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 this awesome session of the dealer playbook podcast, because we value you so much as a listener, we have a free gift just for you. Head on over to the dealer playbookcom lead, and get instant access to your copy of the secret dealership lead generation blueprint. This is going to help you discover the six simple steps that will help you get more high quality car buyers, all on autopilot, and it's completely free. Head on over to the dealer playbookcom lead and get yours now. Now back to business. This is the dealer playbook. Hey, what's going on? You're listening to session number seventy, one of the dealer playbook podcast, where we deliver creative strategies for you, today's automotive professionals. My name is Michael Cirillo, joined up by the man. He's back, Mr Robert Wiseman. What's going on? What's up, so rellow Yo? What's up? Yeah, Hey, take take fifteen of this thing. 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 session seventy. I was telling everybody that listened to that episode. Can you believe? 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 pumping out the new website. If you haven't had a chance to go check it out, do that, you know, at you as soon as you can. Triple W dot the dealer Playbookcom, because we want to get you access to 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 make sure you check that out when you can. Triple w dot the dealer playbookcom. And, of course, before we jump into this show and introduce our guests, we'd love, Love, love a review from you guys on Itunes. It's really inspiring to see, you know, people from all over the world leave us reviews and just let us know what they're finding valuable. Some people are given us show suggestions and just telling us what stands out. We love hearing from you guys and absolutely appreciate that you guys are checking out the show every single week. Tell us you that we suck, if you want, seriously, I mean tell it. Tell us that you suck. We're a lot of much better than Bichael whatever. We've heard that one before. To there like Roberts, such a sexy voice. Soon as I think it was a guy, I think it was, so he can't they get there at the dealer playbookcom. Yeah, itunes. Right, yeah, it's triple W dot, 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 you guys have to say over on itunes. Now jumping into today's episode. So we're really looking forward to this. This has been quite some time in the making. To you know, we've crossed paths with our guest today on various occasions. You know, when I introduce him, you guys are going to be like, Oh yeah, he's pretty much at every you know, conference dropping power bomb. So we just had to have them on the show. Mr Ken Potter, who many of you will probably recall, was the vice president of sales for true car, but somebody who we believe is, you know, 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 for our interview with Ken Potter. He is now the vice president of sales at his new venture, which is titled and I was flipping my four pages, and know the appraisal lanecom and, like I just said, four pages of notes that I took during this sit down with Ken, because he's just got so much information that will help you guys take your career in automotive to the next 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 here with my good friend and Michael's good friend, Ken Potter. Can what's going on in Oh just another lovely day and Sunny Los Angeles. You know, just connecting with dealer was an don thing. That's awesome, awesome, it was awesome. I catch up with you like month or so back in Charlotte. Man. It was good to see you. So let's talk about this what you talked about a little there, and we spoke before this about this topic, and I see a lot of people, you know, yacking it up about this topic in different facebook groups and online. So when it comes to third party leads for a dealer, and I know you haven't an opinion on 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 it that 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 what they say, of course you have your experience with true car. Used to be 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 audience with 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 your thoughts on? You know, should the dealers be buying those today? Do they need to that? Let's start it with that. So I will give it 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 outside person, you can help guide, but I don't think you should be telling a 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 sure that I maximize what I already have and I would have a plan around that 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 then I would look and say, okay, how do I want to enhance my business? Do I want to enhance my business by bringing in more, you know, used inventory through trade ins from CPO that I can get from third parties? Do I want to sell more cars? Do I need to, you know, make a big blitz on, you know, a certain trim level that I'm that I'm buried in? So I think you have to have a plan. Everything should start with a plan. As it relates to a third party, and again, as you said, I think everything is a third 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 it is probably you call that a first party lead. Everything else. This third party doesn't matter where it came from, and the reason that that's important is because your salespeople have to know what where the customer came from of what their intentions are, and then I think you can help, you know, help them 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 came from. I believe so. So I well. And if you go back to 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 you talk to, Nada or whatever, customers visit, you know, fifteen to twenty different websites and they, you know, now go to somewhere between one and a half to two and a half dealers to make a, you know, buying decision. So if you think about it from that perspective and a customer has gone the fifteen different places, they're theoretically a third party lead to somebody else, even if their first party lead to you. So it isn't so much of knowing where they coming from, it is knowing what the customers intentions are. And I think the biggest thing that is changed in this industry is. Fifteen years ago, customers all came to the dealership. You got to shake their hand, you got...

