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By Terry Lancaster
5
44 ratings
The podcast currently has 105 episodes available.
It ain't rocket science. It's car sales, and it doesn't have to be hard.
In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell more cars for more money without spending one single extra minute at the dealership.
Simplifying car sales with author Steve Stalling.
Steve Stalling shares his new book "Ridiculously Simple Car Selling" with Terry Lancaster.
Selling cars, delayed gratification, and personal growth.
Speaker 2 emphasizes the importance of making the most of the time spent at the dealership, rather than just putting in hours.
The difference between delayed gratification and instant gratification is highlighted, with the former leading to long-term success and happiness.
Speaker 2 emphasizes the importance of control in the sales process, stating that they don't want to waste their time with tire kickers.
Speaker 2 shares their strategy for avoiding tire kickers by providing all necessary information upfront and maintaining control throughout the sale.
Simplifying car sales techniques and overcoming objections.
Speaker 2 discusses the importance of believing that every prospect is a qualified buyer, leading to different sales outcomes based on the salesperson's mindset.
Speaker 2 and Terry Lancaster discuss the concept of "assumptive selling" and how it can impact sales performance, with Speaker 2 emphasizing the importance of maintaining control and having the right mindset.
Terry Lancaster is frustrated with Steve's lack of sending him a book he wanted, and Steve explains that the book is too long and has specific sections for managers and BDCs.
Steve offers to send Terry a condensed version of the book, and Terry expresses gratitude for the offer.
Sales techniques and relationship-building.
Terry Lancaster mentions that closing a sale is not always necessary, as the process can vary greatly between stores and situations.
Speaker 2 provides examples of how salespeople can avoid getting stuck in negotiations and closing techniques, and instead focus on following the road to the sale.
Speaker 2 shares a story about a bartender who sold cars for 6 months before the pandemic, despite having no experience in the industry.
The bartender's background in music and trustworthiness with customers made him a relatable and reliable source for selling cars.
Car sales strategies and networking.
Speaker 2 emphasizes the importance of leveraging personal relationships for car sales, citing that friends and family can provide valuable repeat business and referrals.
Speaker 2 highlights the importance of being the single point of contact for buyers to build trust and generate repeat business.
Speaker 2 wants to provide value to their relatives by helping them with their car problems, which could lead to future sales.
Speaker 2 believes that focusing on Facebook for local reach and YouTube for brand building can have a greater impact on sales than random calls from people in other areas.
Social media and sales strategies.
Terry Lancaster emphasizes the importance of building connections on platforms like Facebook and LinkedIn, rather than just relying on virality or one-way communication.
Speaker 2 highlights the value of having a strong LinkedIn presence for career growth and networking, and provides the action step of focusing on building connections rather than just selling.
Speaker 2 discusses the importance of creating a positive customer experience in the automotive industry, highlighting the need for dealerships to focus on providing a seamless and efficient experience for customers.
Speaker 2 also recommends the book "Ridiculously Simple Customer Experience" for car dealerships, which provides practical tips and strategies for improving the customer experience.
Selling cars and books with a pragmatic approach.
Terry Lancaster and a guest discuss books and Amazon reviews, with the guest expressing gratitude for Terry's help and support.
Terry Lancaster and Speaker 2 discuss the importance of simplicity in communication.
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
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Terry Lancaster 0:02
Great to everybody Welcome to the How to Sell More podcast how to sell more cars podcast. I got a special guest today is my buddy Steve stalling Sistani is the he's the author of ridiculously simple car selling. He's got a whole series of books that he's that he's that he's written about ridiculous selling and sales management and how to reduce ridiculous customer experience we're going to be staged talking about those in a little bit. My all time favorite is shit sandwich Steve is my all time favorite, favorite podcast guests because when I had him on my original get you some radio show several years ago he sent me a couple of dozen of these and I've been I've been sending them out since the 70s about ever since they were talking about his new book ridiculously simple car selling is how to quickly become the laziest most successful automotive salesperson in the world. Verbally there in the world, but lazy and successful. We're going to start right there, Steve, what does that even mean? And how's it going to happen?
Steve Stauning 1:08
Yeah, you know, I enjoy a little bit of humor every now and then it will hyperbole as well. But the key is is that people think when they when they see a 30 car seller you know if I'm an eight car guy or a nine car gal, and I see a 30 car scelera It I rationalize in my head well I want to work that hard right? I don't want to work those many hours. The fact is, is that you can sell 30 a month without spending one extra minute at the dealership. You don't have to work 14 hours a day six days a week to sell 30 cars a month. The key is how you spend that time at the dealership and we didn't really hit on this concept of books so much but it comes down to one very simple concept that can change your life for everything and that is delayed gratification versus Instagram application. So the 30 car sellers believe in delayed gratification, meaning they do some things now that are going to pay dividends down the road and long term, they're happier and then there's the Instagram patient of checking your Facebook all day long and hanging out in the vaping circle right those things feel good for the moment. But then at the end of the month when you look up at the board and you got Senator right out you know and you look at your paycheck in one How you going to make brands, that instant gratification cost you and then you ultimately feel worse. And so that's sort of the concept of how you can be both the laziest and most successful is that we're not spending any time we're just using our time wisely. And that's really what the books about. It's a great it's a great concept
Terry Lancaster 2:44
the best the easiest way I've heard it said is to work while you're working. We put all that time we're using if we make it productive, I guarantee you can get more done one of my favorite stories in the book you talked about the instant gratification of banging away on Instagram or hitting standing around the circle, but you actually tell them to book by guys losing deals, losing deals because they got over the hump of work maybe a second julong and they needed that next cigarette and they're not paying attention to their personal health and that's getting in the way of them being the best.
Steve Stauning 3:17
Yeah, indeed. And all of this, all of it comes down to these little choices that you make. You know, I'm talking about in the book, you're not flipping burgers, right? If you were flipping burgers at Wendy's, you're gonna make the same amount of money for your shift whether you flip 1000 Burgers 100 Right, it doesn't matter. But But if that's what you want to do, if you just want to put in the hours look forward to Wednesday, so we're coming down there at 16 bucks an hour in our market. But if I'm going to be at the dealership for eight or 10 hours, why don't I do eight or 10 hours worth of work, right? The day goes by quicker I make more money, I'm happier. My personal life gets better. I buy more cool things right? I have a better future
Terry Lancaster 3:57
is that hourly wage mentality. It says I'm going to be here and not being able to get past that this is my job. And I'm not making an investment in predicting but we've all seen salespeople just lose it over a sales customer that they thought was wasting their time someone they prejudge and they're not going to put in the time because it's not going to give them that instant
Steve Stauning 4:21
kick. And it got worse through the pandemic and people haven't gotten out of order taker mode yet. The market the car market was driven by availability for years. Today it's driven by control the salesperson that can grab and maintain control of their prospect whether that's starting over the phone or starting as a fresh up on the lot is gonna find out some more cars, but we've all these folks out there, you don't want to waste their time with a tire kicker. And so the easiest way to make sure you don't have a tire kicker is I'll vomit all the information on them and if they walk great, I didn't waste my time with them. And so you know anybody who's sold cars for more than a month has sold someone who started the maybe the first words out of their mouth for I gotta be under 300 A month or on that line. If you follow a road to the sale and saying control that person leaves two hours later at 500 a month extremely happy. And what happened was is that we stuck to our processes in that respect, right? We didn't tell them oh 300 a month. Let me take your word and Barney nation right. We're gonna take a look at those vehicles. So you can't afford anything over here. And too many people forgot about that then it will you know 2019 We'll order take your short. We had a lot of automotive sales professionals who understood that it takes a process to sell cars. And then inventory shortages started and it became about availability. I had the car and sell it right and I didn't even waste my time with people because the next guy that I took up, he was going to use our mind anyway. Now the breaking out of it's a tough part. That's why we actually we sped this book up short of it's a second book we released in 2023 in ridiculously simple series. Our next book was going to be ridiculously simple leadership. And this one was going to come out late next year and we thought no, you know what, it's important that we get this out now because everywhere I turn, dealers are asking me how do I break my salespeople out of order taker mode.
Terry Lancaster 6:22
I liked the point of view that you talked about maintaining control. And you kind of pointed out in the book suddenly that a lot of this a lot of the word Baba did you talked about and this self judging of people pre judging people, we prejudge people, a lot of that is so that we can kind of fudge the numbers so that we can make ourselves look better and take control and not not not not take not put quite as much energy into it and look like we're really not look like five car Friday when we actually are. Yeah,
Steve Stauning 6:57
we did some math. In the book we showed how you know the same number of UPS, how some people can sell eight and how somebody else can sell 24 And it all has to do with just one belief that one everybody's a qualified buyer wants to buy today right when you have that believe which was the cornerstone of assumptive selling book No one needs to buy it's too long right and in too expensive. But I wrote it just so you know, not downplay somebody else's book. But this first this concept that everyone's qualified buyer wants to buy today. And then too if I you know if I believe the first thing I'm going to see and control through my process. And by doing that I get more people in the CRM, fresh shops and I get more people in the CRM who are phone ups and so and I work my internet leads a little bit differently right with this belief that I have a buyer of course ready has just the opposite belief right and that is everybody's thinking tire kicker until they prove me different, right until they prove you're wrong. And and that's a you know that that's that attitude part and we talked about the attitude, Chapter attitude activity
Terry Lancaster 8:04
that I got and how you go about it. What's going on Jerry, how are you? I'm good brother. Hey, Steve, you ruined you ruined my set out there because I was going to talk to you about the seller or your favorite. You're my favorite podcast. Guest ever because you sent me so many of these books. But you didn't send me that nine $50 or something selling book.
Steve Stauning 8:30
I wasn't sure I'll send your house. You know what, I'll make a note. I'll send you some copies. You know, author copies on Amazon are dirt cheap. So I have no problem saying these
Terry Lancaster 8:39
copies of that. No, because I was gonna say when I was reading the book, he didn't say me. And then you're in the book telling me it's the only book I've ever read. We're the author is telling people please don't go buy my book. It's ridiculous. Do not buy that book. So my next question is Why pay 16 bucks for the new book on assumptive selling costs three times as much?
Steve Stauning 9:00
Yeah, well, you know the problem is software selling is it has the lessons in it are ridiculously simple, because I'm a simple guy. I don't I don't know how to make things complicated. I wish I did I make more money. But the problem is it's just too darn long. You know, it's over 400 pages. And I'll tell you every time I was 20 years ago, I was handing out copies to the dealers in the 20 group when I first released it. The first thing out of anybody's mouth is do have an audio version, because nobody wants to read a 400 page book. And so this one's about 137 pages, aren't we pages and it really is kind of the cliff notes version of assumptive selling. And the other part the other reason salespeople don't want to buy a Sunday selling is there are parts in there for managers that are parts in there for BDCs that are BDC specific. ridiculously simple car selling is one 100% of the Automotive Sales Professional. It's not written for b2c. It's not written for managers. It's just written for people who want to sell more cars without spending one more minute dealership
Terry Lancaster 10:00
yeah there's one line that's maybe one more bid at the dealership no reason the word unveiled about no reason to worry about making a living, you know leaves up time to live a life so that's what that's my left. We want me to jump in the book. The book is great 140 pages like you said 20 chapters ridiculously simple where you keep listening short chapters, but they're there you gotta know you know, chapter is about overcoming objections chapters about social media. You didn't have a chapter and I wondered if it was on purpose. There's no chapter about closing the sale.
Steve Stauning 10:32
Yeah. A couple of reasons. One, the the process for closing is so different in every store, right? There are still stores where the close I've got stores that are that do box clothes today still today very successful. And the fact is, is that they don't you know the salespeople have zero to do with closing the deal at that point. And I've stores that are still old fashion and that the manager comes out or they have a floor manager or they have a team lead that does the closing the other pieces that if you follow the road and sell properly, just like we talked about the negotiations chapter or the overcoming objections chapter. You know, you don't have to get involved in negotiations when I say that, you know, here are the ways to avoid being stuck in negotiations, but if you're stuck in here, a couple of neat tips. But if your salespeople are finding they're having overcome lots of objections, and salespeople are finding that they're having to learn 52 Different closing techniques, and if salespeople are feeling like they have to go by Chris Voss, his book never split the difference. So that they learn how to negotiate because they're always going to negotiations. Well, they're doing it right. They they're not, they're not falling assumptive selling everyone's qualified buyer wants to buy today, and they're not taking control and using the road to the sale. They're jumping. They're skipping steps. They're letting customers take them and pull them down the sink and rabbit hole. That's how you get caught up in objections. That's a call for negotiations. And that's how you get all the way through the process. And all of a sudden, I've got to close in the right. And the fact is, is that it's just not as necessary today, which I did leave it out on purpose because I can teach a few closes in there and then anytime I've done closing training classes, I get bombarded with Yeah, but what if you have a What about the guy? What about Yeah, okay, you know, it's, it never ends
Terry Lancaster 12:32
as most things in life the problem and the problem is how you're dealing with. There
Steve Stauning 12:38
you go. Yeah, you just said it. You just said it in four words, and I said it in 8700 words,
Terry Lancaster 12:44
that's why I can't make a living as a writer is everything. You you had some great stories. And I assumed that there was a sort of a softball, I gotta love that to you because I knew you didn't. Supposing it ever. exactly that reason because you spend so much time talking about, about about maintaining the maintaining the relationship and building the relationships. You talked about social selling, but most people when we talk about social selling people, a lot of them their eyes roll back in their head, and they think you're talking about social media and Tiktok and Instagram and Facebook or whatever. But it starts even before that. My favorite story from the book was the bartender who had been selling bars for six months. Tell us about that guy.
Steve Stauning 13:28
Yeah, so I don't want to get away to get even the city or state that he lives in because I don't want to embarrass him. I assume he's still selling today. They were a client pre pandemic and then their their county got shut down for a really long time. So we parted ways. But yeah, he'd been selling cars for six months and it was at a dealership that had a very senior sales staff in a very relatively small town in a big state but a relatively small town. And you know, he's trying to catch fresh shops trying to catch friends up fresh shops, and everybody comes down already knows somebody at the dealership and so he was losing these deals. He was getting split deals with a guy wasn't there and I said well, we're talking about his background. I said, you know, what's your background? He had background in music where the backgrounds bartender and and I said, Oh, that's pretty cool. They said he actually bought you know, I only get a few so I'm still bartending, I said is a popular place. He said oh, you have real popular so the pop your local. She said, Oh yes locals. So he said no. to why he said, Why haven't told him about selling cars. I just thought oh my gosh, I mean, who do we trust, right? I mean some people trust your doctor, but everybody trusts the bartender, don't they? Right? Yeah, exactly. And yeah, I was just it was it was absolutely shocked that they you know, we talked about social networking. How about networking, networking, right. And if we're going to network How about we start with the people that I know, the people who are closest to us. We will run into salespeople who a month into the job haven't haven't told their friends and family. They're selling cars. Lead doing right I mean, everybody wants a friend as a car business, and to let people know that that's what you do and that you're helping and make no mistake. His his dealership was selling they had before rooftop and a cdjr rooftop that he could sell out of but, but he can get any make and model and that's that's what people need to understand. Right? Maybe not, you know, zero mileage Chevy Silverado. But if the guy wanted a Silverado, we can find him by letter auction. We can find one in the dealer trade. There's all sorts of things that can happen and to just assume that, you know, people are going to come to you through osmosis or something. It's just it's, it's so wrong. It's so it's so minimalist that not minimalist. I think that would be good. If not thinking you know what I mean?
Terry Lancaster 16:02
I've had this conversation with salespeople. Why on earth why doesn't every human being in your life know that you sell cars because because the one thing I know that dominant is every human being in your life is going to buy a car somewhere someday, somehow. So it's always confusing and the answers I get are a they're gonna want. I don't want to deal they're gonna let me make anybody or be there more trouble than they're worth. There's overall a month down deep into it, you know, Thanksgiving dinner.
Steve Stauning 16:37
Yeah, well, one. You're always gonna make money with friends and family. I've never paid I've never paid more for a car than when I worked. At the Asbury Automotive Group. And one of our hottest stores had a deal for me. You know, and I just, I let it go. I just let it run. Right. And then two days later, I'm doing the math. Whoa, wait a minute. This is not the right lease. You know, I think they messed with the rates residuals on me but anyway, and then to you know, the I'm going to be here about it. Well, wait a minute. You know, we have the chapter in ridiculously simple car selling called Spock, single point of contact. This is the second step that lots of folks don't understand about selling cars. They want repeat referral business but they will become the single point of contact for their buyers. I want my relatives a Thanksgiving dinner to talk to me about the problems that they're having with their cars because I want to help them with those issues. Because I want them come to me the next time they want a car and anything that they need. I saw you do a post on this actually on LinkedIn about it. Just right right before right after we released the book about just and maybe it was somebody who comment on your posts but but the idea is if I sell a vehicle to somebody, I want them and if they need anything if they need floormats if I if they want to schedule change, I want them to call me. I'm not going to transfer service. I'm gonna say when you go to bring it in, look, I'll go get a schedule and you'd call back in firm right? Because Who's that guy going to call me wants to buy a vehicle you because you've done something for him in between the last sale and the next sale?
Terry Lancaster 18:17
As a salesperson complained to me one time that that he was doing a lot of stuff on the plane but he was just caving in on a little bit that he's really done a lot of stuff on social media and people were calling him but he was getting all these random calls about you know, right, you know, how do I how do I set the transmission levels? Or how do I adjust the lights all of your questions not not from customers, but from you know, general people in Cincinnati or wherever who saw his video and then now they want to ask him questions. So he's having spent a lot of time following up on that. And I said you just you just completed the tropics, but as you have replaced Google in their life, you are more and you're in the conversation you got inside.
Steve Stauning 19:05
Yeah, if they're willing to ask you those questions. They're gonna win. They're gonna ask you questions when Hey, I needed a new truck. What kind of traction I bought, right? What's the difference between you know, I don't live in a lot, an area with a lot of snow. But I'm thinking about getting a four wheel drive. Does it make sense? You know, those kinds of questions. You know, that's part of it though, too. When you're when you open yourself up on social media. This is one of the reasons why why I want people to focus on Facebook first, Facebook is facebook is local, right? I mean that you're the bulk of your reach is going to be local. When you do YouTube, hey, if you're if you want to create a brand for yourself and do YouTube if that's your long term goal and not necessarily sell cars, YouTube all day long tick tock all day long. You get you make more money on YouTube, but the fact is, is that those those the reach of those when you go viral is international. The reach on Facebook when you go viral is your friends and their friends and then maybe their friends. And since most of those people live or work in your market, you can have the greatest impact on the sales side.
Terry Lancaster 20:13
Yeah. I love seeing that in the book, that when you talk about Facebook, because when I say social media, it's just the shorthand for Facebook. Facebook is real and I have to explain that to people. But the thing is that all the others, the ones that you mentioned, you can go viral and have millions of followers and be overseas and they're great about building this maybe image but Facebook and little bit maybe LinkedIn are great about building a connection. They're very about building this, this interpersonal engagement of people that you can communicate with back and forth most most are than on Instagram. It's all one way and maybe you get a heart or
Steve Stauning 20:53
something on it. Yeah, no, you're right and Facebook, again as the as the ability to go viral. locally. LinkedIn to your point. That's a great That is That is terrific for careers, right. So if I'm a salesperson today, I'm going to be on LinkedIn, and I'm going to be active on LinkedIn. I may not sell any cars for any at all on LinkedIn. But as I grow in my career, I become a sales manager. You know, things change, I get laid off, I get fired, whatever. I decided to leave this if I already have this big LinkedIn network and then I put the open to work circle around me. I'll have it I'll have a sales manager job or DSM job, you know, within a week,
Terry Lancaster 21:31
but I haven't moved from one scene to the other because just because of their LinkedIn presence and social media agree. So my favorite thing about the book you were telling people don't buy the book and cost too much. And I always tell people when they buy a book of mine, don't buy this book, expecting it to change your mind this is the book Dude, seriously. These are just words, the only thing is going to make anything happen is you making something happen. And so at the end of every chapter, you're telling people how to make something happen. Here's what you got to do, because, you know, setting those goals is a wish list. Have you talked about building to do lists on each one of your chapters? So we're about to wrap this up. In just a few minutes. I'm gonna give you one last thing before we come back when we're talking about the rest of your books. But one last thing I'm ridiculously simple car selling. Give us the one action step one thing that a salesperson and listening to this tonight can jump into the dealership tomorrow and do to be the laziest most successful automotive salesperson in the world.
Steve Stauning 22:37
Okay, I'm gonna get them to one is already given the one which is everyone's a buyer wants to buy today. Everyone's a buyer wants to buy today. No offense, people don't like visiting car dealerships I don't like home and car dealerships. No offense is their calling us. They're not taking a poll, right. They're not trying to make sure we vote for their person. They want to buy a car. The second thing is moneymakers. And that is create a list of things that you call us do lists that a minute ago, or a list of things if you do them it'll make you more money or disfavor, put it in your pocket and every time you are not in front of it up. Pull out your moneymaker. Listen to one of them. And they find my blog ask the manager.com look at moneymaker list. I will list all over the place on that but the idea is this. I'm a I'm here eight or 10 hours a day and I'm here eight or 10 hours whether I do work or not. Why don't I fill it with moneymakers instead of time wasters? And that that will change everything about them. I mean it's it truly will because they'll be happier the day will go quicker they'll make more money
Terry Lancaster 23:43
is easy peasy lemon squeezy brother. Books you got a ridiculously simple car selling but then you have several other ridiculous books and they're ridiculously expensive books. But these are the these are the ones that tie in with that but they're not all about business or they're no
Steve Stauning 23:59
in fact ridiculously simple customer experience which also came out this year. That is really for any business that has customers. And as you can see, it's the same sort of 130 to 140 pages. Each chapter ends with key learnings and and chapter exercises. But you know, I would recommend that that for car dealers that they buy this for their leadership team, especially for their service team, their service advisors, anybody who answers authority at the dealership and then the first one in the ridiculously simple series is ridiculously simple sales management. And while it's not written for the automotive industry specifically, of course I have lots of automotive examples in there and every chapter in there applies to automotive, but it's really about getting more out of your team and getting rid of this concept, this concept that we have in in sales management, you know auto industry which mean which is you know, more is more and if the CRM don't ask me for two calls to be backs, let's make the CRMs or 10 calls over 10 days because more is better, no more. It's just more it's, you know, less is better sometimes right money, you know, make sure he calls him money, all that kind of thing. So really, it talks about keeping them keeping the team motivated, helping them sell one today all of those pieces that we that we need to be doing in our business.
Terry Lancaster 25:25
You talk about the lazy salespeople always referred to myself as pragmatic. I don't know. We're not for the sake of work anyone here. We're reasonably get up in the late mornings. Yeah, you got a question brother. Yeah, I'm very interested in these books. Are they on Amazon? They are. I don't want to call Steve any money. You go by the other two, but I've got a ridiculously simple car sale and I want to send to you for popping in I always send out the books. That's what it says and I'll send you a copy shipped sandwich too. So you're getting both the Steve's books. I'll drop those in the mail to you. Then you go buy his other two off Amazon and spread those around. A little bit on very interesting. Actual
Steve Stauning 26:11
claimant. Look, I would be remiss if I didn't say please give me a five star Amazon review.
Terry Lancaster 26:18
Of course. I absolutely see the last word is yours. My brother.
Steve Stauning 26:24
Wow, I didn't know I was gonna get a last word. Look, I really appreciate your time, Terry, I really do. And all that you do in the industry and all that you do for for dealers both on what you do as a business and what you do as just a human being and I can't thank you enough for what you do for me. So I appreciate your time today.
Terry Lancaster 26:43
Appreciate you being in my life brother. Terry, Thanks for Thanks, guys, everyone. Thanks for tuning in. And it was awesome. We'll see you next time. There we go, boys. Thank you, sir. Save. Always a pleasure. Hey, I think I think I'm gonna send you actually I'll post it right now. Put it in the chat here real quick. I had some notes sitting on my screen over here of where I was planning on taking the conversations you know, I'm where I was going to take the conversation. And every time I looked over it, that's what you were talking about so that we should talk about Facebook. Wait a second. He's already talking about Facebook. thing oh, wait a second. Steve's already talking about the smart thing guys too. Funny. Yeah. Funny, was good. That means you know what you need. And we were thinking on the same way. So I appreciate that.
Steve Stauning 27:44
Oh, my pleasure. And hey, if you ever want any thought copies or extra copies of my books this Sunday now that I mean that the author copies are so nurturing
Terry Lancaster 27:55
that so as I tell you, you so mine how to sell more cars you're talking about No, you're taking the big one in everyone's head. Nobody was reported. So I wrote this and somebody stick it in their back pocket. It's got to be it's got a big time and it sits on desk like a little teary business card. And then do they did they pick it up and read a chapter with it? We've done God's work that day. I was
Steve Stauning 28:20
introduced to that book by our friend. Well, actually, Steve Johnson didn't introduce me but it was at his own route of zum zum wrote a foreword where I did a couple of people had copies on their desks. The time to read it. So great book,
Terry Lancaster 28:35
you know, it's a key key to keep it nice and simple. We're going to use as few words as possible, pragmatic that's what it is.
Steve Stauning 28:44
Take care thanks, money. Bye.
Terry Lancaster 28:46
Hey Quinn. The bail email, email and original ensures I don't know where he's at now. I'm going to get him good as Andrew as I talked to my brother thanks
Steve Stauning 28:55
Bye
Transcribed by https://otter.ai
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I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
The post Ridiculously Simple Car Selling appeared first on .
Listen in on another How To Sell More Cars podcast conversation.
We talk about how to close more car deals with special guest Chris Martinez, former Platform Director at Jackie Cooper Imports in Tulsa and author of The Closer: The Automotive Professional's Guide to Closing The Deal.
