The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Greg Rollett: How to Build Trust With Marketing

ABOUT THIS EPISODE

What does it take to build more trust through your marketing? Join us as Greg Rollett from Celebrity Marketing shares insights into how you can get the most out of your dealership marketing and build more trust with your target audience.

Greg has a client list that is likely unrivaled, boasting a list of clients from Brian Tracy and Tom Hopkins to Coca-Cola and Miller Lite. He spends his time helping companies achieve higher results through their marketing efforts. 

When you listen to the show, it's very clear that how passionate he is and that's for good reason. What he talks about works! It works extremely well!

Many dealerships are struggling to get more from their marketing efforts, and that's likely because there isn't enough trust between your business and the public. That's why Greg suggests that through your marketing you can convey a message to the public that will change their perception of your store and bring greater results.

Connect with Greg:

  • www.celebrityexpertmarketing.com
  • Twitter: @gregrollett

 

Hey this ais, Greg rollet and you werehanging out with the dealer, playbook podcast you're dialed, into the dealer,playbook podcast, where it's all about winning autodealr strategies thatdeliver proven results and not your host Robert Weisman and Michael Serilla. Hey there. What's going on you'relistening to the dealer, playbook podcast, where every single week we'resitting down and having conversations with the movers and the shakers whowill help you bring your career in the automotive industry to the next level.My Name's Michael Sirillo, I'm joined with Robert Weisman. What's going on,Dude E, Hey, Hey! Here we go so today, another power player, and I know we tryand not use that terminology. Somebody else is using it, but whatever that'sthe best way to describe our guests today, Greg Rolette, who is the CEO ofcelebrity expert marketing- and I mean this guy- is so high energy. So I meanwhat he has to talk about resonate so well with with O O or falls in linewith what we talk about a lot but just hearein his angle. In his perspectiveand seeing kind of the application of of how it can be used in the dealershipis so incredible, you actually hooked up the Intro to theshow here with Greg. How did you get in touch with them? Well, I was I wasinterested in and following a lot of his content for some time then I foundout there was a connection between him and our good friend, Tracy Myers. Thathe's actually worked with Tracy on some of trace. I mean this guy's wo, doesn'tTRAC erous serious players, Gre Gaz in you know in sales and business, and heworked with. You know worked with Tracy on some things too, and I found outthat connection and then I found out that he was going to be featured at oneof the unfair advantage masterminds of one or two sessions back and that'swhere we finally met in person and yeah, I'm a big fan of the stuff he does, andyou know what and is Craz like you said I mean he's working with some prettycrazy names, and I mean not only that he's been featured. I'm looking here athis bioman he's been featured by Fox News ABCMBCC. So all the major networks,USA, today, the biography channel, AE, ink megazine Wall Street Journal e andthe list keeps going. I kid you not. I stopped about halfway through there,but but on top of that, just so many like big names, Michael Gerber, BrianTracy, Tom Hopkins, I mean the guys worke with the WHO's who and- and youknow he is one of the WHO's who so before we give too much away here. Man,I think we just jump in and- and you know, get get right to our sit down ourconversation with Greg Roluette. Let's do it all right and we are sitting down withour guest today WHO's a best selling author he's a trust. Marketing experthe's worked with some incredible names: Brian Tracy Tom Hopkins, Sallie,hugshead Dan Kennedy. I mean big companies like Coca Cola and Millerlight use this man's information to increase profits and to reach morepeople were joined by Mr Greg Rolette Gregg thanks so much for being on theshow with us today. What's happening, guys super excited to be talking to youand really just helping everybody out who's listening to do some cool things,man, it's exciting out there yeah, you know what and, and what we're talkingabout today is something that you know Robert and I are so passionateabout because we see an incredible need for it in especially in the carindustry, but we want to. We want to tackle thisconcept of of what car dealerships or those that work atdealerships can do with their marketing to actually increase the level of trustin the marketplace. I mean it's no secret. I was just on a call twentyfive minutes ago with an individual...

