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Support & Resources > Dealer Articles > Revisiting the McValue of a McDealership

October 20, 2006
By Peter Cameron-Inglis

Recently the title of an article caught my attention. The author had some negative things to say about the concept of a McDealership. He was writing about the trend of play areas for kids in the showroom. I don't have much to offer on his subject but he got me thinking.

Is there anything positive about the idea of a McDealership?

I think there is, but allow me to digress for just a moment.

Many of us "A Type" personalities become dissatisfied with our present employment and we decide to get into business for ourselves. We say we're doing it for three very good reasons: more money; more control; and more time for ourselves.

What a load of McCrap!

So what makes the idea of a McDealership so great?

It's the only way to own or manage a dealership and have all three: more money; more control; and more time.

"Surveys show that McDonald's is the most recognized franchise in the world. How did they get there? They certainly weren't history's first franchised hamburger restaurant. But McDonald's has the most highly developed systems, and systems are the foundation of producing consistent and ever improving results. We believe that systemization is the very heart of earning twice as much with half the stress."*

If it's difficult, something is wrong. Conversely when it's easy you've got it right. Go into a McDonald's during peak hours; look at the way the staff interacts. Twenty people move back and forth rapidly, rarely getting in each others way. Everyone knows what they're doing and where they're going. Remember we're talking about a business largely staffed with teenagers.

Okay, so you're thinking "Yeah but Peter some businesses are more of an art-form than a systematized science."

My ego used to convince me of the same thing. But the truth is that the banks, your employees, your customers, your kids and your spouses find it easier to deal with someone who is taking a scientific approach versus a starving artist.

If you want a money-making machine and less stress you must have two things:

1. A written step-by-step approach for everything you do.
2. Training and management to get everyone following your program.

As Michael Gerber, author of The E-Myth, puts it "you need to be free to work on your business and not just in it.".

In addition to authoring "*Earn Twice as Much with Half the Stress" my friend and mentor, Tom Matzen, along with his partner Paul Lemberg have taken Michael Gerber's E-Myth approach to new heights. Their new "Quick Fix" business training system not only helps you identify what is wrong in your company; they show how to do something about it. They have developed a step-by-step process for developing your own step-by-step processes.

How does the "Quick Fix" work? You start with the desired end result and work backwards until you get to the first thing you had to do. Similar to developing software you start at the end and take tiny steps each time you take a step backwards.

Before the consumer fills out the credit application they were motivated to do so. How? The dealership gained their trust. They showed them that the application was completely secure. The dealer also said that they could get easily approved from the comfort of their own home with an automotive finance specialist that would get them the best rate possible. What came before that? They had to continually see an ad everywhere within the website that prompted them to click and read more. And before that? They had to get to the website in the first place... and so on.

What makes McDonalds great is that they have "turn-keyed" the entire business so that your kids could run it. They systematized everything. Their results are almost scientific. Great results for every little detail are duplicated and measured consistently.

If you are interested in taking "Quick Fix" training from Tom Matzen and Paul Lemberg contact the ASL office to get your name on the pre-registration list. Tom and Paul will be delivering their Quick Fix keynote workshop in a special format just for the auto industry. It will be at the upcoming Autocom 2007 Internet Marketing Conference and Trade Show for Automotive Dealerships. Registration for this course is limited.

A perfect example of what a "Quick Fix" systematic approach can do for your dealership lies within Internet automotive sales.

If you don't have at least one dedicated Internet salesperson in your office who is consistently one of the top producing salespeople by volume and by gross without taking a single up from the floor you're missing a huge opportunity. In fact there are many more dealerships than you would expect currently doing exactly this right across the country. And, they're doing with a systematic approach towards more sales with less stress.

But, most dealerships don't know how it can be done. They don't have the systems or systematic approach in place to take economic advantage of the Internet automotive consumer trend.

If you're looking for a good training program for advanced Internet sales contact the ASL office. One of the ASL staff can provide you with an itinerary and dates of the next ASL Advanced Internet Sales Training course. You can also click here for more details.

We would love to hear what you think of this article. And of course, if you have any suggestions for future articles that you'd like to share with us, please send those, too!

Need some fresh, free content for your web site or e-zine? You are welcome to reprint this article on your web site or in your e-zine. We simply ask that you let us know where the article will be appearing, and include our byline with a link to the ASLInternet.com website.

Peter Cameron-Inglis is a co-founder and the Vice-President of Marketing & Operations at ASL (Aged Stock Ltd), a company that provides Internet and sales systems for automotive dealers to increase traffic, increase leads and increase the sales closing ratio.

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