...to say hello, this is me, this is why you should buy from me, this is why you sho buy from the store. Tell me about what you're trying to accomplish. I think that technology is phenomenal and how it's helped dealers, but I think it's also 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 callum may or email and me to give me, maybe a real email, but usually a bad phone number. I'm not going to be able to, you know, get them to the store. They just want my price, and that whole mentality I think, takes away from, you know, what used to 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 and making money me on. Okay, very good, so let's go into what when the lead comes in from whomever, let's you know, the majority of people that are that are tuned in our salespeople. So let's say that they 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 it comes to end it, the leads coming through online, whether their third party or, you know, first party, what do they do with them? I think the most common framework is that there is some sort of BBC or customer Relationship Center or somebody looking through and finding what they determined to be the hot leads of the people who are willing to come in for an appointment or the 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 see happen and where I think it flaw in the processes, is that for all the people who submitted a lead, and we know that a great closing rage is 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 flow down to the salespeople. So not one of the sales people have to deal with 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 people every day? You know, I think it kind of gets into the the the problem. But so that that is typically what I see as the set up. So I have a nephew who I encouraged to get in the car business. He was in the military and he got in the car business and he's in a rural town in South Carolina and he went to a toil to store and he, you know, it just it didn't go well. It didn't go well for him because there was no, you know, engagement from his 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 will say, Hey, here's this customer, call them or here's that customer. Of their lives standing there. Talk to them. How much? What do you say to the customer? And typically he's like, well, I just tell them. You know, hey, thanks for coming in. You know, my name is Nick, and Law said, you know, he wants me to talk to you and take you on intest drive. Yeah, and so, 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 buying a 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 good or something bad. You know, you get a new job, you lose your job, you get married, you get divorced, you have babies, you know, your kids move out and go to college. There's lots of different things that would make you say I want a different car. You know, you buy a boat, I need a truck. So understanding these intentions will 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 a customer 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. Do you get any leads in your crm? He goes no, I get I call all the people who we you know, that I can never get a hold of. 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. Who Do 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 if you talk to anybody? No, it doesn't matter. It's got to make any five calls. I'm like, okay, you know so. And I think that kind of goes on out there still. I think we especially the way people look at third party lead. So I have that was the environment I 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 you just assume all third party leads are terrible. Yeah, which is why you have to assume everybody is a third party lead. That's why I would have the mentality of every single customers the third party league, because then you can't just pick and choose and say, you know, I refuse to do with Third Party leads. are only going to deal with these people, because that doesn't exist. So you know, from the mentality of you know, everyone's a third party lead if you talk to the customer about what they're in buying intentions 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 Saturday he's been in the business probably about two months now at this new store where they're building him up and encouraging him. You know, I said, tell me what you're going to do on Saturday. He goes, well, I've got two appointment set and I'm like, do you know why the customers coming in? Yes, one wants a corolla or not. He's at Chebbi store now. One wants a truck and one wants a SUV. I'm like, Nick, do you know why the customers coming in? Yeah, they want those cars, and then the don't want those cars. The cars the end you know of the what they why? They actually need something. So if I were you, when the customer gets that, I would welcome to your deership, 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 make sure 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 like that's great. Say How you want to say it. How would you say it? He's like, well, I would just kind of say, you know, thanks for coming in. You know we've got a couple trucks ready for you. Can you tell me why you're you know your you want this car and what, what information can I give you that will help you? I'm like great, say that, Nick. Just say that. So, I think for the mentality of if you, party lead. The guys just a price crime. He's not going to just going to shop majoring and go for the places. You've already told yourself that you're probably not going to sell that customer. And that's just something that didn't exist fifteen years we never planted these seeds of doubt in our mind that leads are bad. I have a conversation the other day with a very good friend of mine name field pretty. Field pretty is the president of autoby tell. He came from Auto USA, which was 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. So I've known fill for a very long time as a stand up guy who wants to deliver a high quality product, two dealers and so you know, we were just discussing in general third party leads and I literally made a joke to him on like filly, you guys almost ought a change your name. Like if you just change your name, came back down and said Hey, we're something 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 customer walked in and said Hey, I'm here from true car or I'm here from Edmonds or I'm here from KBB or any of these places, the sales people are like already in their mind this is no good or I'm not going to make well, because the managers respond the same way. Usually to so it obviously the salesperson is correct. Yeah, which brings me back to my ultimate point. If you have a plan in the dealership. I'm going to put my 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 take a 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 me all 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've said to Dore's many, many times. Who would, you know, call me in? And I certainly had probably, you know, five hundred or more events where I sat in front of a dealer who, you know, just lamb baseded me for what they thought, you know, true car was doing to the industry. You know, in the end I was like, well, well, how can I help you? Just how can I help you, you know, and it just always surprised me how many people didn't really 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 if you don't get it from the top all the way down to the bottom and it doesn't correlate all the way back to a plan, then it's going to fail. 