...that said man I don't like going to cardealerships because I feel like I'm always getting scammed, and it's sofunny to me that that that I guess stigma or that Montra still exists fromthe consumer perspective. So let me pass this to you because you, you are atrust, marketing expert and I'm so curious what you have to say here. Whatcan people do through their marketing tobuild the level of trust in the marketplace? Yeah, I think really the first place tostart is that you got to know that the fundamental priciple of everything Iteach an we teach here. The agency is that people by from people and they bifor people that they know like can trust an know. You guys have somethingyou know similar to that with builds relationships with Trusti and that kindof stuff, but it starts with people got to trust you and there's a quote byBrennan Bershard who's out in kind of e the expert space as well, and he saysthat no one will believe the message if they don't believe the messener- and Ithink that's truthfully important, because now an and you guys know itmore than than anything is people they do their research online. They know theprice they walk into the dealership and they know I want that car. I know myrates, I know everything just make it happen, but there's so much more. Thatgoes into that frorm, a personal relationship of how you build thebusiness, and you know I dea with a lot of experts, an a lot of spaces and youknow real estate's, no different right real estate. You know the house, youknow the price, you know your mortgage, you got everything all you need thereal estate Agen to do is you know, unlock the door to show you in and signthe papers. So there's this this feeling from the consumer end that Idon't need a person. You know to help me with the trains action. I just needthem to. You know, unlock t the car and take me around for a test drive and theperson still in this case. Maybe the auto salesperson can still totallyscrew it up right because they don't ask questions they. Never they turn itinto a transactional relationship like hey. Yes, let's test out the car make aright here. Turnn th left there. Let's turn back in the dealership. Here'syour paperwork, you shake hands and is goodbye. That's not a relationship!There's no marketing! There, there's no personality there. You were just a guywho got lucky because you happen to have the right car at the right rateand that's not who I want to be, and I don't think that's wo. Anyone wholistening right now wants to be. We should all want to be someone thatpeople want to be around that you're important in their lives that they feellike you help them to do something I mean the calr and the home, the twomost expensive purchases people will make in their entire life right, and wewant someone to guide us through that process. But no one takes that step. Soyou know car dealer marketing, there's so much of it. You look at the Sundaypaper and all of this is just a big list of cars right. That's all it is,and the rice on the cars there's never the guys photo. Sometimes it might be.The dealer owner might have his photo on there or maybe it's you know here inOrlando Everything's, David Moss, something right. So it's the guy's name,but the nothing from the sales rap snothing to develop repor, nothing todevelop a relationship like you know, come see. You Know Robert because he isthe jeep specialist. If you want to take the jeep out on the beach on theweekend, talk to Robert because he is the dude. I know there's guy in amasherun croup t t that kind of does something similar to that Robert, thatyou and I have been a part of, but you want to be that guy and that's wheretrust comes from, because now, when the conversation starts, I you know heyrobing and I'm looking TAT buy a cheep. All you got to talk to this guy he'sthe Jeep Guy Right. That is trust because now no longer are you going tothe dealership, hoping that the guy you know like you'r kind of theconversation you just had. I just went to go. Look it at trucks right and theguy that met me at the front was just a random person at the at the dealershipand he obviously was selling every car on the lot and he couldn't tell me anyspecks on the trucks that I wanted. You know. So how can I have trust in thisperson? You know if he doesn't even know who I am didn't as any questionsan develop, a relationship, denvelop report, I don't kind of a little allover the place right now, but I want to set the stage that you can't just besomeone who is the generalist and you can't just be a guy who's there for thetransaction. You have to be someone who your clients, who your prospects deemis important, like I have to work with this guy because he's the guy andyou're marketing. What Yeu're going to talk more about today needs to kind ofdo that. Does that make sense for do? I need to was not just all over the placethere? No and it's so clear I mean it's...

...funny because I think we've finally meta guy who's as passionate and nerty about this stuff, as we are Lik excited man, I'm like yelling atthese people listening but but it's the truth is that we all kind of get stuckin this. You know I just sell cars or I'm in the certain apartment orwhatever it is, but you never think about. Well. What can I do to enhancethe lives on my climentse? You don't want to be just waiting on the assemblyline for the next guy to show up, and hopefully that's the Guy Wo's going tobuy the car that you you know know something about like that's, not howtrust is established at all so, and this goes in line with something thatwe've talked about on the show before, which is basically that you know yourmarketing. Is You know it's all about sharing the right message with theright audience at the right time, a D and, of course, using the right tone,or you know in traditional terms, o right copy or the right you know hookor whatever you want to call it. How does how does this all play intolike? What would a dealership do as a first step? To you know start I guess,expect or enhancing the experience that that the consumers getting through theirmarketing yeah, and so this is going to be a little unconventional, and I knowthere's there's people listening right now being like well, we could never dothat right and- and I want to get over your head- that, yes, you can do this.It's up to you to structure Your Business in the way that's going todeliver the best experience for the client, not sure necessarily for youremployees. Yeah, you want to have great employes want to keep him happy. Youwant to pay him good all that stuff, but if you're the dealer owner who'slistening right now, your jobs sell the most cars to the most people, whichmeans you got to set it up to deliver that type of experience. So you know,look at the inventory of your staff. I mean doing eight twenty right. You cantell that you know eighty percent of your if you're an a four dealership.Eighty percent of the guys that sell FN s are these two sales raps will haveyour marketing that you're going out and doing to the public. Maybe it's adirect mailor. Maybe it's a newspaper! Maybe it's a radio ad feature that guyas the the Fon fifty guy right, you woul have someone else, wis an awesomeguy who knows everything about musstangs and he can tell you everymodel. I'm US saying since, like the s right, that guy should be outfront inyour marketing selling, mustangs, and so will somebody else get mad t in thedealership, because hi sales rup Walso knows yeah. They probably will but thensell more than the other guy right. So you know find ways to put people infront of Your Business, not just the cars, because if you're the- and I knowyou guys probably talk about this a lot- it's like you don't want to compete onprice. If everything is competing on price well, at some point someone'sgoing to lose because then there's no profit margin, you want to compete on.You know delivering the Best Service Havpering, the best team, having themost referrals having you know this, this great experience- and that startswith in your world- is the person right. So you know it's just fundamental toyou know: thes simple thing to do. The tactical thing to do is: Do that eight,twenty look at WHO's selling. What and then start to create those own expertsmake them personalities in your business. Now I can see right now a lotof the dealers, and you know, people listening. They might be like well whatyou know, that's risky for me because of the turnover that this this industryis infamous for, but I think taking that kind of you know putting that kindof strategy in place, because it's kind of like what I did, but on my own. Ithink, though, that it would actually, you know, keep turn over to a minimumbecause of you know you getting behind these individuals and obviously it'sgoing to put them at you know. You know well your Moyer, showing them that theycan make something of themselves. Hey. You don't join this team, I'm going tocelebrify or celebritize the crap out of you, yeah yeah, I mean yeah. If weturn you into the flon fifty guy and you are the fone fifty guy, you can'treally do anything. You know you're not going to leave and go become the DodgeRam Guy Right. So you know, and there's only like a handful of dealers that youwould leave for, but you want to take care of that person enough to where hewants to stay there and he wants to become the guy, because it's going toincrease his sales, it's going to make him happier it's going to allow himalso to work with clients that he wants to work with. I bet the guy, that'sselling, you know thirty fun ts a month, hates the guy that comes in and wantsthe four tourust right. He doesn't vibe...

