April 24, 2025 • 34 mins
For Erroll Bomar III, selling cars is just the surface—his real drive is inspiring lasting change, one relationship at a time.
In this episode of Auto Collabs, we’re joined by the magnetic Erroll Bomar III—Ford product specialist, NADA Live Stage veteran, and founder of The Change 365. Known for his presence at auto shows and his encyclopedic knowledge of vehicles, Erroll unpacks his journey from early car sales to national events, sharing how relationship-driven selling laid the foundation for his career. His automotive chops are impressive, but what really shines through is his genuine care for people and his belief that emotional connection beats transactional business every time.
The conversation shifts gears to something even deeper: the difference between motivation and inspiration. Erroll drops wisdom about helping people change not just their minds, but their lives—one day at a time. His nonprofit work with The Change365 shows how he's using that ethos to impact men’s physical and mental health. From subtle Ford hacks (hello, nine-volt battery trick) to the reality of loneliness in our digital age, this episode is part car talk, part soul talk—and fully inspiring. Yes, part two is already in the works.
0:00 - Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
6:08 -Relationship-Driven Roots: Erroll details his start in automotive, selling cars commission-only and learning the power of customer relationships before social media changed the game.
10:25 - From Spokesmodel to Specialist: He walks through the evolution of auto show roles and why deep product knowledge has become non-negotiable for today’s consumers.
11:18 - The 9-Volt Hack: Learn the little-known Ford feature that could unlock your vehicle in a pinch—and why these niche facts matter to brand loyalty.
18:21 - The Change365 and the Power of Inspiration: Erroll explains why he champions inspiration over motivation and how his nonprofit helps men take control of their wellness year-round.
26:33 - It's All About Connection: Whether at an auto show or a dealership, Erroll's mission is to ensure people feel seen, heard, and cared for—because that’s what makes the biggest impact.
⭐️ Love the podcast? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
We have a daily email!
✉️ Sign up for our free and fun-to-read daily email for a quick shot of relevant news in automotive retail, media, and pop culture.
🎧 Like and follow our other podcasts:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Michael Cirillo (00:00):
Guys, yesterday I went with you ate tacos.
Unknown (00:09):
This is Auto Collabs.
Kyle Mountsier (00:13):
I'm always the interruption guy in the intro, I
apologize. I
Unknown (00:18):
went with Emer to buy a car. Okay, I
Paul J Daly (00:21):
feel like, you buy a lot of cars lately. Yeah, I
don't know what it is,
Kyle Mountsier (00:26):
cars in the last two years on a podcast. And I
was like, what?
Michael Cirillo (00:31):
Okay, so just get my dealer, Liza, you went
Paul J Daly (00:34):
more than cars. And here's what
Michael Cirillo (00:37):
I think is hilarious. I'm like, Yo, you got
to go to this dealership andtalk to talk to my boy mark. You
somebody else needs toexperience Mark. Mark is a 63
year old Hispanic Tracy Morgan.
Like, that's the only way I candescribe mark. That sounds
Kyle Mountsier (00:54):
amazing, until Tracy Morgan, I was like, wow.
And
Unknown (00:58):
sooner or later, you guys are going
Michael Cirillo (01:00):
to come here and I'm going to introduce you
to you to mark, because nowthere, it's a whole thing. I
bought two cars from him. Nowemers bought a car from him,
but, but think Tracy Morgan,because the way, you know, we
kind of talk like this, and
Kyle Mountsier (01:12):
go, Yeah, I got, I'm already there with you.
Yeah. Okay, so
Michael Cirillo (01:16):
we get into test drive emers, you know, he
calls it his baby truck. Heneeded a four way into four, way
into truck. So he buys a Tacoma.
We're in the back of the Tacoma.
I'm sitting with Mark. Emer andhis wife are in the front seat.
We're driving. And Emer, youknow, Emer being in the end,
there are three
Paul J Daly (01:32):
of you in the front seat. That's, there's nothing
more. He
Kyle Mountsier (01:34):
was in the back seat. He was in the back so
Michael Cirillo (01:37):
emer's Like, come on, come on, man. Like
Mark, tell me about this. Tellme about this. This truck and
mark from the back seat. Justpicture Hispanic Tracy Morgan
just had hip surgery, so hewaddles a little bit. Goes,
Yeah, you know. So there's,like, the knobs and stuff up. I
don't know you got the fancysheet in front of you, all those
(02:01):
fancy while we were there, guys,while we were there, Mark sold
four
Paul J Daly (02:06):
car, no way,
Michael Cirillo (02:09):
like he's been at this dealership for like, 22
years. It's like he's not goinganywhere. And I think, I think
he's got the stick down, likepeople have to just come and
experience, just the thing,like, I'm dying to tell you guys
about this, because I needeveryone now to excel. Needs to
Kyle Mountsier (02:26):
run around and throw this guy on social because
I can already,
Paul J Daly (02:30):
it's probably amazing. Waved
Unknown (02:32):
his hand, and we're in the back of this. Yeah, well, I
guess you know what's up theknobs and like,
Paul J Daly (02:41):
you, man, I don't even know what we're doing.
Listen, today's guest is HaroldBomar, who doesn't talk to
anything like that. Actuallyquite opposite, but he happens
to be a product specialist forFord, and he's also, I don't
know what you call him, hiredtalent spokesperson. I don't
know. He's at the NADA livestage every year, which is where
we met him, and immediately knewthat we weren't just in the same
(03:03):
industry, but there was a very,very much a kindred spirit, by
the way we approach things. Andeven though we never talked
about that, it took till aboutyear three before we were like,
when are we doing somethingtogether? That's something we're
doing together. Is at AOT Conthis year, which, if you don't
have your tickets, you should,and this is the first time we've
actually gotten to sit with himto, like, have some kind of
(03:23):
meaningful conversation. Solooking forward to this
conversation with the one andonly, Errol Bomar third. Errol,
our friend. Thank you so muchfor joining us today on Auto
Collabs.
Unknown (03:37):
What's up, guys? How's everybody doing?
I'm doing wonderful. Doing
Paul J Daly (03:41):
so good now that you're here. Look, man, it's
this has been a long timecoming. We've never had the
chance to actually sit down anddo some real content together,
but our paths have been crossingfor the last several years. Of
the NADA show, we just got tospend some time together, albeit
brief, at in New York City, whenyou're in town for the Auto
Show. We were there for the JDPower forum, and so, man, it's
(04:04):
good to have you here, andyou're in New York for like, a
while right now. Yes, yes.
Erroll Bomar III (04:09):
So the New York show is normally two weeks.
So I put boots on the ground onthe 15th, and then I'm not
wheels up until the 28th so it'sa good little stretch. But
what's funny is, our meeting inNew York was, I think, purely in
New York fashion. It was, like,quick pace on the go, but, but
we got the job done. That's whatwas
Kyle Mountsier (04:28):
crazy about.
Like, it was all of thequintessential like, we'll meet
on the rooftop bar. We'll be inand out in a couple seconds.
We're coming. We're going tothis party that you don't know
about. You may or may not beinvited. Come on in. It's going
to be fine.
Paul J Daly (04:42):
Look, element. Let me just say this, when you meet
other people who understand howto move around, like, I say move
about the cabin, right? Yes, youknow it like you just we're
gonna be at this address at thistime, and they're coming in from
all over the country, sometimesall over the world. And you just
know, like people. Know how toget to a place. That's a that's
how you kind of can identifylike, oh, we understand each
(05:05):
other. Absolutely.
Erroll Bomar III (05:06):
There's nothing worse than like, you
give somebody all of theinformation, right? And you're
saying, here's the place, here'sthe location, here's the link,
and then they're calling andtexting. You're like, Well,
where is it? How do I get therewhere? You're like, I've given
you the road map. And so whenyou find somebody that can
follow the road map. You'relike, you know you're in
Paul J Daly (05:22):
trouble, and you're like, do I need to set up an
Uber account ahead of time?
Kyle Mountsier (05:30):
Right? I mean, okay, so let's, let's walk this
back, because I think somepeople know you, and maybe if
they've been to nada the pastcouple years, approach the live
stage seeing that, or if they'vebeen around the Ford, like
traveling road show of autoshows, they may have seen or
heard your voice or things likethat. But absolutely, give us
(05:50):
the background of like, why youlanded in the automotive
industry and running around toevents and speaking and doing
all these things in auto andwhat's how'd you? How'd you land
in this thing, right?
