Following is the message I communicated to those race drivers, but today, instead of talking racing, I am talking about YOUR business.
“If you’re here to learn from me how to win a race, don’t waist my time. ANYBODY can win one race. All you need to do is have the biggest budget, be lucky, have the fastest car (this week) or be the fastest driver(today). But, if you really want to be successful, the true measure is winning a championship. You can’t just be lucky ONCE. You can’t just have the fastest car or be the fastest driver (this week). You need to be the best over and over again, for the entire season. And that can only be done by having the best team. A team that is absolutely committed to winning the championship.”
So how does that relate to your auto repair or parts business? Well, anyone can have:
A big sales day, just by cutting the prices(until someone else matches them) and lots of people start a business spending big bucks on advertising and promotion (until the have spent it all) and many small business owners have personal talents that the customers love(until growth results in the owner not being able to handle every customer himself). Each of those things can result in a short burst of business success (wins). But to be a business “champion”, you need to have consecutive years of business success (winning business seasons). Just like those race drivers I spoke with, to be successful in your business, you need a business team that is absolutely committed to winning the championship.
I explained to the Indy car drivers, that what I learned about building a committed and strong team (race or business), is this:
It’s all about pride.
I read once, but unfortunately can’t recall where, that "Pride is the fuel of human accomplishment’ and that ‘competition is the spark plug." So, if you want a committed race team or a business staffed with a team of people committed to YOUR business success, you simply need two things:
First a team full of people who are proud to be part of that team and of what they can accomplish.
Second Some other company or “thing” for your business team to compete against. Having pride and being part of a team is not motivating for many people in the long haul. So, to get the most out of team pride, you need something for the team to compete against
The methodology and techniques to achieve the above are simple and fun to implement.
To build the PRIDE, remember that RECOGNITION builds pride. As the owner or manager of the race team or business, be vigilant in praise for the individual’s effort and contribution to the team. “Man was that a great sales call you made or what? “Wow, there is no one else in the business that could have given the kind of customer service you did!” “That car owner is gonna love the way you made her car run!” “Your product display is the best ever – incredible!”
Selecting a competitor for your team to beat is simple, but key. It can be a person (Fred the owner of “Fred’s Garage”) or it can be a company (Low $ Auto Imports, Inc.) or even the economy (While the economy is slow, let’s take customers from our competition, so they get laid off instead of us). By picking a common enemy, a competitor for your team to focus on beating, you ignite the competitiveness in each of the team members so that they can accomplish more.
For the long term, as the race driver, team manager, business owner or manager, your biggest job is to continue to build pride, through recognition, with comments like “Our team whipped the competition because, Suzie did a great…., George made a fantastic…. Armando delivered the best…. Together, you all are the greatest team I could ever find”
My car racing experience followed by years of business experience has proven to me that the above process grows on it’s self as the team gains even more pride, then accomplish more, then get prouder, then go after bigger competitors, accomplishing more and growing the individual and team pride to unexpected heights. By the way, someone on such a successful, championship winning business team is virtually impossible for a competitor to recruit.
So to sum up what I taught the Indy Car drivers that night at dinner many years ago, the secret to your success is:
Accomplishment through team work.
Team work fueled by pride
Pride built with recognition
Focusing the team on beating a common competitor
Now, go win a business championship for me,
A certified diesel mechanic, an ex racing engine builder and holding a bachelors degree in business from Northwood University, Dave Caracci spent the past 30 years as a Sales and Marketing executive for aftermarket manufacturers.
His aftermarket experience ranges from General Sales Manager for the DANA aftermarket division, then General Manager / Vice President Safeguard Engine Parts to President of World Wide Sales, Marketing and Distribution ROL manufacturing and finally as Vice President of the aftermarket division of Robert Bosch Corp were he retired in April of 05.
Caracci’s industry knowledge has been compounded through interaction in various volunteer activities through out the aftermarket. An absolute believer in learning through interaction and collaboration, he is currently:
Chairman of the Board of Trustees for the University of the Aftermarket Foundation;
Chairman of the Global Automotive Aftermarket Symposium;
Acting Director of AAIA’s Car Care Professionals Network; and
Executive Director of the National Engine Parts Manufacturers Association.
A true believer in the power of volunteering, he has previously served the industry as:
Chairman – Automotive Aftermarket Industry Association (AAIA);
President – Automotive Sales Council;
Chairman – Engine Repower Council;
President – National Engine Parts Manufacturers Association; and
Continues to serve on the advisory board of Northwoods Aftermarket programs.
For fun and to fill the empty time slots in life Caracci has been a “racer” for 40 years. First as a car racer where he drove to a Florida Region championship and then as crew chief when he and his partner won a SCCA formula car national championship in the 1980s. Later as a Yacht racer he and his wife won every championship in their class on western Lake Erie.
Currently enjoying retirement, competition in business or the race course is what Caracci continues to thrive on as he works on marketing projects with various aftermarket clients, writes for Babcox Publications and teaches internet aftermarket courses for Northwood University.