The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Mark Tewart: Increase Gross Profit Selling Cars Online

ABOUT THIS EPISODE

" 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 :

888-2TEWART

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

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This is the dealer playbook podcastepisode, Twelve with expert sales trainer and author Mr Mark Tuart. Herewe go you're dialed into the dealer, playbookpodcast, where it's all about winning auterdealer strategies that deliverproven results, and now your house, Robert Weisman and Michael Serilla, and here we are everybody what is goingon Michael Serillo and Robert Weisman from the dealer playbook Robert. What'sgoing on? Oh Michael, what's up brother, not much? I am just really excitedabout this episode and you know what I feel like. I say this are always alwayssad it about the episode to be I'm probably that annoying guy, that's justalways too positive for his own good. You know it's like what's up with thatguy, but you know what like, I feel so good so grateful that you know we'vebeen able to do this and it's just going off without a hitch and everyepisode you know, I think you mentioned it a few episodes ago. Every it's likealmost. This is a for us. I mean we get to spend. You know thirty forty minutescouple times a week just sitting down with the elite of the elite, trainers,authors 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 almostfeel like I'm ripping people off, but that's why I'm so excited today's noexception. We have mark Tuert and he is you know, an expert trainer forautomotive dealerships. He is an author he's written a best selling book whichwe will link to in the show notes. Robert you've read this book. What canyou tell us about it? Yeah, it's an awesome book for anybody and put nomatter where you're at in the auto industry. It's called how to be a salessuperstar break all the rules, doing it t break all the rules and succeed whiledoing it, I'm actually even holding my copy in my hand, right now coo. Thisthing was that came out in t two thousand and eight, but it is stillsuch elite tactics and strategies. Inside of this thing it I definitelyrecommend picking it up. As Michael said, we'll link to it in the shownotes, Mark I've had the pleasure of seeing him speak. Live Great. Speakerhas great information. This guy is, he is definitely a superstar in CEO andfounder of Toart Enterprises Incorporated this. Is You knowworldwide training company he's Gonto talk a lot about just theyou know, th the idea of creating profit in you know a digital age whicha lot of it's a topic that that you hear that that we don't hear of sooften, because I kind of thought that we were beyond that. But mark istotally you know changed my perspective on that. Well, and I mean the otherthing to consider. To is that you know there are a lot of old dogs in the inthe industry. There's some very successful people in the industry, buteverybody I feel like some point or another kind of sits there and goesokay. Where am I missing out? You know they take inventory on what they'redoing they go? Okay, what what can I do better? What can I you know, do to kickup? You know my game and I think a lot of the Times. We realize that we'vekind of given up on some of the foundational principles of success- andI mean the thing with with mark- is that you know there's a lot of peoplein the industry that have been doing it for so long. But I think anyone wouldagree that you need to take inventory on what you're doing and you'll startto realize that there are some foundational principles that arelacking. You want to take your business to the next level or, as you call ityour business inside of the business to the next level, whatever you're doinginside of a dealership. What I like about what mark says- and you know justjust listen in here carefully because he dropes some some actionable insights-that you can start doing right away. That's going to help you reach a higherlevel of success inside of your dealership. Whatever your role is theretalking about some foundational principles, talking about what you cando, starting today, to really ramp things up and increase productionexactly, and he takes one nugget, I'm going to give away ahead of time inthere, but just 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 whenI'm when I'm purchasing something online or I'm entering my informationin somewhere online kind of re. I, like the You, know, re engineer it and seewhat brought me to that. You know what moved me to take that kind of action,so just another quick nogget, but we're going to die thin with mark. This is agreat interview, so everybody enjoy okay, everybody and we are back andagain. We are here with my friend and killer trainer. An awesome writer he'sthe writer of one of my favorite books at anybody. If you're in the autoindustry, especially BCASE, that's who we're talking to you need to pick upmark's book, how to be a sales super star and break all the rules andsucceed while doing it. This thing was he published this thing I just foundout from him before we jumped on here in two thousand, the end of twothousand and eight, and it is still packed it inspired me a lot when I wasyeah still in the showroom and it is packed with you know, still cuttingedge tactics. Man Mark, thank you so much for coming on an taking the timethanks body. I appreciate that intro very much at you like it. I was justall I just winged in that 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 intoyou that have already been featured on the dealer playbook with us. I justcall I hit up people that I know that are inspiring to me and just I knowthat I've seen them. You know spit great information on a topic, and markwas one of those, so I'm just like you know, spraying and praying andgraasking people hey. I want to have you on because I know you gotinformation and then it's not until later till we really start to narrow iton the topic that we're going to go at except you're, not really sprand andBraine, because everybody es ays. Yes, yes, yeas! So far, so we er D you'relooking for see now, I'm gonna have to go back and edit that out B, becausenow someone's going to be that guy I's Goinna want to be that first guy,there's so wet speaking with mark came up with the topic and I was blown awaythat mark talks to a lot of dealers out there. In case she didn't know he ishe's the CEO. I would imagine of tour enterprises ink and it's a trainingcompany and specialized in t e automotive, and he has you know, he'sdoing a great job, but he's talking to a lot of dealers, I was blown away tohear that they're still talk and shatter ofgenerating and making gross profit off vehicle sales in the digital worldonline, like your quote, unquote. Internet deals is that is that what I'msaying mark I mean down to that aspect of like Internet deals, you can't sella car. People are still trying to figure out how to make money, and it, Ithink, more than ever yeah, and not only when you say is there still talk.I think it's grown more than ever, where dealers are complaining that theyhave gross compression and with transparency, with all of what can begotten by the customer in the amount of research that theyre facing some grosscompression and don't know how to attack it and a little bewildered aboutpricing about value about all those things that you may take for granted. Ithink the w the majority of the dealers are still looking for applicable ways,it'll work for them to make gross profit. So in it. So I mean you see thestrategies like so from dealers that you see that that are doingsuccessfully with it. What are the strategies? Are they using? Are theyusing, like the I know, there's like they might have been so some laws orsomething that I want to say? I should have done a little research if I was aprofessional journalist, it would have on this and about how some, like there's laws coming in about howyour pricing is and the transparacy of the vehicle pricing online, because Iknow a a lot of dealers just do like take out all applical rebates. You knowwhether your you qualify for him or not,...

