes yes yeah absolutely
24:41
so I can’t discount that fact but that
24:44
being said they’re still there’s a
24:46
learning lesson in here right that it’s
24:48
they you think you’re learning that Wow
24:50
if its speed and relevancy and then
24:54
how’s your process work post this right
24:56
so you you get the information right you
25:01
have this dialogue you how are you
25:04
appraising car
25:05
in this fashion what’s your what are you
25:07
doing having them take pictures or yeah
25:10
truthfully yeah and most people have
25:12
been I feel I’ve worked in a couple
25:15
different markets and a lot of what I’ve
25:17
been saying here the last couple of
25:18
weeks and on the podcast I also realized
25:20
because I was in Central Jersey which is
25:22
a much much bigger market than where we
25:24
are now right now we’re a smaller store
25:26
we sell 110 hundred and 20 cars a month
25:28
okay
25:29
we were 200 plus down the road in quite
25:31
often so things are different in
25:34
different markets but once we’ve started
25:37
to obviously all remote appraised trades
25:40
yeah the openness to which the customers
25:44
have been on their vehicles has been
25:46
outstanding meaning they don’t want to
25:50
come into the dealer with their car
25:53
after we’ve given them a number on their
25:55
vehicle and then us look at and say well
25:57
what what is this yeah what is this in
26:01
golf course because yeah what is this
26:03
twelve twelve inch gouge or where is
26:05
this this rust bubble on all your will
26:07
look like where you didn’t tell me you
26:09
didn’t show because they don’t want
26:11
conflict either and they’re being open
26:12
and honest with us in check I mean and
26:16
we’re not asking any other questions
26:17
that we normally would have necessarily
26:19
right the cold situation being you know
26:22
remote but they’ll send pictures they’re
26:24
telling the truth
26:25
you know not everybody is a bad person
26:28
that everybody’s trying to get one over
26:30
on us if they feel that they’ve been
26:32
given value enough to buy a vehicle and
26:35
said you know price and they’re gonna be
26:38
honest with with their vehicle as well
26:39
and they’re not going to try to beat the
26:42
system nine times out of ten so people
26:44
been open if we can get pictures most
26:47
time we have been yeah okay so
26:49
pictures go through the process
26:51
financing yes I assume I mean they’re
26:54
still coming in for wet signature and
26:56
table right a couple it’s like 10
26:59
minutes it’s like three wet signatures
27:00
in there on and they’re back out right
27:02
yeah goodbye
27:04
they couldn’t have driven you still no
27:05
test driving which is fine but more like
27:08
retail it out it’s like selling reefer
27:11
yeah yeah open the door shut the door
27:14
okay I got to go home and turn it on and
27:16
make sure it works like I
27:17
correct correct and so you see volume
27:24
increasing probably over the next few
27:26
weeks you think I mean I do yes
27:28
how will will you bring more people back
27:31
how are you gonna do this are you gonna
27:33
bring managers first and like let them
27:35
know for yeah that’s a great question
27:37
and we just this morning had a call for
27:44
the group and we’re we signed up with a
27:46
finance product that is going to
27:48
Trotwood where our back end has been
27:52
lacking I’ll be the first to admit
27:54
because we weren’t sure equipped for
27:56
this until this happened and we didn’t
27:58
know and we still have the best
28:00
processes in place to still make
28:01
back-end money ok because we can’t even
28:04
pitch a menu or any type of finance
28:06
product once they come in you can’t
28:08
negotiate anything right you don’t have
28:09
like a Darwin or something virtual menu
28:12
taillight that I could mmm in roughly 45
28:17
days we will okay and we don’t have it
28:19
but that’s that’s what we’re going
28:22
towards it’s hopefully going to help us
28:24
and I know that it will because it’s
28:25
phenomenal but we don’t have that right
28:26
now so our back-end product has been
28:28
suffering so that being said what we’re
28:29
doing is we’re using something in the
28:30
interim and this morning I made a few
28:32
phone calls and we brought we’re
28:34
bringing back a finance man okay so he
28:37
can at least help structure yeah so we
28:40
have we created zoom account for the
28:42
store
28:43
yeah and we are going to be doing live
28:46
video phone calls with our finance
28:48
manager after deals are approved and
28:51
pitching product we’re gonna screen grab
28:53
and show the products menus and we’re
28:56
going to work off of that at least at
28:59
this point we’ll have some like you and
29:01
me will have some face they can read
29:02
body language they can see us while