...with thim Hi doesn't jibe with them. Imean it's, you know, obviously I'm trying to give spific examples, butmaybe o love selling the torrses to the families. You know or the you know, butyou know find what you're good at and and do that. The other thing that youcan do also is to existing clients. You know everybody that buys a Mustang. Youshould probably have a Ford Mustang newsletter that goes out just to allthe people to buy the mustangs talking about the cool accessories and theevents and talking about the celebrities who drive them and talkingabout a new client who just bought his, and this is how he trecked it out. I'mjust making all this up, but now you really start to take care of the people,because now the guy who's got a the Mustang and he's getting thisnewsletter and his buddy says: Oh man, I've been looking at thise, musting,Sowell and now he's got material. Then now he can pass on as hey. You know Iget this newsletter every month from this dealer and it's all about mustangsBu. Now that trust is going from the person who bought it had a greatexperience and he's able to easily transfer that trust to someone else. Soit's not passing out a business card right now, you'R say man. These guysare the these guys ware, the Mustan guys and just for place must ting. I,whatever dealer you are right. I don't meen to alienate Ford guys, you know,but you know create something that is worth remembering right, so becomessoeone. The biggest word, I think that I can share with you is, is be someoneimportant and creates something important, because that's the onlything that people will pass around. No one talks about a subpar or a okayexperience, or just he got the job done. People talk about the people who youknow do things that make them feel important right, so think about thiskind of thing. So I mean those two examples are are great starting pointsis, you know, create, create the newsletter and and create personalitieswithin your business. I think, is bottom line where they should start forthis whole process. Well, and you know what and it kind of makes sense because,as you, I guess become the main point ofreference for specific maker model, I mean, and you you become the experter,the knone expert you're also specializing. So it's going to becomeeasier for you to sell that product all day, long, correct mm, a hundredpercent they're coming to see you because you're the guy right it makes obusiness so easy, and so, in my opinion, marketing should do two things. Itshould attract the people that you want in your life and it should repeleverybody else. So the guy who loves selling you know a certain type of carand doesn't like SOM oanother type of car, he's, probably hurting his saleswhen you're allowing him to go. Talk about you, know, cars to and I'm justmaking this softn and I'm stereotyping. But marketing is stereotyping, it'sabout demographics and psychographics and putting the right messager from theright market. So you should alienate people you should you know stereotypeas many ways as possible. So you know the family that comes in you know:Thatt's got two kids and you know husband and wife and they're goingafter the MINNIBAN or they're going after he, the th SUV or whatever. It is,there's a certain type of person who resonates really good with those people.It's probably someone who has kids and has a Ini Ban and can talk about it andworks with those types of clients all the time he might not be. The bestperson to put in front of you know a father with a sixteen year old girlwho's. Looking to get a you, you know, there's you really should marketingshould be stereotypical, you should be segmenting and targeting because nowyou're hutting, a better experience for everyone for your sales team, you'recraing, a ber experience for the buyer, you're creating a better experience allaround, because it's Dan Kennedy Oneo one message: market match right MM andit's given you a higher qualit, because it's almost prequalifying the customerfor you just in your marketing message and then it's delivering you a higherquality. You know prospect or lead or customer, because they've prequalifiedthemselves as in okay. This is the four but well I'm not going to call the Fhundre and fifty guy. If I'm looking for a tourist, you know what I mean sokind of prequalifies, the customer ahundred percent, a hundred percent. Ilove what you said about. You know t the two main marketing objectives isthat one it should attract the one, the people that you want to do, businesswith and number two. It should repel the ones that you don't. I mean I thinkthat that probably scares a lot of people W.would you say I mean they go well. I want everyone, because I'm that good ofa salesperson, but I think the reality...

