The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Robert Wiesman: How To Build Your Car Sales Brand And Create A Monster Business

ABOUT THIS EPISODE

The automotive sales industry is such a lucrative opportunity for any one who is willing to do whatever it takes and has the entrepreneur state of mind. That goes for the GMs, ISMs, Sales Mangers, F&I Managers, Showroom Sales Pro's, and even the Dealer him/herself. That being said in todays session "The Dealer Playbook" episode 18 we turn the table and Michael Cirillo sits down with co host Robert Wiesman to talk about thinking and operating like a entrepreneur as well as building a power house brand. Robert goes over some super valuable nuggets and strategies that the majority of automotive sales professionals are completely missing the boat on in such a lucrative industry with high ticket price tag items. Quick Preview Of Some Of This Sessions "Power Bombs" - How to not be another "Car Guy/Gal" - How whether you are actively building a brand or not you are building a brand - Quick start up steps for building a personal brand the right way - The power of video and why you need to make them, if you are already, why you need to make more, and make them better. (even if you are scared of the camera) - How to know what videos you should be making All that is just a taste of the information you will get in this session of "The Dealer Playbook". The great news for you is that stepping your game up to the levels discussed and properly building a professional and quality brand (most that are doing it are not doing it right, sorry) in your market, is easier then you think. Thats because no one is doing it or they are doing it wrong. If you are a sales professional chances are your dealership and surrounding dealerships are doing a poor job. All that means is it will be easier for YOU to get your shine on, stand out in the market and be the credible authority expert when it coms to investing in a new vehicle in your market. Resources Mentioned In This Podcast Have you downloaded your free copy of Robert's "Mobile Video Creator Resource Guide" ? Save yourself tons of time and money by knowing the best tools and resources to create high quality video with your mobile phone on the fly. Get your FREE copy here: http://robertwiesman.com/ Click below to check out Robert Wiesman's all new podcast "Automotivepreneur Academy" that is dedicated to automotive professionals who are looking to build a powerful business within a business. Click here to check it out: http://robertwiesman.com/apa-podcast/ You Know The Drill, Now It's Your Turn The whole team at DPB can not thank you enough for all the support and love you have been giving us. Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice. Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going. See you next time ;)

You're listening to the dealer,playbook podcast episode. Eighteen here we go you'R dialed into the dealer, playbookpodcast, where it's all about winning autotaler strategies that deliverproven results, and now your Houst Robert Weissman and Michael Serillo, hey there and welcome to the dealerplaybook podcast, I'm here with my co host Robert Weiseman. My name isMichael Srilo Robert. How e You doing buddy I'm doing excellent Michaelexcited for where we at this is the dealer playbook session number worsaeighteen w there we go yeah spatulation, and you know what I got tosay. I am so happy that you have chosen to take some time out of your day andlisten to Robert and I, as we deliver real, auto dealer strategies thatdeliver real results and that's really. What were our aim is here is to deliveryou with actionable insights that will help. You grow your business that willhelp you grow your ecommerce department that will help you grow your sales teamor your sales business within the business, and you know we've been just poundingit out like we, you know Robert you and I were talking about preshow. There isso much that goes into these podcasts and we are so extremely grateful that you have chosen to take time atyour Dableen to be with us. Definitely we're having a lot of fun doing. IndAgain, you know, thank you Michael Kan. He said it, but I can't thank youenough, for you know like putting putting us into your headphones, foryou know a short hop for your commuter for whatever it is every day and inexchange for that, we just try to bring the heat man bring you some value,bring you something that, even if it's one little nugget but could shifteverything in your life and in your business. You know that that that'sthat's the ultimate goal. That's why we show up yeah we've been we've been, youknow, just overwhelmed and super grateful with all of the support that we'vereceived people commenting on the show notes attriplewt the dealer playbookcom. You know people engaging with us on socialmedia. I've met so many new people inside of the car business, who, I amyou know, building relationships with. I know you are to Robert, but it's justbeen so incredible to join with and be a part of the autootive community.There are some incredible individuals out there, and so you know we're justsuper grateful. I just wanted to just hop in and framein this episode, because you know many of you know that we have put a lot ofeffort into getting some fantastic guests. Past episodesinclude grant cardowne, Tracy Myers, Craig Lockard, Gary Vaner, chuck, MarkTurt, and so many more and you know Robert- can tell you, there's so muchwork that goes into these things. But what we wanted to do is take alittle bit of a breather today and just you know, spend the time with youbetween Robert and I because we have some incredible information that wewant to share with you, and so you know Robert, maybe withoutfurther address, will just jump into talking about what we want to talkabout, and I'm going to start with the question for you do it. So you know, I think the thingthat fascinates me about the position that you have in within the automotivecommunity is that you went from just the short time period of coming intothe car business and then building this monster of a business within thebusiness, and this is something that you and I talk a lot about- theautomotive preneur, building a business within the business. So the question Ihave for you is, you know, coming into the dealership. We talk a lot about how sometimes it's by accident. I thinkSubi mentioned that she came into the car business by accent. Most people getin it byaccedent. Unfortunately, you know, like I said I had a conversationwith a great guy today, that's getting into it and he's more of the type ofpeople that we do. Hopefully, this...