We chat about overcoming objections, building trust and rapport, and the exact language to use to close more car sales at your dealership today.
for more free car sales training subscribe at youtube, amazon, apple, iheart, or linkedIn
recorded live Sept 6, 2023 in the How To Sell More Calls Town HallFull Transcript Continued Below
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
Listen in on another How To Sell More Cars podcast conversation.We talk about how to close more car deals with special guest Chris Martinez, former Platform Director at Jackie Cooper Imports in Tulsa and author of The Closer: The Automotive Professional's Guide
The Definitive Guide to F & IHow the choices your dealership makes in choosing, training, and rewarding your F & I department can boost your profits, improve your customer satisfaction, and skyrocket your customer retention.Five-time best-selling author and former general manager Max
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5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
The Psychology of Selling by Brian Tracy is the best selling sales training program in history! Salespeople, learn to control your thoughts, feelings, and actions to increase sales higher, faster and easier than you ever imagined.The Psychology of SellingBlaine Little
Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
HOW TO SELL MORE CARS TOWN HALL Automotive marketing ideas for 2023 - listen in as dealers, managers, and salespeople discuss how to sell more cars in the new year with Terry Lancaster from How To Sell More Cars &
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Judy Schramm offers 3 LinkedIn strategies salespeople can use to grow their business today at this recent Nashville Association of Sales Professionals meeting. Stephen Covey says trust is the combination of competence and character. And there are so many areas
Charles Cannon, author of Rules to the Game and GM of Lexus of Serramonte, talks about how crisis is opportunity, how the car business these days is chock full of opportunity, and how dealers, managers, and salespeople can take advantage
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Roger Nygard and Joe Yannetty talking about the 20th Anniversary re-release of the car biz cult classic Suckers in the How To Sell More Cars mastermind group. I did a quick survey in a group of almost 10,000 car salespeople
Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
Terry Lancaster 0:14
How to sell more. Everybody Welcome to the How to sell more cars podcast, I am the voice from the sky. They I love to Lancaster I'm hosting today, listening to the podcast before before, if you read my car sales book, how to sell more cars do you know I tell everyone that I have absolutely no use to anyone in that magic window between when someone raises their hand to buy cars and where they actually drive off. I'm the marketing guy. I'm really good at that drive for driving the traffic and building the relationships before the process ever starts. And I got a lot to say about maintaining and keeping those relationships going for years and years and years and generations. And I'm telling who is another one in the book that if you can get enough people in the dealership, if you've got enough people in your life and want to buy a car, there are people in the store who will help you close that deal. I'm pretty excited today because today we got the guy who does just that the guy who closes the deal, Chris Martinez 20 years veteran of the automotive industry seven times best selling automotive author, including his new book, The Closer which is what we're going to be talking about today, closing more deals, the closer the automotive professionals guide to closing the deal. We're gonna talk about building trust. We're going to talk about overcoming objections. And we're going to talk about the exact language that you need to use to close more automotive deals in today's wild and wooly automotive market. But first, I got to ask Chris about this set seven books I looked at this, my favorite was, of course, the children's book when I grew up, I want to be a car salesman.
Full Transcript Continued Below
Sell 30 cars a month by talking to strangers and turning past customers into lifelong friends with prospecting tools.For more free car sales training subscribe to the How To Sell More Cars podcast at youtube, amazon, apple, iheart, or linkedIn How to sell 30 cars a
When today's guest hires a new automotive salesperson the first question he asks is "How many people do you have in your pipeline?" How many names and phone numbers can you write down on a piece of paper? Basically, how
#1 Best Selling Car Sales Book - How To Sell More Cars How do you sell 100+ cars a month, every single month? Easy, says Frank Crinite of Piazza Honda of Springfield, today's guest on The Get Ya Some Radio
Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
Chris Martinez 1:56
That's my favorite one. You know, you know, it's funny the story behind it. You know, in my sales meetings, I've always, you know, kind of like joked about I said, Hey, guys, you know what we get it, nobody says they want to be a car salesman when they grow up. But look at look at where we're at, right? We're doing, we're treating people, right? We're taking care of our customers, we're making dreams happen. And, you know, now I have four kids, you know, I my little ones, you know, I read to them a lot. And now they're a little bit older, you know, six, eight and 10. I have an old my oldest daughter, she's 27. But my my little ones, you know, I was reading to him. And I started asking him, Oh, do you guys want to be when you grow up? And you know, I'm always talking about the car business, you know, how we're selling cars, we're closing deals, I we're, you know, taking care of customers, right? And so they all told me, they wanted to be car salespeople. And I thought that was it was interesting. And one night, I'm reading a book to my son. And I said, Man, you know what, I could write a children's book. I go, you know, I just need a good illustrator. And, you know, this should be pretty, pretty fun. And so I incorporated all my kids in that book. And it was, it was a lot of fun. I put my dogs, my whole family, my wife, everyone's in there. And it's a little story about how the kids you know, realize that they want to take care of customers and treat people right and, you know, pretty dreams and make things happen. So it's a great book. I it's one of my favorite books that I've written. It's actually the fifth my favorite book that I've written. And because it's kind of my family.
Terry Lancaster 3:34
Yeah, I bet I tell you that here's the here's my marketing brain when I went to when I saw I said, Do I hope he had these printed up and sitting on every salespersons desk so in the future wandered around, no causing trouble looking for popcorn. Hey, take take daddy's book, go read this and keep them
Chris Martinez 3:52
occupied. Yeah, they've taken my kids who've taken it to their show and tell and it's been a lot of fun.
Full Transcript Continued Below
5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
Terry Lancaster 3:59
Well, good. Let's let's let's talk about about The Closer I like I said, I'm the marketing guy. So I talked about bringing the leads into the wind the door, and I'm talking a lot about maintaining the relationships. And you talked about the follow up to I was really happy happy to say that. But let's talk about closing the role of closing in, in today's market is and why it's important, how it's changed. And this is what's the scope?
Chris Martinez 4:23
You know, it's a it's super important. I think what a lot of sales professionals forget to understand that before you go in there and close a deal. You got to make sure that customers sold on that vehicle first, you'd have done your job first, right. And a lot of times you might you know as a closer you might go in on on a to and you start having your you know a couple, you know two minute conversation with them and realize that one year on the wrong car. You're just the wrong it's just that that salesperson hasn't done anywhere near what they should have done. And so in the reality is, is, in order to go and attempt to close, as a sales professional, you have had to have done your job, right. And, and so that's where I think a lot of people think, oh, you know, I'm gonna get up, I get a manager, he's gonna close it for me, and you start having the conversation with the customer. And you understand that the salesman skipped a, b and c part of the steps and you're just like, let's, let's, let's circle back around, and let's see if we can get them further in the process and where they're at. And, and that's, there's really there's two distinctions, right, so the one that's the to where you're trying to help her push them further into the actual sales process. And then the second part is, when you're there you that you know, they're sold on the car, you're on the right, deal. And you're just now there, you need to make sure the numbers work and you're trying to close the deal. So and that's, that's kind of where I break it down. In the closer of, you know, once you've made that you've landed on the right, the right option now it's time to Okay, let's how do we what kind of work tracks can we use? What can we do to help the customer? Say yes, and that's kind of what we broke down?
Terry Lancaster 6:11
Well, and you just got one of the things you talked about, in the book, we said you at some point, you were hesitant as the manager to take the to because you knew how you how you did the deal. And if you got pulled into the deal, well, I'm in the deal now. And I'm gonna be here for I'm in it. And we're gonna, we're here to play by the scarf, I got to drive to Texas with him to pick up the train and whatever it takes, we're gonna we're gonna get the deal done. So is the turnover? How do you know that? How do you know that it's time to bring in the big guns that to make that commitment. So if
Full Transcript Continued Below
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
Listen in on another How To Sell More Cars podcast conversation.We talk about how to close more car deals with special guest Chris Martinez, former Platform Director at Jackie Cooper Imports in Tulsa and author of The Closer: The Automotive Professional's Guide
The Definitive Guide to F & IHow the choices your dealership makes in choosing, training, and rewarding your F & I department can boost your profits, improve your customer satisfaction, and skyrocket your customer retention.Five-time best-selling author and former general manager Max
Strategies we can put into action to sell more cars at a dealership right now - not how it was back in the good ol' days, not how it's gonna be in a few years unless we do this, that
Listen In on the HOW TO SELL MORE CARS podcast as Kathi Kruse and Mike TheCarGuy Correra talk about how in today's automotive marketing world, the only constant is change itself.Automotive Marketing Anarchy & Guilty PleasuresSubscribe to the How To
Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCarsUsed Car Dealer Marketing Ideas on the How To Sell More Cars Podcastrecorded live 4.5.23 in the How To Sell More Cars
Never pick up the phone to call a stranger and ask for money again! Free Sales Training from the Nashville Association of Sales Professionals and the How To Sell More Cars Podcast.No More Cold Calls... Ever!Recorded live at the Nashville
5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
The Psychology of Selling by Brian Tracy is the best selling sales training program in history! Salespeople, learn to control your thoughts, feelings, and actions to increase sales higher, faster and easier than you ever imagined.The Psychology of SellingBlaine Little
Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
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Top ten sales lessons from leaders in car sales, media sales, real estate, mortgage, insurance & more.TRANSCRIPT0:00 TERRY LANCASTERYou My name is Terry Lancaster. I'm a marketing strategist. I'm an author. I'm a trainer, and I'm a storyteller. I help
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Chris Martinez 6:43
the customers, you know, indecisive, and it's really comes out to a quick question that I'd like to tell customers and say, Hey, if you go in and you talk to the customer, you have your, you know, you built your quick report, but you basically tell them, hey, you know, Mr. Customer on a scale of one to 10, how close to you are at 10 and taking delivery of this vehicle. And if they tell you they're five or six, or they're not even so then you know, you're not even on the right car, there's, there's something wrong with the product, right? So that's where you have to go and you're either gonna have to re demo it, they'll build more value in the in the product, your dealership yourself something, there's some disconnect. And that's where, you know, a lot of salespeople when you go in, if you've got enough, gone in on enough tios you understand that some of the salespeople are just, they're just really, you know, grasping for, you know, something they're trying to, they need a life preserver they're trying to tell you, hey, I need some help. And so you go in on it, and you're not really it's not really a tee off to close, it's more of like, hey, how am I going to help this guy get to the next step?
Terry Lancaster 7:52
You mentioned in the book, I don't think honestly, I've ever seen it really broken down this way. You talked about the three kinds of salespeople, the opener, the person bringing them in off the street, bringing them out a lot greener in the building, the cooler and the closer. So I know what the opener does. And I know I know what the posers Tell me, tell me about the cooler I want to hear about that.
Chris Martinez 8:14
So the cooler is basically the the guy or girl that can that, you know, talks can talk really well to the customer, you know, they can potentially, you know, interject on key cases, they kinda like calm the situation down. But they're, they're making more of a friend instead of asking the tough questions that hey, what can we do to help move you to the next step? There? There's some they've been they've gotten into the friendzone there, they're no, they're not really trying to push them to that next step and close the deal. Yeah, I
Terry Lancaster 8:48
like that book when you when you talk about the friendzone where you spend so much time building the relationship and dancing around and you can cookies or whatever, never actually do the thing. And people get mad about just like just like in high school, you spent six months you know trying to build a relationship with a girl and she goes she's dating your best friend a week later because you never you never got around right? So there's there's something to that, that you can't just be the relationship person you can't just be you're not there to make friends making friends is good for business. But it has to be done with some intentionality.
Chris Martinez 9:23
Absolutely, and I think the most I'm not gonna say the majority of them but there's a big chunk of of the salespeople that are you know, right in the middle, you know, those the 1012 cart salespeople, they kind of get stuck in that, that side of it. And if they just learned to just ask a couple more tough questions, they could get a little further into closing the deal.
Terry Lancaster 9:51
So um, so you got the you got the cooler you got you got the opener of are you thinking that the deal should have Those three different people are disabled play those that same role.
Chris Martinez 10:03
I think everyone can play that same role. I think that some people tend to get stuck in some areas and not really graduate to the next level of trying to get into that relationship type sales professional, or asking the tougher questions and being a real close. I think, you know, some people, you know, usually the green salespeople will get there for, you know, the first, you know, 60 days, maybe they're still kind of just opening it because they're still trying to understand the process, maybe. And some people get it faster than others. But that's kind of usually how the progression is they kind of just, the somebody teaches them the relationship part, you got to be the friend build rapport. And then people just kind of get stuck there and not going after, okay, well, how am I going to really just close this deal? You know, what can I do to help push this customer to that next step and sign?
Terry Lancaster 11:00
Yeah, yeah, one of the things that, I think one of the best things I like is book. Yeah. Benjamin Franklin, quote in here says the art of persuasion is the art of making things easy. Not difficult is closing about making things easier.
Chris Martinez 11:14
Absolutely. You know, when you think about it, how many times you know, you've sold a lot of cars, right? So when you go in on conversations with customers, usually it's just one more question. You're like one more question away from really getting out what the true objection is, so that you can overcome it. And if you just ask the right question, sometimes, it's so easy that the customer just says they just lay down, I give you an example. I was on a to one time, and the salesman must have been with that customer for like three hours. And I walk in the sales tower, and I have a sales manager going on to and like, five minutes later, he comes back in he's gotten his hands in the air. He's got the sheet. He's a man, we're on the wrong car. This lady's there's no way that violence car, I don't know what's going on. I talked to the salesman, I go, what happened? He goes, Well, that's a shocker to me. I've been with him for three hours. They love the vehicle. I mean, they didn't tell me anything why they didn't want this car. I mean, that's why they're still here. And I look and I turn around and they're still in the office. And I go, wow, this is this is unbelievable. So I said, Well, you know what, let me have a crack at it. So I go in there. I talked to the lady and her son. And within a couple of minutes, I find out that the car that she was trying to buy had a scratch on it. And the scratch was probably about three inches long. And I said, So you're telling me, I go well, let me let me do something first. So I got up. I said, Show me the scratch. So I go outside a little scratch. And I looked at her and I go so you're telling me if we fix this, scratch your forward, right? And she said, Yes, I put my hand out and I said, Congratulations. And she shook my hand and we wrapped the deal up. I mean, this was like, it was just like super steep. It was so easy. It was it didn't mean that I was like gonna go put it in a chokehold and make her sign or didn't be crazy. It was just asking a couple more questions, trying to inspect what really happened where we went wrong. And we just move forward and close the deal. Were not sure what happened to that other manager came in thinking the deal was done, like was game over. And we needed to throw the customer out.
Terry Lancaster 13:34
Yeah. I think my favorite story of a movie had another to where you couldn't see a same situation. A salesperson couldn't close the deal. A bedroom salesperson worked on the deal forever and ever and ever. You were trying to avoid it. You know, let's not bring in the big guns just yet. So you literally gave it to the greenest green pee on the floor. I would say
Chris Martinez 13:57
she wouldn't have been on the floor for like 30 days. greenness can be never been in the car business. And he came in and he threw his hands up in the air. And he's like, Oh, this is not a deal. I can't do this deal. And I'm I'm in the middle. I was like the only sales manager there. I'm working like multiple deals. Right? Brad? As he's telling me that walks by a green salesperson, I looked at our goat. I go so you're done with the deal. You're tapping out. And then he says I'm tapping out. And I talked to the young lady and I said that her name was Daisy by the way. She was really really great person as a daisy do me a huge favor. Go in there. Tell him if he stays and I make the call to the bank and I can get a rate concession. Will he do the deed? And I said st just like that. And I believe that the senior salesperson because you already said that right? And he said, Oh yeah, no, I said all of that. said okay, no problem. I said Daisy going to go there and just do that. And then whatever he says, Just draw a line to have him sign and she He goes, Okay, I can do that. Two minutes later, she said it exactly verbatim, because I've asked her to repeat it to me, I go repeat exactly what I say. So she repeats it to me, he goes back, she goes in the office says it verbatim, get some assign comes in, close the deal. So, it just, you know, I, you know, as a desk manager, you have to know what's going on the deal. You're penciling, and you're doing what you're doing. And I knew it was just had to be that there was something about the rate is, you know, I could tell, there was some of the some of the interactions that he was doing. And I don't think the senior salesperson was really getting it. And, and that was just me sitting at the desk, and just understanding the conversations, and getting someone else to just do exactly what I asked them to do. And they dumped they did the deal. So it's just little things like that, that, you know, salespeople just tap out, they just think it's too hard. They're not, they're too frustrated that sometimes that extra face, even just saying the exact same thing he might have said, oftentimes helps.
Terry Lancaster 16:04
So it's one of those situations it was the car there was there was there was a flaw with the car. In another situation, it was the deal. One of the stats for the books is that 80% of the people who walk into the dealership know exactly what they want with a deal when they walk in, but they walk out with something completely different. And then you spend a whole nother chapter on, it's not just the car, it's the deal. So the car is the deal. How do you how do you land on the right thing?
Chris Martinez 16:33
You know, it's funny, because I've told customers, I remember when I was selling cars. And I remember, in order to qualify for 0%, you only need a 660 Beacon score. And I when I found that out, I was like, Wow, are you kidding me? That's like the deal. And, you know, I use that as an advantage people were leaving and say, Hey, folks, you know, I understand you're pressed for time. But let me tell you what a deal is right now. And I told them, Hey, as long as you have a 660 score, we might need to get you 0%. And the minute they heard that they're like, oh, wow, that's that easy. And sure enough, they I'd sell them a car, and they'd be like, Man, I didn't even notice by the carpet. And it was just because I sold them the deal.
Terry Lancaster 17:20
But like, I'm the marketing guy. And I've been saying for 30 years, the most powerful words in marketing are Sale ends Monday, and you talk about the deal, man, that's it's all it's all about getting that little bit of adrenaline push to make them, you know, make them like more than they know not to want it right.
Chris Martinez 17:37
For sure. Absolutely.
Terry Lancaster 17:39
So we're going to talk about I want to talk to you about follow up because that was a that was a good chunk of both. And then we'll talk about word tracks that you got in the book, I just wanna let everyone know, if you've got a question, we're gonna be out of here, just about nine minutes, I'm gonna try to keep everything really quick. If you got a question, if you want to raise your hand or put it up in the chat, I'm gonna come back to you, as soon as we get started there. And unless, Chris, follow up, I mean, you the book is called The closer and there's a whole chapter about follow. He said, at one point in the book that the whole game is don't let them leave, it's like, you know, the game is you gotta you gotta you have to take you have to turn it over, you have to start all over. But if they want to leave, you're about to lose. And a lot of the time, but you say you got 96 days? Once they do, if you do what?
Chris Martinez 18:28
You got to follow up. I mean, I think when I was in sales, you know, when I was on the sales floor, I sold over 30 cars a month. And a lot of the times if I couldn't close them on that on day one, it was the, you know, the amount of follow up that I did, and I mean, there would be times I do a birthday call or something, you know, the 60 day call that nobody wants to make, and people would answer it. I remember one specific conversation I had with a gentleman. I want to say his name was Daniel. And he said that Chris, I don't know if you're just that good. Or you're just the most relentless person that I've ever come across. But I am now ready to buy this car so I won't be there tonight. And sure enough, they got to came in on data day 60 Call and bought a car and and it's just those little things that you just you don't ever forget right because I mean that just how powerful that follow up is that you just you know people are shopping that long. You it's the last last man standing essentially.
Terry Lancaster 19:37
Yeah, if you're if you want them to stick around in your life, why don't you do a better job of sneaking around in there. So it's not it's not rocket science to us. You say we just easy stuff. The work that we do. Well, the quick, the quick text a quick phone call. You talked about sending video messages and sending a handwritten note, a handwritten note to someone you spent three hours on and couldn't close on and use This, this is my handwritten note to thank them for coming in.
Chris Martinez 20:04
Absolutely, just those little things, it's unbelievable how many, you know, when I was also selling, I used to do some my own marketing and I used to, I take this from some real estate professionals. And anytime I sold a card, you know, they get these little, you know, postcards that had like recipes, so they, they be in front of it in front of those customers, like sold every month. So it's just it's a frequency thing, right? And marketing, you know, the rule of seven, you know, the rule of seven states that, you know, somebody has to see something at least seven times to be influenced to make a decision. Well, same thing, you know, you know, following up is a form of marketing. And you have to, you know, reach out to these people, it's all about frequency, the more you in times, and you're in front of the light, more likelihood, they're going to come back. And I think Grant Cardone said this, he says, you know, the best known product is better than the best product. And that they don't know you. I mean, you just, you're not gonna you're not gonna get those at bats.
Terry Lancaster 21:05
So you said the guy didn't know why he was gonna buy the car for I don't know why I'm buying this car. You Well, I know why I bought the car. Wait, once he gets the key to the unconscious mind, we're buying decisions are made. He may not know why he bought the car, but we know why he bought the car frequently. Absolutely, William, I'm gonna put you on camera. Yo, yo, he's got something pleasant to add. So what do you got saying? What do you got to say, buddy? How, how is closing these days?
William J McCormick 21:36
Well, as long as you are holding the conversation, well, like Chris is talking about, I mean, you're just having conversation with the new friend, that's all you're doing. And it should, it should go and flow pretty smoothly. I mean, you know, one of the things I've always preach is, you know, if you're, if you've got a client, they're they're in, they're on an appointment call, all the all the kind of tedious stuff is taken care of, before that customer walks in the door, the paperwork is already pretty much pre written as a work, maybe you're just waiting to finalize the car, and it should be like it, but before you stick that part in there, but everything else is ready to go. And then it's just, you know, print and sign and send it over to the to the office to let him finish out the rest of the deal for you. But yeah, as long as as long as you're just doing everything and what he's saying is so true. I mean, there's there's a little trick I picked up from some folks a while back, I'm gonna share with you guys because because hardly anybody ever does stuff like this, you know, like, I got in the habit of putting a $2 bill in the gas tank as an Easter egg for after the sale. Little handwritten note. You know, thanks for, for trusting me with your business. And now the dealerships got a gas, it's been expired, here's a couple of bucks towards the next tank on me. And sign it, put a card in there. Just remind them who you are. And you'd be surprised the text messages that you'll get a week later. From people just finding these little Easter Angel leaves in the car.
Chris Martinez 23:15
Man, I love that. I've never heard that one before. That's great.
William J McCormick 23:20
Yeah, but it's just it's something unique. You know, I went to I went to the bank and got a whole stack of $2 bills. It was $200. Right? And just peel one off, put it on put a post it note on there that you hey wrote a note to and this leads to find later on. It's
Terry Lancaster 23:55
So the you get the word tracks in there and you talk in there about training the difference between training an hour a day and training an hour a week and training an hour a month, where at what point do the words just do the word tracks and have become your natural rhythm so that so that they're so built in the training that the training is repetitive because your mind automatically goes there?
Chris Martinez 24:30
You know, I recommend car sale training just you got to train every day. I mean role playing. I mean those word tracks for me and the way I learned them is I literally just practice them every day like I felt like there was one word track that I kept seeing repetition on like somebody some objections common objection that I kept hearing here. I would just get that one and write it down or listen to some of the other seasoned veterans. And I would just practice how to overcome that. I would just keep saying and keep saying it. And some people, you know, looked at me like, Man, this guy's always talking himself. But I'd be out there in the back and just kind of just role playing by myself, to try to make sure that I got this, you know, I wanted to make sure that I not only fed my family and, you know, sold a bunch of cars, but I wanted to be number one. So it was it was, it was worth it for me.
Terry Lancaster 25:24
So we're about to head out the door, if you had one piece of advice that you had to give to, to a salesperson trying to make a career and ongoing business to close more deals, we're looking for just one piece of advice. Let's let's sum it all up.
Chris Martinez 25:39
I tell them that they just got to train. They mean, I think most people, the most dealerships I go and I do some consulting from time to time, they're just not roleplay. And I don't know what it is. But they have to roleplay because I'd rather than, you know, practice and fail in front of someone else, then practice and fail in front of the customer. And if they want to get really good, you're gonna have to roleplay
Terry Lancaster 26:07
I tell everyone, thank you so much for all your for all your time, for free answers for your or your wisdom and ideas. I tell everyone that speaking as an author, the greatest single thing you can do for an author is actually read the words that they bother to put on paper. And then if you if you leave a review, that's, that's just gravy on top. That's just the best thing. So everyone here today, one, thank you for showing up. thanks for popping in and listen to Chris talk about his new book, The closer he got seven great books available on on Amazon. So take a look at those. If you want to show your appreciation for him being with us here today, head over to Amazon and pick up a copy of the book, or, or and or leave the review. Chris, how can we help you? What do you got going on in your life, that we can bring more value to you and make up for the value you brought to us tonight?
You know, I'm good. You know, I've been blessed. You know, God is good. We my family is good. Right now, you know, the biggest thing that I'm working on right now is you know, finding a something that I can say, You know what this is, this is where I want to be. And, you know, I think the some of the things that I've been working on on the side, or I've been doing some consulting for a company called selectFi. And that's a great company that's got some great technology. And, and so I've been doing some work with them.
Shoot me those links. I'm gonna put the show notes up. I'll get links to both of those things going on in there. If anyone else has a question, raise your hand. Speak now or forever hold your case. It's like we're done, Chris. I appreciate you buddy Williams. Always appreciate your time and seeing your face. thanks for popping in. Kelly, thanks so much for popping in. Chris, thank you for your time. We'll see y'all next time do well.
I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
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Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
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5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
Terry Lancaster
welcome to another episode of the how to sell more cars podcast. I'm your host Terry Lancaster day. We've got an established author magazine and five Time Best Selling Author Max Zanon. Max then and he's going to talk to us about his new book The Definitive Guide to f&i and we were just having a conversation about car dealers about they leave money on the table. They shoot themselves in the foot every every every chance that chance they get Max's got five books, including the perfect dealership talking about ways to manage the dealership from the top to the bottom because he's been there done that he was the general manager of the largest Mitsubishi store in the nation, manage multi, multi rooftop operations. And now he's he's he's living living the good life writing books and soaking, soaking up the rays Max. How're you doing, buddy? Yeah. So I promised everybody I promised everybody want to invite you to this. We're gonna talk about three things. We're gonna talk about the the f&i department, but specifically, we wanted to talk about the f&i department, how he can go to boost profits for dealerships, how it's going to increase customer satisfaction for dealerships. And the thing that appealed to my heart is that how they can increase customer retention because Max talks a lot about building generational wealth for the dealer and the managers and the people involved. But in order to to build generational wealth, you've got to get generations of people you got to get fathers and sons and mothers and daughters and sisters and brothers and neighbors coming back over and over. And over again. Mac's tell us how the f&i department does all that.
Max Zanan
You know, I I wrote the first four books, not about that. Right. f&i was part of all the books but it wasn't the major focus. The first four books were about general management because, again, you know, from far it seems like a very simple business, right? You buy low, you sell a corner hot, right? But it's really, really complex. It's not just that, right? A lot has to do with training, you know, with having certain values with an ability to utilize software and marketing everything right. But I realized that I actually derive 100% of my income from f&i Consulting. So finally my fifth book I decided to write about AP but not
Terry Lancaster
so what you're saying is you can teach an old dog new tricks,
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Sell 30 cars a month by talking to strangers and turning past customers into lifelong friends with prospecting tools.For more free car sales training subscribe to the How To Sell More Cars podcast at youtube, amazon, apple, iheart, or linkedIn How to sell 30 cars a
When today's guest hires a new automotive salesperson the first question he asks is "How many people do you have in your pipeline?" How many names and phone numbers can you write down on a piece of paper? Basically, how
#1 Best Selling Car Sales Book - How To Sell More Cars How do you sell 100+ cars a month, every single month? Easy, says Frank Crinite of Piazza Honda of Springfield, today's guest on The Get Ya Some Radio
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Max Zanan
right? Because you know, it is absolutely crazy what we have happening right? You can become a finance tomorrow. Because there's absolutely no licensing requirements. There's no educational requirements, right? It's a free for all. Right, I'll give you an example. If you want to become a barber in New York City. You need to go through 500 hours of training 500 100 hours of training, right. And if you and I want to be finance managers, we can start tomorrow. Right and we, as best I go into get trained by Joe right and the next office. And this is how bad habits transcend generations, right because there's absolutely no licensing or educational requirements to do the job. And same goes for General Motors, right? So for example, nada University for jet for general managers, right, right. It's optional. Yeah. It's absolutely optional, and most, most dealers don't take advantage of it. So so the point of the book was to bring some awareness to how complex f&i is, right. And what I mean by that is that finance department is the glue that connects the sales department and the service department. So without doing the right thing, it will be very difficult for the sales department and for the front end for the service department to achieve maximum profitability and to achieve a real customer retention. And I'll give you an example. If you sell services contracts, right and every deal is self service. So for example, if you sell service contracts that and you do not offer a zero deductible for the customers that come back to you, or you do not have some kind of a mileage tie back so for example, if the car breaks down within 25 miles of the selling dealer, the customer should go back to the selling dealer to do the repair. Right, you're missing and you're leaving money on the table.
