The Dealer Playbook
The Dealer Playbook

Episode · 8 years ago

Sean V. Bradley: The Secret To Making Big MONEY Selling Cars


"If you do not have GPS precision and know where you are going, how are you going to make money"?


Sean V Bradley 



 One thing everyone in the automotive industry wants MORE of but seems to never talk about is MONEY.

There is nothing wrong with wanting to make more money and that just so happens to be the topic of "The Dealer Playbook" session 24.


Money, Money, Money, MONEY


In session 24 of the DPB podcast Robert and Michael sit down with automotive internet sales expert and CEO of the award winning automotive training company Dealer Synergy Sean V Bradley. 

When it comes to building powerful and successful dealership internet departments Sean and his team at Dealer Synergy are the go to team. 

Sean V Bradley and his team at Dealer Synergy have worked with many dealerships internet departments and in less then 90 days he has helped them double, triple and even quadruple the amount of cars they sell online. 

The proof is in the pudding and Sean V Bradley knows how to make it happen and how to make money.

That is exactly why the DPB team knew that Sean was the right man for this session.


What You Will Learn From Sean V Bradley


- How to make MONEY in the automotive industry


- The Money Map to making more money for showroom sales professionals


- Building a profitable internet department 


- The truth about 3rd party lead providers


And that is just the tip of the iceberg on what to expect in this powerful session with DPB's good friend Sean V Bradley.


Get More From Sean


If for some reason you are not connected with Sean v Bradley here is how to so. 

Sean's Facebook-

Sean's Twitter-

Make sure you cash in on your free test drive of Sean's virtual training for dealerships here -

Make sure to check out the Internet Sales 20 Group which Sean is the founder of and you can catch up with Robert Wiesman & Michael Cirillo there in Boston starting on September 22nd, check it out here-


Don't Miss This 


The whole team at "The Dealer Playbook" is super excited for Michael Cirillo's upcoming book release 'Don't Wait, Dominate.

Not only will you be the first to hear about it's release but also get access to some limited exclusive bonus material by registering with just your email address by clicking here-


Your Turn


Like always we want to hear from you! 

Drop your questions, comments, complaints and or suggestions in the comment section below.

Be sure to get subscribed to "The Dealer Playbook" so you never miss a session and do us all a favor and share this with some one it could help.


See you next week!

Hey, you're listening to the dealer Playbook Podcast, episode twenty four, and our guest today is the CEO of Dealer Synergy, Shaun v Bradley. 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. Hello, and you are listening to the dealer playbook podcast episode Twenty Four. Thank you so much for stopping by. So incredibly appreciative that you take the time each and every week to learn new winning auto dealer strategies that will increase your ability to sell cars enhance your ability to deal with customers. We are delivering results. I'm here with my cohost and partner in crime, Robert Weisman. How you doing, buddy? I am doing amazing. Michael, thanks for asking. You're welcome. You are so welcome. In fact, I am take I feel like I've taken this back, but I'm super excited about today's show, like we are about every show. But you know what, that's because we've we've lucked out. I feel so incredibly fortunate. I know you do to. We talked about all the time. We've managed to round up some of the most incredible thought leaders, speakers, trainers, consultants in and out of the automotive industry. I'm thinking back over the last twenty three episodes, and I mean most recently at least cap part, but you know Gary Vaner, Chuck Grant Card owned, Tracy Myers, Troy Spring, Craig Lockard, we've had so many. Willie Diet, Rand Fishkin really physically yeah, I mean it's been I can't even remember all of them. Might to her. They've all been so incredible. Mark Tourt, best selling author. Check them out for yourself. If you haven't, guys at dealer playbook dog exactly I was just going to say. If you haven't listened to previous episodes of the other of the dealer playbook, episode twenty four is your first, do us a favorite right now. Go check out the dealer playbookcom and and listen to some of those past episodes, because there's just such an incredible wealth of information that will help you in whatever position in the dealership. Here and now, today we are talking about how to make money and we couldn't think of anybody better to invite in the show to talk about the specific strategies, tips, tricks and methods that will get you closer to your financial goals than the man himself, Shun v Bradley, CSP, and so I mean Robert. You've known Sean for quite some time. Yeah, yeah, he was when I was, you know, in the front line doing my thing every day. You I was learned. You know, I was seeing his content online. He had some good stuff that really really moved me and motivated me. So I wanted to connect with them and I just was very persistent and getting in touch with them and finally we connected and he saw, you know, he believed in me and I tell you what, he is very, very, very big part of while I'm sitting here today. I mean absolutely showed me a different end to the business and he brings a lot of energy to the table's he's his own. You know, he's very unique. You know, people will love them, people will hate them, but that's that's like anybody that's that's voices their opinions and and their expertise, like somebody like Shawn does. So yeah, and you know what, there's regardless, there's one undeniable fact, and it's that he not only worked on the front lines and made big money. You know he's he'll hear him talk about it, as average units sold per month was in the thirty range. So he's got proof in the pudding. But what he's done is he's turned that into a robust training strategy where he's in and out of dealerships. You know, nearly every day the week. If you follow them on Facebook, you'll see he's traveling. You know, it's almost like three, four days out of a week he's traveling to dealerships and one after another he's taking these dealerships that are, you know, maybe not selling any cars from Internet. Maybe they're doing twenty, thirty, forty, and he's immediately doubling them. You know, we look at the most recent dealership that's really made a big, big impact. Actually we got to know them was was ron boss and his crew and you know, and you remember when we sat with them at the Internet sales twenty group in April and they were talking about how, you know, if they needed to shift some things around while Sean jumped in there and boom, next month out of it sixty units sold from the Internet. The proof is in the pudding, and that's why you are going to find this episode so extremely helpful. Without further ado, let's hand makes over money. Let's make some money people. Sean Bradley, all right, here we are, episode twenty four of the dealer playbook podcast, and I'm going to tell you what, unless you've been living, eating and breathing under a rock, you will know our guests today, Shaun v Bradley, CSP,...