...business can can start attractingmoving forward, but right you're right. You know you made a wrong turn, usuallyor you. You know something along those. You know some kind of disruption orjust a change in your world and your life brings a lot of people to thebusiness exactly, and so I mean for you coming into it. What was your biggest thing? I mean what was thebiggest thing for you that you said, and I think you mentioned it a fewepisodes ago. WHYI got Yom. What took you from? No I'm not going to earn. Youknow three grand a month and I'm going to really explode this thing. Well, first, it first things. First isI just came out from being burned like I. Never. It was my first job forsomebody else at the age of thirty, when I walked in to start at working ata car dealership, it was my first job for anybody else. In my life I alwaysbuilt and Raund my own company. Seen since I was you know a kid, and thiswas actually my first time going t for work for someone- and I was so excitedabout it because I was just you know- went through tough economical times,and I was in a business that was, you know real retail driven, so you buy.For you know it requires a lot of money invested in in the products that yousell and having money tied up, and I was just like blown away by the opportunity that youknow I can go in here. I don't have to worry about keeping the lights on,making the payroll keeping the inventory stock theyre. All of that Ijust go in and I'm provided millions and millions of dollars of products forme to sell and then I'm going to get paid. Like I really looked at as anopportunity I was not like. I felt I should have been paying my d, Thedealer, to give me that for me to be there and to have like those tools atmy hand and the opportunity to sell that amount of product that myfingertips and I just went in- and you know the genius thing I did was,although it was my first time working for somebody else, I did not stoprunning my own business and I've wont. I went into myself and I met my peersand I just did not want to be looked at asanother car guy just another car guy, and I mean that's that's an excellentpoint. I mean somebody else is kind of you know so to speak, fronting the risknow tet's, not to say you didn't, have your own risks of you know, making itwork or whatever. But you know, like you, said somebody elseis front in thebill to purchase the product to keep the lights on and all that everystuff an yer seen is an opportunity. So you came into it. I mean with thisentrepreneurial mindset t's all. I knew what what objectives or SAR notobjectives, but what obstacles did you face coming into the car business thatyou think those listening might resonate with them like? Okay? Well, well, going in?Initially it was the you know, learning t the the idea of training and God lovethem like. I worked for a great dealor. That was, you know, still all myfriends that, like people that consider my closest friends locally, that'swhere they're still at they still work there etc, but they they don't really provide. You know education, wise, likeit's on you, you know what I mean, unfortunately, even if the even at thedealers that do have, like some kind of you know, programs and stuff for you tolog into or virtual training and stuff, like that, like that's not enough,watching some videos and stuff is it's helpful, but I mean you really have todrill them down. You have to watch them a lot. You know you need to. You knowyou need to practice drill and rehearse and be prepared. So, like the education was, was tough and just like there's, certainly no there's nobody in there showing you howto build a business within a business,...

