The Dealer Playbook
The Dealer Playbook

Episode · 7 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

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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 dealerstrategies that deliver proven results. And now your hosts, Robert Weissman andMichael Cirillo, and here we are. Hey, everybody, what is goingon? Michael Cerrillo and Robert Weisman from the dealer playbook. Robert, what'sgoing 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 beI'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 knowwhat, 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 fewepisodes ago, every it's like almost this is a for us. I meanwe get to spend, you know, thirty, forty minutes couple times aweek just sitting down with the elite of the elite, trainers, author's consultantspeakers in the automotive business and learn from them. And I mean, youknow, I feel like I'm benefiting more than anybody. I almost feel likeI'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 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 thisbook. What can you tell us about it? It's awesome book for anybodyand put no matter where you're at in the auto industry. It's called howto be a sales superstar. Break all the rules doing it at break allthe rules and succeed while doing it. I'm actually even holding my copy inmy hand right now. Cool this thing was that came out into two thousandand eight, but it is still such elite tactics and strategies inside of thisthing. It's I definitely recommend picking it up. As Michael said, willlink to it in the show notes. Mark, I've had a pleasure ofseeing 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 alot about just the you know, the the idea of creating profit in,you know, a digital age, which a lot of you know. It'sa 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 istotally, you know, change my perspective on that well, and I meanthe other thing to consider too is that, you know, there are a lotof old dogs in the in the industry. There's some very successful peoplein the industry, but everybody, I feel like, some point or anotherkind of sits there and goes, okay, we're am I missing out? Youknow, 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 alot of the times we realize that we've kind of given up on someof the foundational principles of success. And I mean the thing with with markis that, you know, there's a lot of people in the industry thathave been doing it for so long, but I think anyone would agree thatyou need to take inventory on what you're doing and you'll start to realize thatthere are some foundational principles that are lacking you want to take your business tothe next level or, as you call it, your business inside of thebusiness to the next level, whatever you're doing inside of a dealership. WhatI like about what mark says, and you know, just just listen inhere carefully, because he drops some some actionable insights that you can start doingright away that's going to help you reach a higher level of success inside ofyour 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 increaseproduction exactly. And he takes one nugget I'm going to give away ahead oftime in there, but just the it's so obvious and can help you somuch as just TLC, think like a...

...customer, and I can't tell youhow often I've done that with just when I'm when I'm purchasing something online orI'm entering my information in somewhere online. Kind of really I like to youknow, re engineer it and see what what brought me to that. Youknow what moved me to take that kind of action. So just another quicknugget, but we're going to dive in with mark he this is a greatinterview. So everybody enjoying? Okay, everybody, and we are back andagain we are here with my friend and killer trainer and awesome writer. He'sthe writer of one of my favorite books. At anybody, if you're in theauto industry, especially because that's who we're talking to, you need topick up marks book how to be a sales superstar and break all the rulesand 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 endof two thousand and eight and it is still packed. It inspired me alot when I was still in the showroom and it is packed with, youknow, still cutting edge tactics. Man, Mark, thank you so much forcoming on man, taking the time. Thanks, Buddy. I appreciate thatintro very much. At you like it. I was just all ofthe I just winged it, man. It was off the top of thehead. It really was. So again, Michael's here with us as well.We we were talking a little bit and I just first guys, ifyou know me and to you that have already been featured on the dealer playbookwith us, I just call, I hit up people that I know thatare 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 peopleto 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 onthe 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 Sayasome hi earlier. You're looking for it. See, now I'm gonnahave to go back and edit that out like it, because now someone's goingto be that guy's going to want to be that first guy there. Sowhat? Speaking with Mark, came up with a topic and I was blownaway that mark talks to a lot of dealers out there. In case youdidn't know he is. He's the CEO, I would imagine, of Tour EnterprisesInc 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 ofdealers. I was blown away to hear that they're still talking chatter ofgenerating 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 thatwhat 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 howto make money in a change more than ever. Yeah, and not onlywhen 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, withall 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 alittle bewildered about pricing, about value, about all those things that you maytake for granted. I think the you know, the majority of the dealersare 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 sofrom dealers that you see that that are doing successfully with it. What arethe strategies are they using? Are they used in like the I know there'sthink they've might have been some some laws or something me that. I wantto say I should have done a little research if I was a professional journalistI would have on this and about how some like there's laws coming in abouthow you're pricing is and the transparency of the vehicle pricing online, because Iknow 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 