CEO of dealer synergy. Seaun, thanks so much for being with us today. My pleasure body. Thank you for having me and you know, it's cool. We connected here just before, you know, hit and record, and we're excited about this episode because, you know, like you said, you don't want to talk about sales specifically, you don't want to talk about, you know, some of the other things that we typically talk about in the industry. In fact, you want to talk about how to make money, because you said something that really stood out to me, which is there is a ton of money. There's a tremendous amount of money to be made in the automotive industry and it's time that we start talking about how to make money. So what we want to do for today's episode with you the time that we have with you is really just get into it. We want to kind of turn the time over to you and let's talk about how can somebody who's in the business, who's maybe only making four hundred or five hundred bucks a week rate, now explode their income and start making money inside of the car business? Yeah, my pleasure, but before I go into that, it's really important that I kind of just build the framework for why people listening to this need to pay attention and execute. And when I say I've been in the automotive industry for going on sixteen years, that's a long time. And what I've found it's there's no gray area. It's either you suck or you don't suck, and I don't mean to offend anybody, but it is what it is. And here are some stats that are fact. That's coming right out of my head. There's roughly pair, approximately seventeen thousand five hundred franchise car dealerships the United States. Out of them, the average dealership has about ten salespeople and the average dealership sells about ninety six units. So, doing some quick matt that means that the average sales person sells nine point six units now here's the reality is that, yes, there are fifteen car people there, twenty car people, but that's not the majority and that's not even the average. The average sales personal sells less than ten units a month. The average salesperson makes between forty two and forty seven thousand dollars a year. That is horrible. When you look at glass doorcom and you looked at a McDonald's manager makes about forty five to forty six thousand dollars a year, basically managing French fries and cheeseburgers. And don't disrespect to anybody, but step up your game there making money. Yeah, you know, thirty hours a week exactly, and sometimes car people are working fifty, sixty hours to wake to make almost minimum wage. So I want to share with you just three quick examples and I'm going to break down whatever questions that you aren't you ask of me. One is that Tammy leblue is. I don't know if she's been on your show yet. She's a Jim Ziegler protege. This is a woman that basically got in trouble and she, you know, went through some real tough times and she bounce back. She came back to work at a car dealership at or Nissan and Bojes City, Louisiana, where she was selling forty seven and a half new cars. I don't know how many used cars, but I mean fifty, sixty units. She was making almost four hundred thous a year in Bogos city, Louisiana, not Beverly Hills California, Not New York City, not, you know, Las Vegas, not in a major market area like Chicago or Boston or something like that. She was in Louisiana almost four hundred grand selling cars. I money, big money out there, crazy money. Yeah, you know. So they're people like myself. I got into the car business with nothing. I was I had bad credit because I went through a divorce. I was in trouble, you know what I mean. I had, you know, debts at you know, I just problems. I came into this and within I'd say four and a half years, almost five years, I left the automotive industry to start my consulting company. Now I own ten companies. I'm tracking a hundred million dollars. I'm going to repeat that, one hundred million dollars again. And how do you do that? How do you come from the projects in Queens New York, not to have a pot to pisson. They have problems, bad credit, you college loans that you owe and then be, you know, on a fast track to making tremendous amount of millions of dollars because the automative industry, because I learned how to make money in the automotive industry. I made a ton of money when I was sewing call bars. I average thirty units a month at wisletter link mercrea Monster in Brooktowny Jersey, and then after I left the front lines, I started making a tremendous amount of money, even more by teaching other people how to sell cars, whether they're on their show room or on the Internet. Questions. So yeah, I mean, no doubt, proof in the pudding and I love this because, I mean, that's really what this is all about. It's all about how to make money. I mean, who wants to do anything? I mean, you know, you hit me. You're like man forty hours a week working at McDonald's manager and French fries, and and of course it's just a smarter person out of I mean, not for nothing. That's the money maker. Yeah,...

