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You Have A Lot of Work to Do.. – Automotive Digital Marketing Professional Community.

 

You Have A Lot of Work to Do..

Last month, my focus for the article was on “why” today’s automotive professional needs to build a personal brand.  Now that I’ve convinced you that it’s an amazing idea that will help you dominate your marketplace, I’m going to go into more detail on how to develop yourself into the recognizable, reliable name that people can count on.

First thing’s first:  GOALS. What are your goals? What are you looking to accomplish with your brand?  Of course you want to sell a lot of cars – there are a million ways to sell a lot of cars without committing to investing a large chunk of your time and money into a personal brand.  For example, my goal is to be the name in my area (target marketplace) that people think of when they hear words like Hyundai, new car, great customer service, educational, quick and hassle-free, car shopping experience, etc.  They have no choice but to think of me.  I want my brand to be stamped into their brain from an exceptional experience that they personally had with me, or someone they know told them that they had with me.  They could have read about great experiences with me on the internet, or social media platforms.  I want my name – my brand to be everywhere that those key topics are discussed.  You with me so far?

Next.  AUDIENCE.  Figure out who and where your audience is.  This is also called your target market place. (our geeky internet terminology)  Where do the people live that you are selling yourself as a brand to?  What are they looking or shopping for?  Who are these people?  What is their age range?  Are they male or female? All of these answers should be readily available to you with little effort.  This should be pretty self explanatory.  If you know your product and know what you are selling then obviously you know who you are selling to.  We’re in the car business people.. our manufacturers spend ridiculous amounts of money and consult experts in this field figuring out the majority of our target marketplace FOR US.  Tap into these resources.   This one is kind of a no-brainer.  In order to sell your brand to the right kind of people you need to know your brand and yourself.

Which brings me to number three.  KNOW WHO YOU ARE. What makes you unique?  What do you bring to the table (or can you bring) that is going to set you apart from the rest of the sales associates in your area?  Lyndon B. Johnson once said “What convinces is conviction.”  You have to believe in yourself, your goals, and most importantly – your product.  You can’t be the milkman delivering pizzas.  BE REAL.  If you’re not driving what you’re selling, I’m not sure who you’re trying to fool.  Wake up.  If you don’t personally want to own what you’re selling buddy  you’re in the wrong business and you definitely can’t be the expert.  If you can ‘t close yourself on a payment that you supposedly can’t afford, how do you ever expect to convince your customers to do the same thing?  If you truly believed inside of you that your product was the best overall value YOU AND YOUR ENTIRE FAMILY WOULD HAVE ONE IN YOUR GARAGE!  Why are people going to come to you, across town, instead of someone who is right across the street?  You need to know exactly what you are offering.  Sit down and make a list!  What can you consistently deliver over and over again that will set the bar just a little bit higher; however – most importantly- is GENUINE and REAL.

Once you set your goals – know who you are selling to and what you truly are selling – you need to BUILD YOUR PERSONAL VISUAL IDENTITY.  Some of you may refer to this as a logo.  As I mentioned before, logos are not necessarily imperative; however, they are strongly recommended.  What is the first thing that you see in your head when I say “Apple?”  THE LOGO.  If you can successfully and consistently complete the previous steps, then you need a visual aid to add to the value of your consistent and genuine brand name.  Like I said before, KNOW WHO YOU ARE.  What is a symbol of who you are?  It can be simple.  It can be complex.  All that matters is that it represents you and your commitment to being the brand that you have made for yourself.  For example:  Look at my stunningly handsome headshot above.  I wear glasses.  I make them look good.  I have several different shades, shapes, brands, and styles of geeky, thick-framed glasses that are as much a part of me as the service that I offer to my customers.  When anyone sees the logo on my cards, mailers, pens, brochures, websites, stickers, magnets, etc., they always make a comment about how amusingly it reflects who I truly am.  Nobody knows the real you better than you…well, or at least they shouldn’t.  Anyway, the point is:  Spend some time thinking or consulting with others (who know you very well and their opinion is valued) before you decide on a logo – should you decide to embrace this part of your own brand.

