After 53 years in the industry, Gary Sheets is ready for the next chapter in his life. For the past 20 years, Gary has been a vital part of the Sheets Chrysler Jeep Dodge team. He started his journey as a lot boy and worked almost every position in the dealership.
Gary leaves a legacy of commitment, loyalty and a deep knowledge of the industry. “In my 53 years working in the car business, I’ve only worked for three dealers, which may sound like a lot to some people, but in this business, that’s not very many,” he said. “The other thing I’m proud of is that I’ve never run a dealership that wasn’t profitable.”
We recently had the chance to catch up with Gary and get his thoughts on the industry he loves so much, what he’s learned over the years and what retirement holds for him.
What lessons have you learned throughout your career?
First, as an operator or a general manager, you’ve got to inspect what you expect. This concept was introduced to me in 1985 at the NADA Academy, and it has served me well over the years.
Second, on the customer level, you need to treat customers with dignity and respect — treat them as you want to be treated yourself. If you do that, you’ll have a good relationship with them that will last for years.
What challenges did you face throughout your career, and how did they contribute to your growth?
The biggest challenges I’ve faced over the years were economic challenges and changes, from the introduction of Cash for Clunkers when the interest rates were high to when interest rates were low, and the markets were doing well. Economic challenges in the marketplace taught me how to overcome adversity — to recognize and relate to what was happening, then assimilate a plan and put it into action.
Ultimately, it comes down to this: Keep doing the right things, treating people right with dignity and respect. You may have some tough times, but if you stay steady and run a good, solid dealership, keeping true to your values, you won’t feel the economic challenges as much because your customer base will stay with you.
Do you have any advice for fellow dealers?
Invest in training. Many dealers won’t spend money on training their salespeople, but your salespeople are your point of contact with your customers. Investing in their training on how to recognize and relate to the customer can only help.
Don’t be afraid to pay your top producers, whether it’s salespeople or management. Too many dealers resent paying top performers. They do a good job of making big money for you. Don’t fall victim to thinking you can find somebody for the job for half the price; you’ll usually get half the performance.
What does retirement look like for you?
I live on a lake, so the chances of finding me fishing are pretty good. I also enjoy a round of disc golf and am looking forward to traveling.
I don’t see myself leaving the industry in the rearview mirror. If the opportunity is available, I want to do training for dealerships when requested on the psychology of selling. Creating salespeople is what I did during my career, and I’d like to keep that focus during retirement.
If you’d like my help in training your salespeople on “Closing the Customer You Have Today,” reach out to the association or contact me directly at (304) 320-1980 or gesheets@hotmail.com.