...how to be an entrepreneur they an andthey're. So quick with saying, like hey selling cars, is like having your ownbusiness. Well, you know the the only thing that that'slike that they point in that direction of it. Being your own. Business is justby saying that there's really no resources or there's no tools or noeducation or or blue print for making that for really building a businesswithin a business. Having a you know, functioning proper profiting company,you know, Tha, are you revenen? I mean so you come into this business. There'snot really any support to launch you towards success, but I mean there musthave been, and I mean I don't know anything about it. There, I'm assumingyou came into the dealership. There were people that were already there inthe sales department, but over a matter of months or year. First, canser onfirst month on the floor, so first month, Oi Waer, I lipe the you wipedthe floor with big guys, Butt on the floor yeah and he was unstoppable. Hewas ondethroned and I never sold cars in my life. I, like they didn't put methrough like A. I did the certification stuff this and that my friend that Igrew up with was a salesmanager there, and then he was friends with thegeneral manager at the time and they just knew it like when I sat down withthem, and they knew that that I was gin that I had it. I told him I said to him.I was like listen, I'm going to be the best guy that you have okay. So let meask you this: What e? What did you do in that first month, because I mean weknow the problem and we know that you just exceeded th, the top guy there.What d you do in the first month that he wasn't doing, and what can peoplewho are listening to this right now do to surpass those that have perhaps beenthere longer than the good good question well going in, like Irecommend anybody, that's new to the business or or really hasn't gotten.The good grip on you know really hasn't opened it up and tapped into theirpotential in the business igthat before thinking about building this brandonline, like we're going to talk about in and doing video building thewebsites, and all this like. That's not like how you go from from there tothere. You know what I mean like you need to beat down every opportunity that that that presentsitself in the dealership currently first before you start going afterother ones, because a it's going to give you great, you know what I mean:training, it's going to get get you comfortable with it! It's going NA. Youknow it's you're, going to learn along the way and you're going to learn withthe customers that the dealers paying to get in there for you. So there's nosense in investing and buying and marketing, because, basically what'swhat's in this is what we're talking about League lead acquisition prior tothis off, offair, that in a nutshow, what's marketing whenyou're investing in that you know, website saw that Youre basically buyingleads. You know what I mean in a sense one way or another you're looking tobuy more customers. Well, there's no sense in buying customers when you'renot ready to handle. You know when you're, not even ready to handle themproperly yeah. You know it makes more sense to just happen and then just justbeat to death every opportunity. That's in there. What I did is I waited onevery single person around there I walked over. I cut in front ofeverybody. You know I would I would customer would pull up and I'm justbeing straightforward. This is how I got into this. Customers would pull up,I'm the new guy there and I'd be like Oh they're here to see me and everybodywould back off and not go up to him. I'd go up to him. Hey Welcome to ABCmotors, I'm Robert. What are you here to look at today, Boo and then go rightinto it? That's when I then you know continuously doing that, andthen I started to get referrals and I started to get really good with theproduct like I dove in and learn the product as I was going, I recommend nowthat you yeah you need to be the master of product knowledge that, to me, Ithink, is more valuable than being a...

...master. Closer is as being a master ofthe product, because then you can genuinely find your best solution thatyou have in your product line for your customers problem well, and how do yousell a product that you don't know about or don't believe in right? Yeah?You can and that's the thing I got one hundred percent byin into my productlike I was genuinely all about it. I mean I bought one. My first afterwithin seven days at the dealership, I bought my first vehicle from there nice,you know, and and so that's really step one right coming into the dealership ormaybe you've been at the dealership for a while and you r you're wanting totake things to the next level. Robert you touched on. You know personalbranding, videos, websites and all that, but really, I think what you said. Thefirst step before any of that is making sure that a you educate yourself. You learn as much asyou can about the product, the dealership, you know corvallus mission,Sta Exspert, you know not just Virgil, not verbally and not you know,presenting yourself and and positioning yourself as an expert is one thing andit's a very important part of personal branding, but just genuinely being onefirst, you know what I mean. That's that's that step. One is like knowingthe product inside and out rant. You know knowing the situations, because inany encounter you have with a customer, there's only x amount of ways tit canplay out and in our and especially in t e in the auto industry, because forwhatever reason, it hasn't changed in what you know x amount of years. Soevery encounter every objection. Every twist you could say that you're thatyou can possibly get within F R, your first thirty days, you're going toyou're going to go through it. So then you're going to know how to handle itwhen it comes up again, you know and that's very important- and I thinksomething to about this- that we haven't really talked about, but thatyou know that willing to do whatever it takes mindset. I find that in the phasethat we're talking about where you're at the dealership and you're coming inno previous experience in car sales and just coming in with thatentrepreneurial mindset, the the big differentiator is the thuory of doing or saying that you're willing todo whatever it takes and then the application of actually doing whateverit takes, because I think there's a lot of people out there. Even you knowmaybe some of those listening in who you know can easily say yeah, I'mwilling to do whatever it takes to succeed or achieve my personaldefinition of success, but then, when they find out what the application ofdoing that means yeah, you know learning man, you know, I don't want tolearn about the mission statment, that's not Gonn. You know they'relooking for shortcuts and I find that exactly sure. Every Bois everybody'sLing Bodi's out there talking about theyre a ht they're getting you knowthe term. Now we use and the train term is hustles. You know everybody's ahustler everybody's getting their hustle on this and that but reallythey're, not you know like I anybody. That knows me knows that I hustle and Iyou know I always have, and always will it's what I do it's you know I got thisfrom from Jaredan grand is is like. I have way more hustle and way morepersistency than I do talents and that's Al, and you know what and that'seither fortunate or unfortunate for those listening in where it's like. Youknow what, if you do, have the hustle. That means that you are going to haveto do some tough things. Like I mean I I'm putting words in your mouth and youcan correct me if I'm wrong, but I'm sure there were things that you're justlike man. I don't want to learn off this right now, but I'm going to do itbecause nobody wants to make a video to put it on and put it on Youtube wherethey're sitting there screaming and doing absolutely making a jackass ofthemself okay, nobody wants to do that. Its just of doing that and that's where thatwilling to do whatever it takes mindset...

