It's creepy but oh so sexy! What are we talking about? Here's a hint: It has to do with how you can pin-point an individual's desires, based on other online data. Find how to to use this to your advantage as an advertiser.

http://www.internetsales20group.com

Make Money Mondays With Sean V. Bradley & Jim Ziegler (Special Edition)

This is a SPECIAL EDITION of Make Money Mondays With Jim Ziegler!

RussWilliams.net

1. "I'm Just Looking" / "I am NOT Buying Today" / "This is the FIRST place I Have Looked" / "I've Just Started My Research"

All of these are the same basic objection

Rebuttal #1
Yes Sir/Ma'am, I understand completely! I have discovered that many of my customers would
prefer to do some research, drive a few vehicles of interest, and gain some financial information like price, payments, and the value of their trade before they would even consider purchasing a vehicle. Does that sound like the way you like to do business? Now, I know my inventory better than anyone. Were we looking at cars, Sport Utility Vehicles, vans, or trucks?

Rebuttal #2
Certainly, Mr./Ms. Jones, I wouldn't have it any other way! Every journey begins with the first step. The good news is that you are half way there because you have made it out to the dealership to see what is available. I really appreciate you giving us the opportunity to earn your business. Now, I know my inventory very well. Were we looking at cars, Sport Utility Vehicles, vans, or trucks?

Rebuttal #3
I completely understand! The car buying process can be a daunting endeavor. We have a HUGE
lot. Follow me inside, I will have just a few questions and then I can bring the vehicles that fit your wants, needs and desires to you! (Turn and walk towards the showroom)

Rebuttal #4
Yes Sir/Ma'am, I completely understand! Most of my customers prefer to do some leg work,
compare a variety of vehicles and get some realistic prices so that they actually have some information to ponder. Then, return tomorrow or perhaps next week to really nail down a deal. Would you agree? I know my inventory better than anyone. What is the most important feature you want out of your next vehicle?

Rebuttal #5
Yes Sir/Ma'am, I understand completely! The selection of a vehicle is one of the largest purchases we have to deal with. Many folks take the spending of their hard earned cash way to flipantly. I hope you will allow me to assist you in this process. Perhaps I can even make it a little simpler? Follow me inside, I will have just a few questions and then I can bring the vehicles that fit your wants, needs and desires to you! (Turn and walk towards the showroom)

Rebuttal #6
That is GREAT Mr./Ms. Smith! I have been assisting people in the purchase of vehicle for over 25 years! I will be here tomorrow, next week and next year. Now, I know my inventory very well. Were we considering cars, Sport Utility Vehicles, vans, or trucks?

Rebuttal #7
Yes Sir/Ma'am, I understand completely! The LAST THING I would ask you to do today is buy a car. Perhaps I can even make it a little simpler? Follow me inside, I will have just a few questions and then I can bring the vehicles that fit your wants, needs and desires to you! (Turn and walk towards the showroom)

NOTE: A seed is actually planted here. Later in the process, once you have earned the right to ask for the sale, you can say "Remember when I said:
"The LAST THING I would ask you to do today is buy a car", Well...

2. What is your BEST price?

The rebuttal to this objection depends on where you are in the sales process.

Option #1, BEFORE the customer has landed on a vehicle

Rebuttal #1
I am SO GLAD you asked me that, Mr./Ms. Smith! We do things a little different here at Rolling Hills Auto Plaza. We do our best to make the shopping experience as enjoyable as possible. So, we have marked the prices clearly on ALL of our Pre-Owned vehicles. We believe in giving you a fair price up front so I don't have to go back and forth with my manager, multiple times, to get you the exact same price. Does that make sense?

Customer:"Does that mean the prices are non-negotiable?"

Depending on the vehicle, there may be some wiggle room, but if you are thinking thousands then purhaps we should look at another vehicle. Actually, some of our vehicles have been discounted so drastically they ARE non-negotiable. Our customers have told us that they simply do not like the "games" and haggling that other dealers play, especially when it comes to Used Cars. Did you notice that this car has BlueTooth and a touch screen?

Rebuttal #2
Certainly, Mr./Ms. Jones! Being confident that you have not overpaid for a vehicle is VERY important. I will tell you this, If I couldn't give you the absolute BEST DEAL on the vehicle of your choice I would NEVER expect you to buy it from me. Now, I know my inventory very well. Were we looking at cars, Sport Utility Vehicles, vans, or trucks?

