Stop Chasing Shiny Objects (and Start Selling Cars)!

Stop Chasing Shiny Objects(and Start Selling Cars)! Social Media is so Yesterday - It’s Time for You to Drive the Activities thatReally Matter in the Dealership of Tomorrow! Steve Stauning

Quick Agenda 1. Identify the Shiny Objects 2. Learn What To Do

Shiny Objects Test • Is it being touted on the blogs? • Are you a complete idiot if you don’t dive in with both feet right now? • Is it going to revolutionize the industry? • Is it fun to do? • Squirrel!

Are Customers Losing Pinterest? • 4sq has 20M registered users • ½ of all Twitter Accounts have never Tweeted • 39% of @Facebook followers are fakes • And now, someone wants you to focus on Klout, Tagged, Tactilize, and Pinterest?

Are Customers Losing Pinterest? But, Pinterest is all about buying, right? • According to Zappos, customers were 13X likelier to share an item they bought on Pinterest than on Twitter. • Tweets generated $33.66/order • Pins generated $0.75/order

Social Media Overload Are you going to just let your team keep playing here, or do you plan to sell cars?

Let’s Agree to Outsource This • Would you let one of your service advisors film your TV spots? • Would you allow your receptionist to design your store’s logo? • Would you permit a lot porter to manage your online video presence? • Then why are you allowing someone tasked with selling cars to create your social interactions? • It’s marketing and it’s a shiny object…

Stay Vigilant • A lot of outsourced Social Media is a gazillion times worse than doing nothing…

>6,600Likes

So What Do You Do? • 10 Years Selling Beer… • Eye Level • On the Handle • On the Hinge • Displays and Banners • It’s a ROADMAP of ACTIVITIES! ACTIVTIES!

Vendors are a Distraction • Unless they’re training your team on how to get the most out of their product… NO VENDORS

Beware Vendors with Awards • Industry awards are most often BUNK! • Can become the shiniest of the shiny objects • Changes your focus from skepticism to price • Criteria? Transparency? $? Gaming? • They give awards to anyone…

Stay Goal-Focused Truly groundbreaking stuff here, but… • The goal of your website is to drive conversions • The goal of your emails is to drive phone calls • The goal of your phone calls is to drive appointments that show • The goal of your appointments is to increase your chances of selling a car!

Why Appointments? 50% • You close about 2 of every 10 traditional ups… • But, even if you’re just average, you close about 5 of every 10 appointments

Stop Paying for “Passive” Sales 5% • “Be sure and ask for me” • Without a confirmed appointment, you’re lucky to sell the car… • Assuming just 2 average competitors: • If both set an appointment and you don’t… • 50% X 50% X 20% = 5%

The Phone is Everything 8-10 …and always has been

Less is More – Phones • Shut up • Treat every lead like an order • If you must talk, ask for the appointment • As I said 4 slides ago: The goal of your phone calls is to drive appointments that show

Less is More – Shows • Shut up • Treat every appointment like a delivery • If you must talk, trial close • If you treat me like a traditional up: You’ll close me just20% of the time!

Management Activities 4 Most Important Activities Missing Today: • Save-a-Deal Meetings • Be-Back/Owner Marketing • Pre-Appointment Preparation • Enforcing the Process

“I Keep Telling These Guys…” • Management needs to grow a spine • Management needs to lead by example • Tracking and measuring • Accountability (this works for vendors, too…) • ACTIVE Activity Management

Your Team Wants… • Guidance • Expectations • Goals • Accountability • Leadership

Thank You!Any Questions? Steve Stauning Steve@DealersUnited.com

Stop Chasing Shiny Objects (and Start Selling Cars)!