How To Sell 30+ CarsPer Month & Make OVER $125,000 Per Year - Automotive Sales

How to Sell 30+ Cars (And Make $125,000 a Year!)

How to Sell 30+ Cars
(And Make Over $125,000 a Year!)
Presented to GNAYDA By Sean V. Bradley
November 20th, 2013


Based on the recent
article in On The Move:
The Evolution & Natural
Selection of
Automotive Sales

Presented by Sean V. Bradley www.DealerSynergy.com / 888-3-SYNERGY

2


Evolution of the
Automotive Industry
Video
(Embed)


3


Sean V. Bradley
Founder and CEO of Dealer Synergy
College drop out

Started 15 years ago as a sales consultant

Verified 30 car guy

Now runs a multi-million dollar company

Let me teach you what
I’ve learned!

4


Sean V. Bradley
Founder and CEO of Dealer Synergy

Spoken
at over
90 NADA
& NCM
20
Groups

Certified
FranklinCovey
Trainer &
Facilitator

Member of
The
National
Speakers
Association
(NSA)

Creator
of the
Internet
Sales 20
Group


5


Success Stories


6


What You Will Learn
How to sell 30+ cars

How to make money

What it means to be an evolved sales consultant

How to engage in Proactive Prospecting

How to create a realistic plan and stick to it!

Powerful & Important Statistics


7


All of You
– every person right here in this room –

personifies the evolved sales professional.


8


Maturity
Continuum


9


The most successful
sales people are those
who practice
interdependence.

10


Sales teams need new strategies & tactics.
You can’t just rely
on the “Road to
the Sale”

Being an
automotive
professional is
like owning your
own business.

11


So how do you evolve?

By changing how you operate.

12


Traditional Methods Are
No Longer Effective.
We live in a digital world and
you have to change your
strategy to reflect that.

Incorporate social
media, videos, optimize your
website, put yourself out
where your prospects are!


13


What Makes a Modern
Sales Consultant?
Modern consultants are immersed in
Internet Sales, BDC and Digital Marketing
Modern consultants are buying and
generating leads proactively, instead of
reactively
Modern consultants seek to find prospects
where they are – online!
Modern sales consultants just all 8 ways to
sell cars


14


Proactive Prospecting
Capture prospects at the

Instead of at their

Point of
Interest

Point of
Sale

If you can reach your prospects before they enter the Sales
Pipeline, you’ll have the ability to influence them more directly.


15


ZMOT: Zero Moment of Truth

Google
ZMOT Video


16


Powerful & Important
Internet Statistics
92-99%
of Americans go
11 hours
online before
setting foot inside a Is the average time 5-8 stores & models
dealership
people spend
Is the average
45-90 days
searching for a
number a car buyer
vehicle online
$200/car
Is the average
researches before
buying cycle –
making a decision
much longer than is what internet
the 72 hours of 15 advertising costs (less
than $640/car for
years ago
traditional
advertising, according
to NADA


17


Dominating

!

With 80 percent of transactions starting with an online search, it’s imperative to not only be represented
on Google, but to dominate the market

90 percent of all media interactions are screen based

Only 20 percent of people click “pay-per-click” ads

Organic optimization is the most powerful strategy

80 percent of buyers research your dealership before deciding to visit your dealership

20 percent change their mind and buy from a competitor upon seeing a negative review


18



19


Modern Sales Consultants can’t
just “think” about car sales as
“owning your own business”
You need to
actually start
acting that way.

20


Sales Professionals of
the Future Are Here Now!


21


How Can You Position
Yourself for Modern Times?
1. Create Your Own Website

2. Post Videos (testimonials, walk-arounds, how-tos)

3. Be Active on Social Media Networks

4. Manage Your Online Reputation

5. Engage in Cross Promotional Marketing


22


Your website should include:

• Geotargetted domain
• Your VPP
• Videos
• Tips & Advice
• Inventory
• Social Media Links
• Reviews
• Etc.

Example: Joe Argento


23


How to build your personal website
• Do it yourself
• Hire a professional
Recommendation – hire someone –
it’s cheaper than you think!


24


How to Finance Your Site
• Funding it out-of-pocket
• Asking your dealer


25


2. Post Videos!
The average buyer spends 11 hours researching – three hours of it watching
videos and two hours using search engines

More than three billion Google searches are completed daily

Videos show up in 50 percent of Google searches

Video is 53 times more likely to be clicked over a static-text link


26


Why Videos?
Text accounts for only seven percent of
communication
Video accounts for 55 percent of
communication
Studies have found that people prefer
watching videos to reading
Video is the easiest type of content to
optimize


27


Internet
& Video
Nearly 90% of
internet users
prefer video
content to any
other internet
content.


28


Internet & Video

71% of the population
visits sites like YouTube
in a year.
28 percent of the
population visits those
sites every day!


