The Dealer Playbook
The Dealer Playbook

Episode · 1 month ago

Marcus Sheridan: The Revenue Department



Marcus Sheridan is the bestselling author of "They Ask, You Answer," and is known for his creative approach to marketing and sales. By leveraging the power of content marketing, Marcus took his local pool installation company from obscurity to a leading national pool and spa company. Although this episode originally aired in 2016, it's amazingly hyper-relevant to what's happening in the retail car business in 2021 and beyond.

What we discuss in this episode:

  • Marcus explains that sales and marketing departments can no longer work in silos. They must unite into a single "revenue department" so that there is a cohesive approach to increasing customer satisfaction and revenue opportunities.
  • Michael shares his initial thoughts about Carvana (in 2016) and his prediction about the future of dealerships. Smaller showrooms, one of each vehicle, iPads for vehicle customizations, and online car buying. Fast forward to 2021 and remote retailing (virtual car buying) has increased in usage and popularity 100-fold, further validating the need for sales and marketing to work together to achieve common outcomes.
  • Marcus shares the importance of becoming the leading authority in your chosen industry. "My opinion or your opinion doesn't really matter. The only thing that matters is what consumers want." 

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Thanks, Marcus Sheridan

If you enjoyed this conversation with Marcus Sheridan, please let him know by clicking on the links below and sending him a message.

...the car business is rapidly changingand modern car dealers are meeting the demand. I'm Michael Cirillo andtogether we're going to explore what it takes to create a thriving dealershipand life in the retail automotive industry join me each week forinspiring conversations with subject matter experts that are designed tohelp you grow. This is the dealer playbook. Mhm. Mhm Yeah, yeah. Hey man, thanks for joining me back onthe dealer playbook. Yeah. Um, you know, it's fun. It was fun. The first timeyou're on the show, I'm looking forward to today's episode. Um, I had somespecific questions actually, and this is funny because I rarely go into theshow with a specific set of questions, but I was on your sales lion blog and Isaw something that immediately stood out to me. You did a video, um, abouthow sales teams need to be participating in digital marketing andyou made some really valid points. So my question to you is just kind ofkicking this off because this is something right? Allthese divisions, especially when it comes to car dealerships or any, anytype of business. Each department is kind of siloed there in their ownbuckets, they're in their own offices. They rarely, you know, talk to eachother, you have your marketing department, your finance, your salesdepartment, your leadership and all these sorts of things and the linesrarely cross, but you made the point of, hey, well look if if the sales team isa part of your team, then they need to be integrated into your marketing. Sohow does that happen? How do you do that? Well, it's not done through you topicconditions. In other words, this isn't one of those things where we we say tothe sales team, you know, it would be really nice that if marketing comes upto you this week and they need help with particular video or particulararticle or whatever that you give them a few minutes of your time definitively.That is not effective. I haven't seen it work in the comparison that I makeis uh to see RmS. I've never seen a true sales team, like like a very salesdriven organization that used the Crm, well that wasn't required to do so in otherwords, people don't just say sure, I'd love to do that data entry on the crm.I mean, I just can't wait. You don't see sales teams do that, right? And soif you don't make a tie to compensation, they generally do not participate inthe crm. And so it's the same thing with marketing. Now, then the questionbecomes, well, okay, we make it required, Well, why though, why do weneed to do this? And there's a litany, I mean there really, really is a litanyof reasons and there's some that I just don't think a lot of people havethought about before and it surprises me. So because we've done so much um somuch interviewing be a text and video of subject matter experts for differentcompanies, I've seen this come to fruition a bunch of times. And so Ithink number one first and foremost when you have a very engaged sales teamin this process of producing content in conjunction with marketing, you quicklyidentify the true subject matter experts versus the cloaked subjectmatter experts. And there are times when you and I might think somebodyknows what they're talking about, but because they've been in the game for awhile, we don't sit there and watch their sales presentations anymore,they're pitching and because we don't, we are not aware of the fact that theystopped sharpening the sword a long time ago. And so the industry haspassed them by, that happens in the automotive space because people havebeen the game for a while and they're like, I got this on lockdown andbecause there may be good at talking,...

