The Dealer Playbook
The Dealer Playbook

Episode · 7 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 is Greg Roulette, and you were hanging out with the dealer playbook podcast. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hey, there, what's going on? You're listening to the dealer playbook podcast, where every single week we're sitting down and having conversations with the movers and the shakers who will help you bring your career in the automotive industry to the next level. My name is Michael Cirillo. I'm joined with Robert Wiseman. What's going on, dude? Hey, hey, hey, here we go. So today another power player, and I know we try and not use that terminology, somebody else is using it, but whatever. That's the best way to describe our guest today, Greg Rolette, who is the CEO of celebrity expert marketing, and I mean this guy is so high energy. So I mean what he has to talk about resonates so well with with you know, or falls in line with what we talked about a lot. But just here in his angle and his perspective and seeing kind of the application of how it can be used in the dealership is so incredible. You actually hooked up the Intro to the show here with Greg. How did you get in touch with them? Well, I was, I was interested in and following a lot of his content for some time. Then I found out there was a connection between him and our good friend Tracy Myers, that he's actually worked with Tracy on some of Tracey, I mean this guy's well, doesn't trade serious, serious players, Greg as in in, you know, in sales and business, and he worked with you know, worked with Tracy on some things too, and I found out that connection and then I found out that he was going to be featured at one of the unfair advantage masterminds of one or two sessions back and that's where we finally met in person. And Yeah, I'm a big fan of the stuff he does. And you know what, and it's crazy, like you said. I mean he's working with some pretty crazy names. And I mean not only that, he's been featured. I'm looking here at his bio. Man, he's been featured by Fox News, ABCNBCC, so all the major networks USA Today. The biography channel, A and E ink magazine, Wall Street Journal, i. and the list keeps going, I kid you not. I stopped about halfway through there. But on top of that, just so many like big names, Michael Gerber, Brian Tracy, Tom Hopkins, I mean the guys worked with, the WHO's who and and you know he is one of the WHO's WHO's. 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, our conversation with Greg Rolette. Let's do it all right. And we are sitting down with our guest today, who's a best telling author. He's a trust marketing expert. He's worked with some incredible names, Brian Tracy, Tom Hopkins, Sally Hogshead, Dan Kennedy, I mean big companies like Cocacola and Miller lighte use this man's information to increase profits and to reach more people. We're joined by Mr Greg Rolette. Greg, thanks so much for being on the show with us today. What's happening? Guys? Super excited to be talking to you and 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 talking about today is something that, you know, Robert and I are so passionate about because we see an incredible need for it in especially in the car industry. But we want to we want to tackle this concept of of what car dealerships or those that work at dealerships can do with their marketing to actually increase the level of trust in the market place. I mean, it's no secret. I was just on a call twenty five minutes ago with an individual that said, man, I don't like...

...going to car dealerships because I feel like I'm always getting scammed, and it's so funny to me that that that, I guess, stigma or that mantra still exists from the consumer perspective. So let me pass this to you, because you you are a trust marketing expert and I'm so curious what you have to say here. What can people do through their marketing to build the level of trust in the market place? Yeah, I think really the first place to start is that you got to know that the fundamental principle of everything I teach, we teach her the agency is that people buy from people and then buy from people that they know. I can trust. I know you guys have something, you know, similar to that with build relationships, with trust and that kind of stuff. But it starts with people. Got To trust you. And there's a quote by Brennan Burchard, who's out and kind of the the expert space as well, and he says that no one will believe the message if they don't believe the Messenger. And I think that's truthfully important because now, and you guys know it more than than anything, is people. They do their research online, they know the price, they walk into the dealership and they know I want that car, I know my rates, I know everything. Just make it happen. But there's so much more that goes into that form a personal relationship of how you build the business. And you know, I deal with a lot of experts and a lot of spaces and you know, real estates no different. Right real estate. You know the house, you know the price, you know your mortgage, you got everything. All you need the real estate agents to do is, you know, unlock the door, to show you in and sign the papers. So there's this this feeling from the consumer and that I don't need a person, you know, to help me with the transaction, I just need them to, you know, unlock the the car and take me around for a test drive. And the person still, in this case maybe the auto salesperson, can still totally screw it up right because they don't ask questions. They never they turn it into a transactional relationship like hey, yes, let's test out of the car, make a right here, turn left there, let's turn back in the dealership. Here's your paperwork, you shake hands and is goodbye. That's not a relationship. They're there's no marketing there, there's no personality there. You were just a guy who got lucky because you happen to have the right car at the right rate. And that's not who I want to be and I don't think that's who anyone who listening right now wants to be. We should all want to be someone that people want to be around, that you're important in their lives, that they feel like you help them to do something. I mean the car in the home, the two most expensive purchases people will make in their entire life. Right we want someone to guide us through that process, but no one takes that step. So, you know, car dealer marketing, there's so much of it. If you look at the Sunday paper and all it is is just a big list of