...turns into application and that's whatit really looks like. Sometimes it's just framed into things that you don'twant to do, but you have to do because they're going to take you to the nextlevel, a d and that's going to be the differentiator like you surpassing. Youknow the top sales guy or whatever you did it, because he wasn't actually anapplication willing to do whatever it took, yeah and- and it's just like andthen you go in and and a beautiful part was about. It was that I didn't haveafter you're there for a while you tend to get bad habits. You tend to thenprequalify people that even the best of us do that you see somebody walking onthat they've been there x amount of times like there's somebody thateverybody's worked with and it's been a stroke for every salesperson there, butthey always end up with the new guy, and I everybody laughs about etc, butone day that somebody that guy walks in and he does by right. So let me movethis along with with my next question, for you so step one doing whatever ittakes to learn the infrastructure of the business and educating yourself onthe product step to is I'm guessing now you're in aposition to look at taking your business to the next level, becauseyou've kind of covered this survival basis and now you're moving into thethrive area, and for you I mean it was all about personal branding and anybodythat knows you in the auto industry knows that you know you were huge onvideo and you were huge on. You know, branding yourself what what was theprocess for you? What did that? Look like you, so I mean you're in aposition where now you know what's going on you've learned about theproduct. Where was your mind at when you finally made the decision that youhad to get into the video and all those other things that you do: Yeah, okay,well and first off? So much of what I did was wrong. You know I did ever madeevery mistake when it comes to online video to branding and everything likethat, and I think that that's what makes me excuse me, as I do my own horn,but makes me has brea, allows me to bring value to the marketplace and tothis bit to this industry is because of I've exhausted, so many avenues I' madeso many wrong terns. In trying to build my business within a business that youknow, I can filter out and save a lot of people a lot of time and money yeah,and let me say there too, I mean I don't know who said this so as I say itfor those you listening. If you know who said this enter it into the shownotes ecause in the comments on the showows, because I actually don't know,but it's I think, fits with this, and that is I heard somewhere that you know.Wyse people learn from experience, but super wise people learn from othersexperiences. So I mean just you saying yeah. You spent your own time. You madeyour own mistakes. I think Werewe're, it's acceptable to say that peopledon't want to make the same mistakes as you and that's absolutely in my opinion.What gives you the credibility in this area? Well, thank you Michael Thank you,and so I started looking at it and I was noticing you know. First off, likeI started going to, you know seminors within the business, and I startedconnecting with with the the experts an and whatnot in the business and andjust through all my education and I'm seeing the statistics, like you knowthe fresher, the the fresh up so to speak. The random customer that'srolling through the lot is a twenty percent closing ratio. Okay, if they're,if you're not closing at twenty percent, then you're not taking enough of thembecause the in the end, you know that's you're, going to be in that twentythirty percent. You know, even if you're at forty percent, for you knowstrong, closers, great but there's that cup. But when you have an appointmentwoeld you have somebody, that's coming back, be back there'r somebody that'sbought from you before, or somebody that's cut that that came in and didn'tpurchase US coming back, a rep customer or a referral. You're talking, they're going the S,the s and up percent closing ratio. So...

