The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Ken Potter: How to Handle 3rd Party Leads

ABOUT THIS EPISODE

Right back at it with session 71 of “The Dealer Playbook” Podcast and we could not be more excited that you are here!

In this power packed episode team DPB is sitting down with Ken Potter VP of sales with “The Appraisal Lane” a innovative new tool for dealers, but most people know Ken from his days as VP of business development at True Car.

Ken brings an amazing amount of knowledge and experience to the table when it comes to 3rd party lead providers and how and how you can convert more of them.

In this session Ken lays out some powerful information that you can put into action today.

Here is a quick preview of this episode.

The Definition of True 3rd Party Leads

Every lead you or your dealership receives is a 3rd party lead. In this session Ken will go further into that statement and what exactly it means to you.

The Best Way To Handle Third Party Leads

Phone calls, text messages and emails, Ken reviews some of the best practices for each when following up with internet leads.

Building A Strategy For Success

Just like any other part of business success, it takes a strategy to get where you want to be. Ken talks about the importance of a documented internet lead strategy but also he gives an outline of what a successful strategy looks like.

That is just a small sample of what you can expect in this session of DPB.

Get Connected With Ken Potter

  • Connect with Ken on Twitter here.
  • Connect with Ken on Facebook here.

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 ;)

Have You Checked Out Michael Cirillo's Best Selling Book "Don't Wait Dominate? 

  • Get Michael's book here.

Connect With Team DPB

  • Connect with The Dealer Playbook on Twitter 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, before we jump into thisawesome session of the dealer playbook podcast, because we value you so much asa listener, we have a free gift just for you. Head on overto the dealer playbookcom lead, and get instant access to your copy of thesecret dealership lead generation blueprint. This is going to help you discover the sixsimple steps that will help you get more high quality car buyers, all onautopilot, and it's completely free. Head on over to the dealer playbookcom leadand get yours now. Now back to business. This is the dealer playbook. Hey, what's going on? You're listening to session number seventy, oneof the dealer playbook podcast, where we deliver creative strategies for you, today'sautomotive professionals. My name is Michael Cirillo, joined up by the man. He'sback, Mr Robert Wiseman. What's going on? What's up, sorellow Yo? What's up? Yeah, Hey, take take fifteen of thisthing. Let's let's finally pound this our right listen. Man, super pump, to have you back on the show. We missed you last week in sessionseventy. I was telling everybody that listened to that episode. Can youbelieve? Seventy one episodes a DPB. It has been so much fun.You know, I've been letting everybody know about how we've been heads down pumpingout the new website. If you haven't had a chance to go check itout, do that, you know, at you as soon as you can. Triple W dot the dealer Playbookcom, because we want to get you accessto the free tools we use, Robert and I use daily to thrive online. That's free gift to you just for checking out our website. So makesure you check that out when you can. Triple w dot the dealer playbookcom.And, of course, before we jump into this show and introduce ourguests, we'd love, Love, love a review from you guys on Itunes. It's really inspiring to see, you know, people from all over theworld leave us reviews and just let us know what they're finding valuable. Somepeople are given us show suggestions and just telling us what stands out. Welove hearing from you guys and absolutely appreciate that you guys are checking out theshow every single week. Tell us you that we suck, if you want, seriously, I mean tell it. Tell us that you suck. We'rea lot of much better than Bichael whatever. We've heard that one before. Tothere like Roberts, such a sexy voice. Soon as I think itwas a guy, I think it was, so he can't they get there atthe dealer playbookcom. Yeah, itunes. Right, yeah, it's triple Wdot, the dealer playbookcom forward, DPB itunes. DPB, itunes,and that I'll take you right over to itunes where you can leave a review. Again. We we just love that you guys are listening to the show. We get so much positive feedback and we'd love to just see what youguys have to say over on itunes. Now jumping into today's episode. Sowe're really looking forward to this. This has been quite some time in themaking. To you know, we've crossed paths with our guest today on variousoccasions. You know, when I introduce him, you guys are going tobe like, Oh yeah, he's pretty much at every you know, conferencedropping power bomb. So we just had to have them on the show.Mr Ken Potter, who many of you will probably recall, was the vicepresident of sales for true car, but somebody who we believe is, youknow, one of the foremost experts on the topic of Third Party leads,and that's what we're going to be talking about today. So stay tuned forour interview with Ken Potter. He is now the vice president of sales athis new venture, which is titled and I was flipping my four pages,and know the appraisal lanecom and, like I just said, four pages ofnotes that I took during this sit down with Ken, because he's just gotso much information that will help you guys take your career in automotive to thenext level. So I think you know what, without further ado, man, let's J let's just get in and...