Unknown (06:02):
So four score, and then I'll just play
Paul J Daly (06:06):
Kyle's question, How did you land in this thing,
Kyle Mountsier (06:09):
right? That's how it works. Just so everybody
knows
Erroll Bomar III (06:12):
it is, and what's unique about it is it's
definitely one relationship at atime. So originally, I've been
in sales and marketing for wellover 16 years, but that started
in the automotive space. Soactually, out of high school, I
had a job where I worked atKinko's, and then that led me to
(06:33):
another position to where I wasthe production manager for this
Dental PPO. I did all of theirprint work and all that good
stuff, but that ended up landingme into the automotive space.
And so I started in new carsales, Chrysler, Dodge and Jeep,
all the way back in oh three,right? And back then it was 100%
commission. You don't sell, youdon't need whole nine yards,
(06:55):
right? And so that was adifferent industry, but it
taught that tenacity, that focusall of those things, and in that
space, this was when, you know,car sales were relationship
driven. It wasn't there was nosocial media. There was no it
was literally just a being inthe same location, so that when
people came back to you, theyknew you were there. And then B
(07:17):
It was building thatrelationship, so they would
either share your information orcome back to you like, you know
you did the we did the birthdaycards and anniversary cards and
thank you card. Like everythingwas building that relationship
out. And so that taught me a lotabout the importance of the
relationship piece, right?
Because one relationship leadsyou into the next. So fast
forward. One of my there was twogentlemen that kind of i that
(07:41):
mentor me in that space. Both ofthem, that one had been at the
dealership for at that time, 20years. The other one had been at
the dealership 18 years, samedealership, and just watching
them in the relationships built.
One of the guys, he actuallywent to Jordan for two weeks.
Two and a half weeks out of themonth came back. And you know
how the end of the month is inthe auto business. I watched
(08:02):
this guy sell 19 cars in sixdays.
Paul J Daly (08:06):
Just literally Jordan, as in the country.
Jordan is
Erroll Bomar III (08:10):
in the country? Yes, yes. So, right,
absolutely. So he he leaves,comes back, 18 cars in six days,
and literally just picking upthe phone. Hey, your car's ready
to come pick it up. Hey, carsready to come pick cars ready to
come pick it up. Hey, your caris ready to come. You're just
like but it was, it was becauseof the relationships and the
fact that he knew his clientbase, so he knew which customers
(08:32):
were coming up for lease, whichones were ready to purchase. So
he just had a system. And sofast forward, I ended up leaving
the automotive space. But duringthat time, I got introduced to
auto shows, because we did athing called Walk arounds. And
so as a walk around it wasbasically how you presented the
vehicle to the consumer. Andthere was very certain points
(08:54):
you had to hit. You start themon the passenger side, land them
in the driver's seat, you'reready to hit the road, right?
Talking about, that's it. It wasa system. So everything was kind
of system based, you know? Andso what ended up happening in
that space was I would work theDetroit Auto Show as the Dodge
Chrysler Jeep representative.
And the job there was, it wasn'tsales related. It was literally
(09:15):
just engaging with peopleanswering questions. Because at
that time, the industry was alittle bit different than it
was. Now at that time, the thosefolks that work the auto show
were considered more spokesmodel. That's kind of the term
that was used. Now we're productspecialists, meaning we're
actually trained by themanufacturer, know all the ins
and outs of the vehicle, and cantalk to a customer and consumer
(09:36):
in spec and in depth aboutthere's
Paul J Daly (09:39):
a big difference. I mean, you're pretty and all but
I mean a product specialistmakes a big difference when you
put that, when you put, when youput that mantle on the person
you have answering questions andknowing about the vehicle. So
are you? Are you, like, fullytrained and certified in all
like the makes and the modelsand the specs and all that.
Erroll Bomar III (09:59):
Yeah. Yeah. So typically, how it works is we
have to know a little bit abouteverything, and then certain
times, at certain shows,there'll be specific vehicles
that we focus on. So obviouslythat's based on product release
and what's important. And youknow what the flagship or angel
Halo vehicle is at that time.
But absolutely, if somebodycomes up and wants to talk, you
know, transit van, or they wantto talk escape, I've got to
(10:21):
know, you know, either a theinformation across the
Kyle Mountsier (10:26):
Ford lineup, well, and this is what I think
is interesting, because, youknow, there will people be,
people to say, like, ah, theauto show might be going away,
but there's clearly a ton ofpeople going to auto shows,
especially like the Big Four,Big Five, right? And the
manufacturers have realized, no,when people come to this, they
are technically detailed,looking for rich understanding
(10:50):
of a vehicle. And I think that'sactually like a tip for dealers
to say, Okay, if people aregoing to auto shows asking that
they're probably coming to theshowrooms, wondering the same
exact thing out. So my peoplebetter be dialed in, product
specialists, not just like, youknow, sales junkies that want to
get the next sale. It's like nopeople are coming to discover
(11:10):
deeply. You were telling me youwere, we were in New York City.
You were like, What was thething you were telling me about?
The nine volt battery? Oh,
Erroll Bomar III (11:18):
yeah, for the for the market? Yes, yes. So if
any event, for some reason, yourbattery is at a low percentage
and you can't unlock your doors,there's an opportunity where
there's a panel where you canactually use a standard nine
volt battery, which allows youto, in an emergency situation,
unlock the doors of the vehicle.
And that's something that, yeah,while it is obscure and very
rare, if there's a consumer thatgets caught in that position
(11:42):
knowing that can make thedifference of their impression
of the brand long term, youknow,
Kyle Mountsier (11:48):
convinced right now, I just have to call this
out. They've got some likeSouthern 73 year old grandma
sitting in the R D lab, like,figuring out, like, MacGyver and
that stuff, because that'ssomething that, like, a 73 year
old grandma in like, SouthernMississippi be like, Y'all got a
(12:11):
nine volt for this
Paul J Daly (12:16):
vinegar in the gas tank.
Michael Cirillo (12:18):
Okay, so, like, this is what stands out to me
about this? Because, yes, like,we're all in this space every
day, all day, talking about itover and over again. And we're
like, Do we really have to talkabout nine volt batteries again?
But like, I think, because we'reso in it, we forget sometimes,
or it's easy to forget thatthere are millions of
enthusiasts out there that lovethat stuff. Absolutely that nine
(12:42):
volt battery little hack isgonna blow their mind, and
they're gonna be like, I guessthat's why I need to drive this
vehicle. Yeah, absolutely in thesame way, there's affinity
audiences and enthusiasts forlike gaming and role play
gaming, and they just sit thereand consume and consume and
consume. The difference is, toyour point, what I'm picking up
on is, the difference is thereare specialists in those
(13:07):
industries, in the the gamingindustry, that know, there are
people that want to know thisstuff. And our industry, I
think, like we, we don't do thebest job at realizing no, like
people are enthusiasts. Theywant to be excited. They want to
know the little ins and the outsof the vehicles. They want to
pay attention to the space.
That's the first thing that Ihad to, like, just get off of my
get the arrow. It grinds mygears. And now, yeah, oh no. I'm
(13:31):
like, Yes, Errol, yes. Preach.
Paul J Daly (13:36):
He said,
Michael Cirillo (13:37):
Yeah. Thing is, like, you have so much
experience at these, theseevents. I went to the Toronto
auto show recently, okay, andwhat blew me away is how much
this kind of ties into whatKyle, what you were just saying,
like how much attention the OEMsare actually paying to the space
that you're presenting in, andthat it becomes a very real
(14:00):
character that sets a tone forbuying and like consumer buying
activity and how they'rethinking about the vehicle and
how they're seeing it. And thenwe go to the dealership, and
it's like a doctor's office
Unknown (14:14):
sometimes, yeah, yeah, right. And there's,
there's always a dude in thefront cubicle, like this,
Erroll Bomar III (14:20):
100% watching him, or the guy that stands up
and just leans on the edge ofthe cubicle looking at everybody
else you know. So
Michael Cirillo (14:26):
from your Washington What are you seeing?
How does that? How does, how doall of these things, your
product specialty, and knowingthere's enthusiasts, millions of
people, going to these autoshows, the Big Five, I think we
talked about, and and theconsumers role, and how all of
these things come together toactually move people to to show
intent and move people to apurchase.
