The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Marcus Sheridan: Dealership Content Marketing Done Right

ABOUT THIS EPISODE

Welcome to “The Dealer Playbook session #49 and we are so glad you are here. We have a exciting session on deck for you today and we are excited to dive in! 

You are going to love our guest today. In this session we are sitting down with the brilliant Marcus Sheridan of The Sales Lion and he is dropping some powerful insight and nuggets that will help grow your business. 

Here is a little bit about our guest Marcus Sheridan

Marcus Sheridan, with boundless energy and contagious enthusiasm, helps business embrace the power of inbound and content marketing. The Sales Lion website is a information hub for small/ medium business owners who are lovers of personal development. The Sales Lion helps individuals and business alike throughout the world find more ways to be successful in their sales/marketing/web 2.0 efforts. 

Here is a quick preview of what you will learn more about here. 

Addressing the buyers fears 

Marcus goes into detail about how used car giant Car Max embraced reality, identified their customers fears and offered solutions to eliminate those fears. 

Understanding todays consumers buying habits 

The habits and routines of car buyers is obviously changed over the years. Marcus goes deep into how consumer ignorance is not a viable sales and marketing strategy.

Why you need to have the teachers mentality 

Be the go to source of information in your market. Your site needs to be the Wikipedia of its industry. Marcus gives some awesome examples and tips of how you need to be a teacher in your market. 

That is just a quick preview of some of the power bombs Marcus Sheridan drops on this DPB session. 

Get connected with Marcus Sheridan

Marcus Twitter

Sales Lion Website

Get the free eBook from The Sales Lion 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 ;)

Connect With Team DPB

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Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.

Hey this is Markis Sheredon from thesales line, and you are listening to the dealer. Playbook podcast you'R dialed into the dealer, playbookpodcast, where it's all about winning autonalar strategies that deliverproven results, and now your housts Robert Weisman and Michael Serilla, heythere what is going on you're listening to the dealer, playbook podcast session,forty nine, where every single week we're sitting down with the whos who,in and out of the automotive industry, for you today's automotiveprofessionals. That was a mouthful but nonetheless my name is Michael Sirilloand I'm joined by my partner in crime. Miter Robert wisman. What's going on,Hey may what's up yeah, not much, I'm just really thrilled to introduce ourguest for today very insightful gentleman by the name of MarcusSheridan he's the founder and CEO of the sales line. You definitely need tocheck them out will link you to his website in the show notes, but firstbefore we jump Ino the show I just want to let you know that Marcus has overtwo hundred page e book that we're also going to link to in the show nows. Thatjust gives you a whole boatload of information that you can applyimmediately to what you're doing online to attract high quality buyers sostaytuned for that in the show notes over at triple ap o to Yeah Triplwdot,the dealer playbookcom forrd. Ah Forty nine so be sure to check that out now.This was actually my first interaction with Marcus and I got to tell you. Iwas super impressed Robert. How did you? How did you get connected with him?Well, I've been reading this blog and been aware of them for some some time,and I actually have that Ebook as well and my boy ry, and that with you know, that's where the Tertas withthe dealer to dealer to conference. He you know knows that, because Marcus isgoing to be speaking over there Yos nost enough to broker that together soshot out to Ryan tomps yeah thanks for thanks for that Ryn but yeah. This is a.This is a great session man. This guy's definitely packing some heat man. Ithink everybody's going to really like this. He he has experienced like youknow. He helps businesses in this digital age with a lot of you know,content, marketing and different. You know strategies and innovative stuff,and he has experiences with as you' hearin this with Carmax one of the and,like he said, like you, know, love them or hate them. They make it happen. Soit's a very interesting session. It's going to resonate great with you today,so Michael. If you got nothing else, man I'm ready, let's roll, and we are here sitting down now withsomebody you need to be listening to. You might have not have heard of himyet in the automotive industry you may have, but that's all irrelevant,because what we're going to talk about...

