“Tracy Myers is a visionary…
a Walt Disney for a new generation.”

– Brian Tracy, New York Times Best-Selling Author

21 Secrets Of A Money-Making Customer Experience/Part 6

Starbucks Experience SecretsGREG: Welcome to the fifth and final entry of Uncle Frank’s 21 Secrets of Creating a Money-Making Customer Experience. Today we’re wrapping up our final conversation with Tracy Myers, founder of the Unfair Advantage Automotive Mastermind Group and the owner of Frank Myers Auto Maxx in Winston-Salem.

Now that we’ve gone through all twenty-one secrets, let’s kind of break it down for everyone that’s been listening throughout these five parts.
Can you give some specific steps or some specific actions that are going to help all the business owners listening to improve and enhance their customer experience, which ultimately, really, is going to help them grow their business?
TRACY: Well, instead of lots of small ones, I’m going to share one big
one. That one big action step to take today: get creative or find someone in your organization who is, and learn to wow your customers.
Please know that you have to have the right people and processes in place first or the wow factor won’t work. It can’t be bad people, bad processes, and a wow experience. It doesn’t happen that way.
But if you’ve got the right people and the right processes in place, and you bring someone on or create a wow factor yourself in your business, then nothing will take your business like another level like the wow factor will.
The secret to wowing your customers is to look for problems they would love for you to solve, but don’t expect you to. Then when you do, you’ll wow them. I’d like to end with another story about Disney, for a matter of fact.
We just got back from Disney again; we love Disney. We were there about two weeks ago and I rarely rent a car when I go there and we didn’t stay in the resort.
I was there on part business, part pleasure; the family’s with me and the first couple times we took a standard cab. Anyone that’s rode in any cab, USA, in any city, USA, knows what that experience is like. There is no experience in a cab.
So when we were at the hotel one day, we were getting ready to leave, and I don’t really like riding the shuttles either because I like me and my family to enjoy that time together and when you’re on a bus, mass transit with fifty other people, that’s kind of tough, especially with smaller children that want to run up and down the aisles of the bus; that’s another story for another day.
I asked the hotel if there was another way that we could get to the park. They said of course. So we waited outside for five minutes and a big black Yukon came and pulled up right outside.
A guy came out in a white shirt, black tie, black pants: “Waiting for a ride, sir?” I said, “Absolutely.” “Going to Disney?” “Yes, I am.” “Please get in.” He opened the door, he pulled the stool out, we got inside, he said, “What radio station do you listen to?”
I said, “Sir, I have no idea, I’m from out of town.” “Well, what type of music do you listen to?” I told him; he found the station for me. He asked the kids- this is before we take off, now- he asked the children what kind of movies they like, and they were amazed that he was asking.
Of course, my daughter’s six, my son is nine, so the disconnect between Dora the Explorer and whatever my son’s into- Pokémon- they found something that they would watch together on the DVD player in the back, which made my wife really happy.
So we get a peaceful trip to Disney. Before we got out, the guy says, “When are you coming back?” We said, “We have no idea, sir. Whenever we get tired and get ready.”
He gave us a card and said, “When you get ready, you call me. I’ll be here; give me fifteen minutes.” Well, guess who we used for the rest ofthe week for our trips back and forth to the park, and guess who got a very, very substantial amount of money from tips at the end of the week?
When he took us to the airport there was a traffic jam; he found the alternate routes and got us there no sweat, no nothing. And guess who I’ll call the next time I’m in Florida and need transportation?
I’ll call him because he provided me the wow experience that I wasn’t expecting. When he delivered, he knocked that home run out of the park. And guess what I’m doing today?
I’m telling you, Greg, and all the listeners know about it as well, and there’s no better form of marketing and advertising than creating that wow factor and having an advocate like I am for this cab driver in Florida. You need, and business owners need, and I need consumer advocates like that for my business.
GREG: I guess all I can say after hearing that story and all twenty-one secrets to you is, wow. This has been a great experience and I want to thank you for taking the time out to go over all these secrets and strategies that have been so important to the success of not only your business but yourself, personally and professionally.
What I wanted to do now is after going through these twenty-one secrets, I’m sure that some of the people are going to have some more questions, or maybe they’re going to want to work with you. I know that you have some great services and some great ways of connecting with business owners.
I was hoping that you could share a little bit about what you do to help car dealership owners to have more success, deliver a better a customer experience into their businesses.
TRACY: The easiest way for businesses to learn more about the twenty one secrets that we talked about today, among other things, is to actually apply for membership into the Unfair Advantage Automotive Mastermind Group, which meets in Charlotte 3 times a year.
The Unfair Advantage Automotive Mastermind Group is a great idea; we actually bring automotive professionals together from across the United States and Canada and we moderate the conversation for people who are already top performers or who are ready to take the action needed to become one of the best in the industry.

