“Winning is important. [But] the winning part is about serving the customer. It’s not about gaining the accolades or ‘I sold X amount’; it has nothing to do with that. It has to be about serving the customer. But you’ll never make them a customer if they say no to you. If they leave, they’re gonna go somewhere else and become someone else’s customer. That’s why we’re passionate about this. I feel like we have to dig in and figure out how to overcome objections. They’ve been talking about it forever on the variable side, and some of the most talented people in the dealership overcome objections every day as part of their daily ritual. Let’s get those people together, and let’s start working together and have our sales managers teaching our advisers to overcome objections. Let’s talk about our finance managers and finance directors teaching our advisers, working with them.” — Michael Barich, service and parts trainer and coach, on the “WTF: What the Fixed Ops?!” podcast, hosted by Russell B. Hill and Charity Dunning