...there were there forty hours and they're making the same amount of money. Because the car business, when you're not making money, it is not fun. You know what I mean? Looking at it like it would, it could not be fun when you're not selling cars. So what I mean? Let's get into this though. I mean, so you walk into a dealership, there's, you know, the guy that you know needs to be making more money. He knows he needs to be making more money. What does he do? Where do you go with this guy? I love this. Okay, very dear friend of mine that you both have met is Dr Willie Jolly, the author of a setback, is a set up for a company. A shout out to Willie Jolly. So listen, Willie, you know, says something I think is absolutely brilliant. There's two sets. There is the mindset and then there's a skill set. And I'm going to and I'm going to play this out a little bit deeper. The secret from round to burn, the laws of attraction, manifestation, you know, the way that you think, what you perceive is what you will achieve. Dr Color says from the seven hapens of high effective people, things have to be created twice, first mentally and then physically. So to answer your question, Michael, it's very simple. The first thing is they have to have vision, they have to have foresight, they have to have the desire and what they cannot have is the barrier. You know what people's worst enemy is? It's themselves. It's their own you know, selfloathing or or complacency with mediocrity, and I don't mean to hurt anybody's feelings, but it is what it is. Most people don't think that they can achieve things. They say, yeah, I want to be rich, yeah, I want to sell thirty cars, but secretly they like, I'll never do that shit. Yeah, I never be able to do that. And so I think the first step is having vision, clear vision. I'm telling about a vision where a blind person could see vivid colors type vision. Do you want to show him getting at? They need to be able to know what they want. You can't build a multimillion dollar, you know, custom house without blueprints. You'RE NOT gonna go to Home Depot, get a bunch of people that you know that are illegal and go build a house without having blueprints. So how are you expect to have your career are built and executed without a blueprint? So you need to begin with the end result of mine. You need to be able to articulate exactly what it is you want to the detail, and I'm going to be specific with this. I have a strategy called the money mine math, and what I teach show them sales consultants, to do is first begin with the end result in mind, and what I mean by that is focused on starting with your current situation. How much money do you owe based on your fixed cost, your situational your incidentals, and what I mean by that is your rent, your mortgage, your child support, your car payments, your gas, your tolls, your movie money? Robert, you have a child. Michael, you got you know, you've got a child as well. So again, if you want to take your kids out to chuck e cheese, you want you have birthdays, how much is all that money? If you weren't walk into a car dealership and you have no freaking clue what your expenses are, that's a problem. Now that that next thing is if you want to just work to survive, that's pathetic, no disrespect. It is what it is. So now you want to start adding to it things that you want, such as, for in one case, let's get some grant out here and talk about real estate, real estate investments, you know, college, you know for your kids, whatever it is, and you add that money. So let's just play this out. Let's say, based on your your monthly nut, that you got a crack and things that you want enhance the quality your life, like real estate and Belus, investment stocks, etc. You know, college, whatever. Let's say it's eight grant. Here's the next problem of sales people have is that if they have a number in their head, they make that money, but they forget a big variable. It's called taxes. So what happens is you got twenty carp or fifteen car people that are broke. They don't even have money for lunch money. They came and go to McDonald's because they don't have it and they bum lunch or bum cigarette. So here's why you need to have a check of your yeah, keep up. So you have to have a reality check about the tax liability situation. So specifically, if you need and want to make a grand, you can't just make a grant and be okay. You have to at least make my opinion, and I'm not a tax accounting but at least make twelve grand to net out a granny. Guys with me. Yep, the next piece of the next piece of it is your ACPC, your average compensation per copy. What does that mean? Depending on all your salary, spiffs, spins, bonuses, commissions, etc. You have per car x amount of dollars that you are going to turn around and be able to generate. How do you figure that out? Secret tip number one is look at whatever amount of money you made from the Om, spins bonuses and then just divide it by how many cars you sold and boom, that's your average compensation per copy. So let's do basic math. If you want and need to make a grand to do that, we already know with IRS liability, need to turn on it and gross twelve grand. How are you going to turn on and gross twelve grand? Well, depending on what your ACPC is, and I was stress, depending on what your ACPC is, it's going to dictate how many cars you need sell. Specifically, if you turn around and need to make that twelve granted net a and you're only at four hundred dollars per copy, then you need to sell thirty cars. But on the flip side is if you're at five inch dollars per copy. You know, commission you know, with all the compensations thrown in, then you're only at twenty four units... got to create. So this is the thing that I'm talking about here, and I could spend hours talking about this, but most people don't have a plan of what they're going to do. If you walk into a car dealership and you don't have a freaking exact number of what you're going to make at the end of the month, that's a problem. And now let's talk to it about an Internet department if you want to make because you before we press record, Robert, you mentioned how we flip dealerships around. You know, we turn dealerships from doing fifty units through hundred units, hundred and fifty units to three hundred car stores. True Story. It's all over the Internet. How you do it is the same way. You back into it if you want to turn on if your store is only selling a hundred cars out of the entire dealership, and I'm using this because it's a specific here, the average dealership, the unit states only selves ninety six cars. Everybody want to run and make another million one point five. Pay attention really close. Okay, first thing is this. What is the easiest way you could do it? Dr Cuffy says it's really simple. The third habit put first things first. If you're going to put first things first with that also means is you're going to put your biggest effort, time and money towards what you're going to get the biggest return on. What is that? There's nothing pause for a dramatic effect. There's nothing more powerful than the Internet on when ninety two to ninine percent of Americans go online. That's where you need to focus on. So if you're a hundred car store you want to turn and put another forty, fifty cars on the books within sixty days, pay attention. What you need to be able to do is create a viable Internet solution. What I mean by that is that you, if you get to back into the numbers, to net Ford cars, to net forty cars, to go from one hundred two, one hundred and forty, all you got to do is create a model. Here's what you do. You turn around and you take I'd say probably about five hundred to six hundred leads. Here's why. Because at a five hundred to six hundred leagues you're going to sell about fifty to fifty five units. Out of those fifty to fifty five units, you will be able to net increase those forty cars. Now this is where people going to get confused. You can't just dump it back and say, okay, I need forty cars, which means I need eighty bodies to show up, which means I need a hundred sixty appointments. You can't do that because if you do one, sixty, eighty, forty, if you just backward pencil into it, which most dealerships do, you will sell forty cars, but they're not going to be a at a true net increase because some of those forty cars will come from multiple ways. They might be people that would have came in and bought a car today. It could have been a repeat customer referral. So for you to have that true net increase, you've got to pack those numbers for the acceleration point. So again, if you want to net forty, you got to build a mouse trap that's going to sell you fifty five cars, fifty cars minimum. Does that make sense, guys? HMM, yeah. So now let's go. Let's Pencil back into it. How are you going to turn around and sell fifty five cars. Its just use fifty is around number. Well, then you need to get about a hundred bodies to show up. To get about a hundred bodies to show up, you need to make about two hundred appointments. What's backwards into it? If you take two hundred appointments, and I'm going to round it off, I know there's four point three weeks in a Onne, but you divide it by for boom you're looking at fifty appointments a week. Okay, that's it. Divide that by five working days. You're looking at ten appointments per day. So then you got to figure out how am I going to make ten appointments per day? You Bet to have x amount of Reps. in my opinion, if you have at least, you know, three to four appointment setters that are doing, you know, two to three appointments there, you're at. You know what you're around ten to twelve appointments that you're making a day. So do you see I'm saying? If you don't have a road nap to be able to map into this, you're going to be screwed. Now let's to see how much money we just made. If you're able to net increase forty cars, times to Jeesu, copy front and back. Say The number out loud, guys, as Eightyzero dollars a month, times twelve months, you're at what almost a million dollars net increase. One Mill business the eight that's not me. By making money. How many people do you really know how to actually do that? For the show room, for their for the Internet department, for the BDC, for the Fni Department, for all the profit centers? Most people just throw shit against the wall. Whatever stick sticks. That's crazy. It's called running a business. Having a plan from the from the show room up a hundred percent. That's you, Robert. You just said something that I'm very passionate about. Everybody runs around the car business is your own business. The car business is your own business. Have you ever heard that before, guys? Yeah, well, and we kind of say it a little bit. Yeah, always, yeah. But here's the problem, though. If you talk to a show them, sales consultants say hey, buddy, hey, you got to turn around, take this career seriously, because car sales is like your own business. Here's the problem. If they didn't know how, if they knew how to own their own business and run their own business, chances are they wouldn't be working for you. Hello. Right. So you need to people to do is teach people entrepreneurship. The road to the sale is not entrepreneurship. The road to the sale is not owning your own business. The road of the sales how to up, engage and close a customer. But you know what you know, if you really believe the car sells, is like owning your own business, like Robert Weisman did when he was on the shown floor. It has to do with marketing, it has to do with advertising, has to do with sales, with closing, projecting, forecasting, time, management, Pr...