Erroll Bomar III (14:48):
Yeah, I think the the big thing that from, you
know, being able to see it fromall sides, because even outside
of just auto shows. So one ofthe things that I have the
opportunity to do, because I'min Michigan, and. Area is I do
all of like Ford specialtyevents, and that includes even
dealership like we one summer,we did a dealership thing tour
(15:08):
called Tech days, which is whereany consumer can come back and
if they had questions about thetechnology of their vehicle, we
were there to walk them throughand answer some of those common
technology questions. Sooverall, what I've experienced
and what I've seen is that, froma consumer standpoint, their
vehicle is essential, but it'salso an experience. People buy
(15:31):
not just because the vehiclelooks good, not just because
it's cheap. They might buy thatfor that reason initially, but
they keep buying it because ofsome experience or something
that emotionally has tied themto the vehicle. I've heard so
many countless stories. I've hadpeople, for instance, here at
this show, I had a lady that waslike I had I've had six
(15:52):
explorers data, and I love theExplorer. I'll never get another
vehicle other than the Explorer.
And it all tie back to the factthat she had gotten the accident
all the way back in 2012 and theExplorer kept her and her family
perfectly safe. She didn't havean issue. She walked away and
just that one deal, yeah, herconfidence level in the vehicle,
she's like, I will never ownanother vehicle outside of this
(16:14):
vehicle. And so I
Kyle Mountsier (16:18):
think while that's really important, like,
we we key into the existentialmoment of the purchase. A lot in
in auto, but like keying intothe existential moments that
happen along the way of theownership. Actually, I remember
there was a Mazda. Mazda didthis whole, like, this was
probably 2018 did a wholecommercial series around the
(16:40):
existential moments of, Iremember that, and it was like,
Oh, like this, you know, it kindof moved from like, you know,
the Mazda three, the small car,to the CX five, you got a
family, to the midlife crisis,Miata, you know. But it was
like, Oh no, the journey ofowning a vehicle, whatever brand
(17:01):
it is, is just as important, ifnot more important. So you go
back to like the relationshipselling, thinking about the
birthdays or the anniversaries.
How do we know our consumers sowell that we're tapping into
their existential realitieswithin their own like we're that
close to our clients, that weknow exactly what their
experience in the car, or cancan get some insight into that?
(17:22):
Because I think that that'slike, that's how you really
build loyalty, right? How doesyour service department, how is
your service department, awareof what's happened recently? So,
yeah, all of that moment can bebrought into the service or the
purchase experience, sointeresting,
Erroll Bomar III (17:38):
right? I think so. I think we got
Kyle Mountsier (17:42):
to get off this.
Because I you're wearing thisshirt. I don't know if people
see it. It says, change 365hashtag, change 365 and you've
alluded to like, the fact thatyou care about relationships,
the fact that you care aboutpeople, and now you're talking
about their life experiences. Iwant to get to what is that, and
because it's not a part ofexactly who you are in auto, but
it's who you are. And I thinkthat it's a real part of, like,
(18:05):
why we've connected and feltconnected to you, even from a
almost from a distance, on theNADA live stage. It's like, I
think that's one of our peopleup, right? Yeah? Like, where
that came from, and what theheart behind you know what
you're trying to do there
Erroll Bomar III (18:22):
absolutely. So the change 365 is literally just
about that. It's about thatgradual change that each of us
make on an individual dailybasis. And I'm a big proponent,
and sometimes it'scontroversial, but I believe in
inspiration, not motivation, andI'll tell you why. For me,
motivation means I have to giveyou motive behind whatever it is
that I want you to do. Now,motivation is great. It's
(18:44):
needed, don't get me wrong. ButI believe that inspiration is
something that somebody picks upand carries with them,
regardless of any externalmotivating factors, right? So
that is nice, you know, like, ifI motivate you, you know, if I
motivate you, it can be for amoment. So as an example, we've
all been to conferences,different things, and we leave
(19:04):
out that room, and we're like,oh, we feel great. This is
great. And it kind of tapersdown over time, right? But when
I'm inspired, is something thatI just can't let go, right? If a
whatever, when, if I'm inspiredto start a business, if I'm in
start inspired to move in thedirection of something. I just
can't put it down, no matter howlong it takes me, how much I
have to, you know, tinker withit, or whatever the case might
(19:26):
be. So that's why, for for me,the change 365 is about helping
people where they are, butgiving them the inspiration that
they need to sustain everydaytransition and change. And that
happens in multiple ways. Ithappens through coaching,
speaking events, connecting,building relationships out that
(19:46):
are sustainable right now, oneof the initiatives that we're
blessed with is we have a grantthat we have that we're actually
working with 50 men over a sixmonth period to specifically
focus on cardiovascular.
Muscular health, and then alsotheir mental health. So we have
myself doing the physicalwellness part, and then we have
another gentleman by the name ofGeorge, who's a licensed
(20:07):
therapist that's doing themental health part. And we get
together with these guys once amonth, sit down for four hours
at a time, and, you know, lunchin between all that. But it's
building those those kind ofgrounding points so that they
can inspire and change theirlife over time, and then
throughout the month, we givethem homework and different
assignments. But ultimately,it's just about that. It's about
(20:28):
having the impact, so that ifsomebody comes in contact with
me, they don't leave the waythat they came right, even if
it's just something small, youknow, like it's you will be
surprised, especially being inthis space, and how that ties in
automotive, the way that peopleconnect, you know, just,
Paul J Daly (20:49):
you just shifted my paradigm a lot. And I already
knew when Kyle asked thisquestion, I was like, we're
gonna need another podcast.
Just, I knew it he said. I waslike, well, we're gonna need to
do this again. But thedelineation between inspiration
and motivation, I'm thinking ofthe life of any entrepreneur.
I'm thinking of the life of aparent. The things that inspire
(21:09):
you to keep going, it has to beso much of a higher level,
because there are lots ofmotivations. Like, as an
entrepreneur, right? You'reinspired to make this thing
better. And that's like, itcould be a product. Could be a
service. It could be, you know,the lives of the people around
you and on your team to, like,move everybody. You could be
inspired. The motivations,though, are are vast, right?
(21:29):
Find, you know, running out ofmoney is a big motivation,
right? Needing to hit a deadlineis a big motivation.
Consequences, like motivations,a lot of times are driven by
consequences. Absolutely, that'swhat I think, right? Like, I
want to do this so that I don'thave to deal with that
Kyle Mountsier (21:48):
or fleeting rewards, right? Like, I think
of, yeah, timing, like, timing,fleeting reward. I mean, a
Saturday morning meeting has alot of motivation in it, right?
There might be like, Hey, today,we've got to accomplish this
specific goal for this specificmoment, and we will reward you
with this short term benefit offinancial gain, right? Yes, yes.
(22:08):
And instead, like, what would itlook like for a dealership or a
business or something like thatto inspire their people to where
they they don't have to havethose moments of motivation as
often, because the inspirationcarries you much more deeply
past. I think that's what we'reactually like it. I think it's
the the translation of like forme, it's the words of motivation
(22:34):
is probably mission withoutvision and inspiration is con co
existent, vision and mission,right?
Paul J Daly (22:43):
Yeah, if you have a vision
Kyle Mountsier (22:45):
for something, and you call people to that
vision, they have, like, longterm foresight, right? I believe
in this thing that's over thehorizon, there could be
missional elements of like,today, we're going to do this.
Next day, we're going to dothat, and that's how we get
toward this future vision. Butit allows them the motivation to
actually extend intoinspiration, potentially
(23:07):
absolutely
Erroll Bomar III (23:08):
and even if we like so. And I love what you
said about from the like, themoney piece as an example,
right? If I'm motivated to getmoney, once I get the money,
then what you know to say, like,what, what
Paul J Daly (23:18):
pushes need to be motivated by another thing
that's similar, exactly so.
Erroll Bomar III (23:22):
And I think when we look at that from, you
know, just tying that in from aautomotive space, and just
looking at our how ourdealerships, on a day to day,
operate, right, I think some ofthe most successful dealerships,
because a lot of dealerships, atsome point are family owned and
driven, right. And I think themajority of them can say that
story. I think what makes thesuccessful dealerships different
(23:43):
is the people that are in thedealership. Do they feel as if
they are part of that family insome way, right? So, and the
mentality is different. Thinkabout it this way, if I have and
I'm just going to say sons anddaughter versus employee, right?
A son and daughter of a businessis going to be have a different
(24:03):
perspective and a much moreprotective approach than someone
who's just feels like I'm anemployee of the dealership. They
have a different level ofresponsibility and ownership as
the feeling of son and daughterin most cases than they would
have. I'll just work here. Youknow what I'm saying, and so
sure to get when you're talkingabout building a cohesive team.
Like, even for us on my autoshow team, there's 80 of us that
(24:26):
are on the Ford productspecialist team. We're all over
the country, but when we traveltogether, you know, right now,
there's 22 of us here, weliterally move as a family, like
in most cases, where it's like,okay, we want to make sure, are
you, if it's late at night, areyou walking back? Okay, I'm
gonna walk with you. We're gonnacall it lifter, like we're
protective over one another. Wemake sure that our mental space,
(24:48):
you know, like, Hey, are youokay? Well, listen, I'll, I'll
kind of you hang back and relaxfrom it. I'll deal with more
consumers if you're having a badday and and what that does is,
overall, when people come intothe Ford. Display in the space.
People sense that. Like the iWe've had people that'll just
come back and hang around, likeyou guys have the best display,
like you guys are just cool,like we just want to hang out
(25:09):
here. And I love that, becausethey sense that energy. Or you
have situations like, I'll tellyou a brief story. So I was in
Detroit. I had a couple thatdrove so they were this is when
the 2024, f1 50 was launched.
They drove to the Detroit showto see the 24 f1 50 because they
were almost about the purchaseof 23 I spent 1520 minutes with
them, just walking them throughall the features function. Just,
(25:32):
that's what I do. That's not a,oh, um, you know, I didn't think
anything of it. Fast Forward,four months later, the lady
actually messaged me on LinkedInand said, Hey, because they were
between the f1 50 and thetundra, she said, Hey, I just
wanted to let you know we'reactually right now picking up
our f1 50. We got the PlatinumEdition data like told me the
(25:53):
whole story. My husband justreally appreciated the time you
spent. You were patient, youdidn't brush him off all these
things. And this is four monthslater that this lady found me,
messaged me on LinkedIn, andfelt the need to like, not just
a sentence, a couple paragraphsof why our interaction was
important to her. And those arethe stories that are like,
(26:14):
that's not just me exclusive,right? That that should be the
way that the industry works,because you never know. It's not
just what am I moving or sellingtoday, what x Am I crossing off
today, but what's the rippleeffect that I'm gonna have down
the road? You know? Bro, thatconcludes my testimony,
Michael Cirillo (26:34):
dude, like, people ask me sometimes why I'm
always looking down in podcast,and it's because I'm a like, I'm
the first student, you know whatI mean? And it's like a
privilege that I get to be thefirst. And I'm sitting here
writing notes, and you know, asI'm listening to you, and I'm
tying all of these piecestogether, you know what I wrote
down, because it's somethingI've been picking up on. And I
(26:54):
think it ties into your mission,and it certainly ties into our
mission. And I'm just going tocome out and say it the boys
know, I get one controversialstatement of the day, and I'm
going to use it on this one go,
Unknown (27:07):
people
Michael Cirillo (27:10):
are lonely, and because and people are lonely,
we're and we are designeddivinely, to connect with one
another 100% and we desireconnection. And I see that at
the heart of your mission,that's certainly at the heart of
our mission, at ASOTU, is tocreate connections. Going back
(27:32):
to the very first quote inquotation marks, from the man
Errol On this episode, onerelationship at a time. Yeah,
and I just think of the impacton what if I know as a dealer or
as a business owner thatmajority of the time the people
that work in my organization arelonely, and that's impacting how
(27:54):
they connect with the otherlonely people who want to buy
vehicles, or who are coming hereto work every day, or who don't
know how to be inspired, who'velived their whole life thinking
that motivation was the thing,even though they know it fleets,
even though they know that oncethey attain the thing they felt
motivated for, like you said,Paul, they gotta come up with
(28:15):
something else. And it's always,you know, material. It tends to
revolve around somethingmaterial. I just find the thread
that runs through how youoperate, I think is so
fascinating. And it comes downto we live in a world where I
think a lot of people are lonelyand they desire connection, and
to when you recognize that bethe one who is worthy to be
(28:39):
connected with is like such animportant thing. So I just
wanna, I'm hopping in and I'mgonna close this out here. I
just wanted to thank you forthat. I think it's tremendous. I
think that's a huge mission. AndI see how it rolls its way into,
like Kyle said, it's not likewho you are, just an automotive
it's just who you are. And I seehow you having that healthy
(29:00):
center emanates it. It's itbrings an elegance to everything
you do, whether it's informingpeople about, you know, vehicles
or the products and features orhow you carry yourself, I think
is, is stand up. So I want tothank you for that. I think it's
tremendous. And also, man, justthank you for for joining us on
Auto Collabs. How can thoselisten and connect with you.
Erroll Bomar III (29:21):
So across every platform, the change 365
that's Instagram, social, thewebsite, any, any of those
things. Obviously you can lookme up by name. There's only a
handful of arrows in the world,so arrow Bomar, if you look me
up on LinkedIn, but if you, ifyou type in on any social the
change 365 you should find meand pull me up so and
Paul J Daly (29:42):
you can also, pretty simple find, and you'll
also be able to find Errol atASOTU CON doing ASOTU
unscripted, which we didn't talkabout that, we'll talk about
that. Another, which is aninterview series where you're
gonna get the schedule and sitdown with him and he's gonna ask
you the fun unscripted questionsthat, uh, people really want the
answers to. And
Kyle Mountsier (29:58):
you might feel a little bit less. Only after that
is what I'm getting. There yougo, Arrow
Unknown (30:02):
man. Thank you so much for joining us on auto clubs.
Erroll Bomar III (30:05):
It's been great. This is awesome. I think
if I'm gonna put this out there,this is part one, you know how a
great podcast? Yes, part one. Gopart one. So we gotta, we gotta,
we gotta settle the day, and wegotta do a part two, like we
gotta, we gotta keep it going.
Sounds good. Take care of NewYork City for us. You too, guys,
It's great talking to you. I'llsee you soon.
Kyle Mountsier (30:27):
Okay, one thing's for sure. Yeah, we need
another podcast. One thing's forsure. Part two is coming. We're
gonna do it in person, we'regonna make coffee, and it'll
probably be a two hour podcast,and Michael Cirillo is gonna
make us all cry. That's that'sgonna happen, because it's gonna
be like, you're seen, you'reseen, you're loved, you're cared
for, you're controversial,you're not only right. People
(30:48):
are so lonely
Unknown (30:51):
four cars while we have the conversation, I'm
Kyle Mountsier (30:53):
down for that, probably because Arrow's gonna
tell us about the nine voltbattery in the side of the car.
And everybody's gonna like,
Michael Cirillo (31:01):
I live for little hacks like that. I want
to know the little like thingyou know, like the Haagen Daz or
whatever it is, Ben and Jerry's.
You take the lid off and thespoons under the lid, and nobody
knows. And then you know, andyou're like, what I love, little
Paul J Daly (31:14):
under the lid, see,
Unknown (31:16):
boom, boom. See, oh
Paul J Daly (31:20):
no. Like little ones. They have
Kyle Mountsier (31:22):
little ones, a little guys, little guys. Yeah,
I
Paul J Daly (31:25):
was thinking Ben and Jerry's, no,
Michael Cirillo (31:27):
it's like the little one. You get a sliver on
your tongue when you Yeah, icecream
Paul J Daly (31:31):
tastes better off a wood spoon, hands down, for
sure. That
Michael Cirillo (31:37):
was unreal. I love I love his energy. I love
just the the thread that you cantell, like, I know, Kyle
probably picked up on you pickedup on it sooner than I did. But
like, you're like, there's athread that ties the way this
guy moves, yes, together. Like,it's not, you know, we tend to
So, so often human nature, like,we focus on the thing. I am a
(31:57):
product specialist. I go to autoshows, I but it's like, I love
the way you said it, man. Youwere like, but that's not who
you are. Yes, yeah. And, and welive in a world that so often
it's like, Oh, I'm just anentrepreneur. It's like, I'm
that's not who I am. That's athing I do. You
Kyle Mountsier (32:15):
know, I and I really, like, I know we've been
talking about ASOTU CON a lotrecently, but Paul and I had a
young lady come up to us. Ican't remember his last year or
the year before at ASOTU CON. Itwas the very last day. It was
two years ago. It was the thefirst year we were in in
Hanover, Baltimore area. And shecame up to us, I won't tell you
who it is, but said, like,looked at us both in the eye,
(32:38):
like with tears running down herface and said, I feel like I
finally have a place. I feellike I finally am known. I feel
like I can finally be friendswith people in this industry and
not like constantly, almosttrying to be ejecting myself
from it, like I am immersed init because of these two days.
