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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