The Dealer Playbook
The Dealer Playbook

Episode · 8 years ago

Mark Tewart: Increase Gross Profit Selling Cars Online


" When you try to be everything to everybody, you end up being nothing to nobody " 


Mark Tewart 


Welcome to the latest session of "The Dealer Playbook" podcast where best selling author and automotive sales trainer Mark Tewart sits down with the DPB team.

Mark is the founder and CEO of Tewart Enterprises, a sales training company and author of the best selling book " How To Be A Sales Superstar".

We are so excited to have had the opportunity to sit down with Mark Tewart. He has spent decades in and around the automotive industry and has helped thousands of automotive professionals take their dealerships to whole new levels. This guy is the real deal.

In dealerships across the country even in todays market there is still talk can you make gross profit in a digital age? Well Mark Tewart says absolutely, and this session of "The Dealer Playbook" we discuss just that.


"How To Increase Gross Profit Doing Business On The Internet"


In this episode you will learn:

- Getting away from the "price" is all that matters mindset

- Proper engagement of online shoppers on the internet, phone and in person

- How to attract online shoppers without focusing on PRICE

- Tips on merchandising your vehicles online

- "TLC" Thinking Like a Customer

All of that plus so much more! This is a powerful episode covering a topic that the majority of auto dealerships struggle with. Mark Tewart is a true expert in the automotive industry and works with dealers across the country to help increase sales.

Links and resources mentioned in this episode:


Reach out and call Mark :


Mark's Twitter

Get Mark's best selling book "How To Be A Sales Superstar" or get a download of a free chapter from his book:

Mark Tewart's Website

Your turn to sound off

Did you enjoy this episode of 'The Dealer Playbook"?

Leave us your comments and feedback. We want to hear from you!

Be sure to subscribe to "The Dealer Playbook" and get the latest episodes delivered to your inbox every week.


This is the dealer playbook podcast, episode twelve with Expert Sales Trainer and author Mr Mark Tuart. Here we go. 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, and here we are. Hey, everybody, what is going on? Michael Cerrillo and Robert Weisman from the dealer playbook. Robert, what's going on? Oh, Michael, what's up? Brother? Not much. I am just really excited about this episode. And you know what I feel like? I say this always, always said it about the episode a be I'm probably that annoying guy that's just always too positive for his own good. You know, it's like, what's up, a bad guy. But you know what, like I feel so good, so grateful that, you know, we've been able to do this and it's just going off without a hitch. And every episode, you know, I think you mentioned it a few episodes ago, every it's like almost this is a for us. I mean we get to spend, you know, thirty, forty minutes couple times a week just sitting down with the elite of the elite, trainers, author's consultant speakers in the automotive business and learn from them. And I mean, you know, I feel like I'm benefiting more than anybody. I almost feel like I'm ripping people off, but that's why I'm so excited. Today's no exception. We have mark Tuart and he is, you know, an expert trainer for automotive dealerships. He is an author. He's written a best selling book which we will link to in the show notes. Robert, you've read this book. What can you tell us about it? It's awesome book for anybody and put no matter where you're at in the auto industry. It's called how to be a sales superstar. Break all the rules doing it at break all the rules and succeed while doing it. I'm actually even holding my copy in my hand right now. Cool this thing was that came out into two thousand and eight, but it is still such elite tactics and strategies inside of this thing. It's I definitely recommend picking it up. As Michael said, will link to it in the show notes. Mark, I've had a pleasure of seeing him speak live. Great Speaker, has great information this guy is. He is definitely a superstar, a CEO and founder of tourt enterprises incorporated. This is, you know, Worldwide Training Company. He's going to talk a lot about just the you know, the the idea of creating profit in, you know, a digital age, which a lot of you know. It's a topic that that you hear, that that we don't hear of so often, because I kind of thought that we were beyond that. But mark is totally, you know, change my perspective on that well, and I mean the other thing to consider too is that, you know, there are a lot of old dogs in the in the industry. There's some very successful people in the industry, but everybody, I feel like, some point or another kind of sits there and goes, okay, we're am I missing out? You know, they take inventory on what they're doing. They go, okay, what, what can I do better? What can I, you know, do to kick up, you know, my game? And I think a lot of the times we realize that we've kind of given up on some of the foundational principles of success. And I mean the thing with with mark is that, you know, there's a lot of people in the industry that have been doing it for so long, but I think anyone would agree that you need to take inventory on what you're doing and you'll start to realize that there are some foundational principles that are lacking you want to take your business to the next level or, as you call it, your business inside of the business to the next level, whatever you're doing inside of a dealership. What I like about what mark says, and you know, just just listen in here carefully, because he drops some some actionable insights that you can start doing right away that's going to help you reach a higher level of success inside of your dealership, whatever your role is. There talking about some foundational principles, talking about what you can do starting today to really ramp things up and increase production exactly. And he takes one nugget I'm going to give away ahead of time in there, but just the it's so obvious and can help you so much as just TLC, think like a...

...customer, and I can't tell you how often I've done that with just when I'm when I'm purchasing something online or I'm entering my information in somewhere online. Kind of really I like to you know, re engineer it and see what what brought me to that. You know what moved me to take that kind of action. So just another quick nugget, but we're going to dive in with mark he this is a great interview. So everybody enjoying? Okay, everybody, and we are back and again we are here with my friend and killer trainer and awesome writer. He's the writer of one of my favorite books. At anybody, if you're in the auto industry, especially because that's who we're talking to, you need to pick up marks book how to be a sales superstar and break all the rules and succeed while doing it. This thing was he he published this thing. I just found out from him before we jumped on here into thout the end of two thousand and eight and it is still packed. It inspired me a lot when I was still in the showroom and it is packed with, you know, still cutting edge tactics. Man, Mark, thank you so much for coming on man, taking the time. Thanks, Buddy. I appreciate that intro very much. At you like it. I was just all of the I just winged it, man. It was off the top of the head. It really was. So again, Michael's here with us as well. We we were talking a little bit and I just first guys, if you know me and to you that have already been featured on the dealer playbook with us, I just call, I hit up people that I know that are inspiring to me and just I know that I've seen them, you know, spit great information on a topic, and mark was one of those. So I'm just, like you know, spraying and praying and grant asking people to hey, I want to have you on because I know you got information, and then it's not until later till we really start to narrow it on the topic that we're going to go at. Except you're not really sprand and praying, because everybody asses yes, yes, yes, so far, I Saya some hi earlier. You're looking for it. See, now I'm gonna have to go back and edit that out like it, because now someone's going to be that guy's going to want to be that first guy there. So what? Speaking with Mark, came up with a topic and I was blown away that mark talks to a lot of dealers out there. In case you didn't know he is. He's the CEO, I would imagine, of Tour Enterprises Inc and it's a training company and specialize in automotive and he has, you know, he's doing a great job, but he's talking to a lot of dealers. I was blown away to hear that they're still talking chatter of generating and and and making gross profit off vehicle sales in the digital world online, like you're so quote unquote, Internet deals. Is that? Is that what I'm saying, mark, coming down to that aspect of like Internet deals, you can't sell a car. People are still trying to figure out how to make money in a change more than ever. Yeah, and not only when you say is there still talk? I think it's grown more than ever. We're dealers are complaining that they have gross compression and with transparency, with all of what can be gotten by the customer in the amount of research, that they're facing some gross compression and don't know how to attack it and a little bewildered about pricing, about value, about all those things that you may take for granted. I think the you know, the majority of the dealers are still looking for applicable ways that will work for them to make gross profit. So in it. So, I mean you see the strategies like so from dealers that you see that that are doing successfully with it. What are the strategies are they using? Are they used in like the I know there's think they've might have been some some laws or something me that. I want to say I should have done a little research if I was a professional journalist I would have on this and about how some like there's laws coming in about how you're pricing is and the transparency of the vehicle pricing online, because I know in a lot of dealers just do like take out all aptical rebates. You know whether you you're you qualify form...