...they still might be at a closed deals,but they're doing the customer a disservice because they really don'tunderstand the product anymore. That is a big problem. And so when we areforced to teach about something in a non sales situation, it naturally leadsto better sales communication, the moment that we are faced or confrontedwith it in a live situation. And I just fundamentally do not believe if we'rereally great at sales training that we allow people to do most of theirlearning on the fly, especially when it comes to questions, right? So that'swhy I believe in role plays and I also believe in marketing participation. Sothat's number one, that's number one helps us identify true and falsesubject matter experts. Number one, number two is it forces Sales team toget with 2016 and beyond. The worst thing we can have right now,in my opinion, in any organization is a sales team that's still living in 1995,that still thinks that they are the ones that are really The show, you know, in in 1995 when Iwould go to three dealerships all within one mile of each other and Iwould look for the best deal. The relevance of the salesperson in that inclosing the deal is huge, some monster back then bro, right today, it's noteven close to that because a huge portion of people do not go to morethan one dealership because they've already identified the model, right?And so we can't sit there and brag anymore about closing rates, you can'tdo it. And because of that, what that means is how do we show that we're morevaluable than the other sales team members other than just okay, I've beenhere for a while and I have be backs and all this. How do I show I'mvaluable to the team because if the economy tanks again and sales teamshave to be laid off? Well, are you going to be one of theones that still has a job and the ones that are heavily engaged with marketing,the ones that are producing the educational content that is reallymaking the sale on the forefront. They're the ones that the managers, theceos, they're not going to want to let go because they're too invaluable tothe team. So, you know, and we're starting to see nowwhere even sales people are kind of branching off on their own and, and Imean good for them in their own personal branding efforts and that sortof a thing. Um, but they are kind, I mean they are an army of one there.They're trying to come up with content on their own, they're trying to buildtheir brand on their own. Are we suggesting, I mean, do that, but alsoget engaged with the store where you have a team of people that can actuallyhelp make this. So this is an interesting dichotomy that's happeningin the industry right now because you have a lot of really, I don't know, I don't know if it's alot, but you have a subculture of very frustrated sales professionals then getwhat's happening, they understand the importance of all things digital. Theywant to be engaged in that buying process that occurs long before theyset foot on the lot and so therefore They want to do things, but you've gotmanagers or leadership teams that once again are living in 1995, that's hard,I've seen a lot of professionals, even in the automotive space that have said,you know what? I'm a stallion and I got to run because the stallion's don't runif they're fenced up, they've got to jump the fence. And if you are a salesprofessional and you know, you can see clearly what's happening and you're notallowed to exercise your creative abilities to create more deals, wellthen you're probably going to quit that...

...organization and you should, frankly,if they're not giving you the liberty to do those things. And so it's, it'salmost like you've got a bunch of Digital David's that can they realizethey don't have to play by the same rules that have always been played.They don't have to do it the way it's always been done. They can be creative,they can think outside the box, they can be fast, they can be nimble andthey can just go out and create content, right? Be better teachers and earn thattrust, which is all of our goal. And then you've got these Goliaths, whichmay have been around for a while and they just do not give their, they donot give their sales team any means or programs or tools to be creative in aperfect world in a perfect world. You have leadership managers, et cetera aretotally bought into this idea that we've all got to be teachers. Trust isthe name of the game, let's do whatever it takes to get it, make it fasterquicker easier. That's what it's all about. And then we've got sales teamsthat get that too, in those organizations they're gonna do, they'regonna be the ones reinventing the space that's next. I mean, you know, it'sinteresting to me that cadillac is coming out with a new tiered model fortheir stores and they understand the essence of the digital consumer and thedigital consumer is um, I just, I want it, I want it now when I go to website,I want, I want to know, I want to go to retail store, I'm more impatient than Iused to be, I want it, I want it now, I want to walk in a direct line, want toget it. And so cadillac is setting this model up in the future, it's nothappening yet where the smallest locations are not gonna have anyvehicles at all, they are going to have virtual reality and that's really it.So somebody walks into the dealership and it could be a booth at a mall, theyget to drive the new cadillac and virtually, and the sales process canstart and stop right in that moment and start and stop as and it can becompleted and what does that mean for all of us, I mean, and so this is allthis is all happening, it's gonna just change the whole shift, there's gonnabe a huge shift within the industry in the coming in the coming years. If weare not participating in digital today, especially with video and video basedcontent. We're not gonna be ready for virtual tomorrow in the employees andthe team members that establish themselves as experts in those areas,they will be on, they will be in high demand and they will be able to in factincrease there asking price if you will with dealerships. And that's why we'vegot to, you know, when I talk to companies mike, it's like the goal iswe are all media companies. Right? So like I happen to own a media companythat also sells fiberglass pools. You know what I'm saying And, and anddealerships need to understand they happened to be media companies. That'sthat cell also in this case automobiles. Hey, this is Michael Chiarello from thedealer Playbook podcast. Don't you find it interesting that the automotiveindustry's been using the internet to do marketing for like 20 years yet?Today, everyone still complaining that it just isn't working the way theyhoped it would, whether the cost is too high, it's time consuming. We're notgetting results. The list goes on and on and to make matters worse, nobodyreally knows who they can trust as a marketing partner, flex dealer is aninbound marketing agency for car dealers. We've invested over a millionof our own dollars to identify what works and what isn't working online sothat you don't have to, consumers don't want to be sold or pitch to, they wantto be educated and build relationships of trust with you and your people. Notonly that, there isn't a one size fits all marketing approach that works forevery dealership. Your business is...

