The Dealer Playbook
The Dealer Playbook

Episode · 7 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 from super fast businesscom and you won't believe what I'm about to share on the deal of 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 now your hosts, Robert Weisman and Michael Cirillo. Hey there, and thank you for listening to the dealer playbook podcast episode forty seven, where we feature weekly interviews with elite trainers, speakers and authors for you today's automotive professionals. My name 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 of excited. What else is new? I'm excited for this episode. Our first Australian guest, man DPB's gone international and you know, it's really cool because you know, like we like we say, we're featuring people in and out of the automotive industry and today is kind of a unique sit down with our 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 has a tons of experience inside the automotive industry. I think at one point he says that he was the highest paid general manager in all of Australia, and so he kind of has a unique spin. He's kind of migrated while he has migrated out of the dealer space and is now doing his online passive kind of income generation and coaching and all that kind of stuff. But it's cool too, and you're going to hear this in this episode, just his his take on the thing, that the challenges that you know, you guys are facing out there on the front lines and inside the show rooms and in the dealership 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 position and top earner in just a short twelve months. So, Robert, you've been following James for a while now. Yeah, man, I've been a it's usual, it always goes this way, that Robert, you've been following this guy. I was truly yeah this guy. He's great and I had no idea stuck getting into him. I just started, yeah, that's it. If he you know, he talked a little bit. I was following him for a long time, listen to his podcast, reading his blog and stuff, and it was the longest until I ever realized that he did have auto deal or experience and like that's not yeah, I heard him touch on it 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 Mercedes Benz dealership, and then talking about some of the tactics and things he does today, 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 the online digital marketing, you know, Info Panour type thing. I mean that and that was kind of the thing that stood out to me. I mean a lot of the guys that we follow and that we're associated with outside of the AUTOMOTA space that do online marketing and all that kind of stuff, I mean 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 and coaching that he's given them to lead them to massive success. So for those of 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 introduce our 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 to have 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 us today. Okay, this is a lot of fun to get to get back into an old industry discussion. Has Been a while. Yeah, and and I mean in you you weren't just in, you know, sales. You you actually had quite a few positions in the dealership. That's right. Actually, when I was about twenty three, I was about to have my first kid and they did a job that paid a high income, and what better than selling for that? So I went down to the Toyota dealership across the road and asked for a job and they knocked me back, instead hiring some lady 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, and I had him up in his office and he was sort of beating me down about you know, why do I want to be selling cars? He said he likes golf but he doesn't want to sell golf clubs and I said well, 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'm going to be good. And he took me on and within a year I was the number one salesperson for BMW in the whole of Australia. And from there, after a couple of years, I managed to switch brands to Mercedes Benz, 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 and eventually general manager. So well, I wasn't sorry, Michael, Michael, Michael, just to give some some context for everybody, what year were you like? 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 thousand nine hundred and ninety five. As is pre Internet in Australia, there's a bit of a lag too between what's happening in the US and what's happening here. Back then, I wouldn't say so much. Now I'd say it's almost flip flopped where we're very innovative in Austrative. However, back then no real internet. All old school, you know, writing up quote sheets by hand, and old school selling, hard discipline to learn very competitive industry, cheesy sales tactics. When you look back at it, I never use cheesy sales tactics, which is whilst the best salesperson you see us, sales tactics was pretty much the core training for a lot of people, but it doesn't work 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 here like a much denser population of multiculturalism. So we need a more sophisticated selling approach which is more education based and less pitchy. So we're in America might be twenty five percent education, seventy five percent hard closing, you know, aggressive selling illustrated. To turn that around. It's seventy five percent educational, twenty five percent asking for the order. I learned more from people coming from Xerox, from the photocopy of sales, from high end selling, who had followed 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 really well for selling high end luxury vehicles. It's not your Tom Hopkins Slam Dunk Selling with twenty one tricky tie downs and fifteen closes that the customer you know is going to get bamboozled with. That sort of selling never worked and it definitely 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 episode on that show, and you know, basically said that you realize something inside the car dealership that nobody else had realized up to this point, and it was 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 just twelve 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 