...or not, and then it's in the little you know, the disclaimer and whatnot, talking about that. But what you know? Is that a strategy that's working or what seems to be, you know, helping people along with just with a price? Want starting with pricing alone. Well, before strategy, let's let before you get to strategy, let's just go to mindset. And I think that's the biggest thing of all, oddly enough, is that there's an old adage that only ten percent of a buying public buys anything on price alone. But the dealers that really aren't making money on the Internet. It's not just so much because of maybe a lack of strategy. It's a it's a belief, it's a mindset that everybody is shopping on the lowest possible price everywhere, every time, and we just know it's not true. The majority of the people are looking for a particular type of vehicle or a range of vehicles, and from there, of course, money will always come into play, but we know they're looking for the type of car, the color, the equipment, and that's really the biggest thing more than anything else. And then it's the way that you engage them, from the moment that they hit your website and then when you engage them, whether it's email or text or whatever the media form is that you're communicating with and to a phone conversation, and what you do once they get there. There's four or five you what I would call, you know, moments of truth, touch points, if you will, and it's what you do when you engage people. It goes back to old school, becomes new school. Old School is how do you relate to people and how do you engage with people? It's not just specifically a price listed on a website that drives somebody to you, and that's what I think is the misnomer out there, if you will, with the people that don't make money. And I agree with you one hundred percent, and that's kind of while. I fumbled that question out like that because because of the fact that their mindset is only price, that you have to be the lowest, what are they doing? They're looking for ways to do what, put the lowest price online and that's what they're that's what that's their spray and pray me, not focusing on the experience and then the engagement and follow up. Correct. Absolutely. They may not have full descriptions, they may not be using audio and video and different components to engage somebody, but the belief system it's just all about the price and it may not have the proper seo strategies to have somebody even find them, but let's assume that they do once they get there. You know, they just may list the lowest price and they may not have any intrigue to the price. You know, a lot of dealerships may have the price first of all, but then they may have, depending on whether it's newer used, they may have a couple of different levels of price or they may have check e price to add some intrigue to it. They're just thinking there's no way you can make price, so let's just throw out the lowest possible price and make it up on volume. Well, we know that doesn't work. The thing I love about what we're talking about here, I mean this is something that I feel like myself and Robert, we're really keen on this topic and helping dealers understand it. You threw out a percentage there. You said ten percent of the buying public buys on price alone, and you know, I mean, Gosh, the thing that I find so interesting about that. I mean you drive down the street, you're driving through the automile, and you look at all the signage, even as all price centric, and I mean I think of how much money dealers must be wasting by advertising price alone. I mean they're there. I think of a fierce battle that dealers are waging over only ten percent of the market when, like you said, there's so many more effective ways to reach out to other customer segments, like talking about equipment, like talking about color and some of the other things that they're concerned about before they even get to price. Absolutely and think about the assist something my share even with mass media...