...let's see. Yeah, it's a business and there's a lot of, you know, components to it, just like any other business. It's not easy. So would you suggest then, Shan? I mean you said it. It's it is running a business. I mean it could be looked at as running a business within a business. But before that you need to know how to run a business. You need to do you need to be focused on entrepreneurship and and acquiring skill set mindset of an entrepreneur. How do you implement that to your people, though? Shown to the to the to the manager, out there to the deal or out there like what? What do they do to the culture, with their culture, to you know, have that promote that kind of you know promotion to their people? Well, again, it starts with the reality check that even if I go into a store and I try to evangelize the message, there's going to be people that receive it, that run with it, and they are to be people that I really miss, never going to work or what have you. So let's just let's just clear that up really quick and say, okay, theoretically, what should happen is is is being able to give awareness. That's what I do as a trainer and as a consultant. I'm not a magician, I'm not I'm not divine in nature. I can't just major, you know, wave a magic wander finger and make it all right, but what I could do is give people the awareness and say, look, forget about everybody else, look at me. If you could take somebody from the projects in New York without a pot to piston, troubled, you know, background as a kid, you know, twenty years ago, and be able to become a multimillionaire. You I mean, I'm not the search, you know, smartest pencil in the box. I didn't Graduate College on itself. If I could do it, everybody's got the shot to being successful and there's a ton of people in the industry that have similar or even bigger stories than I have. So I think by leaving by example and showing them what the possibility is, that's the first part. Is is basically showing them that this is possible, it is real, you can have success, and that's part of the reason, guys, on a personal level, why I do what I do. Some people misunderstand me and that I have the black diamonds, hundred thousand dollars and jewelry, the cars, the this, that I do that because, you know, for me it's all part of the show. I want to show people that they could get the finer things life. Because let's stop, let's stop the bus for a second year. People don't work at a car dealership because they want to, you know, donate blood or save treats. Again, they're in the car industry to make money. Money's not a bad word, profit is not a dirty word. You know what I mean? It's okay to want nice things and it's a matter of fact, here's what I'm going to tell you. If you do have altruism in your heart, which I do, if you are a good person, and you do, if you have faith in all those things, with the amount of money that you could make being successful, you could do a hell of a lot for good and charity. I'm just saying right a wrong. All right, absolutely so, the first thing to answer your question is by giving them awareness. And then, this is the other thing that tries me crazy. Given awareness is great, but if you don't give them a road map with GPS precision, it's just BS. That's what people do in this industry. They spin BS. They basically say you can be successful, you can wear the black diamonds, you could have the hundred fifty thousand on cars, you could do all that, but I don't know how to do it myself. So how am I going to tell you? That's the problem? Yeah, it's it's you. They get to the one point where they get you excited and like car sels, is your own business. Get on the floor, go get them berm in. Yeah, man, they don't. They don't give you the road map. You need GPS precision. What do I mean by that? I mean like me, I have add so I'm driving, talking Robert Wiseman. I Miss My my turn. It happens, Robert, how many times? Shit, I missed my exit, but you know what, thank God I got my garment. That shit keeps me focus, because she says, recalculate and guess what, I take the next turn and I'm back on course and I'll eventually get to where I need to get to. If you do not have GPS precision on how to be successful, how to make money, how the hell you gonna make money? Hope is for the homeless. Notice. Hope is for the hopeless. Sean. Let me ask you this, and this something I mentioned with when I was we were talking with the least on here the other day. As far as like the the structure inside and an Internet department, this one, I just wanted to hear your opinion. What is you still stand firm behind that? The BEDC like the the the appointment set are is not greeting the customer when they come in, etc. Yeah, good catch. First of all, let me just clear this up is I respect everybody and what I'm going to say, I'm going to preface this here, that I am not divine. In nature. I am gifted what I do, but I'm not divine in nature. So my opinion is my opinion. That means that you could have a different opinion and be a completely equally successful. I'll even anymore. But so my doing this for sixteen years and training tenzero automotive professionals and working with one thousand dealerships. Okay, here's what I've learned is that there is a best way to do this, in my opinion, and it's more of a hybrid situation. First thing I'm going to tell you. It's not BEDC. BEDC is the most degregated, baschardized academ in the whole damn industry. Means something to somebody different all over the... Tears what a BEDC is. To me IT'S A it's a centralized department, Strategy and technology structure that proactively drives business to a dealership with all profit centers, example and Internet department, Phone Up Department or call center on Social I'm traffic service, service conversions, least for tension fleet, orphan owners, data mining, campaign management, Cross Promotion to marketing, just to name a few. That is what a true BEDC are pumping. All those is what you're said, they're pumping on all those frisk you see, I don't believe in BEDC at first. I think that BEDC is dangerous because it's so much stuff. What happens to dealers is they get some parasite vender, a crm company, you know, that basically says, Oh, you could sell a lot of cards and you could do all this BEDC stuff. They do it and the implementation plan sucks and it doesn't work. That's why Mercedes Benz manufactured failed BEDC. That's why the majority of dealerships, eighty percent of dealerships, that try BDC, are non profitable and broken. How do I know? Because I've spoken to over a hundred and thirty N A D and NCM twenty groups, my own twenty group. I've worked with several different manufacturers and everybody still can't figure out BEDC, almost twenty years later. Because when you're trying to do too much shit, it's going to be what Shit. What you need to be able to do is slow the hell down and specialize. Now with what I believe in is doing an Internet department that takes phone ups. That's what I do ninety five percent of the time as I sell dealers off a BBC. At first I slow the hell down because with an Internet department that takes phone ups you could make millions and millions of more dollars. And once you get into rhythm with an Internet department takes phone ups, then you could scale in the right way the additional profit centers one by one. Does that make sense, guys? So now to answer your question about the least question here, here's the way that I feel that it should be. I've tried this as a one man show where I sold thirty three units by myself, taken from creadle the grave, and there's a point diminition return right there. And I've also did this at Pine bough where I was selling a hundred and ten units out of my inner department back in two thousand and two, two thousand and three, and I had a team of like Ninja's like myself. And here's the problem. The problem is Robert. So I'm not leading this. I'm going to answer your questions specifically. Give me a number. How many leads? More than like hundred? Do pick a number of or four hundred, eight hundred? Okay, eight hundred, Michael Sorillo, if you have eight hundred leads and you don't have appointment setters. How many sales people do you think should be able to handle eight hundred leads? quit? Yeah, lots, ten, nope, ten, okay, wrong, not even close to enough. Here's why. Fifty in the sixteen. Now even sixteen at you guys, are both really it's never enough. Here's why, if you turn around, you take eight hundred fresh leads from some from August first to August thirty one, eight hundred leads. If you turn around and you sell even a hundred cars, that's over a ten percent close and ratio. That means are seven hundred people that it didn't buy a vehicle. The fact is, JD powerman says, and everybody validate, the average buying cycles between forty five and ninety days. So that means at the end of August, August thirty one, if you did not sell seven hundred fresh leads. Yes, summer dead, bogus blood elsewhere, changed my cucu whatever. In my opinion, you're going to start with that. least at least three hundred and fifty from just August. What about July? What about June? So I'm saying honestly you're going to start September first with four hundred carryover leads. Then in September you're going to get an additional eight hundred fresh leads. You now have a residual flow factor of twelve hundred leads. Now let's get into this right Robert, because no dealershi going to put sixteen people on just things. So let's just let's just get really stupid with it. If you had sixteen people, they're not working, belled about. You know they're not all and plus you got to remember if you have six twelve hundred leads and you have sixteen sales people, they had to do product presentation, demo, drive, delivery, chase steps. They call their days off, they have their own problems, they've got kids, they've got graduations, that got holidays, they've got playing hookies so they could hang out with their spouse whatever. So that means in my opinion that at some point at least twenty five to fifty percent of those people are not going to be in that Internet room pounding those leads. So what are you going to do? Your ane twelve hundred leads there. Who's going to be following up with them? Do you see what I'm saying. Yeah, here's a different way to think of this. Now let's flip that around. How about this? If I now had in my dealer synergy model eight hundred leads, I would have seven appointment setters, six to seven. So I'm going to be high. I would do it six, but let's just do seven. So for dramatic purposes, if I have seven appointment setters, these are not BEDC reps, these are not telemarketers, these are highly trained phone dealer synergy experts. Okay, these people are trained at outbound phone call process, in abound phone call process, qualification, escalation. Email sells the phone call. Phone call sells the appointment. The appointment builds a relationship. Product, presentation, demo, drive, delivered, you get what I'm getting at. These are strong phone sales pup book. So now let's do the math. You get seven people, they're going to...

