Hey thanks. Checking out the dealership.
Fix a podcast. This is episode 66.
Joey Rebellion. The BDC expert.
How to effortlessly and quickly be able to follow follow up with
qualified leads and maximizing your Roi.
Your return on investment for the money that you guys are
spending for your dealerships on trying to get new customers
through the door. I'm going to talk about syncing
that process. Oh, sales and follow up with
marketing because it's all part of a flywheel.
And if you think about gears, if you have the wrong gear ratios
on your just essentially going to be grinding them all the
time, and you're going to feel like you're stuck in a rut, and
you're not actually moving anywhere.
And that's actually a Perfect Analogy to how a lot of
dealerships feel. So this goes speaks to the the
theoretical aspects and the technical aspects of relieving
some of those problems. Lems so that, you know, you can
really take a break loose and it could be a lot more effective.
So we're going to talk also about using lead, follow-up, and
automation technology to really get you to.
What's most important, right? Selling more fun and having
happy customers. So why listen to me at all?
You know you guys have your time is extremely valuable and you
hear joining us today spending time to learn, but you want to
know that you're you're learning from reputable sources and for
reputable people. So this stuff, you know, kind of
boring. I won't spend too much on it but
I've got personal experience and over 15 years in digital
marketing, my career actually started back in a car
dealership, which shortly thereafter as the marketing
director in a power sports dealership.
I identify the enormous disparity between the resources
that are Sports Marine and RV dealerships get.
And I was also in your shoes in having, you know, the burden of
marketing for dealership and then Questioning are these good
leads, how do we integrate everything?
So many of the questions that come into mind when you're
having to essentially be at the helm of that, right?
You'll see that I have collaborations with a lot of
really cool industry. People one of them being here
with us as an attendee another one actually being with us as a
panelist and so I've been very blessed and very lucky in that
sense and Yeah, so essentially we've gotten to work with dozens
of top of the powers of Powersports dealers and I'll
show you guys an example, a few of them.
Let me know if you guys can still see my screen, okay?
If you can hear me, okay? This is this is our family,
right? This and I just come packet it
to just one slide because 4 times purposes.
It is an example of some of the dealers that we help and we
really consider them as family. The goal is to essentially work
with them to get their marketing and their follow-up investing
using the right tools to not only just It's sales.
Like, that's a very simplistic sort of.
I mean, simplistic, it's complicated.
But it's just when you're talking about your goal and you
just say, Okay, I want to increase sales, that's very
singular. The goal is also, you know, to
grow leadership and the culture in general at the dealer, by
having the right things in place, right?
And being being able to be backing off my twin Joe, you
know, going to like, Simon Phoenix.
Why I love that, the original TED Talk.
That kind of launched them on that and what we have found out
and I'm going to show you guys with regards to the process of
BDC and follow-up is details aside, by the way, not having a
clear. Why you're in business?
Why you're doing certain things that they lead you to have these
things that were you seemingly essentially feel stuck, right?
That is like, out of all the dealers that we've helped.
We hear this very often. We hear that there's in the may
not necessarily use the Retractable stock.
But there are certain pain points that they go through
which we hear constantly in this one's want one of them.
It's at the core of it. We hear some other things like,
well, you know, I've used marketing companies and I feel
they're unreliable. Then I hire somebody in-house
and you know they are not able to handle as much as I thought
you know. Well this the offseason sales
are slowing down, its how it's hard to follow up with Lee.
Leeds. And another common one is, you
know, I'm getting tons of lead from online, but they're not
good quality. And I'm going to going to
addressing for every single. One of these why what most
people perceive to be the actual problem is not and it actually
boils right back down to being able to get that right ratio on
that gear, making the flywheel just function the way that it's
supposed to just nice and even right in the cases of what we've
seen. All the beaters, we work.
We see that there is a good chunk, is kind of like that
Economist 80/20 rule. Right?
Similar scenario where like 80 90 percent of the revenue is
being taken by the top-performing, you know, 20 or
10 percent dealers. Now let me show you guys a case
study. That's super important here with
regards to an example of how we've helped some of our clients
and it can press it. You can we can all agree by
looking at it like Like, wow. Yeah, the marketing is working.
And then I ask the question, what does it matter, right?
And that's where there's an important differentiation to
know that whoever you are. Moving forward to be your
marketing partner, whoever is going to either handle your
marketing, whether it is in house or a third party or
whatever the hell else maybe morning.
But overall, it's going well, but I'm sorry.
That's okay, we're good now. Okay.
Joe there's your technical difficulty.
It's out of the way they're sailing.
You're ready to rock. No issues.
Yeah, so all right. Cool, cool deal.
So, essentially, long story short is I asked the question
did the marketing. The most of them are going to
work, the question is, did it matter.
And why do I ask that question? It's not to be - it's because
that's what's going to lead us. Down the path of being able to
truly really understand. The how to how to know, what
year to put in the flywheel to make things work for you.
One of those things that supercritical in the process is
determining your Roi AKA return on investment of your BBC.
Now when I say BBC in any of these slides just no guys.
I'm talking about Business Development Center, I'm talking
I'm speaking generally with regards to follow up.
So later on you hear me mention that you can have If you look at
bullet point number one, whether you do it in house or outsourced
BBC even though technically the term refers to an outsourced BBC
in in this case of what we're seeing today is is referred to
as just your follow-up in general, so just keep that in
mind. So with regards to figuring out
your return on investment, right?
You're going to have to look at it but few different things to
understand where you're at. Number one, are you going to do
with somebody and how somebody is hired full-time?
And there's a whole laundry list of things that actually could
help you identify. We've got some material that may
be able to help you identify what's a good fit for you if it
doing it in-house or being outsourced.
And so just hit me up on the chat, let me know that you're
interested and I can send this over to you.
How many leads are you generating that matters?
Because number one, if you're doing it in a house, you need to
know the capacity of the one particular internet.