...all right, and we are herewith my good friend and Michael's good friend, Ken Potter. Can what's going onin Oh just another lovely day and Sunny Los Angeles. You know,just connecting with dealer was an don thing. That's awesome, awesome, it wasawesome. I catch up with you like month or so back in Charlotte. Man. It was good to see you. So let's talk about thiswhat you talked about a little there, and we spoke before this about thistopic, and I see a lot of people, you know, yacking itup about this topic in different facebook groups and online. So when it comesto third party leads for a dealer, and I know you haven't an opinionon something, was it like every lead is a third party lead technically,as what you say correct, I think that you have to look at itthat way. Okay, we'll go into that. You could dive into that. But so when it comes to just third party leads a general like whatthey say, of course you have your experience with true car. Used tobe the what vice president of sales or they're correct. Yep, you development. So you have your experience with them and they definitely we all know.There's that they have a love hate relationship with, you know, the audiencewith with its customers and ex customers etc. But there's tons of others. Autoby, tell whomever we're talking about those third party leads. What are yourthoughts on? You know, should the dealers be buying those today? Dothey need to that? Let's start it with that. So I will giveit to you from the perspective of if my name were on the side,what would I do? Because I really don't think you know, an outsideperson, you can help guide, but I don't think you should be tellinga deal or what to do in general. So I always think to myself,what if my name are on the side? What would I be doing? The very first thing, excuse me, I would be doing was making surethat I maximize what I already have and I would have a plan aroundthat and I would know exactly what I'm going to get around, you know, sales and margin and revenue and all the rest from that. And thenI would look and say, okay, how do I want to enhance mybusiness? Do I want to enhance my business by bringing in more, youknow, used inventory through trade ins from CPO that I can get from thirdparties? Do I want to sell more cars? Do I need to,you know, make a big blitz on, you know, a certain trim levelthat I'm that I'm buried in? So I think you have to havea plan. Everything should start with a plan. As it relates to athird party, and again, as you said, I think everything is athird party. I my onelyation is if a customer comes to your store,walks in or clicks on your website or calls you or chat, and itis probably you call that a first party lead. Everything else. This thirdparty doesn't matter where it came from, and the reason that that's important isbecause your salespeople have to know what where the customer came from of what theirintentions are, and then I think you can help, you know, helpthem effectively getting into the information they need and hopefully sell them a car.So that's where it starts, is knowing what you know, source they camefrom. I believe so. So I well. And if you go backto the you know, the the premise of everything's a third party lead.We all know. The statistics say that. You know, depending on who youtalk to, Nada or whatever, customers visit, you know, fifteento twenty different websites and they, you know, now go to somewhere betweenone and a half to two and a half dealers to make a, youknow, buying decision. So if you think about it from that perspective anda customer has gone the fifteen different places, they're theoretically a third party lead tosomebody else, even if their first party lead to you. So itisn't so much of knowing where they coming from, it is knowing what thecustomers intentions are. And I think the biggest thing that is changed in thisindustry is. Fifteen years ago, customers all came to the dealership. Yougot to shake their hand, you got...

