The Dealer Playbook
The Dealer Playbook

Episode · 1 year ago

Bob Lanham: Creating a Full-Funnel Dealership Marketing Strategy


Bob Lanham is the Head of Automotive Retail at Facebook and shares his best advice about creating a full-funnel, omnichannel marketing strategy for your dealership.

It's not about running a few Facebook ads or Google ads with a dash of Tik-Tok - Bob speaks to the importance of how one channel will drive awareness to another channel. Vroom is a perfect example of how Television (channel 1) drives awareness to the Website (channel 2), which can drive awareness to social media (channel 4), and so on.

Not only that, Bob shares his counsel about addressing a full-funnel, from top to bottom, where most dealers concentrate most of their budget on low-funnel (decision) opportunities.

Topics from this episode:

4:10 - What do you believe dealers are not utilizing enough of when it comes to marketing on Facebook?

9:16 - How do I turn traffic into leads? And how do you measure all of it?

19:07 - You need to spend money on testing different marketing channels.

23:11 - Start telling your potential customers about what they don’t know and why they should buy from you.

30:04 - Are people prepared to pay a premium for customer service and/or convenience.

32:20 - Change your mindset from the thrill of the sale to the thrill of the experience.

36:10 - People are looking at $60,000 purchase the same way as buying a cell phone.

For complete show notes and resources visit:


You've tried so many different things with your marketing but the dots never align.

Your current agency sends you a fancy report but you have no clue what it means...

That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands.

"Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors

Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit

Hey, before we hop into this episode, let's talk about why your website and digital presence isn't working. Now I know what you're thinking, Michael. We talk all about the Web sites all the time. You talk about the websites, the websites, a hammer yada, yada, yada. We get it. But for real, though, it's shocking to me how much guesswork still takes place and how its having a detrimental effect on what opportunities you are able to leverage now. Over the last decade, especially for the O. G. D P beers, you know, I've poured my soul into assembling a team that cares deeply about the progress of the retail auto industry that believes in my mission to enrich and empower dealers to perpetually grow. Now I'm making my amazing marketing team accessible to the dealer playbook community so that you can start to thrive rather than merely survive. Right now, we're providing a just for you free website diagnostic that will show you exactly what you need to do in a priority sequence so that you can finally get the answers you need. Claim yours by visiting triple W dot flex dealer dot com forward slash website audit that's triple W dot flex dealer dot com forward slash website Dash Audit. Hey, gang, welcome to this episode of the Dealer Playbook, a podcast that explores what it takes to create a thriving career right here in the retail auto industry. I'm your host, Michael Cirillo, today, joined by the head of automotive retail at Facebook, Bob Ladd, um, is going to share the importance of working a full funnel omnichannel marketing strategy. Now, depending on who you speak with or learn from, there are many varying opinions about the best way to roll out an effective marketing strategy. There's several ad platforms, social networks, television, radio, print, email, word of mouth. Uh, what am I missing SMS? The list goes on in the digital age. One might think that all they would need is some Facebook and Google ads, maybe Sprinkle in some YouTube pre roll a dash, a tic tac. Or maybe you still believe that TV and radio is your best bang for Buck to turn a result. Whatever the case may be, there's one thing that we know for sure in today's business environment. We have abundant access to data that helps us understand how consumers move to a purchase. Today we're joined by Bob Lanham, head of automotive retail at Facebook. Who you will hear advocates for a full funnel omnichannel marketing strategy. Now one might think that someone from Facebook would only want to speak about, uh, the impact of Facebook ads and products and what those could do. But this conversation you will hear Bob. He's going to demonstrate just how interested Facebook is in helping dealers understand not only what's effective, but what attribution points should be reviewed and monitored along the way. I really enjoyed the conversation. So without further ado, please enjoy my conversation with Bob Lanham. Does Facebook even need to prove that it is the go to for so many elements of people's lives? You've got marketplace Video Messenger instagram uh, we know that people are flocking to this platform, and I think it's so fascinating, especially during the pandemic, to see how much things have increased and how much user ship is actually happening there, and especially as it pertains to automotive right. When the pandemic first one lockdown started to first hit, I think everybody in the automotive kind of we all clenched like we're about to fall off a bicycle because there were so many unknowns. But you can speak to just how much activity has happened by way of car searches and things of that nature in using the Facebook platform. But I have to ask you,...