29:04
we’re explaining things and we’re hoping
29:06
that that’s going to I think it will in
29:08
start or help to increase our back end
29:10
product but that’s why I bring them back
29:12
because right now our lead counts going
29:13
up our deliveries scheduled deliveries
29:15
are going up and we’re getting our
29:17
phones are blowing up and with the two
29:19
and a half people cut in the showroom
29:21
because I’m also taking care of service
29:22
as well it’s too much okay so we need to
29:26
give more time on a per diem basis that
29:28
makes
29:28
so better structuring of deals is in the
29:31
process roadmap right to maximize you
29:35
know profitability and stuff of deals
29:36
okay so what’s your next I mean that’s
29:41
like 3045 days I mean over the next bit
29:44
are there any other gaps you’re seeing
29:46
like in your processing here you need to
29:48
fill up or I mean where do you where are
29:52
you going to be focusing your time so on
29:54
the the roles of the employers point
30:01
please I’m sorry when they come back
30:03
what is a salespersons job going to look
30:05
like oh so this could be a complete
30:08
dynamic shift so are you actually
30:12
thinking Dustin is this like a complete
30:15
reorg restructure of just know what
30:19
you’re seeing and like how you’re gonna
30:20
come back is that is it a mental
30:22
complete game change or you know are you
30:25
just kind of hey we’ve altered now but
30:29
we’re gonna kind of get back to normal
30:31
or is this gonna be you will rethink pay
30:34
plans restructure how people interact or
30:37
I think that how people interact is to
30:42
be determined and we’ll see how far this
30:44
carries out I don’t think that no one is
30:49
going to you know we’re still gonna have
30:51
floor traffic when we’re back to
30:54
whatever our normal is gonna be I don’t
30:55
know when that’s gonna be people are
30:56
still gonna want to come we have people
30:58
on our lot driving around walking around
30:59
every day look like that Christ we can’t
31:02
even go talk know literally like I’m
31:05
thinking about making a sign yeah and
31:07
look and knock on the window and show
31:09
them the sign call me I’m here something
31:11
you know just to make light of the
31:12
situation but I don’t know how much of a
31:15
shift it’ll be that’s what we need to
31:17
kind of
31:20
taken stripe but I do think that that
31:22
there’s going to be more interaction via
31:27
these platforms then there has been in
31:30
the past because I don’t even know the
31:31
next time we’re gonna shake someone’s
31:32
hand man it’s a good point
31:35
yeah yeah right that’s what right I mean
31:37
even when we’re back open I don’t think
31:40
people are just gonna come in and give
31:41
handshakes like now I hey everyone’s
31:43
gonna be like this exactly yeah
31:46
so because of that is there going to be
31:48
less time spent in the dealership
31:50
absolutely
31:51
so you’re for what they do on a daily
31:54
basis is gonna have to shift right this
31:56
brings up a thing have you
31:57
you have QR codes on all your cars with
31:59
all the data and instant connect to you
32:01
or we we don’t we have texting service
32:06
on our vehicles to which they can text a
32:10
you know a five digit code and it comes
32:12
in as a lead on that particular car
32:15
which are labeled on or go ahead there
32:17
on our photos of all of our cars online
32:19
yeah you’d be interesting to use a copy
32:22
a QR code to launch live chat in real
32:26
time so they call yeah and you’re in the
32:29
oh I’m in I don’t know I just I’m
32:33
certainly it I mean you know I think
32:35
you’re onto something I’ve never heard
32:36
of that but if it’s out there yeah you
32:38
can man you you could actually you could
32:40
have a QR code launch it’s instant in
32:43
the text and then you’d be going back
32:46
and forth I mean there there’s probably
32:48
multitude of ways to do that check the
32:50
on yeah Jan you have a more tech with it
32:53
you know you’re just going
32:54
I love the tech yeah well listen like
32:57
but you don’t want to have to learn new
32:59
tech and deploy it when you’re high
33:01
figure out this is first well see so
33:05
this is where the miscommunication I
33:06
think comes in someone I am as big of a
33:09
tech person as there is in terms of New
33:13
Age ways to make things more
33:14
frictionless yeah and I think tech can
33:17
do that but I don’t think a hundred
33:19
percent computerization is frictionless
33:21
because to your point someone gives a
33:24
credit app on an online buying service
33:26
or they say that there are seven hundred
33:27
seven ten credit score I mentioned the
33:31
part
33:31
but then they come to pick up the car
33:33
and we get a full actual approval and
