Testimonials

Do you have an author whose books you’d read on any topic?

Mine is Jim Ziegler, CSP, HSG, OG.
This man is a legend in the automotive industry and beyond. His latest book, “So You’re a Professional Speaker, How Come You’re Not Rich Yet?” is yet another testament to his genius.

Jim is one of the most genuine, authentic, and engaging personas you’ll ever meet in any business. With a deep, institutional knowledge of automotive and public speaking, his content always hits home for me—even when we don’t see eye to eye (because where’s the fun in always agreeing?).

The content is spectacular with that flair of storytelling that only Jim can do. His success speaks for itself, and every person I know who has spent time with Jim has improved their life in some manner as a result of that interaction.

Whether you’re a newbie in the biz or a seasoned pro, Jim’s insights are pure gold. If you haven’t yet, do yourself a favor and grab his new book.

Jim Ziegler, CSP, HSG, OG had an amazing training the last two days if you haven’t worked with him, I recommend it. I’m grateful I had the opportunity to come and listen to him discuss the many topics it takes for a sales manager to be successful in the automotive retail business. Thanks again Jim!

Jim. Thank you for making the special effort to train and inspire our key managers. It was great to see you and better to hear from you in person. Thank you for being a difference maker.

Jim, I’m so grateful for the example you have set for this industry. You have trained the best of the best and continue to contribute to the success of so many people. Individually, I continue to learn every time I hear you speak, or we have a conversation together. You have guided me through some very difficult decisions in my 15+ years as a car girl and I applaud your true dedication and support for the women in this business. You have adapted to the ever-changing laws, guidelines, and trends in the car business; ultimately leading the way for people like me to make a difference and succeed. I’m excited to watch the next phase of your journey unfold as you continue to make your mark in the world. The “biz” would not be the same without you!

Jim Ziegler has been influential in Szott Auto Group for many years. Our teams, along with myself, have attended numerous seminars and a few of his high-profile presentations. Many people have passion and enthusiasm but some for only 5 days & others for 5 years, but this guy has had it for 50+ years. Our team has the utmost respect and admiration for Jim. He has seen it all, lived it all and conquered it all. The greatest gift to our auto industry is that Jim continues to use that energy and experience to

• lift up & educate so many individuals, including many in our Auto Group and
• always challenges the status quo

Jim is a man thirsty to conquer today’s unique challenges and the difficult to navigate roads ahead. I have always appreciated our personal calls/texts/advice.Jim has one of the highest IQs in the business & I’m proud to be an Alpha Dawg Tribe member.

Jim was my introduction to the world of retail automotive, and what an introduction it was! For my major in college, he was the professor teaching my capstone course, which was focused on the daily duties of how to become a rock star general manager. In the course, he applied his own knowledge and experience as well as best practices he has learned from other success stories in the industry.

In every one of Jim’s classes, it felt as if I was sitting down in an NFL Monday morning meeting, going through the X’s and O’s. I’ve watched the same video from Jim a year apart and my notes are completely different. Due to how vast Jim’s knowledge is, he’s able to have an in-depth conversation with anyone regardless of their own knowledge and understanding. Which is why his insight on how to be successful is so critical to a person of any age or experience. He lays it out to be so simple that even a beginner can apply it to his or her daily practices ranging from prospecting to the delivery of the sold car. Jim has seen the most talented people fail and the most determined to succeed. Jim taught me, “success is a decision, success is a point in your life when you achieve an immense amount of focus and intensity”. Jim’s website will give you the opportunity to learn, apply and master valuable information that would take years to obtain otherwise.

Will you make the conscious decision to study your profession as if you are studying for a Master’s Degree? Or are you like others who skate by? Either way, you are at the right place, what are you waiting for?

Jim is a true master of his craft. A man who is for car dealership employees from top down. Jim has been able to adapt over the years through the willingness to stay on top of issues that matter most. A true voice for the car dealer.
I have sent a number of managers to the Dealer Internet Battle Plan over the years and have never been disappointed. Jim always has time to take a call and send a text when our dealership reaches out. Jim, keep doing you with your style and flare!

I owe Jim a great debt of gratitude for seeing something in me when I was the new face in the industry. He put me in front of his audiences and provided career advice that helped shape the trajectory of my business in the auto industry. His guest spots on my podcast, The Dealer Playbook, are some of the most listened to episodes in our catalog of over 500 episodes.

Jim, You were absolutely loved and adored by the students. It is an honor to provide you with this testimonial for your website.

Jim was gracious enough to accept a role with Northwood University as an honorary professor for the F&I and the General Management Class. Jim proved to be the Alpha Dawg of the industry with his instruction on the “20 THINGS A GENERAL MANAGER NEEDS TO DO EVERY WEEK.” He taught with a sense of humor that resonated with our young talent. He not only engaged with our students in the classroom, but he personally mentored them out of the classroom. His ability to pivot with paradigm shifts happening in our industry only reinforced why Jim was so well respected on campus. We are grateful for the best of the best industry partners that he invited into class to enrich their education. The Northwood Automotive Program is proud to call Jim a part of the Northwood Family.

