Paul Sansone Jr. discusses relationship selling and making referrals a priority. He provides data showing that referrals have the highest closing ratio and gross profit of all lead sources. Referrals come from friends, family, networking and past customers. Sansone has developed a tool called the EZ Referral Network to systematically get, track and pay referrals. Since implementing this program, his dealership has seen a 10% increase in overall business and a 30% increase in its regional sales ranking. The program pays referral agents $100 per customer and organizations $50 when their members refer customers.

2. Relationship Selling
Paul Sansone Jr.
Dealer Principal of Sansone Jr’s 66 Automall

3. Paul Sansone Jr.
Paul has been a dealer since 1985. He was
Director of Operations at Sansone Auto
Network, a 26-acre complex including Toyota,
Nissan, Hyundai, Mazda, Suzuki, and Lincoln
Mercury from 1995 to 2009, and grew the
dealership from 4,500 to 10,000 sales per
year. Paul was also on the National Dealer
Council for Mazda for 3 years including 2
years as President (1997-2001). Since 2009,
Paul is the owner of Sansone Jr’s 66 Automall,
which includes Nissan, Kia, Suzuki as well as
an on-site accessory center, 66MVP. In 2010,
Paul formed The PMB Group, a firm
specializing in dealer-focused products and
services.

4. Relationship Selling
Make the Numbers Work for You
By Paul Sansone Jr
Dealer Principal
Sansone Jr’s 66 Automall
Neptune, New Jersey

5. Relationship Selling:
Make the Numbers Work for You
Lead Source Closing Ratio
First Time Ups 9%
Internet Leads 10%
Be Backs 67%
Repeat Buyers 60%
Referrals 55%
Friends, Family, Networking
Source: Car-Statistics

6. Who is Your Most Desirable Lead & Who Will Generate the Highest Gross Per Car?
Friends, Family, Ne
tworking

7. Relationship Selling:
Make the Numbers Work for You
Lead Source Closing Ratio
Most First Time Ups 9%
advertising
dollars are Internet Leads 10%
focused on
these Be Backs 67%
Relationship
Repeat Buyers 60%
Selling:
Best Results
Referrals 55%
Friends, Family, Networking
Source: Car-Statistics

8. Unbalanced
Lead Sources
Relationship
Price Driven
Price or Offer
Motivated Motivated
• Lowest Closing
Rate
• Lowest Gross
Profit
• More
Manpower What’s
Hours Needed Your
Game
Plan?

10. We Need to Focus on Balance
Lead Sources
Price or Offer
Price or Offer Relationship
Motivated
Motivated Motivated
•Higher Closing
Newspaper Referrals
Rate
•Higher Gross
Radio & Television Networking •Higher CSI
Direct Mail Previous Buyers
Internet Be Backs

11. Math discussion
Lead Source What is the average What percentage of
cost per car for each your business comes
media? from…
Internet
Direct Mail
Television
Newspaper
Radio
Be Backs
Previous Buyers
Networking
Referrals
If you don’t know, you can’t manage.

12. Choice of Advertising Dollars
Purchase 150 Internet Leads @ $20 each $3000
Closing Rate 10% = 15 deals
Gross per car @ $______________________
Manpower (Full time person can
effectively handle 150-200 Internet leads $______________________
each month)

13. Salesperson Responsibilities:
1980
Met & Greeted
Customers
Took Customers on Test
Drive
Managed Negotiations
Salesperson Delivered Vehicles
Followed Up on Unsold
Showroom Traffic
Networked
Built Referral Base

14. Salesperson Responsibilities: Today
BDC & Delivery
Salesperson
Coordinator
Meet &
Incoming
Greet
Sales Calls
Customers
Take Incoming
Customers Internet
on Test Drive Leads
Manage
Delivery?
Negotiations
Vehicle
Delivery
All Follow Up

15. Previous Buyer-Be Back Retention
Products
• Data Mining including equity, end of term/lease, lower
your payments
• Website Chat
• CRM Tool
• Content Management
• Mobile Marketing: Text and QR Codes
• Call Tracking
• Trade-In Appraisals

16. Make Referrals and Networking a Bigger
Part of Your Business
• 30% of purchasers have a family member who plan to buy a new or
used car within 90 days
• 60% of purchasers know someone who will buy within 60 days
• 71% buy because they like their salesperson
• 40% higher gross on repeats and referrals
Source: Earn Over $100,000 Selling Cars – Every Year by Joe Verde
• Local community events: Hope for a Ride
• Large buying programs for local businesses: example, Jersey
Shore Premium Outlets
• Contact local organizations like PBAs

17. Organic Growth Stems from Salesperson
RA2 RA2
RA2 RA2
RA2
Significant RA2
RA
Neighbor Other
RA2
RA2
Satisfied Service
Salesperson Advisor
RA2 Customer RA2
RA2 RA2
Friend Children Sibling
RA2
RA2
RA2 RA2 RA2
RA2 RA2 RA2
RA2
Give sales the tools to build their own business within my business

18. My Dealership Has the Tool to
Make Networking EZ
• At my dealership, I developed and launched a product called EZ
Referral Network* to make relationship selling EASY.
• Through the use of today’s technology the EZ Referral Network allows a
dealer/salesperson to easily build a vibrant and active referral network
– Smart Phone Web-Based Application
– Personalized Websites, Mobile Websites, QR Codes and SMS Text
Codes
– Mobile Wallet**
– Prepaid Debit Card*/Electronic Payment
*Cards are issued by Citibank, N.A.
pursuant to a license from Visa U.S.A. Inc.
My dealership has 1600 Referral Agents! and managed by Citi Prepaid Services. This
card can be used everywhere Visa debit
cards are accepted.
*Patent pending

19. EZ Referral Network is a systematic way to:
 Get Referrals
 Track Referrals
 Pay Referrals
Salesperson
BDC/
Referral
Dealership
Agent
CRM
Customer

20. 6 Months Results
• EZ Referral Network results at Sansone
Jr’s 66 Automall:
– 118 Deals @ $2400 gross = $283,200
– 40% of all leads delivered
– 1300 Referral Agents
– Overall Business= +10%
– August= +23%
– Nissan Ranking 114 of 245 to 83 of 245

21. Nissan Motor Company Dealer
Rejecter Study Report
February 2012 – July 2012
• 245 northeastern Nissan dealers
• 11 Nissan dealers in district
Question: Why did Local Nissan purchasers not shop Sansone Jr’s 66 Nissan?
District Rank Region
Avoided Dealership 51.2% 11 239
Rep’s comment: Acquired dealership in Dec 2009/ Prior dealer reputation
Question: Those customers who purchased from Sansone Jr’s 66 Nissan: How is it that you became aware of
this dealership?
District Rank Region
Recommended by 29.6% 1 42
Friend or Family
Rep’s Comment: Far above average; EZ Referral in action
Nissan rankings :
August year to date 2011, we were 118 out of 245 in the northeast region.
In August 2012 alone we were 83 out of 245, which is a 30% increase.

22. Fundraising
Salesperson belongs to
organization
Organization Organizations sign up their
members and receive $50
Members can refer customers
and receive $100
Customers
• Organization signs up members
• Members refer customer
• Members can earn $100 for every customer
• Organization can earn $50 for that same customer
Organizations: Millstone Elks BPOE 2613, Lighthouse of Deliverance, Jersey Shore Premium Outlets, First
French Speaking Baptist Church, Word of God Church of Faith
New Jersey PBA Local 57, New Jersey PBA Local 251, New Jersey PBA Local 305, First Pentecostal, Family
Promise of Monmouth County

23. Relationship Selling
Make the Math for You!