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It’s an Honour to be representing the team at Go Auto Southtown Dodge in these walkaround videos!

Big thanks to the video production team at Strathcom Media. The way they stitch together my speech and make me sound do much better is GREATLY appreciated.

My question to the Car Industry leaders today…

I have a question I was hoping we could discuss, and it may be a little above my pay grade so to speak, but I think I can justify my asking.

I think I totally “get” what you are trying to do with the dealership business. At the end of the day, cars are not what they have always been. At one point in time the car was first a Luxury, and then a tool, but ultimately a tool that had to be sold.
As time went on though, people are sold on the idea of “Cars” and at the end of the day figure out what kind of car to buy based on the combination of which bumper they like the most and how much money they had available on credit to spend. Cars have nearly become commoditized like coffee beans did.
At one point in time, Coffee was a luxury, but over time, it became a commodity. Just cheap production of beans, if you had a better bean, you could charge a little more money, but not much. Money was made in much LARGER amounts, but in far smaller increments.
Then Starbucks came alone, and turned a 50 cent drink into a 5 dollar drink on service, experience, ambiance. What was once a “Free Refills” 50 cent upwell to a food order, became the centre of the experience with FOOD becoming the upsell.
I see this happening intensively in the car business. Luxury brands selling vehicles based on a level of service, not so much mechanical advantage. The goal is now trying to turn every customer into an equal opportunity with its commission structure as well. So it becomes an industry that succeeds on service, not price.
So the question I have is;
What is the strategy behind dealing with sites like Car Cost Canada and Unhaggle?
I am not saying these sites should go away, I am just saying it feels like we are being awfully attached to the information less world of car sales by still whacking people when we get the chance, in many cases only making up for our losses. The very automotive process assumes that price is not a factor, when we are paying sites owned by 3 or 4 nerds who are making a pretty decent living finding what our customers want and helping them get into buying mode faster than our news paper ads do.
On one hand, we are praying to god that this customer ISNT a CarCostCanada.com or Unhaggle.com customer, on the other hand, we are paying them, and FUNDING their efforts in making $25 for every person that goes through their lead generation system. So we hate them, but we fund them. We fund them to perpetuate a myth, that the car dealer is out to get them, that we are bad. They post videos and sponsor blogs to show up higher on Google, that teach people to “never take the first offer” and “know the cost of the vehicle before you go to the dealership”.
Then, and only then, after many people have searched out the Car they want, a Toyota, and how to buy a car, from a blog, then how to know what the cost is on a car, only THEN do we want to interact with the customer.
Then after we do exactly as they were taught, we send them on their way, with a cost plus $500 or Cost plus $1000 deal. Sometimes, we even take losses, why? Because they were also taught to not just buy from the dealer, because we can compete, so sometimes it becomes a
“who’s the bigger loser?” “Who wants in more?”
Race to the bottom.
Then when we get a good customer, a trusting customer, a friend or referral, we Whack them and make up for the losses we took on that one smart guy, and that mere $1000 profit we made on the CarsCost guy.
Then after all is said and done, the guy who we made nothing on, still thinks that car dealers are snakes because they negotiated to below cost, and were originally going to charge them $2000 more… which would have ACTUALLY BEEN COST!
It is the restriction of information that has LED to this problem in the first place, it is the lack of trust continues to perpetuate the losses, and whacks way of doing this.
It makes NO sense for us to Five pay a trusting “Freddy” customer to make up for the “cheap prick” that got us to go to below cost on a car.
If we are making an average of $900 or $1500 gross, and we want to make that $500 more, all we have to do is NEVER take a loss, and only sell cars at $2000 over cost or more.
Sure, the argument can be made that we will lose a large portion of our customers to those who would want to haggle. But WHY do they want to haggle? Because they feel they have to.
The ones who haggle never feel like they got a good deal unless they continuously ask others, now on FACEBOOK AND TWITTER, how much they paid, and to anyone that ever trusted a dealership, quickly tell them that they paid too much because they got it for “X” price. In many cases it may not even be apples to apples comparisons, but they still trust a car-illiterate friend, than a car dealer. Then we fund sites that “Protect” them from us, that help them “beat” the dealer!?
We fund this message?
That was like when the tanning industry funded the spray tanning industry, then ultimately funded the business that said;
“Tanning is dangerous, just paint yourself with chemicals instead!”
and helped create a large competitor for the same customer, and ultimately led to salons having to embrace both and in some cases, switch entirely over to spray tanning to stay open, and find a way to keep a uniform message on both options.
In an industry where we will fund someone, who makes us look bad, just so that we can be perceived to be “on their side” instead of our competitor being in that position, why don’t we just do it ourselves?
The process of buying a car comes so far before we even get to a dealership site.
The customer is loyal to the place where they got the most comprehensive information. That is why we have a trade calculator on our site, the problem is appraising a trade needs far more of an expert, than someone to show the car. Selling the car is easy when they trust you, so make us more trustworthy, don’t be afraid to admit we need to make money.
I don’t know, just makes sense, if the average gross on a car deal is down to $500-$1500 a car, it only make sense to starbucks the industry, commoditize the product, and sell the service.
We become the unhaggle, thats how we earned trust and brand loyalty online, rather than funding people that are perpetuating a negative stereotype of car dealers.
Just my two cents.

You wanna know how to sell a lot of Cars?

I was talking with a guy at work, let’s call him Dodger. He’s an older guy in the biz, been in a few years. He has that Golden Retriever type temperament.