Terry Lancaster
And they're said there's so much so much money on the table. We one of the things. One of the first things that you you brought out look and the book was fantastic. I'm I come from the marketing side, and I've done training on the sales side. But I'm not an f&i guy. I've never worked in an f&i department. I don't know we don't know much about it. You did a great job of I mean, the book is just definition definition definition of all all the different things and all the things that could go wrong. But the thing that I really liked is you talked about setting up the department and the first thing you said what really right off the gate is is your your top performers, your great performers. They're really good people are going to be about the right people are going to be about three times as productive as as the average people and then you are a high proponent of going in getting those people in bring bringing in the best people rewarding them appropriately so that they stick around so that they're working five day weeks instead of seven days a week. So the work in eight hour days instead of 12 hour days, and they start to stick around and happy customers create happy employees. How do you how do you get the right people in the job? How do you keep them in the job?
Max Zanan
I'm a realist, right? And we can say yes, you can work bell to bell seven days a week. Right? You could totally agree right? At some point you're going to burn out and either your level of performance is going to go down or you're just going to quit right? Because the number one reason why people leave automotive retail is the spousal pressure. Right? Because you're never home. You're not home on the weekends, you don't get to see your kids. plays your kids soccer games, right? And, and that's not what's happening in other industries. Right. So So car dealers at some point have to recognize that quality of life is the secret sauce to attracting quality employees. Right because if you provide a normal environment with a normal schedule, right, you have employees producing way more, right because they have time to do it. Right. They have time to rest and and you have to reward it right. So this is really crazy. And I see this all the time. I get a phone call from finance manager and he says, You know, I just got to pay. I never get phone calls from finance managers that says you know what, I just gotta pay rate. It's always a pickup right? So not only that the schedule could be a little screwed up, right. But at some point when the viewer principal sees that the finance manager is earning too much, whatever too much means, right? Right. They immediately want to give him a pay cut as opposed to give him a pay raise. Sometimes right you have to overpay for talent. Because turnover is what happens when you don't write and turnover is extremely expensive. Because you have to hire a new person while you're training that new person. They're making mistakes and these mistakes are easily translated in into dollars and cents. Right? So you have to create a certain culture where people want to stick around, right and I'll give you a good example. I know a dealer that pays a bonus to each employee for each additional years of service. So it's $1,000 a year. So if you weren't there for the 10 year for example, right? around Christmastime you get a $10,000 bonus. It's $1,000 for each year that you are employed, and it doesn't matter if you're a finance manager or employer or technician that goes for all employees. And imagine you know that's that's really really good. But these people really know the business right? turnover is not a factor. customers know that you mentioned that you need in order to build generational wealth you need generation of customers. So imagine if the sales team or the service team was there for 1015 20 years, they know multiple generations of people already then what cars from them. These customers are comfortable dealing with them. You know, and for example, instead of going to Jiffy Lube, they're coming back to the service department to do the oil change, do the regular maintenance. You know they are buying service contracts and f&i products from the dealership as opposed to you know some third party that's being advertised on TV.
Terry Lancaster
You can't replicate those connections, those those those have to be been sent built in. And they have they have to be long term. And I tell dealers all the time that if your team if the people who work at your dealerships don't have an active, engaged social and family life outside of the dealership you're leaving money on the table because all the money comes from outside the dealership. Yeah, that's that's what that's where it has to be.
Max Zanan
Understand that in order for you to do a job, it's really easy to calculate how much time each task requires. Right so if it takes you half an hour to get the deal approved, and get the deal funded, and then it takes you another half an hour to 45 minutes to do your presentation to show the customer all the benefits and the features of each and every f&i product available. Right? There's only so many customers each finance manager can see during the day or during a one. Right so a lot of times dealers make a mistake. And instead of hiring an additional finance manager, they overload the existing one. And when you overload an existing finance manager, they only have less time to spend with that customer. And when you have less time to spend, you have less time to sell and that's how that the PVR you know the dollars you know, in profit go down.
Terry Lancaster
And also when, when when you lose
Max Zanan
service, a service advisor right? There's only so many customers you can see as a service advisor right if you need to spend half an hour with a customer right? And you work eight hours, right you need. You want to see 12 customers that's already six hours, right? You have an hour lunch and you have an hour to do the paperwork. So if you have the services Why is a C in 1520 customers a day I promise you that instead of upselling them certain repair or maintenance work. They just become order takers. Oh Terry here for an oil change. No problem.
Terry Lancaster
You You said in the book that the number for finance managers is three to three and a half deals a day 880 deals a month. And I noticed I've noticed a lot more you talked about the pay cuts. No one ever is. They're never presented as a pay cut. We're restructuring the restructuring, restructuring, but it always works out to be that and I've seen a lot more of that in the last couple of years because I think things are changing faster than they've ever changed before. So you change the pay structure and people leave then you got more people doing a B have fewer people doing more deals, which means the deal takes longer and every everything I've ever seen said that the people the thing that people hate the most about the car business is how long it takes to buy a car. What can you put in place to speed up the deal for that for the customers? How can f&i Move faster?
Max Zanan
Again, it comes down to quality on your personnel. Right Are you training them to do things right and finance managers need to do they need to be able to read a credit bureau in order to submit the deal to the right bank and structure the deal correctly? Because their main job is to get the best possible approval for the customer. Right. So what a lot of viewers do they focus on the second part of the job right and the second part of the job is to upsell certain f&i products, right. And it's all great when you you focus on the sales skill, but you absolutely have to focus on the first quarter of the job. Right? You need to be proactive and teach your people how to read the credit bureau how to speak to the credit analyst and the bank. How to understand the program that each bank has for that particular month in order for you to structure a deal that is appealing to that particular bank. Right. And and this is where I think we're where the delays happen. Why because finance managers in many cases are not properly equipped when it comes to getting customers approved. Especially especially if we're talking about subprime credit. Right, because anybody can get an 800 Credit Score approved, right? It's not hard, you just click Submit and you know, you get some kind of an approval. Right. But when there's, you know, 600 on the low credit score, when you have to get stiffed you need to get a proof of residence proof of income, right? Proof of trading, you know, it gets a little complicated. And, you know, people have a bad taste in their mouth when they have to wait four or five, six hours on the showroom to see finance manager.
Terry Lancaster
Yeah, so I'm assuming understanding that deal at the get go. eliminates some of that waiting time. All right. Yeah. But that's that's a complicated process. And there was a trend or at least rumblings in the automotive industry that when they're trying to fight this speed thing that we're gonna go cradle to grave we want one person from the time they walk in the door to the time they walk out that this person handles the deal. That may have slipped up and a little bit I haven't seen I haven't seen as many dealers talking about that don't see you know, as many people doing it, except for a few veteran salespeople cradle to grave is Is it a thing can it be done?
Max Zanan
It's a fantasy, right? And I'll tell you why. Right. You can ask any car dealer how hard it is to find a good salesperson, right? And then you can ask the same corporate dealer how hard it is to find the good finance. And then imagine finding that unicorn, right? There's going to be good at sales, good at understanding credit, good and understanding bank programs. And good at selling f&i products all as one person. Yeah, this is this is this is a complete fantasy that never ever right and I'm glad you're recording it. And I like the fact that I'm going in that direction saying this will
Terry Lancaster
so so what can so if you can't do cradle to grave which cradle to grave would be great for customer satisfaction. People like having one person they trust people like having things move faster. If cradle to grave isn't the answer for better, higher customer satisfaction and better customer retention. What is
Max Zanan
it doesn't look like anything else. You need qualified staff. Right and well trained staff and what I mean by well trained staff, I'm talking about all departments, right? It doesn't make sense to have super trained super qualified finance managers. And so So salespeople, right, because there's so so salespeople who will slow down the process and vice versa, right. Great salespeople will sell the car quickly, but then so so finance managers will slow down the process. So as a car dealer, and I have this expression from Brian Dhansak, right. He says that the last three years majority of car dealers in America were in a profit, coma. And when you're in a profit, coma, right, you really don't pay attention to training right? Because money just falls from you know what I mean? So So I hope that viewers are coming out of this profit, coma and reinvesting the profits that they made into training their staff in every single department, right because don't forget, if you don't get really good service in the service department, you're never coming back to buy a car, another car from the dealership. Right? So you can just focus on the sales doing the finance managers right and ignore the service department. You need to take a 360 degree look at your operations and dedicate you know, resources to training each and every person in each and every department.
Terry Lancaster
Each and each and every person that I'm glad you mentioned Brian Benson penstock Brian's Paragon Honda one of the top Honda dealers in the country, and when you when you talk about training each and every person at the dealership, that includes the person running the dealership, because everything starts at the head and if you don't, if you don't have a great leader than ever they have everything else just slipped through the cracks. So if there's something going wrong, look to the top first off the bat, and if there's something wrong, right, you look to the top truth.
Max Zanan
I agree, you know, and I, you know, I think training is really important, right? And you nailed it on the head, right? Because everything trickles down. So if the leader is not participating in training, then, you know, everybody in the dealership sees that obviously, it's not a priority for the leader. So why should I do right so if your leader is not part of the training, if you leaders that attend the NADA University was sending, you know, go into some other courses, right or some other seminars or webinars, then you know, employees can see that you know, they're not one
Terry Lancaster
Yeah. So, um, let me ask you this, um, the deal they were with with with interest rates skyrocketing right now they're, they're going up and maybe they're leveling off right now, but everything's going up. And we've had a trend for longer term, longer term finance packages for for cars, which it which impacts recidivism, how do you get people back? How do you structure a deal so that you get that customer back and in the market? sooner and get this generational thing that we're talking about? How do you make deals turn? How can f&i Make the deals turn faster?
Max Zanan
So when it comes to new cars, I think you really need to focus on leasing. Leasing by definition is a short term loan. Right? And it's usually 36 months, 39 months, you know, sometimes it's even 27 or 18 months. Right? So you can increase this customer turnover. Right when it comes to financing, right, even though was 96 month terms available. You're not doing any favors to your customers by putting them in a 96 month right because they will be so upside down. You know, When are they coming back? You know, what is this negative equity going away? year seven, you know, you're basically turning them into last time buyers
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Top ten sales lessons from leaders in car sales, media sales, real estate, mortgage, insurance & more.TRANSCRIPT0:00 TERRY LANCASTERYou My name is Terry Lancaster. I'm a marketing strategist. I'm an author. I'm a trainer, and I'm a storyteller. I help
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I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
The post F & I Training for Automotive Dealerships appeared first on .
Strategies we can put into action to sell more cars at a dealership right now - not how it was back in the good ol' days, not how it's gonna be in a few years unless we do this, that or the other thing, not even how it was just a couple of years ago during the pandemic - How to make the cash register ring TODAY
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This episode HOW TO SELL MORE CARS AT A DEALERSHIP TODAY recorded live on 6.7.23 - Full Transcript below
SummaryBig Time Radio Announcer Voice Guy 0:04
How to sell more cars.
Terry Lancaster 0:08
Hey everybody, welcome to the How to sell more cars Podcast. I'm Terry Lancaster and I'm also the author of How to sell more cars I wrote the book How to sell more cars just about three years ago but it's right in the middle of right in the middle of everything is shut down. So I one thing I did in the middle of COVID is I have been doing my podcast, Dawn was going to get you some radio show. And I had been doing the luggage some radio show, and I went ballistic right after right after COVID started, and I interviewed every Barisan at every store I could get my hands on and just just quick five minute interviews. What's going on on the ground right now? William J was one of the ones that I had had a chance to talk to you back then when this was going on. And what we did, what came out of that is that out of all those interviews and all the dozens of interviews I've done with some of the top performing salespeople in the automotive industry and some of the best sales trainers in the automotive industry as I took all that information and coalesce it into the house, sell more cars book, How to sell more cars, make more friends, sell more cars, make more money, have more friends, sell more cars. And the thing about writing a book is you think books are forever right?
continued below
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
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Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCarsUsed Car Dealer Marketing Ideas on the How To Sell More Cars Podcastrecorded live 4.5.23 in the How To Sell More Cars
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Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
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Boost customer retention & satisfaction, closing ratios, and profit margin with birthday cards for car dealers mailed to every customer in your CRM. Get a Quote>> Birthday Cards The Easy Way. We'll clean your list, verify the address, lick the
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Top ten sales lessons from leaders in car sales, media sales, real estate, mortgage, insurance & more.TRANSCRIPT0:00 TERRY LANCASTERYou My name is Terry Lancaster. I'm a marketing strategist. I'm an author. I'm a trainer, and I'm a storyteller. I help
A free form conversation with car dealers about how they are thriving with fewer cars on the lot and where they are getting the cars they have.In 2017, the average new car dealer had between a 60 and 90-day supply
Doug Meyer from the Meyer Auto Group joins the How To Sell More Cars Mastermind to discuss how local retailers can exert their competitive advantage against the online and big-box interlopers. #howtosellmorecarsTRANSCRIPTTerry LancasterHey, everybody Welcome to the How to sell more cars
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Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
Terry Lancaster 1:22
So we spent the last couple 1000 years building these huge libraries to store all the books because books are permanent records and you sit down with the computer screen and you put all these words into the book and you finally get it back and you go well, there it is. I've got the book and you think it's forever. But the thing is, nothing lasts forever. So what I wanted to do tonight was have a little bit of a conversation about what's changed in the last three years since COVID. Since since everything made, you know COVID overnight, change everything but then as we came out with COVID It's been a ride since into we've gone through all these changes, you know, as we came out of COVID then the inventory crisis yet the inventory crisis hit and it didn't matter that people could come back to the lot because the dealers didn't have any cars on the lot. So I know a ton of dealers who had a chance to get new asphalt on the car lot over the last couple of years, because ain't had no cars walking away. So you had all that going on. So I sat down just this last week and I recorded and afterward I was recording the audio book for how to sell more cars which is going to be released here in the next couple of weeks. But as I was recording the audio book, I wanted to record a an afterword of what the changes are in the last three years. So I dug in over the last 12 weeks and I reached out to some folks and asked people their opinions and tried to hear back from them about what's changed. And I put that in the in the audio book. What's changed just in the last three years not over the last 10 years. Not since the internet started not since all the lead the lead providers came in that sense Facebook got so strong, and well what's changed over the last three years. And honestly, one of the things that I was going to talk about when I was in the afterword was I was thinking that I needed that puts a comment in there about about Facebook because a lot of what I talked about in the book is using Facebook to connect with with your customers. Because Facebook I said at the time was the 800 pound gorilla of social media. We talked about social media, he was talking about Facebook, and over the last couple of years, I had kind of gotten the impression that maybe Facebook was slipping. When you when people start talking about about Facebook, talking about social media. All they want to talk about is they talk about Instagram and they talk about tick tock I happen to use LinkedIn a lot actually. So LinkedIn is really surpassed Facebook for me in terms of why I use because most of my customers are the general managers and dealer principals of car dealerships, and I have a better contact with them on LinkedIn than on Facebook. But for people who sell cars for a living, Facebook is the 800 pound gorilla because Facebook is everybody. I was I was fully prepared to say that maybe I needed to back off Facebook and start looking at some other areas to connect with the customers until I did the research. And over the last three years since I wrote the book. Facebook has done nothing but continue to grow if it was the 800 pound gorilla three years ago. It's an 850 pound gorilla. Now just last year in 2022 alone, Facebook added 10 million new average monthly users that's people who log on to the site every single month they have an account. They check at least once a month they had 10 million of those just last year. Bringing their numbers up to 95% of the United States and North America 95% of the adult population is a monthly Facebook user, they have a Facebook account, and they use it every month. They're going to be there. So what I what I said in the board is now you know two things. You know the old central purpose of the book is to encourage people to make more friends and sell more cars because if you sell cars for a living the world as a target rich environment. Everybody drives a car everybody you've ever met drives a car but you've ever pointed me as you live in New York City or Uganda. Everybody's car buyer one day so you're later. The only thing you know about every person you meet in person you're going to meet everybody you see on the street, everybody drive fast. Everybody knew they needed to grocery store, their car buyer. There's a 95% chance they're gonna be on Facebook. So they're going to be on Facebook soon. So if you're using Facebook I've said before it's the world's greatest CRM and it continues to be so but if the note that I added in there was that you know it tick tock is your jam and you love making videos and getting out and doing things and putting yourself out there, right? Use it. If you if you're if you're an instant Instagram briefing you love getting pictures and taking pictures and sharing them all over look good on you. Do more of that. You know if you ask Snapchat if you if you if you if you deal with a lot of business cards, customers, entrepreneurs, or you're a member of the Rotary Club and you connect with everybody on LinkedIn Great Good on you do more of that if you want to connect with people, however, you're already connecting with them, however they want to be connected with. That's all great. A caveat that I put in there was that make sure you're making more connections and not just making more noise. Use fate that's what and that's what I like about Facebook and LinkedIn is that they're two way communication people can confuse people confuse social media with with an advertising platform like radio or TV and you know Vic, you know I'm all about big ol loud Radio and TV spots, but they are one way communication if you're talking to people, when you're when you're talking about social media, specifically Facebook, specifically LinkedIn, it's a two way conversation. It's about making those connections. Because if you don't have the connections, you can boast all the Facebook Lives that you want. You can record all the videos that you want. You can do all everything that you want. But if you don't have the connections, you just screaming into an empty room. So make more friends sell more cars that continues to hold as true today as it did three years ago, when I put it in book.
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5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
Terry Lancaster 8:37
I said in the book that the robots are coming for your job. And if you want to be in the car sales business for the long term, you're going to have to do the one thing that the robots can't do the one thing that Madison Avenue won't do, and the one thing that the world's greatest salespeople have always done and then is to build better relationships. The robots can't build relationships because they're robots. Only you can make them we can make more friends. But the robots are here routinely just just in the last few months and since the beginning of this year chat GPT for open AI whatever it is called it has come out and it's really turned everything upside down. And if there's not now there soon will be on that. One company I know about a deep release today about how they're making AI and if there's not a robot that can take a lead from from from start to finish from from click, click click click Done. It's going to happen soon. If you combine digital retailing with it with a chat robot it lets that they can do all the deed you know that's that's going to be possible and those robots are working on commission too. It's your commission somebody's got to pay for the robots. And if that doesn't happen, then you got the Eevee situation where they're, you know, like impossibly completely sell around the dealership with with a Tesla, challenging all the dealer franchise laws and Ford splitting things up so that they don't have to abide by the franchise. Laws for for their ED sides of it. So the robots and electric vehicles are coming from the dealership structure and the end AI. I talked I talked in the afterword about the Turing test or for the last time your ears, nerds and sci fi aficionados and computers have talked about the Turing test. Which is the test that that if you're if you're dealing with a computer, or if you're engaging with a computer, the Turing test is whether you know that's completely blind. You can tell if it's a robot or a computer on the other side, and they never could pass the Turing test until this year and you could be chatting along just by typing it in with a robot and you would never even know it. There are a million times better than a lot of Indian boiler rooms that they had set up before to do a lot, a lot of this stuff. So the robots are coming for your jobs, and they're here. That's one of the big changes. But the biggest change I've seen in the last three years and when I talk to dealers over the last couple of weeks about this, the biggest change is actually the fact that it's not really different. The biggest change is the all the stuff that happened. Boom overnight when COVID struck. We had to go heavy we had to go to a lot more. A lot more distance selling a lot more asynchronous selling using video and selling to faraway places and delivering cars. What seemed like a novelty three years ago, is just another day in the life out I got a buddy Mitch James of Victoria agenesis in British Columbia. He told me he said, you know, the thing is that this is just everyday now, every day we're dealing with customers from all over Canada. Because during the crowded COVID crisis, when you couldn't find a vehicle you were looking for, you had to broaden your search to look all around. And then when you start looking all around, you realize that you can compete a dealer in Carbondale, Illinois, against a dealer in Charlotte, Charlottesville, West Virginia, and you know that your competition isn't just the dealer on your street now isn't just the dealer up and down the motor mile. It isn't even the dealer the next town over is the dealer all across the world. And it's even more than that. It's not just the dealers around the world. It's everyone your customers do business with your customers get we used to doing business a certain way and that's the way they want to do business with Mitch Toby's. And you know what customers get used to buying cars this way, and they can buy it over the phone, sitting pet sitting on the couch watching TV, and that's the way people are gonna buy cars and that's the way they're doing it because that's the way they buy their toilet paper on Amazon. That's the way they buy their televisions on walmart.com. They, you your competition is whoever your customers are spending money with and they want it to be as easy and as quick to to buy cars from you as it is to buy I can pull the paper from Amazon and COVID That hasn't changed. It's COVID That's the way it always is. The only thing that's changed is the change is happening faster now. The only constant in the car business is constant change. And that's what I'll talk about in the halfwords book and that's all I had to talk about today was those three things AI popping up on social media was was was basically still Facebook and and then how the what seemed like a novelty just a few years ago is actually ordinary customer a day to day business now in the car business so if there's anyone getting anything they want to add to that. Any questions or anything else you want to talk about. Will you go ahead and chime in? Did you want to shoot me a message through the chat bar? I'll be happy to answer any questions or anything you want to talk about William J.
William J McCormick 12:54
Yeah, so anyhow, was that piece that you're just talking about? I mean, I was just I got a phone call today from a customer that I hadn't seen for like three years. But because my number was saying my cell phone was saved for theirs. When they got their car totaled in an accident. recently and I found out about today that you have the insurance company already saddled up and and she's an employee replace it with another one. So she's put me on test if I have one and this is again just keep in mind this is a customer that I had at my last store that followed with me, right? Because
Terry Lancaster 13:36
as you can do because you were in hurtness you were in her phone and she was in your phone. Yeah. And so that's that's that's that's the main thing that is one thing I talked about is because social media, social media, even though even if it does say David something happens in Facebook isn't the 800 pound gorilla. It doesn't matter because the job is still designed. The job is making connections and making friends and social media, whether it's Facebook, or whether your cell it's your cell phone and text messaging. Those are just the tools that you gotta use. And the fact is you got to use every tool in the shed, because you don't know what's going to be what's going to be strong. Three years from now when they wreck the car and you got to and you've got to be connected. At every point. You can make sure you're connected on LinkedIn, make sure you're connected on on Facebook and make sure your number is in their phone.
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Sell 30 cars a month by talking to strangers and turning past customers into lifelong friends with prospecting tools.For more free car sales training subscribe to the How To Sell More Cars podcast at youtube, amazon, apple, iheart, or linkedIn How to sell 30 cars a
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Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
Terry Lancaster 14:42
It says how can you help us with Facebook?
William J McCormick 14:47
Facebook is great for a couple things specifically. Okay. You're going to tap into the network of whoever it is that you're selling the car to as you're making those connections with. So then you're spending your own audience by proxy, right? But you're also going to have those posts to come up a year later for the anniversary of internet. Picture coming back up. As a reminder, you're gonna get reminders if you're connected and have their birthday. wish them happy birthday. stay top of mind that way. It's like you said it's a CRM, you can go go into it that way. And look in that regard and say on top of everything I've got, I've got a routine every morning and when to check the Facebook messages but also want to check to see who's ever birthday they were they message those at least I've got that out there for the day. First first thing I did before the thing is
Terry Lancaster
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Terry Lancaster 18:42
Frequency is the key to the unconscious mind. That's how you get in there.
William J McCormick 18:47
So the more frequently they pop up, the more they're gonna be like we check them out.
Terry Lancaster 18:54
Exactly. Yeah, and the the thing about reviews is it doesn't make any difference and this is always amazes me so I always take the chance to point it out is you might think that reading a review on Facebook or reading a review on Google or on Yelp or on Amazon or wherever well okay, you look at that pretty much with the same eyes that you would view a radio or TV spot that's electronic communications, but people don't look at it that way. They look at something they read down a review with five star beside it that is just as powerful to them as if it was a referral coming from the best friend sitting right in the chair beside and they psychologists have done this and anytime they see an imprint, human beings are heard preachers no one wants to test the waters on your own. But if you can, if you can find out oh all these old people are buying from William William J. All these people are giving him five stars. Look at all the nice things I have to say about them. When I was in college, I was dating I used to I had this little joke every time I would see my wife I'd see my girlfriend, I can say something about you know, you know, don't forget I'm a nice guy and a wonderful human being and a repeated over and over and over long enough that she started to believe it and then she married me and we've been together 35 years so me meet me pushing the frequency button about a nice guy was it must have stuck big had a question about doesn't it get overwhelming for people, for the customers with with all the salespeople on Facebook and all the all photos everyday. And anybody else talking about the stupid? The two things I as I say about this is number one, make sure you're making more friends and not just more noise, you know, talk about what's going on but you don't have to be on there five times a day talking about vehicles and we've got we've got new new Chevy Silverados for 199 A month or 299 a month or 499 a month or we got new snow tires on sale in every communication on Facebook doesn't have to be an app. It just has to be your life living your life out loud. You know what your what's going on at the store people at the store having a good time people want you know, on the fourth of July out there cooking hot dogs and and barbecue and hamburgers and making sharing the behind the scenes stuff going on at the dealership so it's not going to get overwhelming unless it gets cheesy. If you're on there 10 times a day. Just sell it now. Just making deals Hurry up get on here together. They're going fast and it sounds like a big ol loud radio commercial. Then yeah, people are gonna get tired of that. But so don't do that all day. The other thing is and this this is the beautiful thing of what I love about Facebook and so the average person in America has 250 to 300 friends on Facebook. But the average person in America has almost zero car salesman salespeople that they're connected to on Facebook zero. So if you get on there and you're one of their if you're one of their 300 friends, but you're the only one who sells cars you have a completely dedicated market. So it's not like me, most of this car salespeople I know they're connected to a million other cars on people and if you go look at my thing, it's car sales all day long because I'm connected I got 5000 connections up next to dealers were Moosejaw Manitoba the Moose Jaw Saskatchewan in Miami, Florida. 1000s of car salespeople were already there so mine is mine This car is far sells all the time. Because that's what I'm interested in and that's what I'm looking for. But you know the average Joe Blow he's not connected to that many sit many people first of all, that many salespeople people in the bar business third ball, and that's not what he's interested in. He's interested in hunting and fishing and his kids soccer games and going bowling, and that's what's on his timeline. And then every once in a while, there'll be something for his friend in the car business and showing what you've got going on at the dealership. What's fun and going on going out of juice store.