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 can help 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 six percent or twelve percent? It would be did it tie back to the plan I was actually trying to have, which is why I spent money with you in the first place? Hey, can't, let me ask you this. So if I understand this correctly, I mean what it really sounds like is, okay, the Internet, though, in many ways is out of a layer of transparency for the consumer and, you know, getting the information they want and all those sorts of things about vehicles. It's almost taken some transparency away from the initial, you know, process for the salesperson because they can't really identify the intention of the customer, the why, the reason why the customers 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's easier for for sales people to understand the consumer, you know, prior to showing up? So that that's a great question and I think I've always been I've always been under the belief, you know, from my so my first car, 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 them enough information to get them to want to take the next step. We do in that chat it right. So you have to understand some things or what they're looking for. Same thing with the telephone, same thing with set in an appointment. So certainly technology can help, but I think you have to 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've spoken at and some people thought I was had lost my mind, but I would run a what I would call a customer relationship center and I certainly would have 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 them on the salespeople. So that's a pretty bold step. And what I would end up, what you'd end up happening is if you have a thousand leads coming to your viewership and you're talking to, you know, three hundred hundred of those people and selling a hundred fifty, which is a pretty good closing right. I would only talk, I...

...would only focus myself on those three hundred. I'd figure out another way to continually mark into the other people using technology and some other things, but from a human to human perspective, I would 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 trying to do and separate myself from everybody else that they're probably talking to, which would not be that difficult, because I think the bar is set really low for when people call them Internet lead or, you know what they determine as a lad. So I would overwhelm those people and it would all be about what they're trying to do. And then, of course, when they came into the deership, then that's when you get to have some control in the process and, you know, control the closing process. And what I like about that, though, is it's it's it is a bold step to kind of not pass off leads that you haven't had any contact with, but it makes the sales process so much more efficient and it also, from what I see, would increase morale because now the leads that are getting passed off to the sales team are are people that you've at least had some level of contact with. Correct and you have a next step, I think every time you hang up the phone, and this is what I adopted with a dealer, right, so that true car. Obviously, three years ago, when I went to true car, they were what they called a swirl at the point in time, meaning like going down the drain, and we had to literally look at it. You know, we had to get the right people. Once you get the right people in, we to literally look at it and say, every single interaction you have with a dealer, you must earn their business and you must set a next step toward continually earning their business. And I 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 it is 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 right now. 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 getting him 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 they look at it they fully understand hey, wait a minute, this is a guy who started their shopping experience. I can work him over the next two or three months, given the information that sell them a car, as opposed to just pick up a phone trying to get him to come in today and buy a car. Right. And so everybody has shortcut that process if you fully understand where the customer is and you pass it along with that next step of 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. People don't know what the next step is and it's because they've got three hundred leads in 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, and you know the ones who do come in are the ones who are only going to grind now. So you know that. I to me it's all about the next step. My owning I would be concerned with is what is the customers next step? Yeah, and I mean, if you think about it, there's only x amount of next steps that it possibly could be. So it really wouldn't be that much of a you know, you could go in and kind of map out the the process for each next step, so to speak. Sure, and one of the things that and I some some of my friends tell me you shouldn't give away on of these ideas, but I think I freely do, because I think that if you can use them and execute on them, go ahead as great you. You wouldn't be taking anything necessarily for me or other dealers, but I think there's a real need in the industry. Everyone is going on a mad rush for mobile right. So everybody'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 really isn't tied to a consumer process. It's tied to a dealership process. And so I again, if my name on the sign, I would figure out a way to work with somebody where when my CRC talk to a customer again, chat, email, phone, whatever.

