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            “Can you hear me now?” Because of Verizon’s past marketing efforts, this question is forever linked with the Verizon guy testing their network’s ability to provide a solid cell-phone signal in all areas consumers might roam. This is one example among many where a communicative strategy left a lasting mark on consumers’ minds and their purchasing decisions.

            Communication is a powerful thing that can make or break your business. While it is critical to have a well-formed vision that drives your business efforts, if you want your business to move from a day-to-day mundane experience to a cause that energizes your employees and market, it is also essential to communicate your vision clearly, consistently and with passion in all aspects of your business.

 Communicate your vision clearly

           You could have the most dynamic, well-formed vision that defines what you want to accomplish in your business and how you will get there, but if you do not express that vision well, you derive no real benefit from it. Consider your vision as your central theme for your dealership that is present in everything you see and everything you do.

            Taking the example of a “No hassle” approach used in my last blog, I was on the telephone with one dealership and when they placed me on hold, rather than hold music playing, there was a monologue about that dealership’s no-hassle philosophy. Within 30 seconds the speaker said the words “no-hassle” four times expressing this dealership’s vision for their sales approach. By the time the salesperson answered the call I knew exactly what I should expect when I step foot on that dealership’s lot. That is communicating your vision clearly!

Communicate your vision consistently

            The reality is a statement on the wall is not going to go the distance with incorporating your vision in the fabric of your dealership. Your vision statement printed in places like your dealership’s wall, brochures, and stated in your media ads is essential; however, this is not enough. The old adage is true that what you do says volumes more than what you say.

            With that in mind, once you are communicating your vision through printed and visual media, there are two areas to address that will ensure your vision’s success in your dealership: your employees’ actions and attitudes toward your vision. It is imperative that your employees not just uphold your vision statement, but that they completely buy into it – lock, stock and barrel. When this happens, their actions: how they handle their transactions, how they manage their leads, how they provide customer service, will all rise to the level of excellence you need. Those that do not will be obvious because they will stand out like a sore thumb in the atmosphere you have cultivated.

Communicate your vision with passion

            Attitude is one of the elements that differentiates between those that work hard but do not experience great success and those that work hard and do. A salesperson can do all of the right actions but if their attitude does not express their confidence in your vision then they can do more harm than good. While it is good to have your vision printed everywhere and said consistently, if it is not expressed and lived out in the work day with passion, it will lack the quality that energizes your business and inspires your market to do business with you. 

            Communication can make or break your business. How are you communicating your vision to your employees? How is your business communicating your vision to your market? A well-formed vision has the potential to drive your dealership where you want to go. To unlock that potential, communicate that vision clearly, consistently and with passion!


Drive your business or your business will drive you. This principle is true not only in business but also in life. There are so many day-to-day variables in business that if your day is not met with some sort of plan it quickly becomes a day of riding the waves of problems and concerns that arise at a moment’s notice without any navigational plan ensuring you will arrive at your goal when the day ends. The first key to solve this chaotic scenario is to develop a well-formed vision that becomes the beacon that guides you, and everyone involved in your process, to the destination at which you want to arrive in your business.

If you are like me, you have seen one too many worn out vision statements written on the wall of some business while receiving service in such a way that contradicts 90% of the goal it articulates. Vision statements only become powerful when they truly reflect the heart of the business and are taken seriously by those called to support it. This applies not only to the leadership level of businesses, but also to those in the departments that carry out the leadership’s direction. Whether you are a general manager, internet sales manager, or a salesman, a strategic vision statement can help greatly in making your business day more efficient and successful. So how can you go from moving directionless during the work day to intentionally advancing toward your goal? Here are a few steps to follow to develop your well-formed vision.

 Answer the “what” of what you are setting out to accomplish.

           Too often we get so caught up in playing the game that we lose sight of the prize for which we are playing. It helps greatly to know what you are trying to achieve. When answering this question, it may be wise to set your goal to something that will provide on-going success. For instance, we all want increased revenue, but if your only goal is increased revenue you may quickly lose sight of what brings your revenue, customer satisfaction! A better approach may be that your ultimate goal is to help your customer truly receive what they want so that the result is you receive what you want, which is exponential growth in revenue with repeat business.