...and then it's in the little. You know the disclaimer and whatnottalking about that. But what you know is that a strategy that's working orwhat seems to be, you know, helping people along withjust with a price on starting with pracing alone well before strategy.Let's, before you get to strategy, let's just go to mindset and I thinkthat's the biggest thing o'f all ugly enough is that there's an old adage, anonly ten percent of a buying public buys anything on price aalone, but thedealers that really aren't making money on the Internet. It's not just so muchbecause of maybe a lackup strategy. It's a it's a belief. It's a mindsetthat everybody is shopping on the lowest possible price everywhere. Everytime- and we just know it's not true. The majority of the people are lookingfor a particular type of vehicle or a range of vehicles and from there, ofcourse, money will always come into play, but we know they're looking forthe type of car, the color of the equipment and that's really the biggestthing more than anything else, and then it's the way that you engage them fromthe moment that they hit your website and then, when you engage them, whetherit's email or text or whatever the media form, is that you'recommunicating with and to a phone conversation and what you doonce they get there. There's four or five. What I would call you know moments oftruth, the touchpoints, 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 relateto people and how do you engage with people? It's not just specifically aprice listed on a website that drives somebody to you and that's what I thinkis the misnomer out there. If you will with the people that don't Bak? U- andI agree with you, one hundred percent and that's kind of why I fumbled thatquestion out like that, because because of the fact that their mindset is onlyprice that you have to be the lowest, what are they doing, they're lookingfor ways to do what put the lowest price online and that's what they're?That's what that's their spray and pray man not focusing on the experience andthen the engagement and follow up correct. Absolutely they may not have full descriptions. They may not beusing audio and video and different components to engage somebody but thebelief system. It's just all about the price and it may not have the PROPERECOstrategies to have somebody even find them, but let's assume that they doonce they get there. You know they just may list the lowestprice and they may not have any intrigue to the price. You know a lot ofdealerships may have the price first of all, but then they may have dependingon whether it's new or used, they may have a couple of different levels ofprice or they may have check e price to add some intrigue to it. They're just thinking, there's no wayyou can make Priceso, let's just throw out the lowest possible price and makeit up on volume. Well, we know that doesn't work, but the thing I loveabout what we're talking about here I mean this is something that I feel likemyself and Robert were really keen on this topic and helping dealersunderstand it. You threw out a percentage ther. You said, ten percentof the buying public buys on price alone, and you know I mean Gosh thething that I find so interesting about that I mean you drive down. Th Thestreet you're driving through the automile, and you look at all thesignage, even is all price centric, and I mean I think, of how much moneydealers must be wasting by advertising price alone. I mean Theretheyre, Ithink, of a fierce battle that dealers are waging over only ten percent of themarket when, like you said, there's so many more effective ways to reach outto other customer segments like talking about equipment like talking aboutcolor and some of the other things that they're concerned about before theyeven get to price, absolutely and think...