...from your vantage point, I guess I want to kick off the conversation this way from your vantage point. What do you believe? Dealers are not utilizing enough of when it comes to marketing and advertising on Facebook running a full funnel strategy on our platform. And what do I mean by that? Right? We have 231 million adults, 18 plus on our platform every month. Here in the US we have 178 million adults, 18 plus on our platform every day. Okay, this is simple math. If you want to get in front of various audiences to drive them down the funnel, we will most likely be the top platform to do that. And I've said this a number of times. What what we Some for some reason, forget when when we're when we're putting together. Our marketing plans were being sold. A marketing plan is basic consumer behavior. Okay, which is this? And I always equate this to the meet and greet in the store right, which is the most important aspect of the sale. They say the best closers are better openers. Why, it's your first impression you're gaining trust, are looking to start to gain trust, right? You've got a customer who's coming already with their guard up right? Because there's this perception that the sale is not fun, right? So the meet and greet is the most important. Why don't we bring that online to a full funnel strategy? So what do I mean brand advertising of your store? Why should I buy from you versus the other number of dealers that I could easily go to down to? Well, what inventory do you have on the lot? Right down to retention and loyalty targeting audiences, right? We have the capability because of our size to truly push people down the funnel, but you have to start it with the brand. The why by and for some reason a lot of it has to do with the ecosystem that calls on dealers. They solely focus on the lead, the lead gen. And we forget about the behavior of Well, before I submit you my information My p i i before I get into this process, why should I even consider you first brand plus direct response Plan brand plus D R. Yeah. This is First of all, if we were in person, this is where I would give you the creepy. We just met hug, because I just want to say thank you. I've just put so many exclamation points on the notes that I'm taking here because that, uh and I love what you're saying here because as a marketer, I think about how much money I have to actually spend too strictly advertise low funnel to weed out all of the crap to find the blue Ocean, which we perpetually never find because everybody spending all of their ad dollars competing for the same low funnel business. And for years, you know, I guess, And this is not my This is just from my learning and from my experience to take somebody from here high funnel awareness brand you said, Why buy like USPS differentiation and take them out front with by the... hand building a relationship of trust with them all the way through to purchase. And then I love what you said because we typically don't go there. And automotive, we don't talk enough about it. I should say, which is the retention and loyalty piece? Or or sometimes I call it the ascension on the back end. Like, how do I turn these into lifetime value generational buyers? Because we do hear that we hear the dealers that do it really well. And they go, Yeah. I sold him his first vehicle when he was 19. And guess what? He just brought all of his kids to buy from me. We hear about those. They're few and far between. But we do hear about that and everything that you just talked about here. I've just I've got 12345 I've got over 10 exclamation points because I love that you're speaking to this. Now, let me ask you, though, because we do know that to a degree, however, things have happened and I'm not pointing fingers. We have created a bunch of lead zombies. We want the lead. Give me the lead. Um, how do we What do you suggest to dealers who are like. Okay, I understand what you're saying. How do I quantify though? Awareness. How do I quantify traffic? How do I eventually get it down to lead or loyalty and ascension? Do you have you found certain patterns that work better than others? This is my favorite subject, by the way. And I have a huge passion point for Okay, How do you measure all of this and listen like, let's be real for a second. Most general managers or even G s M s moved up from the sales ranked rank. Right. So they're ingrained. They're trained for sale, sale, sale, sale, Right? Because they're always That's what they're absorbing, that they don't have to do any of the marketing or historically, haven't had to do any of the marketing. They just sat and waited for the up, and then they just instantly got on sale in sales mode. Right? So it goes back to consumer behavior, goes back to understanding why people choose right to do business with one business over another business that may sell the exact same product or very close to that. So let's get to your question. Right. Well, how do you measure this? like, how do you tell a dealer, principal or GM to get out of their comfort zone and say, Hey, trust me on this, Give it some time. This is a concept that has been around for a long time, which is called media mix. Modeling right, which is in its in simplistic form, is take every expense that you have for advertising and marketing, your TV, your radio, your direct mail, your search, your social. Put it all together on one spreadsheet, all of it. Some even put their CRM expense right because they use it for for direct mail, Right, Put it all on paper, map it all out. Right. Cost divided by sales. There's, at the very least, the most simplistic model to understand how your how all of your advertising and marketing is driving, which is driving the key result, which is the sale right then once you have it, mapped it out. And Michael, I can't tell you how many times I have a slide in my presentation where I challenge dealers and say, Do you know what you're buying? And most of them are texting their store, right? Not only do you know what you're buying. Do you know how much of it you're buying up? And then finally, how are you measuring at all? Because what happens is they measure all of this in a silo. Let's take my Facebook and Instagram hat off, right? If I'm if I'm selling a product, I want to look at all of my market in the silo to understand it because it could only take one platform that's driving it all...