...unique and it's time for car shoppersto know why they should choose you over the competition. So if you'd like yourmoney to go further while simultaneously increasing your salesand influence in your community, my award winning team with love to partnerwith you. That's why we're putting together something really special for alimited time or 20 dealers. Whatever comes first, flex dealer has a special$6000 exclusive dealer Playbook offer just for you to learn more. Go totriple W dot flex dealer dot com forward slash DP B now, back to theshow. Yeah, just what, it's just what we areemployees have to see that if we all see that man, I think we're going to dogreat things. If not, we will be the next came out of our space whether welike it or not. Well, and it's funny, I mean, it's funny, you bring this upbecause we're already starting to see a more virtual purchasing experience. Imean, there's and it skipped my brain right now. I should look it up, But um,where they have the automobile vending machines, right? Like they've alreadygot this deal set up and people are already going and they're, you know,picking a car and my, my kind of prediction for the future was, you'regoing to see these massive, you know, 20,000 square foot dealerships turninto these 2000 square foot, you know, showrooms, they might have like one ofeach model with ipads or whatever the next tech is set up and say, hey,here's the vehicle, you can have it in these colors, you know, click here ifyou want your financing boom and it's all happening while they're staring atthe vehicle. So it's, it's interesting to hear you say, and, and talk aboutcadillac and that, that's what they're doing. And it almost makes me thinkabout this revolution that happened when theinternet all of a sudden made its big bang and people went, holy crap, thishas changed the way we do things and we're going to see that again asvirtual comes into it. People are gonna go, holy crap, where did this come from?And, and what's intriguing about that is we still have people, I mean, I knowthere's dealerships in Arkansas right now who still don't have a website,don't have a google places page, don't have a, you know, not a single reviewlike they haven't even gotten to, they have, so it's gonna be a whole lot ofcatch up or they're just gonna, I mean they're just gonna disappear. Like yousaid, they're going to be the kmart it, um, it's fascinating times and what willhappen is once VR gets takes off, which you will, there will be commercialsthat you hear on the radio where you'll hear dealerships bragging about thefact that here, I don't expect you to make a decision with goggles, we expectyou to drive it to feel it, to touch the cushion to see the road go by,right? And they're gonna say all these things and they're going to act likethey're doing it the right way. And it's the same thing with insuranceproviders. You know, I've maybe at any more than any other industry. I'vespoken to insurance and I swear at every single one of these events that Itend, somebody's complaining about Geico and nobody, nobody cares thatthese agents don't like Geico. I'm just waiting for them to say, instead ofcomplaining about Geico, what are they doing about it? Because Geico addressedthe two fundamental needs that we all have, which is faster and easier. That's, that's, see that's what definesinnovation today. Innovation today isn't necessarily flying cars, whichyou and I will see in our lifetime and we're all excited about, rightinnovation. More so is how I can more easily learn about that flying car andultimately make the purchase of said... right. Innovation is when youstreamline the brine process so well that it doesn't take an hour to do thepaperwork once you shook the hand with the salesperson or an hour and a half,it only takes five minutes because that's how they've made it possible.That's how they made it happen. That's innovation, my man and that innovationto me is more important than, um, you know, a car that can fly, which that'sgoing to happen. And that's why we've got, you know, the Elon musk's of the world.Yeah, but you and I can innovate in very different ways. We don't have tobe scientists. We can be obsessed with what the prospect and the customerwants and that usually takes care of the deal well. And I mean if theyhaven't streamlined to by that, I mean you're gonna have people sitting theregoing, I just freaking bought a flying car and I've been sitting in thisdealership for, for four hours. Dude, I want to be flying this thing away rightnow. I want to be flying it away. I want to be flying better. Yeah, can wejust do the Tesla model and I'll buy this thing online, put my down paymentand have it show up at my, in my drive ports or carport or whatever we'regonna call. Yeah, that's correct. Yeah. So, and that's where you see thesuccess of, of Elon musk is because he's, you know, I mean, ultimatelyeverything that he's come up with or thought of our things that these sci fimovie writers thought of and came up with years ago, but he just figured outa way like you said, going along with your innovation. He figured out a wayto make them accessible and easier. Yes. Yes. I mean, you know with the the idea that ford Chevyetcetera have not gone consumer direct yet is to me pretty laughable. Andbecause because no matter now, see a lot of them have in some ways dug theirown grave because they've got all these dealerships and they've got all thesehas got a big mess on their hands. The smart manufacturers going forward, theywill go direct to consumer like truly direct because ford has always been aBDC company. Every commercial they've ever done on the T. V. Has been Btc.But they've trapped themselves because there would be to be based business interms of who gives them money, right? Who gives them money, right? And thisis um this is what's going to happen. And so so this lends itself back to thepoint where because people might listen to this Michael and say well this isall depressing to me, what you're saying is I'm not going to have a job.What I'm saying is this if you are viewed as a subject matter expert andyou are working to build your brand, the brand of you and the brand ofcourse of your business, you will never lack a job. It just will not happen andpeople will come to you and you'll get more opportunities than you everrealized. That's what I know to be true. That's the thing I know to be truebecause I've seen it again and again and again in a multiplicity ofindustries you make yourself you're replaceable.That's right. That's exactly right. Whereas right now, I mean, you know thepeople that would be worried, the people that find this perhapsdepressing to think about, oh man, I'm gonna be out of a job in 10 years arethe ones that are just showing up because it's a J. O. B. Just showing up.Just showing up and they're sitting there bragging about their 70% closingrates, which means you know what In 2016 nobody cares about your closingrates in 2016, do you know how many companies have contacted me bragged tome about their high closing rates and then told me there in huge financialtrouble doesn't doesn't make any sense. Yourhigh closing rates don't mean Jack, They mean nothing. They mean nothing in2016 because if you can't get enough...