...about this Sissis, something I share,even with mass media advertising with dealers. Let's say you see anadvertisement from a dealer and it's just pick a number: twenty, ninethousand nine hundred and ninety fivedolrs, how much of the buyingpublic buying cars really understands for that particular vehicle, no mattero the equipment for that model that twenty nine thousand nine hundredninety five deal a deal. Yeah, I'm telling you right now it's two percent.At best, it's the one person, that's shot that particular model that weekthat day and nose down to the tea. That's the person that maybe bought outof the newspaper years ago, but I don't believe that the average person youknow it sounds silly, but the average person understands payments theyunderstand budget, they understand value of what they're looking for andhow to be wild. That's human engagement. I don't know that they understand thattwentyhsand or one thousand nineunded, nine, Ninety five or twenty fourthousand Nin. Ninety five is a good or a bad deal. I just don't it's a good point, and so I mean you'dmentioned people coming to the website and all that kind of stuff- and youknow we talk about this a lot. I think if, if dealers spent more time puttinginformation on their website, you know about the different types ofvehicles out there and what they're good for for. I use young families asan example, because it's really easy for us to assume what types of vehiclesyoung families are interested in. You know I'm looking for safety economyspace, all these sorts of things out great there's, two options. You know amini van or an SUV, but if dealers spent more time, especially throughtheir websites and other forms of advertising, you know qualifying whothey're actually speaking to with each specific ad or blog post or whatever they would have agreater chance of bringing in the more qualified vehicle shoppers. So what I'mher- and you say- and maybe correct me if I'm wrong, but it's really after allof those things like looking at features, equipment and all that thatpeople, I guess ore consumers- have a greaterability to put value on those things and that's when pricing starts to makesense. Absolutely let me give you the the best idea. Personally, I could giveyou an example. Years Ago I was selling Te House and I had a real estate agency.I went through three different agents trying to sell a house and they justdidn't Kdo a very good job and it was a very desirable property and back thenthey would primarily sell houses through newspaper ads, and I would readthese ads and it was all kind of feature- benefit old school typeselling. So I wrote an ad for them. That said, imagine sitting on your backdeck, looking out at acres of woods, while you're drinking your coffee inthe morning- and I went through this whole story before I ever got to it-was a for bedroom for bath property and a luxury neighborhood. You know, I I told this story well, they didn't getany responses to their ads and I gave them one ad and they had something liketwenty nine or thirty responses the next day. Wow thank thing applieswhether it's online or offline, it's how well do you tell your story. Factstell Storie, sell well and it's funny. Okay, so you say that, and that goes alot into. You know t whether it's on landing pages or even down to the VDP.You know 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 mention it. Youknow I did a quick run down onto somebody actually today, but you made acomment of you were shopping with your wife online orsomething, and she was on a forever twenty one or Abikrombian Fitch.Whatever you know an there's, a thirty dollar shirt on there that they havemore information and more of a story on this thirty lar shirt than asixtyhusand dolr hen. Then you find on a sixty USANOLAR car on e dealershipswebsite. That's not make sense! Well I'LL! Tell you what, because the personselling that sixty thousandollar car...

