The Dealer Playbook
The Dealer Playbook

Episode · 8 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're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hey, they're and welcome to the dealer playbook podcast. I'm here with my co host, Robert Weisman. My name is Michael Surrillo. Robert, how you doing, buddy? I'm doing excellent, Michael, excited for where we at. This is the dealer playbook session number one eighteen. WHOA, there we go. Yeah, it's but alas, and you know what I got to say, I am so happy that you have chosen to take some time out of your day and listen to Robert and I as we deliver real auto dealer strategies that deliver real results, and that's really what we're our aim is here is to deliver you with actionable insights that will help you grow your business, that will help you grow your e Commerce Department, that will help you grow your sales team or your sales business within the business. And you know, we've been just pounding it out, like we you know, Robert, you and I were talking about pre show. There is so much that goes into these podcasts and we are so extremely grateful that you have chosen to take time out of your day to be with us. We definitely we're having a lot of fun doing it and again, you know, thank you, Michael Kay. He said it, but I can't thank you enough for, you know, like putting putting us into your headphones for, you know, a short hop for your commuter, for whatever it is every day. And in exchange 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 shift everything in your life and in your business. You know that that that's that's the ultimate goal. That's why we show up. Yeah, we've been. We've been, you know, just overwhelmed and super grateful with all of the support that we've received. People commenting on the show, notes at Triple Wat, the dealer playbookcom, you know, people engaging with us on social media. I've met so many new people inside of the car business who I am, you know, building relationships with. I know you are too, Robert, but it's just been so incredible to join with and be a part of the automotive community. There are some incredible individuals out there and so, you know, we're just super grateful. I just wanted to just hop in and frame in this episode because you know, many of you know that we have put a lot of effort into getting some fantastic guests. Past episodes include grant card own, Tracy Myers, Craig Lockard, Gary Vaner, Chuck Mark Tore it and so many more, and you know, Robert can tell you, there's so much work that goes into these things. But what we wanted to do is take a little bit of a breather today and just, you know, spend the time with you, between Robert and I, because we have some incredible information that we want to share with you. And so, you know, Robert, maybe without further address, will just jump into talking about what we want to talk about and I'm going to start with a question for you. Do it so you know, I think the thing that fascinates me about the position that you have in within the automotive community is that you went from just the short time period of coming into the car business and then building this monster of a business within the business and this is something that you and I talked a lot about, the automotive preneur, building a business within the business. So the question I have for you is, you know, coming into the dealership, we talk a lot about how sometimes it's by accident. I think sue be mentioned that she came into the car business by accident. Most people get in it by accident, unfortunately. You know, like I said, I had a conversation with a great guy today that's getting into it and he's more of the type of people that we...

...do. Hopefully this business can can start attracting moving forward. But you're right at you know, you made a wrong turn usually or you you know, something along those you know, some kind of disruption or just to change in your world and your life brings a lot of people to the business exactly. And so I mean for you coming into it, what was your biggest thing? I mean what was the biggest thing for you that you said, and I think you mentioned it a few episodes ago when I got them. What took you from no, I'm not going to earn, you know, three grand a month and I'm going to really explode this thing. Well, first it. First things first, is I just came out from being burned like I never it was my first job for somebody else at the age of thirty when I walked into started working at a car dealership. It was my first job for anybody else. In my life. I always built and ran my own company s since I was, you know, a kid, and this was actually my first time going to for work for someone and I was so excited about 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 the products that you sell and having money tied up and I was just like blown away by the opportunity that, you know, I can go in here, I don't have to worry about keeping the lights on, making the payroll, keeping the inventory, stock, they're all of that. I just go in and I'm provided millions and millions of dollars of products for me to sell and then I'm going to get paid. Like I really looked at as an opportunity. I was not like I felt I should have been paying my dear the deal or to give me that for for me to be there and to have like those tools at my hand and the opportunity to sell that amount of product that my fingertips, and I just went in and I you know, the genius thing I did was, although it was my first time working for somebody else, I did not stop running my own business. And I've want, I went into myself and