The Best Marketing Books of All Time - Part 2 (Service Drive Revolution)

Foreign.

Welcome, everybody, to Service Drive Revolution, the number one show for anyone with a service drive. Please welcome my trusty sidekick, Christian Lafferty. How you doing, Christian?

Better than ever. How about you?

Good. Now, let's face it, technicians are harder to find. Customer expectations are constantly changing. Manufacturers are going direct to consumer, and pressure to be profitable and perform is the highest it's ever been. So join the movement, the transformation, the revolution. Tell all your friends, because you deserve to get crazy results in your service drive. Today we're gonna talk about the second half of my marketing books, my eccentric book list here that I'm sure people are going to learn some things and there's gonna be like a. What? What is he talking about? Yeah, this is over my head. But I would encourage you to have a pen and paper ready so you can write these down. There's no way that we'd be able to put all these links in the description for you, so write them down. Also, we're going to answer your question. Remember, if you call in now, we don't read them anymore. We make you do the work. If you call in a question and we play it on the show, we will send you some awesome swag. Some hat. A hat. Trucker hat.

Did you hear how seriously our viewers are taking this stuff?

Yeah. And by the way, it doesn't just have to be about the service drive. Your question can be about relationships, the economy, whatever, your kids, homework. I will give you the answer, and if I don't know it, Christian will.

Yeah.

So call in with your questions. I think there's way too many questions about repair authorization.

There seem to be quite a few. A topic that may be becoming a.

Dead horse and it's so. Also, everybody that listens to the show, we're having a quarantine get together in Vegas because Christian's going to Vegas to get a tattoo, and everybody's welcome to be there to witness it.

It's going to be fun.

Why are you going all the way to Vegas to get a tattoo?

Because the person that I want to do the tattoo is in Vegas.

Male or female?

Male.

Male. What's the person's name?

DJ Tam.

D. DJ Tam.

Yep.

D, T, A, M, B, E. And that's spelled Tam.

T A, M, B, E. Yeah, Tam.

Tam.

I may be pronouncing it wrong. Tam Possible.

Let's call him Tamby.

What are you getting? Where are you getting it? First of all, shoulder.

And a wolf.

One wolf.

One wolf for now. Two, three.

Three wolves for later. What do you mean?

No? Two Wolves total. When it's all said and done.

So is this. Is this tattoo artist, like, is his specialty wolves?

Very much so.

Really?

Yes. Missy found him for me. Interesting. And she knows her stuff when it comes to tattoos.

She has quite a few tattoos.

She's got four at least.

Okay, so why just one wolf? Oh, you know, I just noticed this, so.

Well, why one wolf?

Ultimately, there will be two. I'm just doing one to start, but there's. The whole premise behind the tattoo is that there are two wolves that live inside us.

You have two wolves inside of you?

I would say very much.

Both are parts managers.

One is a parts manager. One is actually working f and I right now. But he's. I think he can. He's about ready to cross over.

Why would somebody working f and I be a wolf? I don't understand the analogy.

Don't you think you have to be.

No.

Okay.

No, I don't understand the analogy.

You don't understand the analogy of there's two wolves inside us and the one that lives is the one that we feed?

Yeah, that's the old. It's the old Indian thing.

Right.

Okay. You want to go through my. My marketing books now?

Definitely.

Okay. The first one, when we're talking about. We had a coaching meeting, our online coaching meeting, we were talking about marketing, the future of marketing. Driving customers into the service drive, how to create loyal customers, retention, the psychology of it. And in the feed, some of the managers were asking, hey, what books? What marketing books would you recommend? And my mind locked up because there's so many.

So I spent a little time going through the office. These aren't even the ones that I have at home. But marketing comes in so many different.

You know, applications. Right. Because marketing is your reputation. It's the customer experience. It's your actual advertising. It's the science of advertising, all that. Right?

So.