online and some of the discoveries that you've made. So first question. What was it that 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 consultative approach and helping someone find the right solution to their problem. I was treating sales like a technical process. Selling is the process of change from one situation to a better alternative situation. So my only goal when someone walked in was to find out what their situation was, to realize what sort of problems or challenges 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 see it for themselves and they wanted to buy it. So I never had to ask for the order and in a way I never had to sell them a car that was the wrong car or push a solution or you know, jab them or or pump some metal into them, all these horrible terms that card let's talk about. I was just helping people get the right car, which therefore put them in a position where they could actually come back to me and trade it in for another car down the track. And quite often that happened way 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, quite often 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 brand new car and once one just like it, or even just slightly better, so they can piss them off. Maybe they've got a family member who they drive to their car to at Christmas time and and get sort of motivated to up 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 their certain vehicle segments. One of them as hedonism. If you go to the SL range, that has the headonistic label. So being aware of the real reason why someone buys a car is better than just saying, okay, here's The stock sheet which one pays the highest bonus or spear for whatever you want to call it, and trying to jam that into the next person that walks in the door. So it was a completely different approach than what most people were taking. All right, so I like this, I like this, Jim. So like okay, what was your approach to gain that that kind of Ventel? I mean, where does somebody go that wants to dial into why these you know, these people that are you know, can afford to buy like that Mercedes, been to buy because they saw somebody else showing up with it. How do they get in trends? Then that circle will be thin for or business. Really is the key. So half my sales were repeat referrals and I became the car guy for people because they knew they could trust me, because I was interested in helping them solve their problem and I wasn't interested in helping me pay my rent or feed my baby. But if you want to be a high level salesperson, there's actually quite a few elements to being successful in it. I could give you some of the key points if you like. Yeah, yeah, firstly, product knowledge, as you know. Yeah, I could walk into...

...most stores and I'll know more about the product in the person trying to sell it to me, especially since the Internet came about. Is No excuse for not knowing your product and every one of your immediate competitors product and the future products coming down the line, so that you can be strategic in your solutions. You got to know every single car in stock and you have to have an idea about what is and isn't feasible out of stock or as a future order vehicle. So you have to read the paper, search the resources, read the magazines and walk the floor every 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 got to exercise and you have to maintain your appearance properly, especially your teeth and your your hair and your shoes and your watch and your pain. All of these things go to a consistent brand message. It's being on brand right. Robert's laughing because I'm hairless and that you're talking about it's like you know what we're like. You're so rape because, like, we don't make the rules of the game, which have to learn how to play it and your one hundred 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 think you know what I mean. That's right, that's you got to sit in the car with someone. You don't want to be stinking mentally. Yet you have got to be persistent, you have to be confident. You have to educate yourself all the time, attend all the training, do role plays. You've got to be active, you got to be motivated. You need to be professional. Would you hire yourself? Do you look professional? Do you sound professional? Are you able to manage yourself without having to being chased up all the time? Are you creative, looking for different solutions? Do you have integrity where you actually care about others and you're trying to do good instead of 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 some of 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 goal they want to do? They have some KPI that they're looking to achieve they specific in their health and education and social, financial, family, ethics and luxury goals? Do they are? They measuring their progress? So they track how many test drives, meet and greets, valuations, how many prospects you see? How many people they solder cars in the past? Of they followed up. And then what about the home situation? Because if you're not stable at home, if you're not in a good situation outside the office, most people bring their baggage to work. It's just the way it is. So you got to try and get your whole life in order to be a high level salesperson. Then there's environmental you know, being aware of what's going on economically financially, like I knew that the American financial global crisis was sweeping across the world. I could see it coming. That was one driver for me to actually get out of the intry. I was the highest paid general manager in the country with one of the highest, most prestigious brands, in a role where I had almost completely replaced myself with correct systems and infrastructure, and I did feel vulnerable being paid by one income source. Okay, so being aware of what's going on around you, all of your management what's happening with with 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, because your buyers are very savvy and they're going to be using these as tools against you. You