29


Examples:
Service Testimonial

Purchase Testimonial

Cherry Hill Porsche

2014 Honda Odyssey


30


How to Film Testimonial Videos
Option 1: Low-Tech
• Film customers in the dealership showroom
• Use cell phone camera
• Post to YouTube
• Optimize by geotargetting, including
make, model, specific features, etc.


31


Option 2: Video Production
• Invest in hardware
• Select a camera
• Purchase (or find free) video editing software
• Find simple lighting kit and green screen


32


Hardware Suggestions
• iStabilizer
• Monopod/Tripod
• Microphone/Lavalier
• Telescopic lens attachment
• Additional accessories


33


Camera Suggestions
• Cell phone camera
• iPad camera
• Webcam
• DSLR/Digital camera
• Camcorder


34



Editing Software Suggestions
• Final Cut
• Windows Movie Maker
• iMovie


35


Lighting Kit Suggestions
• Studio lighting kit
• Basic green-screen
• Make your own

DIY Lighting Kit

Blog: Top 10 Lights

36


How to Get Testimonial Videos
Video Reluctance
• Don’t be afraid of the camera
• Don’t be afraid to ask
• Play chess, not checkers


37


How to Get Testimonial Videos
Steps to get a video testimonial
1. Select Testimonial Topic
2. Ask For Permission
3. Prepare the customer


38


1. Identify Testimonial Topic
5 Reasons People Go Online to Buy a Car
• To find the best price
• More vehicle availability
• Convenience of the internet
• Looking for a new way to buy
• Just researching

Choose 1


39


2. Ask for Permission
When should I ask for a testimonial?

How should I ask for a testimonial?


40


2. Ask for Permission

What if they
say no?


41


3. Prepare the Customer
Basic Script Example:

• “ Before I turn on the camera, I wanted to confirm that
you were most satisfied with (one of the 5 criteria). Can you talk
about your experience with that specifically?”
Also have them include:
• Dealership name
• Your name
• Their home town
• The vehicle they purchased
• Another vehicle or store they didn’t choose

42


I have a video! Now what?
Optimize it!
• YouTube pages
are just like
website pages
and can be
used for SEO
the same way!


43


I have a video! Now what?
Advanced Technology:
•Speech recognition
•Facial recognition
•Image recognition
Each video must be:
•Compelling
•Relevant
•VSEO content needs to match the video
Video-SEO Terms Must Include:
•Subject/header
•Description/anchor text
•Meta tags
•Category tags
•Keywords
•Links (names)


44


Sean’s Going Live!
Testimonial Demo:
•
•
•
•
•

How to ask
Using the camera
Uploading to YouTube
Optimizing on YouTube
Deploying the video


45


Other Examples:
Elise Kephart
Video Responses
Robert Wiesman
VSEO/Product Review

Joe Argento
Salesman Video/Branding


46


3. Be Active on Social Media
Engage your customers and prospects and encourage
them to engage with you. The more back and forth you
have between your customers the more relevancy and
credibility you have online.
Sales Consultants:
Don’t expect your dealership to take on this role alone!
Be proactive by posting comments and feedback to your
social media pages and share some of the dealership’s
news and events with fans.


47


Powerful & Important
Social Media Statistics
84% of US Vehicle Shoppers use Facebook

41% said they saw a post that caused them to add or remove a brand from their list of choices

38% said they saw a post that caused them to add or remove a dealership from their list of
choices

45% of users asked their friends/family for recommendations

25% of users said that social media significantly influenced their purchase decision


48


Social Media Must Haves
Suggested:
Facebook

Must
Haves:

YouTube

Flickr

Twitter

Google+

LinkedIn

Review Blog

Pinterest

Instagram

Tumblr


49


Facebook Examples


50


At
Delivery
Survey

• Rate Experience – 1-5
• What did you like best, why?
• Would you recommend us?
• Would you allow us to use
your review in the future?

Email Your
Contacts

• Send them this survey
• Ask for feedback periodically
• Encourage your customers to leave
feedback on review sites


51




52


5. Cross Promotional Marketing


53


Create Your Own Membership
Buying Program!
Why?
• Membership buying programs have the
highest closing ratio
• Typical Closing Ratio: 27%

Micro Selling Vs.
Macro Selling
Micro Selling = selling one car at a time
Macro Selling = targeting a large group
so you can sell multiple units

Examples:
• AAA
• Costco
• BJ’s
• Sam’s Club

Plant the Seed for Macro Selling with A
Membership Buying Program!

Costo’s closing ratio: 35%!


54


How Can I do that?

1

Engage Organizations

2

Pitch Your Program

Visit organizations such as
• Teachers Unions
• Military bases
• Police Departments
• Fire Departments

• Create a VPP
• Create Collateral &
Advertise!
• Fliers, brochures, business

Use Linked In
• Connect with local businesses


55


How Do I Get Started?