cars, right. That's all it is, and the price on the cars. There's never the guy's photo. Sometimes it might be the dealer owner might have his photo on there, or maybe it's here in Orlando. Everything's David Moss something. Right. So it's the guy's name, but that nothing from the sales reps, nothing to develop report, nothing to develop a relationship. Like you know, come see you know Robert, because he is the jeep specialist. If you want to take the jeep out on the beach on the weekend, talk to Robert because he is the dude. I know there's a guy in a master mind crew that they kind of does something similar to that Robert that you and I've been a part of. But you want to be that guy. And that's where trust comes from, because now when the conversation starts of you know, hey, Robert and I'm looking to buy a jeep, all you got to talk to this guy. He's the jeep guy. Right. That is trust, because now no longer are you going to the dealership hoping that the guy you know like you kind of the conversation you just had. I just want to go look at at trucks, right and the guy that met me at the front was just a random person at the at the dealership and he obviously was selling every car on the lot and he couldn't tell me any specs on the trucks that I wanted, you know. So how can I have trust in this person, you know, if he doesn't even know who I am? Don't as any questions and develop a relationship to build a rapport I don't kind of a little all over the place right now, but I want to set the stage that you can't just be someone who is the generalist and you can't just be a guy who's there for the transaction. You have to be someone who your clients, who your prospects. Deam is important, like I have to work with this guy because he's the guy and you're marketing, which we're going to talk more about today, needs to kind of do that. Does that make sense or do I need to do was I just all over the place there? No, and and it's so clear.

I mean it's funny because I think we've finally met a guy who says passionate and nerdy about this stuff as we are, and I get I got like excited. Man, I'm like yelling at these people listening. But but it's the truth is that we all kind of get stuck in this. You know, I just sell cars or I'm in the certain department or whatever it is. They never think about, well, what can I do to enhance the lives of my clients? You don't want to be just waiting on the assembly line for the next guy to show up and hopefully that's the guy who's going to buy the car that you, you know, know something about. Like that's not how trust is established at all. So, and this goes in mind was something that we've talked about on the show before, which is basically that you know your marketing is, you know, it's all about sharing the right message with the right audience at the right time and, of course, using the right tone or, you know, and in traditional terms, right copy or the right you know what Hook, or whatever you want to call it. How does how does this all play into like 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 their marketing? Yeah, and so this is going to be a little unconventional and I know there's there's people listening right now be like, well, we could never do that right, 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 to deliver the best experience for the client. Not sure necessarily for your employees. Yeah, you want to have great employees, want to keep them happy, you want to pay him good all that stuff. But if you're the dealer owner who's listening right now, your jobs is sell the most cars to the most people, which means you got to set it up to deliver that type of experience. So you know, look at the inventory of your staff. I mean do a twenty right you can tell that you know eighty percent or if you're a Ford dealership, eighty percent of the guys that sell F s are these two sales reps. will have your marketing that you're going out and doing to the public. Maybe it's a direct mail or maybe it's a newspaper, maybe it's a radio ad feature that guy as the f one hundred and fifty guy, right, you would have someone else is an awesome guy who knows everything about mustangs. And he can tell you every model of Mustang. Since like the s right, that guy should be out front in your marketing selling mustangs. And so will somebody else get mad in the dealership? WHO's the Sales Rep Whi also knows? Yeah, they probably will, but then sell more than the other guy. Right. So, you know, find ways to put people in front of Your Business, not just the cars. Because if you're the and I know you guys probably talk about this a lot, is like you don't want to compete on price. If everything is competing on price, well, at some point someone's going to lose, because then there's no profit margin. You want to compete on, you know, delivering the best service, having the best team, having the most referrals, having, you know, this this great experience, and that starts with, in your world, is the person right. So, you know, it's just fundamental to you know, the simple thing to do, the tactical thing to do, is do that twenty, look at who's selling what and then start to create those own experts, make them personalities in your business. Now I can see right now a lot of the dealers and you know people listening. They might be like, well, what you know? That's risky for me because of the turnover that this this industry is infamous for. But I think taking that kind of you know, putting that kind of strategy in place, because it's kind of like what I did, but on my own. I think, though, that it would actually, you know, keep turnover to a minimum because of, you know, you getting behind these individuals and obviously it's going to put them at you know, you know well your mind, showing them that they can make something of themselves. Hey, join this team. I'm going to celebrity or celebritize the crap out of you. Yeah, yeah, yeah, if we turn you into the F one hundred and fifty guy, and you are the F hundred and fifty guy, you can't really do anything. You know, you're not going to leave and go become the dodge Ram guy, right. So you know, and there's only like a handful of dealers that you would leave for. But you want to take care of that person enough to where he wants to stay there and he wants to become the guy because it's going to increase his sales, it's going to make him happier, it's going to allow him also to work with clients that he wants to work with. I bet the guy that's selling, you know, F s a month hates the guy that comes in and wants...