In fact, I believe in this group so much that anyone who can’t make an additional $100,000 in the next 12 months from what they learn from being a member, the chances are they won’t be invited back the following year. Anyone interested can find out more at UnfairAdvantageMastermind.com
GREG: That’s great, Tracy. Thanks again for sharing that resource; I encourage everyone to check out UnfairAdvantageMastermind.com. There are some great resources on the page and you can find out when they are having their next meeting. Tracy, once again, thanks for sharing these twenty-one secrets with everyone.
TRACY: It’s been all my pleasure and it has been lots of fun.
GREG: That’s one of the success principles and I had a lot of fun as well, and I hope everyone listening did. Again, at this point you should have a full action guide with a lot of things you can bring back to your business and to your team members and ultimately deliver a great customer experience. I want to thank you all for going through this program and we will speak to you all real soon.
– To Read Part 1 Of This Series, Click HERE.
– To Read Part 2 Of This Series, Click HERE.
– To Read Part 3 Of This Series, Click HERE.
– To Read Part 4 Of This Series, Click HERE.
– To Read Part 5 Of This Series, Click HERE.
– To learn more about Tracy Myers, visit his website HERE.
By |2014-02-18T16:42:16-05:00February 18, 2014|Blog, Winston Salem Business News|

21 Secrets Of A Money-Making Customer Experience/Part 5

Marketing Tips From Tracy MyersGREG: Welcome back to Part Five in Uncle Frank’s 21 Secrets of Creating a Money-Making Customer Experience. Today we’re speaking with Tracy Myers, founder of the Unfair Advantage Automotive Mastermind Group and the owner of Frank Myers Auto Maxx in Winston-Salem.

Over the first four sections, Tracy has covered a lot of different secrets that have really impacted his business and shared with you ways you can bring his same secrets and principles into your own business.

Here in the fifth module, we’re going to be revealing secrets sixteen to twenty-one and really show you how they can impact your business. Tracy, in this final section we’re looking at a few more of these secrets, and number sixteen says to make everything easy.

As a business owner I would love to make things easy so Tracy, how can business owners make things easy for the customers in their business or in their sales process?

TRACY: Well, look at how easy Apple made it to use a Mac. It took my six-year-old daughter three months to figure out a PC, three months! But it took her a day to figure out a Mac.

That’s a business model that I wanted to follow, so I created an “easy list” for businesses to follow. These things have helped my life easier, my team members and customers happier, plus they’ve helped make my business more profitable.

Number one: get organized.

Number two: help your team members distress. As a matter of fact, once a month, we hire a mobile masseuse to come to the dealership and give our team members massages. Pretty nice, right?

GREG: That would be, yeah.

TRACY: Most of my Team Members think so.

Number three: update your business as technology improves. It amazes me the dealerships that I go into across the country as I’m doing my consulting work and they’ve got outdated computer equipment. They’ve got computers that are four, five, and six years old, and the way computers and technology is changing, a five-year-old computer is like a hundred years old in the years of anything else. It’s way past its prime.

Number four: have all employees know what is expected of them, and this is a huge one. Also, let them know how decisions regarding their work will be made.

Number five: have management question all employees about your process as to whether there’s a better way to do something.

Number six: focus on giving more to the customer. Solicit ideas for what else they may want, but always test these ideas on a small scale before plunging in; in an earlier module we talked about testing.

Number seven: focus on your competition and learn why they are better or worse in every aspect.