...without a story, they're selling acommodity and when you sell a commodity- and you yourself treat yourself like acommodity you're going to get commodity pricing which is no margin. I don'tview myself as a commodity. I don't view my product as a commodity. I don'tview anything about me. It goes back to mindset and how you approach it, but ifyou're going to put your website together in in the same fashion for avehicle in the BDP pages, like you, you would a commodity. That's the approachyou're going to take and you're forever going to be selling a commodity at nomargin yeah, so they can get a car anywhere. So how do you differentiate?How do you comotitize not only yourself io, produc and the Prand the product?Even right? Absolutely it all goes around the way, all right. So what are based off for what you've seenand knowing the mistakes that are going on out of there like what are someactionable items that any any of the listeners on today that that you knowthey're in that role that they can, they can make changes and whatnot. Inaddition, an to okay, I mean you need to tighten up the follow up and theengagement like tracking. If somebody's on there and they're inquiring online,I mean markhow. How much do? How often would this turn off a buyer and they'rethere asking or they inquire on a particular color or this and that, butthen in the email, they're trying to be creative and engaging, and it's likeWlo. So what colors are you interested in darker or lighter? You know what Imean. I see that so often right. I just think that you, what you have to do with yourengagement is involved the human element and think of Yo. I have alittle phrase, tls think, like a customer, and if you can engagesomebody the way you would want to be engaged, there's a trust factor andwhether it's online or offline, if you're, not creating trust in some wayby telling your story and the way that you communicate then you're, probablynot going to do very well because you won't be able to add volue. The biggest thing in I see is: There'sthree stages that there used to be to buying a car and they got invertedsomewhat, there's character and trust first and then there was emotion aboutthe product and then there was logic. Well, people are spending ninety dayson the internet or so doing e research, so they're in heavy logic. What I tryto do is how can I position myself as an expert to give them even more logicand from there then they'll trust me and judge my character and then allowme to help them get in motional about Yep. So it's mixed. It's just it's justjuggled around a little bit, but it's still the same birthdey order basedupon what they're doing now everybody is it's like a customer walking in thedoor and you treating them like it was thirty years ago. I want to start offby asking them. Have you had a chance to look at our website and our specialsand actually engage them in a manner of which they shop, instead of trying toshove them from step? Six back to step one, if they're on step, six I' woingto engage them at step six, and it's the same thing online of trying tothink about. How can I position myself? Can I take them further down thejourney of what they're doing by giving them even more that they can do to makea decision whether it' to you know? I talked about you mentioned in my book,but I've been teaching in seminars for ten or twelve years before people wereeven talking about or knew what it was. Utilizing. Video email, free specialreport: How to buy a car, not get ripped offseven things everybody should know before they buy a car. I mean those arehot leads if somebody puts their name and email in for that. That sounds likesomebody. That's looking to buy a car, Othtd you're, trying to get somebody toraise their hand, see everybody's fishing for all the fish in the pond,and when you try to be everything to...