...the Ford Taurus right. He doesn't vibe with them. It doesn't jive with them. I mean it's you know, obviously I'm trying to give spific examples, but maybe you love selling the tauruses to the families you know or the you know. But you know, fine, what you're good at and and do that. The other thing that you can do also is too existing clients. You know, everybody that buys a Mustang. You should probably have a Ford Mustang newsletter that goes out just to all the people to buy the mustangs, talking about the cool accessories in the events and talking about the celebrities who drive them and talking about a new client who just bought his and this is how he tricked it out. I'm just 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 this newsletter and his buddy says, Oh man, I've been looking at those mustangs well, and now he's got material. Then now he can pass on as hey. You know, I get this newsletter every month from this dealer and it's all about mustangs. But now that trust is going from the person who bought it, had a great experience and he's able to easily transfer that trust to someone else. So it's not passing out a business card. Right now, you're saying, man, these guys are the these guys are the Mustang guys, and just replace Mustang with whatever dealer you are. I don't mean to alienate for guys you know, but you know, create something that is worth remembering, right. So, become someone. The biggest word I think that I can share with you is is be someone important and create something important, because that's the only thing that people will pass around. No one talks about a subpar or an okay experience or just he got the job done. People talk about the people who, you know, do things that make them feel importance, right. So think about this kind of thing. So, I mean those two examples are are great starting points. Is, you know, create, create the newsletter and and create personalities within your business. I think is bottom line where they should start to for this whole process. Well, and you know what, and it kind of makes sense because, as you I guess, become the main point of reference for a specific maker model, I mean, and you you become the expert or the known expert. You're also specializing, so it's going to become easier for you to sell that product all day long. Correct. HMM, a hundred percent. They're coming to see you because you're the Guy Right. It makes the business so easy. And so, in my opinion, marketing should do two things. It should attract the people that you want in your life and it should repel everybody else. So the guy who loves selling, you know, a certain type of car and doesn't like sell another type of car, he's probably hurting his sales when you're allowing him to go talk about, you know, cars to and I'm just making this out and I'm stereotyping, but marketing is stereotyping. It's about demographics and psychographics and putting the right message from the right markets. So you should alienate people. You should, you know, stereotyping as many ways as possible. So you know the family that comes in, you know that it's got two kids and you know husband and wife and they're going after the minivan or they're going after the the SUV or whatever it is. There's a certain type of person who resonates really good with those people and it's probably someone who has kids and has a minivan and can talk about it and works with those types of clients all the time. He might might not be the best person to put in front of a, you know, a father with a sixteen year old girl who's looking to get a you you know, there's you really should marketing should be stereotypical. You should be segmenting and targeting, because now you're creating a better experience for everyone, for your sales team, you're creating a bet experience for the buyer, you're creating a better experience all around, because it's Dan Kenned, one message, market match, right, hmm. And it's given you a higher quality because it's a most pre qualifying the customer for you, just in your marketing message, and then it's delivering you a higher quality, you know, prospect or lead or customer, because they've pre qualified themselves, as in, okay, this is the Ford. I'm not going to call the F one hundred and fifty guy if I'm looking for a Torus. You know what I mean. So kind of prequalifies the the customer a hundred percent, a hundred percent. I love what you said about, you know, the two main marketing objectives is that, one, it should attract the one the people that you want to do business with, and and number two, it should repel the ones that you don't. I mean, I think that that probably scares a lot of people. Would you say? I mean they go, well, I want everyone, because I'm that good of a salesperson, but...

I think the reality of it is no, I mean you need to share the right message with the right audience so that they're the ones that are coming into to be with you. I mean, we see it in our own business. We've we've, you know, positioned ourselves in the market place for what we do, where, you know, some of the lower cost dealerships that don't want to pay a lot of money don't even bother's speaking to us anymore because they go well, that's that's not even what I'm interested in. On the flip side, 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. But on the flip side, what it's really done for our business is it's allowed us to achieve our financial goals a lot faster, and it also it's it's different working with people that are willing to follow kind of the program that you have in place. So it almost becomes less work. Oh, totally, and it your hunters are right. It's scares the hell out of people right to say, you know, Hey, I'm marketing to everyone that lives in Orlando right that wants a new car, to say I only want to focus on families with multiple kids to this, because then you just alienated the whole market place. But you're a hundred percent right that you know. So let's easy. Example, is my business. I know you kind of talks a little bit about yours too. Is that? You know, on this podcast right now there are people who are listening who are like this, great guys nuts and I'm never going to hire him, and there's some people who are like, man, I totally resonume with what he does. I'd love for him to maybe write copy for me or, you know, create an act pain for me, right, and I want that 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 the phone and talking to him. Right every time I talk to him. is going to be an uphill battle and he's gonna, you know, think he's we're going to contradict each other and he's gonna in and second guesses everything you do. Yeah, he's gonna Work Hill on price. Yeah, a hundred percent. And then the other guy is just like, dude, everything that you said I resonated with, like full steam ahead, whatever you need for me, let's go. And obviously that's why I want to work with right. So, but it should be the same thing in your business, you know, in the car pass is and whatever aspect that you are is. Again, you want to work with the people who they come into your dealership and you're like that's my dude. Like they walk in, you see them first impression. Wow, like our marketing works. We just brought in the right person. You know, I already know exactly where I'm going to show them, what I'm going to share with them. It's a done deal and it's a it's just a better experience for everyone when they have that level of trust to where you know they know what they're getting into. You know what you're getting into. It's a much better experience that you can custom tailor you're marketing for them. You know, one of the biggest things, and and a Robert I share this with with a group with you before, is I call like a pre indoctrination sequence. So if you can do your marketing right and you can get someone to call to come in, you know, for an appointment to look at those trucks right, well, you can market to them from that time before they come into the dealership and continue to preframe them or pre indoctrinate 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 ad today, but I'm working all week and I can get until Saturday. So I'm make an appointment. I'm going to come into noon on Saturday. Will guess what, on Tuesday I can send them a video of, you know, a happy client that bought a car from me. On Wednesday, I can send them a special report about the seven things that you need to know when buying a pre own truck or a new truck. On Thursday, I could send them a quick video of me sharing, you know, three seek three awesome secrets about the brand new two thousand and fifteen. It just came in on Friday. So by the time they come in on Saturday, there they already know you, they've seen your voice, they've read your stuff, like they are so stoked to like, 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 you going in meeting someone cold at the front door who maybe you don't get along with, he doesn't understand you, you know, is it the front lines? Look, and I understand that they're still going to be people like that. EXT You're hiring new sales reps. I totally get it, but but that's a what percentage of that is your business vers what percentage can you pre indoctrinate, preframe? You know, it's like match making, right, you're like Matchcom you know, because what you should be doing. So you get off right on that first date and you create the marriage, which is a soule car and that's what this whole process can do for you. Now, let me ask you this because as you were explaining this sequence, I'm, you know, and I'm...

...sitting here taking notes. It's no secret those those listening and they know that I write a million pages of notes per episode. But do you think that this sequence that you talked about, which ultimately is qualifying this customer to a higher degree than maybe if they were left to their own devices, do you think that this is ultimately why, when customer shows up at dealership, that there's that perception that the customer only cares about price? And what I mean by that is is if they've already been qualified to this degree and they've got all of the information they need, then they've kind of arrived at that that place in the buying process where now they just want to know what they need to spend to get it. So I think so. So obviously you're going to have the price shopper right there. There's no way around that. There's going to be someone who, you know, this is my budget, this is all I can fit into, you know, and and you know, can you make the numbers work? I saw the ad and I saw that you have a car the PHISMIC press. There's still going to be those people, regardless of this sequence, and I'm talking about today, you know. But there are the people who had it stuck in their head, and I have a stuck in my head right now because I personally want a specific truck, specific model, specific thing, and the guy that I went to when I just walked into the deer's hip, couldn't tell me anything about the truck. He couldn't tell me about the customizations that I wanted, he couldn't talk to me about, you know, just there's 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 had someone that said, Hey, you've got to talk to this guy because he is the truck Guy Right, it would have made the buy experience that much better. Instead of me leaving a dealership instead of buying a truck, I had a bad experience with a sales guy. Now I write the whole dealership off, and that's what you're losing by not having these these types of sequences and these types of ad campaigns and these types of funnels. They bring people in so that you can teach them these kinds of things. So it is it? Is it a different kind of thinking? Is it is? It may be a little scary. Is it more work, a hundred percent it is. Is it worth the payoff? I truly believe it is. And this is what we do for clients, you know, all over the country and a lot of different feels. Is We create these types of sequences. So they come in and they're like, Michael, I've been getting your stuff all week, I'm super excited. You know, just show me, you know, you know, you're the expert, so you just tell me what I need to know. Right. It changes the conversation. So now the client isn't in control, you're in control, and when you're in control it's a hell of a lot easier to sell something. And, and I mean with all of this, it actually goes back to point number two, which is, you know, if they really don't like what you're ating them, it's going to repel them and they probably weren't the right customer for you in the first place. Yeah, yeah, you're going to waste six hours on a lot when them get to the paperwork and they were going to walk right and even more that they do. Even if they do in up, they're going to think it's going to be low gross. They we're going to probably be bet give you bad CSI customer survey and then probably not go out and tell everybody how great you are, but one another. What I wanted to add and ask into that is when doing this type of marketing or this type of approach, is it? First off, it's got to be easier to create the message because, like you know, if you're creating a message just for f one hundred and fifty individual customers or prospects, that you know how to speak to them. Second what about, like you know, cost is it's I mean it obviously should be easier to to you know, when you know who you're looking forward to target. F What people looking for S and it is anybody in Orlando looking to buy a newer used car. Oh, a hundred percent. Obviously. Like on a PPC your ad words campaign, then more granular you can get, the cheaper the clicks are right, versus just Orlando car dealer or Orlando Ford. It's much easier to, you know, have a keyword, you know on an Adword side for, you know, Orlando Ford, F one hundred and fifty, sex to black. You know black 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 page, right, and that landing page has a picture of that exact truck that the person wants and then they enter their name and email address to get, you know, a free listing of all the trucks that they have that fit that qualification and then they get followed up with a I'm just it is is specific. You're right, message, market match. It's easier to write to that guy, it is cheaper to reach that guy. It's just it just it...

...opens you up to so much more marketing that you can do and any the whole thing is just a much better situation. So that's the type of world. I mean that's the direction everything's going. It's going to it's a more direct one on one, you know, parking conversations. It's customization, right, everyone wants to feel like they're they're the king of the world and you know, in today's world we can do almost anything we want online and get the one specific product that speaks to us. Right. So if you're trying to you know, you know, blankets, sell an entire group of stuff. Well, yeah, you might catch some guys here in there, but if you can talk to the specific person about his specific needs at the right time. You know it's a bull's eye and that again, that's a much better client. You want better clients, right. I think we all you know, and it's hard, right, when you go in the end of you you're looking at your under of the month statements, you're looking at your sales numbers, you're looking at how much this sales guy do versus far online guy versus this guy. It's much easier to make a decision say hey, we just need to sell more volume this month versus last month. That is a much easier decision to make then saying let's go granular, let's create a marketing campaign for, you know, are the best cars that we sell, the best trucks that we sell, the Best Suvs that we sell, and let's go full court press and focus on a specific market. It is harder to make that decision. But I think in the long run, right, if you're not looking month to month, but you're looking quarter to quarter, looking, you know, six months, you're looking twelve months, you're look in the year, two years, three years down the road, it's a much better investment for your money to go and be the experts and it doesn't mean that you can only be the truck experts right. You can have ten different niches that you go into, write twenty different niches that you go into for one dealership. It is the better long term play, but it's a harder decision to make because we all live in a world of hey, we didn't hit our numbers this month, so let's hit our numbers next month, so let's just do a ton more of the same marketing that didn't get us the numbers last month. So it's a much easier decision to make. Is that decision versus the one that we're talking about here today. And and you know, at and we see this all the time, like we were, we were talking to a dealership and I think, you know, what did they say, Robert? Something like Fortyzero a month and spend for you know, I can't remember it was. You know, it was sad and ridiculous that the amount of money that that was being spent to just get such a low well, there was no return. They were pretty much paying people to come and buy cars from them. And and I mean, you know, and it goes goes along with this old saying that I've learned has been is totally inaccurate. You know, you hear people saying, Hey, well, the money's all green. Well, I've learned that if you're bringing on the wrong customer, the money is not all green, because sometimes you're paying money to have a customer and that's not where you want to be either. Yeah, I'd rather have the quality than the quantity all day long. Well, it's there. There's more to it than meets the eye. Right, because there's bad customers as good customers, but there's good customers who become advocates, who start to refer, who you know are happy to have your license plate with the you know, the the dealer contact information on the back of I mean there's there's a whole world of it it. But it starts by bringing in the right guy. Right, you bring in the guy who wanted low price, who got the junker in the back corner of the lot because you could fit them in and you're willing to cut your prices to that. Well, who is he going to attract? More of the same guy? Right, the guy who is the enthusiast, who was excited to work with you, who had a great experience. Who is he going to attract? Another guy who's an enthusiast, who wants the same type of experience. So, you know, you got to think about it from that level, you know. Is What are the long term effects of this? Rightly not, and I was going to say to sorry to catch 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 their friends who are likely of the same, you know, mindset. Yeah, exactly. And I mean you know a couple dealers that I work with. I mean they are really great at point of sale marketing, right. So when someone comes in, they they the sale happens, they ring the Gong or they do whatever they do right, and there's pictures taken and social media goes off. And I mean again, who do you want that picture of that person ringing the Gong, taking...

