The Dealer Playbook
The Dealer Playbook

Episode · 8 years ago

Robert Wiesman: How To Take Control Of Your Brand With A Personal Website


About this session:


In this session of "The Dealer Playbook" podcast Robert Wiesman is flying solo!

Michael Cirillo the other half of team DPB is under the weather and not able to contribute but fear not Robert still delivers the thunder! 

Recently there was a article on (by a unheard of contributor) suggesting that building a "personal brand" was a waste of time and your energy and focus should be directed to branding your product or service. 

That message could not be more wrong and oddly enough the article is not even available on their blog anymore.

That article struck a chord here at DPB so that is what we are going to discuss in this session. 

Taking control over your personal brand and doing so with the power and magic of a high quality personal website for car sales professionals. 


Key Takeaways:


- Why todays car sales professional needs a personal website.

- Common mistakes done on most sales professionals websites.

- 8 key ingredients for a car pro's personal website. 


Session Resources & Links:


Check out the ultimate car sales professional digital marketing solution click here.


Get subscribed to "The Dealer Playbook" and never miss a session by subscribing here. 



For more on building your power house personal brand check out DPB session 18 where our very own Robert Wiesman dives even deeper into personal branding here.

This is the dealer playbook, session number twenty seven, and I'm going so low on this one. You're dialed into the dealer playbook podcast, where it's all about winning out ter dealer strategies that deliver proven results, and now your hosts, Robert Weisman and Michael Cerrillo. Thank you so much for dialing into the dealer playbook podcast. I am your host. This is Robert Wiseman and, as you may have heard in the pre intro, I am flying solo today. My right hand man, Michael Sorillo, is unable to be here. Really Bushes. He was, but he is a little under the weather. So, Michael, we hope you get well. Man. We miss you here at the dealer playbook, but you have me today again. I'm Robert Wiseman. This is the dealer playbook, the podcast for automotive professionals, you know, with real dealer strategies that get real results. Today is going to be no different. We're going to dive right into it. We had this article that was passing around with within our team and it really kind of just struck a chord, I guess you could say, and it was on Entrepreneurcom and it was a buy an author. That big surprise. Nobody knew who this author was. Eat. What even makes it funnier is we wanted to link to this article for you in the show notes, but we can't find it anywhere. Huh, go figure, not sure if it got ripped down, whatever. But Anyway, by this unknown author, this unknown character is saying that personal branding isn't direction to go, that you should shouldn't be focused on building and, you know, creating your personal brand. But more so yet, that the the brand of your product, of your service, and I couldn't disagree more, and it's a wonder why this article is now am IA, the product is, the service is always going to be just a commodity. Okay. What the people are buying, and this is, you know, still remains true to this day. What they are buying is you, is they're buying. You, is there, you're they're buying your...

...sales team even. That's what people are buying. And your personal brand. Listen, whether you're actively creating your personal brand and working on it daily or not, you have a personal brand. Everybody has one, just everybody isn't controlling that. Your personal brand is is the the perception and the thoughts and what people think about you before ever even coming in contact, coming into any kind of connection, any engagement or had any experience with you. So why wouldn't you want to take advantage of that and control, you could say, they're the people's perception of you and or at least you know, show them what you're about? And that's what this session is about. It's about controlling your personal brand and getting the most out of it, and the number one thing needed to do that is your personal website, and that's what we're going to get into today. Let's do it now. I don't know about you, but when I see a business or think of a business that has no website in today's market. You want to know what I do? I laugh, and you should too, with the amount of people that are online at any given minute, why wouldn't you want to be there to engage with them or have your people there to engage with them, to build report, to build relationships, to build trust, to wow them? Twenty four hours a day, seven days a week? There's no reason why who wouldn't want that, right? So, creating a culture in your store or if you're just if you're personally just a frontline sales professional, your personal website is easy and...

