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Hey, welcome to the Monday Minute from our friends at podium, great new sponsor and Jeff,
they have AI man.
I love freaking AI and it will replace them all with AI.
Oh, AI.
I just love it.
So anyway, the Monday Minute is a quick reset to help you lead better, think more clearly
and build your dealership with intention.
But before we get started, the newsletter, go back, if you haven't subscribed, do it,
get it, do everything you, everything that we do here, you can see in there.
So this right here is the mindset.
The newsletter is a roadmap.
So Jeff, get us focused this week.
Let's go.
All right.
Cool.
So we're going to talk about your position in the market.
Every dealer has a position in their market, whether they choose it or not, just happens.
The question is, did you define it or did your customers define it for you based on
their interactions, how they see you as an independent dealer?
You don't win by trying to look like the biggest store in town, right?
You win by being the most trusted.
That's the beauty of why we are owner operators, right?
That starts with understanding your local community.
What do people actually need where you're operating?
Is it affordable transportation, flexible financing, reliable family vehicles, work
trucks, you know, you could be in one of those areas.
You could be a first time buyer solution if you're saying a college town or something
right next to the university.
Your inventory and your process and your messaging should reflect that reality, not a generic
car playbook, right?
You can't just take a stamp and just open up a dealership and be running community involvement.
It's not about marketing.
It's about presence.
So supporting local events, partnering with schools, churches, small businesses, like
being visible where your customers already are.
When people recognize you as part of the community, trust comes easier, you know, just is.
So finally, word of mouth, probably the biggest one of all of them.
The strongest positioning tool you can have is how your customers look at you, what they
say about you.
You know, we look at this all the time on the Facebook groups, right?
Like when someone recommends, Hey, where can I go for a car?
Is my dealership mentioned?
You know, is it mentioned positively?
Is it mentioned negatively?
So all of that comes when you start with the foundation, when you do what you say you're
going to do, you explain the process clearly to your customers and you treat all of them
with respect, right?
You're not going to take everything off the table.
We say that all the time.
You can't hit a home run with every deal.
Don't try to knock everyone's head off, right?
Like sometimes you're going to take a loss.
You're going to do what's right.
You're going to put an engine in that car.
You're going to unwind a deal.
You're going to give someone's deposit back.
Just do it.
It all builds that reputation in the community.
Yeah.
And these are three things you need to do this week.
Write down three specific ways your dealership can better serve the community, either that
with different inventory, better financing or just a better experience.
Secondly, out on a simple way, you can engage the community over the next 60 days.
There are some really cool people in our industry.
Jack Carter comes to mind about how they engage on Facebook and social media.
So, you know, follow one of those people and get to it, do what they do.
Copying is the best way to do it.
So in third, identify two ways you can intentionally encourage referrals, follow up
calls, thank you cards, asking for referrals at the right time, your position of
market and build on the slogan you came up with at the start.
This is built on consistency and doing what you say one customer at a time, own
your position and serve your community.
The results will follow.
Yeah, absolutely.
So if you didn't already read through Sunday's newsletter that came out yesterday, go back,
go near email, read through the newsletter, read through it with your team.
That's the point of this.
Go to your team, write down those things with your team.
And if you haven't received the newsletter, be sure to go to theindependentdealer.com
or below on the show notes, click on it.
Get registered for the newsletter.
It's going to be 52 weeks to a better dealership.
This is the fundamental, the foundation.
Figure out where you sit in your markets, right, Luke?
Let's do it, man.
Let's build this together.
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