How one business leader succeeded in the face of multiple outside forces
Wouldn’t it be nice to have a map of the road to success? Recently, I had the pleasure of spending an hour and 20 minutes (the flight time from Palm Beach, Fla. to Atlanta) talking to and learning from George Albrecht Sr., chairman/founder, Albrecht Auto Group in New England. George was so kind. He said a few nice things and the next thing I know, I was learning how he built his business from the ground up. I asked a lot of questions and, of course, permission to take notes and to share them with you.
CHALLENGED BY MANY FORCES
The road to success taken by other businesses intrigues me, especially when the business owner achieves success in an industry that is challenged by multiple outside forces. I think we can all agree the automobile industry is exactly that. Who would have thought that the day would arrive when a consumer could order an automobile online and take delivery at home, in the office or even in a vending machine — all without ever stepping foot in a dealership?
As we talked, I realized that George’s road map is very similar to ours.
LESSONS AND A SECRET
When I asked George his secret, he said, first you have to know your definition of success.
In addition, he shared these lessons:
- Build rapport with your customer. Make them love you because when they love you, they have a reason to buy from you.
- Get to know your customer by asking them what they love and don’t love about their current automobile. Be complimentary to them about their past choices, but not foolish. While you listen, you can then determine from your knowledge of your product what would best fit their wants and needs.
- Tell your customer about your product from the angle of how it fulfills their wants and needs. Then you aren’t selling, you are solving their problems.
- Create excitement/desire for your product.
- Ask for the purchase. Find out the objections and hesitations, and answer them.
- After the purchase, stay in contact with your customer. Don’t make the connection only about one sale.
I went on to ask George how he grew his business from one location to many. He said that the key was to be willing to turn over to someone else the things in his business that could be done by someone else, even if he thought he could do it better.
SHARE THE SUCCESS
George’s parting words of advice: We must never forget that to whom much is given, much is expected. As we grow in knowledge and finances, we must continue to bring others to their success as well.
The road to success may be a little different for all of us, however, George’s lessons are very applicable to all industries. What a way to begin 2022. Decide what your definition of success is, and then what the road to achievement is, and never forget to help others along the way! OM
Email: april.jasper@pentavisionmedia.com
Twitter: @DrAprilJasper
Facebook: @OptometricManagement