We would take. The only goal that called me. What is the next step? And, as you said, Robert, there's only a few of them. Some next steps are I 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 your Toyota is a great purchase. Right. The next step could be, I need to understand what my car is worth. You're going to provide that customer with information, whether they come into the store, whether it's email, whether it's chat, on what their cars worth and why. You're a better process for that. And everything has to be the next step, and I think that I would use some sort of a appointment setting where, again, you can do it in a mobile world, where the CARC would say, okay, Robert, thank you for calling me today. I understand you're definitely buying a 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 not you want to trade in one car or two cars on this purchase, and you'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 so we will get you numbers on your two cars and then you can determine where you 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 from me saying this is what is going to happen. You can expect to be at 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, see and green that I will have ready for you. Right. So you tell the customer this is exactly what's going to happen and then you tell the salesperson is 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 that customer come in? Oh, they did, okay. Did you appraise both of their cars? You did. Did you show them the green car? Now, what is the next step? Right, it just literally I would simplify 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 stuff there. Where the customer you know what they've done it. I only care about what they've said. Here is my next step, and then I would just 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 nice to them and eat any one of these steps, they're going to buy a car from you. No, I mean I like that. Okay, so that's from a name on the sign approach. But before we go into wrapping up that guy out there, let's say, I'm just going to kind of go into what my position situation was like, and I know I talked to a lot of guys that are in the same so that they would find some value in this. So I'm having a heart I'm in the dealership and nobody that I'm asking. I want to know a little bit more about where these leads came from. This in that it's like no, listen, take the name of the number or the email column. Like they I'm not getting any feedback of response. So I get this freshly, just came in. I you know, they have they send out a regular auto respond or what have you with it. What what can that individual do? Wi should be their steps then to get the most out of it? Let's say it's a solo person. You know, there's no they can't get any buying from, you know, the management for all the the technology stuff to make it easier, etc. So if you just have a fresh lead, obviously the most important thing to do is call the customer. I would call the customer a hundred percent of the time if I were a salesperson. I don't know that I'd be 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 something with the lead. That doesn't do anything. Sending them some emails that, you know, it's as if you were if you walk into best buy and you were looking at refrigerators and they had, you know, three guys up at the 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 to be irritated, right. They want to know, they want to start with what they want. So I would kind of look at it from a perspective of I'm just going to call the customer...