...of it is no. I mean you need to sharethe right message with the right audience so that they're, the ones thatare coming Ino to be with you. I mean we see it in our own business. WveWe've. You know positioned ourselve in the marketplace, for what we do where you know some of the the lower costdealerships that don't want to pay a lot of money, don't even botherspeaking to us anymore because they go well. That's that's not even what I'minterested in on the flipside. You know I feel like sometimes that's perceived as a bad thing like no.We can try and upsell them in this and that and all those sorts of things, buton the flip side, what it's really done for our business is. It's allowed us toachieve our financial goals a lot faster and it also it's differentworking with people that are willing to follow kind of the program that youhave in place. So it almost becomes less work, oh totally, and it your hundres areright. It scares the hell out of people right to say you know: Hey, I'mmarketing to everyone that lives in Orlando Right. That wants a new car tosay. I only want to focus on families with multiple kids who this becausethen you just alienated the whole marketplace, but you're a hundredpercent right that you know. So. Let's easy example is my business. I know youkind of talks a little bit about. Yours, too, is that you know on this podcastright now there are people who are listening, who are like this greg guys,nuts and I'm never going to hire him and there's some people who are likemen. I totally resonate wit what he does I'd love for him to maybe ritecopy for me, or you know, create an Adria paint for im right and I waltthat, because the guy who's kind of skeptical, the guy who's like this,would never work. For me, I'm not going to I'm going to hate picking up thephone and talking to him right an howvery time. I talk to him is going tobe an uphill battle and he's gonna, you know, think he's we're going tocontradict each other and he's gonna, and an second guess is everything:Youdo Yeah, e's Goinna work on price, yeah hundred percent, and then theother guy is just like dude everything that you said I resonant with like fullsteamahead, whatever you need for me. Let's go and obviously that's who Iwant to work with right so, but it should be the same thing in yourbusiness. You know in the carpuses an whatever aspect that you are is again.You want to work with the people who they come into your dealership andyou're, like that's my dude, like they walk in. You see them first impression.Wow, like our marketing work, we just brought in the right person. You know Ialready know exactly where I'm going to show them what I'm goant to share withthem. It's a done deal and it's just a better experience for everyone whenthey have that level of trust to where you know they know what they're gettinginto you know what you're getting into it's a much better experience that youcan custom Tailyr, you're marketing for them. You know one of the biggestthings and and a rovatd. I stare this with with a group with you before is Icall like a preindoctrination Steq en, so if you can do your marketing rightand you can get someone to call to come in, you know for an appointment to lookat those trucks right. Well, you can market to them from that time beforethey come into the dealership and continue to preframe them orpreindoctrinate them into your process. So you might be able to do let's say so.We're recording this on a Monday, and let's say I was you know I saw an adtoday, but I'm working all week and I can'kt it until Saturday, so I make anappointment, I'm going to come in at non on Saturday. Well Guess: What onTuesday, I can send them a video of you know a happy client that bought a carfrom me on Wednesday. I can send on a special report about the seven things Ithat you need to know when buying a a prion truck or a new truck on Thursday.I could send them a quick video of me sharing. You know three sik threeawesome secrets about the brand new two thousand and fifteen. It just came inon Friday, so by the time they come in on Saturday ther, they already know youthey've seen your voice. They write your stuff like they are so stoked tolike I get to hang out with this guy. You know because he's the Guy Right.How much does that change the buying experience of the person versus yougoing in meeting someone cold at the front door? WHO, maybe you don't getalong with, he doesn't understand you you know, is at the protlise like look,and I understand that there's still going to be people like that becaueyou're hiring new sales reps, I totally get it, but but that's a whatpercentage of that is your business vers? What percentage can youpreindoctrinate preframe, you Kno, it's like matchmaking right, you're, likeMatchcom, you know, is what you should be doing. So you get off right on thatfirst dat and you create the marriage which is a sole car and that's whatthis whole process can do for you now. Let me ask you this because, as youwere explaining this sequence, I'm you...

...know- and I'm sitting here taking notes,it's no secret, those those listening aind. They know that I write a millionpages of notes Perepisode, but do you think that this sequence thatyou talked about, which ultimately is qualifying this customer to a higherdegree than maybe if they were left to their own devices? Do you think thatthis is ultimately why, when customer shows up at dealership that there'sthat perception that the customer only cares about price, and what I mean bythat is, is if they've already been qualified to this degree and they'vegot all of the information they need. Then they've kind of arrived at thatthat place in the buying process, where now they just want to know what theyneed to spend to get it. So I think so so obviously you're goingto have the price shopper right there. There's no way around that. There'sgoing to be someone who you know this is my budget. This is all I can fitinto you know an and you know, can you make the numbers work? I saw the ad andI saw tat. You have a car, the FIS, my price, there's still going to be thosepeople, regardless of this sequence, that I'm talking about today. You know,but there are the people who have it stuck in their head, and I have thestuck in my head right now, because I personally want a specific truckspecific model, specific thing and the guy that I went to when I just walkedinto the deers ship. Couldn't tell me anything about the truck. He couldn'ttell me about the custommizations that I wanted. He couldn't talk to me about.You know just some very specific things that I want to know about the truck,and so, if I had you know someone who handed me a newsletter, if I hadsomeone that said Hey, you got to talk to this guy, because he is the truckGuy Right. It would have made the buying experience that much betterinstead of me, leaving a dealership instead of buying a truck. I had a badexperience with a sales guy. Now I write the whole dealer shit off andthat's what you're losing by not having Ese these types of sequences and thesetypes of ad campaigns and these types of funnels thay bring people in so thatyou can teach them these kinds of things. So is it? Is it a differentkind of thinking? Is it? Is it maybe a little scary? Is it more work, ahundred percent it is. Is it worth the payoff? I truly believe it is, and thisis what we do for clients. You know all over the country in a lot of differentfields. Is We create these types of sequences, so they come in and they'relike Michael I've been getting your stuff all week? I'm super excited, youknow just show me, you know you know you're the expert, so you just tell mewhat I need to know right. It changes the conversation so now the clientisn't in control, you're in control and when you're in control, it's a hell ofa lot easier to sell something, and- and I mean with all of this, itactually goes back to point number two, which is you know if they really don'tlike what you're sending them, it's going to repel them and they probablyweren't the right customery for you in the first place, yeah you're going towaste six hours on a lot with them, get to the paper work EANDE. They weregoing to walk right Andren if they do up they're gonna ink, it's going to below gross oe're, going to probably be bat, give you bad CSI customer surveyand then probably not go out and tell everybody how great you are, but oneanother. What I wanted to add and ask into that is when doing this type ofmarketing or this type of approach is it first off? It's got to be easier tocreate the message because, like you know, if you're creating a message justfor fo hundred and fifty individual customers or prospects that you knowhow to speak to them. Second, what about, like you know, costis it's. I mean it obviously should be easier to to t. You know when you knowwho you're looking for to target F what people looking for at fun fitis- and itis anybody in Orlando looking to buy a newer used car. Oh a hundred percent,obviously like on a PPC, our adwards campaign, then more caranular. You canget the cheaper the clicks ar right versus just Orlando car dealer orOrlando Ford. It's much easier to you know, have a keyword. You know on anAdward side, for you know Orlando Ford, Fun, N, fifty sx to black. You knowblack on black. You know you're going to be the only guy advertising for that.You know and then also, if you're, sending them to a specific landing pageright and that laning Pagehas a picture of that exact truck tat, the personWans, and then they enter their name and email address to get. You know freelisting of all the trucks that they have that fit that qualification andthen they get followed up with a vit. I'm just it is, is specific, you'reright message market match it's easier to write to that guy. It is cheaper toreach that guy,...

...it's just it just it opens you up to somuch more marketing that you can do and any the whole things just a much bettersituation. So that's the type of world I meanthat's the direction. Everything's going. It's going, it's a more directone on one. You know in conversations it's customization right. Everyonewants to feel like tthey're, the king of the world, and you know in today'sworld we can do almost anything. We want online and get the one specificproduct that speaks to us right. So, if you're, trying to you know you knowblanket sell, an entire group of stuff will yeah. You might catch some guyshere and there, but if you can talk to the specific person about his specificneeds at the right time, you know it's a bull's eye and again that's a muchbetter client. You want better clients right. I think we all you know and it'shard right when you go in the end of you're. Looking at your ender of themonth statements you're looking at your sales numbers you're, looking at howmuch this sales guy do versus Aur online guy versus this guy, it's mucheasier to make a decision say: Hey. We just need to sell more voluume thismonth versus last month. That is a much easier decision to make than saying.Let's go granuler, let's crate t e market ind campaign, for you know arthe best cars that we sell the best trucks that we sell, the best svs thatwe sell and let's go full court press and focus on a specific market. It isharder to make that decision, but I think in the long run right if you'renot looking month to month, but you're looking quarter to quarter looking, youknow six months, you're, looking twelve Mons Youre looking e year, two years,three years down the road, it's a much better investment for your money to goand be the experts, and it doesn't mean H as Syou- can only be the truckexperts right. You can have ten different niches that you go into right:Twenty different ithes that you go into for one dealership. It is the betterlong term play, but it's a harder decision to make because we all live ina world of hey. We didn't hit our numbers this month, so let's hea ournumbers next month. So let's just do a ton more, the same marketing thatdidn't get us the numbers last month. So it's a much easier decision to makeas that decision. First is the one that we're talking about here today and- andyou know what- and we see this all the time like we were, we were talking to adealership and I think you know what did they say Robert something likefortythousand a month and spend for you know I can't remember it was youknow it was sad and ridiculous th the amount of money that was being spent tojust get such a loat. While there was no return, they were pretty much payingpeople to come and buy cars from them, and- and I mean you know- and it goesgoes along with this old saying that I've learned has been- is totallyinaccurate. You know you hear people saying hey. Well, the money's all green.Well, I've learned that, if your bring it on the wrong customer, the money'snot all green, because it sometimes you're paying money to have a customerand that's not where you want to be either y I'd rather have the qualitythan the quantity all day long. Well, it's there's more to it than meets the eyeright because there's bad customers there's good customers, but there'sgood customers who become advocates. Who Start to refer, who you know, arehappy to have your license. Playe with the you know, the the dealer contactinformation on the back of a mean, then there there's a whole world of it, andbut it starts by bringing in the right Guy Right, you bringin the guy whowanted low price, who got the junker in the back corner of the lot, because youcould fit them in and you're willing to cut your prices to that. Well, who ishe goinging to attract more of the same Guy Right, the guy?Who was the enthusiast? who was excited to work with you who had a greatexperience? Who is he going to attract another guy who's, an enthusiast whowants the same type of experience? So you know you got to think about it fromthat level. You know, is what are the long term effects of this righ on no,and I was going to say to sorry to cut you off- is that that that ideal?Customer the one that you attracted in the first place it just kind of the spill off of that.The snowball effect is that they're going to be more likely to refer theirfriends who are likely of the same. You know mindset yeah exactly, and I mean you know acouple dealers that I work with I mean they are really great at point of salemarketing right. So when someone comes in Y, they the sale happens, they ringthe Gong or they do whatever they do right and there's pictures taken andsocial media goes off, and I mean again who do you want that picture of thatperson ringing the Gong taking the...

