Their eyes widen, they start to sweat, and every orifice on their body puckers up like I just asked them to step into the ring with Mike Tyson, back when he was MIKE TYSON! It happens every time I’m in a dealership training a sales staff and I get to the part where I tell them they need to start incorporating more video into their sales process. Many salespeople just aren’t … [Read more...] about 5 Things Automotive Salespeople Can Do Today to Become More Comfortable Using Video
Ten years ago, the smartphone and Facebook came into the world within a few months of each other. This combination of having fingertip access to the sum total of all human knowledge and a rapidly expanding network of “friends” from all around the globe fundamentally changed human communication. And it changed the way people buy cars. Ten years ago, the road to the … [Read more...] about On the Road to a Sale, It’s Not Who You Know—It’s Who Knows You
Nobody wants to pay too much. More importantly, nobody wants to feel like the sucker who paid too much. That’s why the perception of low price is more important—and dramatically more profitable—than having the actual lowest price. WalMart figured this out a long time ago, and is the largest retailer in the country. Amazon’s also figured it out, and last year it cracked the … [Read more...] about How to Create the Perception of Low Price at Your Dealership
There was a lot to get distracted by at the NADA Convention in San Francisco this year, as there always is. Cable cars and sea lions. Golden Gates and inescapable prisons. Wining and dining. And that’s all before you even entered the convention center, where you encountered hundreds of vendors. Dozens of speakers. Beautiful women in short skirts and beautiful cars in long … [Read more...] about After NADA 2015, What’s Your Business Plan?
I was driving through Alabama this past summer on the way to the Redneck Riviera for our annual family beach vacation. As I drove down I-65 listening to the radio, every city I passed through had one thing in common—TrueCar radio commercials. Huntsville, Birmingham, Montgomery, Enterprise. In every city, on every station I listened to, TrueCar owned the radio. You couldn’t … [Read more...] about When It Comes to Advertising, Bashful Car Dealers Have Skinny Children