Stop managing to the middle: Develop a 22 car/person team!

The idea of “Mission 22” starts with a belief. NO, more than that – it’s a conviction.

For decades, the car business operated under the assumption that the industry average of selling 10-12 cars per month should be the goal. But what if the national average did not have to be YOUR average? Jonathan Dawson is the founder of a selling philosophy called “Mission 22.” This workshop will challenge stereotypes and give you 3 specific strategies to implement so you can coach your sales team to sell 22 units/month on average.

The conviction is that every salesperson on my team deserves the dignity of a deal a day! IF they are scheduled to be at the store, away from their loved ones for 8-10 hours a day, then THEY DESERVE the DIGNITY of a DEAL a DAY while they are at the store.

To create such an environment and culture requires intentionality, strategy and consistency.

Mission 22 requires 3 fundamental shifts:

1. BELIEFS – you must believe it is possible, it is good and your people will do it
2. BEHAVIORS – you must shift what your people do, how they do it and why they do it
3. BLUEPRINT – You must have clear expectations, accountability and incentive structure

A more detailed description:

What: 1 day, in-person mastermind for a competitive market.

When: November 10th, 2026 (Tuesday)

Who should go: 

• Do you love having a proven blueprint and a clear plan for your people and processes?
• Are you flexible and get excited when you learn new, different, creative and unique approaches to common challenges?
• Are you committed to being the best and standing out in your market – to become #1?
• Do you love community and fellow-shipping with other like-minded people who want to learn, share and grow?
• Do you have a strong desire to grow personally in your skillset as a leader – because you’ll never stop improving?
• Are you the type of person who wants to contribute more to your team and give back to others?

Where: Pinnacle Training Center (just 35 minutes north of the Atlanta airport) – 270 Scientific Rd. NW, Suite 16, Norcross, GA, 30092

Why: Because leaders lead, and to be able to lead well, you must be able to see farther, try harder, and want it more than anyone else – but you don’t have to do it alone!

Investment:

• $995 – Non-Sellchology Clients
• $595 – Sellchology Clients
• $0 – Dealers / Owners

Mission22 Mastermind is an in-person event on November 10th.

During this workshop we will share the step-by-step plan that has helped dealers of all brands and in all markets achieve above average results by unlocking the true potential of their people. You will see real-life examples of stores that now have their WEAKEST team members selling above 22 sales per month! YES, the weakest is above 22!

Consider this… The average is what we often benchmark against. But an average only exists because someone is doing better and someone is doing worse. There are outliers on both extremes. Instead of managing to the middle and creating processes that get and keep your store “average,” why not study and benchmark against the better performing outliers? What are the best of the best doing that allows them to continue to thrive and succeed at levels ABOVE average?

For decades, we in the car business operated under the assumption that the industry average of selling 10-12 cars per month should be the goal. But what if the average did not have to be YOUR average? This panel discussion will challenge industry stereotypes and give you 3 specific strategies to implement so you can coach your sales team to sell 22 units a month on average.

If you are tired of managing to the middle and benchmarking against “average,” come to this session and learn how your store can get on Mission 22 – because your people deserve the dignity of a deal a day!

Due to the interactive nature of this session, seating is limited, so reserve your seat today!

How do I arrange travel? (click on one of the links below)

The Pinnacle Training Center is located just a 35 minute Uber ride from the Atlanta airport. Or if you are local to Atlanta, Map it here.

Hyatt Hotel Partner shuttles to the Pinnacle Training Center or is a 5 minute walk