...leads, All these closing rates don't matter.It is not a celebration that you close seven out of 10 deals. That's nothingto brag about today, especially if you're in the automotive space. Soyou're, I mean, so basically what we're saying for those of you watchinglistening if you're in a position right now whereyou're trying to figure out. Okay what's the next step for me? You'rehearing it build a brand, be the subject matter expert. And I look andI'm gonna ask your take on this, there's so much back and forth in thecar industry, probably every industry, but since I'm like heads down in thecar business, oh, how come there's all these people calling themselves expertsand what does that mean? And it's almost like the people that say thisfor some reason think the term expert is synonymous with like God, you know,like these people are professing that they are gods in their space. What'syour take on this? I mean, we're talking about becoming a subject matterexpert. It's a sensitive topic in the car business is always debate. Are youan expert? What makes an expert? How can you say you're an expert? What'syour take on that? Yeah, so a couple of things to thatpoint. First of all my opinion, your opinion about reallyanything doesn't matter. The only thing that matters is what consumers want acase in point, It doesn't matter to the millions of people on facebook that Idon't necessarily love facebook, they don't care. They don't care. And nobody,if you look at all the changes that have happened over the years, the consumer never cared that you or Ididn't want that, you know, the most famous case study in the automotivespace of course is Henry ford. We celebrated Henry ford because he madeit faster and easier and then we scorned Henry ford because he said myopinion is this and therefore because it's my opinion, we're going to do itthis way, which is why he almost essentially lost. I mean he, he wentfrom being one ABCDEF & G to being too and, and that's because he allowed hisstupid opinions pride oftentimes is what it is to interfere with smartbusiness, never allow personal opinions to interfere with smart businesspractices. It doesn't matter if you like linkedin, do your customers likedit. It doesn't matter if you like facebook, it doesn't matter if you'renot good on video, you need to get over yourself and get good on video becauseevery time someone looks at you and you are pitching them essentially, you'reon video in case you haven't realized that you're already on video and soyou've got to let go of all these ideas and you got to get over yourself, Yougotta get over yourself And I'm saying this to everybody. I had to get over myfears of technology. I was not a technology maven at all in 2009 as apool guy And of course I had to get over myself had to get over the factthat I was afraid to death to upload my first video to YouTube because it wasintimidating to me and I just didn't understand the whole deal, you know,and so now we're getting 600,000 visitors a month to the website and youknow, I'm really glad that I didn't allow my stupid personal opinionsinterfere with something that dramatically changed my life. And sowe've got to be careful about this now with respect to experts. Yeah. Themarketplace dictates experts. You and I can't complain about anything becausethe marketplace is what's going to call the spade the spade. Right? And so it's,it's, it's kind of like when I hear, um, this is going to offend everybody, it'sgonna offend everybody. So I'm gonna go...

