by Terry MacCauley - Posted 3 weeks ago
In our crazy, fun world of auto dealerships, you face unique challenges every day. From inventory shortages to the unpredictable behavior of customers and competitors, countless variables seem out of a dealer's control. But what if we could change how we react to those uncontrollable factors and refocus our energy on what can be influenced? That’s where the Serenity Prayer comes into play. While traditionally a personal or spiritual mantra, this simple yet profound prayer has significant applications in all businesses, particularly our automotive industry. It has been my go-to, tightly-held practice, and I love to share it with serious entrepreneurs. Check out a podcast we produced on this topic six years ago.
Let’s explore how the Serenity Prayer can guide you in managing your dealership and crafting powerful marketing messages that resonate with customers.
“God, grant me the serenity to accept the things I cannot change, courage to change the things I can, and the wisdom to know the difference.”
Whether you’re a dealership owner, manager, salesperson, or marketer, applying these three principles will transform your approach and lead to Big-Time results.
Running a dealership involves dealing with variables outside of your control daily. Learning to accept these uncontrollable factors will save you mental energy and help you focus on areas where you can make a difference. This applies not only to your internal operations but also to your marketing approach.
Countless uncontrollable elements impact your dealership’s daily functioning, and trying to fight them only leads to frustration. Instead, accept what you cannot change and refocus on what you can influence.
Inventory Levels: Your lot may run short of your most popular models, especially after a great sales month. Instead of dwelling on the low inventory, focus on upselling pre-owned vehicles or emphasizing certified pre-owned cars. Complaining about what you can’t stock won’t increase sales, but finding creative solutions will.
Customer Behavior: You can't control customers' moods or attitudes when they walk into the showroom. Instead of getting frustrated, accept that some customers will be difficult and focus on providing excellent service regardless of their demeanor. A calm, professional response can turn even the most negative interactions around.
Weather Conditions: On slow, rainy days, it’s easy to blame poor foot traffic on the weather. But what if you used that time to generate leads through digital channels? Accept that you can’t change the weather, but you can control your dealership’s online presence, using bad weather as an opportunity to focus on lead nurturing or follow-up calls.
Just like in operations, there are elements in marketing that are beyond your control. From fluctuating consumer spending habits to unpredictable social media algorithms, worrying about what you can’t change doesn’t help. Instead, accept these limitations and create messaging focusing on what matters to your audience.
Market Conditions: Customers may hesitate to make big purchases in tough economic times. You can’t change this. You can craft marketing messages highlighting your dealership’s value in tough times, like offering flexible financing, fuel-efficient cars, or long-term savings on pre-owned models. Meet your customers where they are, and offer them solutions that make sense in their financial reality.
Social Media Reach: Social media algorithms often change, and you can’t control how your content is distributed. Instead of trying to beat the algorithm, focus on creating engaging, high-quality content that resonates with your audience. Authentic stories about satisfied customers or behind-the-scenes glimpses of your dealership’s community involvement will go further than trying to chase viral trends.
Once you've accepted what’s outside your control, it’s time to focus on what you can change. It takes courage to confront areas of your dealership that need improvement or to take calculated risks in your marketing strategy.
Leadership requires courage, whether you are a general manager running a store or a salesperson managing your book of business. Identify what needs to change and take the necessary steps to make those improvements, even if they initially feel uncomfortable.
Employee Accountability: Do you have team members who consistently underperform or bring negativity to the workplace? It takes courage to have tough conversations, but addressing underperformance and bad attitudes head-on can create a more productive and positive work environment. Never let one person’s negativity derail the entire team’s morale.
Customer Follow-Up: Many salespeople struggle with follow-ups, especially with cold leads. Courage means stepping out of your comfort zone and consistently engaging customers, even when you’re not sure they’re ready to buy. Regularly checking in and offering value through personalized communication will make you stand out when they are ready.
Courage is also essential in marketing. Bold, innovative moves are often required to stand out in a crowded market. Don’t be afraid to try new approaches or invest in strategies outside your dealership’s comfort zone.
Targeting New Audiences: If your traditional buyers are aging out of the market, it’s time to attract younger customers. This might require a shift in messaging, tone, and even platforms, maybe TikTok videos or Instagram stories. While stepping into new territory can be risky, courageous marketing often leads to growth.
Digital Advertising Investment: If your dealership has historically relied on traditional advertising like radio and print, transitioning to a digital-first strategy might feel daunting. But the shift is necessary. Courage means trusting new platforms like Google Ads, Meta Ads, OTT, and YouTube to target specific buyer demographics, knowing that while the initial learning curve may be steep, the potential for higher ROI is there.
Personalized Ads: Using data to create personalized marketing messages takes guts. If you’ve gathered customer vehicle preferences and behavior information, use that data to send tailored offers. For example, send an email campaign with specific vehicle recommendations based on a customer’s previous search history. Personalization shows courage by stepping away from generic marketing and building a direct, targeted approach.
The hardest part of the Serenity Prayer is often knowing the difference between what you can and cannot change. This wisdom is critical to using your time and energy wisely, both in managing your dealership and crafting marketing messages that truly connect with customers.
Wisdom in dealership management means stepping back and knowing where to focus your efforts.
Competition: Many dealerships spend too much time obsessing over their competitors' actions. Wisdom is knowing that you can’t control their strategies, whether it’s pricing, advertising, or inventory. Focus instead on providing the best experience possible for your customers. Over time, you’ll build loyalty and outperform competitors by staying true to your unique strengths.
Customer Reviews: You can’t change what customers say about you online after a bad experience, but you can control how you respond. Instead of getting defensive, show empathy and offer solutions publicly. Use negative reviews as learning opportunities for future improvements. At Big Time Advertising, we always say, "We are either winning or learning."
Knowing where to focus your marketing efforts and when to discard strategies that aren’t working can be the difference between success and wasted resources.
Lead Quality vs. Quantity: Not all leads are equal. Wisdom in marketing means understanding that a smaller number of high-quality leads is sometimes more valuable than many unqualified ones. Focus your campaigns on generating leads more likely to convert, even if it means fewer inquiries.
Brand Awareness Campaigns: Many dealerships struggle to balance short-term sales goals with long-term brand-building. While a direct-response campaign might generate immediate leads, awareness campaigns establish your dealership as a trusted brand over time. Knowing when to invest in each approach and having the patience to let awareness campaigns grow are hallmarks of marketing wisdom.
The Serenity Prayer offers timeless wisdom for running a successful dealership and crafting marketing messages that resonate with an audience. By learning to accept what you cannot control, finding the courage to change what you can, and developing the wisdom to know the difference, we will improve the daily operations of our dealerships and create marketing campaigns that inspire confidence and drive better, more profitable results.
In business and marketing, Big Time Thinking is about focusing your energy on the areas where it can make the most impact. Accept that some things are outside your control, but never stop pushing the boundaries of what you can achieve. Whether it’s leading your team through tough times, improving customer experiences, or launching innovative marketing strategies, the Serenity Prayer can guide you to make smarter, bolder decisions.
So, as you face this week's, month's, and year's challenges, remember to control what you can let go of the rest and watch your dealership and marketing efforts grow beyond expectations.
If you would like to hear how Big Time Advertising can help your dealership in more ways then one, then do not hesitate to at least have a conversation with us.
-by Terry MacCauley, Founder & CEO
Start your week by embracing the power of empathy! This Monday, we're featured "The Power of Empathy in Business" by Michael Janda. We discovered how understanding the perspectives of our clients, their customers, our employees, and even our own position is critical to achieving success in any business endeavor. Make empathy your strength this week!   |