William J McCormick 22:50
And you know, our good friend Matt kid who is just as you may have heard is saying that he can for years be social not salesy, right. So I switched dealerships two years ago the company I'm with them made me an offer because I like what you do on social media and everything. But the title sponsor of a weekly concert series entail so if you'd like you know, go out there and you can promote yourself there. So they give me a chance to take the stage every week. Right? Well, it's kind of a daunting thing, right? A little nervous doing that first half, but you know, last week I decided to do something different. I went live backstage before it's my turn to talk and I'm back there and I'm showing the first band up on stage. And the title of it is you know, backstage allowance and overnight I well over 200 views of that video. Yeah. And I'm not doing a very big degree because there's really not a ton of people in this in this marketplace.
Terry Lancaster 24:04
What's the population in their town boy.
William J McCormick 24:08
I don't know the exact time really. They you know, if you took the expanded area, it's probably 50,000
Terry Lancaster 24:16
Yeah. And that's what I'm telling you. What is it you don't have to be? There's such a thing. It's called Facebook famous and the joke is that makes you like Monopoly rich, except Except it's not. Except it's not because Facebook famous means I have 5000 friends who know like and trust me, and I'll get 5000 friends who know like and trust me and those are happy little to happen. They'd be potential customers. For me. That's all that's all you will ever need. You can make a living on 5000 People who know like and trust you you did you had something going on, don't go wrong. So it means you don't have to be Kanye famous. You don't have to be one of the Kardashians you just you can be a micro celebrity just by connecting with the with the right people and delivering the right message and staying involved in their life. And that's everything I've talked about is if you want customers to keep showing up in your life you got to keep showing up and there's
William J McCormick 25:15
yeah with the with the social media. One of my mentors Gannett Katie, Nick Casey's one of the corporate trainers at Toyota. And and he he used to say you want to you want to become like the unofficial mayor of your town virtually anywhere on social media. And by that just means you can make sure that when you go out about people, people tell you they know you they know what you do. And the more more people that you're going to run into this. They recognize you and know what you do. If they see you. I can't tell you how many times I go out in public and I get pulled aside and given this one talk about commerce, we'll get into a conversation, then you know, we're working on a car deal for them or maybe other family members if they're trying to refer over to me that there is about availability or something like that. So, you know, it's, it's just one of those things where the more you put out there, the more interactions you're gonna have. You know, you don't want to be one of those guys. It's just out there, waiting for the next car. To pull up on the law and being the law of culture. You won't be sitting in your office type one but when they come in, you know exactly what you're doing.
Terry Lancaster 26:35
One of the things I talked I talked about in the afterwards the book is with with, with all the social without social media changes with all the technology changes, all the industry changes going on. The only way the only way for you to stay in the deal is to get ahead of the deal because you're out on the lot waiting for it. If you're sitting by the phone waiting for it to rain if you're if you're waiting for a lead to come in, eventually someone else is going to be there to do that part. And maybe maybe, maybe the robots will cut you in for half the many deals that they make when they sell that car on TPT. Maybe they just pay you 50 bucks an hour to deliver it. But if you want to stay in the deal, you got to get ahead of the deal and that make that means connecting with people before they raise their hand to say I want to buy a car and being their friend in the car business make the mayor being out and about talking to people shaking hands kissing babies, William it's 733 I promise everybody can get out of here right at 730. So we'll keep it quick, quick and short. I'm going to give you the last reaction. I'm gonna ask you a question. My question was, I've been working on this for about three weeks, three years, just going back three years back to the summer of COVID and summer of 2020. To where we are right now what do we think are the biggest changes in the car business and the marketing and sales and corporate cars have been?
William J McCormick 27:57
The probably the openness of information is everywhere. You know you don't have to show up to know about what cars there. If you give a reason people come to the dealership now is availability to give you a webpage to train and get on time to visit.
Terry Lancaster 28:17
And you get that wet signature on the front porch. So if the deal works, it can be done and I can find out everything they need online. There are people who will sell them a car without ever having to set foot in the dealership if they have to go meet the wet signature. They are however it has to be done. So and once once people get used to that, and that's nothing new. It's just happening faster with more regularity. So this is the way things are gonna be everyone will see you next time you'll be good
I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
The post How To Sell More Cars at a Dealership Today appeared first on .
Listen In on the HOW TO SELL MORE CARS podcast as Kathi Kruse and Mike TheCarGuy Correra talk about how in today's automotive marketing world, the only constant is change itself.
Subscribe to the How To Sell More Cars Podcast on Apple, Amazon, or Player.FM.
Visit our Free Car Sales Training page for more videos, articles, and automotive marketing ideas
Full podcast transcript:
Terry Lancaster 0:11
Continued Below
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Terry Lancaster 2:20
Mike about you gives you pleasure.
Mike Correra 2:22
All right. I'll give you one that people that know me will never pin on me. But when I hear the opening intro to this son, if I'm driving in my car, I'm standing here at my desk and my home office. I will start to dance uncontrollably, regardless of who's looking at me, or who's around and that's the song my Mustache from the Sparks.
Terry Lancaster 2:45
No, no, that's on my mustache. It says is that the one thing that you see in the commercial? The the iPhone commercial with the girl with the mustache?
Mike Correra 2:59
mustache from the sparks you'll you'll recognize it.
Terry Lancaster 3:07
and I'll throw a link to that version of it posted in the show notes. There's some some teenage girl she's listening as you notice she's got some some hair growing above her lips. And instead of going on nuts, she leans into it styles it and just dances and it's been completely it's a very colorful
Mike Correra 3:28
video. But I've been a fan for 30 plus years of a spark so I discovered it for why the I was just telling
Terry Lancaster 3:37
you, you change. You've been doing some new things. Tell us what you're doing now. Career wise in the dealership, what are you doing everyday and dealerships
Mike Correra 3:45
am still what's deal about the DMS company. I stepped out of the auto industry and from the showroom to the vendor world and that's the team. I initially started with being built as an account manager. So I was traveling all over the country going into stores that use our software and trying to, you know, help them increase their efficiency with the product get better with it. Now I've transitioned kind of into sales and marketing. So moving forward, when you're on LinkedIn and you see a post from either the inner belt or our marketing division, which is this tabash That's probably me that crafted it so having some fun with that. So you're
Terry Lancaster 4:20
you're behind the scenes, you're the you're the Wizard of Oz behind their branding.
Mike Correra 4:24
We'll see what wizard but yeah, I'm the little man with a hidden room.
Continued Below
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Terry Lancaster 4:30
Kathi, Can you tell us what you're up to these days?
Kathi Kruse 4:34
I am not so much in the digital space as much as I moved out to more doing operational and financial related consulting. It's where most of my expertise lies. I just needed if I needed to change and wanted to go back to to what I know the most about and enjoy that more than I was
Terry Lancaster 5:00
just telling you about that little before we get we get right up here and so tell us about about the obstacles that you see in the path on the digital the digital retailing side and the social media side and some of the stuff that you you you say you know what? I'm tired of fighting that fight now. I want to find a slightly different Bible what what is what is said Not happening? That you that you think should happen?
Kathi Kruse 5:26
Well, I think it comes back to no training, which I can say the root cause of it. There's just not a cohesive training around anything with digital retail. Like there might be a training here and a training there. Like maybe a sales training but nothing but encompasses the experience that customers expect and that the world is doing now.
Terry Lancaster 5:51
Yeah. The world everyone's doing is recording there's
Kathi Kruse 5:56
no I don't think it's that black and white, but it is. I mean, I have always been someone that wanted to make the most profit at a store and if you're running things well and if your team is trained and they are supportive of each other and they have a good culture then you're going to make more money. So yeah, I think that's the biggest, you know, there's a handful of people that are doing social and digital Well, but, you know, digital is changing as well. You know, social is changing, and Google is changing and there's I mean, everything is changing. So they've completely missed some have completely missed the train on all of it. But it's not too late. So jump in. Well, I
Terry Lancaster 6:47
think I think I think it's not too late because there's gonna be something new it might be tomorrow it might be next week. It might be six months now. Mike and I talked about this. He sold cars on LinkedIn X accidentally. And then he you know, he was all on Google Plus. And now there's no such thing as Google Plus. And then Google Google business is super powerful. And Facebook as a connection tool has been super powerful but everything's in flux. Where do you think the power sitting right now?
Continued Below
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Kathi Kruse 7:16
I see what the big ones but I think that this idea of everyone can be everything to everyone and we're social media is just this big open forum. I think it's now going back to, you could say an echo chamber, but I really think it's communities that are like minded and getting people around your particular like, if you you know, when you're on social, there's so much infighting and outrage going on that it's exhausting being in it. And so that's the open forum idea, which works great when it started, but nothing more. So now it's more rolling back to a community of people that that just have, you know, the same that align with the things that you like with whatever that may be. Yeah, I think more email.
Terry Lancaster 8:06
Yeah. You focusing more on email that find that email? Well, and I think that's part of where we want to talk to Mike about is building building this recurring immunity. I think it goes back to what marketing has always been most effective it and that's in preaching to require that zero yeah, getting getting that group of people and and, you know, finding out who your customers are and hugging them, hugging them closely. How are dealers doing that in service department?
Mike Correra 8:36
I think for me, you know, I spent 35 years in dealerships. My my first job at a store was as a tuneup tech, you know, grab ability text, so service is kind of where I started. And for so long, you know, the truth is, dealerships really praised the sales department everybody lived and breathed, worshiping those sales guys up front and the back end of the store fix UPS kind of not ignored. But now in the last couple of years, we've really seen kind of a turnaround. People are starting to keep their cars longer and longer and longer than ever. dealerships are realizing that it's really the fixed departments that that support the store that drive the store. Sales is flashy, it's romantic, it's it's shiny, but it's the guys that are really in the back turning wrenches, keeping those customers cars on the road that really keep the store moving. So now we're starting to see a shift on attention from the dealership standpoint. And we've seen a lot of technologies emerge, and companies helping not only market service departments, but increase the customer experience in the service drive. There's a handful of companies that are doing some great things with Photo and Video naval MPI and multiple inspections to get that communication to the customer in the format that they're accustomed to using, you know, texting. Nobody answers a phone call anymore. Nobody so when a service advisors calling a customer and say hey, you know, we saw that your car could use brakes while you're here, we can still get it done and your estimated time of completion. If you let me know in the next five minutes, that message never gets hurt. But if you text that customer and show them a picture, no matter what that customer is doing, they're gonna stop answer that text. Hey, let's go ahead and get those done. Let's get the vehicle finished up, send them a mobile bill payment option they can scan their credit card, get it all done. You know, these are the things that people are used to capital saying earlier. The world exists like that. You know, we used to say that the second biggest purchase you make is a car right? Well, what's the first thing is a house you can go online and with a number of apps get approved for a home loan for $500,000 in 15 seconds. Why can't you do that with a car?
Continued Below
Sell 30 cars a month by talking to strangers and turning past customers into lifelong friends with prospecting tools.For more free car sales training subscribe to the How To Sell More Cars podcast at youtube, amazon, apple, iheart, or linkedIn How to sell 30 cars a
When today's guest hires a new automotive salesperson the first question he asks is "How many people do you have in your pipeline?" How many names and phone numbers can you write down on a piece of paper? Basically, how
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Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
Terry Lancaster 10:37
Yeah. And you're gonna get approved for a loan and they will come to your house and give you half a million dollars at your kitchen table. And you can do it all there you know in your house or you can do a million dollar deal, but I got to go to the dealership to buy a $25,000 car. So
Mike Correra 10:57
spend time online looking at the car finding the car I want when they go to the dealership now I got to start all over again. I got to start with basic Meet and Greet process. I can go out and look at three or four other cars before No this is just the car one can you catch up in the I'm already at the starting line already the finish line meet anymore and that made me start
Terry Lancaster 11:18
well and it goes back to the service and breach into the work those people who are coming into the service work and and our competition isn't the dealership down the street. Our competition is every other person our customers are getting money to every other person that's competing for our customers money and attention. And so we're competing with them but those service customers, they're the ones that are coming back because service customers are the new car buyers. They've got new cars, you got to take out their service and their new cars their warranty they're the most likely to be to be buying the new cars. What we can do is be doing to to really grab onto those high potential buyers and bring them back again with with referrals
Mike Correra 11:58
make their visit is quick and efficient as possible like it's a competition. dealership service departments aren't competing with the dealership across counselors or they're competing with a Jiffy Lube and an Aldi and quick service stores and stores that are around the corner across the street from that dealership. You know customers can pull right in. To use the battling hate to use the name rabbit use it as an example. You can pull right in and drive over it. You don't even have to get out of your car. There's complete touch list experience. They'll scan and then it's almost like going through a pitstop in a NASCAR race because you got people down beneath you know calling up, left front tire checking the air pressure, you know, oil five quarts. They call it out as they go along. You're in and out in 10 minutes. 15 minutes, right? I keep telling service managers. The best thing you can do to see and evaluate your customer experience for your drive is take the next trade in that you get take some petty cash or cash out of your pocket and go have a service down the street at Jiffy Lube. See what that experience is like from the customer standpoint. When you come back. You'll approach your service drive and a completely different perspective. They're gonna
Terry Lancaster 13:11
be like from their level, the heavy what's one of the big impediments that I that I hear when I'm talking to dudes about instilling a culture that is more customer centric that is more focused on the customer's needs and in the process that maybe the dealership has set up whether it's on service or on the sales side. There's always this mismatch between what the others say they want and what is actually in existence, even how they're have it. They don't always connect what's what's the biggest impediment keeping them from connecting
Kathi Kruse 13:50
lack of training, lack of openness, transparency, culture, it's not one particular thing but it's it's also just a willingness to change a little bit because there isn't any change. happening. And I guess training and I don't mean to say that there isn't such a thing out there but I feel I believe there should be training. It's more holistic around where a person's like what we used to do at the dealership I manage. So we were part of a larger owner group but we had managers meetings pretty regularly and we would go over things like like a financial statement, like maybe the balance sheet, a financial statement, and then the next week we'd go through maybe the report that comes from a service or parts or so that everyone can understand what everyone else's job, how it works all together. And it brings a more cohesive approach to things and people you know, it builds camaraderie too, but also just a way to support each other and I don't see any of that happen.
Continued Below
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
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A free form conversation with car dealers about how they are thriving with fewer cars on the lot and where they are getting the cars they have.In 2017, the average new car dealer had between a 60 and 90-day supply
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Roger Nygard and Joe Yannetty talking about the 20th Anniversary re-release of the car biz cult classic Suckers in the How To Sell More Cars mastermind group. I did a quick survey in a group of almost 10,000 car salespeople
Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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Terry Lancaster 14:58
Yeah, well part of it is part of it is to is the term world it's It's in everything with turnover with with maintaining employees, with recruiting employees, everybody has Trump tax or like the goose that laid the golden egg and you find a decent tech that you can hang on to but every everyone and then there seems to me there's not much longevity anywhere. And where there's no longevity, there's no accumulation of cultural knowledge and where there's no accumulation of cultural knowledge. There's no buildup of culture. So it's like
Speaker 2 15:30
so I can tell you one thing about longevity ways, make them happy. Yeah. Why wouldn't you want to make them happy? Because they really want to make your customers happy. But if you make them miserable, the opposite happens. So the yes, the turnover is terrible. Yes, it's hard to find good people especially checks. But when you have a good people person you find a good group of people, treat them well. Even well, and they'll stay and I'm living proof of that. If we had it in every level from management down to Porter salespeople. You name it, we had it and it's because we just had those simple. They're simple, but they're difficult to achieve, I think but there's simple tenets of just treating people right and paying them well and make them feel comfortable work. I know I'm laughing I'm not It's not funny. It's just absurd that we're still talking about this in 2023.
Terry Lancaster 16:29
Well I read it it seems strange that PT treating people like people is an unusual and you know, revolutionary idea. But and then everyone's so caught up in all kinds of numbers when the numbers start cascading down and everything starts becoming a code by members outfit and forgets to treat people like people and Mike Mike and I, the it goes back to he was on the very first episode or the very first episodes of the podcast. And he said this thing that I had still restrict my head today that secret of social media is actually being social and they're the name. Yeah, it's right. It's right there in the name. And then the Secret to Building a community is actually retrieved to treating people like people. These are all all truisms. But things keep changing so much. What's social media though? Let's let's step it up. Past the building the internal community how do we how do we go and strengthen that external community? How do we keep that that strong? What can the bosses do to keep it strong and help their people keep it strong? And start
Unknown Speaker 17:37
a community meeting people that aren't on social?
Terry Lancaster 17:39
Well, I external people who don't work at the dealership, the customers the community at large, how did you get that community feeling with the people who are who are your peoples people?
Speaker 2 17:51
Ah, I don't know how to get the masses to like you but I know how to get the customer so I can the masses maybe have to go to advertising but we know what car dealership advertising looks like. So never an attempt to do that. It's more just all about the car. sell the product. Here's the product. Here's the options. Here's the price. Here's the this it's always about the focus on the product or not. Whether you buy right and again there's a few outliers out there that do focus on where you buy and it's important. But by and large, that's not the case. It's more like they just want to just give you all about the car and nothing about where you're buying it from.
Terry Lancaster 18:30
Well, they want to give you about the car and they want to be able to do about the deal. I've been producing regular TV commercial since the dawn of the radio and television era. So it's like it's always like that because they're all They're all there are things you can do to stick it up. There are other benefits that the customer looking for. Dan just tries to speed the speed and that's that's one of my biggest thing we're gonna get you in and out fast the speed of the process the in boosting the likability factor is something that the advertising to do and the and the people can do, but I think it starts with the watch how you treat your people.
Mike Correra 19:07
Yeah, people don't like new cars. That's that's the thing that drives us even to this day. You know, I just, I'm one year into a new vehicle purchase. And when I go out and I look at that truck sitting in my driveway, I actually just love it. And that's the part we need to insert into every aspect of what we're doing. People like new cars, they like to drive them they like to shut them off. They like to share them with friends. No one likes the process of getting that new car. So that's the bridge we need to build is getting the customer from wanting that new car to driving that new car easier, faster and more efficient. Like you said in and out. The process needs to be streamlined. That's what we need to be authentic and sharing with customers out there that we're here to help you get into the car that you already want. We're not here to sell you the car you already want it. We're going to make this process quick and simple so you can start and join
Speaker 2 20:03
and then help them understand how service what what value there isn't coming back for service. You know, kind of just being connected to the store more it there's a huge disconnect there and there's so much opportunity but no one ever I don't see a I don't see a lot of people trying to work it like that's not to say about holistic I take a holistic approach to it.
Terry Lancaster 20:24
I think people love the garbage so much that it actually it becomes a in the culture at large. It's one of the flashpoints now EVs are a cultural Flashpoint. They're, you know, the Honorable business automobile business is having a moment in the cultural zeitgeist. Where it may not look the same five or 10 years down the road, and political parties are lining up behind it and people are lining up behind it. Where does the where does that fit into the dealership? Management although that has to be a huge concern for everyone and at the process level EVs are changing the process.
Speaker 2 20:59
Well, I just I just finished writing for articles for Ernst and Young they did a mobility study and they found the digital retailing and the tenants around it and the training and the language around it language between salespeople and customers. It's being driven by electric vehicle customers. So another you know, kind of nudge to introduce training or just concepts and and kind of improve the experience but we'll see if that happens. I
Terry Lancaster 21:34
hope it does. Well at that level. I mean, at that level of digital retailing is being driven by the Eevee transition. And the Eevee transition is a part of being driven by the manufacturers and there's this disconnect between the dealership versus the manufacturers because Evie is an end around around 100 years of franchise laws. What are what are the bosses in the big chairs? They can about that?
Speaker 2 21:58
Right? Right. Like it says that, you know, it's the old one, it got a SWOT analysis, the strengths, weaknesses, opportunities and threats. That's the biggest threat there is and I hope that it is I just hope that it can take people to take action around it. I think also I could say that there's a lot of vendors bring a lot of noise. So it makes it more confusing. And you don't know what to do. And so you don't do anything. The website providers that are the preferred vendors are just not great. And I mean, yeah, so there's obstacles right? You have to be very diligent about about what your what your your plan is, what your strategy is to be able to make money that it's going to take money to stay profitable and stay away from the threat of the factory to your business.
Terry Lancaster 22:56
Well, I always say the robots are coming in and so whether it's the the robots or the AI now, I mean it's somewhere someone right somewhere right now is sitting at a computer trying to train an AI and new computer trends are dropped into a digital retail transition form. And whichever dealership group kind of gets that workout first they got they got a pretty big advantage.
Mike Correra 23:19
And there are plenty that are real close their vendors that are close, you know, every day we get closer and closer to fully intelligent two way communications that are completely AI driven. We're close now. I mean, there's a number of vendors that are offering chats and even calculating email responses on the fly based on the customer's inquiries and it's getting pretty crazy out there.
Terry Lancaster 23:45
It is nuts and it keeps moving faster. But the thing that never change, it changes and when I tell him what is is your superpower and you're using superpower and the thing that drives them together is your humanity your ability to connect with with human people, with with with other people in the community. Now on a one to one level and on a larger level you guys have dipped your toes into into the the broadcasting arena. Tell us about the the first pencil podcast. The first pencil kind
Mike Correra 24:15
of came up just on on a conversation kami and I have during COVID We started having kind of a regular conversation just as a way to stay connected and you know, talk to another human you know, we're all stuck behind computers on Zoom meetings and conference calls and such and we just really just didn't want to lose that personal touch. So we started having regular conversations on a time to share a joke or events illustration about our business because we both have such a passion for this industry or just talking about something musically. And one day Kathy had actually said you know we talked about a lot of kind of big ideas and a lot of things that other people can probably get some use out of because we end up talking about tricks of the trade and things that can help increase efficiency. Just you know, if I was at a dealership I would share with her something that I came up with or she would say no with one of the controller things that she's doing something that going on in accounting. So we made an employee share things that other folks can benefit from. She said we just think about doing a podcast. I'm not a podcast person. I didn't listen to very many Cathy's like the podcast when she's always recommending the podcast, but I'm just not into it. But I said let's do it. And now we've got over 60 episodes well over 1000 downloads, you know and we got some really interesting Yes, some that are in automotive. We try to keep it on motive base. And then we finish up with a little palate cleansing and we're talking about something musical because we both have an incredible shared passion for music as well.
Terry Lancaster 25:54
Kathy, what are what's what's you you've done some other things but what's great about the podcast for you.
Speaker 2 26:03
It gives me a way to present my thoughts in a different way because you know, I blocked for a long time and just running out of steam in that world and Google doesn't pay much attention to smaller companies that have popular blogs, even mine that's been around for a long time. So I can kind of see the writing on the wall. Not that I don't want to write anymore. I mean, I still will it's just I just saw it as a different a different way to express myself that maybe you know, and I and I honestly thought Yes, like Mike said it's just we have our conversations and I'm sure people have the same frustrations that we do about certain things and and also that they might want to like we've been through it we you know we we both him and I are both car business veterans and we've seen a lot so we thought maybe we can have some impact that way.
Terry Lancaster 27:03
Well, I'm not really a podcast. Firstly, if I can, I'll be honest with you have produced a lot more podcasts than I've ever listened to. So I listened to a couple by the way, but when I'm in my car, I do listen. But there's so much content out there. And then as a content creator, I write content and I produce content. So there's always content overload. The great thing about this now sell more cars podcasts for me is that then same thing I've always I've been doing for the last five years it started out as kind of this content plan who I'm going to build this thing. And then I decided well, I don't really much care about building a thing. I'm more interested in having these conversations and I get to have great conversations with interesting people. And I evidently learned inevitably learned 10 times more than I knew going in about things that I hadn't planned to learn about and I think that's that's the benefit of something like this and it beat a dead horse but it boiled down down to people because you know, as many times as I as chat GPT we're never going to get to the same point. We're going to talk about sex versus documentary. So guys, any last words before we head out our people? We give it to him.
Unknown Speaker 28:14
Thank you so much, man. It's been a pleasure catching up with you.
Terry Lancaster 28:19
Always a pleasure, brother. Kathy. You thank you so much.
Unknown Speaker 28:22
Thank you. Thank you for having us.
Terry Lancaster 28:24
It's been awesome. All right. I love I love you. I appreciate you coming on. I appreciate you everything you do. Push the business toward the further away maybe maybe we could be better take everyone all right, easy peasy lemon squeezy. Love it. I appreciate y'all. I will I'm probably not probably going to download this tonight and stick it up on YouTube and have it all out tomorrow. So to do that, I'll probably start posting here and tagging down tomorrow. So I appreciate you sharing the words. Thank you so much. Take care
5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
The post Anarchy in Automotive Marketing appeared first on .
Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCars
recorded live 4.5.23 in the How To Sell More Cars Town Hall
For more free car sales training, subscribe to the podcast or watch the videos.
Today's special guest is Troy Scheer from the National Independent Automobile Dealers Association.
FULL TRANSCRIPT
Terry Lancaster 0:06
Hey everybody, welcome to the How to sell more cars townhall and podcast on the host, Terry Lancaster, the author of How to sell more cars and I'm in the automotive advertising business. I'm gonna give you my commercial pitch out 30 seconds right up front here I work with car dealers putting the right words in right order to tell the right story. And over the last 30 years, I've helped 1000s of partners and sell millions of more cars by doing just that today. We're gonna talk about the used car business of a choice here is here with us. Troy's down in Texas and he is the Marketing and Communications Director of the National independent Dealers Association and we're gonna jump right in and how's the used car business Troy?
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Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCarsUsed Car Dealer Marketing Ideas on the How To Sell More Cars Podcastrecorded live 4.5.23 in the How To Sell More Cars
Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Troy Scheer 0:52
you know what from what I'm here and things are picking up it's kind of being it was it was kind of funny. We're just down here in Texas about the soda guys down here. And that was one of the things they were just talking about. It's kind of right now it's a kind of the roller coaster thing of the way prices and things are going but you know, I think it's somebody else just said so it's interesting, just hearing some really great things before I off out here with you. It's just, you know, it's all about mindset. And if you got the right mindset, you used car business will be great. If you know, you know, it's just like anything else. You just have to get up and believe that you know what you're doing and the things you're doing. The plan you've developed get up execute that and you'll be successful. So it's in a good place, I think not to with you know, obviously inflation a little bit higher than Griego is the place where more people are buying right now. So I think you'll hear most people saying hey, it's this year can be a good year for us.
Terry Lancaster 1:50
You know, I was I was just looking, I was trying, I was trying to fill up my head before we get started here tonight. And I was looking at some automotive data. And of course one thing that wouldn't inflation and one thing has been everyone's been talking about is the price of vehicles and we get the affordability. problem in new cars and new cars. Ride the price and both the Dhanak dramatically, but I was looking at the graphs and you're talking about that roller coaster up and down. A few months ago, the ukar business use our business and look like the bottom was dropping out and the prices just fell off a cliff. And they seem to have stabilized a little bit now at least that's that's what it's looking like. Meanwhile, new car prices just continue to go up because they can make them as fast as they can sell them. So at some point there's going to be the the affordability is going to be or dramatically toward use cars. I think if these cars if the prices continue to either decline like they were doing 30 days ago or stabilize like they are now what you said.