...ahead and say it the most controversialepisode of Yes, yes, yes. So I hear people say Hillary Clinton is dumb. Andthen I hear people say donald trump is dumb, right? And they both just likeemphatically say they're both dumb newsflash. Both of them are reallysmart people because you don't get to where you are, where they are by beingdumb. You see what I'm saying? And so it's a spade, the spade down. Theymight not be honest, they might not be this or that, but they're not dumb. Doyou see what I'm saying, Michael and this is this is so, so they are experts.They are experts. Now you may or may not like it, but the marketplacelistens to them, that's why they want a ticket both of them one a ticket fortheir respective parties. Okay. So now we have to get over ourselves Now whatwe're dealing with in the world of sales and marketing is that, you know,when I was 30 years old, I started producing all these videos aboutfiberglass pools and I started saying, look at it like this, Michael. I wasalmost like a ford dealership in the, in the fiberglass space. There's allthese manufacturers at the time about the exact same amount there is in theautomotive space, about a dozen majors. Okay. And I started producing all theserating and reviews, pieces of content, all this stuff talking about the good,the bad and ugly of these manufacturers, they freaked out. They, You know,literally said, who's this? Not knows 30 year old kid. I think he is talkingabout us when he doesn't know Jack about manufacturing a fiberglass pool.Fact of the matter is there is a five year run before I got out of swimmingpools. I'm still a part owner, but you know, I'm not aggressively educatingthat space anymore where I was the foremost voice in the world onfiberglass swimming pools and I couldn't even install a fiberglassswimming pool myself. But the world, I would get emails from people all overthe world saying Marcus, I don't trust my pool builder. Would you please comeout and oversee the installation of the swimming pool because I trust you andthat's the name of the game. I don't say that to brag. I say it becausethat's what the marketplace dictated. That's what they said, that was thereality. I was the foremost expert, proceed even though I wasn'tnecessarily a pool installer because I was good at teaching other people aboutit and simplifying it in a way that people could understand it. I own the market and that's what we allcan do. That's what we all can do. And that's why that's why it doesn't helpto complain about the fact that somebody called themselves an expert.The marketplace will take care of through an expert, not just like, youknow, if if Mcdonald's goes out and creates a sandwich, they say is thebest thing ever. The marketplace will dictate quickly whether it was very badin a flop or whether it was good, that's how it works. I. E. Innovation, you innovated, youmade it easy, made it easy, didn't I didn't create something, I'm not AlbertEinstein, I'm not thomas. Edison, I did not tangibly invent something, but Idid make it easier for them to learn about fiberglass pools and that's whatmade me an innovator at the time. Okay, so switching gears a little bit, I mean 600,000 visitors a month, There's a lot of people that heard thatand are now asking themselves, I've never experienced that for my cardealership. Is that possible for a car dealer website to get 600,000 visitorsa month. So here's what's interesting about cardealerships what they did for so long For so long they allow 3rd party sitesto dictate the brand of their manufacturers and the consumer view onthe industry as a whole.