Some guys are just old war Hero’s that have this cock swagger of James Bond thing goin on – which is cool – but sometimes you get some real pieces of information from this guy, delivered in a way you almost feel obligated to respect. Yet never doubt it because your guy says he’s spot on.

I was talking about how I don’t know what to say when people remark on my sales throughout the day. I don’t see anything special. I’m just a 7 or 8 car guy, just twice as stressed out about making money, who works double the hours.

New people sometimes ask how I did a little above average or got the hang of it a litter quicker than normal. All I really can say is that I really wanted to. I just wanted to get past that awkward moment where you’re new and get to be good so I listened to everything the best had to say. I realized that there was probably a ton of ways to get it accidentally right, but from owning a business I learned that ‘accidentally right’ is just laziness. I would see it as laziness from my staff.

If anyone had anything to say that might help me sell more cars, it was the guys who have to go home every day after trying to teach people how to do what they know to be as second nature.

So I tried to listen to them and know WHY they want me to act a certain way, and what mistakes they learned from not doing it that way. Kind of like learning how to not get hurt on a rig. There was both body and mind tricks to make sure you didn’t catch yourself in a tight dangerous spot on a worksite, so it’s kind of like how to not get yourself into a bind in a sale, surely this could be beneficial to me.

Then I heard someone say “tell em what you’re gonna do, then do what you say you’re going to do, then tell em what ya did” and that made sense.

We all know it’s the right thing to say, to pronounce that we care, and that we will check in on them, and that we trust this to be the best vehicle for them.

But it’s another thing to actually do it.

I realized how big this was, to ACTUALLY give a fuck. If you could just honestly, try to really appreciate and give a fuck that these people parted with 40 or 50 THOUSAND dollars and 5-7 years of their LIVES, to a decision they make THAT DAY. When they go through that, they need to know you give a fuck like a doctor has to give a fuck when you’re on a table bleeding to death.

I honestly can’t WAIT to call my customers in the snow and hear how awesome their cars are in the snow compared to the last one.

To hear how yes. Their car IS still running great and how helpful this has been for the family. How YES they are happy still and don’t need another one. Because the minute they aren’t happy with it, they will be waiting for my call to say;
NO! This vehicle is no longer good enough”, I can get them a new one right away.

I think if there is any kind of advantage, it’s not the words, or that I’m smarter, or that I have some kind of “gift”. I’m just an average guy that’s stressing more, because I really worry about how happy my customers are……. And I think my guests can sense that? Maybe it’s just a little extra openness and letting them know I really actually want them to be happy, because you can appreciate the money they are spending, and understand it’s not about the profit, or the payment, it’s not about how much they want to see for their trade in.

It’s about you GETTING, that this is a huge decision for them, and it’s just your day job. But that if you actually give a fuck, they might pick up on that.

Rolling over the Curb

So I am just finishing up the 60th day straight I have worked without a day off at this new car sales job.

After reading the first 90 days. I am pretty sure I need to keep working another 30 days but now I get one day off every two weeks to regain energy, and I know why.

The Slump. If you completely immerse yourself in something for 8 hours a day for 30 days, you start to notice how much better or easier that thing has become. By day 45 you almost start to feel that you are the best that there is. At this point you will begin to think that you are in fact so naturally talented that you can begin to alter the process. Then you get into a slump.

So here at day 6, I find myself on the end of a 4 day slump where I have only sold two cars, one was to a situation where there was no way they were getting financed but sometimes they work miracles happen so it was at least worth putting into the hopper. The other, a sale that seemed to just go way too easy, and would probably turn into a crazy lady the next day demanding her money. Like a girl angry after a one night stand.

Its taken me those 4 days to figure whats going on, its a slump, where you lose your groove, and suddenly begin to get frustrated and confused, even impatient and resentful.

I hit that wall today, I found myself trying to skip through the emotional process for people to buy a car. Its a loss of respect for them. Which is when all of a sudden you lose what makes you genuine, and try to make up for it by just essentially “Telling them” what to think, and not helping them begin to feel comfortable to make their own decisions, and to help facilitate their choice.

If that seems a little convoluted…

“It’s like walking up to a girl and saying;
‘Hey uhhhh… I know that I’m good looking enough for you, wanna just skip this whole courtship process and go bang right now. My place?’

IT WOULDN’T WORK!

Yes, of course I am sure some of the time it works, but as far as closing ratio goes, you can’t bet on that. You have to give them the emotional experience they expect. If you alter that process, you will stray. If you lose respect for their own needs for a comfortable rate to trust someone, they will very rarely buy.

I had that happen to a guy today, who wanted a lifted truck, and I totally just tried skipping the process basically just trying to close them on the parking lot, in essence skipping steps and having it cost me the proper rapport needed to sell.

This is where the saying “back to the basics” comes from. You have to go back to respecting the process and trusting yourself to know the right points to transition from step to step seamlessly, so that you never seem threatening and always make them feel comfortable. That is what makes it so you have a high percentage closing rate in this business, its an utmost adherence to a process and becoming very good at repeating it without the emotional temptation to skip steps affecting you. That is just as much a skill as knowing product knowledge. The better you can get at that, the better you can get at sales. When you are new, and struggling with the process, it’s closing that you are uncomfortable with. Once you figure that out, and have the process figured out, it is staying emotionally and intellectually aware of the need for people to naturally develop trust and rapport to keep yourself in line.

By month three I hope to be learning what a top level sales person is struggling with.