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Troy Scheer 2:50
No, I think that's it. As you said you would use cars. I mean, the nice thing about it for a lot of you is you know you've already got all your depreciation out of that. vehicle. So what you're getting, you're not spending all that extra money. So I just see it as as the year goes through, if not, everything doesn't do doesn't go crazy. But I think there's an opportunity like I said the dealers weren't talking to across the country. Again, say I mean they're positive about a year and think that as long as they do the right thing. And I think that's the big thing is just developing the relationship with your customers. When they do that. There's an opportunity to sell people still have to have a car. Yeah. Especially here in Texas. You're not gonna get around walking very far, you know. New York might be a little different. But, you know, for the majority of the country, you'd have to have a car to get to work and do the things you need to do. So you have to have reliable transportation.
Terry Lancaster 3:45
Those people are always going to go to new cars. This is the tale the new salespeople to take them out on the street and on the road and every car that's driving by is wearing out just a little every single day. And I've honestly never met a human being who wasn't a car buyer. So they're out there. What are the right things that the dealers you're talking to? What are the things that dealers are doing to get ready to to have the right mindset and have a big year?
Troy Scheer 4:12
Well, I think the big thing, obviously from mindset is just just knowing that you while the inventory shortages, you know are still some of the things to think about that you know the inventory will be out there you know that's that's something to know it's common, it'll it'll come back. But I think the big thing is is just like I said is in that mindset of what can you do to make sure you're taking care of your customer? Making sure you're developing those relationships and knowing that you have to do a lot of different things being educated yourself and making sure you know what's, what's going on, just from a from a the aspect of all the regulations and things that are going on and just being wise and aware. I think that's the thing, you've just got to know all of the things that are happening and making sure that you're working on on your business as a dealer and not you know, so involved in the day to day details. And then building that culture that mindset across your your dealership, making sure everybody you know, because Positivity breeds positivity. And I think that's the thing that we're seeing as we're actually with our members is that there is a positive buzz around things and if we keep that it's a culture kind of thing that you've got to have. So that's that's the process that I think a lot of people just need to go through and slowed down a little bit. Don't get too overwhelmed about what might happen. And focus on what you can do to control your the situation that you have.
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5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
Terry Lancaster 5:34
Well, I think that there's just a fish rots from the head and it grows from the head as well. They meet every everything starts at the top and it's no matter what you're telling your salespeople no matter what you're doing, if you're holed up in your office and you're not out shaking hands and kissing babies and making friends and putting videos on and and connecting with the community. You know the new salesperson sure isn't going to do that the experience Jade itself person isn't going to do that. It all starts with what's happening behind behind the big desk. What are what are you guys doing it in AI Ada, what do you guys do and help the big guys get out and spread the word about what they got going on?
Troy Scheer 6:14
I think that it's just yeah, we would have obviously kind of a convention coming up. So those are the things that we do and really helping from from an education standpoint. I think that's one of the big things that no matter where you are as a business owner, if you're a dealership who's been in business, maybe a year or two or three or been in business for 2025 30 years, it's still about understanding what are all the things that are going on. And how do you take not just one? Yeah. I think a lot of times what happens honestly, as human beings, we're looking for that silver bullet that we can do oh if we just do that. But I think the key is what we've seen is you got to take little bits and pieces and keep stacking those things on each other and day at a time and understanding you know, the things that you need to do from an operational standpoint from a marketing standpoint, from a you know, understanding data and all of those things. And that's what we're really trying to share that the more knowledge you have, the more prepared you are for what you have to do within your business. And that includes and we've seen a lot of this talking about just networking and doing those things and creating that personal relationship. Because as much as yes, we're there. We're gonna say we're selling metal moving metal. It truly is about people, whether your internal working with your internal team and making sure that you've got your processes in place. And all those things that everybody's bought in, or whether it's the you know, the relationship you've developed with your customers. They're all the channels that we have, you know, we have got radio, you've got television, you've got just the person to person, you've got the digital media and all these things. Those are all great channels. But if you don't have your processes and your plans and your people in place, all that other stuff is you're just sharing a most likely a negative message or incorrect message that's not going to help you. So our focus is really is develop your people and your plans and your processes and then you can
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Terry Lancaster 8:05
you can be successful well here's here's here's a big word for the day symbiosis and I hope that means what a Thank You mean but everything kind of kind of working together for for for 60 year olds like me synchronicity you got the police album from from back in the day that everything job and we're two plus two equals equals five. We you and I were just talking before we jumped in about the used car dealer magazine, which is coming out in the next week or so I wrote an article in there. So I started in, you know, almost a month ago, but it was about those how used car dealers are using radio advertising and what you were just saying kind of reminded me of that because I talk to a lot of used car dealers about radio advertising. And the more I talked to them, the more the ways they were using radio advertising was less about the platform and more about the ability to connect. They said Yeah, and I had guys say, Hey, listen, we'll do any radio advertising. But what we do is we had the the local morning DJ, talk about the stuff that's going on in the dealership or we sponsor every local high school football game, and or we use the radio to join in with their social media stuff. But it was all about connecting all the dots instead of pushing one button. You're you're pushing a million little buttons and seeing seeing what forms
Troy Scheer 9:21
and that's the key you've got to see what works and being able to understand that it's when you're creating a community there's there's no one size fits all anything. Everybody's gonna have a little bit different approach. Again, so you can look at so much from a channel perspective. You've got the message and understand what it is you're trying to story and trying to sell and share in terms of who you are as a dealership. It's about building your brand. Whether you're you know, a smaller you know, you have one one roof top and you've got 1520 30 Cars are you got, you know, seven or eight different locations. It's still about understanding your community. And I think that's the key is especially for the used car dealer, is that you have a community around you that you live in and are a part of, and when you build that rapport and the relationships and all that and can build trust and create a brand. And it's not just your name, it's what people know you to be and what they feel about when they when they hear that name is when you can build that up. All the other things then become the tools that you use to share that message. So it's got to start it's kind of start in house first. You've got to have the right mindset and the right culture in your dealership and then be able to share that story out in the channels that
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Terry Lancaster 10:37
make more sense. Yeah, I was I was actually talking to a guy yesterday about about creating podcast record dealerships and he says every time every time somebody a dealer you know he's having a conversation with Drew about creating the podcast they want to have a conversation about educating people about the car good leadership or educating people about what's going on at the store and stuff at the dealership and he's tries to he tries to get them to turn that completely on its head. He said, Hey, let's let's let's turn the microscope around the other way and let you look at the community and talk about what's going on in the community and what's going on with your customers and what's going on with your salespeople and what's going you know, just turn everything around 180 degrees and make it not about you but make it find find your people lift them up, put a spotlight on them and and see how much that gets you.
Troy Scheer 11:29
Well, I'll tell you what, there's could not be a better example of that than what we're doing within the NADA and that's been our real focus over the last year is to get our it's about our dealers and it's funny we actually just kind of revamped at the end of the year and started this year at the end of q1 but our new tagline was dealer is Nia and I hate the ACF. I'm bad at ABA dealer grip. And so again it's just like you said we as as an association have to look at our members and the dealers understand what is important to them. You know, equally as a dealer, you've got to look at your community and understand what's important to them. Because if if all you're looking at is those cars that you have on your lot, you're a commodity and now you're completely competing on price. Everything is about that. When you look at your community become part of the community and you start looking at people and understanding that each one of these people has a reason for needing that car, what they've got going on with their family and in their lives. And you can start creating and helping them understand that you are there to help them get the segment they need the most to have their get to their job to take their kids where they need to be. Now you've created a relationship and now that the price of the of the vehicle becomes much less important. Obviously price is always important. But if all you're doing is competing on that it's a lose lose proposition. So like you said, as you've just got to be able to reach out and understand your people. It's a people business. Anything we do it's a hospitality business even though you're selling cars Yeah,
William J McCormick 13:10
yeah, no more with it. The whole thing was building a brand and doing all this is your ability to be a storyteller. Right? If you want to tell your company story, you want to tell the customer story. You want to let people know about your background. So I'm involved in the community if you've got somebody that you're highlighting, I mean, who knew that you're just saying that your new service technician was a member of this civic group and this is what something that they're doing and they were heavily the walk end Alzheimer's or something like that, that they're promoting for and it's just in time that we can talk about that, or whatever and just bring these things to light and sharing. Giving them a little bit larger options. Exactly how you bring people in and say, apart from it's all about me, me me, me me. With the other with the other dealers that you're in market with. If you live said if you open the book up and you say look, this is this is Tom story. And you tell that story about Tom. You tell what Tom is all about. And you bring him in that way. That's that's how you're going to be able to to engage with people.
Terry Lancaster 14:29
And it's a million times more interesting. And listen, here's here's a little trick. I mean, you're all here. This is this is me doing exactly the same thing when I started. I've been doing this a while so I started just like everybody else. I turned on the camera started talking about me and started talking about my ideas and what I got going on. And after a while I kind of got sick of listening to myself talk and I decided hey, you know what I'm gonna have my friends on and I'm gonna make them run their mouths. So So and everybody has a good time. And it's much more human than always trying to thump thump your chest like any time.
William J McCormick 15:09
Exactly. And there's only so many times you can tell their story to
let's listen to him or let them tell your story for you. They're going to bring to light something you may or may not have thought of mentioning because they sign you. Most preferred or you can let the work speak for itself. Let me let me let me write on you.
Terry Lancaster 15:40
And then so in terms of marketing, this is exactly that. You know I can stand here and tell you what a wonderful guy and great human being I am all day long. Will you be talking about the great cartels you got and you know Troy you can talk about how the NIA DA is changing live for dealers but but you know that's what people expect us to say. That's that's our jobs to say those things when we can get other people to say that about us. That's that's where the honey is. And here's here's the big secret is the way to get more people to say nice things about you is to say a lot more nice things about other folks.
William J McCormick 16:18
I mean, like for example, when I met you in person and Terry, you know, we're here in Nashville where I've never been there before, and you were the perfect host but you take took this to your favorite chicken place and we've had some really good food talk and you just get to see the sights, right? Oh, while you're here you can see that she gets to did you guys see this? Did you see this? And yes, and like, Who could ask her better than having the local guys just basically walked the red carpet for hospitality
Terry Lancaster 16:54
on this podcast that that's that simple, that simple cinnamon reoccurs over and over and over again and it's the beautiful thing that I found out about what I've done is the more I talk to people, and they and they tell me how doing one simple thing for the right reason, had all that had had all the impact in the world. Whereas you know, you do 100 You know 1000 Things were because it's work you dial the phone 1000 times but but doing the one right thing for the one right reason that you never expected to pay off, it comes back it comes back and say it's almost always and I hear that story over and over and over and over again.
Troy Scheer 17:31
Oh, compare it. It's what I've seen in my lifetime is the more that you do for others and don't think about the financial reward or the rewards you're gonna get. You're taking care of your people taking care of your customer at all. When you do that, and that is your mindset and that is the focus you have the revenue rolls in almost, you know, I don't want to say automatically but by doing the right thing and taking care of people and having that hospitality mindset that the revenue comes I mean, obviously you can't you got to do things from a business process standpoint and all those things so that you're not, you know, doing dumb things or a business perspective and losing money. But as far as that money coming in, it's all about taking care of people.
Terry Lancaster 18:18
The money will come when we know we got to take care of the customer that comes first customer comes first. But let's talk about taking care of our people that somebody paid for taking care of the people inside the building. Well, even I've talked about this several times about involving the people and telling the story of the dealership involving the people in putting on the face and the show that is every day in the car business. How is how is Nimda helping helping dealers attract employees retaining boys in this crazy market and then and then get those employees to be the best they can be
Troy Scheer 18:53
I think well you know exactly what you said there is you have to have and get the leader in the mindset of the leadership is that when you take care of your people, when you give them ownership when you trust them to be able to be that, that storyteller, and let them have ownership and what's going on now you've got to set up again, it goes back to culture, if you set up the right culture and that's one of the things we're sharing, you know, in our in our education and in our messaging is make sure you develop a people first culture. And again, that doesn't mean a lot of times you start talking about those things and people they take it as well. You know unicorns and rainbows and everything is no that doesn't mean that there's not accountability, and all of those things. But when you hire people when you bring them on when you train them, right and when you teach him and when you bring the people that have that fit in with your culture, and then you give them the authority to do the things that they can do to help the customer where they don't have to come back to you and ask every time and they start feeling like they are empowered and they have ownership and they truly are part of what you're selling, you know, the brand that you're building. Then they can get out and do a much better job then of loving on the customer. Because they realize students like wow, I'm being loved by my leadership at this dealership. I want to turn around and share that with my customers. So it's really a it's a simple but not easy thing. If that makes any sense. You know, so I was
Terry Lancaster 20:21
just looking at a graph again. I was trying I was trying to and this has nothing to do with studying for the day. But I saw this. As I was hearing from a buddy of mine, Matt Collier. They wrote a book called How To Market like a rockstar. And he posted this graph today and said most businesses and so I'll put most dealerships in this category. They spend most of their time going after new customers. Because that's that's the that's the big market. There's new customers. That's that's his big chunk. And we all we all have new customers. But then as you go out, the numbers get smaller, and you have existing customers, which is where I think a lot of money is I spent a lot of time we've come about retaining those customers and building those relationships and creating that community. And then Matt took it even one step further. And he talks about your most valuable customer base is the smallest and that is that is your brand evangelist. So this is the bigger dealer evangelists and that's what I tell every dealer is is your dealership, as you have 50 to 100 either you or you and your wife or nifty 200 employees, whoever whoever is done at that dealership for their livelihood. They should be an evangelist for that dealership, but they're not going to be evangelists unless you grab them and hug them and make them feel the love
Troy Scheer 21:35
and play like not and like you say it's so it doesn't have to be your salespeople. It can be the people that are the accountants or the service team, whatever it is. It's like you said if you establish that culture, they're that they're important. They're gonna go share that people ask hey, what do you do? Oh, let me tell you. Well, now that it's there's, there's, again, that human connection. When you create that human connection with everything you're doing there from a quote unquote, sales process, you're doing all the right things now, it doesn't mean that you're going to get everything it's going to happen. You know, I we're going to start talking great today and tomorrow we're going to have people beating down our doors. It's not that it's establishing that foundation. And then knowing that as you keep building on that, it just gets better and better. And like you said, the customer you have that's a key to the people that are there. Make sure that you develop that relationship ongoing not just when they buy the car, but for the rest of their life. You know, making sure that you have a relationship with your customers is going to help keep them there. Then they become your brand evangelists as well. And now all of a sudden you've got instead of having a three or four salespeople you might have on your staff. Now you got you know, 10s if not hundreds of other people out there selling your, your brand for you and sharing that and getting things out. We all know it's like if you asked me hey, what is what experience do you have? You know, whatever the case may be. I give you a good story and a good hey, this was a great experience. You need to go here. Well now it's going to be a lot easier for them as the dealership where you come in, you've already kind of the walls are down and now you can actually have a good conversation about what your needs are, how they can meet those needs and all that so it becomes much less about the hard sales process. It's again, take your time build that relationship, and you can have ongoing customers for years and years and years. It's time value.
Terry Lancaster 23:30
Enthusiasm is transferable baby enthusiasm is transferable. So I'm gonna ask you this before I forget it. This is just purely for my own my own interest I know that the ed world is a big deal in the in the in the franchise dealer situation. That's mean Yeah, you don't you don't want to get any franchise dealer that started on conversation about about the EVS or the world and what's going on. What's happening is the US car world in terms of whatever this pushes to become a all ed
Troy Scheer 24:03
I still went with that with a lot of the pre owned you're still looking I mean, there are some but it's a small percentage right now. They're the majority are still the internal combustion, right? So I just don't know it's one of those things where as we go, there's, you know, it's speculation. So it's just hard to say it's like, we have to kind of just watch the data and see what happens.
Terry Lancaster 24:29
Yeah, it's a it's a moving target. And I don't think anybody knows exactly what's going to go on and how fast it's going to go on but as is with any crisis there's there's always opportunity so that I mean, the new car dealer Summit, some of the some of the new car dealers may be it looks like trying to get the box out with some of the profit that way though, you know, with the changes in franchise laws and if that is the case that maybe may open up opportunity for independent dealerships to feel some sort of role, whether it's charging stations or delivery services.
Troy Scheer 25:05
I think the key is just listening to your customer. And knowing again, because we talked about as as a used car dealer you've got a smaller geographic footprint that you're living in, you've got that community around you and if you listen to your customer, then you know and that's where you again have to have that relationship of being able to, as you said, you know, reach back out to that customer. What is it that you need? What do you want? Well, if the customers are saying hey, we want to buy EVs well that's what you do them from an inventory standpoint that you're going out and looking for those vehicles that your customer wants, because if you're just going out and kind of hit and miss big and you know picking inventory that the people in your area, that that's not what they're looking for. You're not gonna salesman, so you got to understand that's where you kind of look at data, obviously, you have to know so that ties back into a whole nother topic that we could probably talk about for hours, but just about the the data that you have as a dealer, understanding what is the where are those vehicles that sell the best in your specific geographic area? Because what might work? You know in a certain area here in Dallas, you know, you go 1520 miles away, that neighborhood is completely different. So it's going to be a different need, what from that customer base. So again, it's the trick is making sure you understand what it is that your customer wants.
Terry Lancaster 26:19
And I think he pointed out the important part there that that's the same thing, listening to your customers and analyzing the data. That's the exact same thing because at the end of every data point, at the end of every lead generated in the end of every one of those numbers that we kind of get lost in there's a human being and that's that's where the story is that that's where the magic happens. William J. It's it's 730 so I'm gonna let everybody go you got you got any questions, comments? We hit the road?
William J McCormick 26:50
Well, yeah, it was on the political thoughts on that. I'm just saying, you know, we, we do our best to source locally, you know from from our our client base, and then we haven't heard that thing coming through I mean, who knows what's going to happen with EVs? I mean, we might find another situation like cash for clunkers where where we bring them in on one one fell swoop like that. Just just a set of all the crusher. You just You just never know. But that's a story for another time when we feel the crunch draw on air. But I just appreciate his Instagram having a little conversation with the United has been fun.
Terry Lancaster 27:29
I appreciate y'all what's happening in Troy, last word for you. Tell us that tell us tell us what you want. Tell us.
Troy Scheer 27:37
Well, I guess the big thing like we said, talking about education and all those things, I would just reach out to any independent dealer anywhere in the country that's watching. Understand how important it is to be part of your state association. You get involved there because one of the big things is that we haven't talked about it all tonight, but it's a lot of the regulations and the government things that are going on in your state government and your federal government getting involved with with your state association, which once you've done that you're automatically a member of nada. That is a great way to have your voice heard. And it's, you know, each one of these kneelers as I say you might be an independent dealer, but you can't grow independently. You got to get out and be able to get with that association and now your voice to be heard because instead of just your single voice, you got the state talking about things going on the state. And then all of a sudden now as you look at with with Nimda we have you know 14 15,000 members right now, that's a lot of voices being heard when we talk about going to Capitol Hill and being able to share your ideas and opinions of what needs to be done from a regulatory and you know, legal standpoint from laws and things that are being there. So I would highly encourage anybody, like I said, it's the educational process. And being able to continually grow is a huge thing. And one of the things that we do every year we've got coming up in June is our convention, and Id Accelerate 2023 convention in Las Vegas in June 19 to the 22nd and the educational opportunities that we that are going to be there I've been blown away just being on the backside of this thing kind of sequence being created in the classes and the education and we got Sugar Ray Leonard actually with that he's going to be our keynote speaker. Carfax is a sponsor for that bringing the hit him in and just so many things FTC related. I mean, so there's just so much learning and plus, you get together with you know, 1000 other dealers now you're gonna be able to learn and share best practices and all that so I just highly encourage people, like I said, to get involved with their state association, get involved with the national association so that we can build that independent dealer community and make sure that it is always working to the best of Canada to help take care of its you know, the customers that they want to take care of.
Terry Lancaster 29:57
I think with with everything in flux, the way it has been for a little while that voice on the Capitol Hill, the word your capital is more important than it's probably ever been. This seems.
I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
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In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
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When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
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Never pick up the phone to call a stranger and ask for money again! Free Sales Training from the Nashville Association of Sales Professionals and the How To Sell More Cars Podcast.
Recorded live at the Nashville Association of Sales Professionals live monthly meeting March 20, 2023
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TRANSCRIPT:
Terry Lancaster 0:15
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I would love for a copy of that book in their hand so that they can learn how to sell more cars by making more friends and having more front manual ongoing Radio TV spot. Do some other stuff. I tend to tell people the best way to tell people what I do is to tell them examples of what I've done. So in the last week, I produced radio and TV spots for car dealerships in Carbondale, Illinois. And just just a couple of days ago, I was in Columbia, Tennessee and a real estate agent giving giving a sales training presentation on how to how to market yourself without selling yourself. So my name is Terry Lancaster and he really if you ever want to know anything at all about me, just google me Terry Lancaster is easiest. Even though even though my profile picture looks like I'm involved, I can't hire anybody buddy goes. Hi, everybody. Today, our guest is Rick Silva. Rick Silva is a referral coach from one referral away and the broker they all build their own referral networks online on knocking on doors, and today he's going to tell us how to grow our business without
Rick Silva 2:42
the hardest, the hardest seminar to get is that tend to pull that when the three hour ones easy to show there might be a short version of my life story and hopefully there'll be some things in there you've learned that will help you with the business and maybe a few pointers at the end on how to get more out of this group, having facilitated them for 20 years. So right so with one referral away report coach, I am a former engineer with Eastman Kodak so I service copiers and when I say copiers I'm talking about big ass copiers that's 26 years old in Rochester, New York, a supply back and forth. takes those big $300,000 monsters and that's where I got my three or four or five college degrees. We're talking about automobile University, Jim Rohn Brian Tracy, Bob Proctor, you name it, I own it. Hundreds of CDs right right over there. By over 500 sales books that read I grew up very, very lower middle class and got a education by hanging around very wealthy people. Being mentored by people like Zig Ziglar just by reading their books and hanging around with people smarter than me. I worked for Eastman Kodak from 1980 to 98 got laid off amazing envy. And I wrote a wave with Cisco Systems.
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Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
we did very early on is we cut our feedback and we started working with venture capitalists. And we got stock options. So I ended up having pre IPO stock with 13 different startups. Unfortunately, that was in 1998 99 2000. So I went up like this. And then the crash in 2000 2000 was quicker than the up. And when you have your 10 $12 million for the pre IPO stock, you can't sell any of it till you have it for five years. So I didn't get to. I didn't get to join in that money but I learned a lot about selling Cold Calling 1000s and 1000s of cold calls. Hey Terry. My name is Rick Silva with the total staffing solution, seeing how I can help you with any of your current staffing needs. And I made that call 1000s and 1000s and 1000s of times so I was recruiter with startups. And then when the VC started to pull out I got recruited by Cisco Systems. I worked at Cisco Systems for about six or seven months. And I learned something and I want to tell you a quick story about how we got into the venture capitalist business. This is a $960,000 story. In one year, and for me, it's made me personally $9 million. So I worked with a young man I was 30 at the time he was 26 when I was doing staffing and Jason my boss was walking into his condo, and he heard this sound and he leans back and his next door neighbor had his grocery bags, one of the grocery bags broke. And this crash was a soup hitting the floor. So he picked it up, walked into guy's apartment or condo and put the soup cans down and got tonight thanks very much were neighbors who would never talk. What do you do? And my boss said, Why us? He didn't think the guy would even understand me. He goes I'm a recruiter. I help people. Software Engineers, technical writers, product marketing, product management, people get jobs. And the guy just smiled because why would you do and he goes on the hiring manager and Nokia's Internet Protocol routing group, which is we all had the flip phones we're all alone on that we all had a Nokia flip phone. The technology behind it the customer service will handle the programming behind it was being done. in Mountain View California. So because Jason picked up the guy's soup and put it on his counter. The guy was like I'm a hiring manager. I'll give you one open open position to fill it. We're going to be close fast friends. So we filled the one and then he gave us 32 racks and that made us $960,000 Our first year. That was the first day of me never well ended up doing again I'll tell you the second but that was the first day we never cold calling again as in staffing. What I learned there was something called leverage so on this side of life if you guys could see my hands hopefully we can on this side of life is going up door knocking lead generating cold calling the problem cold calling and door knocking. Somebody's unmuted just so you guys don't just let you know I can hear you. Is when you cold call if you go knock on 100 doors that you finally make a sale when you ultimately make that sale. You're not an employee and you got to go knocking on the door doors, plus the rejection and all that. So when I work with professional The first thing I tell them is don't ever, ever look for a client ever. Don't ever look for somebody that can hire you. Find somebody who already has them and teach them how to send you referrals. IBM give us more examples that but it's called Power partnering. It's called Sealine circle of influence, not sphere of influence. So you find the CLI or within the networking world called The Power partner wanting to do already have your clients. We'll get into more of that a little later. got laid off from Cisco the.com crash sold jewelry for about two years as the number one salesperson in the state of California for K jewelers. And then I kept selling all this this jewelry that is one late and gold when you do she goes I sell Yellow Pages. Now keep in mind this is 21 years ago when people still use the yellow pages so I ended up going there and it's close that group I hope you guys cope. Well. I won't say the full word. But I have a one fu limit per day. A Utrecht Silverbell guildmates is contacted by the elevated fu I'm mostly the four fu South African colony if you will. What was happening was when I went in there, they gave me a stack of leads with a whole office I've already called them so I keep looking at you guys and I'm gonna start staring at the camera more. They give me a stack of leads. And I'm calling them come to find out the whole frickin office already called us people's about Kern calling. They're pissed off. So I went from doing staffing, fixing copiers doing stuff and then never having to cold call with the VCs or working with people coming to me with that kind of like walking in coming in on cold calling. Doesn't work. So random dude Yellowpages that needle evening, Sharon. And she runs networking groups just like what we're sitting in right now. And she wanted to get me to join for the Yellow Pages. And I was like, man, what you do? Sounds pretty cool. Come to find out she was looking for somebody to take her business over. So I started facilitating groups with her and others so three April 1, within 11 days to be 19 years I started doing the battery life facilitate network. That's what it looks like. That's one of my networking groups. So they meet once a month they meet at nine or noon no food even when we met face for 17 years, so COVID hit and where you've heard of BNI which meets weekly at 7am. My Groups are once a month diner noon, no food and absolutely no pitching to each other and I'll give you more detail on that later.