I really started like getting kind ofdown in it like the business was kind of like I started to get a littlenegative about it, because I was to the point like I was nowhere near thispoint, but I saw like the future of it as listen, no matter what there's goingto come a day, no matter how many people, if I would have my ownassistance and everything my own team in here, that I wouldn't be able todeliver another car in a day right now, Yeu that you tap out. So basically Iwas just thinking of. What's how am I going to scare? How can I you know scare myself? How can I be out there?You know how can I you know, attract people coming into me that are I'drather play with the Siy. The seventy and the eighty percent closing ratiosinstead of beatin beating my time up running around outside in the heat orthe cold chasing some person. I don't know or don't have a relationship withthat's they tell mes so twenty percent chance that they're GOINGTA they'regoingto sign up. You get what I'm saying so I wanted to get the peoplecoming to me prior to this to the automotiveindustry, my previous marriage, I thought I wasgoing to be into the real estate thing and I had. I was too busy to be like anagent because I was running my own businesses lost story. Short I had youknow, was buying some properties and selling them and whatnot and my exwifeat the time I had her dive into it. She got her license, got license andwhatnot just for our own P. You know our own benefits, but I'm looking. Istarted getting a little bit into the real estate space, the agent space justlooking at it, and I started to wonder like why our autop, you know autoprofessionalsbranding themselves like that, like a real estate age ant, it's like that'stheir own business. Why aren't they on the shopping? Cart? You know in thegrocery store. Why aren't they on the billboards? You know in this generation?Why aren't they? You know you get what I'm saying like. Why aren't they likepublic figures, that you know exactly what they're going to do, and I meanthere's, there's certainly enough space for them to do it too. I mean the lastreport. I saw from Nada for two thousand and thirteen is something likeyou know: a seven hundred and thirty billion dollar revenue, Jan generatorin the United States alone, so theres there's definitely enough room for carpeople to be doing that. Absolutely and here's the good news for everybody foryou out there that, like whether I don't care, if you're atthe dealer, principal the GM, the manger like this all hits home becausefirst off like if I'm a manager, I'd still be Builtn, my own personal brand,to because that's leads that coming in that I give them out to the salespeopleyou know and sell, and that benefits me because I'm paid off of of everything,but everybody like and getting your orgonting your people showing yourpeople and gets them excited about it and some people wil just be. You know the drive of being an entrepreneur andthe thought of owning their own businesses enough for e for some peopleto get to get fired up and excited if they're fired up and excited they'regoing to sell you more product point playing, but whether you're building abrand or not. I said this before that, if you're, if you're, actively buildingyour personal brand and taking strategies to do that Y, you have a personal brand one way orthe other. The personal brand is just people that haven't met you or have anexperience with you, yet the perception of who you are of what you do. You knowlike they, regardless you have that whether you're actively doing it or not.So if you're not doing it, then you're another car guy, you know so so letseparate your existing k a business to to build your brand. Yes in anybodyjust be out be out there like be pushing the message, make the videosright articles go to the radio stations like yourwere professional sales people,so you should be able to sell people on you to you know. Et' just have to sellthem course sell the radio station on you and why you should be on here. Ican help your listeners. I did that. I...

...was on like he, the the most popularmorning. Talk Show here. You know in the in two thousand and ten eleven youknow- and I was in in the morning talk radio and I was on as an auto expert. Iwas never like Robert Weise. I was never like come down here, get a greatdeal, a CA. You know stuff like that. I never even said that I sold cars orwhere I worked, I would give my website a or my twitter handle whatever yep andI would go on there and I d talk to them about buying a car or I talke tothem about how to save money and gas. How to dothis and that- and I just would research it the night before Bro and goon there, but it was that present. You know what I mean like you, you knowexactly what I' talkg bout it tal about the soll time, but like that'ssomething, nobody else is doing, and I mean ere Notwell, here's the thing youtake these little extra steps that nobody else is doing. Yep you becomevisible, you become someone that they can see is expert knows what they'redoing, because there's nobody else doing in your market you're going toget so hat much low hanging fruit, just from being the person out there thatthey see. That's that's in front of them, and you know what you know. Youand I talk about this all the time and you've heard me say this a couple oftimes because I mean nobody's exempt from wwh what I call the impostor syndromeand that's like you know I mean you could have been like dude, who am I togo on the morning. Talk, show and be known as the Atto expert, and I meansome people. You know I feel like even you know you listening in I'm sure, there'sthings in your life where you're going man, who am I to do this or who am I to bepegged as the auto expert there's there's other sales people in thisdealership who sell more than me who are more visible than me, and I meanthat's really just the impostur syndrome at work, and I think you knowthe cool thing about that is really at the end of the day. You are the person to be doing that ifyou're, the one who chooses to stand up, do you know what I mean? It's likewhether it's you know contributing an article or being on the morning talkshow or going out of your way to do those things. The reason why it's goingto work for you is because, even though there may be other more qualifiedpeople to do that, you're the only one that's going to stand up and do it andthen those people can't can't say anything. You know what I'm you knowI'm getting at like, I feel, like you know, like you said you were studyingat the night before and I can guarantee I can guarantee. There's people outthere that just know everything about it. You know they're walking,encyclopedias and that's why I say knowledge really isn't power until youknow hat to do with it, and this is a perfect example of the application ofthat. It's like yeah, you acquired some knowledge, but then you put it to useand you were the one who stood up and that's absolutely why you became thecredible source. For you know your community or whatever yeah I mean Iliterally, was like A. I call the celebrity expert. I mean everybody knewwho I was and what I did an and who I did it for and that's the ultimate Goaand like it's, I was. It was even easier for mebecause, as you can see- and you look back at like my older videos and stuffnow I'll toot, my horn and I'd say I'm probably one of the most lethal with aniphone vide with with mobile video right now putting out good qualityvideo from mobile. But then I was, it was terrible quality,audios, bad everything that I'm telling that I tell sales people not and peoplenot to do today. I was doing all that and it was lucky that I was just anearly adapter. You know what I mean like I just got in. I was one of thefirst ones there, so it was just good enough. It still worked because it wasstill so different. You know not there was. I was competing with nobody I wasI would I had more. The great news is also that, if you're salesperson, forexample, the chances are your dealership isn't doing the best job atbranding themselves and marketing...