...everybody, you wind up being nothing toknowthing tha. Nobody. I just want to get the most important fish and I'mwoint to get the fish that would bie so to speak, an maybe a bad analogy there, but the reality is. Iwant to get somebody to raise their hand to say you know. I think thatmight help me, and that puts me in a position of a expert, and I thinkthat's what you did very well to pat you on the back Robert. Is Youpositioned yourself as an expert that was helping somebody rather thansomebody selling a commodity of a P of a vehicle for a price yeah and andagain I got a lot of that and give you another. Pat Man keep this gut, keepthe love go, and I got a lot of like those strategies. I mean 'v. I you know embodied myself withinformation but Youryour book how to be sell. superstart talks a lot aboutdoing that and I can't believe you know inenough that that's when people startlooking at you like that, like imagine running a campaign instead of we havethe lowest price. We have this ind that that come here to work with experts orsomething like that. You know what I mean like. I guarantee that that wouldstill grant you know it would it would convert very well. It well and I think,educated Bascall Y. I mean, I think the big takeaway here is that no matterwhat you do, you need to know who you're speaking to first, you need tosay: Okay as a dealership, here's kind of our- I don't know whatever you wantto call up byer profile or something, and you can have multiple profiles forwho you're going to reach out to, but man. It makes it so much easier to knowwhat kind of messaging to use and what to talk about when you actually have aspecific target in mind. Oh Yeah and N, I mean, even even if you think, aboutthe messaging of Hey, come work with experts, you'rekind of drilling in and you're talking to people that have specific needs anddesires 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 uuse a termRobert T at that. I use you set it on this, call the spray and prey method ofselling, and for many years what sales people did was. Even today they starttalking generically about a car. At that time, you're just selling acommodity and I've always taught when people came in whether they shopped onthe internet or not just saying well. What kind of car are you driving nowand engaging them online with that conversation and trying to compare whattheir previous patterns are find out? How somebody is bought in the past andthat's a pattern to how they'll buy in the future- and I always tell people togive me an idea when I engage people even if they know what car they wantwhen they come in. Let's say: We've got that far. I will say folks. What Iwould love to do is to walk over to your present car just for a moment fortwo reasons. I want to jot down all the description and information, eventhough you may have gotten all the information online. We have softwarewhere, when we put in the description, an surral number, it's going to reachout for fifty to a hundred, maybe two hundred miles and compare comparablevehicles and come up with a real time market value to validate some of theresearch that you've done and number two. While I'm doing that with you, Iwould just like to find out what you like and don't like about the vehicleand what's change since you bought that vehicle and that will better. Allow meto help and assist you today and what I'm finding is, if I will go to theirpresent pattern of their vehicle first, even if they shopped online. I am nowdoing apples to oranges selling, I'm not only going to sell apples but alsooranges, I'm selling my value and what I'm doing for them. I'm selling theidea of how I'm an expert and it's going to help them and I'm positioningmyself completely different than a commodity salesperson that says. Okay,let's go take a look: Yeah, there's the car that was on the Internet. Let's goget that price for you and then the customer says. Well, let me checkaround and get back with you, even though they're really ready to buy inmost of the salespeople in dealerships they're, forcing the customer to gosomewhere else.