And so let me give you a case in point. It was about five years ago, I waslooking at Forward Motors blog and I was like, man, this blog sucksbecause I couldn't find simple things. For example, let's say I went onlineand I research um, you know, 2000 at the time, 2010 Ford ranger versus theToyota, whatever cinema or something like that. I don't know, I can'tremember names, you couldn't find anything on fordabout that because ford didn't bother talking about how their stuff comparedto other people's stuff. Now, this is what if you go to any major automotivewebsite that's educational that dominates the marketplace, that's thetype of stuff they address and they do it well and they do without biased. Andwhat happened is all these manufacturers and all their dealersallowed these third party sites to control the industry because they weretoo afraid to address what we call they ask you answer, which is the questionsof the marketplace, right questions of the marketplace. Now, is it easy to do this as a regulardealership fundamentally? No, it's not easy at all. And the reason is becausethere's a lot of content, in other words, the in in the automotive space,the C. S. I. That's what I call it, The content saturation index is very highand so the more saturated in industry is, the harder it is for you to standout above the noise. Okay, so certain industries like social media have avery high CS. I. Other industries like, you know, um, you know rocket enginepart manufacturers have a low C. S. I. So how do you deal with him? Well thebeauty behind the automotive space is that there is constant change, constantevolution and constant new stuff to talk about. So even though you mightnot dominate the conversation on what was, you can dominate the conversationon what is and what will be and there's where you have the big opportunities,right? And there's where you can just throw your fist on the table and putyour stake in the ground and say, we're going to be a thought leader in thisspace and and really be aggressive especially in addressing the majorconsumer based questions you get every day like 2016 ford, Mustang versus 2016Chevy Camaro, which is the best american sports car. That's a video,that's an article that's whatever you wanna call it that needs to be produced,I believe by any dealership that is selling one of those two models becauseif I am someone that's looking for the best american sports car and that'swhat I want to go by and there's a lot of people like that, especially a lotof men are just like that. Um, that needs to be addressed and need to beaddressed. I still don't think many dealerships are doing it well, I thinkdealerships at this point, depending on the size of the dealership, everydealership needs to have 11 full time photographer minimum, At least fulltime videographer minimum and at least one full time content producer for thewebsite. Okay, so those three that are full timers that are the absoluteminimum, and this is for one branch, this is for one branch. Now, if you'rea mom and pop automotive shop, that's, you know, just, you got 20 cars on thelot, it's a different game, understand that. But if you're a regulardealership, you need to be at that point at a bare minimum in 2016 going and so going back to your mediacompany, that just so happens to sell vehicles. That's correct. That'sexactly right yet to see. And, and if we are a media company, what's what'snext? And so if you're not producing a new piece of content every day as astandard dealership in north America,...'re flatlining, in my opinion. Imean, you're just not keeping up, you're just not keeping up because if,because here's the thing with the fact that we're doing all of our researchbeforehand and we're gonna start to buy carsvirtually. We're leaning heavily on this leg work.I mean, the vetting process is more intensive than it's ever been for avehicle and it's only, that will only elevate itself, it's not going to godown there and it's not even gonna plateau, it's just going to continue togo up. And so what that means is we have the opportunity right now for thevehicles here to forward to really stake our claim in that, we are justgonna be obsessively educational about everything that is coming out.Everything, yep makes sense. It makes it makes so much sense. It should becommon sense. Now, one of the thing about this Michael, this is, this isone point I got to bring up because this is where a lot of dealerships aregonna screw up. I've seen a lot of dealerships that produce a lot ofcontent, but they miss one thing and therefore they don't gain ultimatetrust. Every vehicles. The video of the article sounds like this and this isthe 2015, you know, um, Chevy Camaro and oh, we love this car. Let me showyou what this car has got. Everything is just this car is freaking amazing,right? It's a large, just flawed. You can sit there and you can tell me abouthow much horsepower it has and how big the rims are and how much, you know,leg space it has and all that, but see that's not going to win and that's notgoing to distinguish you because everybody else that's gonna be doingcontent is going to be doing it like that. What distinguishes you is youstart off and say, okay folks, today We are going to be looking at the 2016Chevy Camaro and a lot of people have been asking about this vehicle and thecool thing is, you know, us here at Marcus is automotive, we give you thegood, the bad and the ugly of all the vehicles. And so today we're gonna lookat each one of these pros and cons, we're gonna analyze them, we're gonnashow them to you're going to get