...down, right it easily. But if we focus on one platform, right, well, let me look at my search report. And then over here, let me look at my social. Well, then, over here, Let me look at my O t. T. Uh, media platforms don't work that way. They actually work in unison. Media platforms will drive the success of other media platforms. But if you measure it holistically, you're doing yourself a disservice because you don't really truly understand the impact. So what would I say to a GM? You have to get out of your comfort zone, and you have to try this and I'll tell you. And we've got a number of case studies on this and I'll close this topic with when the dealer principals G. M s get out of their comfort zone, understand their mix, start to visually see it. We've seen most of them have the ability to cut, not spend, cut, put back to their bottom line upwards of 50% of what they're currently spending. They just now have an understanding of how the mix works. And they're pulling levers here and there to say, Well, I don't need to buy as much as this as much of that, and I'll save half of that. Maybe I'll put a little bit over here. Yeah, you have to understand your model. Yeah, I love this. That. And you know what? It makes me think of you to your point about media certain. You know, media platforms are driving awareness or activity on other media platforms. And if you look at them in a silo, though, if I were to look at TV, for example in a silo and I go, I'll screw it. TV doesn't work. But then what came to my mind is you were sharing. This is shark tank. How many times you know when they do a shark tank recap they go. Hey, we didn't even get a deal, but our website exploded because I was on Shark Tank. Well, you have one medium feeding another medium, which fed another meeting, and then our Facebook fan page blew up. And then our Instagram followers. I'm even seeing it right now. I promised I wouldn't talk about clubhouse pre show. And now here I am, talking about clubhouse. I was almost. I have not been super active on Instagram. And then three weeks ago, clubhouse exploded for me. And now I'm active on Instagram because so many people migrated from one medium over here, or one source rather to this source. And they're like, Where are you? We want We want to see the face behind the voice. Let's take your shark tank Example for your let's let's just dig into your shark tank. Example, right? Those who measure media media mix their models. They see that right? They they see the correlation. But but unfortunately, in our world, what happens? Well, the vendor, that soul search says Man, look at your last click attribution. Look what I did for your business when in reality it was vendor over here, probably a completely different department. Maybe that even bought it right and maybe in a different rep. But if it's not looked upon, Listen, we have many reports that show any product or service that does. Advertising with us will create a lift and incremental lift in search activity for that product or service. Right? But guess who gets the credit for that search, right? Even though we didn't get the click, but the ads shown drove the search. This is why dealers I'm telling you the second day, map it all out and truly understand what they're buying. First they're going to say to themselves, Man, I could cut some media. I could cut some costs, which all that does is increase PVR, which all that does is increase growth. And all that does is put more to the bottom line. But you have to look at it holistically. And I have a passion for it, because...