...still, you know, not a not as cheap as some strategies, but cheaper than a lot. But the gain is so much that it's you're missing the boat without taking advantage of an epic personal website. So what I'm going to do is I'm going to die. I've into eight key ingredients today. We're not going to keep you along. You know, it's just me. I got nobody to talk to, so I'm just talk. I'm talking to you. So here we go. So eight key ingredients for your car sales pro website. Whether you are a car sales professional and you have a website now and it's you know, you it's more of what a lot of sales reps websites are today and what mind was at one point in time is just an online business card or brochure. You know, it's it's not yet a marketing tool that you know is a resource and it's market place, and that's what we're going to dive into today. So eight quick ingredients for your car sales pro website. You're ready, here we go. Number one, inventory feeds. You don't need. You don't need to run the dealerships, feed and Imatory and habit available on this car sales pro website. Why, you might ask, because you know, we all hear about vdps, getting these vdps in front of people. Well then, it's not a get, like goes back to the commodity. We don't we're not there to sell them the car. You know, we're there to build the relationship. I believe it was grand card down said one time that the difference between a contract, a contact and a contract is the are the ore stands for a relationship. That couldn't mean more. So what we're there to do is build the relationship. Not Necessary, barely. Not there to sell the car to them. Not there to look like every other dealership website. Follow me. Next, invest in the design of this website. Okay, something is not better than nothing. It's really not. Sometimes it. You know, poor quality web experience...

...will create more harm than good, especially to a brand. Design is key, because that's what people see first. So invest in a quality design. I mean stop with the my friends buddies that does websites on the side. Gets yourself a professional. Okay, it'll cost a little bit more, but the gain, again, is is too large and to beneficial not to. So it's definitely worth invest in the design, get a good quality design, but then also make sure to keep it fresh, you know, keep it adding graphics, adjusting the graphics, changing things. Do that because again, that's something that that doesn't cost a lot but does so much for your site. Okay, so invest into design, be creative. Get if it's not in you, if you're not confident in you with the design, then get consultation from somebody. That is okay. It's you can't do everything. Can't be superman and do everything. Certainly don't start try to learn how to do it. If you've got experience, you've been at and you are a designer, that's one thing, but don't try to learn it. I did that and that was stupid, believe me. Next number three is video. Make sure there is a video on every page, even if it's welcoming them to that page and telling them what to do there. Okay, don't you know, don't underestimate the power of telling people what to do, believe me, because not everybody will do it, but some will follow your direction. You know that low hanging fruit. So at least you know build it catering to them. Because again, some will. So video on every single page. Video build superstars, you know, and everybody loves video. Not Everybody, you know, will watch the video. Some people rebe always have the video option there. All right, there's, but there's a Tonsi I don't think I need to go over the benefits of video, but it just builds the trust factor. It's magical when it comes to the trust factor, the you...