Ok, I know this all sounds like  A LOT of work.  Not gonna lie to you – it is.  Keep chasing pavement on that lot if that’s your choice.  If all of this sounds overwhelming, you haven’t seen anything yet.  I’m just getting started!!  We haven’t even touched on how you market this brand that is essentially, basically and most importantly, YOU.

 

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The following list showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow them in 2013…

When the author (Ron Mays) who assembled and created the ranking for this list of the Top 100 Automotive Blogs and Networks for 2013 first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected. The infographic Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below.

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view the Top 100 Auto Blogs to follow in 2013. The team at CouponAudit ranked the sites shown according to quality of posts.

Thomas Lesard; ADM Professional Community Dedicated To His Mission

This Automotive Digital Marketing Professional Community and Network is dedicated to Thomas Lesard…

Tom was a giant of a man, who was also my boss from 1982 to 1984 while I worked for the De La Fuente Automotive Group in San Diego, CA.

Mr. Lesard taught me many profound lessons about how to run a car dealership.  My first General Manager position was thrust upon me when I was 25 years old and had been in the car business for two years… Yeah, I know… Crazy, but there were many complicated circumstances that came together to push me into such a re role for a 25 year old automotive retail newbie. There was an auto industry recession at the time and the dealer principal could not find an experienced GM to take over a store in El Centro, CA that sold 30 cars a month… But, he knew he could trust me and as he said at the time, “I know you are smart enough to figure it out when you get to El Centro…”

The dealership official name was “De La Fuente Imports, Inc.” and the DBA was “D’Imports”. The franchises the store had for the Imperial Valley of South Eastern California included Honda, VW, Porsche, Audi and Peugeot… All under one roof. The facility was located next to the Imperial Valley Airport just outside of El Centro, CA.  There was a California Highway Patrol Barracks adjoining the property, which resulted in many interesting escapades involving me, my Porsche 911 demo, various CHP Officers (especially Officer Roland Pritchard of the California Highway Patrol) and a pristine stretch of asphalt that was an abandoned highway running through some of the most God forsaken desert I have ever seen, before or since.

 

Shortly after I was sent to D’Imports as the General Manager, the De La Fuente Family hired Tom Lesard as their Vice president of the Automotive Division with the De La Fuente business empire, which was quite extensive and included banking, real estate development and companies in several other countries including Mexico, Costa Rica, Belgium and the Netherlands.  Tom Lesard was somewhat of a legend because of what he had accomplished with several dealerships he owned in the Apple Valley of California.  What impressed me the most at the time was the way he had pulled new and used vehicle sales from the population centers to his West, which were East of the Los Angeles metro region.

Shortly after coming on board with the De La Fuente organization Tom Lesard flew his highly modified, “hot rod” Twin Turboprop, pressurized cabin Beechcraft Baron private aircraft out to the Imperial Airport. He began repeating this trip about once every ten days. While at the dealership Tom would spend most of the day teaching me how to read financial statements in a manner that was part science and part art… The analysis process and quick ratios Tom taught me in 1982 are still relevant and I continue to use them to this day.  His insights and the many hours he invested in mentoring, teaching and coaching me shaped the skill sets that would drive much of my future success in the car business.

 

In May of 1983, about 9 months after Tom Lesard started flying his plane out from San Diego to review dealership operating results and to coach me, Tom and I were having an early dinner at “The Buick” Restaurant in downtown El Centro. I took advantage of the moment to thank Tom for teaching me so much about running a car dealership  and more importantly about managing people and getting the most out of my team. I asked him how I could ever repay him…

Tom was a giant of a man who had played college football… He scrunched up his NFL Linebacker of a face, leaned his massive shoulders forward to shift his 6′ 4″ towering torso towards me, as if to create a sound block… He started to speak to me so quietly it was almost a whisper… I had to lean towards him to hear what he was saying;

“Ralph, I have a very real and serious commitment I want you to make to me and swear on your life that you will execute… I want you to promise me something, and have absolutely no doubts in your mind that YOU WILL EXECUTE YOUR MISSION!”