want to know the you know the exchange rate and what that means for prices in the future. You got to be able to be on tune with that. Okay. And and the interesting part, and Sorilla, this is some contexts for us with with you know, involving jeames. So what with talking with him like and a guy that understands business and we know understands 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 his stuff 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 discussion at this point. Is My belief that, and I learned this through observation because in my last role as a general manager, I was responsible for marketing obviously, 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 was new for us. Then paper Click advertisement for a specific AMG model that landed them specifically on an AMG video of that model that had a call to action for a test drive on its own landing page. That stuff was really quite cutting edge. Ten years ago we were doing that. And what I learned through 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 our existing customer base. So here's my fundamental belief. You can get as fancy as you want and to dazzle yourself with all the later social media and all that, but ultimately you've got so many fundamental problems inside the dealership right now the next person that walks in the door is going to probably have a very bad experience or a suboptimal conversion because the fundamentals are just broken. The sales approach, the marketing congruency of their follow up. The experience that's happening right now for the person in the show room today is actually more of a focal point then going and answering someone's tweet. You know, let's get serious about the the twenty. It's really the hub of what's going on in the dealership right now and people have got so many holes in their bucket that, you know, 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 the churn 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 the dealership within two years from now unless you keep banging the drum on it. Because of the change in staff, someone gets bored. The low level of people who you can hire who are prepared to work weekends and sitting the back of a car all day long. You know, it means that that innovations get moved out fairly quickly. You've got to create very, very strong foundations and I'd go so far as to say that even a lot of the things 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 in Sydney 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 rest of it will have just, you know, been forgotten and and that's it. Dealerships have fundamental problems because of of the age, you know, the maturity of the industry. It's over a hundred year old industry. It's highly competitive, it's it's run by a handful of large companies who are so incomfident that 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 to beat America and then they went to America and smash them because they they just got so you know, the cost per employee of manufacturing a vehicle in the United States was like four times more than per employee in Japan. They just got out of sink. And so,...

...yeah, before you get too worried about twitter or Pinterest, have a look at what's happening in your dealership right now. I love this. I mean I was I was actually just talking to a team member of mine yesterday. I have this joke right when anything goes wrong at the dealership, the website provider is typically the first one that gets blamed. And so I really like what you're saying here, because there 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 this because you went from a position of Hey, I need a job to working in a dealership to excelling to the to the top level and putting processes in place. And and I noticed you mentioned that. You said you kind of worked yourself almost out of a job because of everything that you did. So let's kind of transition too. Okay, now now that you're out of the dealership, 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 of coming 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 of the introduced introduction of the Internet into the dealership that ultimately kind of had you move on? Well, what a couple of things there. When I started selling cars one thousand ine hundred and ninety five, you know, Internet was pretty rare thing and you'd have a dial up cable and break take forever to load anything. Sides started observing customers would come in having looked at spy shots of something coming down the pipe. So I was getting this inkling that people could now research better than we were getting access to and and Mercedes bends and it's particularly our general state manager was very anti technology. He said that humans haven't really changed for three thousand years. He sort of saw the internet more as 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 through hard copies and find us a car. There's no reality to swap cars online and the sort of thing that's commonplace now that that just got held back as long as they could possibly do it. They'd have a hundred cars sitting in stock and tell us there are three just to try and move them and not and 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 more and more successful, because I was transparent to the buyer already and it just meant that it broke down walls of hidden secrets. As my family are in a travel industry, I know say we're getting verily, a very heavily hit by people ordering their travel arrangements online now, not even having to go to the agency to buy. And I thought, Oh, hang on a second, I need to learn how to build a website. So I worked closely with the developer and in the last role that I had, and we did a lot of innovations on the website. I built a email database of over tenzero emails from scratch within a very short period. I was leading the charge with putting things like w ww dot and the website on our number plate frames early 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 just did no one understood why I was doing that. I even had pens with the website address on it and I knew that one day this