The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

James Schramko: How to Rise to the Top in the Auto Industry

ABOUT THIS EPISODE

Welcome to session 47 of “The Dealer Playbook” podcast, we are so glad you are here! 

You are going to love this powerful session with internet marketer/entrepreneur James Schramko. 

Our Guest: 

James Schramko lives in Sydney Australia and is one of the most successful and respected internet marketers and he currently runs a massively successful business at SuperFastBusiness.com. 

Before launching his online empire, James was the highest paid GM in all of Australia for Mercedes Benz and was a huge innovator in his market. In this session James dives deep into the strategies he executed that took him to the top. 

Session Preview: 

Key Points Auto Salespeople Should Be Focusing On

James has trained many salespeople who are now running dealerships and seeing great success. James breaks down in detail exactly where todays salesperson needs to focus their efforts to dominate their market. 

Where Dealerships Are Really Missing The Boat 

James goes into the crucial mistakes dealerships as well as salespeople are making which is costing them loads of sales and hurting their brand. 

James Schramko’s 7 Point Checklist For Auto Dealer Marketing 

From his years of success in the auto industry running dealerships, James reveals his exact 7 points of marketing that he executed which delivered him massive results. 

That is just a taste of some of the value James Schramko deliveries in this power packed session of “The Dealer Playbook” that you cannot afford to miss. 

Get More From James Schramko: 

 

Check out his site Super Fast Business.

Check out his Podcast Super Fast Business Podcast

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

Connect with The Dealer Playbook on Facebook here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.

Hey, this is James Shramco fromsuper fast businesscom and you won't believe what I'm about to share on the dealof playbook podcast. Tune in. You're dialed into the dealer playbook podcast,where it's all about winning auto dealer strategies that deliver proven results. And nowyour hosts, Robert Weisman and Michael Cirillo. Hey there, and thank you forlistening to the dealer playbook podcast episode forty seven, where we feature weeklyinterviews with elite trainers, speakers and authors for you today's automotive professionals. Myname is Michael Sorillo and I'm sitting here with my man, Robert Wiseman.What's going on? Well, what's up, brother? You know I'm kind ofexcited. What else is new? I'm excited for this episode. Ourfirst Australian guest, man DPB's gone international and you know, it's really coolbecause you know, like we like we say, we're featuring people in andout of the automotive industry and today is kind of a unique sit down withour guest, James Shramco, who is the founder of super fast businesscom.He's also got the super fast business podcast, but this guy and you know,I don't want to give too much away, but this guy actually hasa tons of experience inside the automotive industry. I think at one point he saysthat he was the highest paid general manager in all of Australia, andso he kind of has a unique spin. He's kind of migrated while he hasmigrated out of the dealer space and is now doing his online passive kindof income generation and coaching and all that kind of stuff. But it's cooltoo, and you're going to hear this in this episode, just his histake on the thing, that the challenges that you know, you guys arefacing out there on the front lines and inside the show rooms and in thedealership and some of the things that he did to not only, you know, go from no experience in the car business to rising to the top positionand top earner in just a short twelve months. So, Robert, you'vebeen following James for a while now. Yeah, man, I've been ait's usual, it always goes this way, that Robert, you've been following thisguy. I was truly yeah this guy. He's great and I hadno idea stuck getting into him. I just started, yeah, that's it. If he you know, he talked a little bit. I was followinghim for a long time, listen to his podcast, reading his blog andstuff, and it was the longest until I ever realized that he did haveauto deal or experience and like that's not yeah, I heard him touch onit and a few of his podcast episodes then where he talks about his days, you know, run a Mercedes been selling Mercedes Ben's and then running MercedesBenz dealership, and then talking about some of the tactics and things he doestoday, his services that he does for some auto dealers. I mean,this guy is one of the most respected in like his field and like theonline digital marketing, you know, Info Panour type thing. I mean thatand that was kind of the thing that stood out to me. I meana lot of the guys that we follow and that we're associated with outside ofthe AUTOMOTA space that do online marketing and all that kind of stuff, Imean they all kind of run they've all, in some way, shape or form, reference James and given him credit for a lot of the Council andcoaching that he's given them to lead them to massive success. So for thoseof you listening in today's a powerful episode with our guest, James Shramco.Here we go, all right, and we are here and thrilled to introduceour guest for you today. This is somebody who both Robert and I follow. He's an online entrepreneur who's realized some...