...advertising with dealers. Let's say you see an advertisement from a dealer and it's just pick a number, twenty nine thousand nine hundred ninety five dollars. How much of the buying public buying cars really understands for that particular vehicle, no matter the equipment, for that model, that twenty nine thousand nine hundred ninety five deal deal yeah, I'm telling you right now it's two percent at best. It's the one person that's shock that particular model that week, that day and knows down to the tea. That's the person that may be bought out of the newspaper years ago. But I don't believe that. The average person. You know, it sounds silly, but the average person understands payments, they understand budget, they understand value of what they're looking for and how to be wild. That's human engagement. I don't know that they understand that twenty thousand or one thousand nine hundred and Ninety Ninety five or twenty four thousand nine hundred and ninety five is a good or a bad deal. I just don't it's a good point and so I mean you'd mentioned people coming to the website and all that kind of stuff and, and you know we talked about this a lot, I think if if dealers spent more time putting information on their website, you know, about the different types of vehicles out there and what they're good for for. I use young families as an example, because it's really easy for us to assume what types of vehicles young families are interested in. You know, I'm looking for safety, economy, space, all these sorts of things out great, there's two options, you know, a minivan or an SUV. But if dealers spent more time, especially through their websites and other forms of advertising, you know, qualifying who they're actually speaking to with each specific ad or blog post or whatever, they would have a greater chance of bringing in the more qualified vehicle shoppers. So what I'm here and you say, and maybe correct me if I'm wrong, but it's really after all of those things, like looking at features, equipment and all of that, that people, I guess, or consumers, have a greater ability to put value on those things, and that's when pricing starts to make sense. Absolutely. Let me give you the best idea. Personally, I could give you an example. Years Ago I was selling a house and I had a real estate agency. I went through three different agents trying to sell a house and they just didn't do a very good job and it was a very desirable property. And back then they would primarily sell houses through newspaper ads and I would read these ads and it was all kind of feature benefit, old school type selling. So I wrote an ad for them that said imagine sitting on your back deck looking out at acres of woods while you're drinking your coffee in the morning, and I went through this whole story before I ever got to it. was a four bedroom for bath property and a luxury neighborhood. You know, I I told this story. Well, they didn't get any responses to their ads and I gave them one ad and they had something like twenty, nine or thirty responses the next day. Wow. Same thing applies whether it's online or offline. It's how well do you tell your story? Facts tell story sell well and it's funny. Okay, so you say that and that goes a lot into you know, eat, whether it's on landing pages or even down to the VDP vehicle display page where you have the description and stuff on it. Michael, it's funny I tell this story that you told me, I said mentioned it. You know, I did a quick rundown at somebody actually today. But you made a comment of you were shopping with your wife online or something and she was on a forever twenty one or Abercrombie and Fitch, whatever, you know, and there's a thirty dollar shirt on there, that they have more information and more of a story on this thirty shirt than a sixtyzero. Then you find on a sixtyzerollar car on a dealership's website. That's not make sense. Well, I'll hell you want, because...