is going to be the real estate we need to own. We need this. And then when I 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 visits and months from their official corporate monstrous website that was impossible to navigate, had no 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 to start with, and then at and then it escalated and scaled up from there and I was getting optins and these paper click sales funnels and I was using articles and videos and copywriting and Seo. And then I then I'd sort of combined 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 at an 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 I actually prepared a report for a guy who was interested in my skills. He wanted to know how we were doing it and I said I'm doing I'm just doing things better than the way the corporate site structured. And he actually flew out his web developers from Singapore and and had me meet with them and I explain what they need to do and I gave them this document and someone in head office took this document and they put it in their top draw and basically did nothing on it, and I was infuriated by that. So I actually in one week, I contacted a another friend of mine who's a car deal a, 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 and and they said okay, well, what about your job? But I said I'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 a five thousand five hundred dollars per month recurring contract and I had that in place for seven years straight. So for the last seven years I've been doing the 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 with my knowledge of who to talk to and what to say, and that was a great windfall for them. So I ended up being able to generate a new dealership out of this agreement. And you know, the stuff that that worked in the dealership works fine online, but if you have the best website and the greatest funnel and you make that phone call and a dealership and your salesperson 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 things about car dealers. In an industry where the average deal I makes two percent profit, you can't afford to burn sales leads like that. And it'll happen in any dealership any day of the week, and I know, having having purchased messes bends in the last few years. I buy cars here that are close to two hundred thousand dollars. I can't get someone to even follow me back up. And and it just blows my mind that that in an industry like this, where they probably pay some marketing agency in black skivvy's a hundred thousand dollars to make a one page add with no call to action, that they can't even make a salesperson call a customer back who wants to buy a car and I'd Baste Mirror laid down to jams. You got to pay the full sticker because it's quicker be in and out, aren't you? They don't have a follow you up. That's not true, but I'm not, definitely not difficult to deal with. I don't need to go and shop two or three dealers. Man, I tell you what, for two hundred grand you're buying a two hundredzero car for me. I'm going to move in at the end of your driveway. I'm I'm going to be following up that. I said, well, it's actually quite a wife to follow. I took my previous car in and had them value it and the guy came back with the valuation. I said, I think you've made a mistake. There he is. Or what do you think? I said, well, I think it tenzeros wrong, but if you want to go on correct that. I'll just wait here. And he went away and I swear in two minutes later he came back here. As yet we've been...

...able to get that for you to two minutes for Tenzeros. And Yeah, but that's not being difficult. I didn't go to three dealers. I don't. I don't ask them for invioice price or anything like that. I'm just a fair buyer and and I do expect that they would at least follow up. You know, I haven't heard boo from any of the sales person I've ought two hundred thousand lot of cars from. 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 auto dealers and you were talking about like a video approach that you do for a lot of your as you call a mobile deal or Mobil Mobile, more automobile dealers. Rather it was mobile or mobispit that out and time. So sorry, sorry, but it was it was great. You want into kind of like a dot, like a video that you do for all your you know, dealer clients like documentary. So do it for myself, for my own business. 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 used to being slammed over the head on late night, you know, on normal television they're going to get an ad from Toyota or someone who spends a fortune on ads just just, you know, showing you the latest, like joe down to the fishing river and you get a Toyota, you whatever. It's pretty standard. You know, huge money spent on that. Instead, we just send out of documentary video crew and they talk to the dealer about especially the dealer principle. Why did he decide to start his dealership? Why? I'm a cities Bens, you know, and they answer these questions and then they can be put together into a nice piece that is actually very emotional all and it's story based and it really slides straight through. When the prospectts watching that, they actually start to bond with the dealer and they might build some loyalty. And in a market where you can drive to anyone of seven Mercedes dealers within thirty minutes. You need to cut through and this gives you a good marketing piece that you can send to people. That's not really marketing so much as a way of a customer getting to know the more like an electronic brochure. That actually is interesting to watch. You want to watch this in you know, you can see a little flickery old shot of a little red Mercedes car from when the guy was a kid through to now a brand new red sl standing right behind him and he's sharing why he wanted to have Mercedes Benz dealership, because he bonded with the product and he just wanted to work with the best product and something that stands for something. And I mean they literally 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 them against 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, and