paul sansone jr.: to win the war against your competition you need a strong air and ground attack
DESCRIPTION
To Win The War Against Your Competition You Need a Strong Air and Ground AttackTRANSCRIPT
To Win The War Against Your Competition You Need
a Strong Air and Ground Attack.Paul Sansone Jr.
Page 28
By: Paul Sansone Jr.
To Win The War Against Your Competition You Need A
Strong Air And Ground Attack
What is the #1 question your dealer asks your
sales manager?
How Many Cars Did We Sell Today?
You are 1 team,
NOT Internet Vs. Floor!
Why is There a Need to Combine Forces?
5
Get Salesman Back In The GAME!!!
1. Competition for the customer is so fierce
2. High cost of generating new business: How much $ for lift
3. Army of salesman that has been under utilized
How Things Have Changed1. Customers have changed
2. The way dealers go to market
3. Advancement of Technology
6
7
2014
1980 VS.• Traveling to 6-10 dealerships• Brochures• Newspapers ( Price)• Calling Dealerships • Test Drive
• Travel to their couch • Internet/ Web Browsing (Avg. 18.5 sites)• Online Access to Multiple Dealerships • Cars.com• Edmunds/ Kelly Blue Book• True Cars• 70- 80 % of consumers go through pre-selection
process *• Customers visit only 1.3-1.6 dealerships *
Shopping Habits of Today’s Consumer
J.D. Powers Statistics *
Salesman very engaged
Virtually No Salesman Engagement
Sales Staff Experience
Consumer Knowledge
0
10
20
30
40
50
60
70
80
90
Consumer Knowledge Vs. Sales Staff Experience1980-2014
Where Do We Stand Now?
Most Educated Consumer Negotiating With
the Least Experienced Sales Staff.
Salesman Experience Vs Customer Knowledge
1980
Salesman Experience Vs Customer Knowledge
1990
Salesman Experience Vs Customer Knowledge
2000
Salesman Experience Vs Customer Knowledge
2014
What Options Do You Have?
9
A. Un-educate Our Consumers
B. Train, Educate & Invest in our Personnel. Build up our Ground Force (Salespeople) and our Air Attack (BDC)
A Business Within A Business
10
BDC
Lead Buying BDC Focused Dealership
Sales Staff
11
BDC Salesman
2014
12
Salesman “College” Degree • Meet/Greet/Qualify• Product Knowledge • CRM• Referrals/Networking• Social Media * Salesman “Master” Degree• Phone Skills• Internet • Lease Retention• Orphan Owners • Service Lane• Equity Mining • Live Chat
* Sales meeting from Sansone Jr’s 66 Automall
My Story
“Hunters” Vs. “Farmers”I Quickly Learned That…• Most of My Sales People have a “Hunter’s
Mentality”There is a need for the “kill” or instant gratification
• BDC Leads need a “Farmer’s Mentality”They require cultivating relationships over time
14
Dealership
Lead Generating, Salesman-Focused Dealership
• Teaching your sales staff to generate their own business,
• Most Cost Effective Approach
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%
ReferralsFriends, Family, Networking
55%
15
Source: Car-Statistics
Relationship Selling:
Best Results – Takes more work.
Most advertising dollars are
focused here to ask the dealer to spend more
money
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• Higher CSI• Easier transaction for everyone (38 minutes less)
IT’S A GREAT SALES APPROACH!!!Source: Earn Over $100,000 Selling Cars – Every Year by Joe Verde
16
We Focus On Balance
Price or Offer Motivated
Relationship Motivated
Social Media
Previous Buyers
Networking
Referrals
Internet
Direct Mail
Radio & Television
Newspaper
17
• Higher Closing Rate
• Higher Gross
• Higher CSI
Lead SourcesAir Strike Ground Strike
18
Take Responsibility & Ownership Of Your Business
(Insert Name) Motors
19
What Tools Do You Need To Be A Successful Business?
WebsiteDealer/Salesperson
EquipmentDealer
Marketing Dealer/Salesperson
FinancingDealer
Staff PersonnelDealer/Salesperson
InventoryDealer
20
Marketing Your Business
CRM
A) Use your CRM as a marketing tool.B) Use social media to sell cars todayC) Invest in yourself (EZ Connect) and or other dealer branded personal marketing
material
• Tier 1 : National • Tier 2 : Regional• Tier 3 : Dealer • Tier 4 : Salesman
21
Look @ Your CRM as… Personal Assistant
&Marketing Department
Look @ Social Media as Your …Advertising.
Look @ Your Referral Agents as…
Employees
My StoryStrong Ground Attack (Salesforce)• Over 5,000 Referral Agents Signed Up in Just 2 Years• Over 700 EZ Referral Deals in The First 2 Years• Sales People were given their own Personal Websites to Help Them
Truly Become a Business Within a Business• Social Media Marketing by Individual Sales People via Their Personal
Websites• Individual Sales People Marketing to Hispanic Community• Sales People Were Trained on How to Build and Cultivate Personal
Networks• Women Selling Cars to Women Program• Vet Cars Program• Extensive Work With Non-Profits Vets Cars Program
Had a Weak Air Attack (BDC)• Low Internet Lead Conversion Rate• Tried Using Core Sales Force to Handle Certain
BDC Tasks• Tried to Create a Hybrid Air/Ground Attack
Force
As The General, What Did I Do?• Built Up My Air Force• Full Re-Launch of my BDC
Retrained Existing BDC EmployeesHired Additional BDC EmployeesInvested in On-going Training and Support by
Industry Leader• Reviewed Lead Sources
Purchased vs. Organic
• Conducted a Complete Vendor ReviewWebsitesSEO ExpertsIncrease Site ViewsIncrease ConversionsIncrease Number of Leads Sold“Swipe and Spin”Automark Solutions “Price Quote”Social Media PresenceWeaving Everything from Dealer on Down to
Salesman’s Personal Websites
So Hopefully At Our Next Meeting I’ll Be Able To Tell You…
How I Won The War!
27
Summary• Old school selling, with new world technology1. Mobile Technology, 2. Replication Websites, 3. Electronic Debit Card Payments, 4. Personalized Salesman Websites
• Relationship-Selling model vs. price business model
• Provides all of the training & technology to change the culture of your sales staff.
- Generating their own business vs. waiting for the dealership to generate leads for them.
• Designed to grow your business organically from the salesperson out.
30
• EZ Connect, coupled with EZ Referral Network is the perfect tool for salespeople to create their own leads and build a large customer base.
31
• Each salesperson will have their own website that they can use to market themselves. The most effective forms of social media are connected to the site: