The automotive industry, just as any other industry in the world, evolves over time as technology advances and customer engagement changes. The way people buy cars is different now than 20 years ago, and the way dealerships sell cars is different than 20 years. What we’ve learned is that those who are surviving in the automotive industry today have survived Natural Selection because they have evolved with the times. Those who are currently struggling refuse to evolve. The tactics and strategies have evolved so much over the years. Those dealerships that have adjusted their processes and evaluated their vendors have not only survived the slump but have been excelling and succeeding beyond their expectations. In this Webinar, I will be discussing the changes in the Automotive Industry and what you need to do to stay ahead of the curve. The modern sales person can’t just follow the “Road to the Sale”. They must position themselves uniquely as Entrepreneurs, mastering more than just sales techniques. I will go into depth on what that means, as well as tips and advice to better position yourself to consistently sell 30 cars every month. Benefits of Watching this Presentation: During this Webinar, I will provide a detailed plan of action to properly calculate how many calls and appointments are needed each month to set yourself up to sell 30 cars a month. I will discuss specific digital marketing, advertising and sales techniques that will turn a car sales person into an Entrepreneur. Using facts, examples and real life examples of success, you will learn how to properly set goals and elevate your sales success.

1. The Evolution & Natural Selection
of the Automotive Industry
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

2. Based on the recent
article in On The Move:
The Evolution & Natural
Selection of
Automotive Sales
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

3. Sean V. Bradley
Founder and CEO of Dealer Synergy
Spoken
at over
90 NADA
& 20
Groups
Certified
FranklinCovey
Trainer &
Facilitator
Member of
The
National
Speakers
Association
(NSA)
Presented By Sean V. Bradley
Creator
of the
Internet
Sales 20
Group
www.DealerSynergy.com/888-3-SYNERGY

4. What You Will Learn:
Powerful & Important Statistics
What it means to be an evolved dealership/sales consultant
How to engage in Proactive Prospecting
How to create a realistic plan and stick to it!
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

5. What You Will Learn:
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

6. Powerful & Important Internet Statistics
92-99% of Americans go online
before stepping foot inside a
dealership.
The average buying cycle is 45-90
days – much longer than the 72
hours of 15 years ago
Car buyers typically spend over 11
hours searching online
According to NADA, traditional
advertising costs $640/car; But
internet advertising costs
$200/car
Car buyers on average research 58 different dealerships and car
brands before making a decision
Digital Marketing makes it easy to
track ROI; traditional advertising
is very difficult to track.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

7. Powerful & Important
Social Media Statistics
84% of US Vehicle Shoppers use Facebook
41% said they saw a post that caused them to add
or remove a brand from their list of choices
38% said they saw a post that caused them to add
or remove a dealership from their list of choices
45% of users asked their friends/family for
recommendations
25% of users said that social media significantly
influenced their purchase decision
Hosted By SeanSean V. Bradley
Presented By V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

8. Evolution of Automotive Sales
Evolution is the process of gradual
progressive change and development
The automotive industry has shifted to a
digital world, and dealers learned they can’t
keep doing what they’ve always done.
Dealers that embraced Internet Sales during
the recession not only survived, but thrived!
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

9. Natural Selection &
Automotive Sales
Natural Selection is the process where those that
possess traits that enable them to adapt will survive
more than others of their kind that lack those
particular traits.
Outdated, weaker, antiquated dealerships will be
consolidated and go out of business
Evolved, professional, modern dealerships will
thrive, grow and conquer the competition
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

10. What makes a modern
Dealership Or Sales Consultant?
Modern stores are immersed in Internet
Sales, BDC and digital Marketing
Modern stores are buying and generating
leads proactively, instead of reactively
Modern stores seek to find prospects
where they are – online!
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

11. Old and New?
Typical Sales Consultants and Dealerships are reactive in
how they handle leads, usually waiting for people to just
walk into the dealership.
Modern Sales Consultants and Dealerships are
proactive, engaging their prospects in different ways to
gain their business.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

12. Proactive Prospecting
Capture prospects at the
Instead of at their
Point of
Interest
Point of
Sale
If you can reach your prospects before they enter the Sales
Pipeline, you’ll have the ability to influence them more directly.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

13. ZMOT:
Zero Moment of Truth
The most influential part of a sale is the Research Stage, the time when a
prospect is using Google to search for customer reviews and reaching out
to their own social networks for suggestions and recommendations.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

14. ZMOT:
Zero Moment of Truth
Google
ZMOT Video
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

15. How Can You Position Yourself
& Dealership for Modern Times?
Post Testimonial Videos & Written Reviews
Be Active on Social Media Networks
Manage Your Online Reputation
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

16. Testimonial Videos
Videos index higher on Google than static
websites
99% of users do not look beyond the first page of
results
The more you show up in results, the less the other
guys do
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

17. Testimonial Videos
1. Film Videos
2. Optimize Videos
3. Deploy Videos
• New car sale
• Used car sale
• Service customer
• Female shopper
• VPP
• How-to Videos
• Geo target the title and description
• Use powerful key words
• Post to all social media pages
• Email to your customers
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

18. Testimonial Videos
Service Testimonial
Purchase Testimonial
Cherry Hill Porsche
2014 Honda Odyssey
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

19. Social Media
Suggested:
Facebook
Must
Haves:
Youtube
Review Blog
Flickr
LinkedIn
Twitter
Pinterest
Google+
Instagram
Tumblr
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

