Randall Noe created a business unit to cater to Hispanic customers because making them feel comfortable was good for business and the right thing to do, he says. Noe spoke with Staff Reporter Arlena Sawyers about what it takes to prosper.
What does it take to be successful?
You've got to have the desire to do more. You might say, "What is your budget?" My budget is whatever it takes to be successful. If your budget is a certain number, and that's all you spend, and you're not successful, you kept your budget, but you failed.
You've been a dealer for a while. Why did it take so long to market to Hispanic customers?
We probably didn't move on it as quickly as we should have. You know, it's a learning process. Either your business is growing, or it's going backwards. You have to be able to move and shoot, move and shoot.
It's easy for an independent like me. I can make changes fast.
How did you start in auto retail? Are you a first-generation dealer?
I came off the sales floor. I worked my way from a salesman to a manager to a dealer.
There are salesmen, and there are managers. If your dealer is a manager, or your general manager is a manager and not a salesman at heart, he'll always get just his quota. He has got to run across the line, but he doesn't have to win.