WELTHAT's, that's not a good business platformoperating like a not it all, but you're right and going right to the ND and a couplethings happen when you do go right to the trade from the beginning. Justsince we're talking about in process it just it does, it puts them, then alsoin the selling mode to because they start selling you their car. Itreverses the order which is Pero. It takes the ownes, its their comfort zone,that's they're, bringing their comfort one with them. Why not utilize thatcomfort on their pattern and allow yourself to be thinking what would beother alternatives that they might be willing to look at? We callit a pick toprocess whats. Something may be above or below that you could throw out tothem that they might have some interest in, and you know, what's funny is alarge amount of the people off the Internet coming directly in fromshopping, knowing what they want to buy low and behold validate this for me,Robert, when they leave the store, what did they leave with sometimes adifferent car for color, a different Boutel, a different, it's amazing, butif you give them an idea, hey, I just want to throw this out to you. I inviteyou to take a look at this. I don't even know if you be interested or not,but here's one idea and here's only another one. What do you think aboutthat and loand behold when you Gev people, alternatives, educated people,love alternatives and that creates interest. It creates interest, itpositions, you better and, I always say a salesperson with ha lack of allturnatos fails by lack of all turnith and that's a key key thing here to likewe're. Not so you know you don't hear digital talk right now, but it's so keyto Generat, ing gross profecs and Founa Tay comment well when they even come inon that car that they see online that you've netted out. You know you go inand you start showing them more equipment, less equipment and move themalong the line you're fulfilling their need to shop for one for two years,showing them alternative showing that you're interested and care about themand want to show them choices plus next it leaves them it solidifies, evenwhere they're at to like, let's say: okay, so you did bring them in. Theydon't qualify for that rebate. So it's a thousand, maybe two fifteen hundredas more okay, then you're showing them this other car. That's up! That has alittle bit more equipment or whatever, and it's three or four thousand more sothen it'll make that it also, you know, makes the the perception of the numberslook better as well. I mean that's kind of a slimy. Tocthit can be, but it'sRobert, you could do this. You could do this online. where it's I mean. It's ait's, not a slimy tactic at all. Somebody is looking for a vehicle, soyou give them what they're looking for x but you're thinking what would bexplus. What would improve what they're looking for now, that might be lessmoney. It might be more equipment for comparable money or comparable monthlypayment. So you try to think hfg. That's the three letters I use HFG hopefor game. What's your customers hope for gain and try to give them somethingas good or as better experiences an alalternatives and what they've seenbefore. So we have clients thatwill, actually price out or give three twoalternatives to each vehicle that they ever price. Well, that's thebout! Imean I've couldn't agree enough. I know it's hard to get sometimes dealers tosend price alone. I've worked in dealers that that operate like that,but if you can send three like good, even like from the Vdpor, just threedifferent options with that initial price quote, I think that that's goingto you know, although it makes people nervous because t they're scared tosend one price, sometimes so sending three different ones. It's like it's crazy to them, but I totally agreewith that. I think that that that really gets the juices Flowang, becauseyou said it mark they're, probably on the wrong unit. To begin with oversixty percent of the time is what what happens. Oddly enough in today'snarrowed and very defined search...

...availability, they're, probably goingto wind up choosing something slightly different or vastly different, sixtysome percent of the time. But you have to be willing to use some creativity,Tou think like they would think to give them something that would be Ofer gainand to give you another thing: that's justkind of an old school thining, but it becomes new school. Is that when acustomer comes in selects that car? Once again, it's probably even if it'sa Mercedes not going to boil down to the price, no matter what it's going tobowl down the payment. So when we work with dealerships, we say you need toshow three alternatives for mudgets, for every single car, beingyour payment and the down payment, and we know from the beginning of time, ifyou don't ask for cash investment, you don't get and if you don't get you'renot going to put deals together, you're not going to get people unburied fromtheir car and you're not going to have an opportunity to structure a dealproperly. So we will explain when we sit down with acustomer that we have options that the computer is put together for youthere's more than one way to buy a car. But we feel that this is the very bestway to buy a car. And what I ou mean by that Mr Customer is that these are allequity building options, because we hate to see a customer come in and notbe able to trade a car because they innet theyre in negative equity. Thecustomer doesn't like it. We don't like it and just like with the recentdownfall and the economy when housing values went down, but everybody owed alot of money and they couldn't sell their house. We don't want to see thathappen to you. So that's what these options are built upon. If there'ssomething else, it works for you just let us know, but here they are one twothree, and so what we're finding making gross profit in Tha digital agealso has to do with how you propose your numbers and how you propose thefigures and even how so, how you propose trade values which we could getinto and then how you negotiate, handle your first objection, how you show yourcars online, one, how you engage them to when they first connect with you,when they first walk on the lot and what you could do there, which westarted to discuss, how you propose your figures and then how you negotiateon the first objection. That's where money is one or lost, and it's vast. Wehave had two examples not to run on, but two examples. Recently, one waseight stores and one seven store group. Every single store in the group hasimproved their gross profit dramatically and they do a lot ofinternet business, a lot of internet business, every single store went upand gross profit, and some of them it was a huge amount by just gettingpeople to first change, their belief system and two to start to change thestrategies as well that we were talking about so real fast before we go intowraping this up. I want to ask you this so when okay, so when we talk aboutInternet sale, though so what you went into a lot about just what happens whenit come when they're in the show room. So this can go almost for any customernow, though, today, because really what customer, what percentage of somebodycoming in, even though the the salesperson didn't put their sourcecode in its off the website or whatever or the final call to action for them,was their friend or mom or motherinlaw. That told them to go to ABC motors, butwhat mean really who hasn't been on the website to see it? Even on the waythere ever, you know what I mean in the car yeah, so everybody so that what I'm,what I'm going back to is the you know approaching them from you know whereyou said to find out where they're at...

