Apathy is something that I encounter frequently when gathering information for a help wanted ad. More often than not, I ask some basic questions, get some basic answers and my contact at the dealership gets back to work. Now don’t get me wrong, I understand the nature of our industry and I understand that most managers simply don’t have a lot of time to spend with an “Advertising Guy.” But how much extra time are we talking about here? 3 minutes, maybe 5, aren’t those 5 extra minutes worth it if they generate say 10-15 extra interviews? Which could end up producing your next super star salesperson that sells 20/month and creates $40k plus in gross profit! For that matter, is it even a question of time? If you truly believe in your store and are truly excited about the direction that your dealership is headed it should pour out of you during our conversation, and should take very little coaxing on my part.
My goal as an Advertising Director with AutoMax Recruiting and Training is to generate as many quality job applicants as humanly possible in a relatively short (5-10 days) time period. In order to do this I need to get people EXCITED about working at your store. But I can’t do this unless YOU are excited about your store. You need to sell me on working at your store, so I can sell job applicants on a career with your dealership.
Now I know a lot of you are probably thinking, “You’re the advertising experts, it is your job to get people in here.” And you are right that is our job, but you can’t send someone to war without a loaded gun. Our advertising is STRONG, the strongest in the Industry, but it is only as effective as the information that I use to build your ads. It doesn’t matter how many people your message reaches, if the message isn’t loud and clear. And the message should be, “APPLYING FOR THIS CAREER WILL CHANGE YOUR ENTIRE LIFE!”
So to quote Jerry Maguire, “Help ME, Help YOU!” Let’s work together and change some lives!