Motivation By Reputation - Digital Dealer #16 - Ryan Leslie & Megan Barto
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During the Digital Dealer #16 Conference in Atlantic City, NJ, Ryan Leslie & Megan Barto explained to attendees how you can motivate your teams in-store using your on-line reputation.
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Motivation By Reputation - Digital Dealer #16 - Ryan Leslie & Megan Barto
- 1. Motivation by Reputation Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 2. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 3. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 6. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 7. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 8. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 9. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 10. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 11. Showrooming
- 12. Picture Perfect Reputation Management Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 13. If customer perception is one of the most important things to your dealership – wouldn’t you like to learn how to improve it? Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 14. How many of you, in a medium-sized store, have under $1,000 to set aside for increasing the perception of your dealership to your in-store customers? Once Not weekly Not Monthly Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 15. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 16. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 17. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 18. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 19. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 20. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 22. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle Never ask for a 5 star review… …ask the customer for their story.
- 23. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie 5 words and 5 stars will not sell or Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle service cars! Strive for Stories!
- 24. Aug 28, 2013 - In a lawsuit a month ago, Edmunds accused Texas-based Humankind Design Ltd. of registering nearly 2,200 fake member accounts Sep 17, 2013 - Yelp is suing a San Diego law firm for allegedly seeding its Yelp page with “fake reviews” from non-existent clients. Julian McMillan, who owns ... Sep 30, 2013 - New York Sues 19 Companies for Fake Reviews. Recently, review sites and state attorneys general have begun to crack down on fake reviews ..
- 25. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 30. Dopamine- the real reason for motivation
- 31. Dopamine is responsible for signaling feedback for predicted rewards.
- 32. In simplistic terms, it tells the individual to repeat what it just did to get that reward. It tells the memory centers in the brain to pay particular attention to all features of that rewarding experience, so it can be repeated in the future.
- 38. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
- 40. 2
- 46. • Teach them to be their own brand • Share success stories from Phil Young. • Share data points from Dataium Study • Embrace the competitiveness on your floor and in your drive • Teach them the lifecycle of reviews!
- 52. Handed out the first one Sept. 4th 2012 Shipped 41,000 on March 7th, 2014
- 59. Ryan Leslie Director of Dealer Experience 781.697.3562 ryan@dealerrater.com @jrleslie Megan Barto Marketing Director Ciocca Honda 717.991.1942 mbarto@cioccahonda.com @skeetle
Editor's Notes
- Raise of hands – who knows what “Showrooming” is? - Get someone to answer.
- Raise your hand – shake your head, or scream. The strategy I’m going to show you will help increase the customer’s perception of your store while they’re in the dealership. & the best part is – it’s cheap, quick & easy”
- I’m going to show you 2 desks – please let me know which one you’d rather see at your dealership. How many “A’s” out there? How many “B’s”? Just as I suspected --- my General Manager would CRINGE if he saw B – as would most of you I bet! You know – the sales guy with magazines on his desk? Road & Track, Car & Driver half eaten Fast Food, 6 picture frames. Everything on your desk should be strategic –– how is a issue of Car & Driver with a critical review of the 2012 Civic (oh did those exist?) in it helping you to sell that 2012 Honda Civic? If you missed it – I wrote a blog post back in August of last year for a little-known website called DrivingSales titled “What’s On Your Desk?” why every item on a sales person’s desk is important. Don’t get me wrong – picture frames aren’t bad, it’s what’s on them that’s important.
- A picture frames with scrolling reviews and pictures of happy customers. It builds trust in the dealership from the moment the customers sit down, it raises awareness that reviews are important and it gives your customers something to read during the wait times (trade appraisal, waiting for F & I) besides reading that issue of Car & Drive with the critical review of the 2012 Honda Civic in it. It will also encourages your sales team to have their customers write reviews. If a salesperson has enough, only his reviews appear on his frame – but if he doesn’t have enough he gets what I call the “everyone folder” – where it’s a mix, and as competitive as our sales teams are, who wants someone else’s reviews on THEIR desk?
- Be sure to add a variety of review sources.
- Be sure to include some interesting pictures of happy customers – because people buy from people & make sure your current customers know people have already bought from people!