33:35
they are 17 but their 20 year old kid
33:37
who had one credit card with 500 max
33:40
that’s all they’ve ever had and they
33:42
just got their first job they’re making
33:43
you know $20,000 a year you’re not going
33:45
to be able to find a $35,000 but then a
33:47
seven-ten with 25 years of established
33:50
well-paid history would yeah the
33:53
computer can’t tell you that when you
33:55
tell them a credit score because they’re
33:56
not loaning the money yeah the banks are
33:59
yeah I think my philosophy has always
34:01
been look I think document your
34:04
processes really well and then figure
34:09
how technology fits into the process and
34:12
I think that’s different then most guys
34:16
are now launching just saying I’m
34:18
reaching for the technology to fix my
34:21
problem over here
34:22
and that’s thank you and Tecmo well said
34:26
problems sometimes it’s like pouring gas
34:28
on fire
34:29
you know you need to really have your
34:32
processes so that’s I think my curiosity
34:34
with you has really just been around
34:36
your processes because that’s what
34:38
you’ve lent you you’ve kind of countered
34:41
you’re the contrarian to of kovat and
34:46
saying no no no it’s our processes our
34:48
interactions with our people that’s why
34:50
I wanted to talk to you today because I
34:51
was like huh finally it’s it’s about the
34:54
process right yeah in it and I think it
34:57
always will be and I love what you just
34:59
said we’re not taking we’re not paying
35:02
for a piece of software to eliminate our
35:08
poor performance we could because every
35:13
piece of software needs to have a
35:14
process in-house to be able to use that
35:16
software to its maximum capability and
35:19
if you’re not following the process you
35:20
already have without the software why on
35:22
earth do we think that we’re gonna be
35:23
able to follow a new process with the
35:25
software if we can’t follow a process to
35:26
begin with whenever you look at it as
35:29
simple pay I you set up your BDC and you
35:32
set up automated follow-up like emailing
35:34
campaigns right i 10-day email my 14 day
35:38
email my 21 day you know all this 30 day
35:40
email and I’m just offers and all that
35:43
stuff and then
35:44
if the data wasn’t in the CRM correctly
35:47
then it goes to insert first name when
35:50
do you want to commit that guy could
35:52
have already bought a car because using
35:55
the tech right from the beginning and it
35:57
just broke completely down the line and
36:00
you look right off right
36:02
CRM czar not cheap no and honestly I
36:07
don’t believe they do they help dealers
36:09
I think it’s a it’s a it’s a false
36:11
security blanket to the processes of
36:15
what actually should be deep being done
36:16
inside the store okay exactly
36:19
people pay all that thousands and
36:22
thousands of dollars and then if you ask
36:24
them to say you know well what is your
36:26
follow-up look like on day five
36:29
automatically goes out I don’t know what
36:31
yeah what automatic he meant we have one
36:34
automatic email and it’s after hours
36:36
yeah other than that it should be you
36:39
know the only thing we talk about and we
36:41
our internet department again I’m not
36:43
gonna say her name again I want to blow
36:44
her spot off but in the year of 2001
36:47
loser so it’s okay no no she’s she’s
36:52
gonna she’s killer I mean I can tell you
36:54
story about her the buy-in that she’s
36:56
had she’s come to me multiple times that
36:58
I want to make a career out of this so
36:59
once a week instead of going to lunch
37:01
she sits with me and a topic of her
37:03
choice for an hour anything in the
37:05
dealership we go over she she committed
37:08
her her time and her efforts so I said
37:11
I’m in anything about the business you
37:13
want to talk about once a week don’t go
37:15
to lunch you sit with me
37:16
and I’ll give you everything I have so
37:18
she’s tremendous anyway for the county
37:21
or 2019 she closed that 24 percent of
37:24
all internet leads so what what she does
37:28
in what we preach every day is back to
37:31
our point relevant responses to emails
37:35
make it make it intimate do not send two
37:39
of the exact same emails to anybody
37:41
because there is no two responses that
37:43
should be the same depending on
37:44
everyone’s situation the response cannot
37:47
be the same the Todd as it is Dustin
37:49
because I like different things or my
37:50
response or my situation is different
37:52
I’m asking a different question answer
37:54
the stinking question that’s it
37:58
now we got to dumb it down actually we
38:01
got to make it more simple and if we ask
38:04
a question to our wife or our kids or
38:07
our husbands well we expect an answer
38:09