...incredible success and he also happens tohave experience, and not just a little experience, a lot of experience,inside the dealership. So we're excited to sit down here with our guest today, Mr James Shramco. Thanks so much for being on the show with ustoday. Okay, this is a lot of fun to get to get backinto an old industry discussion. Has Been a while. Yeah, and andI mean in you you weren't just in, you know, sales. You youactually had quite a few positions in the dealership. That's right. Actually, when I was about twenty three, I was about to have my firstkid and they did a job that paid a high income, and what betterthan selling for that? So I went down to the Toyota dealership across theroad and asked for a job and they knocked me back, instead hiring somelady from a retail clothing chain, and I was pretty mift about that.So I went down the road to BMW and I got myself a job.They're selling BMW in the manager there was sort of keen to take me on, but the diler principle said no way, no experience, too young, andI had him up in his office and he was sort of beating medown about you know, why do I want to be selling cars? Hesaid he likes golf but he doesn't want to sell golf clubs and I saidwell, with respect, whatever you want to do is up to you,but I want to sell cars, I want to do it here and I'mgoing to be good. And he took me on and within a year Iwas the number one salesperson for BMW in the whole of Australia. And fromthere, after a couple of years, I managed to switch brands to MercedesBenz, which is where I stayed right to the end of my automotive career. Went my way through that that sales sales management, general sales management andeventually general manager. So well, I wasn't sorry, Michael, Michael,Michael, just to give some some context for everybody, what year were youlike? These years weren't you know, moving through and what error was that? So one thousand nine und ninety five. I started in March. One thousandnine hundred and ninety five. As is pre Internet in Australia, there'sa bit of a lag too between what's happening in the US and what's happeninghere. Back then, I wouldn't say so much. Now I'd say it'salmost flip flopped where we're very innovative in Austrative. However, back then noreal internet. All old school, you know, writing up quote sheets byhand, and old school selling, hard discipline to learn very competitive industry,cheesy sales tactics. When you look back at it, I never use cheesysales tactics, which is whilst the best salesperson you see us, sales tacticswas pretty much the core training for a lot of people, but it doesn'twork in Australia. We're much more competitive market because we have more international influence. We've got Asia on our doorstep. We have people from other countries herelike a much denser population of multiculturalism. So we need a more sophisticated sellingapproach which is more education based and less pitchy. So we're in America mightbe twenty five percent education, seventy five percent hard closing, you know,aggressive selling illustrated. To turn that around. It's seventy five percent educational, twentyfive percent asking for the order. I learned more from people coming fromXerox, from the photocopy of sales, from high end selling, who hadfollowed Neil wrecam and spin selling, which I think is probably more UK based, and what work for selling high value photocopy is turned out to work reallywell for selling high end luxury vehicles. It's not your Tom Hopkins Slam DunkSelling with twenty one tricky tie downs and fifteen closes that the customer you knowis going to get bamboozled with. That sort of selling never worked and itdefinitely doesn't work in Australia and anyone still...

...selling like that needs to evolve.Okay, so the thing I love about this you know experience inside the dealership. I was I was reading on the entrepreneur on fire blog on your episodeon that show, and you know, basically said that you realize something insidethe car dealership that nobody else had realized up to this point, and itwas this one thing that well, I don't know if it was one thing, but it basically says that it propelled you to the top position in justtwelve months inside the dealership. Can you kind of tell us what that was? And then I want to transition into you know how you migrated to onlineand some of the discoveries that you've made. So first question. What was itthat propelled you to being in the top position in your dealership? Well, the main thing that that helped me was I was taking a truly consultativeapproach and helping someone find the right solution to their problem. I was treatingsales like a technical process. Selling is the process of change from one situationto a better alternative situation. So my only goal when someone walked in wasto find out what their situation was, to realize what sort of problems orchallenges had occurred that caused them to walk into the dealership or a phone in, and then to help them solve that problem so clearly that they could seeit for themselves and they wanted to buy it. So I never had toask for the order and in a way I never had to sell them acar that was the wrong car or push a solution or you know, jabthem or or pump some metal into them, all these horrible terms that card let'stalk about. I was just helping people get the right car, whichtherefore put them in a position where they could actually come back to me andtrade it in for another car down the track. And quite often that happenedway faster than what we might think a traditionally long sales cycle would take,instead of being three or four years. In the luxury vehicle market, quiteoften the custom has the capacity to upgrade their partner or their spouse's vehicle.Perhaps they're there mate at the golf club or in the office sees their brandnew car and once one just like it, or even just slightly better, sothey can piss them off. Maybe they've got a family member who theydrive to their car to at Christmas time and and get sort of motivated toup their game a bit. It's a very competitive market in the luxury segment. EGOTISTICALLY, and I love even brands like Mercedes Benz have labels for theircertain vehicle segments. One of them as hedonism. If you go to theSL range, that has the headonistic label. So being aware of the real reasonwhy someone buys a car is better than just saying, okay, here'sThe stock sheet which one pays the highest bonus or spear for whatever you wantto call it, and trying to jam that into the next person that walksin the door. So it was a completely different approach than what most peoplewere taking. All right, so I like this, I like this,Jim. So like okay, what was your approach to gain that that kindof Ventel? I mean, where does somebody go that wants to dial intowhy these you know, these people that are you know, can afford tobuy like that Mercedes, been to buy because they saw somebody else showing upwith it. How do they get in trends? Then that circle will bethin for or business. Really is the key. So half my sales wererepeat referrals and I became the car guy for people because they knew they couldtrust me, because I was interested in helping them solve their problem and Iwasn't interested in helping me pay my rent or feed my baby. But ifyou want to be a high level salesperson, there's actually quite a few elements tobeing successful in it. I could give you some of the key pointsif you like. Yeah, yeah, firstly, product knowledge, as youknow. Yeah, I could walk into...