I met my peers and I just did not want to be looked at as another car guy, just another car guy, and I mean that's a that's an excellent point. I mean somebody else is kind of, you know, so to speak, fronting the risk. Now, that's not to say you didn't have your own risks of, you know, making it work or whatever, but you know, like you said, somebody else is front in the bill to purchase the product, to keep the lights on and all that every stuff, and you're seeing as an opportunity. So you came into it, I mean, with this entrepreneurial mindset. It's all I knew what what objectives are? Certain not objectives, but what obstacles did you face coming into the car business that you think those listening might resonate with them like okay, well, well, going in, initially it was the you know, learning that the the idea of training and God level, I'm like I worked for a great deal or that was, you know, still all my friends that, like people that consider my closest friends locally. That's where they're still at. They still work there, etc. But they they don't really provide, you know, education wise, like it's on you, you know what I mean. Unfortunately, even if the even at the dealers that do have like some kind of, you know, programs and stuff for you to log 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 the drill them down, you have to watch them a lot. You know, you need to you know, you need to practice, drill and rehearse and be prepared. So, like the education was was tough, and just like they're certainly know, there's there's nobody in there showing you how to build a business within a business, how to be...

...an entrepreneur. They and and they're so quick with saying like a selling cars, it's like Havin your own business. Well, you know, the only thing that that's like that they point in that direction of it being your own business is just by saying that there's really no resources or there's no tools or no education or or blueprint for making that for really building a business within a business, having a, you know, functioning, proper profiting company. You know that. So you having revenant. I mean so you come into this business, there's not really any support to launch you towards success. But I mean there must have been, and I mean I don't know anything about it. There I'm assuming you came into the dealership. There were people that were already there in the sales department, but over a matter of months or your first comes on, first month on floor. So first month I like, I wipe the you wipe the floor with big guys, but on the floor. Yeah, and he was unstoppable. He was on dethroned and I never sold cars in my life. That like they didn't put me through like a I did the certification stuff this in that my friend that I grew up with was a salesmanager there, and then he was friends with the general manager at the time and they just knew it, like when I sat down with them and they knew that that I was going 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 me ask you this. What we're what did you do in that first month, because, I mean, we know the problem and we know that you just exceeded the the top guy there. What did you do in the first month that he wasn't doing, and what can people who are listening to this right now do to surpass those that have perhaps been there longer than that? Good, good question. Well, go in in like I recommend anybody that's new to the business or or really hasn't gotten a good grip on you know, really hasn't opened it up and tapped into their potential in the business, that, before thinking about building this brand online, like we're going to talk about, and doing video and building the websites and all this like. That's not like how you go from from there to there, you know what I mean, like you need to beat down every opportunity that's that that presents itself in the dealership currently first before you start going after other ones. Because, a, it's going to give you great you you know what I mean, training, it's going to get get you comfortable with it, it's going to you know, it's you're going to learn along the way and you're going to learn with the customers that the dealers paying to get in there for you. So there's no sense in investing in buying and marketing, because basically, what's what's in this is what we're talking about League, League acquisition prior to this off air. That, in a nutshell, what's marketing? When you're investing in that and you know websites all that, you're basically buying leads. You know what I mean? In a sense, one way or another, you're looking to buy more customers. Well, there's no sense in buying customers when you're not ready to handle you know, when you're not even ready to handle them properly. Yeah, you know, it's it makes more sense to just tap in and then just just beat to death every opportunity that's in there. What I did as I waited on every single person around there, I walked over, I cut in front of everybody. You know, I would, I would, customer would pull up, and I'm just being 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 everybody would back off and not go up to him. I'd go up to him, Hey, welcome to ABC motors, I'm Robert. What are you here to look at today? Boom, and then go right into it. That's when I then, you know, continuously doing that, and then I started to get referrals and I started to get really good with the product, like I dove in and learn the product as I was going. I am and now that, yeah, you need to be the master of product knowledge. That to me, I think is more valuable than being a master closer.

