There's an old saying: 'People like to buy from people.' When it comes to buying a car, I HATE dealing with people. They mess things up, they don't listen, they try to upsell me every step of the way. If you are genuine and really into helping others (think Apple Store), great. But if you are providing. the typical dealership experience, you are doomed to fail. If you work at a dealership (or any retailer), you have to be an expert. Tell me something I can't find out on my own, on the internet, or by looking in a brochure. Otherwise, I don't need your help! 

Do you think businesses that require customers to wear a mask should charge for providing them? When you use their restroom do you have to pay to flush the toilet or use their toilet paper? 

Product demos are super great but when they don't work, I have to go somewhere else. What's the point of a product demo if it is broken, taking up expensive shelf space?

Advice to franchisees, dealers, distributors and the like: trust the company whose products and services you sell when it comes to marketing. They know what they're doing. Restaurants-participate in the promotional offers. You run the risk of turning people off when they find your location is not participating! Auto dealers-stop trying to do your own thing and try utilizing some of the many assets that the auto manufacturer has supplied to you whether it is photos,  videos,  social media posts, digital ads, etc. Elevate their brand, the brand you sell rather than your dealership tagline which undoubtedly makes no sense. I see so many businesses trying to do their own thing when all they're really doing is spinning their wheels and confusing consumers. When you have a relationship with a national brand, listen and pay attention to them rather than trying to do your own thing. You're literally throwing money away by not elevating the brand you sell. It is important to invest in your business but until you sell your own brand, get out of the way!

Life lessons learned from Sears, the DMV and more. This episode focuses specifically on CUSTOMER SERVICE. Without it, your brand means NOTHING. Statistics mentioned in this episode can be found at https://www.helpscout.com/75-customer-service-facts-quotes-statistics/

What does it mean to shop local and why? If it's not about price, then why spend more money at your local store? What value does a local business-or ANY business, for that matter-bring to the table? Many local businesses think they can't compete with big box retailers. I disagree. What is your competitive advantage? What is your value proposition? What can you offer customers that big box stores can't? If you don't have an answer, you have a very big problem.

Have you seen 'Tiger King' on Netflix? It's a complete trainwreck but does a fine job of illustrating why it's not a great idea to attack the competition or even go negative against the competition. Doing so makes you and your company look bad-and maybe even a little crazy. No ads for this episode. 

Great conversation with Alanna Del Rios, a longtime friend, cohort and seasoned marketing consultant at Newsradio 620 WTMJ in Milwaukee. We discuss what local businesses are doing, how Alanna is interacting with others, and what the future might look like when this is all over.