inthe little you know, the disclaimer and whatnot, talking about that. Butwhat 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 startingwith 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 thingof all, oddly enough, is that there's an old adage that only tenpercent of a buying public buys anything on price alone. But the dealers thatreally aren't making money on the Internet. It's not just so much because ofmaybe a lack of strategy. It's a it's a belief, it's a mindsetthat everybody is shopping on the lowest possible price everywhere, every time, andwe just know it's not true. The majority of the people are looking fora 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 lookingfor the type of car, the color, the equipment, and that's really thebiggest thing more than anything else. And then it's the way that youengage them, from the moment that they hit your website and then when youengage them, whether it's email or text or whatever the media form is thatyou're communicating with and to a phone conversation, and what you do once they getthere. There's four or five you what I would call, you know, moments of truth, touch points, if you will, and it's whatyou do when you engage people. It goes back to old school, becomesnew school. Old School is how do you relate to people and how doyou engage with people? It's not just specifically a price listed on a websitethat drives somebody to you, and that's what I think is the misnomer outthere, if you will, with the people that don't make money. AndI agree with you one hundred percent, and that's kind of while. Ifumbled that question out like that because because of the fact that their mindset isonly 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'swhat they're that's what that's their spray and pray me, not focusing onthe experience and then the engagement and follow up. Correct. Absolutely. Theymay not have full descriptions, they may not be using audio and video anddifferent components to engage somebody, but the belief system it's just all about theprice and it may not have the proper seo strategies to have somebody even findthem, 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 intrigueto the price. You know, a lot of dealerships may have the pricefirst of all, but then they may have, depending on whether it's newerused, they may have a couple of different levels of price or they mayhave check e price to add some intrigue to it. They're just thinking there'sno way you can make price, so let's just throw out the lowest possibleprice 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 thisis something that I feel like myself and Robert, we're really keen on thistopic and helping dealers understand it. You threw out a percentage there. Yousaid 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, andyou look at all the signage, even as all price centric, andI mean I think of how much money dealers must be wasting by advertising pricealone. I mean they're there. I think of a fierce battle that dealersare 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, liketalking about equipment, like talking about color and some of the other things thatthey're concerned about before they even get to price. Absolutely and think about theassist something my share even with mass media...

...advertising with dealers. Let's say yousee an advertisement from a dealer and it's just pick a number, twenty ninethousand nine hundred ninety five dollars. How much of the buying public buying carsreally 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 tellingyou right now it's two percent at best. It's the one person that's shock thatparticular 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. ButI don't believe that. The average person. You know, it sounds silly,but the average person understands payments, they understand budget, they understand valueof 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 andNinety Ninety five or twenty four thousand nine hundred and ninety five is a goodor a bad deal. I just don't it's a good point and so Imean 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 ifdealers spent more time putting information on their website, you know, about thedifferent types of vehicles out there and what they're good for for. I useyoung families as an example, because it's really easy for us to assume whattypes of vehicles young families are interested in. You know, I'm looking for safety, economy, space, all these sorts of things out great, there'stwo options, you know, a minivan or an SUV. But if dealersspent more time, especially through their websites and other forms of advertising, youknow, qualifying who they're actually speaking to with each specific ad or blog postor whatever, they would have a greater chance of bringing in the more qualifiedvehicle shoppers. So what I'm here and you say, and maybe correct meif I'm wrong, but it's really after all of those things, like lookingat features, equipment and all of that, that people, I guess, orconsumers, have a greater ability to put value on those things, andthat's when pricing starts to make sense. Absolutely. Let me give you thebest idea. Personally, I could give you an example. Years Ago Iwas selling a house and I had a real estate agency. I went throughthree different agents trying to sell a house and they just didn't do a verygood job and it was a very desirable property. And back then they wouldprimarily sell houses through newspaper ads and I would read these ads and it wasall kind of feature benefit, old school type selling. So I wrote anad for them that said imagine sitting on your back deck looking out at acresof woods while you're drinking your coffee in the morning, and I went throughthis whole story before I ever got to it. was a four bedroom forbath 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 themone 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 howwell 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 vehicledisplay page where you have the description and stuff on it. Michael, it'sfunny I tell this story that you told me, I said mentioned it.You know, I did a quick rundown at somebody actually today. But youmade a comment of you were shopping with your wife online or something and shewas 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 informationand more of a story on this thirty shirt than a sixtyzero. Then youfind 