...make or take a hundred and twenty calls in a day. A hundred and twenty calls in a day? Why? Because you're only having eleven of fourteen percent connection ratio. Of fact, some of these numbers are for gazing. That these people are, these so called trainers, are putting out there. It's an eleven and fourteen percent. So now you take seven Bodies Times one hundred and twenty. That means eight hundred and forty calls. In the month of September. There's twenty two employee working days. What I mean by that usually only five working days. So now you take eight hundred and forty calls a day in the month of September Times twenty two employee working days. That's eighteen thousand four hundred and eighty phone calls. Come on, man, keep it real. There's no way in Hell sixteen sales people in the show floor are getting responsible for eighteen thousand phone calls. It's not going to happen. But my teams do it. They do it all the time, every day. So let's go through this. At eighteen thousand four hundred eighty phone calls times one four at a fourteen percent connection ratio, they're going to have two thousand, five hundred and eighty seven conversations out of a two thousand fives and eighty seven conversations. Times point two five, they're going to make twenty five percent into appointments. That's six hundred and forty six appointments times and I'm going under on my numbers. Times point five, five at a fifty five percent appointment show ratio. They'RE gonna get three hundred and fifty five bodies to show up the store. Times point four, two at a forty two percent selling ratio of hundred and fifty Internet units sold. Just penciled back now that eight hundred leads. Well, now, that's more than that. It's eight hundred plus. Yeah, but fus eight hundred plus phone calls a week as well. Yes, and the residual and the residual flow factor. You found me plus the residual flow factor. That's how you penciled back into this. Does that make sense? Yep, absolutely. I've I mean I've seen this. This is one of my favorite things workshops you do, is when you you show this and I use that and it does make sense, because it just comes down to the numbers. But it also has a lot to do with the quality of that conversation. The training of the the rap is is crucial. Here's one sean that I want to hear your thought on quick. This something that always aggravated me and this one's a good one. Dealers, you know, so listen to this. So let's say you're in a store that you're doing an amazing job organically from your website, generating lead. You're generating a ton of leaves from your website. Is it do? When I was in the position in the Internet, you know, run an Internet Department position, this drove me nuts that, yes, I was. I was cranking it up and I was able to drum up a lots of organic leads, but they would not buy. I could not get the dealer to invest the money to buy, at least my p at my primary market area, Third Party leads. Do you think you, no matter how many leads you're pounding out on your your website and through your own, you know, organic channels, do you? Should you still be buying your primary markets Third Party leads that are available at least like within like your backyard, at the very least there's a bear shit in the woods? Yeah, exactly. Yes, but why? What's the thought about this? Because I know, I've seen this other places, that people don't do this, you know, because dealers are are not in tune. Here's why. Let me. I'm going to give you on a fiscal level. I'm all about money. That's my whole thing. Make money. Monday's Shawn Be Bradley multimillionaire. I'm all about money and I speak dealer and I speak GM. It's really simple. Average cost per sill in advertising. It's not me, guys. Nada, the National Automobile Dealer Association says that in two thousand and fourteen, the average cost per sill is six hundred forty dollars per car. Do you understand that? That basically means that they're spending six hundred and forty dollars to sell an automobile. You guys with me on that? Yep, okay. Now let's pencil this back. Let's use autobitel or cars direct or true car. I think they're all great services. So let's just say you you sign up with one of those three services and you buy a hundred leads. It cost you twenty dollars per lead, or less or more whatever around those average when I was believed a hundred leads are going to cost you twozero, added modest ten percent closing ratio. What is this math? Your average cost per sill is two hundred hours per car. So, Mr Dealer, principle of you're listening. Or, Mr General Manager, if I could reduce your cost by want about, like literally down to a third per car sold. Would you consider it? Absolutely you would, and absolutely you should. So, on a fiscal level it is economically responsible. Hell, it's economically imperative that you look at third party providers, because the air a cost per sale is a fraction of what traditional and all the squandered spending is. Well, yeah, and the N why? I say, at least the ones that are in your backyard. Don't go there. Yet I want, I want to, I want to, I want to. Let me get my thunder in here. I wanted to. Want to focus on money first, because again, if it doesn't make sense, it won't make you know what I mean, you won't do it. So I wanted to turn around. I want dealers to understand that economically it makes all the sense in the world. Now, strategically, here's the...