...the pictures? Who Do you want that to beat? Do you want the guy who bought the junker who beat you up and you only made, you know, a hundred fifty bucks on the car, right, or do you want the guy that had a great experience, you made some money on the car right, because now he's sharing it and he's going out there and you're sharing it to the world. But whose customers are? So really think about that right this it's a whole 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 financial advisors and I talk to them all the time that if you are stuck with meetings with guys that only have a thousand dollars in their savings account, you know it is because whatever you are doing in your marketing has attracted that person into your life. And the adverse, if you're attracting the guy who's got millions of dollars he's accumulated in his four own case and Iras over the last thirty, forty five years, it's because you've done something to attract that person into your life. So the same can be said at your dealership. If you look around your dealership and you're like, man, there's a bunch of slubs and the office today looking at cars, it's because your marketing attracted the schlubs into your dealership to look at the cars. If there's a bunch of affluent, happy, smiling families all buying Sixtyzero cars. Is Because you did the marketing to attract them right. I know inventory plays a role in this. I know I'm simplifying things, but if you look around your dealership and who's buying cars, who's looking at cars, who's walking away, you, as the the owner, you as the the marketing manager, you attracted them to your dealership. You did that right. Your ads did that, your headlines Did that, your inventory did that, all of the things that you have done have attracted the people into your dealership. If you want to change who's in your dealership, change the things that brought him there right. Change the inventory, change you know, the the message, change the headline, change you know, and that will attract a completely different type of person. So, man, that kind of reminds me of Gosh, now I'm now, I'm going to make up who said, but I'm pretty sure Brian Tracy said. You know, if you want the things in your life to change, you need to change the things in your life right and it people think of that and they go, well, what the heck does that even mean? But it's so true what you're saying right now. If you want to a attract different people, you need to change. You need to change who you're speaking to. And and we see this all the time. I mean that. I call it picture and price advertising, where you pick up like a buy and sell or one of those penny rags, and all it is is seventy two pages of dealership advertising, and it's nine, nine photos of cars on a page with their corresponding price and the most captivating taglines like air tilt, cru's local one owner. I can't even say that without chuckling because it's so bad. But I mean, but, but really. And then you take that online and that's the way they're they're using their website, they're making it all about picture, price and and then 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'll go man, that guy stiffed us, or they're just here doing this and they're wasting my time and all this kind of stuff. While it's it's true what you're saying, it's like, well then then, why did you spend the money, a which boggles my mind, on attracting them to your store in the first place and be why did you waste so much time once they got there if they weren't who you really wanted? Yeah, so to two things kind of to that real quick. I was trying to make notes, so I remember what the two things where I said to things and we'll remember one of them. But with that, it's okay to advertise in some of those rags because you're going to pick up some in the Tory right of people trading in cars. You're going to may be go to an auction and get some stuffed. I totally I totally get it. But that should be a channel. That should be a vertical, just like selling your high end is a vertical. So trucks is a vertical. Your cheapo trade cars is a vertical. You should trade it the same way. You should have someone who specializes in that and pay him nice because he's got a deal with the people that come in from that. But have systems to work those cars, just like you have systems to do the high end trucks, R Sev's, like I was talking about right. So that was kind of my first comment. Is I get the picture price side of things, but work it just like a channel, as if it were a high end right. So it's same opt in, same lead, same streng you're just sending them different things. Those people it's more about the credit and getting them approved, and you know that whole side of things, versus the here's all the features and here's how awesome...