He started to raise his voice in the middle and was getting pretty loud on those last 5 words…  At this point he was glaring at me, eyes wide open and it seemed to me he was pissed off… I was already regretting my question.

I responded in the type of shaky, quivering voice a 26 year old produce guy from Buffalo would be expected to have when placed into a role I was sorely unqualified to be in;

“Uhhhh… well… ah, mmmm… ahem… I don’t know what you are going to ask for, but as long as I don’t have to sacrifice one of my baby girls, huh huh… I think I can handle whatever it is…”

Tom did not seem to find any humor in my lame ass attempt to be funny… He went on to say;

“Ralph, I have given you an education about running a car dealership that is worth far beyond what you could possibly understand at this point in your career… I am going to demand that you make me a promise to repay me by passing my gift forward to the future.  After you have made your mark in the car business, you will have the opportunity to take some young person who doesn’t know jack about the car business, under your wings and give to him the same type of coaching and guidance I have given you.  When that opportunity arises, I want you to say a prayer and thank God that you have the opportunity to take the gifts you have received and bestow them on the next generation of leaders that come into this business…”

This whole conversation was one of those truly ethereal moments that I believe most of us have at various points in our lives… I inherently realized exactly what Tom Lesard was talking about… I also felt a sense of spirituality that outweighed my minds attempt to apply logic and reasoning. Tom was looking into my eyes as if he could see into my soul… He maintained his lock on my eyes like some sort of Klingon tractor beam… I could not look away… He went on to say:

“You are the fifth young car guy I have taken a personal interest in… With those two baby girls you have, I am sure you made good use of the $2,000 a month raise I gave you six months ago. The reason I did that is because Roque (the owner) knew you were so eager to prove yourself, that he took advantage of you. He sent you out here from San Diego, to this hell hole of a cockroach infested, insecticide drenched piss poor excuse for a town, at a fraction of the pay that anyone else would insist on getting to do the job you were assigned. And the alternatives to you would have most likely robbed him of much more than they would have been getting paid…  

I don’t tolerate that approach to using people who are eager to please, and never will. It seems like a sin for a multimillionaire to pay his most loyal people that are making him rich, less than what is needed to support their family at a decent standard of living… Despite the fact that your housing is paid for and all your expenses are covered by the dealership…

Don’t you ever forget what I did for you, and promise me that in the future when you see a good man or woman getting screwed by a pay plan that was concocted by somebody a lot shrewder and more treacherous than them, you will do whatever you can to make it right… OK?”

 

I nodded and simply said “Yes sir”… Tom took a sip of his iced tea (no alcohol within ten hours of flying) and went on to explain;

“Here’s the way it works… You are the fifth person I have taken under my wings and mentored.  I am committed to helping five more people become successful before I retire.  I want you to feel an obligation to mentor and coach at least as many people in your career as I have.  You have the advantage of starting at a much younger age.”

“If for any reason i cannot complete my commitment to mentor and coach ten people… If I die prematurely or for any reason cannot complete my mission to pay it forward ten times over… Then YOU must complete my shortfall, on top of your own… You got that? Because that is the way this deal works between you and I, as well as between you and the people you mentor!”

By then, the whole scenario was seeming pretty weird to me… I was thinking religious cults and wondering what i had gotten myself into.  We finished our meal, left the restaurant and I drove Tom back to the airport, watched him climb into the cockpit of his plane while thinking how small his briefcase looked next to this hulking giant of a man.

 

A month later, Tom Lesard asked me to pack my family up, move back to San Diego and take a GSM job at our dealer group’s Kearny Mesa Subaru dealership… Within two months, as he had promised, I was moved back to Kearny Mesa VW where I had started my car sales career less than 3 years earlier.  At the age of 26 I was the GSM of one of the top 5 volume Volkswagen dealerships in America, which was also the #1 sales volume Peugeot dealership in the country.

