The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Marcus Sheridan: Dealership Content Marketing Done Right


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

Connect with The Dealer Playbook on Facebook here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.

Hey, this is Marcus Sheridan from the Sales Lion and you are listening to the dealer playbook podcast. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hey, there, 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 WHO's who in and out of the automotive industry for you today's automotive professionals. That was a mouthful, but nonetheless, my name is Michael Cirillo and I'm joined by my partner and crime, Mr Robert Wiseman. What's going on, hey man, what's up? Yeah, not much. I'm just really thrilled to introduce our guest for today, very insightful gentleman by the name of Marcus Sheridan. He's the founder and CEO of the Sales Lion. You definitely need to check them out. Will link you to his website in the show notes. But first, before we jump into the show, I just want to let you know that Marcus has a over two hundred page ebook that we're also going to link to in the show notes. That just gives you a whole boatload of information that you can apply immediately to what you're doing online to attract high quality buyers. So stay tuned for that in the show notes over at triple wire to. Yeah, triple W dot, the dealer playbookcom forward slash forty nine, so be sure to check that out. Now, this was actually my first interaction with Marcus and I got to tell you I was 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 time, some time, and I actually have that Ebook as well and my boy Ryan that with you know, that's where talks with the dealer to dealer talk conference. He, you know, knows that because Marcus is going to be speaking over there. You Goes Nice enough to broker that together. Shout out to Ryan Thompson. Yeah, thanks for thanks for that, Ryan. But yeah, this is a this is a great session, man. This guy's definitely packing some heat. Man. I think everybody's going to really like this. He he has experience, like you know, 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're here in this with car Max, one of the and, like he said, like you know, Love them or hate them, they make it happen. So it's 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 with somebody you need to be listening to. You might have not have heard of him yet 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 of the sales line, is going to blow your mind. That's right. He has some incredible information that we're going to really share with you that you can take 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 a pleasure, excited to be here and hopefully I can bring some value to your listening audience. Now, I'm sure. I'm sure there will be a load of value in fact we call em power bombs or nuggets, and, you know, just just learning more about you and the experience you have in the the kind of a wide variety of information that you have, from content marketing help to even, you know, being involved with hub spot consulting and all of the inbound marketing stuff. I'm really looking forward to the conversation. So just before we hopped into the call here, we were just talking briefly, you know, and you had mentioned something that I want to I want to just get more out of you about. You had mentioned that buying patterns have changed and I feel like we talk a lot about that in the industry, especially in the automotive industry, especially with the Internet. We always say, Oh, you know, the Internet's changed the way business happens, and we talk a lot about consumers path to purchase US and zero moment of truth and all of these sorts of things that indicate or kind of validate that the buying patterns have changed. But can you share a little bit more about that concept, like what do you mean by the buying patterns of changed, and what can those listening and do to to combat that or leverage it? So so to me this question is is essential to everything that's happening right now for businesses everywhere, online, offline. It's the same principle and we know this is what we know. We know that today, and I to make this number up, this is the studies that have been done by all the really smart companies like for ster in the Google Lords and whatnot. Sure, but what they've said is seventy percent of the buying decision today on averages made before someone actually talks to a salesperson. That's profound number. I mean if you think about it and if somebody has said, say ten years ago, what percentage of the buying decision was made before someone actually talk to a salesperson or talked to the company facetoface? Ten years ago, the number probably would have been about twenty thirty percent. You asked five years ago, it's probably about forty fifty percent. Today, seventy percent of that buying decision is made before that first contact. You know, you mentioned that zero moment of truth. So my question is this where I'm going to be in five years, where we going to be in ten years? And the companies, certainly the car companies, that adjusted this better than anyone else they're going to be the most successful, which is why they better be the best teachers and communicators in their space and they better do anything and everything that it takes to earn that person's trust long before they ever walk on a lot, because...