...online and Eigt pus percent of yourmarket is online searching when they'r CERN. You know aresearching online,when they're shopting for a car, it's easy for you to be the you know show upmore than them yeah, and you know the thing I love about this. You know theconcept of Entrepreneur being an entrepreneur. The concept of takingcontrol is you know, I say this. Sometimes I'm like you know.Unfortunately, there is a limit to success. Fortunately you're the onethat gets to set how high the limit is, and I mean your t. What we're talkingabout here is a perfect example of that because, like you said, dealershipsaren't branding themselves properly, they're not promoting themselvesproperly, but this is where you as a car sales, professional or just a sales,professional or an automotive experter, celebrity expert. However, you want topeg yourself. This is where you have the opportunity to set the limit, andyou know, work within what the dealership is providing you.As far as product and all that kind of stuff in a place to do business butreally start thinking outside of the box, you know you were talking videoand I think, a perfect place for people to get information on how to do video.Better, I mean don't y. u you've got a resource for that that you that resource love that Canadian theresource yeah. What do you? What da e you resource, yea Ye Wat Americans callit f. You just go to Robert Weismancom. I I before e everybody, even my evenMichael, still misspelled. Well, actually, you're, probably one tebetter wit yeah, but they're right there on the topyou'll see a place with an ero, pointing into a thing like you cn enteryour name, an email, so we know where to send it and it's a resource guidefor Mobile. It's a mobile video creator, resource God. It's going to give youand again something I invested and wasted tons of dough and time on wasthe wrong like tools and accessories to streamline things and to make thingseasier and better. You don't have to go through those struggles, and I mean thefunny thing about. ITTIS is like so I've downloyour guide and it's helpedme even take better family, tswats, F and yeah. It has everything for, likeyou will get top quality. You know, show you ou to make top quality videofrom your mobile device. That looks like you know it's on thousand, youknow five, ten housandolar camera I've done toside by side comparison with hedslr and iphone five s specifically yeah, and you know it's a trained eyelike with the right lighting and using the right apps and the tools a that arein this free resource. God mention that it's free that you, you know, you're, not you're, not going to haveto worry about sinking, big money intoequipment and all this and that's what scares a lot of people off from videoand if you're scared to be on video. Well, don't worry about that. Make sureyou sign up there and you there's a place for you to contact me. You hit meup and I will talk to you about multiple ways for you to do, video thatyou don't even have to be on camera. Ideally, the best way it's best for youand everything that you are, but you don't have to be, and a video is thateffective that you need to be doing it, whether you're going to be on it or not.It changes everything it creates superstars, like ine, I'm sitting heretalking to you right now is from dopy web videos that I did when I was comingup in the in the businessit's. The whole reason we even know each other tostart out with yeah. You know- and I mean think about that so you'reeast coast, United States, I'm west coast, Canada. So the fact that I meanthink about the reach that video does now. You mentioned something too. Imean just doing good quality video. I heard someone say. Maybe it was evenyou I don't know, but where you said you know one of thebest ways to overcome that like not liking to see yourself on Videoo,whatever is to just film yourself on video and then just keep watching thatvideo over and over again until you get used to seeing and hearing yourself-and I mean I can- I can attest to that-...

