Michael Svoboda: How To Sell 30 Cars Daily

By: Michael Cirillo   |   22 Dec 2022
Michael Svoboda

Mike Svoboda is the GM of Buchanan Automotive and Buchanan Auto Park in Waynesboro, PA. In a town of just over 10,000 people, Mike has taken his dealerships from being average to being the best in their area and region in sales. Mike uses a combination of his marketing strategies and forward-thinking to keep his stores on the cutting edge. Pushing his team to continually strive for more, Mike has taken his insights from the automotive world and brought them to his stores. From his management style to how his team handles their sales, Mike has created a culture of success and excellence.

In this episode, Mike discusses his success in selling large numbers of cars on a consistent basis, largely attributed to the strategic system he and his team have developed. The system includes a multi-point touch system that works in teams, as well as a focus on training and retaining top salespeople. Svoboda also touches on the importance of creating a positive work environment and the role that it plays in the success of dealerships. Overall, the interview provides insight into the strategies and tactics that Svoboda uses to drive sales at his dealership.

What we discuss in this episode:

Key takeaway points from the episode:

  • How to create a successful dealership and thrive in the retail automotive industry.
  • Mike Svoboda shares his strategies for consistently selling over 30 units per weekend.
  • Systematic approach including team-based structure, multi-point touch system, and focusing on customer experience.
  • Importance of training and development for sales staff and adapting to new technology and processes.
  • Emphasis on reputation and customer satisfaction to drive business.

The auto industry is the wildest in the world; every month brings fresh themes and incentives, and we only have a month to make the most of them. How do we get the word out to our current customers in a timely manner, and more importantly, how do we find new clients to sell cars to who aren't already in our database? Listen as Michael Svoboda delves into his marketing techniques, tactics, and secrets that will help your dealership break sales records, all while helping you sort the wheat from the chaff.

Mike emphasizes the importance of continuous learning and growth in achieving success. He mentions the "law of the lid" from John Maxwell's 21 Irrefutable Laws of Leadership, which suggests that a leader's growth determines the growth of their team. Mike discusses their personal goal of attending 10 automotive seminars and reading 63 books in a year, and how he has incorporated learning into the culture of his team by encouraging them to attend seminars and making it a part of sales contests. He talks about the importance of surrounding oneself with successful people and emulating their actions, as well as the value of hiring individuals who are willing to learn and grow. Overall, the speaker highlights the role of discipline, focus, and consistent learning in driving success. He also highlights the need to adapt to changes in the market, such as during the COVID-19 pandemic and the recent inventory shortage. Overall, the importance of ongoing learning and growth is emphasized as a key component in the success of the team.
Developing a system that can be replicated is key to gaining repeat business from customers. However, it is important to create a strategy that goes beyond short-term success. To achieve long-term success, consider studying those who have already achieved success in your field, including your competition. It is also important to choose a specific methodology to follow and stick with it, rather than constantly seeking out new information without implementing it. This will help ensure that you are making progress toward your goals, rather than just giving the perception of movement.

Here are the three steps to duplicating success:

  1. Find someone or a company that’s massively successful in dealerships.
  2. Copy their exact same traits.
  3. Tweak their traits and make them your own.

In the automotive industry, there are two main approaches to sales. Some focus on negative experiences and see a decline in sales, while others see consistently high sales. Instead of dwelling on negative experiences, it is important to identify strategies for success and replicate them. One way to do this is by focusing on the strengths of your team and minimizing weaknesses or roles that don't fit them. By utilizing the strengths of your team, you can create an environment that allows for consistent, high sales.
For dealers to survive in today's rapidly evolving business landscape, they must examine their current business model, seek out and implement operational efficiencies, and find ways to adapt to a digital, omnichannel marketplace. We have spent the last five years analyzing the effects of disruptions on automotive retail and the traditional dealer model in collaboration with dealer organizations, individual dealerships, and original equipment manufacturers (OEMs). While the traditional automotive retail model faces a number of threats, there are openings for dealers who are willing to adapt to the new environment. But now is the time to lay the framework, establish the necessary competencies, and exploit near-term possibilities regardless of whatever future model dealers choose.
Pick somebody that's doing it, emulate what they're doing, and break it down to their choices, decisions and what they're doing every day. So many people will alter a recipe, change the recipe, and then be upset at the chef that it didn't work; but if it's working for them, then it can be done. If it's not working for you, you're just not following the recipe right.

Listen to the full episode for insights and context from Michael Svoboda! 


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Thanks, Michael Svoboda!

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