...your life going to be when you're driving the porst down the road. Right. So it's just different funnels. The second piece that I wanted to talk about is that you can't assume that your your prospect that's coming into the dealership is an expert in the car, right just because they read a couple things online about it or they say they think it's a cool looking. So that's me, right, I just want to truck because it's cool looking. I don't know a freaking thing about it, right. I didn't go to school to learn about cars. I didn't go to school to learn about engines. I didn't go I don't work every single day to know about horse power in this and that and what it means in safety features and all that. Just like if you went to the dentist, you have no freaking clue what he's doing to your teeth. You just want to walk out with white teeth, right. So, but you want to trust that your dentist went to dental school and he got is, you know, dental degree and he got all his certifications and he's board certified, he's got his you know. But you want to trust your dentist right that 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't know what he's recommending, but there's a trust there because he's a doctor. Right. You have to try to create that same kind of trust as a sales person in the car world that a dentist has to create or that a financial advisor has to create, or that a doctor or a personal trainer is subsitute any business. You got to do the same thing because you can't assume that your consumer, your customer, your prospect, knows anything about what you do, because they don't. They even know clue what you know. Right. But the trick is, and this is like the million dollar question, is how do you not come off like a sleazy, slimy salesperson, which is what so many people think of, you know, cars sales reps, and I again I'm stereotyping I know a lot of people that listen to your show, our great stand up people, but you really got to think of it that way. Is, how can I be the doctor who's prescribing something that they're really going to listen to? Like, if a doctor gives you a prescription, you're going to freaking take it right, but if a car you know, if you're a car salesman and you make a recommendation, is your prospect going to take that recommendation? Your goal is to make sure that they take it. And it's this the marketing strategies that we've been talking about, it's the positioning that we've been talking about, it's the pre indoctrination that we've been talking about. Is the expertise that helps on the process. Is it flawless? Is it perfect? By no means is it flawless as a perfect but it will position you again to where you have the control in the relationship because the prospect trusts you at some level. I don't know, man, I'm sweating because I've been taking notes so fast. You know, so many power bombs here about how you can build trust through doing the right marketing and, more importantly, how you can how you can attract the right customers to your dealership. And I love what you're talking about using using different, you know, I guess, advertising or marketing mediums as a different vertical to kind of get you a different objective. And I think that's kind of the operative word is, before you jump in and start spending money to do any of this stuff, because you need to identify what your objective was in the first place. Yeah, man, it's all about strategy, right, and no one wants to strategize. They just want to sell cars and their guests and and and as a result, I mean we see it all the time and it's evident that there's a lot of guesswork happening, there's a lot of gut decisions being made and ultimately, dealers are spending more than I think they have to to to get the results. Yeah, a hundred percent. What's crazy is that that is actually in front of them right. Most dealer owners or general managers, you know, sales managers, they have the data right in front of them. How many trucks do we sell last month? It's right in front of them. You know and you know. So it's not like you have to go digging for a lot of this stuff. But you do have to pay attention, you have to be, you know, smart about what you're doing. But you know, it's not like you know, I talked to a lot of clients and they got it. They have no idea who their clients or anything are. I mean you guys in the car business, you do because you see your inventory. It's in front of you every single day. But you're right, there's some strategury that needs to take place and you know in the the the hard answer there is that you need to plan, to plan. So every day, every Tuesday here in our office, every Tuesday we get all the different apartments together, we have a meeting day. God,...

I hate meeting days more than anything and they also do. I do. But every Tuesday we all get on the same page and we get our marketing down, we get our promotions down and we get our videos shooting down and we get and it's strategury all day long. Is Just strategury every single week. And we look at the numbers, we look at sales, we look at trends, we look at optens, we look at, you know, lead capture, we look at well, this program is not selling. Why is it not selling? Oh crap, we didn't do these two or three things that we do for every other campaign. We have checklists for everything. And does it suck for someone like me being like a creative person, you know, just writing copy and creating campaigns? So it's sure does to sit in a room with like data, but it allows us to make the right decisions. And so, you know, we also like to put our money where our mouth is, and so we spend a lot of money on advertising. Me Right now we have as an ink magazine, Success Magazine, Entrepreneur magazine, every Niche magazine that's out there right now. I mean, we're putting our money where I'm out this. So it's not like I'm making blind decisions to our clients without saying, Hey, we just tested this in make magazine. That's a thirtyzero dollar a month. Add that we just, you know, did a full page in you know, I know it works and what doesn't work, because if I lose thirty grand I lose my ass, you know, yeah, job. And so you know, we're not making decisions based on, you know, recommendations that are just kind of blind or cold. We test everything ourselves and then go out there into the real world. I think that's really powerful. PUT The strateagury part. You got a plan to plan. It's not a fun thing to do, at least not for me. I don't know many people who love to plan, to plan, and then plan their plan. But, but, but it's got to be done. Does it have to be a full day every week? I don't think so. Could it be at the bar on Friday afternoon? Maybe, but it's some way, shape or form. You got to be looking at this stuff, because how can you say, Hey, we want to create an f one hundred and fifty funnel if you don't know how many s are selling as compared to you know, your expeditions or your toruses 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 twenty one, twenty funnels day one, create one, create one rock star and then, when it works, duplicated, duplicate again. You know, and and and this makes so much sense. I mean when you think about it, these these dealerships, I mean most of them, the franchise ones. anyways. These are multimillion dollar corporations. So you know, ultimately, in an aster of spending big bucks there and they're used to spending 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 the right because the right kind of planning, because it's not translating to the market very well. It's now it's all, yeah, yeah, it's, it's, it's we're slow, you know, we're not hitting our goals. You know, right now, in the middle of the month, we need to do implement some mail ors or what do we do right now? That at Geez, that's going to help us up. That make this Saturday great. Yeah, and Greg, you know we've enjoyed having you on the show because I'm I think that's really the point. It's not about the now, and if it is about the now, then it's about setting up the right process right now, the right plan, the right strategy, and then executing and duplicating it when it works. Greg thanks so much for being on the show with us today. So many power bombs. Like I said, I got pages of notes. We appreciate 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 actually, before we wind this down, I got to ask you. I'm looking at your bio here. It says Greg as a former RAPP up. What's going on? Rock? He was rapper in a rock band like olymp biscuit type thing. Okay, okay, I can more Lincoln Parky, but yeah, man, we had a we had a we had a heck of a good time from that time I was seventeen to like twenty three ish toward the country. I played everywhere from Madison Square Garden and New York City to Hollywood Boulevard. Wow. I play with a lot of good bands. Open up for you know, groups like seven dust and Papa Road and Jurek Cherry and Nice folks in the hippos base to I had a had bone thugs and harmony in my dorm room over yeah, recording tracks. So had a great time, man, and it's the crazy part is it's no different than anything that we talked about today. That business. Breaking into that business is the same thing. Matches to market, match right music, right marketing, and it got out of the music industry and taught musicians that for a very long time kind of an information business model and...