...the person selling that Sixtyzero car without a story, they're selling a commodity and when you sell a commodity and you yourself treat yourself like a commodity, you're going to get commodity pricing, which is no margin. I don't view myself as a commodity, I don't view my product as a commodity, I don't view anything about me. It goes back to mindset and how you approach it. But if you're going to put your website together in or in the same fashion for a vehicle in the DP pages like you you would a commodity, that's the approach you're going to take and you're forever going to be selling a commodity at no margin. Yeah, so they can get a car anywhere. So how do you differentiate? How do you commoditize not only yourself, the product to and the and the product even right, absolutely, it all goes around the way. All right. So what are based off what you've seen and knowing the mistakes that are going on out of there, like what are some actionable items that any any of the listeners on today, that that you know they're in that role, that they can they can make changes and whatnot, in addition to two? Okay, I mean you need to tighten up the follow up and the engagement, like tracking. If somebody's on there and they're inquiring online, I mean how mark out? How much do you think? How often would this turnoff a buyer and they're they're asking, or they and I are on a particular color or this in that, but then in the email they're trying to be creative and engaging and it's like Whoa, so what colors are you interested in? Darker or lighter? You know what I mean? I see that so often. Right, I just think that you what you have to do with your engagement is involved the human element, and think of you. I have a little phrase TLC. Think like a customer and if you can engage somebody the way you would want to be engaged, there's a trust factor and whether it's online or offline, if you're not creating trust in some way by telling your story in the way that you communicate, then you're probably not going to do very well because you won't be able to add value. The biggest thing in I see is there's three stages that there used to be to buy in a car and they've got inverted somewhat. There's character and trust first, and then there was emotion about the product and then there was logic. Well, people are spending ninety days on the internet or so doing research, so they're in heavy logic. What I try to do is how can I position myself as an expert to give them even more logic and from there then they'll trust me and judge my character and then allow me to help them get emotional about it. So it's mixed, it's just it's just juggled around a little bit, but it's still the same birth. The order based upon what they're doing now everybody is. It's like a customer walking in the door and you tree eating them like it was thirty years ago. I want to start off by asking them have you, how did chance to look at our website and our specials and actually engage them in a manner of which they shop, instead of trying to shove them from step six back to step one. If they're on step six, I want to engage them at step six, and it's the same thing online. Of trying to think about how can I position myself? Can I take them further down the journey of what they're doing by giving them even more that they can do to make a decision, whether it's a you know I talked about and you mentioned in my book, but I've been teaching in seminars for ten or twelve years before people were even talking about or knew what it was, utilizing video, email, free special reports. How to buy a car and not get ripped off. Seven things everybody should know before they buy a car. I mean, those are hot leads. If somebody puts their name in the email in for that, that sounds like somebody that's looking to buy a car. That's what you're trying to get somebody to raise their hand. See, everybody's fishing for all the fish in the pond, and when you try to be everything to everybody,... wind up being nothing to know butthing to nobody. I just want to get the most important fish and I want to get the fish that would bite, so to speak. And maybe a bad analogy there, but the reality is I want to get somebody to raise their hand to say, you know, I think that my help me and that puts me in a position of a expert, and I think that's what you did very well. To Pat you on the back, Robert is. You positioned yourself as an expert that was helping somebody rather than somebody selling a commodity, of a of a vehicle for a prize. Yeah, and and again. I got a lot of that, and give you another pat man. Keep this guy, keep the love go. And I got a lot of like those strategies. I mean, I've, you know, embodied myself with information, but your your book, how to be sales superstar, talks a lot about doing that and I can't believe you know in enough that that's when people start looking at you like that. Like, imagine running a campaign instead of we have the lowest price. We have this in that that come here to work with experts or something like that. You know, I didn't mean like I guarantee that that would still grant. You know it would. It would convert very well and well, and I think Educato, basically. I mean I think the big takeaway here is that, no matter what you do, you need to know who you're speaking to first. You need to say, okay, as a dealership, here's kind of our I don't know, whatever you want to call it, buyer profile or something, and you can have multiple profiles for who you're going to reach out to. But man, it makes it so much easier to know what kind of messaging to use and what to talk about when you actually have a specific target in mind. Oh yeah, and I mean even even if you think about the messaging of hey, come work with experts, you're kind of drilling in and you're talking to people that have specific needs and desires that that message would even be appealing to them in the first place. Well, one of the things to give you that exact analogy, and you use a term, Robert, that that I use. You set it on this call the spray and pray method of selling, and for many years what sells people did was even today, they start talking generically about a car. At that time you're just selling a commodity and I've always taught when people came in, whether they shopped on the internet or not, just saying, well, what kind of car you driving now, and engaging them online with that conversation and trying to compare what their previous patterns are, find out how somebody is bought in the past and that's a pattern to how they'll buy in the future. And I always tell people to give you an idea when I engage people, even if they know what car they want when they come in. Let's say we've got that far, I will say, folks, what I would love to do is to walk over to your present car just for a moment for two reasons. I want to jot down all the description and information, even though you may have gotten all the information online. We have software where when we put in the description and serial number, it's going to reach out for fifty two hundred, maybe two hundred miles and compare comparable vehicles and come up with a real time market value to validate some of the research that you've done. And number two, while I'm doing that with you, I would just like to find out what you like and don't like about the vehicle and watch chain since bought that vehicle, and that will better allow me to help and assist you today. And what I'm finding is if I will go to their present pattern of their vehicle first, even if they shopped online, I am now doing apples to oranges selling. I'm not only going to sell apples, but also oranges. I'm selling my value and what I'm doing for them. I'm selling the idea of how I'm an expert and it's going to help them and I'm positioning myself completely different than a commodity sales person that says, okay, let's go take a look. Yeah, there's the car that was on the Internet. Let's go get that price for you, and then the customer says, well, let me check around and get back with you, even though they're really ready to buy. In most of sales people in dealerships, they're forcing the customer to go somewhere else. That's that's not...