...the day of the sale being made, once they get to the lot, sure that's a part of it, but no longer is that the most significant part of it. And this is not something that we we can no longer just grit our teeth and say, I don't like how this has happened. We have to accept 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 that that's a lot of what we talk about. You know so much. There's so much information online and the access that we have to information this this day and age is, Barnne, more abundant than any other time in the history of the planet. And you know, I think often times when when customers, and Robert, maybe you can jump in and correct me if I'm wrong, but I feel like sometimes the perception is that when the cuts, you know still that when the customer shows up in the show room, they haven't really you know, it's kind of like the perception is we talked about how they've been doing research, but we still kind of treat them as if they haven't done any research. MMM, big time. Customers ain't stupid, and everybody has to write that, like, you know, on the back of their hand and remind themselves that all day long, because we've all got this. You know, the whole Internet has changed. We can sense when somebody's being real with 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 the automobile industry right, okay, and here in the in the US, and not sure how is 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. Number one, they're built next to the highway. Number two, they're built next to other automobile dealerships. And of course, why were they? Why was it done that way? Why was it designed that way? Number one, because they wanted the road traffic to see the dealership. Okay, they're going to pull and yeah, I get that. Number two, and this is where it gets very, very interesting, and this is where all the and I don't want to sit there and say everybody's totally screwed up, but nobody has really taken the time to look ahead and at least done at the right way. Because if you're still building an auto dealership next to three other automobile dealerships, you're not understanding today's consumer, because the reason why you would do that is because you're saying to yourself, okay, so they're going to come to me my for dealership, and then they're going to go to to the Toyota dealership and then they're going to go to the Chevrolet dealership and wherever they feel like they're getting the best deal. Well, that's you they're going to buy from. And that is a complete fallacy, because the way that it works so much of the time today. In some of that still exists, but the way that it works so much of the time today is what happens is you identify online the type of car that you want, after you look at all the features, after you look at all your options, you say I absolutely want this particular car...

...with that's this particular model with this particular features. Then what you do is you choose the dealers you're going to see based on who has that particular model, and that's who you go to. And usually they're not within five miles of each other because they offer the exact same thing. And that's how the biggest, the biggest way the automobile bill industry has changed, at least the new car space especially, has change. Is that right there? It's very, very profound. Okay, so you're saying that, and I mean it makes sense that. You know, it's you know, the auto industry has kind of trained the customer to to, you know, react and shop them, as that the way that they have. I mean, who's not if it there's a different dealership right next door to where I'm already at? I mean it makes it easier to be like hey, what you know, why the hell not, let me walk over here and see what these guys got the offer to yes, but you see, you don't do that as much used to, Robert and and, and that's where things have changed. Sure it would. It's nice to think that people still want to go from dealer to deal or to dealer. I don't. I don't want to do that. I want to be in charge of the sales process period. This is why people stopped calling businesses and because they if you, if you look at it, if we don't want to call a business to find out an answer to a question, we want to find the answer to said question through the information that the business gives us, specifically mainly through the website. And if we don't receive that information, oftentimes no longer do we call to resolve the concern. We go elsewhere and we find someone that will resolve that particular concern. This is what so many, so many, are missing out on. I mean, you know, I'm one of the industries that I'm really, really passionate is a use car space, right, and one of the companies that I've spent some time with is car MACs. Now, I'm assuming you guys have got heard of carmacks. Correct. Absolutely. Yeah, so CARMAC's biggest used car dealer in North America. Some people who love them, some people may not like them, but you cannot argue with their success. And why have they been so very, very successful? I mean, let's analyze the situation, and I love asking this as a live poll with audiences, and so if you ask someone, when you hear the phrase use car, use car sales. What's the motion you experience? A hundred percent, and this is every country that I've ever spoken at, a hundred percent of the countries. Now, this is not a this is not a North American cultural thing, this is worldwide. People have a negative reaction to use car sales, use car sales person. And of course the next question is what we taught you that match, and the answer is, well, experience taught me that. So then the next question begs. Okay, so what are the fears that you have when you're buying a used car? And there's three or four major fears that people have when they're buying a used car. The first one, if this is one, is so amazing and so many dealership still don't want to recognize this. Reality is ninety nine percent in the world hates to haggle, period. They hate it. One person in the world likes... Those one percent of the people, they're weird. The rest of the people they don't like it. That's called reality. Okay. The other fear that people have, number two, is buyers remorse. That's the number two fear people have when buying a used car. Number three fear. They have is that they're going to get a lemon or they're going to get somebody's problems. So you look at the way car Max handle this situation. Okay, twenty years ago, almost twenty years ago, when their business is getting up and going, they say, you know what, our industry is screwed up now. This is amazing in and of itself because most most leaders, most people in any space, never want to recognize the flaws of their industry because they want to hold on to the way that it's always been done. And so they said, okay, how we going to do this differently? The first thing they did. That the first thing they did, and they're buying process for customers, is it said no haggling period. They were their first major US car company in North America to do that. No haggling immediately. They eliminate the fear of the person that doesn't want to deal with high pressure salesperson. That was number one. Second thing that they did. Okay, they realize, wow, this this more try in'sparent models working. We're getting a great response from customers. What do we do next? Well, what they did next was a five day money back guarantee. They were in the first major car companies to offer that. That was unheard of at the time was ridiculous. I mean five day money back guarantee, which now gets rid of the fear of buyers remorse. Third fear, of course, what we talked about, which was lemons or getting somebody's problem. If you go to a car Mac store, you walk in right now, the first thing that they say 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, they want to show you that the majority of the cars that come through there, they never make it to the lot, which because of their advanced, I'm just putting this in quotes, their quote, advanced inspection system, car MACs quality certified, Yada, Yada, Yada. And so now you've eliminated the fear of buying a lemon. And this is why carmacks has grown to be easily the most successful use car company right now in the world. It didn't happen by accident. It happened because they embraced reality. They said, what are the fears that are customers, are potential customers have, and in this is the core is it possible to get rid of those fears. And that's exactly what caused them to explode. And this is the same thing that anybody any business. carmacks just happens to be the one that I'm talking about right now. They need to embrace that philosophy or they're going to be left behind. mind. You know interesting about what you're saying here. I actually just read an article like three or four days ago about this exact topic. In fact, and this is actually from a Canadian news source, CTV news dot see a. But they they did a survey. It was actually an American company, US company, that did the survey, dash up at trank and actually shutterstockcom. They pulled or they did a survey with a thousand US adults and it had to do with people who had purchased a pre owned car in...

...the past twelve months. And the interesting thing here is it said that, you know, it kind of goes through and it says what are some of the reasons why buying a used car is so stressful? And you know, just like you said, it was the fears of inadequacy and of ending up with more or less than they bargained for. And there were some statistics here just to validate what you're saying it was. One of them is fifty two percent of these adults who had purchased a used car say that the excitement of purchasing a new car or the thought of purchasing a new car quickly turned to fear of being taken advantage of. Twenty four percent of consumers said that they still felt excited once the deal was done, but forty four percent describe themselves as feeling relieved, like, oh my gosh, I'm so glad that's over with. And then the conclusion of the article is exactly what you said. It said, you know they say here, just to quote the article. So what needs to change? Nine and ten pen respondents said that they want a hegel free experience, and most respondents said that a comprehensive vehicle inspection and guaranteed price matching as part of the service should be included in the process. They so yeah'sular. It's exactly what you're talking about. This it but it's so if we, if we analyze the situation, it's blatantly obvious. Every business has the moral obligation to say really truthfully, what are the fears that somebody would have right now if they walk through our doors. Yeah, and then they need to figure out a way to address those and potentially eliminate those if it's at all possible. And if they do, they're going to lead their space and see the information in the digital age. If they do not, they will be the next Kmart of their industry, and that's the choice everyone has to make. So let's talk about I mean, you've mentioned now, okay, it's the digital a art Okaya came out. Okay, what so? And, by the way, Cam Arts completely out of business where I live. So I don't know if they exist. I don't know if they do. They still exist, I don't know the point taken. Right they okay? So there. Yeah, it while I'm in Canada and they don't exist here anymore. So now let's talk about this, because you've mentioned the digital age. You've mentioned that there's a disconnect between, you know, what consumers feel or anticipate that the process should be like once they arrive at the dealership. But you also mentioned earlier that they're going online to search out, you know, answers to the questions that they have. In previous episodes, episodes of the show. We've talked about how pretty much every Google search is an implied question. People are looking for answers. You know, I talk about this all the time. If you're not providing the information, who is? And I like the the the you know, train of thought that you had mentioning how most dealerships methodology is to build their stores next to highways and next to other dealerships because of the old buying patterns. What can dealerships do when it comes to online then, to bridge this gap so that the...

