By Jeff Dean, Signtronix
After being in the business for about 3 months, I met a young man from Wisconsin, who I was to ride with for 3 days. During those 3 days I learned many of the lessons which I carry with me to this day. The first day we met early. He was a true Signtronix/Gulf professional. Out of the hotel by 8:00am, we drove to a nearby town, and started out the day by calling on a business for the sole purpose of developing referrals. He wrote the referrals on a 24 call sheet which we carried for the entire day, folding and unfolding it many times, in front of customers and persistently asking for more referrals. The first day ended up with the sale of a Model 48, which had so many lessons in it… I just have to share.
As Tony McGuire spoke, I watched. I was a shadow, and I was watching everything. We placed the Model 48 at an Auto Repair, 4 owners, 2 retired farmers with their wives a watchin’. They all both sold their farms and brought all their tools to an old Auto Repair Shop with no name, no sign, and no particular business plan. I watched as Tony stayed on script. Tony asked good questions, lots of em. He took serious interest in their dreams and kept a fun sense of humor with them. I could tell he cared about them, their dream, their plight, even as he confronted things that didn’t make sense in what they said. Tony discovered clearly defined value points. He clarified them, and in the end, asked the couple to make a decision. They said they needed a moment, so we stepped outside while they talked. When we went back in, the objection we heard was, “We can’t order a permanent sign because we haven’t figured out a name for our business yet”. Tony relaxed, told them that we could always worry about that later, but first he had a good idea, and wanted to share it with them. He said this will just take a minute and cracking out his computer designed a sign with the name, “The No Name Yet Auto Repair ” on it. He sold them on the idea that the name was a good name, had a memorable appeal and helped them focus on the humor it would bring to the town, their kids, grandkids, competition, friends and out-of-towners who would stop in and visit a place called, “The No Name Yet Garage”. Being brand new in the business, I just sat back and watched as Tony wrote it up. The lessons I learned from Tony McGuire that day were many. Mainly what I learned was to stick to a presentation and deliver it with passion. And, when a conversation develops, say what is on your mind … trust your gut, take chances and have fun. Tony would stick to a script to build value and improvise only to create urgency. Hmmmm, do we teach our new people how to do that? Also, Tony wasn’t confrontational but at the same time he confronted things they said which didn’t make sense. Oh yea, did I say have he had fun? Also, Tony showed me how he truly cared about these customers. He cared about the outcome, he cared about the customer, and he cared about helping me, a new dealer find a home in our company.
In retrospect, it seems like many of the lessons he taught me those days can be applied to building a region, a family, a congregation, a relationship with a customer, or in developing a relationship with anew dealer. Tony McGuire was a true professional, and it showed. Boy, did I enjoy those early days watching the pro’s like y’all are. Don’t ever forget new dealers are amazed at what we do, whether we sell them or not, we are the finest sales professionals in the field of selling and in the dying art of one call closing. Also, I enjoyed as we all did knowing Tony. I also enjoyed every time I would drive through Brush, Colorado, and see the showcase location Tony McGuire placed with me that day … “The No Name Yet Auto Repair”. God Bless You Tony and thank you for the insights you shared with us through all the years we all came to know you!
“An increased work ethic will increase your success.” ~Rick