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Is February 12 2008, two days over Valentine's Day. We decided to get divorced so I already ordered the flower so that's where I remember it's over to all my house in California those of you that don't know California housing prices. My house that I'm sitting in right now is 2400 square feet 1.9 million, and it's a shitbox guarantee all your houses are better than mine. They throw these houses up like hardly any insulation and sell them. What makes houses so expensive. But it's really expensive out here. And that real estate up and down. were great. They said you got pulled out. Well in 2008 I understand why a lot of people got hammered and I've worked with hundreds of mortgage lenders. The Negan loan situation allows so my house was flying up and then the month I decided to get divorced I'm 300,000 Under what I paid 500,000 in a couple months couldn't sell it and be the trust transfer had in my house to my my ex wife where she still lives there to this day with my kids. And Rick Silva was 30 Exactly. Well, 2930 years old. Let me think about that. 2008 I was I was 39 years old. That's my Cadillac had not repossessed that building. If you guys know John basment famous famous football coach Andrew Madden Football, he owns that building. He owns about $300 million worth of real estate in a city called Pleasanton. So these windows right here are significant because when Greg gotten divorced and lost everything and had $5,000 to his name at 40 years old, Rick moved into his office and these windows right here are those windows right there. When I say moved in, this is 104 year old mansion I literally moved in I put a microwave, coffee pot and Erica clothes there. There's a I put some clothes down there. I slept on that futon. I was homeless for seven months showered at the gym every day at 39 or 40 years old. Running the networking groups trying to get myself together by the way at this time I'm sleeping on this futon. I shared the stage with Les Brown I was the number of as the first speaker on stage 615 people that are in the room at the millionaire marketing seminar and just like when African food then my life changed in 2010 my now wife are still a dream workers give me the shortest story I can she was a software engineer at Lawrence Livermore Lab. She had an old 401k Joey's wanted to become rich. She took that old for lots of land with it like experience so much got a real estate license started helping other people invest in land did it part time until she joined this crazy guy Rick Silva networking group. And I never there I saw these two slides and these two slides made me a multi multi multi multi millionaire so they wanted that down so if you look at this slide real quick. This is called land banking. This is Los Angeles County. These yellow lines show you where the roads ended up. But it is tricky with our roads. This back at Google Image 2002 the land of this picture is 50 to 150,000 an acre 10 years later, it's 2 million to 7 million per acre. This happens over and over and over in California. There's 40 million people. You can hear all you want about people moving out. The news will make you very broke. This happens over and over. We help people buy land and when it looks like this and sell to developers. We've sold over 850 parcels of land. So that's us. We're going to be there again in three months. I've won four trips that the at all expenses paid that Santorini I've been all over the world for 10 straight years. All of it paid for without ever cold calling, going on lead generating all through networking, some are referrals. My wife is land banking, I brought in about 600 850 transactions at over 6000 probably close to 6560 601. So that is when we read 1213 1400 of what you're looking at. Slides next the last slide
Rick Silva 15:32
is find people who already know how to send you referrals and vice versa, never selling and then the expert networker so if I take for instance, a handyman business he probably going to want to work with painters, electricians and general contractors roofers and you forget and carpet, I can eat 200 for you, and then you start introducing your network to your network. Craig's got real estate agents in different cities that don't want to work in other cities. So they might want to refer it out their referral fee because they don't want to drive from Tennessee. That I don't know I don't know all the cities there but you don't want to drive from one thing to another seed. start connecting your referral partners your referral partners that's, that's an elite level networker. This is the last slide I had for you today. I'll be happy to answer any questions you have.
Rick Silva 16:23
The parts of the referral network number one you got to have an epiphany story. That's the ups and downs. You just witnessed my epiphany story. My UPS my downs, the roller coaster, Jim Rohn. We're always say there's no touch. Now without going through the 300 pounders. You can't have light without the dark. So you have to have a personal story. That's how people resonate and if you don't have a good personal story that you come across as quote unquote, salesperson. Number two I'm going to have five to 10 different avatars. What an avatar is if you look at my hands avatar is a is a clean mold of what a perfect client looks like for you are in real estate you'll have first time homebuyers you have at the National Technical inherited houses you'll have step up step down for whatever reason investors 1031 Exchange, you need a different avatar for each one and then from the avatar what appropriate client looks like. 30 to 40 years old, just got married have two kids, here's what kind of work they do. Here's their price range their marks on which they make it's much as you need to know more about your client than they know about themselves. From that you craft that elevator pitch very specifically crafted. And then you need to figure out who your center is their circle of influence are your power partners. And you need to come up at least 50 to 100 Different industries this screen right here, by the way takes 12 hours to teach. And then you need to find this like like if I was Craig I'd be meeting obviously real estate agents, financial planners and relocation companies. And I'd be having coffee with them and then I teach them how to send me referrals by email to find them. I need to have the list. I need to find them. I need to meet them for coffee we need to figure out how to build a reciprocal referral relationship. And then we rinse and repeat. I don't know how long I went I went as fast as I could. It's worked so well one referral away and I'm going to stop sharing now. And I'm here if you guys have any questions or if you want to move on with the meeting, I won't be offended whatever you
Terry Lancaster 18:29
like, no, no, we didn't. It is all about you. We have all the time in the world. You did that fine. I'm gonna start it I'm gonna throw throw your sophomore read a lot of this out there. And so let's talk a bit about even why because because some businesses, some businesses, they like the new juice. It's all about I gotta have something new exciting. And I know salespeople who enjoy the cold call and I think it was big game hunting. I'm gonna go in and kill this dragon right off the bat. But tell us why referrals matter more and pay better than gold goals.
Rick Silva 19:05
Oh my god that's a three hour answer. I'm gonna do my best there because I got about 20 videos are my number one mission in life is to educate people on not cold calling door knocking. Okay, so there are some businesses there's no business that's going to do better cold calling. Minimal networking that I know of. So, okay, I'm gonna use my wife's business because I don't want to pinpoint anybody in the group and show any form of favoritism or anything. That's a very that's a much better view. Thank you. I like that. So my wife does something called land bank. He helped people invest the land. So to meet somebody who wants to invest, he has to spend an hour and 20 minutes with them. And then if they want to invest, we have to get the parcel for my wife's company. My wife spends about 45 minutes on that parcel then takes the percentage so she's four hours deep with someone so I'm going to kind of break this down when you cold call. So when you advertise or cold call, you're commoditized because nobody has any trust or faith in you. So when you advertise your commoditized so if you advertise your lead generate what's the first question someone asks you how much that's the first thing they ask us how much so if Jim Jim's not in a financial position where he needs to do this, and Jim, I hope you never do this, but if you walk up and down the street knocking on doors, you got to convince people who you are you do this whole sales thing and we're out and carry write something down for me write down the dentist just in case to get off track, because I can add, but Jim, if you met with painters and general contractors and the general contract got a phone call saying, hey, my deck, you know, there's a couple of rotten boards. Democrats didn't know you know what? I got 30 employees. That's a little too small for me, but my friend Jim is an expert at working on decks called Jim. When Jim gets a phone call the last thing Jim needs to know how to do a step. What selling is involved when the general contractor said call Jim, I'm pointing this week is Jim sitting next to me. So you guys have a brain battery. And there's only so much power each day you have in that battery? Do you spend it cold calling and smile and dial pick up that phone everybody? And even the guys with the high testosterone and they think they know everything about sales and the problem is it's not natural. It's natural to help it's not natural to cold call. Now I'm going to go back to the dentist store because Terry, thank you for writing it down. I've coached a gazillion dentists. Okay. And I'm also going to talk about attorneys that this this is I was trying to teach a dentist and he's getting uncomfortable. There's some not we're not inviting for some reason he goes I can't meet people and ask for referrals. Well, I don't think you should add when you ask for asking for leads you just impossible to ask for referrals but why can't you ask for because this is why when someone's in my practice, and I say hey, if you have other friends or family members who need the deep pain, having give me a call, because to me it sounds desperate. To me it sounds like I need business. If I need business. That means I'm not as busy as I should be. If I'm not as busy as I should be. That means I'm not that good of a dentist so he equated asking for business that his patients will think he's not that good of a dentist. That led me down the road of learning how to properly program the reticular activating system in the brainstem to get more referrals. Now, attorneys cannot cold call and cannot door knock. They will be disbarred. It's called ambulance chicks. So they can run Yellowpages ads and they can network so i The easiest and quickest way Carrie to explain is I'm not bragging. I killed myself to get where I am. I work 80 hours a week for 10 years got type two diabetes almost died. to Now I'm just going to tell you last year made 865,000 Working 15 hours a week the year before I made 768 Working 20 hours a week COVID year five 585 Working 2025 hours a week in here before COVID In the mid fives working 40 hours a week. COVID Blew my business up and Huthwaite like unbelievable. Some taken by advice and Phil who's made a few dollars and went from living on his couch selling between seven and $9 million worth of lands I was homeless that 54 years old not having to work anymore either. You guys go out and knock on 100 doors of people who could potentially hire you. So it'd be so if your real estate agent will knock on 100 doors. Okay. And I'm gonna go knock on 100 doors and I'm gonna knock 100 doors on estate planning attorneys mortgage lenders financial planners, relocation companies, general contractors, pool cleaners, carpet cleaners, you see where I'm going and you're not going to 1000 doors, but I'm not going to 1000 doors I'm gonna tell you right now in three years, the first six months you're going to be you're going out solely by cold calling. But there's going to come a time where I'm going to meet the right person than the right people. And they're going to start sending me business in my days of cold calling rollover. There's a lady named Stella Kerrigan, I tell you a five minute
Terry Lancaster 25:08
story. You can tell me anything you want,
Rick Silva 25:09
bro. Get a sip of coffee. I'm going to tell you I'm working on an outline of a video right now it's telling me that I'm going to show you the picture so you know Rick's not joking around. I'm gonna show you the picture first. I'm going to blow the punch line. Just so you guys know. I always say people always contact me. Hey, I want to coach you on this. I'm gonna coach you now. It may get to make a million a month. My brokest mentor makes seven 7 million a year and then the guy gets to spend about 10 hours a year with multibillionaire owns my my wife's company I'll cut this out because this is being recorded by me also me speaking, I will put out what I just said. When we show you how to make how we made almost $2 million with a one hour one one hour. And Jim's gonna like it. But I want to show you this first. And if this doesn't focus, I'll turn my lights off. So this is these are commission checks when I walked into the bank. This is not how much people invested in our land business. I want you guys understand I've two lives. One life is running networking groups, teaching referral generation and networking all over the world. One on one coaching and the other side of my life is I'm the Rainmaker for my wife's land investing business, and that's one trick and autopilot and appointed Gilligan because I've done I've done over 850 transactions well over 400 Because of mortgage lenders, but before I spoil too much of the punchline, I just want you to and I could see it so I know when you guys see it. That's one and I'm going to tell you all about where these decks came from in great detail. It looks like the same amount but it's not. Oh mine sort of walked into the banquet. That is not how much the investment. I want to show you this real quick. Now those are all 2005 You can see the day on so that's April that's my biggest whatever it was that same month. They're not all that big. These are all the same month 30,050 720 120 and 20,000 that month, and I tell you that for no other reason. If you make more than me in doing what you're doing, if I make more than you maybe I can help. So we need a title agent. Actually escrow title agents can't take referral because you gotta be very careful with your education on who you teach the referral. And if you pay referral fees and all that CPAs cannot take referral fee so I don't know what opportunity CPAs in california, title reps can not take a referral fee. But escrow can so we had an escrow agent put 15 investors in a room in a country club. Excuse me, as I said I'm fighting a cold so bear with me. My wife did a one hour talk one hour at the end a lady named Stella Stella Mia Viet who I've taken around the world for straight years and I paid every time I paid $80,000 for her and her husband and two other people that are with us. I'm gonna tell you how many millions I've made because of her. So she's in the room. She goes I own 15 homes. And all my family owns land. She's from Mexico. And all my family owns land in Mexico and I don't know and own me I want to talk to you. And I know that I know I'm here for over six months. So I'm going to pause button on her. And I'm going to tell you about another lady that was in the room named Rhonda. If you guys don't know, by the way, but at 1031 exchanges, it's when you want an investment property. Let's say you buy a property for 100,000 It goes up to a half a million. If you sell it and put the money in the bank, you're gonna pay taxes on the border 1000 Also the profit if you take the 500,000 by a like kind of property, so multi units, apartment buildings, commercial buildings and the land are all commercial. You take that 500,000 To buy a building with it. You've deferred taxes, you don't pay any taxes on the board or council again, you just step up in property you step up again and reset will begin when you ultimately want to retire or cash out. You do the taxes at that time in an appropriate role. You're in a different tax bracket. So I have a lady run the fee and have expressed permission and give all these people's names. Run the fee sitting there. And at the end she comes up she goes I want to have a meeting coffee perfectly with her coffee to sit down the first thing she says My family owns land in Fremont. I'm talking about a half a mile from where Tesla's are built. And I hope my mind goes Damn I can't hope or I can only hope people with landlines bought from us. I can't help her. I go I can't help you because I don't need any help. My grandfather in 1979 bought land in Fremont and we're in escrow right now at 7.9 million and we don't know what to do with the money. Now she's a real estate agent and she doesn't want to own rental property so she owned some and people for the house is up and her mom was 18 years old and she didn't want her mom buying 30 houses. So she goes I want to talk about buying land and I in my mind I went Wow. So those checks I showed you from Rhonda so that was about I don't know if it added up five or 600,000 from one lady and also she put her real estate she's a broker he hung her shingle with with our company and I've made another three or 400,000 in commissions because we manage her she brings people in my wife, he handles closing all the business she gets a commission we get a commission so we're doing with her and all of a sudden, Stella who was in that meeting told us she owned 17 or 18 homes on California guys I know people want the homes in Florida and they're worth 200,000 Each when you own 17 homes in California you own you're talking about owning some homes, condos over a million dollars she comes out of nowhere what ended up happening she had a she had a she had a tumor almost died in mobile and she healed up where the first person she called. So she just recently purchased her 13th property from us. But it gets bigger than that. So she's a mortgage lender. I want to explain in my business 65 to 70% of all people who buy land use old 401 K's IRAs enrolled into a self directed IRA and a self directed IRA owns the land. It was actually I said Jim, I meant I think I met Craig Craig is the mortgage guy. Sorry about that. As for Craig so I was meeting financial planners and it wasn't going so well. I was like, Wait a minute. I think I'm the world's leading authority on networking and why isn't this working? Well, we're realistic. Financial Planners sauce of competition is the one to tell us that because people are buying land and they don't have the London Stock market. And they start with CPAs and that wasn't going so well because they can't take referral fees. Then I started meeting real estate agents and started going better. Then I met a mortgage lender named Cove that was his first name. He'd been a mortgage lender for 40 years. And he starts breaking down my business and he goes the only people you're talking to his mortgage lender says number one, they can take referral fees. Well number two, just FYI, inland land doesn't fall under something called the rest of us so we can pay anybody we want a referral fee but he was here who sees the most? Oh 401 k's and CPAs and financial planners now. Nobody's seems more old for one pays than the mortgage lender because if you have $1 under the mattress I have to know about it to get this for so long. Because here's how you should talk to mortgage lenders. My income went from 180,000 to 356,000 and through the roof so let's sell me a beer is in that room. We'll run the fees in the room she 1030 ones millions and millions with as you saw my conditions. She purchases eight or nine properties Estella purchases 13 We've closed eight buy it at six as of Saturday at six real estate transactions for one person. One so the Jason story, Jason picks up a can of soup and the guy hands of $960,000 with a business one man 32 Rex, one mortgage lender at six deals. So I say if you want to cold call it or not. I'm 27 years old you guys I looked at before because I've made 1000s and 1000s and 1000s of cold calls. If you want to have an enjoyable life. You want to do other things besides just your job. The reason I could spend 10 or 15 hours a week on YouTube, the reason I could sit here and I could sit here till tonight because I don't have to work when the business is coming to you. And yet so the average salesperson spends 15 to 30 hours a week looking for business. If you build a referral network and you're not looking for business I've just given you 15 to 30 hours to go fishing to do something else other than frickin work his life is short and after after going on a hike and almost dying on the side of a mountain because I didn't know I had type two diabetes.
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I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
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5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars
Recorded live in the How To Sell More Cars Town Hall, Wednesday, March 8, 2023
for more free car sales training subscribe to the podcast
TRANSCRIPT
Terry Lancaster 0:16
I created an event on Facebook. And I created an event on LinkedIn identical event with the same description inviting people to join. I invite on each on each platform I invited like 1000 people to join Allegiant let me invite 1000 People in Facebook let me invite five macro folk out. I hit 500 invites for Facebook and 1000 invites for LinkedIn. I got about a dozen people on Facebook to say they were interested in and do some but I got about 130 on LinkedIn say they were going to come in and they were going to do so it was on on LinkedIn. They're the general managers of car dealerships. They're their radio advertising executives, like Liz, and then it's gonna be much more targeted with it. So I've gotten using LinkedIn a lot more now than ever then I'm using Facebook just for that. And so many people Facebook, I mean, it's always been political. I'm worried about starting to get ramped up with new boat sinks. Starting boats are worried gets wrapped up yet and when it starts wrapping that up, I just started hiding everybody and pretty soon I got nobody left to talk to you on Facebook so I just go do something else. Well, you don't worry about
Mark Easter 1:25
me. I will share Gary Vaynerchuk listen to him. Yeah, that that book, you know, Jab, Jab, Right Hook. And he said I need to write a new one Jab, Jab, Right Hook because that book is old. He was big on Twitter, that book. Good Lord, look what happened there. But I'm in agreement with you about LinkedIn. And Gary Vaynerchuk will preach to you about that. He'll tell you that LinkedIn is the new Facebook. Yeah, he's more LinkedIn tick tock, and I'm sorry about that nagging cough is where you need to be at and put your content in. There. Yeah, I agree.
(continued below)
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A free form conversation with car dealers about how they are thriving with fewer cars on the lot and where they are getting the cars they have.In 2017, the average new car dealer had between a 60 and 90-day supply
Doug Meyer from the Meyer Auto Group joins the How To Sell More Cars Mastermind to discuss how local retailers can exert their competitive advantage against the online and big-box interlopers. #howtosellmorecarsTRANSCRIPTTerry LancasterHey, everybody Welcome to the How to sell more cars
Roger Nygard and Joe Yannetty talking about the 20th Anniversary re-release of the car biz cult classic Suckers in the How To Sell More Cars mastermind group. I did a quick survey in a group of almost 10,000 car salespeople
Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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Terry Lancaster 2:07
Yes, I'm that's what I'm doing. I usually get a lot more. I haven't really added to the tick tock, I'm going to be on tick tock. I don't even have a tendency. So I don't I don't get the tick tock tick. And the thing I don't like about tick tock is something I didn't like about Instagram. And that is that it's not it's not as much about the two way communication. It's more like Twitter. It's like broadcasting I'm gonna I'm gonna create this thing and I'm gonna put it out there just like radio broadcast, and then we're gonna be talking about where's what I wanted to use social media for. What I've always wanted to use it for is to create that engagement. We're going back and forth and, and having a conversation. So 704 that we got four of us in here. I'm gonna go ahead and get started. So I'm gonna share my screen because I had something I wanted to show you you folks. Welcome Welcome everybody to the How to sell more cars podcast townhall webinar. I don't know what you want to go we got a lot of stuff going on. We're gonna be talking about radio advertising today how to sell more cars and radio advertising. I'm your host, Terry Lancaster and I'm kind of a big deal. But I'm actually not a man. I'm actually the least kind of big gamble. I'm the little steel that you can imagine. But I did. Once upon a time. I stood on the NADA stage. The National Automobile Dealers Association of America stood on their main stage at the main convention in San Francisco. This was seven years ago and as you can see the picture for those of you watching this video, you can see the picture I'm throwing $100,000 up in the air. Now it's 100,000 terabytes. So with real money I went to the store with I went to Kinko's and had these printed up and you had to get them printed a little larger, so the otherwise they'll think you're trying to counterfeit money. So I went and went and had them printed up so I can throw them up in the air on say $100,000 Because at the time in 20s it was 2017 2017 Five, six years ago. Six, seven years ago now. We have that's how much the average car dealer spent on non traditional advertising on radio, TV, newspaper and direct mail 100 $100,000 and the speech I was giving that your idea was the death of traditional media has been exaggerated and I was there talking about radio and television and newspaper and direct mail and how there was still a place for those in the advertising landscape. So here we are in 2023, many years ago, seven years later, and and the question is, is it? Is that still true is the death of traditional media have been greatly exaggerated? Or is it exactly what has happened over the last few years? I want to talk about that. That's that's the reason I had that. I had folks that I want to talk about that have been having this conversation for the last for the last week, because I'm writing an article men off for the for the good to do that animal dealer dealers again i a DEA I'm writing an article them about using stores using radio advertising in this environment. And and so I've been talking for the last couple of weeks to my dealer friends around the US and Canada about what's going on at your store. How's business what's going on selling the cars as you get new cars getting inventory, came sell cars and asking how they're using radio and if they're using radios. I've gotten some really, really good responses from what I've talked to around the country just in the last week. I want to share that we don't want to share some information with you. I've been I've been doing this since since the dawn of mankind right here with the old guy so he understands I ain't This ain't my first rodeo. And so I've been I've been tracking automotive advertising since about 1995 pull ups in data. This is na da data and if you've watched our video advertising expenditures by medium in 2000 to 2012 was this was the oldest graph I can find. I've got a collection of those, but they're actually the older ones are on an old computer but in 2002, dealers were spending, like 47% of their advertising budget in the newspaper and about 15% in radio jumped over to 2012 right now. The newspaper budgets already been cut by a third and that's when Google Google just roared through the industry. 2002 To 2012 took over all that money. All the all the other digital you can see where you just see the growth of digital there's a bit more of the head look that says that big pink jump there how much they've driven that time, but radio still has stayed steady. Stay pretty steady through there about 15% and and then we just got looked at the one from last year. That might the most recent information that we have is from 2021. They haven't released the new full set of data from 22 yet, but here's the advertising expenses for 2021. My car dealers, the internet now up to 63%. So still there's more improved, and radio is now sorry, it held steady for the first 10 years of the digital onslaught. But the last seven or eight years it's dropped by about a third. In fact, if you look into it down on here, the average the average car dealer these days is spending $48,000 per year average dealer $48,000 per year on radio advertising. Well that's 2002 they were spending about average dealer again, about $65,000 on on radio advertising, and meanwhile they're still spending six $700 per unit so the advertising but advertising budgets stays the same extended, but the percent going to radio is is decreasing. So I want to talk about why that is and and how dealers are doing what they're doing to to make the best use of radio today. So we went down and we got a handful of folks in here. If anybody wants to chip in at anytime. You aren't going to pop in, don't be bashful. Bashful salespeople have skinny children. So we're just going to do we're just chatting here, but it keeps me on 709 Keep going for about another 20 minutes and like everybody be gone at 730 because I'm at dinner, and I don't like to miss a meal. So we're gonna get down there, but put together five five things that I think that are important to know about radio in 2023 and ways the dealers can use this and salespeople tip as Mark Mark easterner. Were just talking about about social media. And then the last one there use every tool in the shed. We'll start there use every tool in the shadows with radio advertising. That was the that was one thing I talked about when I was in a DA those years ago and again again that talk about traditional advertising that dealers can't rely on one thing you can't rely on Google to send your your business you can't rely on Facebook to send you on all their business. But as at any moment, the rug can get yanked completely out from you if you were doing all of your advertising in newspaper in 2002 Then that's gone. That is an ineffective b2b anymore it is it's not working for you anymore. So I've always been a believer in an omni channel approach. You have to you have to spread the wealth around you have to be everywhere that you can and you have to use every tool in the shed to get get the job done. So that it doesn't get rank and get definitely ended up. Even spreading it out. You have to use you have to use every station. Yeah, you have to be everywhere once and that's the complicated thing about automotive marketing is is that you do have to eventually make those choices and we'll get back at we got a Kia dealer. I'm going to turn this off. So I have to share so we can see Joe's pretty face got a Kia dealer in South Carolina, that I was talking to him and he's a bad make the decisions. He said big. Ask him how he's doing he said well, we paired our radio back for maybe eight stations deep down and running about five stations and we've cut all those budgets. But but it's that's happened. We've also picked into some new advertising media that we're using using that audio OTT and streaming Pandora and online stuff that he mentioned. But there's also podcasting. And we're recording a podcast here and I don't sell advertising on this podcast. I know a bunch of people who do sell advertising on their podcast and it's it's it's it can be an effective medium, if you some of the tricks that we're going to talk about in just a little bit. So um, my buddy in South Carolina, he says they've been using, they've been using radio with Kenny back, and since COVID, they haven't advertised price. They've been doing mostly a branding to stay relevant, which is one of the other points that I was talking about and they're using every tool in the shed. One of the things that I've always advertised they're always talked about on radio advertising is asking for the order. So you ask for the order. That's that's the that's the call to action. And you basically got two kinds of advertising there's, there's always been the branding advertising where you're trying to paint an image in people's mind you're trying to you're trying to plant a seed for some future growth, you're trying to just give them the warm and fuzzies and the warm and fuzzies you got to have the warm and fuzzies but we got that we got people coming in now.
(continued below)
5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
At some point you need to ask for the order but several people out to talk to you this week about radio advertising specifically when on their way to mention that they're not they're not doing price I'm advertising in their radio ad they're not they're not putting specific vehicle at a specific price. They're not doing a price for everything they're doing is about branding. And I'm not sure I'm not sure that's that's the way to go. I think you got to have both. You got to use every tool in the shed. So Liz, if you if you if you want to pop in, feel free or says Send me a message up there. If that's what you're saying. From your dealers less emphasis on price for advertising. But if there can be less emphasis on price, whatever it is that's that that is the it is true with with with digital coming in and with everyone going to their phones. Despite serving the role of the newspaper from the old days. If you know days ago with the newspaper, they were looking for prices now they go to the internet and I'm looking for prices. So the price point can't be searched online, which defeats the whole purpose putting the price in there, except for the one thing that a good low price can do which is which is to alert people to the fact that hey, maybe I can't afford that. And because dealers have this image that they're trying to hide something I like dealers to put a little bit of pricing in the ads just so that you know just so you say there's the price we're about we're not as here's price paint pay what you do, but you can have a call to action without including a prize. You can have a call and a call to action. Jaffe will come on in for for service point. You have a call to action for people to come by to dispute a will win a prize you have a call to action for people to visit your website. You can have a call to action for a million different things that don't include buying a car what are the big things right now it's March 8. We just kind of wrapping up the tax season that's been huge ray in the in radio business because so much of that is geared towards a little bit of subprime stuff and everybody's got the tax check in their hand. Hitting them on the radio was a good time, but they're not necessarily worried about about the price they're worried about about getting finance, they're worried about getting approved, so So the call to action for a Lago says hey, we can get you approved. Come on by and give us a try and make you make them some some kind of emphasis about applying for a loan will get you financed and making that the call to action. So that can be a call to action that doesn't just say buy this f150 for $39,999 or say $10,000 on this Dodge Ram or whatever that that is the call to action is the thing that you want the person to do. And with the dealerships the beauty part is you got a million things that you would want them to do.
Liz Atlas 14:35
Yeah, sorry. I also think that it's very important for for to broadcast the fact that you do have inventory because a lot of there's, you know, with the COVID and all that a lot of the clients and the consumers out there they say they know that the inventory issue is a problem and that and that the APR is are really high. So you have to make it more so of a journey experience on my ads, it's been working great. You know where they were the client has a journey or you're having some type of event at the dealership and and you have that client go there and see the inventory so so like that they say okay, you have inventory, because of the whole problem that we are we have inventory. So that is a big plus.