...when I got into this space, I just I saw you know, I'd ask a dealer. How many people do you work with? 15 20 like, Well, how do they work together? Right, and it's like you guys have to bring this all together. Then you'll start to see the impact, and ultimately you can save some money and, you know, and I don't want This is not about selling against any other platform. But once you have the model down, once you have it all down, you can see, man, I'm spending quite a bit on this one platform platform A we'll call it. But could platform be do the same thing? That platform A could do just as well, If not, maybe better, but platform be called Cents on the dollar compared compared the only way to know that is to model it out and start testing and learning. And the second you do that, you start to see, you know, yes, I can. I can do what platform they can do on this platform for cents on the dollar and put the balance to my bottom line or to the floor plan or to service bays or wherever they are, wherever they choose to do that. This brings up a really valuable 0.2, which is we know the OEM's spend hundreds of millions of dollars doing R and D. We know that many vendors are spending millions doing R, and Lord knows we have on r and D over the years. But when it comes down to the local business, I'm not even to say dealers, because I see this in various verticals. We certainly do see it in dealer world too. What? You just said testing and experimentation. Everybody needs to be comfortable with the fact that that costs money. It just does. And I know you know, as I think back over the last 25 or 30 years, the silos that we live in is because we, you know, if you go back 30 years, it was like, Hey, you need to build a website. If you build it, they will come silo Then Then, you know, Yahoo came along and they were like, Hey, you know, all you need is Yahoo advertising. Penny Penny adds, if you do that, they will come. And then, you know, all of the other things have kind of compounded on top of that. But I love what you're saying about know, how do we unify these? How do we actually know? Like we need to map this all out to understand what it is that's actually happening to see how these work together. I love I love people that, you know, kind of the digital doomsday preppers that are like, No, if you have Facebook or Google, you don't need a website anymore. Or if you have a website you don't need email, marketing or email. Marketing is dead or s e O is dead. And these are just people like that is an indication to me of somebody who is on a soapbox who also lives in a silo, not understanding how all of these channels feed to the whole. And they all cost money because you got to test if you're not going to spend the money to test, who do you expect is going to do it for you? Yes, this isn't hard. I mean, I I don't I hate to say it like, I hate to say it that way, but it really like the auto businesses. So you like like no other channel works this way, right? Like every other industry tests and learns and understands the impact of search into other mediums this now. But for some reason we get so focused on that last click or that lead gen and and and And if that doesn't happen. I sell nothing. Well, what did Google just come out with their their guidebooks. 74% of people who buy within the month do not do an online action. Do not do an online action. So what are we measuring? So So if you believe that, I'm only going to target people that are gonna buy for me today. We're gonna buy from me this month.

Then what do you buy? Right. And more importantly, like, Do we really think people are stupid? I mean, do do we like, do we think that, um, you know, if someone does a search for specific brand name if we stick another brand name on there that that person will never go back to that to the original brand name Searched, right? Like, Come on. Right? Yeah, sure. They may be influenced, and they might explore, but, like, that's not how it works. Like people know what they want and where they want to go. Right? I'll tell you in the dealer space, Michael, You know, most people know what vehicle they want, right? They picked to I want this one or this one. These are the two I'm gonna stick with, but they don't know where they're going to buy, and they're doing more research on where they're going to buy versus what they're going to buy. And if you think a price at is the reason why they buy again, we don't understand consumer behavior. And that's what I'm trying to get to meet and greet first, then drive them down. Yeah, the the validation here is literally every world renowned marketer, I hope. Are you listening? Dpb gang. Every world renowned marketer which now includes Bob adding his voice to this pool, have said and shared this exact same pattern. This is a mission of the dpb. It's to shift the way we think, so we can think bigger and break free from this box that we we have placed ourselves inside of, um and and this is just the way it is. We we often refer. I don't know if you're familiar with Mollie Pittman. She used to work at Digital Marketer. Now she's with Ezra Firestone, but she says the same thing like, would you ever walk into a bar, see a beautiful person across the room and just walk up and ask to marry them right out of the gates. No, you got to get to know the build a relationship of trust, get to know them. Um and you know, for me, too, I think of every interaction that I've had with with a woman that I wanted to date. Perhaps you know, even obviously with my wife, how many interactions it took for us to feel comfortable enough around each other to get to know each other. I went through moments where it felt like I was failing. Oh, man, I said a stupid thing. She's gonna hate me now like that's the R and d of all of this. But But if I track the overall trend even though on a micro scale it was doing this, you know, and I pulled back and obviously my scale went up. I scaled upwards and and obviously married this woman, three beautiful Children, all that kind of thing. And it's the same way my seven year old daughter knows what car dealers sell. Yet that's what we spend most of our advertising telling people we tell. We just keep advertising to tell them the thing we know, or they know that we do instead of what you're saying, Why don't you start talking about the things they have No clue that you do or why they should buy from you. So two things. I sold cars for four years. Never once in any training I had never once. I never had a script on this. I was never taught by any trainer to take it up like this. Hi, I'm Bob Lanham. Welcome to target of Sarasota. Can I have your name? Phone number? Email address? Are you gonna buy for me tonight? But But we do that when we're only running by now. Adds by now, adds the genocides by now. Be better by now. And give me all your information online that that's not how it works. Like the person would turn around and walk away. Now, maybe many dealers did. I keep going back. David Kane, A good friend of mine in...