down to the nitty and the gritty and so thatby the end you'll be able to know if this is the right car for you. And sowe still have that by man, we still have that excitement, but it's theexcitement combined with holy crud, this person is going to tell me exactly,is this the right vehicle for me? And they're gonna allow me to decide.They're not going to say, yeah, this is the vehicle for you. They're going tosay, don't get this. If you're looking for this. Sure. But if you're lookingfor this, then you're probably on the right track. Well, and the nice thingabout that approaches. I mean, aside from the credibility is, um, you know,I think sometimes we forget, yeah, it's about the main brand that I'veobviously franchised into, but I've got this whole lot of pre owned vehiclesand I've got a massive selection that will suit the needs of, of whoever. Soit's not really going to harm me. And I think that's what a lot of people thinkis, man, this would harm me if I start talking bad about my own product.There's a, um, you know, now that I'm back into riding motorcycles, there's aYoutube channel that I've subscribed to 49, um, and I'm gonna link to that inthe show notes, but he does a phenomenal job because he'll do areview on, you know, the top five motorcycle helmets and every time hedoes it, he's like, okay, this, this, this and this, this is all good. Butthere's also three things that you should be aware of, you know, and hedoes kind of point out in a very like, it's, yeah, he's pointing out thethings that aren't good about the helmet or things that you shouldconsider. Maybe not necessarily negative things, but hey, if yourhead's this shape or, you know, if you find yourself commuting a lot, thishelmet might get a little bit stuff either, the airflow isn't quite there,like it is on this, but ultimately at the end of every video, it's like, hey,go check out 49 dot C a where you can, you know, view the selection of all thehelmets that I've talked about in this review and I mean it's a boomingbusiness, you know, it's a bit like this. So it kind of the same thing.You've got all these vehicles on your lot, you can talk about them. Pros,cons good, bad ugly Like you said, you you cannot pitch a product effectivelyin 2016 and beyond without discussing both sides. And in fact the smartestsales people literally, they will not... a pitch until they find a reason whysomebody would not purchase the vehicle. Like they understand from apsychological, on a psychological level they've got to say least one thing asto this vehicle is probably not a good fit for you if Yeah, yeah, it makessense. Well, and that's what people are looking for. Yeah, but that's theproblem with common sense. It's all too uncommon. Right? And so we just don'tsee it very much, and and I would say 5% of the videos online in theautomotive space do that or less. Yeah, it's a great day at abc motors. Yeah,it's always a great day. It never rains here. Yeah, it never rains here. Um,look man, this has been awesome predictions, strategy insights. Um, Icould go all day. Well, I couldn't actually, but you know what I mean.Neither one of us could, but we'd like to um, appreciate you being on the show.How can, uh, where's the best place for people to just kind of keep divinginside your brain. Well, if you want, you can read my book,which is don't wait dominate. Yeah. You know the good review on theback of this. There is a there is I would strongly I would stronglyrecommend that book by the way to everybody um because it is lookingahead and that's what it's all about. We've got to look ahead, can't feelsorry for what's happening. We just got to continue to look forward. If anybodywants to find me, just email me Marcus at the sales lion. S A L E S L I O Ndot com Marcus at the sales line dot com. Love love questions from people. Iappreciate them. Uh you can certainly check on my website, the sales line dotcom and if you're looking for a speaker at your next event, I love theautomotive space. I spoke in three different continents within theautomotive space last year and it was a highlight of my year and I just lovethe space. You know, one last thing I want to say about this space because Ilove it so much. It's sad to me that When you say usedcar salespersons, so many people have a negative connotation with that. What Ihave found is that 90% of all the sales people that I've ever met and I've methundreds in this space are really great, good true people. 10%, maybe not so much, but what failedall of us wasn't the people, it was the process. The process is what gave theindustry a bad name. My challenge to everybody is not to continue to do itthe way it's always been done because we'll continue to get the same results.Let's do it differently. Let's change the process and let's obsess over thatmagical word, which is the business we're all in, which is trust, that'sthe name of the game. And I think if somebody's thinking about that on apersonal level, on a collective level within their dealership, I thinkthey're gonna be very, very prepared for whatever happens next. I love it.Mhm man, appreciate you being on the show. It's always a pleasure. Love tohave you back as well. See you have to do that when the flying cars come out.Well, let's do it from a flying car. Yeah. Mhm. I'm Michel, Cirillo. And you've beenlistening to the dealer Playbook podcast. If you haven't yet, pleaseclick the subscribe button wherever you're listening right now, leave arating or review and share it with a colleague. Thanks for listening. Mhm.

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