...most stores and I'll know more aboutthe product in the person trying to sell it to me, especially since theInternet came about. Is No excuse for not knowing your product and every oneof your immediate competitors product and the future products coming down the line, sothat you can be strategic in your solutions. You got to know every single carin stock and you have to have an idea about what is and isn'tfeasible out of stock or as a future order vehicle. So you have toread the paper, search the resources, read the magazines and walk the floorevery single day and know your stock. From a personal point of view,you have to get enough rest, you have to eat well, you've gotto exercise and you have to maintain your appearance properly, especially your teeth andyour your hair and your shoes and your watch and your pain. All ofthese things go to a consistent brand message. It's being on brand right. Robert'slaughing because I'm hairless and that you're talking about it's like you know whatwe're like. You're so rape because, like, we don't make the rulesof the game, which have to learn how to play it and your onehundred percent ry sends out. Person I forgot to shave in the morning.I would like. I'm I think you forgot to do something. You thinkyou know what I mean. That's right, that's you got to sit in thecar with someone. You don't want to be stinking mentally. Yet youhave got to be persistent, you have to be confident. You have toeducate yourself all the time, attend all the training, do role plays.You've got to be active, you got to be motivated. You need tobe professional. Would you hire yourself? Do you look professional? Do yousound professional? Are you able to manage yourself without having to being chased upall the time? Are you creative, looking for different solutions? Do youhave integrity where you actually care about others and you're trying to do good insteadof just be selfish? and Are you prepared to put in the energy,in the time requirement to be a top level sales persons? These are someof the things that I'll train on. And then there was other stuff,like their goals. You know, what are their specific what's the daily goalthey want to do? They have some KPI that they're looking to achieve theyspecific in their health and education and social, financial, family, ethics and luxurygoals? Do they are? They measuring their progress? So they trackhow many test drives, meet and greets, valuations, how many prospects you see? How many people they solder cars in the past? Of they followedup. And then what about the home situation? Because if you're not stableat home, if you're not in a good situation outside the office, mostpeople bring their baggage to work. It's just the way it is. Soyou got to try and get your whole life in order to be a highlevel salesperson. Then there's environmental you know, being aware of what's going on economicallyfinancially, like I knew that the American financial global crisis was sweeping acrossthe world. I could see it coming. That was one driver for me toactually get out of the intry. I was the highest paid general managerin the country with one of the highest, most prestigious brands, in a rolewhere I had almost completely replaced myself with correct systems and infrastructure, andI did feel vulnerable being paid by one income source. Okay, so beingaware of what's going on around you, all of your management what's happening withwith them, in their situation? What are their agendas and their requirements?What's buy a sentiment? What are the economic reports, interest rates, inflation? You got to know this stuff in the hind of the market, becauseyour buyers are very savvy and they're going to be using these as tools againstyou. You want to know the you know the exchange rate and what thatmeans for prices in the future. You got to be able to be ontune with that. Okay. And and the interesting part, and Sorilla,this is some contexts for us with with you know, involving jeames. Sowhat with talking with him like and a guy that understands business and we knowunderstands digital marketing on a whole other level.

