Wayne Williams

Wayne Williams

Wayne Williams is president of ExSell Marketing Inc., a “counter intelligence” firm based in La Habra, Calif. He writes the monthly Counter Intelligence column for Modern Tire Dealer.

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Article

Fake Value Is Overrated and Overpriced

Customers are pretty smart; actually, they always have been. I’m picking up lately on an idea that’s floating around: Running a business was easier in the good old days, and advertising, in particular, is harder now (which it is) than it used to be.

Article

Why Enthusiasts Matter to Your Business

I’m passionate about the vehicles I drive and so are millions of other vehicle owners. I’m not just passionate about my cars on the weekends, I’m passionate every day. I get a certain feeling when I walk toward my Camaro SS or Trailblazer SS. I’ve styled and tuned them to fit my likes and my driving style.

Article

Training Covers Strategy, Process and Execution

The competition is predictable. The needs of customers is understandable and predictable. But Wayne Williams says how your store or stores operate can't be predictable. That predictability must be re-strategized.

Article

Simple Truths in Retailing that Never Change

Have you ever read something that just hit you like a ton of bricks because its truth and potential impact were immediately understood? When I run across material like this, I save it. When I refer to it later, I’m often amazed that the truth is more relevant now than when I first read it.

Article

I Got Schooled by a School Teacher

When I was a young district manager in charge of 13 stores, life was crazy. I always felt somewhat out of control, like I was missing something and, of course, I was. I always needed another service tech, a better service tech, another salesman or a better store manager.

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