...message conveyed online translates through to the the dealership for the show room? I think there's a couple of things, but every website should represent the soul of the company, the person, the people. It's so different than if I say Papa John's, you immediately see what in your head, pizza so or you see the John, Papa John Right, and his car. You see one of the you see one of the two. But that's what you think, right, that's what you think. Ye, if I say Pizza Hut, you immediately see who me on the toilet. Well, but that more why? Why? Wah, Wah, yeah, 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, a soul. That is a problem. That is a branding issue. Yeah, and this is why Papa John's is dramatically more successful than pizza, even though pizza that has the dollars of this little company called Pepsi behind it. You see what I'm saying? And they've that shouldn't time to they've been in the game, but a lot longer than public down. Yeah, no doubt, but they have no identity. You know, you need to. People say all the time. I'll marcus. 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 their concerns. My question is always, is it possible to achieve those same feelings and 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 your employees on your website, you're not going to achieve these things. I mean, fact of the matter is your customers should not be meeting your salespeople for the first time when they are on the car lot. If possible. In other words, they should have met them, because they watch them in a video on the sexually met them at that's right. They've already virtually established a relationship and because of that, they walk onto the lot and they said, yeah, I saw a video with John the other day and he was comparing the Mustang in the Camaro. Is he here? Because I would love to look at the mustangs and I was hoping that he could walk me through the process like you've done the video. That's powerful, that's amazing and that's what happens, doesn't matter the industry. That's what happens when salespeople get involved. So how do sales people deal with the idea that seventy percent of the buying decision is made but for the people talk to them? Well, they better hurry up and they better get on the front end of this conversation on the digital side of it, because otherwise their job is going to be rendered obsolete over the course of the next couple of decades. And again, I don't say that with a smile. I say that because it's one of those realities that we all have... swallow like not. Yes, so how it's going down? Exactly right, Robert, like it or not, how it's going down. It's like saying, you know, it's all the people that said, you know, I don't need a website. And of course, 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, laughable, and nobody would even essentially, you know, nine nine point nine nine percent of businesses wouldever even consider that as an an option, which is not having a website. So this is where we're going to and every single space, and so we need to become more human on our website. We also need to turn our websites into the wikipedia of what they are. Right. You know, the reason why I've managed to have so much success, whether as when I own my swimming pool company or whether it's with all the companies that we've were that we've worked with since then, we always have one goal. Right, we obsess over the questions that customers and prospects are asking. Then we obsessed, obsessed with the way that we communicate the answers to those questions through text and video, right, because we see ourselves as teachers. Here's what's fascinating to me. All right, classic example, classic example. If I go online right now and I say Ford Mustang versus Chevy Camaro, which, by the way, it's the very popular search because if somebody says, if somebody says, you know, I'm looking at these two sports cars, I just need to know the difference. You know, that's a common search. It gets searched thousands of thousands of times a year. And as somebody's searching that, they're probably going to buy one of the two. They just need to figure out which one is better. What's crazy is Chevy's never written article on that. Neither's Ford. They've never talked about that specifically. That's us. Is An embarrassment on both of those brands, no doubt, and it seems like the you don't see likes that. Now. I'm not saying every dealership, because I have seen some people that have. You know, and Michael, we've helped people do this, this exact thing. But there and then they're wondering why, you know, Edmond's is getting all this shine and people or you know, going there and become an edmonds is able to sell third party leads and things like that, because edmonds is providing those information Edmond's motor trends like Bob. What you're talking about here's one of the greatest tragedies in the automobile industry, and that is the fact that third party sites are dictating the education for an entire group of consumers and they are literally impacting your dealership, my dealership, in the dealerships have allowed it to happen. The brands, the main you factors, have allowed it to happen. You know, and I once got in a nice public debate with Ford Motor Company Online. I wrote an article, I guess it was for five years ago now, and said Hey, Ford, your blog sucks. What gives? That's literally the title of the article and my point...