...then my partner now nick said Hey, stop selling stuff to musicians and sell stuff to business owners, and it was. It was a heck of a good transformation. So basically, start selling star. It's selling to people that actually have money. Is that was that's a good idea. Yeah, like the brilliant a dude. Dude, I feel you. I'm actually by my formal educations and sound engineering. So I totally, I totally get where you're coming from. Well, your podcast sounds good, so that you can appreciate it. Hey, man, thanks very much for me working. Our listeners connect with you at Man. Yeah, so they want to learn more about kind of the direct marketing stuff that we do. It's just celebrity expert Marketingcom. They can check some stuff out there. All my contact Infos there, just at Greg Rolette. On all the social media stuff, twitter, the facebook, the linkedin. I don't know how to use Linkedin, but I have one of those. Probably get on that, but Huh, you know any of those places? And obviously you know I'll be checking out your site when you when this episode goes up, see if anybody has comments, things like that, and I'm happy to just be a part of your community. Sounds Great, man, appreciate you being here. Boom, and that was gray rolette. I know he's you know, a lot of you might not be familiar with him, but again, yet you hear 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 for that shit. I wasn't kidding, man. I actually started working up a sweat as I was like trying to keep up writing notes, because it couldn't have just been me. But that the energy from from Greg is so incredible and there's no mistaking his passion and his level of confidence with this stuff, and I mean that that confidence, of course, comes from seeing what he talks about work and, like we talked about in the preshow man, like, he's worked with so many incredible companies. He's been featured all over the place, and and that's because what he's talking about absolutely makes sense right. It's it's and it's something we talked about on the show frequently. It's like, Dude, just, you know, speak to people about something that they're interested in. Really celebritize yourself. We've been talking about that and we reference Tracy all the time because Tracy Myers, man, that's his thing, right, just being a celebrity. But but it's also, I mean it's what you did. You celebritize yourself. You were talking about all the time. You'd go and do like morning radio shows and stuff like that. Yep, and I wasn't like SPAM E on there. I never once said I even sold cars or the dealership where I worked at, but I would just go on and, you know, talk about like how to save money on guess this and that and that strategy to get that done, because a lot of your probably like, man, that's a great idea. Same with like your local newspapers. Is, listen, you're closing people, you're closing deals every day on huge transactions. Don't tell me you can't close and a local radio show or the local newspaper on. You bring an expert and why you should be there. And a lot of the stuff I learned from Greg, you know, when I was selling is, you know, I took a lot of the strategies that I would get from his podcast he's had in the past and his blog to help you become that that that wellknown expert in your market. And what I said in the pre show is that, you know, he reference and 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. So this stuff is don't sleep on any of that. That's super valuable stuff. That's that. You know what, the more specialized you are, the less you'll spend and the more people are going to want to work with with you. Yeah, and you know at and and you bring up a good point. I mean, if you want to if you want to really take your career and car sales to the next level, you definitely need to go to triple w dot, the dealer playbookcom forty, because we've got a resource, they're included in the show notes, that you really want to be able to check out. I'm talking, you know it what Roberts talking about here. Take your car sales career to the next level.

So again, the dealer playbookcom forty. We're also going to link you to all of the resources and things from the show that that Greg talked about and he's kind enough said he's going to be checking in on the comments. So if you have a question about what we've discussed in this episode, you need to check out the show notes, where Greg will actually interact with you through the comments. Again, triple w dot the dealer playbookcom forty, and until next time, be great. We'll talk to you soon. Later.

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