It leads manager and if you're Outsourcing it vast majority of,
you know, follow-up companies are going to charge you based
on, you know, the tier of leads that you're having to coming it.
You need to have a good handle on like the software, you're
using the training and the configuration, taking into
account learning curves, how long it's going to take their
staff to get up and running. And then of course, you need to
know what the cost of generating your leads are right.
So what The cost of a bad BBC strategy and that's really truly
important because you know, this is where kind of things start to
fall apart, all right? You look at the vast majority of
traffic that goes on websites. You may think that part of
follow-up doesn't really involve the optimization.
That's on your site, if you know that, maybe that's not the case,
the The truth of the matter is that it's all part of the
process and being able to actually close and finalize the
sale, right? It when you start thinking about
the interaction, the customer's Journey looks badly different
today than it did along. You know, even just a few years
ago, I believe I forget the exact step, but I believe it's
close to 80 percent of the sales process.
Starts happening online before, you know, the customer even
reaches out to you. So thinking about all of those
things and that process every step of the way is critical lead
form, just one of them and what we end up seeing is that a lot
of times you have people on your website and then 90% of the
traffic goes away. And then you have, you know, an
enormous percentage of people that will essentially convert,
but then because of the actual follow-up process where now you
have The information to contact them.
You know, there are other aspects like how many times you
communicate? What was the experience like
when you were communicating that you reach out enough times Jo M
was talking about with regards to like, just one.
Email is just courtesy. It's absolutely correct.
You need at least 15 touchpoints, okay?
And that is something that I'm going to get into the staff and
you're going to be blown away by what the average sales person
thinks that. As far as like their Outreach
is, And how much shorter they're missing out on.
So it's essentially sort of missed sales, tournament Revenue
opportunity, right? Believe it or not.
So, let's get further into the details as to why these things
happen and how to choose that right here.
So we can turn things and make it loose and can get freed up.
70% of users, that will will lose a customer when they take
longer than 60 seconds to get back to me.
And it's and it's an insane insane.
Jane stat. And here's the reason why I mean
it's easy to see you. Look at the numbers if you're
like, you know, 24 hours all the way to the cold side of the
graph. You know, you might as well just
kind of almost like forget it like, like the lead was just
kind of almost thrown away and I'm actually not shocked when I
actually came across. A lot of dealers that are kind
of getting back to some people 48 hours later.
Think about it. You know it particularly if it's
a if you know some of you You may be joining here and your
dealer is closed on Sunday and Monday.
Let's just say, well, you know, from the time that like, let's
say, let's say that lead came in just right after closing, on
Saturday, the now, your internet manager may not get back to
clean till Tuesday morning, that's well over 48 hours.
So I'm going to go into details in a few slides as to what you
can do to stay Within. In that one minute range, right?
Because I know that it just kind of crazy things like, how do I
do it so fast and it's one of the worries that concerns that I
hear a lot from people. Here's put in a different way
more than 50 percent of sales will actually go to the
dealership that responds first and that's like an enormous part
of the value of where your your follow-up being on point is so
important. Here's what we like to kind of
call the OEM secret apis. And these are things that Apis
another, you know, acronym for key performance indicators, the
things are going to measure but things are going to measure.
They're going to tell us really if we're picking that right gear
to put in place to make things kind of free up Deuce.
So we're going to want to look at response times.
How many times were reaching out to people, which is what we call
Touch rates. How many times are you able to
connect with them your appointment ratios and then
missed appointments, right? Then now you've started to get a
good handle on what you're generating from your marketing
to what's actually stick. Being and then to actually
bringing them onto the showroom, then that's like we're kind of,
you know, we're kind of like Beyond creative and the attorney
post-op and that's kind of like where you know Dojo starts, you
know, then it's the more human intervention and I'm sure
there's parts of it to that Joe can speak to as far as like the
sales component of it when they're on the phone which if
you want to jump in and say something during that time Joe
you're more than welcome to. I'm just going to grab a quick
sip before we go to the next slide.
Yeah yeah. No at that.
I'm happy to you know there's there's a have another program
as called army of One sales training.
In one of the modules in there is called give good phone and it
was hysterical because I was actually at my sister's place
years ago and she came out of her home office and she said
man, that guy gives good phone and I just burst out laughing
but like but that's the truth. Do when somebody does give good
phone what's the outcome of a phone call?
It should be the same type of Ocean like it.
Here's one where dealerships? Get it wrong.
Customer calls, right? Yes.
To the phone, right? You know, ABC Powersports,
right? And you might not even have the
right way to answer but that most people just say the name
and, you know, help me out this is Joe speaking classic.
Anyways, I'm not going to get into that and then then somebody
says, yeah, I'll show what are your product start at?
And then what you most salespeople?
Do they tell them the price and then it's like, thank you click.
What, what the, what are you doing?
But you got it. Listen, they call you because
they're, they've raised their hand and they're interested in
what you have to offer. Now, that doesn't mean that you
can't answer their questions but think of the SOS, right?
Think about what do I need to do to be able to find out some
metrics like you should be okay? They just called well.
Now measure the call. All right.
How many calls just came in and then go.
Okay. So hey, is this your first time
calling our dealership have you been in before?
Oh, you haven't, Hey, listen. You listen.
We could discuss this over the phone, till we're blue in the
face, until you touch and feel like we want you to be able to
make an informed decision. What's a good time for you?
I've got availability on the weekend.
Are you available Friday or Saturday?
Like with what's good? What's better for you, Friday,
or Saturday and set up the damn appointment.
Like jeez. Anyway, yeah and one of the the
there you go. It makes me feel good.
I'm not the only one, you know, that that's like fired up about
that because some of the things that I have heard on Paul's is,
you know, now I tell you, I'm starting I have kids now that my
oldest just reached, you know, teenage years.
And so, you know, I'm still relatively young, I'll devault
my agent. To be 36 and I've got a 13 year
old but I'm starting to be called cringy.