...to say hello, this is me, this is why you should buy from me, this is why you shobuy from the store. Tell me about what you're trying to accomplish. Ithink that technology is phenomenal and how it's helped dealers, but I think it'salso hurt dealers from the perspective of the mentality that okay, customers one online, nineteen times now, they just want the lowest price. Now they're callummay or email and me to give me, maybe a real email, but usuallya bad phone number. I'm not going to be able to, youknow, get them to the store. They just want my price, andthat whole mentality I think, takes away from, you know, what usedto be a very professional sales process around understanding customers intentions, finding out,you know, what they're true need was, and then selling them a car andmaking money me on. Okay, very good, so let's go intowhat when the lead comes in from whomever, let's you know, the majority ofpeople that are that are tuned in our salespeople. So let's say thatthey and it's open, open source, essentially meeting. There's no BEDC.Now you've traveled a thousands of dealerships across the country, right. Yeah,what's the most common like framework on a showroom floor today, like when itcomes to end it, the leads coming through online, whether their third partyor, you know, first party, what do they do with them?I think the most common framework is that there is some sort of BBC orcustomer Relationship Center or somebody looking through and finding what they determined to be thehot leads of the people who are willing to come in for an appointment orthe buyers, and then I think those people are typically segregated into people,you know, who they think should be handling those and typically what I seehappen and where I think it flaw in the processes, is that for allthe people who submitted a lead, and we know that a great closing rageis fifteen, twenty percent, so eighty out of a hundred aren't even fine, which means you probably aren't even talking to them. Those leads all flowdown to the salespeople. So not one of the sales people have to dealwith live customers walking in or some of these leads at have appointment set,but at some point in time to management like did you call those eight peopleevery day? You know, I think it kind of gets into the thethe problem. But so that that is typically what I see as the setup. So I have a nephew who I encouraged to get in the carbusiness. He was in the military and he got in the car business andhe's in a rural town in South Carolina and he went to a toil tostore and he, you know, it just it didn't go well. Itdidn't go well for him because there was no, you know, engagement fromhis managers on let me help you learn a craft and let me train you. It was do this, do that, don't do this, don't do that, kind of very old school and he just felt he wasn't progressed.So I spent a lot of time talking to him and asking him questions.Well, tell me where you get your leads from, and he's like,well, I don't really get leads, I just am there and somebody willsay, Hey, here's this customer, call them or here's that customer.Of their lives standing there. Talk to them. How much? What doyou say to the customer? And typically he's like, well, I justtell them. You know, hey, thanks for coming in. You know, my name is Nick, and Law said, you know, he wantsme to talk to you and take you on intest drive. Yeah, andso, you know, I asked him questions. I'm like, Nick,do you understand what the customers intentions were? And of course he system me,what do you mean? I'm like, well, why is the person buyinga car? Why are they there? It isn't because they want a car. It's because something happened in their life, whether it was something goodor something bad. You know, you get a new job, you loseyour job, you get married, you get divorced, you have babies,you know, your kids move out and go to college. There's lots ofdifferent things that would make you say I want a different car. You know, you buy a boat, I need a truck. So understanding these intentionswill actually help you. This is what we used to do. And so, because the Internet has shortcut all that and now we just look at acustomer inside of Crm and we pick up...

...the phone and go, you know, yeah, are you ready to buy a car? You know, though, I asked him all these questions. I'm and I said don't. Doyou get any leads in your crm? He goes no, I get Icall all the people who we you know, that I can never get a holdof. And I'm like, okay, well, tell me how that works. He's so, well, in order to get my minimum income,I have to make eighty five calls a day. So wait on people.Yeah, so I'm like, so you just do eighty five calls. WhoDo you call? I don't care. I just make eighty five calls.Long as I'm maybe if I've calls, I'm good. I'm like what ifyou talk to anybody? No, it doesn't matter. It's got to makeany five calls. I'm like, okay, you know so. And I thinkthat kind of goes on out there still. I think we especially theway people look at third party lead. So I have that was the environmentI was in pretty much to a tea most so I can relate. Yeah, I think everyone's kind of in or you're in the other camp where youjust assume all third party leads are terrible. Yeah, which is why you haveto assume everybody is a third party lead. That's why I would havethe mentality of every single customers the third party league, because then you can'tjust pick and choose and say, you know, I refuse to do withThird Party leads. are only going to deal with these people, because thatdoesn't exist. So you know, from the mentality of you know, everyone'sa third party lead if you talk to the customer about what they're in buyingintentions are and how they want the process to be. So you know,I again I spent a lot of time talking to him and just last Saturdayhe's been in the business probably about two months now at this new store wherethey're building him up and encouraging him. You know, I said, tellme what you're going to do on Saturday. He goes, well, I've gottwo appointment set and I'm like, do you know why the customers comingin? Yes, one wants a corolla or not. He's at Chebbi storenow. One wants a truck and one wants a SUV. I'm like,Nick, do you know why the customers coming in? Yeah, they wantthose cars, and then the don't want those cars. The cars the endyou know of the what they why? They actually need something. So ifI were you, when the customer gets that, I would welcome to yourdeership, thank them for coming in, build repport just like you only would, and then ask them, can you tell me how we can help you, how I can get you all the information you need so we can makesure that this truck is the right thing for you, that meets your needs? And he's like, well, I wouldn't say like that. I'm likethat's great. Say How you want to say it. How would you sayit? He's like, well, I would just kind of say, youknow, thanks for coming in. You know we've got a couple trucks readyfor you. Can you tell me why you're you know your you want thiscar and what, what information can I give you that will help you?I'm like great, say that, Nick. Just say that. So, Ithink for the mentality of if you, party lead. The guys just aprice crime. He's not going to just going to shop majoring and go forthe places. You've already told yourself that you're probably not going to sell thatcustomer. And that's just something that didn't exist fifteen years we never planted theseseeds of doubt in our mind that leads are bad. I have a conversationthe other day with a very good friend of mine name field pretty. Fieldpretty is the president of autoby tell. He came from Auto USA, whichwas a auto nation company, and when I ran cars direct comfort eleven years, they were one of our biggest customers of buying and selling leads. SoI've known fill for a very long time as a stand up guy who wantsto deliver a high quality product, two dealers and so you know, wewere just discussing in general third party leads and I literally made a joke tohim on like filly, you guys almost ought a change your name. Likeif you just change your name, came back down and said Hey, we'resomething else and somebody tried you, they might actually give you a chance,because the the industry sort of looks at this stuff and said, oh,that's bad, I'm not doing it. Or if worse, if the customerwalked in and said Hey, I'm here from true car or I'm here fromEdmonds or I'm here from KBB or any of these places, the sales peopleare like already in their mind this is no good or I'm not going tomake well, because the managers respond the same way. Usually to so itobviously the salesperson is correct. Yeah, which brings me back to my ultimatepoint. If you have a plan in the dealership. I'm going to putmy name on a sign, if I...

