The Good Ol’ Boy Network (GOBN) Limits Dealer Success
The Good Ol’ Boy Network (GOBN) of the car business limits us in how we apply experienced and/or capable people, how we run our dealership’s business, and in how we approach women in this business for everything from ownership, to manager spots, to sales positions. And, by doing all that, it limits our success. And our profitability. Let me tell you my own experience with the car business GOBN, and then I’ll address the point I’m making on limits.
I came to the car business in my 40’s (I’m now 52) with experience ranging from owning my own business, to Fortune 100 Consulting, to several years at Microsoft. I entered the sales floor, as perhaps many do, because I had a financial issue—I had a cash flow problem with my business, and so I was making an effort to offset that slowdown.
I was privileged to work with several great salespeople who were happy with me until I started selling #1 consistently. Eventually, they came back to liking me, but what really happened next was inevitable: I knew so much about sales and marketing, and the dealership group’s attention to marketing and the Internet was severely lagging. They couldn’t run a marketing program in any coordinated fashion to save their lives. I tried to help, but I ran right smack into the GOBN: I couldn’t possibly understand the car business! And the people they had running all the marketing and Internet were just fine. Really. They knew them all very well, how could it be otherwise??
And so I sold lots of cars and left when my cash was right again. The main store’s GM called me very shortly after that, though, and he said “I get it even if other’s don’t. I need your help in a BDC with phones and Internet, can you come back and help me?” And so I did. And a shout-out to my old GM, Mike, by the way: Thanks very much for that!
He and I worked together and took the BDC—even back then—to running 40% of the dealer’s vehicle retail business. I eventually moved on to an eCommerce position at a large group, and for me the rest is history as they say—I’m now an independent consultant (www.keithshetterly.com), but I still have all that experience to bear, both outside and inside the car business. Plus I qualify now for some entry into that GOBN. Who knew?
Though that’s still not true with everyone who considers me, because I’m not twenty years in this business making all the same mistakes they are making (if not direct business mistakes, then business-limiting mistakes because they are still GOBN-oriented).
So, what are a few of the most common GOBN limits? First, that experience outside the car business isn’t any strong help to a dealership; second, that running the dealership AS a business, instead of by GOBN “relationship decisions", is not possible nor profitable; and, third, that women are never, ever part of the GOBN.
Yeah. I said it. Women are limited by the GOBN in the car business. Still. I’ll write more on that in a minute.
I already covered the GOBN’s reaction to experienced and capable people when I wrote about my own entry into the car business. What I see for GOBN for relationships that hold back their business success is perhaps best given in questions: Who knows a GM who buys a random direct mail piece because his buddy at another dealership “killed it” and sold “fifty cars” from it last month? Or has seen the management clearing-out that happens with some GM regime changes? Or still sees print advertising spend over digital because the GM has a long-standing relationship with the local newspaper? And so on. Exactly.
And back to women, then, to wrap up, and I’ll ask some more questions: How many women GMs and managers are there? Would a successful woman ever get online as a dealership Marketing Director and write on an automotive professional blog site using both their personal name and their dealer’s name in angry posts, some containing profanity (see the thread here)? Would even my actions there be done differently? Why do lots of capable women leave the sales floor? Why do the ones who stay do so well and yet cause such jealousy?
GOBN, that’s why. For all of that and more.
We need experienced, capable people with new ideas; we need to run our dealerships as businesses, not as clubs; and we need more women in sales, management, and ownership.
And we lag on all these because of the limit of the GOBN, both in business practice and in attitude. Removing that limit will do more for long-term dealership success than any new efforts on Internet, Social Media, Reputation Management, etc. ever will alone—simply because those are all really most successful when change for business success is really embraced.
And the car-business GOBN hates change. Have you noticed?
So did the dinosaurs, perhaps, and they are now encased in rock. Don’t be a GOBN fossil and miss modern success and profit.
Change.