yeah and we get pissed off when they try
38:11
to beat around the bush and answer
38:13
something with some malarkey well we get
38:16
frustrated and so will customers I just
38:20
answer the questions so in your
38:22
responses have you found like obviously
38:26
you said you’ve been using some video
38:27
for your responses so you’ll walk out
38:29
like cruise around the car inside
38:34
outside whatever is necessary is that
38:36
very one-off or are you pre-empting ly
38:40
doing this and saying like hey I’m gonna
38:42
go shoot a video of the car just to show
38:44
you like the interior size fit or every
38:47
single leader okay so you’re super video
38:50
committed like every single lead that
38:52
comes into the system gets responded to
38:54
by a video okay so a personal like hey
38:58
Dustin you just put this in on this
39:00
whatever
39:01
I wonder to you here’s the outside
39:04
inside nice leather look the floor mats
39:07
are brand new absolutely so well no no
39:10
so lead comes in we first send an opt-in
39:16
for texting okay you know so Allison
39:19
rbtc says this Allison
39:21
we just got your inquiry on
39:22
such-and-such please opt-in in the event
39:25
that you want to communicate via text if
39:27
not fine yeah and then right after that
39:29
we said if it’s an email lead then we
39:31
send an email in the way that this
39:35
company works KO video is that these
39:36
videos with our platform can be embedded
39:38
with a moving or an animated gif or gif
39:42
whatever you want to call it so the body
39:44
of that email shows her moving for the
39:47
first three seconds and the open rate is
39:50
through the roof so they open that up
39:51
and when they open that there’s a
39:54
landing page with links to our website
39:56
yeah and then our store in the
39:59
background and so on and so forth that
40:00
message is purely hello thank you for
40:03
your interest my name is Allison I’m
40:05
here to answer all your questions if
40:06
there was a particular question we
40:08
answer it if it was on a particular car
40:11
we show it okay so you cut all the
40:15
standard hey thanks for contacting
40:18
Williams Toyota we really appreciate
40:20
your business
40:21
legs grip butter up front and it could
40:25
is right to personalization hey Dustin
40:27
here’s all the information you requested
40:29
yes next steps yes
40:32
now if it’s a if it’s in if they’re
40:36
asking for a whole bunch of information
40:39
okay now I like this car but I want to
40:42
see this payment versus this other trim
40:46
level versus a car that you don’t have
40:47
then we will send a video saying I got
40:50
your your email or your your response
40:52
your inquiry
40:53
give me five ten minutes I’m gonna get
40:56
all this built to you and please let me
40:57
know on which fashion you would like
40:58
this sent over would you like me to text
41:00
you this information would you like me
41:01
to send you another video we can scan an
41:03
email a price quote however you want it
41:05
we’re gonna give it to you okay but if
41:08
there’s a ton of information needed we
41:10
first let them know that we got them
41:11
yeah and then it’s going to take a few
41:14
minutes for us to give them the actual
41:15
breadth of the information got it so
41:18
prom oh wait 30 minutes to respond to
41:20
the email just because it takes just 30
41:22
minutes to get all the information
41:22
together right
41:24
yeah absolutely so I you feel is the
41:28
opt-in super high for text no okay it’s
41:34
just well no it’s it I have to ask Irene
41:37
kind of knew the answer but I asked
41:40
because everybody’s like you gotta text
41:43
your customer right away cuz it’s 90
41:44
some percent response or instant
41:46
response rates yeah no well but the
41:49
thing is no no no meaning like if I get
41:52
a customer in a text volley it they’re
41:54
really oh yes yes yes
41:56
but it’s hard getting customers into the
42:00
text what yes yes so I I am on the
42:07
podcast you know the day Jeanne girly
42:08
had sent me a report or a study done by
42:11
zip whip and I think they study or they
42:15
they pulled two thousand people and it
42:17
was about Autobot responses versus human
42:21
interaction and what people preferred so
42:23
74 percent of people prefer
42:25
human 26% of people preferred a mixture
42:30
between Autobot and human and then three
42:32
people said Autobot only so the is
42:35
eccentric eyes man
42:36
you know I know our cave they’re like
42:40
hey I don’t want any human contact right
42:44
what is I don’t know who they are it’s
42:46
crazy to me but there are some so we
42:48
have to have the option for alright but
42:51
what we found is when people do get
42:53
texting that is true
42:55
you know it’s quick it’s easy as baby
42:57