(33:02):
And I think there there are atASOTU CON, you will have
business leaders that are dialedin. You'll be able to sit in
sessions that that you willlearn really, really practical
stuff to do things. But I thinkthat the reason why people come
away from an event like that andtake away things is because
there are people there that willallow you to be seen, to allow
(33:24):
you to feel less lonely, and togive you purpose and inspiration
past how to sell more cars nextSaturday and that, and that's
really you
Paul J Daly (33:32):
change your life more than a paycheck. Will
listen. This has been a goodone. On behalf of Kyle
Mountsier, Michael Cirillo andmyself. Thank you, as always for
listening to Auto Collabs, sign
Unknown (33:43):
up for our free and fun to read daily email for a free
shot of relevant news andautomotive retail media and pop
culture. You can get itnow@asotu.com That's asotu.com
if you love this podcast, pleaseleave us a review and share it
with a friend. Thanks again forlistening. We'll see you next
time.
(34:14):
Welcome to Attica lab recording.
Guys, yesterday I went with you ate tacos.
Unknown (00:09):
This is Auto Collabs.
Kyle Mountsier (00:13):
I'm always the interruption guy in the intro, I
apologize. I
Unknown (00:18):
went with Emer to buy a car. Okay, I
Paul J Daly (00:21):
feel like, you buy a lot of cars lately. Yeah, I
don't know what it is,
Kyle Mountsier (00:26):
cars in the last two years on a podcast. And I
was like, what?
Michael Cirillo (00:31):
Okay, so just get my dealer, Liza, you went
Paul J Daly (00:34):
more than cars. And here's what
Michael Cirillo (00:37):
I think is hilarious. I'm like, Yo, you got
to go to this dealership andtalk to talk to my boy mark. You
somebody else needs toexperience Mark. Mark is a 63
year old Hispanic Tracy Morgan.
Like, that's the only way I candescribe mark. That sounds
Kyle Mountsier (00:54):
amazing, until Tracy Morgan, I was like, wow.
And
Unknown (00:58):
sooner or later, you guys are going
Michael Cirillo (01:00):
to come here and I'm going to introduce you
to you to mark, because nowthere, it's a whole thing. I
bought two cars from him. Nowemers bought a car from him,
but, but think Tracy Morgan,because the way, you know, we
kind of talk like this, and
Kyle Mountsier (01:12):
go, Yeah, I got, I'm already there with you.
Yeah. Okay, so
Michael Cirillo (01:16):
we get into test drive emers, you know, he
calls it his baby truck. Heneeded a four way into four, way
into truck. So he buys a Tacoma.
We're in the back of the Tacoma.
I'm sitting with Mark. Emer andhis wife are in the front seat.
We're driving. And Emer, youknow, Emer being in the end,
there are three
Paul J Daly (01:32):
of you in the front seat. That's, there's nothing
more. He
Kyle Mountsier (01:34):
was in the back seat. He was in the back so
Michael Cirillo (01:37):
emer's Like, come on, come on, man. Like
Mark, tell me about this. Tellme about this. This truck and
mark from the back seat. Justpicture Hispanic Tracy Morgan
just had hip surgery, so hewaddles a little bit. Goes,
Yeah, you know. So there's,like, the knobs and stuff up. I
don't know you got the fancysheet in front of you, all those
(02:01):
fancy while we were there, guys,while we were there, Mark sold
four
Paul J Daly (02:06):
car, no way,
Michael Cirillo (02:09):
like he's been at this dealership for like, 22
years. It's like he's not goinganywhere. And I think, I think
he's got the stick down, likepeople have to just come and
experience, just the thing,like, I'm dying to tell you guys
about this, because I needeveryone now to excel. Needs to
Kyle Mountsier (02:26):
run around and throw this guy on social because
I can already,
Paul J Daly (02:30):
it's probably amazing. Waved
Unknown (02:32):
his hand, and we're in the back of this. Yeah, well, I
guess you know what's up theknobs and like,
Paul J Daly (02:41):
you, man, I don't even know what we're doing.
Listen, today's guest is HaroldBomar, who doesn't talk to
anything like that. Actuallyquite opposite, but he happens
to be a product specialist forFord, and he's also, I don't
know what you call him, hiredtalent spokesperson. I don't
know. He's at the NADA livestage every year, which is where
we met him, and immediately knewthat we weren't just in the same
(03:03):
industry, but there was a very,very much a kindred spirit, by
the way we approach things. Andeven though we never talked
about that, it took till aboutyear three before we were like,
when are we doing somethingtogether? That's something we're
doing together. Is at AOT Conthis year, which, if you don't
have your tickets, you should,and this is the first time we've
actually gotten to sit with himto, like, have some kind of
(03:23):
meaningful conversation. Solooking forward to this
conversation with the one andonly, Errol Bomar third. Errol,
our friend. Thank you so muchfor joining us today on Auto
Collabs.
Unknown (03:37):
What's up, guys? How's everybody doing?
I'm doing wonderful. Doing
Paul J Daly (03:41):
so good now that you're here. Look, man, it's
this has been a long timecoming. We've never had the
chance to actually sit down anddo some real content together,
but our paths have been crossingfor the last several years. Of
the NADA show, we just got tospend some time together, albeit
brief, at in New York City, whenyou're in town for the Auto
Show. We were there for the JDPower forum, and so, man, it's
(04:04):
good to have you here, andyou're in New York for like, a
while right now. Yes, yes.
Erroll Bomar III (04:09):
So the New York show is normally two weeks.
So I put boots on the ground onthe 15th, and then I'm not
wheels up until the 28th so it'sa good little stretch. But
what's funny is, our meeting inNew York was, I think, purely in
New York fashion. It was, like,quick pace on the go, but, but
we got the job done. That's whatwas
Kyle Mountsier (04:28):
crazy about.
Like, it was all of thequintessential like, we'll meet
on the rooftop bar. We'll be inand out in a couple seconds.
We're coming. We're going tothis party that you don't know
about. You may or may not beinvited. Come on in. It's going
to be fine.
Paul J Daly (04:42):
Look, element. Let me just say this, when you meet
other people who understand howto move around, like, I say move
about the cabin, right? Yes, youknow it like you just we're
gonna be at this address at thistime, and they're coming in from
all over the country, sometimesall over the world. And you just
know, like people. Know how toget to a place. That's a that's
how you kind of can identifylike, oh, we understand each
(05:05):
other. Absolutely.
Erroll Bomar III (05:06):
There's nothing worse than like, you
give somebody all of theinformation, right? And you're
saying, here's the place, here'sthe location, here's the link,
and then they're calling andtexting. You're like, Well,
where is it? How do I get therewhere? You're like, I've given
you the road map. And so whenyou find somebody that can
follow the road map. You'relike, you know you're in
Paul J Daly (05:22):
trouble, and you're like, do I need to set up an
Uber account ahead of time?
Kyle Mountsier (05:30):
Right? I mean, okay, so let's, let's walk this
back, because I think somepeople know you, and maybe if
they've been to nada the pastcouple years, approach the live
stage seeing that, or if they'vebeen around the Ford, like
traveling road show of autoshows, they may have seen or
heard your voice or things likethat. But absolutely, give us
(05:50):
the background of like, why youlanded in the automotive
industry and running around toevents and speaking and doing
all these things in auto andwhat's how'd you? How'd you land
in this thing, right?
Unknown (06:02):
So four score, and then I'll just play
Paul J Daly (06:06):
Kyle's question, How did you land in this thing,
Kyle Mountsier (06:09):
right? That's how it works. Just so everybody
knows
Erroll Bomar III (06:12):
it is, and what's unique about it is it's
definitely one relationship at atime. So originally, I've been
in sales and marketing for wellover 16 years, but that started
in the automotive space. Soactually, out of high school, I
had a job where I worked atKinko's, and then that led me to
(06:33):
another position to where I wasthe production manager for this
Dental PPO. I did all of theirprint work and all that good
stuff, but that ended up landingme into the automotive space.
And so I started in new carsales, Chrysler, Dodge and Jeep,
all the way back in oh three,right? And back then it was 100%
commission. You don't sell, youdon't need whole nine yards,
(06:55):
right? And so that was adifferent industry, but it
taught that tenacity, that focusall of those things, and in that
space, this was when, you know,car sales were relationship
driven. It wasn't there was nosocial media. There was no it
was literally just a being inthe same location, so that when
people came back to you, theyknew you were there. And then B
(07:17):
It was building thatrelationship, so they would
either share your information orcome back to you like, you know
you did the we did the birthdaycards and anniversary cards and
thank you card. Like everythingwas building that relationship
out. And so that taught me a lotabout the importance of the
relationship piece, right?