Replies to This Discussion
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Permalink Reply by NANCY SIMMONS on
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AWESOME, AWESOME, AWESOME! To create change your need Public Awareness and Leadership...I think you have shown both of these here! Bravo!!!!
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Permalink Reply by Cathy Aron on
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Oh man Keith, you have really stepped-up to the plate here and delivered truth from experience. Seriously, my hat goes off to you for your honesty. Thank you for helping a GOWN gal see another component of this business that I would never have really understand as well until reading your post here and those in Nancy's post, Men are from "Cars"...Women are from "Genius"! I raise my glass to those of us dedicated to create change in the automotive business, helping dealerships operate profitable, ethical and professional businesses with respected, talented staff hired for their expertise, regardless of gender.
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Permalink Reply by Keith Shetterly on
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Thanks Cathy! I figured writing it may do me few favors, but, hey, it had to be said. Or written, in this case.
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Permalink Reply by Keith Shetterly on
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Christopher, I think there's a hit in the words "GOBN Cabal"! And the whole direct mail scenario there was brilliant. Thank you for your support, my friend. I guess I am . . . totally Full of Shetterly! :) And I hope that's never a bad thing.
You might like this story on my personal blog "Love on the Beltway: A Tall Texas Toll Tale", if you can stand some Texas/Tennessee humor.
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Christopher, hilarious! It's rare that I read something and laugh out loud as I did with your clip. Truly a pleasure to have a good belly laugh mid-day!
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Permalink Reply by Bobby Compton on
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I like the heading of your share Keith - The Good Ol' Boy Network Limits Dealer Success.
There's much to be said for that statement in any business. I've always gotten a kick out of how in business the doors are closed to new blood and fresh ideas from women and men alike. Yet because of the Good Ol' Boy Network, change is the same as it's always been (None) - yet the need for change is more than it's ever been!
Outstanding insight and a great way to point out the Good Ol' Boy Network...
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Permalink Reply by Keith Shetterly on
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Thanks Bobby! I agree that the need for change is higher than it's ever been, especially for the car business. We are experiencing the Internet in "dog years" now, about 5 years for every 1, I think--so, if a dealership waits another year to engage and change, especially from the GOBN parochial thinking, they will be 5 years more behind. Granted the tools to catch up are more powerful, but at some point the resources won't be enough to overcome the distance from where they are to where they need to be. And that point, for many, I'm afraid is coming soon...
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Great way to put it Keith - dog years. lol With so many technology additions, social networking, and the way cars are sold online - it's scary how some will dominate and others will be left behind.
As the old saying goes, lead a horse to water but that's how the story goes...
Great shares my friend, I truly like your style!~
Keith Shetterly said:
Thanks Bobby! I agree that the need for change is higher than it's ever been, especially for the car business. We are experiencing the Internet in "dog years" now, about 5 years for every 1, I think--so, if a dealership waits another year to engage and change, especially from the GOBN parochial thinking, they will be 5 years more behind. Granted the tools to catch up are more powerful, but at some point the resources won't be enough to overcome the distance from where they are to where they need to be. And that point, for many, I'm afraid is coming soon...
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Chris...YOu really outdid yourself this time! I am on the floor laughing!!!! It is fun to use satire to make people wake up and smell the coffee...However, as always, we are probably singing to the choir.... Are those who need to read this stuff here? Of course not, they don't need to belong to a group where the elite in the industry share ideas...They are the KIA club...(Know It Alls).
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Permalink Reply by Keith Shetterly on
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Nancy, I prefer to think of us here as "thought leaders" . . . though sometimes I do feel as if we are the choir. :)
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Thought Leaders... I like that...I need to be put in check at times! Thankfully, with a voice like mine, I am not in the choir! Again, great post Keith!
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NANCY SIMMONS said:I can dance, I can dance! Got my stilettos on baby and I am ready to rumba, cuz I am the Dancing Queen, Young and Sweet only 17!!!!!
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