...am going to pay true car money, if I'm going to pay edmonds KBB auto by tell and I'd probably takea look at all of them, you know, and seem and Seo,whoever I'm paying this money to, I'm going to make sure, from meall the way down to the newest salesperson, they understand why I spent that money, what I'm trying to accomplish and how they should interact with that customer. Right. I think that's the biggest flaw. I don't understand. I'vesaid to Dore's many, many times. Who would, you know, callme in? And I certainly had probably, you know, five hundred or moreevents where I sat in front of a dealer who, you know,just lamb baseded me for what they thought, you know, true car was doingto the industry. You know, in the end I was like,well, well, how can I help you? Just how can I helpyou, you know, and it just always surprised me how many people didn'treally understand the program and then I would say to them, I'm like,well then you shouldn't do business with us. You really shouldn't do business. No, I have to. I'm like, no, you shouldn't. You know, because there is no I have to. If you're if you're ifyou don't get it from the top all the way down to the bottom andit doesn't correlate all the way back to a plan, then it's going tofail. So that that's sort of why how I would determine third parties.I would looking, I'd say what do I need to accomplish? Who canhelp me accomplish that, and then I would make them part of the conversation. I'd call that vendor in every month and I'd say here's what we did, here's what we were trying to do. We're missing the beat here, right, wouldn't? It wouldn't be for me about did I close at sixpercent or twelve percent? It would be did it tie back to the planI was actually trying to have, which is why I spent money with youin the first place? Hey, can't, let me ask you this. Soif I understand this correctly, I mean what it really sounds like is, okay, the Internet, though, in many ways is out of alayer of transparency for the consumer and, you know, getting the information theywant and all those sorts of things about vehicles. It's almost taken some transparencyaway from the initial, you know, process for the salesperson because they can'treally identify the intention of the customer, the why, the reason why thecustomers doing all that research to begin with. How do you bridge that gap it? Does it happen? Does it have to happen human to human,like person to person interaction over the phone is at we're kind of the crutches, or is there a way to bridge the gap with technology so that it'seasier for for sales people to understand the consumer, you know, prior toshowing up? So that that's a great question and I think I've always beenI've always been under the belief, you know, from my so my firstcar, I think in one thousand nine hundred and ninety seven or something,and I've always been under the belief that the customer should lead the process.You should lead the closing aspects of the process, but that comes later,right. So let the customer lead the process. And so from my perspective, if somebody came to you via chat, then you should try to give themenough information to get them to want to take the next step. Wedo in that chat it right. So you have to understand some things orwhat they're looking for. Same thing with the telephone, same thing with setin an appointment. So certainly technology can help, but I think you haveto sort of look at what the customers doing right. So from my perspective, again, I have said this before at some of these places that I'vespoken at and some people thought I was had lost my mind, but Iwould run a what I would call a customer relationship center and I certainly wouldhave those people interacting via telephone, chat and email with every customer I could, and the customers who I could not talk to I would not put themon the salespeople. So that's a pretty bold step. And what I wouldend up, what you'd end up happening is if you have a thousand leadscoming to your viewership and you're talking to, you know, three hundred hundred ofthose people and selling a hundred fifty, which is a pretty good closing right. I would only talk, I...

