If you lived in Wichita, Kansas, you’d recognize the wacky TV and radio spokesman from “Super Car Guys.” His TV ads are creative and funny in a way that makes you want see what he does next. Each of the ads ends with the dealership’s cheeky tagline, “Where buying a car doesn’t have to suck.”
If you don’t live in Wichita, head over the “Super Car Guys” Facebook page and watch Aaron Wirtz sing and dance in workout gear, farmer’s overalls, suit and tie, Christmas sweaters and more. Whether he’s dressed as a pilgrim, leprechaun, boxer or doctor, you’ll find yourself googling the distance from your home to Wichita so you can see for yourself how much buying a car doesn’t suck at Super Car Guys.
There is also a serious side to talented and charismatic pitchman Aaron Wirtz. Aaron chats with Courtney and Patrick about what is most important every day. He supports the notion that if we are focusing all our energy in the digital world, we are missing the boat. Building a personal brand or social media strategy isn’t what is most important. Making a difference in people’s lives is what matters.
Aaron eschews panic about e-commerce and getting ready for a digital takeover. He says it’s unimportant to a local business that helps real people.
Super Car Guys is a three location dealership in Wichita with a focus on hassle free purchasing from non-commissioned salespeople in a team environment. The mission of the company is crystal clear and the employees are on board. There is no lone-wolf mentality and everyone from the top down is there to help each other help the customer.
This clearly communicated and executed dealership branding eliminates the need for individual branding. Aaron says it’s “madness,” that some salespeople create a logo, tagline and self made videos then call that their brand. He feels that if a dealership has a well defined, communicated and executed brand strategy, there is no need for anyone to establish their own personal brand. It also encourages a team mentality which stands out in the minds of customers.
Another mistake salespeople make is creating their personal brand too soon. Aaron says that everyone needs to go through a “watershed period,” where time is spent learning and honing their craft. The danger in creating a personal brand that is all flash and no substance is that without a refined skillset, the salesperson provides a less than exceptional customer experience which is damaging to the profession and the industry.
Inspiring and visionary leadership plays a role in a successful dealership brand strategy. Aaron explains that his dealer principal meets with new hires to share his own personal story of coming up through the ranks of salesman and sales manager. His story of hope encourages a heartfelt connection to the “why,” behind the company culture.
This transparency and personalization is even apparent on the Super Car Guys website, where the dealer principal openly shares his own relatable struggles with anyone who happens upon that page. This openness is unique and heartfelt and shows a clear path to success. It shows that if you start “here,” you can end up, “there.”
Aaron offers some key takeaways and action steps:
- What you do has meaning. You have the opportunity to make a difference in each client’s life you serve.
- Be sure you understand your company’s vision and mission. If you don’t, ask about it.
- Before socially branding yourself, be sure you know your craft. It could backfire if you start exposing yourself on social too soon.
- Everything that you do; from your customer interactions through what metrics you measure- should all support your company’s vision and mission.
Aaron concludes by explaining that social media has created the illusion of human connection. It has trained us to look for “likes,” and “shares,” for validation. These are the wrong signals. Personal relationships are king. We are servants of the heart and we should be motivated by a genuine love for people, not the click of an emoji.
IN THIS EPISODE YOU’LL LEARN:
- The importance of an engaged leader
- Why social media has trained us to look for the wrong things
- The difference between Good and Legendary
Connect with Aaron on Facebook
Follow @AaronWirtz on Twitter
Follow @Aaaron Wirtz on Instagram
Super Car Guys Website
Super Car Guys Facebook page (to watch Aaron’s TV ads)
Aaron’s website The Unforgettable Pitchman
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