So I don't know if some of you parents out here, you know?
I've heard that term but cringy your cringey dad apparently.
It's just that embarrassment stage so I'm pretty creamy.
It seems I've been crazy for 20 years man.
So the reason why I bring that up is because man, oh man, in in
listening to call Recordings. I have heard some Korean G
things and I kind of feel like telling my kids, you guys don't
really know the first thing about cringing.
Okay, sure I got that joke, cringey cringe are the things we
hear on sales calls and one of them which, you know, and I
won't get too much into the aspect of the training because
that's not so much my cup of tea, but it's how do summer
sales guys? Even let people off the phone
without even taking an email, you know, or a name.
I've heard some kind of things that are just mind-boggling like
oh Oh, we don't have it but so-and-so across the street, you
know, it's there's still a way you can help and I think, you
know, Joe would agree. There's still a way that you can
help somebody just because you're going to offer an
alternative but to me that you don't have their best interest
at heart. You know, you're I know that
sort of the objection that the sales guys would tell you right
away as well. I don't want to force them
something they don't want, you know.
So I feel like that goes to speaks to like a lot of the
misconceptions that there are within The sales /, follow-up
World reps, make like literally, 75% fewer attempts that they
actually think they do and there are so many more things, more
touch points and communication that needs to happen that is
just not being done that. It speaks to really the heart of
where a lot of the money is just withering away.
No, in the power sports industry.
I think we have the tendency to not really feel like, okay, you
know, are they coming in? Because like vast majority
99.999% of dealers, they have the film motorcycle at the
store. So so and so not coming in then
it's almost like, they're not a real lead.
Well, you know, just because you can't see it in can't touch, it
doesn't mean that that person is not actively looking shopping.
And the question is, are you going to be there?
Are you going to meet them where they're at?
And are you going to, you know, part of that, a lot of with Joe
you talked about earlier, and empathy and trying to come from
a place of understanding. Same thing goes for technology.
I talked about meeting people where they're at all the time.
We need to get so much better at that in the industry.
And meeting them where they're at.
Also means, you know, I know a lot of dealers that it's smile
and dial tone, tone, tone, tone, tone tone, they have, but it
doesn't always work like that. We actually have metrics that
we've seen. In that there are some stores
that are much phone heavier and you know, others that are much
email, follow-up heavier and guess which one performs better,
it's a wonder right? So what the ones that perform
better do is not necessarily that they're stronger on email
or stronger on text but they're just better will diversify in
their follow-up. If you look at the screen, you
know, and I know at this point you're pretty like oh my I got
to be, will diversify it in all the different follow-up
attempts? I got to have how many calls
attempts I got an answer within 60 seconds, right?
It's like a lot, but don't worry.
We're gonna go into a Solutions part that's going to actually
show you. Here's how you implement those
things to make it a lot easier for you, because you look at
what's on your screen right now. I mean, literally you don't get
above the 90s percent. So these are phone calls Folks.
By the way, this is like like you know, number of phone calls.
That's not even including you know email Text message,
Facebook, Messenger, Etc. I mean, most reps, they actually
give up on, you know, in contacting somebody after just
one point three attempts. So I know this when you're like,
okay yeah, how many of these things are going to keep
throwing at me, right? But I promise, we're making our
way to the solution part of the presentation.
Let's talk about being able to identify Some of those things.
And I kind of like me talked about him as a few slides ago.
What are some of those things where you're like?
Mmm. Yeah this if I'm experiencing
this, I probably have a follow-up either either a
follow-up strategy issue or maybe you know a marketing and
sales flywheel issue going on. I'm going to tell you about some
of the things. They're actually quite simply a
simpler in a way that you would you know that you would expect
T', are you having a overspend on expensive?
Software are you having to have 10 different dashboards to
control and manage things? And that some of them may feel
super complicated? That's one of them.
That's not the way you know we looking at the person set the
slide it shouldn't look like this.
That's what you don't want. Okay, another thing that you may
be experiencing is that leads look seemingly low quality.
I say seemingly senior is an important key word, right?
So just keep that in mind because if if that agency that
compelling in, these are good quality leads.
They just need to. You know, if they sounded like
an excuse it isn't. And now I'm going to start
talking about the solutions of how it is.
That that can be solved because I feel like I'm part where the
power sports industry and such green eat is because people will
say like your OEM maybe going to you and saying, hey man, your
follow-up time socks, you're not Following it, bad enough you
know and you're like yeah okay man and how do I fix it?
So I mean I hear that from a ton of dealers, I may be something
that you're experiencing or you're like I'm sick and tired
of my OEM telling me that I don't follow up enough or I
don't follow up quickly enough. Where's the solution, right?
So seemingly low quality leads is another big one which is
struggling with book, the appointment ratios and no-shows.
That's a big one, right? And then you may also feel A lot
of these and this one is the one that kind of leads to feeling
like they're bad quality, right? But it may just seem like some
of these guys just ghost, you altogether, or maybe just kind
of give you enough, and then they just disappear.
Another one, is that your sales staff may be complaining about
feeling overwhelmed? Like really?
Do you expect me to pick up the phone while also, you know, be
helping out another customer and showing them their the new unit
or taking them to finance. Whatever the case might be
right? So put anything in the chat.
If you know if you struggle with any of these things in the past
or these are things that or any questions by the way, and or
comments. And I'm going to slide on over
to actually making it more solution-focused.
I'm going to go into three main success, BC success, follow-up
strategies for dealers. All right, so let's go straight
into the first one, right? It's simple Outreach, Cadence.
What the heck is Outreach, Cadence?
Well, Outreach is, you know, you reaching out so essentially, you
know, somebody contacted your dealer, they said they were
interested in a unit. So so that point and that's like
where, that's the point where I asked the question, remember
earlier in my first few slides I said, the marketing world.