Is, notice, being a master of the product, because then you can genuinely find your best solution that you have in your product line for your customers problem. Well, and how do you sell 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 by in into my product like I was genuinely all about it. I mean, I bought one, my first lefter with within 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, or maybe you've been at the dealership for a while and you're you're wanting to take things to the next level. Robert, you touched on, you know, personal branding, videos, websites and all that, but really, I think what you said, the first step, before any of that, is making sure that, a, you educate yourself. You learn as much as you can about the product, the dealership, you know core values. Miss an expert, you know, not just Vergil, not verbally and not you know, presenting yourself and and positioning yourself as an expert is one thing and it's a very important part of personal branding, but just genuinely being one first. You know what I mean? That's that's that step one is like knowing the product inside and out R and, you know, knowing the situations, because in any encounter you have with a customer, there's only x amount of ways it can play out. And in our bit and especially in the in the auto industry, because for whatever reason it hasn't changed in how what you know x amount of years. So everyank calendar, every objection, every twist, you could say that you're that you can possibly get within for your first thirty days, you're going to you're going to go through it, so then you're going to know how to handle it when it comes up again, you know, and that's very important and I think something to about this that we haven't really talked about, but that, you know, that willing to do whatever it takes mindset. I find that in the phase that we're talking about, where you're at the dealership and you're coming in, no previous experience in car sales and just coming in with that entrepreneurial mindset, the the big differentiator is the theory of doing or saying that you're willing to do whatever it takes, and then the application of actually doing whatever it takes, because I think there's a lot of people out there, even you know, maybe some of those listening in, who, you know, can easily say, yeah, I'm willing to do whatever it takes to succeed or achieve my personal definition of success, but then when they find out what the application of doing that means, yeah, you know, learning, ah man, you know, I don't want to learn about the mission statement. That's not going to you know, they're looking for shortcuts and I find that exactly sure, every, always, everyone, and everybody's out there talking about they're a hot they're getting. You know, the term now we use and the training term is hustle. You know, everybody's a hustle. Everybody's getting their hustle on this in that, but really they're not. You know, like I, anybody that knows me knows that hustle and I you know, I always have and always will. It's what I do, it's you know, I got this from from jared and grant is. It's like I have way more hustle and way more persistency than I do talents. But that's all right. And you know what, and that's either fortunate or unfortunate for those listening in, where it's like, you know what, if you do have the hustle, that means that you are going to have to do some tough things. Like I mean, I'm I'm putting words in your mouth and you can correct me if I'm wrong, but I'm sure there were things that you're just like. Man, I don't want to learn about this right now, but I'm going to do it because nobody wants to make a video to put it on and put it on Youtube where they're sitting there screaming and doing absolutely making a jackass of themselves. Okay, nobody wants to do that. It's just of doing that. And that's where that willing to do whatever it takes mindset turns into application, and that's what it really looks like. Sometimes...