So get a pen and paper and write some of these down. The first one I want you to look into is David Ogilvy. So he is kind of considered one of the pioneers of advertising agencies. Now, this book that I hold in my hand is the unpublished David Ogilvy. A selection of his writings from files of his partners. And then what's funny, because this is like a, you know, kind of a limited thing. This was handed out in an event. Please join us. Ogilvy and Mathers New York Orchestra staff meeting. A glance back at 1986 and a look ahead to 1987. And then it. The speakers. And then there's a little note in here. That says Beverly. Your private copy, Helen. And so this isn't a. A book that's widely available, but it's a kind of a limited little deal here.

Kind of fun.

That is pretty cool. I like those. I like those unique ones like that.

So the Ogilvie books I would buy that you can get on on Amazon or are Ogilvy on advertising and Confessions of an Advertising Man. David Ogilvy. That's where I would start.

Okay.

Those two.

Yeah.

Oh, I hit the camera.

Nice work.

Next one is I would buy this book. Now, you can get these books individually or they do that new thing where they put two books together. Have you seen that before?

No.

No. So My Life in Advertising and Scientific Advertising by Claude Hopkins.

Okay.

I would. I would get it combined. You'll see on Amazon. What's interesting is on the COVID of this book there's a quote from Ogilvy, the Ogilvy that I just recommended.

Incestuous. If you.

He says nobody should be allowed to have anything to do with advertising until he has read this book. Scientific Advertising. Seven times. It changed the course of my life. David Ogilvy, Wow. The legend David Ogilvy said that. So there you go. My Life in Advertising and Scientific Advertising. Two works by Claude Hopkins. Order that, dude. It's going to take you a while to read that. I do not believe that's on Audible. The next one. And I was talking about before how I like propaganda posters.

Yep.

Because they're visual, they get attention. They make a strong statement, they're very bold. There's a book by Edward Bernays.

Like what you put on.

Eggs. Is that eggs Benedict?

Eggs Benedict, Bernays. Edward Bernays. And it's called propaganda. Read that book. That book's great. Propaganda. Everything is about propaganda.

Sure is.

That's a great one. You know what's odd about that is I have two copies of that book and I couldn't find it anywhere. The next one. This book sells for a thousand dollars. I know you're looking at a piece of paper, but sells for a thousand dollars new.

Wow.

The good news is I found it online as a PDF. So that's how I got it. So you can find it as a PDF if you look around.

Okay.

But it's Stealth Marketing by Jay Abraham. How to outmaneuver, outwit out market your most formidable competitors before they know what's it, what hits them.

I like it. I like the theory behind everything there.

Stealth Marketing by Jay Abraham. It's hard to find a real copy of it, but you can Download the PDF online.

I feel like you want that. I can send you the PDF if you want to read it. It's pretty good.

No, that's a solid title and subtitle.

Okay then. I've talked about this one before. I love this. Look. Look how worn out this thing is. So this is Barren Letters by Gary Halbert. So I talked about at the end of the, the last show, Dan Kennedy. Dan Kennedy worked for Halbert. So Halbert is kind of the pioneer. A lot of marketers kind of came through Halbert's office and I, I know a lot of people that hired Halbert or went to his conferences. I would, I would get the Baron letters and read it so much. Funny about the Baron letters is these are letters he wrote his son Baron from prison.

You can, you can learn a lot about marketing from a convicted felon criminal.

Yeah, yeah, for sure.

But that's not the point. He's, he's a. He was the kind of the pioneer of certain types of direct marketing and a philosophy. He also. There's a website out there, so if you Google Gary Halbert, his kids sell some of his stuff still in his newsletter. So you can download a bunch of them on their website for free. But we here in the office have the actual newsletters printed out that they sell. And I think that sells for like, they're like. It's like a thousand dollars for all of them. But they're great to reference when you need subject lines or you're writing copy for email or something like that. They're just great for a swipe file. You want to have a swipe file. But the Baron letters and then anything by Gary Halbert, any of his courses, you can find him on YouTube. All that. Next one kind of one of my favorite books. And this one is it at home. So I don't have it here to open it up and read it, but Damien Hurst, the artist Damien Hurst. So I talked about before.

Warhol.

Warhol. This one is called I Want to spend the rest of My life everywhere with everyone one to one Always Forever now. Let me try that again. I want to spend the rest of my life everywhere with everyone one to one Always Forever now by Damien Hirst. Great book. A lot of pictures makes you work for it. Some of the stuff he writes backwards, upside down. It's kind of. Or the copy I have is interactive. So you got to pull little levers and do little things. But you do not become one of the top selling artists of our time by accident. He understands the human psyche and Just starting to understand his process and the amount of research and work he goes to is. It's marketing.

One of my favorite quotes of his is something to the effect of, you gotta get him to pay attention before you can get him to care. Something like that. So if you can't get him to pay attention, you can't get him to care. So I want to spend the rest of my life everywhere with everyone, one to one, Always, Forever now by Damien Hirst.

Super omnipresent. Right.

What does that mean?

That you're everywhere all the time.

This is another one by Damian that just shows you.

Maybe don't order this book, but I like. It shows you kind of the amount of research he goes in for stuff. It's a lot about death. It's not a real cheery book, but Theories, Models, Methods, Approaches, Assumptions and Results and Findings by Damien Hurst.

Very nice.

This isn't quite a marketing book, although I love his art. Michael Craig Martin. What's interesting about this book is that he was Damien Hirst's professor in college.

So he talks about Damien in here. It's a great book. I give this to any friend that's an artist to read. So it's Michael Craig Martin on being an artist. I love his art. I have a couple of his pieces. I actually just bought another one of his pieces in an auction, which I stole. You know, people are selling their art right now like crazy. But the second part segues. So this is. This is what we call in the business Christian a segue.

How does that work?

He writes in his book about Damien Hurst, but he was a student of the great.

Joseph Albers at Yale on color.

So we've got like the six degrees of your marketing books. They're all connected.

Yeah. It has a lot to do with art, but it's marketing. So I love this. This book by Michael Craig Martin. But these books and these are kind of hard to get. But Joseph Albers was an artist. He was part of the Bauhaus movement from Germany, came over here after World War II, and somehow Yale convinced him to teach a course on color. Teach a course on color. And he did it. And as a gift to Yale after a couple years, he made these books that they screen printed and sold.

Wow.

And so if you're listening to this, these are. You know, it's two books in a. In a case, fairly large books. What's interesting about this, and one of the. The takeaways. And so the course here is.

Understanding Color and How Color interacts.

I actually really like the Color on that book.

Now, when I. When I've done my bulldog paintings, I've often referred to, you know, that book. And they also. Yale recently made an app for iPads. It's only for iPads, kind of going through.

Going through this.

And I don't think I want to read this whole first couple pages to everyone. But.

The premise of the setup here.

Is that color is perceived differently by everybody. And the way color interacts changes the color. The way the light shines on a color, the texture of whatever the color is put on changes the color. The other colors in the room with the color changes the color and. And colors together. So like in there, he teaches you how to make three colors look like two. That sort of thing. And what colors go together but clash. That. That sort of thing. And so that's kind of the setup in here is the first thing that he would do is he would show everybody Coca Cola red, Coca Cola can, and then he would show them 30 different reds. And nobody could ever pick what the red was once the Coke can was gone, because it's in your imagination. And so I think that understanding marketing and understanding advertising is understanding how the human mind works and how perception of things and the interaction of things changes perception. So the Joseph Albers Introduction to Color is incredible. Next one. I love these sort of books so you can buy. The New York Times will do their best headlines. The LA Times has one, their best headlines. And then this one is called Newspaper Design. Editorial Design from the world's best newsrooms. But just understanding how copy works, how the eye moves, what a headline should look like, when you should bold something.

How things should be structured, the architecture of it all, that is very, very important. The second one, same, same thing, is called Visual Journalism Infographics from the World's Best Newsroom and designers by guest Talton G E S T A L T.