Number eight: focus on creativity by looking for creative people in your business. Hand them problems and review their solutions. Too many businesses hand problems to analytical people, which isn’t necessarily a bad thing, but I would like them to encourage them to give problems to creative people. They’re possibly the most underutilized people in business today.

Number nine: focus on directing rather than managing, especially micromanaging. Cut that out altogether.

GREG: That was great, I love those nine things you just shared. Much like the nine things you just shared and everything you’ve been sharing over the course of this product it builds into secret number seventeen which is to go the extra mile.

I can tell that you go the extra mile in everything that you do in just speaking with you for the last couple sections. What are some ways that make you look like that hero to your customers by going the extra mile and what does that do to the mind and the psychology of the customer, especially when they’re making the purchase and after they make the purchase?

TRACY: I’m going to keep this really simple by sharing a quote from the excellent book The Go-Giver by my friend Bob Burg and John David Mann: “The secret to success, to gaining it, to having it, is to give, give, give. The secret to getting is giving. And the secret to giving is making yourself open to receiving.”

Remember, the more you have, the more you have available to give. Don’t shut off the flow. To answer your question, there are lots of ways to go the extra mile, but the way that makes the most impact is to give, give, give back to your customers.

It doesn’t have to be monetary; it can be kindness, it can be calling your customer on their birthday, remembering their name, remembering the name of their spouse and asking how their kids are doing. All these things make a massive impact on your customers, their families, and their lives, and especially your relationship with your customer, which is what you’re trying to grow.

GREG: That’s great and you know, I’m sure you have examples for days of the ways that you’ve gone the extra mile in your business, or how team members in your business have gone the extra mile.

I was hoping you could share just maybe one or two of these examples where you’ve gone that extra mile to please a customer and really everything changed, put a smile on their face and you really looked like the hero at the end of the day?

TRACY: There are literally hundreds of specific instances that I can recall since I’ve been here so long, but from my experience the one thing that most customers want you to do that most businesspeople don’t do is to listen to them.

I don’t mean talk back to them or even just let them talk to you; I mean intently listen. I remember many years ago, I sold a car to an older lady. Two years later she came back to me, she asked for me, I greeted her, and she wanted to know if she could talk to me.

Of course I said yes; I thought she wanted another car. We went to my office. She talked and talked and talked for over an hour about everything under the sun except a car.

She was all over the place, and me being a lot younger and a lot less patient, I was asking myself, what in the world does this have to do with selling this lady a car? So I interrupted her and I was very rude to do so but I said, “What kind of car are you looking for today?”

Well, she looked at me, she stared at me for a moment, dropped her head, and she started crying uncontrollably. When she pulled herself together she apologized and she explained that she didn’t want a car; her husband had passed away three weeks earlier and she just needed someone to talk to.

Well, that statement, of course- that lady changed my life forever. Plus, she’s bought more than a dozen cars from me over the years. It was definitely a win-win situation because she got a car, she got someone to listen to, but I got a life lesson that I could never have paid for.

GREG: Wow, that’s a really moving story and I think that’s a really, really great example of how you can just take a little extra time and go that extra mile with a customer and at the end of the day you learned a lot, but it turned into a lifelong customer for you.

That actually rolls right into secret number eighteen, which is, you say,to get people talking. In another sense of it, how do you get your customers talking, raving and saying all this great stuff about you and now, through social media, going out and tweeting and Facebooking and leaving reviews about your business?

TRACY: You know, a few years back, Duct Tape Marketing Blog posted an article titled “Five Ways to Get Your Customers Talking”. We were doing a lot of those things already but I liked all five of those ways so much that I implemented them all that day.

Number one: ask them, not only in person, but also online. Find your most rabid customers, the ones that love you, and ask them first, and then branch off from there.

Number two: teach them. Sometimes great word of mouth just happens, but sometimes you’ve got to help it along.

Teach them how to leave great review on review sites such as Yelp or Citysearch. For us as a car dealer, we’ve got DealerRater or Car Dealer Search; just so many things to do online and so many places to leave a  review, your customer doesn’t always know how or know where you need that review. So teach them how.

Number three: include them. One of the most successful things I’ve done here at my dealership, and I’m going to do it for my other businesses, is I created a round table discussion group made of select customers, and I asked them to advise me on potential marketing and business initiative.