Did it matter? Okay, that's the pivotal point
right there? Where the Outreach Cadence
begins. Because at this point everything
you do from S 0, I don't know if it s 0 or S for S 1.
That that came in makes an enormous difference on how you
are bringing somebody in from what seemingly, the digital
Unseen World, and how you're going to be able to start an
invisible relationship with them through digital and actually,
eventually compel them if that's really how they should.
Be compelled. It is should be you know I love
that Joe used term something about inspiring.
I think it's a term that he used with regards to inspiring
people. So they should feel inspired and
they should feel compelled to go to your dealership.
Now, you may be secret shopper audited by like Pied Piper and
you'll see that some of the stuff that they put in there,
just very like much a checklist and that's great.
And they'll say things are like what?
It's you know, what are you including in your emails that I
value? The problem with just going off
of those things, is that sometimes you know, you just
start worrying about how much you crammed into the one email
and then it just becomes subhuman.
Your main thing is just to be human about it and I think
that's probably a theme that you're going to hear throughout
all of our presentations today. I know, shoot, Joe hit on it,
they see it on it. I'm hitting on it now and I feel
like even That even you know Laura's going to go into it in a
second. So everything from that point on
makes an enormous difference, the Cadence of what your
Outreach will. So what should that look like,
right? Well, the very first thing is
going to be that you want to try to maximize different avenues
that you're going to reach this person through.
And at the super critical component of it, because if you
still stay singularly focused and this I cannot stress this
enough. I really, really, really cannot
stress this enough which is that if you just focus on what you or
your team is most come The lady, the bunch of other type of
opportunities, to be able to communicate with that lead?
Why is that important? Why does that matter?
Because remember your empathizing, you know, you want
to be able to have an engagement with right and what's happening.
Now is here, you know, I don't have you guys can see my camera
but I know you're looking at my screen but I'm sharing, but if
you can see me, here's my phone. We've literally got our phones
on us all the time and literally and on that phone.
And we've got like the, you know, little we're like many
gods with just the palm of our hands.
We got options. I mean talk about Google my
business and being able, you know, to rate businesses by
their reviews and so many other things.
So what do you think's going to win in the digital landscape?
When somebody up against, you know, you and two other
neighboring dealers, they're good.
The the buyers process begins prior and they're going to be
checking out your reputation, they're going to be checking out
What their experience was like navigating and trying to contact
you on your website. And then here now with regards
to the follow-up process is where the Magic Begins as far as
are you going to engage them at a at a man in a manner that
matters, right? So the Cadence coming back to
that is going to be trying to reach them with as many Avenues
first and then you kind of start staggering.
So as an example, if it's during business hours, the lead comes
in Christ and in the attack. Just try and do the default
autoresponder email with should always, you know, go out whether
it is during or outside of business hours, you can even do
one where you can time it 15 or 20 minutes later, so it's not
obvious. You know, that it is an
autoresponder email. Those are all things that play
into the Cadence just as well as the actual message that you're
including in, there needs to be extremely well-crafted and needs
to You were to reflect the culture in your leadership and
the sorry, the culture in your dealership.
And those are things that are very important and I think that,
you know, for those of you that are here and that, you know, you
listen to Joe's presentation and a lot of the concepts that he's
talking about connecting with people think that way when
writing these kick when writing in crafting these messages and
thinking about that Cadence. So you know what you start out
with kind of casting a wide net of first when the leaf first
comes in because that part of it is so crucial.
But then for the follow-up, You want to stagger things, don't
send them a ringless voicemail and on a call and a text and a
Facebook messenger message and a and and you know and Animo all
at once. So you can now on the next day,
through our light email the next day after that, you can follow
up with, you know, a tech and then maybe the next day after
that you could do a ringless voice mail drop so that Cadence
of it. And then nurturing Saying that's
part of the nurturing process, people may.
It may feel like they're completely ghosting you.
But it's important to think that we don't really know what's
happening in their world and how preoccupy they are.
And, very likely, the reason why they didn't answer the first
like two or three, four messages, just showing, and they
have the different things. So being there and like really,
truly, like doing your absolute best to really reach out and
help that person so that they can, you know, enjoy the vehicle
of their choice, you know? And and help them have a A
life-altering decision for the better.
I feel like it's your responsibility to do the
absolute most, you can and your Cadence.
And how many things you put into the actual?
Follow-up are critical components of it, so that kind
of brings me over to number two, right?
Which is Outreach automation. So I promised you that I would
talk to you about how to put things together with the
difficulty of having to have so many different platforms having
to do so many Outreach. And Do it so quickly.
The good news is that you have choices, you have options of
Technology out there and reliable technology, that you
can leverage to your advantage so that you centralize things.
The first one that comes to mind is trying to trying to put
everything together in a dashboard.
That makes things easier for you, and then of course, being
able to have a reliable integration so that let's say
all of your leads coming in from your website.
But also very important leads at you, May have coming in from
Trader, needs that you may have coming in from the chat function
on your site, Facebook Messenger, all get put into one
place and then that one place follows the rules that we're
kind of talking about with regards to the automation.
So there are just endless different software Technologies
out there that you can use. You have to make sure that you
using one that simple. And that really just jives with,
you know, the way that Either operate at something really
important to keep in mind that this platform is this platform
really going to work for us and then you kind of really, you
know, get likely married to that software.
So that it helps you also be on the lookout for like software's
that are going to give you a difficulty, having your data
exported after, if you want to leave them or that you know,
kind of box you in. So they're very important to
keep in mind. So you heard me talk about
having a lot of avenues and a lot of different options on how
to How to communicate to people. So, why is Automation, and why
is putting in as many communication channels as
possible? Because the more of them that
you use increases success rate of being able to reach somebody
about a hundred and sixty one percent.
That's enormous. Now, here's some of the I would
just say basic ones for Success that we Implement there are
more, you know, but these are like your fundamental ones.
You want to have an automatic call generated.
Your dealer if it's during business hours.
