Jim Ziegler, Automotive Sales Legend

By Sean V. Bradley

A lot of people ask me how I got to where I am today. They want to know how I achieved my current level of automotive success. The answer is simple, I am a very driven, goal oriented and self disciplined individual.  I have working is the automotive industry for over 10 years now. I will be 33 years old this month! I know that might seem very young but I have been constantly training my entire career.

I was blessed by starting out a dealership called Schwartz Chrysler Mazda in Red Bank New Jersey (they have since moved to Shrewsbury, NJ). I was NOT allowed to touch an “Up” for the first three weeks of my employment. The owner, Jim Schwartz personally trained me as did the general manager, Dick Bennet.  The training consisted of personal advice, hands on experience, their philosophy about the business, and OEM product training. That was just the first week. Next we moved into the video training segment of the curriculum. I am sure you remember all those VHS tapes. I literally watched hours and hours of sales training tapes. Those presenters and trainers included Joe Verde, Grant Cardone, Paul Cummings, Traver Technologies, Tom Stuker, and Jim Ziegler. We all know those names, as these were the legends in the game at the time. Each had their own flair, personal style, message but they all arrived at the same bottom line at the end of the tape- the basic road to the sale process.

When I first began my sales career, I immediately was thrown into Internet sales. At that time, ten and a half years ago, no one really had a clue about automotive Internet sales. The Internet was quickly changing the game or a least had the perception of changing the game and rendered much of what was being taught by these experts as irrelevant. Consumers were becoming educated, finding more choices on the web and looked for ways to streamline the auto shopping process. All of sudden we had a new type of buyer emerge onto the scene, and much of what was on those training tapes didn’t apply any more, or at least was becoming difficult to implement.

Try to imagine the frustration of dealers looking in all the wrong places for help. When I saw their challenges, I started Dealer Synergy to assist dealers in the new and evolving automotive Internet Sales, BDC and technology areas. Through a lot of hard work I have now attained the level of recognition that the top tier trainers achieve in our business. It wasn’t easy but thanks to the hundreds of dealers and sales professionals that gave me and my company the opportunity to help improve their sales performance.

Auto retailers recognized that the previous generation of trainers, often referred to as the “old school” curriculum did not have the hands on experience or knowledge of “new school” sales tactics or techniques.  Many didn’t even know what marketing to “Gen X” clients meant. Being a member of the Generation X demographic I knew exactly what my peers were looking for in a buying experience. (Gen X is classified as those born during the mid 60’s through the last 70’s). 

I recognized that to be effective and help dealers I had to constantly expand my knowledge about the new methods and technologies that could help dealers. After speaking at over 52 NADA and NCM 20 groups in the last two years and meeting with thousands of dealer owners and managers it is clear that our industry still needs guidance, training and support to keep dealers moving in the right direction.   And speaking of the right direction let me turn my attention to one of those “old school” trainers, Jim Ziegler.

I don’t get easily impressed by professionals I meet in our industry, but I was floored when I got to know Jim Ziegler. Like many in our business I read his monthly column in one of the trade pubs. He clearly speaks his mind, keeps things colorful and always takes the side of the dealers. I found that I usually agree with his viewpoint.  I then read he was conducting a seminar on “E Marketing” and wondered what experience he had in this area, but knew because of his reputation he would have no shortage of attendees.

At the NADA Convention this year in New Orleans I had a chance to catch up with Jim and really have a good conversation with him.  I was surprised to find out how much this man actually knew about Internet Sales, technology, social media and other related topics. I was further impressed that he NOT only knew about this stuff but he was an active practitioner of all of these new cutting edge strategies and tactics.

Jim even showed me some things that I didn’t know about social media! When I found out he was active on our industry networks, my competitive blood kicked in and I vowed to become active there too.  It amazes me how many networks and connections Jim has with these sites.

Anyone who knows Jim will tell you that his public persona is very different from his real persona. He is truly a kind, intelligent and lest I forget a hilarious guy. He encouraged me to become a Certified Public Speaker like him. I took his advice was just approved as a member of the National Speakers Association.

The National Speakers Association is a very prestigious organization that you have to qualify for membership.  Jim Ziegler has even attended one of my Internet Director Immersion Programs in Philadelphia.  He shared with me that I reminded him of himself 25 years ago. I took that as a very big compliment and hope I can have the staying power and even part of the influence on our industry that he has brought to us.

Jim recognizes the need for constant change and at 62 year old, his teenage energy and enthusiasm hasn’t waned a bit. He looks at every day with a “What can I learn today attitude.” The message is, if this guy can do it, all of us can do it. So no matter what your age or experience in the dealership, get out of your comfort zone, and start taking some risks to try something new.

After a few discussions and bouncing around some ideas, Jim and I have decided to team up for a few workshops to help dealers take the best of “old School” techniques and bring them together with the latest “New School” techniques in order to create a more contemporary foundation which dealers can build on for the future.  Between the two of us we can offer a “Hybrid” solution where we combine the best of both worlds; a new A-Z solution for a true “Super System.”  Now that’s Synergy!

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