...reality. You cannot just close your eyes and pretend that you're invisible, because you do exist. You're not invisible. What I mean by that is you can't not buy the lead source providers and think that those leads don't exist. So, God forbid, if you're a dealer listening to this and you don't buy Third Party leads because you think that they suck, or you know you don't think that you need them because you're generate so many leads. Man, you better hope that you don't have a dealer synergy competitor that's there. Because I'm advocating all my dealers buy leads. The costper ownership and acquisition is so much cheaper. Plus that their opportunity to do business. For the love of God, why would you not want to buy two hundred, three hundred, four hundred leads to turn on and sell thirty, forty cars? It makes it makes all the sense in the world and I would use this for conquesting purposes. I would first, like you said, Robert, I agree with you, secure your primary arc market area. So if I'm in Philadelphia and New Jersey, I'm Philadelphia, in the New Jersey area and I was a Ford Dealership, I would definitely buy all the Ford leads, let's say in South Jersey and Cherry Hill, in Marlton and maybe even in Philadelphia. But that's just the basic part of it. I would actually go further out because I want my shot. Do you know that the most recent stats that were provided the last Internet sales twenty group from I don't know if it's true car auto by tell, but they basically said that the average car shopper only visits one point two dealerships. You unders what that means. They only go to one store, sometimes a little bit more, but they do the majority of their research and their fact finding online. Jd Power said that the majority of reasons why people use the Internet is to eliminate bad choices. Let Me Freakin repeat what I just said. The average person it buys a car only visits one damn store, nowadays technically one point two. So what does that mean? Is that you've got a shot if you turn and have if I'm in South Jersey, Damn sure I will get leads forty five minutes out of it, my PMA. Why? Because if I could prepresent my value package proposition, when is different and better about me and my organization, to a prospect outside of my era, and hell, if I'm willing to deliver that vehicle free of charge their Home Office, I will be able to conquest. Does that make sense? Yeah, yeah, definitely, but I was and I know that that's the aggress you know, that's the the real you know, laser focus aggressive approach to it. But my thing is just like, at the very least, even if, because some people are so against the third party leads, like buying them. They think it's you know, they do none of that. But, my God, I just said. You know what they don't say. They don't know the reason why. They don't know the reason why. They've never done an audit. The dealers that are against it, nine times out of ten are, are not even auditing the current advertising that they're doing. They're sitting here spending seventy, five hundred and twenty grand on a full page ad in the newspaper and they don't even they have no way of tracking it. Do you know what I mean? Yeah, or they're getting very black luster results. Yeah, so we're talking about as is. Let me this, let me jump in because you hit it on the head. This tries me crazy. They cancel autoby tell or true car cars direct because they think their lead suck. It's not the case. You know what it is? It has to do with other many getting factors. The crm might not be stuff the right way, the automatic action plans might be stupid in the serum, the email templates might speak, might suck. They got misspellings the execution, they might not have enough people, they might have the wrong people, they might have the right process. There could be a Plutthora of reasons, legitimate reasons, why you're not selling a third party lead. That has nothing to do with the third party. You're absolutely correct, and that's one of the problems. Michael, you hit it one. They're not being able to quantify traditional but they just think that lead suck. You know be is that? You know all the leads are not converting, so they must suck. Or you know, I'm getting duplicates. You know what's also driveing crazies for Tim at leads, SARS providers as that dealers have this ridiculous notion. Following guys ridiculous notion. Oh they're selling my lead to somebody else, you know for it. What do you expect for Twenty Bucks? Stop, you're being crying. It's a twenty. Lad. I'm work with the Ford Store Right now that sells fiftyzero expeditions. Can you if you spend twozero on a hundred leads, don't think of it. You're spending twozero to sell cars because that one individual lead that's sold that helps sell that that expedition, that Fiftyzero our car with the twenty five dollar grows only cost you twenty bucks. Hell, do you realize that I don't give a crap if like four or five of the doers get that lead, because those dealers are going to suck the way they answer the phones, they're going to suck with the follow up, they're going to suck with the value package and they're going to probably blow it some other way. So I don't mind other dealers get in the leads. It's only twenty bucks. I just want my shot. Matter of fact, I don't even care if there's not a phone number. There's not a phone or I'm going to go to do a reversal look up, I'm going to do a social media background or I'm going to go to spokeocom and I'm going to hunt and gather and create something. That's the thing with this industry is that they think that these leads are magic commission beans. They're not. They're an opportunity to do business. Get on your grind and make something happen. You know, and the thing I