So that now, essentially, your team gets a call and said, Hey,
Joe Motorsports, this is, you know, you have a lead on line
one. Her name is Christy press want
to be connected. And what the system does is
essentially when they hit you, no one would be software's.
That will dial the needs phone number and then it tends to make
that connection. There's also the option that if
the person didn't answer, you can hang up safely.
And then you know, they get a ringless voicemail.
Throughout the lifespan. What we call the sequence of
following up for one particular need.
Let's just say about a two week time span, you should also drop
think about dropping to bring these voicemails the way ringlet
voicemails work is essentially that it literally will ring the
phone for a split second and then it just goes straight to
voicemail and it drops the pre-recorded you know message
You want to include text messages and you want to include
emails as well. If a lead came through Facebook
Messenger, you want to be able to reach out to them and just as
a heads up there's a lot of people don't know this and
Facebook constantly is changing all of their policies and all
there's a limit and don't quote me.
But I believe it's 48 because they just recently changed it to
when the lead follows when the need comes in.
If you wait more than 48 hours to follow up to that lead, you
cannot Not. Now follow up via Facebook
Messenger, unless that lead regenerate, and it's just
Facebook, excellent way to make sure that they are milking you
for the money that you're spending with them on their
platform. So, just keep that in mind
though. Because if your feet, you know,
as an example, that I gave to some of the dealerships I closed
on Sunday and Monday, and you had a Facebook lead come in on
messenger. This is 44 paid by the way?
And that lead came in and then and then You know, your
follow-up guy or gal is not going to follow?
It's a Tuesday morning. You can't even mess it that
person yet. So, with a lot of the things
that I told you the number three aspects supercritical is
essentially to how really good grasp on where you're at, as far
as your spending, as far as where your efforts are taking
you, what you're closing, how many people are actually making
an appointment the whole night. So that's where reporting is
supercritical. Get down to the nitty-gritty of
finding out. Okay, so how many Meats it
generate? I was like cost per lead?
Many of those leads actually turn into an appointment and how
many of those actually turned into a sale?
You want to be able to get a graph so that you can track what
we talked about earlier on, which was your Roi also known as
your return on investment. You want to look at things such
as your follow-up campaigns, your reply rates, how much
people are opening them reply, your age are super, super
critically important, okay? And so that's that, wraps it up
for number three. Before I give you a recap, I
want to open it up to any of our panelists, I want to add any
comments to anything that I just reviewed or even to anybody on
the chat to leave some comments or do some questions.
I'll do a full-on, you a Or the end, but I'll open it up real
quick so I can get a drink, any comments or anything like that,
you guys want to share. Hey Joe, I've got something
that's stepped off right at the beginning of your presentation
and I just been it's been on the tip of my tongue.
The whole time you would talk about people running, an
internal program versus Outsourcing the program and you
know this is going to sound salesy I'm going to try and say
this in a way that makes sense. But only once did I really see
an internal program that like blew me away and knocked my
socks off and that was in the Marine industry.
A company called Marine Mac when I worked for Suzuki.
I went to Marine Max and did some training down there and do
they have like, 12 people in the marketing department and BBC?
And I mean, just like it looked like gaining computers
everywhere, right? Everybody have multiple screens
and was just going after it. But usually what I see is a
dealer will put like one person in charge of pay track this
track that. Follow these 19 channels and
then it just never seems to never seems to happen our
progress and I've wondered had some insight on that, okay?
What makes it fail? What makes it work?
That's a, that's a really, really good question.
And I have seen very similar things, which is essentially
that I see outside programs work better.
And I know that a lot of a lot of dealers, will kind of say,
you know, I've tried different ones and that is one of the
aspects that suck about, you know, like trying to do it out
sourced, right? Like really finding out which
ones Are going to be which ones are going to.
It's not necessarily that uniform that you could just say.
It's not a binary saying these people suck or they're good very
often times. Is, are they a good fit for your
dealership? Is that AMC a good fit for your
dealership. So sometimes, you know, you'll
hear dealers that will say, I got a, I've tried, I've tried an
agency or 24 units. Do my follow-up or anything
goes, by the way, for marketing. Right?
We hear that often like agency sought and it shows the question
is are you know, I think that the problem traced back to
Perhaps not being a good fit for each other, and in the way they
work, put in general, that aside, I do see that Outsource
works better and in my belief, I think it's because to do this,
right? Depending on the number of leads
that you have this needs to be a culture change in the
organization. So, as an example, you know, if
same thing that with, you know what, my twin Joe does, you
know, he will come in. And I don't want to, I don't
want to speak too much for him because I don't want to
misrepresent, but he essentially helps in training, you know, and
that training, builds that culture.
It's a mindset a mindset, a mindset shift that helps
establish that culture within the dealership.
So so you know, it's things that you learn that.
If you put in place, will make you be successful.
The reason why in particular Literally with with BBC in-house
versus outsourced. I see that most hitters don't
have a successful program to your point is because I think a
lot of dealers are not necessarily.
They're like they're they're, they're probably more closer to
saying yes, I need a program that teaches about sales and
that gets my sales staff, you know, trained properly and
ramped up and all of that and like I think they more readily
accept that then saying, oh I need a program, you know, and I
Build something from the inside that's complex in it of itself
because the follow-up process in and of itself.
Whether you have every single one of your salespeople follow
up, or you have a dedicated BBC manager, that component of it in
it of itself needs attention. So you know, it's like, it's
almost like you're forming a, you know, an organism within the
organism, it doesn't matter what it looks like, it's just that it
needs that. It's like a plant.
They look like I think about it or the garden your dealership in
the garden. That one plant is a, is, is, you
know, a plant in the entire Garden of the dealership and you
have to water it. You've got it.
So a lot of them are like well yeah, we're just reply to emails
and we're good. Hmm, yeah, not really, you know
really, you know, in the chat, Steve Jones put up a couple of
comments. A he asked if we had an example
to show how things get automated and you've got a good, you know,
10 minutes or so, to go into that.