Rebuttal #3
Yes Sir/Ma'am!, You deserve the BEST DEAL! However, I can tell that you have done this before and would like to buy a vehicle with the least amount of stress possible, am I correct? I will let you in on a little "car industry secret", the best way to get the VERY BEST DEAL possible is to first find the vehicle that is right for you. Once we do that, be be prepared to BUY THAT VEHICLE! My Sales Manager is much more apt to give you his very best deal if you are prepared to take advantage of it! Perhaps I can make it even simpler? Follow me inside, I will have just a few questions and then I can bring the vehicles that fit your wants, needs and desires to you! (Turn and walk towards the showroom)

Rebuttal #4
Yes Sir/Ma'am!, I WANT you to get the BEST possible deal! I have been selling vehicles for over 25 years and I depend on return and referred business! When I see you at the Gas Station or the Grocery Store, I want to be able to great you with an outstretched hand and a smile. Not be ducking behind the isle thinking "OH NO! There's that guy/gal that paid for my Hawaii Vacation!" What is the most important feature you want out of your next vehicle?

Option #2, AFTER the customer has landed on a vehicle

Rebuttal #1
I am sorry Mr./Ms. Smith, I really must apologize to you. I must not have been clear when I spoke to you about Market Pricing. We do things a little different here at Rolling Hills
Auto Plaza. We do our best to make the shopping experience as enjoyable as possible. So, we have marked the prices clearly on ALL of our Pre-Owned vehicles. We believe in giving you a fair price up front so I don't have to go back and forth with my manager, multiple times, to get you the exact same price. Does that make sense?

Customer:"Does that mean the prices are non-negotiable?"

Depending on the vehicle, there may be some wiggle room, but if you are thinking thousands then purhaps we should look at another vehicle. Actually, some of our vehicles have been discounted so drastically they ARE non-negotiable. Our customers have told us that they simply do not like the "games" and haggling that other dealers play, especially when it comes to Used Cars.

Customer: How do you decide what is a fair "Market Price"?

That is a great question! It starts online. We have a computer program that shows us what competitive vehicles are selling for based on condition, miles and options in our area. Then we look to see how long a vehicle has been here and once we gather all of that information, the computer tells us what a fair price would be for that vehicle.

Rebuttal #2
Absolutely Mr./Ms. Smith! But please let me ask you this: Other than price, is there anything else preventing you from buying this vehicle today?

The price question is often the STATED OBJECTION, however it quite possibly
may not be the REAL objection. The customer's response to this question will tell you whether you are actually at the PRICE stage or if there is more work to be done.

Rebuttal #3
Certainly, Mr./Ms. Jones! I am on your side, I want you to get the Best Deal Possible! Now, before I go to work on my Sales Manager, if we come to terms on the numbers, are you prepared to drive this vehicle home today?

Again, the price question is often the STATED OBJECTION, however it quite possibly may not be the REAL objection. The customer's response to this question will tell you whether you are actually at the PRICE stage or if there is more work to be done.

Rebuttal #4
Yes Sir/Ma'am! Being confident that you have not overpaid for a vehicle is VERY important. I will tell you this, If I couldn't give you the absolute BEST DEAL on this vehicle I would NEVER expect you to buy it from me. Now, assuming we come to terms, where is the first place you will be driving your new vehicle to show it off?

3. I Need To Speak With My Spouse

Rebuttal #1
Absolutely Mr./Ms. Smith! I know my wife would need to give the okay on such a purchase. Is she available? (if yes)Let's hop in the car and go show it to her RIGHT NOW! (if no) Alright Mr./Ms. Smith, other than him/her seeing the vehicle, is there ANYTHING ELSE that would prevent you from taking this car home today?

If there are other "things" you are not done. If there are no other "things", and you believe the person in front of you whole heartily supports the buying of the vehicle, BCA them in the car.

There are no other rebuttals here. If there is a spouse, they must be involved, one way or another.

4. I Didn't Bring My Trade

Rebuttal #1
Absolutely Mr./Ms. Smith! But please let me ask you this: Other than your trade-in's value, is there anything else preventing you from buying this vehicle today?