...pictures? Who Do you want that to bea?Do you want the Guy who bought the junker? Who beat you up and you onlymade you know a hundred fifty bucks on the car right or do you want the guythat had a great experience? You made some money on the car right because nowhe's sharing it he's going out there and you're sharing into the world aboutwho these customers are. So really think about that right. This! It's awhole trust issue because, like attracts like no matter what you do so,if you're attracting I talk about this, I do a lot of work with financialadvisors, and I talk to them all the time that if you are stuck withmeetings with guys that only have a thousand dollars in their savingsaccount, you know it is because whatever you are doing in yourmarketing has attracted that person into your life and the adverse ifyou're, attracting the guy who's got millions of dollars he's accumulated inhis four onks, an Iras over the last thirty forty fifty years. It's becauseyou've done something to attract that person into your life. So the samecould be said at your dealership. If you look around Er dealership andyou're, like man, there's a bunch of slubs and the office today, looking atcars, it's because you're marketing attracted the shlubs into yourdealership to look at the cars. If there's a bunch of affluent happysmiling family is all buying, Sixtyza dolar cars is because you did themarketing to attract them right. I know inventory plays a e role on this. Iknow I'm simplifying things, but if you look around your dealership and who'sbuying cars, who's looking at cars, who's walking away you as the the owner,you was the marketing manager. You attracted them to your dealership. Youdid that right. Your ads did that your headlines Did that your inoventory didthat all of the things that you have done have attracted the people intoyour dealership. If you want to change who's in your dealership, change thethings that brought him there right change, the inventory change. You knowthe the message change the headline change you know and that will attract acompletely different type of person. So man that kind of reminds me of Gosh now 'm, now I'm going to make upwho set it, but I'm pretty sure Brian Tracy said you know. If you want thethings in your life to change, you need to change the things in your life right and it people think of that, andthey go well what the heck dies. Thaty ve mean, but it's so true what you'resaying right now, if you want to attractdifferent people, you need tochange. You need to change who you're speaking to and and we see this all thetime I mean tha, I call it picture and price advertising where you pick uplike a Buyan cell or one of those penny rags and all it is, is seventy twopages of of dealership advertising and it's Nin nine photos of cars on a pagewith their corresponding price and the most captivating tag lines like AirTilt cruise local one owner. I can't even say that without chuckling,because it's so bad at I mean but but really and then you take that onlineand that's the way tthey're using their website they're, making it all aboutpicture price and and then t they sit here and wonder, and they I mean Robert,don't know the terms that that are used most frequently out there, but they'llgo man that guy stiffed, US or they're just here doing this and they'rewasting my time and all this kind of stuff. Well, it's it's true what you'resaying it's like! Well then, then, why did you spend the money a which bogglesmy mind on attracting them to your store in the first place and B? Why didyou waste so much time once they got there if they weren't, who you reallywanted yeah so to two things, kind of to thatreal, Quick Iwas Tring to make? No, so I remember what the two things were. Isaid two things in wont: Remember One of them, but with that, it's okay to advertise insome of those rags, because you're going to pick up some inventory rightof people trading in cars, you're going to maybe go to an aution and get somestoteri totally. I totally get it, but that should be a channel that should bea vertical just like selling your high end is a vertical, so trucks is avertical. Your cheapo trade cars is a vertical. You should treat the same way.You should have someone who specializes in that and pay him nice, because he'sgot Ta deal with the people that come in from that, but have systems to workthose cars just like you have systems to do the high and trucks Tor SUVs like.I was talking about right, so t that was kind of my first comment is I getthe picture price side of things but work it just like a channel as if hiwere a highhand right. So it's same opten Sam lead, same stre, you're, justsending them different things, those people it's more about the credit andgetting them approved, and you know...