...would only focus myself on those threehundred. I'd figure out another way to continually mark into the other people usingtechnology and some other things, but from a human to human perspective, Iwould use my resources, and the deership's most important resources are their people.I would use those resources to make sure I fully understood what the customers tryingto do and separate myself from everybody else that they're probably talking to, whichwould not be that difficult, because I think the bar is set really lowfor when people call them Internet lead or, you know what they determine as alad. So I would overwhelm those people and it would all be aboutwhat they're trying to do. And then, of course, when they came intothe deership, then that's when you get to have some control in theprocess and, you know, control the closing process. And what I likeabout that, though, is it's it's it is a bold step to kindof not pass off leads that you haven't had any contact with, but itmakes the sales process so much more efficient and it also, from what Isee, would increase morale because now the leads that are getting passed off tothe sales team are are people that you've at least had some level of contactwith. Correct and you have a next step, I think every time youhang up the phone, and this is what I adopted with a dealer,right, so that true car. Obviously, three years ago, when I wentto true car, they were what they called a swirl at the pointin time, meaning like going down the drain, and we had to literallylook at it. You know, we had to get the right people.Once you get the right people in, we to literally look at it andsay, every single interaction you have with a dealer, you must earn theirbusiness and you must set a next step toward continually earning their business. AndI think the same applies to a customer. If your CRCBDC talks to a customer, you have to determine where they are in the process. Right itis totally okay to say this customer has eight months left on his lease.He may consider something sooner, but he's not really ready to do that rightnow. He like a little bit more information on this, this and this. He'd like information as it pertains to what kind of offers there are gettinghim out early and maybe paying off some of his overage on the mileage,and that's what you have to pass down to the salesperson. So when theylook at it they fully understand hey, wait a minute, this is aguy who started their shopping experience. I can work him over the next twoor three months, given the information that sell them a car, as opposedto just pick up a phone trying to get him to come in today andbuy a car. Right. And so everybody has shortcut that process if youfully understand where the customer is and you pass it along with that next stepof saying how do I earn Your Business and what is the next step?To me that's the biggest lost thing from a third party lead perspective. Peopledon't know what the next step is and it's because they've got three hundred leadsin their queue and they're managers are saying call them all and call them all, and you know everyone gets some mentality like they're they're all garbage, andyou know the ones who do come in are the ones who are only goingto grind now. So you know that. I to me it's all about thenext step. My owning I would be concerned with is what is thecustomers next step? Yeah, and I mean, if you think about it, there's only x amount of next steps that it possibly could be. Soit really wouldn't be that much of a you know, you could go inand kind of map out the the process for each next step, so tospeak. Sure, and one of the things that and I some some ofmy friends tell me you shouldn't give away on of these ideas, but Ithink I freely do, because I think that if you can use them andexecute on them, go ahead as great you. You wouldn't be taking anythingnecessarily for me or other dealers, but I think there's a real need inthe industry. Everyone is going on a mad rush for mobile right. Soeverybody's creating all sorts of mobile this and mobile lad and, you know,mole APPs for the CRM and all the sort of stuff. But it reallyisn't tied to a consumer process. It's tied to a dealership process. Andso I again, if my name on the sign, I would figure outa way to work with somebody where when my CRC talk to a customer again, chat, email, phone, whatever.