it’s all over the place but getting them
43:00
to the text I think that they have to
43:01
going back to your point where we have
43:03
to earn the trust to ask them for the
43:05
business
43:05
yeah we have to earned their
43:07
comfortability with actually texting us
43:09
because once you text somebody and
43:10
you’re in the conversation history in
43:12
here again there has to be some kind of
43:14
personal connection for them to feel
43:16
comfortable to get you into their phone
43:18
I don’t know maybe I’m wrong with that
43:20
but I don’t think like I feel like I
43:23
think people still believe hey emails
43:26
outside my swimlane but if you’re in my
43:29
phone you’re gonna blow up my phone
43:30
you’re a semi 50 and look I think we’ve
43:33
all had those experiences where you just
43:34
keep getting messages from someone and
43:36
you’re like I’m like I don’t I don’t
43:38
even want to open it so the read receipt
43:40
shows you know like you’re right right
43:42
is there like oh I know you’ve read the
43:44
message oh my gosh I gotta send another
43:45
message yeah yeah yeah I’m not inviting
43:48
you for more content that I don’t want
43:50
so that’s a great point
43:52
that’s a great point and I maybe there’s
43:55
something to be said in terms of when we
44:00
send the opt-in text to that point that
44:03
maybe we should get a little bit of
44:05
communication before we even ask them to
44:07
if you just say send in a leave you’re
44:09
instantly like hey can I text you can
44:11
Justin and you’re like that might be
44:14
maybe that’s a great point
44:17
best and twiki right a great point let’s
44:20
let’s delay that let’s send them this
44:23
other thing first let’s send them no
44:25
matter what an email with a video and
44:27
saying we’d love to text you to speed
44:29
stuff up or something like that because
44:31
I think there has to be that reason
44:33
there’s there was a great study that was
44:35
done where they use the word because
44:39
okay so they basically said there are
44:44
people in line and the the control was
44:46
I’m going to but in line like I’m gonna
44:49
cut these because you know they would
44:53
use this so they would ask people like
44:55
hey would you mind if I get in front of
44:56
you and most people you know it was like
45:01
twenty percent said okay you know maybe
45:03
they’re not busy so they exchanged it
45:06
and they said hey would you mind if I
45:10
get in front of you because they were
45:11
all waiting in lines to make copies
45:12
though would you mind if I get in front
45:16
of you so I can make these copies and
45:19
the compliance went through the roof
45:22
like through the roof and then they said
45:26
okay they left the word because and then
45:30
they changed what was there would you
45:32
mind because I’m late to get to
45:34
something why it didn’t matter what else
45:37
they said after the word because because
45:41
was the trigger in us that opened it up
45:44
to enable them to get high compliance
45:47
with that person but when they said
45:49
because your people allowed them to get
45:52
in front of us so that literally
45:54
dropping Network hey Dustin would you
45:57
mind that I text you because whatever I
46:00
say doesn’t matter you you huh knows
46:03
word and it was good Wow
46:05
can you send me that study do you have
46:08
it and your fingertips in it it’s not in
46:10
my fingertips it’s a little a psych book
46:12
I read many years ago but I still read
46:15
that piece I was like oh yeah it was all
46:17
about compliance and getting people to
46:19
comply with you right it’s like this
46:21
using another one I always remembered
46:24
I’d loved in sales I sold cars was I
46:26
hated and I’m sure it happens to you you
46:28
walk out a lot you say hey folks how you
46:31
doing and instantly everyone goes just
46:33
looking yeah yeah okay so then I was
46:36
like well this sucks how do you get
46:38
around the just looking right so what
46:41
you do is called reframing and you take
46:44
the negative that you know the person is
46:46
going to deliver to you and you frame it
46:48
into what you actually say to them so
46:51
you walk out and
46:52
instead of just saying hey folks how you
46:53
doing you say hey folks you here just
46:55
looking and they go yes and I go great
46:58
I’m glad let me help you and they’re
47:00
screwed they have nowhere to go because
47:01
then fired off their protection of I’m
47:04
just looking and now you absorbed it and
47:06
yeah they’re negatively and you they
47:10
have nowhere to go love it yeah no doubt
47:13
yeah I like that but that there’s this
47:16
you have no out yeah I always said like
47:18
write down the things that customers say
47:22
to you that stop you in your tracks and
47:25
here’s your chance that’s a big drink