...right and like I don't need to send them what the stuff. I don't need to, you know, send them fourteen different emails over the next week because I don't want to call them because I think the phone number is bad. I would call them and that's what I would do, call them for three days in a row, and then I would also change up my call times. One of the things that I share with a lot of people is every single site, whether it's the dealers website, the manufacturers website, third party lead site, you know, auto trader, all these different things, they have different descriptions for how to contact a customer. It might be home, work or mobile. It might be office, it might be work, it might be personal, it might be whatever. So you have no idea it just because your crm says this is the guy's work phone number. It might not be as work. So if you pick a phone you know or his personal cell and you called up somebody's personal number and they said Hey, there's a Robert Le Message and the name was different, but you were expecting that to be somebody's work, you might 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 nice message with what my intentions were. Were Robert, you are requesting some information for me. I've called you a few times each day. You're probably very busy. I hope I'm not irritating you're filling up your voicemailbox. Here's what I'd like to do. You know, I think that that that ultimately is all you need to do and just move on to the next one. I think you just have to continually do that. There's no I don't believe there's any luck in like, let me just sit and dial for dollars. I know, I just don't believe that. Okay, so we'll let me ask you this. When it comes to an email, though, let's say that they are on that clock and sometimes the salesperson is held responsible to get that response 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't deliver 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 the site is worded and what it looks like, because sometimes get a price the customer doesn't even know what they're doing. Right. Get a price might lead them into another page and then two pages later they might fill out the form. That's not intuitive. At the customer was like, Oh, I I 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 you should. 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 that that we didn't really take traction because it was, you know, too early, on six, seven years ago. We allow dealers to run all of their third party leads, no matter where they got them from, and their own website through our wholesale network system, which we would then de dupe them across every lead that was out there, and it would also share that information back with the dealer. So you would see exactly where the customer went and what 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, you you just need to be you know, you sell yourself. You need to be friendly and I think sending a nice email that's personal. Is is the way to go. So I shared this with with Nick. I'm like, Nick, what do you do for follow up? He goes. I don't do 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't send a customer an email? Yeah, send the customer anymore yourself. And No, we don't, you know, which is kind of crazy. And so I've told him I said, and so I kind of realized we had to go start at step number one, and I'll say to you what I said to him. Robert, you're in the car business. If one of your friends called you and said Hey, Robert, don't you work over there at the Hun they store? You would say yeah, and then they would say, I'm thinking about buying one of those. What would you say to that person? Let's say yeah, well,...

I'm your guy. Yeah, how can I help? Yeah, I you would talk to them like a normal human being. You wouldn't talk to them like an auto responder. You wouldn'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 big fan of email, but it needs to be tied to something. That's why the next step is important, because if you start sending customers emails that are irrelevant to them, they you lose use traction with the customer and they might even just shut you off totally. If you see the customer and email that said, hey, you want an information about trading, let me give you a little sheet on how we determined values of cars here, which, first off, 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 you could also give the customer here some what other people do. Other people might go here, they might go trademark with him, do this, they might do this, so you're actually giving them the information they want. I think that, you know, when you go back to transparency, transparency isn't just did I give you a price? Transparency is am I willing to be transparent with you about the information you want, and I think that's that's a big fan of email and a big fan of, you know, text messaging and chat, whatever the customer wants, but just do it like you would talk to one of your friends or your brother. HMM. Be Human, be authentic. Yep, okay, so this is I mean, this is really enlightening information. I think super valuable. I'm going to recap this just to make sure we're not missing any for those of you listening in, and then we're going to wind down this episode. So can just to kind of recap here. First thing is, you know we approach this, for from your names on the sign the first thing that you would do is maximize what you're already doing and, you know, really enhance from there the things that you you think you need to do to enhance your business. But it really starts with that first step of identifying what are we already doing and how can we maximize it, and then, you know, shifting the mindset, which I think is fascinating, how you talked about how everybody's a third party lead and there's kind of a loop there where even a first party lead is a third party lead to somebody else and vice versa, and so shifting that mindset can really empower 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 the customers intention, knowing why it is that they're looking for the vehicle they're looking for, 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 about transparency not just being about providing the price alone, but being transparent with all of the information that the customers looking for. If you had to some all of what we've just