Like we talked about item industry,which he has so much experience and years of experience, but it's hisstuff is so like you know, you think you would talk digital marketing,but the things you're talking about seem like so much of a problem rate,jeames, that you're not even like digital marketing almost shouldn't even be a discussionat this point. Is My belief that, and I learned this through observation becausein my last role as a general manager, I was responsible for marketingobviously, which in therefore entail the website work very closely with the developer.We were able to do stuff that no one was doing ten years ago,like segmented landing funnels. So and a paper click advertisement and Google adwords wasnew for us. Then paper Click advertisement for a specific AMG model that landedthem specifically on an AMG video of that model that had a call to actionfor a test drive on its own landing page. That stuff was really quitecutting edge. Ten years ago we were doing that. And what I learnedthrough all of this sophistication was whenever we ran a launch or did something big, the bulk of our sales will come from the direct response mailpiece to ourexisting customer base. So here's my fundamental belief. You can get as fancyas you want and to dazzle yourself with all the later social media and allthat, but ultimately you've got so many fundamental problems inside the dealership right nowthe next person that walks in the door is going to probably have a verybad experience or a suboptimal conversion because the fundamentals are just broken. The salesapproach, the marketing congruency of their follow up. The experience that's happening rightnow for the person in the show room today is actually more of a focalpoint then going and answering someone's tweet. You know, let's get serious aboutthe the twenty. It's really the hub of what's going on in the dealershipright now and people have got so many holes in their bucket that, youknow, to get too far ahead of yourself past the basics is a mistake. It's the fundamentals and the funny thing about a dealership is, with thechurn that it generally has, every great thing that you put in place,every standard operating procedure, every fantastic initiative, it will be washed out of thedealership within two years from now unless you keep banging the drum on it. Because of the change in staff, someone gets bored. The low levelof people who you can hire who are prepared to work weekends and sitting theback of a car all day long. You know, it means that thatinnovations get moved out fairly quickly. You've got to create very, very strongfoundations and I'd go so far as to say that even a lot of thethings that I put in a decade ago. Some of them have becoming grained and, interestingly enough, the key senior positions in all the Mercedes dealerships inSydney my original raw sales recruits. So I did proper hiring, recruiting,induction and train from scratch. Those people are now in the senior positions.So I believe that what I'm talking about is proven and tested and the restof it will have just, you know, been forgotten and and that's it.Dealerships have fundamental problems because of of the age, you know, thematurity of the industry. It's over a hundred year old industry. It's highlycompetitive, it's it's run by a handful of large companies who are so incomfidentthat they go bankrupt because they got sloppy and fell asleep behind the wheel.They rented off the road. They got taken over by much more nimble,more savvy markets who, incidentally, Japan, came to Australia to learn how tobeat America and then they went to America and smash them because they theyjust got so you know, the cost per employee of manufacturing a vehicle inthe United States was like four times more than per employee in Japan. Theyjust got out of sink. And so,...

...yeah, before you get too worriedabout twitter or Pinterest, have a look at what's happening in your dealershipright now. I love this. I mean I was I was actually justtalking to a team member of mine yesterday. I have this joke right when anythinggoes wrong at the dealership, the website provider is typically the first onethat gets blamed. And so I really like what you're saying here, becausethere are so many things that could be fixed from inside the dealership and and, like you said, I mean we love having you here talking about thisbecause you went from a position of Hey, I need a job to working ina dealership to excelling to the to the top level and putting processes inplace. And and I noticed you mentioned that. You said you kind ofworked yourself almost out of a job because of everything that you did. Solet's kind of transition too. Okay, now now that you're out of thedealership, what was kind of your I mean what was your our harm moment? The Internet? I mean you mentioned that the Internet was just kind ofcoming to be. You mentioned the processes you had to implement before the Internet. How did the Internet change everything for you, and was it kind ofthe introduced introduction of the Internet into the dealership that ultimately kind of had youmove on? Well, what a couple of things there. When I startedselling cars one thousand ine hundred and ninety five, you know, Internet waspretty rare thing and you'd have a dial up cable and break take forever toload anything. Sides started observing customers would come in having looked at spy shotsof something coming down the pipe. So I was getting this inkling that peoplecould now research better than we were getting access to and and Mercedes bends andit's particularly our general state manager was very anti technology. He said that humanshaven't really changed for three thousand years. He sort of saw the internet moreas a fat we had no tech in dealership. Still was no internet.To get stock, we'd have to ring up head office and they'd go throughhard copies and find us a car. There's no reality to swap cars onlineand the sort of thing that's commonplace now that that just got held back aslong as they could possibly do it. They'd have a hundred cars sitting instock and tell us there are three just to try and move them and notand create scarcity and and preserve discount. So it was really quite interesting.What the Internet brought was transparency to the buyer, which made my method moreand more successful, because I was transparent to the buyer already and it justmeant that it broke down walls of hidden secrets. As my family are ina travel industry, I know say we're getting verily, a very heavily hitby people ordering their travel arrangements online now, not even having to go to theagency to buy. And I thought, Oh, hang on a second,I need to learn how to build a website. So I worked closelywith the developer and in the last role that I had, and we dida lot of innovations on the website. I built a email database of overtenzero emails from scratch within a very short period. I was leading the chargewith putting things like w ww dot and the website on our number plate framesearly in in early two thousand, when it just wasn't even you know,I was five years out of my time with regards to that. It justdid no one understood why I was doing that. I even had pens withthe website address on it and I knew that one day this is going tobe the real estate we need to own. We need this. And then whenI did was benchmark our own site versus the Mercedes Benz provided site,and this lets in a amazing discovery. Mecedes was sending us like thirty visitsand months from their official corporate monstrous website that was impossible to navigate, hadno SEO features, there was no opt in or easy call to action,and on our dealership site I was getting...