...you know they could be a few stagesahead of where you would think they're at just walking in off the showroomwhere you're a actually asking them, what ife they read about it online orwhat did they see on the website and this and that you know what I'm saying,because then you know that they start hat they've already been there, so youcan take them through the same funno as if they were an Internet lead that youbrought in. You know the BDC brought in or something and you have that specialprocess for them, treating them different as a VIP andthen trying to engage them more warmly and humanly, like you know, even ifyou're, using just video email and giving them frespecial report to walkaround the vehicle. You know a video was found in takingthe time to do things at people. I'm going to tell you you know I once heardit said by think it was Tony Robins. I may be wrong, but he said nobody isreally lazy. They just haven't found the leverage, TAT inspires them, and Itell you what I don't want to be negative, but I totally disagree.People are lazy, most are lazy, Theyre Lazy Asses and they won't get off theirbutt to do a video walk around. They won't even try to sign up and use videoemail. A lot of people are just that way, so they're going to get belowaverage results, but if you'll do some of this stuff, let m and what I tell myclients if I'm dealing with a salesperson or Internet. Imagine you'resitting on the other end of your computer and somebody sent you a warmintroduction on a video email. They did a video walk around presentation. Theygave you a link for three testimonials off of Youtube as somebody who boughtthat exact same car and two special reports, and it came down to themlooking at another dealership or two for that particular vehicle. But youwere the one that did that who do you think they're going to go? See? Oh Yeahand yeah? No question no question that question guys I mean you know we, Ithink we mystify Internet and the Internet in the way people shot is justusing different media form and communication form. But it's really thesame. It's the same thing, it's just taking logic and basic human thoughtand emotion and putting it together with different tools. That's all. Itreally is yeah. Very good! That's and I mean, and that's where success lies. Imean what we're really talking about. Is You will find success by doing thethings that others aren't willing to do absolutely, and it's easy to do that?That's and you see it wherever people are doing it, they're being successful,yeah lit me, try '! I was no brain surgeon by any means. I just put thingsinto action. You know you got to want it and it'll come and you just have tokeep continuing it continuing to adapt, because, basically now everybody's aninternet customer, I don't believe that because somebody's called in and theybooked appointment with the BDC that they should be treated any differentthan the guy that pulled in right off the right there, because he was sittingdown the block and he was eating lunch and he was searching on his mobile andsaw that he didn't take a call to action to call you or Hele fill out ofform. He came directly to your show room everybody's, a VIP. You just haveto channel Hem as a VIP, let's it put them through the funnel the right waymark. I can't thank you enough. I think we got some good things through onthere such a broad topic man. We could do this one all day, Michael. Is thereanything else? MA'AM, no man. I just think thank you so much. You drop somepower bombs on us and you know there's some good takeaways there. I love. Youknow that that that you know this is topic. That'sthis is a topic, that's just needed so desperately in the industry, and Ithink we ended it off there on a really good note hat the the main takeaway forme is do what others aren't willing to do and you'll find success. So, ifyou're sitting there trying to figure out why you're maybe not pushing asmany units you're not selling as many product services Fnd, I whatever it isYe Otlc and you just got to start Tlcin IIT, don't like not tiime, sorry didn't mean tointerrupt you. That's win. Get rid of some of these forms that you have thatare formd speak. Nobody looks at a form,...