These round table members have become ambassadors for our brand.

Number four: star them. We make our customers the star of the party. We film the red carpet celebration after they buy a car, then we post it on the web, then we send them a link to share with their family and friends, and you know what?

They actually send it to their family and friends, and guess who sees that? Their family and friends. It’s the most profitable way to use a video camera in the world today.

Of course, with the smaller video cameras and iPhones, the way they are now and as inexpensive as they are now, there’s no reason why everyone shouldn’t have a video camera on them at all times and film every customer interaction that’s positive.

And Number five: surprise them. Nothing gets people talking more than surprising them. You know, I remember being at a restaurant with my son and seeing one of my customers and her family sitting across from me. Before I left, I asked my waiter to bring me her check, and I paid for their dinner. Guess who she told? Everybody.

GREG: Five really, really super-powerful ways to get your audience talking, get your fans talking and raving. Those are just some really, really great tips. I can just get the sense, Tracy, just talking to you, that  you just live customer experience secret number nineteen, and that’s to treat customers as friends.

How can businesses and your team members and associates make customers feel like they’re a part of something bigger, a part of your family, yet still have that working business relationship?

TRACY: Greg, the only way to make customers like they’re a part of our family is to build a proper relationship with them. Proper relationship building creates a connection with our customers and converts strangers into friends, and that’s what we’re really trying to do in business.

People want to do business with people they like. They stick with what makes them feel safe, secure, and comfortable. Companies that understand the principles of belonging, friendship, and dependability treat their customers accordingly. The way we treat our customers has a direct impact on our business relationships.

GREG: That’s great, I love that advice a lot. Rolling into secret number twenty, it says to always make the customer right. I know as I said that I heard some business owners just cringe and you know, that’s not always a popular thing to do, but how do you overcome your own pride or your own ego and really lay it on the line and make the right decision for your customer?

TRACY: Once again, Disney really does this right. Their cast members are taught that every customer is special, and that each interaction between a customer and staff is a link to the chain of the customer’s experience.

Disney understands if they do something wrong, they’re erasing the customer’s memories of good treatment up to that moment, but if they do something right, they can undo any wrong that may have happened before.

GREG: That’s great, and I can only imagine that in the car business you have your share of stories. I’d love if you could share a story when you really had to dig deep and make a tough decision in your business and put the customer in the position to be right and ultimately help them get what they wanted or what they needed?

TRACY: Oh, the stories I could tell. I’ll share one; I received an email from someone who had called my dealership and spoken to one of my noncommissioned sales pros. She said, quote, “He was the rudest human being that had ever walked the face of the earth”.

That’s pretty strong. Normally I would have called her immediately to apologize, but her words were so harsh about this sales pro and this person was someone who always, and I mean always, receives praise from his customers, I was really caught off guard.

So since I record all the phone calls, I went back and listened to the call. Realistically, I was shocked at how nice and polite my team member was to this lady while she was literally shouting at him.

He never raised his voice and even apologized for himself, and I’m not even sure why he apologized. He had done nothing wrong. Of course, my first instinct was to call this lady and give her a piece of my mind; I am only human.

Instead I called, apologized, and listened. For more than thirty minutes, I listened, and then she apologized to me and thanked me for listening to her.

She admitted that she was frustrated with car salesmen and had took it out on my team member. That lady ended up buying a car from us and ended up being one of our biggest fans in the community.

GREG: I love that story and I think a lot of people can really just learn from that one experience and really transcend it into their business, no matter what vertical they’re in or what industry they’re in.

There’s a lot to be learned there and that really brings a lot of secrets that you’ve been talking about together, from listening to making the customer right and the whole experience. This really brings us to the culmination, which is secret number twenty-one.

The final secret here is to make a difference. After all of these twenty one secrets, and everything that needs to be done to make an exceptional business that puts their customers first, how can businesses make the world or their community or their place in the world a better place?

TRACY: A key principle at Starbucks is the idea that you should get the chance to leave your mark. The idea is that we’re not just in business to sell things; we should also make a difference, not just in our communities but in the world.

For some people, that may be about being socially responsible. For others, it may be about being involved in our communities. Quite simply, small businesses can and should come together in communities and do big things.