US threezero unique visits a months tostart with, and then at and then it escalated and scaled up from thereand I was getting optins and these paper click sales funnels and I was usingarticles and videos and copywriting and Seo. And then I then I'd sort ofcombined it all into this crescendo and I did a product launch on our dealership. I spent sixteen grand. We sold twenty one cars in a weekend atan average of ninetyzero dollars each. So we had a huge return investment.We came first in the whole market. No one could figure out how,and what that taught me was messes we're just way behind the curve and Iactually prepared a report for a guy who was interested in my skills. Hewanted to know how we were doing it and I said I'm doing I'm justdoing things better than the way the corporate site structured. And he actually flewout his web developers from Singapore and and had me meet with them and Iexplain what they need to do and I gave them this document and someone inhead office took this document and they put it in their top draw and basicallydid nothing on it, and I was infuriated by that. So I actuallyin one week, I contacted a another friend of mine who's a car deala, but not a Mercedes dealer, and I also at the same time, got a referral to a solicitor and for both of those people I said, how about our handle your online marketing and we'll do a contract up andand they said okay, well, what about your job? But I saidI'm leaving that to do this and I said great, when can you start? And I said well, next week, and I put them both on afive thousand five hundred dollars per month recurring contract and I had that inplace for seven years straight. So for the last seven years I've been doingthe the online marketing component for a dealership in and, as chance turned out, I had the ability to help this dealer become a Mercedes Benz dealer withmy knowledge of who to talk to and what to say, and that wasa great windfall for them. So I ended up being able to generate anew dealership out of this agreement. And you know, the stuff that thatworked in the dealership works fine online, but if you have the best websiteand the greatest funnel and you make that phone call and a dealership and yoursalesperson picks it up and they don't have a telephone technique, then you're shot. It's a waste of money and that's that's one of the most frustrating thingsabout car dealers. In an industry where the average deal I makes two percentprofit, you can't afford to burn sales leads like that. And it'll happenin any dealership any day of the week, and I know, having having purchasedmesses bends in the last few years. I buy cars here that are closeto two hundred thousand dollars. I can't get someone to even follow meback up. And and it just blows my mind that that in an industrylike this, where they probably pay some marketing agency in black skivvy's a hundredthousand dollars to make a one page add with no call to action, thatthey can't even make a salesperson call a customer back who wants to buy acar and I'd Baste Mirror laid down to jams. You got to pay thefull sticker because it's quicker be in and out, aren't you? They don'thave a follow you up. That's not true, but I'm not, definitelynot difficult to deal with. I don't need to go and shop two orthree dealers. Man, I tell you what, for two hundred grand you'rebuying a two hundredzero car for me. I'm going to move in at theend of your driveway. I'm I'm going to be following up that. Isaid, well, it's actually quite a wife to follow. I took myprevious car in and had them value it and the guy came back with thevaluation. I said, I think you've made a mistake. There he is. Or what do you think? I said, well, I think ittenzeros wrong, but if you want to go on correct that. I'll justwait here. And he went away and I swear in two minutes later hecame back here. As yet we've been...

