Take Your Pick

Certainly, most of us have heard the old saying, “There are 3 kinds of people.  Those who make things happen. Those who watch things happen. And those who wonder, what the heck happened?” And if most of us are honest we have probably found ourselves in all three categories.

Obviously, there are many of us who would like to hang out in that first category. We often just don’t see the opportunity until it is too late to capitalize. Have you ever had a hunch or better yet even a gut instinct about an opportunity, but just missed out for one reason or another? Maybe you just failed to act.

If I had just bought the house at the beginning of the boom instead of just before the crash, or if I had just bought stock in Ford when it was only a few dollars during the recession…and the list goes on, right? Well, here’s my gut instinct about where we are headed in the car business when it comes to self-branding.

Traditionally, salespeople in the car business have chosen their customers. You see, whether you are on an up system or an open floor, ultimately you go out to greet the customer. You also decide to answer the incoming call. The point is unless the customer has been referred to a salesperson they are stuck with whoever chooses to greet them.

Then along comes a salesperson from category one (you remember it don’t you?). We’ll call this salesperson “the self-brander.” The self-brander sees an opportunity. In fact, I am going to argue that the self-brander may have even identified a demand in the marketplace. Customers are now choosing these self-branders as opposed to rolling the dice at the lot.

Granted, when it comes right down to it how many people actually research or are even aware that choosing a salesperson is a possibility? And I would agree, not many. Which means that if you hang out in category one at this point, you are intrigued. If you hang out in the other two categories please do us category one’s a favor and remain there.

Self-branding is now a reality in the car business and as consumers begin figuring out that they have an option of choosing a salesperson versus playing Russian roulette at the lot, I’m betting the farm on the obvious choice. The biggest dividends will most certainly be experienced by those who arrive before the crowds. So, how do you invest? If I am a salesperson my first move is to study those with proven success. If I am a dealer, I am doing the same while creating a plan to accommodate the marriage. Salesperson and Dealer MAKING IT HAPPEN!