The "trade is not here" is often the STATED OBJECTION, however it quite possibly
may not be the REAL objection. The customer's response to this question will tell you whether your customer is actually ready to buy or if there is more work to be done. If the customer states that their "trade not being here" is absolutely the  ONLY thing stopping business at this point, then the response is: "GREAT!  Let's go get it!". If this is impossible (wife-son-daughter have it hours away, it is in the body shop getting painted, or any reason that makes it impossible to go get, then, work the deal

sight-unseen.

"What do you think your vehicle is worth? How did you get to that number? How many miles? Can we run a CarFax? Do you have maintenance records? When was the last time you purchased tires? On a scale of 1-10 how would you rate your car mechanically Cosmetically? Based upon the information YOU have provided to me, if we can come to terms on a number for your trade, are you ready to do business TODAY?"

Again, There are no other rebuttals here. Generally, we will HAVE to see the trade to finalize the deal.

5. I Saw It Cheaper Somewhere Else

Rebuttal #1
Normally this customer statement is a lie or defense mechanism. If it is determined to be such go to the "What is your BEST price" rebuttals. However, it is occasionally a legitimate objection, in which case:

WOW Mr./Ms. Smith, I can see that you have REALLY done your homework here. Nobody could accuse you of being impulsive! I cannot speak for the vehicles found on other lots or in other towns, I can only represent a vehicle that I have in inventory here, RIGHT NOW. The car business is very complicated. I think the first thing I would ask myself is, "is that other vehicle EXACTLY THE SAME as this vehicle, the one you have already told me you are ready to drive home if we can agree to terms?" Is it the same year, make and model? Is it the same trim level package Does it have exactly the same options? How many miles were on it? What did the CarFax look like? Who owned it before? How was it cared for? Was it fully serviced before they placed it on the lot? Has it been Certified? Was it the Color you want? (Finally) Why didn't you purchase that CHEAP vehicle there?

The answers to these questions will guide you as to how to proceed. Even in the very rare instance where a customer has found THE EXACT same vehicle that is proveably cheaper, there are plenty of other things to sell. Yourself, the dealership, our financing, the trade value, add-on fees, proximity, reputation, and convenience. These things have value! NEVER DROP YOUR PANTS and don't bad-mouth other retailers.

6. I don't want to test drive.

Often this objection is more a symptom of poor salesmanship. The salesman has not done a proper job of fact-finding and rapport building and has failed to do a  strong walk-around presentation. A demo drive is the natural and logical next step if the sales process has been followed. However, for the sake of this exercise we will assume we have that  rare 1% that has gone through the proces and still refuses to test drive the vehicle.

Rebuttal #1
I understand Mr./Ms. Smith, when you see a car that is NEW (is in this great of condition *used*), it is probably safe to assume that it will be in excellent mechanical condition. However, the automobile industry has advanced by leaps and bounds over the last few years. There are options on cars now that may surprise you and cannot properly be demonstrated on a parked car. Buckle that seat belt, I will get us rolling.

Rebuttal #2
I completely understand Mr./Ms. Smith. I have heard of people who feel the exact same way! They felt like there was nothing to gain by driving a vehicle they have not yet purchased. However, most of my customers have found that by actually driving the vehicle they get a better feel for the road and a greater understanding of new breaking systems, crash avoidance technology, back-up sensors and cameras as well as ergonomic and entertainment features like the telescoping steering column, adjustable pedals, satellite radio, and personal synchronization features that let you use electronics devices like your cell phone and iPod, hands-free, while driving down the road!

Rebuttal #3
I understand exactly how you feel Mr./Ms. Jones! I used to feel the same way. Let's look at it like a pair of shoes. I wear a size 11 shoe. I have worn a size 11 shoe for 30 years. When I go to the shoe store I always go to the size 11 rack because I know, I wear size 11 shoes! Once in a great while, however, I am in a hurry and I just buy a pair of size 11 shoes and run to the check out because I am in a hurry. It NEVER FAILS, if I do not TRY ON the shoes they hurt my feet so bad, I can never wear them! Do you try on your shoes before you purchase them? Alright then! I REFUSE to sell you a car that will hurt your feet! Buckle up that safety belt!