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 withouta story, they're selling a commodity and when you sell a commodity and youyourself treat yourself like a commodity, you're going to get commodity pricing, whichis no margin. I don't view myself as a commodity, I don't viewmy product as a commodity, I don't view anything about me. It goesback to mindset and how you approach it. But if you're going to put yourwebsite together in or in the same fashion for a vehicle in the DPpages like you you would a commodity, that's the approach you're going to takeand 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? Howdo you commoditize not only yourself, the product to and the and the producteven 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 goingon out of there, like what are some actionable items that any any ofthe listeners on today, that that you know they're in that role, thatthey 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 howmark out? How much do you think? How often would this turnoff a buyerand they're they're asking, or they and I are on a particular coloror this in that, but then in the email they're trying to be creativeand 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 yourengagement is involved the human element, and think of you. I have alittle phrase TLC. Think like a customer and if you can engage somebody theway you would want to be engaged, there's a trust factor and whether it'sonline or offline, if you're not creating trust in some way by telling yourstory in the way that you communicate, then you're probably not going to dovery well because you won't be able to add value. The biggest thing inI see is there's three stages that there used to be to buy in acar and they've got inverted somewhat. There's character and trust first, and thenthere was emotion about the product and then there was logic. Well, peopleare spending ninety days on the internet or so doing research, so they're inheavy logic. What I try to do is how can I position myself asan expert to give them even more logic and from there then they'll trust meand 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 noweverybody is. It's like a customer walking in the door and you tree eatingthem like it was thirty years ago. I want to start off by askingthem have you, how did chance to look at our website and our specialsand actually engage them in a manner of which they shop, instead of tryingto shove them from step six back to step one. If they're on stepsix, I want to engage them at step six, and it's the samething online. Of trying to think about how can I position myself? CanI take them further down the journey of what they're doing by giving them evenmore that they can do to make a decision, whether it's a you knowI talked about and you mentioned in my book, but I've been teaching inseminars for ten or twelve years before people were even talking about or knew whatit was, utilizing video, email, free special reports. How to buya car and not get ripped off. Seven things everybody should know before theybuy a car. I mean, those are hot leads. If somebody putstheir name in the email in for that, that sounds like somebody that's looking tobuy a car. That's what you're trying to get somebody to raise theirhand. See, everybody's fishing for all the fish in the pond, andwhen you try to be everything to everybody,... wind up being nothing to knowbutthing to nobody. I just want to get the most important fish andI want to get the fish that would bite, so to speak. Andmaybe a bad analogy there, but the reality is I want to get somebodyto raise their hand to say, you know, I think that my helpme 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, Robertis. You positioned yourself as an expert that was helping somebody rather than somebodyselling a commodity, of a of a vehicle for a prize. Yeah,and and again. I got a lot of that, and give you anotherpat man. Keep this guy, keep the love go. And I gota 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 enoughthat that's when people start looking at you like that. Like, imagine runninga campaign instead of we have the lowest price. We have this in thatthat 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 itwould. It would convert very well and well, and I think Educato,basically. I mean I think the big takeaway here is that, no matterwhat you do, you need to know who you're speaking to first. Youneed to say, okay, as a dealership, here's kind of our Idon'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 messagingto use and what to talk about when you actually have a specific target inmind. Oh yeah, and I mean even even if you think about themessaging of hey, come work with experts, you're kind of drilling in and you'retalking to people that have specific needs and desires that that message would evenbe appealing to them in the first place. Well, one of the things togive you that exact analogy, and you use a term, Robert,that that I use. You set it on this call the spray and praymethod 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 acommodity and I've always taught when people came in, whether they shopped onthe internet or not, just saying, well, what kind of car youdriving now, and 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 tellpeople to give you an idea when I engage people, even if they knowwhat 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 towalk over to your present car just for a moment for two reasons. Iwant to jot down all the description and information, even though you may havegotten all the information online. We have software where when we put in thedescription 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 timemarket 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 outwhat you like and don't like about the vehicle and watch chain since bought thatvehicle, 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 theirvehicle first, even if they shopped online, I am now doing apples to orangesselling. 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 ideaof how I'm an expert and it's going to help them and I'm positioning myselfcompletely different than a commodity sales person that says, okay, let's go takea look. Yeah, there's the car that was on the Internet. Let'sgo 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 readyto buy. In most of sales people in dealerships, they're forcing the customerto go somewhere else. That's that's not...