love about this is... is it. It aligned so well with with my thought process. I mean they're the dealers are focused so much on the things that are out of their control when they could simply shift their focus on taking massive action with the things that are in their control. And I think you know, Shaun. Correct me if I'm wrong, but that's everything that we're talking about today. You want to make money, stop worrying about where you know, lead source providers are selling. You know leads or May or may not be doing this or that, or what it what might be falling apart here. They're focus on the things that are in your control. Take control of your processes, take control of planning. Your said right, Michael, you just quit a Dr Cubby. That's that's the first habit from the seven habits of Hypick of people. It's being proactive. The productive minds circled influence versus circle concern. You know what that is with everything in the automotive industry, from the salesperson to a manager, to the department, to the marketing to the BDC. Listen to me, people are concerned about what everybody else is doing. Oh, the jeweler is giving prices on the phone. My competitors are put in invoice prices, they're doing in internet prices. Oh, this leads was provide. You're worried about all the shit you have no control over. Focus on your attitudes, thoughts, actions and behaviors. Stop worrying about your competitor, stop worried about what everybody else is going to get. Focus on yourself. Damn it. Be Proactive. Word. Yeah, love it. So okay. So, I mean, you know what people, People's brains are going to be using out of their ears at this point. Such a wealth of information, Shawn, no question that you are where proof is in putting, and the reality of it is is that you've done exactly what you've said, and that's that's where I think this is so legit. You know, there's there's hundreds of thousands of people in the Car Industry today who are concerned about how they're not making money, when they should be focused on how to make money and then implementing a course of action. There's no doubt that you have the ability to do that. I want to thank you for being on the show today. We're going to wrap it up, but what I want to do is is just let everybody know, hey, there's a couple of things where you can connect more with Shawn, because I know absolutely you're going to want to be doing that. First One is Internet Sales Twenty Group Boston, September twenty two through the twenty four. That's going to be such an incredible event. Shawn. You want to take a minute and just talk about this Internet sales? It's probably and and and and out there. Guys, this is one to get to party alone. It's worth the trip and sewn throws a good Shawn knows how to throw a group party. It's unlike any other event I've ever attended. So but I want to turn it over to you, Shawn, and just give a little bit of a description for those who, again, are living under a rock, who haven't heard of the Internet sales twenty group. About what goes on there? Yes, well, first and foremost, thank you so much for for allowing me to kind of mention the workshop. It is a major threeday workshop September twenty second to the twenty four in Boston in full partnership at the Massachusetts State Audi Deal Association, and it's my first OEM Gig. I'm actually working very intimately with Toyota manufactured from New England, to the point that Toyota corporate in California approved the curriculum. That means any twitted dealership in New England that goes gets Toyota Oem certification credits. Super manufacturer is also going to be there. I've got twenty five amazing speakers. One of them is yourself, Mr Michael, and Robert Wiseman is going to be moderating. We've got Jim Ziggler. We've got, you know, Joe Holla. You Know Karen Bradley. We've got, you know, just a ton of industry people. We talked about each resproters. We're going to have Scott pextle. I was just gonna say. I don't know why, I was just gonna go Scott Pax. Then we've got you know, true car, you know Kevin, you know Ken Potter. We've got cars direct, Todd Dearborn, I mean there's just so many companies, digital, air strike and he Benita need it's Oh yeah, thank you. And then we have we have six dealer principles. So, guys, this is what's really cool. We have six dealer principles in GM's. We've got the president of the MSADA, Scott Duby, who's the president of Bill Duby Hunde. We've got Danny Beninaz, the general manager of Greg Lairbu GAMC. We've got Mike Udell, the general manager of toyoto grand rapids. We've got Ron boss, the dealer principle of Spirit Christ or dodge. We've got Paul Sandson Jr, who is the owner of a root sixty six autom male, and we also have David blasting game, who is the dealer principle of auto flex at leasing in in Texas. So here's what it's long story short, it's not like a regular event. It's high, high interaction. What we try to do. It's like a twenty group on steroid. We're going to have about hundred fifty, two hundred dealers there and we're instead of it being like a three ring circus where there's going to be different workshops happening, it's one stage. I believe that an Internet Department or dealership is made of broken in forty categories, your products, your people, your process promotions. So each one of the speakers are broken down into categories. So this, instead of being like a buffet like all the other workshops, this is a seven course meal at a five Star restaurant and then me and my wife or friend, NCOBY, trainer. So we have a lot of exercises for out you know, go planning, projecting, we have an exit strategy that each individual attendee gets their own custom you know, work plan. And then obviously that the major,...