...able to get that for you totwo minutes for Tenzeros. And Yeah, but that's not being difficult. Ididn't go to three dealers. I don't. I don't ask them for invioice priceor anything like that. I'm just a fair buyer and and I doexpect that they would at least follow up. You know, I haven't heard boofrom any of the sales person I've ought two hundred thousand lot of carsfrom. All right, well, I got I got it. Michael,if I can jump in out and know if you know for it a rapper. But I heard you, James. I think it was on your show. You were with somebody and you were talking about something you did for autodealers and you were talking about like a video approach that you do for alot of your as you call a mobile deal or Mobil Mobile, more automobiledealers. Rather it was mobile or mobispit that out and time. So sorry, sorry, but it was it was great. You want into kind oflike a dot, like a video that you do for all your you know, dealer clients like documentary. So do it for myself, for my ownbusiness. Everything that I do for my own business works for a car dealer, and that is you do a documentary video, because the customers so usedto being slammed over the head on late night, you know, on normaltelevision they're going to get an ad from Toyota or someone who spends a fortuneon ads just just, you know, showing you the latest, like joedown to the fishing river and you get a Toyota, you whatever. It'spretty standard. You know, huge money spent on that. Instead, wejust send out of documentary video crew and they talk to the dealer about especiallythe dealer principle. Why did he decide to start his dealership? Why?I'm a cities Bens, you know, and they answer these questions and thenthey can be put together into a nice piece that is actually very emotional alland it's story based and it really slides straight through. When the prospectts watchingthat, they actually start to bond with the dealer and they might build someloyalty. And in a market where you can drive to anyone of seven Mercedesdealers within thirty minutes. You need to cut through and this gives you agood marketing piece that you can send to people. That's not really marketing somuch as a way of a customer getting to know the more like an electronicbrochure. That actually is interesting to watch. You want to watch this in youknow, you can see a little flickery old shot of a little redMercedes car from when the guy was a kid through to now a brand newred sl standing right behind him and he's sharing why he wanted to have MercedesBenz dealership, because he bonded with the product and he just wanted to workwith the best product and something that stands for something. And I mean theyliterally invented the combustion engine vehicle, so everything else by nature is an imitation. And you know when someone watches that, it might really insulate or shield themagainst going and buying some lexus, which is a Toyota's you know,luxury export us is what Lexus stands for. US like the ultimate copycat, andyou know you can't you can't be the first if you're the second.So by insulating against your competitors with a cut through, emotionally packed documentary,it's such a great marketing it doesn't cost a lot. And one of mystudents, Kevin mckillop, actually I trained him in the beginning and sort ofwalked him right into this industry and he was very good with video marketing.He's now doing seven figures a year in the North American market helping car dealerswith their marketing with a combination of of PPC and Seo. But when youhave the right content, that's when you can slide straight through and and reallyget to a point where people even want to share it, like the ChryslerYoutube video of the guy that goes and buys his the car that he's dadused to own, and if you watch that and don't cry, you're probablynot human. Right. That's the kind of marketing deal is should be doing, but only if the phone gets picked...

...up when someone's trying to call asa result of it. Love it. If you want, I could justshow you around a little like maybe six or seven point checklist fear marketing fora dealership that I actually dot documented in two thousand and seven that I believeis still pretty solid, absolutly absolutely. Where can they get where can theyget their hands on that. Well, wouldn't you like to know? Yeah, what do we need? Who Do you need to bribe? Well,I'll just describe it for you'll get the gist of this. The first oneis joint ventures. My dealer, principle, didn't like to spend money. Itwas said that he kept his pocket money from school, you know,still as an adult, and so I knew did a lot of joint ventureswith related brands, brands had the same demographic like luxury wine, luxury music, luxury photography, luxury restaurants, luxury resorts, and I had them putup prizes and run events so that it was joint venture marketing. Then there'sfeedback mechanisms. That's making sure you preserve the customers you've already got properly.There's directories, of course was going to play a part of it. There'syour website, which means you're doing seo, you're doing paper click to segmented lantingpages, and then, of course, your email marketing, which is themodern version of the direct response. But please, don't expert, don'tdon't ignore your print media and your and your other promotional liners, because they'restill very important. Will come to that in the SEC. There's press releases. You could do so much with press, especially around newsworthy items that are seasonal. I used to do stuff like I'd get driver training classes and I'dlet the newspaper give some away to young drivers, people on their provisional license. You know, Mercedes Benz dealer carrying about young drivers being safe and itwas great PR fodder. Then there's its online and offline press. You've gotprint media. You obviously your local paper is a staple in most environments,and your Metropolitan Maybe magazine right up specialist publications and and definitely foreign language inin Sydney the Chinese markets huge, so used to take foreign language adds.I never knew what they said, but according to my sales rep there weregood point of sale a lot of deals. Ignore this. Your banners, yourscience, Your Business Cards, you station. You used to cross sellfrom service to sales and parts, etc. And Finance, because I realized wehad one customer, one customer for the whole dealership instead of this siloadsegmented war between departments. I'm like, Hey, we have the same customer. Any chance your service advisor could bring a prospect down to buy a newcar and they've got a six thousand dollar repair bill facing them and in atthe same time when we sell a car, will come and introduce them to theservice advisor where they're going to service it. Car stickers, floor science, building science on hold messages. And then you've got your promotional items likegifts on the livery bags, key rings, umbrellas, champagne bottles, pens,number plate frames, CD cases, street directories. These days you probablygive me a USB card. Then there's like crm. You've got to besending your direct response letters and they should be on frequencies that correlate with themost frequent purchase time. So you know in Messdes bends it was like twentyeight months for AMG and it was thirty six months for a traditional car.So you make sure your prospects are followed up accordingly and you know if youemerge fields, etc. And make sure it's all great. You can alsohave referral programs or VIP clubs. Make sure you have telesales follow up.I used to make the salespeople do it, but I'd give them a repeat purchasesale if they followed up someone and repurchase a car'd give them an extrahundred dollars. You've got promotions in places like shopping centers on new, newfacilities. Then you've got a tense now ten sales with balloons and sausage sigels. I mean, whoever invented that should probably be shot. They're just it'ssuch. It's like, yeah, let's...