Because one relationship leadsyou into the next. So fast
forward. One of my there was twogentlemen that kind of i that
(07:41):
mentor me in that space. Both ofthem, that one had been at the
dealership for at that time, 20years. The other one had been at
the dealership 18 years, samedealership, and just watching
them in the relationships built.
One of the guys, he actuallywent to Jordan for two weeks.
Two and a half weeks out of themonth came back. And you know
how the end of the month is inthe auto business. I watched
(08:02):
this guy sell 19 cars in sixdays.
Paul J Daly (08:06):
Just literally Jordan, as in the country.
Jordan is
Erroll Bomar III (08:10):
in the country? Yes, yes. So, right,
absolutely. So he he leaves,comes back, 18 cars in six days,
and literally just picking upthe phone. Hey, your car's ready
to come pick it up. Hey, carsready to come pick cars ready to
come pick it up. Hey, your caris ready to come. You're just
like but it was, it was becauseof the relationships and the
fact that he knew his clientbase, so he knew which customers
(08:32):
were coming up for lease, whichones were ready to purchase. So
he just had a system. And sofast forward, I ended up leaving
the automotive space. But duringthat time, I got introduced to
auto shows, because we did athing called Walk arounds. And
so as a walk around it wasbasically how you presented the
vehicle to the consumer. Andthere was very certain points
(08:54):
you had to hit. You start themon the passenger side, land them
in the driver's seat, you'reready to hit the road, right?
Talking about, that's it. It wasa system. So everything was kind
of system based, you know? Andso what ended up happening in
that space was I would work theDetroit Auto Show as the Dodge
Chrysler Jeep representative.
And the job there was, it wasn'tsales related. It was literally
(09:15):
just engaging with peopleanswering questions. Because at
that time, the industry was alittle bit different than it
was. Now at that time, the thosefolks that work the auto show
were considered more spokesmodel. That's kind of the term
that was used. Now we're productspecialists, meaning we're
actually trained by themanufacturer, know all the ins
and outs of the vehicle, and cantalk to a customer and consumer
(09:36):
in spec and in depth aboutthere's
Paul J Daly (09:39):
a big difference. I mean, you're pretty and all but
I mean a product specialistmakes a big difference when you
put that, when you put, when youput that mantle on the person
you have answering questions andknowing about the vehicle. So
are you? Are you, like, fullytrained and certified in all
like the makes and the modelsand the specs and all that.
Erroll Bomar III (09:59):
Yeah. Yeah. So typically, how it works is we
have to know a little bit abouteverything, and then certain
times, at certain shows,there'll be specific vehicles
that we focus on. So obviouslythat's based on product release
and what's important. And youknow what the flagship or angel
Halo vehicle is at that time.
But absolutely, if somebodycomes up and wants to talk, you
know, transit van, or they wantto talk escape, I've got to
(10:21):
know, you know, either a theinformation across the
Kyle Mountsier (10:26):
Ford lineup, well, and this is what I think
is interesting, because, youknow, there will people be,
people to say, like, ah, theauto show might be going away,
but there's clearly a ton ofpeople going to auto shows,
especially like the Big Four,Big Five, right? And the
manufacturers have realized, no,when people come to this, they
are technically detailed,looking for rich understanding
(10:50):
of a vehicle. And I think that'sactually like a tip for dealers
to say, Okay, if people aregoing to auto shows asking that
they're probably coming to theshowrooms, wondering the same
exact thing out. So my peoplebetter be dialed in, product
specialists, not just like, youknow, sales junkies that want to
get the next sale. It's like nopeople are coming to discover
(11:10):
deeply. You were telling me youwere, we were in New York City.
You were like, What was thething you were telling me about?
The nine volt battery? Oh,
Erroll Bomar III (11:18):
yeah, for the for the market? Yes, yes. So if
any event, for some reason, yourbattery is at a low percentage
and you can't unlock your doors,there's an opportunity where
there's a panel where you canactually use a standard nine
volt battery, which allows youto, in an emergency situation,
unlock the doors of the vehicle.
And that's something that, yeah,while it is obscure and very
rare, if there's a consumer thatgets caught in that position
(11:42):
knowing that can make thedifference of their impression
of the brand long term, youknow,
Kyle Mountsier (11:48):
convinced right now, I just have to call this
out. They've got some likeSouthern 73 year old grandma
sitting in the R D lab, like,figuring out, like, MacGyver and
that stuff, because that'ssomething that, like, a 73 year
old grandma in like, SouthernMississippi be like, Y'all got a
(12:11):
nine volt for this
Paul J Daly (12:16):
vinegar in the gas tank.
Michael Cirillo (12:18):
Okay, so, like, this is what stands out to me
about this? Because, yes, like,we're all in this space every
day, all day, talking about itover and over again. And we're
like, Do we really have to talkabout nine volt batteries again?
But like, I think, because we'reso in it, we forget sometimes,
or it's easy to forget thatthere are millions of
enthusiasts out there that lovethat stuff. Absolutely that nine
(12:42):
volt battery little hack isgonna blow their mind, and
they're gonna be like, I guessthat's why I need to drive this
vehicle. Yeah, absolutely in thesame way, there's affinity
audiences and enthusiasts forlike gaming and role play
gaming, and they just sit thereand consume and consume and
consume. The difference is, toyour point, what I'm picking up
on is, the difference is thereare specialists in those
(13:07):
industries, in the the gamingindustry, that know, there are
people that want to know thisstuff. And our industry, I
think, like we, we don't do thebest job at realizing no, like
people are enthusiasts. Theywant to be excited. They want to
know the little ins and the outsof the vehicles. They want to
pay attention to the space.
That's the first thing that Ihad to, like, just get off of my
get the arrow. It grinds mygears. And now, yeah, oh no. I'm
(13:31):
like, Yes, Errol, yes. Preach.
Paul J Daly (13:36):
He said,
Michael Cirillo (13:37):
Yeah. Thing is, like, you have so much
experience at these, theseevents. I went to the Toronto
auto show recently, okay, andwhat blew me away is how much
this kind of ties into whatKyle, what you were just saying,
like how much attention the OEMsare actually paying to the space
that you're presenting in, andthat it becomes a very real
(14:00):
character that sets a tone forbuying and like consumer buying
activity and how they'rethinking about the vehicle and
how they're seeing it. And thenwe go to the dealership, and
it's like a doctor's office
Unknown (14:14):
sometimes, yeah, yeah, right. And there's,
there's always a dude in thefront cubicle, like this,
Erroll Bomar III (14:20):
100% watching him, or the guy that stands up
and just leans on the edge ofthe cubicle looking at everybody
else you know. So
Michael Cirillo (14:26):
from your Washington What are you seeing?
How does that? How does, how doall of these things, your
product specialty, and knowingthere's enthusiasts, millions of
people, going to these autoshows, the Big Five, I think we
talked about, and and theconsumers role, and how all of
these things come together toactually move people to to show
intent and move people to apurchase.
Erroll Bomar III (14:48):
Yeah, I think the the big thing that from, you
know, being able to see it fromall sides, because even outside
of just auto shows. So one ofthe things that I have the
opportunity to do, because I'min Michigan, and. Area is I do
all of like Ford specialtyevents, and that includes even
dealership like we one summer,we did a dealership thing tour
(15:08):
called Tech days, which is whereany consumer can come back and
if they had questions about thetechnology of their vehicle, we
were there to walk them throughand answer some of those common
technology questions. Sooverall, what I've experienced
and what I've seen is that, froma consumer standpoint, their
vehicle is essential, but it'salso an experience. People buy
(15:31):
not just because the vehiclelooks good, not just because
it's cheap. They might buy thatfor that reason initially, but
they keep buying it because ofsome experience or something
that emotionally has tied themto the vehicle. I've heard so
many countless stories. I've hadpeople, for instance, here at
this show, I had a lady that waslike I had I've had six
(15:52):
explorers data, and I love theExplorer. I'll never get another
vehicle other than the Explorer.