...that whole side of things versus thehere's all the features and here's Ow Austome your lifes, going to be whenyou're driving the pourse down the road right. So it's just different funnels. The second piece that I wanted to talkabout is that you can't assume that your yourprospect, that's coming into the dealership as an expert in the carright just because they read a couple things online about it or they theythink it's a cool. Looking so at's me right. I just want tis truck becauseit's cool looking, I don't know if freaking think about it right. I didn'tgo to school, to learn about cars. I didn't go to school on, learn aboutengines, I didn't go. I don't work every single day to know about horsepower and this and that and what it means and safety features, and all thatjust like. If you went to the dentist, you have no freaking clue what he'sdoing to your teeth. You just want to walk out with white teeth right so, butyou want to trust that your dentist went to dental school and he got his.You know dental degree and he got all this certifications and he's board.Certified he's got his you know, but you want to trust your dentist rightthat he's going to take care of you when he sticks that stuff in your mouth,because I didn't go to dental school. I don't know what he's doing. I don'tknow what he's recommending bur there's a trust there because he's a doctorright. You have to try to create that same kind of trust as sales person inthe car world that a debtis has to create or that a financial advisor hasto creater that a doctor or a personal trainer is subi to any business. Yougot to do the same thing, because you can't assume that your consumer, yourcustomer, your prospect knows anything about what you do, because they don'tthey even no clue what you know right, but the trick is- and this is like themillion dollar question- is how do you not come off like a sleezy, simysalesperson, which is what so many people think of you know cars, sales,reps and again, I'm stereotyping. I know a lot of people that listen toyour show are great standup people, but you really got to think of it. Thatway is how can I be the doctor who's prescribing something that they'rereally going to listen to like if a doctor gives you a prescription, you'regoing to freak ind, take it right, but if a car you know, if you're a carsalesman- and you make a recommendation, is your prospect going to take thatrecommendation, your goals to make sure that they take it? And it's this? Themarketing strategies that we even talked about was the positioning thatwe've been talking about? Is The preindoctrination that we've beentalking about the expertise that helps along the process? Is it flawless? Isit perfect by no means is it? flalless is a perfect, but it will position youagain to where you have the control in the relationship, because the prospecttrusts you at some level E. I don't know man, I'm sweating,because I've been taking notes so fast. You know so many power bombs here abouthow you can build trust through doing the right marketing and, moreimportantly, how you can, how you can attract the right customers to yourdealership, and I love what you're talking about using using different.You know, I guess: Advertising Ord Marketing mediums as a differentvertical to kind of get you a different objective and I think that's kind of the operativeword is before you jump in and start spending money to do any of this stuffbas. You need to identify what your objective was in the first place: Yeah Man, it's all about strategy rightand no one wants to strategize. They just want to sell cars, you know andtheir guests and and as a result I mean we see it all the time and it's evidentthat there's a lot of guesswork happening, there's a lot of gutdecisions being made, and ultimately dealers are spending more than I thinkthey have to to get the results. Yeah a hundredpercent and what's crazy, is the dat is actually in front of them right mostdealer owners or general managers, general sales managers. They have thedata right in front of them. How many trucks do we sell last month? It'sright in front of them. You know- and you know so- it's not like you have togo digging for a lot of the stuff, but you do have to pay attention you haveto be. You know smart about what you're doing, but you know it's not like youknow. I talked to a lot of clients and they got a. They have no idea who theirclients or anything are I mean you guys in the car business. You do because yousee your inventory it's in front of you every single day, but you're right, there's somestrategery that needs to to take place, and you know and the hard answer there isthat you need to plan to plan so every day, every Tuesday. Here in our office,every Tuesday we get all the different departments together and we have ameeting day God I hate meeting days...

...more than anything nd and else that Ido, but every tiday we all get on the same page and we get our marketing downan we get our promotions down and we get our videos shooting down. We getand it's strategery all day. Long is just strategery every single week andwe look at the numbers. We look at sales. We look at trends, we look atoptens, we look at you know Lee capture. We look at well, this program's notselling. Why is it not selling? Oh crap, we didn't do these two or three thingsthat we do for every other campaign. We have checklists for everything and doesit suck for someone like me being like a creative person. You know justwriting. COPYAND, creating campaigns with it sure does to sit in a room withlike data, but it allows us to make the right decisions, and so you know we also like to put our moneywhere our mouth is, and so we spend a lot of money on advertising me rightnow. We have as an ink magazine Success Magazine Entrepreneur Magazine everyNich magazine. That's out there right now I mean we're putting our moneywhere O'm mouththis. So it's not like I'm making blind decisions to ourclients without saying hey. We just tested this INIK magazine. That's athirty Housan dolar a month to add that we just you know, did a full page inyou know. I know it works and what doesn't work, because if I lose thirtygrand I lose my ass, you know yeah O, and so you know we're not makingdecisions based on you know, recommendations that are just kind ofblind or cold. We test everything ourselves and then go out there intothe real world. I think that's really powerful, but the strategiry part yougot a PLA in to plan. It's not a fun thing to do at least not for me. Idon't know many people who love to plan the plan and then plan their plan, butbut but it's got to be done, does have to be a foll day every week. I don'tthink so. Could it be at the bar on Friday afternoon? Maybe, but it's someway shape perform. You got to be looking at this stuff because how canyou say hey? We want to create an F one. Fifty funnel, if you don't know howmany Applu fifties you're selling as compared to you, know your expeditionsor your touruses or your fusions or your edges or whatever else you know,you can only go down that path and again you're not going to create twenttwenty funnels day, one create one create one rock star and then, when itworks duplicated, do it again, Gan o a- and this makes so much sense. I meanwhen you think about it, these these dealerships- I mean most of them thefranchise ones anyways. These are multimillion dollar corporations, soyou know ultimately in an asteros spending. Big Bucks, TN they're used tospending big bucks, but I mean you don't see a lot of planning happening,not at least not in this way, and if there is planning, maybe it's not theright, because the right kind of planning, because it's not translatingto the market very well, it's now. It's all yeah yeah, it's we're slow. Youknow we're not hitting our goals. You know right now, in the middle of themonth, we need to do implement some mailers. Or what do we do right? Now,Ou of jeeze that's going to help us up the make this Saturday great, yeah andGreg. You know we've enjoyed having you on the show, because I think that'sreally the point it's not about the now and if it is about the now, then it'sabout setting up the right process right now the right plan, the rightstrategy and then executing and duplicating it when it works, Greg thanks so much for being on theshow with us today, so many power bombs like I said, I got pages and notes. Weappreciate your time and and so glad that we could connect with you yeah man.This was awesome. You got me like all rattled over here, okay, so actuallybefore we wind this down, I gotto ask you I'm looking at your bio here, itsays: Greg is a former Rappo was going on her rock. He was R wrappher in arock band like the LIMP, biscuit type thing: okay, okay, I can wa moreLincoln Parky, but yeah man we had a. We had a we had a heck of a good timefrom ot town OAS Seventeen to like twenty three ish toward the country, Yoplay everywhere from Madiston Square Garden and New York City to Hollywood.Boulevard Wow, I playd with a lot of good bands open up, for you know,groups like seven dust and Papa Roach and ser cerry and nic folks in theHeshouse based to I had a I had bone thugs and harmony in my dorm room.OVERESYEA oforte tracks so had a great time. Man and it's the crazy part, is it's no differentthan anything that we talked about today that business bringing into thatbusiness is the same thing. matchest to market, match right, music, rightmarketing and got out of the music...

