Super Charge Your BDCStrategies To Increase Lead Conversion and ProfitsCory Mosley

PrincipleMosley Automotive Training

Pg. 38

The Challenge to Influence

A large percentage of customers are buying anyway

Customers typically choose a car, dealership, and GET STUCK WITH YOU!

Creating separation as a matter of process is the answer!

The 4.5 Elements of Creating a Deal

Separation

Communication

Branding

Value Propositioning

Influencing

Creating Separation

M + 3 Rule Law of Diminishing Returns Leverage the Power of Words Be Authentic Connecting Matters

The Power of Words

Global Warming Climate Change Early Adopter Crazy person who stood in line for

a $600 phone

Perceived Difference= Perceived Value

If the customer perceives no difference and no value, then all that’s left is PRICE!

3 Truths About Value

① You can never have too much value② You can never offer too much value③ You can never give away too much value

Strategies for Creating Value

• Improve product knowledge and presentation• Create a “follow-up relevancy playbook”• Break away from what everyone is doing• Develop a compelling “why buy”

Creating a Sales Opportunity

T.O.M.A.Top of Mind Awareness

When you create T.O.M.A. you increase your sales because prospects who are not buying today will think of you when they are ready to buy!

T.O.M.A. also establishes a “last opportunity” scenario

Think Progressive InsuranceThink Geico

Think JG WentworthThink Tax Masters

Relevant Follow-Up

Crash Test Ratings Industry Awards OEM Incentives Dealership Incentives Dealership Benefits Package

Common Sense Approach

Phone Checklist

Points of Control

Contingency Plans

Pre-defined pricing strategy

Pre-defined purpose of interaction

Relevancy

Non-price related lead-in

Email Checklist

Quality branding

Proper grammar usage

Effective or persuasive

Consistent pricing strategy

Relevancy

Clear direction

Re-examine the Process

• What- What are you doing now?• Why- Why are you doing it that way?• Is- Is there a better way?

Next Step......

TAKE ACTION!

Focus on the Deals you Don’t Make

Let’s Connect

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