...today, with Marcus Sheridan founder ofthe salesline, is going to blow your mind. That's right! He has someincredible information that we're going to really share with you that you cantake your career in automotive sales or within the dealership to the next level,marcus thanks so much for being on the show with us today, gentlemen, it's apleasure excited to be here, and hopefully I can bring some value toyour listening audience now. I'm sure I'm sure there will be a load of value.In fact, we call thim power bombs or nugets, and you know just just learningmore about you and the experience you have in the kind of the wide variety ofinformation that you have from content. Marketing help to even you know, beinginvolved with hub spot, consulting and all of the inboun marketing stuff. I'mreally looking forward to the conversation so just before we hopped into the callhere we were just talking briefly. You know- and you had mentionedsomething that I want to. I want to just get more out of you about. You hadmentioned that buying patterns have changed and I feel like we talk a lotabout that in the industry, especially in the automotive industry, especiallywith the Internet. We always say: Oh, you know the Internet's changed the waybusiness happens and we talk a lot about consumers, path to purchase andzero moment of truth and all of these sorts of things that indicate or kindof validate that the buying patterns have changed. But can you share alittle bit more about that concept like what do you mean by the buying patterns?Hove changed, and what can those listening in do to tocombat that or leverage it? So so to me, this question is: isessential to to everything that's happening right now for businesseseverywhere online offline. It's the same principle, and we know this iswhat we know. We know that today and I did't make this number up. This is thestudies that have been done by all the really smart companies like forester inthe Google, ords and whatnot sure, but what they've said is seventy percent ofthe buying decision today on averages mad before someone actually talks to asalesperson, thats profound number, I mean, if you think about it and thef.Somebody has said say ten years ago what percentage of the Buyn decisionwas made before someone actually talked to a salesperson or talk to the companyface to face ten years ago, the number probably would have been about twentythirty percent you'v asked five years ago. It's probably about forty fiftypercent. Today. Seventy percent of that bind decision is made before that firstcontact. You know you mentioned that zero moment of truth. So my question isthis we'ree going to be in five years: whereare we going to be in ten yearsand the companies, certainly the car companies that Adjusto this better thananyone else, they're going to be the most successful, which is why theybetter be the best teachers and communicators in their space, and theybetter do anything and everything that it takes to earn that person's trustlong before they were walk on a lot...

...because the day of the sale being madeonce they get to the lot sure that's a part of it, but no longer is that themost significant part of it- and this is not something that we we can no longer just grit our teeth and say Idon't like how this has happened. We have toaccept it. We have to embrace it and now what are we going to do about it?Yeah and- and you know- and I love this because t that's a lot of what we talkabout. You know so much there's so much informationonline and the the access that we have te information this this day and age isbar none more abundant than any other time in the history of the planet, andyou know I think, often times when, when customers and Robert, maybe youcan jump in and correct me if I'm wrong, but I feel like sometimes theperception is that when the cut you know still that when the customer showsup in the show room, they haven't really. You know it's kind of like theperception. Is We talk about how they've been doing research, but westill kind of treat them as if they haven't done any research m big time,customers, ain't, stupid and everybody has to write that, like you know, onthe back of their hand and remind themselves that all day long, becausewe've all got this- you know the whole Internet has changed. We can sense when somebody's being realwith us and just totally you know Yanking US around and we don't like it.We don't like it. You know it's fascinating to me that you look at theautomobile industry right, okay and here in the in the US, and not sure howis the rest of of the world in the US. I can tell you how often times it works,the majority of major, auto dealerships are built next to two things: numberone they're built next to the highway number two they're built next to otherautomobile dealerships. And of course, why were they? Why was het done thatway? Why was it design that way number one, because they wanted the rowtraffic to see the dealship okay they're going to pull in yeah? I getthat number two, and this is where it gets very, very interesting, and thisis where all the and I don't want to sit there and say everybody totallyscrewed up, but nobody as really taken the time to look ahead and at leastdone at the right way, because, if you're still building an autodealership next to three other automobile dealerships, you're, notunderstanding today's consumer, because the reason why you would do that isbecause you're saying to yourself: okay, so they're going to come to me in myfor dealership and then they're going to go to the Toyota dealership and thenthey're going to go to the Cherele dealership and wherever they feel likethey're. Getting the best deal. Well, that's who they're going to buy from,and that is a complete fallacy, because the way that it works so much of thetime today and some of that still exist. But the way that I works. So much ofthe time today is what happens. Is You identify online, the type of car thatyou want after you look at all the features after you look at all youroptions. You Say I absolutely want this particular car with that's thisparticular model. With this particular...

