We were so impressed with Craig’s commitment to dE that we talked a bit with him about what drives him and how he remains successful during these difficult economic times. He told us that back in October of 2008, things were very rough. Business dropped off significantly and he had to let a number of staff members go. He knew that he had to get tough or lose the business. While most businesses were scaling back, Craig hired more trainers, kept his prices low, and upped his level of service, something that most of the competition wasn’t willing to do. In addition, he raised some prices and gave better quality products, a bold move in a shrinking economy. Overall, he made the choice to stay in business and committed to it in a big way. Today, he looks forward to continued growth.

We asked Craig how dE has helped his company since its inception in March. He said that the connections he has made on the site have helped AutoMax gain not only name recognition, but also introduced him to business
associates he “never would have ‘met’.” It also helps his team of 30 trainers to get recognition for their prowess and accomplishments.

Craig’s group “Oh Where Oh Where Can the Salespeople Be?” gives him an individual voice in the marketplace as well as a forum to talk on topics, such as salesperson retention, that are important to him and his team. It can also be a good sounding board for venting frustrations about industry issues like poor management and lack of training for salespeople. He would love to see more managers and GSMs read his posts and take them to heart. With his group, the philosophy is to give away as much free information as possible, hoping that it will peak people’s interests in him and his company.

As someone who has had a successful group, Craig suggests a few ways in which leaders can grow and develop their group. He finds the e-mailing system to be an excellent way to encourage friends and group members to get involved, particularly for sharing when a new article is posted. Speaking of articles, he suggests creating catchy headlines for and be diligent in responding to comments. He also encourages group leaders to “friend” one another and help cross-promote topics that can benefit one another.

Commitment is a huge theme in Craig’s business philosophy and perhaps one of the best pieces of advice he can offer to everyone. He advises, “Think about a situation you had and ask yourself, ‘how strong was my commitment to that situation?’” This applies not only to business, but in life and in many ways. We think it can also apply to your success networking on dE.

We want to thank Craig Lockerd for taking the time to talk with us and to the whole AutoMax team for their commitment to dE. You can read more from Craig Lockerd of AutoMax by visiting his blog www.automotivesalestrainers.com and at his group on dE, and of course his group “Oh Where Oh Where Can the Salespeople Be?”.