...a good business platform operating like that at all. But you're right and going right to the end and a couple things happen when you do go right to the trade from the beginning, just since we're talking about in process. It just it does. It puts them then also in a selling mode to because they start selling you their car. It reverses the order, which is perfect. It takes the ownus. It's their comfort zone. That's they're bringing their comfort zone with them. Why not utilize that comfort zone, their pattern, and allow yourself to be thinking what would be other alternatives that they might be willing to look at? We called a pick to process. What's something maybe above or below that you could throw out to them that they might have some interest in? And you know what's funny is a large amount of the people off the Internet, coming directly in from shopping knowing what they want to buy, low and behold. Validate this for me, Robert. When they would leave the store, what do they leave with? Sometimes a different car for color, a different auto, a difference. It's amazing. But if you give them an idea, hey, I just want to throw this out to you. I invite you to take a look at this. I don't even know if you'd be interested or not, but here's one idea and here's only another one. What do you think about that? And, Lo and behold, when you give people alternatives, educated people love alternatives and it creates interests. He creates interest. It positions you better. And I always say a salesperson with a lack of all turnatiose fails by a lack of all tournament. And that's a key, key thing here to like we're not so you know it. You don't hear digital talk right now, but it's so key to generating gross profits and found when they come in, well, when they even come in, on that car that they see online that you've netted out. You know, you go in and you start showing them more equipment, less equipment, and move them along the line. You're fulfilling their need to shop for one for to you're showing them alternative, showing that you're interested and care about them and want to show them choices. Plus, next, it leaves them. It's solidifies even where they're at, to like, let's say, okay, so you did bring them in. They don't qualify for that rebate. So it's a thousand, maybe two, a fifteen hundred dollars more. Okay. Then you're showing them this other car that's up that as a little bit more equipment or whatever, and it's three or four thousand more, so then it'll make that it also, you know, makes the the perception of the numbers look better as well. Well, that's kind of a slimy tact that can be, but it's Robert. You could do this. You could do this online, where it's I mean it's it's not a slimy tactic at all. Somebody is looking for a vehicle, so you give them what they're looking for x, but you're thinking what would be x plus, what would improve what they're looking for now. That might be less money, it might be more equipment for comparable money or comparable monthly payment. So you try to think hfg. That's the three letters I use. HFG, hope for gain. What's the customers hope for gain? And try to give them something as good or as better experience as an alternatives and what they've seen before. So we have clients it will actually price out or give three, all two alternatives to each vehicle that they ever price. Well, that's the best. I mean I think I've couldn't agree enough. I know it's hard to get sometimes dealers to to send price alone and I've worked in dealers, I that that operate like that. But if you can send three like good v even like from the VDP, or just three different options with that initial price quote, I think that that's going to you know, although it makes people nervous, as they did. They're scared to send one price sometimes, so sending three different ones it's like it's crazy to them. But I totally agree with that. I think that that that really gets the juices flowing because you said, it marked their probably on the wrong unit to begin with. Over sixty percent of the time is what what happens. Oddly enough, in today's narrowed and very defined search availability, they're probably going to wind up choosing something slightly different...

...or vastly different sixty some percent of the time. But you have to be willing to use some creativity, to think like they would think, to give them something that would be over gain and to give you another thing that's just kind of an old school thing, but it becomes new school, is that when a customer comes in selects that car once again, it's probably even if it's some Mercedes, not going to boil down to the price. No matter what. It's going to boil down to payment. So when we work with dealerships, we say you need to show three alternatives for budgets for every single car, being your payment and the down payment. And we know from the beginning of time if you don't ask for cash investment, you don't get and if you don't get, you're not going to put deals together, you're not going to get people unburied from their car and you're not going to have an opportunity to structure a deal properly. So we will explain when we sit down with a customer that we have options, that the computer is put together for you. There's more than one way to buy a car, but we feel that this is the very best way to buy a car. And what I mean by that, Mr Customer, is that these are all equity building options, because we hate to see a customer come in and not be able to trade a car because they in net their in negative equity. The customer doesn't like it, we don't like it and just like with the recent downfall and the economy when housing values went down but everybody owed a lot of money and they couldn't sell their house, we don't want to see that happen to you. So that's what these options are built upon. If there's something else that works for you, just let us know. But here they are, one, two, three, and so what we're finding making gross profit in the digital age also has to do with how you propose your numbers and how you propose the figures and even how, so how you propose trade values, which we could get into, and then how you negotiate handle your first objection. How you show your cars online one, how you engage them to when they first connect with you, when they first walk on the lot, and what you do there, which we started to discuss, how you propose your figures and then how you negotiate on the first objection. That's where money is one or lost, and it's vast. We have had two examples, not to run on about two examples recently. One was eight stores and one seven store group. Every single store in the group has improved their gross profit dramatically and they do a lot of internet business, a lot of internet business. Every single store went up and gross profit, and some of them it was a huge amount. By just getting people to first change their belief system into to start to change the strategies as well, that we were talking about. So real fast, before we go into wrapping this up, I want to ask you this. So when, okay, so when we talk about Internet sale, though, so when you went into a lot about just what happens when it comes when they're in the show room. So this can go almost for any customer now, though, today. Because really, what customer? What percentage of somebody coming in even though the the salesperson didn't put their source code in as off the website or whatever, or they the final call to action for them was their friend or mom or Motherin law that told them to go to ABC motors. But what mean really? Who hasn't been on the website to see it, even on the way there? Every you know what you mean, in the car? Yeah, so everybody. So that what I'm what I'm going back to is, though, you know, approaching them from, you know where you said, to find out where they're at. You know they could be a few stages ahead of where you would think they're at...