GREG: I love that, I love that a lot, and Tracy. Now we’ve gone through all twenty-one secrets and next time let’s kind of break it down for everyone. Thanks again for joining us and we will see you again soon to wrap this series up.

– To Be Continued. Stay Tuned For Part 6 Coming Soon.

– To Read Part 1 Of This Series, Click HERE.

– To Read Part 2 Of This Series, Click HERE.

– To Read Part 3 Of This Series, Click HERE.

– To Rad Part 4 Of This Series, Click HERE.

– To learn more about Tracy Myers, visit his website HERE.

By |2013-12-23T15:28:01-05:00December 23, 2013|Blog|

Tracy Myers Featured On FREE Webinar Based On His Book “You Are The Brand, Stupid!”

“NEW: Learn How To Get Noticed, Gain Instant Credibility, Dominate and Gain An Unfair Advantage Over Your Competition By Building Your Expert Brand!”

You are officially invited to a live webinar with the Nation’s Premier Automotive Solutions Provider, Tracy Myers on Thursday, September 5th where you will learn the behind the scenes magic that Tracy has used to create an automotive empire and how you can to.

Marketing & Branding Solutions Specialist


From the minute the event begins until the time it ends, you will be exposed to Tracy’s top secret insider’s playbook for gaining priceless publicity and increased sales…all by leveraging your greatest resource: YOU!

No matter if you’re the Dealer or a dealership employee, you can establish yourself as a respected industry expert in your market which will take your career and business to the next level – the same way that it did for me.

This Exclusive Webinar Is Extremely Limited And Will Be Held On Thursday September 5 at 12:00pm EST. Sign Up HERE!

Sign up and discover from Tracy how to:

– Gain prestige and exposure for free

– Effectively harness social-media tools to boost your bottom line

– Get more sales leads by producing compelling marketing material

– Avoid the top mistakes dealerships make when trying to market their business

– Use 10 brand-building strategies to turn your ordinary business into an extraordinarily forceful brand experience…and much, much more!

This call is extremely limited and only for those ready to stop wasting time and start making serious money. If you are the Dealer, Gm, GSM, ISM, Salesperson or BDC Manager then you are encouraged to sign up now and join me on Thursday, September 5 at 12pm EST for my FREE webinar “How To Build Your Brand, Dominate Your Competition & Make Millions”.

BONUS: The first 50 people who register will receive a FREE, Red Carpet Edition DVD of the Emmy nominated documentary about Tracy Myers and the Myers family, “Car Men”. A $19.99 Value!

Everyone who attends the webinar will also receive the following FREE bonuses worth up to $42.95

– A hard cover edition of the book “Invasion of the Profit Snatchers” by Travis Miller and Jimmy Vee. A $23.95 value.

– Special Report from Legendary Speaker & Best Selling Author Brian Tracy: “Discovering Your Talents!”. A $19.00 value.

– Exclusive Access to a video recording of a presentation by Lindsay Dicks – “The 15 Things Your Website MUST Have To Make Money In The World of Social Media”

– Sneak Peek of Best Selling Author Troy Spring’s soon-to-be-released book “Turbo Charge your Life”

Go on, grab these goodies while you can.

You’ve got until midnight on Wednesday, September 4, 2013. If you don’t register before then, you will NOT be eligible for the great bonuses.

Click HERE to sign up NOW!

For more information about Tracy Myers, visit his website at http://www.tracymyers.com

This webinar is being brought to you by DealerOn. For more information about DealerOn, visit: http://www.dealeron.com/ 

By |2013-08-28T16:51:28-04:00August 28, 2013|Blog, Events|

How To Stand Out In A Crowded Marketplace

How To Stand Out In A Crowded MarketplaceHow does a business successfully stand out in a crowded marketplace? Dames Almost Word Famous Chicken & Waffles with locations in Greensboro and Durham, NC knows how. Here’s what they did:

1) They took the unsexy combo of chicken & waffles and gave them quirky names like Dueling Roosters and The Frizzled Fowl. (They made it memorable)

2) They replaced plain butter with their own Heaven-sent creation named “Shmears”. What are these mouth watering concoctions? Sweet crème butters that are delicately whipped with fresh, natural ingredients. (They made it unique & exclusive to their business)

3) They made their restaurants small which forces customers to wait. Our wait was over an hour…for chicken & waffles?! Did I wait? Yes. Did I mind? Not once I tried the food! (They made it seem exclusive & in demand).

