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The EZ Referral Network ©
Building Your Business From The
Ground Up
By: Paul Sansone Jr.
Relationship Selling/What Is Old Is New Again
What is the #1 question your dealer asks your
sales manager?
You are 1 team,
NOT Internet Vs. Floor!
How many cars did WE sell today?
1. Frustration of price banging with online customers(Need Balance)
2. High cost of generating new business(How much $ for lift)
3.Under utilization of sales staff (Most of the focus has gone to BDC’s)
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Why Is There A Need?
Get Salesman Back In The GAME!!!
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How Things Have Changed!
1.Customers have changed
2.The way dealers go to market
3. Advancement of Technology
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2014
1980 VS.• Traveling to 6-10 dealerships• Brochures• Newspapers ( Price)• Calling Dealerships • Test Drive
• Travel to their couch • Internet/ Web Browsing (Avg. 18.5 sites)• Online Access to Multiple Dealerships • Cars.com• Edmunds/ Kelly Blue Book• True Cars• 70- 80 % of consumers go through pre-selection
process *• Customers visit only 1.3-1.6 dealerships *
Shopping Habits of Today’s Consumer
J.D. Powers Statistics *
Salesman very engaged
Virtually No Salesman Engagement
Sales Staff Experience
Consumer Knowledge
0
10
20
30
40
50
60
70
80
90
Consumer Knowledge Vs. Sales Staff Experience1980-2014
Where Do We Stand Now?
Most educated consumer negotiating with the least experienced sales staff.
Salesman Experience Vs Customer Knowledge
1980
Salesman Experience Vs Customer Knowledge
1990
Salesman Experience Vs Customer Knowledge
2000
Salesman Experience Vs Customer Knowledge
2014
What's The Solution?
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A.Un-educate Our Consumers
B. Train, Educate & Invest In our sales staff
A Business Within A Business
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Salesman “College” Degree • Meet/Greet/Qualify• Product Knowledge • CRM• Referrals/Networking• Social Media * Salesman “Master” Degree• Phone Skills• Internet • Lease Retention• Orphan Owners • Service Lane• Equity Mining • Live Chat
* Sales meeting from Sansone Jr’s 66 Automall
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BDC
Lead Buying BDC Focused Dealership
Sales Staff
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BDC Salesman 2014
We Focus On Balance
Price or Offer Motivated
Relationship Motivated
Social Media
Previous Buyers
Networking
Referrals
Internet
Direct Mail
Radio & Television
Newspaper
• Higher Closing Rate
• Higher Gross
• Higher CSI
Lead Sources
Relationship Selling: Make the Numbers Work for You
Lead Source Closing Ratio
First Time Ups 9%
Internet Leads 10%
Be Backs 67%
Repeat Buyers 60%
ReferralsFriends, Family, Networking
55%
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Source: Car-Statistics
Relationship Selling:
Best Results – Takes more work.
Most advertising dollars are
focused here to ask the dealer to spend more
money
Make Referrals and Networking a Bigger Part of Your Business
• 30% of purchasers have a family member who plan to buy a new or used car within 90 days
• 60% of purchasers know someone who will buy within 60 days• 71% buy because they like their salesperson• 40% higher gross on repeats and referrals• Higher CSI• Easier transaction for everyone (38 minutes less)
IT’S A GREAT SALES APPROACH!!!Source: Earn Over $100,000 Selling Cars – Every Year by Joe Verde
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Dealership
Lead Generating, Salesman Focused Dealership
• Teaching your sales staff to generate their own business,
• Most Cost Effective Approach
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• Take Responsibility & Ownership Of Your Business
Bryan Motors
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What Tools Do You Need To Be A Successful Business?
WebsiteDealer/Salesperson
EquipmentDealer
Marketing Dealer/Salesperson
FinancingDealer
Staff PersonnelDealer/Salesperson
InventoryDealer
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Marketing Your Business
CRM
A) Use your CRM as a marketing tool.B) Use social media to sell cars todayC) Invest in yourself (EZ Connect) and or other dealer branded personal marketing
material
• Tier 1 : National • Tier 2 : Regional• Tier 3 : Dealer • Tier 4 : Salesman
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Look @ Your CRM as… Personal Assistant
&Marketing Department
Look @ Social Media as Your …Advertising.
Look @ Your Referral Agents as…
Employees
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Summary
• Old school selling, with new world technology1. Mobile Technology, 2. Replication Websites, 3. Electronic Debit Card Payments, 4. Personalized Salesman Websites
• Relationship-Selling model vs. price business model
• Provides all of the training & technology to change the culture of your sales staff.
- Generating their own business vs. waiting for the dealership to generate leads for them.
• Designed to grow your business organically from the salesperson out.
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• EZ Connect, coupled with EZ Referral Network is the perfect tool for salespeople to create their own leads and build a large customer base.
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• Each salesperson will have their own website that they can use to market themselves. The most effective forms of social media are connected to the site:
