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How to establish S.M.A.R.T. goals and go from an average dealer to a top performer

On the latest episode of Service Drive, host Don Reed discusses the enemy called average. This comes from one of Reed’s favorite books by John Mason, titled An Enemy Called Average. The purpose of the book is to get you from where you are currently to where you dream to be.

John Mason says, “break the chains of mediocrity, then live the life that you dream of.” This can apply to your personal or professional life. Reed says, many in the auto industry measure themselves in terms of, how the average dealer is performing. Average is a reference point. The worst of the best, or the best of the worst.

Related: Why it’s important to build a personal brand in the automotive industry

To go from an average dealer to a top dealer starts with commitment. Reed asks the question, are you committed to change? After commitment, establish S.M.A.R.T. goals. S.M.A.R.T stands for specific, measurable, achievable, realistic, and time-based. Long-term success is a journey, not a destination. Do not allow yourself to become complacent, because you will then gravitate back towards mediocrity.

Reed says every department in your dealership must be a profit center, for the dealer who wants to thrive and not just survive. Aftermarket service providers get about 75% of the U.S. parts and service business. Reed says it’s time to start taking it back.

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Don Reed
Don Reed
After 26 years in the automobile business as a dealer, GM, sales manager, service manager, service advisor and salesperson, Don began a new career as a consultant and trainer. As CEO of DealerPro Training and founder of The Don Reed PRO Training Network, he has worked with hundreds of dealerships and major dealer groups across the U.S., Canada and the U.K. to increase profits in their fixed operations. He was rated a Top 10 Speaker at the NADA convention for four consecutive years. Visit the firm’s website at

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