E N. There's some really cool stuff in that book.

Yeah, we've looked at this book together, haven't we?

Yep.

We were trying to figure out how to explain the financial statements in an easy way. And was there something else we were trying to do?

Yeah, that was the main thing that we're looking for a pictogram of for sure.

So we did. We did these videos, a series called how to Understand the financials in 30 minutes. And we referenced this book when we laid out our worksheet.

And it helped a lot, right?

Yep.

It helped to look at all the different crazy designs and ways that people present information so you can understand it. Yeah, there's an art to that there was.

Because the information in itself was like. It was really heavy and kind of boring to look at and everything like that. And it made it really, really interesting, the visual part of that whole deal. There's a lot of times we've made the information we're exchanging really visually appealing, and it makes it more digestible.

Did you ever watch Mad Men? The show. The rumor was that Mad Men was kind of based on this next. This next author, because he was kind of the original marketer.

George Lewis. Okay, so I have a bunch of his books. I just grabbed two, but I probably have every book he's done. My. Probably my favorite one is George Lewis on his creation of the Big Idea. It's interesting. He did the logo for Midas in here. He also did all those Esquire covers, like the one with Muhammad Ali and the arrows going into him. But for a while, he did the covers for Esquire, but his advertising agency did tons of crazy ads that were really, really effective and editorial. But in this book, he shows his inspiration for different ads that he created. So you might not know that he created the ad, but you've definitely seen the ads. And he shows you what his inspiration was. One thing that I learned from him in another book that I kind of tried to do as much as I could is he lives in New York, and every Sunday he'll go to the Met there, the museum. And so oftentimes, at least once a week, I'll try to go to LACMA when it's open. It's not open right now because of COVID but I would try to go to LACMA and just look around and kind of absorb it, but.

It'S amazing. The other one here that I have is the Art of Advertising. George Lewis on mass communication.

And same thing, just his ads, like, he's legendary, but tons of different print ads, magazine covers, ads for, you know, big businesses, logos. All of that that he's done in here are great. You start to understand how a lot of things that you take for granted, like logos and the way things are laid out have. Have a. Have a purpose or a meaning behind them.

Right?

Yeah, he's pretty darn prolific in terms of successful things, too.

And then my. My last little batch here that we were talking about on the coaching meeting about telling stories and how it's not about the commodity. You got to tell better stories. Stories and dear the customers to us. So some. Some books here that help with that. These. I don't know how you say it, do you say Tashin. Let me see the publisher. Taschen.

Yeah, that looks.

Tashin. Tation. Tation. They have a couple books that are. That are really good. So this one is called Alchemy and Mysticism. Just understanding how people buy into fables and the visuals from different eras. But it's genius. The. The best one, same publisher. So there's not really an author on these.

Look at this. Look at how worn out this book is. Oh, yeah, I've used this book a lot, but it's called the Book of Symbols. And it just goes through different, different symbols. Like, what do things mean? What does an egg mean to the subconscious? And it really is the subconscious, but these sort of things really matter. So it's broken up into different sections. So creation and Cosmos, then water, air, Wind and weather, Fire, Light and darkness, and Earth. And it's. It's fascinating like what a lake means to the subconscious or what burying somebody in the ground means because it kind of insinuates a rebirth because the body decomposes and then the grass grows. And all these different symbols that help you understand that the pictures that you use really, really matter and the analogies and metaphors. And then that's a big part of it. A big part of the leadership training that we have coming out is the use of metaphors and how important metaphors are. And so these books are great insight into that. In the same vein, man and His Symbols by Carl Jung is genius. Referenced it as much as that book. An artist that I think does metaphors and uses words in a unique way that just kind of make you change how. How you think about words and art is Ed.

California artist, but famous. Look at. Look at this one. So this is one of his books. Look at this. Howdy, Chris.

You got a howdy.

Howdy, Chris.

Nice. I like it.

You want to know the truth, though.

