Automotive Sales Training – Sales Person OEM Training Stan Sher of Dealer eTraining discusses the importance of automotive sales consultant OEM certification in the dealership.
It is Monday evening and you are back from the 2013 NADA convention. You have travelled across the country to attend workshops and meet with vendors to review the latest and greatest products in an effort to improve your own business. At this point, you are happy to be back because you feel like you lost a few important days of being productive and running the dealership. Tomorrow you will…
Eric and Apple Honda are a proud Dealer eTraining client.
Eric Nichols, Internet Sales Manager for Apple Honda put out this video on SocialCam. I had to share this because it makes me appreciate what I do for a living even more. I love working with automotive dealers and helping them become successful. I was able to help Apple Honda achieve improvements the same exact way that I have done it for myself in past. When I work with a client I give them my best and I do things exactly how I would do them if I was working for them. Eric also thanked TrueCar for sponsoring his trip to Las Vegas for AutoCon 2012. I had to share this video here with everyone.
Instead of changing the status for an internet lead to “dead” or “bad” because there is no phone number available, learn how to fix bad leads that have no phone numbers by using social media and cost effective tools in order to maximize opportunities and increase connections with more prospects. Also we will cover some simple word tracks that help build rapport with that prospect once they are on the phone.
- Stan Sher President , Dealer eTraining As one of the top experts in automotive internet sales and business development today, Stan Sher has been training dealers best practices with regards to internet lead management, sales process, and business development process. He currently writes for numerous automotive dealer publications including automotiveinternetsales.com where he serves as the editor. In addition, Stan is a frequent speaker for the Greater New York Automotive Dealers Association as well as numerous industry conferences.
It’s that time of year again. Yes, one of my favorite blogs of the year. I have always enjoyed writing about my experiences at conferences and conventions. This blog is going to be great. Why so great you ask?
Wait for it…
Wait for it…
Wait for it…
Boom…here it is.
This has been my most productive and educational NADA convention out of the three that I have attended. I realized this year the importance of spending a whole Friday on this trip and even a whole Monday (which I missed out on). I met some really great people and have connected with some great vendors. This time I had a chance to attend more workshops and pick up some great new ideas to better myself as a business professional. Let’s get started…
I was talking to Jim Ziegler on the phone today and he told me that I have come a very long way. I had responded to him by saying that I have just begun and I am still on my way. Love me or hate. Believe in me or don’t believe in me. It does not matter to me. I am out to bring greatness for our industry and will be a leader. I appreciate Jim for friendship and support.
NADA 2012 has proven to be the ultimate convention to be at. It all started with my arrival on Thursday. I had traveled with my very close friend and colleague, Mark Rodriguez (Auto Client Care). Mark is a very dear friend who has collaborated with me on several consulting projects. His specialty is phone training for sales, internet sales, BDC, and fixed operations. He is an excellent trainer and has been constantly evolving with technology which allows him to bring value to dealerships. Mark is a top rated speaker for the Greater New York Dealers Association. Mark and I will be collaborating on a workshop for NJCar on March 13, 2012 that is titled “BDC Boot Camp”.
We arrived in Las Vegas and visited our dear friends, PCG Digital Marketing at their Digital Marketing Strategies Conference. We got see some great people like Glenn Pasch, Cory Mosley, Jim Ziegler, and many others. We had some lunch and decided to do some gambling. I won $800 and decided to be generous. I treated my buddy Mark to a show, Cirque Du Soleil “Love”. This was an amazing time and it proved to be one of the best shows that I have ever been to. I made it to the PCG reception and catch up with friends, Elise Kephart, Lizelle Landino, Jody Devere, Gene Kocibua (one of my clients), Brian and Glenn Pasch, Eric Hoopman (Dealerfire), and many others. Towards the end of the night I joined my VinSolutions friends at Sean Stapleton’s suite for the VinSolutions party. It was great networking and a great time to catch up with friends. I got to see my friend’s Larry Bruce, Dan Moore (Smart Web Concepts), Arnold Tijerina, Eric Sietsma, and many others.
On Friday, I picked up my badge and attend workshops that were led by some great industry friends. I started the day with seeing my friend Jared Hamilton (Driving Sales) who taught a very powerful workshop on management reporting. We continued the day with a workshop by Jennifer Suzuki (eDealer Solutions) on handling incoming calls. The convention day ended with a workshop by the always amazing Todd Smith (ActiveEngage). The parties that were attended were the ADM Member Reception hosted by Ralph Paglia and Brian Pasch. I had some productive business meetings, networking opportunities and a great time speaking with friends (old and new). After this party, my friend Gene Kocibua and I went to another hotel to go to the Tier10 VIP Marketing party. A thank you to Sean Wolfington for having us at the party.
Saturday is when the action began. I spent the full day visiting booths and seeing my friends from the industry. I got to meet my new friend Ken Engberg (DealerTrack) as well as many other people. It was great to see Fran Taylor, Rob Fontano, my DealerOn friends, PCG Digital Marketing friends, and many others. I had some incredible business development meetings with some great people. My business, Dealer eTraining has really started to show signs of growth and opportunity as dealers expressed interest in my service and vendors saw the value of what I can do for them. I must have spoken to over 200 people that day. That night was another time to network and go to some great parties. I had met Paul DeMoret (http://scan123.com/) and had dinner with him and my friend Mark Rodriguez. We went to the eBay party and saw Vanilla Ice perform. I played some more Blackjack and won some money.