...features, then what you do is youchoose the dealers you're going to see based on who has that particular modeland that's who you go to and usually they're, not within five miles, Ot eachother, because they offer the exact same thing and that's how the biggestthe biggest way of the Autom Bal industry his changed an at least thenew car space especially has changed. Is that right there, it's very, veryprofound, okay, so you're saying that yeah I meanit makes sense that you know it's. You know the auto industry has kind oftrained the customer to to you know, react and shop them as that. The waythat they have, I mean who's, not if I there's a different dealership rightnext door to where I'm already at I mean it, makes it easier to be like heywhat you know. Why the hell? Not Let me, walk over here and see what these guysgot the offer too. Yes, but you see you don't do t as muchused to Robert and n and that's where things have changed sure it would it'snice to think that people still want to go from dealer to Deolr to Deor? Idon't I don't want to do that. I want to be in charge of the sales processperiod. This is why people stopped calling businesses and because they, if you look at it, if we don't want tocall a business to find out an answer to a question, we want to find theanswer to said question through the information that the business gives usspecifically mainly through the website, and if we don't receive thatinformation often times no longer, do we call to resolve the concern we goelsewhere and we find someone that will resolve that particular concern. Thisis what so many so many are missing out on. I mean you know, I'm one of theindustries that I'm really really passionate is use car space right andone of the companies that I've spent some time with is car Max. Now, I'massuming you guys, have gort heard of carmax correct, absolutely yeah, socarmax biggest Ese car dealer in North America, some people- you love them.Some people igh may not like them, but you cannot argue with their success andwhy have they been so very, very successful? I mean let's analyze thissituation and I love asking this as a live poll with audiences, and so, ifyou ask someone when you hear the phrase use car use car sales, what'sthe emotion, you experience a hundred percent, and this is every country thatI've ever spoken at hundred percent of the countries now this is not a. Thisis not a North American cultural thing. This is worldwide. People have anegative reaction to use car sales, use car salls person and of course the nextquestion is well. Whe taught you that and the answer as well experiencetaught me that so then the next question begs okay. So what are thefears that you have when you're buying a used car and there's three or fourmajor fears that people have when they're buying a use car the first one?This is one th Tis, so amazing, and so many dealerships still don't want torecognize this realities. Ninety nive percent in the world hates to haggleperiod. They hate it. One person in the...