That you just got lucky and that happened to be.

So I bought this and it said. It was signed when I bought it, and it came and it said Howdy, Chris, and signed Ed. But it's not. I'm not the Chris, but I'll take.

Doesn't have to be that story, right?

Yeah, but he's great with metaphors. Like, I love his stuff and it's just fun. Fun to. To see his application with it.

So we have tons of his books here too.

It's definitely a good benefit of having one of the most popular names in the United States is that if something's signed, it's probably to Chris.

Yeah, Chris. Then the. This book is Called Aesop's Fables. But I like referencing these sort of books about metaphors and fables when you're writing emails or copy or a book or. Or trying to tell a story. Because these stick. The reason why these stories have been around so long is because they stick and they have a higher meaning. When you start to understand stories and fables, you start to understand that there's a meaning.

Like.

Do you know the meaning behind Jack and the Beanstalk?

No.

Do you know the story of Jack and the Beanstalk?

Yes. The magic seeds planted in the ground. Beanstalk goes up to the ceiling. Well, not the ceiling, but to the sky. And then Jack climbs it, finds a giant up there, and the giant tries to kill him and eat him.

How'd it do? Good.

Yeah. I mean, there's some things you missed, but yeah. So goes up there. The giant's wife says, you better get out of here, because he eats little boys or whatever.

And then.

He runs away, runs down the beanstalk, cuts the beanstalk, falls down. What happens to the giant?

He dies.

But where does he fall?

I don't know.

Back to the ground, where he is reborn. No, that's where he belongs. So the metaphor is, you have a higher self and a lower self. And your higher self is the better part of you, the good part of you, the confident part of you. And the lower self, the. The mean, old, angry giant got in there. And so sometimes your fear and negativity mixes with your better self, and you have fear of failure and that sort of thing, but it's an illusion. And so he cuts it down and it comes back down into his lower self.

Yeah.

And then heaven is free again. Right. Wow.

I had no idea about all that stuff. But it doesn't surprise me because I'm not, like, batteries. I'm not included in everything either.

I like that you snuck that in.

I did.

And I didn't have to do the. I don't know, because I really never know. It was interesting. Somebody got one of your jokes the other day, and I was like, how did you think of that?

Right?

I never.

It's never. Your punch lines are never what I think they're gonna be. But. So there's a bunch of books on marketing. I hope that you enjoyed that. I maybe sparked some interest. You can see how eccentric I am. This really is just scratching the surface.

There's a little bit of insight into you in this, though. That's pretty cool. It's a good. It's a neat list. I like it.

Then I. I promised You a couple documentaries. So in on marketing, I would watch the War Room, which you can find on YouTube in sections about.

Stephanopoulos and Carville getting Clinton elected. It's a documentary. It's great. And it, the, you know, the lesson in there is they had one mantra, it's all about the economy, stupid. And how you get a president who is caught or candidate who was caught cheating on his wife when back then that was the end of your campaign to beat a sitting president, which rarely ever happens. And it was all about the economy, stupid. And then those guys go and start a political consulting firm and there's another documentary called Our Brand is Crisis. Now Our Brand is Crisis was made into a movie. That's not the one. It's the documentary. It's kind of hard to find, but the documentary Our Brand Is Crisis. Watch what they do in Bolivia. They take a candidate who is. Got like 10%, he's pulling like 10% to win in less than 60 days. And then it starts a revolution because they agitate everybody so much. But it's. Those two documentaries are genius for, for marketing. So the War Room and the documentary Our Brand Is Crisis.

And there's also Darren Brown, the illusionist. Darren Brown has a little video. It's like seven minutes. So we always play it for everybody.

Oh yeah, this it is.

I just type in when I Google it. Darren Brown advertising. And it comes up. Basically the premise of it is that he gets two, two gentlemen from an advertising agency in London to create a campaign for a fictional business.