...was this. You can have five, hundred, Fiftyzero case studies on your site about how people love their Ford, but Dag on it. If I got a question about a Ford and I want to compare it to another vehicle, specifically chevy versus Camaro or just a bunch of other questions, they weren't answering the questions. In other words, they didn't have a teacher's mentality, and you got to have a teacher's mentality. That is a crunch. And you know what Ford told me at the time, because they responded. They said, well, we let third party sites handle those things. We left. Are you kidding me? And then sometimes people say to me, well, Marcus, I mean you know, people don't want to ask the source directly because they know it's going to be biased. That's crap to and I tell you why it's crap because I I guarantee you, every single Ford car salesperson has, when they've been in this process of selling a sports car, at one point in time. They've been asked, okay, so you're of me. If if you look at the Camaro and you're looking the Mustang, because I'm looking at the Camaro as well, which one would you choose? They have been asked that stinking question. If it's a good enough for the salesperson on the lot, it's Suresteck is good enough for your website. That good times a thousand, very good point and I think even at the least, at the least, even you know how they were leaving it up to those third parties. Well, at the minimum you can curate that third party's content on yours and give your opinion and that's easy way to do something, as you just grab that article from motor trend and then kind of linked to it in yours. But give your take on it, you know, and your opinion, or hey, check out what they said about this, this and this. Okay, another reason. Here's the deal. Here's the deal. You can do that. But this is how I believe everything has to be done. This is the part that most companies never get. Okay, where I built my brand was I started a swimming pool company in two thousand and one called river pools, and things were going okay up until about two thousand and eight, with the market crashed. And when the market crash, we're in huge trouble. In fact, every consulting I talked to you said you need to file bankruptcy and I whny employees. At the time. I was going to lose my home. My two business partner are going to lose their home. It was the scariest, most stressful time of my life. That's when I really discovered our started learning about the Internet, because I said, look, I need to I need to attract more traffic, leads and sales than I ever 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 this philosophy on the Internet. Of they ask you answer. That's when we said we're going to become the wikipedia fiberglass swinging pools, and that's when we said, you know what, if anybody has any question about fiberglass pools, good, bad or ugly, we're going to address it more honestly and transparently than anyone on our space. Fast forward to today. It's a most traffic swiming pool website in the world. You know, during the summer we get about half a million visitors a month to the site and we dictate the education for an entire industries. And now we're becoming a fiberglass pool manufacture.

Or simply because we have so much influence and we have, you know, people that trust us all over the world when it comes to fiberglass pools, it only makes sense that 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't talk about certain things, which is crazy, because you know they played by different set of rules. On their TV commercials, they talk about the competition all day long on Tiva commercials. When it comes to their own websites, they don't talk about them. But now here's the thing, though. Here's the thing. Let's say, hypothetically, you're a Ford dealer and you need to compare. You write an article Ford Mustang versus Chevy Camaro or, you know, two thousand and fifteen for Mustang versus Chevy Camaro. Which is better? Okay, you write that article and you say something like this. You know, people come to us all the time at lions automotive and they ask us, so which one is better, the Ford Mustang or the Chevy Camaro? Well, here lines automotive we only sell the Ford Mustang, but we recognize the fact that the Ford Mustang might not be the best choice for you. What this article is going to do? It's going to extensively explain the pros and the cons of each one of these two vehicles and by the end you'll be able to decide which is the best choice for you. That's your opening paragraph. And then you actually answer it honestly, and you see, this is the thing that most dealerships can do. Almost no salesperson could ever say, well, the truth is this might not be the best choice for you. You See, when you say that one little statement, everything changes the credibility factor. Definitely. Absolutely. This is exactly why Car Max has one commission number for every single unit that sells, because what they want is they want their salespeople to give their best whether the Car Costs Twelve Tho, twenty Fivezero or fifty five thousand. It's the exact same commission. So what that means is they're not needlessly upselling all the time because they have the best interest of the consumer at heart. You see what I'm saying? And See, this is the this is the mentality that people have to have if they want to be prepared for what's next. Not only that, man, you so so super valuable information here. I you know. On top of that, though, I think, I think victor from lions automotive, if he's listening in man, he better get on top of his website because it doesn't fit the bill with what you just talked about. Is there is there alliance automos out there? I was looking it up. I'm like, Hey, wait USID, I didn't know Marcus on a dealership and then I looked it up and boom, victor, founder and CEO, big smile on his face. Man, he's got to get on the bandwagon, you know what? And that's what we're talking about here, man. This is this is super valuable. I mean, this is stuff that Robert and I talked about all the time, because it works right. We say this all...