...world likes it, those one percent ofthe people, they're weird the rest of the people, that'n't like it, that'scalled reality. Okay, the other fear that people have number two is buyersarmorse, that's the number two feear people have when buying a USCAR numberthree foar they have. Is that they're going to get a lemon or they're goingto get somebody's problems? So you look at the way car Max handle thissituation. Okay, twenty years ago, almost twenty years ago, when theirbusiness is getting up and going they say, you know what our industry isscrewed up now. This is amazing in of itself, because most most leaders, mostpeople in any space, never want to recognize the flaws of their industrybecause they want to hold on to the way that it's always been done, and so theysaid, okay, how are we going to do this differently? The first thing they did.The e first thing they did in theire buying process for customers, as hitsaid nohaggling period ne their first major use car company in North America.To do that, no haggling immediately. They eliminate the fear of the personthat doesn't want to deal with high pressure tales person. That was numberone second thing that they did. Okay, they realize wow this, this moretransparent, modelis working, we're getting a great response from customers.What do we do next? Well, what they did next was a five day money backguarantee. They were in the first major car companies to offer that that wasunheard of at the time. It was ridiculous. I mean fivty million backguarantee, which now gets rid of the fear of buyers- remorse, third, Fer, ofcourse, what we talked about, which was lemons or getting somebody's problem.If you go to a carmax store, you walk in right now. The first thing that theysay is have you ever been here? You say: Let's say you say no, they say well,let me show you how our cars qualify to show on the lots. In other words, theywant to show you that the majority of the cars that come through there theynever make it to the lot which, because of their advanced, I'm just puttingthis in, quotes. Theyre quote advanced inspection system, car, Max Quality,certified, Yadayada, Yada, and so now you've eliminated the fear of buying alemon, and this is why carmax has grown to be easily the most successful usecarcompany right now in the world. It didn't happen by accident. It happenedbecause they embraced reality. They said what are the fears that ourecustomers or potential customers have and in this is the core? Is it possibleto get rid of those fears and that's exactly what caused them to explode,and this is the same thing that anybody any business car Max just happens to bethe one that I'm talking about right now. They need to embrace thatphilosophy or they're going to be left behind. You know interesting about whatyou're saying here. I actually just read an article like three or four daysago about this exact topic. In fact- and this is actually from a Canadiannews- source CTV news- DOT CA, but they did a survey, it was actually anAmerican company, US company, that did the survey, Dasha, Patranco andactually shutter stockcom. They pulled, or they did a survey with a thousand USadults and it had to do with people who...

...had purchased a a preowned car in thepast twelve months, and the interesting thing here is: itsaid that you know it kind of goes through, and it says what are some ofthe reasons why buying a used car is so stressful, and you know just like yousaid it was the fears of inadequacy and of ending up with more or less thanthey bargained for, and there were some statistics here just to validate whatyou're saying I was. One of them is fifty two percent of of these adultswho had purchased to used car say that the excitement of purchasing a new caror the thought of purchasing a new car quickly turned to fear of being takenadvantage of twenty four percent of consumers saidthat they still felt excited once the deal was done, but forty four percentdescribed themselves as feeling relieved like Oh my gosh, I'm so gladthat's over with, and then the conclusion of the article is exactlywhat you said. It said you know they say here just to quote the article. Sowhat needs to change nine and ten respondents said that they want a hagglfree experience, and most respondents said that a comprehensive vehicle,inspection and guaranteed price matching as part of the service shouldbe included in the process. This so yea Alar at's exactly what you're talkingabout this, but it's. So if we, if we analyze the situation, it's latantlyobvious every business has the moral obligation to say really truthfully. What are the fearsthat somebody would have right now if they walk through our doors yeah, andthen they need to figure out a way to address those and potentially eliminatethose, if it's at all possible and if they do they're going to lead theirspace and se the information of the digital age? If they do not, they willbe the next k mart of their industry and that's the choice everyone has tomake. So, let's talk about, I mean you'vementioned now kay. It's the digital way: Art, okay, Cama, okay, what so, and by the way Kmart's completely at ofbusiness where I live, so I don't know if they e, I don't know.If they do, they still exist. I don't know Waah Poin, Takin, right yer, they,okay, sother yeah. Well, I'm in Canada, and they don't exist here anymore. So now, let's talk about this becauseyou've mentioned the digital age. You've mentioned that there's adisconnect between you know what consumers feel or anticipate that theprocess should be like once they arrive at the dealership. But you alsomentioned earlier that they're going online to search out. You know answersto the questions that they have in previous episode. Episodes of the showwe've talked about how pretty much every Google search is an impliedquestion people are looking for answers. You know I talk about this all the timeif you're not providing the information who is- and I like, the the you know,trainof thought that you had mentioning how most dealerships methodology is to build their stores next to highways andnext other dealerships because of the old buying patterns. What candealerships do when it comes to online...