And it all tie back to the factthat she had gotten the accident
all the way back in 2012 and theExplorer kept her and her family
perfectly safe. She didn't havean issue. She walked away and
just that one deal, yeah, herconfidence level in the vehicle,
she's like, I will never ownanother vehicle outside of this
(16:14):
vehicle. And so I
Kyle Mountsier (16:18):
think while that's really important, like,
we we key into the existentialmoment of the purchase. A lot in
in auto, but like keying intothe existential moments that
happen along the way of theownership. Actually, I remember
there was a Mazda. Mazda didthis whole, like, this was
probably 2018 did a wholecommercial series around the
(16:40):
existential moments of, Iremember that, and it was like,
Oh, like this, you know, it kindof moved from like, you know,
the Mazda three, the small car,to the CX five, you got a
family, to the midlife crisis,Miata, you know. But it was
like, Oh no, the journey ofowning a vehicle, whatever brand
(17:01):
it is, is just as important, ifnot more important. So you go
back to like the relationshipselling, thinking about the
birthdays or the anniversaries.
How do we know our consumers sowell that we're tapping into
their existential realitieswithin their own like we're that
close to our clients, that weknow exactly what their
experience in the car, or cancan get some insight into that?
(17:22):
Because I think that that'slike, that's how you really
build loyalty, right? How doesyour service department, how is
your service department, awareof what's happened recently? So,
yeah, all of that moment can bebrought into the service or the
purchase experience, sointeresting,
Erroll Bomar III (17:38):
right? I think so. I think we got
Kyle Mountsier (17:42):
to get off this.
Because I you're wearing thisshirt. I don't know if people
see it. It says, change 365hashtag, change 365 and you've
alluded to like, the fact thatyou care about relationships,
the fact that you care aboutpeople, and now you're talking
about their life experiences. Iwant to get to what is that, and
because it's not a part ofexactly who you are in auto, but
it's who you are. And I thinkthat it's a real part of, like,
(18:05):
why we've connected and feltconnected to you, even from a
almost from a distance, on theNADA live stage. It's like, I
think that's one of our peopleup, right? Yeah? Like, where
that came from, and what theheart behind you know what
you're trying to do there
Erroll Bomar III (18:22):
absolutely. So the change 365 is literally just
about that. It's about thatgradual change that each of us
make on an individual dailybasis. And I'm a big proponent,
and sometimes it'scontroversial, but I believe in
inspiration, not motivation, andI'll tell you why. For me,
motivation means I have to giveyou motive behind whatever it is
that I want you to do. Now,motivation is great. It's
(18:44):
needed, don't get me wrong. ButI believe that inspiration is
something that somebody picks upand carries with them,
regardless of any externalmotivating factors, right? So
that is nice, you know, like, ifI motivate you, you know, if I
motivate you, it can be for amoment. So as an example, we've
all been to conferences,different things, and we leave
(19:04):
out that room, and we're like,oh, we feel great. This is
great. And it kind of tapersdown over time, right? But when
I'm inspired, is something thatI just can't let go, right? If a
whatever, when, if I'm inspiredto start a business, if I'm in
start inspired to move in thedirection of something. I just
can't put it down, no matter howlong it takes me, how much I
have to, you know, tinker withit, or whatever the case might
(19:26):
be. So that's why, for for me,the change 365 is about helping
people where they are, butgiving them the inspiration that
they need to sustain everydaytransition and change. And that
happens in multiple ways. Ithappens through coaching,
speaking events, connecting,building relationships out that
(19:46):
are sustainable right now, oneof the initiatives that we're
blessed with is we have a grantthat we have that we're actually
working with 50 men over a sixmonth period to specifically
focus on cardiovascular.
Muscular health, and then alsotheir mental health. So we have
myself doing the physicalwellness part, and then we have
another gentleman by the name ofGeorge, who's a licensed
(20:07):
therapist that's doing themental health part. And we get
together with these guys once amonth, sit down for four hours
at a time, and, you know, lunchin between all that. But it's
building those those kind ofgrounding points so that they
can inspire and change theirlife over time, and then
throughout the month, we givethem homework and different
assignments. But ultimately,it's just about that. It's about
(20:28):
having the impact, so that ifsomebody comes in contact with
me, they don't leave the waythat they came right, even if
it's just something small, youknow, like it's you will be
surprised, especially being inthis space, and how that ties in
automotive, the way that peopleconnect, you know, just,
Paul J Daly (20:49):
you just shifted my paradigm a lot. And I already
knew when Kyle asked thisquestion, I was like, we're
gonna need another podcast.
Just, I knew it he said. I waslike, well, we're gonna need to
do this again. But thedelineation between inspiration
and motivation, I'm thinking ofthe life of any entrepreneur.
I'm thinking of the life of aparent. The things that inspire
(21:09):
you to keep going, it has to beso much of a higher level,
because there are lots ofmotivations. Like, as an
entrepreneur, right? You'reinspired to make this thing
better. And that's like, itcould be a product. Could be a
service. It could be, you know,the lives of the people around
you and on your team to, like,move everybody. You could be
inspired. The motivations,though, are are vast, right?
(21:29):
Find, you know, running out ofmoney is a big motivation,
right? Needing to hit a deadlineis a big motivation.
Consequences, like motivations,a lot of times are driven by
consequences. Absolutely, that'swhat I think, right? Like, I
want to do this so that I don'thave to deal with that
Kyle Mountsier (21:48):
or fleeting rewards, right? Like, I think
of, yeah, timing, like, timing,fleeting reward. I mean, a
Saturday morning meeting has alot of motivation in it, right?
There might be like, Hey, today,we've got to accomplish this
specific goal for this specificmoment, and we will reward you
with this short term benefit offinancial gain, right? Yes, yes.
(22:08):
And instead, like, what would itlook like for a dealership or a
business or something like thatto inspire their people to where
they they don't have to havethose moments of motivation as
often, because the inspirationcarries you much more deeply
past. I think that's what we'reactually like it. I think it's
the the translation of like forme, it's the words of motivation
(22:34):
is probably mission withoutvision and inspiration is con co
existent, vision and mission,right?
Paul J Daly (22:43):
Yeah, if you have a vision
Kyle Mountsier (22:45):
for something, and you call people to that
vision, they have, like, longterm foresight, right? I believe
in this thing that's over thehorizon, there could be
missional elements of like,today, we're going to do this.
Next day, we're going to dothat, and that's how we get
toward this future vision. Butit allows them the motivation to
actually extend intoinspiration, potentially
(23:07):
absolutely
Erroll Bomar III (23:08):
and even if we like so. And I love what you
said about from the like, themoney piece as an example,
right? If I'm motivated to getmoney, once I get the money,
then what you know to say, like,what, what
Paul J Daly (23:18):
pushes need to be motivated by another thing
that's similar, exactly so.
Erroll Bomar III (23:22):
And I think when we look at that from, you
know, just tying that in from aautomotive space, and just
looking at our how ourdealerships, on a day to day,
operate, right, I think some ofthe most successful dealerships,
because a lot of dealerships, atsome point are family owned and
driven, right. And I think themajority of them can say that
story. I think what makes thesuccessful dealerships different
(23:43):
is the people that are in thedealership. Do they feel as if
they are part of that family insome way, right? So, and the
mentality is different. Thinkabout it this way, if I have and
I'm just going to say sons anddaughter versus employee, right?
A son and daughter of a businessis going to be have a different
(24:03):
perspective and a much moreprotective approach than someone
who's just feels like I'm anemployee of the dealership. They
have a different level ofresponsibility and ownership as
the feeling of son and daughterin most cases than they would
have. I'll just work here. Youknow what I'm saying, and so
sure to get when you're talkingabout building a cohesive team.
Like, even for us on my autoshow team, there's 80 of us that
(24:26):
are on the Ford productspecialist team. We're all over
the country, but when we traveltogether, you know, right now,
there's 22 of us here, weliterally move as a family, like
in most cases, where it's like,okay, we want to make sure, are
you, if it's late at night, areyou walking back? Okay, I'm
gonna walk with you. We're gonnacall it lifter, like we're
protective over one another. Wemake sure that our mental space,
(24:48):
you know, like, Hey, are youokay? Well, listen, I'll, I'll
kind of you hang back and relaxfrom it. I'll deal with more
consumers if you're having a badday and and what that does is,
overall, when people come intothe Ford. Display in the space.
People sense that. Like the iWe've had people that'll just
come back and hang around, likeyou guys have the best display,
like you guys are just cool,like we just want to hang out
(25:09):
here. And I love that, becausethey sense that energy. Or you
have situations like, I'll tellyou a brief story. So I was in
Detroit. I had a couple thatdrove so they were this is when
the 2024, f1 50 was launched.