you 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 my students, Kevin mckillop, actually I trained him in the beginning and sort of walked 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 dealers with their marketing with a combination of of PPC and Seo. But when you have the right content, that's when you can slide straight through and and really get to a point where people even want to share it, like the Chrysler Youtube video of the guy that goes and buys his the car that he's dad used to own, and if you watch that and don't cry, you're probably not 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 as a result of it. Love it. If you want, I could just show you around a little like maybe six or seven point checklist fear marketing for a dealership that I actually dot documented in two thousand and seven that I believe is still pretty solid, absolutly absolutely. Where can they get where can they get 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 one is joint ventures. My dealer, principle, didn't like to spend money. It was said that he kept his pocket money from school, you know, still as an adult, and so I knew did a lot of joint ventures with related brands, brands had the same demographic like luxury wine, luxury music, luxury photography, luxury restaurants, luxury resorts, and I had them put up prizes and run events so that it was joint venture marketing. Then there's feedback 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's your website, which means you're doing seo, you're doing paper click to segmented lanting pages, and then, of course, your email marketing, which is the modern version of the direct response. But please, don't expert, don't don't ignore your print media and your and your other promotional liners, because they're still 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'd let 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 it was great PR fodder. Then there's its online and offline press. You've got print 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 in in 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 were good point of sale a lot of deals. Ignore this. Your banners, your science, Your Business Cards, you station. You used to cross sell from service to sales and parts, etc. And Finance, because I realized we had one customer, one customer for the whole dealership instead of this siload segmented 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 new car and they've got a six thousand dollar repair bill facing them and in at the same time when we sell a car, will come and introduce them to the service 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 like gifts on the livery bags, key rings, umbrellas, champagne bottles, pens, number plate frames, CD cases, street directories. These days you probably give me a USB card. Then there's like crm. You've got to be sending your direct response letters and they should be on frequencies that correlate with the most frequent purchase time. So you know in Messdes bends it was like twenty eight 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 you emerge fields, etc. And make sure it's all great. You can also have 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 purchase sale if they followed up someone and repurchase a car'd give them an extra hundred dollars. You've got promotions in places like shopping centers on new, new facilities. 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's such. It's like, yeah, let's...

...go and buy the family car because they've got a sausage sizzle and they give us a balloon. I don't get it. 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 and you can come and drive it this weekend. When that was sexy. That was exciting. I pulled together an event no one had thought of and that's a that's a reason to buy a car. And then, of course, around that there's all the the actual campaign around it. You should definitely be doing newsletters and communicating what's happening, but I don't think anyone really gives a shit about Freddy the sales person, you know, cus staff profile. What's the 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 that you know it's put a tire on the car if you get a flat and you 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 supporting your local kindergartens and schools and medical facilities and women's groups and charities and business groups and local interest groups. Get behind them. They need to support and they do tend to reciprocate. So that is is basically the marketing around the world, 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 here that you just and not just because you said sausage sizzle. I mean that's here. There's so much no, so much power bombs you just dropped on us here. I love the fact that you know, you know who you are and the success that you've had online, but but the experience that you've had inside the dealership to be able to, you know, kind of a line what happens online with the things that absolutely need to be in place inside the 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 could be doing with the website kind of blinds us from the fact that there's so many pieces of the puzzle inside the store that are falling apart, that need attention, and I love the fact that you're helping you've helped these dealerships achieve some incredible success. So, you know, in the in the spirit of just winding down here, James, because we know your times very valuable. In fact, it's is the title of the night. It's like two days from now, or right now. It's eleven a clock on a during the day, 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 you give? Yeah, I gonna love it. So it's on the game. There you go. Yeah, yeah, there you go. So how can how can those listening and get in touch with you or learn more about what you do right now with your your business? What should I be yeah, so we don't do the agency stuff anymore, but I do have clients who do that. Where our main thing is we provide websites and Seo Services and then online marketing coaching. It all runs