And they do it. And then the campaign is exactly what he wanted them to create and how he got them to think that way and how our subconscious mind pays attention to everything. And it's funny, at the, at the end of it, he says, you have no idea how much work I put in to get this. This outcome. And then he shows you and it's genius. It's like seven or eight minutes long. But Darren Brown advertising on YouTube. Fascinating. Like, but it just goes to show you, like, our subconscious sees everything. But, you know, we're paying attention to very few things in our conscious mind, but the subconscious is 2 million times more powerful than the conscious mind. So just understanding that, you know, when somebody comes into your service drive and it's a mess, subconsciously they think you're a mess. They think you're unreliable, you're disorganized. They see other people waiting. Subconsciously they think same thing, right? So all of those things are feeding their psyche and their subconscious. And they add up. They matter the the details matter. It's, it's a, it's a real powerful, powerful lesson. So fun stuff. Should we end with questions?

Yeah, we got some good stuff today.

I love that they're calling in now and we can actually hear their voices.

Yeah, it's fun.

Hi Chris, this is Cameron. I was just wanted to make a quick question. I'm 23 years old. I have five years dealership experience and I have three years service advisor experience, mostly with Chrysler, Jeep, Dodge Ram, but also a little bit of Hyundai dealership experience as well. I just accepted a job with Midas as store manager. I'm pretty nervous about it because I've never had the manager position before. I'm 23 years old, their longest tech at Midas. He's been there for 20 years. So if you could maybe give me some tips on store manager at an independent shop, a franchise shop and also maybe give me. Because my long term goal is to one day be a service manager. So if you have any tips for how long I should stay at Midas until I become a service manager or anything that I should look for, any, any type of information at all I would really appreciate. Again, thank you.

Awesome. Cameron, thanks. Thanks for the question. So he's 23 and he's been in the business five years. So that means he started when he.

Was 18, right out of high school I would assume.

Right, right out of school. So I'm taking it he's going to be an advisor at Midas, right?

No, he said he's going to be a manager, the store manager.

But then he asked what should I.

Do to be a manager, service manager. So I think what he's saying is I'm hopping out of the dealer world to get into the aftermarket. Then I plan ultimately to go back and be a service manager. That's how I heard the message.

Okay, so the things that, that I would focus on as a new manager is the financials. If you can as a manager increase profits and sales, then you can name your price really at the end of the day. So it's all about the profitability. The profitability is driven by the customer experience. So you want to focus on systems, really have systems that are scalable and consistent. So spend a lot of time on doing things consistently fixing the systems and the outcome of your systems needs to be a great customer experience. That's easy. The customers need to perceive that that was easy. It's easy to do business now. That's a hard thing to accomplish as a new manager. But if you pay attention to the customer. And.

We'Re either moving them closer or further away from where we want them to be in everything that we do. So make it easy to get in, make it easy to call and somebody picks up the phone, make it easy to get the car repaired, make it easy to get out of there, to pay the bill, to find the car. All of those little things, right? We ruin the experience if they come to pick it up and their car is gone or the keys are lost, that sort of thing. Those are all systems or like our, our friends in Canada would say, the process, it's all about the process.

Could be the process process.

So systems focus on that, the customer experience, the financials and profitability. But if you can go into a business and increase profits, you're, you're going to be very popular. That's the thing I think that most people miss.

Yep, for sure. That's good. I also think too right along that vein, I think he was kind of alluding to like there's texts in his store that had been there for 20 years. And I think there was an underlining thing about like, how do I gain the respect because I'm 23 and everything like that. And the answer is right back to the financials, the business and a good system. Your techs will respect if you're creating a lot of work for them and also that the customers are happy and then they buy more stuff. The world goes around. If you understand the business part of it. That's how you get the respect of the techs in the shop.

