Wednesday, July 6, 2022
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Be the bright spot in someone’s world today

A light shines brightest in a dark room. Right now it is easier than ever before to stand out from the crowd. But it’s also easier than ever before to be a bright light in somebody’s world. On today’s Saturday Morning Sales Meeting, Jonathan Dawson, founder of Sellchology, talks about the benefits of being the bright spot in somebody’s day.

Transcription: 

Jonathon Dawson:
The world has obviously changed so much in the last couple years. I don’t need to tell you, you’ve all experienced it. What I’m here to ask you to focus on is how do you become a bright light in a dark world? When your customer is shopping for a vehicle right now in the economy we’re in, they’re running into a lot of salespeople who have maybe resigned themselves to the only close they need right now, which is take it or leave it. Someone else will buy it if you don’t. What happens when you’re a consumer spending this much money and running into this poor level of service is you get consistently frustrated and you end up lowering and lowering and lowering your expectation for what you can have from a quality experience, buying something.

Jonathon Dawson:
I know that this is impacting some of you the way it’s impacting me. Even when you go to a restaurant, you go out to eat. You go out and do anything. It almost seems like no matter where you go, the quality of service that you’re getting is lowered and lowered and lowered every single month. That means when you meet somebody who genuinely cares, when you meet somebody who seems to genuinely care, it’s like a breath of fresh air. It’s like a cold drink on a hot day. It’s a bright light in a dark world. And you go, oh, somebody who cares, somebody who’s trying, somebody who actually wants me to have a good experience when I’m spending money.

Jonathon Dawson:
It’s refreshing and you, my friend can be that to your next client. In fact, that’s what I’m here to encourage you to do. I want you to ask yourself a simple question. How can I today be a brighter light in this dark world? How can I be somebody’s bright spot in a dark world? What can I do? What would be a simple way that I can show intentionally my presence with this client? I’m going to encourage you that it is easier now than ever before to stand out. It is easier now to be truly outstanding in the market. All you have to do is care because a lot of people don’t. The average salesperson right now is making more money than they’ve ever made easier than they’ve ever made it. And as we know, and you’ve heard the expression and probably in your meetings have been told this that good times often breed bad habits and bad habits eventually lead to bad times. And I’m trying to protect you.

Jonathon Dawson:
So I’m here to encourage you to say, hey, I’m not going to be one of the people who lowers my standard of excellence towards my customers. I’m going to be a professional and I’m going to show them what a quality experience looks like when working with me. Every one of you individually can make a solemn oath promise to yourself. You can all raise your own standard and your own commitment to quality experience, and quality service for your clients. I’m encouraging you to do so because it’s advantageous to you. It’s good for you and it’s good for the client, but in the world we’re in now, it’s such a differentiator. It’s such a simple way to make the customer go I want to do business with you.

Jonathon Dawson:
So today, make sure that you purpose within yourself, I’m not going to allow the negativity of my coworkers or the environment that I’m in, the economy that’s happening, the news, I’m not going to allow that to determine what I’m going to do for my next client. And by the way, give grace to your customer who comes in today maybe with a chip on their shoulder or an attitude, give some grace to them. It’s tough right now being a consumer. It’s hard. You’re going to being told no all the time. You’re getting told you have to pay a premium for a product you’re not used to paying a premium for. It’s kind of frustrating to go out there and spend money and work with people who don’t seem to care that you’re spending this much money. And so if your customer comes to you with a little bit of an attitude, be gracious and be kind, be patient and win them over with your professionalism. And when you do so, you will create a raving fan advocate because right now it’s a dark world and you can be that bright light.


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Jonathan Dawson
Jonathan Dawson
Jonathan Dawson is an automotive consultant, sales trainer, author, speaker and coach. For 14 years, he has been helping dealerships and sales teams improve sales, reduce turnover and implement effective marketing strategies. His core teaching philosophy is known as Sellchology - Selling through Psychology. This approach focuses on understanding buying behavior and why some sales methods are more effective than others. Salespeople and managers who understand why a technique works become more educated, empowered and effective.

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