(continued below)
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Terry Lancaster 15:29
Yeah, and that's another goal. Actually, that's been a huge call to action for most of my clients for the last year is they've actually trade strike transferred 180 degrees from from selling cars on the radio to buy cars on the radio. We're going to Kenya will buy your car off the street and they're generating huge profits in the end the pre sale department because they can get those buyers and they don't have to buy and get those cars before the auction take steps so Liz mentioned the events that was one of the billboards I had you have to go big or go home and that's that's been the key to radio advertising since the dawn of time right Mark marks and marginal disc jockey I know and radio is is a frequency medium. It has been you need to know it and and yes if you want to have or you can rent one spot a week on the on the local morning show. That's right that's that's the whole book is talking about straight. I'll come back to that in a second. But the intention of the key for radio is frequency is getting in there. It's hammering bullet points, hammering the message that you have because radio it reaches 100% of the population. You're not just reaching the low hanging fruit that may be reaching digital media, but it reaches everyone but it may not reach them at exactly the right time. So you need to plant that seed this is and this is where the branding goes hand in hand with asking for the order. You got to you got to create the branding, through through repetition through using a regular distinctive voice through a regular tagline that you're going to use. Anything that you're going to do that can help kind of this little ear worm a jingle was a beautiful thing for that. That creates this idea of your you and your dealership in people's heads so that when that time comes for them to buy a car, they think about you and your dealership. So using frequency I was talking to a dealer in Arkansas this week. And what they're doing, they're doing it this month and actually this is one thing I've noticed is that everything event in Oregon to your sales where he has kind of gotten ramped up in the last few months as as the business has kind of returned to normal said a little bit maybe and they're having this giant sales event. They're having a giant sale they went through and they bought they bought basically everything they bought on the chat, the radio stations that they were on, they bought every time slot they get buy in, they bought every remote that they had, and they are going to dominate the airwaves. They're going to dominate the airwaves that entire week and they're doing it through their spy advertising. And they're doing it through the remotes where they're having people come in, and that's the guy in South Carolina to say the same thing. We have to remote him. And that's that's that is the thing that radio has always done best is in addition to always being in being their radio is a constant companion and I've always talked about it as is the original social media now man I'm gonna do this. I'm on this yacht here and I know when you're sitting there at 11 o'clock at night on Thursday night, all the people are calling you just because they got somebody to talk to the disc the disc jockey like a bartender would record their their their spin in music but they're they're talking to people's ears, being their friend being a companion and make more friends so more hard. That's That's all I've ever preached about. And you can make a lot of friends on radio because radio isn't a free business. When I was in radio, I tell one of my buddies that you need to you need to keep everything on the air so local that there's a truck driver driving down the interstate, he's not going to know what you're talking about. But being from around here, you need to talk to the local people and you need to be hand in hand and and I over and over and over again this week. I heard back from dealers that they're using radio that they get the local disc jockey to endorse their product, that they're using the local promotional teams to come in and promote their events and they happen before the remotes that they're using. They're they're piggybacking on the social media that the radio stations are providing to reach out into the to reach out into the markets and be there and that's that's, that's what radio stations have been doing. They've been do. They've been doing the social thing for a long time. They've been hooking up and they've been handing out bumper stickers and not putting bumper stickers on the back of the car you can imagine but you make you make more friends. You got some more cars. And that's you get the you get that if you gotta if you're in a town and you got to do something, he's been there forever. And he's got he's got he does the local morning show and everybody loves him. And you got him talking about your dealership. It started it started every show and then you know once a month we had him come down to the dealership and sign autographs and handing out hot dogs and it spin the prize wheels and do all shoot shoot the t shirt cannons or whatever whatever you want to do. That's it's good home cooking, and people like that and you can you can still that's that's where radio is gonna stand out where a lot of other media don't have they don't have that personality elements its influence or arguing is 100% All it is you know instead of be instead of getting the Tick Tock superstar to talk about that whatever you're selling, you get your local your local disc jockey who is probably a micro local celebrities. Yeah, they're They're celebrities in your time. They are the Tick Tock influencers in your market. So and that's it we're not talking about certainly not talking about you don't have to necessarily have a zillion friends and everyone jumps on and they want to start creating videos and get all these lights and a pre create this thing but that's not how you sell more products in social media. We sell more cars by building the relationships and becoming those friends. You don't need a million followers to be Kim Kardashian or Kanye West or any of those people. If you're if you're bubbled in love book from rock 107 in Topeka, then you got plenty you can even send your friends out to visit your friends. Um, I got I got a couple more things that I want to talk about before I go but let's see what it doesn't have to be about radio you guys want to hop in and say anything about anything at all. Let's let's open it up for a minute before we start sharing wrap it up
(continued below)
5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
William J McCormick 21:35
(continued below)
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Terry Lancaster 29:00
Yeah and in any any community that you begin if you start if you start getting into the community, and especially in a tight knit community, where they got friends and friends want to buy from friends and they tell to friends and their friends and so on and so on. And so that's why I call radio the original social media. It's about it's about creating that bond and spreading that word. I'm gonna run through the five bullet points. I have radios that good home cooking and make sure you're using the tools make sure you're using the local personality that local element. I've talked to a used car dealer in Nebraska said I haven't been on radio in years. I don't ever put anything price on the only thing I do is I sponsor the halftime show of every local sporting event they will get they will take my money for and again because it's local and you have to talk about you're gonna have to come down to the dealership and have to do their podcast about the local football team in Tennessee and high school football and that slug that most everywhere that I know about radio escape good home cook and go bigger go home. He's gonna be there dominate. No, don't don't don't pee in the water can't warm up the ocean that way. The only way to do it is jump in. Go all in. I'm simply gonna ask for the order. It doesn't you don't have you have to have a call to action but the action doesn't have to be a price. It doesn't have to be about bar it can be about service. It could be about selling a car It can be about getting financed can be a lot of things. You don't have to clutter up your head with all the prices in the world that the manufacturers sit down there because of the same prices that everyone else is advertising. Just get a price and then people know maybe they cannot afford the core you have to stand out to get noticed do something a little bit different. Different gets noticed eight days a week. Different is how you get those who do something different than everybody else in town do it louder. Do it Crowder and use every tool in the shed especially when it comes to radio because radios got so many tools that you want to tie yourself into the social that they're doing the activities that the promotions and charities that they're doing around the community. Make sure you get in there and and even though the radio spots that I know we do a radio spot and it goes on the radio then I produce a video graphic that goes with it that they can share later on and share on social media and put it up on YouTube and continue to use all these tools because the world is too big and too fragmented to really target everything if you if you target yourself debt, which is what we're a lot of digital advertising, if you're going all in on 2% of the market is in the market. If you target yourself to that that 98% are eventually going to forget about it. And it's going to pull down to who can do it Quicker, quicker, easier, faster, cheaper, and use every tool in the shed. You can reach everybody all the time. And that's what I got 733 I appreciate it. We'll talk about how to sell more cars with radio advertising on a nice Wednesday, Wednesday evening. Last word to anyone we go.
I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling car sales book How To Sell More Cars received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
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The Psychology of Selling by Brian Tracy is the best selling sales training program in history! Salespeople, learn to control your thoughts, feelings, and actions to increase sales higher, faster and easier than you ever imagined.
Blaine Little of Momentum Seminars presents his review of the classic, best selling sales book, The Psychology of Selling by Brian Tracy.
Recorded live 2/20/2023 during the Nashville Association of Sales Professionals monthly online networking meeting. If you'd like an invite to our next meeting, smash that TALK TO TERRY button in the lower right corner.
for more free automotive sales training, subscribe to my car sales podcast
Full Transcript Below
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
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The Definitive Guide to F & IHow the choices your dealership makes in choosing, training, and rewarding your F & I department can boost your profits, improve your customer satisfaction, and skyrocket your customer retention.Five-time best-selling author and former general manager Max
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Listen In on the HOW TO SELL MORE CARS podcast as Kathi Kruse and Mike TheCarGuy Correra talk about how in today's automotive marketing world, the only constant is change itself.Automotive Marketing Anarchy & Guilty PleasuresSubscribe to the How To
Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCarsUsed Car Dealer Marketing Ideas on the How To Sell More Cars Podcastrecorded live 4.5.23 in the How To Sell More Cars
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5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
The Psychology of Selling by Brian Tracy is the best selling sales training program in history! Salespeople, learn to control your thoughts, feelings, and actions to increase sales higher, faster and easier than you ever imagined.The Psychology of SellingBlaine Little
Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
HOW TO SELL MORE CARS TOWN HALL Automotive marketing ideas for 2023 - listen in as dealers, managers, and salespeople discuss how to sell more cars in the new year with Terry Lancaster from How To Sell More Cars &
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Judy Schramm offers 3 LinkedIn strategies salespeople can use to grow their business today at this recent Nashville Association of Sales Professionals meeting. Stephen Covey says trust is the combination of competence and character. And there are so many areas
Charles Cannon, author of Rules to the Game and GM of Lexus of Serramonte, talks about how crisis is opportunity, how the car business these days is chock full of opportunity, and how dealers, managers, and salespeople can take advantage
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Terry Lancaster 0:02
How to sell more cars
The company is Terry Lancaster marketing. And I do just that marketing means I help people sell something pretty, pretty straightforward. Primarily, I help car dealerships I've been in business for about the last four decades, more automotive radio commercials than any other human being on the face of the earth probably 10 or 11,000 or something at this point, but I mostly help car dealers. 95% of my work is with car dealers.
If you know a car dealer if you if you love a car dealer, if you're connected to a car dealer, I would love an introduction to them. I help them produce radio TV spots, I write blog posts for them, I do direct mail for them. I send all their best customers, postcards and Christmas cards so they know that their loved ones have to come back again and again and again. And I do that for other people too. I train salespeople, whether they're automotive sales people or insurance salespeople or real estate agents that I trade them to market themselves the same way that I did because the the role of salesman has changed a little bit it's not not so much just just shaking hands and kissing babies right there at the door when they walk in. salespeople have to market themselves these days no matter what you're selling, and we're all have social media. And we all have these tools and a lot of salespeople aren't necessarily the greatest that using the marketing tool. So I help them and kind of teach them to market themselves. Like I've been marketing myself from from my bedroom after my naked yoga classes for the last 30 or 40 years. So so maybe I hadn't figured out how to have to have those on Zoom line, but if I do, you will be the first that I call so
our speaker today is Blake Liddell and Blaine is is one of my heroes. He's a member of the Toastmaster organization Popkins Toastmasters that were up there and he helped me get involved in Toastmasters years ago and I was competing in that and doing a lot which I left Toastmasters because I ended up doing so many podcasts that I didn't have time to do and I was on a guest after the after the first book came out I was on about 100 podcasts over the course of the next year. So that really helped me learn to just do my table topics but Blaine was instrumental in all of that and I've watched him grow he's grown momentum seminars, he's he's traveled around the country helping business people implement better benefits strategies to grow their business and today so talk about some of his ideas and some of running Tracy's ideas. A little How're you doing, buddy?
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Blaine Little 2:39
You're on some awesome, thank you so much, Terry. I appreciate that. And, you know, as we dive into this book, and I do have a PowerPoint just to kind of keep us on track. But I asked how many go this is a classic in business, the psychology of selling by Brian Tracy and how many of y'all have read this book?
No, oh my gosh, really? Oh, this is wonderful. Well, this will just be enough to barely whet your whistle. I encourage you to go out and get this book. So we're gonna dive into it a little bit. And I'm going to just a few things that in a year over the next 10 minutes, and I know that Terry had some time saved up for q&a, but if I come across something and you want to discuss it, I'm fine. Let's just going to open this up a little bit more discussion style rather than seminar and then there you go. All right. So let me see if I can bring up my PowerPoint. There we go.
Okay, I'm taking y'all can see that. Good. Okay, so Brian Tracy, the psychology of selling. It is a classic, and I should have probably looked up when this thing was written as bought about 2025 years ago. Of course Brian Tracy has anybody here not familiar with Brian Tracy? Well, Brian Tracy has written several sales books. And here's the thing I in fact, years ago, I would listen to Brian Tracy Zig Ziglar Denis Waitley. A lot of Tony Alessandra a lot of those guys are on here on cassette tape, even if back in the 80s would have a cassette tape in their car and they would listen to some of that. Yeah. What Zig Ziglar called it. I think he called it the automobile University. And you could get an entire education just by listening and listen in the car. Well, here's the thing years ago, I would listen to him. And I really did not like Brian Tracy. So why psychology assigned because Blaine's not really a fan. And I tell you this because I listen to some of his other stuff. There's he's got a book this still kind of new came out a couple three years ago called Eat That Frog. That's a concept from our plane. And I'm just like in but I was somewhere I think maybe at a NASA event. And I want this as the door prize. I had always heard of it like it's a classic and sales you've got to get it and again, there's not a huge Brian Tracy fan. Well I started going through this and it is amazing. Probably not anything in here. That's an original idea, but it's just really well put together. And if you want better sales, you need to get this book. Check it out. Let's dive into it a little bit. Sales. Psychology isn't really about psychology. I mean, isn't it about sales tactics? setting your goals and setting goals is part of it. But why in the world psychology that we talked about? Well first, we need to understand the customer's needs. When we go to sales training if years ago I used to sell for Brinks Home Security, and they sent me to Atlanta for a year when I was with skill path and we traveled all over the world they will send me to I went to Kansas City for a week. And so with bring someone to Atlanta for a week and I'm sad to hear but and he would go and he would learn all the features of what your product or service can do.
Terry Lancaster 6:55
They don't care.
Blaine Little 6:57
The bells and whistles is not what they care about. Customers want to understand the benefits. Now features may bring you the benefits but they want to know the benefits. How do you help solve the problem?
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Blaine Little 7:12
and a wonderful quote that's in the book is wherever you're saying to a prospect about your product or your service. Imagine that he is just asking you so why. So why and that will actually keep you on the right path. Because we get so ingrained in our own mind of what something can do. Hey, do you want a two hour seminar? Or do you want an all day workshop? What would you like? I don't care. You know, we have communication problems, or I've got a bunch of new managers and none of them have that management training before I need to get them up. To speed. They don't really care how long it is, and the slides I'm gonna have, what kind of you know, a book is helpful over a brick and some books, but they want to know what are you going to do for them? And so we need to remind ourselves of that understanding what the customer needs, building rapport. We might not necessarily get the sale. The very first time we may meet with somebody, oftentimes we know but we need to keep in touch with them and begin a relationship. One of the things that I talked about, in my sense, is that before is on the road to building trust, and sales people say we got to have trust, you can build trust. Well, that's fantastic. Rarely are you ever going to build trust and one day one meeting. So it just it first it goes the likability Do they just not find you obnoxious? And then it goes to building rapport and will report is it's where we start to see ourselves in someone else. There's a lot of similarities, so I can identify with that. And if I can see similarities in you that are traits within me, then I begin to start to trust and find people likeable, the full report and then you can get into that trust, but we need to maintain those relationships along the way. And that goes into creating trust again. That's ultimately what we want. But remember, when we first talked to a customer, it's not about what we can sell. But how can we help them? Okay, questions, comments, concerns on any of that? I'm gonna blow right. Alright, so psychology, the psychology of selling. What about our own psychology, our own well being? All right, we need to be able to manage our expectations. And by that what I mean is that we're going to be rejected a lot. And we just have to realize that and we have to frame rejection in the right way. It's not that they don't like us. They're just saying no to our goods or services at that time. But within our own mind, what is our expectations? Scientists say that we will more than likely never achieve more than 10% beyond what we believe we're worth. measure that. measure that. So does your income have five figures or is it six figures or seven figures? And there is a guy out there who sold the book, he said, Just whatever your goals were for last year, just multiply that by 10? Well, your brain does not work like that. Your brain knows bullshit when it hears it, even if it's from you. And so we have to kind of build our self esteem up manager expectations. Because if we just look on what we did last year, well you know, I made X X dollars amount, you know. Am I going to do that again? Or 10% more we have to elevate our thinking. And one way that we do that is by plugging into people like all of you and others who have been successful, and we can actually raise our expectations in a way that mind finds a more believable because what our mindset is bleak. self talk is anybody been the victim of self? Put your hands up, get your hands off. Yet we all have and it really is a protection mechanism that we try to avert disaster by preparing for the worst and it's natural and it goes back for caveman. And, you know, what if I go out and I'm looking for a little lizard or Quanah for lunch one day, but then I'm not gonna leave the cave because I'm afraid I'll be attacked by a saber toothed Tiger. Well, you have to talk yourself out of these things because your mind is going to live in fear. That's just the way we're but how many of our ears actually come to life? Very few, very few. And so if you're afraid of the saber toothed Tiger you know you just need to get a bigger sphere. Time management. This is huge and I can really go more broad than this but he's basically talking about time management but I will say routines, routines developed a system. That is huge. That keeps us on track. I get off track I have to be honest here. I've been off track way more than I care to admit. And it's almost daily. I'm like What am I doing? You know, I got I got you know, Friday was roll out right from the weekend. And then for some weird reason I just started looking up little tiny towns in a country called Eritrea, which is a place I would love to visit one day, but I just started Googling and looking at the little maps. And it's like, an hour and I was like what am I doing? Reading so we have to maintain our own psychology. It's not just the customer psychology that we need to deal with. And last thing here is as you see in the picture, if you can see that that is a really messy that's my desk now. Now let's not No, it's not that bad, thank God. But if you were like this is really messy. Well the power of suggestion. What do you start with yourself? Like says and if I were in person right now I would absolutely have our society is kind of we're okay with webinars and online man a pullover polo, which is comfortable day back. But definitely dress for success by call on somebody's gonna go like this. I'm gonna be in a coat and a tie. And I have my my hair and my hair gel. Good to go everything small and pretty. Practice your presentation, your sales presentation. Don't just wing it, go through it and understand what it is that you're doing. play devil's advocate with yourself. Again, it kind of goes to that quote from Brian, where it says whenever you're talking to a prospect about your business services that he is saying so why how do you deal with objections, presentation and finally work from a clean desk. If your work environment is cluttered, your brain is going to be closed. And I tried to declutter in here over the weekend, and I still have I have hours of work to do because I've got stacks of book products and videotapes and CDs and stuff all but and I got I don't know, I may have to get a storage facility or something in my garage, but work from a clean desk. So that's something I put in there because that's something is a challenge for me and I'm still I'm still working on that. So just really light fast. Intro read on, on on on the psychology of selling by Brian Tracy unfortunately don't get me started so much though, but definitely go get this book. All right.
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Terry Lancaster 16:18
the thing that jumped out to me was the depart on expectations because that is one of the things I wrote about in my book better self out for the rest of us. It says expectations are the enemy of happiness. And I wrote that and I thought it was kind of a kind of a an original thing for me. And it turns out that is it's stoicism and it's Buddhist ism and everything else and the and all these people talk about falling in love with the process as a salesperson if you go in expecting a sale, or that's all you got on your mind is the sale I have a buddy who's a guest on my podcast who call it commission breath when they can smell you from a lot my way played says your brain to tell it's bullshit. Well they can smell when you're just hustling them. So you know the the expectations are the one thing but you go in and you're in love with the process you're in love with making the connection you're in love with informing them and educating them and finding ways to help their business. If you're in love with the process. The outcomes will take care of themselves. So that's the next big thing for me is to worry about process and not outcome.
Blaine Little 17:35
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Charles Cannon, author of Rules to the Game and GM of Lexus of Serramonte, talks about how crisis is opportunity, how the car business these days is chock full of opportunity, and how dealers, managers, and salespeople can take advantage
Boost customer retention & satisfaction, closing ratios, and profit margin with birthday cards for car dealers mailed to every customer in your CRM. Get a Quote>> Birthday Cards The Easy Way. We'll clean your list, verify the address, lick the
Dealers, managers, and salespeople from across automotive retail share secrets for forming better customer relationships, creating maximizing lifetime income, and building the perfect CRM. How To Sell More Cars Town Hall Meeting CRM for Car Dealers - How to
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A free form conversation with car dealers about how they are thriving with fewer cars on the lot and where they are getting the cars they have.In 2017, the average new car dealer had between a 60 and 90-day supply
Doug Meyer from the Meyer Auto Group joins the How To Sell More Cars Mastermind to discuss how local retailers can exert their competitive advantage against the online and big-box interlopers. #howtosellmorecarsTRANSCRIPTTerry LancasterHey, everybody Welcome to the How to sell more cars
Roger Nygard and Joe Yannetty talking about the 20th Anniversary re-release of the car biz cult classic Suckers in the How To Sell More Cars mastermind group. I did a quick survey in a group of almost 10,000 car salespeople
Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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Rachel Albertson 21:50
Good, but it saves you a lot of wasted time. If a witness, send them reminders because I used to have about 20% failure rate when I would show up my client would be there. Even if they're not paying for the meeting. That's part of a package. They would be busy or on vacation. And when I started texting and email reminders, it went down to like less than 5% of those shows per appointment. Just great. And there's really quick they're, well, two things. One, I really believe that the sales process is different from B to C and you need to be really nice to make friends and network and number two, there's this really, really awesome Chrome extension called crystal that I use before I go and meet with somebody, you get 10 profile D guys for free and then you can pay for it. When you sign up and ask you a bunch of questions about yourself. Then you go into LinkedIn when you're gonna meet with somebody and you look them up and it'll pop up on the side and you say yes, and then it will tell you all about the person based on their posting style and everything they find about them online. And then you can say like, I need to have a phone call, I need to pitch a product and it tells you how to relate to that person. So that when you go in there, you're talking to them the way they want to be talked to, and it pushes you way down that sales funnel and it's a much quicker conversion.
Lincoln Kokoram 23:17
ratio we did repeat that. Chrome extension was
Unknown Speaker 23:21
in the chat, but it's called wrestle with this fee. And like I said, you get to try 10 I can spell you're gonna try 10 for free. It's going to ask you a lot of questions on the front side because that's how it learns people's behaviors. But I actually had a meeting with a pretty big international company and I went on there and I and I did a couple of dives with the person that I was meeting with because I got to know ahead of time. And I'm telling you it was like oh shoot
Unknown Speaker 23:56
please Sorry, our daughter went to college and when she was on the sorority recruitment track, they did this they study their candidate, and they assigned Oh, she plays volleyball Sally the volleyball player, you're the one talking to her AI is taking over where a little bit of research.
Terry Lancaster 24:18
Yeah, yeah.
Unknown Speaker 24:20
And it's really super accurate because I talked myself up on it the other day when I was showing somebody example I'm like, Oh my gosh, that's so me.
Terry Lancaster 24:29
I have to check myself to see if people need to talk to me. Right so I've got a question for you. When you haven't gone back to mind when
Unknown Speaker 24:40
I was just gonna, gonna ask you so, you know, a lot of us are probably within the same generation. I want to know your experience with the next generations that are coming up from us because I find like, especially with I have a 28 year old, a 26 year old and a 17 year old and they are so different. The 226 28 millennials and then I have my Gen Z here and he is very, very different and the way that they think and the way that they process is very different. It's almost like there's no, there's not that same hesitation that there was would be previous generations when it comes to selling they're kind of out there. And they don't have that same hesitation. At least that's what I'm experiencing. How are you experiencing differences in the generations
Blaine Little 25:29
Well, thank you for giving me the opportunity to promote my next book, which will be out hopefully, in just a couple of weeks. The individual team how fairness wrecked the workplace, but in the year I go really deep into some of the different generations and by the way, I'm a millennial. Now, but yeah, one of the things that I tell everyone is kind of pigeon holed generation see right now as they're being called. And I like to remind everybody know the trailing end of generation disease in sixth grade
Terry Lancaster 26:05
we don't know what the workout is.
Blaine Little 26:09
And so there's Tuesday, I am well, three things I'm kind of predicting will affect the general number one, they're not going to be called Generation Z. They'll like the millennials who were originally called Generation Y, they'll come up with their own name to they're going to be affected by COVID. That that year and a half, two years of isolation is really going to affect them. My hope is that they will learn the importance for acting with people individually. And the second thing is that also, politics is going to affect greatly and I say that because we've had the pendulum has swung wider than it ever has before. xylose that can be more progressive or nationalist or why, but But Trump did expose a lot about the swamp. He did. Expose the secrets of DC and Joe Biden to polar opposites, and the pendulum has swung wider than it ever has before. So I'm thinking they're gonna probably take a more active role in in politics, and I don't mean an Tifa because that's largely that's largely millennials. But yeah, that's what we know about Gen Z. I think they're gonna come to think we're like, okay, yeah, the communication, the digital age techno, I got it. Okay, I'm good with that. Let's put this down and move forward with with other more meaningful things.
Terry Lancaster 27:58
I I, I work with car dealerships, and I never planned on this to having habit, but I ended up training at car dealerships, and most of my most of my students are 23 year old guys. They're all young. They're all male, and it isn't an extreme iOpener for me, I do happen to be a baby boomer on the last living baby boomers. I just made it in under under the wire by my by a couple couple of months to be exact, but I have a baby boomer so I'm in there. I'm trying to coach a lot of these 23 year old guys. And sometimes I have a hard time connecting one because they are there. They're dialed in on their phone, constantly doing all kinds of things. But they the biggest thing and this may just be a factor of the current business but this younger generation, especially what they want it all right now and I know when I was 23 year old 23 years old, I definitely knew everything but these guys definitely know everything. They know everything and they don't get no time for bullshitty they don't get no time for the bullshit from the boss. They don't get them time for bullshit from the employees. They the the attention span and the and the willingness to tolerate something they don't want to tolerate is pretty low. So they don't want to do the stuff they don't want to do. And they and they haven't had to. And and especially in the car business last couple of years. You know money's just been falling out of the sky in the garbage is for a couple of years. So they just sit there and collect the money. And then when you go in and tell them oh, you actually have to do the work and connect with the customers and build these long term relationships. They just leave and go find a new job because it's they they their their ability to trifle with things that are outside of their comfort zone is a lot worse than I think anybody in any generation here before because things move a lot faster now and they are willing to move just as fast. You know, I don't have to work here. I know Dr. DNB. Try DoorDash and bring out an Airbnb and they'll be able to do things quicker than you can say Jack's run
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
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Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
HOW TO SELL MORE CARS TOWN HALL Automotive marketing ideas for 2023 - listen in as dealers, managers, and salespeople discuss how to sell more cars in the new year with Terry Lancaster from How To Sell More Cars &
Personalized thank you cards for car dealers and salespeople - Let your customers know how much you appreciate them and their businessCustom Thank You Cards For Car DealersThank every single customer. Every single time. Like clockwork.They pay the bills. They
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Judy Schramm offers 3 LinkedIn strategies salespeople can use to grow their business today at this recent Nashville Association of Sales Professionals meeting. Stephen Covey says trust is the combination of competence and character. And there are so many areas
Charles Cannon, author of Rules to the Game and GM of Lexus of Serramonte, talks about how crisis is opportunity, how the car business these days is chock full of opportunity, and how dealers, managers, and salespeople can take advantage
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Roger Nygard and Joe Yannetty talking about the 20th Anniversary re-release of the car biz cult classic Suckers in the How To Sell More Cars mastermind group. I did a quick survey in a group of almost 10,000 car salespeople
Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
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I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
Winner Winner. Chicken Dinner!