...the industry. You know, one of the best trainers out there, He he had a slide, and I've traveled with him greatly on a number of road shows. He has a slide that I still follow today, which is the Gallup poll that measures honesty and ethics and professions. Right? And I've posted this number of times and we chatted about this in clubhouse, right? We fall, we flip flop between last place and second to last with Congress. That's who we flip flop with every month now, I would show the slider David would show the slide and we'd say, Look, all of you in this room we know you're not that we know you have a good process. You're good people, your ethical you want to do right? But why in 2000 and 2021 does the Gallup Poll still show where last or second to last? Well, because we don't tell the industry or consumers. Otherwise, I will put brand marketing above any other marketing. A dealer does easily, but you know what? They're not sold that they're so legion. Last click last clicks to their website. Low cost for VPs, right? Right. And I'm not saying I'm not saying that's not valuable because it is. It's a metric. It's a proxy. We need to understand. Understand it. But decisions should not be made solely off of one or two metrics again. What does the what's the model doing? Is the model driving sales and then, more importantly, profitable sales. Or is the model not? Yeah, easy. Easy to find out. This is I mean, what you say resonates deeply with me. Obviously, as an agency in this space, the challenge that we have is that this is what we do, what you're talking about. This is why I have the exclamation points on the page. Because I'm like, wow, man. And by the way, I have not paid Bob to be here. Uh, this is also why I've produced this podcast for seven years and maybe mentioned the name of my agency five times through the years because I'm not here to sell my agency. I'm here to provide, you know, we want to provide as much value to the industry, But what you just said, this is what we do. We align the goals of of the dealership with the demands of the consumer. Until we find that marriage of what they expect and what you're actually trying to do, it's really difficult. And to do that, we need to adhere to the buyer's journey and understand where the buyer is coming from and what they're interested in and who they are and where they are and what what are all of the sources they're looking at is they shape their decision? Where are they doing the research? We look at that, but here's the problem, Bob and you and I know it. Then there are the others out there who are going in for the quick cheetah who are just saying Leeds, Leeds, Leeds, Leeds, Leeds, Leeds, Leeds. We're gonna get you $13 leads. We're gonna get you $30 Leeds, Leeds, Leeds, Leeds, Leeds, Leeds. And so that makes it. That's the challenge is it becomes somewhat difficult to have what sounds like a longer process to the wrong, you know, to certain individuals. Let's be honest. This sounds like a longer process. Then just pay C A 1 to 1 mapping to lead. But what we've identified is that when you do it the way Bob is teaching it right here, when you do it this way, the quality of that lead and the probability of clothes is so much higher, you're going to think they were laid down when they actually weren't. You've actually been helping them through the process. They're choosing you because ABC Motors the most famous dealership on Planet Earth. ABC Motors guided them as a trusted advisor from getting on their on their radar to...

...educating them to to to showing them options to making it easier to helping them make a decision for them to show up. But, you know, it reminds me it reminds me, Bob, back in the day when when we were printing automotive magazines, you know, like the buy and sell type 12 pictures of cars on a page. Yeah. Yeah, Just like the auto trader. Yeah. And the metric was, you know, I remember fielding calls sometimes. Yeah, we gotta cancel. Why is that? Well, nobody's walking in with your magazines like it was that 1 to 1. We've been conditioned this way for a long time. We didn't see your magazine. Therefore, uh, we didn't see people walk in with the magazine in hand. Therefore, it didn't work, right? Um and we kind of have adopted that into the digital space, but everything that you're saying, Bob for all those that are listening and tuning in. And I hope you're paying special attention and taking notes when you pay attention to the customer journey and provide value in that journey. You increase the probability of that sale, and you're going to think that they're all laid lay down, even though they've been in the buying process. Also, I love what you said earlier about customers aren't stupid, like we gotta stop thinking people are dumb here. They and and and part of that is they don't fit inside of the same 30 day window that you keep forcing yourself inside of it's, you know, it's February 9th. Somebody started their buying journey today, and they will not buy for another 45 to 74 days or whatever. The number is that there's no 30 day cycle in this. You can say whatever you want to say. They're not buying by February 29th or 28th, and by the way, they know what they want to buy. They're actually looking where they want to buy that, And that's the key. Uh, you know, to anyone, to anyone that's listening right now on your computer or on your phone, go do a search. Are people willing to pay a premium for customer service and or convenience? Go do a search and get what Go go that you're on the go go Look, Your search results, the answer is yes. I'll save you the time. The answer is absolutely Yeah. Why do you think digital retailing has increased PVR? In some cases, I've heard two X right. You've put that you put the buyer in control. You made it feel like they're actually in control of sale versus you as the dealer, right? And that's why we're seeing right margins go up. So I've said this a number of times, and and maybe I'm still trying to refine it or get the feedback on it. But I've often said Let's change the mentality from the thrill of the sale to the thrill of the experience, right? Like, I can't wait for you to connect with me or come into my store because, man, when you walk out of here, you're gonna not wait to tell everybody it's not. Listen, I got a text. This is a true story. Colleague of mine sent me a text and said, Check this out and I'm guilty. I'm guilty when I sold cars, so I full disclosure I I did this as well. The sale was over. This happened to be a service. You know, this person was working. And guess what the service manager or service technician and or the salesperson does? After the experience pleads to get a 10 on the survey, my compensation relies on what you score. She sent me the text. She goes, Can you believe this? I was like, Oh, my gosh, that still happens today. Now, right? Like the C s I programs. Are they in line with this? Like, they're probably driving this behavior, so there's probably bigger issues. Yeah, Well, how is that a thing anymore? Yeah, If you...