We would take. The only goalthat called me. What is the next step? And, as yousaid, Robert, there's only a few of them. Some next steps areI needed to determine whether I'm buying a Toyota, a chevy or a Mazda, right. So you're going to help give the customer information on why yourToyota is a great purchase. Right. The next step could be, Ineed to understand what my car is worth. You're going to provide that customer withinformation, whether they come into the store, whether it's email, whetherit's chat, on what their cars worth and why. You're a better processfor that. And everything has to be the next step, and I thinkthat I would use some sort of a appointment setting where, again, youcan do it in a mobile world, where the CARC would say, okay, Robert, thank you for calling me today. I understand you're definitely buyinga camera. You've narrowed your choices down and you definitely want to camera.You're trying to consider what you're thinking about on your trade and whether or notyou want to trade in one car or two cars on this purchase, andyou've already got a bank loan. So here's what we're going to do.I'm going to set you up for an appointment to bring your cars in sowe will get you numbers on your two cars and then you can determine whereyou want to go from there and then when I would set that appointment up, I would set it up electronically. So Robert gets a text message fromme saying this is what is going to happen. You can expect to beat our store anywhere between forty five minutes to an hour to accomplish these things, which are appraise your two cars, look at the Toyota Camera, seeand green that I will have ready for you. Right. So you tellthe customer this is exactly what's going to happen and then you tell the salespersonis exactly what's going to happen. And from a management perspective, it isn't. Did you call all the three hundred leads? It is. Did thatcustomer come in? Oh, they did, okay. Did you appraise both oftheir cars? You did. Did you show them the green car?Now, what is the next step? Right, it just literally I wouldsimplify it like that. You know where. Everybody knows what the next step is. I don't care about anything in the crm or any of the stuffthere. Where the customer you know what they've done it. I only careabout what they've said. Here is my next step, and then I wouldjust do the next step with them and figure out what the next step is. As you said, Robert, there's not that many and if you're niceto them and eat any one of these steps, they're going to buy acar from you. No, I mean I like that. Okay, sothat's from a name on the sign approach. But before we go into wrapping upthat guy out there, let's say, I'm just going to kind of gointo what my position situation was like, and I know I talked to alot of guys that are in the same so that they would find somevalue in this. So I'm having a heart I'm in the dealership and nobodythat I'm asking. I want to know a little bit more about where theseleads came from. This in that it's like no, listen, take thename of the number or the email column. Like they I'm not getting any feedbackof response. So I get this freshly, just came in. Iyou know, they have they send out a regular auto respond or what haveyou with it. What what can that individual do? Wi should be theirsteps then to get the most out of it? Let's say it's a soloperson. You know, there's no they can't get any buying from, youknow, the management for all the the technology stuff to make it easier,etc. So if you just have a fresh lead, obviously the most importantthing to do is call the customer. I would call the customer a hundredpercent of the time if I were a salesperson. I don't know that I'dbe able to have this in a doorship, but I would actually want no email. Right. There's there's a mad rush from the manufacturers to say,Hey, you got to start the clock to make sure that we did somethingwith the lead. That doesn't do anything. Sending them some emails that, youknow, it's as if you were if you walk into best buy andyou were looking at refrigerators and they had, you know, three guys up atthe front trying to sell you computers. It's just that doesn't help you,right, and the customers not going to be interested. There's going tobe irritated, right. They want to know, they want to start withwhat they want. So I would kind of look at it from a perspectiveof I'm just going to call the customer...

...right and like I don't need tosend them what the stuff. I don't need to, you know, sendthem fourteen different emails over the next week because I don't want to call thembecause I think the phone number is bad. I would call them and that's whatI would do, call them for three days in a row, andthen I would also change up my call times. One of the things thatI share with a lot of people is every single site, whether it's thedealers website, the manufacturers website, third party lead site, you know,auto trader, all these different things, they have different descriptions for how tocontact a customer. It might be home, work or mobile. It might beoffice, it might be work, it might be personal, it mightbe whatever. So you have no idea it just because your crm says thisis the guy's work phone number. It might not be as work. Soif you pick a phone you know or his personal cell and you called upsomebody's personal number and they said Hey, there's a Robert Le Message and thename was different, but you were expecting that to be somebody's work, youmight not actually call it back. You might think the information is best.So I would certainly change up my times and I would try to call people, you know, early and late, and I would leave a really nicemessage with what my intentions were. Were Robert, you are requesting some informationfor me. I've called you a few times each day. You're probably verybusy. I hope I'm not irritating you're filling up your voicemailbox. Here's whatI'd like to do. You know, I think that that that ultimately isall you need to do and just move on to the next one. Ithink you just have to continually do that. There's no I don't believe there's anyluck in like, let me just sit and dial for dollars. Iknow, I just don't believe that. Okay, so we'll let me askyou this. When it comes to an email, though, let's say thatthey are on that clock and sometimes the salesperson is held responsible to get thatresponse out there. Like what's the what's the what's your thoughts on like pricing? If they're if they did click on a get a quote and you don'tdeliver them or price, do you think that's a negative? I do.I think if they said get a price, well, it depends on how thesite is worded and what it looks like, because sometimes get a pricethe customer doesn't even know what they're doing. Right. Get a price might leadthem into another page and then two pages later they might fill out theform. That's not intuitive. At the customer was like, Oh, II click this and filled up the form to get a price. Right.So it depends on how you structure your site, but I do believe youshould. You should start wherever the customer left off. So if the customer, and I'll tell you so, I built a product at cars direct thatthat we didn't really take traction because it was, you know, too early, on six, seven years ago. We allow dealers to run all oftheir third party leads, no matter where they got them from, and theirown website through our wholesale network system, which we would then de dupe themacross every lead that was out there, and it would also share that informationback with the dealer. So you would see exactly where the customer went andwhat they did. Right. So as a rep I can say, Oh, the customer went edmands and went here, they went there, they went there, they went there, and then I would have all this information,right, so you would know it. In absence of having that, youyou just need to be you know, you sell yourself. You need tobe friendly and I think sending a nice email that's personal. Is is theway to go. So I shared this with with Nick. I'm like,Nick, what do you do for follow up? He goes. I don'tdo follow up. Somebody else does it. don't. I don't do anything.The customer leaves and they get emails and stuff. I'm like, you don'tsend a customer an email? Yeah, send the customer anymore yourself. AndNo, we don't, you know, which is kind of crazy. Andso I've told him I said, and so I kind of realized we hadto go start at step number one, and I'll say to you what Isaid to him. Robert, you're in the car business. If one ofyour friends called you and said Hey, Robert, don't you work over thereat the Hun they store? You would say yeah, and then they wouldsay, I'm thinking about buying one of those. What would you say tothat person? Let's say yeah, well,...