On a rainy day in November 2003, one of our Finance Managers, a beautiful young woman who had moved to San Diego from Hawaii, came to the sales tower and shared her situation with me… Her father and brother had flown from Honolulu to Los Angeles on their way to visit her, but had missed their commuter flight from LAX to San Diego.  We were discussing her options, such as me lending her an all-wheel drive VW Quantum Syncro, rather than her driving the blue 1969 Chevy Camaro she owned which was terrible on rain slicked roads… Tom Lesard had come down from the corporate office on the second floor and walked up to us as we were talking about the situation.  Tom asked what was going on, and when he heard the Finance Manager tell her story about her father and brother being stuck at LAX he said;

“C’Mon, we’ll go fire up my plane, and be at LAX in less that an hour. We’ll pick up your dad and brother and have you all back here in Kearny Mesa in time for dinner…”

She asked if it was OK to fly in the rain and Tom flashed that big Cheshire cat grin of his, which kind of made his eyes squint shut and flared his nostrils. He described with much pride and bravado how he flies in far worse weather than the benign cloud cover and rainfall with little wind that was coming down at the time.  He went on to tell her about his recent investment in all new avionics, plus that he was instrument certified… I remember thinking to myself “What a great boss to be working for…”

 

Later that evening, I was still on the desk a couple hours after our scheduled closing time, trying to make a late night last deal of the day.  It was a dark and drizzly night, rain coming straight down. The desk phone rang, which seemed odd for that late at night and I answered. It was Nelly Timothy, our corporate controller… She told me that the Kearny Mesa General Aviation Airport security team had called her. She was on the emergency contact list Tom Lesard had filed with the airport.  They called to tell her that Tom had crash landed his plane in  a grassy field between two subdivisions in Tierrasanta, near the airport.

I am not sure I remember accurately what happened right after that… I saw all manner of fire trucks and emergency vehicles flying southbound past the dealership on Highway 163 with lights on and sirens wailing… Phone call after phone call…

 

I told one of my guys to take lock down the showroom and pull the chains because I was going to the site of the crash.  I drove my demo to about 2 blocks from where Tom had crashed, before I ran into the police and fire department cordons… Got out of my car, left it parked in the street, started trotting through people’s backyards to try and get closer to where the emergency vehicles were clustered… I was stopped by a cop and started blabbering that I was looking for my boss’s plane.  He explained that survivors had been taken to Scripps Memorial Hospital, and the coroner was handling the fatalities. I felt sick… I was hyperventilating, sweating profusely, my clothes soaking wet from the combination of rain and perspiration. The cop asked me where my car was, and told me I better move it before it becomes a hazard and causes an accident.

 

I drove back to the dealership where several of us stayed late waiting for word from Nelly, Tom’s wife or anyone on who had survived, who had died, etc.  As it turned out, Tom was the only one of the four who lived long enough to be hospitalized. His plane hit the power lines near the airport when his landing gear was lowered while on approach. Something had malfunctioned with the airport’s Radio Frequency pilot triggered runway lights, so he had been attempting to land without the marker lights on the sides of the runway.  Tom crash landed the plane into an open field between homes near the airport.  According to witnesses that lived in the nearby homes, none of the 4 people in the plane appeared to be injured by the impact from the crash landing. Tom had managed to land the plane, despite the damaged landing gear, then slid a couple hundred yards across the grassy field and through a fence… There were quite a few witnesses from the nearby homes.  They said that as Tom opened the cockpit door and it swung upwards, the plane’s fuel tank in the wing opposite from Tom’s side exploded in a fireball that engulfed the cockpit. He either leaped or was thrown by the force of the explosion outside of the cockpit.

 

Tom had second and third degree burns over 80% of his body.  His lungs were burned as well… He was able to hold a marker and wrote “Yes” when the doctors asked if he would like to be taken off of life support. 