...it's just framed into things that you don't want to do but you have to do because they're going to take you to the next level and that's going to be the differentiator. Like you surpassing, you know, the top sales guy or whatever. You did it because he wasn't actually an application, willing to do whatever it took. Yeah, and and it's just like and then you go in and and a beautiful part was about it was that I didn't have. After you're there for a while, you tend to get bad habit. You tend to then prequalify people that even the best of us do that you see somebody walking on that they've been there x amount of times, like there's somebody that everybody's worked with and it's been a stroke for every salesperson there, but they always end up with the new guy and everybody laughs about etc. But one day that somebody, that guy, walks in and he does buy right. So let me move this along with with my next question for you. So step one, doing whatever it takes to learn the infrastructure of the business and educating yourself on the product. Step two is, I'm guessing now you're in a position to look at taking your business to the next level, because you've kind of covered the survival basis and now you're moving into the thrive area. And for you, I mean it was all about personal branding, and anybody that knows you in the auto industry knows that. You know, you were huge on video and you were huge on, you know, branding yourself. What what was the process for you? What did that look like you? So, I mean you're in a position where now you know what's going on, you've learned about the product. Where was your mind apt when you finally made the decision that you had to get into the video and all those others things that you do? Yeah, okay, well, and first off, so much of what I did was wrong. You know, I did, ever, made every mistake when it comes to online video, to branding and everything like that, and I think that that's what makes me, excuse me, as I to my own horn, but makes me has Brittain, allows me to bring value to the market place and to this bit, to this industry, is because of I've exhausted so many avenues. I made so many wrong turns in trying to build my business within a business that, you know, I can filter out and save a lot of people a lot of time and money. Yeah, but and let me say they're too I mean, I don't know who said this. So, as I say it for those of you listening, if you know who said this, enter it into the show notes, because in the comments on the show outs, because I actually don't know. But it's I think, fits with this and and that is I heard somewhere that you know why is? People learn from experience, but super wise people learn from others experiences. So I mean just you saying, yeah, you spent your own time, you made your own mistakes. I think we're we're it's acceptable to say that. People don'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, like I started going to, you know, seminars within the business and I started connecting with with the the experts and whatnot in the business and and just through all my education and I'm seeing the statistics, like, you know, the fresh of the the fresh up, so to speak, the random customer that's rolling 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 them, because in the in the end, you know that's you're going to be in that twenty thirty percent. You know, even if you're at forty percent, for for you know, strong closers, great, but there's that cut. But when you have an appointment, when you have somebody that's coming back, a be back, there's somebody that's bought from you before, or somebody that's cut that that came in and didn't purchase his coming back, a repeat customer or a referral. There you're talking. They're going the S, the s and up percent closing ratio. So I really started like getting kind of down in it, like...

...the business was kind of like I started to get a little negative about it because I was to the point like I was nowhere near this point, but I saw like the future of it as listen, no matter what, there's going to come a day, no matter how many people if I would have my own assistants and everything, my own team in here, that I wouldn't be able to deliver another car in a day, right, you know? Yeah, that it. You tap out. So basically, I was just thinking of what's how am I going to scale? How can I, you know, scale myself? How can I be out there? You know, how can I, you know, attract people coming into me that are I'd rather play with the sixty, the seventy and the eighty percent closing ratios instead of beating beating my time up running around outside in the heat or the old chasing some person I don't know or don't have a relationship with. That's they tell me some twenty percent chance that they're gonna THEY'RE gonna sign up. You get what I'm saying. So I wanted to get the people coming to me prior to this, to the automotive industry. My previous marriage, I thought I was going to be into the real estate thing, and I had. I was too busy to be like an agent because I was running my own businesses. Long Story Short, I had, you know, was buying some properties and selling them and whatnot in my ex wife at the time. I had her dive into it. She got our license, got license and what not, just for our owner, you know, our own benefits. But I'm looking, I started getting a little bit into the real estate space, the agent space, just looking at it and I started to wonder, like why aren't auto people, you know, autoprofessionals, branding themselves like that, like a real estate agent is, like that's their own business. Why aren't they on the shopping cart, you know, in the grocery store? Why aren't they on the billboards, you know, in this generation? Why aren't they like public figures that you know exactly what they're going to do? And I mean there's there's certainly enough space for them to do it too. I mean the last report I saw for me an Ada for two thousand and thirteen is something like, you know, a seven hundred and thirty billion dollar revenue jader generator in the United States alone. So there's there's definitely enough room for Crybab be doing absolutely and here's the good news for every but for you out there that like whether, I don't care if you're the dealer principle, the GM the manager. Like this all hits home because, first off, like, if I'm a manager, I'd still be building my own personal brand to because that's the leads that coming in that I give them out to the salespeople, you know, and sell and that benefits me because I'm paid off of everything. But everybody like and getting your or getting your people, showing your people and it gets them excited about it and some people will just be you know that the drive of of being an entrepreneur and the thought of owning their own business is enough for that, for some people to get to get fired up and excited. If they're fired up and excited, they're going to sell you more product, point blank. But whether you're building a brand or not, I said this before that if you're, if you're actively building your personal brand and taking strategies to do that, your you have a personal brand one way or the other. The personal brand is just people that haven't met you or had it experience with you yet their perception of who you are, of what you do you know like 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 let's iverage just to use a business to to build your brand. YEA's in anybody. Just be out. Be Out there, like be pushing the message, make the videos right article. Go to the radio station. It's like your we're professional sales people. So you should be able to sell people on you to you don't to step to sell them cars. Sell the radio station on you and why you should be on here. I can help your listeners. I did that. I...