...just walking in off the show room, where you're actually asking them what if they read about it online, or what did they see on the website? And this and that. You know what I'm saying, because then you know that they start, that they've already been there, so you can take them through the same funnel as if they were an internet lead that you brought in, you know, the BEDC brought in or something, and you have that special process for them. It treating them different as a VIP and then trying to engage them more warmly and humanly like, you know, even if you're using just video email and giving them free special reports, to walk around to the vehicle, you know, a video walk around and taking the time to do things that people I'm going to tell you. You know, I once heard it said by think it was Tony Robbins. I may be wrong, but he said nobody is really lazy. They just haven't found the leverage that inspires them. And I tell you what, I don't want to be negative, but I totally disagree. People are lazy. Most are lazy. They're lazy asses and they won't get off their butt to do a video walk around. They won't even try to sign up and use video email. A lot of people are just that way. So they're going to get below average results. But if you'll do some of this stuff, let me and what I tell my clients. If I'm dealing with a salesperson or Internet. Imagine you're sitting on the other end of your computer and somebody sent you a warm introduction on a video email, they did a video walk around presentation, they gave you a link for three testimonials off of Youtube, a somebody who bought that exact same car and two special reports, and it came down to them looking at another dealership for two for that particular vehicle. But you were the one that did that. Who Do you think they're going to go see? Yeah, and yeah, no question, no question, that question, guys. I mean, you know, well, I think we mystify Internet and the Internet and the way people shot is just using different media form and communication form, but it's really the same. It's the same thing. It's just taking logic and basic human thought and emotion and putting it together with different tools. That's all it really is. Yeah, very good. That's and I mean and that's where success lies. I mean, what we're really talking about is you will find success by doing the things that others aren't willing to do. Absolutely and it's easy to do that. That's then you see it. Wherever people are doing it, they're being successful. Yeah, I mean try'. I was no brain surgeon by any means. I just put things into action. You know, you got to want it and it'll come and you just have to keep continuing it, continuing to adapt, because basically now everybody's an internet customer. I don't believe that because somebody's called in and they booked appointment with a BDC that they should be treated any different than the guy that pulled in right off the right there because he was sitting down the block and he was eating lunch and he was searching on his mobile and saw that he didn't take a call to action, the call you or elie fill out a form. He came directly to your show room. Everybody's a VIP. You just have to channel them as a VIP. Let's put them through the funnel the right way. Mark, I can't thank you enough. I think we got some good things through on there. It's such a broad topic, man, we could do this one all day. Michael. Is there anything else? Man? No, man, I just think thank you so much. You drop some power bombs on us and you know there's some good takeaways there. I love you. Know that, that that you know this is topic that's this is a topic that's just needed so desperately in the industry and I think we ended it off there on a really good note. But the the main takeaway from me is do what others aren't willing to do and you'll find success. So if you're sitting there trying to figure out why you're not maybe not pushing as many units, you're not selling as many product services, F and I, whatever it is, yet you probabibly Tlc and you just got to start TLC in. I don't like to not TI. I'm sorry, didn't mean to interrupt you. That's fine. Get rid of some of these forms that you have. That our form speak. Nobody looks at a form email...