The thing that I found, because I was always the kid, right, I was 24, going into service departments to fix them and the managers that I was working with would be in their 50s or 60s. I, I was 29 when I became a general manager with 400 and something employees of a very large BMW Mini dealership. And what I found is they would say something about my age, but I just made it about the systems and the goal. And I tried to make the goal a mutual goal that we were working on together. And when they saw that I was fair, that I worked harder than them, I showed up. I was serious about what I was doing. I was educated, I was learning, I was open to ideas and I just wanted the results and I didn't need to be right. I just wanted to win. I wanted to get better every day and I wanted them to come on that journey with me. The age thing became irrelevant. So I think it's important if you're young to listen and to get everybody around you, involved in the same goal, that you're doing it together. And you're probably gonna have a few people that have to go away. You gotta understand, you can't change people. So if you have somebody working for you that doesn't want to do good, doesn't care about the customer and doesn't want to get better every day, you might not be able to change them and you need to find somebody else, you know, and quickly. Like, that's one thing that I learned right away is I quickly had to move. I had a lot of sacred cows. I had to move them out of the way. So I gave them offices and big titles and I had to. Everybody knew I brought in, I would give them this speech like, hey, listen, you're gonna, you know, our nickname's the country club. Because these managers have been used to selling, you know, there's, there's more customers than we had cars for a long time. Now we have more cars than we have customers and, and we have to have systems and accountability and we got to ask for the sale and we, we have to have salesmanship and a, you know, some sort of funnel to get customers to buy. And so when you see them sitting there not doing anything, I'm holding you to a different standard. You're on my team. And so if I see you not getting up and saying goodbye to a customer, you not doing this, that I'm. You're gone and I'm getting somebody else. I need you to be the first one through the wall. You're held to a completely different standard if you want to work here with me. Because it was really easy in the beginning for people to fall into the country club mentality. And those guys had a narrative that, oh, he's young, he doesn't know what he's doing, he's got all these lofty goals, but he doesn't. Like. I remember my. So funny. I wasn't even general manager yet, but people knew that I was going to be announced as the general manager. And I get called into this office by the, you know, one of the sacred cows. And he's like, listen, I just need you to know one thing. You know, our competition, 10 miles down the freeway, had just built a 40 million dollar building. And our building was built in like the 90s and it was old or whatever. When you say Santa Ana, you don't think luxury cars. We don't have the building, we don't have the parking. Like, oh, the whole list of why we couldn't, why we couldn't do it, you know, with the closed door and the very sincere whole thing. And we did it.

That was not the narrative that won.

And you know, I had people that were untouchable that I couldn't do anything with. No matter what they did, they were on the life plan. So I had to be creative. I enjoyed that. I thought it was fun. Like, I literally sent a manager home for three months and paid him just so he would never talk to a salesperson because I couldn't get rid of him. But I was better paying him to not be there than to have him there. So I just sent him on a three month vacation. Nothing I could do. He was a sacred cow.

Yeah, that's awesome.

But now I got an answer for that, right? I didn't sit around and feel sorry for myself. So just enjoy it. But people want somebody that's fair, that will listen, that wants to get better every day and then surround yourself with people that are like minded. Understand that when you run into somebody who doesn't want to change and doesn't care about customers, you might not be able to change them and you might just need somebody else. Give them every chance. But I, that's one thing is I've probably given two people too much time in that scenario. And if I had to do it again, I would have popped them quicker.

And you'd have been better off because every time you've done that, I bet you look back and you're like, every time you got rid of somebody that you were supposed to get rid of a long time ago, something better comes into its place and you're like, oh, why didn't I do this right? Every time. I don't know how many times you have to learn that lesson about waiting too long.

Yeah, but is what it is. Yeah, but great question.

Yep.

Awesome. Thanks you guys. I hope you have a great week and we'll see you next time on Service Drive Revolution.

Thanks so much for watching this episode of Service Job Revolution. We're uploading new stuff every day, so make sure you subscribe and click the bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call 8333 Ask SDR and we'll answer your question on the show. That's 8333 Ask SDR. For special deals on our books and training, head over to offers.chriscollinsinc.com now that's offers.chriscollinsInc.com I'm Chris Collins, and I'll see you in the next video.