I'm your guy. Yeah, howcan I help? Yeah, I you would talk to them like anormal human being. You wouldn't talk to them like an auto responder. Youwouldn't talk to them with a phone script. You wouldn't do any of that.And that's how I think everyone should treat normal consumers. I'm a bigfan of email, but it needs to be tied to something. That's whythe next step is important, because if you start sending customers emails that areirrelevant to them, they you lose use traction with the customer and they mighteven just shut you off totally. If you see the customer and email thatsaid, hey, you want an information about trading, let me give youa little sheet on how we determined values of cars here, which, firstoff, the dealership would actually have to have this document to send it,but let's assume they had it and they sent it right, and then youcould also give the customer here some what other people do. Other people mightgo here, they might go trademark with him, do this, they mightdo this, so you're actually giving them the information they want. I thinkthat, you know, when you go back to transparency, transparency isn't justdid I give you a price? Transparency is am I willing to be transparentwith you about the information you want, and I think that's that's a bigfan of email and a big fan of, you know, text messaging and chat, whatever the customer wants, but just do it like you would talkto one of your friends or your brother. HMM. Be Human, be authentic. Yep, okay, so this is I mean, this is reallyenlightening information. I think super valuable. I'm going to recap this just tomake sure we're not missing any for those of you listening in, and thenwe're going to wind down this episode. So can just to kind of recaphere. First thing is, you know we approach this, for from yournames on the sign the first thing that you would do is maximize what you'realready doing and, you know, really enhance from there the things that youyou think you need to do to enhance your business. But it really startswith that first step of identifying what are we already doing and how can wemaximize it, and then, you know, shifting the mindset, which I thinkis fascinating, how you talked about how everybody's a third party lead andthere's kind of a loop there where even a first party lead is a thirdparty lead to somebody else and vice versa, and so shifting that mindset can reallyempower the dealer to change the way they handle and think about those leads. One of the other things that stood out to me is just identifying thecustomers intention, knowing why it is that they're looking for the vehicle they're lookingfor, and changing some of the processes in the store. And then,of course, we we've ended up here now with transparency and your point abouttransparency not just being about providing the price alone, but being transparent with allof the information that the customers looking for. If you had to some all ofwhat we've just talked about up in kind of one statement, how wouldyou how would you kind of sum up the handling of these these Third Partyleads? I think you know it, like I typically use this for everythingin like seek first, I understand right. So, Mr Customer, where youat? How can I help you? Right, and if I understood howI can help you, and then I deliver all of the information.I believe you actually earn the right to say to the customer, Mr Customer, I don't understand why you're not buying for me. So many people shortcut that right. So I called you. You wanted the prize, I gaveit to you. Why aren't you buying? Right, and so we'veshort cut all the way from from A to Z and we've left everything elseout. I think you have to earn the right to say to a customerand I think you can do it. A third party leads first all.That's why you have the mentality. So, like eat, I was telling youmy friend Phil from Autelby tell seventy percent of autoby tells traffic is organic. People wouldn't even know that right and just assume, oh, those arejunk leads. People you know. So I mean you have to change yourmindset. You have to be willing to be open to no matter where thecustomer came from, but then also tie that to only dealing with people youcan talk to. Like I truly think it's a waste of time to justcall and call and call and never talk to anybody or email and never,never get a response. That you got...