...was on like a the the most popular morning talk show here, you know, in the in two thousand and ten eleven, you know, and I was in it, in the morning talk radio, and I was on as an auto expert. I was never like Robert Wise. I was never like come down here, get a great deal and call, you know, stuff like that. I never even said that I sold cars or where I work. That would give my website and or my twitter handle whatever. Yep, and I would go on there and I talked to them about buying a car or I talk to them about how to save money and gas, how to do this and that, and I just research it the night before, Bro and go on there. But it was that present. You know what I mean, like you, you know exactly what I'm talk about. It's all about the shole time. But like that's something nobody else is doing, and I mean you're in a market. Well, here's the thing. You take these little extra steps that nobody else is doing. Yep, you become visible, you become someone that they can see is expert, knows what they're doing, because there's nobody else doing in your market. You're going to get so at much low hanging fruit just from being the person out there that they see, that's that's in front of them. And you know what? You know, you and I talked about this all the time and you've heard me say this a couple of times, because, I mean, nobody's exempt from what I call the impostle ster syndrome, and that's like you know. I mean you could have been like, dude, who am I to go on the morning talk show and be known as the auto expert? And I mean some people, you know, I feel like even you know you listening in. I'm sure there's things in your life where you're going, man, who am I to do this or who am I to be pegged as the auto expert? There's there's other salespeople in this dealership, who sell more than me, who are more visible than me, and I mean that's really just the imposter syndrome at work, and I think you know, the cool thing about that is really, at the end of the day, you are the person to be doing that, if you're the one who chooses to stand up. Do you know what I mean? It's like, whether it's, you know, contributing an article or being on the morning talk show or going out of your way to do those things, the reason why it's going to work for you is because, even though there may be other more qualified people to do that, you're the only one that's going to stand up and do it. And then those people can't can't say anything. You know what I'm you know I'm getting out like I feel like. You know, like you said you were studying at the night before, and I can guarantee, I can guarantee there's people out there that just know everything about it and you know they're walking encyclopedias. And that's why I say knowledge really isn't power until you know what to do with it. And this is a perfect example of the application of that. It's like, yeah, you acquired some knowledge, but then you put it to use and you were the one who stood up, and that's absolutely why you became the credible sort for, you know, your community or whatever. Yeah, I mean I literally was like us, I called the celebrity expert. I mean everybody knew who I was and what I did and who I did it for, and that's the ultimate goal and like it's, it's I was. It was even easier for me because, as you can see, and you look back at like my older videos and stuff. Now, I'll choot my horn and I'd say I'm probably one of the most lethal with an iphone video, with with mobile video right now, putting out good quality video from mobile h but then I have a it was terrible quality, audios, bad everything that I'm telling that that I tell salespeople not and people not to do today, I was doing all that and it was lucky that I was just an early adapter, you know what I mean, like I just got it. I was one of the first ones there. So it was just good enough. It's still worked because it was still so different. You know, not there was no I was competing with nobody. I was. I would I had more. The great news is also that if you're a salesperson. But, for example, the chances are your dealership isn't doing the best job at branding themselves and marketing online, and eighty plus percent of your...