...email or form ledter and goes wow man. That'sengaging! That's that'syeahotional that connection. They value me yeah value.Customer I got to go there, it will, and you mentioned it- The old school.Sometimes we fear this term of you know going back to the old school, but onething that's remained consistent. The whole time, like you said, is the needto build a relationship an in order to build a relationship. You need to beyourself, you know absolutely mark. Thank you so much hey. While we'rewrapping this up, how do we get a hold of you? How can people get a hold ofyou to further ask questions few ways you can call me, of course, ait eighteighteight to to ORT, which is tew art you can go to Toartcom or you canfollow me on twitter at Mark Toart, a Mussem mark. How aboutthrowing the listeners he a chapter? Where can they grab one of your? Do youstill have those pages up absolutely reach after itside at Tuartcom, you canget the first chapter on my book for free, which is how to be a salesuperstar. It's a best selling book it's on Amazon, but if you go to mark or go to toarkcom he'll give youthe first hit F he'll, give you the first hit for free yeap he'll, give youthe first on sor, so we'll be sure to include that link in our show notes, aswell as the linked your book on Amazon, so people can get hooked up with thatmark. Thank you. So much for your time, like I said, thereas, so much greatinformation. There and I think it's a topic that just everyone needs to beaware of, so we appreciate your time today. Thanks guys have a great deatthanks Bo you too, and there you have a people that wrapsup our conversation with Mark Tor, Michael, what you think man, I told youI know you haven't you haven't, had an engagement really with mark beforeBlittin, I tell you yeah, I mean real deal, solid, actionable insights thatyou can start doing right now and I think that's the thing that I like themost about it. I mean my whole thing. Is the one two three: what can I youknow? What are the? What are the three things I can start doing today and Imean, even though we didn't clearly, you know, give them the headings of K here, stepone step, two step three. There are definitely three things in thatconversation that anybody inside the dealership can start doing right now tosee a great oof success out of doubt, you're not talking about big new tools,resources, festing and new products, and that's the thing where Michael saysabout giving you the one two three. Sometimes it's going to be. You knowyou'll get it head headlined like that, but sometimes not because just offthere I was talking with Michael. You know we go into this just to have aconversation with other with experts with the best out there. We're notwe're not doing a lot of you know preparation before this, not becausewe're laisure, we don't want to or don't have the time, but we just wantto sit here and give you a genuine raw conversation, everybody talking abouttheir passion and tol. You saying that, because you called out lazy people orwhat Oh, I forgotal about that, but seriously no not at all but yess. It'slike E. I think that br brings and delivers a lot more value when you'rejust engaging on it. You're talking about it and you just let it you let itcome to life on, it's o itcomes, a mastermind. You know it becomes amastermind just and I mean that'son, and that was his thing. I mean he callsout some some. You Know Laziness in the car business and when you really thinkabout it, he mentions the old school a couple of times in the thing I reallyliked about. That is, you know sometimes we're so afraid, with all ofthe new tools coming out to even think about the old school. But I think youknow- and I pointed out, the one thing that's always remained consistent isthe 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. Youcan and it's impossible to build a relationship if you don't even know whoyou're talking to exactly it's nonexistent. That was incredible. SoHey, listen! Everyone! We appreciate you listening in, don't forget,subscribe to us on Itunes or stitch or radio and most of all, if you want tocheck out these episodes with, and you...

...don't have access to any of thoseplatforms. It's real simple, triplew dot. The dealer Playbookcom, whereyou'll be able to check out this episode in the show notes like we saidwe will link to to his book on Amazon as best selling book as well as giveyou access. It almost sounds like exclusive access, because it almostsounded like Hou didn't talk about this for a while, but exclusive access tothe first chapter of his book, so you can really see how powerful it'll be sowe'll link to that as well again, thanks to mark to taking the time withus, thanks to all of you will catch you next time tee.

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