In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
The post The Psychology of Selling by Brian Tracy appeared first on .
Is we is or is we ain't?
Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and traffic are down. These are the facts and the facts are not in dispute.
The only thing that matters is what are you going to do about it.
recorded live January 11, 2023
for more free car sales training subscribe to the How To Sell More Cars Podcast
Terry Lancaster 0:00
Welcome everybody to the How to sell more cars townhall how to sell more podcasts. And I don't know if any of you have seen the movie most of you probably aren't aren't old enough to have seen this but the movie The graduate is Dustin Hoffman movie from back in the 60s hlta tell you nobody welcome aboard the the movie. The movie was the graduate Dustin Hoffman was it was a recent college graduate and Mrs. Robinson was trying to seduce him. And he's had he's at a cocktail party doesn't often recent college graduate, get his get his diploma out and he's at a cocktail party and some of the older gentlemen at the cocktail party are talking to him about his future. What are you going to do in the future and one of the guys he's gonna get glasses and he leans over. He leans over and says, plastics, just one word, plastics. That's where the future is plastics. So today, January 11 2023. If I was talking to a recent graduate or a young man or woman who's looking for something to do with their future, and in the immediate future, the conversation might go something like this repo work repo where I was I was working on an article last week for for the independent, the National independent Automobile Dealers Association, wrote an article how to paddle recession proof your store, and I was doing the research for that. And I was interviewing folks and talking to some folks. And one thing I found out, we right now, at this moment in time, we had the highest repossession rate especially among low income buyers. We had the highest repossession rate that we've had an anytime since pre COVID. Since 2019 horoscope came along, everybody, everybody got a check everybody. Everything was going pretty good for a while and people were staying in cars and people were making the payments on their cars and repossessions plummeted and some of the some of the Rebo companies went out of business at that time but the the the repo guy was talking to he said, He's I've never seen anything like this. I've got business lined up as far as I can see. I have major lending institutions coming out of the woodwork right now offering bonuses and long term contracts. And everything they do because they want the the the ability and the capability and then the they want to have access to the repo work because they're expecting a lot of repossessions because we may or may not be in a recession, nobody's officially declared that jet with the carpet is whether in a recession or not the car business is, is wonky, has been blogging for a while, but it's kind of it's kind of flipped.
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
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Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCarsUsed Car Dealer Marketing Ideas on the How To Sell More Cars Podcastrecorded live 4.5.23 in the How To Sell More Cars
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Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
HOW TO SELL MORE CARS TOWN HALL Automotive marketing ideas for 2023 - listen in as dealers, managers, and salespeople discuss how to sell more cars in the new year with Terry Lancaster from How To Sell More Cars &
Personalized thank you cards for car dealers and salespeople - Let your customers know how much you appreciate them and their businessCustom Thank You Cards For Car DealersThank every single customer. Every single time. Like clockwork.They pay the bills. They
Listen in as veteran dealership manager and owner Coby Frier and I chat in the HOW TO SELL MORE CARS town hall about his new book #getFRIERdup and 100 automotive management lessons car dealers need to help lead their stores
Listen in on the How to Sell More Cars town hall as automobile dealers, managers, & salespeople chat about their marketing plans for the 4th quarter.How To Sell More Cars Town Hall MeetingHow To Sell More Cars in the 4th
Judy Schramm offers 3 LinkedIn strategies salespeople can use to grow their business today at this recent Nashville Association of Sales Professionals meeting. Stephen Covey says trust is the combination of competence and character. And there are so many areas
Charles Cannon, author of Rules to the Game and GM of Lexus of Serramonte, talks about how crisis is opportunity, how the car business these days is chock full of opportunity, and how dealers, managers, and salespeople can take advantage
Boost customer retention & satisfaction, closing ratios, and profit margin with birthday cards for car dealers mailed to every customer in your CRM. Get a Quote>> Birthday Cards The Easy Way. We'll clean your list, verify the address, lick the
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A free form conversation with car dealers about how they are thriving with fewer cars on the lot and where they are getting the cars they have.In 2017, the average new car dealer had between a 60 and 90-day supply
Doug Meyer from the Meyer Auto Group joins the How To Sell More Cars Mastermind to discuss how local retailers can exert their competitive advantage against the online and big-box interlopers. #howtosellmorecarsTRANSCRIPTTerry LancasterHey, everybody Welcome to the How to sell more cars
Roger Nygard and Joe Yannetty talking about the 20th Anniversary re-release of the car biz cult classic Suckers in the How To Sell More Cars mastermind group. I did a quick survey in a group of almost 10,000 car salespeople
Joey Little on the #GetYaSome Radio Show talking about Social Sales, keeping your opinions to yourself, and The Taylor Swift Effect. Taylor Swift made a good living for a good long time by writing hit pop songs about how her ex
Frank J Lopes on the How To Sell More Cars podcast talking about Kar Biz and The Korona, plus his new book The 7 Minute Setup [Now Available on Amazon]Everyone's story is decidedly different and unquestionably unique.Individuals and businesses in
"Just get 'em in the door," isn't good enough anymore.And in a lot of places right now, it's against the law.Many salespeople are furloughed, working limited hours, or staring out at empty showrooms during the Great Quarantine. You can't do
Ali Reda, world record breaking car salesperson and author of How to Sell 100 Cars A Month tells how he sells more cars with the power of presence Your 2018 Chevy Traverse is exactly the same as the 2018 Chevy
It seems like at least to me and a lot of the people that we're at, we're at an inflection point and things are going to be different for the next couple of years than maybe they've been for the last couple of years. And we started talking started talking about what can we do to recession proof the business and especially from a marketing standpoint, marketing and sales. What are you going to do differently now that you haven't been doing for the last couple of years and it got you know, the last couple of years is the people have been coming in? It's more question not necessarily finding people to sell to it's finding the things to sell to them. And inventories are rising used car prices are plummeting. So right now everybody's in the market for buyers. I've I spend most of my time writing automotive radio and television spots regarding shifts. And in the last few months, I've had dealers coming out of the woodwork literally just like the Remo meds and I've had dealers this this this week. I had a dealer have not talked to in 10 years. Yeah, I haven't had anything with them. 18 years he called me out of the blue and needed to have a big a big surplus, a surplus sell off and inventory liquidation sale. I've got too many used cars. We need to have a big ol sale like we used to do back in the day and I probably went three or four years without ever using the word clearance or liquidation or anything like that into the ads because it was just silly to talk about that. But things Things are different now. So I started talking to dealers about what are you going to do differently? And there was a couple of things some people will talk about an EO working on fixed ops programs, we spend more time advertising to big shops to get those servers back in there. And that's a small part of what I'm gonna spend most of my time talking about. But the consensus seems to be that we better get back to the knitting we better get back to loving on our customers. More Customer retention.
It ain't rocket science. It's car sales, and it doesn't have to be hard.In his new book, Ridiculously Simple Car Selling, Steve Stauning and co-author Carson Stauning say that if you're ready to put in the work, you can sell
Listen in on another How To Sell More Cars podcast conversation.We talk about how to close more car deals with special guest Chris Martinez, former Platform Director at Jackie Cooper Imports in Tulsa and author of The Closer: The Automotive Professional's Guide
The Definitive Guide to F & IHow the choices your dealership makes in choosing, training, and rewarding your F & I department can boost your profits, improve your customer satisfaction, and skyrocket your customer retention.Five-time best-selling author and former general manager Max
Strategies we can put into action to sell more cars at a dealership right now - not how it was back in the good ol' days, not how it's gonna be in a few years unless we do this, that
Listen In on the HOW TO SELL MORE CARS podcast as Kathi Kruse and Mike TheCarGuy Correra talk about how in today's automotive marketing world, the only constant is change itself.Automotive Marketing Anarchy & Guilty PleasuresSubscribe to the How To
Used car dealer marketing that breaks through the noise, makes things happen, gets remembered and gets talked about. #HowToSellMoreCarsUsed Car Dealer Marketing Ideas on the How To Sell More Cars Podcastrecorded live 4.5.23 in the How To Sell More Cars
Never pick up the phone to call a stranger and ask for money again! Free Sales Training from the Nashville Association of Sales Professionals and the How To Sell More Cars Podcast.No More Cold Calls... Ever!Recorded live at the Nashville
5 ways to sell more cars with automotive radio advertising that gets noticed, gets remembered, and gets them on the lot... pronto! #HowToSellMoreCars How To Sell More Cars with Radio Advertising Recorded live in the How To Sell More Cars Town
The Psychology of Selling by Brian Tracy is the best selling sales training program in history! Salespeople, learn to control your thoughts, feelings, and actions to increase sales higher, faster and easier than you ever imagined.The Psychology of SellingBlaine Little
Automotive Marketing in a Recession Is we is or is we ain't? Everybody seems afraid of using the R word right now, but the times they are a-changing. Delinquencies, repossessions, interest rates, and price reluctance are up. Loan approval and
Enter to win some of the greatest car sales books of all time, books written by the coolest people on the planet, and a couple from yours truly... all for free!Just say nice things about meWin Free Car Sales Books
HOW TO SELL MORE CARS TOWN HALL Automotive marketing ideas for 2023 - listen in as dealers, managers, and salespeople discuss how to sell more cars in the new year with Terry Lancaster from How To Sell More Cars &
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I did it I did a survey in the in house sell more cars townhall fake the focus group on Facebook did a little put a little survey up there as to what are you going to do differently to you know, to make it through whatever kind of economic period we ended. The number one answer from the dealers was we're going to spend more time on customer retention. We're going to focus on customer retention. And honestly, the bar ain't that high. Because another month another survey I saw so I was asking businesses, not just car dealers but businesses in general what percentage of your advertising and marketing budget is focused on returning customers? And the most? The most common answer was zero. We spent exactly $0 On returning customers everybody's everybody loves new and shiny. Everybody loves conquest customers. Everybody loves a new customer. Everybody loves a new sale a new deal. But then we we love them and forget them. We were out the door here two keys, ABC a goodbye. That's, hey, that's ABC gloves, AB sia and they're done. But your former customers are always going to be your best customers and especially right now, especially right now um there's a there's a thing of the car business. And as you know, the last couple of years things have been good. We focus on the in market buyers, that one to 2% of the market, who's in the market. We're going to be buying the cars, they're the fresh shops, they're the ones putting the leads on the websites, they're the one picking up the phone and giving call, but they're only one to 2% of the market. And we spend most of our time, energy and money advertising to them. And even what we advertise most of the most of the money dealers spent most of the money is dealers. Spend is on inventory advertising, especially online. We're going to we're gonna take her inventory, we're gonna put it online, we're gonna put it on the aggregators, we're gonna put it on cars.com and edmunds.com. Everywhere else we're gonna put Facebook ads on there where their inventory and everything is based on the inventory. And that was probably a pretty good strategy is a pretty good strategy you want to get you want that low hanging fruit, that's easy money, you gotta get that, but that what was already a tiny sliver of the market one to 2% is declining, because there are fewer in market buyers in a recession. By definition, there are fewer mortgage borrowers and and most people when they get ready, where they're trying to figure out how we're going to accomplish they would have doubled down on what's been working for them. So they spend more money on inventory ads and on inventory marketing and having sales and reaching out to to get people to come in and buy the car right now. But there's a lot of things in your in your sales pitches and in your marketing that you can talk about that don't have anything to do with the cars that you have or the prices that you charge for them. And then from from big stops to talking about the customer experience that you have with the dealership or with the individual both sales as you're in both and I've talked about this before, you know Bo gets know people him and puts his face out there and people will come in to see Bo not because of the particular Ford that he's got but because they saw Bo talking about his bowling game and they've driven across state lines to get that bow experience. So we want to talk about other things other than the inventory and having the lowest price because inventory and the lowest price may not be the most important thing in people's minds and in even for those that are there's going to be fewer and fewer other in this situation. So you want to talk about things that are more appealing to people to to a to a larger market and the car dealer spending 0% of their money on retention customers and retaining customers. Those retention customers are always always always going to be your biggest tiny bite you're gonna get more views you're gonna get more referrals you're gonna get more repeat business out of people who already know you and like you and trust you. They know you like you and trust you enough to hand you money before so you've already overcome the hurdle. It only makes sense to spend a little more money talking to the people who already know you and like you and trust you and get them to come back and more and even more importantly, a buddy of mine told me that getting someone to spend money with you. I mean, people have to know you like you and trust you to get to spend money with you. But they'll do that they'll take a risk, but they will never take a risk
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to refer you until until they completely happen to you. So that's the sign of great trust and those people who know you like us to to refer their mother in law to come visit with him to write those reviews and get them up on up on Google and on DealerRater and everywhere else who are putting their name out there as an advocate for you. So that's the thing I'm recommending to dealers to do for this year as let's let's step back just a little bit, just a little bit from going full bore into into the average advertising and marketing for inventory and low prices and start talking more about the experience start talking more about the reasons that the view of their community just just got through interviewing a guy working on he's a he's a master tech in a dealership in Missouri and they're they're recruiting mass mass master techs, but the thing is that they're reaching out into the community and they spend all day talking about this dealerships participation in the community and the scholarships that they're offering. And they're reaching out and holding those hands to give everybody a little bit of the feel good vibe that people are going to need through whatever whatever tumultuous six, whatever the situation is going to be this coming here. So I'm going to open it up. I'd like to say this isn't a free form conversation. I want to hear from everyone else about what's going on on the ground where you are. And what's your dealership you personally as a salesperson if you're in sales, or is it the dealership standpoint, what are you going to do differently marketing this year. into a situation that may be a little tougher than what we've had for the last couple of years. So if anybody wants to just unmute yourself and hop on here
and we're getting crickets again Rick Kruger come back. I know you got something so sweet. Hey, John. John D
No, John, so um, let's talk about some of the things that you can advertise or that the accent I don't really know if you want to put your in the chat over here, put in the chat, whether you're in sales or whether you're in management so we can so I can I can tailor some of the suggestions that I'm going to make to you as a salesperson, again, more more reaching out to the past people by now, if you're one of the guys just somebody left one dealership, and he came back to another dealership and that's a great opportunity everybody you've ever sold to. Now anytime you move, you need to let them know where, where you're where you're going. Rick Rick there. He does a great job of embedding himself in the community and supporting the people that are around him. If in here, here's what happens a lot of times, especially especially, maybe the first of the year or somebody gets a new job. They get they go crazy on the phone and they started sending out the emails and the messages and the text to people who haven't heard from them in six months. Six years. I'm gonna when the last time they heard from the was oh, oh, I got I got a new email for Terry Jerry was the big Monday sometimes was must be hard now. So if you if you never reach out to people, and every time you do, you're asking for money. That's a red flag. But Rick does such a great job of promoting the people in his community. He's always talking about the people who are around him and the people that and then the small businesses that buy from him, the people that are there, and he's built building his relationships, and anything you can do what that in the article that I wrote for the National independent auto Dealers Association. The thing I suggest is when you make anything you can do to activate your advocates, and as a dealership your advocates are your employees and your customers. We live in the social media world and every single one of your employees has has a couple of anywhere between a couple of 100 and a few 1000 friends on So social media and if you can activate them to actively go out and bring their customers in and bring their bring their mother in law and bring bring their friends to the store. That's that's a given. And if you're if you're if your employees don't like it enough to advocate and evangelize for you, that's probably a sign that you got bigger problems than just the recession coming out. So they should be your biggest advocates and then at activate those the your customers they can be they can be advocates as well whether it is with a bird dog fee, or with or with within anything at bird dog fees and stuff like rebuilds, where you're actively promoting them and promoting their businesses and giving them giving them something to talk about. The the there's a saying that you to find your people and to lift them up, if you will, actually a river cruiser with his camera on everything more. You are a handsome man. So finding your people and lifting them up putting the spotlight on them. And if their psychological reasoning works, one there's the law of reciprocity. If I go out of my way to do something good for you to say something nice about you to make you feel better to help your business. Odds are you're probably going to go out of your way to do something good for me to say something nice about me to help my business. So find your people and lift them up and start doing more stuff to reach the 98% of the market who aren't in the market. Right since 49 now and if that was that was all I had prepared and no one's got anything they want to contribute. We're gonna we're gonna let you out here on the day, Rick, Rick, you come in with the camera on you got to talk. Right? Michael Smith's talking What's up, buddy? Oh, Michael No.
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Unknown Speaker 15:53
tips on what to do too. I mean, what I'm trying to do is, is I'm not utilized, for example, send out cards as I should consciously sending out and I don't send out a kumbaya for me. I mean, I don't want to be salesy at all I mean, I I let them know and remind people where I work because you know, I have a back on my Send Out Cards and and staying in touch. But I mean outside that what are some ways you suggest keeping in touch with prior clients?
Terry Lancaster 16:35
Well, so since you know me Send Out Cards is one of my big deal. I sent I sent cards to everyone but I send out cards and especially especially birthdays and Michaels real good about the about about the birthday things. But But, but but SendOutCards is the big one. Um, I saw my father passed away a year and a half ago, and I had to I had to hire a real estate agent to sell his home and I got up and being in the business and I am doing what I do. I know more real estate agents than I could possibly ever begin to name. And the funny thing was I that I ended up helping to hire hire and I didn't even think about okay, well. You know this, this is why I'm going to hire him but after after I hired you and and we got started the house. I came home and looked at my refrigerator and my refrigerator right now has four magnets on it from from this real estate agent he sends out he said he sends out calendars every year for the Tennessee Titans football team for the for the University of Tennessee. University of Tennessee football isn't that predators, calories out sports calendars. And my wall my refrigerator literally looks like a billboard for this guy. And every time I open up there to get me a chicken salad sandwich or whatever I'm trying to get out of the frigerator there Jason strain this is a Jake Jason strain and trust Realty. And he's right there and he said he said out of the thing, a recipe so anything that you can do, whether it's a card, I mean there's there's a lot to be said for physical things that are staying in front of people's in people's face. And that's the main thing is you just got to be in their face, remind them that you're in their life. We everybody says that they want their customers to stay in their life, but they don't really do anything to stay in the customers life. So that means send out cards or calendars or anything that puts you in their life. And that includes maybe giving them a call on their on their birthday, or you know or just being in their life calling them just to just to check on them. Hey, how you been? What's the best thing you know what's the best thing has happened to us since since the last time I talked to you and just making a conscious effort not to stay in their lives because they're customers but because you want to stay in their lives and it and it's a simple if nothing else, just the text I've got I've got a friend of mine. Who that that's that's that's our it's our entire marketing strategy. She sits down every day and sends about 10 to 20 texts to people in her in her database that she hasn't talked to in the last three or four months and says hey, how you doing? I haven't told you in a while. Right? And then you'd have to say hey, we're having a big sale. Hey, how's the car SOG Hey, I hadn't talked to you in a while. How's it going? And of course 9090 some odd percent of the people are going to ignore that. But the people who don't you're going to start a conversation with it any chance you get to start a conversation is a chance to lead to another conversation and Smith specifically if you ask them Hey, Greg, catch up with you. But hey, reminder, do me a favor before you go. Who do you know that might be in the market for a car who's you know that might be trying to sell their car? That because because we're all still looking for for inventory, especially when you get cheaper than what the the auctions are selling for. But, but anything that you could do to stay in their life? I mean, it's not not even a sales thing from it from a salesperson standpoint. I don't even think it has to be a salesman. It has to be you have to be more staying in their lives as a person and reaching out to them and reminding you who you are. Right, you're about to hop in.
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Sure. So a couple of things that I'm doing is that like when I sell a vehicle I'll jump on Zulu or the local tax assessment website. And I get the addresses to like 20 people around where that customer lives and send them a Hello Neighbor letter. Introducing me and saying hey, this is the only letter that you will ever get. And the reason for it is because one of your neighbors bought a new car recently you may have seen it. But if you bring this in or refer to the flutter and you come and see me you'll qualify for special pricing or, or our internet value, promise price on a used car, you know, so forth and so on. That I give a little background that was my, you know history with the community. And you know my hashtag you know, break it down. There's and you know, telling the Google me because they don't know anything about me. So then, you know, trying to, you know, just simply get my name out to more different people.
Terry Lancaster 21:48
You send those to, to the address, you don't have the names and you're getting on Zillow. You just got the headgear and so you're saying it to a party. So yeah, I'm interesting neighbor, neighbor get an IP address.
Unknown Speaker 22:01
Yeah.
Terry Lancaster 22:05
People calling you from those.
Unknown Speaker 22:07
I'm like about how many like also, like one out of 300 letters I do.
Terry Lancaster 22:15
I mean, still one not one out of 300? Nominal. Yeah,
Unknown Speaker 22:18
yeah. Yeah, that's pretty good return. On the text and sentiment, it does give me the owner's name, but I don't use it because that would just kind of be stripped out. And all that letters are hand written on the envelope. Of course, right. The personal touch was I can do mailing labels, but that's I would throw it away if I saw a mailing label. I wouldn't even open it up.
Terry Lancaster 22:44
Yeah. So especially from someone you don't know.
Unknown Speaker 22:47
Right? So everything's handwritten, except for the letter with two business cards inside. The other thing that I'll do is when I'm all done with the sale, I'll ask, you know, Hey, would you be willing to endorse me to people at your work? And they're like, yeah, so I'll do a little short endorsement video 2030 seconds. And then I'll ask them who is the HR person so then I'm getting contact with the HR person, I'll send that short video via email to them, and give them the ideas and hey, you know, so you just bought a card from me had a great experience. What do you think about you having the benefit to all of your employees making the HR personal and get their deal? Like they came up with the idea to all the employees to give a go to guy if anybody's in the US or new car market and making it the you know, XYZ company? You know, employee benefit,
Unknown Speaker 24:04
right? Yeah.
Terry Lancaster 24:07
Yeah, that's 100% Activate activating your your, your activating your evangelists, those people who are in the neighborhood with the car, they get a chance, you know, even if they didn't call you odds are they went over to if he had bought bought a car, and you said Bob's extra labor letter, you know, he's probably been mentioned the Divan that hey, this guy, this guy recruiter sent me sent me this letter. So yeah, and that gives him a chance to tell your story.
Unknown Speaker 24:33
Right? Yep. And then also, during the football season, I my son's football team made it all the way to state but the last home game was semi state. So there's about you know, 3800 people in the stands. And so I'm one of the athletic sponsors for the school. And so I hired a somebody to play the electric violin, and sponsored the national anthem. And so I'm going to do that again. Here in February, where they have the biggest turnout for one of the basketball games period coming up in February so sponsored so I'll be my name will be brought out. National Anthem is being played by sponsors sponsored by recruiter at diners, Honda. And then at the end, my name will be brought up again saying hey, thank you, Rick. Thank you, so for playing it. If you ever need a newer used car, Rick makes carbine fun. Go see him at dawn Ersan Yeah, so that's just another little thing cost me 50 bucks, you know, the hardest person to play. So it's well worth it.
Terry Lancaster 25:56
Oh, yeah. And that's something people are gonna remember. And you didn't once mention how many cars you had and which cars you had and unless they cost that's not what it's about.
Unknown Speaker 26:06
Not at all just getting your name and being known. Top of Mind simply, I haven't had been around the committee, you know, so much, even Michael, Telia. And by the way, thanks for the birthday card Mike. But, you know, I'm, I'm known but it's just a matter of keeping to be top of mind. So, that's what's really all about.
Terry Lancaster 26:35
Well, that is because because 98 radio, they've 98% Everybody buys cars, there's 98% of the market. Who's new, they're not gonna they're not they're not seeking out your ads on the internet. They're, they're not thumbing through farming through cars.com. Look, they're never going to see your inventory listings, because they're not in the market. But everybody that football games that are remember they got money. The electric mile in and and Rick and and they might not car tomorrow, but somebody somebody ain't no, he's probably gonna buy a car soon.
Unknown Speaker 27:08
Yeah, I mean, 3% of the communities in the market right now.
Terry Lancaster 27:12
Right? So so and so everybody knows somebody who is in the market. For a car. And here's an interesting, interesting thing. One of the things he said was that, hey, would you be willing to would you be willing to endorse me and support me for getting those reviews online? And I tell people this all the time, because it doesn't. It doesn't logically make sense to me, but I've seen it enough times that I know know that it's true, and that people trust reviews that they read online, from Google and from DealerRater. They trust it exactly the same. Is it their next door neighbor? It doesn't make any difference whether it's a stranger from 1000 miles away, or their next door neighbor who says hey, that Rick's a good guy maybe ought to go talk to Rick, if enough people say it. People will believe.
Unknown Speaker 28:00
Yeah, in the middle of my letter, I even say, hey, please don't take my word for Google me. Right. And then colon, Rick Krueger down there's Yeah. Yep.
Unknown Speaker 28:20
On my emails, I have the line. Don't take my word for it, and I get them the link to my DealerRater reviews. Yeah. Yeah.
Terry Lancaster 28:32
Well, and I'll tell you how important is dealer DealerRater is is the biggest example of this because cars.com was was searching with you know, they're desperately trying to figure out why people buy cars. And they discovered this that one people, people would prefer to know, their sales versus before they got there. They got to say 90% of the customers would rather know have a friend in the car business, a friend at the dealership before they got there because you know, it's like walking into war otherwise, and they found that they found those two stats that 90% of the people would rather know someone at the dealership, and people trust online reviews to the same degree that they trust, personal referrals and cars.com and I don't know how many billions of dollars they gave dealer writer but they went all in they bought DealerRater based basically on those those two things. We got it we got to get into promoting salespersons business and getting reviews because that's what people look for. And that's what people want. Right? So when
Unknown Speaker 29:31
you're looking on cars.com When you click on a specific car, it'll come up the first two people that are deliberate or certified and have the most recent reviews right? It was so those two salespeople on the corner of bad yeah, so people can click on me I get about four leads per month. Simply from the cars.com DealerRater me being Hey, so and so's salesperson that the car store that you're looking at
I help car dealers and salespeople sell more cars, make more money, get more reviews, more referrals, and more repeat business by building deeper, stronger, more authentic relationships. I’ve worked with thousands of dealer principals, managers, and salespeople providing proven strategies for making the cash register ring.
Over the years, I've helped thousands of dealers sell millions of cars by putting the right words in the right order to tell the right story. How can I help you tell yours?
My #1 best selling books BETTER! & How To Sell More Cars have received glowing reviews from around the world thanking me for the actionable, life-changing ideas they present.
I’ve been featured in Automotive News & Forbes, spoken at the NADA national convention and from the TedX stage, and came in second place at my Eighth Grade debate championship.
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In my personal life, I've survived Cancer... twice. I've had a gun held to my head and a knife held to my throat. I've been inside a building that was hit by a tornado, onboard one boat that sank and two planes that I was sure were about to crash.
I lived through three teenage daughters and I've been married over 35 years... in a row!
When I'm not battling for truth, justice and the American Way, I spend most of my free time, like every other middle-aged, overweight, native southerner, at the ice rink playing hockey.
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