from super fast businesscom and if it's all right with you, I just leave a sort of a tip to summarize everything I've said, sure, and that is that you should just go to a large white board or a huge piece of paper and just write down basically a campaign or a branding message that is across your entire dealership and make sure that 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 on an 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 same database, that the person is going to be treated to the right experience that's consistent 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 of the orchestra and you've got all the instruments playing in tune and you'll get a nice tune from it. And that's how I turned around the last two dealerships that I worked out and that's how, as a salesperson, I was getting better 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 because I 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 just to 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 in a 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 had a guy contact me in a forum. He told me he'd got a job selling Toyota's in North America and I said you have to call me up and I went through with him the some sales ideas. I told him what to do that no one else would do. I guaranteed him no one else would do it, and he gave me the greatest testimony a he's. He became the first, the top selling sales person almost instantly outsold everyone else in the dealership and he was doing stuff that nobody else does. And one of the things that I told him to do was that for every single person that comes to visit him, just send them a handwritten note, a handwritten letter on plane stationary, like nice recycled stationary with a stamp hands fold the turn address and just just just folded in half and stick your card in the middle and just say hey, betty, it was great seeing you yesterday. I really enjoyed taking on that test drive. Thank you so much for stopping by. Just not sales, not a company. Let ahead not franked out of the machine, because nobody is sending that prospect and written letter. Nobody there might send maybe a corporate thing if they buy a car, but no one is sending a handwritten proos to every prospect that's cut through. And this is coming from guys. One of them's the digital little guy. This is one of the most digital marketing savvy guys, like you know, the very credible in that space. And he's saying that when someone's when someone's buying my programs off and send them a handwritten note and some things, a t shirt, a book with the just welcoming them and say how much I appreciate them coming on board and how much I'm looking forward to working with them. And this goes a long way. In an online world, the best thing you can do is tune up your offline game because while everyone's focused on the bright, shiny amazing online side of things, they've ignored the basics and you make your living off those bright and shiny on lengthing. Like, not that in a negative way, but I mean like thats your bread and butter. Right, and you'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 called Silver Circle, I'm teaching people how to actually have a life and build their business, 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 work whether you're online or offline. Just don't ignore the offline stuff while you're so obsessed about the online and online there is so much noise that really the most important things. So yeah, email, database and having consistent messaging. If you could just do that, don't worry so much about being on twitter and Linkedin and all of that. That's a lot of that's just noise. There you have it, James, thanks so...

...much for being on the show with us 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 because we 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 go then. 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 James shramp go from the super fast businesscom well, Michael, would just think I told this guy was going to be a solid I guess, and pretty passionate right. I mean you could tell halfway through all, not even halfway through the minute, that he started really going. It was very, very clear this guy knows his stuff. I mean he it almost sounded scripted. But the funny thing is, you know, when we were just chatting after the show, that ask them brought that up. Yeah, you're like, Hey, was that scripted? You're like and he's like, Nah, I actually haven'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 culture and 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. It worked then and these are some of the things that still work. And I mean the challenge is that he brought up. I mean that's these are challenges that dealers are facing today, you know, so really cool outlook. I like it. Yeah, man, I enjoyed it. He was a great to have him on. It was nice. You know, I've been again, I've been following this guy for some time and he drops so much great, 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 right like you you know, you can tell the way he's explaining things and the 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 gets bounced around. But you know, this Guy Act executes and he saw a lot 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 James Shramcoe, head on over to triple W dot, the dealer playbookcom forward slash forty seven. You can also check them out at triple w dot super fast businesscom and listen to his podcast, the super fast business podcast. And, like always, you know, we'd love to hear your feedback, so leave comments or any questions that you have for James. He'll be poking around on the site and answering you there and then, of course, we'd love a review from 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 and suggestions you have so that we can make this show better for you than guest selections 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 sending US emails and we love, we love to hear from you. So Dou his 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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