...then to bridge this gap so that themessage conveyed online translates through to the the dealership or theshow room? I think there's a couple of things, butevery website should represent the soul of the company, the person, the peopleit's no different than, if I say, Papa Johns, you immediately see what in yourhead pizza so or you see Mi John Pappa, John Right and his CAS wone of you seeone of the two, but that's what you think right. That's what you think yeah.If I say Pizza Hut, you immediately see who me on the toilet. Well that it yeah so so so you don't see a person,you see a roof you're right, you see something that does not have quote asoul. That is a problem that is a branding issue yeah, and this is whyPapa Johns is dramatically more successful than pizza. Even thoughPIZZAA has the dollars of this little company, caled Pepsi Behind It, you seewhat I'm saying and they've GE sin time to they've been in the game: Doout alot longer than poboh Dou yeah, no doubt INS, but they have no identity.You know you need to people say all the time WilMarcus you see, buying a car. A lot of that is a human to human experience,and you know as a salesperson, I helped them feel comfortable and address theirconcerns. My question is: Always: Is it possible to achieve those same feelingsand emotions from your website? Now, of course, if you're, not a great teacher,if you don't embrace the power of video, if you don't show the faces of youremployees on your website, you're not going to achievethese things, I mean fact of the matter. Is your customers should not be meetingyour salespeople for the first time when they are on the car lot, ifpossible? In other words, they should have met them because they watch themin a video on the secually met them. That's right, they've already virtuallyestablished a relationship and because of that they walk onto the lot and theysaid yeah. I saw a video with John the other day and he was comparing the theMustang and the Kamero. Is he here, because I would love tolook at the mustangs and I was hoping that he could walk me through theprocess like he done the video. Now that's powerful, that's amazing andthat's what happens. Doesn't Mout of the industry? That's what happens whensalespeople get involved. So how do sales people deal with the idea thatseventy percen of the buying decision is made before the people talk to them?Well, they better hurry up and they better get on the front end of thisconversation on the digital side of it, because otherwise their job is going tobe rendered obsolete over the course of the next couple of decades. And again Idon't say that with a smile, I say that, because it's one of those realitiesthat we all have to swallow like it:...

Yes, how it's going do's exactly righRobert, like it or not, how it's going down it's like saying. You know it'sall the people. That said you know, I don't need a website and ofcourse, now you essentially do not have a business. If you don't have a website,the idea that you would not have a website is, you know it's like a capital crime,it's laughable, laughf and nobody would even essentially you know, nineninepoint. Nine. Nine nine percent of businesses would never even considerthat as an option which is not having a website.So this is where we're going to in every single space, and so we need tobecome more human on our website. We also need to turn our websites into thewikipedia of what they are right. You know the reason why I've managed tohave so much success, whether was when I own my swimming pool company orwhether it's with all the companies that we were that we've worked withsince then. We always have one goal right. We obsess over the questionsthat customers and prospects are asking. Then we avesess obsessing with the waythat we communicate the answers to those questions through texand videoright, because we seear ourselves as teachers. Here's what's fascinating tome all right classic example: Classic example. If I go online right now- and I sayFord musting versus Chevy Camero, which, by the way it's a very popular search,because if somebody says if somebody says you know I'm looking at these twosports cars, I just need to know the difference. You know that's a common search. It could searchthousands o thousands of times a year and if somebody searching that they'reprobably going to buy one or the two, they just need to figure out, which oneis better. What's crazy is shevy's never ridden article on that? Neitheris Ford. They've never talked about that specifically os its anembarrassment on both of those brants. No doubt- and it seems like the you don't see like that. Now, I'm notseying every dealership, because I have seen some people that have you know andMichael we've helped people do this, this exact thing, but the and then they're wondering why youknow edmonds is getting all this shine andpeople re, you know going there and become and Edmonds is able to sellthird party leads and things like that, because edmunds is providing thoseinformation, Edmond's motor trends like lobe. What's you're talking abouthere's one of the greatest tragedies in the automobile industry, and that isthe fact that third party sites are dictating the education for an entiregroup of consumers and they are literally impacting your dealership. My dealership and thedealerships have allowed it to happen the brands, the main factors haveallowed it to happen. You know- and I once got in a nice public debate withFord moter company online. I wrote an article, I guess it was four or fiveyears ago now it said: Hey Ford, your blog sucks. What gives that's literallythe title of the article and my point...