They drove to the Detroit showto see the 24 f1 50 because they
were almost about the purchaseof 23 I spent 1520 minutes with
them, just walking them throughall the features function. Just,
(25:32):
that's what I do. That's not a,oh, um, you know, I didn't think
anything of it. Fast Forward,four months later, the lady
actually messaged me on LinkedInand said, Hey, because they were
between the f1 50 and thetundra, she said, Hey, I just
wanted to let you know we'reactually right now picking up
our f1 50. We got the PlatinumEdition data like told me the
(25:53):
whole story. My husband justreally appreciated the time you
spent. You were patient, youdidn't brush him off all these
things. And this is four monthslater that this lady found me,
messaged me on LinkedIn, andfelt the need to like, not just
a sentence, a couple paragraphsof why our interaction was
important to her. And those arethe stories that are like,
(26:14):
that's not just me exclusive,right? That that should be the
way that the industry works,because you never know. It's not
just what am I moving or sellingtoday, what x Am I crossing off
today, but what's the rippleeffect that I'm gonna have down
the road? You know? Bro, thatconcludes my testimony,
Michael Cirillo (26:34):
dude, like, people ask me sometimes why I'm
always looking down in podcast,and it's because I'm a like, I'm
the first student, you know whatI mean? And it's like a
privilege that I get to be thefirst. And I'm sitting here
writing notes, and you know, asI'm listening to you, and I'm
tying all of these piecestogether, you know what I wrote
down, because it's somethingI've been picking up on. And I
(26:54):
think it ties into your mission,and it certainly ties into our
mission. And I'm just going tocome out and say it the boys
know, I get one controversialstatement of the day, and I'm
going to use it on this one go,
Unknown (27:07):
people
Michael Cirillo (27:10):
are lonely, and because and people are lonely,
we're and we are designeddivinely, to connect with one
another 100% and we desireconnection. And I see that at
the heart of your mission,that's certainly at the heart of
our mission, at ASOTU, is tocreate connections. Going back
(27:32):
to the very first quote inquotation marks, from the man
Errol On this episode, onerelationship at a time. Yeah,
and I just think of the impacton what if I know as a dealer or
as a business owner thatmajority of the time the people
that work in my organization arelonely, and that's impacting how
(27:54):
they connect with the otherlonely people who want to buy
vehicles, or who are coming hereto work every day, or who don't
know how to be inspired, who'velived their whole life thinking
that motivation was the thing,even though they know it fleets,
even though they know that oncethey attain the thing they felt
motivated for, like you said,Paul, they gotta come up with
(28:15):
something else. And it's always,you know, material. It tends to
revolve around somethingmaterial. I just find the thread
that runs through how youoperate, I think is so
fascinating. And it comes downto we live in a world where I
think a lot of people are lonelyand they desire connection, and
to when you recognize that bethe one who is worthy to be
(28:39):
connected with is like such animportant thing. So I just
wanna, I'm hopping in and I'mgonna close this out here. I
just wanted to thank you forthat. I think it's tremendous. I
think that's a huge mission. AndI see how it rolls its way into,
like Kyle said, it's not likewho you are, just an automotive
it's just who you are. And I seehow you having that healthy
(29:00):
center emanates it. It's itbrings an elegance to everything
you do, whether it's informingpeople about, you know, vehicles
or the products and features orhow you carry yourself, I think
is, is stand up. So I want tothank you for that. I think it's
tremendous. And also, man, justthank you for for joining us on
Auto Collabs. How can thoselisten and connect with you.
Erroll Bomar III (29:21):
So across every platform, the change 365
that's Instagram, social, thewebsite, any, any of those
things. Obviously you can lookme up by name. There's only a
handful of arrows in the world,so arrow Bomar, if you look me
up on LinkedIn, but if you, ifyou type in on any social the
change 365 you should find meand pull me up so and
Paul J Daly (29:42):
you can also, pretty simple find, and you'll
also be able to find Errol atASOTU CON doing ASOTU
unscripted, which we didn't talkabout that, we'll talk about
that. Another, which is aninterview series where you're
gonna get the schedule and sitdown with him and he's gonna ask
you the fun unscripted questionsthat, uh, people really want the
answers to. And
Kyle Mountsier (29:58):
you might feel a little bit less. Only after that
is what I'm getting. There yougo, Arrow
Unknown (30:02):
man. Thank you so much for joining us on auto clubs.
Erroll Bomar III (30:05):
It's been great. This is awesome. I think
if I'm gonna put this out there,this is part one, you know how a
great podcast? Yes, part one. Gopart one. So we gotta, we gotta,
we gotta settle the day, and wegotta do a part two, like we
gotta, we gotta keep it going.
Sounds good. Take care of NewYork City for us. You too, guys,
It's great talking to you. I'llsee you soon.
Kyle Mountsier (30:27):
Okay, one thing's for sure. Yeah, we need
another podcast. One thing's forsure. Part two is coming. We're
gonna do it in person, we'regonna make coffee, and it'll
probably be a two hour podcast,and Michael Cirillo is gonna
make us all cry. That's that'sgonna happen, because it's gonna
be like, you're seen, you'reseen, you're loved, you're cared
for, you're controversial,you're not only right. People
(30:48):
are so lonely
Unknown (30:51):
four cars while we have the conversation, I'm
Kyle Mountsier (30:53):
down for that, probably because Arrow's gonna
tell us about the nine voltbattery in the side of the car.
And everybody's gonna like,
Michael Cirillo (31:01):
I live for little hacks like that. I want
to know the little like thingyou know, like the Haagen Daz or
whatever it is, Ben and Jerry's.
You take the lid off and thespoons under the lid, and nobody
knows. And then you know, andyou're like, what I love, little
Paul J Daly (31:14):
under the lid, see,
Unknown (31:16):
boom, boom. See, oh
Paul J Daly (31:20):
no. Like little ones. They have
Kyle Mountsier (31:22):
little ones, a little guys, little guys. Yeah,
I
Paul J Daly (31:25):
was thinking Ben and Jerry's, no,
Michael Cirillo (31:27):
it's like the little one. You get a sliver on
your tongue when you Yeah, icecream
Paul J Daly (31:31):
tastes better off a wood spoon, hands down, for
sure. That
Michael Cirillo (31:37):
was unreal. I love I love his energy. I love
just the the thread that you cantell, like, I know, Kyle
probably picked up on you pickedup on it sooner than I did. But
like, you're like, there's athread that ties the way this
guy moves, yes, together. Like,it's not, you know, we tend to
So, so often human nature, like,we focus on the thing. I am a
(31:57):
product specialist. I go to autoshows, I but it's like, I love
the way you said it, man. Youwere like, but that's not who
you are. Yes, yeah. And, and welive in a world that so often
it's like, Oh, I'm just anentrepreneur. It's like, I'm
that's not who I am. That's athing I do. You
Kyle Mountsier (32:15):
know, I and I really, like, I know we've been
talking about ASOTU CON a lotrecently, but Paul and I had a
young lady come up to us. Ican't remember his last year or
the year before at ASOTU CON. Itwas the very last day. It was
two years ago. It was the thefirst year we were in in
Hanover, Baltimore area. And shecame up to us, I won't tell you
who it is, but said, like,looked at us both in the eye,
(32:38):
like with tears running down herface and said, I feel like I
finally have a place. I feellike I finally am known. I feel
like I can finally be friendswith people in this industry and
not like constantly, almosttrying to be ejecting myself
from it, like I am immersed init because of these two days.
(33:02):
And I think there there are atASOTU CON, you will have
business leaders that are dialedin. You'll be able to sit in
sessions that that you willlearn really, really practical
stuff to do things. But I thinkthat the reason why people come
away from an event like that andtake away things is because
there are people there that willallow you to be seen, to allow
(33:24):
you to feel less lonely, and togive you purpose and inspiration
past how to sell more cars nextSaturday and that, and that's
really you
Paul J Daly (33:32):
change your life more than a paycheck. Will
listen. This has been a goodone. On behalf of Kyle
Mountsier, Michael Cirillo andmyself. Thank you, as always for
listening to Auto Collabs, sign
Unknown (33:43):
up for our free and fun to read daily email for a free
shot of relevant news andautomotive retail media and pop
culture. You can get itnow@asotu.com That's asotu.com
if you love this podcast, pleaseleave us a review and share it
with a friend. Thanks again forlistening. We'll see you next
time.
(34:14):
Welcome to Attica lab recording.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Ridiculous History
History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.