...or a form letter and goes wow, man, that's engaging, that's that's yeah, Oceanal, that's connection. They value me. Yeah, value customer. I gotta go there. It will and you mentioned at the old school. Sometimes we fear this term of, you know, going back to the old school, but one thing that's remained consistent the whole time, like you've said, is the need to build a relationship and in order to build a relationship you need to be yourself. You know, absolutely, mark thank you so much. Hey, while we're wrapping this up, how do we get Ahold of you? How can people get a hold of you too further ask questions? Few ways. You can call me, of course, at eight hundred and eighty eighty two tour, which is tew Aart. You can go to Tourtcom or you can follow me on twitter at mark tour a mwesome, mark. How about throwing the listeners were a chapter. Where can they grab one of your do you still have those pages up? Absolutely, be chapter website at tourtcom. You can get the first chapter on my book for Free, which is how to be a sale superstar. It's a best selling book. It's on Amazon, but if you go to mark or go to Tourtcom, he'll give you the first hit for he'll give you the first hit for free. Yeah, he'll give you the first ansome. So we'll be sure to include that link in our show notes, as well as the linked your book on Amazon, so people can get hooked up with that mark. Thank you so much for your time. Like I said, there's so much great information there and I think it's a topic that just everyone needs to be aware of. So we appreciate your time today. Thanks guys. Have a great day. Thanks, boks YouTube. And there you have a people. That wraps up our conversation with mark. To or Michael. What you think, man, I told you, I know you haven't. You haven't had an engagement really with mark before. But then I tell you, yeah, I mean real deal, solid actionable insights that you can start doing right now. And I think that's the thing that I like the most about it. I mean, my whole thing is the one, two three. What can I you know, what are the what are the three things I can start doing today? And I mean even though we didn't clearly, you know, give them the headings of K here, step one, step two, step three, there are definitely three things in that conversation that anybody inside of the dealership can start doing right now to see a ground of success out a doubt. You're not talking about big new tools, resources or investing in new products. And that's the thing where Michael says about giving you the one, two three. Sometimes it's going to be you know, you'll get it headline like that, but sometimes not, because just off there I was talking with Michael. You know, we go into this just to have a conversation with other with experts, with the best out there. We're not we're not doing a lot of you know, preparation before this, not because we're lazier, we don't want to or don't have the time, but we just want to sit here and give you a genuine, raw conversation. Everybody talking about their passion and talk. You saying that because you called out lazy people or what? Oh, I forgot all about it. But seriously, no, not at all. But yes, it's like we I think that B brings in delivers a lot more value when you're just engaging on it, you're talking about it and you just let it, you let it come to life on its own. If it's becomes a mastermind, you know, becomes a masterminds just and I mean that's and that was his thing. I mean he calls out some some you know, laziness in the car business and when you really think about it, he mentions the old school a couple of times in the thing I really liked about that is, you know, sometimes we're so afraid, with all of the new tools coming out, to even think about the old school. But I think you know, and I pointed out the one thing that's always remained consistent is the building of a relationship, and I feel like a lot of what he talked about was the relationship side of selling vehicles. Yeah, and you're right, you can and it's impossible to build a relationship if you don't even know who you're talking to exactly. It's non existent. That was incredible. So, Hey, listen everyone. We appreciate you listening in. Don't forget subscribe to us on Itunes or stitcher radio and, most of all, if you want to check out these episodes with and you don't have access to any of those platforms, it's real simple triple w dot, the dealer...

Playbookcom, where you'll be able to check out this episode in the show notes. Like we said, we will link to to his book on Amazon as best selling book, as well as give you access. It almost sounds like exclusive access, because it almost sounded like he didn't talk about this for a while, but exclusive access to the first chapter of his book so you can really see how powerful it'll be. So will link to that as well. Again, thanks to mark, to her for taking the time with us, thanks to all of you. Will catch you next time. See.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (529)