7. I need to check with my bank on rates.

Rebuttal #1
Absolutely Mr./Ms. Smith! In fact we may have YOUR Bank's Rates right here! Our Business Office has done an outstanding job of building relationships with both local and national banks. Sometimes they can actually get a better financial package that YOU CAN at the same bank you have done business with for years! So, WORST CASE SCENARIO, Our Business Office gets you an amazing finacial package and you somehow find a way to do better!

Rebuttal #2 Works for majority of customers with little to no cash down or are upside-down in a trade. I understand completely! Keep in mind however, banks normally require a 20% investment from their customers in order to approve a loan. Obviously Sir/Ma'am with us carrying over $2753.00 from your last automobile and no cash down, you are a long way from 20% down. The great thing about using our Business Office is that we deal in volume. This means that, because of our strong bank relationships, we can often give our customers very competitive financial packages and get the substantial down-payment requirements waved! So, if we can get your financing handled AND not require you to put more of your hard earned cash down, doesn't it make more sense to give us a shot?

Rebuttal #2 Works for the minority of customers with strong financial backgrounds, large down payments or good trade equity. I agree with you 100% Mr./Ms. Smith! You have handled your business dealings impeccably from the very first time I spoke with you. You did your research, did your comparisons and spoke with other dealers to insure you were getting a great deal on your vehicle! I would expect no less on the financial aspect of our dealings. Doesn't it make sense to do the same due diligence and see what our Business Office has to offer vs. your local bank?

Watch this week's Think Tank Tuesday to learn how to tailor your marketing strategy to help turn your customers into clients.

http://www.internetsales20group.com

Make Money Mondays With Sean V. Bradley "Vendors vs Partners"

I just wrote a powerful article for the May issue of AutoSuccess Magazine and explained my opinion of Vendors vs Partners... People, there is a HUGE difference between the two. Watch this video and find out which ones you are working with at your dealership

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Make Money Mondays With Sean V. Bradley - "The Prosperity Equation"

Sean references Jim Ziegler's Prosperity Equation Book this week...

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Make Money Mondays with Sean V. Bradley - Automotive Internet Sales Coordinator - Appointment Setter

Do you know to effectively ensure your reaching all your potential customers? Watch this weeks Think Tank Tuesday to find out the steps you should be taking, and where you should be focusing your marketing strategy.

http://www.internetsales20group.com

Make Money Mondays With Sean V. Bradley "Special Edition Featuring Tom Stuker Of Spike TV's Reality Show Car Lot Rescue"

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Make Money Mondays With Sean V. Bradley "Seize EVERY Opportunity"

Words are cheap. What matters is the true belief system behind your words and the actions you take because of those belief systems. Economies don’t improve, people improve. Waiting for something to happen is for losers. The most important economy is the one created between your ears.

During down markets you have to get creative to make things happen. Although you may not be able to push a new car market if it’s not there, you can niche market, create affiliations, utilize your customer base better and push a used car market. In other words, there are options for success. Standing and waiting for the world to create your economy is not a good option.

There is an old quote that says, “When you go to work on yourself and get better it’s amazing how much better your customer’s get.” The one activity that can always pay off during a down economy is individual and organizational development.

Everything boils down to the four P’s of business - people, process, product and positioning. Do you work daily on your personal development? Do you work daily to increase your knowledge and ability to sell your product? Do you work daily to increase the effectiveness of your process? Do you work daily to increase your positioning through better marketing? If you work on these things daily you will determine your sales success in good times or bad. Good times will now become the norm.

Thoreau said it best: “Things don’t change; people change.” Make a commitment to figure out why you want to do something. When the why gets strong, the how gets easy. When you know why you want something, ideas of how will flow to you. Concentrate on the solution, not the problem. When you dwell on the idea of a prosperous market you create the reality of a prosperous market.

When you open the door to your belief system, you close the door of scarcity. When you are suffering from a lack of something it’s because you have a mental condition of lack. Everything apparent in your outside world of today is a direct reflection of your inside world from yesterday.

As you improve yourself you begin to think and act on another level of energy. Imagine the analogy of playing a video game and having to get a good enough score at one level to go to the next level. Once you improve enough you enter a whole other level that creates another opportunity for improvement.