20. Social Media
Engage your customers and prospects and encourage
them to engage with you. The more back and forth you
have between your customers the more relevancy and
credibility you have online.
Sales Consultants:
Don’t expect your dealership to take on this role alone!
Be proactive by posting comments and feedback to your
social media pages and share some of the dealership’s
news and events with fans.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

21. Social Media
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

22. Online Reputation
At Delivery
Survey
Email Your
Contacts
• Rate Experience – 1-5
• What did you like best, why?
• Would you recommend us?
• Would you allow us to use
your review in the future?
• Send them this survey
• Ask for feedback periodically
• Encourage your customers to
leave feedback on review sites
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

23. Modern Sales Consultants can’t
just “think” about car sales as
“owning your own business”
You need to actually start acting
that way.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

24. But How?
Start with a plan.
> You can’t just follow the “Road to the Sale”
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

25. The Next Evolution of the
Automotive Sales Consultant!
Robert Wiesman
VSEO/Product Review
Elise Kephart
Video Responses
Presented By Sean V. Bradley
Joe Argento
Salesman Video/Branding
www.DealerSynergy.com/888-3-SYNERGY

26. Start with a Plan:
1
Methodical Road Map
• Create a Business Plan with a
clear end goal in mind
• Plan and prepare accordingly
to make sure you meet those
goals
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

27. Start with a Plan:
1
Create your Plan:
• How much money do you want
to make?
• What is your average
commission per unit?
• How many units would you need
to sell to hit that goal?
• Know your pay plan and any
incentives/bonuses to keep in
mind.
Presented By Sean V. Bradley
END GOAL
30
UNITS
www.DealerSynergy.com/888-3-SYNERGY

28. Start with a Plan:
2
Diversify how you sell cars
• There are 8 ways to meet prospects
• Make sure you do not rely on only one area
• Create a plan that reaches out to prospects in
all 8 of these categories
• Be aware of closing ratios when calculating
your goals
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

29. Start with a Plan:
2
Diversify how you sell cars
Be-Backs (50%)
Walk-Ins (20%)
Phone-Ups (50%)
Internet-ups
(50%)
Service
Customers (10%)
Previous
Customers (65%)
Referrals (50%)
Presented By Sean V. Bradley
Prospecting
(50%)
(Closing Ratios in Parentheses)
www.DealerSynergy.com/888-3-SYNERGY

30. Start with a Plan:
3
Internet Is Key
• In order to maximize the other areas, you need to
focus more online
• With positive, relevant and content filled pages, you
will attract more prospects from online sources
Videos Index higher
than static websites
Use Geotargeting
to make
your info
relevant
Presented By Sean V. Bradley
Update your
information
regularly to
keep it
current
Encourage
customers to
add their
own content
to your social
media pages
www.DealerSynergy.com/888-3-SYNERGY

31. Start with a Plan:
4
Emulate Successful Strategies
• Dealerships should emulate the OEM strategies with regards
to social media and online activities
• Sales Consultants should emulate the dealership strategies
with regards to social media and online activities
SEO/SEM
VSEO/Video
Production
Social Media
Retargeting
Online
Reputation
Website
Development
Focus
Sites/Micro
Sites
Blogs
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

32. Start with a Plan:
5
Practice a Proactive Mindset
• You can not afford to wait for magic to happen
• Be creative about where you find your
prospects
• The way you view the sales process will
determine your behavior which will determine
your results
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

33. Start with a Plan:
6
Methodical Follow Up
• Become an expert in inbound and outbound
phone process (including voicemails)
• Become an expert on inbound and outbound
email process
• Become an expert in Social Media
Communication and Reputation Management
• Become an expert in Video Messaging – utilizing
Skype, Face Time, Go To Meeting, etc.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

34. Start with a Plan:
7
Time Management Skills
•
•
•
•
Determine how you’re going to look for prospects
How many of them are in dealership?
How many of them do you need to call?
How many of them do you need to email?
Tip:
Be careful of distractions disguised as
opportunities!
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

35. Start with a Plan:
8
Accountability
• Identify appropriate
benchmarks and standards
• Create reasonable projections
and goals
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

36. Start with a Plan:
8
Accountability
• Track and test your
progress throughout the
month
• The right number of
conversations will result
in the right number of
dealership visits which
will result in the right
number of units sold.
Presented By Sean V. Bradley
60 Calls a day
X .14
14%
Connection
Ratio
8.3
Connections
Daily
www.DealerSynergy.com/888-3-SYNERGY

37. 8
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

38. Start with a Plan:
9
Master Your Craft
• Master the “Road to the Sale”
• Master your Product Knowledge
• Master the art of passionately explaining the features and
benefits of your brand over your competitors
• Master your articulation of why your dealership’s VPP is better
than any other
• Become a master at qualifying a prospect and determining
their wants, needs and expectations
• Master an arsenal of 5-7 rebuttals for each one of the top 10
objections
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

39. Conclusion
If you want to not only succeed, but
thrive, you need to evolve or natural
selection will take over.
If you want things that the average
sales consultant doesn’t have, you
have to do things the average sales
consultant isn’t willing to do.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

40. Conclusion
Be Proactive
Have a Plan.
Keep Evolving.
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

41. For More Information:
Register Today at www.InternetSales20Group.com
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY

42. AutomotiveInternetSales.com
Presented By Sean V. Bradley
www.DealerSynergy.com/888-3-SYNERGY