Meet The Disruptors: Amberly Allen Of Dealer Merchant Services On The Five Things You Need To Shake Up Your Industry
An Interview With Fotis Georgiadis
“Know your strengths and your weaknesses. I will tell you that I know what I’m good at. I know what my VP is good at. She knows what I’m not good at. And we are together to make sure our staff is “in the right seat on the bus.”
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Amberly Allen.
Amberly Allen started working in the automotive industry when she was 23. She has been recognized with many awards including but not limited to the INC 5000 2x, Top 40 or 40, Stevie Award winner for best entrepreneur, and Ernst and Young Winning Woman finalist. Over the past 18 years, she has worked with some of the best dealers in the country. Her two auto-centric businesses, DI Marketing, Inc and Dealer Merchant Services, have been nationally recognized for their fast growth. Her tenure, hard work, and innovation have allowed her to become among the most respected women in automotive.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I started selling direct mail to dealers when I was 23 and decided at 24 I could do it better and with more integrity — so I went out on my own and started a boutique marketing firm — DI Marketing. This was when I really fell in love with automotive and have sold nearly $40 million in marketing products since. I’ve worked with some of the best dealers in the industry and frankly some of the toughest — they only made me better. The entrepreneurs in the automotive industry are some of the strongest in any business: they know their numbers, they can outwork anyone, and are always focused on maximizing profitability. Several years ago, I learned about some significant legal and compliance changes affecting businesses across the country, specific to their credit card processing expenses, and I knew my dealers could benefit in a HUGE way but only if it was executed properly. I spent several years researching the law and handpicked a team with experience specifically in automotive with over 75 years combined years in the business.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
First, the way that people pay for everything is changing! Second, businesses and their margins are diminishing quickly. There is a better way! Instead of a business raising its price for everyone, we can empower people with a choice in how they pay and an option to save. This is disruption at its finest. With our program, if somebody uses cash, check, or debit card, they shouldn’t have to pay as much as credit card paying customers because the cost of the good itself is different from the merchant.
Numbers tell all — we have grown 2000% in the past 12 months. My clients can save anywhere between $5,000 and $20,000 a month, which goes straight to their net profit. Some of our dealers have increased their minimum wage, improved their facilities, and hired more staff; an enormous way to help their local community. Plus, it gives their cash-paying customers the option to save as opposed to subsidizing those credit-paying customers. The disruption is the ability to empower customers with the choice and the transparency of their payment options.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
When I first started my direct mail company, I had the wrong phone number on one of my first direct mail campaigns. The phone number went to a plumbing company in an entirely different state — selling toilets — instead of to my car dealership. I was mortified, I immediately addressed it with both businesses and made it right. Biggest lesson: double and triple-check your work. And of course — always take care of your customer.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I always seek counsel from entrepreneurs I respect, and I have always had a business coach. I am also lucky enough to be a third-generation entrepreneur and both my parents and grandparents have encouraged me to pursue my dream of starting my own business. When I told my dad I was going to go out on my own, I was only 24 — he understood that being an entrepreneur is not for the faint at heart. He asked me very seriously, “are you sure you want to do this?” And I was sure. Although he didn’t back me financially — I already had a plan for that — he did furnish my first office, it was really nothing to brag about. It was old, dusty, dirty furniture, but it at least got me through the first twelve months.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
Disruption = change. In general, people don’t like change. In my opinion, positive disruption happens with transparency and the empowerment of choice. If the change only benefits one group or person, then it oftentimes is designed to help one party. I think it is important to clarify what your intentions are, with our program, this change benefits both the consumer and the business — as I like to say, “the tides rises all boats”. It’s also important to note that change is inevitable, as a business if you don’t face these changes head-on then you could be left behind. My direct mail company is a perfect example, direct mail has changed drastically, we had to adjust and include digital as a huge part of our portfolio as it has made a huge difference.
Can you share five of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
The #1. piece of advice I’ve ever been given in my life my mom taught me. Make sure I was financially stable and independent, especially if I was going to have kids. #2: There are going to be lots of failures. I had one CEO tell me about a “life extinguishing event” meaning when your business is threatened to be able to continue. Other than that, everything can be solved, but there are a lot of failures along the way. #3: Know your strengths and your weaknesses. I will tell you that I know what I’m good at. I know what my VP is good at. She knows what I’m not good at. And we are together to make sure our staff is “in the right seat on the bus.” #4 Know your numbers. Decide what impact areas are critical and measure them. This allows you to use those numbers to chart the path and change direction if needed. #5: Manage your time. Everyone says this — but this is the most valuable resource on the planet. My favorite author, the late Chet Holmes, author of the Ultimate Sales Machine writes about it in the first chapter of his book. We all have the same 24 hours, how are you going to maximize it? My team revisits this chapter EVERY SINGLE WEEK in our Monday morning meeting because it is a tool that can always be sharpened.
We are sure you aren’t done. How are you going to shake things up next?
World domination! I have some philanthropic things I want to do next. My next project hopefully will be even bigger. I love automotive space, so I’d like to potentially stay there. Long term, I know it’s my life’s work to help women entrepreneurs.
Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?
I am constantly in my audibles app, so as an avid audiobook listener, I can listen while I am driving or cleaning, or getting dressed. I mentioned before, The Ultimate Sales Machine by the late Chet Holmes is by far my favorite business book. I have read it several times and require my staff to read it also. Some of my other favorites: Super Attractor by Gabriel Bernstein, When life gives you Pears by Jeannie Gaffigan, Greenlights by Matthew McConaughey, The Woman I Wanted to Be by Diane von Furstenberg, The Happiness Advantage by Shawn Achor and so many more!! ProTip: make sure the author is the narrator, you can feel that passion of their story when they read it to you! I also follow the teachings of Abraham Hicks, which is all about creating the life that you want and where to put the energy focus.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Helen Keller, “life is either a daring adventure or nothing at all.”
I’ve had this quote in my life since I was a teenager. I believe that to be true. Being an entrepreneur is a high-risk, high reward type of an environment. And, you know, I love it. I wouldn’t have it any other way.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I believe that micro entrepreneurialism is the way of the future, and the way people can improve their quality of life. People want freedom in their schedule, time being the most important resource, and if they can figure out what they are good at — they can capitalize on it. Fiverr is a perfect example of this. In this world of contract labor — whether it’s graphic design or artwork or music — they can sell themselves to their sphere of influence. I saw a woman that is making a great living doing face painting for kids’ birthday parties. The first step, figuring out what you are good at then having the confidence to sell it and the sky is the limit.
How can our readers follow you online?
https://www.linkedin.com/in/amberlyallen/ or www.dealermerchantservices.com
This was very inspiring. Thank you so much for joining us!
Meet The Disruptors: Amberly Allen Of Dealer Merchant Services On The Five Things You Need To Shake… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