Don't forget to follow me on Google

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Make Money Mondays With Sean V. Bradley "Motivation, Inspiration & Dedication"

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Make Money Mondays With Sean V. Bradley "How You Can Make More GROSS"

It looks like everyone wants to be in the automotive lead generation business. Over the last year I have been writing about Google Cars; a program (in beta testing) to present new car inventory to consumers shopping for a car directly in Google search results.  Dealers are charged by Google on a per lead basis. 

Today, I learned that TRUECar has expanded its lead generation network with a partnership with Allstate.  Industry blogger Jeff Collins shared the new Allstate lead-gen website on Facebook (shown below) and I was inspired to write about this development.

TRUECar already has a number of powerful business deals that generate high quality leads for car dealers.  TRUECar  partners include USAA, Consumer Reports, American Express, SunTrust Bank, and AAA.  TRUECar has reinvented itself after a well publicized series of stumbles last year.  It seems that they have perfected their business model to comply with state regulators.  The dealers who have returned on their program have told me that they are finding success with their leads and are still making decent margins. 

The addition of Allstate shows just how strong the TRUECar business model has become.  It is attracting Fortune 500 companies that are looking to monetize their customer base and add value to their members. For Allstate, the benefits of this partnership go beyond a revenue sharing opportunity since they sell car insurance.  If you can think of other companies that have a significant customer base, you can bet that TRUECar is pursuing that business.  

The TRUECar juggernaut is once again accelerating.  Scott Painter has done an amazing job of turning a PR nightmare into a flourishing business once again. Despite the turnaround, some dealers are still fearful that syndication models, like those operated by TRUECar, are bad for dealers because their own sales and DMS data can be used against them.

Do You Have An Inventory Syndication Strategy?

Many dealers are sharing their inventory to a number of the five Super Syndicators: Cars.com, Autotrader.com, KBB.com, Edmunds.com, and TRUECar.  Dealers are also using smaller syndicators like EveryCarListed.com, CarGurus.com, and CarSoup.com.  Some dealers are finding great success in pushing inventory to Craigslist or participating in a controlled marketplace offered by CarWoo!   The choices don't stop there! 

Recently serial entrepreneur Sean Wolfington brought to market http://www.Autoamigo.com in partnership with UniVision. The program claims to be the automotive industry’s first national U.S. bilingual car buying program for Hispanics. (See Press Release) Dealers wanting to reach the enormous Hispanic population now have another syndication partner to consider; Univision is the 1000 lb Gorilla in Hispanic media.

Successful dealers need to have a digital strategy that includes how they present their vehicles on their website as well as on their syndication partner website.  It can not be a set it and forget it strategy! With so many choices now, dealers must take the time to calculate the ROI from each syndication partner.  Dealers need to understand the specific value proposition from each syndication opportunity and be able to measure the impact on their sales. 

Dealers who are reading this article must make it a priority to understand how to do an ROI calculation for their syndication partners.

Just how many more syndication contracts can a dealer afford to sign?  Does there come a point where duplicate leads start to lessen the financial benefit of these services?  Should dealers just sign up for every syndication opportunity?  

From my conversations with dealers, the marketplace is becoming very crowded.  Each of the Super Syndicators are claiming that their site produces the best ROI. 

Paying For Duplicate Leads

With all the syndication choices presented to dealers, is anyone concern about overlap and duplicate leads? TrueCar will credit dealers for a lead if they can show that the consumer recent came into their CRM system from another source.  Other syndication services are not that friendly.For example, at this time the Google Cars program does not issue credit for leads they send dealers that also came into their CRM previously.

In addition to syndication, lead generation services from Dealix, AutoUsa, and AutoByTel are an important part of Internet sales each month.  Mix syndication and third party lead generation together, and you can see how easy it can be for dealers to get overwhelmed.  

There is no simple answer to which mix of syndication partners and third party lead sources creates the best ROI; it varies by market.  Despite the challenges, dealers need to get the mix right.

The Commoditization of Inventory

Is the TRUECar announcement with Allstate groundbreaking?  No. Will it enhance the program currently  offered to dealers with more leads? Yes.

However with more websites popping up every month claiming to get cars at a better price and providing a "better" shopping experience, the dealer's physical inventory is becoming commoditized.  Inventory in Google search results, inventory on partner websites, inventory for ethnic groups, and the list goes on.   

