DealerKnows
Where Do I Start?
  • Services
    • Training
    • Consulting
    • Creative Video
    • Performance Monitoring
    • CRM Analysis
    • Professional Speaking
    • Bundles
  • Products
    • TaskTeacher
    • PriceMatrix
    • Dealer Forensics
  • Clients
    • Results
    • Reviews
  • About
    • Joe Webb
    • Bill Playford
    • DK Team
    • Ask the Experts
  • Blog
  • Videos
    • Funny Videos
    • Educational Videos
    • Dealership Videos
    • Conference Videos
    • Make Me A Star
  • Contact Us
  • DealerKnows Summer Camp
  • Services
    • Training
    • Consulting
    • Creative Video
    • Performance Monitoring
    • CRM Analysis
    • Professional Speaking
    • Bundles
  • Products
    • TaskTeacher
    • PriceMatrix
    • Dealer Forensics
  • Clients
    • Results
    • Reviews
  • About
    • Joe Webb
    • Bill Playford
    • DK Team
    • Ask the Experts
  • Blog
  • Videos
    • Funny Videos
    • Educational Videos
    • Dealership Videos
    • Conference Videos
    • Make Me A Star
  • Contact Us
  • DealerKnows Summer Camp
Where Do I Start?

Tell the Story

Share With:

DealerKnows in UFO CountryFarson, Wyoming has a population of 836. It’s so small that it’s population includes the nearby borough of Eden, which shares its zip code (I’m sure the folks in Eden will argue who shares what). There are certainly more antelope than people. Cellular service is practically non-existent, so Google Maps doesn’t have much use. Like the speed of the surrounding area, an old fashioned map might help you find it.

During the return leg of a trip out west to consult with a large dealer group in Wyoming, Joe and I stumbled upon Farson. We had just driven down a stretch of road so deserted that I could count the cars that we passed over 90 minutes on my fingers. We decided to get gas because we didn’t know the next time we’d see a station (alien abductions were a potential threat). Shortly thereafter, we came across a hamburger joint along US 191. We’re glad we stopped.

Big D’s Country Burger is just the type of joint that Joe and I swing through on our adventures. The seating area was about the size of the typical dealer principal’s office. The décor was sparse, probably furnished in the era of a typical dealer principal’s office. We were greeted by a mountain of a human being, decked-out in a chef’s uniform, who acted as maître d’, chef, and server. We had no clue what we were in for.

Dustin is the “D” in Big D’s. With a huge grin, and a slow drawl, Dustin proceeded to give us a fantastic refresher in branding. Over the course of about 45 minutes, our conversation ranged from Urban Spoon, Guy Fieri’s exploits, the awards he’s accumulated, his upbringing in the restaurant world, competitive eating challenges, and the VIPs that have landed their helicopters behind his diner to pick up lunch. With a kind voice, and a little western swagger, he was able to do what most millionaire metro dealers can’t do: Tell the story.

Most dealers (the people who sign the checks) have similar stories. I’m sure we all know a good portion of dealers who are just part of the family business. But, it wasn’t always that way. Someone had to have started the company, and they had a story. One dealer immediately comes to mind. He started washing cars at a dealership when he was in high school for extra money. He continued on to be a salesman, and worked his way through the all of the management ranks. As a GM he was asked to partner on a dealership, and now he owns several more. If he told the story, it would be far richer and vibrant than what I just summed up. It should be on his website, but it’s not.

I’ve discussed big brands in previous blog posts (here and here), and many of the stories are easy to remember. Almost everyone knows the story of Steve and Steve building the personal computer in a garage. That story is almost as ubiquitous as Phil and Bill making running shoes with a waffle iron. These are more than stories. They’re legends that echo through the hallway at Apple and Nike. Everyone knows a version of Henry Ford’s story, or Thomas Edison’s story, or John Rockefeller’s story. Ferruccio Lamborghini’s story is one of my favorites. These are the stories that define companies, generation after generation.

Do you know your dealership’s story? If you do, high-five! If you don’t, ask around. If no one knows, then it’s time to create one. If Big Dustin can tell his story in a matter of minutes, so should you. If you need more help, click this link. If your dealership has a story, share it. We want to tell it, too.

IMG_0855c

 

Bill Playford • April 5, 2013 • Competitive Edge,Digital Marketing

2 Responses to “Tell the Story”

Tell Me About It

Click here to cancel reply.

  • Best Of
  • Most Read
  • Three Questions That Need to Be Answered For 2023: Why Does It Matter Now?
    By Bill Playford
    December 29, 2022
  • 3 Important Questions That Need Answering for 2023
    By Bill Playford
    December 19, 2022
  • improv comedyHow Improv Comedy Builds Companies
    By Joe Webb
    July 2, 2019
  • NYE PartyWhat My Crazy NYE Party Can Teach Us About Marketing in 2019
    By Joe Webb
    January 3, 2019
  • 3 Important Questions That Need Answering for 2023
    By Bill Playford
    December 19, 2022
  • sales managementThe Manager Who Doesn’t: A Guide to Better Sales Management
    By Joe Webb
    June 2, 2016
  • sacred cowCan you Kill a Sacred Cow?
    By Joe Webb
    January 12, 2016
  • The LeftoversWhat Happens When They Disappear?
    By Bill Playford
    August 29, 2015

Categories

  • All About BDCs
  • Ask the Expert
  • Comic Strips
  • Competitive Edge
  • DealerKnows Data
  • DealerKnows Press
  • DealerKnows Testimonials
  • Digital Marketing
  • Digital Marketing Conferences
  • Gotta’ Share
  • Internet Strategy
  • Lead Management and Process
  • Leadership and Sales Management
  • Quotables
  • Sales Training
  • Small Business Consulting
  • Social Media and Reputation Management
  • Technology
  • Vendor Relations
  • Websites and Online Search

Search Posts

Sign Up for DealerKnews

There are craptastic newsletters, then there is DealerKnews. Get all of our posts without having to set up a RSS feed. Start getting a monthly megadose of geniusness. Its like steroids for your brain.

Latest from the Blog

3 Questions That Need to Be Answered For 2023: Who is Responsible for Success?by Bill PlayfordRead blog post

Contact us

We really, really, really want to talk to you.

Get In Touch with Us

Sign Up for DealerKnews

There are craptastic newsletters, then there is DealerKnews. Get all of our posts without having to set up a RSS feed. Start getting a monthly megadose of geniusness. It’s like steroids for your brain.

© 2023 DealerKnows | Privacy Policy | Terms of Use

Powered by Launch Digital Marketing.

2023 DealerKnows Summer Camp

The Only Automotive Conference You’ll Regret Missing

Location: Camp Blue Ridge | Clayton, GA

May 23-25, 2023

Buy Tickets!         Book Rooms!

Rooms are filling up – book your hotel soon!