I remember trying to ask my managers questions in my early years, to try to understand what made them successful. Many were hesitant to share their “secrets” with me. They thought that by sharing knowledge, I would eventually take their job.

I was fascinated by Jim from afar, I’ve followed him since I was 19 years old. The interesting thing about Jim back then is that he was openly sharing his knowledge in publications, online and in-person. He had no fear about someone stealing his material. He was extremely open about sharing it with the industry. It was confusing to me because my managers wouldn’t share their own knowledge with me. Why would a complete stranger openly share with everyone what made him successful?

When I asked my manager’s opinion about what Jim was doing, the initial reaction was dismissive. I was told that nobody runs numbers like that, to quit buying into “the hype” of it all. After all, we were doing just fine running $700 a copy in F&I. Compared to the dealerships on the same street, we were “killing it”.

Fast forward almost 30 years later, and the rearview mirror always seems much clearer. I look back on all of Jim’s industry “predictions” and “conspiracy theories”. He’s been called crazy more often than not. But when you look back in time, he’s been right almost every time over the years.

I consider Jim a friend, an advocate for dealers and an icon in the retail auto industry. It was an honor to introduce him for his farewell speech at Digital Dealer 2022 in Tampa, where he was just as controversial and as much about pushing the boundaries as ever. Everyone who has come across Jim Ziegler is better as a result and blessed to have had the opportunity. Beginning with myself.

Thank you, Jim, for being you. We love you, brother.

“One of the advantages that Automotive Marketing/Management students have at Northwood University is access to the best thought leaders and subject matter experts in the industry.

There is no better example of that interaction than the automotive classes taught by Jim Ziegler. Not only does Jim challenge the students academically, but they are inspired by the decades of real-world automotive experience that the Alpha Dawg brings into the classroom. Jim’s list of guest presenters he brings to class reads like a who’s who of the best in the Industry. I have been to a number of conferences in my nearly 40 years of automotive experience and no one is as well connected as Jim.

We appreciate Jim’s depth of knowledge, his generosity of his time and talent, but most of all his inspiration to these students’ dreams. We are honored to have him teaching here at our university, and I am fortunate to be able to call him a friend. Whether he is challenging the captains of Industry or recommending a student for employment — there is no one like the Alpha Dawg.

Thank You Jim Ziegler and God Bless your business, your family, and your health, We love you, We admire you, and can’t wait to hear what is next in the classroom come spring.”

“Jim Ziegler is one of the dynamic thought leaders in the auto world and beyond. He is one is the most comprehensive, best researched, and most effective thoughts leaders today. Jim speaks the truth with power.”

“My continued multi decade relationship with Jim Ziegler has always been filled with added value and insight of really one of our best industry experts. He has vision and experience to readily see the direction our manufacturers and dealer body is headed. He always puts his dealers first and believe me, you cannot put a dollar value on that. Engage with “The Dawg” you will thank me and be happy you did.”

“I’ve known Jim Ziegler through Social Media for probably well over a decade. He was the only person ever, and still to this day, that gave me a recommendation & referral contact on how to get my pitch heard by influencers. It was greatly appreciated. I still remember his kindness to this day. … I went on to become somewhat of an influencer myself through The Tony DUrso Show and was gratified to get him on for an interview. Pure delight in having him on.”

We chose Jim Ziegler’s company to work with our sales force to improve sales techniques and follow up with clients.

The results were immediate and very positive. Our salesperson’s closing ratios went up and our sales increased as a result of the new techniques and processes Jim taught us.

In 1991 at the age of 19, I took my first sales job at Atlanta Toyota/Atlanta Buick. I had been there all of one week and I was contemplating quitting because they had given me zero training. So I had arrived extremely early for my morning shift hoping to talk to my manager about it before anyone else arrived. That’s when Jim Ziegler walked into the break room. He sat down beside me, introduced himself and asked me what I was doing there so early.

In the next 10 minutes, I told Jim that I was new, and I hadn’t been trained. I arrived early to discuss it with my manager before I resigned.

When I finished, Jim looked at me and told me not to give up. He told me the car business was the greatest business in the world and if they didn’t give me the training I needed and deserved, then, I should take it upon myself to find a way to take it!

He stood up, shook my hand, and wished me much success. That day, Jim inspired me to take my career into my own hands. I never did talk to my manager but

because of Jim, I went on a scavenger hunt to find and internalize all of the sales training I could possibly find.

I stayed at that dealership for 2 more years and averaged 20 cars a month after my first 90 days and I never sold less than that. I went on to become a Dealer myself in 2006.

I contribute my chance meeting with Jim Ziegler as the deciding factor that caused me not to quit the business. I’m grateful and appreciate all Jim Ziegler’s done for so many in our industry.

Jim Ziegler is the person I think of when I’m asked are there “any real dealer champions “who are not dealers themselves. I have been on the end of OEM criticism and found he was often have been able to help mend fences. He is a solid professional and a friend.

I seen lots of speakers – but your combination of vulnerability (sharing with love), big determination and big focus, loving both the money and the clients, the services, the expansion of opportunity was brilliant.

Again, with the greatest intensions and my appreciation…thank you for everything.