Do as I say, not as I do.  How many times have we been in situations just like that and walked away scratching our heads?  Managers and dealers tell us that we need to increase volume, raise gross, or achieve higher CSI in one breath, and then when suggestions to do exactly that come up, they reply, "No!  We've always done it this way."

As a trainer, I have the priviledge to be in a different dealership almost every week.  Part of my obligation is to point out where the dealer may be able to save, increase profits, add value for customers, etc.  And yet, how often do I point out something that is simple, low or no cost, and easy to implement and I hear, "Sounds good but we really like things just the way they are."  Or, "We've been doing this for (insert years here) and we're still here."  Or even this classic, "You don't understand, things are different here."

Don't get me wrong, I respect the huge investment dealers make both physically and financially to operate a dealership.  Humbly, I don't have all the answers.  But here's what I do know after 32 years.  If you're unwilling to change, you've already reached your maximum potential.  Now, if you are happy with where you are, the results you're getting, and the profits you're earning are enough, stop reading and set up a tee time for a round of golf.  You deserve it.  Who am I to judge what is or isn't success?

But, if you are screaming that you want things to change (here's the important content), then you have to be willing to make some changes in your operation.  Rock the boat.  Upset the apple cart.  Or, as Craig Lockerd, President of AutoMax says, "The further you get outside your comfort zone, the closer you are to the money."  Take a chance and make some changes.  You can always go back to what makes you comfortable.  But, I can be fairly certain, that if you do make some changes, things will always improve.  If you don't, why would you expect different results.

For example, if you want to increase sales, you need more sales people on your staff.  Now, I can virtually guarantee that you'll get complaints about "flooding" the floor and how there is almost not enough traffic to support the people you already have. But, suppose the people you added could bring their own customers to the table.  Suppose they could actually sell cars to customers that wouldn't have come into your dealership on their own.  And imagine if these "new and inexperienced" people mastered the art of prospecting before they even learned about how your pay plan works?

Oh wait, that would require an outside trainer.  And, maybe you tried that once and it didn't work.  Or, you can train these people yourself.  Or even, we just hire them and turn them loose.  It's a game of numbers.  As Dr. Phil would say, "How's that working for you so far?"

So, tomorrow morning, take a look in the mirror and ask yourself, "What do I want to be the outcome of my business by the end of the year?"  Then imagine how it could possibly happen if you keep that thought to yourself.  Then, think of the last suggestion you received and instead of dismissing it, ask yourself, "What if this would work?"

John Fuhrman has been around the car business since 1979.  In addition to retail experience at some of the largest dealer groups in the country, he has trained over 15,000 sales professionals, wrote 10 books on sales, management, and leadership (1.5 million readers) and is now training new sales people for dealers with The Dealer Resource Group.  You can reach him at dealerprofitsnow@aol.com or follow him on Facebook.  (c)2011 Permission to reprint this article in it's entirety including the contact information here.