...market is online searching. When they're certain, you know, are searching online, when they're shotting for a car, it's easy for you to be the the you know, show up more than them. Yeah, you know. And you know the thing I love about this. You know, the concept of Entrepreneur, being an entrepreneur, the concept of taking control. As you know, I say this sometimes I'm like, you know, unfortunately, there is a limit to success. Fortunately, you're the one that gets to set how high the limit is, and I mean you're what we're talking about here is a perfect example of that because, like you said, dealerships aren't branding themselves properly, they're not promoting themselves properly. But this is where you, as a car sales professional, or just a sales professional, or an automotive expert or celebrity expert, however you want to peg yourself, this is where you have the opportunity to set the limit and, you know, work with in what the dealership is providing you as far as product and all that kind of stuff in a place to do business, but really start thinking outside of the box. You know, you were talking video, and I think a perfect place for people to get information on how to do video better. I mean, don't you? You've got a resource for that, that you that resource love, that Canadian the resource. Yeah, well, what do you what do you resource? Yeah, what Americans call it. I few just go to Robert weismancom I I before E. Everybody, even my even Michael, still misspelled. Well, actually, you're probably one of the better. Yeah, but they are right there on the top. You'll see a place with an Arrow pointing into a thing like jude. Enter your name in email so we know where to send it, and it's a resource guide for Mobile. It's a mobile video creator resource guide. It's going to give you all and again, something I'm invested and wasted tons of dough and time on was the wrong like tools and accessories to streamline things and to make things easier and better. You don't have to go through those struggles. And I mean the funny thing, all there is is like I, so I I've downloaded your guide and it's help me even take better family. So it's fine fun, it's and it yeah, it has everything for like it. You will get top quality. You know, show you how you to make top quality video from your mobile device. That looks like you know, it's on thousands, you know, five ten thousand dollar camera. I've done the sidebyside comparison with a DSLR and iphone five s specifically. Yeah, and you know, it's a trained I like, with the right lighting and using the right apps and the tools that are in this free resource guide. Mentioned that it's free, that you you know. You know you're not going to have to worry about sinking big money into equipment and all this, and that's what scares a lot of people off from video. And if you're scared to be on video, will don't worry about that. Make sure you sign up there and you there's a place for you to contact me. You hit me up and I will talk to you about multiple ways for you to do video that you don't even have to be on camera. Ideally the best way. It's best for you and everything that you are, but you don't have to be. And a video is that effective that you need to be doing it, whether you're going to be on it or not. It changes everything. It creates super stars that like and why I'm sitting here talking to you right now is from dope web videos that I did when I was coming up in the in the business, the whole reason we even know each other to start out with. Yeah, you know, and I mean think about that. So your East Coast United States. I'm West Coast Canada. So the fact that I mean think about to reach that video does now you mentioned something too. I mean just doing good quality video. I heard someone say, maybe it was even you, I don't know where you said you know, one of the best ways to overcome that, like not liking to see yourself on video or whatever, is to just film yourself on video and then just keep watching that video over and over again until you get used to seeing and hearing yourself. And I mean I can, I can attest to that. I I'm at the point...

...now where when I see myself on video, it's not even a not even an issue. I'm sure that's the same thing for you, but that came after like countless hours of seeing myself and hearing myself. Always liked myself on video. I've been getting a lot of compliments lately and thanks. If you're listening. If you you were one that did this on my voice here on the podcast and I listened back to it and you know, not to sound like that guy, but again I'm like, man, you know what, I really do like the way my voice sounds on here and you make I sound like my voice over, like I hate the way like I would when I would try to voice, I would do a video at a dealership or something like that, and then I would want to write in like the voiceover talking about about the vehicle or the dealship, whatever, the voice. Just have the voice there. I did not like the way my voice sounded over the video, but I loved it with me, but I loved being on camera, like I had no, you know, problem at all being on camera anywhere, anytime. But that is like that's the one thing that if you're not doing that now, or if you're only doing it a little bit, then really crank it up. And I'm not just talking about the stuff that my my my good friend at least, kept our talks about where, like you know, her thing was sending doing video communication. Well, yeah, I did that. You know, that was part of it, and I you know, that's it's definitely a big part of your business that that can definitely help is sending emails like that. But I'm talking about videos that are trapped, designed to drive traffic basically, or designed to intercept somebody that's in your market, that's shopping online, and you're just trying to get in front of them and hopefully give them, deliver them a compelling message with a strong call to action for what they can do, and it just allows you to be building relationships and building rapport with people and building credibility twenty four hours a day, seven days a week, while