Imagine you have a business. It's dominant in the marketplace, and you're making money. People love your product, and the future looks bright. Then, the government shuts down your business model. I'm not talking about COVID-19 — I'm talking about cocaine.

In 1918, the Coca-Cola Company was super successful and their future looked very bright. They had the original "energy drink," albeit loaded with sugar and cocaine. People would drink it and get fired up. Then the government made their primary ingredient illegal. Without much warning, they had a problem thrown at them and a choice to make: adapt or die.

They made the shift to caffeine. Other soda companies followed, and the rest is history. Today, we have all kinds of caffeinated beverages available to carry us through our busy days — all because Coca-Cola was able to shift to the demands of a new environment.

Our New Environment

The last few months have been strange. Fear, anger, hopelessness, and frustration are common emotions that people in all parts of the world feel on a daily basis. Just a few months ago, we were celebrating. We enjoyed Thanksgiving, Christmas, and New Year's, making resolutions for a new decade. Many of us had big plans for 2020. Today, we aren't sure what next week will look like.

Money is the tool we often use to achieve our goals. Many of the goals for 2020 are in question because our ability to earn money has been compromised. As a result, we might feel lost — which is a logical reaction. The opposite, feeling normal, would just be a form of denial and an unrealistic way of coping with the changes now facing us.

Many of these changes are significant and real. They are not going away. So the quicker we can adapt — like Coca-Cola did — the better opportunity we will have for success in the future.

Applying Hawking's Lesson to F&I

When Stephen was a young man, he could walk and talk just like everyone else. He had the same hopes and dreams most people have. Then, at age 23, he was struck with ALS and was told he only had three years to live. Instead of lamenting about how bad things were or feeling sorry for himself, he exercised his mind. He learned as much as he could. By age 43, Stephen had lost his ability to speak — he was only able to communicate using one finger and a mouse — but he never quit his research.

Before he died, Stephen Hawking was recognized in the same league as Albert Einstein and Sir Isaac Newton for his work in science. None of it would have happened if he hadn't adapted to his new environment. We often describe intelligence as "knowing things," but Hawking explained it differently. Quite simply, he said that "intelligence is the ability to adapt to change."

Our ability to adapt to change is our most important tool right now. The old school belief that you can't sell a car over the phone is being proven wrong every day. The phrase "adapt or die" is, for many dealerships, more relevant now than ever. Creating a sale online or over the phone is mandatory if you want the business. If you don't, someone else will.

"Three weeks ago, I bought a new truck over the phone. I never visited the dealership, never met my salesperson, never laid eyes on the truck — and the paperwork was sent via FedEx."

Three weeks ago, I bought a new truck over the phone. I never visited the dealership, never met my salesperson, never laid eyes on the truck. I never test drove it, and I never met F&I. The paperwork was sent to me via FedEx, which I signed and sent back — all before I took delivery of the vehicle. The salesperson, who I finally got to meet, drove 100 miles to deliver it to me. The sales process has shifted, and this type of transaction is becoming normal.

Three Tips for Success

We keep seeing new models of the sales process emerging in response to government restrictions. Here are three behaviors that will improve your performance in this environment:

1. Focus on crystal-clear communication. When people become confused, they rarely say "I'm confused." Instead, they say "nah" — because it's less embarrassing. By being crystal clear, you run less risk of them being overwhelmed. Also, slow down. You don't have five more customers waiting in the showroom anymore. Our current situation is different, so embrace it. Make the process easy and enjoyable for each customer.

2. Focus on how your product creates benefits for them. You must make the conversation about the customer. Introduce the benefits of a product first, instead of the problems it solves. Discussing problems first — like a breakdown or a repair — often discourages the sale. Lead with what the customer gains, not what they're protected against.

3. Focus on always telling the truth — unapologetically, but politely. Assuming you've already discussed the benefits of your product and the customer is still unsure, this is the time to bring up the problems your product solves. Being honest commands respect. But sometimes people can't handle hearing about problems, so we must also be gentle — like a good doctor discussing uncomfortable information with a patient.

Bringing these three behaviors into the transaction will improve your chances of helping your customer find the right mix of products. You can help them avoid the economic hardships of breakdowns, insurance settlement gaps, and more — while preserving your PVR. But this will only happen if you adapt to your new environment.

The dealerships that will thrive coming out of this period are not the ones that wait for things to go back to normal. They're the ones that accept the new normal, retool their process, and meet the customer wherever they are. That's the Coca-Cola move. That's the Hawking move. And it's available to anyone willing to make it.