So I didn't want to take away from more of your presentation
time. But then he also noted that a
lot of In-House things, he says they give up like a lot of
dealers will fail because they give up within a few weeks or
months. And I've seen that happen to
I'll talk to some business owners and say hey this is a 30
60 90 day program, we're going to evaluate every 30 days and
constantly make changes and then, you know, at 180 will
really cement things in and maybe they just don't put enough
time and effort into it or they get impatient.
Yeah, I think I think that it's, you know, it's a mix.
It's a mix of things life gets busy, you know, they think
because of one of the aspects that I mentioned earlier with
regards to feeling like you're being seemingly ghosted, I would
say that like it's very easy to immediately be like this is not
working, you know what I mean? Like this is, this is just not
happening and nobody is actually on the other end and this is not
going to make any sense, you know, any difference.
So that the automation component of it right?
Is a big help for that because it stays there and it does the
Relentless work It does the very time consuming work the
Relentless work and it's never set it and forget it.
Because at the end of the day, I do want people to understand the
like, you know, one. Somebody raises their hand, they
need to step in. They need to step in and be
like, okay, let's now do something with it.
We actually offer, you know, managed services for dealers so
that where we can either do like a soft completely DC solution or
a soft. Easy solution or a fool BC
solution where there where our teams actually like dialing out
the soft one is one along the lines of like a somebody replied
via email or text. And now you carry on the
conversation in the manner that that person wants, right?
Because, you know, the replied be a text.
So I think and I don't know if I went off, too much on the, on
the weeds there and I didn't end up answering your question.
But it's going to it. I think that they give a
prematurely because it's time-consuming because they
don't know that it's actually making a difference, you know,
and they go on to other things and they forget about it, you
know. Hey Joe, you know what?
I want to speak to something here that I think a lot of sales
people and just people in general have a fear And they
have this fear of having these automations go out and that
people are going to not like it. They're going to receive too
many emails, or they're going to receive too many texts and not
like, here's the reality. Okay?
If you get an email that you don't like, you can unsubscribe,
if you get a text that you don't like, you could just write stop.
And that's it. Like, you can turn this stuff
off. I think that as a society we
have to remember that, you know, and I'm cheering you on Joe
because the three things that we as Leaders need to do as
business people and my coaches remind me this all the time,
right? Joe, is there something that
you're doing right now? That is a waste of your you know
five thousand dollar an hour greatness.
Because everybody here right now every one of you if you're on
right now, you're watching this. You should really be thinking
that. Hey I make 5,000 bucks an hour
that is my rate. So am I doing?
A twenty dollar an hour job is if you are you either automate
delegate or eliminate because like if you're all 5,000 bucks
an hour. So if you're out mowing your
lawn right like you could give somebody 25 bucks to mow the
lawn so you can go out and make your the difference of 4975 box.
Now, if somebody says to me, yeah you know what?
But I really love to mow my lawn.
I'd look at them and I go do, you know your neighbors lawn And
they go world. It's yeah.
So you don't love it that much. So like put it into perspective,
you need to automate delegator eliminate.
So follow-up. Listen, I could write a book
that's called your follow-up sucks.
Most sales people. They don't follow up like they
just suck at it. Okay, number one, number two, if
you can automate it and make it affordable, I'm telling you like
it's the way to do it in the bicycle.
Industry that like create an automation.
I've, you know, in the bicycle industry.
I've got partners that have done that in Joe.
You're the guy in this ecosystem, you're the man, I've
looked up what he's doing, like think of it and then again
delegate it. Okay?
Yeah I can delegate my follow-up.
Okay. Good luck with that.
You're going to actually get somebody to do the follow-up for
you because I can tell you following up is where the
fortune is, and we're bombarded with so much stuff.
So you got to be able to break through the static.
Yeah, that's where able to do. And so that is out.
And then then there's a thing that, you know, before I cut
off, here is you said Relentless, and it's just so so
good because you need to be relentless without being a past.
There's a difference? Yeah.
So then it's a question of time management.
So what is a Relentless follow-up, system, look like?
And I teach this and again, if you You want to manually do it,
you should be doing at least minimum of four touch points a
day for 4 days. So they're 16 touch points that
you manually do. Good luck to try to just do
that. When you've got new people
coming in and your phones, ringing.
And oh yeah, I've got to get the kids to soccer and I love you,
just not going to do it, which is why your follow-up sucks.
So if you can automate it, let Joe might win.
Let them let he's got you, he's got you to take care of you and
you know, another thing too, that I have realized Joe is that
that It's it's an it's I think almost like an excuse, I think
that may stem from Fear With regards to do they're going to
think I'm a pest this and that at the higher level when it
comes to Marketing in general, if you're not pissing off a few
people you're not doing it right.
I totally agree. Couldn't agree.
Yeah, you know, I get every now and then I'll get somebody who
actually takes time out of their day to send me an email and say
oh I can't burn but it's just like okay you know the idea
isn't to be a pest and that's why Why Cadence, which I talked
about earlier comes into play and mapping things out, but I
couldn't be more on board with regard to.
What you're saying with regards to the automation?
If things are set up properly from the beginning, there is an
aspect of it that it's just going to be done for you.
Why do you want to really just sit there and truly do just a,
you know, ten fifteen twenty dollar an hour of just like
following up with emails are sent, it makes absolutely no
sense. And the truth of the matter is
that this ties back to What you do and how you help people
change their mindset to be able to really truly connect with
other humans. That's what sales is about.
Yeah. When we take away the, the busy
work of all these emails and that are around the now it needs
more time for that, the real stuff, the stuff that people
really truly enjoy, it's funny because technology has driven us
apart in a sense and it's, you know, kind of put a wedge in
between us. But at the end of the day,
what's really ironic about it, is that people still seek That
very human connection one where another percent.