I'm at the point now where, when I seemyself on video, it's not even a not even an issue, I'm sure that's the samething for you, but that came after. Like countless hours of seeing myselfand hearing myself, I always liked mycelf on video, I've been getting alot of compliments lately and thanks if you're listening. If Ou you were onethat did this on my voice here on the podcast and I listened back to it andyou know not to sound like that guy, but again, I'm like man. You know whatI really do like the way my voice sounds on here and you make I shol like Iway over, like Ihate the way like I would when I would try to voice. I would do a video at adealership or something like that, and then I would want to write in like thevoice over talking about the vehicle or the dealshit, whatever the voice justhave the voice there. I did not like the way my voice sounded over the video,but I loved it with me, but I loved to be an on camera like I had. No, you know problem at all being on cameraanywhere anytime, but that is like that's the one thing that, if you'renot doing that now or if you're only doing it a little bit, then reallycrank it up. And I'm not just talking about the stuff that my my my good friend alist Kapar talksabout were, like you know, her thing was sending doing video communicationwell yeah. I did that you know that was part of it n. You know that's it'sdefinitely a big part of your business that that can definitely help issending emails like that, but I'm talking about videos that are trapped,designe to drive traffic basically or designed to intercept somebody. That'sin your market, that's shopping online and you're. Just trying to get in frontof them and hopefully give that deliver them a compelling message with a strongcall to action for what they can do, and it just allows you to be buildingrelationships and building rapport with people and build incredibility twentyfour hours a day, seven days a week, while you're sleeping while you'reeating, while you're selling, while you're whatever you know- and you knowthat's the power of video and you just need to do them. EXACTY, like withvalue, though like. If you look at what I mine, I made a commitment when Ifirst started doing videos. I was like I'm going to do six months of videoevery single day and I did, and I ran, I was- was getting creatively bankrupt,so to speak, that I just was having problems coming up with something goodand o value, and that's one of the rules that ie broken. Why I don't takedown all the videos that I don't like and stuff like. That is because I want to keep thosemistakes there to show you, but I didn't consistently deliver value.Sometimes I just would be on there with a rent ort, just something completelypointless in my eyes. When I look back that- andI think that's a mistake, I think you'd always need to be thinking of value andjust answering the questions that you know ar being asked. Youo, autom, otiveshoppers are going online with a question or problem in mind, and you know what I think is that or whatwe've seen proven time and time again and you're living proof of this is ifyou can go out of your way or show your customers or potential customers thatyou're willing to go out of your way presale before you've even met them,then that conveys the message that you're going to also go out of your wayduring the sale and post sal to take care of them and those are absolutelythe type of people who you want to do business with I mean, if I you know,see you and you're taking the time to do a nice quality production thatdelivers value. That answers my questions. Not only are you attractingthe right customer to start out with you're, taking a much of the hassle outof the sales process and you're aligning you know the customer with the rightvehicle well and and and here's the thing when you're on there and you'recommunicating to like it's basically that you want to be compelling enough,because in the nutshellit comes down to this the consume as consumers and we'reall consumers that we don't care about,...

...they don't care about you. They don'tcare about me. They don't care about our probly ther our product, even theycare about themselves and that's how you, when designing and creating yourcontent, you need to think like that, and you need to to have a message inthere or some way that, like you know like an going after this low hangingfruit, people are going to find the videoge if you're, making the rightones they're going to find them, then you need to have like the the calls toaction and just the compelling content. That's going to make you stick out. Thegood news is that it's not hard, but you need to tell them what to do nextand you need to take them through the experience and your presentation oneverything is so important because it's going to pe, you know it's going to behow they perceive you as if you know Thi this guys, professional,everything's, perfect, everything's great, and what it's going to do is iftyou're on there talking about somefh they'll, also know hey, you know whatwhat this guy does and offers is not for me, they're, going to prequalifythemselves before Ova eachan out. You said these people that reach out to youbased off of the content stuff you put out there, yeah they're prequalifyingthemselves, Yep, that's power. You said something I want to move this along tothe last question I have for you. How did you know what to create your videos about? Well, first, I mad. I did not make them for my customers at first. You know like. Ijust knew that it was the crazy I want. So that's what guys are doing it yeah,no O, don't want to do that. You need to answer. You know what to make them.You know what people are like. You have every new model year coming in likeit's, your ridiculous, if you don't have make a video of you with the newTwsendan Fifteen, two thousand and fourteen whatever new product line,you' doing a presentation on it and then with a strong called action inthere back to your website or something and you're titling at like thousand andfifteen Honde Sinata Baltimore Maryland. Whatever you know,whate mean like Itain like that, because people are search people aroundyou don't think that they're going to be searching for the brand new productlike that. So you also pull your current customers, send emails to themor when you're engage ing, you're talking with Clints hef like right down.You know the quit you're getting frequently asked questions. You knowwhat I mean about certain vehicles or about things that are involved with theownership or with service like another. Great thing is I've always say this onethis where I got a lot of mine once I started to get Orie, you know startedreally getting it. I would ask my sert the service writers.I had to go back there and ask the guys like what are the most phone calls thatyou get people asking about like what are some of the most common questionsthat you get back here bum then I'd ask some of my good customers to about likebuying. You know when they're shopping for the car N, just like the process ofthe car like of buying a car, not aoomen product information, somethingI'se anter. Those something else I think you could do is consider who the vehicles for in thefirst place. So I mean, if you're, you know as an example, if you're a Toyotadealer and you've got a Siena, you know mini van. You can just simply start byasking yourself who is this vehicle for Oh, it's young families, and then youcan frame the information. You know you could do a video to frame in theinformation in a way that would be appealing to a specific customersegment or maybe is that the hid odyssy or whatever the Toye is Hundra and asfar as sales pe you're one hundred percent right. My oing like this iswhere this is getting in a little bit deeper and I do go over it on the newlyreleased Automotive Prenour Academy podcast, which probably will mention itagain later where to find that at. But I go into deeper, and this is as salespeople like as an individual...