- Quite often, a customer will be so happy – you’ll have their review AND a picture – why not put these both on the same slide in the frame. After all – PEOPLE BUY FROM PEOPLE & PEOPLE BUY. This initiative will not only help you to acquire new reviews, it will also build value and trust in your dealership from the moment customers sit down at a salesperson’s desk. Feel free to put some frames in your service drive, as well as the check-out-counter. With all the negative stereotypes out there – why not throw some positivity into the mix?
- Quite often, a customer will be so happy – you’ll have their review AND a picture – why not put these both on the same slide in the frame. After all – PEOPLE BUY FROM PEOPLE & PEOPLE BUY. This initiative will not only help you to acquire new reviews, it will also build value and trust in your dealership from the moment customers sit down at a salesperson’s desk. Feel free to put some frames in your service drive, as well as the check-out-counter. With all the negative stereotypes out there – why not throw some positivity into the mix?
- Reviews make great marketing material.
- As a state Dealer of the Year winner, you will receive: -An award banner on your dealer review page
- As a state Dealer of the Year winner, you will receive: -An award banner on your dealer review page
- As a state Dealer of the Year winner, you will receive: -An award banner on your dealer review page
- Dopamine is a chemical in your body. According to Bethany Brookshire of Slate, Dopamine is the molecule behind all our most sinful behaviors and secret cravings, but it is much more than that…
- But when most people talk about dopamine, particularly when they talk about motivation, addiction, attention, or lust, they are talking about increases of the chemical in a specific pathway buried deep in the middle of the brain. Increases in dopamine release in area occur in response to sex, drugs, and rock and roll. Many people like to describe a spike in dopamine as “motivation” or “pleasure.” But that’s not quite it. Really, dopamine is signaling feedback for predicted rewards. If you, say, have learned to associate a cue (like a crack pipe) with a hit of crack, you will start getting increases in dopamine in the nucleus accumbens in response to the sight of the pipe, as your brain predicts the reward. But if you then don’t get your hit, well, then dopamine can decrease, and that’s not a good feeling. So you’d think that maybe dopamine predicts reward. But again, it gets more complex. For example, dopamine can increase in the nucleus accumbens in people with post-traumatic stress disorder when they are experiencing heightened vigilance and paranoia. So you might say, in this brain area at least, dopamine isn’t addiction or reward or fear. Instead, it’s what we call salience. Salience is more than attention: It’s a sign of something that needs to be paid attention to, something that stands out. This may be part of the mesolimbic role in attention deficit hyperactivity disorder and also a part of its role in addiction.
- But when most people talk about dopamine, particularly when they talk about motivation, addiction, attention, or lust, they are talking about increases of the chemical in a specific pathway buried deep in the middle of the brain. Increases in dopamine release in area occur in response to sex, drugs, and rock and roll. Many people like to describe a spike in dopamine as “motivation” or “pleasure.” But that’s not quite it. Really, dopamine is signaling feedback for predicted rewards. If you, say, have learned to associate a cue (like a crack pipe) with a hit of crack, you will start getting increases in dopamine in the nucleus accumbens in response to the sight of the pipe, as your brain predicts the reward. But if you then don’t get your hit, well, then dopamine can decrease, and that’s not a good feeling. So you’d think that maybe dopamine predicts reward. But again, it gets more complex. For example, dopamine can increase in the nucleus accumbens in people with post-traumatic stress disorder when they are experiencing heightened vigilance and paranoia. So you might say, in this brain area at least, dopamine isn’t addiction or reward or fear. Instead, it’s what we call salience. Salience is more than attention: It’s a sign of something that needs to be paid attention to, something that stands out. This may be part of the mesolimbic role in attention deficit hyperactivity disorder and also a part of its role in addiction.
- As a state Dealer of the Year winner, you will receive: -An award banner on your dealer review page
- There is a cyclical nature to reviews. You can start anywhere in the cycle, but let’s start at leveraging the review When you leverage your reviews [click] you market the content that consumers read. They [click] need this information to trust you enough to enter the purchase funnel and buy from you. If you [click] provide the kind of experience they read about and [click] ask them for a review that you can leverage , you complete the lifecycle of reviews. The review you ask for today WILL BE the review that sells you a car tomorrow.
- This is Cody. At age 5, Cody was diagnosed with #leukemia. He told me that he will never forget how nice everyone was to him, especially the doctors. Cody is currently an undergrad at the University of #MountUnion