 

The next day, all of us at Kearny Mesa VW endured the painful trauma of watching the wreckage of Tom’s beloved Beechcraft Baron being slowly drive past the dealership on a flatbed tractor trailer truck.  It was surreal… So many of us who worked at the dealership standing in the front of the showroom as the flatbed truck with what was left of Tom’s plane slowly drove past the dealership at no more than 5 MPH.

Here is the FAA Crash Report: BEECH 56TC Air Crash

The air crash with the BEECH 56TC happened on 11/11/1983 at 2238 in SAN DIEGO, CALIFORNIA, USA, causing Destroyed damage to the Airplane. More details on the accident below:

  • Date/Time: 11/11/1983 at 2238 Pacific Standard Time
  • Location: SAN DIEGO, CALIFORNIA, USA
  • Aircraft: Airplane
  • Make/Model: BEECH 56TC
  • Damage: Destroyed
  • Injuries: 4
  • Cause: DURING ARRIVAL, THE PLT WAS CLEARED FOR AN ILS APCH TO RWY 28R. ABOUT 3 MIN LATER, HE COMMENCED A MISSED APCH & REQUESTED ANOTHER ILS TO RWY 28. AT THAT TIME, THE ATC CONTROLLER ADVISED THE PLT THAT THE 5 PRECEDING ACFT HAD MADE ILS APCHS & ALL HAD E(more)

Aircraft details on BEECH 56TC Air Crashed in 11/11/1983 at 2238 in SAN DIEGO, CALIFORNIA, USA, causing Destroyed damage to the Airplane:

  • Aircraft Category: Airplane
  • Manufacturer’s name: BEECH
  • Model: 56TC
  • Series Identifier: 56TC
  • Serial Number: TG50
  • Aircraft Registration Number: N911SC
  • Federal Aviation Registration Type: Part 91: General Aviation
  • Certified Max Gross Weight: 5990
  • Registration Class: U.S. Registered/U.S. Soil
  • Homebuilt? N
  • Total Number of Seats: 4
  • Number of Engines: 2
  • Fixed/Retractable Gear: Retractable
  • Type of Last Inspection: Annual
  • Date of Last Inspection: 8/20/1982
  • Total Airframe Hours: 2200
  • Airframe Hours since Last Inspection: 172
  • ELT Installed? Yes
  • ELT Activated? No
  • Aircraft Owner Name: THOMAS C. LESSARD
  • Aircraft Owner City: HOOD RIVER
  • Operator Same as Owner? Yes 
  • Highest injury: Fatal

TOTAL: 4 Fatal Injuries

Every day for the next few weeks, I found myself looking out the side of the showroom, over towards Kearny Mesa Subaru, where our dead Finance Manager’s dark blue 1969 Chevy Camaro was still parked.  Eventually, I had the locksmith make keys for it and parked it out back behind service.  About 9 months after the plane crash, her mom called from Hawaii and asked if we could sell the Camaro and send her the proceeds.  We figured out a way to get a duplicate title and took care of it.  I seem to recall getting about twice what the car was worth from a wholesaler that always had a big crush on her.  He said something about restoring the Camaro and keeping it.

 

We all moved on… The De La Fuentes brought in Steve Wilhite to replace Tom Lesard. If Steve’s name sounds familiar, it may be because Steve Wilhite went on to become VP of Sales for VW of America, then VP of Marketing at Nissan before becoming Carlos Ghosn’s right hand man as Senior VP of Marketing for Nissan Global in Tokyo. Wilhite then returned to the US a few years ago to take the role of Shief Operating Officer (COO) at Hyundai Motor America, Inc. after Finbarr O’Neill had left to become the CEO of the Reynolds and Reynolds Company, where I was working at the time… Along the way Wilhite has brought me in, or recommended me on several exciting projects as an Automotive Consultant… But, I never forgot Tom Lesard and am still working on the 15 people I must help become successful in the car business to cover my ten and the 5 Tom still owed at the time he crashed his plane.  I keep losing count.