...a good business platform operating like thatat all. But you're right and going right to the end 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 themthen 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 theircomfort zone. That's they're bringing their comfort zone with them. Why notutilize that comfort zone, their pattern, and allow yourself to be thinking whatwould be other alternatives that they might be willing to look at? We calleda pick to process. What's something maybe above or below that you could throwout to them that they might have some interest in? And you know what'sfunny is a large amount of the people off the Internet, coming directly infrom shopping knowing what they want to buy, low and behold. Validate this forme, Robert. When they would leave the store, what do theyleave with? Sometimes a different car for color, a different auto, adifference. It's amazing. But if you give them an idea, hey,I just want to throw this out to you. I invite you to takea 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 thinkabout that? And, Lo and behold, when you give people alternatives, educatedpeople love alternatives and it creates interests. He creates interest. It positions youbetter. And I always say a salesperson with a lack of all turnatiosefails by a lack of all tournament. And that's a key, key thinghere to like we're not so you know it. You don't hear digital talkright now, but it's so key to generating gross profits and found when theycome in, well, when they even come in, on that car thatthey see online that you've netted out. You know, you go in andyou start showing them more equipment, less equipment, and move them along theline. You're fulfilling their need to shop for one for to you're showing themalternative, showing that you're interested and care about them and want to show themchoices. Plus, next, it leaves them. It's solidifies even where they'reat, to like, let's say, okay, so you did bring themin. 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 thisother car that's up that as a little bit more equipment or whatever, andit'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 Imean it's it's not a slimy tactic at all. Somebody is looking for avehicle, so you give them what they're looking for x, but you're thinkingwhat 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 orcomparable monthly payment. So you try to think hfg. That's the three lettersI 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 analternatives and what they've seen before. So we have clients it will actually priceout 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 andI've worked in dealers, I that that operate like that. But if youcan send three like good v even like from the VDP, or just threedifferent options with that initial price quote, I think that that's going to youknow, although it makes people nervous, as they did. They're scared tosend one price sometimes, so sending three different ones it's like it's crazy tothem. But I totally agree with that. I think that that that really getsthe juices flowing because you said, it marked their probably on the wrongunit 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 probablygoing to wind up choosing something slightly different...

...or vastly different sixty some percent ofthe time. But you have to be willing to use some creativity, tothink like they would think, to give them something that would be over gainand 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 thatcar once again, it's probably even if it's some Mercedes, not going toboil down to the price. No matter what. It's going to boil downto payment. So when we work with dealerships, we say you need toshow three alternatives for budgets for every single car, being your payment and thedown payment. And we know from the beginning of time if you don't askfor cash investment, you don't get and if you don't get, you're notgoing to put deals together, you're not going to get people unburied from theircar 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 wayto buy a car, but we feel that this is the very best wayto 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 customercome in and not be able to trade a car because they in nettheir in negative equity. The customer doesn't like it, we don't like itand just like with the recent downfall and the economy when housing values went downbut everybody owed a lot of money and they couldn't sell their house, wedon't want to see that happen to you. So that's what these options are builtupon. If there's something else that works for you, just let usknow. But here they are, one, two, three, and so whatwe're finding making gross profit in the digital age also has to do withhow 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 thenhow 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 theyfirst walk on the lot, and what you do there, which we startedto discuss, how you propose your figures and then how you negotiate on thefirst 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 thegroup 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 peopleto 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 intowrapping this up, I want to ask you this. So when, okay, so when we talk about Internet sale, though, so when you went intoa lot about just what happens when it comes when they're in the showroom. So this can go almost for any customer now, though, today. Because really, what customer? What percentage of somebody coming in even thoughthe 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 momor Motherin law that told them to go to ABC motors. But what meanreally? Who hasn't been on the website to see it, even on theway 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, tofind 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 show room, where you're actually asking them what if they read about it online, orwhat did they see on the website? And this and that. You knowwhat I'm saying, because then you know that they start, that they've alreadybeen there, so you can take them through the same funnel as if theywere an internet lead that you brought in, you know, the BEDC brought inor something, and you have that special process for them. It treatingthem different as a VIP and then trying to engage them more warmly and humanlylike, you know, even if you're using just video email and giving themfree special reports, to walk around to the vehicle, you know, avideo walk around and taking the time to do things that people I'm going totell you. You know, I