...was this: You can have five hundred afifty Thousan case, Tudies on your site, about how people love their Ford butDag on it. If I got a question about a Ford and I want to compare it toanother vehicle, specifically Shevi versus Camaro R, just a bunch of otherquestions, they weren't answering the questions. In other words, they didn'thave a teacher's mentality and you got to have a teacher's mentality. That isa Christ, and you know ht Fort told me at the time because they responded theysaid well. We let third party sides handle those things we love. Are you kidding me and then sometimespeople say to me. Well Marcus. I mean you know: People don't want to ask thesource directly because they know it's going to be biased, that's crap to andI'll tell you why it's crap, because I guarantee you every single Ford car sales person has when they havebeen in this process of selling a sports car at one point in time,they've been asked: okay, so you're F R me. If, if you look at the Camaron, youlook in the Mustaing, because I'm looking at the Cameroas well, which onewould you juice, they have been asked that stinking question. If it's a goodenough for the sales person on the lot, a surs heck is good enough for yourwebsite, exacthe times a thousand very good point, and I think, even at theleast at the least, even you know how they were leaving it up to those thirdparties. Well at the minimum. You can curate that third party's content onyours and give your opinion and that's easy way to do something. Is You justgrab that article from motor trend and then kind of linked to it and yours,but give your take on it? You know, and your opinion are hey check out whatthey said about this this and this, but that's another reason: here's the deal,here's the deal you can do that, but this is how I believe everything has tobe done. This is the part that most companies never get. Okay, where I built my brand, was, I starteda swimming full company in two thousand and one called River pols, and thingswere going: Okay up until about twothousand N, eight wet the marketcrashed and when the market crash weare in use trouble. In fact, everyconsultant a I talked to said: You need o five bankruptcy, a twenty employees.At the time I was going to lose my home, my two business partners, s going tolose their home. It was the scariest most stressful time in I life. That'swhen I really discovered or started learning about the Internet, because Isaid look I need to. I need to attract more traffic leads and sales than Iever have, and I have way less potential customers than I ever did,because most people can't get alone. At this point, that's when we embrace thisphilosophy on the Internet of the ask you answer: That's when we said we'regoing to become the wickopedia five or glass twenty pools, and that's when wesaid you know what. If anybody has any question about firereglassfols, good,batd or ugly, we're going to dress it more honestly and transparently thananyone in our space fast forward to today, it's the most traffic swiyn poolwebsite in the world. You know during the summer we get about half a millionvisitors a month to the site and we dictate the education for an entireindustries and now we're becoming a...