...know connection. What can happen, and this is twenty four hours a day, seven days a week. You shoot the video one time, boom, put it on the site. It's there for you always until you take it down or update it. So it's there and it's it's, it's they get the get to know you easier, better connect with you. So that's three. Video. Number four, and this is these are all equally important. It's no real particular order, I would say. But number four is the platform needs to be easy to use for anybody, for the the sales pro for you, for your team. They need to be. It needs to be at easy use for them to update, because it's very important that you can update on the fly, that you don't have to wait a day or so. Having that immediate access to be able to make any changes you want, when you want, and additions. Is is crucial. So again, make sure one look for that, that it's that it's super easy to use. You know, make it as dumb down as possible, I guess you could say. All right, so that is for five. Number five is you need to flex your expertise on this website. What I mean by that is by updating with blogs and information on there that your market place is already asking. Okay, and this is how you find people always ask me how to where do I get ideas for the content to create? Your getting them every day. Think of all the questions that people ask you. I don't know about you, but when I'm in the show, when I was in the show room and I was working with guests, they all had questions and it wasn't just about the product itself. So think of it, of it like that. Start jotting them all down if you can't think of any off top of your head, but it as as they come, you know,... every they goes on. Start writing down the ones you're getting most common, whether it's on the phone, through an email from a past customer, on a phone from a past customer, text from a past customer, somebody live in your showroom. Listen to what they are saying and start answering that. All that on scale, at scale, on your on your blog, because I rest assured they're asking you that in person, on the phone, etc. Then they're typing that into a search engine and you want to be there to connect with them there. Okay. So flex your export to expertise, blogging, just answering the questions, just being you, be yourself, and answered a lot of the the the major questions that you're getting asked today, every day. And also a quick tip here, bonus tip, is pump your service drive. Pump your you know, the service writers or whatever. Pump them on what people are calling in and ask what are the lot of their most frequently asked questions? That's another gold mine. All right. Moving on. Six make and model landing pages. Okay, you're working in a new store, new car store. You again. It goes back to the east of use of your platform. You need to be creating pages for all your latest making models. So you have a page like your namecom then backslash. You know, two thousand and fifteen Hundai Sonata, Hagerstown, Maryland, Maryland and and create a landing page for each making model. And if the platforms easy enough, it take you five minutes to set up the page. But then all you got to do to add to it is, boom, you do a quick walk around on the brand new making model, you know, just hammering out of three or four of the key feet, key new features on it. Add some photos. You can pop all this stuff with your with your iphone six or whatever you got. Pop some photos of the of the car and then right up a little, you know, little review of it. Just type up a quick review. Boom, upload that... the landing page. You know people are you know, people type in in that making model in your market. Gives you a good opportunity there to engage with them and start wow, and I'm putting them into your funnel. You know what I'm saying. So that's seven, six, rather sorry, making model landing pages just for every new making model. You know you get in just but do the fully loaded one quick tour on it, have it up there, have the page. The hopefully get them clicking back to some of your other pages, like this one, number seven. Number seven is your USP your why work with you page, your unique selling proposition? What it is it? What is it about you, other than you've been there for ten years, you're this, you're that. You know what is it about working with you that's going to be unique, that you offer that you know the person that this message is getting front of, that you that it's something worthy to them for them to pick you over the guy down the block. All right, I don't think I need to go deep into what a unique selling proposition is and what it does for you. Know what it does for you and why you need to have one. But you need to have one. You need to and make a creative and good there's a lot of available research on that. But if you want some help, I actually have a little. I'm going to look for a link in the show notes to something regarding USP. I don't know it off top of my head. All right, so that's seven, your unique selling proposition, your why work with you page. This is you need to compel. You need to lay it out there thick, but with the customer in mind. All you know for them that what is going to be of value to them. You got to knock their socks off right here on this one. All right, so number seven. Look I told you, we're moving through these. Were on eight. This is going to be a quick one today, feel me. Always, always, number eight. Always tell your visitors what to do next.

Okay, the call to action in your video, on your page, like I said, if you're welcoming them to the site, to the home page, tell them where you want to go, you know, welcome them. Say Hey, check out learn more about me. Check out my about page. Then, from your about page, you tell them hey, to hear more of my about my exclusive car shopping experience, click on click here to check out my why work with me page, you know, or click, if it's on a landing page, you know, Click here to schedule a consultation to see if my unique shopping services are a match for you. You know, something along those lines. But always, whether it's in written text, is it, whether it's in a video, anything, make sure that you're telling them and giving them the direction and pointing them, holding their hand to what you want them to do next. That is that's what creates an experience. That's what people are still looking for. People are looking for online. So give them the direction always, and they may follow. Like I said, not everybody's going to dial in and fall and drink your cool aid and fall you, but some will. So go ahead and and and create this with that low hanging fruit in mind. All right, so there is your eight. Hope that was some brought delivered some kind of Value Solo session today. So one to get in, get out, provide some value for everything regard all the links and everything regarding this session. Just go to dealer playbookcom twenty seven. Check out our new design there. We did a facelift there. Love to hear your your thoughts in the comments. If you want to, I'm going to give give a go ahead and do a plug here as well. If you want to check out the web tool that I would have wished to have access to when I was actively building my brand and websites...

...when I was in the front line, go to the dealer playbookcom car pro and you can get more information on that. Just st I throw it out there because it can be very helpful and it's what I dreamt of when I was actively doing this, and this is why, you know, the thing is is that you need to make this as easy as possible, because it's hard, and that's why a lot of sales professionals don't go fully into it, but when you do, magic happens for the individual the dealership. So like, if you're a team leader manager, what have you think about empowering four or five of your your Ninja's out there with with with a tool like that and out there pulling in clients? Just some food for thought. I'm Robert Wiseman. Again, thanks for checking out the dealer playbook. Subscribe on the chat the dealer playbookcom and go to the check out the show notes and, you know, look for the link to more about the USP for salespeople. A link in there and I look forward to talking to you next time later.

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