In this event I reunited with my old Dealer Synergy friends. Sean Bradley has taught me well with my time with him. He was a great influence for me to do what I am doing. It was amazing to see him.
We finished off Saturday where I continued to have big meetings and business development opportunities. The parties that I went to were hosted by PCG Digital Marketing/KPA/Colorado Dealer Association for Super Bowl and DealerTrack for their beautiful event. The following morning we department back home to continue a productive week.
I have been spending my week making this dealership that I am representing bigger and better. I am also spending the week catching up with my connections and developing relationships that will help our industry continue to grow.
How was your NADA 2012 experience? Please share your thoughts.
We have been very busy here at Dealer eTraining help dealerships grow and improve their internet sales and bdc operations. We have been growing and making progress as our dealer clients start to see an improvement in their processes. In an effort to continue growing and bringing more solutions we are looking to expand our footprint.
For a limited time, Dealer eTraining is hosting a promotion.
Dealer eTraining is offering a free internet department, bdc department, and/or sales department analysis. Did we just say free? We sure did. Any dealership that contacts Dealer eTraining will get a free strategy session.
What does a strategy session give the dealer?
-Your dealership will get mystery shopped by email and phone.
-Your dealership marketing initiatives will be evaluated. This includes websites, advertising, merchandising, and social media efforts.
-Your dealerships follow up progress will be recorded and reported back to you.
-A strategy call one on one directly with Stan Sher, president of Dealer eTraining. This is a 30 minute call where dealers and management can discuss tactics on how to move forward to grow success in the dealership. This will be in the areas of effective lead management, CRM/ILM, digital marketing, social media, an introduction to Lead Re-Generation (a Dealer eTraining exclusive).
This is easily a $2,000 value. We are offering it at no cost to dealers, dealer groups, independent dealerships, and vendors that want to help their dealer clients improve their processes.
Why are we doing this? Again, we want to help dealers be successful first and foremost. Dealer eTraining was created with the goal of creating opportunities for automotive dealerships to drive more traffic to the showrooms and ultimatley sell more cars. After spending many years in dealerships working in various roles, we have seen what works and what does not work. We talk to automotive dealers every week and we know what they really need. They need guidance to move ahead and dominate their competition. They need ideas that will help propel them to the next level. They need training that works.
Nothing can stop the man with the right mental attitude from achieving his goal; nothing on earth can help the man with the wrong mental attitude.
How many times has a customer been difficult to you on the phone? If you are an automotive professional like me, chances are that it has happened a lot. These days, we have access to numerous resources and technology that allows our dealerships to constantly stay in front of consumers. However, very few dealerships out there are leveraging these resources to engage their customers on the phone. In the modern age with our consumers being wiser than ever, car shopping lines such as “Price is the easiest part of my job” will just not cut it.
We need to be creative and think about all of the tools that we have. We have reputation management for the purpose of SEO and driving more traffic to the dealership. Did you know, however, that you can use your dealerships positive online reputation to overcome objections?
For instance, you have consumers that are weary of dealerships because they had bad experiences in dealerships before. A great rebuttal would be something like, “Here at ABC Motors we are one of the most reputable dealerships in the area. Don’t just take my word for it. Google our dealership and read the reviews for yourself.” Before you say something like this, however, make sure the information is true, because customers will visit the site.
Next, there are consumers that want to do business locally to avoid the hassle of driving far to purchase their next vehicle. These people need to be aware that the dealership is very active in supporting the local community with charities or big events. We want the consumer to understand that we will treat them as if they are a part of our family. Did you know that you can talk about your dealerships contribution to the community to overcome objections?
A great rebuttal would be something like, “Here at ABC Motors, we are a family owned dealership and we provide a lot of support to our community which you are also a part of (mention charities and/or foundations). So you can rest assure that we will take care of you on getting you the best possible deal and provide you with the level of service that you deserve.”
The subprime consumer can sometimes make the process more difficult than it is, because other dealerships are always giving them false hopes and a runaround. This makes them feel like they are wasting time and losing patience. We need to be able to slow them down and let them know that anything is possible as long as they help with cooperation. Did you know that you can make more appointments with subprime customers by using videos to prove your point?
“Mr. Jones, I understand that you do not want to come in unless you know for sure that you are approved. You are not the first customer that I have had in a similar situation. I am not here to give you false promises. I am here to let you know that we will work hard to get you approved. As a matter of fact, I have proven testimonials of customers just like you that can share how simple this process was for them. Would you like to see them?”
What is the bottom line? Your dealership has so many marketing resources that are being used to drive business. Try using them when handling difficult objections. You might discover that you’re breaking the ice with the customer and forming a strong relationship. Someone once told me, “You have to get people to like you, trust you, and believe in you”. This is the right start to do just that with your prospects.