talked about up in kind of one statement, how would you how would you kind of sum up the handling of these these Third Party leads? I think you know it, like I typically use this for everything in like seek first, I understand right. So, Mr Customer, where you at? How can I help you? Right, and if I understood how I 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 short cut that right. So I called you. You wanted the prize, I gave it to you. Why aren't you buying? Right, and so we've short cut all the way from from A to Z and we've left everything else out. I think you have to earn the right to say to a customer and 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 you my 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 are junk leads. People you know. So I mean you have to change your mindset. You have to be willing to be open to no matter where the customer came from, but then also tie that to only dealing with people you can talk to. Like I truly think it's a waste of time to just call 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 that out of your business because the way the technology is evolving, two years from now our landscape will be very different. You know, it won't be just let me pound the phones and let me pound the email and see who I can get in my store. Customers will even have more information. Two years from now they'll have more choices, more options. I think it just simply has 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 can enhance their experience. That's just how I would look at it. Right on, man, thanks so much for being on the show. Where can our listeners get a whole year on twitter or facebook or anything like that? Yes, or anywhere that you know, Ken Potter, you know, they can count be appraisal, lanecom. I'd love to, you know, get the bait feedback on you know, should you not be calling dead leads? I don't think you should be, you know, or anything. I'm willing to help anybody. I've told US too many people. I'm wanting to come to people's stores, whether or not you do business my company or not, and help yourselves people, because I think it's it's what we all owe to the industry. I'm proud to say I'm a card guy. So, Kennedy, Appraisal Lane Ken our potter on twitter, Ken Potter, facebook. You're the man. Can thank you. I'm and thanks so much. Can. I think it's wonderful what you guys are doing. So I'm glad I'm a monitor to be a part of it. I appreciate. You know your shit, Bro and that was Mr Ken Potter, formally of True Car fame. And now 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't know everywhere I've ever been, I think, and you definitely. He definitely knows the game. Yeah, I mean he you know, in my mind I 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 and a speaking on this topic, and I mean he just approaches it from a level of authority. A couple of things that stood out to me that, you know, like we said, right after we got off the call with him, 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 I guess if that was really the case, how come more people aren't thinking this way? What stood out to me. It's kind of timely for me because I just saw this this this image on facebook. It was a Gary Vaner Chuck Image and it just basically said intent is everything, or I believe that intent is everything, and so that's really resonated with me, because intent really is everything. But now, jumping into this episode, right you you hear from a different angle and from a different context, how Ken Potter saying you need to know what the intent of the consumer is so that you can properly help them, and it really was, for me the big takeaway. It really 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 I need to understand your intentions as a consumer. What is it that you're looking for so that I can line you up with the information you need? And I 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 just like 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's actionable for you know, no matter what, what, what position you're at and the dealership or where you're handling what you where the you get Ahold of the lead? At at what point? Yeah, yeah, and I think the last thing that stood out to me, and it's something that you and I've been talking a lot about lately on on pair scope and in blogging and all that kind of stuff. You know, we get so caught up in these concepts of, you know, be to sea and business, you know, business to consumer, or be to be, business to business, and what can submits. And what I would...

...like to kind of add my voice to 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 human being, 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, I mean, if you're calling in, if somebody's calling into a dealership, I'm thinking 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, I just wanted to get them in. That was kind of like, and that's all everybody ever said the air. Take this league, get them in. You know, it is never like find out what their problem is. It was get them in. But it's like if I wanted to say, you know, I call in for information, all right, well, you want to set appointment, come check it out. Well, like if I wanted to set an appointment or I wanted to come in, I would have just came in. Yeah, yeah, exactly, know, YEP, for sure. So there you guys have it. I hope you guys found value in this 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 with any of the information and resources that we talked about from this episode with Ken Potter at Triple W dot the dealer playbookcom forward slash seventy one. Now make sure you guys are following us on instagram and checking in with us, because we 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 when they listen to this, I'm going to be like being favored radio. And probably who will be you'll be at home. Nobody feeds me grape so home. anyways. Listen, man. Follow us on Instagram, because we're going to be posting lots of content, lots of pictures. Follow us on facebook. We'd love to hear your feedback on facebook as well. Also, if you guys have show suggestions or guest suggestions, hit us up on facebook. We'd love to interact with you there. Just simply search for the dealer playbook and 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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