The Economy Sucks? Really?

I’ve had the interesting and annoying experience of “Car-Shopping” recently.

You see a couple of months ago Rob Tucker and I were running errands – trying to track down copies of “The E-Myth” at various bookstores around Denver since I had waited to the last minute to decide to use that book […]

I just returned from Washington, DC. While there I attended a NASKA World Tour tournament (The U.S. Capital Classics) met with about 25 school owners representing around 5,000 students, and then met several times with my instructor Grand Master Jhoon Rhee.

Meeting with Jhoon Rhee and my other events during my quick trip reminds me of […]

Dear Steve:

Finally, someone had the guts to tell it like it is.  I just read your cover article of this Month’s Nampa “Mile High Maverick.”  It was so eloquently written and I was so impressed that you had the guts and leadership to finally say what so many martial artists have been thinking since this […]

Part 7: The Anatomy of an Ad: Body Copy, Part 3
In last month’s column, I explained how to start a conversation with your prospects. Now, you want to apply one of several direct marketing formulas or strategies that can help keep your copy on the right track.
A-I-D-A is one of those formulas, and should be […]

Join us for a special Webinar to build a significant Multi-School operation in your region:
http://milehighfranchise.com/webinar-rd-reg.html

Specially Prepared for School Owners Who Register for the 2009 NAPMA “Extreme Success Academy” In San Antonio, Texas Oct. 9th-10th-11th

For more information about Extreme Success Academy. Continue here.

Mile  High Maverick
Good show, bad show.
I love the “Disney Culture.”   One of the things they pointed out during the leadership training classes that I took at Disney University was how focused they are on a theater culture.   Much of their terminology focuses around theater terms.  For instance “on-stage” & “off-stage.”   An awareness of when you […]

Master Oliver,
Thank you first for Jeff Smith’s, Dave Kovar’s and your valued participation at our NAPMA Inner Circle meeting, second for generously hosting us at your home Thursday evening, and lastly for organizing and putting on what I viewed as a very successful Quantum Leap conference.
My son/instructor George, program director Robert, and I each got […]

Starting this month, NAPMA introduces “The Four Keys to your Future.” In an unprecedented, yearlong series of feature articles, you will learn how to benefit from the new era of the martial arts industry that is upon us.
During each quarter of the year, Martial Arts Professional will focus on one of the four key concepts […]

I’ve had the interesting and annoying experience of “Car-Shopping” recently.

You see a couple of months ago Rob Tucker and I were running errands – trying to track down copies of “The E-Myth” at various bookstores around Denver since I had waited to the last minute to decide to use that book for our Regional Developer Training. While we waiting to turn left into a Barnes and Noble parking lot an otherwise nice 18 year old recent H.S. graduate gunned his SUV while looking for songs on his I-Pod. He failed to notice us sitting there with our turn signal on and rammed into to my Mercedes going probably 35 and accelerating.

Well. His SUV looked like it had been in a war. His “deer catcher” from end was torn off. Smoke coming from the engine. Front bumper gone, hood crumpled. It wasn’t drivable. In our case we had a dent in the rear quarter panel. Bumper unharmed except the plastic cover which snapped nicely back on. We waited for the police. Consoled the young man. Picked up a couple more copies of the book and drove on to our next errand.

Well, the insurance company “totaled” my car as well. Giving us about $10,000 more than was estimated for the repairs. Apparently Mercedes parts can cost more than expected, and some of the electronics can start running the price up.

Well, now I’m looking for a replacement.

It’s interesting because I know that car companies, dealerships, salesmen have been whining for a year now about how bad things have become.

Anyway, on to my point.

We’ve been visiting a lot of BMW, Mercedes, and Lexus dealerships. Looking for a mid-size, 4 door sedan with all wheel drive. That narrows it to Lexus GS 350 AWD, BMW 5 Series (BMW 535ix), and another E Series (E500 4 Matic.)

Now, after visiting a bunch of dealerships you would think that these guys are semi-retired and really would prefer to collect the cars rather than sell them.

What do I mean?

Well, Jodi seems determined to get the BMW 535ix. (The Mercedes was really her car. I primarily drive the Porsche Turbo.) We went to a HUGE new dealership in the south area of Denver. They have a HUGE inventory. A multi-million dollar facility in a location between Cherry Creek and Highlands Ranch (a RICH area of town.)

We’ve been to their dealership now three times. EACH of the three times we’ve dealt with salesmen who did the following:

1. Kept us waiting for what seemed like hours (probably 15-20 minutes before being helped.)

2. Had no idea what inventory they had on hand.

3. Had no idea how things worked in the cars they were selling.

4. Spent one to three hours with us, including test drives in at least one car.

After all of the above. None of the three salesmen asked for Name, address, phone number, or email. None asked any “background questions” ie learning what I do for a living or why we were shopping now. None asked SPECIFICALLY what we were looking for to track it down for us. None followed up, and obviously had no way to do so.

Now, I’ve got to tell you this dealership must have MILLIONS in facility. A huge overhead. And, LOTS of inventory.

Their salesmen were mostly hanging out in the dealership (several at once playing with my daughter’s new puppy on one trip.) I’m sure they are bitching about the recession. The owner is worried by the down-turn.

I’m betting they spent 100 times for on facility than on service and sales training for the staff.

Stupid, VERY Stupid on their part. We literally had a check in our pocket and needed a replacement. Clearly as “live” a prospect as exists.

Anyone, on to another dealership. This time a retired chief from the airforce. He asked background questions. Tried to figure out exactly what it is that Jodi is looking for (not that I can figure out the difference between the three she hasn’t liked. Something about the wood trim on the door being the wrong color or orientation, or some such thing.)

He’s followed up.

Researched new and used inventory on it’s way. Called anytime a new car is headed for prep. And generally built rapport, followed up, and really has done his job.

I’ll tell you sincerely that even if it’s not exactly the car we were looking for I want to buy it from him. If the other dealership gets exactly the right car at the right price I’ll be disappointed and frustrated to buy it from them.

How does this apply to you?

Well your students are more persuaded by your follow-up, your sincerity, and your competence in showing that you care about them than about your technical proficiency. Certainly more than about price. With the first dealership I’d haggle for every penny. With the second, I’d want to have a reasonable price but really wouldn’t be pushing for every penny.

Oh, and at the second dealer he’s had several cars just this week come in and, they were sold before we got around to looking at them. Recession, what recession