...to figure out how to get thatout of your business because the way the technology is evolving, two years fromnow our landscape will be very different. You know, it won't be justlet me pound the phones and let me pound the email and see who Ican get in my store. Customers will even have more information. Two yearsfrom now they'll have more choices, more options. I think it just simplyhas to be you have to open your mind to say these people want help, they need a sales professional. I am a sales professional and I canenhance their experience. That's just how I would look at it. Right on, man, thanks so much for being on the show. Where can ourlisteners get a whole year on twitter or facebook or anything like that? Yes, or anywhere that you know, Ken Potter, you know, they cancount be appraisal, lanecom. I'd love to, you know, get thebait feedback on you know, should you not be calling dead leads? Idon't think you should be, you know, or anything. I'm willing to helpanybody. I've told US too many people. I'm wanting to come topeople's stores, whether or not you do business my company or not, andhelp yourselves people, because I think it's it's what we all owe to theindustry. I'm proud to say I'm a card guy. So, Kennedy,Appraisal Lane Ken our potter on twitter, Ken Potter, facebook. You're theman. Can thank you. I'm and thanks so much. Can. Ithink it's wonderful what you guys are doing. So I'm glad I'm a monitor tobe a part of it. I appreciate. You know your shit,Bro and that was Mr Ken Potter, formally of True Car fame. Andnow the appraisal lane, sorelo. What do you think? I mean?I've seen I've always liked Ken. I've live watched him speak, I don'tknow everywhere I've ever been, I think, and you definitely. He definitely knowsthe game. Yeah, I mean he you know, in my mindI don't think I've met anybody that knows more on the topic than he does. We've had the privilege of seeing him at different conferences and mastermind groups anda speaking on this topic, and I mean he just approaches it from alevel of authority. A couple of things that stood out to me that,you know, like we said, right after we got off the call withhim, I just kind of mentioned to you. I'm like, you know, it's a lot of this is so no brainer. But I mean Iguess if that was really the case, how come more people aren't thinking thisway? What stood out to me. It's kind of timely for me becauseI just saw this this this image on facebook. It was a Gary VanerChuck Image and it just basically said intent is everything, or I believe thatintent is everything, and so that's really resonated with me, because intent reallyis everything. But now, jumping into this episode, right you you hearfrom a different angle and from a different context, how Ken Potter saying youneed to know what the intent of the consumer is so that you can properlyhelp them, and it really was, for me the big takeaway. Itreally was kind of that that, you know, the late Zig ziggler saying, help other people get what they want, you'll get everything that you want,because it's not like he's approaching the car sales process from me, me, me, me, me. It really had to do more with Ineed to understand your intentions as a consumer. What is it that you're looking forso that I can line you up with the information you need? AndI think that's really falls in line with what you and I believe. Yeah, definitely, and it's it. I just like the whole thing about justlike get them to the their next step, you know, to till it,at the time comes, that you get them in and that's something that'sactionable for you know, no matter what, what, what position you're at andthe dealership or where you're handling what you where the you get Ahold ofthe lead? At at what point? Yeah, yeah, and I thinkthe last thing that stood out to me, and it's something that you and I'vebeen talking a lot about lately on on pair scope and in blogging andall that kind of stuff. You know, we get so caught up in theseconcepts of, you know, be to sea and business, you know, business to consumer, or be to be, business to business, andwhat can submits. And what I would...

...like to kind of add my voiceto is it's got to be more pe to pe, like people to people, human to human. You need to be concerned about them as a humanbeing, enriching and enhancing their life and and helping them get what they want. And, like he said, let them for for a portion of it. That makes sense. Let the consumer control the process. Yeah, Imean, if you're calling in, if somebody's calling into a dealership, I'mthinking of me when I'm shopping for something now, that when I was inside. Listen, I was on the inside and it's like, man, Ijust wanted to get them in. That was kind of like, and that'sall everybody ever said the air. Take this league, get them in.You know, it is never like find out what their problem is. Itwas get them in. But it's like if I wanted to say, youknow, I call in for information, all right, well, you wantto set appointment, come check it out. Well, like if I wanted toset an appointment or I wanted to come in, I would have justcame in. Yeah, yeah, exactly, know, YEP, for sure.So there you guys have it. I hope you guys found value inthis episode with Ken Potter. We certainly did lots of power bombs there.You can check out the show notes where we're going to link you up withany of the information and resources that we talked about from this episode with KenPotter at Triple W dot the dealer playbookcom forward slash seventy one. Now makesure you guys are following us on instagram and checking in with us, becausewe are headed out to Amsterdam. By the time you guys hear this episode, we will be eating fresh fruits and cheeses on the canals and Amsterdam.Well, that's a lie, because this is going this is Aaron Thursday.We don't leave till Monday. Well, I just like to believe that whenthey listen to this, I'm going to be like being favored radio. Andprobably who will be you'll be at home. Nobody feeds me grape so home.anyways. Listen, man. Follow us on Instagram, because we're goingto be posting lots of content, lots of pictures. Follow us on facebook. We'd love to hear your feedback on facebook as well. Also, ifyou guys have show suggestions or guest suggestions, hit us up on facebook. We'dlove to interact with you there. Just simply search for the dealer playbookand we will pop up. Once again, we appreciate you, guys so much. We look forward to catching up with you next time. Talk later. Thanks.

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