...go and buy the family car becausethey've got a sausage sizzle and they give us a balloon. I don't getit. Let's go dry. You have the grand when I did an event, it was around Hey, I've got every model in the amg range andyou can come and drive it this weekend. When that was sexy. That wasexciting. I pulled together an event no one had thought of and that'sa that's a reason to buy a car. And then, of course, aroundthat there's all the the actual campaign around it. You should definitely bedoing newsletters and communicating what's happening, but I don't think anyone really gives ashit about Freddy the sales person, you know, cus staff profile. What'sthe point? Is Not even going to be there in two years from now. Do stuff that's useful, like show someone how to change a spear thatyou know it's put a tire on the car if you get a flat andyou can't call roadside assistants. And then there's, of course, sponsorships,where you can actually get sponsors in the local areas and you should be supportingyour local kindergartens and schools and medical facilities and women's groups and charities and businessgroups and local interest groups. Get behind them. They need to support andthey do tend to reciprocate. So that is is basically the marketing around theworld, well tour of of where you might want to be focusing your efforts. I love of this so much. I mean there's so much meat herethat you just and not just because you said sausage sizzle. I mean that'shere. There's so much no, so much power bombs you just dropped onus here. I love the fact that you know, you know who youare and the success that you've had online, but but the experience that you've hadinside the dealership to be able to, you know, kind of a linewhat happens online with the things that absolutely need to be in place insidethe dealership. And I think you know, like we've kind of talked about,I think the Internet and online marketing and all the stuff that we couldbe doing with the website kind of blinds us from the fact that there's somany pieces of the puzzle inside the store that are falling apart, that needattention, and I love the fact that you're helping you've helped these dealerships achievesome incredible success. So, you know, in the in the spirit of justwinding down here, James, because we know your times very valuable.In fact, it's is the title of the night. It's like two daysfrom now, or right now. It's eleven a clock on a during theday, on a falling todd and the waves are looking pretty awesome out this. So there you go. Is it Thursday? So say, yeah,you're ready to hit the sir. It's Wednesday over here, Dude. Yeah, well, if you want to stock market tip, right, can yougive? Yeah, I gonna love it. So it's on the game. Thereyou go. Yeah, yeah, there you go. So how canhow can those listening and get in touch with you or learn more about whatyou do right now with your your business? What should I be yeah, sowe don't do the agency stuff anymore, but I do have clients who dothat. Where our main thing is we provide websites and Seo Services andthen online marketing coaching. It all runs from super fast businesscom and if it'sall right with you, I just leave a sort of a tip to summarizeeverything I've said, sure, and that is that you should just go toa large white board or a huge piece of paper and just write down basicallya campaign or a branding message that is across your entire dealership and make surethat all of the pieces of the puzzles are coordinated with the same message,so that from the first Portocol, whether someone's reading a newspaper or clicking onan advertisement or at your website, that it's all got the same logo,that it all has the same message, that it all comes to the samedatabase, that the person is going to be treated to the right experience that'sconsistent with all the messaging up to that...