...firereglass Pol, manufactur er, simplybecause we have so much influence, and we have you know people that trust usall over the world when it comes to fireregassspols. It only makes sensethat we become a manufacturer. The car space is very, very similar.Dealerships can do this as well. You know these big automobile manufacturers,they have so much red tape and they convince themselves that they can'ttalk about certain things, which is crazy because you know they play bydifferent set of rules on their TV commercials. They talk about thecompetition all day, long on TVA commercials when it comes to their ownwebsites. Tyeu don't talk about them, but now here's the thing, though here'sthe thing, let's say hypothetically you're for dealer and you need tocompare you write an article Ford, mesting versus Chevy Camero, or youknow, two thousand and fifteen for mustaing versus Jevy Kanmarror, whichis better okay. You write that article and you say something like this. Youknow people come to us all the time at lions, automotive and they ask us sowhich one is better: the Ford musting or the Shebby Kamera well here lines ona motive. We only sell the Ford Mustang, but we recognize the fact that the Fordmusting might not be the best choice for you. What this article is going todo it's going to extensively explain the pros and the cans of each one ofthese two vehicles and, by the end, you'll be able to decide which is thebest choice for you, that's your opening paragraph, and then youactually answer it honestly, and you see this is the thing that mostdealerships can't do. Almost no salesperson could ever say. Well, thetruth is, this might not be the best choice foryou byausee when you say that one little statement, everything changes, Thi ability factor.Definitely absolutely. This is exactly why Car Max has one commission numberfor every single unit that sells because what they want is they wanttheir sales people to give their best, whether the car costs twelve thousandtwenty five thousand or fifty fivehousand? It's the exact samecommission. So what that means is they're not needlessly upselling allthe time because they have the best interest of the consumer at heart. Yousee what I'm saying and see. This is the. This is the mentality that peoplehave to have if they want to be prepared for. What's next, not only that man, so so supervaluableinformation here you know. On top of that, though, I think I think, victorfrom lion's autootive, if he's listening Ain Man, he better get on topof his website because it doesn't fit the bill with what he just talked Bou.Is there? Is there a liance on a out there? I was looking it up. I'm likeHey, wait, a say I didn't know Marcas on to dealership, and then I looked itup and boom victor found her and CEO big smile on his face. Man He's gottaGet on the bandwagon. You know what and that's th what we're talking about here,man, this is th. This is super valuable. I mean this is stuff that Robert and Italkabout all the time because it works...

...right. We say this all the time theproof of ability is and results. You know how many more guests do we need tohave on the show before those listening and catch on andunderstand that there's a massive opportunity for everybody and that'shaving the transparency online to and the the courage to ask people. You know toanswer people's questions and give them the information that they're lookingfor fast track to credibility and authority is to you know- and I meanthe the fundamentals of business- is to find a need. Fil said need, buildcredibility, build your business and- and I mean that's really what we'retalking about. You know it might have happened in a variety of ways: PreInternet, but the Internet is such a powerful. You Know Resource and toolfor dealerships to reach out to qualified buyers and talk to them aboutthe things they care about. So so Michael. This is the thing I always sayitis if nobody's heard. Anything else said this time during this last thirtyminutes. Hopefully the olherest one thing an that is consumer. Ignorance isno longer aviable sales and marketing strategy. Absolutely in other words,you can't sit there and rely on the fact that they won't go to that otherdealer. They won't find out about that other option. They won't find out aboutthat other price. That's offered with that other dealership. You can't dependon consumer ignorance to help people make buying decisions.These days you have to embrace the reality that they already know whateverthething is that you're hoping they don't know they know it, and so, if youdo, though, accept that now you can move forward with a communication stylethat is very, very different than it would have been. Otherwise, it's moreuser friendly to you know at I mean like at meaning customer dud W we'retalking about here is common sense, Wawe're talking about as a PRI, sothat's been around since the beginning of time called doing to others, as youwould have them do, unto you this has been around since the beginning. You-and I didn't make it up the reason why the car industry developed a negativeconnotation is because they forgot about that principle and certain brandswithin that space now are changing it and I'm happy and thrilled to see itthere's still some holdouts. But if you look at it what's interesting is theleaders of the previous generation are never the first ones to embrace thenext Henry Ford is the greatest example of this he went from here to zero. ILove Henry Ford by the way, love the man and there's a lot of stuff. That'sbeen Ritt about Henry Ford, but why did he go from here to zero? He went hestarted off as a hero because he was progressive in the way that he changedbusiness and the way it had always been done. You know he did the assembly lineand he had all of these ideas that he implemented, but he got so set in hisways because of the success that he had. He said we are not going to change itsgoes back to the famous quot, as you can have anyone you want as long asblack right. Well, because of that...