once heard it said by think it wasTony 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 youwhat, I don't want to be negative, but I totally disagree. People arelazy. Most are lazy. They're lazy asses and they won't get offtheir butt to do a video walk around. They won't even try to sign upand 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 thisstuff, let me and what I tell my clients. If I'm dealingwith a salesperson or Internet. Imagine you're sitting on the other end of yourcomputer and somebody sent you a warm introduction on a video email, they dida video walk around presentation, they gave you a link for three testimonials offof 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 thatparticular vehicle. But you were the one that did that. Who Do youthink they're going to go see? Yeah, and yeah, no question, noquestion, that question, guys. I mean, you know, well, I think we mystify Internet and the Internet and the way people shot isjust using different media form and communication form, but it's really the same. It'sthe same thing. It's just taking logic and basic human thought and emotionand 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. 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 then you see it. Wherever people are doing it, they're beingsuccessful. Yeah, I mean try'. I was no brain surgeon by anymeans. I just put things into action. You know, you got to wantit and it'll come and you just have to keep continuing it, continuingto adapt, because basically now everybody's an internet customer. I don't believe thatbecause somebody's called in and they booked appointment with a BDC that they should betreated any different than the guy that pulled in right off the right there becausehe was sitting down the block and he was eating lunch and he was searchingon his mobile and saw that he didn't take a call to action, thecall 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'tthank 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, Ijust think thank you so much. You drop some power bombs on us andyou 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 neededso desperately in the industry and I think we ended it off there on areally good note. But the the main takeaway from me is do what othersaren't willing to do and you'll find success. So if you're sitting there trying tofigure out why you're not maybe not pushing as many units, you're notselling as many product services, F and I, whatever it is, yetyou probabibly Tlc and you just got to start TLC in. I don't liketo 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 formspeak. 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 willand you mentioned at the old school. Sometimes we fear this term of,you know, going back to the old school, but one thing that'sremained consistent the whole time, like you've said, is the need to builda relationship and in order to build a relationship you need to be yourself.You know, absolutely, mark thank you so much. Hey, while we'rewrapping this up, how do we get Ahold of you? How can peopleget a hold of you too further ask questions? Few ways. You cancall me, of course, at eight hundred and eighty eighty two tour,which is tew Aart. You can go to Tourtcom or you can follow meon twitter at mark tour a mwesome, mark. How about throwing the listenerswere a chapter. Where can they grab one of your do you still havethose pages up? Absolutely, be chapter website at tourtcom. You can getthe 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 yougo to mark or go to Tourtcom, he'll give you the first hit forhe'll give you the first hit for free. Yeah, he'll give youthe first ansome. So we'll be sure to include that link in our shownotes, as well as the linked your book on Amazon, so people canget 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 atopic that just everyone needs to be aware of. So we appreciate your timetoday. 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, Iknow you haven't. You haven't had an engagement really with mark before. Butthen I tell you, yeah, I mean real deal, solid actionable insightsthat you can start doing right now. And I think that's the thing thatI like the most about it. I mean, my whole thing is theone, two three. What can I you know, what are the whatare the three things I can start doing today? And I mean even thoughwe didn't clearly, you know, give them the headings of K here,step one, step two, step three, there are definitely three things in thatconversation that anybody inside of the dealership can start doing right now to seea 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 saysabout 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 offthere I was talking with Michael. You know, we go into thisjust 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, rawconversation. Everybody talking about their passion and talk. You saying that because youcalled out lazy people or what? Oh, I forgot all about it. Butseriously, no, not at all. But yes, it's like we Ithink that B brings in delivers a lot more value when you're just engagingon it, you're talking about it and you just let it, you letit come to life on its own. If it's becomes a mastermind, youknow, 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 carbusiness and when you really think about it, he mentions the old school a coupleof 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, andI pointed out the one thing that's always remained consistent is the building of arelationship, and I feel like a lot of what he talked about was therelationship side of selling vehicles. Yeah, and you're right, you can andit's impossible to build a relationship if you don't even know who you're talking toexactly. It's non existent. That was incredible. So, Hey, listeneveryone. We appreciate you listening in. Don't forget subscribe to us on Itunesor stitcher radio and, most of all, if you want to check out theseepisodes with and you don't have access to any of those platforms, it'sreal simple triple w dot, the dealer...

Playbookcom, where you'll be able tocheck out this episode in the show notes. Like we said, we will linkto to his book on Amazon as best selling book, as well asgive you access. It almost sounds like exclusive access, because it almost soundedlike he didn't talk about this for a while, but exclusive access to thefirst 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, toher for taking the time with us, thanks to all of you. Willcatch you next time. See.

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