...huge thing is that. And I don't know if you guys know this, but Toyota manufacture has asked us to analyze twenty eight of their stores check this out. So we are going to do a composite. We actually did the composite and we're checking on, you know, social media, Seo Reputation, website, lead source providers, Mr Shop in the phones, Mr Shop in the emails. They're about seven KPIS. So we've analyzed twenty eight different dealerships in one market and we're going to be able to go through these benchmark composits. And then to close on some fun stuff we have. I booked a yacht, so I'm dropping like five whiz notes on three hours dinner, open Bar, part of like Rock Stars in Boston. And in the second day we've got Toyota manufacturer sponsored cocktail hour with a call review and automark solution. So we have two backtoback bip parties and guys, we've never had two days VIP party. So I don't know how people are going to get back to work on Thursday, but it's gonna I'm sure they'll figure it out. It's going to be an incredible event. I'm looking forward to it. Like you said, I'm looking forward to speak in there connecting with all the dealers. Listen, if you have not checked out Internet sales twenty group, stop everything you're doing right now. Go to triple W DOT Internet, Internet sales twenty groupcom. You're going to see all the information that Sean just talked about. He's going to be there and he's going to be dropping some serious power bombs, just like he did in this episode, where you're going to learn. I mean that's the important thing. Listen. It's not about talking about it. As you can tell, we are all sick of talking about why it's important to make money. You're going to learn how to make money and unless that's something you don't want to do, it's time to go get a job in McDonald's. Also, just say if they, every one of your listeners, if they go to wwwdy on demand, bur a dlly on demand. I will give them a free test drive. There is a tremendous amount of free education on there for a test drive. I'm not not shore room sales, how to make money, Internet sales, BDC. This is for showroom people, Internet directors, dealerships, individuals. And, by the way, because you said this about me, I want to close. I don't know if you've ever had a, you know, a an interview that closed with the theme song. You know. So I'm going to close the show out myself. You Ready, people, this is to make a show. Bradley, I'm too leg at the quake. There it is. He's too legit. There you go, man, Bradley on demand, tripled W dot. Bradley on demand. If your diagnosis is to go work at McDonald's, your prescription is Bradley on demand. Sean, thanks you. Thank you so much for being with us today for scripts. There it is, man, yeah, son brother, thanks and if we'll see him Boston, my man, talk to you soon. Thanks, man, later. And right there you have it, everybody, my friend Seawan v Bradley. was great to have Shawn on people were a lot of people are wondering, Hey, how come you haven't? They know him and our friends and ask me why would you sewn on? Yet it's just like I didn't want to always go to like it's because he drive. Yes, thirty years of he's busy. I mean, we did try to. We have been trying to put this together for a while, and it's just you, you, we want to give you, yes, and many different, you know what I mean, views and information. It's possible. You know what? No doubt he brought it, and I mean he gave us so much valuable information that you know without question. I mean, I don't know about you, correct me if I'm wrong, but what he talks about is so relevant to making money. The fact that people don't have a vision they're going to work, and I mean this kind of leads back into you know, Card owns episode, Grant Card owns episode. Why do people hit what they do? They suck at it. Why do they suck at it? And I mean grant alluded to the fact that there's no sequence to how they build their business, and I mean I love this stuff because it's, I don't want to say fundamental as much as foundational. The reason you probably suck at your job is because you're going doing this nine hundred and twenty five or or sometimes a lot longer than that, and you don't have a vision of what you want to become or what you want to achieve exactly. They're not died, they're not all and you know, and they're not they're not taking it serious, they're not passionate about it and and that's where it all starts. And I meet Shawn gave some great, you know information like, for example, if you're not buying third party leads right now, guys, buy them and just give it a run and make a good plan for so affordable and you will make more money. I'm going to be talking a little bit about this topic at Internet Sales Twenty Group in Boston September, twenty two to the twenty four, all about how to lower your cost per lead acquisition. So I want you to go check out that website for sure, triple w dot Internet sales twenty groupcom. If...'re not registered, register right now. You cannot afford to miss out on the information. But I mean the fact of the matter is six hundred and forty six dollars average cost per lead acquisition from all of these sources by eliminating the ones that don't work. Think of how much money you're saving. And guess what part of making money is known where to save money, no doubt about it. And and in the show notes. Guys, at dealer playbookcom. What is twenty four? You're going to be able to get ahold of links to Bradley on demand, as Shawn mentioned, where you can get a free test drive. Jump on there, guys. It's free training. You know, get in there and and take in it. A no length of his. You know of his generosity. Get all his contact if you're not hooked up with Shawn already, it's going to be again at dealer playbookcom. Last Twenty three, twenty four, rather have all his contact information. Also, Mike. Well, Michael, I was going to steal you. I was going to give your plug for you today, man, man, feel so good about for I'm excited about it and I hear h I Michael's been talking with me about this for a long time and he knows I love the teas and but I'm very excited for him and excited for our team, for Michael sorillocom Michael, what is I a say? Cerrillo, a sorillocom this will be in the show notes book and he's got a you know of one of a coin book coming out that's about this in you know, taken control online in the automotive industry and there's some great little bonuses and, you know, special exclusive content for a limited time that if you just cost nothing just to email, to go over there and sign up to be notified and you're going to get some extra bonus stuff that that's going to blow your mind. It's going to be pat you know, make the that the value of what already is a small purchase even better. Love it. Appreciate that, man. Thank you so much for listening in again the dealer playbookcom where we're going to include links to Shaun's information, especially Bradley on demand in the Internet sales twenty group. So do me do us a favorite. Go check out the dealer playbookcom for twenty four. Don't forget to subscribe. And again, thank you so much for being here and we'll talk to you next time. See You.

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