47:31
right there believe me here it’s like
47:36
being a little prison so I’m once ever
47:39
like twice a day to bring me food and
47:40
drop me back on phenomenal yeah but I’ll
47:43
get you that thing I thought you would
47:44
like that I think that was a cool oh
47:46
absolutely it’s those things it’s those
47:49
little word tracts or those literal
47:52
little understandings of the mind that
47:55
are going to make us better more so than
47:59
anything else I mean we have we have a
48:02
process that is probably more intuitive
48:06
than it needs to be right you know in
48:09
its two and a half pages long but the
48:12
whole idea of it is actually to be two
48:15
steps ahead
48:16
which is why is the reasoning for the
48:18
podcast because with experience you
48:21
understand what people’s response is
48:23
going to be you understand what they’re
48:24
going to ask you understand what they’re
48:25
gonna say based off of doing it
48:28
thousands of times so then you tailor
48:30
your initial statement knowing what
48:33
they’re gonna say yeah and then if you
48:35
are that way then you’re gonna be ahead
48:36
of the curve and you’re going to almost
48:38
see the future and it makes it so much
48:41
easier but you got to remember to your
48:42
point you got to remember every instance
48:45
and you got to write it down so you
48:46
don’t forget it
48:47
and you jumble up all the information to
48:51
600 when customers say I just want your
48:55
best price up front you know they and
48:57
and that’s when you reframe in it’s like
48:58
I’m sure you want the best price and
49:00
value up front for the vehicle you’re
49:02
about to purchase yes okay
49:05
you can’t say that to me now I’ve
49:07
absorbed your negative energy and I’ve
49:10
flipped it into the conversation right
49:12
right right so they can’t be typical
49:14
standoffish give me your best price
49:15
well I already said I was gonna it you
49:19
just start shutting down these I called
49:22
like shutting down the negativity
49:23
Factory right you’re just absolutely
49:24
mean with that lob I’m good I’m gonna
49:27
absorb it and go oh yeah that’s nice
49:29
absolutely that’s that’s what we do
49:32
though man that’s that’s a business
49:33
we’re in we’re a people business right
49:35
how many people say that we’re in a
49:36
people business everybody says it we
49:41
can’t be in a people business if the one
49:42
thing that you’re trying to run after is
49:44
non people software it’s a good point
49:48
we’re in a people business we all say we
49:50
got to be transparent we got to give
49:51
people great experiences we got do all
49:53
this well there is no such thing as
49:55
people if you want everybody to do
49:58
everything without talking to any of
49:59
your people then you’re no longer in a
50:01
people business then you’re a tech
50:03
company and that’s okay if you’re a tech
50:05
company fine but if we’re not we’re not
50:07
you can’t have both man yeah so I always
50:10
feel like the tech should be your
50:11
exoskeleton but you’re still controlling
50:15
it and you’re there to support where do
50:17
I hear that in what you’re saying with
50:19
how you’re leveraging Co video I hear
50:21
that with you know some of the tools
50:23
you’re using like the auto like you’re
50:25
using these as tools around your already
50:28
developed processes that’s it
50:31
that’s a hundred percent in the
50:32
processes are the things that need to
50:34
change because of CO vid right not that
50:39
anybody was doing a terrible job leading
50:41
up into this a lot of people were doing
50:43
great
50:44
yeah but it is forcing us to change
50:46
processes not just not technology house
50:50
Brett
50:51
correct okay well hey Lana’s got 16
50:55
people touch points then what what are
50:57
we doing well think about what’s
50:59
carbonic Arana well here we go look I
51:03
always feel carvanha is just better
51:05
marketing and it’s packaged up nice man
51:08
and no no doubt I this is a I use a
51:13
samsung and always have
51:15
I’m not an apple guy okay everybody that
51:18
has Apple we have arguments I get it I
51:22
totally understand it i telled everybody
51:26
you have succumb to a tremendous
51:29
tremendous tremendous job of branding
51:32
and marketing because I’ve yet to have
51:35
anybody and I’m not knocking Apple but
51:37
I’d yet to have anybody show me with
51:38
their Apple product something that my
51:39
phone can’t do yeah it’s so what makes
51:44
Apple better the way they make people
51:46
feel because of their branding in their
51:50
marketing but that’s different
51:52
that’s what the core thing Simonson X at
51:55
best it’s your why why that’s right why
51:59
and I feel like that we miss Apple owns
52:02
that oh you know great book by the way