...industry and taught musicians that fora very long time, kind of an information business model, and then mypartner now Nick said: Hey stop selling stuff to musicians and self stuff tobusiness owners d. It was. It was a heck of a good Tran steme, so,basically start selling start selling to people that actually have money. Isthat was that's a good idea. Yeah, like thebrilliant dude, I feel yeah, I'm actually Y, my formal educations, ansound engineering. So I totally I totally get where you're coming fromwell. Your podcast sounds good, so that n appreciate it. Hey Man thank Yo, muchfor working. Our listeners connect with Yo man yeah, so they want to learn moreabout kind of the direct marketing stuff that we do. It's just a celebrityexpert MARKETINGCOM. They can check somestuff out there all my contectimfos there just at Greg Rollett on all the social media, stuff, twitter, thefacebook, the linkedin. I don't know how to use linked in, but I have one ofthose I probably get on that. But you knowany of those places and obviously you know I'll be checking out your sitewhen you Wen winthis episode goes up see if anybody has comments. Thingslike that, not happy to just be a part of your community. Sounds great manappreciate you being here and that was Greg Rolette, I know he'syou know a lot of you might not be familiar with him, but again, as youhear, the guys worked with- and you know done some amazing things Michael.This was your first interaction. Man, I told you this guy was perfect forthatst, I wasn't kidding man. I actually started working up a sweat asI was like trying to keep upwriting notes because it couldn't have just been me, but thatthe energy from from Greg is so incredible and there's no mistaking hispassion and his level of confidence with this stuff, and I mean that thatconfidence of course comes from seeing what he talks about work and like wetalked about in the preshow man. Like he's worked with so many incrediblecompanies he's been featured all over the place and that's because what he's talkingabout absolutely makes sense right. It's and it's something we talk abouton the show. Frequently it's like dude just you know, speak to people aboutsomething that they're interested in really celebritize yourself. We've beentalking about that and we reference Tracy. All the time, because TracyMyers man, that's his thing right, just being a celebrity, but but it's also, Imean it's what you did you celebritize yourself? You were talking about allthe time. You'd go and do like mourning, radio shows and stuff like that. Yepand I wasn't like spamy on there. I never once said I even sold cars or thedealership where I worked at, but I would just go on, and you know talk about like how to savemoney on gues this and that and that right trategy to get that done becauseLo of you're, probably like man, that's a great idea same with, like your localnewspapers, is listen, you're, closing people, your closing deals every day onhuge transactions. Don't tell me you can't close a local radio, show orlocal newspaper on you BA an expert and why you should be there and a a lot ofthe stuff I learned from Greg. You know when I was selling his you know. I tooka lot of the strategies that I would get from his podcast he's had in thepast and his blog to help you become that that that well known expert inyour market and what I said in the the preshow is that you know he referenceand spoke a lot from the dealership point of view, but I mean from a salesperson I mean this is just no brainer. You can do this tomorrow. You know sothis stuff is don't sleep on any of that. That's supervaluable, stuff!That's that you know what the more specialized you are, the less you'llspend and the more people are going to want to work with with you yeah, andyou know what and you bring up a good point. I mean, if you want to. If youwant to really take your career in car sales to the next level, you definitelyneed to go to triplew dot the dealer playbookcom forty, because we've got aresource there, including in the shownotes that you really want to beable to check out. I'm talking, you know it. What Roberts talking abouthere? Take your car sales career to the...

...next level so again the dealerplaybookcom forty we're also going to link you to all of the resources andthings from the show that that Greg talked about and he's kind F,enoughsait he's going to be checking in on the comments. So, if you have aquestion about what we've discussed in this episode, you need to check out theshow notes where Greg will actually interact with you through the commentsagain triplewdo the dealer playbookcom forty and until next time be great.We'll talk to you son later.

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