This trend is a wakeup call for dealers to make sure that they have a differentiated brand in their local market. Dealers need to be the local automotive expert in town that consumers trust. Brands that are only about price or payments will be lost in the sea of inventory syndication.  It speaks to having a dealership website that clearly communicates the values, ethics, and experience of the dealership.  Think video!  

It is clear that the lead generation marketplace is getting crowded, but when a consumer is connected with your dealership through a third-party, that first experience better be a great one.  Not a good one.

This goes back to some very "old" but timely advice.  Dealers need to make sure their phone processes are perfect.  With so many choices being presented to consumers online, if you blow the phone call, you may be easily taken off the shopping list.

Your Homework

1. Take the time to do the ROI calculations for each of your current syndication partners.
2. Test new syndication strategies with an open mind, they may very well add significant value.
3. Don't ignore the importance of creating a powerful local brand in a world of commoditized inventory.
4. Get your phone and lead handling processes perfected; consumers have more choices then ever.
5. Investigate the lead overlaps that are happening and understand the lead return policies of your partners.

Brian Pasch-

Source -

http://www.dealerelite.net/profiles/blog/show?id=5283893%3ABlogPost%3A359902&xgs=1&xg_source=msg_share_post

http://www.internetsales20group.com
Make Money Mondays With Sean V. Bradley "Its All Up To You & Your S.W.O.T."

So I'm at a two year old's birthday party this past Sunday when a seven year old walks up to my girlfriend and asks her to follow her on Instagram. It is literally amazing how technology that many professional adults are unaware of or not using is commonplace at this point to school children. I have young ones that I know who can use an Ipad, smartphone, or the
Internet better than most adults nowadays. How many of you out there remember when you got 30 minutes for $30month with your new Star Tac cell phone? Or the fear of going over minutes on your cell and getting a $500 bill? Fast forward to today and who cares about minutes anymore? Today, it's all about the data plan and text messaging. I took a look at my last few cell statements and I have not used more than 900 minutes in forever...but send/receive 9000 texts month in and month
out! Bear in mind I do not even have a home phone and haven't in years. If you are like me, it's almost aggravating when a friend CALLS instead of texts at this point...isn't it? So you are probably thinking... what does this have to do with automotive sales, or the title of this post? Well here it is: PERSON TO PERSON COMMUNICATION IS A FAST DYING ART! How will
future generations communicate with someone or something that doesn't have a "send" button on it?...or a controller? I've seen children text each other from the same room! So, take heart sales professionals. The future competition is thinning itself out without even realizing it. The value of a REAL sales person is rising faster than Google's stock
price on Wall Street. One that can COMFORTABLY communicate with another human being in person or over the phone. One that understands the importance of body language, tone and inflection, when to step on the gas, and when to hit the
brakes. One that can find common ground with a potential customer...sell themselves...sell their business...and sell their product effectively in person and during a phone conversation. For all of the Truecars of the ever changing and technology dependent modern world one thing remains constant...when
it comes down to the final phase in the buying cycle...PEOPLE WANT TO BUY FROM PEOPLE. There will be no automobile vending machines...no giant curtain to pull after building your car online. What there will be is very VERY few sales professionals left to handle...wait...this may scare the young ones...PEOPLE IN PERSON AND OVER THE PHONE. Frightening isn't it!!! So sales pros, keep sharpening your pencils, using sites like these to increase your knowledge base, attending 20
groups to perfect you craft, because in this writer's opinion, you'll be getting one hell of a raise in the years to come. We are all witnessing the death of the salesman (and women)...at least the truly skilled ones.

Automotive Sales - Car Sales - Showroom Sales - Training - Sean V. Bradley & Danny Alkassmi from Dealer Synergy on Vimeo.

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Automotive Sales - Car Sales - Showroom Sales - Training - Sean V. Bradley & Danny Alkassmi

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Tom Stuker, The Star Of The Hit Reality Show "Car Lot Rescue" Will Be A Speaker At The Internet Sales 20 Group

Tom wasn't able to make the last Internet Sales 20 Group in Chicago but he called in and conducted a phone training session on the way to Cambodia (I am dead serious) 

We are super excited to have Tom Stuker at the upcoming Internet Sales 20 Group. And Tom will be at the VIP Networking event at Eddie Deen's Ranch! 

YOU DO NOT WANT TO MIS THIS EVENT!!!