52:05
and we’ll say Apple owns that Androids
52:07
not close though Android has the
52:09
majority of the marketplace because
52:11
Android gave it away and apples you know
52:14
they’re tight oh well Android was like
52:18
no we want everyone to deploy the
52:19
platform and build on it and be creative
52:22
right they want to matter what Google
52:25
phone samsung phone whatever they’re all
52:26
Andrea
52:27
I understand you I get their end goal
52:30
was mass adoption not control while
52:33
Apple is brand and protection yeah no
52:37
you’re right they’ve done a phenomenal
52:38
job of that in Simon senex book I read
52:40
leaders elast and start with why and
52:43
they’re he’s spot-on a lot in listen
52:47
he puts factual evidence behind it I
52:49
kind of just say opinion based stuff
52:51
when I talk right I don’t really have
52:53
much to back it other than experience in
52:55
dealer but right it’s so true it’s the
52:58
same thing man we’re in people business
53:00
why is somebody going to buy or do
53:02
business with us as opposed to the store
53:03
down the road when they had the same
53:05
product yeah it’s what we choose to do
53:08
with our customers and or our software
53:10
that’s it so process will lead the other
53:13
way have you ever read Michael Gerber’s
53:16
book called a myth no
53:19
send me a copy of it it is really all
53:22
about building systems and it’s the
53:25
system is the solution and it’s process
53:28
yes look at the Patriots I hate the
53:31
Patriots I hate hey kids
53:33
but the one thing nobody nobody in
53:36
discount is the fact that when they have
53:38
injury when they have replacement
53:41
players when they have their second
53:42
third string guys jump in doesn’t matter
53:44
the same results why because their
53:47
system is so vacuum tight then anybody
53:51
can flourish within it they have to meet
53:55
the criteria they have to meet the mold
53:57
and they’re there their culture kind of
53:59
takes over but people that are
54:02
substandard talent level turn into
54:05
all-stars in that program well look at
54:08
that that I just it’s the same
54:09
McDonald’s you can take any
54:12
fifteen-year-old pimple-faced kid and
54:15
they could do the job with someone it
54:17
was a fry cook or grill man for 30 years
54:20
and produce the same quality output
54:23
because of the system they’ve been put
54:27
in yes III don’t think in our industry
54:30
we think about that as much you know
54:33
we’re very personality driven you know
54:35
yeah you want to hire the rock star guys
54:37
and rock star guys come with problems I
54:40
was running with you know added to you
54:42
related to listen to anybody and you
54:45
know but the real reality is you’re
54:47
better to have a really strong operating
54:50
system that you can plug people in and
54:52
still get turning an average person into
54:56
above average in results I mean look at
54:59
Tom Brady right what did he go in the
55:00
draft seven last you know under some I
55:04
think that we’re gonna get knocked on
55:07
this but listen I’m a Philadelphia
55:08
Eagles fan so I hate the Patriots oh
55:09
yeah yeah went in a draft it wasn’t in
55:12
the top oh it was like fifth round six
55:15
round so much I don’t know wait so but
55:17
he was able to get into that system
55:19
under Belichick yeah and the rock
55:21
quick quick story for inside see this
55:24
thing here see this guy yeah I love that
55:27
bobblehead yeah so to see what that says
55:29
they’re a turf
55:32
and I got it I got it on my hat and this
55:35
is the Hat so a couple of months ago the
55:40
team here got that for me they got that
55:43
mate okay five months ago one of my
55:46
service advisors she came up to me she’s
55:48
like I need pictures of your head I’m
55:50
like the hell you talking about I said
55:53
okay fine
55:53
I didn’t know any what she was doing
55:55
she’s got the best personnel in the
55:56
world she is bubbly and joyful and
55:58
everybody loves so she went around
55:59
things but I had no idea then a couple
56:01
months later I forgot about it
56:03
we’re having a meeting and service and
56:05
they gave me this guy so right around
56:08
the holiday time in between right before
56:12
Christmas I had 45 shirts made with that
56:18
hashtag dirt bags on them t-shirts and I
56:21
handed it to every one of our employees
56:23
for Christmas I get them Christmas gifts
56:26
on me not to come here fund them myself
56:30
and I should say holiday gifts not all
56:33
Christmas and the meaning behind this so
56:37
I was a baseball guy and there’s a
56:39
there’s a university called
56:41
they’re out in California Long Beach
56:44
State University and they had years and
56:46
years ago they they’re Division one
56:48
programs or they’re a big time program
56:49
but years ago in 1989 there were a sub
56:52
par at the d1 level they didn’t get the
56:55
5-star recruits I didn’t get kids being
56:57
drafted out of high school that’s still
56:58
wanted to go to college they were just B
57:01
level players C maybe and in 1989 they
57:04
were having some work done to their
57:05
stadium so they had to practice on an
57:09
all dirt field in the middle of nowhere
57:12
no I don’t California obviously that
57:14
gets rock hard there’s no rain whatever
57:15
they they go through a drought he gets
57:17
dirty yeah yeah not a good condition to
57:19
practice on I think this was in the fall
57:22
when they first started when they first
57:23
came to school and
57:26
their head coach at the time got
57:27
everybody together and says all right
57:29
boys we’re obviously not in the best
57:32
situation in the world with the best
57:34
facilities none of you were drafted out
57:38
of high school nobody thinks were any
57:39
good everyone
57:40
overlooks us were underdogs I’m an
57:43
underdog I couldn’t go take a job at LSU
57:47
if I wanted nobody thinks I’m any good
57:49
either so I’m with you we got one of
57:51
three choices we can come together play
57:54
for the name on the front of your jersey
57:57
we’re gonna take the names off the back
57:59
of our jerseys there’s going to be no
58:00
last names anywhere we’re gonna look to
58:03
our left look to our right and we’re
58:04
gonna play for each other in the locker
58:06
room on the field and that is it or or
58:09
we can say woe is me we have terrible
58:13
conditions this is why we’re no good
58:14
yada yada we can run a transfer schools
58:16
all this other garbage team meeting
58:19
without the coaches comes together and
58:20
says we’re gonna take this thing we’re
58:23
gonna run with it we love each other
58:24
we’re one we’re we’re one unit we’re one
58:27
team they literally at that point
58:29
labeled themselves the dirtbags because
58:31
they were playing on a dirt field they
58:33
got the university to change their
58:36
mascot which is the 49ers for all ethics
58:39
the baseball program alone is literally
58:40
called the Long Beach State dirtbags and
58:42
it’s on their uniforms it’s on their
58:44
hats since then that year they men to
58:48
the College World Series and I think I
58:50
might be wrong here but I think they
58:51
made it to the semifinals of the College
58:53
World Series and they were top four
58:55
teams in the country that year all was
58:57
subpar redheaded stepchild type athletes
59:01
and all these other terminology but they
59:04
came together they did it as one since
59:06
then they have had multiple players
59:07
playing major league baseball a handful
59:09
of all-stars during our website they
59:14
have quotes from all these major league
59:16
players that have gone through the
59:17
system explaining to them what a dirtbag
59:19
is and it is it’s a cult it is it’s like
59:24
being a fraternity or sorority they are
59:26
their brothers until the end of time
59:29
right if they did everything for the
59:32
persons that they’re left into their
59:33
right so I labeled all of our people as
59:34
dirtbags because we nobody thought we
59:36
could do what we’ve done in two years
59:38
right it probably shouldn’t be
59:40
where we are and we might not have based
59:42
out values the best highest performing
59:45
people that you would think but as one
59:47
we all bust ass and we do it for each
59:49
other and we’ve been able to perform at
59:51
really high levels so we’ve adopted that
59:53
term and that is what it is that is what
59:59
it’s about
60:00
to your point so our systems are all
60:03
based on how am I going to help this
60:05
person over here who is my teammate
60:07
that’s in a rough patch however they can
60:08
help me and we just work together so I
60:12
had to tell you that based on that what
60:13
you were just saying yeah I love it
60:15
I’m gonna send you the book and I dam up
60:18
on that hey man I really appreciate
60:19
taking some time today and they are busy
60:21
I know China on board get people back in
60:23
yeah a lot going on and dude this is
60:25
great I feel I appreciate you have me
60:27
learning more stuff man every day it’s
60:30
cool I learned a few things today from
60:32
you too thank you so much for having me
60:34
and when we get going with ours we’re
60:36
gonna start taking guests here soon I
60:38
hope but I could figure out this teknon
60:39
sense yeah man don’t plan intended here
60:41
but we got to figure out how to get
60:43
guests on and it will be reaching out
60:45
and I hope we can have you on as well
60:47
thank you it’s cool and then thank you
60:51
again so hold on one second I’m just
60:53
gonna

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