 

So… Now you know why ADM Professional Community is dedicated to Tom Lesard and why I am so motivated to speek, write, coach, guide, mentor, assist, prod and cajole people to do better in their roles within the auto industry…

 

Thank you Tom… 30 Years later, it is still the best assignment I have ever had in the car business!

 

I know that nobody misses Tom as much as his family, but here it is, more than 25 years after he died in a tragic plane crash and I am still making a conscious effort at keeping the promises I made to Tom… Such is the lasting impact of true leaders!

— Ralph Paglia

via Automotive Digital Marketing Professional Community

Which Presidential Candidate is Right for Automotive Dealerships? – Automotive Digital Marketing Professional Community

 

The social media sites were hot last night during the presidential debate between Former Massachusetts Governor Mitt Romney and current President Barrack Obama.  Since the election of former President Bill Clinton, our nation has been evenly divided over which man is the best person for the job of leading our nation amongst the world.

As a small business owner who helps companies, specifically automotive dealerships, build their business and “Win Customers for Life”; I have some very strong opinions about who I feel should become the next elected President of the United States of America.  However, I will let the reader research and decide who I am for, and who I am against.  (James Schaefer) This blog is meant to encourage voter participation and look at one philosophical point of view of each candidate and who is the best person for business.

I will try to take a simple common sense approach and put forth the facts as if I were hiring for an executive position within my own company.  This essentially is what Americans will be doing in November when they go to the polls.  However, just like in the real world; some people would not make good business owners or managers, and some people need to reevaluate whether they are making the right decisions when they vote.  Now remember, I am writing this blog about one of the many issues that is very important to me and my company.  I am not writing this issue concerning healthcare, defense, or government sponsored programs.  Therefore, a truly informed voter should look at all of the issues individually and way them to how their interest would be affected by the outcome of this year’s election.

Automotive Internet Sales 20 Group Composite – Chicago, October 23-25 2012 At The Downtown Hilton

I am proud to be one of the presenters selected to speak at the Automotive Internet Sales 20 Group in Chicago from October 23rd to the 25th and highly recommend this event for dealers and managers who are seeking to improve their Internet sales results. The way Sean Bradley has designed this event, participating dealers will be included in monthly conference calls to review participating dealer composite reporting ala “Dealer 20 Group” style, but specifically for handling online marketing and sales.

Is Your Job Worth Going To Prison For? – DealerELITE.net

For those that react with “That could never happen to me”, let me attest from personal experience to the fact that over the 30 years I have worked in the car business, I have seen numerous cases where people I worked with have been prosecuted, arrested and served time in prison for actions they took OR SIMPLY ALLOWED TO HAPPEN.  

For example, I worked with a Sales Manager by the name of Dan Mourneau while selling cars in San Diego.  Dan “curbed” a used VW Beetle that he bought from a customer when the dealership would not provide an acceptable ACV… Dan and a salesperson resold the used VW and signed odometer statements that the mileage shown was true and original.  The vehicle had been “rolled back” by the previous owner that traded it in at the dealership.  Dan served 6 months in California State Prison for odometer fraud.  

On another occasion, I saw a Finance Manager create a second contract showing a much higher down payment than the customer had actually paid. This was to allow the customer to get a better loan rate from their credit union… John Downing, the Finance Manager was charged with bank fraud and was put on probation for several years and banned from working in a car dealership.  I could go on and on, but let’s just say that Jim’s article is not an exaggeration, nor is it far fetched… People who do the wrong thing, or let those wrong things happen in dealerships can and will be held accountable.  

Two of the best car guys I ever met, the Daly Brothers (twins) came to work for me in Phoenix in 2005 after one of them was released from prison and both of them were banned from working in any car dealership in California for forging customer signatures on routine documents.  These highly talented automotive professionals made the mistake of doing something that seemed harmless enough, and saved them the time of getting customers back into the dealership to sign ATFI, Demonstrator Statements and other routine documents, but ended up getting them convicted of Forgery, one of them going to prison and both of them basically run out of the highest car sales state in the country.  Yes, it can happen to you if you DO THE WRONG THING!