...the time. The proof of ability isn't results. You know, how many more guests do we need to have on the show before those listening in catch on and understand that there's a massive opportunity for everybody, and that's having the Transparency Online, to and the the courage to ask people, you know, to answer people's questions and give them the information that they're looking for. Fast Track to credibility and authority is to you know, and I mean the the fundamentals of business is to find a need, fill said need, build credibility, build your business and and I mean that's really what we're talking about. You know, it might have happened in a variety of ways pre internet, but the Internet is such a powerful, you know, resource and tool for dealerships to reach out to qualified buyers and talk to them about the things they care about. So so, Michael, this is the thing I always say. It is if nobody's heard anything I said this time, during this last thirty minutes. Hopefully the other. It's one thing that is consumer ignorance is no longer a viable 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 other dealer, they won't find out about that other option, they won't find out about that other price that's offered with that other dealership. You can't depend on consumer ignorance to help people make buying decisions. These days. You have to embrace the reality that they already know whatever the thing is that you're hoping they don't know. They know it. And so, if you do, though, accept that, now you can move forward with a communication style that is very, very different than it would have been otherwise. It's more user friendly to you know what I mean, like at meaning customer food. It's we're talking about here is common sense. We're talking about as a principal that's been around since the beginning of time. Called do to others as you would 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 negative connotation is because they forgot about that principle and certain brands within that space now are changing it, and I'm happy and thrilled to see it. There's still some holdouts, but if you look at it, what's interesting is the leaders of the previous generation are never the first ones to embrace the next. Henry Ford is the greatest example of this. He went from here to zero. I Love Henry Ford, by the way, love the man and there's a lot of stuff that's been written about Henry Ford. But why did he go from here to zero? He would he started off as a hero because he was progressive in the way that he changed business and the way it always been done. You know, he did the assembly line and he had all of these ideas that he implemented, but he got so set in his ways because of the success that he had he said we are not going to change it's goes back to the famous quote as you can have anyone you want as long as black right. Well, because of that statement, you know,...

...we like people celebrate that stay. Mean, there's nothing to celebrate about that statement, because that's the reason why he went from here to zero, because he didn't embrace what was next. And unfortunately a lot of dealerships had so much success with the way that they sold before, the way that their dealership work before that they have been an adjust with what has happened next. It is sad, but there's another group that is willing to adjust. They're making those changes there, making those hard choices and because of that they're seeing the results that they need. Awesome, all right, man, such powerful information, tons of power bombs. Those of you listening in, there are a plenty of takeaways. Hope you were taking notes in the meantime, Marcus, before we wind this thing down, how can those listening and get in touch with you? Well, you can find me on the twitters at the sales lion all ion. You can find me and my website is the sales lioncom and I will be in Canada speaking and I'm excited to speak to automotive dealers up there and that's going to be it's going to be so much fun. And my my may man at Scott Stratton is going to be on stage with me too, and he is just one of the best I got. Sad, dealer talk right. Yeah, Yep, it's a deal or talk and I can't can't wait too. Can't wait to do that, and with such an exciting industry. I love automobiles, I love selling vehicles, I love talking about selling vehicles. So the fact that I'm going to be there is exciting. But certainly hope some of the ones that listen to this today will check out the sales lie. There's a free ebook on their costs. Nothing. It's over two hundred pages long. It's two hundred pages of Awesomeness that will certainly revolutionize your business if you apply what you see. Awesome. Yeah, Marcos W, thanks so much. Sure it's for you, man. Yeah, that's going to I'll be on the show notes at triple w dot the dealer playbookcom Marcus, thanks so much for being on the show with us today. We certainly appreciate it. My pleasure. And there it was. That was again Mr Marcus Sheridan, founder of the sales lioncom. Definitely encourage you to check out his blog again. It'll be linked into the show notes, as we discussed. Michael, first time meeting them. How'd you like it. I you know what, I love the guy's passion. I love the you know, just the you know he knows what he's talking about and that he's seen and helped others realize some incredible success doing the things that he's talked about. And you know what, nearing the end of the show, though, that they're the sit down that we had with him, he said something and it stood out to me and he said all of this stuff is common sense, and I mean that that really is the gist of it. Everything that we're talking about is is common sense. It's stuff that you know. It's not just theory, it's not just what you know picks, it's...

...not pixied Ust, it's not magic, it's just stuff that you have to understand and take action on. And I think you know a lot of the Times that's really what's missing, is the the whole take action thing, and I mean, at the end of the day, that that concept that you know, we talked a lot about theory in the automotive industry. Well, the only thing that separates theory from success is execution. And so, you know, I think that's my big thing for those of you listening in. 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's remarks as another layer of validation that this stuff works. That's it, let's do it. So I'm ready to wrap this up, man. Yeah, so head on over to the show notes so you can get linked up with that, that free Ebook of Marcosis again, over two hundred pages. You can find that at triple w dot, the dealer playbookcom forward slash forty nine, and it has always would love your feedback. I mean he keeps rolling in from over fifty five countries. We love the things that we're here and we love your feedback and appreciate it. If you have topic ideas or guest ideas, we would love to hear them. You can head over to triple W dot, the dealer playbookcom hit our contact page, send us an email and then, lastly, we'd love to get a review from you on itunes or stitcher radio. So will link up to itunes and stitch radio in the show notes again over at the dealer playbookcom forward, slash forty nine until next time, cat you later.

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