...salesperson, especially in this issomething that you teach your team members, if you're not on the frontline yourself, but they need to identify who their idealclient is like. Of course, everybody. Of course, you're always going to be.If you want to start building a brandet and marketing online like personally,because you need to know who you're talking to because we all say it Mikewher, everybody, sir. If you try to talk to everybody you're talking, thennobody. So you need to know who you're building your content for meaning likewhere re you going to find them and what are their interests in like youwant to? You want to have an idea of WHO, if it was your way, ifyou could have it your way, who are the type of people that be buying from youall day every day you know like I like people that I enjoy being around thatpay me all the money that like to move it fast and also there are greatadvocates of me on after they leave and they tell everybody about how great itis working with me and they send me loads of business. That's the type ofpeople I want so thet, I think about who that is in my current customers. Oh,you know what that perfectly describes Jim and Sally Millor, whatever likethey're like that they're young perfet, wer theyre, you know I do great withthe young entrepreneiurs or you know, corporate executives. You know becausethen you know when you're creating a video you're, creating a message.You're answering questions you know who to M who you're making it for whoyou're speaking to you know where, to put it so they'll find it and then thebest part is once they consume it. It's going to resonate with them betterharder, faster and it's going to you know, they'l, feel it or have an impact.It's going to feel like you're speaking directly to that cool man. I'm going toshut her down right now, because I think, if we give any more informationthan this people's brains going to start Isinn that why I have at RobertWeismancom Click on podcast, no a nothing to do about with not liking, not like enjoying workingwith Michael, an and hanging out with you here on the deal or playbook. But Idid he just doesn't. Let me talk enough. You know what I'm saying now and I'mriding him right now. So look we're trying to get him a breakoff to it'snot going to affect the dealor playbook, but it's the odd automotive PrenourAcademy, anybody it's targeted for sales, peoplebuilt you know to tips and Stratis to build your business within a businessin today's automotive industry, go check it out. We got a three fourthepisodes about to go live! It's just me as short, tent ten tofifteen minutes once a week, no guests straight to the point: it's all killer,no filler, bome and absolutely- and you know a and that's certainly enough toconfuse anybody. What we're actually doing here is building out a network ofinformation, because we are so passionate about helping you achievegreater levels of success, so absolutely check out automotive,Prenera Academy, Robert Weisman, the man himself. Thanks thanks for all that informationdude I mean you know why have a guest on the show to talk about personalbranding when you're on the show every single week and and in my mind nobodyknows more about this. Like I said check out, you know earlier check outthe shownotes to this, because we're going to we're going to outline thosesteps to what Robert did to take his business from you know survival modefrom the first day. It sounds like two thrive mode. Thirty days later, Y andMichael will ta fat well come back around on these topics and stuff moreso you know moving forward because ther're it's hard to pack into all thisand again, we don't like to keep you here for hours, but like that, we'rejust we're just getting started. You know we're just having a conversationso whent it spiraled out a little bit, but there's so much more to it andagain you can catch an automotive Prenour Academy, but get to the shownotes well break everything down for you a lot better yeah so so check itout triple W dot. Vud Dealer playbookcom would love to hear yourfeedback and comments on the show. NOWs,...

...like Roberts, said check out Robert'snew podcast. Don't worry, he's stand he staynd where he is, but this is just asupplemental enhancement to helping people thrive. Not just survive, andthat's the AUTOMOTIV Priner Academy, don't forget to subscribe to the dewerplaybook on itunes or stitch or radio visit us on our website, where you canalso subscribe and get the latest episodes delivered right, toeur and box.We appreciate you being here. We hope that you found this information helpfuland well talk to you soon. Thanks a lot laid up.

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