you're sleeping, while you're eating, while you're selling, while you're whatever. You know and you know that's the power of video and you just need to do them exactly like, with value, though, like, if you look at what I mind, I made a commitment when I first started doing videos. I was like, I'm going to do six months of video and every 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 good enough value, and that's one of the rules that I've broken. Why I don't take down all the videos that I don't like and stuff like that. Is because I want to keep those mistakes there to show you. But I I didn't consistently deliver value. Sometimes I just would be on there with a rant or just something completely pointless in my eyes when I look back that and I think that's a mistake. I think you'd always need to be thinking of value and just answering the questions that you know are being asked. You know automotive shoppers are going online with a question or a problem in mind. And you know what I think is that, or what we've seen proven time and time again, and you're living proof of this, is if you can go out of your way or show your customers or potential customers that you're willing to go out of your way pre sale, before you've even met them, then that conveys the message that you're going to also go out of your way during the sale and post sale to take care of them, and those are absolutely the type of people who you want to do business with. I mean, if I see you, know see you and you're taking the time to do a nice quality production that delivers value, that answers my questions, not only are you attracting the right customer to start out with, your you're taking a much of the hassle out of the sales process and you're are aligning, you know, the customer with the right vehicle. Well, and and and here's the thing. When you're on there and you're communicating to like, it's basically that you want to be compelling enough, because, in the nutshell, it comes down to this, the could consume as consumers, and we're all consumers, that we don't...

...care about they don't care about you, they don't care about me, they don't care about our probably there are product even they care about themselves. And that's how you did when designing and creating your content. You need to think like that and you need to have a message in there or some way that, like, you know, again going after this low hanging fruit. People are going to find the videos, if you're making the right ones, they're going to find them. Then you need to have like the the calls to action and just the compelling content that's going to make you stick out. The good news is that it's not hard. But you need to tell them what to do next and you need to take them through the experience, and your presentation on everything is so important because it's going to pursue. You know, it's going to be how they perceive you as. If you know, then this guy's professional, everything's perfect, everything's great, and what it's going to do is and if you're on there talking about stuff they they'll also know, hey, you know what, what this guy does and offers is not for me. They're going to prequalify themselves before you can reaching out to you. So these people that reach out to you based off of the content, stuff you put out there, you have, they're pre qualifying themselves. Yep, that's power. You said something. I want to move this along to the last question I have for you. How did you know what to create your videos about? Well, first I made I did not make them for my customers at first, you know, like I just knew that it was the craze. I want to that's what Gods are doing them. Yeah, no, you 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 like it's your ridiculous if you don't have make a video of you with the new two thousand and fifteen, two thousand and fourteen, whatever new product line you doing a presentation on it and then, with a strong called action in there, back to your website or something and you're titling it like two thousand and Fifteen Hande Sonata, Baltimore, Maryland, whatever. You know what any mean, like and tighten like that, because people are searched people around the you don't think that they're going to be searching for the brand new product like that. So you also pull your current customers, send emails to them or when you're engaging your talking with clients, have like right down your you know the what you're getting frequently asked questions, you know what I mean, about certain vehicles or about things that are involved with the ownership or with service. Like another great thing is that, I've always say this one. This where I got a lot of mine. Once I started to get Orient you know, started really getting it, I would ask my start the service writers. I'd go back there and ask the guys, like what are the most phone calls that you get? People asking about like what are some of the most common questions that you get back here? Boom. Then I'd ask some of my good customers to about like buying, you know, when they're shopping for the car and just like the process of the car, like of buying a car, not necessarily product information. Something else answer this. Something else I think you could do is consider who the vehicles for in the first place. So I mean if you're, you know, as an example, if you're a Toyota dealer and you've got a Sienna, you know, Mini van, you can just simply start by asking yourself who is this vehicle for? Oh, it's young families, and then you can frame the information. You know, you could do a video to frame in the information in a way that would be appealing to a specific customer segment. Or maybe it's at the hot odyssey or whatever. The Toyota is UNDRA. And as far as sales be your one hundred percent right. My going like. This is where this is getting in a little bit deeper, and I do go over it on the newly released Automotive Prenoor Academy podcast, which probably will mention it again later. Where to find that apt but I go into deeper in this is as salespeople, like as an individual salesperson, especially in this...