There are MANY other lessons that business owners and entrepreneurs could learn from the genius known as Dames. Even small details like their tag line, “Almost World Famous”, make this place a case study in marketing and branding. It’s also a case study in expanding waist lines but that’s another story for another day.

About The Author

Tracy Myers is an award-winning small business marketing & branding solutions specialist, car dealership owner, best-selling author, speaker, business coach and entrepreneur. He is commonly referred to as The Nation’s Premier Automotive Solutions Provider while Best-Selling author and legendary speaker Brian Tracy called him “a visionary… a Walt Disney for a new generation.”

Read more about Tracy by visiting his website at http://www.tracymyers.com
By |2013-05-22T04:50:56-04:00May 22, 2013|Blog|

Wilmington, NC To Host Best Marketing/Branding Workshop

Award-winning small business marketing and branding solutions specialist, Tracy Myers, has joined with Wilmington-Cape Fear Home Builders Association to bring The Celebrity Academy to Wilmington, NC on November 3-5 of 2011.

Business owners, professionals and entrepreneurs who attend The Celebrity Academy will be taught how to get noticed, gain instant credibility, make millions and dominate their competition by building their expert brand.

Over the course of nearly two and a half days, students will learn how to become the media’s go-to expert in their industry and gain valuable exposure for free, effectively harness social-media tools like Facebook and Twitter to boost their bottom line, host popular events that will have people clamoring to buy their product or service, produce marketing materials that potential consumers actually want, sidestep the top marketing mistakes, utilize 10 brand-building strategies to launch their business into hyper drive, and much, much more!

Those selected to attend The Celebrity Academy will also get media training, professionally produced headshots, a professionally produced & distributed press release, and full-access to hang out at a red-carpet party with other business experts.

Dean of The Celebrity Academy, Tracy Myers, added “If you are in business – whether you’re the boss or you work for someone else – you owe it to yourself to enroll in The Celebrity Academy and discover the insider’s secrets to boosting sales, brand awareness, and credibility by becoming a sought-after industry expert.”

Advanced enrollment is required for The Celebrity Academy. Tuition is $695 per person for members of the Wilmington-Cape Fear Home Builders Association or $995 for non-members. Interested students can enroll at www.thecelebrityacademy.com/enrollment-application/. For more information, please call an Admissions Specialist at 888-487-3390, email: info@TheCelebrityAcademy.com or visit http://www.TheCelebrityAcademy.com

The Celebrity Academy has secured discount room rates at the Best Western Coastline Conference Center. It is being recommended that reservations be made early because a sell-out on the room block is expected. Call toll free for reservations: 800-617-7732. Discount Code: Celebrity Academy

About Tracy Myers

Tracy Myers is a car dealership owner, author, speaker and entrepreneur. He recently celebrated the opening of his newest business, The Celebrity Academy in Charlotte, NC. The Academy teaches professionals, entrepreneurs and business owners how to get noticed, gain instant credibility, make millions and dominate their competition by building their Expert Brand.

Following these principles have helped Tracy gain enormous success at his own dealership, Frank Myers Auto Maxx. It was recently recognized as the Number One Small Businesses in NC by Business Leader Magazine, one of the top three dealerships to work for in the country by The Dealer Business Journal, and one of the Top 22 Independent Automotive Retailers in the United States by Auto Dealer Monthly Magazine.

He graduated from the Certified Master Dealer program at Northwood University and was the youngest person to receive the National Quality Dealer Of The Year award, which is the highest obtainable honor in the used car industry.

He has provided guest commentary on the FOX Business Network and has also been featured on NBC, ABC, CBS & FOX affiliates across the country. He has also appeared on stages from coast to coast and is the author of several books, including the #1 Best-Sellers YOU Are The Brand, Stupid! and Uncle Frank Sez.


By |2011-09-02T14:44:31-04:00September 2, 2011|Blog, Events|
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