...just gave a good experience, you wouldn't have to ask. Ask for that. You know what it makes me think of like when you, you know, when you buy something or you're you're you're excited to give a gift to a loved one like the anticipation of giving the gift because, you know, it's it's gonna be exciting for them. And you're so excited to give it. I love what you're saying. Change it from the thrill of the sale to the thrill of the experience. That feeling, Yeah, online offline, hybrid. Like, whatever it is you're gonna put them. And how Do you want to work with us? Yeah. You can go online. You can. You can desk your own deal. You can figure out if you have any questions. Call me or you can come in. If you started, like you tell me right again. Do a search. Are people willing to pay a premium for customer service? Slash convenience? The answer is yes. I mean, all of the top consultant consultant agencies have already proved this out. You know what it makes me think of, and and I know some Some are sick of it, but it makes me think of Tesla. When you go to Tesla's website, let's just say you pick the model s. They ask you three questions. Do you want fast? Faster and longer range or fastest and longest range. You pick the one you want. Then they go. Here's two wheel options. Which one would you like? I want that one. And then they go for a third question. What color do you want? Here's four or five colors to choose from. So you're like, Okay, well, black boom, they go. Here's your model s three steps. Here's your model s put in your name and your credit card info. We're going to take 2500 bucks today. PS click this box If you want us to save that credit card for future to take the future payments off of so easy Yet when I go into a traditional dealership to buy a car Hey, can I put this on my my business? Amex Since it's a business Oh, no. The finance company. This does have a get out of my way. Plus why are there 70 7000 options on this vehicle You want fast? Faster or fastest? Fastest? You want these two? Yes. Do you want this? Yes. Here's the Here's your truck. I always use the apple store as an example. I always used to show a picture of the of the blue genius. You know, the person in the blue shirt. And if you think about Apple very similar. Maybe similarities to auto, which is 100% of the people that walk into an apple store have done their research online. They know exactly what they want, right? So then they get paired with a genius, right? You sign in, you get paired with a genius and the geniuses not talked to bait and switch or Upsell. The geniuses talked to basically help you remove buyer's remorse before you actually get buyer's remorse. I notice you selected a 19 inch monitor. Why? Oh, well, I use it for game. You know, that's fantastic. But I notice you use the lower memory card if you were just there to help help facilitate the sale. I I looked this up, and this is a couple years ago, so the stats may have changed. I looked this up. I used to say to dealers in the room, How many of you know that? Almost almost 100% of the products that you can buy in an Apple store you can buy at best Buy for 32% less. But how many of you walked by an apple store where you haven't seen a line to get into the store? Why purely experience Purely experience? Well, there's your example of people willing to pay a premium. Now some will say, Well, there's a difference between a $1500 purchase and and a $35,000 purchase. Maybe, maybe, maybe not. Right now, I believe the experience...

