Be visible
When tough times occur, such as what the business world has been experiencing in the past several months, employees look to the leader for direction. You just need to give them the tools to help you get through to the other side.
“It’s our job as a leader to keep people motivated and let them feel that we know the direction that is going to get us through this,” Case says. “You need to be realistic but optimistic. You have to let them know where we’re at right now and where the economy and business is at. Let them know here’s where we’re going to be at and how we’re going to get through this.”
Give them opportunities to do their part to get business moving again.
“We came up with a company referral program,” Case says. “No matter what you are doing in the business, you or your spouse, if you talk to customers that are interested in cars and you refer them, you can get compensated for that. That gives them opportunities besides their regular job to make income.”
You also need to be in touch with your customers and give them reason to believe in your business and evidence that you are aware of what’s going on in the world.
When gas prices began to skyrocket in 2005, Case had an eight-pump gas station built at one of his dealerships to sell fuel to customers at wholesale price.
“We know gas prices were going out of sight,” Case says. “We wanted to offer something that no dealer did. Doing things differently makes people say, ‘Wow, they really care.’”
The key is to find ways to make yourself visible to your people and be sure to make a good impression when they see you.
“You have to be out there and your people have to see you,” Case says. “The most important thing about communicating is doing it.”
Case says he hears from employees and customers who are reluctant to call him during nonbusiness hours. It’s why the message of his availability is repeated every opportunity he gets.
“We try to make them feel comfortable to do it,” Case says. “Those are the kinds of things that are going to get us through the tough times.”
How to reach: Rick Case Automotive Group, (954) 377-7410 or www.rickcase.com