Yeah, yeah. So so I don't know if you guys
can see here on the screen. I changed in.
This is like the back end of be turning pro.
Do you guys see that? Well, I'm not saying, don't ya.
Okay, cool. Sorry.
Wasn't seemed perfect. So this is to answer Steve's
question a little bit of an example and we've got tons of
different things here, right? Where we can go, you know, and
add a new event as an example. And then, you know, we can do
messenger if it originated there.
We could do SMS, email voicemail, you could even run,
webhook, so if you wanted to connect to, you know, to an
outside platform, but this is kind of more of like you're out.
Reach down under one as far as Automation.
And it essentially says that if it's, you know, within business
hours. So you could edit that in here,
then you want this to be sent and such and such you know that
you want this this call to happen, same thing with text.
So we leave text for it's only happen during business hours.
And so, this is some of that perfect example of how to
automate it. Once it's set in here, tons of
parameters can be edited. And so, as an example, if you
have a round robin, you know, for your sales staff, the email
signature could be automatically in put it in put into the
outgoing email and so whatever sales associate, it gets
assigned to the lead. It'll actually inject their
email signature and and you can you know you can you can see on
here there's like particular Cadence of certain amount of
days after the first one that Follow up.
And by the way, it doesn't really just in two weeks after
the initial lead coming in because those people afterwards,
unless there was a resounding no.
And that's when you change things and you get to remove
people, you know you want to put them into a longer term sort of
follow-up nourishing kind of sequence where, like by default
every lead that coming in, you know, you should be putting into
a mail chimp or a what do you call it Constant Contact.
List that, you know, at the bare minimum, you know, you're
sending them a newsletter for your for your new stuff once a
month. As an example, did you guys have
a comment on there? Yeah.
Actually there's a couple and I want to I don't want to give
people their shout outs because we've got people listening on
other channels, Steve Jones writes he puts as an industry,
we are extremely Port following up having an automated response
for an inquiry within minutes. Instead of days, leads to
increase sales opportunities, multiply the opportunities by
how many contacts you lost, because no one followed up and
men, that really mirrors, that mirrors my own personal
experience. I put in the comments myself
earlier. I was scared too.
Besa automate things because I thought it would interfere with
the relationship. But as you pointed out, Joe,
when you have automation to pick up some of the pieces that are
mundane you actually get to focus, your relationship energy
rather than spend it on auto-replies and stuff because
half the stuff you got your face.
Anyway, what sense is that exactly?
Right. That's exactly right and and
there are certain very few parameters that you that you can
just put in there through custom fields and things so that you're
making sure that things. They're properly setup and that
that that's all front loading stuff.
Once that's in place, you're good, you know.
And then the rest he just it has to be written in a way that's
very human. So people are afraid of the
automation when the automation isn't the problem.
It's more than anything, the messaging, you know.
So let me just kind of recap if I want to see you.
There may be some question. I don't know me.
I don't want to go over time, but I want to do give a little
bit of time for Q&A. We do have it after work, but I
want to just kind of Except that I guess it's either, you're
going to want something that's simple fast, budget-conscious
and relatively simple to integrate, right, and train your
employees on. And that actually allows you to
be able to scale once you Pacific them in place.
And that IT addresses, obviously, that the reaming
profitable components of follow-up that we spoke about.
So you do this by implementing a quality lead generating system
that cherry-picks prospects were you.
So we kind of talked about that goes back.
The BBC topic that Kurt you and I just mentioned a few minutes
ago so it goes back to that aspect of it.
Whether you're going to do it in-house or not, it doesn't
matter. Just make sure that you're
putting in a system that you're that you're watering that plant.
That's what's going to be really important and you want to do it
to a way that suits your dealerships needs and your
dealership style. So don't necessarily just go by
oh, you know, so and so is doing it like this.
Got to make sure it works for you, crew and focus on the
low-hanging fruit, you know, when it comes to marketing,
because those are going to give you the highest return on
investment with, like, you know, the least amount of work
involved. So you would do that, you're
going to dominate, you know, your competition without a
doubt. I mean, there's just so many
people that aren't doing the right things that don't be
afraid if you started W. Literally I don't feel like, oh,
you're going to fall in your face and do it.
Because right now, there's just so many people aren't doing.
Anything that just doing something will put you ahead of
the game by a lot. So it's really, really critical.
Once you create and put this system in place, it's just up to
you how much you want to grow. Now if any of you that are here
with me right now, want to talk and chat about implementing this
either, you know, put something on the chat that says, I'm
interested, hit me up or whatever the case may be, or you
can go to go beyond creative.com schedule.
And you'll see my counter to available on there, and my
emails also up on the screen. And with that, I want to go
ahead and open it up for Q&A. Do we have?
I think, I think I might have just hit time, her do we have
enough time for a Q&A quick Q&A. Go ahead and end your screen
share and open up the Q&A screen for folks and let's see what
we've got. I don't see any questions that
are queued yet. We did have a few comments.
You want to take a look at the comments screen if you can keep
your that if you can keep your screen shared but go back Joe to
that to that slide with that time and Effectiveness back
toward the beginning of your Terrible way to die.
Exactly. I'm thinking if it's at the one
with regards to like the number of touch the follow-up touches
and well it had to do with the time.
It was obviously showcasing the faster.
Yes so lead response time you know I think this sums up a lot
of what you're talking about and why the services you provide or
the concept that dealer should wrap their head around this sort
of process and Automation and things.
Like what you do to me is this is the apparent piece.
It's obvious and so true, these are conversations.
I have with dealerships all the time.
You know I yeah I get You know, it's on the, it's on the board
as a lead but, you know, we didn't close it.
Well, where did you get with? Well, we, by the time we got
with them, we couldn't get with them.
We emailed them, they never came back.
We return their call, you name it, but the conversation comes
comes back to this. And this is where a lot of times
urge people to consider services like your own.
If they can't do this in a timely fashion, they're just
wasting their time. Obviously, you know.