...date and that they're followed up consistently. If you can do that, then that's really like being the conductor ofthe orchestra and you've got all the instruments playing in tune and you'll get anice tune from it. And that's how I turned around the last two dealershipsthat I worked out and that's how, as a salesperson, I was gettingbetter results than anyone else in some cases. In my first job, almost embarrassingly, I outsold the other six sales person combined in several months and becauseI made everything consistent. And that's what's missing in car dealerships. All right. So let James Good again that consistency, one hundred percent rate. And justto like make that this is just a meek this clear to anyone listen. And then that's not in the highlight itemote of industry. So just think, I mean this is even more effective when you take these same practices ina lower I hate to say it, but just like lower price priceline product, it's going to wow that market, even selling Toyota or Hinda or Nissan. And you do this and by the way, it works. I hada guy contact me in a forum. He told me he'd got a jobselling Toyota's in North America and I said you have to call me up andI went through with him the some sales ideas. I told him what todo that no one else would do. I guaranteed him no one else woulddo it, and he gave me the greatest testimony a he's. He becamethe first, the top selling sales person almost instantly outsold everyone else in thedealership and he was doing stuff that nobody else does. And one of thethings that I told him to do was that for every single person that comesto visit him, just send them a handwritten note, a handwritten letter onplane stationary, like nice recycled stationary with a stamp hands fold the turn addressand just just just folded in half and stick your card in the middle andjust say hey, betty, it was great seeing you yesterday. I reallyenjoyed taking on that test drive. Thank you so much for stopping by.Just not sales, not a company. Let ahead not franked out of themachine, because nobody is sending that prospect and written letter. Nobody there mightsend maybe a corporate thing if they buy a car, but no one issending a handwritten proos to every prospect that's cut through. And this is comingfrom guys. One of them's the digital little guy. This is one ofthe most digital marketing savvy guys, like you know, the very credible inthat space. And he's saying that when someone's when someone's buying my programs offand send them a handwritten note and some things, a t shirt, abook with the just welcoming them and say how much I appreciate them coming onboard and how much I'm looking forward to working with them. And this goesa long way. In an online world, the best thing you can do istune up your offline game because while everyone's focused on the bright, shinyamazing online side of things, they've ignored the basics and you make your livingoff those bright and shiny on lengthing. Like, not that in a negativeway, but I mean like thats your bread and butter. Right, andyou're saying this. I'm just trying to put the emphasis on it, right. Yeah, I mean in my highest level master mind, which is calledSilver Circle, I'm teaching people how to actually have a life and build theirbusiness, to work better by doing less things, but just doing them right. And there's a combination of all the things I've talked about. They workwhether you're online or offline. Just don't ignore the offline stuff while you're soobsessed about the online and online there is so much noise that really the mostimportant things. So yeah, email, database and having consistent messaging. Ifyou could just do that, don't worry so much about being on twitter andLinkedin and all of that. That's a lot of that's just noise. Thereyou have it, James, thanks so...

...much for being on the show withus today. So much value. We've really enjoyed it and and you know, like I said, we're going to be reaching out to you again becausewe there's so much more that that. Well, I don't know about robber, but for me I need to learn so much. Let you mean it. Oh, yeah, I know everything. Thanks. Yeah, there you gothen. Well, there you go. So thanks again and you know,we look forward to connecting with you again soon. Cool. Thanks,guys. Thanks for having me. And there you have it, Mr Jamesshramp go from the super fast businesscom well, Michael, would just think I toldthis guy was going to be a solid I guess, and pretty passionateright. I mean you could tell halfway through all, not even halfway throughthe minute, that he started really going. It was very, very clear thisguy knows his stuff. I mean he it almost sounded scripted. Butthe funny thing is, you know, when we were just chatting after theshow, that ask them brought that up. Yeah, you're like, Hey,was that scripted? You're like and he's like, Nah, I actuallyhaven't put the dealer cap on and like ten years or something like that.So you can tell how deep into the dealership and how deep into the cultureand the industry he was to be able to share that information. But,you know what I mean, some some of the things that he did,I love just his viewpoint on things because, you know, it worked. Itworked then and these are some of the things that still work. AndI mean the challenge is that he brought up. I mean that's these arechallenges that dealers are facing today, you know, so really cool outlook.I like it. Yeah, man, I enjoyed it. He was agreat to have him on. It was nice. You know, I've beenagain, I've been following this guy for some time and he drops so muchgreat, you know, power information that that I eat it up definitely.And the cool thing about it too is, you know, it's not theory rightlike you you know, you can tell the way he's explaining things andthe way he talks about the dealership and and and all those sorts of things. You can tell that it was through application that he learned these things.It's not just like you know how sometimes we hear it in the industry.A lot of theory gets bounced around, a lot of strategy without application getsbounced around. But you know, this Guy Act executes and he saw alot of success and so he's speaking from just a profound knowledge base and experience. So that was really cool. If you want to get connected with JamesShramcoe, head on over to triple W dot, the dealer playbookcom forward slashforty seven. You can also check them out at triple w dot super fastbusinesscom and listen to his podcast, the super fast business podcast. And,like always, you know, we'd love to hear your feedback, so leavecomments or any questions that you have for James. He'll be poking around onthe site and answering you there and then, of course, we'd love a reviewfrom you on itunes or stitcher radio. The show's not possible without you.We love the feedback we get. Let us know what what feedback andsuggestions you have so that we can make this show better for you than guestselections to man if you even guess selections. We're open to hearing it all.We do get your emails, for those of you that have been sendingUS emails and we love, we love to hear from you. So Douhis favorite triple w dot the dealer playbookcom forwards forty seven and until next week. We'll catch you later. He's.

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