...truly when done correctly will outweigh the price. Not to mention that during a pandemic how quickly the industry went and then bounce straight back, I would submit that there's 100% validation behind what you're saying. No, they're looking at a 35 to $60,000 purchase the same way they do. Looking at a cellphone. Absolutely. Absolutely. I don't. Michael, I don't know how to change the perception, right? Like I've presented it. You know, your good buddy, Paul J. Daley presents it. You present it, you know? Listen, I'll just say this Mhm. I'll just say this. You know, there's a reason why some groups are getting bigger and others are not right, right? They do it differently and they're not going to tell you, by the way, how they do it. They're not publicly telling you exactly what their flow is. Why? Well, because they want consumers to go to them because of their experience. The last thing I guess I'll say on the topic is I'll give you this story I had to know am come to me and say, Hey, we wanna we wanna We wanna do this specific initiative, right? So it doesn't matter what the initiative is and we're going to support our dealers. Uh, with funds on this. Great. Um, what should we have them do is literally what the regional person said. I said, Well, I can't tell you what they should do without knowing what they're already doing. Like I could come up with our best program. They should be doing that. But, like, I don't even know what they're doing right now. So let me at least audit what these 10 dealers in this pilot is currently doing. Then we I will come back to you. With what? What? My suggestion. It could be Dealer is doing everything perfect. Just give them more money so they could get more reach Dealer B could be an absolute debacle. And we have to actually re rework the whole thing that they're not following, You know, the strategies correctly. So I guess what I would say to any any dealer, maybe agency of record of the dealer is if you're thinking in a silo, looking at reporting in a silo, buying in a silo, challenge yourself to stop that and start to look at everything holistically because, uh, this is my last story. I'm a storyteller, so I apologize for my last story. I was with an agency a couple years ago. I went to them, Uh, they were basically just asking for advice on and I was looking on the wall and I saw the business card in a in A in a frame. And I said, What what's the business card? Oh, that's my dad started the agency and and I said, What's the story behind it? Well, he was a radio, sells a salesperson and walked in. And the Steelers like, Well, I don't know what to buy. I'm not an agency. So my dad turned his radio business card over and said, Well, I'll be your agency. But he said, before I can be your agency, I need to understand your business and what you're already doing and what you're not doing. And then why you chose to do what you're doing and what you're not. And that became the foundation. Like an audit became the foundation, right? So I'm a salesperson, man. I I can be sold anything like I'm the first to be sold anything, but I'm at least aware of. Okay, well, if I purchase this. How is it going to fit in if I want to buy a couch? What do I have to do? I have to figure out where I want to put it. The style of couch. So I can't just go out and buy any couch. It has to fit my model. It has to fit my room. Right. So I asked the questions. Right? Is a module. Does it break apart? Like, what's the cushions and so on and so forth? So, um uh, yeah, holistically, I guess. All I can say is holistically.

Remove the silos. You're going to see your business dramatically change. I love it. I love it. I love it. Bob, let him head of autos at Facebook. Thank you so much for joining me on the podcast. Where can those listening or viewing learn more or get in touch with you or get access to all of the stuff that you're talking about today? Yeah. There are two destinations that I would love to drive people. The first is our Facebook Auto Marketing Collective group. And this is a group that we put together for, for for dealers and their agencies and and others to collaborate with each other. And it's been fantastic. And it's not about buying Facebook products so that it literally is a collaboration on a lot of subjects. Facebook Auto Marketing Collective. The second is our dealer hub. Okay, so just do a search for Facebook dealer Hub or Facebook, Uh, dealer playbook. And they'll go to a hub that's got a book of our strategies. It's got a pdf of all of our free tools like you mentioned in the beginning. We've got a Facebook page. We've got messenger, We've got stories. We've got Facebook. Live, right. We've got all these free assets marketplace that can be utilized to help drive business and reach as many of those 231 million people that are on our platform every month. So our auto group and our dealer, amazing man Thank you so much for joining me on the podcast. Dude. Awesome. Anytime. Mhm. I'm Michel Cirillo, and you've been listening to the dealer playbook podcast. If you haven't yet, please click the subscribe button wherever you're listening. Right now, leave a rating or review and share it with a colleague. If you're ready to make big changes in your life and career and want to connect with positive, nurturing automotive professionals. Join my exclusive dpb pro community on Facebook. That's where we share information, ideas and content that isn't shared anywhere else. I can't wait to meet you there. Thanks for listening.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (504)