Yeah, exactly. I agree.
And I just want to confirm because I didn't I I'm going to
separate screen. That was Brian, right.
Brian. Okay, cool.
So you know, no no it's all good.
Brian one thing that that did this is this is actually
fascinating because you know your your am I allowed to say
you're a drinker guy. Yeah, I don't know.
Exactly. OK I just didn't know if we I
wanted to respect, you know, branding guidelines.
So I don't want to throw you under the bus.
Yeah, that's who. That's who keeps my mortgage
paid? So yeah, I can't complain.
They're good. Exactly.
So I'm not gonna, I'm not gonna do that to you, but the reason
why I bring it up is because you have a high level of exposure of
talking to a vast number of dealers that essentially are in
this pickle, right? With regards to follow up time
and all of those things. I think he just mentioned what
we call we got busy and blah blah blah, one component that I
mentioned with regards to unifying but I don't think that
I focused or made enough emphasis on that supercritical
whether you do it through somebody like us are you do it
through? Somebody else separately is for
the dealership to try their best.
Whatever it is that they're using Business Solutions or
they're using any leads or if the using, you know I don't know
what are you the X1, you know, that the X1 be a dealer
management system, whatever to try to put all of the leads into
one platform because one of the things like on that screen that
I shared with you guys where it actually showed you the sequence
of the automations, In the previous screen prior to that,
which I don't think I showed you see that.
We have it all broken down by where the lead is coming in.
And that's an important factor folks because the way you talk
to a Facebook lead is going to be different than the way you
talk to a Google. You may ask why the well because
if you think about it, it's actually based on the nature of
the platforms that you're doing your marketing on what I mean by
that. Well, if I go to google.com,
because I say motorcycle, you know, Recycle shop, nearest me,
or I'm looking for a particular part and accessory, whatever the
case may be, but if I'm putting in near me and those sort of
terms, that's very high intense. That is somebody who's likely be
ready to pull the trigger on some sort of purchase to be, you
know, forty dollar pair of gloves, a four hundred dollar
Helmet or I don't know, you know 20, 25 thousand dollar unit,
sorry, vehicle caught myself, I should be calling the Munich.
So The point being is essentially that you speak to
these folks different, right? That person I came in with
hiring tent, your urgency needs to be different, the sequence
for them is going to look a little bit different than the
people you serve ads to or your interact with on Facebook.
Why? Because Facebook is
interest-based meaning that they didn't actually put a search
term on their browser and then you came up, you came up on
their feet because you know, that they either At your website
or, you know, that they're in an interest group such as
motorcycles or writers, and it's like Yamahas or like Indian,
whatever the case may be, right? So the nature of the approach in
the Outreach, your Cadence is different.
Your, you know, the how you're going to reach out is different,
does that kind of make sense or just convolute things more No, I
think that that's important. Those are important, nuances,
that people should have that conversation with the
attribution the tempo. You know, when you start
interacting with somebody, those are all important pieces.
And if if a dealer doesn't quite know why those things are
important, I think they should reach out directly to Joe.
Thank you, Brian. I appreciate that.
And then just kind of as a comment to kind of wrap this up
for folks that are thinking they might hear this ago.
Ah, this is cool but it's beyond our scope or this is interesting
but we're not ready for that yet.
Mark Sheffield makes a nice comment its I'm sure it was
meant to be funny but it's so on point.
It says you only need to be bad to be better than most your
competition. There's weirdest humor.
I love it. If if you don't You're good
enough or if you're a perfectionist and your weight
and have everything be just right, you're going to wait
forever. It's never going to get done.
So, you know, jump out, jump out on faith.
Take some steps to implement some processes, and then, you
know, measure the Matrix. Take a look at it and go did
this work? Did this not work and then tweak
it as you go, you know. Yeah.
I think you make a really good point and I've actually been
encouraged in the past, I've been giving feedback to say like
want you know, and previous webinars that.
I've hosted to express to our attendees that like, hey, you
know, if you like I would just encourage you book, like, book a
time for us to chat because what happens at that point is worse
case scenario. You know you will go out with
some sort of actionable plan that will be beneficial and that
will work for your dealership as far as like having been given
free advice and free pointers and whatnot you know as opposed
to Immediately saying in your mind, oh, this may not be for me
or it's too intensive or it may be too expensive.
Whatever the case may be, I would just say just schedule and
literally it could be, you know, we could find out within five or
ten minutes. I may not be a good fit or it
could lead into something where you know, maybe we spent twenty
thirty minutes on the phone and you walked away with an amazing
amount of things or we may be able to work together, whatever
the case, maybe there's there's no pressure.
And in reality here, what it is about lifting the industry.
So I would just say schedule, you know, do yourself a favor
and try to figure out you know whether this is a thing that you
want to pursue or not. Nice nice Joe.
I just want to throw it out to you.
I know following up. Joan marku takes takes a little
bit of a deep breath. You got to get ready to talk
fast and fill in the gaps. But man, you knocked it out of
the park that the information you share you.
And I spent some time on zoom and on the phone before and man,
I knew that you were going to bring it.
I knew that you were going to have information that dealers
could really Implement and use. And then thank you so much for
participating in our Roundtable today at this, as The founding
power partner this thing. Then you really brought it.
Thank you, man. I appreciate that.
Great. That means a lot to me.
Thank you. And I really do hope that are
attending stay on because we have some really exciting stuff.
I just want to say, we've got some really, really cool things.
Yeah. And and for the attendees that
are still keyed in no matter where you're looking, I've been
putting the live Zoom link all over the place with the
passcode. So share it, bring friends.
We've got two more segments to go.
We did not factor in a lunchtime.
Or a cold beer time for people. So, depending on what time zone,
you're in, if you got to grab a sandwich or grab a cold beer run
and do it right now and be back in like 60 seconds, because Lara
is bringing a lot of valuable information and some value added
perspective.