After returning home form a speaking engagement in New York, I wanted to relax a little and flipped channels on the TV until I came to a movie called “Beyond the Sea.” My intention was to just watch and enjoy the movie and just release all the tensions of work and travel. It was time to veg-out and not think. Then – boom – it happened. A line from the movie hit me like a thunder bolt: “People hear what they see.”
“Beyond the Sea” is a movie about the life of Bobby Darin. Darin was a singer and actor from the 50s and 60s. Darin was part of the so-called crooner-style singers such as Tony Bennett or Frank Sinatra. He had a very successful career that included many hit songs, two Grammy Awards and a nomination for an Oscar Award for one of his movie performances.
Even with his success, Darin, like many of the crooner-style singers of that era, became obsolete overnight. The British invasion and the Beatles came to America and rock music and folk music swept the culture. The Vietnam War was in full swing and the protest movement, along with “Peace, Love and Drugs,” was the common theme. Music was being played in large concert halls and not the nightclubs that had made Darin popular. He was suddenly old news at a young age.
In a scene from the movie, Darin discussed his frustration with his career with his wife, movie star Sandra Dee. Then, Sandra Dee delivered the line that woke me from being drowsy: “People see what they hear.”
Darin had been trying to suddenly play war protest songs while playing the guitar to now-younger audiences in traditional clubs like the Copacabana. Although still young, Darin was playing to younger audiences that distrusted anyone older, and because he was rapidly balding, he appeared that much more out of date to the audience. He had changed his song delivery to sitting on a stool while singing intense war protest and political songs. His message, which mirror-imaged the message of many popular singers of the times, was falling on deaf ears.
Because of the observation of his wife, Darin switched gears and moved his act to Las Vegas. Vegas audiences were used to big shows and lots of production. He incorporated his new songs into his act but delivered them in a different manner. He gave them something to see while they listened. The changes in Darin’s act changed the perspective and the acceptance of the audience. He became popular again but in a certain niche delivered in a different method.
What exactly was the “aha” moment or “writer-downer” thought that hit me when I watched this movie? Two things. First of all, think about the line “People hear what they see.” How do your customers see you and how does that influence what they hear from you? How are the first impressions of you and your dealership influencing your customer’s trust in you, belief in you and the establishment of a buying relationship with you? Visual impact can be huge in delivering your desired message.
Second, how are you delivering your desired message in your dealership and your marketing/advertising? Are you delivering a message that is not matching your market anymore? Is your message worn out? Is the delivery mechanism or media choice for your message successful?
Careers, businesses and everything and everybody face constant change. The question is what are you doing to understand that change and adapt to it? Traditional advertising is dead. Traditional sales techniques are outdated. Are you making the necessary changes, or are you waiting for the market to change back to the old times?
TLC – Think like a Customer. Listen to and observe your customers and marketplace. Read as many various types of magazines as you can. Go the mall, sit down and just watch people and their shopping habits. Dinosaurs do things the way they have always done them. One day, they wind up extinct.
Go over the 3 M’s of your sales and marketing with a fine tooth comb – Message, Marketplace and Media. Don’t hold any existing knowledge or so-called truths to be universally true. Adapt, niche and be bold in doing so. Look and listen intently for keys to success everywhere. You never know when a lightening bolt will hit you and someone will say something such as, “People hear what they see.”
People Hear What They See - To learn more about this author, visit Mark Tewart's Website.
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