 Adjust the “what” of your vision to include the “how.”

            If you want to take your vision from an average, ho-hum statement to a dynamic vision with depth that takes you where you want to go, make your vision statement tell those involved with your business, not only what you want to accomplish, but also how you will get there. One approach many dealerships have is a “No Hassle” approach. A great way to incorporate that approach into a vision statement that tells the “what” and the “how” might be to say, Our dealership exists to provide a no-hassle atmosphere as we connect customers to the optimal vehicle for their lifestyles. This statement tells the reader what the dealership wants: a comfortable atmosphere where the customer gets what he or she wants, and it tells the reader how: the customer will get what he or she wants by the dealership providing a no hassle approach and seeking to find the right vehicle that matches the customer’s lifestyle.


           Once your vision answers the “what” and the “how” for your dealership’s purpose, its time to put it in words that are easy to read and remember. You may have a thorough vision statement, but if it is too long and too wordy it will be challenging to make it stick. Taking the vision statement already suggested, it might simplify to read, Our dealership exists to give no hassle treatment and connect you with your optimal vehicle! This is succinct and applies to everyone from the general manager to the salesman on the lot to the customer shopping for his or her new car.

 By following these simple steps it can make a profound, long-term, positive effect for your business experience. When all three of these steps are utilized it can produce a vision statement that is easy to say, easy to remember, and easy to hold yourself accountable to your dealership’s purpose as you make decisions throughout your day so that you arrive at the goal which you determined.

            What’s the point? This question has been repeated countless times in countless situations. While this question is asked when you’re ready to throw up your hands and give up on a matter, it is also asked when you witness missed opportunities while receiving less than average service at a business. When you frequent a customer service-oriented business and the greeting you receive is, “Yes?” or “What do you need?” you might be like me and tell yourself, “This person is missing the point.” This is never more true than in the automotive industry.

Recently, I was in the market for a new vehicle. I had researched the market and knew exactly what vehicle I intended to buy. When I visited the first car lot that had the vehicle for which I was interested, the greeting received from the salesman clearly communicated to me that he was interested in selling any vehicle to me and moving on rather than identifying my vehicle needs and pairing me with the optimal one that would meet those needs. Then, when I let him know the exact vehicle I found online that brought me to that dealership, his response was to let me know that wasn’t the best vehicle and that he could sell me a completely different make and model because they were “better.”  This salesman missed the point!

His interest was in selling a car and moving on to the next victim. While he may sell a car from time to time, he will not generate repeat business and promote an inviting reputation in the community for that dealership. I finally found a dealership that provided the customer service that instilled confidence in buying from them and instilled in me a desire to be a life-long customer for them.

By now you might be asking “What is the point?” The point is it is crucial for your dealership that you have an ingredient that will shape how you and your employees conduct business. It is vital that you have an ingredient that will separate your dealership above the rest, especially in the area of customer service. It is imperative that you have an ingredient that will make your dealership more than just a business. The ingredient for your dealership that will transform it from a day-to-day exercise to a cause that energizes your employees to sell and your community to buy is a well-formed, well-communicated and well-supported vision.

A solid, dynamic vision provides your dealership with, not only a destination you at which you want to arrive with your customers, but also the road map that will take you there. It is the means by which your employees can gauge their level of service and skill as they interact with customers. Your stated vision provides customers with a clear expectation as they visit your store and a means by which you can hold yourself and your dealership accountable to what you set out to do, so that you can weed out those who stand in the way of making your dealership thrive in the market you serve.

I’m not talking about a worn out statement typed on the wall of your dealership, but a way of life for your store. Over the next few weeks, I want to cover a few tips on developing this dynamic vision and incorporating it into the D.N.A. of your dealership. The point is that your dealership can move from a lack luster performance in selling vehicles to a thriving business with a vision that inspires its employees, and as a result, inspires your market to buy from you!


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