Somewhere along the way someone gave you and others like you the title of “Manager.” Most people who are managers think of themselves as, well, uhh, managers. You’ve been told you’re a manager so you go about your business of managing people, systems, and processes.

I looked the word manager up and here’s what I found:

“Somebody who is responsible for directing and controlling the work and staff of a business, or of a department within it.”

I can’t argue that is more or less the definition that most people work from. There is just something about the title of “manager” that really bothers me. I’d like to see us drop this whole manager idea and replace it with the word “Coach.”

When I first got out of college I was a head football coach at a private military academy. Frederick Military Academy in Portsmouth, VA to be exact. All throughout my career I’ve always seen myself as a coach not a manager.

If you think about what we do, at least those who do it well, we are always coaching. It’s just like being a head football coach. As a head coach your focus is to coach the players and the assistant coaches.  It never ends. If you have a coaches meeting then you are reviewing the practice, schedule, game plan, etc.  When you’re on the field with the players you are coaching technique, disciplines, conditioning, teamwork, attitudes, and the importance of “getting it right.” 

Coaching takes place on and off the field just as it does with you in the dealership. Coaching is nothing but “selling.” If you’re a coach of an athletic team you are selling players and assistant coaches on why they need to buy into whatever it is you’re trying to get across. This is no different than the business you’re in. You’re constantly selling someone on your team as to how and why to do things a certain way.

So, how much better off would we be if we all really took it to heart that we are no longer managers but “coaches” and that every minute that we are in front of our team our number one focus was to coach, coach and coach some more?

Instead of your title being GM, I’d like your new title to be “Head Coach.”

Instead of your title being Used Car Manager, I like your new title to be "Assistant Coach in charge of used car operations."

Instead of your title being New Car Manager, I’d like your new title to be "Assistant Coach in charge of new car operations"

Instead of your title being General Sales Manager, I’d like your new title to be “Offensive Coordinator.”

Instead of your title being Service Manager, I’d like your new title to be “Defensive Coordinator.”

Ok, Coach, time to go to work. That’s all I’m gonna say, Coach Gibbs.