...is something that you teach your team members, if you're not on the frontline yourself, but that they need to identify who their ideal client is, like, of course, every but of course you're always going to be if you want to start building a brand and marketing online, like personally, because you need to know who you're talking to, because we all say it might everybody. Sir, if you're trying to talk to everybody, you're talking the nobody. So you need to know who you're building your content for, meaning, like where you going to find them and what are their interests in? Like you, you want to be. You want to have an idea of WHO, if it was your way, if you could have it your way, who are the type of people that be buying from you all day every day? You know, like I like people that I enjoy being around, that pay me all the money, that like to move it fast, and also there are great advocates of me when after they leave and they tell everybody about how great it is working with me and they send me loads of business. That's the type of people I want. So then I think about who that is in my current customers all, you know what? That perfectly describes Jim and Sally Miller or whatever. Like they're like that, they're young, perfect or they're you know, I do great with the the young entrepreneurs or, you know, corporate executives. You know, because then you know when you're creating a video, you're creating a message, you're answering questions, you know who to me, who you're making it for, who you're speaking to. You know where to put it so they'll find it. And then the best part is, once they consume it, it's going to resonate with them better, harder, faster and it's going to be you know, they'll feel it, it'll have an impacts. It's going to feel like you're speaking directly to that cool man. I'm going to shut her down right now because I think if we give any more information than this, people's brains going to start using now. That's why I have a Robert wisemancom click on podcast. No, all nothing to do about with not liking, not like enjoying working with Michael and hanging out with you here on the dealer playbook. But I did. He just doesn't let me talk enough. You know what I'm saying now and I'm riding him right now. So look, we're trying to get him a break off to it's not going to affect the deal playbook. But it's the odd automotive Prenuria Academy anybody. It's targeted for salespeople built, you know, to tips and strategies to build your business within a business in today's automotive industry. Go check it out. We got three fourth episodes about to go live. It's just me, a short tent, ten to fifteen minutes once a week. No guests, straight to the point. It's all killer, no filler, boom and absolutely, and you know I'm that's certainly not to confuse anybody. What we're actually doing here is building out a network of information because we are so passionate about helping you achieve greater levels of success. So absolutely check out automotive Preneur Academy. Robert Weisman, the man himself. Thanks. Thanks for all that information, dude. I mean, you know why I have a guest on the show to talk about personal branding when you're on the show every single week and and in my mind, nobody knows more about this. Like I said, check out you know earlier, check out the show notes to this, because we're going to we're going to outline those steps to what Robert did to take his business from you know, survival mode from the first day, it sounds like to thrive mode thirty days later. Yeah, and Michael will tell go fat will come back around on these topics and stuff more. So, you know, moving forward, because there's so it's hard to pack into all this. And again, we don't like to keep you here for hours, but like that we're just we're just getting started, you know, we're just having a conversation. So when it's spiraled out a little bit. But there's so much more to it. And again you can catch an automotive Pernora Academy, but get to the show notes. We'll break everything down for you a lot better. YEA, and so so check it out. Triple Wot, the dealer playbookcom would love to hear your feedback and comments...

...on the show notes. Like Robert said, check out Roberts new podcast. Don't worry, he's staying. He stand where he is. But this is just a supplemental enhancement to helping people thrive, not just survive, and that's the automotive priniter academy. Don't forget to subscribe to the dealer playbook on itunes or stitcher radio. visit us on our website, where you can also subscribe and get the latest episodes delivered right tier in box. We appreciate you being here. We hope that you found this information helpful and we'll talk to you soon. Thanks. A Lot. Later.

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