‘Listen up, young hustlers. No, you. Yes, you, sales hustlers. Make that #YoungSalesHustlers. That’s more like it. You’re nobody without a hash tag. Don’t think for a moment you can sell cars on social without a gimmick. You’ve got to get noticed. Let ’em know you’re “the Man.” (Or #TheDude, Gal, Girl, Guy, etc.) Now, get out there and do f**@ing awesome.’

— Every sales guru, condensed for short attention spans, 2019

 

Realizing that every journey, no matter how long or how far, begins with a single step, we’ve begun today with an observation, one could dismiss as mere snark, cynicism, or jealousy, but it’s time to back up this premise with evidence.

Shawn Hays, creator of high-powered Facebook videos, author of Build Your Brand, and sales manager at 800-cars-per-month Dan Cummins Chevrolet, takes great pains to emphasize the difference:

“Don’t be something you’re not. People will fall in love with you. Not the fake you. I want people to know the real you, the authentic you. The genuine you. … I take the Gary Vaynerchuk approach, not the Kardashian approach. … Years ago, I believe, they faked it. Fake butt, fake money… everything was ‘fake it until you make it.’ I believe that’s the wrong approach to build a solid brand, one they respect. One that people want to buy from, one that they want to support and follow. I want you to be you. Okay? Be. Real. Be the true you. Let your flaws out. Overcome things. Tell people about your journey. Let them see you. That’s when you get loyalty. That’s when you get people who want to follow you. … when people want to buy from you, is when you’re yourself, when you’re genuine, and you’re authentic. When you try to be someone you’re not, that is when you cannot sustain it.”

Car business veteran and social media advocate Kathi Kruse widely quotes Sun Tzu’s “tactics without strategy is the noise before defeat” wisdom. In a recent blog post for her consulting agency Kruse Control Inc, “10 Qualities of an Extraordinary Social Media Manager,” she speaks to the same point from a somewhat different starting position, regarding one of the 10 essential qualities, emotional maturity:

“Here are the signs of emotional maturity:

— You notice and verbalize (with composure) when you’re wrong.

— You’ve created a space between feeling and reacting.

— You’re compassionate to yourself and others.

— You know when to quit and when to persevere.

— You know when, who, and how to ask for help.

— You’ve realized the more you know, the less you know, and you’re OK with it.

— You seek self-mastery.

— You maintain a positive attitude.

— You’re independent.

— You’re truthful.

— You’re responsible.

— You’re accessible.

— You’re gracious and giving.”

In Hamlet, Shakespeare wrote this famous line for the character of Polonius, advising his son Laertes upon his son’s departure to Paris, “This above all: to thine own self be true.” Turns out it was voiced in irony, but we need not split hairs. Be true to yourself.

Renee Stuart is a professional coach and a long-time manager in the car business.  Her emphasis on personal/professional brand building begins with five fundamental building blocks:

— strengths: knowing and living your strengths

— values: giving voice and staying true to your values

— purpose: your “why” is what moves others to buy what you’re selling because we respond to your “why” on an emotional level, according to Simon Sinek

— vision: where are you going with all of this?  Can I get on board, too?

— passions: last but not least, what are you passionate about?

The dinosaurs once roamed and ruled the earth. The old car dogs now got digital. They’re blowing up on social media.