...statement, you know we, like people,celebrate that Samin there's nothing to celebrate about that statement, becausethat's the reason why he went from here to zero because he didn't embrace whatwas next and unfortunately, a lot of dealerships had so much success withthe way that they sold before the way that their dealership work before thatthey have been ond adjust with what has happened next. It is sad, but there'sanother group that is willing to adjust they're, making those changes they're,making those hard choices and because of that they're, seeing the resultsthat they need awesome all right. Man, such powerfulinformation, tons of power bombs. Those of you listening in there are a plentyof takeways hope. You were taking notes in the meantime Marcus before we windthis thing down. How can those listening and get in touch with you? Well, you can find me on the twittersat the Sales Lion Lio n, you can find me. My website is the Sales Lion Com and I will be in Canada speaking and I'mexcited to speak to automotive dealers up there and that's going to be it'sgoing to be so much fun and my my Maiman Scott Stratnis going to be onstage with me too, and he is just one of the best. I got sad dealer talkright, yeah, Yep, TAT's, a dealer talking. I can't I can't wait to can'twait to do that and with such an exciting industry, I love automobiles.I love selling vehicles. I love talking about selling vehicles, so the factthat I'm going to be there is exciting, but certainly hope, some of the onesthat listen to this today will check out the sales lire. There's a free ebook on there. It cost nothing it's over two hundred pages long, it's twohundred pages of Awesomeness that will certainly revolutionize your business.If you apply what you see, Awesome Yeah Mar o m Surt fory yeah, that's going TaBo I'll, be on the show, notes that triplew hat the dealer playbookcomMarcus thanks so much for being on the show with us today. We certainlyappreciate it my pleasure and there it was that was again. MrMarcus Sharan, founder of the Sales Lion Com, definitely encourage you tocheck out his blog again it'll, be linked into the show notes. As wediscussed Michael First Tim meeting, themh w how'd you like it, you knowwhat I love the guys passion. I love the you know. Just the you know. Heknows what he's talking about and that he's seen and helped. Others realize some incredible success, doingthe things that he's talked about, and you know what nearing the end of the show, though,that there, the sitdown that we had with him. He said something and itstood out to me- and he said all of this stuff is common sense, and I meanthat that really is the gist of it. Everything that we're talking about isis common sense, it's stuff that you know it's not just theory. It's notjust what you know picks it's not Pixi...

...dust. It's not magic! It's just stuffthat you have to understand and take action on, and I think you know a lotof the Times. That's really what's missing is the whole. Take action thingand I mean at the end of the day, the tha that concept, that you know. We talk a lot about teory inthe automotive histry. Well, the only thing that separates theory fromsuccess is execution, and so you know, I think, that's my big thing for thoseof you listening and take what you've heard in this episode and put it to use,put it into action because you're going to see some incredible things happen.It's the stuff that Robert and I are always talking about so take Marcus'sremarks as another layer of validation that this stuff works. That's it an let's do it so I'm readyto wrap this up. Man Yeah so head on over to the show note, so you can getlinked up with that that free ebook of Marxsis again over two hundred pages,you can find that at triplewdot the dealer playbookcom Ford, forty nine andhas always would love your feedback. I mean it keeps rolling in from overfifty five countries. We love the things that were here and we love yourfeedback and appreciate it. If you have topic ideas or guest ideas, we wouldlove to hear them. You can head over to triplwot the Dr Playbookcom hit ourcontact page, send us an email and then lastly we'd love to get a review fromyou on itunes or stitcher radio. So we'll link up to Itunes, an Stituradioin the show notes again over at the dewer playwookcom forrd flash fortynine until next time. GATT, you later.

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