I am Jackie Daniel Cooper, “Danny Boy”, to my Dad and Family. My vocation has been the retail automobile business since Dad gave me the opportunity to shine shoes at the dealership he operated, Easterby Dodge in 1963, Greenville, SC. Originally my business plan at 6 years of age was to shine the shoes of my Daddy’s salespeople … I realized early on they were better negotiators than me. My first lesson in real world salesmanship I owe to that sales force. More times than not, my nickel shoeshine culminated in two or even three for-the-price-of-one. Approximately two weeks after my debut my “Market Value” per shine went to a quarter. A legit lesson from my Daddy and I didn't know it at the time; High Gross, Happy Owner — Low Gross, Give them the Service Manager’s number and your 1-800 Hotline because they will use them both.

                 Before I continue I would be remiss if I did not share that my business acumen has been refined and secluded to the Retail Automobile Sales Profession. As my Dad believed “The Most Important Person Employed in North America is The Retail Automobile Salesperson”. Today, it’s almost eerie to me that he first professed this conviction on his “New Horizon” Video Series in 1974. Ironic to me that all the concern over the “Big 3” production has yet to center on the professionals that can cure the malaise, The Professional Retail Automobile Salesperson.

                 You tell me … what situation now exists that cannot be solved by selling more cars at a higher profit? Before you shoot holes in this proposal; take a moment to re-evaluate your performance. Up-by-Up the toughest exercise Dad ever imposed on me (and it did make me better) was to look in the mirror after each encounter and ask, “Who got sold; You or Them?”. That appears elementary to many, yet I would challenge anyone who is sincere about improving to implement this unsavory task into your repertoire. One of my Dad’s favorite lines was—”You can only go as far as you can suffer!!”

                 Please refrain from the easily assumed premise that Jackie was negative; far from it. But realizing the obstacles we face on a prospect-by-prospect basis was rudimentary to establishing a base from which to operate and learn through repetition how to turn “Shoppers” into “Buyers”.

                “It Is What It Is!” .. How often have we heard that line in the last 10 years … How does that apply to us in the retail automobile sales profession???

                 No one employs more people than when you retail an automobile. I'm no genius, far from it, but more than ever the public and government should recognize that the retail automobile selling profession determines the economic pipeline’s volume. Always remember, as a Retail Automobile Salesperson; "You are the most important person employed in our free enterprise system."

                 What is your plan to be better tomorrow than today? Please allow me to share one of the brief, but one of my favorites. I am, as many, in S.E.C. football country, an avid college and pro football fan. If memory serves correct, the year was 1961, Setting: Dallas, Texas—Home office of H. L. Hunt, CEO of Hunt Brothers (reported to be the wealthiest man in America at the time). Mr. Hunt’s son, Lamar, had completed his first year as founder of the upstart American Football League (A.F.L.) and the owner of the Kansas City franchise. As the story was printed in the Dallas and Ft. Worth Papers, a reporter, afforded an audience with Mr. Hunt, asked during an interview, “How long will your son, Lamar, be able to endure his new business venture in lieu of the reported one million dollar loss the A.F.L. accrued during it’s maiden season?” (As they say; a million in 1961, was a real million) Mr. Hunt opened a ledger, perused certain lines with his fingers, closed it and replied, “At that rate, about 362 years.” Is that cool or what?

                 Back to the afore mentioned business plan … later in the interview Mr. Hunt was asked his blue print for the billions he was worth, his answer—Simple 3 Steps, Simple (not easy):

1. Decide what you want! (Most never commit, never put it in writing with time limits.)

2. Decide what you will give up to get what you want!! (A stark, harsh reality my Dad continually reminded me—”You’ll go as far as you’re willing to suffer!”)

3. Get off your rear end and get about your business! (We have all heard or read …Successful People like to do business with Successful People. Here’s the real world translation and the way it should read—”People that get up early and pay a dear price in their profession want to do business with people that get up early and pay a dear price in their profession.” Trust me on this one, you will never read more truth in the best business annals; anywhere, anytime!).

                 As my Grandpa used to tell me; “Punkin’, there ain’t no free lunch.” Folks, there is no substitute for work. As Mr. Hunt expressed, get off your duff and get about your business.

                 Speaking of sports adages related to our business—we have all heard to succeed you must have “The will to win!”. Dad related to me, after a speaking seminar that also included the venerable Robert Montgomery Knight (yes, that Bobby Knight), that Coach Knight had responded to Jackie’s query as to what determines a champion; “It’s not the will to win, it’s the will to prepare to win that provides the difference when ability is not discernable.” 

                 We have all heard it in some form or other:
                                  -                Practice to Learn
                                  -                Drill to Perfect
                                  -                Rehearse to Deliver

                 Like Mr. Hunt said, “Simple, not easy, but simple.”

                                                                         F.E.A.R.
False Evidence Appearing Real

                                                                          Respectfully,

J. Daniel Cooper