56


Evolved Sales
Techniques
for the

Modern Automotive
Sales Consultant

57



58


Start with a Plan:
1

Methodical Road Map
• Create a Business Plan with a
clear end goal in mind
• Plan and prepare accordingly to
make sure you meet those goals

59


Start with a Plan:
Create your Plan:
• How much money do you want to
make?
• What is your average commission
per unit?
• How many units would you need to
sell to hit that goal?
• Know your pay plan and any
incentives/bonuses to keep in mind.

END GOAL

30
UNITS


60


Start with a Plan:
2

Diversify how you sell cars
• There are 8 ways to meet prospects
• Make sure you do not rely on only one area
• Create a plan that reaches out to prospects
in all 8 of these categories
• Be aware of closing ratios when calculating
your goals

61


Start with a Plan:
8 Ways to Meet Prospects
Be-Backs (50%)

Walk-Ins (20%)

Phone-Ups (50%)

Internet-ups
(50%)

Service
Customers (10%)

Previous
Customers (65%)

Referrals (50%)

Prospecting
(50%)


62


1

Be-Backs (50%)


63


2

Walk-Ins (20%)


64


3

Phone-Ups (50%)


65


How to Handle a Phone-Up


66


How to Handle a Phone-Up


67


The Science of Communication


68


4

Internet-ups (50%)


69


5

Service Customers
(10%)


70


6

Previous Customers
(65%)


71


7

Referrals (50%)


72


8

Prospecting (50%)


73


Start with a Plan:
3

Internet Is Key
• In order to maximize the other areas, you need to focus
more online
• With positive, relevant and content filled pages, you will
attract more prospects from online sources

Videos Index higher
than static websites

Use Geotargeting
to make
your info
relevant

Update your
information
regularly to
keep it
current

Encourage
customers to
add their
own content
to your social
media pages


74


Start with a Plan:
4

Emulate Successful Strategies
• Dealerships should emulate the OEM strategies with
regards to social media and online activities
• Sales Consultants should emulate the dealership strategies
with regards to social media and online activities
SEO/SEM

VSEO/Video
Production

Social Media

Retargeting

Online
Reputation

Website
Development

Focus
Sites/Micro
Sites

Blogs


75


Start with a Plan:
5

Practice a Proactive Mindset
• You can not afford to wait for magic to happen
• Be creative about where you find your prospects
• The way you view the sales process will
determine your behavior which will determine
your results


76


Start with a Plan:
6

Methodical Follow Up
• Become an expert in inbound and outbound phone
process (including voicemails)
• Become an expert on inbound and outbound email
process
• Become an expert in Social Media Communication and
Reputation Management
• Become an expert in Video Messaging – utilizing
Skype, Face Time, Go To Meeting, etc.


77


Start with a Plan:
7

Time Management Skills
• Determine how you’re going to look for prospects
• How many of them are in dealership?
• How many of them do you need to call?
• How many of them do you need to email?

Tip:
Be careful of distractions disguised as opportunities!

78


Start with a Plan:
8

Accountability
• Identify appropriate benchmarks
and standards
• Create reasonable projections and
goals


79


Start with a Plan:
8

Accountability
• Track and test your
progress throughout the
month
• The right number of
conversations will result
in the right number of
dealership visits which
will result in the right
number of units sold.

60 Calls a day
X .14

14%
Connection
Ratio

8.3
Connections
Daily


80



81


Start with a Plan:
9

Master Your Craft
• Master the “Road to the Sale”
• Master your Product Knowledge
• Master the art of passionately explaining the features and
benefits of your brand over your competitors
• Master your articulation of why your dealership’s VPP is better
than any other
• Become a master at qualifying a prospect and determining
their wants, needs and expectations
• Master an arsenal of 5-7 rebuttals for each one of the top 10
objections

82


The Sales Professional of the
Future Is Here Now!


83


Conclusion
If you want to not only succeed, but
thrive, you need to evolve or natural
selection will take over.
If you want things that the average
sales consultant doesn’t have, you
have to do things the average sales
consultant isn’t willing to do.


84


Conclusion
Be Proactive

Have a Plan.

Keep Evolving.


85


Resources

www.automotivedigitaltraining.com

www.automotiveinternetsales.com

www.autosuccessonline.com


86


Take Home -

30 Day Free
Test Drive!

87


Thank you!
Sean V. Bradley
seanb@dealersynergy.com
856-546-2440
267-319-6776


88

How To Sell 30+ CarsPer Month & Make OVER $125,000 Per Year - Automotive Sales

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (15)

Similar to How To Sell 30+ CarsPer Month & Make OVER $125,000 Per Year - Automotive Sales

Similar to How To Sell 30+ CarsPer Month & Make OVER $125,000 Per Year - Automotive Sales (20)

More from Sean Bradley

More from Sean Bradley (20)

Recently uploaded

Recently uploaded (12)

How To Sell 30+ CarsPer Month & Make OVER $125,000 Per Year - Automotive Sales